7,863 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
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
Incidence and mortality trends of people living with dementia among 7 million individuals over 10 years in Italy:A retrospective cohort study using administrative linked data
No full textPURPOSE: We aimed to estimate trends of dementia incidence and to compute and compare all-cause mortality among people living with and without dementia, in a whole regional population, from 2013 to 2023. METHODS: Our retrospective population-wide cohort study included 7,030,374 people aged 50 years and older from regional administrative data, living in Lombardy, the most populous Italian region. We computed annual age-standardised dementia incidence estimated rates and age-standardised all-cause mortality estimated rates among people living with and without dementia, both overall and stratified by age and sex. RESULTS: Over the last decade, age-standardised dementia incidence estimated rates have decreased by 52.8 % for women and 53.1 % for males. In contrast, age-standardised all-cause mortality estimated rates among people living with dementia grew by 14.0 % for women and 21.8 % for males. Conversely, during the pandemic, there was a higher excess in mortality estimated rates in the female population living with dementia compared to the male, up to 60 % in older groups aged 80 or older. In the male population without dementia compared to the female, the higher excess was up to 50 % in age groups of 70-74 and 75-79. CONCLUSIONS: Our study reported a reduction in dementia incidence and increase in all-cause mortality of people living with dementia over the last decade, indicating that dementia prevalence is declining. Moreover, previously under-investigated gender disparities in mortality estimated rates emerged across different age groups during the pandemic
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
A critical analysis of national dementia plans:comparison of preventive strategies in five European countries
No full textBACKGROUND: Preventive measures can avert up to 45% of dementia cases worldwide. The aim of the study is to analyse some selected national dementia prevention strategic plans. METHODS: A qualitative comparative analysis was performed between national dementia plans of the European countries with the best healthy life expectancy among the elderly. The national dementia plans of France, Ireland, Italy, Spain and Sweden were included. The consensus on priority actions and key elements of prevention policies was evaluated, according to the World Health Organization recommendations and to an analysis tool designed for evaluating chronic diseases policies. RESULTS: All the countries emphasized the importance of prevention policies within their dementia plans and established monitoring committees. However, not all countries defined timelines for policy implementation and only Spain updated its national plan so far. The integration of dementia prevention with other chronic disease preventive campaigns is still lacking, and also a clear allocation of funds for dementia plans is absent so far. CONCLUSIONS: All countries extensively followed the World Health Organization's recommendations. However, the plans have not been updated. Thus, they do not address all the current known risk factors for dementia, preventing only a fraction of potentially preventable cases. Moreover, the need for financial support in national dementia plans are critical but inadequately addressed, with inconsistent or undefined funding sources to implement their goals
Obituary of Patricia Elisabeth Cladis Personal recollections of Helmut Brand and Pawel Pieranski
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