brand building
Recently Published Documents


TOTAL DOCUMENTS

509
(FIVE YEARS 169)

H-INDEX

26
(FIVE YEARS 4)

2022 ◽  
pp. 096100062110566
Author(s):  
Farzane Sahli ◽  
Sirous Alidousti ◽  
Nader Naghshineh

The purpose of this review is to explore factors affecting brand building in libraries. Based on the nine steps of the National Health Service (NHS) center for reviews and dissemination, articles on the subject of library branding were searched in nine Iranian databases and seven international databases. The search period includes all date range of databases until 7–22 January 2021. The results were assessed for quality and 44 English articles and 3 Persian articles were selected for further analysis. Factors in promoting libraries brand building fall five categories. They include library architecture, library information resources and services, librarians’ personal branding, marketing, and library management. Inhibiting factors in libraries brand building have two final categories including internal and external inhibiting factors to brand building. Internal inhibitors covered branding costs, lead-time for branding, effort for branding and its management, the difficulty of strategic brand planning, and library staff unpreparedness. External inhibitors covered the difficulties of branding in the digital age and the economic situation of the country. If libraries manage their brand and move toward rebranding in line with the new information environment, they will be able to survive in today’s competitive world and build their true value in relationship with users.


Journal ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 37-47
Author(s):  
Robert J. Morais

This paper focuses on teaching the application of anthropology in business to marketing students. It begins with the premise that consumer marketers have long used ethnography as a component of their qualitative market research toolkit to inform their knowledge about and empathy for consumers. A question for market research educators who include ethnography in their curricula is if and how to teach the richness of anthropologically based approaches, especially given a decoupling of ethnographic method from anthropological theory in much consumer research practice. This discussion might also resonate with anthropology educators who are interested in the ways anthropology is applied in commercial settings. As a demonstration of a teaching mode rather than a research report, this paper describes how a consumer anthropology market research project is used experientially in the classroom to help marketing students learn and appreciate the application of both anthropological method and theory for brand-building. Included is a summary of an ethnographic project on Duncan Hines cake mix and an in-class student exercise during which three conceptual ‘jumping off’ points from anthropological theory were used to generate marketing initiatives.


2021 ◽  
Vol 4 (2) ◽  
Author(s):  
Kateryna Danilova ◽  
Oksana Krupa

Introduction. Today there are many music artists, and each creates a large amount of musical and visual content. But the modern consumer is increasingly critical of the content consumed. The task arises to convey the artist's work to a wider audience, to create a strong loyal fanbase. This is the case when brand management is worth mentioning, which allows promoting the audience loyalty formation for a long time. Purpose and methods. The purpose of the article is to substantiate the theoretical foundations of brand management in the organization of the music business for increasing the music artists' competitiveness and their promotion effectiveness in the music market. The system approach, methods of analysis, and synthesis, in particular, analysis of the literature about brand management, its effectiveness evaluation, and promotion of music artists are used. Results. The essence and significance of brand and brand management, features of brand management in the music business are revealed. Theoretical principles of brand management in increasing the competitiveness of music artists and their promotion effectiveness are considered. The main methods of evaluating the effectiveness of brand management are described. Conclusions. The scientific novelty of the article lies in offering to consider a music artist as a brand and promote it in the market according to the principles of brand management. It also proposes to transfer the methods of estimating the product brand building and promotion efficiency to the musician’s brand. The significance of the research lies in the possible use of its results in the integration of brand management into music artists' promoting strategy in Ukraine, as well as in developing recommendations for the promoting strategy of Ukrainian show business music artists.


2021 ◽  
Vol 14 ◽  
pp. 1-8
Author(s):  
Xinyi Jin ◽  
Min Qian

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.


2021 ◽  
Vol 14 ◽  
pp. 171-176
Author(s):  
Honglin Wang

Haidilao has created a model for China's catering service industry. From corporate management to brand building, it embodies its indelible emotional marketing. This article analyzes the development of Haidilao and investigates the methods for how to satisfy the customers. This research captures the detailed behavior of Haidilao to keep more customers participation. Then, this study establishes the SWOT model to Haidilao and giving insights about Strengths, Weaknesses, Opportunities, and Threats. This article also introduces the most opportunity for this firm is that with the development of society, China's economy has developed rapidly. This would bring many new urban people and mobile people emerging and catering industry products. In the future, more quantitative analysis will be conducted for the company's business development.


2021 ◽  
Vol 13 (22) ◽  
pp. 12770
Author(s):  
Lihong Chen ◽  
Habiba Halepoto ◽  
Chunhong Liu ◽  
Naveeta Kumari ◽  
Xinfeng Yan ◽  
...  

Brand image has been a crucial clue to making subjective judgment for consumers to determine the brand, which is critical to making a purchase decision. The influence mechanism from apparel brand images on consumers’ purchase intention was explored for theoretical and positive analysis based on the self-congruity theory. This research first constructed a hypothetical model of apparel brand images influencing consumers’ purchase intention with self-congruity and perceived quality as mediators, in which a questionnaire was designed and conducted to test the theoretical model. The research shows that apparel brand image and perceived quality can significantly influence consumers’ purchase intention. The consumer purchase intention is directly related to clothing brand image provided self-consistency and perceived quality play an intermediary with the regulatory effect of self-motivation and brand familiarity. A positive attitude toward apparel brand image will stimulate consumers to build cognitive clues and associations between the consumers and the brand and strengthen cognitive consistency with the apparel brand’s spirit. The research results are beneficial to textile fashion and clothing enterprises to improve brand building and marketing.


2021 ◽  
Vol 23 (9) ◽  
pp. 11-45
Author(s):  
L. M. Semenova ◽  
Kačans V.

Introduction. The emergence of social, political and economic processes in the modern world leads to the development of innovative educational technologies, among which the researchers’ attention is drawn to a professional brand-building foresight technology. The professional brand-building foresight technology is a system of principles, methods and techniques for expert analysis of current achievements of students, young professionals and anyone who seeks self-improvement. Moreover, this training technology includes the development of programmes to optimise the professional and personal self-development of an individual in terms of his/her possible career growth.The aim of the current research was to justify the professional brand-building foresight technology developed by the authors, and to check the effectiveness of its application in the formation of brand-building and foresight competencies in a future specialist in the educational process of higher education.Methodology and research methods. The theoretical and methodological strategy in the study is a competency-based approach, which contributes to the formation of brand-building and foresight competencies. The conceptual provisions of the foresight approach, implemented in a complex of brand-forming tools of a single foresight trajectory in order to model and design a professional brand in relation to the strategic goals of a future specialist, became a practice-oriented research tactic. The authors used the following general scientific and specific scientific methods: questionnaire survey based on random systematic (mechanical) sampling, in-depth interview, expert survey, document analysis, self-assessment of readiness for personal brand-building.Results. The authors presented the professional brand-building foresight technology, the essence of which lies in the design of a professional brand and future career path. Its structure includes four programmes: self-marketing, personal branding, brand-building case and a road map to success. As a result of training, brand-building and foresight competencies are developed. The approbation experiment demonstrated that without special brand-building and foresight training of students, these competencies are formed spontaneously. Based on the results of the conducted surveys, the authors analysed the level of formation of brand-building and foresight competencies and the interest in the technology of personal brand-building as a factor of career self-development. A survey of university graduates revealed the dependence of employment on special teaching methods and the professional brand-building foresight technology. The interviews held with Russian and Latvian teachers determined the effectiveness of this technology. The study of the employers’ opinions showed the reasons that hinder the successful employment of young specialists. In addition, the authors revealed a lack of knowledge and a non-systematic limited nature of teaching these competencies in universities.Scientific novelty lies in the replenishment of interdisciplinary (at the intersection of pedagogy, brand building, forecasting, professional studies) scientific knowledge about foresight methodology. The emphasis is on the innovativeness of the professional brand-building foresight technology, which contributes to the competitiveness of university graduates and increases their chances of professional success.Practical significance. The results of the research can be useful for developing ideas about brand-building and foresight competencies development, personal brand-building, professional brand-building foresighting. The research materials can be employed by students and teachers of higher education institutions, heads of educational systems in the organisation of the educational process, as well as by various specialists and practitioners.


2021 ◽  
Vol 5 (10) ◽  
pp. 141-145
Author(s):  
Zhaofeng Hou ◽  
Wenwen Zhang

In order to discuss the innovation of intangible cultural heritage arts and crafts design, it is essential to first understand the current situation of intangible heritage arts and crafts, and then proceed from two directions, which include visual form and functional value. The role and influence of digitization and industrialization on the modern transformation of intangible cultural heritage arts and crafts design need to be clarified. In terms of ideas for innovative designs, interactive scene design and cultural brand building can be emphasized. These research results provide ideas and methods for realizing the creative transformation and innovative inheritance of intangible cultural heritage arts and crafts.


Sign in / Sign up

Export Citation Format

Share Document