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 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.

Branding paradigm for the bottom of the pyramid markets

2009 ◽  
Vol 13 (4) ◽  
pp. 58-68 ◽  
Author(s):  
Rajagopal
Keyword(s):  
Brand Management ◽  
Business Strategies ◽  
Bottom Of The Pyramid ◽  
Brand Positioning ◽  
Market Segments ◽  
Content Type ◽  
Rural Markets ◽  
Global Brands ◽  
Consumer Value ◽  
Bop Markets

PurposeThis paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering the personality traits, image, technology and reputation of firms associated with the brands.Design/methodology/approachReviewing the previous research studies, the paper advocates new strategies for enhancing the performance of global brands in BoP market segments, improving brand‐positioning approaches, measuring brand performance and consumer value, evaluating brand attributes, and underlining brand dynamics in the competitive marketplace.FindingsThe study argues that the performance of global brands in low‐profile consumer market segments is constrained by high transaction costs and coordination problems along the brand promotions, consumption and consumer value chain. Hence, firms looking towards managing brands in BoP market segments need to reduce brand costs by increasing the volume of sales and augmenting consumer value. Brands of BoP market segments are socially and culturally embedded. They are co‐created by consumers and firms, and positioned with the influence of brand equity of the premium market. Unlike traditional brands, BoP brands may be sufficiently malleable to support brand interpretations in the rural and suburban consumer segments.Research limitations/implicationsAcquired brands need to be merged into the existing structure, especially where these brands occupy market positions similar to those of existing brands. A balance needs to be maintained between the brand name and its equity. Managers should keep themselves better informed about consumer needs, market changes and company initiatives, thereby enabling staff to help consumers to improve service quality, which in turn can improve market positioning.Practical implicationsIn today's rapidly changing product markets, a firm needs to focus on a limited number of strategic brands in international markets in order to consolidate and strengthen its position and enhance brand power. The paper offers new business strategies to managers on brand positioning and targeting in suburban and rural markets with convenience packaging, pricing and psychodynamics.Originality/valueNew initiatives to manage global brands in BoP markets comprising suburban and rural markets that need to be implemented in the existing organizational culture are discussed.

scholarly journals Go local or go global: how local brands promote buying impulsivity

2019 ◽  
Vol 37 (1) ◽  
pp. 1-28 ◽  
Author(s):  
Eline L.E. De Vries ◽  
Bob M. Fennis
Keyword(s):  
Local Food ◽  
Psychological Distance ◽  
Construal Level ◽  
Brand Positioning ◽  
Content Type ◽  
Global Brands ◽  
Mediating Role ◽  
Global Brand ◽  
Positioning Strategy

Purpose Using food brands as a case in point, the purpose of this paper is to examine the relationship between a local vs global brand positioning strategy and buying impulsivity, as well as the mediating role of construal level. The findings add a psychological argument to the array of reasons for firms to opt for a local instead of a global brand positioning strategy: local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Design/methodology/approach Five experiments use student and nonstudent samples, different construal level indices and generic and brand-specific buying impulsivity measures to test the hypotheses. Findings Local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Because local brands are proximal to consumers’ lifestyles, values, preferences and behaviors, they decrease the psychological distance between the brand and the consumer, compared with global brands. The smaller psychological distance lowers consumers’ construal level and renders the immediate, concrete, appetitive attributes of the product more salient, thus making consumers more prone to impulsively buy a local brand than a global one. Practical implications For the choice between a global or local brand positioning strategy, this paper argues in favor of the latter. Local (food) branding is a concrete brand positioning mechanism that can influence and benefit from consumers’ buying impulsivity. Originality/value The research reveals heretofore unknown but important implications of local vs global brand positioning strategies for consumers’ construal level and buying impulsivity.

Luxury Business

2017 ◽  
Author(s):  
Pierre-Yves Donzé ◽  
Rika Fujioka
Keyword(s):  
Brand Management ◽  
Production Systems ◽  
Value Chains ◽  
Grey Zone ◽  
Luxury Brands ◽  
Services Research ◽  
Goods And Services ◽  
Definition Of ◽  
Clear Idea

The luxury business has been one of the fastest growing industries since the late 1990s. Despite numerous publications in management and business history, it is still difficult to have a clear idea of what “luxury” is, what the characteristics of this business are, and what the dynamics of the industry are. With no consensus on the definition of luxury among scholars and authors, the concept thus requires discussion. Luxury is commonly described as the high-end market segment, but the delimitation of the lower limit of this segment and its differentiation from common consumer goods are rather ambiguous. Authors use different terminology to describe products in this grey zone (such as “accessible luxury,” “new luxury,” and “prestige brands”). Despite the ambiguous definition of “luxury,” various companies have described their own businesses in this way, and consumers perceive them as producers of luxury goods and services. Research on luxury business has focused mostly on four topics: (1) the evolution of its industrial organization since the 1980s (the emergence of large conglomerates such as Moët Hennessy Louis Vuitton SE or LVMH, and the reorganization of small and medium-sized enterprises); (2) production systems (the introduction of European companies into global value chains, and the role of country of origin labels and counterfeiting); (3) brand management (using heritage and tradition to build luxury brands); and (4) access to consumers (customization versus standardization). Lastly, new marketing communication strategies have recently been adopted by companies, namely customer relations via social media and the creation of online communities.

scholarly journals THE STUDY OF PATIENTS` EXPECTATIONS IN THE CONTEXT OF SATISFACTION OF THEIR PSYCHOLOGICAL NEEDS RELATED TO MEDICAL CARE

2020 ◽  
Vol 1 (1) ◽  
pp. 24-31
Author(s):  
N. Pylypenko ◽  
O. Sydorenko ◽  
N. Shestak
Keyword(s):  
Health Status ◽  
Health Professional ◽  
Psychological Needs ◽  
Patient Communication ◽  
Pilot Survey ◽  
Need For Treatment ◽  
Positive Treatment ◽  
Males And Females ◽  
The Difference ◽  
Key Aspects

Purpose: the study the patients` expectations in the context of satisfaction of their psychological needs related to «health professional – patient» communication. Material and methods. The pilot survey of 58 persons (20 males and 38 females, aged from 21 to 70 years) was performed by the use of dedicated questionnaire regarding the patients` expectations about the «health professional – patient» communication. The questionnaire included 10 statements related to different aspects of «health professional – patient» communication. The respondents were asked to rank the statements (1 through 10) depending the importance of each aspect in total «health professional – patient» communication hierarchy. We used bibliosemantic, comparative and empirical methods for data analysis.                 Results and discussion. The pilot survey demonstrated that the following aspects of «health professional – patient» communication are equally important for both males and females: feeling of emotional comfort, the active doctor`s position; the doctor`s interest in the patient`s situation, not indifferent attitude and sincere desire to help. Males, as compared to females, were more demanding on the following aspects: the doctor`s readiness for dialogue, the doctor`s ability to listen to patient`s concerns about health status, process and outcomes of treatment; receiving information from the doctor in an accessible manner regarding the key aspects, purpose and prospects of treatment; receiving information from the doctor regarding the prevention of disease occurrence and/or recurrence; a clear, reasoned doctor`s explanation of the need for treatment. We established the difference between males and females in the priority of such aspect, as the doctor`s statements disposed a patient to a positive treatment outcomes. In contrast to males, that aspect was ranked by females as one of the most important points in «health professional – patient» communication. Conclusion. Dialogical, collegial and collaborative interaction models could predominantly interpret the patients` expectations about the «health professional – patient» communication. These models assume shared decision-making, trust in doctor-patient relationship, and receiving all necessary information from the doctor regarding the patient`s health status and treatment process.

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 Positioning of a University City: The Correlation of the Semantic and Visual Aspects of the Brand

2020 ◽  
pp. 116-123
Author(s):  
Nina G. Shcherbinina ◽  
◽  
Alexey V. Sevostianov ◽  
Keyword(s):  
Brand Management ◽  
A Priori ◽  
Leadership Role ◽  
City Brand ◽  
Positioning Strategy ◽  
Dominant Characteristic ◽  
Marketing Positioning ◽  
University City ◽  
Relationship Of ◽  
The City

The article discusses the marketing positioning strategy used to ensure competitiveness in relation to the city brand. Since university cities inherently form a ready-made market segment, the need to detach from competitors is emphasized, and therefore the emphasis is on identity as a brand attribute. Through political construction (the leadership role of the authorities in creating and using a positioning strategy), the brand of the city is given a supervalue, which is projected into the reality of perception. The idea of the subjective nature of the foundations of branding is substantiated, although some researchers of the urban brand insist on its objective predestination and a priori nature. The subjectivity of the nature of a brand means its artificially constructed meaning and a deliberate interpretation of its positioned meaning. The positioning of the city’s brand occurs in a new communicative situation when the authorities must rely on social communication with the brand, discuss its distinctive features and value. It is this format of communication that today allows identifying the brand of the city, comparing “positions”, and making a choice. Therefore, in order to maintain the city’s brand identity, it is better to focus on brand management rather than on rebranding. Brand management allows managing the brand value, which is more expedient to create on the basis of one archetype. For a university city brand, this is the Wiseman. As a concrete example of a university city, the Tomsk case is used; in particular, the modeling of the image of the city by positioning its brand is investigated. In terms of revealing the relationship of various aspects in brand positioning, it is argued that the construction of a city brand through its modeling is associated primarily with the process of giving meaning to the city-sign. And the main prerequisite for the semioticization of the city-sign is the city’s semiosphere, its semiotic space. In marketing terms, the city’s semiosphere reaches the cultural stage of self-description, which is manifested in the institutionalization of branding. In this case, the brand becomes an urban “norm”, and a typical city dweller communicatively supports it, expressing the brand’s identity. In general, the priority of the semantic value of the brand is substantiated as a constructed feature that is the dominant characteristic of the city. The important visual aspect of the city brand is seen as a common case of unfinished semiotics when some brand practices of cities show the problem of decoding visual symbols thus interfering with the understanding of significant meaning. As a general conclusion, it is emphasized that, in the context of global communication, a city nominating itself a “university” one should give a visual identity to its brand and correlate it with the dominant semantic “position” of the brand this city forms.

scholarly journals Brand Management: Defining the Essence and Place in the System of Related Categories

2021 ◽  
Vol 7 (522) ◽  
pp. 242-247
Author(s):  
V. O. Pidhurska ◽  
Keyword(s):  
Strategic Management ◽  
Development Strategy ◽  
Corporate Culture ◽  
Management System ◽  
Brand Management ◽  
Theoretical Base ◽  
Brand Positioning ◽  
Logical Scheme ◽  
Effective Implementation ◽  
Brand Development

This article is aimed at analyzing and systematizing the existing approaches to determining the essence of brand management, as well as its place in the system of related categories of marketing. At that, within the terms of the set goal, the task is to reduce the «conceptual» load on the theoretical base in the marketing sphere by analyzing and structuring current categories, and not creating new ones. During the research, two tangent categories with brand management – «management of brand» and «branding» – were distinguished and their relationship with brand management was determined. Analyzing the theoretical positions of leading specialists in the sphere of marketing, opinions of foreign and domestic scientists, the presence of identifiable concepts of «brand of management» and «management of brand» was specified, which is not true. Management of brand is a component of brand management, which consists in systematic activity using existing and searching for new resources and brand positioning tools. A concise and logical scheme is proposed that reveals the essence of brand management and the main stages of its implementation in the context of this issue. The scheme also reveals the place of branding in the brand management system, namely: at the stages of brand creation and its development /modification. It is determined that brand management directly correlates with the strategy of the enterprise and affects its implementation. The brand development strategy should correspond to the philosophy of the enterprise, its mission and organizational and corporate culture. It is emphasized that brand management is one of the main directions in the strategic management of the enterprise, as it allows to capitalize the value of branded assets and increase its competitiveness. Prospects for further research in this direction are to study the features of modern brand management and tools for its effective implementation.

THEORETICAL FOUNDATIONS OF THE ORGANIZATION OF COMMUNICATIVE SPACES OF CHILDREN'S EDUCATIONAL AND REHABILITATION CENTERS

2021 ◽  
Vol 7 (2) ◽  
pp. 183-188
Author(s):  
Yurchyshyn O ◽  
◽  
Morklyanyk O ◽  
Finaheieva A ◽  
Rakochyi Ya ◽  
...  
Keyword(s):  
Psychological Needs ◽  
Social Adaptation ◽  
Rehabilitation Centre ◽  
Rehabilitation Centers ◽  
Depth Analysis ◽  
Spatial Composition ◽  
Definition Of ◽  
Key Aspects ◽  
Communicative Space ◽  
Theoretical Foundations

The article provides an in-depth analysis of the theoretical foundations that precede the process of organizing communicative spaces within the children's educational and rehabilitation centre for social adaptation - an institution whose goal is to create optimal conditions for enhanced socialization of children with special psychological needs and their further integration into society. The definition of signs of children's communicative space is considered and the significance of spatial composition in the process of socialization of children is determined. The article considers key aspects of the problem – medical and architectural and determines possible factors influencing the process of expanding the network of institutions of the corresponding direction on the territory of Ukraine

Sign in / Sign up

Export Citation Format

Share Document