DOCSLIB.ORG

BRAND NAME PRODUCTS New Strategic Brand Management

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
BRAND NAME PRODUCTS New Strategic Brand Management new_strategic_brand_aw:Layout 1 6/12/07 16:25 Page 1 “New exciting ideas and perspectives on brand building are offered that have been absent from our literature.” 4TH “New exciting ideas and perspectives on brand building!” Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, EDITION Kellogg School of Management, USA Philip Kotler “Kapferer continues to be on the leading edge.” Earl N Powell, President, Design Management Institute, Boston, USA BRAND MANAGEMENT THE NEW STRATEGIC “Managing a brand without reading this book is like driving a car without your license.” 4TH EDITION Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea “The best book on brands!” Design Magazine “One of the definitive resources on branding for marketing professionals worldwide.” The Economic Times, India “One of the best books on brand management. Kapferer is thought-provoking and always able to create new insights on various brand-related topics.” THE NEW Rik Riezebos, CEO Brand Capital and director of the European Institute for Brand Management Adopted by leading international business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but has also become synonymous with the topic itself. This new edition builds on its impressive reputation and keeps the book at the forefront of strategic brand thinking. STRATEGIC Revealing and explaining the latest models used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by brand strategists today, supported by an array of international case studies. With both gravitas and intelligent insight, this book reveals new thinking on crucial topics including: • growth in saturated markets; • positioning private labels and store brands; • decommoditisation; • globalisation and market adaptation; • innovation in emerging markets; • co-branding strategies; • brand rejuvenation and turn around; • internal branding and corporate branding; BRAND • managing brand consistency and diversity; • financial evaluation of brands. Moving beyond marketing, The New Strategic Brand Management addresses the bigger picture, integrating other components such as business models, HR and finance into brand building. It analyses the specifics of brands in B2B, services, distribution, the internet and the luxury sector. It extends the brand concept to celebrities, universities, towns MANAGEMENT and nations. KAPFERER Jean-Noël Kapferer is one of the very few worldwide experts on brands. His book stands out from others with its unique insights, its style of exhaustive analysis and its original perspectives, stemming from his strategic vision, and his international background and experience. A professor of marketing strategy at HEC Paris, he holds a PhD from Northwestern University (USA) and is an active consultant to many European, US and Asian corporations. He also gives executive seminars in the US, China, Japan, Korea and India. He is the author of six books on branding, advertising and communication, including Reinventing the Brand, also Creating and sustaining brand equity long term published by Kogan Page. You can contact him at www.kapferer.com. £35.00 ISBN: 978-0-7494-5085-4 US $70.00 Kogan Page Kogan Page US J N KAPFERER 120 Pentonville Road 525 South 4th Street, #241 London N1 9JN Philadelphia PA 19147 United Kingdom USA www.kogan-page.co.uk Branding / Business and management I THE NEW STRATEGIC BRAND MANAGEMENT ii ‘After reading Kapferer’s book, you’ll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature.’ Philip Kotler, Northwestern University ‘A real thought provoker for marketing and business people. Strategic Brand Management is an essential tool to develop strong marketing strategy.’ P Desaulles, Vice President, Du Pont de Nemours Europe ‘A solid contribution written with depth and insight. I recommend it to all those who desire a further understanding of the various dimensions of brand management.’ David A Aaker, University of California at Berkeley, and author of Managing Brand Equity ‘The best book on brands yet. It is an invaluable reference for designers, marketing and brand managers.’ Design Magazine ‘‘One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics.’ Rik Riezebos, CEO Brand Capital and director of EURIB/European Institute for Brand Management ‘One of the definitive resources on branding for marketing professionals worldwide.’ The Economic Times, India ‘Jean Noel Kapferer’s hierarchy of brands with six levels of brands is an extraordinary insight.’ Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press ‘A fresh perspective on branding that is easy to understand and inspirational. I believe it to be the finest book on the subject in the marketplace today.’ Marsha Lindsay, President and CEO, Lindsay, Stone and Briggs ‘The treatment of brand-product strategies, brand extensions and financial evaluations are also strengths of the book.’ Journal of Marketing ‘A “think book”. It deals with the very essence and culture of branding.’ International Journal of Research in Marketing ‘An authoritative analysis about establishing an identity and exploiting it.’ Daily Telegraph ‘A full and highly informative text… well written and brought to life through numerous appropriate examples.’ Journal of the Market Research Society III THE NEW STRATEGIC BRAND MANAGEMENT Creating and Sustaining Brand Equity Long Term JEAN-NOËL KAPFERER London and Philadelphia iv Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsi- bility for any errors or omissions, however caused. No responsibility for loss or damage occa- sioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or any of the authors. First published in France in hardback in 1992 and in paperback in 1995 by Les Editions d’Organisation Second edition published in Great Britain in 1997 by Kogan Page Limited Third edition 2004 Reprinted 2005, 2007 Fourth edition 2008 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road 525 South 4th Street, #241 London N1 9JN Philadelphia PA 19147 United Kingdom USA www.kogan-page.co.uk © Les Editions d’Organisation, 1992, 1995, 1997, 2004, 2007, 2008 The right of Jean-Noel Kapferer to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. ISBN 978 0 7494 5085 4 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Kapferer, Jean-Noël. New strategic brand management : creating and sustaining brand equity long term / Jean- Noël Kapferer. – 4th ed. p. cm. Includes bibliographical references and index. ISBN-13: 978-0-7494-5085-4 (alk. paper) 1. Brand name products–Management. I. Title. HD69.B7K37 2008 658.8'343–dc22 2007037849 Typeset by Saxon Graphics Ltd, Derby Printed and bound in Great Britain by MPG Books Ltd, Bodmin, Cornwall V Contents List of figures ix List of tables xii Preface to the fourth edition xiv Introduction: Building the brand when the clients are empowered 1 Part One: Why is branding so strategic? 7 1. Brand equity in question 9 What is a brand? 9; Differentiating between brand assets, strength and value 13; Tracking brand equity 15; Goodwill: the convergence of finance and marketing 18; How brands create value for the customer 19; How brands create value for the company 23; Corporate reputation and the corporate brand 26 2. Strategic implications of branding 31 What does branding really mean? 31; Permanently nurturing the difference 35; Brands act as a genetic programme 36; Respect the brand ‘contract’ 38; The product and the brand 39; Each brand needs a flagship product 41; Advertising products through the brand prism 42; Brands and other signs of quality 44; Obstacles to the implications of branding 45 3. Brand and business building 51 Are brands for all companies? 51; Building a market leader without advertising 52; Brand building: from product to values, and vice versa 55; Are leading brands the best products or the best value? 57; Understanding the value curve of the target 58; Breaking the rule and acting fast 58; Comparing brands and business models: cola drinks 59 vi CONTENTS 4. From private labels to store brands 65 Evolution of the distributor’s brand 66; Are they brands like the others? 69; Why have distributors’ brands?
Load more

Recommended publications
  • How Organizations and Their Brands Leverage Marketing Partnerships to Enhance Their Success
    Claremont Colleges Scholarship @ Claremont CMC Senior Theses CMC Student Scholarship 2019 How Organizations and Their Brands Leverage Marketing Partnerships to Enhance Their Success: The Guidelines to Navigating Both Reaffirming and Repositioning Strategic Partnerships Remi A. Edwards Follow this and additional works at: https://scholarship.claremont.edu/cmc_theses Part of the Advertising and Promotion Management Commons, and the Psychology Commons Recommended Citation Edwards, Remi A., "How Organizations and Their Brands Leverage Marketing Partnerships to Enhance Their Success: The Guidelines to Navigating Both Reaffirming and Repositioning Strategic Partnerships" (2019). CMC Senior Theses. 2042. https://scholarship.claremont.edu/cmc_theses/2042 This Open Access Senior Thesis is brought to you by Scholarship@Claremont. It has been accepted for inclusion in this collection by an authorized administrator. For more information, please contact [email protected]. 1 Claremont McKenna College How Organizations and Their Brands Leverage Marketing Partnerships to Enhance Their Success: The Guidelines to Navigating Both Reaffirming and Repositioning Strategic Partnerships submitted to Professor Jay Conger By Remi Edwards for Senior Thesis Fall 2018 December 10, 2018 2 3 Acknowledgements I would like to thank Professor Conger for helping me tackle my passion for partnership marketing. His thoughtful and skilled guidance and support throughout my thesis process has allowed for me to truly explore my passion. I could not be more thankful to Professor Conger for all of his help and advice. This thesis is evidence of both the substantial effect Professor Conger has had on my education and his continued support. Next, I would like to thank my family for their continued support throughout my life and educational career.
    [Show full text]
  • Brand Management for Dummies®, Frontify Special Edition
    These materials are © 2020 John Wiley & Sons, Ltd. Any dissemination, distribution, or unauthorized use is strictly prohibited. Brand Management Frontify Special Edition by Stephanie Diamond These materials are © 2020 John Wiley & Sons, Ltd. Any dissemination, distribution, or unauthorized use is strictly prohibited. Brand Management For Dummies®, Frontify Special Edition Published by: John Wiley & Sons, Ltd., The Atrium, Southern Gate Chichester, West Sussex, www.wiley.com © 2020 by John Wiley & Sons, Ltd., Chichester, West Sussex Registered Office John Wiley & Sons, Ltd., The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom All rights reserved No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior written permission of the Publisher. For information about how to apply for permission to reuse the copyright material in this book, please see our website http://www.wiley.com/go/permissions. Trademarks: Wiley, For Dummies, the Dummies Man logo, The Dummies Way, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United States and other countries, and may not be used without written permission. Frontify and the Frontify logo are trademarks or registered trademarks of Frontify AG. All other trademarks are the property of their respective owners. John Wiley & Sons, Ltd., is not associated with any product or vendor mentioned in this book. LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: WHILE THE PUBLISHER AND AUTHOR HAVE USED THEIR BEST EFFORTS IN PREPARING THIS BOOK, THEY MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS BOOK AND SPECIFICALLY DISCLAIM ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE.
    [Show full text]
  • Employer Branding: Sustainable HRM As a Competitive Advantage in the Market for High-Quality Employees
    A Service of Leibniz-Informationszentrum econstor Wirtschaft Leibniz Information Centre Make Your Publications Visible. zbw for Economics App, Stefanie; Merk, Janina; Büttgen, Marion Article Employer branding: Sustainable HRM as a competitive advantage in the market for high-quality employees Management Revue Provided in Cooperation with: Rainer Hampp Verlag Suggested Citation: App, Stefanie; Merk, Janina; Büttgen, Marion (2012) : Employer branding: Sustainable HRM as a competitive advantage in the market for high-quality employees, Management Revue, ISSN 1861-9916, Rainer Hampp Verlag, Mering, Vol. 23, Iss. 3, pp. 262-278, http://dx.doi.org/10.1688/1861-9908_mrev_2012_03_App This Version is available at: http://hdl.handle.net/10419/93050 Standard-Nutzungsbedingungen: Terms of use: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Documents in EconStor may be saved and copied for your Zwecken und zum Privatgebrauch gespeichert und kopiert werden. personal and scholarly purposes. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle You are not to copy documents for public or commercial Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich purposes, to exhibit the documents publicly, to make them machen, vertreiben oder anderweitig nutzen. publicly available on the internet, or to distribute or otherwise use the documents in public. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, If the documents have been made available
    [Show full text]
  • BRAND LEADERSHIP the Evolving Paradigm DAVID AAKER and ERICH JOACHIMSTHALER
    BRAND LEADERSHIP The Evolving Paradigm DAVID AAKER and ERICH JOACHIMSTHALER DAVID AAKER is Vice-Chairman of Prophet Brand Strategy, a strategic professional services firm, and a Professor Emeritus at the Haas School of Business, University of California, Berkeley. He is widely acknowledged as the preeminent authority on brand equity and brand strategy. Dr. Aaker has published more than 90 articles and 11 books including Managing Brand Equity, Developing Business Strategies and Building Strong Brands. He graduated with a B.S. from MIT and a MS Ph.D. from Stanford University. For more information on David Aaker, see http://www.prophet.com or http://www.davidaaker.com. ERICH JOACHIMSTHALER is CEO of The Brand Leadership Company, a strategy consulting and management education firm, and Visiting Professor of Business Administration at the Darden School, University of Virginia. He is the author of more than 40 articles and case studies and is a sought-after speaker and consultant. Dr. Joachimsthaler completed his formal education with a Post Doctorate Fellowship at Harvard Business School. For more information on Erich Joachimsthaler, see http://www.brandleadershipcompany.com. SUMMARIES.COM is a concentrated business information service. Every week, subscribers are e-mailed a concise summary of a different business book. Each summary is about 8 pages long and contains the stripped-down essential ideas from the entire book in a time-saving format. By investing less than one hour per week in these summaries, subscribers gain a working knowledge of the top business titles. Subscriptions are available on a monthly or yearly basis. Further information is available at http://www.summaries.com.
    [Show full text]
  • Requirements for Brand Managers and Product Managers Responsible for Competitiveness of Product and Brands ▪ Wroblowská Zuzana
    Requirements for Brand Managers and Product Managers Responsible for Competitiveness of Product and Brands ▪ Wroblowská Zuzana Abstract Competitiveness of a product and care of a brand value are mainly the work of product man- agers and brand managers who play a major role in creating a competitive advantage of their companies. The aim of the paper is to present partial results of an independent research and connect them with the knowledge base of knowledgable management and human factors in product management. The paper focuses on a set of requirements for qualifications, experience, knowledge and skills that are imposed on candidates for the position of “Brand Manager”. For the purposes of defining the research objectives, an assumption was made that a set of require- ments for candidates will prove that brand managers and product managers are knowledgable workers. In order to meet this goal, the method of content analysis of job advertisements was used. Secondly, the research was focused on identifying and analysing the differences between the sets of requirements for product managers and brand managers. The analysis of the texts of job advertisements resulted in the requirements for knowledge and competency. It provided the information about what level of education, type and length of practical experience was preferred for the position of “Brand Manager”. The unexpected result was that the groups of technical knowledge and work experience of brand managers and product managers had statistically sig- nificant differences. At the end of the article, there are a number of recommendations formu- lated for the implementation of recruitment strategy. Keywords: brand manager, competitiveness, human resources, knowledge, product management, recruitment strateg y, skills JEL Classification: D83, M12, M31, M51 1.
    [Show full text]
  • Branding Strategies of Mncs in International Markets
    2008:005 MASTER'S THESIS Branding Strategies of MNCs in International Markets Hanna Häggqvist Camilla Lundkvist Luleå University of Technology D Master thesis Business Administration Department of Business Administration and Social Sciences Division of Industrial marketing and e-commerce 2008:005 - ISSN: 1402-1552 - ISRN: LTU-DUPP--08/005--SE Acknowledgement Acknowledgement This thesis was written for the program of International Business and Economics at the Division of Industrial Marketing and e-Commerce at Luleå University of Technology and was completed in January, 2008. This thesis has been constructed during a limited period of time, and these weeks have been instructive and fun, but also very intensive, and have demanded hard work and commitment in order to make this thesis something to be proud of. We have had the chance to develop our skills within the field of business and marketing and we hope that this thesis will contribute to already existing research as well as ideas for further research. There are several persons that have made this thesis possible. We would first like to thank our supervisor, Manucher Farhang, Associate Professor at the Division of Industrial Marketing and e-Commerce, Luleå University of Technology, who has guided us throughout the whole time and given us constructive feedback in order to improve the thesis. Secondly, we would like to thank Andreas Wagner, Assistant Brand Manager, at Procter & Gamble and Andrew Warner, Director of Brand Management at Sony Ericsson, who have provided us with valuable information during the interviews. We would also like to thank Ulrika Köbin, Assistant at Content Planning & Management, Sony Ericsson Mobile Communications AB, and Katarina Willig at Procter & Gamble, for handling valuable contacts.
    [Show full text]
  • Strategic Brand Management, 4Th Edition, Kevin Lane Keller, Prentice-Hall
    MBA 731 BRAND MANAGEMENT FALL 2018 (8/14-11/28) Meeting: Wednesday 6:30 – 9:20pm 205 Bryan Building “Education is not preparation for life; education is life itself.” (Origin unknown) Professor: Dr. Merlyn Griffiths, Associate Professor of Marketing Office: Bryan 353 Telephone: 334-4472 (Cisco messaging system only) E-mail: [email protected] (the most efficient means of contact) Office Hours: Tuesday 2:30pm-3:30pm and by appointment Course Documents: http://Canvas.uncg.edu Required Materials: “The intelligent man learns from his own experience; the wise man learns from the experience of others.” (Origin unknown) 1. Strategic Brand Management, 4th edition, Kevin Lane Keller, Prentice-Hall. 2. Additional readings and lecture notes are distributed through Canvas. 3. AdWeek – http://www.adweek.com/advertising-branding (recommended) Catalog Course Description: Prerequisite: MBA 706 The evolving nature of branding over time and the interaction of managerial actions to produce consumer understanding and response to brands in both domestic and global markets. Course Objectives A brand name, and its associated brand equity, is one of the most valuable assets any firm has. However, management education has not paid sufficient attention to managing brands, as the statement below suggests: “The MBA should stand for ‘Murderer of Brand Assets.’” (Larry Light, Marketing Consultant & Chairman of the Coalition for Brand Equity) To address this oversight, and to allow students to apply concepts learned in MBA 606/706, Marketing Management, this course addresses important branding decisions faced by organizations. The course objectives are: 1) to increase student understanding of the important issues in planning, implementing and evaluating brand strategies; 2) to provide relevant theories, models and tools for the making of brand decisions; and 3) to provide a forum for students to apply these principles.
    [Show full text]
  • Product and Brand Management
    Biyani's Think Tank Concept based notes Product and Brand Management (MBA ) Sujata Biyani Karishma Gupta Deptt. of Management Biyani Institute of Science and Management Product and Brand Management 2 Published by : Think Tanks Biyani Group of Colleges Concept & Copyright : Biyani Shikshan Samiti Sector-3, Vidhyadhar Nagar, Jaipur-302 023 (Rajasthan) Ph : 0141-2338371, 2338591-95 Fax : 0141-2338007 E-mail : [email protected] Website :www.gurukpo.com; www.biyanicolleges.org ISBN No: 978-93-81254-78-3 Edition : 2014 While every effort is taken to avoid errors or omissions in this Publication, any mistake or omission that may have crept in is not intentional. It may be taken note of that neither the publisher nor the author will be responsible for any damage or loss of any kind arising to anyone in any manner on account of such errors and omissions. Leaser Type Setted by : Biyani College Printing Department Product and Brand Management 3 Preface I am glad to present this book, especially designed to serve the needs of the students. The book has been written keeping in mind the general weakness in understanding the fundamental concepts of the topics. The book is self-explanatory and adopts the ―Teach Yourself‖ style. It is based on question-answer pattern. The language of book is quite easy and understandable based on scientific approach. Any further improvement in the contents of the book by making corrections, omission and inclusion is keen to be achieved based on suggestions from the readers for which the author shall be obliged. I acknowledge special thanks to Mr.
    [Show full text]
  • Brand Architecture Strategy and Firm Value: How Leveraging, Separating, and Distancing the Corporate Brand Affects Risk and Returns
    J. of the Acad. Mark. Sci. (2016) 44:261–280 DOI 10.1007/s11747-014-0422-5 ORIGINAL EMPIRICAL RESEARCH Brand architecture strategy and firm value: how leveraging, separating, and distancing the corporate brand affects risk and returns Liwu Hsu & Susan Fournier & Shuba Srinivasan Received: 27 November 2013 /Accepted: 2 December 2014 /Published online: 20 January 2015 # Academy of Marketing Science 2015 Abstract Despite evidence suggesting a growing inci- implications for practice. Our results show that risk/ dence of brand architecture strategies beyond the branded return tradeoffs for sub-branding, endorsed branding, house (e.g., Boeing and IBM) and house-of-brands (e.g., and the BH-HOB hybrid differ significantly from what P&G with Tide and Cheer), and recognition that in prac- common wisdom suggests. tice these strategies are very different, there is still a need for research on how financial markets value the full range Keywords Branding . Brand architecture . Brand portfolio of brand architecture strategies pursued by firms. We strategy . Firm performance . Shareholder value . Abnormal replicate and extend Rao et al.’s(Journal of Marketing, returns . Risk . Time-series econometrics 68(4), 126-141, 2004) investigation of brand portfolio strategy and firm performance by (1) adding sub- branding and endorsed branding architectures, (2) clarify- ing the “mixed” architecture to constitute a BH-HOB Introduction hybrid and remove sub- and endorsed branding variants, and (3) quantifying the impact of a company’sbrand Previous papers (Bahadir et al. 2008; Bharadwaj et al. 2011; architecture strategy on stock risk in addition to returns. Morgan and Rego 2009;Regoetal.2009; Wiles et al.
    [Show full text]
  • Leadership in Managing and Revitalizing Brand Identity
    Title Leadership in Managing and Revitalizing Brand Identity Author(s) IKEDA, Yukio Citation ECONOMIC JOURNAL OF HOKKAIDO UNIVERSITY, 30, 21-45 Issue Date 2001 Doc URL http://hdl.handle.net/2115/30605 Type bulletin (article) File Information 30_P21-45.pdf Instructions for use Hokkaido University Collection of Scholarly and Academic Papers : HUSCAP Econ. J. ofHokkaido Univ., Vol. 30 (200l) , pp. 21-45 21 Leadership in Managing and Revitalizing Brand Identity Yukiyo IKEDA Studies about brand management have focused on the brand identity theory. Brand identity acts to attract the flrm's stakeholders and consumers. In the process of building brand identity, the leader of the firm should take an active role to manage the organization. The problem is how the leader exercises leadership to manage brands. The brand is a source of strength of the firm. Once the flrm has built a well-knowu brand name, it is able to sell products easily, and make alliances or relationships with other companies. However, the flrm can lose its brand power as a result of changes in the market and environment. This study investigates the corporate brand. It analyzes the roles of leadership, which is exercised by the top management through the process of revitalizing the corporate brand. Based on a case study, six roles of leadership in revitalizing brand identity are suggested. Keywords: brand identity; leadership; organizational culture; brand disadvantage; brand advantage 1. Introduction Although there have been studies on leadership, the issue of revitalizing brand identity has never been discussed. This study focuses on how and where leadership controls brands.
    [Show full text]
  • The Effects of Brand Leadership Styles on Employees - Based Brand Citizenship Behavior
    Available online at www.worldscientificnews.com WSN 22 (2015) 25-39 EISSN 2392-2192 The effects of brand leadership styles on employees - based brand citizenship behavior Gholamreza Jandaghi*, Fariba Bahamin, Fariba Bahamin Faculty of Management and Accounting, Farabi College, University of Tehran, Iran *E-mail address: [email protected] ABSTRACT Aimed at achieving employee – based brand equity, internal branding is a new strategy to assure that employees act in accordance with brand commitment. Since in service organizations, employees are able to influence over customers‟ purchase decisions and conceptions, they play a critical role in organizational success. Enhancing employee – based brand citizenship behavior by managers can create a competitive advantage for organization. The purpose of present study is to investigate the effects of brand leadership styles on employee – based brand citizenship behavior. This is an applied study and its needed data are gathered by a questionnaire distributed among employees of banks in Ajabshir City. Among 95 employees, 76 subjects were selected as research sample by random sampling method in Morgan Table. Pearson correlation coefficient and step-by-step regression were used to analyze data. Research findings indicate that there is a significant relationship between brand leadership styles and employee – based brand citizenship behavior. Keywords: internal brand; brand citizenship behavior; brand leadership 1. INTRODUCTION Competition is increasingly improving in many service industries such as banks and financial service markets (Mackay, 2001). Due to prevalence and complexity of service branding, it has become more dynamic in recent decades. A radical challenge in service World Scientific News 22 (2015) 25-39 marketing is that services are intangible compared to other goods and it is more likely that their quality changes by considering the features of person(s) who provide such services.
    [Show full text]
  • Customer Loyalty and Brand Management
    A Service of Leibniz-Informationszentrum econstor Wirtschaft Leibniz Information Centre Make Your Publications Visible. zbw for Economics Rubio Benito, Natalia (Ed.); Yagüe Guillén, María Jésus (Ed.) Book — Published Version Customer loyalty and brand management Provided in Cooperation with: MDPI – Multidisciplinary Digital Publishing Institute, Basel Suggested Citation: Rubio Benito, Natalia (Ed.); Yagüe Guillén, María Jésus (Ed.) (2019) : Customer loyalty and brand management, ISBN 978-3-03921-336-8, MDPI, Basel, http://dx.doi.org/10.3390/books978-3-03921-336-8 This Version is available at: http://hdl.handle.net/10419/206784 Standard-Nutzungsbedingungen: Terms of use: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Documents in EconStor may be saved and copied for your Zwecken und zum Privatgebrauch gespeichert und kopiert werden. personal and scholarly purposes. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle You are not to copy documents for public or commercial Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich purposes, to exhibit the documents publicly, to make them machen, vertreiben oder anderweitig nutzen. publicly available on the internet, or to distribute or otherwise use the documents in public. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, If the documents have been made available under an Open gelten abweichend von diesen Nutzungsbedingungen die in der dort Content Licence (especially Creative
    [Show full text]