Showing papers on "Employer branding published in 1994"
TL;DR: In this paper, the authors suggest that charities should adopt the techniques of brand marketing in order to secure their position and examine 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.
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.
45 citations
23 citations
TL;DR: The authors 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.
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.
19 citations
TL;DR: In this paper, the authors consider how marketers and consumers protect their limited cognitive capabilities through focusing on a low number of brands and show why there may be a lack of homogeneity both within the brand team and between the brand teams and consumers regarding key competing brands and positioning dimensions.
Abstract: This paper questions the conventional model of marketers developing brand positionings through detailed analysis of each competing brand. Instead, it considers how marketers, and consumers, protect their limited cognitive capabilities through focusing on a low number of brands. It shows why there may be a lack of homogeneity both within the brand team, and between the brand team and consumers, regarding key competing brands and positioning dimensions. Effective brand positioning is more likely to be underpinned by consumer research. Surfacing managers’ assumptions may help the brand team to develop their brand more coherently.
16 citations
14 citations
TL;DR: In this paper, the authors propose a stagewise learning process involved in the building of brand equity: (1) brand birth; (2) the creation of brand awareness and associations; (3) quality and value perceptions; (4) the emergence of brand loyalty; and (5) the launching of brand extensions.
Abstract: Brand equity has recently been a topic of great interest among marketing academics. This study proposes a stagewise learning process involved in the building of brand equity: (1) brand birth; (2) the creation of brand awareness and associations; (3) the building of quality and value perceptions; (4) the emergence of brand loyalty; and (5) the launching of brand extensions. A later section contrasts the development of brand equity in the consumer and industrial markets.
14 citations
TL;DR: The brand world of today has changed its boundaries and has a different morality as discussed by the authors, and those responsible for managing brands in many fmcg markets live in an anachronistic world with outdated concepts of "brand loyalty" and "preferred brand".
Abstract: Those responsible for managing brands in many fmcg markets live in an anachronistic world with outdated concepts of ‘brand loyalty’ and ‘preferred brand’. The brand world of today has changed its boundaries and has a different morality. Own label has penetrated deeply and effectively in many categories, resulting in repertoires where own labels and brands co-exist. Each has won a legitimate place in the repertoire, satisfying key Need.States.
14 citations
TL;DR: In this paper, the authors make an empirical contribution to the debate on brand value by questioning the concept of intrinsic equity as opposed to market advantage due solely to the size of market share.
Abstract: The paper makes an empirical contribution to the debate on brand value by questioning the concept of intrinsic equity as opposed to market advantage due solely to the size of market share.
14 citations
TL;DR: In this paper, a review of the strategies of some successful brands is given, including a category segmentation, a method of purchaser segmentation and techniques to analyse category data and to construct consumer brand equities.
Abstract: Major grocery brands have peformed better on average against own label than implied in recent press comments. In 1993, they maintained a strong position in volume share and a particularly good price; hence their sterling turnover was high. They did not lose distribution. There is great variety in the performance of individual brands, both in the types of category they compete in and in the strategies that they adopt. It is important for brand owners to understand their category, their competitors and their own strengths. Ways to do this are introduced, including a category segmentation, a method of purchaser segmentation, and techniques to analyse category data and to construct consumer brand equities. A review of the strategies of some successful brands is given. After proper analysis, the choice of the correct strategy for an individual brand is easier.
13 citations
TL;DR: The Philip Morris Company paid roughly double the stock market valuation for Kraft, Inc and for General Foods, Inc. as mentioned in this paper, and financial analysts said that the price was due to the equity in the acquisitions' brand names.
Abstract: The Philip Morris Company paid roughly double the stock market valuation for Kraft, Inc. and for General Foods, Inc. Financial analysts said that the price was due to the equity in the acquisitions’ brand names. These observations sparked latent interest in going beyond accounting standards and the stock market to find an objective measure of the value of brand names.
7 citations
TL;DR: The overall philosophy of benchmarking is that of continuous learning from best practice as discussed by the authors, and it is therefore appropriate to apply benchmarking to any core business process, however, process consultants have tended to ignore branding, even though it should be evident that wherever brands represent the majority of a company's worth.
Abstract: The overall philosophy of benchmarking is that of continuous learning from best practice. It is therefore appropriate to apply benchmarking to any core business process. Strangely, process consultants have tended to ignore branding, even though it should be evident that wherever brands represent the majority of a company's worth, branding is not just a core business process but the main one determining the evolution of competitive advantage.
TL;DR: Brand-bonding is defined as the linking together of a corporate or house brand (HB) name with a product or service brand (PB) name, one acting as an adjective to another, or both acting as adjectives to each other as mentioned in this paper.
Abstract: This paper identifies brand-bonding as a potential route to developing powerful brands, as well as being an additional weapon to combat the threat posed by retailer brands. Brand-bonding is defined here as the linking together of a corporate or house brand (HB) name with a product or service brand (PB) name, one acting as an adjective to another, or both acting as adjectives to each other.
TL;DR: In this article, the authors explore the discount phenomenon in the grocery sector and the current retailer response and evaluate the current retailers' responses in the context of brand strategy including price reductions across key lines, the addition of value lines, and the launch of separate discount store chains.
Abstract: This paper explores the discount phenomenon in the grocery sector and the current retailer response. It notes that the rise of the discounters conforms to the Wheel of Retailing Theory which implies that it should be responded to strategically rather than tactically. The paper goes on to point out the dangers of price-led strategies and the need for retailers to formulate their strategic responses in the context of their corporate brand propositions combining carefully nurtured symbolic values with a clear and unconfused price positioning. It evaluates the current retailers’ responses in the context of brand strategy including price reductions across key lines, the addition of ‘value lines’, and the launch of separate discount store chains.
TL;DR: In this article, the authors identify the emerging marketing opportunities arising from the mass medium of United Kingdom cable, satellite and terrestrial television and analyse the benefits to marketers through three case studies relating to the specific techniques of integrated television Sponsorship (ITS), Brand and Audience Driven (BAD) programming and Programmes as Brands.
Abstract: This paper identifies the emerging marketing opportunities arising from the mass medium of United Kingdom cable, satellite and terrestrial television. The benefits to marketers are analysed through three case studies relating to the specific techniques of ‘Integrated Television Sponsorship’ (ITS), ‘Brand and Audience Driven’ (BAD) programming and Programmes as Brands.
TL;DR: Brand extensions, used to extend the values of products beyond their functionability, are affected by the contexts of products and brands, especially of cross-cultural consumer behaviour as discussed by the authors. But the relevancy of brand extensions in crosscultural contexts is examined and how brands can be successfully extended in cross-culture contexts is addressed.
Abstract: International brand extensions, used to extend the values of products beyond their functionability, are affected by the contexts of products and brands, especially of cross-cultural consumer behaviour. A discussion of product attributes, brand concepts, and brand associations is followed by coverage of the strategic importance of brand extensions to firms. The relevancy of brand extensions in cross-cultural contexts is then examined and how brands can be successfully be extended in cross-cultural contexts is addressed. The final section discusses a model for evaluating extensions.
TL;DR: In this paper, the role of packaging in developing and optimising brand line extensions is discussed, where the authors define the key aspects of a brand's equity and follow guidelines of how far the core brand can be stretched.
Abstract: To optimise brand line extension strategies for retail products, one has to define the key aspects of a brand's equity and follow guidelines of how far the core brand can be stretched. One of the cornerstones of a retail brand's ability to achieve elasticity is its use of brand identity in packaging. This paper reviews the role of packaging in developing and optimising brand line extensions.
TL;DR: Macrae as mentioned in this paper argues that companies that intend to compete for the future, with branding as a core competence, will use brand architectures, which connect up Hamel and Prahalad's strategic notions such as core competences, the foresight of leadership, and organized round banner brands.
Abstract: In this concluding contribution to the JBM Series, Chris Macrae explains why branding is a core business process in need of a new direction. He foresees that companies that intend to compete for the future, with branding as a core competence, will use brand architectures. These will be constructed to connect up Hamel and Prahalad's strategic notions such as core competences, the foresight of leadership, and organised round banner brands. These will integrate corporate goodwill much more efficiently than the classical brand management system of fragmented product brands, whose economic validity is ceasing to exist. A five-stage implementation procedure for companies that wish to change over to brand architectures, is described.