scholarly journals Identity, Positioning, Brand Image and Brand Equity Comparison.

2017 ◽  
Vol 8 (4) ◽  
pp. 1246 ◽  
Author(s):  
Eduardo De Paula e Silva Chaves
Keyword(s):  
Brand Equity ◽  
Quantitative Research ◽  
Brand Image ◽  
Brand Identity ◽  
Identity Positioning

The management of marketing has as presupposition the understanding of the relations between market and consumption, as well as, the concepts related to the maximization of the results of the company. In this way, an article was elaborated in search of the understanding of the existing relations between brand identity, positioning, brand image and brand equity. In this context, qualitative-quantitative research was sought to describe the existing relationships between concepts, as well as the conceptual and managerial gaps arising from their management. As a result of this work we have the analysis of the conceptual and operational gaps of these concepts.

scholarly journals BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL AIRLINE

2009 ◽  
Vol 8 (1) ◽  
Author(s):  
Idris Gautama So ◽  
Ishak Ismail
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Associations ◽  
Brand Association ◽  
Service Brand ◽  
Private Values ◽  
Brand Attributes ◽  
The Creation ◽  
Cochran Test

Brand image, in brief is a series of private values that perceived by company to create identity of its product or service. Brand Association is anything related memory to brand (Tjiptono, 2005). Brand Association is one of assets of brand equity, which shows advantages and differences of a product or service while a person recall the brand of product or service. This paper is a research to discover brand attributes associated in consumers’ mind that create brand image of state owned national airline (Garuda Indonesia-GI), and then to discover harmonization between brand identity with brand image. The respondents of this research are passengers of GI airline at Sukamo-Hatta airport. Cochran test is one of methods applied in this paper. The result of this research shows that there are six brand associations which create GI brand image, but brand identity has not yet stuck completely in consumer’s mind, although there are three additional brand image perceived by consumers. These show that there is a positive gap which bring advantages to company. Company must also maintain the harmony of built brand image and brand identity to avoid the creation of negative gap.

scholarly journals CITY BRANDING KABUPATEN PANGANDARAN SEBAGAI KOTA WISATA

AdBispreneur ◽  
2019 ◽  
Vol 4 (1) ◽  
pp. 63
Author(s):  
Pratami Wulan Tresna ◽  
Arianis Chan ◽  
Tetty Herawaty
Keyword(s):  
Data Analysis ◽  
Brand Equity ◽  
Significant Influence ◽  
Quantitative Research ◽  
Brand Image ◽  
Basic Material ◽  
City Branding ◽  
Brand Preference ◽  
Analysis Technique ◽  
The City

Pangandaran is one of the regions in Indonesia known as the City of Tourism because it has high natural and tourist potential. This potential is the basic material for a region in carrying out city branding so that it can achieve its brand equity The purpose of this study is to analyze how Pangandaran's city branding is viewed from a tourist perspective. In this study the method used is quantitative research. The sample in this study was 293 people obtained using accidental sampling withdrawal techniques. The data analysis technique used is the SEM method with the PLS approach. Research shows that Attitude has a direct and significant influence on Brand Preference. Brand Equity has a direct and significant influence on Brand Preference. Brand Image does not have a direct significant influence on Brand preference. Pangandaran merupakan salah satu wilayah di Indonesia yang dikenal sebagai Kota Wisata karena memiliki potensi alam dan wisata yang tinggi. Potensi ini menjadi bahan dasar bagi suatu wilayah dalam melakukan city branding sehingga dapat mencapai ekuitas mereknya Tujuan dari penelitian ini adalah untuk menganalisis bagaimana city branding Pangandaran ditinjau dari perspektif wisatawan. Dalam penelitian ini metode yang digunakan adalah penelitian kuantitatif. Sampel pada penelitian ini adalah sebanyak 293 orang yang didapatkan dengan menggunakan teknik penarikan sampling aksidental. Teknik analisa data yang digunakan adalah metode SEM dengan pendekatan PLS. Penelitian memperlihatkan hasil bahwa Attitude memiliki pengaruh signifikan secara langsung terhadap Brand Preference. Brand Equity memiliki pengaruh signifikan secara langsung terhadap Brand Preference. Brand Image tidak memiliki pengaruh signifikan secara langsung terhadap Brand preference.

Strengthening of a Private Brand: the Aspect of a Store’s Image

2012 ◽  
Vol 23 (1) ◽  
pp. 90-98
Author(s):  
Regina Virvilaite ◽  
Migle Dailydiene
Keyword(s):  
Competitive Advantage ◽  
Empirical Research ◽  
Research Method ◽  
Quantitative Research ◽  
Scientific Literature ◽  
Brand Image ◽  
Product Variety ◽  
Brand Identity ◽  
Quality Product ◽  
Private Brand

According to many scientists a brand is one of the most important sources of acquiring competitive advantage. This attitude is confirmed by the fact that there are many scientific works on brand image. But there is a lack of theoretical and empirical research on the formation and strengthening of an image of a private brand. It should be noted that theoretical and empirical research, performed by Reda (2002), Ailawadi et al. (2003), based on Batra and Sinha (2000), Garretson et al. (2002), Burton and Lichtenstein (1998), confirm that factors that influence the formation and strengthening of the image of a private brand have not been sufficiently analysed. The scientific problem of this article is formulated with the help of the following questions: what is the influence of a store’s image and factors that determine it on the image of a private brand? The aim of this article is to analyse and summarize factors that form private brand image theoretically, and to test them empirically with the help of the example of the store “Aprangos galerija”. The methods of comparative analysis of scientific literature and systematization were used in order to reach the set aim. Quantitative research method (survey) was applied for empirical research of private brand image strengthening in the aspect of the store “Aprangos galerija”. Factor analysis was used for data analysis. Multiple linear regression was used for identification of causalities between variables. Based on the analysis of scientific literature, having summarized the results of the performed theoretical and empirical research it is stated that one of the sources of competitive advantage for stores is the creation of a positive and strong private brand image in consumers’ consciousness. It should be noted that brand identity elements and associations, related to the product itself and its perceived quality and emotions, form a positive private brand image. Having revealed the conceptual essence of an image, having analysed the structure of a company’s image, having identified factors that determine a store’s image and based on the results of scientific theoretical and empirical research it is stated that a store’s image depends on the following factors: services, convenience, quality, product variety, product prices, and store atmosphere. The results of the performed empirical research have shown that factors forming a store’s image (convenience and store atmosphere) have the biggest influence on a positive private brand image. It should be noted that factors determining a store’s image such as product variety and price also form a positive private brand image. Based on theoretical provisions and results of empirical research a conclusion is made that in order to strengthen a private brand image it is necessary to make decisions related to the store’s place, atmosphere, stock formation, and pricing.DOI: http://dx.doi.org/10.5755/j01.ee.23.1.1227

The Heart of the Organization

2021 ◽  
pp. 27-57
Author(s):  
Stacy Landreth Grau
Keyword(s):  
Strategic Planning ◽  
Nonprofit Organizations ◽  
Brand Equity ◽  
Planning Process ◽  
Brand Image ◽  
Brand Identity ◽  
Strategic Planning Process ◽  
Current State ◽  
Donor Support ◽  
Brand Audit

Chapter 2 is all about the importance of the nonprofit brand. The purpose of the chapter is to define branding and emphasize the importance of developing a strong brand identity for nonprofit organizations. Having a strong brand image is vitally important to a nonprofit’s ability to gain traction and donor support. The chapter presents a brief discussion of the importance of brand image and the concept of brand equity for nonprofits. The chapter discusses how to create a strong brand and how to assess the current state of the nonprofit brand. The brand audit is an important part of the strategic planning process, one that is often misunderstood and forgotten. Finally, the chapter deals with the important topic of nonprofit stories and introduces a way to devise overarching nonprofit narratives.

Model for the management of trade brands: a theoretical approach based on the General System?s Theory

2018 ◽  
Author(s):  
Manuel Martín García ◽  
Guillermo Bermúdez González ◽  
Zhenxing Li ◽  
Francisca Parra Guerrero
Keyword(s):  
Brand Equity ◽  
Theoretical Approach ◽  
General System ◽  
Essential Elements ◽  
Brand Identity ◽  
Empirical Literature ◽  
Proposed Model ◽  
Systemic Model ◽  
Model Of Management ◽  
Identity Positioning

This article presents a Systemic Model of management for trade brands based on the contributions derived conceptual and empirical literature. The aim is to analyse the previous analyses and to propose a series of hypotheses that demonstrate the interrelationship between the considered essential elements in the process of brands’ building. Results have been obtained by means of a qualitative analysis that has led to the identification of four essential dimensions in the process of brands’ management: Identity, positioning, formal image and communication. The proposed model is a useful tool to manage in a rigorous way the processes of brands’ creation and audit. Keywords: brand, identity, image, positioning, brand equity.

PENGARUH KUALITAS PRODUK, CITRA MEREK DAN NILAI EMOSIONAL TERHADAP KEPUTUSAN PEMBELIAN DAN DAMPAKNYA PADA KEPUASAN KONSUMEN (STUDI PADA KONSUMEN TUPPERWARE DI KOTA PONTIANAK)

2019 ◽  
Vol 7 (4) ◽  
Author(s):  
NICODEMUS B2041141022
Keyword(s):  
New York ◽  
Path Analysis ◽  
Brand Equity ◽  
Business Strategy ◽  
Consumer Satisfaction ◽  
Brand Image ◽  
Personal Selling ◽  
Service Marketing ◽  
Brand Name ◽  
Science Review

Penelitian ini merupakan penelitian kuantitatif dengan menggunakan metode deskriptif kausalitas dengan menggambarkan kondisi sebagaimana adanya berdasarkan data yang diperoleh pada saat penelitian pada stockiest Tupperware Jl.Danau Sentarum dan Jl. Sungai jawi kota  Pontianak. Dalam penelitian ini, sampel diambil sebanyak 100 responden yang menggunakan produk Tupperware. Teknik analisis data menggunaka analisis Regresi Bertahap (Analisis Jalur/Path Analysis), Analisis jalur tidak hanya menguji pengaruh langsung, tetapi juga menjelaskan tentang ada atau tidaknya pengaruh tidak langsung yang diberikan variabel bebas melalui variabel intervening terhadap variabel terikat.Dari hasil penelitian ini menunjukan bahwa kualitas produk (X1) dan citra merek (X2) tidak berpengaruh signifikan terhadap keputusan pembelian (Y1) produk Tupperware, hal ini berarti H1 dan H2 ditolak. Sedangkan nilai emosional (X3) berpengaruh signifikan terhadap keputusan pembelian (Y1) produk Tupperware, hal ini berarti H3 terbukti (diterima).Berdasarkan hasil pengujian hipotesis, dapat diketahui bahwa citra merek (X2) dan nilai emosional (X3) tidak berpengaruh signifikan terhadap kepuasan konsumen (Y2) produk Tupperware, hal ini berarti H5 dan H6 tidak terbukti (ditolak). Sedangkan kualitas produk (X1) berpengaruh signifikan terhadap kepuasan konsumen (Y2), hal ini berarti H4 terbukti (diterima). Berdasarkan hasil pengujian hipotesis keputusan pembelian (Y1) berpengaruh signifikan terhadap kepuasan konsumen (Y2) produk Tupperware, hal ini berarti H7 terbukti (diterima). Penelitian ini menunjukkan bahwa keputusan pembelian tidak memediasi kualitas produk dan citra merek terhadap kepuasan konsumen dari produk Tupperware. Kata kunci : kualitas produk, citra merek, nilai emosional, keputusan pembelian, kepuasan konsumen.DAFTAR PUSTAKA  Aaker, David A (1991), Managing Brand Equity: Capitalizing on the value of Brand Name, Prentice Hill, New York Almaulidta, Suharyono dan Yulianto (2015). “Pengaruh Green Brand Terhadap Keputusan Pembelian dan Kepuasan Konsumen (Survei Pada Mahasiswa Program Strata 1 Fakultas Ilmu Administrasi Universitas Brawijaya yang Menggunakan Produk Elektronik Merek Sony”. Malang Jurnal Administrasi Bisnis Vol. 3, No.1, 2015. Amirullah (2002). Perilaku Konsumen, Cetakan Pertama, Graha Ilmu, Yogyakarta. Anastasia dan Nurendah (2014). “Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Konsumen. Bogor: Jurnal Ilmiah Manajemen Kesatuan Vol. 2, No. 2, 2014. Atmaja dan Adiwinata (2013). “Pengaruh Produk, Harga, Lokasi, dan Kualitas Layanan Terhadap Keputusan Pembelian di Kopitiam Oey Surabaya”. Surabaya: Jurnal Hospitality dan Manajemen Jasa Vol. 1, No. 2, 2013. Engel, James, F, Roger D. Blackwell, dan Paul W. Miniard (1994). Perilaku Konsumen. Edisi Keenam. Jilid 1. Penerbit Binarupa Aksara. Jakarta Ghozali, Imam. 2005. Aplikasi Analisis Multivariate dengan Program SPSS. Badan Peerbit Universitas Diponegoro, Semarang. Giese & Cote. (2000). Academy of Marketing Science Review. Defining Consumer Satisfaction. Vol 2000 No. 1 Available: http://www.ams review.org/articlesgiese01-2000.pdf Haryadi Sarjono, Winda Julianit (2011). SPSS vs LISREL sebuah pengantar Aplikasi untuk Riset. Penerbit Salemba Empat. Jakarta. Heriyati dan Septi (2011). “Analisis Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen pada Hanphone Nexian”. Jakarta: Jornal of Business Strategy and Excecuation Vol. 4, No. 1, 2012. https://metlitblog.wordpress.com/2016/11/25/pengertian-analisis-data-menurut-ahli/ Keller, Kevin L (1993). How to manage brand equity. Jakarta: Gramedia Pustaka.Kotler,Philip dan Gary Amstrong (2001). Prinsip-Prinsip Pemasaran, jilid 2, edisi ke-8. Penerbit Erlangg, Jakarta.Kotler,Philip dan Kevin Lane Keller (2012). Marketing Management. New Jersey: Pearson Education Limited. Kotler,Philip, dan Gary Armstrong (2012). Principle of Marketing. Upper Sadle River, N.J : Pearson Prentice Hall. Kotler,Philip  (2005). Manajemen Pemasaran. Jilid II. Edisi Kesebelas. Alih Bahasa Benyamin Molan. Jakarta : Indeks. Loverlock, Christoper H dan Wright, Lauren K (2007). Manajemen Pemasaran Jasa, Jakarta : Indeks. Panjaitan (2012). “Pengaruh Harga, Kualitas Produk, Tempat dan Kualitas Layanan Terhadap Kepuasan Konsumen (Studi Kasus Pada Restoran Simpang Raya BSD)”. Jakarta : DeReMa Jurnal Manajemen Vol. 7, No. 2, 2012. Priansa. Donni Juni (2017). Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta. Priyanto, Rosa, Syarif (2014). “Pengaruh Personal Selling dan Kualitas Produk Terhadap Keputusan Pembelian”. Bogor: Jurnal Ilmiah Manajemen Kesatuan Vol. 2 No.1, 2014. Rares dan Jorie (2015). “Pengaruh Harga, Promosi, Lokasi, Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen di Toko Bengkel Gaoel Manado Town Square”. Manado: Jurnal EMBA Vol. 3, No. 2, 2015. Rizan dan Anjarestu (2013). “Pengaruh kualitas Produk dan Personal Selling Terhadap Kepusasn Pelanggan Pada Majalah Info Bekasi (Studi Kasus PT.SIBK)”. Bekasi: Jurnal Riset Manajemen Sains Indonesia (JRMSI) Vol.4, No. 1, 2013. Setiadi, Nugroho J (2003). Perilaku Konsumen. Kencana. Jakarta.Stanton, William J (1991), Prinsip Pemasaran, Erlangga. Jakarta.Sugiono (2002). Statistika Untuk Penelitian. Bandung : CV AlfabetaTjiptono, Fandy (2001). Strategi Pemasaran. Edisi Kedua. Cetakan Keenam. Yogyakarta: Penerbit. Andy. Tjiptono, Fandy (2002). Strategi Pemasaran, Edisi Kedua. Penerbit Andi Offset, Yogyakarta. Tjiptono, Fandy (2006). Manajemen Jasa. Jogyakarta : AndiUmar, Husein (2009). Metode Penelitian untuk Skripsi dan Tesis Bisnis. Jakarta: Rajawali Pers Yana, Suharyono, Abdillah (2015). “Pengaruh Citra Merek Terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan. Malang : Jurnal Administrasi Bisnis Vol. 21 No. 1, 2015. Zeithaml, V.A., & Bitner, M.J (2009). Service Marketing , Integrating Customer Focus Across Firm, Fifth Edition. New York: Irwin McGraw-Hill.

ANALISIS EKUITAS MEREK MINUMAN TEH HIJAU DALAM KEMASAN SIAP MINUM NU GREEN TEA TERHADAP FRESTEA GREEN DAN JOYTEA GREEN DI KOTA BENGKULU

2013 ◽  
Vol 12 (1) ◽  
pp. 19-30
Author(s):  
Burenida Sartika
Keyword(s):  
Green Tea ◽  
Brand Equity ◽  
Brand Image ◽  
Secondary Data ◽  
Primary Data ◽  
Brand Associations ◽  
Test Analysis ◽  
Brand Recall ◽  
Switching Matrix ◽  
Cochran Test

The research was conducted during April to June 2012. Primary and secondary data were used in this research. The primary data related to respondent demography and brand equity.   One hundred respondents were selected accidentally around Bengkulu city.  Data were analysed quantitatively and qualitatively.  Quantitative data were processed using Test of Validity, Reliability Test (Hoyt), Cochran Test Analysis, Importance Performance Analysis (IPA), and Brand Switching Matrix Pattern.  The result of the research showed that the NU Green Tea brand is the highest one, and 48% Top of Mind value. Brand Recall in Frestea Green get 45,8%.  Brand Recognition asserts 75% among respondences to the existence of  Joytea brand. The result of Unaware Brand reveals the research doesn’t seem to know Joytea Brand. Analyzing of Branded Association declares that NU Green Tea has 12 brand associations, Frestea Green brand has 10 brand associations, and in other side Joytea Green brand has 7 brand associations which each made brand image. More results for associations Cochran testing, means the consumers aware to the attributes of the product. It’s included that NU Green Tea brand of drinking package has most of the brand image than  Frestea and Joytea Green. Consumer’s perceptions analyzing reveals that NU Green Tea has a good effort as to the respondents want to. Frestea Green must to get more effort to satisfy consumers. At least Joytea Green brand should be awared enough to increase their ability to get more result in consumer satisfying.  Consumers’ loyalty analysis showed that the Frestea brand has good consumers loyalty than NU Green Tea and Joytea Green brand.Keywords: brand equity, ready to drink green tea

scholarly journals The Impact of Brand Equity on Conversion Behavior in the Use of Personal Banking Services: Case Study of Commercial Banks in Vietnam

2021 ◽  
Vol 14 (8) ◽  
pp. 346
Author(s):  
Thi Thu Cuc Nguyen
Keyword(s):  
Brand Equity ◽  
Commercial Banks ◽  
Structural Equation ◽  
Quantitative Research ◽  
Negative Impact ◽  
Banking Services ◽  
Quantitative Research Methods ◽  
Two Factors ◽  
Customer Services ◽  
The Impact

The brand equity of banks plays a crucial role in determining customer behavior of using their services. The study aims to examine the impact of brand equity on conversion behavior in the use of personal banking services at commercial banks in Vietnam. The paper uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis, with survey data including 554 samples of individual customers of commercial banks. The study’s findings show that the bank’s brand equity has a negative impact on the behavior of individual customers. In the relationship between these two factors, competitive advertising effectiveness and loyalty of customers act as intermediary factors. On that basis, the study makes a number of recommendations to preclude customers leaving and minimize business losses caused by the conversion of customers’ banks. The findings of this study have shown the importance and impact of brand equity on conversion behavior in the use of personal customer services. These are meaningful contributions both theoretically and practically to help banks get a deeper insight into brand equity and the need to pay attention to building and developing sustainable brand equity for the bank, as well as an important basis for further research.

'How Does the ASEAN Region Localize International Brands?’ A Multidimensional Analysis of Thai TV ads

2020 ◽  
Author(s):  
Thiti Nawapan ◽  
◽  
Remart P. Dumlao ◽  
Keyword(s):  
Social Media ◽  
Third Space ◽  
The Philippines ◽  
Southeast Asian ◽  
Cultural Representation ◽  
Multidimensional Analysis ◽  
Brand Identity ◽  
Identity Positioning ◽  
Asian Context ◽  
The Impact

In intercultural scholarship, there is a considerable number of studies that explores the impact and effect of culturally oriented social media (see Koda 2014, 2016; Mendoza 2010). Of these studies, however, there is a paucity of understanding on how social media becomes a third space of cultural representation, especially in the Southeast Asian context (Dumlao and Wattakan 2020; Feng 2009; Kalscheuer 2008). Drawing from insights connected to inter-semiosis by Kress and Van Leeuwen (1996) and SF-MDA by O’Halloran (2011), therefore, this paper explores the glocalization process and its inclination to cultural representation, and thus creating new discursive forms of identities, by looking at Thai TV ads from January 2019 to December 2019. Two Thai TV ads were purposively chosen from international beverage companies. To capture the glocalization and cultural representation, we compared these with TV ads from other countries, namely, the Philippines, and the U.S.A. Through content and multidimensional analysis, the findings suggest that commercials construct glocal identities through several factors and incidences. These incidences and factors support and provide understanding for brand identity positioning, which itself describes the intersemiosis of elements within contemporary consumer cultures. Implications of this study are discussed in the paper.

Sign in / Sign up

Export Citation Format

Share Document