scholarly journals A Study of Branding Strategy Influencing Brand Equity for Youth in the Pakistan’s Domestic New Luxury Apparel Industry

2020 ◽  
Vol 8 (4) ◽  
pp. 49-66
Keyword(s):  
Brand Equity ◽  
Apparel Industry ◽  
Branding Strategy

scholarly journals The Role of Branding Strategy in Strengthening the Image of the Village Tourism in Bali

2021 ◽  
Vol 11 (2) ◽  
pp. 369
Author(s):  
Ni Luh Putu Agustini Karta ◽  
Ni Made Ary Widiastini ◽  
I Ketut Sutapa ◽  
Erna Wiles
Keyword(s):  
Brand Equity ◽  
Quantitative Data ◽  
Qualitative Data ◽  
Qualitative Interviews ◽  
Sampling Technique ◽  
Brand Strategy ◽  
Branding Strategy ◽  
Brand Relationship ◽  
The Village

The purpose of this study is to analyze how the tourism village brand strategy in Bali can strengthen the village’s image. The methods are descriptive qualitative (interviews) and quantitative  (survey). Eight key informants who are involved in managing the tourism village were interviewed. The sampling technique for the survey was purposive, involving 126 tourists who have visited the tourism villages. Thematic analysis was conducted for the qualitative data; whereas, multiple linear regression was used to analysed the quantitative data. The findings are brand equity and conceptual branding strategy in tourism village have been implemented, however, they need to be optimalized to strengthen the village tourism’s image. The finding from the quantitative data shows that the brand relationship significantly strengthens the image of the tourism village. This research implies that there is a necessity for tourism villages in Bali to design and implement more specific branding methods and set specific purposes so that the new positioning will distinguish them from their competitors and hence, directly strengthen the image.

Branding Behavior: The Strategy behind the TruthSM Campaign

2002 ◽  
Vol 8 (3) ◽  
pp. 17-29 ◽  
Author(s):  
W. Douglas Evans ◽  
Jeffrey Wasserman ◽  
Elena Bertolotti ◽  
Steven Martino
Keyword(s):  
Social Marketing ◽  
Brand Equity ◽  
Smoking Behavior ◽  
Future Research ◽  
Attitudes And Beliefs ◽  
Branding Strategy ◽  
Social Psychological ◽  
Adolescent And Young Adults ◽  
And Behavior ◽  
Attitudes And Behavior

The American Legacy Foundation's truthSM campaign uses a branding strategy to change adolescent and young adults' attitudes and behavior and to encourage them to adopt a nonsmoking lifestyle. This strategy and its execution represent an evolution from previous antismoking social marketing efforts. It offers lessons not only for future antismoking campaigns, but also for social marketing aimed at preventing or controlling many other youth risk behaviors. The persuasive mechanisms by which truth's branding strategy works need to be understood within the context of existing social psychological theories of attitude and belief formation, as well as behavior change. Brand equity is a central measure of the truth campaign's strategy. We describe a new brand equity scale based on previous work in advertising research and present data from a campaign tracking survey. We conclude that the campaign has high brand equity among its target audience, 12- to 17-year-olds, and has changed important attitudes and beliefs related to smoking. Future research will investigate the relationships among brand equity, relevant intervening variables, and smoking behavior.

scholarly journals Strategi Branding Dinas Kebudayaan dan Pariwisata Kota Malang dalam Membentuk Image Sebagai Kota Pariwisata

2019 ◽  
Vol 1 (2) ◽  
pp. 99-107
Author(s):  
Pransiskus Albet ◽  
Sulih Indra Dewi
Keyword(s):  
Qualitative Research ◽  
Brand Equity ◽  
Brand Personality ◽  
Field Research ◽  
Brand Identity ◽  
Brand Strategy ◽  
Brand Positioning ◽  
City Branding ◽  
Branding Strategy ◽  
Beautiful City

This study aimed to find out how the branding strategy of the Culture and Tourism Agency (Disbudpar) of Malang in shaping the image of Malang as a tourism city and to know what obstacles affect the application of the branding strategy. This study used a qualitative research by analyzing the branding strategy of Disbudpar Malang. The data collection techniques carried out in field research and to obtain information and data was through interviews and documentation. The results of this study indicated that the branding strategy of Disbudpar Malang in shaping the image of Malang were as follow, first brand positioning for example by the formation of the beautiful Malang city branding, second brand identity by making the tag line and logo of beautiful Malang, third brand personality for example Malang is known as a cool city, fourth brand communication by promotion on social media events and relationships with stakeholders. The fifth startegy was brand equity for example by making beautiful destinations such as thematic villages and beautiful city parks. The constraints from the brand strategy were first, from the publication of beautiful Malang in print media was considered less reflecting the image of Malang and the presence of those who criticized the beautiful Malang logo, second there were some villages that were still less of awareness in tourism, third in terms of destinations there were lack in facilities and infrastructure, fourth the limited funds to conduct the activities or events.

The Effect of Message Consistency and Destination-Positioning Brand Strategy Type on Consumer-Based Destination Brand Equity

2019 ◽  
Vol 59 (8) ◽  
pp. 1447-1463
Author(s):  
J. A. Castañeda-García ◽  
D. M. Frías-Jamilena ◽  
S. Del Barrio-García ◽  
M. A. Rodríguez-Molina
Keyword(s):  
Brand Equity ◽  
Online Communication ◽  
Brand Strategy ◽  
Brand Positioning ◽  
Branding Strategy ◽  
Destination Branding ◽  
Strategy Type ◽  
Positioning Strategy ◽  
Online Communication Tools ◽  
Destination Brand

Today, communication is a key factor of destination competitiveness. The aim of the present study is to examine the effect of message consistency between different online communication tools on the formation of consumer-based destination brand equity (CBDBE), within two distinct brand positioning strategies (single-destination brand vs. multiple-destination brands). An experimental design is applied to manipulate message consistency (high vs. low) and the type of brand positioning strategy implemented by the destination (single vs. multiple brands). The results demonstrate that when the messages received by the tourist are highly consistent across different channels, branding strategy type exerts no differential effect on CBDBE. By contrast, when the messages present low consistency, a single destination branding strategy generates higher CBDBE than a multiple destination branding strategy. The study makes an original contribution to the literature, showing the interaction between destination branding strategy type and degree of consistency in the messages received by the tourist.

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