Showing papers on "Employer branding published in 2004"
TL;DR: In this paper, a theoretical framework of the brand-luxury construct that leads to a specification of the dimensions of luxury as applied to brands is discussed, along with a consideration of the theoretical and practical implications regarding the symbolic use of luxury brands for the public policymaker and consumer.
Abstract: What distinguishes high-luxury brands from those that are low on luxury? This chapter discusses a theoretical framework of the brand-luxury construct that leads to a specification of the dimensions of luxury as applied to brands. The development of a scale for the measurement of the dimensions of brand luxury is then described. The chapter concludes with a consideration of the theoretical and practical implications regarding the symbolic use of luxury brands for the public policy-maker and consumer
1,329 citations
TL;DR: In this article, the authors present a framework to initiate the scholarly study of employer branding, combining a resource-based view with brand equity theory, a framework is used to develop testable propositions.
Abstract: Employer branding represents a firm's efforts to promote, both within and outside the firm, a clear view of what makes it different and desirable as an employer. In recent years employer branding has gained popularity among practicing managers. Given this managerial interest, this article presents a framework to initiate the scholarly study of employer branding. Combining a resource‐based view with brand equity theory, a framework is used to develop testable propositions. The article discusses the relationship between employer branding and organizational career management. Finally, it outlines research issues that need to be addressed to develop employer branding as a useful organizing framework for strategic human resource management.
1,072 citations
TL;DR: In this article, the authors considered the relationships among characteristics associated with the consumer (risk aversion and variety seeking), the brand (brand reputation and availability of substitute products), the social environment (social group influences and peers' recommendations), four types of loyalty (premium loyalty, inertia loyalty, covetous loyalty and no loyalty), and four consumer-related behaviour types (word-of-mouth communication, buy alternative brand, go to different store and buy nothing).
Abstract: The authors consider the relationships among characteristics associated with the consumer (risk aversion and variety seeking), the brand (brand reputation and availability of substitute products), the social environment (social group influences and peers' recommendations), four types of loyalty (premium loyalty, inertia loyalty, covetous loyalty and no loyalty), and four consumer-related behaviour types (word-of-mouth communication, buy alternative brand, go to different store and buy nothing). To test the hypothesised relationships a survey of Greek consumers was conducted. The findings provide general support for the postulated linkages among the above variables. Implications for marketing practice and directions for future research are discussed.
389 citations
TL;DR: In this article, the authors argue that organizational buyers can be influenced by both rational and emotional brand values and that B2B brands can surmount functional capabilities to create an emotional connection with buyers.
Abstract: In increasingly competitive markets, branding is of growing interest to business-to-business (B2B) firms. Despite an increased interest in branding, and the predominance of branding in consumer markets, B2B branding has received scant attention from academics. In this paper it is argued that organisational buyers can be influenced by both rational and emotional brand values and that B2B brands can surmount functional capabilities to create an emotional connection with buyers. The development and communication of emotional brand values may enhance the potential for value creation and be a means of developing a sustainable differential advantage. For B2B brands to connect with organisational customers, emotional brand values need to be communicated effectively both within the organisation as well as externally through the industrial sales force. A model is proposed that shows how B2B brands should reflect a greater balance between functional and emotional values. There is a clear need for further research into the way in which brands are used, communicated and perceived in B2B markets.
344 citations
TL;DR: This article used the de Chernatony Brand Box Model to compare countries, regions and cities and found that regions have more in common with cities from a branding point of view, and this has implications for branding strategies for all three types of tourist destinations.
Abstract: Branding has become one of the most powerful tools in marketing strategy. There has been a general agreement among academics and practitioners that places can be branded in the same way as consumer goods and services. Destination branding is a relatively new concept, however, and there is a lack of empirical academic research on the topic. This exploratory study uses the de Chernatony Brand Box Model and applies it to countries, regions and cities. The study was developed in order to understand and clarify whether the same branding techniques should be applied to these three different types of places. The results point to differences between countries when compared with regions and cities. Countries are so functionally diverse they should leverage the emotive or representational parts of their brand identity, while regions and cities, being smaller in scale, should leverage their more functional facets. It seems that regions have more in common with cities from a branding point of view, and this has implications for branding strategies for all three types of tourist destinations.
343 citations
TL;DR: Some of the distinguishing characteristics of industrial branding are outlined, and some guidelines as to success with industrial brands are offered in this article, where some of the most important factors for industrial brand success are discussed.
Abstract: Branding theory has been largely developed in the context of consumer products; yet, most economies are characterised by a preponderance of firms selling business-to-business or industrial products. Understanding how branding works in industrial markets is thus a priority. In this paper some of the distinguishing characteristics of industrial branding are outlined, and some guidelines as to success with industrial brands are offered.
227 citations
TL;DR: Corporate rebranding is a strategy used by companies to change their image as discussed by the authors, and there may be very good reasons for doing this, the most obvious being to send a signal to stakeholders that something about the organisation has changed (for the better).
Abstract: Corporate rebranding is a strategy used by companies to change their image. There may be very good reasons for doing this, the most obvious being to send a signal to stakeholders that something about the organisation has changed (for the better). Other less pressing reasons, discussed in this paper, are, however, also instigators for rebranding. To some extent, a corporate makeover appears to contradict what has long been regarded as standard marketing practice in product branding, that is, long-term investment in and commitment to a brand. Despite this, many firms are undertaking corporate rebranding exercises. The cost of corporate rebranding is very high, running into millions of dollars in many cases. In this paper, the concept of rebranding is discussed, the motivations for corporate rebranding are categorised, and the main issues in corporate rebranding in relation to rebranding the name, logo and slogan are discussed. Lastly the effectiveness of corporate rebranding as a corporate strategy is evaluated.
160 citations
TL;DR: In this article, the authors explored the brand personality concept and investigated whether the human personality approach could be applied to the brand construct Specifically, they investigated whether brand personality is stable over time and in association with other brands, even with the introduction of reference brands.
Abstract: This paper explores the brand personality concept and investigates whether the human personality approach could be applied to the brand construct Specifically it investigates whether brand personality is stable over time and in association with other brands, even with the introduction of reference brands The results showed that stability over time and in association with other brands appeared to be inherent in brands, which suggested that the brand personality functioned in much the same way as the human personality and, by extension, the personality of brands would be likely to function much like the personality of humans This has far-reaching managerial implications for the understanding of brands from the personality perspective These implications underline the importance of brand congruity so that it becomes a fundamental principle for brand management and strategy
150 citations
TL;DR: In this paper, the authors explored the ways in which corporations describe themselves in recruitment materials, and examined corporate descriptions provided to job seekers by firms advertisi cation and search engine.
Abstract: This article explores the ways in which corporations describe themselves in recruitment materials. Specifically, the study examines corporate descriptions provided to job seekers by firms advertisi...
144 citations
TL;DR: In this article, the importance of identity in branding is discussed and the process of image evaluation as a self-analysis process leading towards building a strong destination brand is considered, and suggestions for marketing actions in line with new trends on the demand side are offered.
Abstract: This paper points out the importance of evaluating the image of a destination. The importance of the role of identity in branding is discussed and the process of image evaluation as a self-analysis process leading towards building a strong destination brand is considered. Image evaluation is even more important for young countries like Slovenia. Slovenia's general image — especially the perceptual/cognitive component — as seen by tourist experts, is evaluated. Possible image factors are presented and suggestions for marketing actions in line with new trends on the demand side are offered. The emphasis is on the active component, including the different types of activities offered to foreign tourists in the mountain areas and the participation of Slovenian people in living and sharing the destination brand.
112 citations
TL;DR: The authors discusses how firms can develop brand architecture, and considers the factors that contribute in shaping the architecture, including the managerial implications for marketing management and the impact of architecture on the brand hierarchy.
Abstract: Brands play a significant role in developing marketing strategies for specific product categories in a firm. A coherent international brand architecture is a key component of a firm's overall marketing strategy as it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and rationalise the firm's branding strategy. This paper discusses how firms can develop brand architecture, and considers the factors that contribute in shaping the architecture. The managerial implications for marketing management and the impact of architecture on the brand hierarchy are also analysed.
TL;DR: In this article, the authors claim that the understanding that corporate branding can offer real opportunities for differentiation is patchy in this sector and examine why this is and ask questions about the role of the branding industry in this issue.
Abstract: Corporate branding, both as a philosophy of organisational change and as a process, is well understood in many business-to-consumer (B2C) organisations in the UK. This paper claims that this is not the case in the business-to-business (B2B) sector, particularly in small to medium-sized enterprises (SMEs). The understanding that corporate branding can offer real opportunities for differentiation is patchy in this sector. This paper examines why this is and asks questions about the role of the branding industry in this issue. Qualitative research data is synthesised, alongside recent interviews with the CEOs of small to medium-sized B2B enterprises and representatives from the branding industry. The paper ends with recommendations for a specific approach for SMEs facing this challenge.
TL;DR: The positioning strategy for the Tourism Brand Ireland initiative is based on the core values of friendly people and unspoiled beautiful scenery as mentioned in this paper, and images on the main national tourism promotion websites are examined in the context of the expectations created for visitors to Ireland.
Abstract: Branding has a role to play in integrating efforts to promote tourism. The positioning strategy for the Tourism Brand Ireland initiative is based on the core values of friendly people and unspoiled beautiful scenery. Images on the main national tourism promotion websites are examined in the context of the expectations created for visitors to Ireland. As the nature of Ireland changes with increasing economic success, the sustainability of the current positioning for the Irish tourism brand may be questioned. Ongoing in-depth research into the perceptions and expectations of visitors, as well as the attitudes of the host population, is critical to guide strategic marketing planning for destinations.
TL;DR: In this article, the authors focus on websites for well-known brands and hypothesize that brand loyalty is a major determinant for website usage, and find that loyals are well updated on the contents of the sites and find less news when visiting.
Abstract: A number of previous studies have investigated determinants of brand website usage. Variables such as internet experience, goal-directedness and type of motivation (entertainment/information) have been found to influence consumer behaviour on a given web page. This study focuses on websites for well-known brands. For such websites, it is hypothesised that brand loyalty is a major determinant for website usage. Affectively loyal consumers sense a relationship to their favoured brands and should be motivated to visit websites for such brands more frequently than non-loyals. Effects of brand loyalty on duration of visits could, however, be negative, because loyals are well updated on the contents of the sites and find less news when visiting.
TL;DR: In this article, a conceptual framework for managing the transfer of meaning between brands using a structured and strategic approach is introduced, which distinguishes between four components: the leader brand, the partner brand, institutional associations and the customer's image of the brand.
Abstract: This paper introduces a conceptual framework for managing the transfer of meaning between brands using a structured and strategic approach. A model is introduced that distinguishes between four components: the leader brand, the partner brand, institutional associations and the customer's image of the brand. An overview of the model is presented and then each component of the model and the paths of transfer of meaning to and from brands are described in greater detail. Finally, issues related to leader and partner brand architecture are presented and a research-derived checklist for leader brand territory expansion is suggested.
TL;DR: The Global Brand Proposition Model (GPM) as mentioned in this paper combines consideration of the strategic planning cycle and the brand environment into an analysis tool that can be applied both globally and locally, which enables brand managers to develop global brand strategy that will unlock their brands' full potential across countries, cultures and markets.
Abstract: This paper introduces a unique framework for equivalent and comparable brand analysis across multiple markets and societies — the Global Brand Proposition Model. The model combines consideration of the strategic planning cycle and the brand environment into an analysis tool that can be applied both globally and locally. It allows global and local analyses to be linked together seamlessly. This in turn enables brand managers to develop global brand strategy that will unlock their brands' full potential across countries, cultures and markets.
TL;DR: The authors discusses the essential components of a brand metrics program, how it can and should be linked to business performance, and how one technology company used brand metrics to help it adjust its brand and business strategy.
Abstract: For all the discussion that revolves around the importance of the brand as a driver of business value and success, surprisingly few businesses have instituted a systematic programme of analytics that allows them to gauge their brands' performance, adjust brand strategies and, more importantly, link them to business performance measures. This is as true for business-to-business (B2B) as it is for business-to-consumer (B2C) marketing, even though B2B organisations have a critical advantage: they have a better idea of who their customers are and can measure the dynamics of acquisition, retention and optimisation with considerable precision. This paper discusses the essential components of a brand metrics programme, how it can and should be linked to business performance, and how one technology company used brand metrics to help it adjust its brand and business strategy.
TL;DR: The authors discusses some cultural issues that are related to branding, and gives advice on how to build a strong brand in this rapidly changing marketplace, and discusses how to find the real key to success in China.
Abstract: In the eyes of many Western companies, the market in China is difficult to understand and highly unpredictable. Many search for patterns in the market to help their brand-building activities. Few, however, find the real key to success in China. This paper discusses some cultural issues that are related to branding, and gives advice on how to build a strong brand in this rapidly changing marketplace.
TL;DR: In this paper, the authors focus on the branding strategies used in the pharmaceutical industry and compare them to some of the best practice seen in the fast-moving consumer goods (FMCG) area.
Abstract: The objective of this paper is to focus on the branding strategies used in the pharmaceutical industry and compare them to some of the best practice seen in the fast-moving consumer goods (FMCG) area. First the authors review the differences in the way branding is defined and organised in pharmaceuticals and FMCG and identify why branding could be leveraged in the pharmaceutical industry to help it return to strong growth in the future. Secondly, the authors analyse in detail what branding strategies are currently used within pharmaceuticals and contrast these with the practice in FMCG. The areas covered include the choice of brand name strategies, the level of brand globalisation, the use of brand extension and the subject of co-branding. Based on this benchmarking, the authors offer recommendations to guide future brand development successfully in the pharmaceutical industry.
TL;DR: In this article, a series of interviews with managers from a broad range of retail financial services institutions was conducted to understand the role, importance, saliency and challenges of brand in financial services.
Abstract: It has been posited that brands play an important role in the marketing of services in terms of differentiating offerings which are essentially intangible, and in providing a ‘relationship fulcrum’ which forms the focus of both external and internal marketing efforts. Such arguments have also been applied specifically to financial services. Additionally, it has been posited that branding financial services successfully presents particular challenges. There has, however, been a paucity of empirical investigation, and very little, if any, counselling the views of practitioners in financial services. This study provides an insight by presenting an analysis of data collected from senior marketing practitioners in financial services. In particular, practitioners' views as to the role, importance, saliency and challenges of branding in financial services were obtained from a series of in-depth interviews with managers from a broad range of retail financial services institutions. Findings show that practitioners feel that brands do have an important role to play in the marketing of retail financial services, particularly in terms of differentiation. A number of practitioners also highlighted the importance of the brand as a relationship focus. Practitioners admit that financial services brands are generally weak. Managerial implications are discussed and conclusions drawn.
TL;DR: In this article, an attempt is made to explore what factors affect consumers' reliance on the company name (i.e., the name of the corporation alone) in their decision to purchase a brand that has not been previously purchased.
Abstract: Research traditionally regards the product attribute as the determinant in consumers' variety seeking. Research has focused mainly on examining variety seeking in the brands used, and assumes that consumers can clearly appreciate the product attributes and identify the variety they need. Therefore these theories do not incorporate the influence of the company name in the consumers' decision to purchase a brand. It is believed, however, that consumers' information processing is different when purchasing an unknown brand. In this paper, an attempt is made to explore what factors affect consumers' reliance on the company name — that is, the name of the corporation alone — in their decision to purchase a brand that has not been previously purchased.
TL;DR: This article conducted a study on ad likeability among Asian consumers (in Shanghai, Jakarta and Mumbai), focusing on brand recall, and found that if an ad is liked, consumers will confer attention upon it, thereby creating an awareness of the product/brand.
Abstract: It has been proposed that in order for advertising to be effective it must be liked by the consumers, with the rationale being that if an ad is liked, consumers will confer attention upon it, thereby creating an awareness of the product/brand. This paper reports a study on ad likeability among Asian consumers (in Shanghai, Jakarta and Mumbai), focusing on brand recall. In particular, as an example, this paper will look at attitudes towards television commercials for the world's number one brand, Coca–Cola, and determine the main drivers for likeability.
TL;DR: The one unmoving, irrefutable fact in this ever-changing world is that people are people first as discussed by the authors, and there is huge gain for those companies that really begin to understand and use this in their business and marketing strategies.
Abstract: The one unmoving, irrefutable fact in this ever-changing world is that people are people first. This paper is an abstract from a book entitled ‘Beyond Branding’. The chapter that this paper focuses on suggests in its thesis that successful brand management has always struck at the many often-subconscious drivers of Homo sapiens. It further suggests that there is huge gain for those companies that really begin to understand and use this in their business and marketing strategies. As the social science that studies the origins and social relationships of humans, anthropology is the source from which the next great companies will be drawing their inspiration.
TL;DR: In this paper, the authors consider how carefully licensing out their brand into categories beyond their core competencies can make a bold statement of intent, deepen the brand's meaning and target new groups of consumers.
Abstract: Pressure to generate value is forcing signature brands to spread over an increasingly extended product range. Extension strategies guided by internal competencies involve intense development of products closely related to the core product. The search for small, incremental, unique selling propositions (USPs) creates a vicious circle of loudly announced but virtually zero-impact brand extensions. New flavours, shapes, sizes and packaging refresh the core brand but do little to deepen its meaning. While specialist product development needs to take advantage of the latest technologies and improvements to the core product offering so that the brand retains its credibility, brand managers should also consider how carefully licensing out their brand into categories beyond their core competencies can make a bold statement of intent, deepen the brand's meaning and target new groups of consumers. Licensing within the entertainment industry is commonplace and increasingly sophisticated; prestigious fashion brands achieve growth through seamlessly licensed extension; consumer brands are being forced by retailer own-brand products to grow beyond their core categories; and consumers are increasingly tolerant and expect their favourite brands to cover a wide range of categories. The lines separating brand extension, licensed extension and product placement are converging. By factoring licensed extension opportunities into brand planning strategy, brand managers can sharpen their brand's positioning, deepen their relationship with consumers, generate significant royalties and gain competitive advantage.
TL;DR: In this paper, a theoretical framework for measuring brand equity with the help of brand association patterns is developed, specifically brand associations that are able to maintain customer retention in the German energy market.
Abstract: Conventional branding wisdom holds that brand equity is contained in the form of brand knowledge in the minds of the customers. In order to build strong brands it is of crucial importance to identify positive and unique brand associations from the perspective of the customer. Against this background, causal modelling of brand associations and their impact on customer retention is highlighted as a suitable concept for measuring brand equity for brand management organisation in the energy sector. The concept is demonstrated through an empirical study which analyses brand association patterns in the minds of commercial enterprise customers and their impact on customer retention in the German energy market. The results indicate that it might be possible to escape from the price pressure which emerged in the course of the liberalisation of the energy market, but only if a differentiated brand association network is implemented. In the case of the German local utility companies, such a brand association network could specifically centre on an integrated approach of local importance branding. This paper is divided into two parts. Part 1 introduces the problem of customer retention via branding in the German energy market. A theoretical framework for measuring brand equity with the help of brand association patterns—specifically brand associations that are able to maintain customer retention—is developed. Part 2 concentrates on presenting some empirical evidence to prove the theoretical concept developed in Part 1 and gives an outlook for future research.
TL;DR: In this paper, the authors discuss some of the more problematic challenges and suggest ways to minimize the associated risks in business-to-business (B2B) marketing and suggest how to mitigate the risks.
Abstract: The vast majority of legal issues reported in the media involve consumer advertising and promotion rather than business-to-business (B2B) marketing. But while it is therefore not surprising to see fewer brand protection issues surface in B2B marketing, many of the issues having an impact on consumer marketing apply equally within the minefields of B2B marketing. This paper will discuss some of the more problematic challenges and suggest ways to minimise the associated risks.