De las marcas desde el consumidor a las marcas desde el profesional de la comunicación: un pensamiento con la obligación de coincidir

Desde 2008, la empresa multinacional de publicidad Havas Media Group y la también multinacional de asesoría en comunicación audiovisual y producción Vivendi Brand Marketing, ambas de nacionalidad francesa, publican el estudio Meaningful Brands. Dicho estudio consiste, tal como manifiestan los creadores, en avanzar más allá del producto, explorando cómo las marcas mejoran la vida de las personas y su papel en la sociedad. Es un estudio de ámbito mundial, con entrevistas a 350.000 personas (38.000 en España), en 31 países, sobre 22 sectores y 1.800 marcas. Se trata de un estudio singular de amplio espectro, que pretende ayudar a las marcas a ver cómo son vistas por el consumidor o usuario. Dada la importancia de este estudio, el objetivo de esta investigación es, siguiendo su enfoque, aportar datos para la toma de decisiones de los gestores empresariales teniendo en cuenta el punto de vista de los directivos de marketing y comunicación de las marcas. A fin de cumplir con esta finalidad, se ha realizado una encuesta sobre este colectivo (n = 53) para analizar los factores dispositivos españoles que ponen en marcha proyectos de contenidos de las marcas. Los resultados alcanzados permiten afirmar que los objetivos de las marcas, en relación con su voluntad de emitir contenidos, no coinciden con las necesidades de los consumidores. La disfunción no es total, pero resultaría conveniente una mayor investigación acerca de las necesidades de los clientes.

The Digital Brand Marketing in the Azores Archipelago

The ultra-peripheral Portuguese region of Azores is considered one of the EU outermost regions. This insular region is widely recognized as a sustainable nature-based destination. Its remoteness and breathtaking landscape attributed the region a label of adventure tourism by global references as Bloomberg, Departures, BBC, Forbes, GeekyExplorer, Lonely Planet, among others. In this regard, this type of tourism incorporated with the digital marketing generated around it is seen as a vital channel for inspiring sustainable regional development. Consequently, it is possible to verify that the digital marketing created around this new typology of tourism along with the Azores' singularity as a destination could significantly influence the local socio-economy base to the sustained development growth of the region. Furthermore, it was identified that the most reasonable opportunities for slow and nature-based tourism were located in rural tourism.

STRATEGIC ALLIANCES AND THE FINANCIAL PERFORMANCE OF COMMERCIAL BANKS IN NAIROBI CITY COUNTY, KENYA

Purpose: In the Kenyan banking industry, the banks have adopted several strategies aimed at improving their competitive position in a highly competitive market. In reference to the aforementioned the general objective, this study specifically sought to examine how strategic alliances impact financial returns among Nairobi-based commercial banks. The current study specifically examined how brand marketing alliances, agency alliances, innovation alliances and technology alliances affect bank performance. Methodology: This study was based on Transactional Cost, Control Power and Resource Based View theories. The study utilized descriptive research design, that targeted all 39 fully operational commercial banks in Nairobi. The unit of observation was the operations/ relationship manager and the finance manager across each commercial bank. The sample population consisted of 78 respondents. Census sampling was adopted to enhance representation of the respondents. Primary and secondary sources of data provided data which was then be analyzed in SPSS 23 using both descriptive and inferential statistics. The study employed means, standard deviation, correlation and regression methods of analysis, with results being presented using figures, tables and other infographics. Results: An 85% response rate was received. The correlation results showed a positive and significant effect of brand marketing, agency, innovation and technological alliances on banks’ profitability. The regression findings revealed that jointly brand marketing, agency, innovation and technological alliances predict 38.3% of shifts in profits generated by the banks. The study concluded that brand marketing alliances, agency alliances and technology alliances had a significant effect on profitability, while innovation alliances had an insignificant effect. Unique contribution to theory, practice and policy: The study recommends that banks should constantly review their agency banking to ensure they are aligned to their financial goals. Lastly, commercial banks should strive to spur their research and development which can help drive their technological innovations.

A Review of Brand Anthropomorphism Marketing Research

Brand anthropomorphism extends and develops the special relationship between consumers and brands by injecting human characteristics, motives, subjective intentions, behaviors and emotions into specific brands. Brand anthropomorphism, as a brand marketing strategy, plays a very important role in brand building and communication. Therefore, the current theoretical circle of brand anthropomorphic marketing is gradually heating up. In this paper, the literature of anthropomorphic brand marketing at home and abroad, the brand personified and anthropomorphic marketing concept, the brand personified the composition of the dimension and measurement, the brand personified as related variables, etc on the existing research results, and on this basis in the field of the future research direction was prospected.

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

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.