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 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 Relationship Between Millennials and Brand Loyalty: Mediating Brand Loyalty Factors

2017 ◽  
Vol 5 (3) ◽  
pp. 223
Author(s):  
Dhameeth, S. Gehan ◽  
Ochi, Yamamoto
Keyword(s):  
Root Mean Square ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Management Strategies ◽  
Second Phase ◽  
Mean Square ◽  
Root Mean Square Residual ◽  
Mediating Factors ◽  
The Relationship

<p><em>The purpose of this study is to identify factors (brand elements) that mediate between Millennials and brand loyalty, and to test a theoretical model that includes these mediating factors in describing the relationship between millennials and brand loyalty. The study focused on the key factors that we identified and hypothesized to mediate the relationship between millennials and brand loyalty. The quantitative study surveyed two hundred and fifty-three (n=253) respondents randomly drawn. Structural Equation Modelling (SEM) was used to test a model of the relationship between the mediating factors, millennials and brand loyalty. All model fit parameters were well within acceptable bounds. The Comparative Fit Index (CFI) was 0.999, Root Mean Square Error of Approximation (RMSEA) was 0.018, and Standardized Root Mean Square Residual (SRMR) was 0.022. However, we believe that the model is over-fitting the data, and this is not surprising given that there are 22 variables and 253 data points. These results show promise, but require further investigation in a second phase of the inquiry. This study limited itself to surveying millennials, brand loyalty, and the seven mediating factors we identified and hypothesized to play a role in mediating between them. Based on this study, brand management strategies are proposed.</em><em></em></p>

A branch & cut/metaheuristic optimization of financial supply chain based on input-output network flows: investigating the iranian orthopedic footwear

2021 ◽  
pp. 1-19
Author(s):  
Peide Liu ◽  
Ayad Hendalianpour
Keyword(s):  
Mathematical Model ◽  
Supply Chain ◽  
Network Flows ◽  
Cash Flows ◽  
Financial Flows ◽  
Conflicting Objectives ◽  
Financial Flow ◽  
Corporate Profits ◽  
Payment Mechanisms

Financial flows are one of the three majors in a Supply Chain (SC). Ignoring financial flows, regardless of the quality of freight transport and information, could lead the organization to a state of bankruptcy, which is a situation directly resulting from a lack of control over financial inputs/outputs. This study proposes a multi-product mathematical model, which makes it possible to choose among suppliers, manufacturing sites, distribution centres, retailers, and transportation vehicles. The purpose of the model is to integrate physical and material dimensions to maximize net corporate profits through inbound and outbound financial flows; it involves payment mechanisms between the financial and physical flows through maximizing the cash flows of manufacturing sites and suppliers, as two conflicting objectives that must consider the reciprocal effects of their decisions. These objectives are calculated by subtracting costs from the revenue; this process, of course, will ultimately result in an optimization of the organization’s financial flow. To solve the proposed mathematical model, the study relies on two algorithms, namely Particle Swarm Optimization (PSO) and Imperialist Competition Algorithm (ICA). The sample under investigation is solved separately using the three algorithms, and results are then compared. The observations of the study reveal the better performance of PSO.

scholarly journals Post-shipment financial flows in supply chains: A study of small- to medium-sized enterprise importers

2019 ◽  
Vol 13 ◽  
Author(s):  
Francois Schutte ◽  
Wesley Niemann ◽  
Theuns Kotzé
Keyword(s):  
Supply Chain ◽  
Supply Chains ◽  
Financial Burden ◽  
Management Strategies ◽  
Lead Times ◽  
Global Sourcing ◽  
Working Capital ◽  
Structured Interviews ◽  
Short Supply ◽  
Financial Flows

Background: Global sourcing has impacted inventory levels, lead times and the availability of working capital, affecting the standard financial flow of a supply chain. Poorly managing the link between the financial and physical supply chains could therefore lead to unnecessarily high inventory investments or to a short supply of inventory, affecting cash flow, working capital, sales and, subsequently, a firm’s profitability.Objectives: The aim of this generic qualitative study was to explore how firms manage their financial supply chain alongside their physical supply chain.Method: Data were collected from 12 semi-structured interviews with senior managers across six small- to medium-sized enterprise (SME) importing firms in various industries.Results: The research finds that the buyer is the driver of both upstream and downstream financial supply chain management (FSCM) as SME importers in Gauteng are proactively managing their financial alongside their physical supply chains. Through the continuous evaluation of sourcing strategies, exchange rate risk management strategies and inventory investment management strategies, firms can align their physical and financial supply chains.Conclusion: This study highlights the lead time and disruption risks and costs of global sourcing and identifies FSCM tools that can be used to alleviate the financial burden associated with long lead times.

The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions

1994 ◽  
Vol 31 (2) ◽  
pp. 229-242 ◽  
Author(s):  
Peter A. Dacin ◽  
Daniel C. Smith
Keyword(s):  
Laboratory Experiments ◽  
Positive Relationship ◽  
Brand Management ◽  
Brand Extensions ◽  
Theory And Practice ◽  
Brand Strength ◽  
Consumer Evaluations ◽  
Product Categories ◽  
Brand Portfolio

A growing number of brands are becoming associated with a portfolio of different product categories. Although concerns have been raised that adding products to a brand may weaken it, there is a paucity of research exploring the effects of brand portfolio characteristics on brand strength. Using two laboratory experiments and a survey, the authors examine the effects of several brand portfolio characteristics on consumers’ confidence in and favorability of their evaluations of subsequent brand extensions. The experiment-based findings reveal a positive relationship between the number of products affiliated with a brand and consumers’ confidence in and favorability of their evaluations of extension quality. These results were not replicated in the survey. However, in both methods, the authors found that as portfolio quality variance decreases, a positive relationship between number of products affiliated with a brand and consumers’ confidence in their extension evaluations emerges. Implications of these and other findings for both the theory and practice of brand management are discussed.

What to do when your brand gets kidnapped by Narcos: the case of Buchanan’s whisky

2019 ◽  
Vol 9 (3) ◽  
pp. 1-18
Author(s):  
Nicolas Kervyn ◽  
Judith Cavazos Arroyo ◽  
Fernando Rey Castillo Villar ◽  
Rosa Andrea Gomez Zuñiga
Keyword(s):  
Learning Outcomes ◽  
Portfolio Management ◽  
Consumer Culture ◽  
Brand Management ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Strategy ◽  
Content Type ◽  
Academic Level ◽  
The Difference

Learning outcomes Learning outcomes are as follows: understanding the difference between brand identity and brand image; applying various segmentation tools; understanding the appeal of the aspirational brand and its consequence on private and public consumption; exploring the strategic options available to a brand facing a brand appropriation; exploring the pros and cons of opposing a brand appropriation; and developing a plan for the implementation of this strategy. Case overview/synopsis This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive. Complexity academic level This case is designed to be used in marketing management, brand strategy or consumer culture course. Specifically, the case is designed for college seniors or master students with basic strategic marketing training. It should provide the basis of discussions on the topics of brand management, consumer culture, brand portfolio management, international marketing, repositioning strategy, brand architecture, brand equity, brand assets, brand appropriation and consumer relationships with brands. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing

Unveiling the corporate brand: the role of portfolio composition

2020 ◽  
Vol 37 (3) ◽  
pp. 279-290
Author(s):  
Veronica Gabrielli ◽  
Ilaria Baghi
Keyword(s):  
Internal Consistency ◽  
Brand Equity ◽  
Brand Management ◽  
Product Category ◽  
Mediation Effect ◽  
Brand Strategy ◽  
Corporate Brand ◽  
Content Type ◽  
Moderated Mediation Model ◽  
Brand Portfolio

Purpose This paper aims to investigate the effects on corporate brand equity when a company moves from a house of brand strategy to a branded house. In fact, recently, most of large companies (Procter & Gamble, Unilever) are managing this swift in order to simplify and optimize their efforts. Design/methodology/approach A total of 433 consumers participated in a between-subject experimental design completing a questionnaire. Each respondent was exposed to one of eight hypothetical scenarios with real-existing brands. A moderated-mediation model was tested. Findings The number of individual brands interacts with the variety of product categories within the portfolio to define its internal consistency which, in turn, exerts a significant mediation effect on corporate brand equity. Research limitations/implications The study supports the mental accounting process (subtyping vs bookkeeping), demonstrating how this psychological framework is applicable within brand management. Practical implications The study unveils a strong dichotomy: consumers award very small portfolios focused on a single product category or, conversely, they appreciate a wide and highly diversified brand portfolio. No chances for intermediate and hybrid solutions. Findings demonstrate that a brand architecture shift might be a flexible opportunity to manage an on-going diversification strategy. Originality/value The study is the first to analyse the importance of internal consistency within a brand portfolio in case of a shift in the portfolio strategy. Moreover, it investigates the effects since the first announcement of a linkage between the individual brands and the corporate one.

Fair use and a fair go.

1988 ◽  
Vol 10 (2) ◽  
pp. 76 ◽  
Author(s):  
DG Wilcox
Keyword(s):  
Management System ◽  
Effective Interaction ◽  
Management Strategies ◽  
Cash Flows ◽  
Animal Production ◽  
Climatic Variation ◽  
Fair Use ◽  
Personal Computers ◽  
Management Options ◽  
Good Science

Pastoral managers face a bewildering array of management options while striving to remain viable. Many researchers and extension officers are forced to specialise, and "do good science" at the expense of working within a broader picture of practical station management. As a result their information and advice is often directed towards only part of a property's total management system. The development of new advisory tools, many of them using micro-computers, offer government officers and pastoral managers alike greater opportunities for effective interaction. We present the philosophy and structure of one tool, which has evolved with these developments, RANGEPACK HerdEcon, a dynamic herd or flock model lied to property cash flows. It can operate at a simple level initially, but it is able to mimic complex situations just as easily. Designed to accommodate sheep, cattle or mixed enterprises, it will enable a pastoral manager or an extension officer to develop management strategies for a particular property, which deal effectively with climatic variation, resultant animal production and subsequent cash flows. RANGEPACK HerdEcon will run on IBM compatible personal computers with at ~kast 512k of RAM.

scholarly journals Brand Consciousness of BOP Consumers in South Africa

2017 ◽  
Vol 9 (3(J)) ◽  
pp. 82-100
Author(s):  
Pravina Devpersadh Oodith ◽  
Sanjana Brijball Parumasur
Keyword(s):  
South Africa ◽  
South African ◽  
Rural Areas ◽  
Brand Management ◽  
Management Strategies ◽  
Brand Awareness ◽  
Bottom Of The Pyramid ◽  
Purchase Decisions ◽  
Consumer Decision Making ◽  
Business Organizations

Bottom of the pyramid (BOP) consumers are not just basing their purchase decisions on price and affordability but on the value derived from good-quality brands. Hence, this study assesses the brand-consciousness of South African BOP consumers in terms of brand awareness, differentiation, recognition, loyalty, trust and preferences for leading brands. The aim is to understand the brand consciousness of the South African BOP market so that suitable brand management strategies may be formulated to profitably serve the needs of this market. The population (2 556 422 elements) included BOP consumers living in relative poverty within the rural areas of South Africa from which a sample of 600 subjects was drawn using area sampling. Data was collected using a self-development questionnaire whose psychometric properties were statistically assessed and analyzed using descriptive and inferential statistics. The findings reflect that there is a high degree of brand awareness amongst BOP consumers, the majority of BOP consumers are able to easily differentiate between the various brands based on the brands’ logos, design and/or coloring, a significant segment displays brand loyalty which alters when price becomes a factor for consideration and BOP consumers lack trust where new brands are concerned and prefer good quality brands. Furthermore, BOP consumers’ brand consciousness and purchase decisions are influenced by education and income respectively. It can also be concluded that the majority of South African BOP consumers are brand-conscious; hence, brands play an influential role in their consumer decision-making process. Beneficial recommendations are presented for business organizations.

scholarly journals Ensuring sustainable economic development of state owned enterprises

2019 ◽  
pp. 75-79
Author(s):  
Maksym Bezpartochnyi
Keyword(s):  
Economic Development ◽  
Management Strategies ◽  
Information Support ◽  
Sustainable Economic Development ◽  
Managerial Decisions ◽  
Accessible Information ◽  
State Owned Enterprise ◽  
Logical Method ◽  
Functional Areas ◽  
State Enterprises

Purpose. The aim of the article is to substantiate the use of mechanism for ensuring sustainable economic development of state enterprises. Methodology of research. The theoretical and methodological basis of study is a systematic approach to knowledge of fundamental provisions of formation of information and analytical support for the sustainable economic development of state enterprises. A system of general scientific and special methods are used to achieve the intended goal, namely: methods of logical generalization and comparison – to form main provisions of organization of sustainable economic development of state enterprises; methods of analysis, synthesis and generalization – in study of functional areas for evaluating indicators and strategic scenarios; abstract and logical method – in formulating the conclusions of the study. Findings. The necessity of applying relevant principles and organizational and economic mechanisms, on basis of which indicators of economic activity are determined, is substantiated. The indicators of ensuring economic sustainable development of a state-owned enterprise are recommended to be determined in following functional areas: economic and marketing activities, finance, and personnel management. It has been established that operation of mechanism of sustainable economic development is ensured by resource potential through optimization, sound management principles, in accordance with the goals of the activity and methods of making managerial decisions, achieving rationality of economic processes. Possible management strategies to ensure sustainable economic development of state-owned enterprises are identified, taking into account possible strategic vectors that contribute to increasing efficiency of using economic potential. Based on this, strategic scenarios for ensuring sustainable economic development are proposed. Originality.The scientific novelty consists in substantiating the concept of building and using mechanism for ensuring sustainable economic development of state enterprises by defining principles in system of managerial making decision and strategic guidelines Practical value. Using proposed strategic scenarios to ensure sustainable economic development will allow to develop a model of economic development in accordance with conditions of current and strategic level of enterprise development. The effect will be ability to achieve sustainable economic development of state-owned enterprises in accordance with strategic goals based on accessible information support. Key words: sustainable economic development; management; strategy; state-owned enterprise.

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