Information Component of Branding: Case of Public Catering Institutions

Given the widespread penetration of Internet technology in marketing practices, one of which is branding, accelerating the internetization of business processes due to the COVID-19 pandemic and the requirements of social distancing, continuous improvement and expansion of online branding tools, the task of defining and justifying of the role of branding informational component becomes actual. The proposed article is devoted to solving this issue on the example of cases of catering establishments. The application of a set of scientific methods, including review-analytical, system, case-method, induction method, and processing of publications in professional and specialised publications, media materials, social media content, made it possible to distinguish technological and content components in the information dimension of catering establishments’ branding. The content component includes: 1) development of the concept or “legend” of the brand – its positioning in a competitive environment, which determines the key messages aimed at ensuring brand recognition and identification; 2) visual and verbal expression of the agreed concept of the brand: – visual information – logo, room design, staff uniform, site design, representations in social networks; – verbal component – slogan, menu, style and content of messages. The technological component of the information dimension of branding includes those software and technology tools through which information is disseminated about the brand and communication with the customer environment: official websites of institutions, their representation in social networks, mobile applications, messengers, online advertising. It is proved that effective branding involves a harmonious combination of content and technological components. The emphasis on technology and failures in the content component create risks of reputational and financial losses of the enterprise.

Government subsidies and online branding for agricultural products

Online branding plays an increasingly vital role for agricultural products in agriculture and e-commerce industries alike. To improve the cooperation between farmers and e-retailers, and to increase awareness of agricultural products through online branding, many governments implement series of subsidy policies. We investigate the impact of government subsidies by proposing a three-player game model (consisting of a government, a farmer, and an e-retailer) in supply chains. More specifically, we develop four Stackelberg game scenarios, including a benchmark scenario in which government provides no subsidies, two scenarios in which government subsidizes either farmer or e-retailer without subsidizing the other, and one in which both are subsidized. We find awareness of online branding for agricultural products is positively related to farmers? market sensitivity while e-retailers? cost factor shows a negative relation; optimal awareness emerges when both farmers and retailers are subsidized. In turn, farmers and retailers achieve their best profits when both are subsidized. Furthermore, farmers? profits are higher than e-retailers? in every subsidy scenario. We obtain the most effective parameters for government subsidies using ex ante and ex post strategies, extending our model by incorporating spillover effects. Most of our conclusions are consistent with intuition and propositions we began with, but it is interesting to note that farmers? best profits appear when farmers receive subsidies and e-retailers do not.

Geotourism Destinations Online Branding Co-Creation

The application of brand theory to destinations has grown in the last few decades, with the destination brand personality being a viable metaphor for creating and positioning destination brands. An often-overlooked tourism typology is geotourism; more specifically, volcanic tourism, since it can be a passive element of any tourism form or active nature tourism. However, its potential is relatively unexplored in terms of online branding. For this reason, the present study analyzes online brand image co-creation, using 300 websites related to three unique volcanic tourism destinations—Iceland, the Azores, and the Canary Islands. Three different types of sources (destination marketing organizations, commercial, and editorial websites) created these contents. The results demonstrate significant differences between the communication of the three destinations, with Iceland, where there is less aligned communication, most valuing geo elements in their communication, and the Azores, where all stakeholders communicate similar brand personality traits, displaying more aligned communication regarding brand personality. In the Canary Islands geotourism is less explored as a destination offer and is consequently less communicated. Acknowledging the different brand positioning and the parity and differentiation points among destinations with the same baseline offer—volcanic tourism—can be helpful for destination brand managers to reignite tourism and promote a unique tourism experience.

Fan Engagement in 15 Seconds: Athletes’ Relationship Marketing During a Pandemic via TikTok

As COVID-19 lockdowns force most sport leagues into hiatus, engaging fans has emerged as a key challenge confronting the sport industry. While navigating social distancing protocols, athletes are experimenting with new ways to connect with their fans. Alongside established social media platforms (e.g., Twitter, Facebook, and Instagram), TikTok, a short-form video-sharing platform, has gained prominence in terms of registered users and shared content. Yet, little is known about the utility of TikTok as an athlete branding tool. This study uses a netnographic approach to explore the use of TikTok among athletes (N = 10) during the COVID-19 pandemic. Findings reveal that athlete-generated TikTok videos are characterized as playful and authentic. While athletes are recent adopters of TikTok, this emerging social media platform can be profitably integrated into their online branding strategies. Communicating via TikTok presents opportunities for athletes to foster existing fan relationships, promote branded content, and appeal to new fan segments. Overall, athletes and sport practitioners can leverage these findings to create content for an audience that is attracted to novelty and the activities of athletes extending beyond game highlights or interviews.

Practical aspects of implementation of marketing technologies in the tourism enterprise: Experimental case of two tourism enterprises from France and Ukraine

The function of marketing has always been to connect companies with their audiences in the right place at the right time. Today, you have to meet consumers where they spend most of their time: on the internet, from your company's website to the various aspects of online branding (digital advertising, e-mail marketing, web brochures). , etc.), digital marketing covers a wide spectrum of tactics and content. For enterprises operating in a market economy such as tourism, the issue of effective marketing activities, which is a system of measures to meet consumer demand for relevant products and services, is highly relevant. A prerequisite for the development of the first direction is that in connection with the introduction of e-commerce and e-business in the practice of firms, corporations and banks, there have also been changes in the nature of commercial and financial transactions, relationships with partners and customers, the development and implementation of business strategies, the formation of competitive advantages. The pusrpose of the article is to demonstrate the practical aspects of implementation of marketing technologies in the tourism enterprise : experimental case of two tourism enterprises from france and ukraine

Key Factors for Online Branding Success in India: An ISM Approach

In today’s digital age it is essential to analyse the factors that influence the success of online branding. Pure play e-tailer, Brick and mortar, click and mortar companies are required to follow online branding strategy. As online branding is the need of the hour companies are moving on the track where the ultimate destination is to adopt online branding as the strategy to stay ahead. Online branding is moving at the pace of the light. To keep up, companies need a robust foundation with the judgment to think precariously about the critical success factors for online branding. The purpose of the paper is to identify factors that influence the success of online branding, interrelationship among those factors and categories them in line with its driving and dependence power. These factors will help to prepare the model for companies who are planning to go for online branding strategy. Interpretative Structural Modelling approach is used to construct this model. The result found that both online factors and offline factors influence the success of online branding. Future research may endeavour to statistically validate the proposed model and may also expand the model by suggesting other factors that are influencing the success of online branding. Little research has investigated the interrelationship among factors which are affecting the success of online branding and thereby inducing companies to go for online branding. In addition the present paper contributed insights developed from the model that would help companies in taking decision related to online branding.

Content marketing capability building: a conceptual framework

Purpose The purpose of this study is to develop a conceptual framework that identifies engaging CM practices, specifically how compelling content is created. Content marketing (CM) is fast becoming a key pillar in a company's marketing mix. It is also a requisite for companies seeking to modernise their marketing practices through digitalisation to enhance online branding. However, overlapping definitions and interchangeable terms arising from different perspectives and methodological practices confound what exactly constitutes CM. Although CM is generally accepted as sharing brand content via owned media to gain earned media, a strategic approach, based on evidence-driven research, is needed to navigate through the overwhelming confusion so that companies can better plan and implement CM. Design/methodology/approach This paper addresses the scarcity of work with regard to CM practices in Asia. To address this research gap, the study examines content creation practices of five successful companies, based in Singapore, through case studies, interviews and content analyses, to propose a CM capability development framework. Findings The findings point to the need for content creation to align with brand values and value creation to create and socialise compelling content for positive impact. Content created for audiences and marketed by brands can generate value when it is consumed and shared. The paper also provided much needed clarity in terms of how CM capability can be gained to minimise costly trial and error. Research limitations/implications The study is limited to companies operating in Asia. The framework will require implementation in other regions. Another limitation of the study was that it did not extend to how consumers responded to CM posts. This is an area for further research that can help validate the proposed framework. Practical implications The analytical framework adopted in this study can also be used as a functional CM model for marketing managers to construct better CM strategies and informed standards of practice by growing capabilities. Social implications CM is also a requisite for companies seeking to modernise their marketing practices through digitalisation to enhance online branding, particularly for small- and medium-sized companies. Originality/value This paper addresses the scarcity of work with regard to CM practices in Asia.