9,069 research outputs found
The brand equity: evidence on marketing investment
No full textThe author presents a model of the brand equity dimensions and how the model behaves if there are different marketing investments in the value of the brand. The goal of this research is to establish which dimensions and how they influence the brand equity performance in the researched industry in order to help development of more effective business strategies. The author studies an aggregate data set for 85 enriched juice brands in the Italian market. The enriched juice industry covers a broad category of healthy products, such as dietary, organic, functional and conventional juices with added value, etc. He found out that marketing investment, price, packaging and perceived quality were highly associated with the brand equity when it was analyzed from different approaches: as brand functional characteristics, brand name and producer name. The author discusses the managerial implication of the presented models as well as possible future research enhancements.brand management, marketing investment in brand, juice industry
Brand governance: the new agenda in brand management
No full textThe author reflects on brand governance as a strategic importance in brand management. The author discusses the growing awareness concerning brand valuation that resulted to the estimation of balance sheets value by consumer goods companies. The author also presents future challenges and threats to brand equity including empowered consumers, the increasing number of touchpoints communication and distribution, and the risk of social media use
The evolution of the brand in the digital age: the Amabile Jewels case
No full textreservedIl presente elaborato, intitolato "L'evoluzione del brand nell'era digitale", si propone di offrire una panoramica dettagliata di come, nell'ultimo periodo, con l'avvento delle nuove tecnologie, il concetto di brand abbia subito significative trasformazioni.
Nel primo capitolo verrà fornita una definizione tradizionale del brand, analizzando tutti gli elementi associati ad esso, quali la mission, la vision, il target e il posizionamento. Verranno esplorati i concetti chiave e le strategie utilizzate per costruire e mantenere un brand forte, evidenziando l'importanza della coerenza e della rilevanza per il pubblico di riferimento.
Nel secondo capitolo, si esaminerà la trasformazione del processo di creazione del brand nell'era contemporanea, caratterizzata dall'onnipresenza dei social media. Inizialmente, si descriverà l'influenza pervasiva dei nuovi social media e il loro impatto sulla vita quotidiana delle persone. Si analizzerà come i social media abbiano favorito la formazione di brand community, gruppi di individui uniti da interessi comuni che interagiscono online, aumentando così il valore del brand attraverso l'engagement e la fedeltà dei consumatori. Successivamente, si discuterà dell'importanza dello storytelling come strumento di marketing potente ed efficace. Lo storytelling, infatti, consente di creare una narrazione coinvolgente e autentica che risuona con il pubblico, particolarmente rilevante in un contesto di mercato dove il consumatore è diventato più esigente e informato. Inoltre, si approfondirà il ruolo cruciale degli influencer nel panorama digitale odierno. Gli influencer, attraverso la loro capacità di plasmare le opinioni e influenzare le decisioni di acquisto, sono diventati figure fondamentali nella strategia di brand building. Verranno presentati due casi studio italiani ed esemplificativi per dimostrare come gli influencer possano determinare il successo di un brand. Si evidenzierà come, spesso, la figura dell'influencer preceda la creazione del brand, conferendo autenticità e credibilità che attirano e fidelizzano i consumatori.
Il terzo e ultimo capitolo sarà dedicato a un caso studio volto a confermare le teorie e le osservazioni esposte nei capitoli precedenti. Verrà analizzato il caso del noto brand italiano "Amabile", fondato da Martina Strazzer, una giovane influencer che ha ottenuto grande successo su TikTok. Si condurrà un'analisi approfondita del brand, mettendo in evidenza i suoi punti di forza e le strategie di marketing adottate. Si esaminerà come Martina Strazzer sia riuscita a creare un brand di successo, capitalizzando sulla sua popolarità e sulla capacità di connettersi con il pubblico giovane attraverso contenuti autentici e coinvolgenti. Saranno analizzati i fattori chiave che hanno contribuito al successo di "Amabile", inclusi l'uso efficace dei social media, la costruzione di una forte brand community e l'implementazione di tecniche di storytelling efficaci.
In conclusione, questo elaborato fornirà una comprensione approfondita di come il concetto di brand si sia evoluto nell'era digitale, evidenziando le nuove dinamiche e strategie che le aziende devono adottare per rimanere competitive in un mercato in continua evoluzione. La digitalizzazione ha trasformato radicalmente il modo in cui i brand vengono creati e percepiti, rendendo indispensabile per le aziende comprendere e sfruttare le nuove opportunità offerte dai social media e dalle tecnologie emergenti
Quality Provision, Expected Firm Altruism and Brand Extensions
No full textThis paper studies quality choice in a model where consumers expect firms (or brands) to act altruistically. Under plausible assumptions regarding this altruism and the reaction of consumers to firms that demonstrate insufficient altruism, existing brands can face a larger demand for new products than new entrants. Moreover, the failure of new products can reduce the demand for a brand's existing products even if the quality of these existing products is well understood by consumers. The model provides an interpretation for the dependence of the success of brand extensions on the ``fit" between the original product and the extension. The model can also explain why a ``high-end" brand that is expected to care only for its most quality sensitive customers can have an advantage in introducing a product relative to a brand that is expected to be more widely altruistic.
Design management methods in private label brand development: case Stockmann, Cristelle & Co
No full textIn this thesis I conduct a brand research on Stockmann private label Cristelle & Co through consumer involvement. The theory behind this is design thinking where consumers are
integrated into the design process. The aim of this thesis was to find out how the chosen brand is perceived by the consumers now and whether it is consistent with the brand
strategy set by Stockmann. My main goal was to find out how the brand image could be improved and how design management could facilitate the designing process of a private label.
Data was collected through semi-structured interview conducted in Sinco-laboratory, which is situated in the premises of University of Lapland and through a questionnaire made in Webropol program. Therefore this thesis mixes both quantitative and qualitative methods. This data is then analyzed through content analysis, creating different themes, which I was then able to make use of when I finally designed the final collection and proposed a new brand image for Cristelle & Co.
When compared together the survey and the interview gave different answers of the current image of Cristelle & Co. Therefore the data proved through the analysis that the brand image of Cristelle & Co was not consistent with the original brand strategy and therefore needed to be changed. Another result was that Sinco-laboratory worked as a ground for conducting research also in the field of clothing design and that it offers further possibilities for clothing research
Integrated Marketing Communication and Brand Management: the Case Study of Fiat 500
No full textThe increasing investments in communication put in evidence the need for innovation to fulfil and improve identity, positioning (brand and products), reputation, goodwill, networking. This paper aims to analyze – following the literature on brand management and marketing communication - the new synergy between real perspectives and virtual ones in communication. The aim is to demonstrate the importance of adopting a new integrated approach in order to manage the complex issues involved in communicating the brand to consumers and other stakeholders in the mature market of automotive. The Author considers the launch of FIAT 500, the new Italian small car, a best practice useful in terms of benchmarking, where many different tools and media are used in order to support the appeal of the car but also to reposition the corporate brand perception. A single product, a successful one, can be devoted to a new approach in managing an old brand. Moving from the empirical evidences of the communication strategies and operations, the paper identifies in a qualitative way the most effective factors that have led Fiat to attract again consumer attention and to succeed in repositioning its historical brand. Using this case study, as an exploratory case, the Author suggests the way in which a company can strategically plan and project an integrated marketing campaign useful also to an effective branding rejuvenation.Integrated Marketing Communication, Brand Management, Consumer Community, Positioning, Automotive Industry
Empirical developments in the measurement of involvement, brand loyalty and their structural relationships in grocery markets
No full textThe paper reports on a research design that attempts to integrate prior theory
on consumer involvement and brand loyalty through a unifying model which we test
in a longitudinal study of grocery product purchasing.
Using a previously identified and validated measure of involvement, together
with a new test instrument to capture the dimensionality of brand loyalty, the model
was estimated using LISREL. We report on our main finding which is to confirm
the existence of a significant relationship between the two constructs in grocery
markets. The implications of this for marketing theory and practice are discussed
and future research directions signposted.School of Managemen
Paving the Way for Automobili Pininfarina Brand Success: Brand Vision 2025
No full textSuccess doesn’t come by following the beaten track, by following in the footsteps of the great visionaries of the past. No, success comes to those who dare to think differently, who dare to challenge and to do the unexpected. Starting a new brand requires this mindset, because only those who dare to think differently succeed. Back in 2018, Automobili Pininfarina was founded as a new luxury car manufacturer bearing one of the most celebrated and revered names in the industry: Pininfarina. A design house known for their iconic masterpieces. Starting a new brand with such a famous and recognizable name is a beautiful opportunity, but also a risky operation. Paving the way for Automobili Pininfarina brand success, that was the goal of this thesis done in collaboration with the new Italian luxury car manufacturer. A new brand strategy and vision needed to be developed, hence the brief for this project was as follows: “Create a design driven brand strategy, delivering a brand vision for the year 2025.” This graduation project focused on analyzing the company’s existing brand strategy and compares that with external influences that create opportunities for the brand to grow. The synthesis of this is a brand vision for the year 2025. Based on this vision, a proposal for the visual identity of the new brand strategy is made, including a roll-out plan for implementation and further development. The steps provided are forming the roadmap that paves the way for Automobili Pininfarina brand success.Strategic Product Desig
PENGARUH KAMPANYE “#TELLYOURDIFFERENCE” DAN CELEBRITY ENDORSER EVA CELIA TERHADAP BRAND AWARENESS MATOA INDONESIA DI KOTA BANDUNG
No full textPenelitian ini bertujuan untuk mengetahui pengaruh kampanye #TellYourDifference dan celebrity endorser Eva Celia terhadap brand awareness Matoa Indonesia di Kota Bandung. Penelitian ini menggunakan variabel independent yaitu kampanye (X1) dengan awareness, attitude, dan action. Lalu celebrity endorser (X2) dengan visibility, credibility, attraction, dan power. Pada variabel dependent yaitu brand awareness (Y) dengan brand recognition, brand recall, dan top of mind. Penelitian ini menggunakan metode kuantitatif. Pada penelitian ini menentukan sampel menggunakan probability sampling dengan metode teknik simple random sampling. Dengan responden sebanyak 100 orang. Teknik analisis data yang digunakan penulis yaitu analisis data deksriptif, uji normalitas, uji regresi linear berganda, analisis korelasi, koefesien determinasi, dan uji hipotesis. Berdasarkan hasil analisis korelasi parsial sebesar 0,400 dan analisis korelasi berganda dengan nilai R sebesar 0,566, dapat disimpulkan bahwa terdapat hubungan yang sedang/cukup dan searah dengan kampanye #TellYourDifference dan celebrity endorser Eva Celia terhadap brand awareness Matoa Indonesia di Kota Bandung. Berdasarkan hasil uji hipotesis menggunaakan uji-f dan uji-t didapat hasil bahwa kampanye #TellYourDifference dan celebrity endorser Eva Celia memiliki pengaruh terhadap brand awareness Matoa Indonesia. Hal ini dibuktikan berdasarkan hasil f hitung > f tabel (21,729 > 2,36) dengan signifikasi 0,000 t tabel (2,320 > 1,660) dengan signifikasi 0,000 t tabel (4,557 > 1,660) dengan signifikasi 0,000 < 0,05. Sehingga dapat disimpulkan bahwa H0 ditolak yang berarti terdapat pengaruh kampanye #TellYourDifference dan celebrity endorser Eva Celia terhadap brand awareness Matoa Indonesia di Kota Bandung. Berdasarkan koefesien determinasi didapat bahwa kampanye #TellYourDifference dan celebrity endorser Eva Celia memiliki pengaruh sebesar 32,03% terhadap brand awareness Matoa Indonesia dan sisanya dipengaruhi oleh faktor lain.
Kata kunci : Kampanye, Celebrity Endorser, Brand Awarenes, Matoa Indonesia
Brand Building in the Footwear Industry
No full textTato bakalářská práce se zabývá budováním značky v obuvnickém průmyslu. Teoretická část sumarizuje a vymezuje teoretické pojmy, které souvisejí s tématem fashion marketingu, módního průmyslu, značky. Praktická část je tvořena charakteristikou společnosti Kave Footwear, rozhovorem se zakladatelkou značky Evou Klabalovou, kvantitativním výzkumem a SWOT analýzou. V závěru práce se nachází zodpovězení výzkumných otázek a doporučení založené na výsledcích výzkumů.This bachelor thesis deals with brand building in the footwear industry. The theoretical part summarizes and defines theoretical concepts related to the topic of fashion marketing, fashion industry, brands. The practical part consists of the characteristics of the company Kave Footwear, an interview with the founder of the brand Eva Klabalová, quantitative research and SWOT analysis. At the end of the work there is the answer to research questions and recommendations based on research results.Ústav marketingových komunikac
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