Brand Image

As brands expand them in terms of customer portfolio, they have recognized their needs to be compatible with multicultural and multinational customer groups. In order to capture wider customer groups in different sectors, the companies have begun extension process by vertical and horizontal methods. Thus, this paper aimed to explain this process in terms of theories of categorization, regulatory focus and typical-based which were developed by previous scholars.

The mainstream marketing literature accepts the existence of distinctive brand images which position brands closer to some competitors than others. The closer two brands are perceived to be positioned within a market, the more directly these brands are thought to compete, with each sharing the same customer base. Initial empirical investigation of this issue has been conducted in the context

The notion of the brand, like any concept that dominates markets and public consciousness, is a challenge to define. Is it a simple differentiator of the cereals in our cupboards, a manipulative brainwashing tool forced on us by corporations, or a creative triumph as capable as any art form of stimulating our emotions and intellect? For those of us who grapple with these questions on a daily basis, Brand Thinking and Other Noble Pursuits elevates the discussion to the level of revelation. Each chapter is an extensive dialogue between Debbie Millman, herself a design visionary, and a different leader in the field. By asking questions deeply informed by her own expertise, Millman coaxes lucid, prescient answers from twenty-two interview subjects, among them Malcolm Gladwell, Tom Peters, Seth Godin, and godfather of modern branding Wally Olins. This engaging and enlightening book is an unprecedented forum on the state of modern branding and how companies and consumers can best understa...

The focus of this paper is to apply sensory branding to the case of Lego. Henceforth, the thesis question for my paper is the following: To what extent does Lego use sensory branding and what should the company do in the future in terms of utilizing sensory branding?

The reason for choosing this topic is first of all, that I myself grew up with Lego and as so many in my age range intuitively understand the sensory characteristics of the touch and look of the Lego brand. Second of all I chose this topic because Lego seems to be applying sensory branding only in a limited sense.

This is interesting first of all, because it indicates, that there is room for improvement in Lego’s overall branding strategy. Second of all, it is interesting because according to fellow Danish marketing guru Martin Lindstrom, the future belongs to companies who fully adopt sensory branding. This is particularly relevant for Lego considering they are in an industry where function is relatively easily copied. Therefore, if Lego does not improve its sensory branding efforts, the company risks being overtaken by competitors applying a more holistic sensory branding strategy.

Nowadays, corporations, which want to keep their target audiences with various promotional content and to maintain their communication with their audiences, have the opportunity to make more current and effective sharing on social media. Corporations that have strong and continuous communication with their target audiences can be perceived especially with a more positive image among others, and this provides important advantages to corporations. Instant and continuous communication efforts taking into consideration the characteristics and expectations of the target audience can also make the positive image of the institutions continuous. This would help the organization to reach more customers, become more known and more preferred. In the second week of January 2019 as well as all over the world also in Turkey "ten year challenge" movement began on social media. Nearly users of all ages wanted to show to their friends the changes they have experienced ten years ago and ten years later by sharing their photos on their social media accounts with the #tenyearchallenge tag. Companies from various sectors had been involved in this trend in order to show the 10-year changes of themselves to their target audience.
The aim of this study is to analyze how the companies make an impression on their target audience. While the data of this study were obtained, the companies identified by Mediacat Magazine were included in the study. The study was limited to the most well-known companies whose products are considered to be preferred by the public. The visuals shared by ten companies identified by the researcher with the # 10yearchallenge tag and the texts expressed together with the visuals were evaluated by content analysis method. According to the findings of the study, companies are more open to change, innovative, energetic, attractive, high quality. According to the analysis based on corporate impression management tactics; corporations used tactics of ingratiation and organizational promotion.
ÖZET
Günümüzde çeşitli tanıtım içerikleriyle hedef kitlelerini elinde tutmak ve kitleleriyle iletişimlerini sürekli devam ettirmek isteyen kurumlar, sosyal medyada daha güncel ve etkili paylaşımlar yapabilme olanağına sahiptir. Hedef kitleleriyle iletişimi güçlü ve sürekli olan kurumlar diğerleri arasında özellikle daha olumlu bir imajla algılanabilmekte ve bu durum kurumlara önemli avantajlar sağlamaktadır. Hedef kitlenin özellik ve beklentileri dikkate alınarak anlık ve sürekli yapılan iletişim çabaları kurumların olumlu imajlarını da sürekli kılabilmektedir. Bu ise kurumun daha çok müşteriye ulaşmasına, daha çok tanınmasına ve daha çok tercih edilmesine katkı sağlayacaktır. 2019 Ocak ayının ikinci haftasında tüm dünyada olduğu gibi Türkiye'de de sosyal medya ortamlarında "ten year challenge" akımı başlamıştır. Neredeyse her yaştan sosyal medya kullanıcısı, sosyal medya hesaplarında fotoğraflarını #tenyearchallenge etiketiyle paylaşarak on yıl önce ve on yıl sonra yaşadıkları değişiklikleri arkadaşlarına göstermek istedi. Çok çeşitli firmalarda 10 yıllık değişimlerini hedef kitlelerine göstermek için bu akıma dahil olmuşlardır. Bu çalışmanın amacı paylaşım yapan şirketlerin hedef kitleleri nezdinde nasıl bir izlenim bıraktıklarını değerlendirmektir. Bu çalışmanın verileri elde edilirken Mediacat Dergisi tarafından belirlenen firmalar çalışmaya dahil edilmiştir. Çalışma kamuoyu nezdinde en çok bilinen ve ürünleri tercih edildiği öngörülen firmalarla sınırlandırılmıştır. Araştırmacı tarafından belirlenen on firmanın #10yearchallenge etiketiyle paylaştıkları görseller ve görsellerle birlikte ifade edilen metinler içerik analizi yöntemi ile değerlendirilmiştir. Çalışmadan elde edilen bulgulara göre, firmalar kendilerini daha çok değişime açık, yenilikçi, enerjik, çekici, kaliteli olarak göstermek istediği sonucuna varılmıştır. Kurumsal İzlenim yönetimi taktikleri esas alınarak yapılan analize göre; kurumlar en çok kendini sevdirme ve kurumsal tanıtım taktiğini kullanmıştır.

İnsanlar ve kurumlar, kendi tutum ve davranışlarına diğerlerinin
verdiği değere ve onların kendi haklarındaki düşüncelerine
karşı aşırı duyarlıdırlar. İlişkilerde hedef kişi ya da kitlelerde
arzu ettikleri kimlik ögelerinin veya etiketlerin kendileri
ile ilişkilendirilmesine yönelik güçlü motivasyona sahiptirler.
Kişilerin ilişkilerinde, kariyer hedeflerinde ve toplumsal konumlandırmada
başarılı olmaları; kurumların hedef kitle tarafından
diğerlerine tercih edilmeleri; rekabet koşullarının değiştiği
ve farklılıkların azaldığı pazarlarda markaların değer yaratmaları, diğerleri tarafından nasıl görüldükleri ve nasıl yorumlandıkları ile ilgilidir.

Storytelling has become the hot topic in marketing for many reasons. Truly successful marketers however try not to just build their brands around stories but imbue and elevate them through myths. In the course of the past four years, the authors have analyzed more than 100 cases across all price tiers and product categories and spoke to an uncounted number of experts and practitioners. The result: Today's strongest and most price-insensitive players use meta-narratives to give their brands depth and gravitas while at the same time catapulting themselves to superior heights and long-lasting stature. Most apply one of two strategies: They try to 'reach beyond', allowing their targets to feel as if they were connecting to a higher truth. Or they use the 'guiding power' of myths, projecting archetypes that inspire and which many can aspire to, no matter their realities.

Purpose -Since it is hard for consumers to express their feelings and views regarding brand images, market researchers increasingly use projective and enabling techniques to collect rich and meaningful data. The purpose of this paper is to describe the development and use of two methods of brand image research based on personification. Both methods were used to investigate the personality of four beer brands. Design/methodology/approach -The first method was based on mood boards: participants were asked to make collages of celebrity photographs representing the beer brands (n ¼ 16). The second method used a job-sorting task: participants were asked to connect jobs with the beer brands (n ¼ 100). The results of both methods were related to a list of brand personality traits.

This study seeks to investigate the role of Corporate Social Responsibility (CSR) on consumers’ emotions in product-harm crisis. The results of this experimental study indicate that positive prior CSR leads to higher sympathy and lower anger and schadenfreude toward the company, than negative prior CSR or lack of CSR information.The role of CSR importance, ascribed by the consumers and their moderating effect on the relationship between company’s CSR and consumers’ emotions was also pointed out.

In today’s globalisation, countries compete with each other in the same manner as the multinational corporations do. Recently, the term ‘nation-brand’ has appeared, together with a nation-brand index that tracks how a particular country's reputation responds to activities, promotions and events at home and around the world. Countries, like corporations and products have brand values and reputations. These ‘branding’ factors are analogous to identity formulation on a national and personal level. For example, visual motifs and icons have a dramatic impact on how successful that country is in attracting tourists, foreign investment, capital, talent, cultural relations and political allies. Such manifestations of identity are vital to the marketing of products and services abroad. In order for a country to develop itself as a competitive nation-brand, it needs to have a strong national identity. The paper will argue that in a same manner as the corporate identity, the national identity serves as a foundation on which the ‘brand image’ is built. The brand’s image is a representation of the brand’s culture (in this case the nation’s culture); therefore, how the image is formed and what kind of form it takes should be of concern to the government, the industry and the local communities. For that reason, strong interdisciplinary partnerships need to be established, as only then the communication of the country’s image can bring success in the above-mentioned areas of interest.

A historiographic and interpretative methodology will be used to present the analogous case of corporate and national identity formulation.  The current political situation in Macedonia will be used to exemplify the argument. This paper will address the subtheme ‘Identities/Subjectivities’ for the conference and will engage with activities in the boundaries of corporational-ism and nationalism.

In this paper there was characterized the phenomenon of marketing communication outsourcing. There were presented the basic concepts related to this issue. There was discussed a range of possible ways to implement marketing communication with the involvement of external service providers, such as agencies, individual experts and consultants. Phenomenon of marketing communications outsourcing was presented as a way to reduce costs and improve efficiency. Attention was also paid to negative aspects of outsourcing, like loss of control over the brand.

W artykule scharakteryzowano zjawisko outsourcingu komunikacji marketingowej. Przedstawiono podstawowe pojęcia związane z tym zagadnieniem. Omówiono zakres możliwych sposobów realizowania komunikacji marketingowej przy korzystaniu z ofert zewnętrznych podmiotów, takich jak agencje czy indywidualni specjaliści i doradcy. Outsourcing komunikacji marketingowej przedstawiony został jako sposób na redukcję kosztów i poprawę skuteczności działania. Zwrócono również uwagę na jego negatywne aspekty, w tym przede wszystkim możliwą utratę kontroli nad marką.

Merek memiliki peranan penting dalam persaingan usaha yang semakin ketat, dan salah satu upaya perusahaan untuk mempertahankan dan meningkatkan nilai dari suatu merek yang disebut ekuitas merek yang memiliki beberapa elemen yaitu kesadaran merek, persepsi kualitas, asosiasi merek dan loyalitas merek. Penelitian ini bertujuan untuk mengetahui pengaruh kesadaran merek, persepsi kualitas, asosiasi merek dan loyalitas merek terhadap keputusan pembelian produk EIGER pada shop in shop di Royal Plaza Surabaya. Hasil penelitian dengan menggunakan uji F menunjukkan bahwa secara simultan kesadaran merek, persepsi kualitas, asosiasi merek dan loyalitas merek. Hal ini dapat dilihat dari Adjusted R Square sebesar 72%. Kemudian melalui uji t diketahui bahwa Hal ini menunjukan bahwa kesadaran merek, persepsi kualitas, asosiasi merek dan loyalitas merek secara parsial memiliki pengaruh terhadap keputusan pembelian dan harga tidak memiliki pengaruh terhadap keputusan pembelian. Variabel yang berpengaruh dominan adalah loyalitas merek.

Since 20 years ago our country brand is unsuccessfully looking for its identity. Although over time numerous attempts were made, none of the projects was successful. Sashi Tharoor – a specialist in country brands – said that „for a country to become a valuable brand it must be the country with the story”. Which is Romania’s story then? Where should

Особистий імідж керівника організації можна вважати чи не найважливішим компонентом загального корпоративного іміджу, суттєвим механізмом формування якого  часто виступає персоніфікація, себто приписування організації характеристик персони, що її очолює. Імідж лідера ніколи  не є самоціллю, зазвичай він покликаний виконувати конкретну функцію у сфері управління, впливу на аудиторію та досягнення економічних чи маркетингових цілей. Коли організацію сприймають через призму символічного образу керівника, що уособлює орієнтири та цінності всього колективу та діяльності компанії, сутність іміджу очільника набуває стратегічного значення, адже може прямо впливати на успіх та соціальне визнання установи – сприятливо, або ж, навпаки, негативно. Вагомість фактору іміджу керівництва є актуальною для будь-якої сфери діяльності, зокрема й роботи освітніх закладів. У тексті розглядається потенційний варіант корегування актуального іміджу Михайла Поплавського як ректора, науковця, публічного діяча.

Resumen:
La gestión profesional de la comunicación institucional se ha convertido en una iniciativa estratégica para aquellos hospitales que desean crear una marca sólida. Para ello, la definición de la arquitectura de marca (identidad, valores, misión, visión, cultura e imagen) y su difusión entre los stakeholders internos resulta fundamental. El objetivo de este artículo es reflexionar sobre el impacto que tiene la creatividad publicitaria en las acciones de comunicación interna que realiza un hospital para crear marca. Para ello, se realiza una revisión bibliográfica sobre la comunicación institucional hospitalaria, la comunicación interna y la creatividad publicitaria. El artículo concluye que la creatividad contribuye positivamente a dinamizar la comunicación interna del hospital y a crear una marca hospitalaria sólida.

Abstract:
The professional management of corporate communication has become a strategic initiative to those hospitals that wish to create a strong brand. To do this, the definition of brand architecture (identity, values, mission, vision, culture and image) and its dissemination among internal stakeholders is essential. This paper aims to reflect on the impact of advertising creativity in internal communication actions that takes a hospital to create brand. For this, a literature review on hospital corporate communication, internal communication and advertising creativity is performed. This paper concludes that creativity contributes positively to energize the hospital internal communication and create a strong brand.

The evolution of the internet, including developments such as Web 2.0, has led to new relationship realities between organizations and their stakeholders. One manifestation of these complex new realities has been the emergence of an internet-based democratization of brand management. Research about this phenomenon has so far mainly focused on investigating just one or more individual themes and thereby disregarded the inherent multi-layered nature of the internet-based democratization of brand management as a holistic, socio-technological phenomenon. The aim of this paper is to address this limitation through an investigation of the various socio-technological democratization developments of the phenomenon. To achieve this aim, a balanced and stakeholder-oriented perspective on brand management has been adopted to conduct an integrative literature review. The review reveals three key developments, which together form the essential parts of the phenomenon: (I) the democratization of internet technology, (II) the democratization of information, and (III) the democratization of social capital. The insights gained help to clarify the basic structures of the multi-layered phenomenon. The findings contribute also to the substantiation of a call for a new brand management paradigm: one that takes not only company-initiated but also stakeholder-initiated brand management activities into account.

Purpose – In the literature, there is a lack of tools able to catch the symbolic dimension of the brand image, which go beyond rational and emotional dimensions. This paper aims to find and test a new instrument, named “Multi-Sensory Sort” (MuSeS). Design/methodology/approach – MuSeS, a direct methodology of exploring the consumer’s symbolic universe and the unconscious expectations, is composed of a set of projective techniques based on multi-sensory stimuli. Findings – The results showed how MuSeS allows one to collect in-depth data, otherwise difficult to obtain through other kinds of surveys. Practical implications – MuSeS is able to measure both the consumers’ perceptions about the brand image concept (its potentials) and the characteristics that the customer wishes to find in the brand image (brand image future development). Originality/value – Most of the tools created to investigate the brand image are based on questionnaires with attitude scales; this assumes that the brand...

Heritage is an internet publication dedicated to the academic and management-based analysis of the diverse processes inscribed within the tourist system, with a particular emphasis on the uses of culture, the environment and territory, people, communities and spaces, integral heritage. It encourages articles from inter and trans-disciplinary perspectives, from both scientific and management points of view. Its objective is to provide a forum for the discussion of methodologies and theories as well as the presentation of case studies and the results of empirical research. It hopes to contribute to ongoing debates surrounding attempts to comprehend the phenomenon of tourism and to develop diverse approaches to the prevention of the undesirable consequences of tourism as well as enhance the quality of life of the residents of tourist destinations.

Abstrak Tingkat persaingan ritel fashion di Indonesia dewasa ini semakin ketat karena semakin menjamurnya perusahaan-perusahaan ritel fashion di berbagai kota, terutama Ramayana Department Store. Konsumen dihadapkan dengan berbagai pilihan produk, sehingga citra merek dan promosi penjualan menjadi pertimbangan dalam keputusan pembelian produk. Penelitian ini bertujuan untuk menguji apakah pengaruh citra merek (X1) dan promosi penjualan (X2) Ramayana department store terhadap keputusan pembelian (Y) produk. Penelitian ini dilakukan pada 100 orang pengikut Komunitas Ramayana Department store di media sosial Facebook dengan metode proportionate stratified random sampling. Hasil perhitungan pada penelitian ini menggunakan Aplikasi IBM SPSS 22 dan LISREL 9.30 STUDENT. Pada regresi Y terhadap X1 dan X2. Hasil uji statistika meninjukkan bahwa nilai P-value untuk ketiga variable tersebut adalah 0.000, dan 0.016 keduanya memiliki nilai kurang dari 0.05 sehingga tolak H0. Jadi dapat diketahui...

While prevailing marketing practice is to encourage ever stronger relationships between consumers and brands, such relationships are rare and many consumers are relationship-averse or content with the status quo. The authors examine how marketers can more effectively manage existing brand relationships by focusing on the psychological distance between consumers and brands in order to match close (distant) brands with concrete (abstract) language in marketing communications. Through such matching, marketers can create a beneficial mindset-congruency effect leading to more favorable evaluations and behavior, even for brands that are relatively distant to consumers. Study 1 demonstrates the basic mindset-congruency effect and Study 2 shows it is capable of affecting donation behaviors. Study 3 documents two brand-level factors (search versus experience goods, brand stereotypes) that moderate this effect in managerially relevant ways. Study 4 shows that activation of the mindset-congruency effect influences consumers to spend more, and that these behaviors are moderated by consumer category involvement. The authors conclude with marketing and theoretical implications.

Expiration date-based pricing (EDBP) occurs when a grocery retailer reduces the price of a perishable product according to its remaining shelf life. While, conventional wisdom suggests that this practice leads to negative consumer evaluations of brand quality, a series of field experiments reveal negative effects on brand quality perceptions only among loyal consumers and those who perceive low risk associated with perishables. The effect is also mediated by consumer distrust (Study 1). In addition, EDBP has no effect on brand quality image if consumers are already familiar with this pricing practice (Study 2), and it may even generate positive consumer evaluations when framed as a cause-related marketing activity to reduce waste (Study 3). Additional evidence indicates that psychological contract violation perceptions provide the underlying mechanism for explaining consumer responses to EDBP (Study 4). This article ends with an agenda for further research and implications for retail practice.

In recent years, environmental issues become more intense and widespread. This calls for considering the issues of sustainable development in business operations. This paper utilised interviews with three organisations to identify green initiatives adopted in Malaysia, their drivers and outcomes. Analysis of the interviews indicates that the most adopted green initiatives in Malaysia are eco-design and green purchasing, followed by reverse logistics. The key drivers are regulations, customer pressures, expected business benefits and social responsibility. The study indicates that the outcomes of green initiatives are environmental, cost reductions, economic, in addition to company and brand image and reputation.

Many businesses are managing a sharp decline in sales during the
ongoing coronavirus crisis. An instinctive reaction may be to cut low-performing products from their menu of offerings — but this isn’t always the best way forward. The authors lay out a case for adding an ultra-expensive product to their portfolio. There are five reasons to do it: To increase sales across other products; to communicate expertise; to convey prestige; to garner publicity; and to move upmarket.

This research focuses on branding strategies for new products. Meaningful brand names (those that suggest a positive attribute or benefit of the product) are typically evaluated more favorably on overall liking and are easier to recall than non-meaningful brand names. The study reported here is the first such investigation of evaluation of brand names over repeated exposure. Of particular interest are differences in the extent to which meaningful versus non-meaningful brand names benefit from repeated exposure. Results of the study show that meaningful brand names continue to be evaluated more favorably than non-meaningful names, even after repeated exposure, but that evaluations of nonmeaningful brand names may improve at a greater rate than those for meaningful brand names. The brand names also influence evaluations of quality and other product attributes. Implications of the research for branding strategies in both domestic and international markets are discussed.

Organizations struggle for positive corporate reputation to affects buying behavior and brand loyalty  positively. To  get  this  result, many corporations  are producing  ads  which  look  like each other: Esthetically perfect, using    digital    effects, showing healthy and beautiful/handsome  people in  spectacular  places, and fate happiness shows... But  Benetton did create advertisements to make people talk, to develop citizen consciousness. This study is about  the  Benetton’s  most  recently  lunched  advertisement  company  named  UNHATE. Researcher  will  discuss  the  ads  from  the  corporate reputation,  brand  image and  from  the advertisement philosophy of Benetton.

The services are intangibles, therefore their quality is difficult to be evaluated by the client and building a strong brand image is a challenging task. The services are distributed using diverse channels such as: company retail stores, dealers, franchise. The service companies are interested in the environment of the location, not only to increase sells but also in order to boost the image of the company. The excitement that a retail store induces to a client can modify the perception of the brand. The client values more a brand that distributes its services in a luxury, high-tech retail environment than a discount store. In this paper we intended to investigate the techniques that a service company is using to enhance the brand image in a retail location. For this purpose, the various aspects of the retail store design and environment were analyzed in connection with the customer-based brand equity model. This original association will offer the services companies' new perspectives on how to leverage brand image.

Sport is a lucrative and universal form of popular culture, transcending international and social boundaries (Andrews & Jackson, 2001) providing sports men and women with increasingly lucrative financial opportunities through involvement in sponsorship and endorsement deals (Colapinto & Benecchi, 2014). Whilst sport celebrities have long been used in marketing communication and sponsorship campaigns to increase levels of consumer interest and attention (Gupta 2009; McCracken 1989; Van der Veen & Song, 2001), what is not well researched, is the role that electronic word-of-mouth communications plays in the transmission of potentially negative effects on consumer attitudes towards the sport celebrity brand image when a transgression occurs. Not only does electronic word-of-mouth communication make the transmission of a transgression immediate and widely disseminated, it also provides numerous opportunities for celebrities themselves to share information about themselves and their lives sometimes resulting in a " too much " , " too soon " and " too often " nexus. With the removal of a social privacy filter common with many of the younger generation, this TMI (too much information) state or increased self-disclosure (Kaplan & Haenlein, 2010) makes managing the brand image of sport celebrities by their managers and their sponsors an increasingly difficult problem. Research conducted in the sponsorship and celebrity brand image literature to date has largely been situated in the context of traditional media. This is in contrast to the experiences of modern sport and brand marketers who have to contend with rapidly expanding digital technologies and electronic communications. These transformative technologies have changed the relationships between sport consumers and sports people; and they have even impacted sport cultures. New media, social networks and electronic word-of-mouth communications have resulted in more intimate, more immediate, more scalable but less controllable interactions in the sport fan arena (Cheung & Thadani, 2012; Colapinto & Benecchi, 2014). Social networking sites alone have significantly transformed the ways people interact with their peers, with companies and with celebrities with an open, 'many-to-many', global communication style being practiced (Chu & Choi, 2011; Colapinto & Benecchi, 2014). This communication style has particularly impacted the strategic implementation of celebrity endorsements due to the heightened sense of perceived intimacy it allows.

Publisher: 2016 Global Marketing Conference at Hong Kong held at Conrad Hong Kong, Hong Kong July 21st-24th, 2016.

Purpose– This study aims to examine the role of functional and symbolic image congruity in Chinese consumers’ brand preferences in the auto
market, and the role of brand familiarity in moderating the relationship between brand image congruity and consumers’ preferences.
Design/methodology/approach– A one-on-one survey was administered to 1,440 consumers by market research specialists on two popular auto
brands in China.
Findings – While confirming existing findings concerning functional image congruity, the results revealed that symbolic image congruity had a
negative impact on Chinese consumers’ brand preference when a brand’s perceived symbolic image is higher than consumers’ ideal expectations
(i.e. upward incongruity), and brand familiarity does not moderate the role of symbolic image congruity in Chinese consumers’ brand preference.
Originality/value– The paper’s findings could help managers to improve their brand management and enhance consumer satisfaction.

The objective of this research is to analyze the repositioning strategy in a time of crisis and its importance for the survival of the brand. The strategy adopted by Gympass in 2020, during the Covid-19 pandemic, was specifically observed as a case study for this research. During this period, the company made rapid changes to its services portfolio to ensure the preservation of its business model. It started offering online classes in partnership with gyms and personal trainers, as well as providing access to wellness applications (such as meditation, therapy, nutrition). For this analysis, the methodology used was that of the case study, based on primary sources (semi-structured interview) and secondary sources (articles and interviews available in the media). It is therefore a documentation-based investigation to understand the processes that led to the repositioning of the brand, in addition to its effectiveness and relevance. In the end, it is concluded that, in the face of great social and cultural transformations, an agile repositioning may be responsible for the survival of the brand.

Resumo

Esta pesquisa busca analisar a estratégia de reposicionamento em um momento de crise e sua importância para a sobrevivência da marca. Foi observada especificamente a estratégia adotada pelo Gympass em 2020, durante a pandemia do Covid-19. Nesse período, a empresa fez rápidas alterações em seu portfólio de serviços para garantir a manutenção de seu modelo de negócios. Passou a oferecer aulas online com academias e personal trainers, além de acesso a aplicativos de bem-estar (como meditação, terapia, nutrição). Para essa análise, a metodologia utilizada foi a do estudo de caso, baseado em fontes primárias (entrevista semi-estruturada) e secundárias (artigos e entrevistas disponíveis na mídia). Trata-se portanto de uma investigação baseada em documentação para compreender os processos que levaram ao reposicionamento de marca, além de sua efetividade e relevância. Ao final, conclui-se que, frente a grandes transformações sociais e culturais, um reposicionamento de marca ágil pode ser responsável pela sobrevida da marca.

Penelitian ini dilakukan bertujuan untuk melihat Pengaruh Kualitas Produk, Harga Promosi dan Citra Merek terhadap Keputusan Pembelian Secara Online Pada Burger King Margo City Depok. Populasi penelitian ini adalah konsumen Burger King Margo City Depok yang pernah melakukan pembelian online yang berjumlah 16.346 konsumen. Teknik pengambilan sampel menggunakan Purposive Sampling dan jumlah sampel dihitung menggunakan rumus Slovin. Penelitian dilakukan kepada 100 responden menggunakan metode analisis Partial Least Square (PLS) dengan aplikasi SmartPLS 3. Hasil penelitian ini bahwa secara parsial harga, promosi dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian secara online pada Burger King Margo City Depok. Sedangkan kualitas produk berpengaruh positif dan tidak signifikan terhadap keputusan pembelian secara online pada Burger King Margo City Depok, yang berarti konsumen dalam melakukan pembelian online kualitas produk tidak menjadi alasan utama, namun lebih mementingkan harga, promosi dan citra merek dari Burger King Margo City Depok itu sendiri.

Purpose
The purpose of this paper is to comprehensively explore marketing issues for foreign industrial companies of large, small and medium size entering emerging markets (EMs), particularly transition economies in Eastern Europe. The vast majority of current studies about emerging markets focus only on defining suitable strategies related to large consumer goods corporations.

Design/methodology/approach
The research adopted a multiple case study approach. Five Italian companies belonging to different business-to-business industries that have entered emerging countries in Eastern Europe were selected for investigation.

Findings
Empirical analysis uncovered recurring issues related to: institutional factors causing market uncertainty and instability; difficulties in building a sales network; a need for product adaptation to guarantee satisfactory performance; choices related to communication, branding and trade fairs; and considerations about competition and first mover advantage. Results can be interpreted as an extension of the analysis of institutional voids by Khanna and Palepu (1997).

Research limitations/implications
The study is based on the analysis of five case studies of companies operating in specific emerging markets, namely in Eastern Europe Countries (EEc) Further research based on different samples and different emerging countries is needed before generalizing results.

Practical implications
The study shows that the main institutional void affecting business-to-business companies entering emerging markets (EEc) is the lack of locally developed sales and after-sales networks. This institutional void slows the entry process of business-to-business companies in EMs. Given these constraints, from the perspective of business-to-business SMEs, it may be fruitful to pursue niche positioning in EMs.

Originality/value
The study analyzes emerging markets opportunities and entry strategies from the business-to-business marketing perspective, uncovering the most critical issues.

DIe Seminararbeit untersucht Strategien der Krisenkommunikation vonseiten des Volkswagen-Automobilkonzerns rund um den Abgasskandal ("Dieselgate") im Jahr 2015, die Auswirkungen auf den weiteren Verlauf der Krise und die langfristige Beziehung zu Kunden, Stakeholdern und Mitarbeitern hatten.

Nach einem Überblick über Aufdeckung und Verlauf des Skandals und die Entwicklung hin zu einer schwerwiegenden Unternehmenskrise wird das Kommunikationsverhalten von VW gegenüber der Öffentlichkeit anhand mehrerer Pressemitteilungen und eines Videostatements analysiert, in denen sich VW zu Beginn der Krise äußerte. Eine kritischer Abgleich mit Modellen zur erfolgreichen Krisenprävention und -bewältigung zeigt, an welchen Stellen der Konzern durch gezielte Kommunikationsmaßnahmen dem Vertrauensschwund seiner Kunden und Partner zumindest hätte entgegenwirken und so die Krise abmildern können.

Social media is becoming an important part of an organization's media strategy. This study examines the effects of trust and consumer emotional response to advertisements on brand evaluation in an online social media context. The study used a survey method, and the studied population consisted of 927 Brazilian social media users (Facebook subscribers). The results showed the following: (1) the emotional response to advertising on social media had a positive influence on brand evaluation; and (2) consumer trust had a positive influence on brand evaluation and emotional response to advertisements on social media. It is possible to conclude that consumer trust is the key variable to a positive emotional response to advertisements on social media and to a positive brand evaluation. Finally, this study demonstrates that companies must measure the emotional response to advertising in their social media activities as a way of enhancing brand evaluation.

Celem zrealizowanych badań było ukazanie roli zmiennych społeczno-demograficznych i osobowościowych w percepcji osobowego wizerunku marki. W badaniach wzięło udział 320 osób w wieku 15-75 lat (średnia: 36.6 lat). Dane do analiz zebrano metodą ankiety roznoszonej w kilku etapach w kilkutygodniowych odstępach w celu uchwycenia trwałych związków niezależnych od interferencji kilku pomiarów w ramach jednej baterii testów. Wśród potencjalnych uwarunkowań uwzględniono cechy osobowości konsumenta, obraz siebie (realny vs. idealny; społeczny realny vs. społeczny idealny), etnocentryzm konsumencki, postawę wobec biznesu i reklamy, orientację indywidualistyczną i kolektywistyczną, samoocenę, lokalizację kontroli, preferowane wartości oraz rozumowanie przez analogię. Wyniki badań wskazują na słaby związek różnic indywidualnych pomiędzy konsumentami z postrzeganiem osobowego wizerunku marki, które wzrastają na sile dopiero w przypadku niektórych marek i testowanych zmiennych. Ustalone prawidłowości mogą stanowić ogólny punkt odniesienia dla planowania i interpretacji wyników badań realizowanych na mniejszym poziomie ogólności w ramach konkretnych kategorii produktów.
Słowa kluczowe: osobowość marki, wizerunek marki, segmentacja psychograficzna

In recent year, we observed the rapid growth of international supermarkets chains like Tesco, Carrefour, Jusco, and Giant in Malaysia. These international supermarkets are capitalizing on local manufacturers to produce products of their own brand. No doubt this private brand product price could be as low as other local produce but pricing is not the only factor influencing local consumers purchase intention. In this paper, we set to investigate consumers’ perceptions on perceived price, perceived quality, confidence, social influence, and brand image towards international supermarket private brand products. Using Multiple Regressions, we found all factors significantly influence consumers purchase intention and price is the key factor that trigger purchase. These factors would provide international supermarkets to cater for local consumers’ demand

While price and brand image have both been found to be determiners of product quality perception, the potency of these two cues has never been directly compared. Moreover, those studies which found price to be a determiner of perceived quality manipulated only price information, without permitting actual composition characteristics to vary across brands. A 2X2X2X3 factorial experiment, using 136 adult male beer drinkers, and four test beers, examined the effects of price, composition differences, and brand image cues on the perception of beer quality. Price was found to serve as an indicant of product quality when it was the only cue available but not when embedded in a multicue setting. Brand image had a stronger effect upon quality perception, particularly for brands with strong positive images. In addition, it was found that neither price nor brand name had significant effects on perceived quality except when product composition characteristics were allowed to vary between product samples. Last, in contrast to earlier findings, the data suggest that beer drinkers possess at least some ability to distinguish among different brands of beer on the basis of composition (i.e., taste and aroma) cues alone.

RESUMO
Esta dissertação se propõe a analisar a trajetória da marca FARM sob a ótica do branding e do design, compreendendo de que maneira a grife utilizou-os conjuntamente na gestão de sua marca. Para traçar as ações da FARM ao longo do tempo, foi utilizada como referencial uma pesquisa na imprensa, de 1998 até 2017. A análise posterior centrou-se na discussão de como o branding e o design, conjuntamente, atuaram na construção de múltiplos significados da marca FARM e influenciaram em sua relação com o público. Tal análise foi desenvolvida tendo como base teórica autores que relacionam as duas disciplinas, como Marc Gobé (2009) e Wally Ollins (2003). Este estudo também descreve a relação simbiótica entre a grife e a cidade do Rio de Janeiro, demonstrando como a cidade tornou-se um estereótipo de brasilidade, que foi aproveitado e reproduzido pela grife e como ambas – cidade e marca - influenciam-se mutuamente. Além disso, buscou-se compreender a mudança do papel das marcas no século XXI e como elas, de uma forma geral, estão tendo que adaptar a sua estratégia de marca para poderem sobreviver às mudanças sociais ocorridas nesse momento da história, e como tal processo está impactando fortemente a relação entre marcas e consumidores.

ABSTRACT
This dissertation proposes to analyze the trajectory of the FARM brand from the perspective of branding and design, understanding how the brand used them together in the management of its brand. In order to trace FARM's actions over time, a press survey was used as a reference, from 1998 to 2017. The subsequent analysis focused on the discussion of how branding and design, together, acted in the construction of multiple meanings of the FARM brand and influenced its relationship with the public.
This analysis was developed based on theoretical authors that relate the two disciplines, such as Marc Gobé (2009) and Wally Ollins (2003). This study also describes the symbiotic relation between the brand and the city of Rio de Janeiro, demonstrating how the city became a stereotype of Brazilianness, which was used and reproduced by the label and how both - city and brand - influence each other. In addition, we sought to understand the changing role of brands in the 21st century and how they are generally having to adapt their brand strategy to survive the social changes that occurred at this point in history, and how such a process is strongly impacting the relation between brands and customers.

Driven by legislation, within England, the Government has set challenging, but realistic, targets to improve the management of municipal solid waste (MSW). This includes, to recycle or compost at least 25% of household waste by 2005. Additional to this, is the requirement under the EU Landfill Directive to limit the amount of biodegradable municipal waste (BMW) to be landfilled. Such targets will be very difficult to reach unless there is a rapid improvement in the recycling rate across England. To reach the targets, the majority of waste collection authorities (WCAs) will need to introduce a kerbside type collection, focussing upon key recyclates. For the kerbside scheme to deliver its intended outcome, the local population has to be effectively engaged through a well-designed communications campaign. Whilst there has been significant growth in publicity for local recycling schemes in recent years, there has been a general neglect of issues concerning public participation and the need for effective marketing communications to residents. Very little empirical research has been conducted to explore the role that marketing communications can play in influencing attitude change and recycling behaviour, determining which communication tools are considered to be most effective by local residents, the most effective scheduling of marketing communications and their cost effectiveness. Rushcliffe Borough Council is a WCA in the East Midlands of England. It decided in early 2001 to adopt a kerbside scheme in an attempt to reach statutory targets (e.g. 12% for 2003/2004). The introduction of the scheme was supported by a communications campaign, branded as recycling2go. Underlying the branded image was a detailed communications strategy, designed by a RBC expert subject team. Monitoring of recycling2go was conducted via a number of channels. A Citizens Panel survey indicated that the publicly preferred option for communication is leaflets (79%), followed by newspapers (34%) and personalised letters (33%). A relatively high proportion of residents were found to have access to the Internet at home (66%) but only 15% were prepared to use this as a communication channel with RBC. During a 'pilot area' survey, it was found that some 91% of respondents felt 'satisfied' in terms of being kept informed about the scheme. It was claimed that marketing and communications activities had 'influenced' some 75% of them to recycle more and newsletters (70%) were the most effective communication method. The estimated cost, above normal in-house, for the communications campaign was £56,000; at present this is difficult to compare with a wide-range of other LA campaigns as little data is available. The Borough recycling rate in 2001/2002 was 9.7%. The recycling rate during 2002/2003 in the recycling2go area was around 48%. It had reached close to 50% by December 2003, suggesting that RBC may become one of the UK's highest performing local authorities (LAs). It can be argued that the RBC communications campaign has helped underpin the introduction of a highly successful kerbside scheme. To carry out a detailed, critical analysis would require a series of benchmarked studies by which to compare this campaign. However, such studies are, at present, relatively rare in the UK. What is apparent, is that in future all LAs must use standard communications methodology to design their campaign and this requires highly trained and competent staff-not generalists.