scholarly journals Building an Effective Branding Strategy: A Study Case of Raiment

2021 ◽  
Vol 6 (9) ◽  
pp. 566-567
Author(s):  
Marcellinus Namas Iskandar ◽  
Fitri Aprilianty
Keyword(s):  
Value Chain ◽  
Chain Model ◽  
Related Factors ◽  
Resonance Model ◽  
Brand Building ◽  
Brand Marketing ◽  
Marketing Activities ◽  
Brand Audit ◽  
Brand Resonance ◽  
The Right

Since the civilized era, branding has played a very important role in business activities which when people recognize the brand, they have a perceived perception of the object. Seems simple and practical, many people mistakenly think that brand-building is an easy thing to do and therefore many businesses are stuck or even fail because they are not built through the appropriate implementation of strategies. One of which included Raiment, an online platforms-based business which helps people to create or customize clothing products. Having a vision to simplify the process of procuring a clothing product that was previously considered inefficient, concerns started to arise after it was known that the number of sales generated by Raiment for more than 1 year operating did not have any significant progress. In fact, most of the sales generated are still related through relatives such as friends and families. The aim of this research is to help Raiment to be able to assess the related factors in building its brand and also develop the right strategy to be able to create a better brand. External and internal analysis are also used in this research to help see the root of the problems faced by Raiment. The external analysis included is Porter's Five Forces, PESTEL Analysis, and Competitor Analysis. Meanwhile, the internal analysis included is Company Analysis and Brand Audit Analysis. The results of this study indicate that the roots of the problems faced by Raiment are around unclear brand-building guidelines, lack of available budget, lack of knowledge regarding the industry, and also lack of brand marketing efforts. Several solutions were proposed to address the root causes of the problem in developing the Raiment brand, such as creating a brand positioning model to increase brand awareness, building a brand resonance model to build brand loyalty, and also creating a brand value chain model to measure returns from the allocated investment for brand marketing activities. The results of this research can also help other businesses in improving and strengthening the existence of their brands, especially in the Indonesian market. With a note, further studies related to the garment/convection industry need to be carried out due to the growing trend.

THE VALUE CHAIN OF COMPETENCY MODEL FOR VIETNAMESE EDUCATIONAL MANAGERS IN THE INDUSTRY 4.0 REVOLUTION ERA

2018 ◽  
Author(s):  
Le Thi My Hanh ◽  
Luis Alfaro ◽  
Tran Phuong Thao
Keyword(s):  
Value Chain ◽  
Industry 4.0 ◽  
Global Economy ◽  
Value Added ◽  
Chain Model ◽  
Individual Level ◽  
The Social ◽  
Comprehensive Development ◽  
Model Of Competency ◽  
Personal Competencies

This world is constantly changing and rapidly moving,-particular in the Industry 4.0 revolution, people must change to follow and keeping with this new trend. Education is the human foundation toward the “Truth - Good - Beautiful”, and comprehensive development of personal competencies as knowledge, skills and behaviors. A nation, such as Vietnam, if they want to integrate into global economy and affirming their position, they will need the “Talented - Virtuous” human resource who could meet the high demand of society. The purpose of this study was to propose a model of competency value chain at individual level for the educational managers, analyzing some factors of this value chain model and how to apply to Vietnamese education system in the fourth Industry era. The authors wanted to focus on the social value added that the educational managers’competency could bring as the result of this research.

Measuring Earwax Cortisol Concentration Using a Non-Stressful Method (Preprint)

2020 ◽  
Author(s):  
Andrés Herane-Vives
Keyword(s):  
Cortisol Level ◽  
Local Stress ◽  
Extraction Methods ◽  
Cortisol Concentration ◽  
The Novel ◽  
Sampling Device ◽  
Related Factors ◽  
Novel Device ◽  
Cortisol Levels ◽  
The Right

BACKGROUND “Short-term” samples are not the most appropriate for reflecting Chronic Cortisol Concentration (CCC). Although hair is used for reflecting the systemic cortisol level over “long-term”, its use appears clinically problematic. Local stress and non-stress related factors may release a circumscribed cortisol secretion that is accumulated in hair. Non-stressful earwax extraction methods may provide a more accurate specimen to measure CCC. OBJECTIVE Correlate cortisol levels using hair, serum and earwax samples METHODS Earwax from both ears of 37 controls were extracted using a clinical procedure commonly associated with local pain. One month later, earwax from the left ear side was extracted using the same procedure, and earwax from the right ear side was comfortably extracted, using an earwax self-sampling device. Participants also provided one centimetre of hair that represented the retrospective month of cortisol output, and one serum sample that reflected the effect of systemic stressors on cortisol levels. Earwax (ECC), Hair (HCC) and Serum (SCC) Cortisol Concentration were correlated and compared. Confounders´ effect on cortisol levels were studied. RESULTS Serum showed the largest and hair the lowest cortisol concentration (p<0.01). Left-ECC was larger than Right-ECC (p=0.03). Right-ECC was the only sample unaffected by confounders (all p>0.05). Right-ECC and HCC showed the only significant association (r=0.39; p=0.03). CONCLUSIONS The self-sampling device did not represent a local stressor for the ceruminous glands. It provided the cortisol level with the least likely to be affected by confounding factors over the previous month. ECC using the novel device may constitute another accurate, but more suitable and affordable specimen for measuring CCC.

An Aid in Selecting the Brand, Size and Other Strategic Choices for a Hotel

1997 ◽  
Vol 21 (1) ◽  
pp. 71-99 ◽  
Author(s):  
Richard C. Morey ◽  
David A. Dittman
Keyword(s):  
Best Practices ◽  
Operations Management ◽  
Final Decision ◽  
Facility Design ◽  
Strategic Choices ◽  
Suggested Approach ◽  
Brand Building ◽  
Explicit Consideration ◽  
The Many ◽  
The Right

The “go/no-go” decision for a candidate property, i.e., whether or not to actually acquire the site, choose the brand (flag), build and operate the hotel, requires the explicit consideration of the interconnectedness of the many myriad elements affecting the property's potential profits. The many facility design decisions (number and mix of rooms, capacity for F&B operations etc.) as well as other strategic choices (e.g., size of marketing program, level of service aimed for) must recognize the site's competitive features and interactions with the above. Also, the particular design and operational features for a given property will affect its different revenue streams, fixed and variable costs, efficiency and profits. The authors consider developers contemplating acquiring a given site, choosing a brand, building and operating a new hotel. They offer a normative approach for this type of decision which arrives endogenously at possibly attractive options for the brand, design and strategic choices for the site. The final decision as to which option to actually use, if any, should be based on subjecting the above identified scenarios, as well as others, to traditional feasibility analyses where judgment and expert opinion are applied. The authors' implementable approach integrates a “best practices” benchmarking methodology with regression analysis to yield a mathematical programming optimization model. A key advantage of this approach lies in its contrast to conventional approaches for site selection which often ignore the more detailed design and strategic choices. The approach deals explicitly with the complex interfaces between marketing and operations management as the endogenous site and competitive environmental factors interact with the endogenous brand and facility design choices. By identifying attractive options to be further explored (that might otherwise be overlooked), several types of errors are avoided: i) an incorrect “go/no go” decision could be recommended for the site in question; ii) even if the right decision to proceed is made, the forecasted level of annualized profits could be in error, leading to an incorrect priority for the activity; iii) the incorrect brand and facility design choices could be made for the site. Other key advantages of the suggested approach are that 1) various substitution possibilities (between more or less capital, labor, materials etc.) are considered; 2) not only is the best brand and configuration identified, but also a ranking of other brands is available if the “best” brand is not available; 3) the “best practices” at other specific sites (which serve as the basis for the recommendations) are identified, thereby enabling management (possibly through site visits) to isolate the actual cultures, processes and procedures to be transported and emulated at the candidate site. This paper illustrates the approach for two different sites.

Analysis of Cigarette Rolling Brand Marketing Strategy Under the New Normal of Tobacco Economy

2021 ◽  
Vol 7 (5) ◽  
pp. 3462-3469
Author(s):  
Fan Enze
Keyword(s):  
Marketing Strategy ◽  
Competitive Advantages ◽  
New Normal ◽  
Strategy System ◽  
Brand Building ◽  
Brand Construction ◽  
Brand Marketing ◽  
Cigarette Brand ◽  
Pricing Power ◽  
Selling Point

Objectives: In order to study the communication channels and modes of tobacco brands, cigarette rolling brand marketing strategy under the new normal of tobacco economy is researched in this paper. Methods: T city is selected as the research sample of cigarette brand construction and marketing. Through the analysis of the current situation of T City, this paper puts forward the guiding ideology of cigarette cultivation, and puts forward the basic strategy system of brand marketing. Results: Brand building is a scientific process. The tobacco industry must avoid brand building speculation, because the opportunity cost of brand reconstruction is huge, and there is a risk of completely losing market dominance. The foundation of brand building is to convert the buying point with zero cost selected by target customers into the selling point of products to obtain pricing power. Conclusion: The advantages of tobacco brand’s own products should be transmitted to target customers through planning from three aspects: the first is to clarify the competitive advantages of its own products; the second is to refine the core value of the brand; the third is the dissemination of brand positioning.

Investing in the Ugandan dairy sector

2021 ◽  
Vol 11 (2) ◽  
pp. 1-25
Author(s):  
Jorge Fernandez Vidal
Keyword(s):  
Value Chain ◽  
Dairy Farm ◽  
Market Demand ◽  
Content Type ◽  
Academic Level ◽  
Doing Business ◽  
The Right ◽  
Value Disciplines ◽  
Investment Firm ◽  
Agricultural Investments

Learning outcomes Industry analysis and market attractiveness: Understand how to analyse an industry, using the dairy sector in Uganda as an example and what makes a market attractive for incumbents or future entrants. Value disciplines: Understand and apply the different value disciplines companies can choose from to achieve market-leading positions. Business integration: Understand some of the key benefits of vertical integration and when it may or may not make sense to integrate. Doing business in Africa: Understand the specific generic challenges of doing business in Africa, particularly in the agricultural and manufacturing sectors. Generalisability of frameworks: Realise that the same frameworks that are used to analyse large firms and mature markets can be applied to smaller firms in less developed markets. Case overview/synopsis The case is set in the early months of 2020, as Bernd Schanzenbächer, founder and managing partner of EBG Capital (a Swiss investment firm that manages a multimillion global portfolio of agricultural investments), and his team are deciding whether to invest in a dairy farm in Uganda. The opportunity looks quite interesting and the EBG Capital team believes there is a good fit between the farm owners’ needs, its management team’s objectives and EBG Capital’s strengths and interests. However, the dairy market in Uganda faces many challenges and, while the market-demand fundamentals appear promising, the team wonders if it is the right time to invest. The issue for EBG Capital is to understand what makes the Ugandan dairy industry so challenging and to determine how to fix or mitigate some of the industry’s most pressing problems – given that it will be the firm’s first investment in the country – as well as for deciding where it makes sense to play in the broad value chain (i.e. only in milk production or also in milk processing). Complexity academic level Masters in Business Administration and Executive Education courses. 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 11: Strategy.

Durability of pulmonary homografts for reconstruction of the right ventricular outflow tract: how relevant are donor-related factors?

2018 ◽  
Vol 28 (4) ◽  
pp. 503-509 ◽  
Author(s):  
Eva Dekens ◽  
Eufra Van Damme ◽  
Ramadan Jashari ◽  
Béatrice Van Hoeck ◽  
Katrien François ◽  
...  
Keyword(s):  
Right Ventricular ◽  
Right Ventricular Outflow Tract ◽  
Ventricular Outflow Tract ◽  
Outflow Tract ◽  
Related Factors ◽  
The Right

scholarly journals Factors of communication mix on social media and their role in forming customer experience and brand image

2018 ◽  
Vol 13 (3) ◽  
pp. 1108-1118 ◽  
Author(s):  
Radovan Bacik ◽  
Richard Fedorko ◽  
Ludovit Nastisin ◽  
Beata Gavurova
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Customer Experience ◽  
Media Environment ◽  
Building Relationships ◽  
Brand Building ◽  
Brand Reputation ◽  
Marketing Activities ◽  
New Perspective ◽  
Media Experience

Abstract Building a brand is a long-term process and it also applies to the world of social media. It is said that building a good brand reputation takes years, but it can be ruin in a moment. Therefore, it is important to look responsibly at all the aspects that have a role in building a brand on social media. The actual experience with the brand on social media is able to significantly affect brand building. The study focuses on exploring brand-building relationships in the social media environment. We selected a set of factors to predict customer experience with the brand in a social media environment and then we examined the relationship between this customer experience and the perceived brand image. 476 respondents filled out the electronic questionnaire. The study puts the greatest emphasis on respondents aged 20 to 35 years. We used correlation analysis to investigate the relationships in this issue. Out of the seven investigated relationships, up to two cases with medium dependence were confirmed by the strong relevance of relationships. The results support the importance of using social media tools for branding purposes, because these tools are the ones with the greatest ability to influence the people’s perception and attitude. It is also the fastest and one of the most personal ways to communicate with the customer. It happens in real time and it can convey the real emotion if performed right which all together help to trigger the user action. The findings of this study can guide marketing activities for companies to make the return on investment in social media as high as possible. The research offers a new perspective on selected factors and their role in creating social media experience and subsequently a brand image.

scholarly journals Tourist enterprise marketing complex: international and national aspect

2021 ◽  
pp. 124-127
Author(s):  
О.В. Птащенко ◽  
В.А. Вовк
Keyword(s):  
Development Strategy ◽  
Modern Technology ◽  
Machine Building ◽  
Enterprise Management ◽  
Goods And Services ◽  
Marketing Activities ◽  
Marketing Variables ◽  
Business Entities ◽  
The Right

The main features of the marketing complex for the enterprises of the tourist branch are considered in the article. In a market economy, the concept of marketing, as part of improving enterprise management, becomes an integral part of its activities. With the help of a number of controlled marketing variables, business entities can influence customers, stimulate them, encouraging them to certain, desirable for the company actions in the market until the purchase. One of the elements of the marketing complex is the brand. Increasingly, it is important to use it as one of the most important marketing factors that can ensure the success of the company in the market. To a large extent, this success is due to choosing the right branding strategy. This choice, as well as the positioning and development strategy of the brand directly depend on the chosen variety. In addition, it should be noted that the purpose of marketing is not only to benefit companies, but also to build long-term relationships with consumers, meet their demands, improve the quality of goods and services, improve the conditions of their acquisition. It should also be noted that the formation of marketing activities at the enterprise today is impossible without a focus on modern technology. Such technologies include Internet marketing as a modern way of building a business. Principles of tourism marketing: constant search and maximum respect for the consumer, focus on his needs and requirements, which provide the market is not goods and services, and ways to solve consumer problems; flexibility in achieving the set goal by adapting to the requirements of the market with a simultaneous targeted impact on it; a comprehensive approach to the development of marketing plans, which involves the use not of individual marketing activities, and a set of marketing, a combination of individual elements which allows you to achieve a certain goal; focus on the long-term prospects of the enterprise. Thus, the main purpose of each enterprise is to achieve profitability and stability of services. Today it is possible to achieve only through the introduction of basic principles of marketing and the formation of a comprehensive mechanism of marketing activities. At the same time, the high cost of enterprises, for example, machine-building industry, agricultural machinery enterprises should be compensated by the introduction of modern advanced production technologies, rational use of fundamentally new materials, introduction of modern technological policy, including marketing and work aimed at improving skills. All this once again confirms the importance of marketing management today and as a consequence of the constant introduction of the latest marketing tools.

scholarly journals Social media in use

2021 ◽  
Vol 26 (1) ◽  
pp. 201-217
Author(s):  
Visar Rrustemi ◽  
Egzona Hasani ◽  
Gezim Jusufi ◽  
Dušan Mladenović
Keyword(s):  
Social Media ◽  
Information Technologies ◽  
Uses And Gratifications ◽  
Digital Marketing ◽  
Western Balkans ◽  
The World ◽  
Digital Environments ◽  
Marketing Activities ◽  
Traditional Marketing ◽  
The Right

Information technologies have caused radical changes in many areas, they have also changed marketing activities. Today, marketing activities are carried out in digital environments, facilitating the work of companies and helping consumers around the world. Consumers get the right information and data about products and services much easier and faster, as well as access different forms of entertainment. Therefore, it can be said that the place of traditional marketing today has been replaced by digital marketing. This paper tries to shed some light on how consumers of Western Balkans and specifically in Kosovo, use social media and how those shape their attitudes, based on the uses and gratifications approach. This is the first paper from this region, which analyzes social media, based on the previously mentioned approach. Since research in the region was prohibitive for us, we selected a sample of 200 consumers from Kosovo, active on social media. The findings of this paper serve managers in better attracting online customers through social media.

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