Which Reputations Does a Brand Owner Need? Evidence from Trade Mark Opposition

At least two: the reputation of their brand and a reputation for being tough on imitators of this brand. Sustaining a brand requires both investment in its reputation amongst consumers and the defence of the brand against followers that infringe upon it. I study the defence of trade marks through opposition at a trade mark office. A structural model of opposition and adjudication of trade mark disputes is presented. This is applied to trade mark opposition in Europe. Results show that brand owners can benefit from a reputation for tough opposition to trade mark applications. Such a reputation induces applicants to settle trade mark opposition cases more readily.trade marks; opposition; intellectual property rights; reputation

PENGARUH BRAND DILUTION TERHADAP BRAND LOYALTY DENGAN BRAND REPUTATION SEBAGAI MEDIASI: PENDEKATAN STIMULUS ORGANISM RESPONSE (Studi Pada Pelanggan MS Glow dan Skintific)

This research aims to analyze and explain the influence of Brand Dilution on Brand Reputation, Brand Dilution on Brand Loyalty, Brand Reputation on Brand Loyalty, Brand Dilution on Brand Loyalty with Brand Reputation as mediation. This research is included in the type of explanatory research, using path regression analysis and a quantitative approach. This research was conducted at the MS Glow Clinic Malang with a sample size of 245 people. The sampling technique uses accidental sampling. Data collection was carried out by distributing questionnaires. The data analysis technique uses a range of scales and path analysis with the IBM SPSS version 21 computer program. The results of this research show that the Brand Dilution scale is in the very backward category, Brand Loyalty is in the very loyal category and Brand Reputation is in the very good category. Brand Dilution has a positive and significant effect on Brand Reputation, Brand Dilution has a positive and significant effect on Brand Loyalty, Brand Reputation has a positive and significant effect on Brand Loyalty, Brand Reputation cannot mediate Brand Dilution on Brand Loyalty because MS Glow's ability to survive makes consumers see it as a positive thing

Interpretation and implementation of reputation/ brand management by UK university leaders

Reputation and brand management are topical issues in UK higher education but previous research has often focused on marketing practitioners within higher education (HE) institutions rather than the senior, strategic leaders. This paper, however, examines university Chief Executives’ understanding, attitudes and interpretation of reputation and brand management. Current literature on defining reputation and brand, research on branding in higher education, and the role of leaders in brand management, are examined to give context to the work. Research was conducted through interviews with Vice-Chancellors, Principals and Rectors from a selection of fourteen universities representing three different ‘generations’ (the 1992 universities, those formed in the mid-20th century, and older institutions) Whilst the work is exploratory in nature it does highlight this as a rapidly evolving area of perceived importance and discusses conclusions on some of the external and internal issues related to reputation and brand management in this sector

Ethical branding and corporate reputation

This paper explores the concept of ethical branding and its link to corporate reputation. Brands have traditionally been studied only as an economic construct. Brands, as a social construct, have not yet been fully understood due to the lack of research. A corporate brand is a vital part of the corporate reputation management. An ethical brand enhances the firm’s reputation; such a reputation reinforces the brand in turn. On the other hand, any unethical behaviour will severely damage or even destroy the total intangible asset as evidenced by the recent high profile corporate scandals. Ethical branding could provide the company with a differential advantage as a growing number of consumers become more ethically conscious

Interdependence of Personality Traits and Brand Identity in Measuring Brand Performance

Brand personality is an attractive and appealing concept in the marketing of today. Consumers perceive the brand on dimensions that typically capture a person’s personality, and extend that to the domain of brands. The discussions in the paper are woven around the issues concerning brand strength, brand identity and cognitive relationship between the consumer personality attributes and brand perceptions. Human personality traits that affect the brand performance are critically examined and role of emotions and attitudes including personality, image, reputation and trust (PIRT) in measuring the performance of brand is argued in the paper. An emerging brand strategy concept in context to bottom of pyramid market segment is also discussed illustratively in this paper.Cognitive behavior, brand identity, personality traits, bottom of the pyramid market, brand image, trust, corporate reputation, mass market, brand performance, customer value

What influence does brand image and brand reputation have towards achieving a sustained competitive advantage in the sports apparel industry?

The purpose of the research was to investigate the contribution of brand image and brand reputation towards the creation of a sustained competitive advantage (SCA) in the sports apparel industry. The literature review indicates that intangible resources are more likely to be sources of SCA because they are invisible and difficult to copy. In addition, brand image and brand reputation are recognised as two of the most important intangible resources. However, the relationship between brand image, brand reputation and SCA has not been sufficiently explored. A comparative case study of three leading sports apparel brands Adidas, Puma and Canterbury Clothing Company was conducted. Data were collected supporting a triangulation collection method of secondary data sources as well as interviews with a senior manager from each of the brands and two focus groups conducted with consumers. Data analysis involved a six-step coding process, also known as thematic analysis. Subsequent analysis identified three elements that influence both brand image and brand reputation. Sponsorship, product quality and media were found to influence how consumers perceive a firm's brand image, and over time this brand image is believed to create a brand reputation. Furthermore, findings suggest that brand image will potentially lead toward a competitive advantage (CA) and brand reputation can potentially lead towards a SCA. These elements are underpinned by eight propositions and are presented in a proposed model

Conational Drivers Influencing Brand Preference among Consumers

Consumers recognize brands by building favorable attitude towards them and through the purchase decision process. Brand preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in presence of competing brands. This study aims at discussing the cognitive factors that determine brand preference among consumers based on empirical research. Brand attributes including emotions, attitudes, personality, image, reputation and trust which influence consumer perceptions and temporal association with brands are critically examined in the study. The study reveals that higher brand relevance and trust build strong the association of consumers with brand in long-run.Cognitive behavior, brand identity, personality traits, brand association, brand image, trust, corporate reputation, mass market, brand preference, consumer value

Branding and the risk management imperative

In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as tools for risk management, they need to understand four types of brand risk: brand reputation risk, brand dilution risk, brand cannibalization risk and brand stretch risk. Risk management is not a natural act for brand managers trained in astute execution of the 4 Ps, and contemporary market factors make this more challenging still. With an increasingly polarized society, it is almost impossible for brands to remain untouched by ideologies. In addition, the growth in digital advertising gives brand managers less control over advertising placement and context, and the mandate to keep growing adds executional risk. The more exposed a brand is to brand risk, the more attention this topic will need in the boardroom. To shift a company’s marketing philosophy toward risk, it is important to define marketing competences in a broader way, to be self-critical and to be proactive.Published versio

Exploring the Link Between Customer Care and Brand Reputation in the Age of Social Media

Consumers are more empowered than ever to share their customer care experiences. Through the use of social media and new communications tools and technologies, messages can be sent more widely than ever before. This research study examined the links between social media, customer satisfaction, brand reputation and customer loyalty. The Society for NewCommunications Research designed the research to examine how customer care influences brand reputation given the widespread adoption of social media. Objectives of the research included:To assess the extent to which consumers research and review companies' products/services online prior to making purchase decisionsTo assess the influence of social media on user opinions as they relate to the customer care experienceTo determine what types of online resources and social media are considered the most valuable sources of information about the customer care experienceTo assess the extent to which consumers are influenced by their own customer care experiences and how they think sharing that information online influences how others view products and brands

Private Incentives to Innovate: Interplay of New Products and Brand-Name Reputation

This paper studies the introduction of new products (increase in product variety) in the automobile industry. The focus is on the two sources of market power that may allow the firms to get higher profits (and, thus, recoup investments): new products and brand-name reputation. The effects of new products on the private incentives to innovate are investigated on the basis of the dataset for the German car industry for 2003. The dataset is rather unique in the sense that it contains detailed information on the technical characteristics of cars, prices and sales as well as information on the introduction of new car models (including new variants and versions) into the German car market at a very disaggregate level. It has been found that both a new model and brand-name reputation may allow the innovative firms to get some market power and recoup their investments. Competition is, however, not localized within a market segment and the class of new or old models, i.e., products from different market segments, new and old products compete with each other (coexisting and not eliminating each other) and do not constitute separate market niches. On the other hand, new (old) models are perceived to be closer substitutes than old (new) models. Consumer preferences towards brand and new products vary depending on their age. --discrete choice models,automobile industry,new products,innovations,brandname reputation