Green Banking Concept As A Positioning Strategy To Gain Brand Image

Influence of Positioning Strategy and Relationship Marketing Towards Brand Imaging

International Journal of Applied Management Theory and Research ◽

10.4018/ijamtr.2021010103 ◽

2021 ◽

Vol 3 (1) ◽

pp. 32-52

Author(s):

Muhammad Ismail

Keyword(s):

Marketing Strategy ◽

Relationship Marketing ◽

Brand Loyalty ◽

Brand Image ◽

Marketing Strategies ◽

Positioning Strategy ◽

The Relationship ◽

Simultaneous Influence ◽

Comprehensive Study

The purpose of the article (objective of the study is) to investigate the simultaneous and partial effect of positioning and relationship marketing strategies, as perceived by customers, towards brand image on customers of pre-paid GSM providers in Makassar. First, positioning strategy and relationship marketing have positive, partial, and simultaneous influence towards brand image of the pre-paid GSM cellular provider customers in Makassar. Secondly, positioning strategy relationship marketing and brand image have simultaneous influence towards brand loyalty of the pre-paid GSM cellular provider customers in Makassar. The originality of this study is that this is a comprehensive study analyzing the relationship between performance of positioning and marketing strategy, their relationship to brand image, and its implications towards brand loyalty.

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Image-Measurement Segmentation

Journal of Marketing Research ◽

10.1177/002224377801500309 ◽

1978 ◽

Vol 15 (3) ◽

pp. 384-394 ◽

Cited By ~ 8

Author(s):

Dennis H. Gensch

Keyword(s):

Direct Measurement ◽

Product Space ◽

Brand Image ◽

Product Market ◽

Product Positioning ◽

Image Measurement ◽

Market Segments ◽

Positioning Strategy ◽

Direct Measurements ◽

Current Product

Product positioning studies for both new and established products generally involve consumers’ perception of the current product space in terms of the salient product attributes. Perceptions per brand attribute are hypothesized to be a function of direct measurement and brand “image.” The influences of direct measurement and image are separated. The first step in penetrating a product market is to look for segments of rival brand customers for which there is a significant gap between image and direct measurement perceptions. A second consideration is the strength of the “image” in terms of actually changing the direct measurements. The author empirically illustrates how to identify penetrable market segments in terms of image-direct measurement influences and discusses the implications of this type of information in forming a realistic product positioning strategy.

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Destination brand images: a business tourism perspective

Journal of Services Marketing ◽

10.1108/08876040510579361 ◽

2005 ◽

Vol 19 (1) ◽

pp. 24-32 ◽

Cited By ~ 137

Author(s):

Graham Hankinson

Keyword(s):

Factor Analysis ◽

Content Analysis ◽

Brand Image ◽

Perceived Quality ◽

Content Type ◽

Business Meetings ◽

Positioning Strategy ◽

Destination Attractiveness ◽

Destination Brand

PurposeMost studies of destination brand images have been conducted from the perspective of the leisure tourist. This study identifies brand images from a business tourist perspective (people visiting destinations for business meetings, incentive events, conferences and exhibitions) and tests their relationship with perceived quality and commercial criteria.Design/methodology/approachData on the brand image attributes associated with 15 UK destinations promoting themselves as business tourism centres were collected via repertory grid analysis from a sample of 25 organisations using business tourism facilities. A self‐completion questionnaire was used to measure managers’ ratings of the perceived quality of each destination and the commercial criteria used to select a destination. The data were analysed using content analysis, exploratory factor analysis and correlation analysis.FindingsThe content analysis identified eight clusters of brand image attributes. Subsequent factor analysis identified three underlying dimensions – overall destination attractiveness, functionality, and ambience. While all three were correlated with perceived quality, commercial criteria were dominated by a destination's functional rather than ambience attributes.Originality/valueThe results of the study provide a more informed and systematic basis on which to develop a destination's business tourism positioning strategy by providing a framework for selecting relevant brand image attributes.

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Brand sustainability among young consumers: an AHP-TOPSIS approach

Young Consumers Insight and Ideas for Responsible Marketers ◽

10.1108/yc-12-2018-0914 ◽

2019 ◽

Vol 20 (4) ◽

pp. 314-337 ◽

Cited By ~ 6

Author(s):

Manu Sharma ◽

Sudhanshu Joshi

Keyword(s):

Brand Image ◽

Well Being ◽

Bottom Line ◽

Content Type ◽

Global Brands ◽

Positioning Strategy ◽

Young Consumers ◽

Order Preference ◽

Topsis Approach ◽

And Performance

Purpose This study aims to identify the dominant brand attributes based on the survey conducted among 100 young consumers to know their perceptions toward sustainable brands, using multi-criteria decision-making (MCDM) techniques, arithmetic hierarchical process (AHP) and technique for order preference by similarity to ideal solution (TOPSIS). Design/methodology/approach In total, 100 young consumers (18 to 24 age group) were asked to provide the pairwise comparisons for the 10 brands. MCDM methods were applied on triple bottom line dimensions to identify the best alternative. AHP is applied to compute weights for the brands’ attributes necessary for brand’s sustainability, further analyzed by TOPSIS method to rank Forbes’ top 10 brands as per young consumers’ intentions to buy. Findings Apple is the most sustainable brand perceived by young consumers followed by Google and Samsung. Being the top brand in Forbes list Apple also fulfills its responsibility toward the environment and recognizes young consumers’ perception accurately. Google is also contending with the same strategy and succeed in achieving a sustainable brand image. Samsung despite at number seven and second-highest revenues after Apple has managed excellently in building sustainable brand image. Research limitations/implications Findings have shown that the top global brands do not show the same order as they exhibit in their top ranking (Forbes, 2019), and thus, create a research gap to be fulfilled by identifying the causes for the same. The results show that brand consistency and performance can be achieved through implementing sustainable and green practices such as acting social responsibility, high-quality green products, environment protection, etc., and transforming these into capabilities. Practical implications The study is an attempt to further validate Forbes’s top brands based on their perception among young customers. The study may help practitioners and policymakers to understand and get familiar with a new methodology to evaluate brands and also how to develop a positioning strategy for targeting young consumers. The paper will be a useful source of information for marketers to know how young consumers from developing countries perceive top brands on the basis of sustainability. Social implications The social benefits of brand sustainability are related to improvements in the quality of environment, health and well-being. To link these, an enabling environment must be created that optimizes resource use, allocation and distribution. Originality/value The study is a unique attempt to use AHP and TOPSIS to evaluate the best – performing green brand from the perception of young customers in developing counties. Besides, the study provides brands attributes’ framework for sustainability and is significant for developing a model as per the choices of the young consumers.

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Strategi Segmenting, Targeting dan Positioning dalam Membentuk Brand Image Kafe Pan Java

Jurnal Komunikasi Nusantara ◽

10.33366/jkn.v3i2.85 ◽

2021 ◽

Vol 3 (2) ◽

pp. 129-139

Author(s):

Herru Prasetya Widodo ◽

Mira Maryama

Keyword(s):

Brand Image ◽

Strategic Positioning ◽

Data Presentation ◽

Business People ◽

Positioning Strategy ◽

Tourist Village ◽

Marketing Team ◽

Using Data ◽

Main Activity ◽

Targeting Strategy

Marketing is the main activity carried out to maintain business benefit, develop, and receive. Therefore, to attract consumers to make purchases, business people must be able to implement STP (Segmenting, Targeting, Positioning) strategy. This study aims to determine the segmenting, targeting, and positioning strategies used by Pan Java Cafe in forming a brand image. The method used in this research is descriptive qualitative, with data collection through interview and documentation. Then the data are analyzed using data reduction, data presentation and drawing conclusion. The results shows that the Pan Java strategy segmentation is based on Demographic, Psychographic and Behavioral segmentation. In the targeting strategy, Pan Java Cafe sets a target, where only the marketing team is in the upper middle class community such as Civil Servant (PNS), student, teacher, lecturer, and tourist. Meanwhile, Pan Java's strategic positioning positions its business as a tourist village or cafe that offers a place with a different, unique, comfortable, and safe atmosphere. Currently, Pan Java has formed a brand image as a cafe which is made up of local products.

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Importance of Social Media in the Image Formation of Tourist Destinations from the Stakeholders’ Perspective

Sustainability ◽

10.3390/su12104092 ◽

2020 ◽

Vol 12 (10) ◽

pp. 4092 ◽

Cited By ~ 2

Author(s):

Carlos de las Heras-Pedrosa ◽

Elena Millan-Celis ◽

Patricia P. Iglesias-Sánchez ◽

Carmen Jambrino-Maldonado

Keyword(s):

Social Media ◽

Mixed Method ◽

Exploratory Study ◽

Brand Image ◽

Image Formation ◽

Tourist Destinations ◽

Positioning Strategy ◽

Use Of Social Media ◽

Insight Into

This research aimed to provide a more informed and systematic basis on which to develop the positioning strategy in social media due to the interactive capacity and influence that social media has in the success of tourist destinations. In particular, we investigated the role of stakeholders. We carried out an exploratory study using a mixed method which included interviews and an analysis of the activity conducted on the official social media accounts (Facebook, Twitter, and Instagram) of the Spanish regions of Andalusia, Catalonia, and Valencia. The findings provide insight into how tourist destinations promote their image through the use of social media. Social media was found to be a strategic platform for enhancing brand image and achieving tourist engagement. Additionally, the role of stakeholders in supporting and facilitating the image destination strategy is worth highlighting. This study shows that the results achieved by social media can be improved by identifying all stakeholders and defining a content generation strategy by integrating and adding value.

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