Fly me to the moon: from corporate branding orientation to retailer preference and business performance

Purpose The airline aviation industry is both capital-intensive and competitive. Hence, the evolution of the sector needs original marketing strategies. To study the relationships between corporate branding and corporate image, taking into account two views, namely, corporate strategy and corporate expression in airline identity, this paper aims to analyze the main indicators of the corporate branding that affect the outcomes of the corporate image. Design/methodology/approach To inspect the theories, the foundational configural model was assessed through the perceptions of 395 employees in Indian aviation companies. By using complexity theory, this study matched the concept of equifinality and it examined the data via a fuzzy set qualitative comparative analysis. Findings Findings show that corporate strategy positively influences the corporate image and corporate expression. Corporate expression offers the verbal and visual facets of a brand. Surprisingly, the paper shows that there is no link between corporate expression and corporate image. It also suggests that corporate expression, including corporate community, corporate promise and corporate personality, are all components of a corporate brand and do not influence the corporate image. Finally, the study highlights that corporate image positively affects superior business performance, which influences superior retailer preference. Research limitations/implications The study identifies the corporate identity’s indicators (corporate strategy and corporate expression) that affect the corporate image, which results in stronger, superior business performance and retailer preference. It suggests that managers in the airline industry should follow the recommendations of this research by adopting more objective and fairer procedures to attain superior business performance and retailer preference. In addition, the continued growth and the financial impact of the airline sector require the use of pioneering branding strategies. Future study is needed in various nations to advance the generalizability of the research findings. Originality/value To the best of the authors’ knowledge, the paper is the first to study corporate brand, its sub-dimensions (corporate strategy and corporate expression) and their individual links to brand image, which involves experience, relationships and visual identity.

Mermaids and Corporate Branding: Histories, meanings and impacts

Companies invest considerable resources into establishing meaningful and impactful brand identities, through which they build essential relationships with consumers. Several well-known consumer brands use mermaids as part of their brand identity. Perhaps no use of mermaids in branding is more ubiquitous than siren emblazoned on every Starbucks coffee cup. But Starbucks is not alone; other consumer brands, such as Chicken of the Sea, Virgin Voyages Cruise Line, and BonV!v Spiked Seltzer, incorporate mermaids as part of their brand architecture. Using the case method, this study will examine, brand by brand, the history, meaning, and impact of mermaids on particular brand identities and, thus, on the consumer relationships. This study considers the brand strategies of using mermaids and reflects on if and why these strategies have worked for the brands included in this study.

EFFECT OF CORPORATE BRANDING ON SALES PERFORMANCE OF SELECTED MANUFACTURING FIRMS IN ENUGU STATE, NIGERIA

The study focuses on effect of corporate branding on performance of manufacturing firms in Enugu State, Nigeria. The objective of the study is to: determine the effect of brand awareness on performance of manufacturing firms in Enugu State, Nigeria; ascertain the nature of the relationship between brand associations and sales performance of manufacturing firms in Enugu State, Nigeria and determine the influence of perceived quality on performance of manufacturing firms in Enugu State, Nigeria. The population size was 1168 out of which a sample size of 369 was realized using Cochran’s sample size at 5% error tolerance and 95% level of confidence. Instruments used for data collection were primarily questionnaire and interview. Out of 369 copies of the questionnaire that were distributed, 385 copies were returned while 11 were not returned. The descriptive survey research design was adopted for the study. The hypotheses were tested using Pearson Product Moment Correlation Coefficient t and Simple Linear Regression Statistical tools. The findings indicate that brand awareness significantly affect performance of manufacturing firms in Enugu State, Nigeria (r = 0.864; t = 33.536; p < 0.05). That there is a positive relationship between brand associations and performance of manufacturing firms in Enugu State, Nigeria (r = 0. 812, p < .05). That perceived quality significantly influences performance of manufacturing firms in Enugu State, Nigeria (r = 0.883; t = 36.848; p < 0.05). The study concluded that branding enable customers to distinguish between different products and services and recognize what they perceive satisfies their needs the most. The study recommended that manufacturing firms should adopt brand awareness so as to ensure that customers’ recall and recognize the brand as reflected by their ability and to identify the brand under different conditions which will promote firms’ performance. <p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0859/a.php" alt="Hit counter" /></p>