Branding and Mobile

Author(s):  
Yulia An ◽  
Kenneth E. Harvey

An overview of mobile's impact on branding strategy expands from discussion of chronological ages of branding to mobile's effects on the brand management function. The latter are structured around four steps of the brand management process, including planning and brand positioning, implementing branding strategies, measuring and analyzing performance of a brand, and sustaining brand equity over time and across geographic markets. With a focus on cross-platform branding and establishment of seamless mobile experience, the chapter explores various aspects of mobile's influence on branding. A strategic view on the mobile-first approach that permeates all aspects of the branding process from logo design to brand equity measurement is accompanied with real-life applications. Best practices illustrate changing perspectives in branding and include examples of how new technologies like iBeacon and augmented reality are used by leading brands. Examples are drawn from recent academic and industry studies in business and management with links to classic brand management literature.

2019 ◽  
pp. 493-528
Author(s):  
Yulia An ◽  
Kenneth E. Harvey

An overview of mobile's impact on branding strategy expands from discussion of chronological ages of branding to mobile's effects on the brand management function. The latter are structured around four steps of the brand management process, including planning and brand positioning, implementing branding strategies, measuring and analyzing performance of a brand, and sustaining brand equity over time and across geographic markets. With a focus on cross-platform branding and establishment of seamless mobile experience, the chapter explores various aspects of mobile's influence on branding. A strategic view on the mobile-first approach that permeates all aspects of the branding process from logo design to brand equity measurement is accompanied with real-life applications. Best practices illustrate changing perspectives in branding and include examples of how new technologies like iBeacon and augmented reality are used by leading brands. Examples are drawn from recent academic and industry studies in business and management with links to classic brand management literature.


Author(s):  
Delphine Dion

Many luxury brands place their heritage at the core of their brand value proposition and identity. This chapter analyses heritage brand management by focussing on a specific business issue—the revival of sleeping beauties. Sleeping beauties are brands that are no longer active on the market but still have potential brand equity that can be conjured up in the minds of consumers by rearticulating their heritage. The chapter presents three branding strategies used to revive a sleeping beauty: brand revitalisation, brand copying, and retrobranding. These strategies differ in the way they associate the brand with its past and heritage. Finally, the chapter investigates three issues that play a key role in the success of a brand revival: brand awareness on the market before revival, heritage reinterpretation, and heritage authentication.


2002 ◽  
Vol 16 (1) ◽  
pp. 54-81 ◽  
Author(s):  
James M. Gladden ◽  
Daniel C. Funk

This study broadens the understanding of brand management in sport by creating the Team Association Model, a scale that identifies dimensions of brand associations, a major contributor to the creation of brand equity. Utilizing Keller’s (1993) theoretical framework of consumer-based brand equity, a thorough review of the sport literature was conducted which identified 16 potential dimensions. These 16 dimensions are derived with reference to Keller’s categorization of brand associations into ATTRIBUTE (success, head coach, star player, management, stadium, logo design, product delivery, and tradition), BENEFIT (identification, nostalgia, pride in place, escape, and peer group acceptance), and ATTITUDE (importance, knowledge, and affect). In order to evaluate the applicability of each potential dimension, a scale is developed, pre-tested, and tested on a national sample of sport consumers. Results of the confirmatory factor analysis of provided support for this paper’s theoretical notion that 16 distinct constructs underlie brand associations in sports.


Author(s):  
Valérie Godefroy ◽  
Richard Levy ◽  
Arabella Bouzigues ◽  
Armelle Rametti-Lacroux ◽  
Raffaella Migliaccio ◽  
...  

Apathy, a common neuropsychiatric symptom associated with dementia, has a strong impact on patients’ and caregivers’ quality of life. However, it is still poorly understood and hard to define. The main objective of the ECOCAPTURE programme is to define a behavioural signature of apathy using an ecological approach. Within this program, ECOCAPTURE@HOME is an observational study which aims to validate a method based on new technologies for the remote monitoring of apathy in real life. For this study, we plan to recruit 60 couples: 20 patient-caregiver dyads in which patients suffer from behavioral variant Fronto-Temporal Dementia, 20 patient-caregiver dyads in which patients suffer from Alzheimer Disease and 20 healthy control couples. These dyads will be followed for 28 consecutive days via multi-sensor bracelets collecting passive data (acceleration, electrodermal activity, blood volume pulse). Active data will also be collected by questionnaires on a smartphone application. Using a pool of metrics extracted from these passive and active data, we will validate a measurement model for three behavioural markers of apathy (i.e., daytime activity, quality of sleep, and emotional arousal). The final purpose is to facilitate the follow-up and precise diagnosis of apathy, towards a personalised treatment of this condition within everyday life.


2021 ◽  
Vol 22 (1) ◽  
pp. 29-40
Author(s):  
Julie Lenzer ◽  
Piotr Kulczakowicz

The new technologies born from academic research can be very promising, yet they are often very early stage. University spin-off companies are uniquely positioned to tackle the risks associated with new technologies emerging from academia by developing proofs of concept, functioning prototypes, and new products. While these enterprises start from a solid research and development foundation, they face their own unique set of challenges—they are strongly anchored in the scientific and technological expertise that is typically backed by intellectual property but often lack the business experience needed to develop and market products demanded by customers. University spin-offs have access to substantial non-dilutive funding that can be utilized for advancing product development. While the relentless pursuit of these funds builds a company's credibility and improves its position for negotiating future private investment, university spin-offs would greatly benefit from an early focus on complementing their technology teams with their business teams. These new enterprises should consider pursuing private investment in parallel to utilizing sources of non-dilutive funding. Timing of private investment is extremely important to maximize the value of the opportunity, and, therefore, building relationships with investors early on and getting ready for executing an investment round can greatly increase odds for success. While there is no single path to formulate, pursue, and adapt successful financing strategies, lessons can be learned from real-life cases of university spin-offs that continue their journeys towards ultimate success.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jacqueline Burgess ◽  
Christian Jones

Purpose This study aims to contribute to research into narrative brands by investigating if the lack of closure in the ambiguous season two’s ending of the Australian television series, Wanted, constituted a brand transgression. Design/methodology/approach Comments on posts about Wanted from social media accounts associated with the series were downloaded and analysed using thematic analysis informed by non-participatory netnography. Findings Audiences found the ambiguous ending of Wanted season two disappointing and it did not fulfil implied promises and their expectations, which fits the description of a brand transgression, and so they engaged in behaviours indicative of a brand transgression such as spreading negative word of mouth online. The ambiguous ending could have been a cliff-hanger to lead into a third season that was not guaranteed when the final episode aired, or the ending for the entire series. Although a third season was eventually made and positively received by audiences, viewer numbers declined by nearly a third, illustrating the importance of brand management for narrative brands. Practical implications This research has implications for the creators of television series, particularly if they do not know if it will be renewed. Not providing audiences with their expected closure can constitute a brand transgression and damage the narrative brand’s residual brand equity and potential earnings from streaming or a revival at a later date. Originality/value Prior research has focused on audiences’ responses to definitive endings, rather than ambiguous endings, which is the focus of this research. Furthermore, narrative brands are still an under-researched context.


2018 ◽  
Vol 8 (4) ◽  
pp. 65
Author(s):  
Anne Schmitz ◽  
Nieves Villaseñor-Román

In spite of the importance of the brand management in marketing studies and practice, there is a scarcity of prior research on the links between brand equity and financial performance, particularly in unlisted (unquoted) firms. The study contributes to prior research along a number of dimensions. It provides evidence on the relevance of brands for unlisted firms of several industries, by showing that brand equity is associated with financial performance even in non-quoted firms without world-recognized brands. Second, the study analyzes the association between brands and accounting-based measures of performance, across different windows and financial indicators. Finally, the evidence on earnings persistence is particularly relevant, as it potentially sheds light on the existing debate on the association between brand equity and stock markets. To the extent that firms with greater brand equity have more persistent earnings, current earnings contain greater information about future earnings, which show the relevance of brand management in the strategic planning of unlisted firms.


2020 ◽  
pp. 1-7
Author(s):  
Sumit Kumar Gupta ◽  

Nanotechnology is new frontiers of this century. The world is facing great challenges in meeting rising demands for basic commodities(e.g., food, water and energy), finished goods (e.g., cellphones, cars and airplanes) and services (e.g., shelter, healthcare and employment) while reducing and minimizing the impact of human activities on Earth’s global environment and climate. Nanotechnology has emerged as a versatile platform that could provide efficient, cost-effective and environmentally acceptable solutions to the global sustainability challenges facing society. In recent years there has been a rapid increase in nanotechnology in the fields of medicine and more specifically in targeted drug delivery. Opportunities of utilizing nanotechnology to address global challenges in (1) water purification, (2) clean energy technologies, (3) greenhouse gases management, (4) materials supply and utilization, and (5) green manufacturing and hemistry. Smart delivery of nutrients, bio-separation of proteins, rapid sampling of biological and chemical contaminants, and nano encapsulation of nutraceuticals are some of the emerging topics of nanotechnology for food and agriculture. Nanotechnology is helping to considerably improve, even revolutionize, many technology and Industry sectors: information technology, energy, environmental science, medicine, homeland security, food safety, and transportation, among many others. Today’s nanotechnology harnesses current progress in chemistry, physics, materials science, and biotechnology to create novel materials that have unique properties because their structures are determined on the nanometer scale. This paper summarizes the various applications of nanotechnology in recent decades Nanotechnology is one of the leading scientific fields today since it combines knowledge from the fields of Physics, Chemistry, Biology, Medicine, Informatics, and Engineering. It is an emerging technological field with great potential to lead in great breakthroughs that can be applied in real life. Novel Nano and biomaterials, and Nano devices are fabricated and controlled by nanotechnology tools and techniques, which investigate and tune the properties, responses, and functions of living and non-living matter, at sizes below100 nm. The application and use of Nano materials in electronic and mechanical devices, in optical and magnetic components, quantum computing, tissue engineering, and other biotechnologies, with smallest features, widths well below 100 nm, are the economically most important parts of the nanotechnology nowadays and presumably in the near future. The number of Nano products is rapidly growing since more and more Nano engineered materials are reaching the global market the continuous revolution in nanotechnology will result in the fabrication of nanomaterial with properties and functionalities which are going to have positive changes in the lives of our citizens, be it in health, environment, electronics or any other field. In the energy generation challenge where the conventional fuel resources cannot remain the dominant energy source, taking into account the increasing consumption demand and the CO2 .Emissions alternative renewable energy sources based on new technologies have to be promoted. Innovative solar cell technologies that utilize nanostructured materials and composite systems such as organic photovoltaic offer great technological potential due to their attractive properties such as the potential of large-scale and low-cost roll-to-roll manufacturing processes


2018 ◽  
Vol 9 (4) ◽  
pp. 715-730 ◽  
Author(s):  
Lyudmila Ganushchak-Efimenko ◽  
Valeriia Shcherbak ◽  
Оlena Nifatova

Research background: At present, it is critical to raise awareness on how global trends of doing business within the framework of sustainable development affect the success of each business unit, integration associations, and apparently contribute to a nation’s prosperity. Thus, a study aimed at measuring the effects of socially responsible strategic partnerships on building brand equity of integrated business structures (IBS) will provide deeper insights into assessing the effectiveness and relevance of disseminating CSR practices. Purpose of the article: The paper attempts to evaluate the degree of effect of socially responsible strategic partnerships on building strong brand equity of integrated business structures. Methods: The participants in the assessment have been selected from the Forbes TOP 200 largest companies in Ukraine (the ranking was based not only on sales, such metrics as companies’ financial performance, total assets and their current assessed value were also considered). The input data on the CSR indices were obtained from the Center for CSR Development Ukraine. The index of loyalty to a certain brand was calculated as an integral ratio of satisfaction and importance to customers (based on online survey results). To analyze the impact of the endogenous variable of CSR on IBS branding effectiveness (customer loyalty index and brand equity) and its cost effectiveness, correlation regression and factor analysis methods were applied. Findings & Value added: This study demonstrates the feasibility and economic justification of the impact of socially responsible strategic partnerships on brand equity development for integrated business structures. The research has significant implications for brand management of integrated business structures by providing empirical evidence that will improve understanding of the need to implement the concept of socially responsible branding that right today resonates with the moral society.


2010 ◽  
Vol 31 (2) ◽  
pp. 3-16
Author(s):  
Anders Fagerjord ◽  
Arnt Maasø ◽  
Tanja Storsul ◽  
Trine Syvertsen

Abstract When planning for the future, media managers must balance realism with the need to foresee unexpected changes. This article investigates images of the future in the Norwegian media industry in the early years of the 21st century and identifies five key trends that media managers envisioned: personalized content, user-generated content, rich media, cross-platform media, and mobility. We argue that increased reflection on such visions and how they are formed may put managers (and researchers) in a better position to meet the future. We therefore ask to what degree they were influenced by actual developments at the time, or anchored in more classical imagery of the future. The analysis illustrates how new technologies become focal points for articulating old dreams about the future. At the latest turn of the century, the mobile phone served as such a focal technology.


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