The E-Mode of Brand Positioning

2011 ◽  
pp. 112-125
Author(s):  
S. Ramesh Kumar
Keyword(s):  
Rapid Development ◽  
Brand Strategy ◽  
Brand Positioning ◽  
Community Orientation ◽  
Marketing Managers ◽  
Online Strategies ◽  
It Impact

Brand positioning is a crucial strategy to any brand’s strategy. Given the rapid development of technology and it impact on online strategies, changing lifestyles of consumers and the consumer interaction required as a part of contemporary brand strategy, there may be need for brands to synergize their positioning strategies with online positioning strategies. This would enable brands to adapt to an environment which is increasingly becoming digital. The paper after taking into consideration the published literature on brand positioning, attempts to formulate online positioning strategies using different aspects of brand positioning, price, customer interactivity and consumer community orientation. Implications for marketing managers are provided.

The E-Mode of Brand Positioning

2011 ◽  
pp. 304-321
Author(s):  
S. Ramesh Kumar
Keyword(s):  
Rapid Development ◽  
Brand Strategy ◽  
Brand Positioning ◽  
Community Orientation ◽  
Marketing Managers ◽  
Online Strategies

Brand positioning is a crucial strategy to any brand’s strategy. Given the rapid development of technology and its impact on online strategies, changing lifestyles of consumers, and the consumer interaction required as a part of contemporary brand strategy, there may be need for brands to synergize their positioning strategies with online positioning strategies. This would enable brands to adapt to an environment that is increasingly becoming digital. This chapter, after taking into consideration the published literature on brand positioning, attempts to formulate online positioning strategies using different aspects of brand positioning, price, customer interactivity, and consumer community orientation. Implications for marketing managers are provided.

scholarly journals Trend and Positioning of Global Top One Hundred Brands

2018 ◽  
Vol 7 (2) ◽  
pp. 66-77
Author(s):  
Rain Chen ◽  
Jo-Han Chang ◽  
Hung-Yuan Chen
Keyword(s):  
Multidimensional Scaling ◽  
Brand Strategy ◽  
Two Dimensional ◽  
Brand Positioning ◽  
Developing Trend ◽  
The Future

This study applied 173 figurative marks from global top 100 brands from 2006 to 2015 as the objects. The brand distinctiveness test was implemented to 60 general consumers. The Multidimensional Scaling was applied in order to get the similarity of the eight majors industries from the participants. The researcher further established the Two-dimensional Brand Positioning Map (BPM) in order to help the enterprises making brand strategy. The BPM may assist the managers observing the brand positioning of their own enterprises. From the developing trend of the brands of each year, the brand competitive stress of their own enterprises can be observed. The study found that: for the global top one hundred brands, they have excellent distinctiveness to the consumers. In the future, enterprises may apply this approach of analysis to establish their own BPM in order to recognize the trend and positioning of their own brands in the corresponding industries.

scholarly journals Peran Brand Attractiveness Sebagai Variabel Intervening pada Brand Distinctiveness, Brand Prestige, Brand Sosial Benefit, dan Memorable Brand Experience Terhadap Customer Brand Identification

2019 ◽  
Vol 3 (5) ◽  
pp. 35
Author(s):  
Kris Jati Kesuma JP ◽  
Hetty Karunia Tunjung Sari
Keyword(s):  
Brand Management ◽  
Rapid Development ◽  
Hotel Industry ◽  
Social Benefits ◽  
Brand Strategy ◽  
Brand Experience ◽  
Brand Identification ◽  
Tourism Sector ◽  
Brand Attractiveness ◽  
Brand Prestige

The rapid development in the tourism sector is accompanied by an increase in foreign tourist arrivals, making the Indonesia’s hotel industry which is part of the tourism sector, growing dramatically. Competition between brands is unavoidable, each hotel must develop its own brand strategy. This study aims to add insight into brand management specifically in the hotel industry. This study used a quantitative method by distributing questionnaires to 219 respondents who lived in Jabodetabek and had stayed at five-star hotels located in Java and Bali. From this study it can be concluded that the role of brand attractiveness in giving indirect effects to brand prestige, brand distinctiveness, brand social benefits, and memorable brand experience on customer brand identification. This study also stated the importance of brand prestige, brand distinctiveness, and brand social benefits significantly and positively influences customer brand identification directly.

scholarly journals The Role of Marketing in Corporations within the Post Communist Context: Perceptions of Marketing Managers in Czech Corporations

2013 ◽  
Vol 6 (21) ◽  
pp. 45-55
Author(s):  
Miroslav Karlíček ◽  
Zuzana Chytková ◽  
Jakub Fischer
Keyword(s):  
Product Development ◽  
New Product Development ◽  
New Product ◽  
Marketing Communications ◽  
Brand Strategy ◽  
Marketing Department ◽  
Marketing Managers ◽  
The Us ◽  
Marketing Activities

Abstract The influence of marketing department in corporations tends to be limited, as it usually plays a rather tactical and narrow role. It is often primarily concerned with marketing communications whereas it lacks involvement with other crucial marketing activities such as brand strategy and positioning, new product development or pricing. This state is relatively well documented in the US literature. However, not much is known about the role of marketing departments in corporations within the post communist context. This study proves that situation in Czech corporations is consistent with the US reality. With the exception of companies operating in the FMCG sector, marketing department is typically not the most powerful force in the Czech corporations and its involvement with strategic and non-communication marketing activities is typically relatively low.

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.

scholarly journals HOTEL HR-BRAND STRATEGY DEVELOPMENT PECULIARITIES

2021 ◽  
Vol 77 (4) ◽  
pp. 98-106
Author(s):  
Z.V. Khatikova ◽  
O.L. Ryvkina
Keyword(s):  
Development Process ◽  
Implementation Process ◽  
Strategy Development ◽  
Brand Strategy ◽  
Strategic Analysis ◽  
Brand Positioning ◽  
Structural Elements ◽  
Strategic Development ◽  
Internal Branding ◽  
Second Stage

The article deals with a hotel HR-brand strategy development peculiarities. HR brand place in a hotel’s personnel management system has been determined. The HR brand platform elements as a system of values and goals that form the basis of personnel potential strategic planning have been specified. The set of hospitality industry enterprise external and internal environmental factors as the objects of strategic analysis within the second stage of HR-brand strategic development process has been clarified. Two main alternatives of this strategy have been highlighted, their essence, structural elements, implementation process peculiarities from the standpoint of external and internal branding have been specified. Hotel brand positioning principles through a key message to the target audience have been formulated.

scholarly journals What Drives Sustainable Brand Awareness: Exploring the Cognitive Symmetry between Brand Strategy and Consumer Brand Knowledge

Symmetry ◽  
2020 ◽  
Vol 12 (2) ◽  
pp. 198
Author(s):  
Xuan Gong ◽  
Changzheng Wang ◽  
Yi Yan ◽  
Maohong Liu ◽  
Rizwan Ali
Keyword(s):  
Knowledge Work ◽  
Knowledge Structure ◽  
Knowledge Network ◽  
Brand Awareness ◽  
Brand Strategy ◽  
Brand Positioning ◽  
Brand Performance ◽  
Brand Knowledge ◽  
Positioning Strategy ◽  
Brand Knowledge Structure

The explosive development of social media has given great opportunities to academic and industry research on consumer brand knowledge. Particularly, the brand associative network has been most frequently used to describe consumer brand knowledge structure. However, few researchers have examined the embedded connotation of the brand knowledge structural measurement in regard to sustainable brand performance and adjusted their brand strategies accordingly. Combining psychological cognitive theory and the network analytic method, this paper aims to extend this area by investigating the relationship between brand structural position in consumers’ associative knowledge network and sustainable brand awareness. Using a monthly dataset of around 130 million user posts, we find that compared to a prior determined brand strategy, brand network centrality in consumer’s brand associative knowledge network shows a much more significant positive effect on sustainable brand awareness. Importantly, we further examined the symmetric matching of brand positioning strategy and consumer’s brand knowledge structure for sustainable brand awareness. We find that sustainable brand awareness will be promoted by a symmetric matching brand positioning strategy with its position in the associative knowledge work. Our study facilitates an understanding of brands based on consumer perceptions for managers and enables businesses to adjust their relevant strategies for the achievement of sustainable brand performance.

A new tool for rapid development of electron microscopy negatives and micrographs: Initial impressions of the MOHR/PRO-8 processor

1992 ◽  
Vol 50 (2) ◽  
pp. 972-973
Author(s):  
James C. Long
Keyword(s):  
Electron Microscopy ◽  
Processing Time ◽  
Rapid Development ◽  
Processing Times ◽  
Initial Impressions ◽  
Transport Method

Over the years, many techniques and products have been developed to reduce the amount of time spent in a darkroom processing electron microscopy negatives and micrographs. One of the latest tools, effective in this effort, is the Mohr/Pro-8 film and rc paper processor.At the time of writing, a unit has been recently installed in the photographic facilities of the Electron Microscopy Center at Texas A&M University. It is being evaluated for use with TEM sheet film, SEM sheet film, 35mm roll film (B&W), and rc paper.Originally designed for use in the phototypesetting industry, this processor has only recently been introduced to the field of electron microscopy.The unit is a tabletop model, approximately 1.5 × 1.5 × 2.0 ft, and uses a roller transport method of processing. It has an adjustable processing time of 2 to 6.5 minutes, dry-to-dry. The installed unit has an extended processing switch, enabling processing times of 8 to 14 minutes to be selected.

Surface/interface nanoengineering for rechargeable Zn–air batteries

2020 ◽  
Vol 13 (4) ◽  
pp. 1132-1153 ◽  
Author(s):  
Tianpei Zhou ◽  
Nan Zhang ◽  
Changzheng Wu ◽  
Yi Xie
Keyword(s):  
High Performance ◽  
Rapid Development

Surface/interface nanoengineering of electrocatalysts and air electrodes will promote the rapid development of high-performance rechargeable Zn–air batteries.

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