scholarly journals Identity-based brand differentiation : Brand Identity Prism application in South African banks

2021 ◽  
Vol 18 (1) ◽  
pp. 121-141
Author(s):  
KM Zwakala ◽  
◽  
P STEENKAMP ◽  
Keyword(s):  
South African ◽  
Banking Sector ◽  
Brand Management ◽  
Brand Identity ◽  
Brand Strategy ◽  
Unique Contribution ◽  
Strategy Formulation ◽  
Managerial Implication ◽  
Brand Differentiation ◽  
Qualitative Research Design

Background: Branding serves two (2) fundamental purposes - brand differentiation and identification. Firms need to differentiate their brands in the market while consumers identify brands to satisfy their needs. The basis of brand differentiation is the development of coherent brand identities. However, due to scant empirical information, extant brand identity models remain largely conceptual, hence their robustness is questionable. Purpose of study: The current study explored the applicability of the Brand Identity Prism (BIP) in selected South African banks. The study sought to construe brand identity dimensions that differentiate banks in the sector. Design/Methodology/Approach: An interpretivist qualitative research design was adopted. Accordingly, indepth interviews were conducted with banks’ marketing executives who are instrumental in brand strategy formulation, whereafter, banks’ brand identities, as contained on websites and in media releases, were analysed. Results/Findings: Findings revealed that the BIP’s physique, personality, and culture dimensions were used as bases for brand differentiation. Relationships were found important but did not serve differentiation purpose. Reflection and self-image were found to be inapplicable. Managerial implication: The study makes a unique contribution to brand management literature and practice in two ways; (i) it explored the applicability of an existing model in a new context (ii) and concurrently established the sources of brand differentiation in the South African banking sector.

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

scholarly journals Brand identity development

2020 ◽  
Vol 164 ◽  
pp. 09015
Author(s):  
Marina Ianenko ◽  
Mikhail Stepanov ◽  
Liubov Mironova
Keyword(s):  
Identity Development ◽  
Business Strategy ◽  
Brand Management ◽  
Brand Identity ◽  
Brand Strategy ◽  
Identity Creation ◽  
Organization Analysis ◽  
Market Situation ◽  
Marketing Activities ◽  
Characteristic Features

The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company. The authors developed an algorithm for constructing a system of characteristic features of the brand strategy, harmoniously combined with the corporate and business strategy which includes the market situation analysis, an analysis of economic conditions and activities of the organization, analysis of marketing affords, analysis of the marketing strategy, the brand strategy selection, the brand positioning choice, brand identity development. Based on the well-established brand identity models such as The Brand Identity System (D.A. Aaker, USA), The Brand Identity Prism (J.-N. Kapferer France), L. De Chernatoni’s model (UK), 4D Branding (T. Gad, Sweden), The Brand Wheel (Bates Worldwide, USA), The Brand Platform (Young & Rubicam, USA) the authors have discussed the current approaches to the brand identity creation depending on which market (customer or B2B) a firm participates in perform and its capacity to serve the interests of both corporate and individual customers. The proposed approaches are needed for successful brand management.

Why this realtor®? Branding at Boyes Group Realty Inc. version: 2020-10-07

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Brooke Klassen ◽  
Brian Lane
Keyword(s):  
Customer Value ◽  
Brand Management ◽  
Brand Identity ◽  
Brand Strategy ◽  
Strategic Decisions ◽  
New Agents ◽  
Undergraduate Level ◽  
Content Type ◽  
The Past ◽  
Academic Level

Theoretical basis The case learning objectives and discussion questions relate very closely to several theories related to branding, including brand positioning, brand growth, brand management, customer value proposition, brand matrix and brand identity. Research methodology The information provided in this case was gathered by the author through personal interviews and email exchanges with Jordan Boyes, managing broker and owner of Boyes Group Realty Inc. Secondary research was also conducted to gather relevant academic materials, as well as industry and competitor information. Case overview/synopsis Jordan Boyes opened Boyes Group Realty Inc. in 2015 after working as a Realtor® at another private realty firm in Saskatoon, Saskatchewan for several years. They offered buying and selling services in the areas of commercial, residential and farm real estate. Over the past five years, they had experienced strong sales numbers and growth in the number of new agents joining the company. However, Boyes saw untapped potential in the marketplace and wanted to develop a brand strategy that took the best advantage of brand extension opportunities to drive the continued growth of his company. Complexity academic level This case is suitable at the undergraduate level for a branding course, marketing strategy course or services marketing course. The case is best used to apply the concept of developing brand identity and making strategic decisions in a service-based organization.

scholarly journals Measuring the systemic risk in the South African banking sector

2017 ◽  
Vol 20 (1) ◽  
Author(s):  
Gregory M. Foggitt ◽  
Andre Heymans ◽  
Gary W. Van Vuuren ◽  
Anmar Pretorius
Keyword(s):  
Financial Crisis ◽  
South African ◽  
Systemic Risk ◽  
Banking Sector ◽  
Risk Index ◽  
Financial Sector ◽  
Ethical Behaviour ◽  
The South ◽  
Case Scenario ◽  
Worst Case

Background: In the aftermath of the sub-prime crisis, systemic risk has become a greater priority for regulators, with the National Treasury (2011) stating that regulators should proactively monitor changes in systemic risk.Aim: The aim is to quantify systemic risk as the capital shortfall an institution is likely to experience, conditional to the entire financial sector being undercapitalised.Setting: We measure the systemic risk index (SRISK) of the South African (SA) banking sector between 2001 and 2013.Methods: Systemic risk is measured with the SRISK.Results: Although the results indicated only moderate systemic risk in the SA financial sector over this period, there were significant spikes in the levels of systemic risk during periods of financial turmoil in other countries. Especially the stock market crash in 2002 and the subprime crisis in 2008. Based on our results, the largest contributor to systemic risk during quiet periods was Investec, the bank in our sample which had the lowest market capitalisation. However, during periods of financial turmoil, the contributions of other larger banks increased markedly.Conclusion: The implication of these spikes is that systemic risk levels may also be highly dependent on external economic factors, in addition to internal banking characteristics. The results indicate that the economic fundamentals of SA itself seem to have little effect on the amount of systemic risk present in the financial sector. A more significant relationship seems to exist with the stability of the financial sectors in foreign countries. The implication therefore is that complying with individual banking regulations, such as Basel, and corporate governance regulations promoting ethical behaviour, such as King III, may not be adequate. It is therefore proposed that banks should always have sufficient capital reserves in order to mitigate the effects of a financial crisis in a foreign country. The use of worst-case scenario analyses (such as those in this study) could aid in determining exactly how much capital banks could need in order to be considered sufficiently capitalised during a financial crisis, and therefore safe from systemic risk.

scholarly journals B2B service brand identity and brand performance

2015 ◽  
Vol 49 (7/8) ◽  
pp. 1139-1162 ◽  
Author(s):  
Darren Andrew Coleman ◽  
Leslie de Chernatony ◽  
George Christodoulides
Keyword(s):  
Significant Influence ◽  
Structural Equation ◽  
Brand Management ◽  
Brand Identity ◽  
Equation Modeling ◽  
Brand Performance ◽  
Content Type ◽  
Visual Identity ◽  
Service Brand ◽  
The Uk

Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology/approach – Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose. Findings – Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance. Research limitations/implications – Data were only collected from executives in the UK. This research would benefit from replicative studies. Practical implications – This research empirically establishes the brand management activities that drive brand performance. Originality/value – This is the first empirical study to assess the influence service brand identity has on brand performance.

A systems thinking approach to e-government strategy formulation for water service delivery in South African local municipalities

2017 ◽  
Author(s):  
◽  
Umeoniso Joshua Osah
Keyword(s):  
Local Government ◽  
South African ◽  
Systems Thinking ◽  
Local Governments ◽  
Design Science ◽  
Strategy Development ◽  
Strategy Formulation ◽  
Water Service ◽  
Local Municipalities ◽  
Systems Thinking Approach

E-Government deployments by stakeholders within the South African water service sector, provide certain benefits for the sector. While deemed beneficial and of considerable value, e-Government deployments and implementations in the water sector of local governments of South Africa have not always been successful. One important reason for e-Government failures, among several others, is the lack of coherent strategies, informed by key representing stakeholder views, to guide implementation and deployment of e-Government tools. Without strategies, it is highly likely that ICT integration will be conducted haphazardly. As a point of note, more than the deliverable (strategy document) that represents the output of the strategy development process, it serves more purpose to understand the process that results in the strategy. Importantly, understanding the process helps to account for the formed relationships between the various stakeholders that need to buy into the strategy. The research study develops an e-Government strategy formulation framework based on a systems thinking approach, intended to support the strategy formulation process of e-Government strategies – to underpin the effective integration, deployment and sustained use of ICT solutions for water service delivery at the local government level. A systems thinking approach is considered due to its emphasis on the strategy being informed by a holistic assessment. Where there is some knowledge about the processes by which a strategy is formulated – over time ideas may be derived on the types of processes that may produce efficient e-Government strategies. The research is conducted using the Design Science research paradigm. The Design Science paradigm is comprised of two processes – build and evaluate (Hevner et al., 2004). The build process, as related to this research concentrates on the progression through which the theoretical e-Government strategy formulation framework is derived. Weick’s (1989) theorizing approach is ascribed, supporting the design of the theoretical framework. In applying Weick’s theorizing approach, firstly, the lack of knowledge on how e-Government strategies should be formulated in South African local municipalities – is explicated in an intelligible manner. Once the problem is properly articulated, a trial and error selection process is undertaken of existing approaches on strategy formulation – thought to possess the potential to contribute to the development of an e-Government strategy formulation framework, suited to local governments in South Africa. With good reason, 10 (ten) strategy approaches are selected from, e-Government programmes in developed countries, Non-Governmental organizational strategy approaches, and business related strategy formulation approaches. Lastly, as all possible approaches that may contribute to the framework development process cannot be selected, criteria is specified to limit the number of possible selections. Furthermore, in deriving the framework, foundations for systematically dealing with unstructured problems, such as, strategy formulation are consulted. This foundation along with the research goals, informs the development of a template used to comparatively analyse the 10 selected approaches on strategy formulation. This analysis aids in revealing the components of an e-Government strategy formulation process. With the developed framework, the evaluation process of the design science research commences, seeking to determine the utility of the framework (suitability and shortcomings). The framework is applied to the procedural formulation of a strategy for a tentative e-Government project called MobiSAM, which aims to enhance citizen engagement with local government through the use of mobile phones. The strategy formulation application process in the project environment and local government reveals lessons that inform revisions to the framework. The e-Government strategy formulation framework, therefore represents a fundamental tool for e-Government strategy development in local municipalities, and may be customized to fit the requirements of varying local municipalities.

Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation

1994 ◽  
Vol 31 (4) ◽  
pp. 484-504 ◽  
Author(s):  
Eric J. Arnould ◽  
Melanie Wallendorf
Keyword(s):  
Marketing Strategy ◽  
Market Segmentation ◽  
Brand Management ◽  
Interview Data ◽  
Ethnographic Methods ◽  
Strategy Formulation ◽  
Systematic Analysis ◽  
Product Service ◽  
Ethnographic Observation ◽  
Ethnographic Data

The authors show how ethnography can provide multiple strategically important perspectives on behaviors of interest to marketing researchers. They first discuss the goals and four essential characteristics of ethnographic interpretation. Then they review the particular contributions to interpretation of several kinds of ethnographic observation and interview data. Next they discuss how interpretations are built from ethnographic data. They show how multilayered interpretations of market phenomena emerge through systematic analysis of complementary and discrepant data. Finally, the authors articulate three representational strategies that are used to link multilayered interpretations to marketing strategy formulation. They suggest that ethnographic methods are appropriate for apprehending a wide variety of consumption and use situations with implications for market segmentation and targeting; product and service positioning; and product, service, and brand management.

The use of social media by South African organisations

2018 ◽  
Vol 15 (2) ◽  
pp. 198-210 ◽  
Author(s):  
Nomusa Nomhle Dlamini ◽  
Kevin Johnston
Keyword(s):  
South Africa ◽  
Social Media ◽  
South African ◽  
Quantitative Research ◽  
Brand Management ◽  
Research Question ◽  
Management Tool ◽  
Content Type ◽  
Quantitative Research Methods ◽  
Main Research

Purpose The purpose of this paper is to present how organisations in South Africa are using social media. The paper further explores the value of social media to South African organisations and if it is important for an organisation to have a social media presence. Design/methodology/approach The study used quantitative research methods to answer the main research question and sub-questions. Findings The data collected revealed that most organisations in South Africa are using social media for free advertising, CRM and marketing. The popular social media sites used by these organisations are Facebook and Twitter, with LinkedIn increasing in popularity. The data further revealed that social media is important in organisations for relationship building, contact keeping advertising, marketing, attracting customers, brand management and information gathering. Research limitations/implications The role of social media is changing, it was initially a marketing tool, but the findings revealed that majority of organisations are using social media for free advertising, CRM and marketing. Social media is an easy CRM tool that offers effective and efficient capabilities. Practical implications It is important to use integrate social media with the organisations processes to market and advertise new products, it is an instant and cost-saving way of communicating with customers, and helps in reaching and attracting new customers. Social implications Social media is important for keeping contact and building relationships with customers, advertising and marketing, way to attract customers, brand management tool and gathering information. Originality/value The study provides guidance to how organisation can use social media, identifying the value of using social media and highlighting the importance of social media in an organisation in the South African context.

Growth through repositioning – the case of IHCL

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shobha Menon
Keyword(s):  
Brand Management ◽  
Secondary Data ◽  
Basic Knowledge ◽  
Brand Identity ◽  
Strategy Execution ◽  
Market Conditions ◽  
Brand Architecture ◽  
Content Type ◽  
Brand Relationship ◽  
Branding Strategies

Theoretical basis This case highlights repositioning strategies that change a product’s position in the minds of the consumer in response to changes in market conditions. These changes should be balanced with a certain amount of brand authenticity and continuity. Brand identity is the vision, core values and key beliefs of the brand. There are four main branding strategies as follows: house of brands, endorsed brands, sub-brands and branded house. These options can be placed in a continuum and the position on the branding relationship spectrum reflects the degree to which brands are separated in strategy execution and in the customer’s minds. Research methodology This case is based on secondary data, mainly from interviews of industry leaders in business journals, newspapers, research articles and industry reports, including from international organizations. Case overview/synopsis The case examines the frequent revisions in branding strategies by India’s second largest group of hotels – Indian Hotels Company Limited. Repositioning involves changing the market’s perceptions of an offering to compete more effectively in its target segments. However, a certain amount of continuity is also essential to the brand’s development over time. The case helps students to view the brand from two angles as follows: the angle of brand identity and the disruptive angle of new developments. They will examine the rationale for the frequent repositioning strategies using the brand relationship spectrum and whether these will affect the brand identity of the iconic brand Taj. Complexity academic level This case has been effectively used with MBA Marketing students in Product and Brand Management and Services Marketing classes to demonstrate how companies use repositioning strategies as a considered response to the market conditions. As competitive conditions and consumers evolve, changes in branding strategy will be necessitated. The students are expected to have basic knowledge of brand architecture and brand strategies. The case can be used to illustrate the brand relationship spectrum and the differences among branding strategies in brand architecture. 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.

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