A solution to the problem of brand definition

Purpose This paper aims to critically evaluate the definition of the brand concept, support the critique with an empirical study and provide a definition to resolve the problems that have been identified. Design/methodology/approach This paper combines a conceptual critique with empirical research using a sample of 730 journal papers to analyse the scope and number of brand-related concepts in extant literature. Findings The brand concept has evolved to become problematic with no clarity of definition. There has been an explosion in the number of brand-related concepts that make the brand concept opaque and unwieldy. Based upon the findings, the authors argue that it is necessary to return to a “label and associations model” of the brand concept to ameliorate these issues. Research limitations/implications The empirical research presented examines only 730 papers from a much wider body of brand literature. Nonetheless, it illustrates the fact that researchers and theorists are not talking about the same concept when using the term “brand”. Practical implications Practitioners are not being served by academic branding literature because no two researchers appear to be studying the same entity. This prevents a body of research from being built to guide practitioners. Originality/value This paper makes an original contribution by combining a conceptual critique and empirical study to examine the problems arising from the absence of an agreed definition of the brand concept and uses this as a foundation for creating a resolution to the problems.

Perceptions of authenticity towards Māori Branding: Congruence as determinator?

<p>Increasingly, both local and global organisations are implementing indigenous branding in their market offerings, regardless of whether they have ancestral connections to indigenous culture. However, numerous criticisms and claims of cultural appropriation have been raised in response to organisations’ commercialisation and commodification of indigenous culture through indigenous branding. This raises questions about the authentic and appropriate use of indigenous culture, language and iconography in commerce, particularly with regards to consumers perceptions of authenticity towards this use. As such, the purpose of this study was to understand consumers’ perceptions of authenticity in the context of indigenous (Māori) branding and organisational values. In this study, a 2x2x2 between-subjects experimental design was conducted using an online questionnaire. Subjects in the study were presented with a scenario communicating information about a brands values (either conventional or tikanga Māori), and their proposed brand concept (either orthodox or Māori branding). As the purpose of the study was to investigate both Māori and non-Māori perspectives, the sample was comprised of 570 adult Māori and non-Māori consumers currently living in New Zealand. These subjects were randomly distributed to one of the eight experimental conditions. Data from the questionnaire was analysed using a factorial ANOVA. The findings indicate that congruence among branding, organisational values and consumers’’ ethnic identification exerts the most leverage on consumers’ authenticity perceptions. Although, Māori consumers also perceived congruent (conventional) organisational values and (orthodox) branding as highly authentic. Interestingly, consumers, in general, found incongruent Māori branding and conventional values to be the least authentic, a finding attributed to issues of cultural appropriation. The results of the analyses contribute to the current understanding of perceived authenticity and indigenous brands. Moreover, this indigenous branding congruence effect extends social identity theory as it illuminates the fluidity of indigenous consumers social experiences and understandings. Managerially, marketers should be cognizant of the effects of congruence among branding, values and their target market, and make efforts to achieve congruence among these factors. If congruence cannot be achieved, then marketers should make efforts to be perceived as congruent through only communicating those factors which are congruent.</p>

Perceptions of authenticity towards Māori Branding: Congruence as determinator?

<p>Increasingly, both local and global organisations are implementing indigenous branding in their market offerings, regardless of whether they have ancestral connections to indigenous culture. However, numerous criticisms and claims of cultural appropriation have been raised in response to organisations’ commercialisation and commodification of indigenous culture through indigenous branding. This raises questions about the authentic and appropriate use of indigenous culture, language and iconography in commerce, particularly with regards to consumers perceptions of authenticity towards this use. As such, the purpose of this study was to understand consumers’ perceptions of authenticity in the context of indigenous (Māori) branding and organisational values. In this study, a 2x2x2 between-subjects experimental design was conducted using an online questionnaire. Subjects in the study were presented with a scenario communicating information about a brands values (either conventional or tikanga Māori), and their proposed brand concept (either orthodox or Māori branding). As the purpose of the study was to investigate both Māori and non-Māori perspectives, the sample was comprised of 570 adult Māori and non-Māori consumers currently living in New Zealand. These subjects were randomly distributed to one of the eight experimental conditions. Data from the questionnaire was analysed using a factorial ANOVA. The findings indicate that congruence among branding, organisational values and consumers’’ ethnic identification exerts the most leverage on consumers’ authenticity perceptions. Although, Māori consumers also perceived congruent (conventional) organisational values and (orthodox) branding as highly authentic. Interestingly, consumers, in general, found incongruent Māori branding and conventional values to be the least authentic, a finding attributed to issues of cultural appropriation. The results of the analyses contribute to the current understanding of perceived authenticity and indigenous brands. Moreover, this indigenous branding congruence effect extends social identity theory as it illuminates the fluidity of indigenous consumers social experiences and understandings. Managerially, marketers should be cognizant of the effects of congruence among branding, values and their target market, and make efforts to achieve congruence among these factors. If congruence cannot be achieved, then marketers should make efforts to be perceived as congruent through only communicating those factors which are congruent.</p>

Sustainability as “Value of Cooperatives”—Can (Wine) Cooperatives Use Sustainability as a Driver for a Brand Concept?

Similar to the number of agricultural cooperatives in the European Union, the number of German wine cooperatives is decreasing. The main purpose of the wine cooperatives is to support the member businesses with the highest possible payouts for their grapes. Wine cooperatives can fulfil this purpose by implementing a differentiation strategy. On the one hand, brands can be used for differentiation. On the other hand, cooperatives can use particular values in the communication with customers that correspond to the target group’s values. Based on the definition of the International Co-operative Alliance, cooperatives are a sustainable form of enterprise. Therefore, the question arises whether it is possible to use sustainability as a value that corresponds to cooperatives as a form of enterprise as well as to a strong societal value that gains importance. Which role does social capital play in the context of social sustainability? The aim of this paper is to shed light on the understanding of brands, to show which cooperative-specific characteristics might pose a challenge to cooperatives in terms of brand management and to examine the understanding of the sustainability construct as well as sustainable management practices applied by wine cooperatives to date. Two exploratory, qualitative studies have been conducted.

Customer Loyalty and Powerful Brand in Heavy Machinery Industry

Market of the heavy machinery industry is growing fast. Customers have choices in purchasing new or used equipment or they can decide to rent or leas. Today's brand concept embraces all the things that a product or service offers, including how a product shapes consumers' behavior. The brand's special value is the perception that consumers have to a brand, which is perceived by many factors. This research is based on the Keller model, which includes the main four criteria’s: brand awareness, brand association, perceived quality, and brand loyalty. The most important reason that customers would changes suppliers is the lack of providing services and products based on customer needs. Through this case study the company, TECHNOCAT, seeks to understand the correlation of the brand and customer re-purchases, whether the value of the brand affects customer decisions in future purchases. The researcher conducted a survey study. The expert panels in the field validated a questionnaire; Cronbach’s alpha coefficient is 0.82 for reliability testing. Managers of the mining businesses and owners of machines are the target population. Statistical Package for Social Science (SPSS) version 23.0 with descriptive statistics and multiple regression were utilized for data analysis, and AMOS was used for the structural equations. The finding presented results from 132 respondents. The study showed that there is a significant relationship between brand equity with an intention to buy again. Furthermore, certain factors; awareness, quality, loyalty, and association with the intention of re-buying, have significantly influence on repurchasing.

Developing and testing a typology of brand benefit differentiation

Purpose The purpose of this study is to expand the notion of differentiation by developing and testing a typology of brand benefit differentiation. Design/methodology/approach Brand concept maps were used to identify three types of differentiation. The effects of the types of differentiation on benefit evaluation and brand attachment were tested in two follow-up studies using path analysis. Findings A comparison of the association maps of four international brands showed instances of all three types of benefit differentiation – categorical, graded and structural benefit differentiation. The tests of effects revealed that categorical benefit differentiation had negative effects, whereas structural and graded differentiation had positive effects on benefit evaluation and brand attachment, respectively. Research limitations/implications The findings suggest that other types of benefit differentiation are more important than uniqueness. Future research should test the relevance and usefulness of the typology for other brands and consumer segments. Practical implications The new typology opens new opportunities for the differentiation of brands. Brand managers should avoid a myopic focus on uniqueness. Rather, they should analyze networks of benefit associations in detail for all three types of differentiation identified in this research and strengthen the level of structural and/or graded differentiation. Originality/value This research demonstrates, for the first time, the importance of two types of differentiation other than uniqueness. It also supports previous studies showing the negative effects of uniqueness on variables related to brand equity.

BRAND CONCEPT OF A RESORT AND RECREATIONAL ENTERPRISE

Background. Brand formation of a resort and recreational enterprise is a key factor of success and competitive advantage. The socio-economic development of the destination, its investment attractiveness and the development of an export-oriented model of the resort and recreational sphere depend on the strength of the brand’s influence. This significant scientific aspect requires a theoretical substantiation of the brand concept of a resort and recreational enterprise and the study of the basic of its formation. The aim of the article is to study the methodological foundations of the brand concept of the resort and recreation enterprise, taking into account the key features of the resort and recreation service, which will increase brand awareness, provide reliable information to consumers, the resort and recreation company will balance supply and demand especially during periods of seasonal fluctuations. Materials and methods. The theoretical and methodological basis of the article are theoretical and analytical-applied researches of Ukrainian and foreign scientists on bran­ding, as well as statistical data of international organizations, UNWTO, GWI, the State Sta­tistics Service of Ukraine, statistical and financial reporting of resort and recreational enter­prises, etc. Such scientific methods and approaches as system, analysis and synthesis, compa­rison, graphic have been used in the research. Results. Definitive analysis of the essence of the brand concept has showed that the concept covers key ideas and essence, it is irrational, it is transmitted non-verbally and it is a guide for consumers in the market environment. Functional attributes of resort and recrea­tional services are a consequence of interpenetration of features of resort, hotel and re­creational services. The brand of the resort-recreational enterprise must transmit information about the resort and recreational service as a set of services aimed at providing medical, health, rehabilitation, valeological, recreational and animation services. Taking into account the phenomenon of diffusion is associated primarily with the reflection in the brand of the enterprise of the complexity of the signs of resort and recreational services. The concept of a diffuse brand of a resort and recreational enterprise should reflect a suggestive and marke­ting approach to brand formation. Conclusion. Diffuse brand is an indicator that reflects the multifunctional of the resort and recreational service and broadcasts relevant information about its consumer character­ristics. Disclosure of the concept of the brand of the resort and recreational enterprise through a diffuse brand is a marker of the effectiveness of marketing activity of the resort-recreational enterprise in differentiating marketing communication channels to address poten­tial customers and stimulate sales of resort and recreational services. Keywords: concept, resort and recreational enterprise, resort and recreational service, diffusion, diffuse brand of a resort and recreational enterprise.