Showing papers on "Brand equity published in 1994"

Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality:

Abstract: Marketing universals are defined as consumer behaviors within a segment and toward a particular product category that are invariant across cultures. Using several definitions of culture and three d...

A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility

Abstract: The authors develop a new survey-based method for measuring and understanding a brand's equity in a product category and evaluating the equity of the brand's extension into a different but related ...

The Importance of the Brand in Brand Extension

Abstract: Recent research has identified two factors that influence consumer perceptions of a brand extension: brand affect and the similarity between the original and extension product categories. However, ...

Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue:

Abstract: Recent headlines in the popular press (e.g., "What's in a Name? Less and Less," "Brands on the Run," "Private Label Nightmare," "Marlboro Friday," "The Brand Leader's Dilemma") spell out the plight of brand or product management in today's tough competitive environment. Brand managers have been described as "murderers of brand assets" because such an important function typically has been left in the hands of relatively young, inexperienced managers, overloaded with analytical skills and often very short-term focused (Landler, Schiller, and Therrien 1991). The challenges posed by these conditions require a change in mindset as well as actions on the part of brand managers. These managers are challenged not only by the imperatives of the daily crises forced by customer and competitive market activities, but also by a need to think more strategically about the function of brand management itself. The purpose of this introduction, indeed of this special issue, is to examine issues affecting the state of brand management-the challenges as well as the opportunities

The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions

Abstract: A growing number of brands are becoming associated with a portfolio of different product categories. Although concerns have been raised that adding products to a brand may weaken it, there is a pau...

Brands, Brand Management, and the Brand Manager System: A Critical-Historical Evaluation:

Abstract: The authors examine the history of brand management by tracing its development in the context of the marketing environment from 1870 to the present. They develop six theses regarding the evolution ...

The Effects of Advertising on Brand Switching and Repeat Purchasing

Abstract: In markets in which first-time purchases are rare, advertising, if it works at all, affects brand shares by either inducing switching or retaining customers who otherwise might switch. There are three possible consequences advertising exposure can have on a household's brand choice. It can increase the probability that the household will change brands (brand switching), it can induce the household to stay with the brand last purchased (repeat purchasing), or it can have no effect on choice probabilities.

Experimental Evidence on the Negative Effect of Product Features and Sales Promotions on Brand Choice

Abstract: Sales promotions and product enhancements are commonly expected to increase a brand's sales, when they do not negatively impact its utility and cost. That is, the purchase probability of consumers who find the promotion or additional feature attractive will increase, whereas the purchase likelihood of other consumers will not be affected. In contrast, we propose that consumers, who perceive a new feature or promotion as providing little or no value, will be less likely to purchase the enhanced brand even when the added feature clearly does not diminish the value of the brand. Thus, a new product feature or promotion may decrease a brand's overall choice probability when the segment of consumers who perceive it as providing little or no value is large compared to the segment that finds the feature attractive. This prediction was supported in three studies using actual promotions that have been employed in the marketplace (e.g., a Doughboy Collector's Plate that buyers of Pillsbury cake mix had the option t...

Brand Orientation - A Strategy for Survival

Abstract: Brand orientation means that the formulation of company strategy is based on brands. By focussing the company′s commitment and resources on building, developing and nurturing brands, a platform for a sustainable competitive strategy is achieved. Presents a model of a brand‐oriented company using the concepts of product, trademark, corporate name, corporate identity, positioning, target group and brand vision. It is management′s task and challenge to synchronize these concepts with a view to generating added value and brand loyalty. The case of the Pharmacia Nicorette provides an illustration of the transition from product focus to brand orientation. The importance of brand orientation for industry and commerce is enhanced by three drivers: decreasing product divergence, increasing media costs and continuing market integration. A corporate management capable of exploiting the potential of brands may obtain long term competitive advantages – a strategy for survival in a growing number of companies.

How Does the Congruity of Brand Names Affect Evaluations of Brand Name Extensions

Abstract: In 2 studies, the authors examined whether or not G. Handler's (1982) schema congruity theory would explain students' evaluations of new products purportedly introduced by companies with established brand names that were congruent, moderately incongruent, or extremely incongruent in relationship to the product. Consistent with this theory, results showed that products associated with moderately incongruent brand names were preferred over ones that were associated with either congruent or extremely incongruent brand names. Results suggest that this finding may be mediated by students' greater elaboration of the incongruent brand name and related information and by the process of resolving incongruity. Brand names that have been trademarked and successfully developed over the years are among the most valuable assets that firms possess. With new-brand introduction costs averaging between $50 million and $100 million (Brown, 1985), any attempt to duplicate the recognition, goodwill, and positive associations tied to such established brand names is likely to be prohibitively expensive. For this reason, an increasing number of firms have turned to leveraging their existing brand names by introducing new products under these established names—a practice called brand name extension. Along these lines, products ranging from soft drinks to vitamins have been introduced under the Sunkist name, and Kodak has attached its brand name to such varied products as videocassette s, copiers, and batteries. Indeed, estimates suggest that 81 % of consumer products introduced in 1990 were brand extensions (Stern, 1992). Furthermore, in 1986 alone, products using licenses or trademarked brand names accounted for over $ 15 billion in retail sales and over 34% of apparel and accessory sales (Kesler, 1987). The success achieved by such brand name extensions has been rather mixed. For example, Levi Strauss, a company whose name is almost synonymous with blue jeans, successfully added both footwear and men's casual pants to the line of products bearing the Levi's name; yet, the introduction of men's three-piece suits under the Levi's name proved to be a very expensive and embarrassing failure (Learning Corporation of America, 1981). Such observations raise the question of when brand name extensions are most likely to be successful. The degree to which the brand name and the new product are congruent or linked

Own brands in food retailing across Europe

Abstract: This paper reviews the issues surrounding the growth and development of own brands across Europe within the food retailing industry. Current estimates of their market share is made for each Western European country. Four generations of own brands are identified on the basis of evolving strategies of price discounting and adding value through quality and innovation. Concluding remarks discuss the contemporary issues affecting own brand development for both retailers and manufacturers, highlighting the emergence of polarisation as a threat to manufacturer brands.

Managing Corporate and Brand Identities in the Asia-Pacific Region

Abstract: Building appropriate and attractive identities for their companies and products is one of the key challenges facing managers today. Corporate and brand identities are as important in the fast-growing markets of the Asia-Pacific region as in the West; however, the rules of the game are different. This article describes the unique features of Asian languages, such as ideographic language systems with a large number of homonyms and sound associations, as well as pertinent cultural characteristics, such as feng-shui and other supernatural beliefs, the role of aesthetics and color symbolism, the importance of social relations, and the Asian service concept. The article also provides recommendations for the three key tasks involved in corporate-identity and brand management: selecting corporate and brand names; establishing corporate and brand images; and enhancing quality perceptions of the company and its products.

Evaluating the Brand Extension Decision Using a Model of Reputation Building

Abstract: Can a brand′s reputation be transferred successfully to other products? What is the importance of a firm′s reputation to the success or failure of its brands? What is the effect on the firm′s brands when a firm′s reputation, through either acquisition or restructuring, decays. How important is it for a firm to maintain or enhance its reputation? Describe a model of reputation creation and destruction and shows how the brand extension decision can be addressed using the model.

Stealing Brand Equity: Measuring Perceptual Confusion Between National Brands and 'Copycat' Own-label Products

Abstract: Brand-name products have a particular attraction for consumers, being associated with quality and being instantly recognisable. It is therefore tempting for manufacturers of competing products to attempt to divert some of the power of the brand-name towards their own product, causing consumers to become confused about the different between the brand-name product and the own-label product. In many cases, very similar packaging is used, causing consumers to believe that the products come from the same manufacturer.

Branding, product development and positioning the charity

Abstract: How can charities best survive through the ‘nineties and into the next century? In this paper the author suggests that charities should adopt the techniques of brand marketing in order to secure their position. He examines the need for charities to research their marketplace carefully and to consider the quality and positioning of their product and the possibility of identifying a market niche. Finally he discusses how a charity can create a desired brand personality.

Consumer evaluations of brand extensions : an integration of previous research

Abstract: • A submitted manuscript is the version of the article upon submission and before peer-review. There can be important differences between the submitted version and the official published version of record. People interested in the research are advised to contact the author for the final version of the publication, or visit the DOI to the publisher's website. • The final author version and the galley proof are versions of the publication after peer review. • The final published version features the final layout of the paper including the volume, issue and page numbers.

Brand Valuation: A Model and Empirical Study of Organisational Implications

Abstract: This paper presents a model concerned with the organisational and behavioural implications associated with accounting for brand values. A series of propositional statements concerning the internal implications of brand value accounting are formulated and the relative strength of each proposition is analysed using data collected via a mailed survey. In interviews conducted with senior management in strongly-branded companies it was found that beneficial managerial implications are expected to result from a brand valuation. Interviewees saw these implications as primarily strategically, rather than operationally, orientated. This view was provided with some support by the survey data. Evidence is also provided that marketing directors perceive greater benefits arising from brand valuation than do finance directors.

Carefully Crafted Identity Can Build Brand Equity

Abstract: Brands today are under pressure. Marketers need every advantage to compete against new entries, extensions and that exploding category called private labels. One strategy that marketers frequently overlook involves the use of imagery and creative design to enhance the equity of a brand name. Brand equity occurs when the "cluster of values" or characteristics surrounding a brand build over time to create a memorable, desirable experience for consumers. Equity is the total experience that customers take away from using a product--the sum total of their good and positive feelings. This "cluster of values" differs from brand to brand. The characteristics of a brand's personality are far-ranging and include tangible and intangible elements. Take Coca-Cola's brand equity, for instance. * The name and logotype have been upgraded over decades, but perceptually the brand image is unchanged. * Its distinctive use of red and white colors in product advertising and packaging has been a constant. * The taste and flavor of original Coke has been carefully controlled for consistency. The same formula is used worldwide. * The distinctive shape of the trademarked original bottle has been maintained for its nostalgia value and positive association with a refreshing, vintage soft drink. * Coke continues to satisfy consumers with taste and quality over the years. Brand values are truly assets, and there is much that can and should be done to nurture and maintain their market presence. Conversely, if not nurtured, a brand's value and equity erode and become obsolete. As a first step in maintaining brand equity, marketers may have to change the way they think. Many marketers today actually believe that their company owns the brands they sell. In reality, the consumers of a brand are its true owners. Why? Because the image of the brand resides in the minds of consumers. Consumer loyalty is critical to maintaining a brand's equity. Al Zeien, the chairman and CEO of Gillette, understands this notion very well. As he puts it, "We don't sell products. We capture customers." The marketing challenge is to present the brand in such a way as to capture the consumer by creating strong brand awareness and brand loyalty. The bond between brand and consumer begins with identity. Identity encompasses every aspect of the brand--its flavor, texture, performance and especially its "look." Communications and design aspects of identity are the core elements--the visual and verbal components--that help consumers visualize the essence or personality of a brand. When managed properly, the core elements of identity arm the brand to compete. They are the basic components of the "equity artillery" a brand needs to hold its own in the marketplace. Brand equity develops from a carefully crafted and managed brand identity. That identity will ultimately take hold and create value in the consumer's mind. Define core elements To create a brand's profile and communicate its attributes, a marketer must first fully explore and understand the brand. What is its desired positioning? What are the product benefits? How does it stack up against competition? What differentiates it? What are the product's goals and objectives? Who are its audiences? With this knowledge, one can create and shape a brand's "look" and then apply it to a vast array of supporting media. These elements form a brand's comprehensive visual and verbal vocabulary and project a unique brand character to its customers. These are the core elements: (1) A distinctive name that immediately conjures up a mental picture of a product benefit, like Ivory for soap. (2) A logotype that is a memorable treatment of the name, such as Kellogg's big K. (3) Graphic design, typography, color, and other visual signals, such as Coca-Cola's flowing, graphic wave device on its newer brands. …

Branding Food Endorsement Programs

Abstract: Reviews the Australian National Heart Foundation′s “Pick the Tick” food endorsement program. The program is seen by the Foundation as part of its mission to promote the kind of healthy living that is conducive to improving the heart health of all Australians and reducing disability and premature death from heart and blood vessel disease. In this article the program is not evaluated in those terms but in terms of what is required for a successful brand in a marketplace. The program is shown to possess the attributes associated with a successful brand. As such it demonstrates that promotion programs themselves can be branded. Also demonstrates an interesting extension of marketing techniques developed for soap and subsequently extended to most product types, to the field of social marketing by a not‐for‐profit organization and specifically to the promotion of an important aspect of public health.

Assessing Brand Value

Abstract: The value of a brand, like that of any other similar economic asset, is the worth now of the benefits of future ownership. In order to calculate brand value one must identify clearly: (i) the actual benefits of future ownership — that is, the current and future earnings or cash flows of the brand; and (ii) the multiple or discount rate which needs to be applied to these earnings to take account of inflation and risk.

Mosaics of meaning: Anthropology and marketing

Abstract: From an anthropological standpoint, modern marketing could be thought of as a system whereby consumption myths and rituals are created and sustained through the mechanism of branding. This paper describes the relevance of anthropological concepts to several areas of marketing: understanding brand symbolism, the contribution of advertising and other communications to brand values, the significance of relationship marketing in the context of the social fragmentation of modern society and the development of global brands.