scholarly journals Comparative analysis of brand management strategies

2021 ◽  
Vol 83 (1) ◽  
pp. 343-352
Author(s):  
Y. O. Lyashchuk ◽  
O. V. Platonova
Keyword(s):  
Brand Management ◽  
Positive Impact ◽  
Management Strategies ◽  
Brand Strategy ◽  
Promotion Strategy ◽  
Emotional Connection ◽  
Positioning Strategy ◽  
Brand Development ◽  
The Face ◽  
Brand Promotion

The article presents the results of the analysis of three main strategies included in the brand management system. Brand management involves the development of a long-term plan that describes in detail the formation of strategic images and brand image, the expected dynamics of its brand development, and the response to changes in the external environment, market and consumer perceptions. Management strategies are used to achieve key brand development goals. First of all, branded products must be unique and differ favorably from competitors' products, which today is quite difficult in the context of globalization. Strategic brand management allows you to solve this problem by analyzing the market situation and using unusual methods to attract the attention of consumers. In order to increase the value of the product, it is necessary to build an emotional and trusting connection with the contact audience. A finely built emotional connection allows you to find a client who is not only suitable for the product, but also who will recommend it to his closest environment. When branding creates an emotional connection with customers, it allows you to increase market share, get more value for money, and grow your brand. In the face of tough competition in today's markets, it is very difficult for new brands to occupy a profitable niche. But it is worth remembering that the promoted brands gained popularity thanks to certain strategies that will be very effective today. Brand management includes three, interconnected in a single complex, strategies: brand promotion strategy, brand advertising strategy and brand positioning strategy. Many businesses and organizations, while recognizing the value and positive impact of a strong brand on sales, are rather vague about their brand strategy and future development. It is worth remembering that strategic brand management is necessary not only when a new brand is being created, but also in those cases when it is necessary to revive or renew an existing trademark.

scholarly journals Technologies of Brand Development and Positioning

2021 ◽  
Vol 18 (2) ◽  
pp. 160-169
Author(s):  
S. B. Baurina
Keyword(s):  
Positive Impact ◽  
Trade Mark ◽  
Business Environment ◽  
Brand Strategy ◽  
Customer Choice ◽  
Target Groups ◽  
Vast Number ◽  
Package Design ◽  
Goods And Services ◽  
Brand Development

Market economy develops very fast in current conditions, which fosters the growth in the number of goods and services of one product group. It helps avoid monopoly, but at the same time it makes customer choice more difficult as they get lost in the vast number of similar offers. This problem can be resolved by branding, i. e. proving product with the brand, a set of tangible and intangible values that can identify and differentiate product and impact customer choice. It is the product itself, its trade mark and other visual and physical components, its surrounding halo and relations between the company and the buyer. Successful branding gives an opportunity to get a trusted audience and retain it even in unstable economic conditions and it can prepare the ground for business extension and cut costs in new product and service promotion. Brand development can have a positive impact on investors’ loyalty, financial quarters, workers and mass media, that is why the brand is often perceived as a valuable asset of the company. The article specifies the notion of brand and branding, identifies stages of the brand life cycle and marketing tasks typical of each stage. The first and fundamental stage of brand development is positioning. Positioning is a product place on market. To build positioning tactics it is important to identify the current and desirable position of the brand and develop brand strategy. Varieties of brand positions are shown. The essence of mission, vision and value of brand is revealed. Specificity of brand identification is described: development of outer attributes that personify its individuality (name, slogan, logotype, package, design and company style). Identification can pass on to customer the precise information about the brand notion. Apart from this benefits of branding are shown for different target groups. Findings of the research supplement the existing theoretical and methodological approaches to brand development and positioning in conditions of uncertain business environment.

scholarly journals Ranking of it and telecommunications employers by signs of brand recognition

2020 ◽  
pp. 13-19
Author(s):  
М. Sitnicki ◽  
А. Kozhuhivska
Keyword(s):  
Labour Market ◽  
Development Strategy ◽  
Business Strategy ◽  
Structural Changes ◽  
Brand Management ◽  
Enterprise Management ◽  
Brand Strategy ◽  
Job Seekers ◽  
Brand Development ◽  
Employer Brand

The article presents the results of a national survey. The employers in the field of IT and telecommunications were ranked according to the recognizability of the brands. Emphasis is placed on the fact that for Ukrainian enterprises the employer brand is a relatively new tool for building the company’s attractiveness in the labour market, so there is a need to study the job-seekers market and analyze employers approaches to developing employer brand strategy as an important component of enterprise management strategy. We analyzed the dynamics of quantitative and structural changes in the process of brand development of the employer of TOP companies in the field of IT and telecommunications. As well we identified the reasons for these changes. We proved that these reasons are formed both under the influence of economic and demographic factors, and geopolitical changes, which currently have a high degree of uncertainty in Ukraine. We proposed the key indicators for assessing the brand awareness of the employer, which include: awareness of candidates about the company as an employer; the presence of companies in social media platforms; providing opportunities for young people to get their first job; attendance at career events and working conditions. We identified the key components of the employer brand development strategy that influenced the change of these indicators. We substantiated conclusions on the need to improve the methods and tools of formation and implementation of the employer’s brand development strategy. The study showed that today the development of employer brand management has reached such a level of importance that it becomes an integral part of the business strategy of successful companies. The presented data show the state and trends of the IT and telecommunications market in Ukraine. Respondents’ preferences outline the paradigm of consumer thinking that identifies the company as an employer in the market. Such studies should be systemic and conducted at least once a year. Such a perspective would allow us to quickly diagnose changes in consumer sentiment and the threat of new competitors in the labour market. Ukrainian companies are invited to constantly work on improving these indicators as part of the employer’s brand strategy, which affects the attractiveness, preservation, and improvement of the company’s image.

scholarly journals Conceptual Principles of Brand Formation

2021 ◽  
Vol 5 (520) ◽  
pp. 396-401
Author(s):  
K. V. Kovalchuk ◽  
◽  
M. R. Podorozhna ◽  
Keyword(s):  
Brand Management ◽  
Psychological Needs ◽  
Leadership Identity ◽  
Global Brands ◽  
Positioning Strategy ◽  
Brand Development ◽  
Wheel Model ◽  
Brand Capital ◽  
Clear Idea ◽  
Key Aspects

The article presents a conceptual basis for the formation of a brand based on the analysis of key ideas of researchers and practitioners engaged in branding issues, business philosophy in market relations, development of trademark and brand, development of marketing strategies, advertising, promotion of goods in the market. According to the analysis of generally accepted conceptions ("Brand capital", "Brand wheel" model, "Theory of image", "Strategic brand management", "4-D Branding", "Maximization of potential shopping brands", "Value-based-Marketing ») and theories of the brand of such scientists as D. Aaker, T. Ged, D. Ogilvi, Y. Ellwood, J.-N. Kapferer was formed the conceptual framework of branding, which includes such concepts as "brand capital", "trademark", "image", "reputation"; the characteristics of the brand are highlighted - leadership, identity, uniqueness, value, advantage; the essence of the brand is defined from the positions of manufacturer, which forms the competitive advantages of the product for the consumer through satisfaction of the functional, social, economic, psychological needs of the latter. Particular attention in the article is paid to the conceptions of brand positioning, where the main "players" of the market are determined as the company, competitors and consumers. The brand’s position provides information on identity through communication tools. The brand’s positioning includes the desire to emphasize its key aspects, and the idea of a positioning strategy is represented by the clear idea of the brand position communicated to the consumer. The brand’s position is disclosed through a set of associations, ideas and expectations that the consumer connects with the brand. This is a relative conception based on a comparison by the consumer of this brand with competing brands. The real confirmation of the use of these conceptions in the formation of the brand of companies is provided by an analysis of the rating positions of such global brands as Apple, Amazon, Mercedes-Benz, Toyota, Google, Microsoft.

scholarly journals BRAND STRENGTH BASED ON REALISTIC AND EMOTIONAL FEATURES AND STRATEGY OF MANAGING IT

2021 ◽  
pp. 50-56
Author(s):  
Olesia Iastremska
Keyword(s):  
Brand Management ◽  
Factor Model ◽  
Management Strategies ◽  
Cost Savings ◽  
Cash Flows ◽  
Brand Strategy ◽  
Brand Strength ◽  
Financial Flows ◽  
Market Strategy ◽  
Logical Method

The article is devoted to the study of the definition of the strength of the brand by its main features: objective, characterizing the realistic benefits of using the brand, such as profit, cost savings, etc., and subjective, which characterizes the emotional satisfaction of the use of products of a particular brand or cooperation with an enterprise, which consists in the attractiveness of the brand. The purpose of the article is to develop proposals from: determining the strength of the brand's influence by realistic and emotional features, identifying strategies for managing it. The object is the process of brand management of products or enterprises. The subject is theoretical provisions, methodological approaches, methods for determining the strength of the brand on its main features and the formation of management strategies. Methods. Theoretical and practical analysis of works of branding specialists proved the need to use the following methods of research: monographic, analysis and synthesis, structural-logical method, system approach, theoretical generalization, expert methods, correlation-regression analysis. The results are as follows: the differences between the strength and value of the brand, generalized understanding of realistic and emotional components of the brand, offered indicators of their measurement - on a realistic basis by a three-factor model of transformation of brand strength into additional financial flows, emotionally - based on the developed questionnaire, that is, using expert methods, proposed a matrix of brand strength on these features and positioned brand management strategies in accordance with the essence and meaningful load. The main results of the research are proposals for assessing the strength of the brand on the basis of objective and subjective characteristics and their use to build a matrix of positioning strategies for brand management. As the main strategies of brand management it is offered to use the following: strategy of donation, and stratification of the general brand, strategy-aspiration to leadership at use of the strong points and opportunities, exclusive advantages, combining them with own possibilities, strategy of maximization of dominance in the market strengthening the basic direction of innovation, niche strategy - financing specific innovation proposals for target segments of the consumer market, strategy of flank attack to increase cash flows, market exit strategy, strategy of careful promotion, flank donation, donor strategy, attention is paid to the needs of the target audience of consumers in the market for products. The existence of a correlation between the rationalist and emotional characteristics of the brand is proved. Conclusions: brand strength and strategy should be formed on the basis of both realistic and emotional features.

scholarly journals Demand Creation for COVID-19 Vaccination: Overcoming Vaccine Hesitancy through Social Marketing

Vaccines ◽  
2021 ◽  
Vol 9 (4) ◽  
pp. 319
Author(s):  
William Douglas Evans ◽  
Jeff French
Keyword(s):  
Public Health ◽  
Vaccine Hesitancy ◽  
Brand Strategy ◽  
Supply Side ◽  
Promotion Strategy ◽  
Public Health Professionals ◽  
Demand Creation ◽  
Delivery Services ◽  
Brand Promotion ◽  
Vaccine Distribution

The COVID-19 pandemic has led to millions of deaths and tested the capabilities of the medical and public health systems worldwide. Over the next two years as more approved vaccines are made available and supply meets or exceeds demand, medical and public health professionals will increasingly be faced with the challenge of vaccine hesitancy. There is an urgent need to create demand in groups that are either uninformed, vaccine hesitant, or actively resistant to COVID-19 vaccination. This study reviews theory, evidence, and practice recommendations to develop a vaccine demand creation strategy that has wide applicability. Specifically, we focus on key elements including supply side confidence, vaccine brand promotion strategy, service marketing as it relates to vaccine distribution, and competition strategy. We present evidence that these strategies can make a significant contribution to overcoming COVID-19 hesitancy in a high supply scenario. The paper also makes recommendations about factors that need to be considered in relation to vaccine delivery services and systems that, if done badly, may reduce uptake or result in the creation of more vaccine hesitancy. In summary, there is a need for well researched and tested demand creation strategies that integrate with brand strategy, supply side, and service delivery.

scholarly journals Strategic Brand Management in the Market

2021 ◽  
Vol 39 (5) ◽  
Author(s):  
Anatolii Mazaraki ◽  
Mykhailo Tarasiuk ◽  
Yuliia Solonenko ◽  
Oksana Galenko ◽  
Maryna Lysyniuk ◽  
...  
Keyword(s):  
Economic Model ◽  
Theoretical Basis ◽  
Management Strategy ◽  
Brand Management ◽  
Brand Strategy ◽  
Management Decisions ◽  
Leading Role ◽  
Brand Development ◽  
Development And Management

The modern market is characterized by ups and downs associated with both external negative influences and expectations, and with the structural restructuring of the market. The result of these transformations was the transformation of the methodological and practical foundations of the formation, functioning and development of marketing and advertising activities, the leading role among which is the development and management of the company's brand.The development and management of a brand, or the branding process in an enterprise should be strategic and holistic. The authors studied the theoretical basis for the development and promotion of a brand to the market and proposed directions for its improvement: an algorithm for creating a brand strategy and a comprehensive scheme for forming a strategy for the development and management of an enterprise brand. To assess the effectiveness of the brand management strategy, the authors proposed a system of indicators characterizing the process of brand development and management based on the BEES model, as well as a brand health diagram. The adequacy of the implementation of the proposed scheme for the formation of a strategy for the development and management of a brand of an enterprise is based on the fulfilment of specific requirements for an enterprise developing a brand, in particular, for the efficiency of the branding unit in its structure, forms and methods for assessing the rationality of management decisions, as well as for organizational and economic model of the enterprise in the market.

scholarly journals FEATURES OF BRAND FORMATION AND PROMOTION AS A KEY ELEMENT OF BUSINESS DEVELOPMENT

2021 ◽  
Author(s):  
Gulaim Tlepova ◽  
Aizada Zinullina
Keyword(s):  
Brand Management ◽  
Continuous Process ◽  
Service Level ◽  
Corporate Identity ◽  
Business Development ◽  
Creative Strategy ◽  
Brand Development ◽  
Brand Promotion ◽  
The Moment ◽  
Popular Image

The article deals with the problems of brand formation and promotion. The value base of the brand is defined and the conditions for creating a successful brand are presented. In modern conditions of brand promotion and development, the formation of a positive attitude to it is the key to success and a working marketing move. The consumer's attitude to the product, satisfaction with its quality and service level determine the demand for the product and the concept of the company's work. The paper describes in detail the following aspects of brand management: brand creation, brand image and corporate identity, brand architecture and brand development strategies, methods of brand promotion and features of Internet branding. It is proposed to consider the need to form a brand as a foundation, a key element of effective business development. At the moment, business representatives devote little time to the formation of their company's brand. After all, brand promotion implies a continuous process of its promotion, which requires constantly new unique ideas in the marketing creative strategy. A modern set of measures aimed at forming a holistic and popular image of the company, its services or products by customers is defined. In a simpler sense, this is the management of a brand and its reputation. It is noted that the strategic prospects of the company depend on the skillful development and promotion of the brand, that the formation and promotion of the company's brand is the highest level of marketing activity.

Executive marketing background, corporate trademark and brand management

2019 ◽  
Vol 2 (3) ◽  
pp. 345-367
Author(s):  
Chao Chen ◽  
Rongxi Luo
Keyword(s):  
Brand Management ◽  
Positive Impact ◽  
National Policy ◽  
Multiple Linear Regression Model ◽  
Developed Countries ◽  
Economic Transformation ◽  
Brand Strategy ◽  
Content Type ◽  
Patent Output ◽  
Made In China

Purpose With many years’ economic transformation from “Made in China” to “Created in China,” the State Council has set May 10th as annual “China’s Brand Day” from 2017. This action indicates the implementation of brand strategy and the new national policy of promoting China’s brands. The purpose of this paper is to examine the influence of marketing background of top management team (TMT) on trademark and brand output. Design/methodology/approach Using the trademark application data of Chinese-listed companies, this paper constructs a multiple linear regression model and uses the OLS method. This research also uses two-stage regression to examine the effect of endogeneity on the results. Findings Our results show that the higher the proportion of executives with marketing background in TMT, the more the number of trademark applications. Furthermore, we document that the positive impact of TMT marketing background on the number of trademark applications is more pronounced in non-state-owned enterprises, companies with more patent output and companies whose CEO has marketing background, indicating that when TMT can play a bigger role, companies have better innovation ability and team collaboration is more efficient, the promoting role of TMT marketing background on the number of corporate trademark applications will be stronger. Originality/value This research focuses on the world’s largest emerging economy – China, which is different from the existing literature that is mainly based on western developed countries. With China’s economy stepping into a new normal and consumption upgrading, it is important and worthy of a deep discussion about which factors affect the company’s trademark and brand management.

scholarly journals Beyond the Pandemic: COVID-19 Pandemic Changed the Face of Life

2021 ◽  
Vol 18 (11) ◽  
pp. 5645
Author(s):  
Shaden A. M. Khalifa ◽  
Mahmoud M. Swilam ◽  
Aida A. Abd El-Wahed ◽  
Ming Du ◽  
Haged H. R. El-Seedi ◽  
...  
Keyword(s):  
Human Activities ◽  
Social Life ◽  
Positive Impact ◽  
Mental Wellbeing ◽  
Negative Effects ◽  
Population Movements ◽  
Social Distancing ◽  
The Face ◽  
The Impact ◽  
Positive Impacts

The COVID-19 pandemic is a serious challenge for societies around the globe as entire populations have fallen victim to the infectious spread and have taken up social distancing. In many countries, people have had to self-isolate and to be confined to their homes for several weeks to months to prevent the spread of the virus. Social distancing measures have had both negative and positive impacts on various aspects of economies, lifestyles, education, transportation, food supply, health, social life, and mental wellbeing. On other hands, due to reduced population movements and the decline in human activities, gas emissions decreased and the ozone layer improved; this had a positive impact on Earth’s weather and environment. Overall, the COVID-19 pandemic has negative effects on human activities and positive impacts on nature. This study discusses the impact of the COVID-19 pandemic on different life aspects including the economy, social life, health, education, and the environment.

Under Armour: Creating and Growing a New Consumer Brand

2018 ◽  
pp. 1-11
Author(s):  
Brian Sternthal ◽  
Prashant Malaviya
Keyword(s):  
Third Party ◽  
New Markets ◽  
Cultural Attitudes ◽  
Market Growth ◽  
Brand Development ◽  
The Face ◽  
Consumer Insight ◽  
New Consumer ◽  
Brand Heritage

The case traces the development of the Under Armour (UA) brand, product, and market growth under CEO and founder Kevin Plank from its inception in 1996 through 2016. UA provides a cohesive case study of how to launch and sustain a consumer brand even in the face of its third-party manufacturing approach, which gives its apparel no patentable design or fabric technologies. The case uses UA's brand and advertising development as a backdrop for the current pivotal issue of how to target women to sustain growth. UA's stated goal is to build a $1.9 billion women's business by 2019. In laying out UA's growth and competitive moves, the case lets students analyze broadcast, social media, and other digital advertising campaigns in view of the company's brand development and strategic targeting. The case also highlights the importance of leveraging brand heritage and historical differentiation while respecting key nuances when extending into new markets (i.e., moving from a predominantly male-driven audience to female). It also allows an exploration of how to use consumer insight and broader cultural attitudes and trends to support extending a position into new markets.

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