Branding and Brand Management

2019 ◽  
pp. 956-982
Author(s):  
Anupam Sharma
Keyword(s):  
Brand Management ◽  
Western India ◽  
Business Firm ◽  
Business Organizations ◽  
Brand Name ◽  
Business World ◽  
Successful Model ◽  
Doing Business ◽  
Branding Strategies ◽  
Milk Marketing

In the appearance of globalization and liberalization, both brand and branding have become essential parts of every competitive business firm. To become part of the competitive and ever-changing business world and to maintain the existing business image, business organizations have been continuously focusing upon introducing innovative branding practices and strategies. This chapter focuses on brand and branding strategies of Indian brand name dairy cooperative, AMUL, in western India (Gujarat Cooperative Milk Marketing Federation [GCMMF]), which has developed a successful model for doing business in the large, emerging Indian economy. Amul has been primarily accountable, through its inventive practices, and adaptive to market changes, for India's becoming the world's largest producer of milk. This chapter draws various lessons from the experiences of AMUL that would be useful to business organizations globally.

Branding and Brand Management

2015 ◽  
pp. 47-78
Author(s):  
Anupam Sharma
Keyword(s):  
Brand Management ◽  
Western India ◽  
Business Firm ◽  
Business Organizations ◽  
Brand Name ◽  
Business World ◽  
Successful Model ◽  
Doing Business ◽  
Branding Strategies ◽  
Milk Marketing

In the appearance of globalization and liberalization, both brand and branding have become essential parts of every competitive business firm. To become part of the competitive and ever-changing business world and to maintain the existing business image, business organizations have been continuously focusing upon introducing innovative branding practices and strategies. This chapter focuses on brand and branding strategies of Indian brand name dairy cooperative, AMUL, in western India (Gujarat Cooperative Milk Marketing Federation [GCMMF]), which has developed a successful model for doing business in the large, emerging Indian economy. Amul has been primarily accountable, through its inventive practices, and adaptive to market changes, for India's becoming the world's largest producer of milk. This chapter draws various lessons from the experiences of AMUL that would be useful to business organizations globally.

scholarly journals Competitive Advantage Based on Human Capital and its Impact on Organizational Sustainability: Applied Study in Jordanian Telecommunications Sector

2017 ◽  
Vol 7 (1) ◽  
pp. 64 ◽  
Author(s):  
Abdul Azeez Badir Alnidawi ◽  
Abdul Sattar Husien Alshemery ◽  
Manal Abdulrahman
Keyword(s):  
Human Capital ◽  
Competitive Advantage ◽  
Capital Investment ◽  
Organizational Sustainability ◽  
Business Organizations ◽  
Continuous Change ◽  
Business World ◽  
The Creation ◽  
The Impact ◽  
Telecommunications Companies

The current situation facing business organizations is characterized by diverse work environments with continuous change and development. Todays organizations seek to keep pace with this continuous development and operate to maintain their current business through the ability to effectively respond to change, and to create competitive advantage based on the existence of qualified human capital that contribute to the creation of organizational sustainability in the business sector. Talented human capital, with special skills, has the potential to create confidence and integration among the staff and top management, leading to organizational growth and continuation (Kurucz, 2013). The emergence of a set of challenges in the knowledge economy has had a clear reflection on business organizations which have begun to search for new mechanisms to compete and insure their existence in the business world. Hence, the importance of the concept of competitive advantage, based on human capital, as a necessary requirement to deal with the challenges faced by local, regional or international organizations (Global Institute, 2011). Where competitive advantage based on human capital is the main generator of new ideas, development of old ideas, and contribution to aid in organizational abilities to expand their current market share as well as maximizing value. Competitive advantage based on talented human capital allows organizations to be able to seize new opportunities and achieve permanence and future continuity (Thomas, 2014). This study aimed to look at the impact of competitive advantage through intellectual capital investment as one of the elements in the creation of organizational sustainability in the Jordanian Telecommunications Companies sector. Simple and Multiple regression was used for data analysis and testing the hypotheses of this research .This study has reached a set of results that previous studies reinforced in this area such as: Competitive advantage based on a distinct capital is the optimum method that should be used in telecommunications companies since it contributes to the optimal investment of human capital. This leads to optimum organizational sustainability for companies in various fields and also contributes to the achievement of a company’s mission and vision of the future. 

scholarly journals The Influence of MYOB Accounting Software on the Performance of Company Financial Report

2021 ◽  
Vol 1 (1) ◽  
pp. 75-84
Author(s):  
Emil Salim ◽  
Zefriyenni ◽  
Hanna Pratiwi ◽  
Fitri Yeni ◽  
Zerni Melmusi
Keyword(s):  
Financial Reporting ◽  
Integrated System ◽  
Financial Statement ◽  
Business World ◽  
Financial Report ◽  
Technology System ◽  
Performance Reporting ◽  
Doing Business ◽  
Accounting Software ◽  
A Company

In the last two decades, the necessity of information management and technology system has been proven as a very crucial need for many enterprises or companies. The use of computers in the office automation and integrated system is a must for companies to establish themselves in the business world. One of the basic management information systems that are crucial in the accounting program is the use of doing business transactions are considered able to simplify and streamline the fundamental needs for running a business, such as marketing and operations is also a financial statement of a company. This study aims to measure the extent of the influence of the use of accounting software on performance reporting on financial companies, one of which is using MYOB accounting software in assisting the settlement of financial reporting in a company.

scholarly journals The Adoption and Utilization of Electronic Business in Response to Global Economy during COVID-19

2022 ◽  
Vol 9 (1) ◽  
pp. 0-0
Keyword(s):  
Global Economy ◽  
Physical Contact ◽  
Business Organizations ◽  
Goods And Services ◽  
Doing Business ◽  
Top Managers ◽  
The Social ◽  
Rapid Spread ◽  
Community Transmission

The COVID-19 epidemic has triggered unmatched impairment to businesses globally. There are unmeasurable financial influences in the short-term and long-term and have causes intangible destruction within businesses. This study investigates the adoption and utilization of e-business during COVID-19 by both organizations and the general populaces. The study used a questionnaire-based survey to collect data from top managers of business organizations and their clients. SPSS was used to analyze the adoption factors. The outcomes presented that embracing e-business can assist to reduce the spread of COVID-19 and can reduce the physical ways of doing business. The findings of this study will help strategy makers, companies, and officials in making better decisions on the implementation of e-business. This will reduce the rapid spread of community transmission since ordering goods and services can easily be done virtually without physical contact, which goes in line with the social distance policy and in return boost the country’s economy

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.

Branding’s academic–practitioner gap: managers’ views

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Frank Alpert ◽  
Mark Brown ◽  
Elizabeth Ferrier ◽  
Claudia Fernanda Gonzalez-Arcos ◽  
Rico Piehler
Keyword(s):  
Brand Management ◽  
Qualitative Interviews ◽  
Academic Research ◽  
Third Party ◽  
Content Type ◽  
Building Relationships ◽  
Marketing Managers ◽  
Wide Range ◽  
Branding Strategies ◽  
Practical Implications

Purpose This study aims to investigate marketing managers’ views on the existence and nature of the academic–practitioner gap in the branding domain. Design/methodology/approach Using a purposive sampling method, the researchers conduct semi-structured qualitative interviews with 20 experienced marketing managers from a wide range of industries and organisations, whose roles are focussed on the planning, implementation and management of broad marketing and branding strategies. Findings Branding practitioners have little or no contact with academics and their theories-in-use with regard to brand management suggest they do not consider academic research relevant to their work. Research limitations/implications The process of describing and explaining the gap provides valuable insights into bridging the gap; it provides actionable branding strategies that include raising awareness, building relationships, improving the benefits offer and communicating more effectively. Practical implications This research has practical implications for branding academics. The interviewed practitioners confirm the gap, viewing it as academics’ (not practitioners’) problem and responsibility. They characterise it as a branding problem that academics can overcome using branding strategies, to establish themselves as credible sources of branding expertise for practitioners. Key areas for increasing collaboration stem from practitioners’ desire for independent, credible, ethical and timely third-party advice on branding issues; relevant, timely and shorter professional branding education across their organisations; and closer connections with universities to identify new branding talent and ideas. Originality/value To the best of the authors’ knowledge, this paper is the first to empirically examine and recommend solutions to the academic-practitioner gap in the branding domain by studying marketing professionals with branding responsibilities, using in-depth interviews.

Managing Brands at Risk

2014 ◽  
pp. 177-190 ◽  
Author(s):  
Elif Yolbulan Okan
Keyword(s):  
Natural Disasters ◽  
Brand Management ◽  
Recent Case ◽  
Product Recall ◽  
Business World ◽  
Case Examples ◽  
Natural Feature ◽  
Dynamic Forces ◽  
Emerging Country ◽  
Political Economic

Since crises have become an inevitable, natural feature of the business world, managing brands during crisis has also become an important source of competitive advantage. Thus, there is a growing need to understand determinants of crisis, which have become an integral part of today's world. The aim of this chapter is to explain the determinants of successful brand management during crises based on the case of Turkey. Crises may arise for various reasons, such as natural disasters, accidents, financial/political/product harm-related problems, product recall incidents, and many others. Since brands are very affected by many dynamic forces—political-economic-social and technological—brand managers need to be prepared to overcome crises without harming the brand equity. Moreover, the integration of brand management theory, which originated and was dominated by Western researchers, with recent case examples from an emerging country, constitutes the originality of the chapter. In this chapter, two boycott cases, an airplane disaster case and a product recall case, from Turkey are summarized to contribute to the existing Western literature.

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.

E-Frameworks to Optimize Public Administration Services

2012 ◽  
pp. 267-296
Author(s):  
Decebal Popescu ◽  
Nirvana Popescu ◽  
Ciprian Dobre
Keyword(s):  
Public Administration ◽  
Service Providers ◽  
Real Life ◽  
The European Union ◽  
Business Organizations ◽  
Automatic Data ◽  
The Public ◽  
Doing Business ◽  
Reliable Source ◽  
The Relationship

Public administration is subject to major changes affecting many countries, such as the need to implement the European Union Services Directive within the entire EU area. This chapter presents theoretical and practical approaches to developing e-Services and e-Government solutions and real experiences in developing two successful projects with great potential to improve complex Government procedures. The Point of Single Contact is an electronic means through which service providers can find information and complete the formalities necessary to doing business there. Each EU member state must have its own PSC, which should be a reliable source of electronic processing of information that should facilitate the interaction of citizens with the public administration. The design and implementation details of an e-Framework for optimizing the relationship between Governments and citizens using eServices will be presented. Evaluation results obtained by integrating a real-life workflow for opening a business in the Romanian environment are shown. Also, in order to optimize automatic data transfers, document workflows, and business reporting of business organizations, an e-Services system is used.

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