scholarly journals Ekvilibrij korporativne marke: analiza identiteta

2018 ◽  
Vol 8 (2) ◽  
pp. 34-47
Author(s):  
Dinko Jukić
Keyword(s):  
Brand Personality ◽  
Corporate Identity ◽  
Brand Identity ◽  
Test Model ◽  
Brand Positioning ◽  
Collaborative Approach ◽  
Corporate Brand ◽  
Theoretical Approaches ◽  
Primary Model ◽  
Acid Test

The paper presents and analyses contemporary corporate brand models, brand personality constructs as well as model C2ITE. Equilibrium of the corporate brand is constituted by an integrated model of different theoretical approaches to brand phenomena. The primary model is acquired as hexagonal brand identity, as it is also a starting construct that unites the derived models. The corporate brand is causal and depends on joint communication with all C2ITE features. The corporate brand origin is the corporate identity displayed and interpreted by the ACID test model. Corporate identity is essential for several reasons: it enables further creation of the corporate brand, image and other constructs, but also because of the strategic dimension of brand positioning in consumer consciousness. The design of the brand personality is confirmed by the CBBE model dimensions. The corporate brand equilibrium is suggested by the diversification of identity, image and personality. The corporate brand must have the ability to react quickly to market changes, as well as developed collaborative approach to all participants.

scholarly journals Strategi Branding Pelaku Usaha Pariwisata di Masa Pandemi

2020 ◽  
Vol 2 (4) ◽  
pp. 263-273
Author(s):  
Chotijah Fanaqi ◽  
Resty Mustika Pratiwi ◽  
Firmansyah Firmansyah
Keyword(s):  
Brand Personality ◽  
Brand Identity ◽  
Brand Positioning ◽  
Branding Strategy ◽  
Tourist Destination ◽  
Business World ◽  
New Normal ◽  
Tourism Sector ◽  
Tourism Potential ◽  
Main Components

Abstract- The pandemic condition has made the business world sluggish. As a sector engaged in services, tourism is also affected. This is due to the government's prohibition of opening a business that has the potential to invite large crowds due to the need for physical distancing as an effort to prevent the occurrence of covid 19 transmission. However, since the enactment of the new normal, namely the period of adaptation to new habits, the tourism sector has made improvements. As one of the areas that has good tourism potential in West Java, Garut continues to make efforts to make itself a tourist destination city that is feasible and safe to visit. Besides having sufficient tourism potential, open nature-based tourism makes Garut Regency a magnet for tourists during pandemic. This study aims to determine how the Garut regency branding strategy as a tourist destination and what are the challenges during pandemic. The researcher uses the theory of branding strategy initiated by Kotler (2009) which explains that the branding strategy has three main components, namely; brand positioning, brand personality, and brand identity. The method in this research uses qualitative methods with interview, observation, and documentation techniques in data collection efforts. Abstrak- Kondisi pandemic menjadikan dunia usaha menjadi lesu. Sebagai sector yang bergerak di bidang jasa, pariwisata juga turut terkena imbasnya. Hal tersebut karena adanya larangan pemerintah untuk membuka usaha yang berpotensi mengundang kerumunan orang banyak karena perlunya physical distancing sebagai upaya pencegahan terjadinya penularan covid 19. Namun sejak diberlakukannya new normal, yakni masa adaptasi pada kebiasaan baru, sektor pariwisata melakukan pembenahan. Sebagai salah satu daerah yang memiliki potensi wisata yang cukup baik di Jawa Barat, Garut terus melakukan upaya untuk menjadikan dirinya sebagai kota destinasi wisata yang layak dan aman untuk dikunjungi. Disamping memiliki potensi wisata yang memadai, wisata yang berbasis alam terbuka menjadikan kabupaten garut memiliki magnet tersendiri bagi para wistawan di masa pandemi. Penelitian ini bertujuan untuk mengetahui bagaimana strategi branding kabupaten Garut sebagai destinasi wisata serta apa saja tantangannya di masa pandemic. Peneliti menggunakan teori strategi branding yang digagas oleh Kotler (2009) yang memaparkan bahwa strategi branding memiliki tiga komponen utama, yakni; brand positioning, brand personality, dan brand identity. Adapun metode dalam penelitian ini menggunakan metode kualitatif dengan teknik wawancara observasi, dan dokumentasi dalam upaya pengumpulan data.

scholarly journals An exploratory Q study of corporate brand identity elements governing corporate brand image formation

2019 ◽  
Vol 18 (3) ◽  
pp. 119-141 ◽  
Author(s):  
C Le Roux ◽  
C Du Plessis
Keyword(s):  
Q Methodology ◽  
Brand Image ◽  
Theoretical Perspective ◽  
Image Formation ◽  
Corporate Identity ◽  
Brand Identity ◽  
Strategic Positioning ◽  
Corporate Brand ◽  
Corporate Brand Identity ◽  
Identity Elements

12Because of the growing demands on businesses to distinguish themselves from competitors, corporate brand identity and image are considered to be fundamental in enhancing the visibility and credibility of a business. This study identifi ed the perceptions of South African businesses across various industries of corporate brand identity elements that govern corporate brand image formation. In doing so, a theoretical perspective was adopted that borrows from both marketing communication and corporate communication theories. Firstly, the corporate brand identity elements deemed signifi cant in corporate brand image formation were identified from earlier literature and research. Secondly, Q methodology was used to categorise the variety and span of subjective opinion on those corporate identity elements deemed significant for corporate brand image formation. Finally, the dominant perceptions of the factors that govern corporate brand image formation were isolated through Q factor analysis. Seven richly diverse factors were derived, reflecting the most salient perceptions on the topic, namely trustworthiness of the brand, creative marketing, effective management and administration, stability through business innovation, customer satisfaction, effective integrated communication and strategic positioning of the brand.

scholarly journals Impact of Underdog Narrative Advertising Strategy on Brand Positioning and Customer Purchase Intentions

2019 ◽  
Vol 8 (3) ◽  
pp. 3208-3213
Keyword(s):  
Brand Personality ◽  
Purchase Intentions ◽  
Brand Identity ◽  
Brand Positioning ◽  
Advertising Strategy ◽  
Account System ◽  
History Survey ◽  
The Impact ◽  
Commercial Center ◽  
The Way

Straightforward idea of examples of overcoming adversity accomplished through hardships and disappointment when their rivals are against them. This idea is utilized as a vital device to assemble a solid underdog brand and furthermore to win empowering and positive shoppers. The plan to mark an organization or an item has been in presence from long back. For interfacing with the shopper's and to catch their sentiments firms attempt to reposition their brands as underdogs. Online networking has been distinguished as the key device to convey the brand identity through a persuasive narrating encircled by advertisers to catch the positive client recognition towards the brand. The examination among 100 members for the most part business visionaries, top level chiefs and furthermore purchasers was led to look at the impact of brand story technique on situating a brand and client buy goals. As per the title of the work this work was primarily pointed in breaking down and characterizing the underdog story procedure utilized for mark recognizable proof, mark identity, buy goals, for empowering the client towards an item and an administration and furthermore deciphering the viability and inclination of this brand account system among customers. The investigation effectively affirmed that Brand distinguishing proof: Most of the respondents solidly agree that underdog story technique is a viable promoting instrument utilized for mark recognizable proof as far as items and clients. Brand Personality: Most of the respondents agree to the way that underdog stories leave a more prominent stamp on mark identity among purchasers. Convincingness: Most respondents agree to the strategy that underdog stories invigorate a client's towards purchasing. Buy Intentions: Most respondents agree to the technique that Underdog is the best favored methodology used to position a brand. Adequacy and Preference: Most respondents agree to the technique that underdog stories is the best and the favored advertising system used to catch the client consideration. The primary explanation for this procedure is mark account technique mirrors a similar story of themselves whom it is uncovered. The story that attract their history survey of achievement accomplished through diligent work and assurance. Brands discovers this technique as the remarkable and the best strategy to beat the chances. What's more, the underdog story procedure has caught the primary commercial center in the present period and will be dynamic in future too.

Corporate brand identity and employee brand citizenship behaviour: A conceptual framework

2019 ◽  
Vol 19 (1) ◽  
pp. 51-84
Author(s):  
Hasan Gilani
Keyword(s):  
Conceptual Framework ◽  
Conceptual Model ◽  
Services Marketing ◽  
Corporate Identity ◽  
Internal Communication ◽  
Brand Identity ◽  
Corporate Brand ◽  
Corporate Brand Identity ◽  
The Impact ◽  
Brand Citizenship Behaviour

This research paper aims to explore and identify the impact of corporate identity on brand citizenship behaviour within retail organisations. The study analyses the influence of corporate identity of an organisation, and more particularly on the employees' desire to engage in brand supporting behaviours. Relationships were identified between corporate identity, internal communication and composites of employee perception of corporate identity - resulting as determining influences on employee behaviour intentions. These relationships are presented as a conceptual model that depicts the influence of corporate identity on employee brand citizenship behaviours. The study makes contributions to the employee branding, services marketing, and organisational citizenship literature, but its main contribution is to extend the corporate identity literature into a new area of employee behaviour through internal communication.

scholarly journals Implementing The Visual Storytelling Model as a Branding Strategy of Kandri Tourism Village on Instagram @desawisatakandri

2021 ◽  
Vol 317 ◽  
pp. 02018
Author(s):  
Nur Laili Mardhiyani ◽  
Liliek Budiastuti
Keyword(s):  
Qualitative Research ◽  
Brand Personality ◽  
Brand Identity ◽  
Brand Positioning ◽  
Branding Strategy ◽  
Community Based ◽  
Visual Storytelling ◽  
Tourist Attractions ◽  
Tourism Sector ◽  
Tourist Village

The Covid-19 pandemic has caused a downturn in the tourism sector, especially community-based tourist attractions, namely tourist villages. One tourist village that has experienced a downturn is the Kandri Tourism Village in Semarang, which has been recorded since March 2020 that it has not received visits from group or individual tourists who wish to travel in that place. This crisis makes Kandri Tourism Village have to carry out proper branding and promotional media in order to attract tourists to visit again. The aim of this article is to implement a visual storytelling model on the @desawisatakandri Instagram account in order to increase tourist visits in Kandri Tourism Village. This research uses descriptive qualitative research methods. The results of this study indicate that through Instagram @desawisatakandri, the implementation of visual storytelling through photos and videos is a branding strategy for Kandri Tourism Village. The content uploaded in social media includes brand positioning for segmentation of tourists by group or teams. Brand identity describe on logo with the tagline “Kandri Wae”, and the Brand personality can be seen in activities that are characteristic of Kandri Tourism Village.

KONSTRUK DARI BRAND POSITIONING UNTUK MENGUKUR PERSEPSI KONSUMEN TERHADAP BRAND PT X

2017 ◽  
Vol 8 (2) ◽  
pp. 91-121
Author(s):  
Rakhdiny Sustaningrum
Keyword(s):  
Data Analysis ◽  
Quantitative Data ◽  
Research Method ◽  
Brand Image ◽  
Brand Personality ◽  
Brand Identity ◽  
Brand Awareness ◽  
Brand Positioning ◽  
Positive Perception ◽  
Quantitative Data Analysis

This study aims to factors that affect brand awareness and brand positioning on PT X products. The research method used survey with data collection through questionnaire. Quantitative data analysis using SEM-PLS. The results showed that brand identity, brand personality, brand communication each partially significant effect on brand awareness. Then, brand awareness has a significant effect on brand image, and brang image significant effect on brand positioning. In conclusion, consumers give a positive perception on brand PT X so that consumers are interested to use it.

Challenges of corporate brand building and management in a state owned enterprise

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Justine Alexandra Cullinan ◽  
Russell Abratt ◽  
Michela Mingione
Keyword(s):  
Decision Making ◽  
Corporate Branding ◽  
Corporate Identity ◽  
Brand Identity ◽  
Corporate Brand ◽  
Content Type ◽  
Brand Building ◽  
Brand Development ◽  
Corporate Brand Identity ◽  
Decision Making Factors

Purpose While there is a growing body of literature about corporate branding, studies of corporate branding in state-owned enterprises (SOEs) are limited despite the important role they play in many economies. The purpose of this paper is to explore how managers perceive the significance and challenge of corporate brand building and management within a state-owned organisation. Design/methodology/approach A qualitative and interpretative research paradigm was used in the form of a case study design. This study focusses on the South African Broadcasting Corporation where executives and managers responsible for corporate branding decisions were interviewed. Findings Findings highlight the specific purposes, decision making factors, stakeholders and brand portfolio of an SOE corporate brand. Research limitations/implications Corporate brands help build brand identity and point out that a SOEs' corporate brand identity is dual in nature. The duality of mission, stakeholders and decision making, triggers brand challenges, namely, unclear corporate identity and fragmented corporate brand strategies, which must be carefully orchestrated over time and across stakeholders. Originality/value This study highlights the issues state-run enterprises face in building and managing a corporate brand and proposes an original model for SOEs' corporate brand development process.

scholarly journals Strategi Branding Dinas Kebudayaan dan Pariwisata Kota Malang dalam Membentuk Image Sebagai Kota Pariwisata

2019 ◽  
Vol 1 (2) ◽  
pp. 99-107
Author(s):  
Pransiskus Albet ◽  
Sulih Indra Dewi
Keyword(s):  
Qualitative Research ◽  
Brand Equity ◽  
Brand Personality ◽  
Field Research ◽  
Brand Identity ◽  
Brand Strategy ◽  
Brand Positioning ◽  
City Branding ◽  
Branding Strategy ◽  
Beautiful City

This study aimed to find out how the branding strategy of the Culture and Tourism Agency (Disbudpar) of Malang in shaping the image of Malang as a tourism city and to know what obstacles affect the application of the branding strategy. This study used a qualitative research by analyzing the branding strategy of Disbudpar Malang. The data collection techniques carried out in field research and to obtain information and data was through interviews and documentation. The results of this study indicated that the branding strategy of Disbudpar Malang in shaping the image of Malang were as follow, first brand positioning for example by the formation of the beautiful Malang city branding, second brand identity by making the tag line and logo of beautiful Malang, third brand personality for example Malang is known as a cool city, fourth brand communication by promotion on social media events and relationships with stakeholders. The fifth startegy was brand equity for example by making beautiful destinations such as thematic villages and beautiful city parks. The constraints from the brand strategy were first, from the publication of beautiful Malang in print media was considered less reflecting the image of Malang and the presence of those who criticized the beautiful Malang logo, second there were some villages that were still less of awareness in tourism, third in terms of destinations there were lack in facilities and infrastructure, fourth the limited funds to conduct the activities or events.

From Identity Into Brand Visual Identity

2020 ◽  
pp. 66-85
Author(s):  
Daniel Raposo ◽  
Fernando Oliveira ◽  
Luís Farinha
Keyword(s):  
Literature Review ◽  
Case Studies ◽  
Empirical Research ◽  
Brand Personality ◽  
Corporate Identity ◽  
Brand Identity ◽  
Industrial Innovation ◽  
Visual Identity ◽  
Definition Of

This chapter seeks to contribute to the clarification of the concepts corporate identity, brand identity, and brand personality. Through a methodology based on literature review and descriptive case studies, the authors seek to define a model to characterize corporate identity and to define brand identity and brand personality as ways of competitiveness and industrial innovation. The main result of this study is the definition of a model to identify the corporate identity and define the brand identity and brand personality, opening new paths for future empirical research.

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