An Empirical Study of Branding Strategy in International Markets

2011 ◽  
Vol 15 (1) ◽  
pp. 99
Author(s):  
Insik Jeong ◽  
Eunmi Kim
Keyword(s):  
Empirical Study ◽  
International Markets ◽  
Branding Strategy

scholarly journals Executive Insights: Integrating Branding Strategy across Markets: Building International Brand Architecture

2001 ◽  
Vol 9 (2) ◽  
pp. 97-114 ◽  
Author(s):  
Susan P. Douglas ◽  
C. Samuel Craig ◽  
Edwin J. Nijssen
Keyword(s):  
Marketing Strategy ◽  
International Marketing ◽  
Critical Role ◽  
International Markets ◽  
Branding Strategy ◽  
Brand Architecture ◽  
International Marketing Strategy ◽  
The Way

Brands play a critical role in establishing a firm's visibility and position in international markets. Building a coherent international brand architecture is a key component of the firm's overall international marketing strategy, because it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and integrate strategy across markets. The authors examine the way firms have developed international brand architecture and the drivers that shape the architecture. The authors discuss implications for the design and management of the firm's international brand architecture.

scholarly journals Stakeholder-based conjoint analysis for branding wellness tourism in Kerala, India

2021 ◽  
Author(s):  
João Romão ◽  
Partho Pratim Seal ◽  
Paul Hansen ◽  
Sindhu Joseph ◽  
Senthilkumaran Piramanayagam
Keyword(s):  
Conjoint Analysis ◽  
International Markets ◽  
Tourism Industry ◽  
Asia Pacific ◽  
Branding Strategy ◽  
Destination Branding ◽  
Wellness Tourism ◽  
Tourism Resources ◽  
High Level

AbstractWellness tourism is a fast-growing tourism industry segment and major wellness tourism destinations are found in the Asia–Pacific region, including India. The region of Kerala in India has an abundant natural, cultural and entrepreneurial resources for the development of wellness tourism. These resources are centered on the unique and traditional Ayurveda treatment, complemented by impressive natural landscapes and rich cultures and history. Despite the abundance and quality of resources and services provided by a large number of stakeholders, Kerala lacks a branding strategy for differentiating Kerala as a wellness tourism destination to compete in international markets. A stakeholder-based participatory process was developed to co-create a branding strategy, involving a destination audit supported by an online conjoint analysis survey to discover the relative importance of ‘high-level’ attributes associated with Kerala’s wellness tourism resources. The most important attributes are ‘Fits with strategic priorities of the organisation’ and ‘Ability to integrate into wellness tourism packages’. The main resources complementing wellness services are natural features and cultural heritage. This research contributes to stakeholder-based participatory methods for destination branding.

scholarly journals Corporate strategic branding: How country and corporate brands come together

2008 ◽  
Vol 53 (177) ◽  
pp. 59-88 ◽  
Author(s):  
Bojan Djordjevic
Keyword(s):  
Product Innovation ◽  
International Market ◽  
International Markets ◽  
Branding Strategy ◽  
High Quality ◽  
Modern Design ◽  
Business People ◽  
Country Brand ◽  
Global World ◽  
Corporate Brands

The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. Consumers pay more and more attention to products' country of origin. When the name of a country is mentioned, they can have positive associations (high quality, modern design, product innovation), which means that the country itself has a powerful brand. However, there are opposite cases where we talk about the weak branding of a particular country. It is necessary to mobilize all the available forces of politicians, business people, artists, sportsmen and scientists to create a strategy for enhancing the image and reputation of a country on the international markets, i.e. for creating the national branding strategy.

Individuals without jobs: An empirical study of job-seeking behavior and reemployment.

1996 ◽  
Vol 81 (1) ◽  
pp. 76-87 ◽  
Author(s):  
Connie R. Wanberg ◽  
John D. Watt ◽  
Deborah J. Rumsey
Keyword(s):  
Empirical Study ◽  
Job Seeking ◽  
Seeking Behavior
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