scholarly journals ENHANCING GOODWILL POTENTIAL WITH BRAND MANAGEMENT TOOLS

2021 ◽  
Vol 31 (6) ◽  
pp. 1024-1031
Author(s):  
Yu.V. Shishakova
Keyword(s):  
Brand Management ◽  
Complex Model ◽  
Reputation Management ◽  
Emotional Involvement ◽  
Management Tools ◽  
Business Results ◽  
Potential Formation ◽  
The Creation ◽  
Key Aspects ◽  
Additional Value

The emergence of goodwill in the process of doing business is due to the nature of the interaction of enterprise resources with environmental factors. On the basis of research, it is proved that with a competent correlation of approaches to managing the elements of the macro- and microenvironment of the enterprise, understanding the specific features of creating goodwill taking into account the scope of activity, the enterprise will receive a number of advantages. Firstly, it is the creation of additional value of the company, secondly - the possibility of obtaining excess profits (that is, profits exceeding the industry average) and, thirdly, it is the creation of favorable prospects and prerequisites for business development. The analysis of the most popular formulations of the concept of “goodwill” used in Russian and foreign practice is carried out. According to its results, it is concluded that this term is equated with the concept of "business reputation". The article presents an attempt to streamline the understanding of key aspects of brand management within the framework of the studied models of reputation management. From the review of modern and most relevant models of assessment of the company's reputation, the relationship of the main criteria for assessing the company's reputation with business results is shown. A logical chain of goodwill potential formation has been built, based on the management of emotional involvement of customers. Based on the results of the research, within the framework of the focus groups, a criterion for assessing emotional involvement - “emotional comfort” - was proposed and evaluation coefficients characterizing the level of emotional comfort of customers were developed. The actual metrics of brand management assessment are revealed, allowing to diagnose the influence of the brand on the development of goodwill potential within the framework of the proposed complex model of the influence of brand management tools on the growth of goodwill potential.

scholarly journals IMPLANTAÇÃO DO BALANCED SCORECARD EM UMA INDÚSTRIA DE CERÂMICA VERMELHA

2018 ◽  
Vol 7 (2) ◽  
pp. 72
Author(s):  
Célio Gomes de Lima Júnior ◽  
Julianne das Chagas Gomes ◽  
José Guilherme Said Pierre Carneiro ◽  
José Sarto Freire Castelo
Keyword(s):  
Strategic Management ◽  
Balanced Scorecard ◽  
Management Tool ◽  
Management Model ◽  
Managerial Control ◽  
Management Tools ◽  
The Balanced Scorecard ◽  
The Creation ◽  
Ceramics Industry ◽  
Red Ceramics

A implantação de ferramentas de gestão, como o Balanced Scorecard (BSC), envolve mudanças no controle gerencial de uma empresa em diversos aspectos, pois enfatiza a comunicação de estratégias e a criação de uma nova metodologia para o controle de desempenho. O objetivo deste estudo é realizar uma análise crítica sobre a aplicação do Balanced Scorecard em uma indústria de cerâmica vermelha, a partir da construção e da implementação dessa ferramenta de gestão em uma cerâmica localizada no município de Russas, Ceará. O estudo de caso revelou a necessidade de rever a gestão estratégica da empresa, em virtude da criação de mecanismos eficientes de alimentação dos indicadores pertencentes ao mapa estratégico, de modo a refletir sobre a situação da mesma, e por fim, garantiu que os gestores e funcionários estivessem alinhados com o modelo de gestão estratégica recém-implantado, a fim de que seja possível obter as vantagens propiciadas por este modelo de gestão. IMPLEMENTATION OF BALANCED SCORECARD IN A RED CERAMICS INDUSTRY ABSTRACT The implementation of management tools such as the Balanced Scorecard (BSC) involves changes in the managerial control of a company in several aspects, as it emphasizes the communication of strategies and the creation of a new methodology for performance control. The objective of this study is to perform a critical analysis on the application of the Balanced Scorecard in a red ceramics industry from the construction and the implementation of this management tool in a ceramics located in the municipality of Russas, Ceará. The case study revealed the need to review the strategic management of the company due to the creation of efficient mechanisms to feed the indicators belonging to the strategic map, in order to reflect on the situation of the company, and finally ensured that managers and employees were aligned with the newly implemented strategic management model, in order to obtain the advantages provided by this management model.

Reputation Management

2017 ◽  
pp. 151-167
Author(s):  
Aslıhan Mihrimah Unutur
Keyword(s):  
New Media ◽  
Public Relations ◽  
Corporate Strategy ◽  
Brand Management ◽  
Corporate Communication ◽  
Reputation Management ◽  
Corporate Communications ◽  
Business Organizations ◽  
Communication Practices ◽  
And Function

The scope of this chapter is to provide insight into how reputation can be managed through brand management, corporate communication practices, and new media strategies. Corporate communication practices carried out through public relations applications has become an increasingly important function in business organizations. Yet, little has been published on the role and function of communication executives. This chapter reveals the impact of corporate communications upon the formulation of corporate strategy.

scholarly journals Becoming a Good BookTuber

RELC Journal ◽  
2020 ◽  
Vol 51 (1) ◽  
pp. 158-167
Author(s):  
Mᵃ del Mar Suárez ◽  
M. Vicenta González Argüello
Keyword(s):  
Informal Learning ◽  
Peer Review ◽  
Thinking Skills ◽  
Critical Thinking Skills ◽  
English For Specific Purposes ◽  
Common Interests ◽  
The Creation ◽  
Key Aspects ◽  
The University ◽  
Firsthand Experience

Audiovisual platforms like YouTube facilitate the introduction of informal learning practices for their pedagogical exploitation both in class and online. One such practice is the creation of a BookTuber community for recommending books, thus making it possible for students to engage in an out-of-class community where common interests can be shared. In this innovations in practice article, we present a project carried out with two English for Specific Purposes (ESP) groups of Media Studies of the University of Barcelona. The aim of this project was to determine features that make a BookTuber a good communicator so students could apply these features to their own BookTube video practice. Students could then use these features as a guideline for peer-review comments published on YouTube and the creation of an online BookTuber community. Students were first introduced to the concept of intertextuality in order to understand how it fosters connections among audiovisual consumers. The BookTuber community was then presented and the students viewed and analysed several BookTube videos with the objective of creating an evaluation rubric identifying the key aspects of a good BookTuber. The students then created their own BookTube video and uploaded it onto YouTube. They were also required to watch at least two videos created by their peers, post comments that considered key aspects included in the evaluation rubric and express their personal reactions to and opinions of the videos. In addition, an extended version of the peer-review was also required to achieve subject credits. This twofold feedback allowed for the practice of two discourse styles for the same content: informal (for YouTube) and formal (for the teacher). As a result, students had firsthand experience of becoming a BookTuber while developing their critical thinking skills for peer evaluation and academic and professional purposes of career development.

Thinking Strategically about Marketing: A Conceptual Framework for Understanding Brand Equity in Recreation and Intramural Sports

2003 ◽  
Vol 27 (2) ◽  
pp. 7-19 ◽  
Author(s):  
Matthew J. Robinson ◽  
James M. Gladden
Keyword(s):  
Conceptual Framework ◽  
Brand Equity ◽  
Brand Management ◽  
Corporate Sponsorship ◽  
Intramural Sports ◽  
Perception Of Quality ◽  
Institutional Funding ◽  
The Creation ◽  
The University ◽  
Competitive Forces

The purpose of this article is to develop a conceptual framework for understanding the formation of brand equity for college recreation and intramural departments by using prior research on brand management from both the marketing and sport literatures (e.g. Aaker, 1991; Gladden, Milne & Sutton 1998). This framework posits the formation of brand equity is an on-going process that is fueled by antecedents that are either department related, university related or market related. The department-related antecedents include the recreation leader, staff, and current existing programs and program promotion. The university-related antecedents include the reputation of the institution, facilities, and location of the facilities. The market-related antecedents include internal and external competitive forces. These antecedents lead to the creation of brand equity as composed of awareness, a perception of quality, associations with the brand and ultimately loyalty to the brand (Aaker, 1991). The level of brand equity will determine the consequences: campus visibility, amount of patronage, institutional funding, facility improvements, level of wellness on campus, and corporate sponsorship.

scholarly journals Derivative products and innovation in Islamic finance

2014 ◽  
Vol 7 (3) ◽  
pp. 242-257 ◽  
Author(s):  
Seng Kiong Kok ◽  
Gianluigi Giorgioni ◽  
Jason Laws
Keyword(s):  
Risk Management ◽  
Risk Sharing ◽  
Supervisory Board ◽  
Management Tool ◽  
Islamic Finance ◽  
Management Tools ◽  
Content Type ◽  
Risk Transfer ◽  
Financial Framework ◽  
The Creation

Purpose – The purpose of this paper is to highlight the possibility of structuring an Islamic option which includes an element of risk sharing as opposed to risk transfer. Design/methodology/approach – The approach adopted in this research involved a combination of a wa’ad (promise) and murabaha (cost plus sale) and examining if they could form a risk-sharing Islamic option. The payoffs were assumed to be dependent on bi-period outcomes. Findings – The paper attempted to create a hybrid risk-sharing option by combining elements of both wa’ad (promise) and murabaha (cost plus sale). The results yielded are dependent on the eventual direction of the market (in-the-money, at-the-money and out-the-money). While the results are not definitive, they do provide arguments for the adoption of a risk-sharing, as opposed to a risk-transfer, methodology when it comes to structuring risk management instruments. Research limitations/implications – One of the major limitations of this research is the inability to assess the Shariah compliance of the proposed instrument. Shariah compliance is determined by a Shariah Supervisory Board, and every effort has been made to ensure that Shariah financial principles are adhered to in the creation of this structure. Practical implications – The structure provides some interest arguments in the creation of risk management tools under a Shariah financial framework. The structure illustrates the benefits of having a risk-sharing mode over the conventional risk-transfer stances of most risk management tools. Originality/value – The paper offers a new way of structuring a risk management tool in Islamic finance. It explores the highly debated area of derivatives in Islamic finance and proposes a new way of creating a risk management tool that involves some elements of risk sharing.

Full-Scale Validation of a Vessel’s Station-Keeping Capability With DynCap

2017 ◽  
Author(s):  
Luca Pivano ◽  
Dong Nguyen ◽  
Øyvind Smøgeli
Keyword(s):  
Time Domain ◽  
Scale Validation ◽  
Operational Risk ◽  
Full Scale ◽  
Management Tools ◽  
Worst Case ◽  
Operational Risks ◽  
Steady Growth ◽  
Transient Period ◽  
Key Aspects

With the steady growth of the number of Dynamic Positioning (DP) vessels, increasingly complex designs and operations, and a decreasing number of experienced DP operators, effective operational risk management tools are key for safer and more efficient operations. One of the key aspects when looking at the operational risks is the estimation of the vessel position and heading after the worst case single failure and in the transient period after the failure has occurred. The aim of this paper is to provide insight about the use of comprehensive dynamic operability analyses performed by time-domain simulations for understanding the vessel performance and limitations, in turn providing valuable and reliable input to operational risk assessment and planning. This paper presents also a comparison with results from full-scale trials.

scholarly journals Structural capital management creates sustainable competitiveness and prolonged first-mover advantage

2005 ◽  
Vol 5 (1) ◽  
Author(s):  
C. R. Van Zyl
Keyword(s):  
Competitive Advantage ◽  
Brand Management ◽  
Sustainable Competitive Advantage ◽  
Capital Management ◽  
Efficient Management ◽  
First Mover Advantage ◽  
Loyal Customer ◽  
The Creation ◽  
Innovation Capital ◽  
First Mover

Structural (SC) capital is part of the intellectual capital that is owned by an organisation and its efficient and dedicated management is essential for the creation of shareholder value, sustainable competitive advantage, and prolonged first-mover advantage. SC consists of three types of capital, namely: innovation, organisational and process capital. Organisational capital consists of organisational culture, management philosophies etc. and has received a large amount of management attention. However, organisational capital is not as valuable towards the creation of sustainable competitiveness and first-mover advantage as innovation and process capital are. It is the purpose of this article to demonstrate how a thorough understanding and the efficient management of innovation and process capital enables organisations to achieve the afore-mentioned benefits. Innovation capital management consists primarily of patent and brand management, which are particularly important as patent management forms a high-margin justification for the implementation of organisation-wide intellectual property management, and the management of high-equity brands secures a loyal customer base and associative sustainable competitiveness and first-mover advantage benefits. Although not as obviously valuable as innovation capital, the article also explores the value that the efficient management of unique organisational processes and methodologies contribute towards the achievement of prolonged first-mover advantage and the provision of protection against competitor actions. This exploration involved an examination of contemporary literature, theories and business cases and subsequently revealed that SCM is a vital discipline/philosophy that must be implemented by any organisation wishing to achieve greater sustainable competitiveness. Innovation and process capital are of particular importance as these assets can be made tangible, leveraged and integrated into existing business operations to create unique, inimitable and sustainable competitive advantage.

scholarly journals Evaluation of the Effectiveness and Efficiency of Marketing in the System of Reforms in the Management of Enterprises

2020 ◽  
Author(s):  
Cinara Kocarieva
Keyword(s):  
Conceptual Framework ◽  
Two Dimensions ◽  
Future Research ◽  
Business Results ◽  
Important Relationship ◽  
Marketing Efficiency ◽  
The Creation ◽  
Marketing Actions ◽  
Relationship Of ◽  
Marketing Productivity

Marketing productivity models provide a common conceptual framework for future research. These models also define a common conceptual framework for the creation of instrumental models for marketing productivity management. At the same time, it is necessary to further study the most important relationship of marketing results with financial indicators and indicators of performance evaluation of the enterprise as a whole. The development of these models is associated with the creation of more complex systems that reflect the relationship of indicators at the level of management. Marketing productivity models form the conceptual framework for the transition to a more realistic level. This is the level of management of marketing efficiency, ie the area of creating models of management of marketing results. Following the logic of productivity (marketing actions - marketing results - financial results - business results), as well as the need to consider it in two dimensions, we can move on to the creation of operational models of marketing efficiency.

scholarly journals APPLICATION OF COMPETITIVE MARKETING STRATEGIES IN BRAND MANAGEMENT

Management ◽  
2021 ◽  
Vol 32 (2) ◽  
pp. 137-146
Author(s):  
Liang Rui ◽  
Kateryna Prokopenko ◽  
Svitlana Vovchok
Keyword(s):  
Higher Education ◽  
Marketing Strategy ◽  
Brand Management ◽  
Educational Institutions ◽  
Management Tools ◽  
External Resources ◽  
Urgent Task ◽  
Object Of Study ◽  
The University ◽  
University Brand

Introduction. Against the background of marketing and globalization of higher education, many organizations and enterprises not only face stiff competition and quality problems in the market. Despite all the current challenges, they need to implement brand management tools. The urgent task for universities was how to apply the brand's marketing strategy to the brand management of universities, implement the optimal distribution of tangible and intangible resources, create a good brand image, expand popularity and reputation and gain competitive advantage.The hypothesis of scientific research is that for the formation of an effective brand it is necessary to use the tools of strategic marketing.The aim is to study the theoretical and methodological foundations of brand formation in educational institutions using modern competitive marketing strategies.The research methodology is a comparative analysis to reflect trends in the development of the brand of education; systematization and classification – for the classification of structural elements of the object of study; system approach – for the formation of theoretical foundations of regulation of brand management processes.Results. Based on the law on higher education and reliance on the mechanism and legislation of the market, this article examines brand management and argues that university brands should be optimized, coordinated and integrated to take full advantage of internal and external resources. It is necessary to strengthen the concept of brand management, explain the position of the university brand, create a strong university brand, strengthen the dominant university brand, create a crisis management system for university brands, increase the basic competitiveness of universities and gain greater benefits.Conclusions. University brand management should be based on the marketing strategy of enterprise brands, make full use of their own resources, strengthen the concept of brand management, determine the position of the university brand and create a strong university brand. universities, the university brand is undoubtedly a dazzling edge of the sword.

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