Tools to keep brands on the market

Brand purpose is to increase shareholders’ wealth and making profit. Considering the organizations economic environment changes and the fall of the most markets, the paper is focused on the general forces impeding the brand development and on finding some tools to strengthen the brands.marketing strategy; brand’s vision; brand management

Brand Loyalty- Impact of Cognitive and Affective Variables

Studies on brand loyalty typically focus on the behavioural side of brand loyalty or on the attitudinal side. Rare are the studies that examine simultaneously both components of brand loyalty. The present study was performed to describe the conjoint contribution of cognitive and affective variables in the formation of brand loyalty. A questionnaire was administered to 400 shampoo users. A confirmatory analysis was performed to test the conceptual model presented. The results provide a better knowledge about the role played by each factor in brand loyalty formation and emphasises the major role played by affective factors.brand loyalty, repetitive buying behaviour, true loyalty, commitment, brand attachment endogenous rural development, european model of agriculture, traditional agriculture, modern agriculture, multifunctionality

Academic Freedom of the Faculty Member as Citizen

A hi-tech company often focuses on being innovative by providing product offerings as product leader, fast follower or with operational excellence. In the international calling sector the technological solutions are numerous. The providers are, for instance, normal telecom providers, Voice over Internet Protocol (VoIP) and Mobile virtual network operators (MVNO). This means that a company faces not only the competitors that offer the same solution but also from outside the company’s business sector. The company thus needs to tackle many challenges, such as fast-paced product development, market expansion, competitor volatility, at the same time as the company cultivates its brand assets. This study focuses on the branding strategy within the VoIP telecom sector. It aims to set a guideline for how companies, in particular in the VoIP telecom sectors, cultivate and enhance their brand identity in order to differentiate themselves from competitors as well as achieve a successful and sustainable level of brand equity. The thesis also studies the brand strategies that have already manifested themselves within the providers of international calling services, in particular VoIP providers and a couple of MVNO providers. By conducting the brand identity and brand equity analysis, customer analysis and competitors’ analysis, a company can make a decision on brand strategy that will further associate, differentiate, energize and support its brands. The research framework consists of both the corporate and consumer perspectives. It consists of brand theory, market research, competitor analysis and the company’s brand identity, as well as brand awareness analysis. The thesis presents the Swedish VoIP consumers’ behavior and trends, the guideline and case study on how a company bridges the gap between brand identity and brand equity as well as the guideline and case study of brand portfolio strategies that have been explored within the VoIP telecom sectors, i.e. VoIP branding

Developing a sustainable nation brand: a study of Sri Lanka

This study examines the degree to which the Earth Lung Project, a carbon mitigation initiative in Sri Lanka has developed a coherent nation brand. Findings indicate that a shared sense of national identity amongst all stakeholder groups is critical in the development of a national brand. However, whilst concern for the environment was found to be an embedded aspect of national identity within Sri Lanka, conflicting stakeholder perspectives reveal a lack of belief amongst private sector stakeholders in the ELP. Thus there are doubts over the degree to which the ELP is currently capable of generating a sustainable national brand

Analisis Pengaruh Kualitas Layanan Dan Citra Merek Terhadap Loyalitas Merek Pada Pengguna Kartu Telkomsel Simpati

Given the development of mobile telecommunication technology advances in this era of globalization, has resulted in many emerging wide range of operators. The number of operators who sprung the increasing competition between mobile operators in order to attract consumers interested in using its products. One form of business that can be done is to improve service quality and brand image in order to gain a loyal customer. The purpose of this study was to determine the effect of service quality and brand image brand loyalty. This research is a field study. The population in this study are all people who have used prepaid cards sympathy. The samples in this study were 100 people who had used a prepaid card sympathy. Data collection through a questionnaire. The results of the multiple regression analysis, Y = 6.864 + + 0.341X1 0.357X2 + e of the most influential independent variable on the dependent variable is the variable of brand image variables (0.357) and followed by the variable quality of service (0.341). T test results prove that all the independent variables (service quality and brand image) has a positive influence on the dependent variable is the brand loyalty in sympathy Telkomsel card users. That is according to the consumer, the two independent variables are considered important to be loyal to retain sympathy Telkomsel card. And the coefficient of determination (adjusted R2) were obtained for 0604. This means that 60.40% of brand loyalty can be explained by the variable quality of service and brand image, while the remaining 39.60% is influenced by other variables not examined in this study

TINGKAT BRAND AWARENESS MELALUI KONTEN MEDIA SOSIAL TIKTOK (Analisis Isi Kualitatif Produk Micellar Water di Akun TikTok @theoriginote)

In the era of globalization, technology is developing very quickly. Social media plays an important role in the development of technology. One example of this emergence is TikTok social media with 106.52 million active users in 2023. One of the brands that uses the TikTok application as an intermediary to introduce its products is The Originote. Through TikTok introducing its newest product hyalurose micellar water using brand awareness theory for product launching. Therefore, this research is based on the aim of knowing how the level of brand awareness through TikTok social media content, considering that knowing the level of product brand awareness is very important. In this study, researchers used a content analysis research method with a qualitative research approach and descriptive research type. The analysis was carried out using Aaker's Brand Awareness theory. The data collection techniques used are documentation and literature study. And the data analysis technique that researchers use is the interactive model. To test the validity of the data, this research uses source or data triangulation techniques. The results of this study indicate that the level of brand awareness of The Originote's hyalurose micellar water product in launching products on the TikTok @theoriginote account is at the brand recognition level, because the content about hyalurose micellar water products and data from informants shows the ability to recognize products from visual markers. This is reinforced by the product life cycle or brand life cycle, The Originote hyalurose micellar water product is in the introduction stage which is still starting to introduce its products to the target audience

Young children’s food brand knowledge. Early development and associations with television viewing and parent’s diet

Brand knowledge is a prerequisite of children’s requests and choices for branded foods. We explored the development of young children’s brand knowledge of foods highly advertised on television – both healthy and less healthy. Participants were 172 children aged 3–5 years in diverse socio-economic settings, from two jurisdictions on the island of Ireland with different regulatory environments. Results indicated that food brand knowledge (i) did not differ across jurisdictions; (ii) increased significantly between 3 and 4 years; and (iii) children had significantly greater knowledge of unhealthy food brands, compared with similarly advertised healthy brands. In addition, (iv) children’s healthy food brand knowledge was not related to their television viewing, their mother’s education, or parent or child eating. However, (v) unhealthy brand knowledge was significantly related to all these factors, although only parent eating and children’s age were independent predictors. Findings indicate that effects of food marketing for un- healthy foods take place through routes other than television advertising alone, and are present before pre-schoolers develop the concept of healthy eating. Implications are that marketing restrictions of un- healthy foods should extend beyond television advertising; and that family-focused obesity prevention programmes should begin before children are 3 years of age

A scale to measure consumer’s engagement with social media brand-related content

The purpose of this study is to fill the gap in the literature concerning to the measurement of consumer’s engagement with social media brand-related content (hereafter, CESBC). We introduce empirical evidence for the development and measurement of CESBC scale. The scale is based on the consumer's online brand-related framework and comprises three dimensions: consumption, contribution, and creation. We used qualitative techniques to prepare an initial list of items and tested and validated the CESBC scale with confirmatory factor analysis (CFA). Results (n = 2252) confirmed the three-factor structure of the CESBC and indicated its good psychometric properties

VIENNA`S BRANDING STATEGY. GOOD PRACTICES FOR BUCHAREST`S STRATEGIC DEVELOPMENT

The study presents the key elements of the branding strategy applied by Vienna and the main target markets and the quantitative and qualitative effects, with an emphasis on the target group consisting of Romanian tourists, which is a priority market for the city. In the second part of the study, the strategy applied in the Austrian capital has served as a model to identify possible options for Bucharest’s marketing strategy leading to the strategic development of the Romanian capital.Brand, city brand, brand strategies, tourism, advertising campaigns, strategic development.