scholarly journals The Valuation of Brand Architectures: An Empirical Investigation in the Wine Sector

2016 ◽  
Vol 11 (8) ◽  
pp. 73
Author(s):  
Marco Papa ◽  
Paola Rossi
Keyword(s):  
Empirical Investigation ◽  
Marketing Strategies ◽  
Strength Analysis ◽  
The Core ◽  
Consulting Firms ◽  
Valuation Process ◽  
Wine Sector ◽  
Brand Strategies ◽  
Core Brand ◽  
Corporate Brands

<p>In recent years, consulting firms and academics have developed a plethora of methods to place a monetary value on brands. The models used in practice either focus on product brands - the commercial trademarks used to target specific client segments, or on corporate brands - all the intangibles that come under an umbrella name. However, the current marketing strategies reveal that few companies use commercial brands and corporate brands separately, as they are typically integrated into complex brand architectures that combine product brands and corporate brands in different flavours. This study critically reviews the brand valuation literature to assist practitioners in choosing appropriate methods to estimate different brand architectures. The analysis is carried out applying the Brand Finance valuation process to two Italian wineries. The findings suggest that whenever wineries use strong umbrella brand strategies, it is feasible to bundle the product brands into one comprehensive brand. The latter can be measured either by splitting the incremental benefits from the core brand, as suggested by Anson (2000), or by assembling the core brand and the incremental benefits together, as proposed by the Excess Earnings Method. For integrated wineries producing high quality wines, it is proposed that brand strength analysis be combined with the relief from royalty method.</p>

scholarly journals Diversification, Branding, and Performance of Professional Service Firms

2018 ◽  
Vol 21 (3) ◽  
pp. 353-364 ◽  
Author(s):  
Carolina Castaldi ◽  
Marco S. Giarratana
Keyword(s):  
Service Providers ◽  
Professional Service ◽  
Panel Regression ◽  
Service Firms ◽  
Professional Service Firms ◽  
Specific Product ◽  
The Core ◽  
Time Period ◽  
Consulting Firms ◽  
And Performance

This article analyzes the effects of diversification and brand breadth on firm performance for professional service firms (PSFs). The research aim is two-fold. First, we test whether moving into products may put at risk the core resources that sustain PSFs’ competitive advantage. Second, we study which branding strategies best match their diversification attempts. Broad (narrow) brands characterize a branding strategy with scarce (plentiful) associations to specific product characteristics. We analyzed trademark portfolios of 47 U.S.-based management consulting firms in the 2000 to 2009 time period. Panel regression results suggest that (1) PSFs always benefit from diversification when they remain pure-service providers; (2) performance is positively related to a strategy of specialized narrow brands.

Corporate brands and marketing strategies

2017 ◽  
pp. 11-35
Author(s):  
Jonathan A. J. Wilson ◽  
Jonathan Liu
Keyword(s):  
Marketing Strategies ◽  
Corporate Brands

Web Marketing Strategies in Agro Food SMEs

2014 ◽  
pp. 199-220 ◽  
Author(s):  
Aspasia Vlachvei ◽  
Ourania Notta ◽  
Francesco Diotallevi ◽  
Andrea Marchini
Keyword(s):  
Marketing Strategies ◽  
Online Marketing ◽  
European Countries ◽  
The Internet ◽  
Web Marketing ◽  
Italian Wine ◽  
Wine Sector ◽  
Use Of The Internet ◽  
Website Features

In this chapter, the authors study agro food SMEs and especially SMEs in the wine sector, which combine several common characteristics, and they make a comparison between e-marketing strategies and e-commerce adoption in wine SMEs in two European countries: Italy and Greece. Taking into account the existing literature about the use of the Internet for wine marketing, this study identifies the online marketing strategies and the Website features used by the Greek and Italian wine producers.

scholarly journals The brand narratives of Philip Morris International: developing methods to identify corporate voices

2020 ◽  
Vol 30 (Supplement_5) ◽  
Author(s):  
I Fitzpatrick ◽  
A Gilmore ◽  
J Cranwell ◽  
D Byrne
Keyword(s):  
Corpus Linguistics ◽  
Policy Development ◽  
Tobacco Industry ◽  
Corporate Strategies ◽  
The Core ◽  
Philip Morris ◽  
The Face ◽  
Key Topics ◽  
Brand Strategies ◽  
Impact Perception

Abstract Background Existing research into marketing and advertising of tobacco companies shows the industry continues to spend huge sums of money promoting harmful products. In the face of increasing controls on the advertising of these products, and restrictions on their participation in policy development enshrined in a global treaty, tobacco companies must adapt to remain competitive in an unfavourable climate. Although there has been much engagement with the development of corporate messages by the 4 big tobacco brands, no systematic review of textual and visual corporate messaging used by these companies exists. This research presents the case of Philip Morris International (PMI), and maps out its key messages to investors and public audiences. Methods This research combines corpus linguistics with inductive coding to illustrate key topics, themes and the linguistic habits of PMI. A linguistic comparison with the messaging of 40 other transnational corporations provides a reference from which the unique characteristics of PMI's language can be identified. Results Thematic analysis of written and visual content highlights several dominant themes, namely Science, Transformation, Sustainability and Permissibility. Redemptive tropes were common in the sample, apparent in repeated reference to a desire to be and do better and to improve the lives of smokers around the world. Similarly, a strong emphasis on science was apparent in both the use of imagery and language, including scientific notation, laboratories and individual scientists. The identification of linguistic and visual brand strategies will facilitate the education of advocates and consumers about the approach of the tobacco industry in their pursuit of continued business. Identifying the core values PMI is actively promoting could help to identify emerging corporate strategies in influencing public health policy, including the promotion of corporate goodwill in markets where product-specific advertising is banned. Key messages Big tobacco using new platforms to influence policy making. Corporate narratives impact perception of tobacco harm.

Consumer evaluations of extensions and their effects on the core brand

2002 ◽  
Vol 36 (11/12) ◽  
pp. 1415-1438 ◽  
Author(s):  
Ian Grime ◽  
Adamantios Diamantopoulos ◽  
Gareth Smith
Keyword(s):  
Development Strategy ◽  
New Product Development ◽  
Consumer Evaluations ◽  
Brand Evaluations ◽  
The Core ◽  
Moderating Factors ◽  
Product Development Strategy ◽  
Research Propositions ◽  
Core Brand ◽  
The Relationship

Extensions as forms of new product development strategy have been discussed to a great extent during the last decade, however, there have been limited reviews of the literature. This article reassesses the work on brand and line extensions and integrates it into a conceptual framework. The latter shows that extension and core brand evaluations are affected by consumer perceptions of fit. Moderating factors that influence the relationship between fit and consumer evaluations of the extension and the core brand are also identified. The framework is subsequently used to develop concrete research propositions to guide further research in the area.

Fast Food in Ibadan: An Emerging Consumption Pattern

Africa ◽  
2009 ◽  
Vol 79 (2) ◽  
pp. 207-227 ◽  
Author(s):  
A. O. Olutayo ◽  
O. Akanle
Keyword(s):  
Fast Food ◽  
Participant Observation ◽  
Marketing Strategies ◽  
Consumption Pattern ◽  
Fast Foods ◽  
The Core ◽  
Globalizing World ◽  
Qualitative Research Methodology ◽  
Depth Interviews ◽  
Ibadan Nigeria

In its modernization garb, development has come to mean the inculcation of foreign values resulting in the fundamental transformation of modernizing nations. Ironically, little attention is being drawn to the consequences of modernizing influences. This is the core of the article. Through qualitative research methodology consisting of in-depth interviews (IDIs), participant observation and informal interviews, the article examines the emergence and ascendancy of fast foods in Ibadan, Nigeria. Our finding is that the middle class, the youth and children, as conveyors of imported cultures (into which they have been socialized), are the major customers whose values are projected through marketing strategies by the fast food outfits. Unfortunately, the health implications of these foods have not been properly grasped by these consumers, and neither have the market operators attempted to sensitize them. The article concludes that even when modernization influences are to be incorporated in the globalizing world, their initiatives must be well contextualized, comprehended and their contours managed for objective development to be achieved and sustained.

scholarly journals Semantic Commerce for Developing Country

2014 ◽  
Vol 1 (1) ◽  
pp. 17
Author(s):  
Dewi Wisnu Wardani
Keyword(s):  
Developing Countries ◽  
Developing Country ◽  
Marketing Strategies ◽  
Real Problem ◽  
Small Company ◽  
Semantic Technology ◽  
The Core ◽  
The World ◽  
Common Domain ◽  
The Common

The recent real challenges of semantic technology is not in the core of the technology but much more in implementing the semantic technology in the real problem. The common domain in any world is economics. One of the most important domain in economics is marketing. Company moreover small company from developing country desperated in increasing to make their company's product are known wider, around the world as well. Product from developing countries usually has a good quality, unique and cheaper but lack to be known. This paper present idea how semantic technology will give a benefit in marketing strategies for business in developing countries. The short goal is how the common famous search engine will be more understand the company both product and profile, thus present those information in better form and possible to the next processing in the others semantic technology.

scholarly journals Do Brand Extensions Affect Consumer Attitude: An Empirical Experience-With Reference To Pakistani Consumers

2011 ◽  
Vol 27 (2) ◽  
Author(s):  
Zain-Ul Abideen ◽  
Abdul Latif
Keyword(s):  
Brand Extension ◽  
Brand Extensions ◽  
Consumer Attitude ◽  
The Core ◽  
Brand Reputation ◽  
Parent Brand ◽  
Brand Attributes ◽  
Brand Extension Evaluation ◽  
Core Brand ◽  
Extension Evaluation

<span>This study examines consumer attitude and empirically test the factors that differentiate between successful and unsuccessful brand extensions, on the basis of parent brand attributes and characteristics, in reference to variables such as brand similarity, brand reputation, multiple brand extension, parent brand characteristics and brand concept consistency using actual extensions of two brands i.e. Olpers Cream (extension of Olpers Milk) and Lipton tea bag (extension of Lipton tea). A sample of 430 consumers of Bahawalpur District (Pakistan) was selected for the survey. Stratified proportionate sampling (in proportion to the population of each Union Council) was used for drawing these samples. The study suggests a more prominent role of parent brand attributes and characteristics than brand extension that had been acknowledged in the literature. Further, the study documents the importance of an extensions fit with the parent brands image while at the same time suggesting that similarity between the brand extension and its core brand has positive effect on extension evaluation. It also shows that as perceived appropriateness between the extension and the core brand decreases, attitude toward the core brand on brand-extension evaluation decreases.</span>

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