Showing papers on "Brand equity published in 2002"

Building brand community

Abstract: A brand community from a customer-experiential perspective is a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the brand, between the customer and the firm, between the customer and the product in use, and among fellow customers. The authors delve ethnographically into a brand community and test key findings through quantitative methods. Conceptually, the study reveals insights that differ from prior research in four important ways: First, it expands the definition of a brand community to entities and relationships neglected by previous research. Second, it treats vital characteristics of brand communities, such as geotemporal concentrations and the richness of social context, as dynamic rather than static phenomena. Third, it demonstrates that marketers can strengthen brand communities by facilitating shared customer experiences in ways that alter those dynamic characteristics. Fourth, it yields a new and richer conceptuali...

Country as brand, product, and beyond: A place marketing and brand management perspective

Abstract: This paper examines how widely held country images affect attitudes towards a country's products and services and ability to attract investment, businesses and tourists. It assesses the role of strategic marketing management in promoting the country's image, attractiveness and products.

Building brand equity through corporate societal marketing

Abstract: Marketers have shown increasing interest in the use of corporate societal marketing (CSM) programs. In this article, the authors describe six means by which CSM programs can build brand equity: (1) building brand awareness, (2) enhancing brand image, (3) establishing brand credibility, (4) evoking brand feelings, (5) creating a sense of brand community, and (6) eliciting brand engagement. The authors also address three key questions revolving around how CSM programs have their effects, which cause the firm should choose, and how CSM programs should be branded. The authors offer a series of research propositions throughout and conclude by outlining a set of potential future research directions.

Country equity and country branding: Problems and prospects

Abstract: This paper surveys and reviews the voluminous research on product-country images and their effects, with the objectives of discussing the multi-faceted nature of country equity and its importance, and identifying knowledge gaps and misconceptions that often impede the development of successful business or national strategies based on effective country branding. The paper concludes that country-based marketing is often underused or misdirected due to inadequate understanding of the meaning of 'country branding', and suggests approaches for strategy development as well as pointing to knowledge gaps that call for additional research.

Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale

Abstract: This research reports an independent assessment of a recently developed set of consumer-based brand equity measures. Yoo and Donthu (1997) developed a multidimensional, consumer-based brand equity scale comprised of four theoretically defined constructs and a separate multiple-item overall brand equity measure. The present research employed slightly modified items in a different context in an attempt to examine the robustness of the proposed scale. Subjects (n=272) responded to the brand equity scale for different brands and combinations of brands in a co-branding context. The results suggest that, while the Yoo and Donthu scale represents an adequate first step, further scale development is needed. Nevertheless, this scale development has brought us closer to a universally accepted measure of consumer-based brand equity.

The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: a brand equity approach to recruitment.

Abstract: Theory and research from the marketing literature on customer-based brand equity were used to predict how positive exposure to 4 early recruitment-related activities-publicity, sponsorships, word-of-mouth endorsements, and advertising-may affect the application decisions of engineering students. Similar to prior marketing findings, the results suggested that early recruitment-related activities were indirectly related to intentions and decisions through 2 dimensions of employer brand image: general attitudes toward the company and perceived job attributes. The relationships between word-of-mouth endorsements and the 2 dimensions of brand image were particularly strong. In addition, it was found that early recruitment-related activities interacted with one another such that employer brand image was stronger when firms used publicity in conjunction with other early recruitment-related activities.

Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value Through Brands

Abstract: Past research has shown a correlation between measures of brand equity and stock price. However, these results are not sufficient to conclude that branding creates shareholder value. Using time-honored models from the discipline of finance, this paper specifies, and subsequently tests, the necessary and sufficient conditions to determine whether brand strength leads to the creation of shareholder value. The results presented extend previous research by showing that strong brands not only deliver greater returns to stockholders versus a relevant market benchmark, they do so with less risk. A reframing of brand research within the framework of risk management is recommended, toward a goal of greater organizational interdependence and accountability for the marketing function as a whole.

New Zealand, 100% Pure. The creation of a powerful niche destination brand

Abstract: Building a destination brand presents many challenges, and this paper critically explores Tourism New Zealand's (TNZ) creation of the ‘100% Pure New Zealand’ brand. Launched market by market between July 1999 and February 2000, the brand is intended to provide the platform for a doubling of the country's tourism foreign exchange receipts by 2005. The paper opens by briefly reviewing some of the key barriers facing would-be destination branders. It focuses particularly on the processes involved in successful brand building, and identifies as key the achievement of celebrity status and conversational value. Critical to the creation of a durable destination brand is the identification of the brand's values, the translation of those into a suitably emotionally appealing brand personality and the targeted and efficient delivery of that message. In the case study of New Zealand, the paper examines this process by reviewing the UK phase of the research that underpinned the brand creation; the positioning strategy; and TNZ's implementation of the brand. ‘100% Pure’ is the tagline for the country's first ever global branding initiative and showcases New Zealand's diverse landscapes, people, culture and tourism activities. It is, however, a very targeted initiative and the key markets for media activity are Australia, Japan, the USA, the UK, Germany and Singapore. The paper concludes that through the harnessing of effective marketing research and partnerships, and by targeting its approach, TNZ has created a powerful travel destination brand, positioned as an appealing niche player in today's global tourism industry.

Developing an Understanding of Brand Associations in Team Sport: Empirical Evidence from Consumers of Professional Sport

Abstract: This study broadens the understanding of brand management in sport by creating the Team Association Model, a scale that identifies dimensions of brand associations, a major contributor to the creation of brand equity. Utilizing Keller’s (1993) theoretical framework of consumer-based brand equity, a thorough review of the sport literature was conducted which identified 16 potential dimensions. These 16 dimensions are derived with reference to Keller’s categorization of brand associations into ATTRIBUTE (success, head coach, star player, management, stadium, logo design, product delivery, and tradition), BENEFIT (identification, nostalgia, pride in place, escape, and peer group acceptance), and ATTITUDE (importance, knowledge, and affect). In order to evaluate the applicability of each potential dimension, a scale is developed, pre-tested, and tested on a national sample of sport consumers. Results of the confirmatory factor analysis of provided support for this paper’s theoretical notion that 16 distinct c...

Branding the nation — the historical context

Abstract: The concept of the nation as a brand seems to excite visceral animosity in some people. This paper examines the history of the nation as a brand, and tries to understand why, in the light of clear historical evidence, so many people find the idea objectionable. It concludes that it is not the concept that they detest so much as the word brand, which appears for some people to have trifling and superficial implications unworthy of the national idea.

Consumer-based Brand Equity: Development and Validation of a Measurement Instrument

Abstract: This work considers the development and validation of a measurement instrument of brand equity based on the value ascribed to brands by consumers The results obtained indicate the existence of four basic dimensions of brand utilities: product functional utility, product symbolic utility, brand name functional utility, brand name symbolic utility The various tests employed show a reasonable degree of reliability and validity of the proposed scale for the sports shoes sector

Passing the Torch: Intergenerational Influences as a Source of Brand Equity

Abstract: In today’s competitive battleground, the concept of brand equity has proved to be an important source of strategic insights for marketers. However, one potentially valuable source of brand equity—the operation of intergenerational influences—has generally been overlooked in the marketing literature. This article reports the findings of two studies that show intergenerational impacts on brand equity to be persistent and powerful across an array of consumer packaged goods. However, as a strategic challenge, these effects seem to apply strongly for some brands but not for others—they are selective. In Study 1, the authors use parallel surveys of mother–daughter dyads to isolate and quantify intergenerational impacts, and the surveys reveal a differential range of effects at both the product category and the brand level. In Study 2, the authors use interpretivist methods to delve more deeply into these effects—the forms they take, the way they have developed, and factors that sustain or disrupt them....

A country — can it be repositioned? Spain — the success story of country branding

Abstract: Active repositioning of a country through branding can be done successfully and holds great potential for countries. This paper argues that thoughtful brand positioning gives a country a competitive advantage over other nations. The framework suggested explains how the core of a country's brand must capture the spirit of its people and how it can be developed into a brand positioning after consideration of four essential factors — macrotrends, target groups, competitors and core competencies. It advises that the positioning derived should be rich enough to translate into sub-positionings to target diverse groups and that it should be substantiated in terms of what the country can actually offer.

Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect

Abstract: The authors extend the study of relational exchanges to consumer markets using brands as the units of analysis. They propose certain product-class determinants (perceived differences between brands, hedonic and utilitarian values, brand-choice risk) as determinants of brand commitment and brand outcomes (market share, advertising-to-sales ratio). With special relevance to the phenomenon of relational exchange, brand trust and brand affect are modelled as intervening variables in the process. Aggregate data based on 137 brands are compiled from four separate surveys of consumers and brand managers. Controls in the study include the brand's age, share of voice, level of differentiation and number of competitors. Hypotheses are tested and largely supported for the effects of interest, leading to implications for the formulation of marketing strategy.

Strategic Brand Management: A European Perspective

Abstract: Table of Contents Guided tour Preface About the authors Authors' acknowledgements Publisher's acknowledgements 1 Brands and brand management Preview What is a brand? Why do brands matter? Can anything be branded? What are the strongest brands? Branding challenges and opportunities The brand equity concept Strategic brand management process Chapter review Discussion questionsReferences and notes 2 Customer-based brand equity Preview Customer-based brand equity Making a brand strong: brand knowledge Sources of brand equity Four steps to building a brand Brand building blocks Creating brand value Chapter review Discussion questions References and notes 3 Brand positioning Preview Identifying and establishing brand positioning Positioning guidelines Defining and establishing brand mantras Chapter review Discussion questions References and notes 4 Choosing brand elements to build brand equity Preview Criteria for choosing brand elements Options and tactics for brand elements Putting it all together Chapter review Discussion questions References and notes 5 Designing marketing campaigns to build brand equity Preview New perspectives on marketing Product strategy Pricing strategy Channel strategy Chapter review Discussion questions References and notes 6 Integrating marketing campaigns to build brand equity Preview New media Overview of marketing communication options Developing integrated marketing communication campaigns Chapter review Discussion questions References and notes 7 Using secondary brand associations to build brand equity Preview Conceptualising the process Company Country of origin and other geographical areas Channels of distribution Co-branding Licensing Celebrity endorsement Sporting, cultural and other events Third-party sources Chapter review Discussion questions References and notes 8 Developing a brand equity measurement and management system Preview The new accountability The brand value chain Brand audits Designing brand tracking studies Establishing a brand equity management system Chapter review Discussion questions References and notes 9 Measuring sources of brand equity: capturing the customer mindset Preview Qualitative research techniques Zaltman Metaphor Elicitation Technique Quantitative researchtechniques Comprehensive models of consumer-based equity Chapter review Discussion questions References and notes 10 Measuring outcomes of brand equity: capturing market performance Preview Comparative methods Holistic methods Chapter review Discussion questions References and notes 11 Designing and implementing branding strategies Preview Brand architecture Brand hierarchy Designing a branding strategy Using cause marketing to build brand equity Chapter review Discussion questions References and notes 12 Introducing and naming products and brand extensions Preview New products and brand extensions Advantages of extensions Disadvantages of brand extensions Understanding how consumers evaluate brand extensions Evaluating brand extension opportunities Extension guidelines built on academic research Chapter review Discussion questions References and notes 13 Managing brands over time Preview Reinforcing brands Revitalizing brands Adjustments to the brand portfolio Chapter review Discussion questions References and notes 14 Managing brands over geographic boundaries and market segments Preview Rationale for going international Advantages of global marketing campaigns Disadvantages of global marketing campaigns Standardization versus customisation Global brand strategy Building global customer-based brand equity Chapter review Discussion questions References and notes 15 Closing observations Preview Strategic brand management guidelines What makes a strong brand? Special applications Future brand priorities Chapter review Discussion questions References and notes

Relating Brand and Customer Perspectives on Marketing Management

Abstract: What is the difference between brand equity and customer equity? Does the distinction matter? Is there a difference between the firm’s brand asset and customer asset? What are the implications of taking a brand perspective versus a customer perspective when designing and implementing marketing programs? The objective of this article is to examine these two perspectives in depth so that researchers and managers can improve their understanding and use of customer and brand perspectives on marketing. The authors seek to determine the relationship between the two assets and perspectives in terms of similarities and differences. They examine the development of customer and brand perspectives and describe how each adds value to the firm and to the customer. Subsequently, they delineate possible approaches for measuring marketing assets. They discuss key issues researchers and practitioners should consider in managing marketing assets, particularly for multibrand companies. They conclude by suggesting future research directions.

A comparison of attitudinal loyalty measurement approaches

Abstract: The aim of this paper is to present the empirical tests of two measures of attitudinal brand loyalty to identify if they are items of a single construct or two distinct constructs These two measures are an individual's propensity to be brand loyal, and attitude towards the act of purchasing a specific brand This paper also seeks to determine which of these measures would be more useful for explaining purchasing behaviour The results confirm the hypothesis that there is no significant relationship between the two measures in the business services market This indicates that they are in fact not measures of the same concept but two separate concepts Aggregating the scores from both measures to form a single score for attitudinal loyalty would reduce richness of explanation for marketing practitioners In addition, the results suggest that the attitude towards the act of purchasing a brand can be used to explain or predict purchasing behaviour

Leveraging export brands through a tourism destination brand

Abstract: This study presents a theoretical and practical model of how the development of a country as a tourism destination brand creates leverage for its products and services in export markets. To effect this leverage, it is essential to conceptualise the tourism system as a network of interacting service providers rather than as a channel of distribution. This aids in the management of the multiplexity of interactions between tourists and the destination's products and services that affect the development and success of the brand in leveraging export products. The theoretical models of the tourism system, the tourism product (experience) and country brand are operationalised and fused so that a detailed process emerges which describes how the brand can link the tourism experience with the products and services that facilitate it. The systematic management of this facilitation process permits a gradual extension of the tourism brand attributes to other products and services destined for export in four stages.

Relating Brandand Customer Perspectives on Marketing Management

Abstract: What is the difference between brand equity and customer equity? Does the distinction matter? Is there a difference between the firm’s brand asset and customer asset? What are the implications of taking a brand perspective versus a customer perspective when designing and implementing marketing programs? The objective of this article is to examine these two perspectives in depth so that researchers and managers can improve their understanding and use of customer and brand perspectives on marketing. The authors seek to determine the relationship between the two assets and perspectives in terms of similarities and differences. They examine the development of customer and brand perspectives and describe how each adds value to the firm and to the customer. Subsequently, they delineate possible approaches for measuring marketing assets. They discuss key issues researchers and practitioners should consider in managing marketing assets, particularly for multibrand companies. They conclude by suggesting future res...

Country‐of‐origin and brand effects on consumers’ evaluations of cruise lines

Abstract: This study examines country of origin (CO) and brand effects on consumers’ quality perceptions, attitudes, and purchase intentions with respect to a service‐industry product: international cruise‐line packages in Singapore. Star Cruise (Malaysia) and Royal Caribbean Lines (USA) were selected as the brands and countries for the study. Respondents provided quality, attitude and purchase intention ratings. Contrary to prior evidence, CO does appear to be an important informational cue for consumers of services; CO effects were found to be stronger than brand effects for quality and attitude ratings, while brand was more significantly correlated with purchase intentions. A positive CO image compensated for a weak brand, suggesting that, where applicable, marketing efforts should emphasize an association with a positive CO perception. Conversely, a strong brand was not found to compensate for a negative CO perception; in this case, it would be appropriate to change the associated CO to one with a more positive image, as at least one major cruise line has already done.

Testing cross‐cultural invariance of the brand equity creation process

Abstract: The purpose of this study is to explore the cross‐cultural generalizability of Yoo et al.’s brand equity creation process model. A two‐step approach is introduced and used to test the factorial invariance of the model cross‐culturally. The results reveal which marketing efforts and brand equity dimensions have invariant effects on brand equity across the US and Korean samples. Specifically, brand loyalty and perceived product quality do not have an invariant effect on brand equity, while brand awareness/associations have an equivalent effect. Price and store image show an equivalent, positive effect on perceived quality; distribution intensity has an equivalent, positive effect on both perceived quality and brand loyalty; and price deals have an equivalent, negative effect on both perceived quality and brand awareness/associations. But advertising has a quite different effect on brand equity. The between‐group differences in the brand equity formation process are explained from a cultural perspective.

Would a Brand Smell Any Sweeter by a Corporate Name

Abstract: While there is growing interest in the topic of corporate brands, there is confusion about what this means and how to achieve brand coherence. This paper argues that the brand concept is context independent, thus the concept of the corporate brand is the same as the concept of the product or services brand — it is the enactment that is different. The brand triangle is proposed as a model to facilitate understanding and communication about a corporate brand. A process model is then advanced to encourage a more coherent approach to delivering the desired corporate brand. However, even with these models, there may still be tension in a corporate brand due to misaligned values. A third model is advanced to provide insights about diverse perceptions of the corporate brand's values. Managerial implications to encourage greater brand coherence are explored.

How Brand Reputation Affects the Advertising-Brand Equity Link

Abstract: A model of the process of brand equity is proposed that depicts brand reputation as a mediator of the effect of brand advertising, brand familiarity, and brand uniqueness on brand equity outcomes. Brands are used as the unit of analysis in determining the relationships between consumer-level perceptions of brands and market-level data on brand advertising and brand equity outcomes such as market share and relative price. Path analysis of the brand-level data strongly validates the model. It is also shown that brand reputation is a separate construct from brand attitudes and that it performs better than brand attitudes in explaining the effect of brand advertising on brand equity outcomes.

Consumer evaluations of extensions and their effects on the core brand: Key issues and research propositions

Abstract: Extensions as forms of new product development strategy have been discussed to a great extent during the last decade, however, there have been limited reviews of the literature. This article reassesses the work on brand and line extensions and integrates it into a conceptual framework. The latter shows that extension and core brand evaluations are affected by consumer perceptions of fit. Moderating factors that influence the relationship between fit and consumer evaluations of the extension and the core brand are also identified. The framework is subsequently used to develop concrete research propositions to guide further research in the area.

Brand associations: looking through the eye of the beholder

Abstract: As the importance of brands is realised, so too is the importance of research in this area. However, to date, a number of branding models have been developed that lack empirical testing, are derived from the perspective of brand practitioners, and pay little attention to the branding of services. This study seeks consumer‐based information via qualitative methods regarding brand dimensions that hold meaning to consumers for both branded products and branded services. The results indicate a number of key dimensions to be such as core product/service, experience with brand, image of user, important to consumers for both goods and services. Dimensions such as feelings, and self‐image congruence, were found to be important only in terms of branded products, while word‐of‐mouth, servicescape, and employees, held importance with respect to branded services. The results provide a platform upon which future research can be built.

Brand Management: A Theoretical and Practical Approach

Abstract: 1 The history of the brand 1.1 - The brand before 1870 1.2 - The development of the manufacturer-owned brand 1.3 - The development of the distributor-owned brand 1.4 - The awareness of the value of brands 1.5 - Recent developments 2 The choice for a brand strategy 2.1 - The applicability of a brand strategy 2.2 - Possible advantages of a brand strategy 3 Analysis of the branded article 3.1 - The four building blocks of the branded article 3.2 - The hierarchy of attributes 3.3 - The relative importance of intrinsic and extrinsic attributes 4 Giving meaning to the brand 4.1 - Intended meaning of the brand 4.2 - Brand images 4.3 - Brand-added value 5 Two routes of brand development 5.1 - Criteria for the choice of a route for brand development 5.2 - The two different roles of brand name and packaging 5.3 - Instruments of brand development for the low-budget route 5.4 - Phases in the high-budget route of brand development 6 The brand name as central pivot 6.1 - Three brand-name strategies 6.2 - Considerations in the choice of a brand name 6.3 - A classification of brand names 6.4 - The brand-name development trajectory 6.5 - Changes in brand names 7 The role of design in brand development 7.1 - Design as an instrument 7.2 - Classification and effects of design 7.3 - Brand attributes in which design plays a role 7.4 - Shape and colour 7.5 - The design development trajectory 7.6 - Reasons for design change 8 The role of advertising and internet 8.1 - Advertising as an instrument in the marketing-communication mix 8.2 - Two forms of advertising execution 8.3 - The mechanism of advertising 8.4 - Operational aspects of advertising 8.5 - Brands on internet 9 Legal protection of brands 9.1 - The trademark concept 9.2 - Community Trademark registration 9.3 - Trademark infringement 9.4 - Distinguishing capacity and expiration of rights 10 From branded article to brand portfolio 10.1 - The exploitation of one brand 10.2 - Advantages of the exploitation of several brands 10.3 - Four types of brands in a brand portfolio 10.4 - Building and rationalising a brand portfolio 10.5 - International aspects 11 Capitalisation on a successful brand 11.1 - Extension strategy 11.2 - Endorsement strategy 11.3 - Extension versus endorsement strategy 12 Critical success factors in brand damage 12.1 - Brand damage: from incident to crisis 12.2 - Influence of market-, product-, and brand-related factors 12.3 - Influence of organisation- and reaction-related factors 12.4 - Possible consequences of crises 13 The value of a brand for the company 13.1 - Brand equity 13.2 - Components of brand equity 13.3 - Financial-brand valuation Appendix 1: Price strategies and corresponding methods of pricing Appendix 2: The Rokeach Value Survey (RVS) Appendix 3: Criteria for various brand strategies Appendix 4: International schedule of classes of goods and services for the registration of brands Appendix 5: Guidelines product-recall advertisementLiterature Author index Brand- and company name index Index of terms About the authors

Countering Brand Counterfeiters

Abstract: Brands represent the most valuable asset that many firms possess, and the associated brand equity is usually the result of years of development efforts. Yet many brands are becoming increasingly threatened by the worldwide phenomenon of brand counterfeiting, whereby imitations of the brand are sold to unwary consumers as the original. Counterfeits are known to flourish especially in developing countries that have weak legal infrastructures and corruptible public officials. What can a company do in the face of this threat? The authors summarize the literature that addresses this issue and provide an in-depth description of how one company addressed the threat of counterfeits in a lucrative developing market. The case illustrates the lengths companies may need to go to respond to counterfeits and raises many issues in relation to these actions.