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Abstract
How a company ‘positions‘ a brand is not necessarily how the consumer perceives that brand. Brands allow marketers to add meaning to products and services, but it is consumers who ultimately determine what a brand means. The sources of brand meaning are many and varied, as are the ways in which meanings become attached to brands.
... Individuals do not perceive brands in the same way: they emphasize properties they fi nd important while neglecting others unimportant from their perspective. Batey (2008) argues that brand meaning -the brand's individual picture in the mind of the consumer (Csordás & Ziegler, forthcoming) -is made of objective and subjective meaning, the former describing sensory impressions such as size and shape, which are invariable across people and the later describing the subjective (individual) perception of a brand. While we might agree with Batey on the objective-subjective distinction, we also assume that these meanings are rather connected to the product. ...
... As results of this research show, the associations of product brands change over time (see H2) and, as has been shown, the associations of a brand are not only created only by marketing instruments but also by personal experiences and by media news. This is in line with Batey (2008), Kastens and Lux (2014), and Kovács (2016), who pointed out that the meaning of a brand is not just the meaning that the brand's owner "puts" into the brand: rather, the real meaning is discussed by the society and is created in the mind of the consumer. ...
... Thus, brands can be seen as mental constructs which have a negotiated meaning in society, and a personal meaning constructed in the mind of the consumer (cf. Batey, 2008;Kastens & Lux, 2014). ...
Purpose – The purpose of this paper is to show how the analysis of brand associations can help to elaborate the cognitive position of a brand. The paper compares brand associations of Hungarian consumers in two product categories, automobiles and alcoholic drinks, in two datasets.
Design/Methodology/Approach – To obtain a detailed picture of a brand’s position in the mind of consumers, free brand associations to 10 alcohol and 13 automotive brands were collected, the associations were categorized, and their frequency and distribution analyzed. K-means clustering was used to identify similarities. Associations within and across product categories are compared, and shifts in associative structures are described.
Findings and implications – The paper shows that associative structures differ across product categories. The two datasets (collected in 2011-2012 and 2015-2016) highlight that brand associations and thus a brand’s image change over time and that change is not only due to marketing communication – rather, media news and personal experiences also lead to change. Results confirm that positive and negative associations are likely to be connected to each brand; however, Fetscherin and Henrich’s (2014) matrix is just partly proved by associations. Finally, it is shown that strong associations can be generated by means of marketing communication, and consistent communication over the years is a prerequisite for creating strong associations.
Limitations – Brand associations are only able to show the current position of brand names in a special cultural/linguistic and temporal context: thus, the present paper describes the associations for brands in Hungary and in Hungarian in the years 2011-2012 and 2015-2016.
Originality – The paper compares associative structures of Hungarian consumers across and within product categories in two different datasets and shows that associative structures change over time.
... The belief that this relationship exists between an individual and an organization should not indicate a polarized or contrasted environment, but rather a fusion point. With the individual's role in the meaning-making process becoming incrementally active, the organization can still be viewed as a whole, as long as the tone of unity and polyphony are recognized (Batey, 2012). ...
... In this context, Semiotics (the study of signs and their role in signification) has been enlightening and elucidating further the understanding of the term meaning and, thus, providing us with critical lessons for the comprehension of brand meaning and identity itself. With the role of the individual being vital and very active throughout the meaning-making process, Structuralist semioticians, like Roland Barthes, have called attention to the dynamic involvement of the individuals in the process of signification, and, as a result, in the production of meaning (Batey, 2012). Here, the importance of dialogical interactionism and the multiple dynamic layers during the process of meaning creation are unriddled under the spectrum of Semiotics. ...
... 239-240) Having said that, meaning includes both connotation and denotation. If we agree with the fact that meaning can be accessed via associations, it is imperative to identify which are the associations that most define the meaning of an object or a brand (Batey, 2012). Barthes, in the effort to effectively elucidate the difference between "connotation" and "denotation", argues in Image-Music-Text (Barthes, 1977) that the distinction between the two is clear in the example of photography. ...
As brands both assimilate and provide meaning, the product and company-oriented approach of passively receiving brand meaning are recently being reconsidered. Brand identity and meaning have a dynamic, enacted and reciprocal nature, and are considered as social processes that are continuously reconsidered and co-created in a dialectic way, not only with consumers, but also with other internal and external stakeholders. Brands are viewed from an “organismic” point of view, as heterogenous organic entities and assemblages that are constantly re-interpreted. Shedding light further down in the roots and studies of meaning, different doctrines and positions are used as supporting structures. Focusing on conceptual suggestions and conclusions, analyzing and starting a holistic discussion of the literature in newly associated fields, not traditionally emphasized in brand management literature, the different concepts of meaning will pave the path of how “sense” is created, under the prism of structural semiotics, linguistics and philosophy. This comprehensive and multidisciplinary review of how meaning is assembled, clarifies the evolving of brand meaning and contributes to the concept of “shared and co-created brand meaning” as a network-based outcome.
... Yet even within these groups, brand meaning can be co-created through less deliberate and potentially haphazard experiences. The present paper addresses this gap in brand meaning co-creation research, by asking: how do very general brand experiences contribute to brand meaning and what are the underlying processes in the consumers' mind? 1 Focusing on the mental structure in brand meaning co-creation is important, because meaning is relational (Johnson 1990(Johnson , 2007Lakoff andJohnson 1980, 1999;Zaltman 2003) and thus brand meaning cannot exist independent of a mind which assigns a meaning to the brand (Batey 2008;Hirschman 1980;Kleine and Kernan 1988; see also Chandler 2002). The present paper introduces embodied cognition, the view that bodily states influence our cognition and behaviour (Barsalou 2008;Johnson 1990Johnson , 2007Lakoff andJohnson 1980, 1999), to brand meaning co-creation. ...
... Brand meaning Ever since Gardner and Levy's influential works in the 1950s (Gardner and Levy 1955;Levy 1959; see also Levy and Rook 1999), the notion that branded products deliver symbolic value to consumers beyond their functional benefits has been a cornerstone of brand management (Allison and Uhl 1964;Bastos and Levy 2012;Batey 2008;Keller 2012;Mark and Pearson 2001). Brands evolved from a sign of the manufacturer to a symbol (Bastos and Levy 2012) or as Allen et al. (2008) put it ''repositories of meaning'' (Allen et al. 2008;p. ...
... 782). Traditionally, marketers were regarded as the sender of this meaning (Allen et al. 2008;Batey 2008), for example through advertising (Escalas and Bettman 2005;McCracken 1986). In recent years, researchers started focusing on other brand stakeholders, most notably the consumer, as co-creators of brand meaning (Iglesias and Bonet 2012;Iglesias et al. 2013;Hatch and Schultz 2010). ...
Embodied cognition addresses meaning emergence in abstract concepts through experience, yet has neither been applied to the abstract concept of brand meaning, nor been introduced to brand meaning co-creation research, which also assigns a leading role to brand experiences. The paper closes this gap and argues for an understanding of brand meaning as embodied. Brand meaning in light of co-creation research is discussed, and the need for a new emergent perspective for brand meaning through brand experiences is identified and satisfied by providing an adequate framework. The framework is then illustrated, using a narrative analysis of autobiographical memory stories of three different Nutella user types. The results highlight how meaning varies according to the embodied mental structures that consumers use to comprehend a brand. Consequently, brand meaning is largely influenced through brand experiences early in life and in particular affectively intense ones. The study illustrates how consumers’ experiences shape the way they comprehend the brand and attach meaning to it. The study extends research on brand meaning co-creation, by applying theory of embodied cognition to the concept of brand meaning, and shows how brand experiences, a key element of co-creation theory, shape the meaning of a brand.
... The primary empirical material in the study consists of communication excerpts from the museum, collected between October 2015 and October 2016. This choice is based on the array of theoretical contributions promoting, for example, conversational spaces, brand interfaces , encounters (Payne et al. 2009) and touchpoints (Batey 2008;Iglesias and Bonet 2012) as the decisive point of co-creation. Here, the external stakeholders are in contact with, and also interact with, the brand, either directly or indirectly. ...
... Collectively, these contributions argue that the touchpoints [e.g. product or service use, advertising, websites, direct mail, delivery vans, sales calls, etc. (Batey 2008)] are a fundamental part of the co-creational dialogue between the organization and its external stakeholders. Touchpoints are crucial to how the process of co-creation develops, and thus the organization must be very aware of how the touchpoints contribute to the joint co-creation of the brand (e.g. ...
... exhibition texts) are examples of brand interfaces or touchpoints (cf. Batey 2008;Iglesias et al. 2013). Further, the sample includes both managerially controlled touchpoints and touchpoints created predominately by other employees, because ''during the consumer-brand relationship, a consumer's perception about a brand is built during each and every interaction with the managerially determined brand interfaces (which are relatively easy for managers to control), as well as any interactions with brand employees'' (Iglesias and Bonet 2012, p. 259). ...
Recent developments within branding theory suggest a move towards co-created branding. In theory, this approach holds great promise in terms of engaging stakeholders in dynamic processes of creating the corporate brands, but a brand co-creation process also exposes the organization to, for example, loss of control, dilution of identity and potential disharmony between the multiple voices co-creating the brand. Paradoxically, while brand co-creation has received increased theoretical attention, the role of the internal stakeholders (especially the employees) in this process remains vastly uncharted. Therefore, through an empirical case study of the Danish National Gallery, this paper shows how a public organization, which has engaged in brand co-creation, struggles to orchestrate the many internal voices in the co-creational dialogue. The importance of considering internal stakeholders in the co-creation process is illustrated through the discovery of six diverse brand expressions that surface in the so-called touchpoints of co-creation, i.e. the museum’s communication with external stakeholders. Here, different professional groups of employees communicate their version of the brand, leaving the impression of a brand speaking with several, at times clashing, voices.
... When considering the structure of brand meaning, it is useful to examine the differences between tangible properties, that can be perceived through senses and thus exists independently, and intangible properties, that exist only in the mind of an individual (Batey, 2008). Tangible properties come from the object to the consumers' mind through perceived senses, whereas intangible properties originate from the consumers' mind and are projected onto the object (Batey, 2008). ...
... When considering the structure of brand meaning, it is useful to examine the differences between tangible properties, that can be perceived through senses and thus exists independently, and intangible properties, that exist only in the mind of an individual (Batey, 2008). Tangible properties come from the object to the consumers' mind through perceived senses, whereas intangible properties originate from the consumers' mind and are projected onto the object (Batey, 2008). Based on this remark, meanings of brands are combinations of tangible and intangible properties. ...
... According to Batey (2008) four levels of brand meaning can be defined, reflecting the evolution from tangible, more objective perception, towards intangible properties that refer to more subjective perception. The way by which meanings are perceived by all people are usually objective and constructed upon the more tangible properties of the brand. ...
The purpose of this study is to build a conceptual model for understanding brand meanings in wearable sports technology. Wearable sports technology is a complex concept, because it integrates characteristics of clothing related issues like aesthetics and comfort as well as properties of electronic devices such as usability. Due to the lack of previous literature within the field of wearable sports technology three domains of literature are combined in the conceptual model to gain deeper understanding of the phenomenon. These three domains include the field of sports brands, technology and fashion. The connection between the two central theoretical constructs of brand meanings and brand relationships is elaborated in the proposed conceptual model.
... When considering the structure of brand meaning, it is useful to examine the differences between tangible properties, that can be perceived through senses and thus exists independently, and intangible properties, that exist only in the mind of an individual (Batey, 2008). Tangible properties come from the object to the consumers' mind through perceived senses, whereas intangible properties originate from the consumers' mind and are projected onto the object (Batey, 2008). ...
... When considering the structure of brand meaning, it is useful to examine the differences between tangible properties, that can be perceived through senses and thus exists independently, and intangible properties, that exist only in the mind of an individual (Batey, 2008). Tangible properties come from the object to the consumers' mind through perceived senses, whereas intangible properties originate from the consumers' mind and are projected onto the object (Batey, 2008). Based on this remark, meanings of brands are combinations of tangible and intangible properties. ...
... According to Batey (2008) four levels of brand meaning can be defined, reflecting the evolution from tangible, more objective perception, towards intangible properties that refer to more subjective perception. The way by which meanings are perceived by all people are usually objective and constructed upon the more tangible properties of the brand. ...
The purpose of this study is to build a conceptual model for understanding brand meanings in wearable sports technology. Wearable sports technology is a complex concept, because it integrates characteristics of clothing related issues like aesthetics and comfort as well as properties of electronic devices such as usability. Due to lack of previous literature within the field of wearable sports technology three domains of literature are combined in the conceptual model to gain deeper understanding of the phenomenon. These three domains include the field of sports brands, technology and fashion. The connection between the two central theoretical constructs of brand meanings and brand relationships is elaborated in the proposed conceptual model.
... El proceso visual es un proceso activo de construcción e interpretación en el cerebro de las imágenes que llegan a la retina, como señala Batey (2008). La vista es un proceso subjetivo, dependiente de la personal sensación de la realidad y de la influencia cultural, que tiene implicaciones a la hora de que las marcas usen un imaginario visual determinado. ...
... Underhill (1999: 176) defiende que "compramos las cosas probándolas y tocándolas", y pone como ejemplo de la naturalidad de este sentido que el tacto es para un niño fuente de conocimiento, experiencia y sensaciones. La piel es el órgano responsable del sentido del tacto, el primero que desarrollamos en el feto (Batey, 2008). ...
... Descripción y utilidad de los sentidos Fuente: Elaboración propia basada enBatey (2008) ...
Fashion consumption seems to be linked to emotion due to diverse causes: the kind of product that tends to be tried; the space carefully designed where the product is located; the special customer service in the buying process; the social impact of the brand ambassadors that act as opinion leaders; and the spectacular nature of the media coverage in this industry. The main aim of this article is to know the reasons why fashion brand links emotionally, giving an emotional identity to the fashion brand. For this purpose, firstly it has been conducted a literature review of the concept brand identity, brand image and positioning. Secondly, research comprehends a literature review of the concept of emotion –sensorial or affective emotion mostly-, studied the relationship between emotion and senses and described the role of senses in buying fashion. Thirdly, it has been described the role of senses in buying fashion. The conclusions generate some reasons to explain the link between emotion and fashion consumption: clothes are more visible and constitute a multisensory product; the industry is very competitive and focuses the origin of emotional shopping, where fashion styles are changing; and finally the nature of the store atmosphere influences psychologically.
... However, it also must be noted that regardless of the company's intentions, experiences are always embedded with meanings (Batey, 2008;Diller et al., 2008), which are communicated through the qualities and characteristics of the interactive artifacts (Kazmierczak, 2003;Karjalainen, 2004;Johnston & Kong, 2011) -as Krippendorff (1989, p.12) notes, "people do not perceive pure forms, unrelated objects, or things as such but as meanings". Hence, if the goal is to manage the customer's experience, organizations must control the meanings conveyed through the service offerings (Carbone & Haeckel, 1994). ...
... In that sense, this thesis defines experiences as the customer's interpretation of the meanings embedded (purposefully or not) in the qualities and characteristics of the offering, resulting from the perception emerging from any sort of interaction -a cluster of perceived meanings associated with a particular incident (Image 3.1; Aaker, 1991;Batey, 2008). For the organization, it is this meaning proposition, which is delivered through the service interactions, that differentiates their offering from the competitors', creating a unique source of competitive advantage. ...
... This way, an 'experience economy style' offering can be also be understood from a phenomenological perspective, as the customer's perception of the qualities and characteristics of such an offering (Zomerdijk & Voss, 2010)an experience can, but need not be, the actual offering. A phenomenological perspective is not necessarily contrary to the idea of 'experience economy style' offerings, but it comprehends that an experience can emerge from any sort of interaction as the customer's interpretation of the meaning proposition embedded into the interaction's qualities and characteristics (Image 3.1; Semprini, 2006;Batey, 2008). ...
Despite the acknowledgment that brand value emerges from the customer’s experiences, little attention has been given to the development of brand-based service interactions. On one hand, service design teams are not equipped with adequate information about the brand experience the brand wants to deliver; on the other hand, branding and marketing teams rarely focus on the development of the interactions through which the customers experience the brand.
This thesis aims to bring Branding and Service Design together, through the Designing for Brand Experience framework. It proposes a brand-informed approach to Service Design, and at the same time, a customer-experience approach to Branding. In this way it provides an important bridge between the two fields of Branding and Service Design, and does this at both the theoretical and practical level.
... First, brands have been given back to the people, to whom they primarily belong because the power of brands is rooted not in factories and workshops but in the consumer's mind and behavior (Fournier, 1998;Bullmore, 2001;Kotler et al., 2010). Second, even with some limitations, semiotics has confidently taken on an important role in branding, market research and management (Floch, 2001;Marrone, 2007;Batey, 2008;Lindemann, 2010;Oswald, 2012Oswald, , 2015. Third, experience has become the new mantra in marketing discourse as a whole, as we show with many examples below. ...
... This difficulty forces managers to be more open towards collaboration and more sensitive to trends and changing environmental conditions, including searching for new value sources outside the product and among various stakeholders, involving smaller groups (communities, clubs or just a circle of enthusiasts) and even individual consumers (Pine et al., 2000). The contribution of brand semiotics as a subfield of semiotics (Marrone, 2007, Batey, 2008, Oswald, 2012 in this marketing environment can be highly helpful in analyzing, foreseeing and proposing product development, communication and design trends. The limitations of the article allow for only a few aspects to be outlined regarding the semiotic nature of brands and their experiential marketing performance, and the socio-semiotic tactics that managers have at their disposal to communicate the brand message via methods introduced by multimodalitya semiotic area that studies the multi-channel performance in the interaction (Section 4). ...
... This article aims to put the general theory of product semiotization (as opposed to commoditization) in the broader picture of experience-economy we witness (Appadurai, 1986, Mick et al., 2004, Marrone, 2007, Batey, 2008, Holt and Cameron, 2010. With regard to this semiotization process some recent examples are presented also in order to illustrate how big brands (as Google, Apple and some big coffee producers) control their experiential aspects according to the characteristics of their products and the interests of the consumers. ...
Consumer behavior is a complex and dynamic phenomenon as it embraces cultural and social aspects, previous experience and mass media influence. This paper proposes that in order to study how brands frame consumers' perception and preferences an interdisciplinary perspective is fruitful. It uses a socio-semiotic perspective to define and analyze some contemporary marketing practices in brand building and consumer relationship management that demonstrate the relativity of the notion of " product " and underline the active communicative interaction between a brand and its consumers regarding the experience provided. Some of the most prominent analytical models of the product value building are presented, along with a discussion of the cultural typology of experience production. Finally, it is argued that multimodality has a special place as an actual and useful tool for improving the communication management via sensorial and cognitive stimulation.
... Various authors have defined different brands in different sources of literature (Aaker, 1991, Batey, 2008, Clifton, 2010, De Chernatony, & Riley, 1997, Meldahl, 2018. One of the oldest brand definitions explains the following: word, term, sign , a symbol, a design or a combination thereof designed to identify goods or services to sellers or a group of sellers and to distinguish them from competitors (De Chernatony & Riley F. D, 1997). ...
... Most of the brands are branded, so in the world, brand promotion is generally focused on product, service sales, or higher ranking. Brand value changes the price of a product (Cheverton, 2002), brand is a set of meanings (Batey, 2008). The brand is even one that does not belong to the company or its owner -the brand is a common sensory experience that the customer has created from any kind of contact with your company and its product or service (Hammonds, 2008). ...
The foundation of successful business relies on recognition and positive experience among customers. The article examines theory of the brand and how well it is recognized in the Latvian spice market, focusing on the Tex Mex production. The research in this field is important as the Latvian spice market is still growing and many different brands are offered by various manufacturers therefore the competition is tough and it is important to strengthen the market space of Tex Mex spices. Moreover, there is an increase in the European spice market, therefore the research results are important for the European spice market in general. The purpose is to examine theoretical aspects of the brand and to evaluate the Tex Mex products’ brand recognition in Latvia. The research novelty lays in the fact that a survey of 1011 Latvian residents is used, by analyzing their habits in Latvian spice market and, expecially the Tex Mex products. The paper contains following research methods: theory analyses; document analyses and analysis of a survey involving A 1011 Latvian residents - 454 females and 557 males, age group 15-74. The key results of the research: compared to the previous year, customers' attitude to the products of the brand Santa Maria Tex Mex has increased and currently Santa Maria is the market leader in Latvian Tex Mex products. At the same time more than half of Latvia’s people have never purchased Tex Mex products.To promote the visibility of the Tex Mex products, product tastings should be chosen as they provide further information to consumers.
... On the other hand, extrinsic cues are such product attributes which can be changed without creating any change in the objective nature of the product (Veale & Quester, 2009). Simultaneously, price and brand name being extrinsic cues (Al-Swide, Huque, Hafeez, & Shariff, 2014;Estelami & Maeyer, 2004;Govers & Schoormans, 2005;Iacocca, Sawhill, & Zhao, 2015;Padel & Foster, 2005;Round & Roper, 2015;Roy, Rabbanee, & Sharma, 2016a;Tarkiainen & Sundqvist, 2011;Wang & Yang, 2008) act as a parameter for quality check and criteria of sophisticated product (Batey, 2008;Keller, 2013;Leavitt, 1954;Rao & Monroe, 1989). The aforesaid brand cues ultimately contribute and improve brand equity of the given product. ...
... Brand name is an important aspect that has impact on brand equity (Aaker, 1996;Batey, 2008;Davcik, Vinhas da Silva, & Hair, 2015;Keller, 1993Keller, , 2013Keller & Lehmann, 2006;Peterson & Ross, 1972;Robertson, 1989) and acts as a brand messenger in building the brand's image as a 'unique sign' and a 'source of identity ' (Kapferer, 2012). A brand name helps to create brand awareness through its appropriateness, meaningfulness, simplicity and distinctiveness (Keller, 1998;Lowrey, Shrum, & Dubitsky, 2003;McCracken & Macklin, 1998;Moore & Lehmann, 1982;Robertson, 1989;Samu & Krishnan, 2010;Yorkson & Menon, 2004). ...
There are multiple attributes and product features which influence youth and impact their purchase decisions. The companies are assiduously trying to tap young consumers but are unable to sustain their high growth and market share. The attributes or brand cues influencing youth can be broadly classified as extrinsic cues and intrinsic cues. Extrinsic cues are peripheral or external to the product such as price, brand image, store image, whereas intrinsic cues are independent, inherent and constitute the product’s physical characteristics such as mobile camera, size, colour etc. In the present study, extrinsic cues are brand name and price while camera, RAM, Android type and battery power are intrinsic cues. To recognize the role of brand cues, a sample of 417 respondents through judgement sampling is drawn. The impact of brand name, price and technology on brand equity is empirically examined by conjoint and simulation analysis to generate information regarding consumers’ preferences towards mobile phone. The salience of study put forth the measures of enhancing mobile brand equity among young consumers. The originality of present study articulates brand equity diverge across different age groups and the young consumers obsession to spend more on consumer durable products like mobile with their desirable intrinsic and extrinsic cues.
... This can be considered as one of the most important functions of branding, since through these meanings marketers can differentiate otherwise similar products (Muniz, 1997). According to Batey (2008) the structure of brand meanings can be defined in four levels, reflecting the continuum from tangible, more objective perceptions, towards intangible properties that refer to more subjective perceptions. As brand meanings are defined by a smaller group of people, like specific culture or sub culture, the intangible properties become more relevant. ...
... As brand meanings are defined by a smaller group of people, like specific culture or sub culture, the intangible properties become more relevant. On the individual level, brand meanings are subjectively defined, as they emerge from the personal experiences with an object, resulting in personal meaning that varies between individuals (Batey, 2008). ...
The purpose of this study is to describe and analyse the brand meanings in the context of wearable sports technology. The theoretical framework is built on the concept of wearable sports technology and the contemporary literature of brand meanings. In order to generate deeper knowledge about brand meanings in the context of wearable sports technology, empirical research is based on the case study of Suunto Ambit3 Sport Sapphire watch. A qualitative projective method, Zaltman Metaphor Elicitation Technique, is applied to generate data in ten interviews with Finnish female customers, who own Suunto Ambit3 Sport Sapphire watch. Eight themes are identified that incorporate several interconnected sub meanings. The eight themes include well-being, connecting to nature, setting and achieving goals, expressing style, appreciating technological advancement, relying on professionalism, trying one's limits and embracing special experiences. Gaining understanding in brand meanings is essential for future brand development and marketing strategies within the emerging field of wearable sports technology.
... Status, style, wealth Signifier Louis Vuitton logo McCracken's model (1986) of meaning transfer is probably the most widely used approach in the marketing literature to explain how the meanings are created in the marketplace (Batey 2008). In his analysis of meaning movement, McCracken (1986) suggests that cultural meaning is drawn from a culturally constituted world and transferred to a consumer good through advertising and fashion system. ...
... Then the meaning is transferred from the object to an individual consumer through a number of personal rituals, such as possession, exchange, grooming and divestment rituals. Although McCracken's model has been widely used, it has been criticized for assuming that meanings are primarily handed down to consumers by cultural intermediaries (e.g., Thompson and Haytko 1997;Ligas and Cotte 1999;Batey 2008;Bengtsson 2002). ...
The purpose of this study is to describe and analyze brand meanings in the context of luxury fashion among young Chinese women. The theoretical framework for this study is built from two streams of literature. The first part elucidates the concept of luxury and further introduces the three dimensions of luxury brands based on previous research: the functional, the experiential and the symbolic. In the second part semiotics is applied to explain the structure of brand meanings, and the model of interactive transfer among three elements—the culture, the brand and the individual—is introduced to demonstrate how these brand meanings are co-created in the marketplace. The qualitative data was generated through the projective Zaltman Metaphor Elicitation Technique (later ZMET) in China. Based on the various and heterogeneous brand meanings that respondents associated with luxury fashion brands, eight meaning orientations were formed, which organize respondents’ beliefs and emotions towards the luxury fashion brands. The interpretive repertoire of Chinese respondents extends the meanings far beyond the ones that brands have created by themselves and those that have been recognized by prior research. This shows considerable sophistication and dedication from the consumers in the interpretation and co-creation of brand meanings. The findings may assist brand managers in developing global brand strategies that are sensitive to local differences and focus on creating personally meaningful brand experiences.
... Users can forgive faults if your previous experience with the brand is positive -- or, in the opposite situation, simply refuse to interact with products whose brands render him a bad experience. Batey's (2008) study found the following: ...
... Consequently, a positive emotional charge may pre--favor a good experience when the use really happens. Batey (2008) says that "brands and the meanings they provide are one way we seek to define ourselves and the world around us". The kind of relationship that Apple and other successful brands build with their con-sumers will meet what the author refers to and relate to successful positioning strategy --that is, since they know who are their audience and how to communicate to them. ...
The user experience (UX) process of a product or service is compound by different factors. Some of them include emotions, preferences and perceptions that are capable of generating an experience category that occurs even before usage. The so called anticipated user experience (Anticipated UX) is triggered by many agents, of which branding actions, advertising, demonstrations and even other user's opinions can be highlighted. This paper therefore aimed to show in which extent the anticipated user experience with a brand's image could influence the user during the usage experience with the company's products or services. To do that, an analysis of Spotify – a digital music streaming service – has been conducted. This quali-‐ tative and quantitative study was accomplished through a process oriented by a taxonomy created by Hassenzahl, Schöbel and Trautmann (2008) that presents a list of hedonic, pragmatic and appeal qualities. It was found that communication channels are able to generate concrete expectations of usage experience – especially regarding the hedonic and appeal aspects. Furthermore, Spotify's positioning was considered coherent, once the expectations, altogether, corresponded to the impressions obtained by the interviewed users.
... A brand can be defined as a group of associations relating to attributes, benefits and values (Batey, 2012), which represents a brand as a multi-dimensional construct, consisting of functional, emotional, relational and strategic elements that collectively produce a single unique set of associations in the public mind. (Hartley and Pickton, 1999) is that as a marketing tool, branding is not simply a case of placing a symbol or name on a product to identify the manufacturer; A brand is a set of attributes that have a meaning, image, and produce associations with a product when someone considers the brand of that product. ...
Purpose: This study evaluates the contribution of symbolic brand elements such as the destination name, logo, and tagline to forming a destination brand. Theoretical framework: Branding is identified with a symbolic element in a product. In the context of destination branding, an emblem or logo promises a tourist experience that can be remembered and associated with a particular destination by tourists or visitors. (Mihalis Kavaratzis & Hatch, 2013) Design/methodology/approach: The article reports on field research that operationalizes a theoretical framework to examine visitor perceptions of West Java—involving 322 respondents, namely visitors to tourist destinations in West Java. Findings: The name of the destination is the most contributing element to the formation of the West Java destination brand. In addition, the name of the destination is accessible for visitors to remember and influences their visit decision. However, according to respondents, taglines and logos are also essential elements in branding destinations in West Java. Research, Practical & Social implications: We suggest a future research agenda and highlight the symbolic brand elements in the form of brand names, logos, and slogans (or taglines) that contribute to overall destination branding in other city or country. Originality/value: The results of this study indicate the role of the brand element of the destination name can also influence the decision of tourists to visit the destination. The results refer to brand elements (at least the tagline and logo) which are “important” for branding West Java city/district destinations.
... In the context of today's consumer society, brands represent signs, i.e. visual and symbolic messages about the products; brands are no longer used solely to differentiate among various products but to help consumers create specific identities through the usage of branded products (Franzen-Moriarty, 2009). To use Batey's (2008) words, brands and brand images provide specific feelings and messages to the consumers. Then, consumers choose specific products, brands, etc., i.e. specific signs (cf. ...
The literature contends that youth are particularly fashion- and brand-sensitive, and they mostly prefer fast fashion brands; however, up to now, there has been little empirical data regarding Romanian youth’s fashion brand preferences. In order to fill this gap, the article presents the results of an exploratory research based on mixed methodology which was realized among students in Cluj-Napoca, Romania in connection with their fashion brand preferences. The online survey showed that a little more than half of the students do have a preferred fashion brand, and these are indeed mostly fast fashion brands. However, taken relatively, i .e. compared to other cues, the brand of the apparel is less important for the students. The most brand-sensitive individuals are those who are fashion involved, early adopters of trends, and less price-sensitive. The narratives of the focus-group research enriched the insight about students’ brand preferences.
... Existen diversos estudios sobre la marca como signo (Levy, 1959;Mick, 1986;Semprini, 1995;Beasley et al., 2000;Floch, 2001;Batey, 2008;Costa, 2009;Oswald, 2012;Danesi, 2013). Algunos de los estudios se centran en investigar los efectos del significado de las palabras sobre el recuerdo de la marca y preferencias del producto desde un análisis semántico (Keller, Heckler y Houston, 1998;Lowrey, Shrum y Dubitsky, 2003;Lowrey et al., 2007). ...
Objetivo: Determinar cómo y de qué manera comunica la marca en el lineal y discernir cómo diferentes parámetros pertinentes a su comunicación ya la percepción del producto es clave para las empresas. Identificar cómo se percibe es una fase fundamental para las pymes durante el desarrollo estratégico de marketing y comercialización de productos en nuevos mercados.
Objetivo: Determinar cómo y de qué manera comunica la marca en el lineal y discernir cómo diferentes parámetros pertinentes a su comunicación ya la percepción del producto es clave para las empresas. Identificar cómo se percibe es una fase fundamental para laspymes durante el desarrollo estratégico de marketing y comercialización de productos en nuevos mercados.
(PDF) Modelo teórico propuesto para el análisis de aceptación de marcas en nuevos mercados. Available from: https://www.researchgate.net/publication/337585214_Proposed_theoretical_model_for_brand_name_acceptance_analysis_in_new_markets [accessed Dec 17 2021].Objective: Determining how and in what way the brand communicates in retail outlets and how the different parameters affect the product’s communication and perception is a key part of business strategy. Identifying how the brand name is perceived is a fundamental phase of an SME’s marketing strategy for products in new markets. Methodology: This paper describes a theoretical analysis model of the components of a brand that influence its communication and affect the consumers’ perception at sales outlets. Results: The model was able to clarify the relevant external factors, especially those associated with environmental and cultural factors. A cross-sectional examination was able to indicate the visual, acoustic and marketing components of the brand that should be analysed to clarify its communicational strengths in new cultural environments. Limitations: The brand analysis model is implemented by means of a specially designed survey and allows the graphic aspects to be selected, besides pointing out the graphic and phonetic aspects of the brand’s weaknesses and strengths in new markets. Practical implications: This study is expected to be useful to both graphic designers and marketing departments in that it provides a shared reference point for both these specialist areas to assist in precision tuning of the brand’s graphic, phonetic and marketing variables by means of shared points of analysis.
... Results obtained by our method show that image properties are not just a phenomena of the single, but can be interlaced to how they are perceived by larger communities aggregating multiple individuals. More specifically, there are different levels of objectiveness at different community scales [2]. For example, while objective attributes are perceived equally by all individuals, other more subjective attributes are widely shared across sub-communities, and others may also vary for each individual. ...
Recent years have seen unprecedented research on using artificial intelligence to understand the subjective attributes of images and videos. These attributes are not objective properties of the content but are highly dependent on the perception of the viewers. Subjective attributes are extremely valuable in many applications where images are tailored to the needs of a large group, which consists of many individuals with inherently different ideas and preferences. For instance, marketing experts choose images to establish specific associations in the consumers' minds, while psychologists look for pictures with adequate emotions for therapy. Unfortunately, most of the existing frameworks either focus on objective attributes or rely on large scale datasets of annotated images, making them costly and unable to clearly measure multiple interpretations of a single input. Meanwhile, we can see that users or organizations often interact with images in a multitude of real-life applications, such as the sharing of photographs by brands on social media or the re-posting of image microblogs by users. We argue that these aggregated interactions can serve as auxiliary information to infer image interpretations. To this end, we propose a probabilistic learning framework capable of transferring such subjective information to the image-level labels based on a known aggregated distribution. We use our framework to rank images by subjective attributes from the domain knowledge of social media marketing and personality psychology. Extensive studies and visualizations show that using auxiliary information is a viable line of research for the multimedia community to perform subjective attributes prediction.
... Brand meaning is an emerging concept in branding literature and due to this fact Davis (2007) and Oakenfull, Blair, Gelb & Dacin (2000) have linked it to brand attributes, Henderson, Cote, Leong and Schmitt (2003) relate it to brand association, Escalas and Bettman (2005) connect it to brand personality, Batey (2008) liked it to the brand's tangible and intangible properties, First (2009) described it from the product positioning point of view, Chard (2013) explicate it from the perspective of primary and implicit brand meaning, while Karamaki et al., (2018) through a conceptual model explained it in the light of three environments, social, individual and the marketing. Brand meaning is an area which is aligned with the mission of a higher education institution, the concept of brand meaning is developed from the understanding of brand knowledge (Elizabeth and Esi, 2016). ...
The stud aims at investigating brand equity along with its relevant determinants specifically the students' preferences as proposed in earlier literature then institutes of higher studies will be not only attract a mass number of students' but be able to serve the society in a far better manner. In addition, the objective of this study is also to examine the causal chain of a relationship among the antecedents of brand equity like students preferences, brand meaning, students' satisfaction, trust, and commitment with the mediating role of attachment strength in the higher education sector of Pakistan. A survey questionnaire was used for the collection of data from graduate level students of Pakistani Universities from Khyber Pakhtunkhwa (KPK), Azad Jammu & Kashmir (AJK) and Gilgit-Baltistan. A sample of 255 students was analyzed using SmartPLS3.2.7. The findings of the study revealed that there exists a causal chain of a relationship among the constructs of the conceptual model. Furthermore, attachment strength fully mediates between brand meaning and the relationship factors like Students' satisfaction, and trust while partially mediates amid brand image on student commitment. This paper is an effort to provide ample guidelines to the policymakers in the higher education sector.
... In this regard, to be straightforward, there is a need to go beyond theories of product or corporate branding as more heterogeneous stakeholders and audiences are engaged in destination branding (Kladou & Kehagias, 2014). Also, a more extensive accumulation of contact points and experiences by visitors occur, each of which has an impact on generating the associations with a destination and its brand equity elements (Batey, 2008). It can thus be postulated that it is hard to control determinants of the brand of destinations as political entities. ...
The extant tourism literature contains only a limited number of studies that have examined brand equity and its determining factors for an island tourist destination. This paper aims to address this gap by developing a brand equity model in an island destination context from the perspective of both domestic visitors and experts. To this end, a two-stage qualitative and quantitative mixed method was taken into consideration. Applying content analysis and structural equation modeling, the results led to the conclusion that there are six dimensions for island brand equity construct as in the following: familiarity, image, value, quality, loyalty, and cultural and natural assets. According to the total effects, out of the dimensions, the construct of cultural and natural assets had the highest explanatory power. The results offer significant insight into island destination managers and policy makers to tailor their brand-building strategies.
... The powerful brands of today are not just excellent in what they produce, nor simply over-communicative in terms of heavy advertising and strong messages. They are rather meaning-makers who attract and retain customers by giving them reasons to buy that go beyond the logic of a bargain or the short-lived pleasure of physical consumption (Keller 1998, Deamer 2005, Batey 2008, Sinek 2009, Holt & Cameron 2010. The brand creates and develops its own cultural system (incl. ...
Providing deep and memorable experience to the consumers-in various manners and through all channels possible-is undoubtedly amongst the key factors for success in contemporary markets. Moreover, companies need to consider the trends of gamification, person-alization, eco-living as well as the extremely short life-cycle of their products. In this context, design is getting more and more important in branding and consumer' perceptions about the quality and benefits of the product available. It serves as a tool of communication not only for what the product is, but how it works and how exactly it will become part of the everyday life of the consumers as well. As such, design, in branding perspectives, has an active role and engages consumers in new kind of relationships that go beyond pure aesthetics. This article is an effort for a socio-semiotic analysis of the set of practices that IKEA implements regarding the use of design as a main basis on which it tries to create, deliver and maintain value of its huge global audience. What makes the company unique is its multimodal approach in terms of design-based brand management, point-of-sale design, furniture design, entire home interior solutions, catalogue design, and last but not least, lifestyle design. We can easily point out that it has built its own brand meaning by forming a recognizable and self-centered semiosphere, that highly influences the whole category it operates in, and sets the rules in people's self-expression, on the one hand, and their attitude towards the notion of 'home', on the other-home as constantly moving 'immobility' similar to fashion trends and practices. IKEA is a very good example of design semiotics, applied in marketing activities and real life as successfully mixing its own production with customers' desire for designing their own unique world of objects.
... A brand is a multidisciplinary concept and a combination of strategy, structure, communication and culture aimed at conveying the advantages of the business (brand identity) and how the customers perceive them (brand image). A brand is thus a representation of both tangible and intangible features that differentiate the products of the business as well as the values associated with the brand to attain a competitive advantage (De Chernatony 2001;Balmer & Gray 2003a;Grimaldi 2003;Hitlin & Piliavin 2004;Batey 2008;Hollis 2008;Buckingham 2009). ...
Because of the growing demands on businesses to distinguish themselves from competitors, corporate brand identity and image are considered to be fundamental in enhancing the visibility and credibility of a business. This study identified the perceptions of South African businesses across various industries of corporate brand identity elements that govern corporate brand image formation. In doing so, a theoretical perspective was adopted that borrows from both marketing communication and corporate communication theories. Firstly, the corporate brand identity elements deemed signifi cant in corporate brand image formation were identifi ed from earlier literature and research. Secondly, Q methodology was used to categorise the variety and span of subjective opinion on those corporate identity elements deemed signifi cant for corporate brand image formation. Finally, the dominant perceptions of the factors that govern corporate brand image formation were isolated through Q factor analysis. Seven richly diverse factors were derived, refl ecting the most salient perceptions on the topic, namely trustworthiness of the brand, creative marketing, effective management and administration, stability through business innovation, customer satisfaction, effective integrated communication and strategic positioning of the brand.
... When a branded entity is introduced into the marketplace, it has been asserted that the brand name is likely to be the most important denotation element (Batey, 2008). However, it is argued that over time other elements will start to fulfil this denotation function, in addition to the brand name element, as the consumer gains usage experience of the branded entity (Rindell et al., 2011) and the corporation engages in ongoing marketing campaigns. ...
Purpose
The purpose of this paper is to fill a current gap in the literature, through the development of theory concerned with changes that occur over time to the functions and importance of the brand name element of a branded entity.
Design/methodology/approach
An initial theoretical conceptualisation was developed from the existing literature. Study participants whose behaviour was found not to conform to this initial conceptualisation were included in subsequent research in order to obtain greater understanding. The study method employed was a series of interviews, with the obtained qualitative data analysed using template analysis. This resulted in the development of a revised theoretical conceptualisation.
Findings
Various functions of the brand name element, identified as connotation, denotation, linking and branded entity constancy are ongoing important providers of brand equity to some consumers for established branded entities. This challenges a position obtained from existing literature that the brand name element of an established branded entity becomes of minimal importance over time.
Originality/value
Value generating functions of the brand name element that persist over time were identified, leading to the development of a theoretical conceptualisation of the change in the importance of brand name equity over time.
... These results provide some insight into how sport marketers can foster (control) the identified emotions in order to maximize (minimize) positive (negative) consumer behavior that are essential to build a loyal fan base and a strong brand equity. First of all, since brand emotions are a product of repeated experiences with the brand (Batey, 2008), sport teams should provide sport consumers with positive brand experiences over time that can be leveraged to create positive emotional connections to the team (e.g., connectedness, elation, or competitiveness). Considering sport marketers' fate that even though sport team consumption primarily occurs within stadia/arenas, and they do not have the ability to control the core product (team performance), a key way to create a positive brand experience, to some extent, free from the impact of team performance, is to provide a positive stadium experience by offering high quality services. ...
The purpose of this study was to identify key emotions associated with professional sport team brands and to develop a valid, reliable scale to measure the recall of these emotions. A pool of 30 potential emotions was drawn through a content analysis, a qualitative study (n = 67), frequency analysis (n = 560), and categorization process. The identified emotions were subjected to an exploratory factor analysis (n = 260) and confirmatory factor analysis (n = 286). The emotion recall scale consists of 24 emotions representing 7 dimensions: connectedness, elation, competitiveness, surprise, anger, unhappiness, and worry. The authors offer evidence of internal consistency of the scale and convergent, discriminant, and criterion validity evidence. Theoretical and practical implications are discussed. © 2017 Sport Management Association of Australia and New Zealand.
... a brand is the company identity and a direct relationship between company and society. According to Batey (2008), the definition of the brand is determined by how the brand is felt by the society on the awareness phase and how the brand resonance with them on semi or under awareness phase. According to Nicolino (2001) brand is the entity which recognizable and give the certain values. ...
... Product itself is just a platform for starting relationship between producer and consumer, image exceeds function, traditional advertising is not as powerful as it was, brand communities are reality, experience is a base of the developed economies but not only a tool in marketing, and so on and so forth. All these make classical business and marketing education to look out of date (even though still unavoidable, I'm sure about that) but in order to make the next step the education system needs wider, interdisciplinary approach leading student in the heterogeneous and complex sources of human-based and culturally determined brand equity (Batey 2008;Keller et al. 2012). ...
The paper argues for the need, at least theoretical, of “brandology” as detached knowledge in the marketing field. The idea is based on the observations and research in brand management practice in recent years which have demonstrated the increasing social life of brands, especially those with high level of brand equity. What is knowledge as a whole, scientific method and discipline is discussed, in the first place, and what are the advantages of brand knowledge, in the second. Together with distinguishing marketing and branding, semiotics is introduced as powerful enough tool in branding and brand equity’s examination and explanation. The “angel share” is an analogy suggested for better understanding the brand as social phenomenon. Finally, some suggestions are made for further development on how this “discipline” ought to be taught before the students, in order to create better understanding about the brand “nature”, and which looks at culture, marketing communications as well as social and consuming practices from different perspective. It needs intensive project-based and on-field research educational approach, counting on social and cultural studies more than on the conventional business, profit-based thinking.
... von Wallpach, Hemetsberger and Espersen show how various stakeholders enrich the meaning of a brand. Brand meaning research takes a comprehensive and holistic look at how stakeholders find and create meaning in brands (Batey, 2008;McCracken, 1988). According to this approach, people bring and add sense to a brand because they make the brand theirs. ...
The commentary endorses the view of brands as complex social relations that develop among a multitude of enacted stakeholder identities and discusses in what ways this perspective may lead to a novel paradigm of brand building – one that highlights the dynamic and fluid character of brand identity. The author underlines the importance of better understanding the many ways in which (internal and external) stakeholders can contribute to brand identity construction. Suggesting how this novel brand building paradigm can contribute to resolving confusions stemming from current misunderstandings within the branding literature, the commentary sees the opening of a new avenue of fascinating research questions that can lead to a better understanding of stakeholders' roles in the construction of polysemous brands identities.
... Brands subsume meaning at different levels (Batey, 2008). Objective common meaning rests at the core or the bottom level which is made of sensory impressions like size, shape and sound. ...
Brands are perceptual entities which inhabit the mental world of consumers. Essential to branding success is appropriation of
consumer-relevant meaning. Accordingly, brands are embedded with symbolism. This way brands become instruments of psycho-social
negotiations. Brands plug into the socio-cultural meaning reservoir for this purpose. This requires understanding how a product or
service fits culturally in a social system. This study attempts to explore the psycho-social role that tea and coffee play in consumers’
lives. How tea and coffee are embedded in consumer psyche and their linkages with other consumption aspects were explored using
critical incident and storytelling method. Though these beverages share a lot axiomatic similarity in terms of their preparation method
and usage, they differ radically in their hidden symbolism. The study found that tea and coffee have different imprints. Coffee is celebratory
and tea is ordinary. Coffee consumption is uncommon and its uncommonness imbues it with a unique mystique associated with
a wealthy, refined and intellectually evolved class. Coffee is not a potion for sustenance. Tea is linked to ordinariness and is ritualistic
in home consumption. Tea is instrumental in bringing family together in close proximity and provides platform for sharing and caring.
A certain mystique is associated with coffee. Coffee is predominantly an outside drink; it derives its utility from social, aesthetic and
emotional role. Brands which violate embedded psycho-social meaning are unlikely to resonate with consumer. Accordingly, tea and
coffee branding efforts cannot afford to ignore the differing hidden reality with these two beverages.
... Similarly, Saunders and Guogun (1996) believed that a combination of two brands is almost always assessed as better than the use of merely one brand as a stand-alone. Other researchers, however, see that intrinsically, the presence of multiple brands in the same market could lead to cannibalization, although the risk could be reduced by clearly delimiting the "territory" of each brand (Batey 2008). In addition, there would be duplication of staff both in stores and at the corporate head office and marketing dollars would have to be split, thus reducing the intensity of advertisement for each brand (Chandrasekhar 2006). ...
This study investigates how the U.S.-based consumer electronics retailer Best Buy implemented its dual brand strategy in Canada following its acquisition of Future Shop in 2001. The study examines the differentiations between the two brands (Best Buy and Future Shop) in four aspects: geographical adjacency, store operation, product offering, and price structure. The study reveals that Best Buy takes a spatial proximity approach to store development with both Best Buy and Future Shop stores at many locations. Yet, their big box stores have very similar product offerings and price structure. Limited forms of differentiation are observed in store operations; however, they are insufficient to avoid cannibalization. Although the dual brand strategy should not be viewed as the only cause of Best Buy Canada losing its competitive edge in the Canadian consumer electronics market, it is a factor that affects its ability to reduce overhead costs in competition with online retailers and has led Best Buy to abandon this strategy in Canada.
... Although the model does not include any discussion about the role of brands, McCracken (1993) later notes that cultural meanings located in consumer goods are actually located in the brand rather than in the product. Although McCracken's model has been widely used for its ability to illustrate the primary mechanism for meaning transfer, it has been criticized for assuming that meanings are primarily handed down to consumers by cultural intermediaries (see Rajaniemi 1990; Thompson & Haytko 1997;Ligas & Cotte 1999;Batey 2008;Bengtsson 2002). Rather than characterizing it as a top-down process, where meanings are imposed on consumers, Thompson & Haytko (1997, 38) suggest the more dynamic poststructuralist approach, in which meanings are constructed across diffuse social contexts and structured by multiple consumption objectives. ...
The current market for luxury fashion brands is experiencing great changes. Considering the
dynamic growth in the luxury market and the increasing availability of luxury fashion brands
to a wider range of consumers than ever before, the luxury fashion sector has transformed
itself from the traditional conspicuous consumption model to incorporate a variety of different
values and meanings of the global, postmodern consumers. In the resulting context of market
fragmentation, brand owners are facing a challenge in understanding what their brands mean
to their customers and how these meanings are constructed in the ever-changing marketplace.
In light of the above, the purpose of this research is to describe and analyze how young
female luxury consumers construct meanings for luxury fashion brands in Finland and China.
Based on the various and heterogeneous brand meanings that respondents associated with
luxury fashion brands, eight thematic orientations were formed, marking different meaning
orientations that organize respondents’ beliefs and emotions towards the luxury fashion
brands.
The interpretive repertoire of Finnish and Chinese respondents extends the meanings far
beyond the ones that brands have created by themselves and those that have been recognized
by prior research, showing considerable sophistication and dedication from the consumers in
the interpretation and co-creation of the luxury fashion brands. The findings may assist brand
managers in developing coherent, integrated global brand strategies that are sensitive to local
differences and focus on creating personally meaningful brand experiences.
... A product becomes a brand when the physical product is improved by something elseimages, symbols, perceptions, feelingsto produce an integral idea greater than the sum of its parts (Batey, 2008). Choosing a brand name for a product is significant from a promotional perspective because brand names communicate attributes and meaning. ...
The feedlot industry is the main beef producer in South Africa and falls in the category of Small Businesses. For these small business enterprises to be successful in an industry subjected to fierce competition, it is necessary to be innovative in a market where high quality beef serves as just another commodity. Previous research has shown that demographic factors can influence brand preferences. The objective of this study was to investigate the relationships between language and gender with brand attribute preference. Another objective was to identify opportunities that will differentiate and position branded meat products that will create consumer equity and build strong brand names. The case study approach was used and included quantitative and qualitative research. The population consisted of consumers buying meat products at the different retailers in Middelburg, Mpumalanga, under the brand names Kanhym Fresh Meat, Farm Inn Meat, and Franks Meat. A sample of 612 was conveniently selected for the study. A total of 588 questionnaires were completed. This study confirmed the interrelationship of the demographic variables gender and language that may affect consumers preferences. This means consumers will try different products with specific attributes. The results of this study identify opportunities of implementing strategies to maintain and enhance the competitiveness of branded meat retailers. It is finally recommended that brand retailers determine the demographic and psychographic profile of their target market for a specific product when producing or marketing products.
... He is defining 12 archetypes, grouped however in different categories from mentioned above: belonging, freedom, ego and order. Batey (2008) has a rather brief description of core archetypes, framed in a context of motivational and emotional theories. Hanlon (2006) presents archetypes as "religions" of successful brands, with mythology and rituals in their core. ...
Archetype-based marketing is a new evolving approach, which can potentially replace a traditional equity based brand building. This work presents a review of academic sources on archetypes’ variations and possible application in marketing. The aim of this paper is to analyse 7 top vodka brands from the perspective of archetypes in use. Based on the findings critical comparative analysis, and underused potentially applicable archetypes for the vodka category are presented.
... According to Schwarz, people's values form an ordered system of value priorities that characterize them as individuals. The experience of meaning is multi-layered: private, idiosyncratic meaning relate to public or common (shared) meanings [2]. The position one has in society determines to a certain extent the specific set of one's values. ...
This contribution presents how a value-sensitive participatory design approach was used with the aim to design meaningful applications for inhabitants in a city. In two bachelor courses, design students were challenged to account for a diversity of human values in urban interaction design by following a participatory approach to engage inhabitants in specific urban areas. These two case studies are described and their results are discussed to improve the approach of value-sensitive participatory design in urban interaction design.
... This approach posits that the meanings that consumers ascribe to brands are highly contextual and constructed by the joint activities of marketers, consumers, and cultural influences (Bengtsson et al., 2010). Although marketers can endorse some potential desired meanings, it is consumers who ultimately determine what brands mean for them and what roles these brands play in their lives (Batey, 2008). Moreover, different groups of consumers often construct dissimilar meanings, as they are influenced by multiple frames of reference, such as their personal values and the socio-cultural context of consumption (Kates, 2006). ...
Purpose – Cross-cultural influences are important considerations in the international marketing
of luxury brands. These influences have predominantly been understood through cross-national
approaches and the lens of glocalisation. The purpose of this paper is to study augments these
paradigms by advancing the view of luxury brand markets as confluences of multiple cultural beliefs.
Design/methodology/approach – A hermeneutic analysis of 24 in-depth interviews was conducted
with luxury brand consumers in New Zealand.
Findings – The findings describe two cultural beliefs that convey divergent meanings and shape
luxury brand consumption styles in a multicultural marketplace. More specifically, the authors
illustrate that consumers can be influenced by and shift between both local and foreign cultural beliefs
in a single national market.
Research limitations/implications – The study offers a situated account of the New Zealand
luxury market. Other cultural beliefs may be in operation in different national markets.
Originality/value – This paper makes three contributions to the international marketing of and
cross-cultural considerations for luxury brands. First, the authors illustrate that cultural diversity must
be considered not only at the cross-national level, but also at the intra-national level. In particular, the
authors show that the global-local dichotomy in cross-cultural luxury branding needs to be augmented
with the local-foreign dimension. Second, this is the first study in this area to empirically demonstrate
the impact of multicultural marketplaces on luxury brands, where consumers emerge as contextual
cultural shifters. Third, the authors advocate a shift from the prevailing glocal approach to a new
multicultural approach in luxury branding.
... Meanings are created by interaction, touchpoints, relations and experiences with a brand (see Batey, 2008;Brakus et al., 2009;Brodie et al., 2009;Payne et al., 2009;Palmer, 2010;Iglesias & Bonet, 2012). Meanings for stakeholders are divided into a) qualities ascribed to a brand that contribute to the users' quality of life and b) ascribed values of a brand users can relate or identify with. ...
Qualitative criteria of urbanism and brands: A comparative analysis Interactivity, multidisciplinarity, synergy and interde‑ pendence are all concepts that are clearly intertwined with managing every responsible city and its leaders. Urbanism plays a significant role among the disciplines that affect the uniqueness and competitive position of a city. None of the cities that are successful in a competi‑ tive environment would be a noteworthy and powerful brand if they did not possess recognisable, singular and distinctive elements of urbanism that made them unique. This article proceeds from the hypothesis that urbanism with qualitative solutions helps shape a city's brand and that the criteria that demonstrate this are in agreement with the qualitative criteria of a brand. In reviewing the scholarly literature on urbanism as brands and brand‑ ing itself, it is shown that qualitative urbanism criteria show great similarity with qualitative brand criteria, and therefore have a decisive effect on a city brand and its placement in a competitive urban market. Qualitative ur‑ banism and brand criteria are closely linked and tend to be cast in the same mould, although they differ in formu‑ lation and level of implementation. These acknowledged similarities represent a step forward in integral operation, management, communication and urban marketing. They also enable more‑or‑less unconnected areas of urbanism and marketing to connect. The positive consequences of understanding the connection of both fields will be long‑term and will build a recognisable, consistent and stakeholder‑friendly reputation for a city. These findings are a golden opportunity for urban management and con‑ firm the need for a comprehensive approach to urban management.
... Meanings are created by interaction, touchpoints, relations and experiences with a brand (see Batey, 2008;Brakus et al., 2009;Brodie et al., 2009;Payne et al., 2009;Palmer, 2010;Iglesias & Bonet, 2012). Meanings for stakeholders are divided into a) qualities ascribed to a brand that contribute to the users' quality of life and b) ascribed values of a brand users can relate or identify with. ...
Qualitative criteria of urbanism and brands: A comparative analysis Interactivity, multidisciplinarity, synergy and interde‑ pendence are all concepts that are clearly intertwined with managing every responsible city and its leaders. Urbanism plays a significant role among the disciplines that affect the uniqueness and competitive position of a city. None of the cities that are successful in a competi‑ tive environment would be a noteworthy and powerful brand if they did not possess recognisable, singular and distinctive elements of urbanism that made them unique. This article proceeds from the hypothesis that urbanism with qualitative solutions helps shape a city's brand and that the criteria that demonstrate this are in agreement with the qualitative criteria of a brand. In reviewing the scholarly literature on urbanism as brands and brand‑ ing itself, it is shown that qualitative urbanism criteria show great similarity with qualitative brand criteria, and therefore have a decisive effect on a city brand and its placement in a competitive urban market. Qualitative ur‑ banism and brand criteria are closely linked and tend to be cast in the same mould, although they differ in formu‑ lation and level of implementation. These acknowledged similarities represent a step forward in integral operation, management, communication and urban marketing. They also enable more‑or‑less unconnected areas of urbanism and marketing to connect. The positive consequences of understanding the connection of both fields will be long‑term and will build a recognisable, consistent and stakeholder‑friendly reputation for a city. These findings are a golden opportunity for urban management and con‑ firm the need for a comprehensive approach to urban management.
From the late twentieth century, personal branding has gained much traction. There is a general acceptance that each individual has a brand and that it is those who put in the effort, who understand the benefits of a strong personal brand, who end up creating effective personal brands. Such merits include financial considerations as well as a large following. In developing a great personal brand, individuals are to consider the various elements that make up a brand and to go through the necessary steps. It is only in putting in the work needed that a great personal brand emerges with all its attendant advantages. In a workplace characterised by highly qualified individuals, developing strong personal brands will be immensely beneficial not only to individuals but also to organisations they work for. New media, mainly social media, has unique advantages for individuals who desire to develop great personal brands. This chapter discusses the phenomenon of personal branding, focusing on issues such as brand equity and brand loyalty as they relate to personal branding. The elements and the process that lead to an effective personal brand are discussed. Examples of some successful personal brands are provided at the end of the chapter.KeywordsBrandBrandingPersonal brandBrand profile
The purpose-driven marketing trend became popular in 2018 because consumers have increasingly become engaged in political and social causes debates on social media. However, COVID-19 has provided brands with another kind of “debate”, namely, to communicate how they implement what they stand for. By meaningfully responding and interacting with their target audiences on social media about important COVID-19-related topics and issues, consumers could obtain a better sense of brands’ reason for existence. A general inductive approach was followed to illustrate how a leading South African brand executed its brand purpose with social media brand communication on two social media platforms during the first 5 months of the pandemic. Findings indicate that the brand aligned consumer priorities with core brand values were focused on the future and shared helpful information for principle-driven solutions and support. Theoretically, the findings add to the body of knowledge of purpose-driven marketing during an eventuality while the findings can also serve as a heuristic for other brands on how to represent their purpose on social media. Further research on this topic is necessary to also gain insight into audiences and employees about their experiences of different purpose-driven brands.
Technological improvements, along with an increasing number of brands and a vast array of products have started to have an important role in the decision making process of the buyers. Consumers make their decisions based on social media’a effect, brand personality and their emotional bond with the brand.
In the first two parts of this work literature reviews on brand, brand management, social media and brands was viewed. In the first phase of the third part of the work first five brands from the Brand Finance’s Turkey’s Most Valuable Brands Report (2018) was analyzed through content analysis technique. In the second phase of the third part new scales were developed and a questionnaire was conducted with 418 participants to measure brands’ personality perception through brand dependency and brand personality. The results were croschecked with Cronbach’s Alpha reliability test. Factor analysis was conducted on the scales and with every factor found Kaiser– Meyer Olkin (KMO) ve Barlett tests were conducted so the data set was checked to see if it were suitable for factor analysis. Mann Whitney U Test was conducted to understand whether the answers depended on the demographical of the participants. This test was used to determine whether gender, marital status and following certain social media outlets affect the level of agreeing with the question asked. Kruskal Wallis H Test was used to understand whether the answers depended on education level, profession age and time spent online. Later on, Spearman Correalation analysis was undertaken in order to understand the relationship between the developed scales. At the last part of the research, 5 Most Valuable of Turkish Brands were compared in terms of the personality types they present on social media and their perception as a personality was compared. According to the data obtained, two of the 5 brands examined on the social media platforms, the brand personalities and the target audience's perception of the personality overlaps, whereas three of them did not. Among the scales developed within the scope of the research, the expectation of brands to be active in social media platforms vary according to gender, time spent on social media and whether the brands are actively followed whereas the marital status, age and profession does not display any change. Consumer loyalty created by brand personality which leads to brands being followed in social media varies according to age and educational status, while gender, marital status, profession and average time spent on social media do not change the situation according to the variable. As a result of the analysis carried out through the relationship between the scales, it is observed that there is a positive and a moderately significant relationship between the brand personality and consumer loyalty. The findings also state that there is a positive and a moderately significant relationship between the expectation that the brands are active in social media platforms and the brand personality and brand preference. And finally, it was found that there is a positive and a highly significant relationship between the brand personality and the brand identity and brand preference.
Introduktion I allt fler sammanhang hör vi människor uttrycka tankar kring hur viktigt det är att tänka på sitt 'varumärke', vilket i stort kan tolkas som en ökad medvetenhet om hur man uppfattas av sin omgivning. Mediebranschen är inget undantag-varumärket har blivit ett centralt begrepp för utvecklingen och lanseringen av nya produkter, för innehållets formspråk och stil, för företagens och deras anställdas agerande. Ett starkt varumärke kan innebära olika saker-visserligen kan ett mått vara att man är välkänd av många, men från ett varumärkesstrategiskt perspektiv räcker det inte bara att vara känd i största allmänhet. När vi talar om en stark 'image' menar vi att man associeras med egenskaper som anses vara positiva, eftertraktade och i bästa fall också unika (Keller, 2008). Men inte heller 'image' är allt. De allra starkaste varumärkena har en speciell plats i användarnas liv. De har en tydlig mening, en idé om sin uppgift som inte bara handlar om publicistik-de väcker känslor och engagemang (Batey, 2008; Grant, 2006). De är redskap som både praktiskt och känslomässigt låter användarna leva sina liv, kommunicera med sin omgivning, samt skicka signaler om vilka de är och hur de vill bli uppfattade. Starka varumärken är värdefulla för att de har lyckats knyta starka band till sina användare (Rosenbaum-Elliott, Percy, & Pervan, 2011). Under 2000-talet har varumärket etablerat sig som en allt viktigare fråga för medieföretagen (McDowell, 2006; Ots, 2008) och mediebranschen har tagit till sig en varumärkesfilosofi som är ständigt närvarande företagens framtidsplaner och strategier. Det här kapitlet ger en kort introduktion till varumärken och varumärkesstrategier, men fokuserar på två specifika varumärkesfrågor som har visat sig särskilt intressanta för just medieprodukter och medieföretag. Den första frågan rör så kallade varumärkesportföljer-hur medieföretagens
Для бренд-комунікації закономірними є соціальна обумовленість об’єкта взаємодії, його емоційне оцінювання, а також мотивація до подальшої взаємодії стосовно бренда, до зміни або статичності поведінки. Бренд-комунікація має низку ознак, які вказують на її автономність, складність і багатогранність.Бренд — це чинник управління поведінкою споживачів, поведінкові реакції яких є доволі різноманітними й формуються під впливом соціальних чинників, виявлення та облік яких впливають на достовірність прогнозованих ефектів бренд-комунікації. Найважливішою властивістю бренда є його психологічність, хоча такими є усі маркетингові процеси, скеровані на його створення і розвиток. При просуванні бренда доцільність застосування інтегрованих маркетингових комунікацій обумовлена тим фактом, що використання тільки рекламної комунікації не є основним джерелом формування його смислів. Сучасні бренд-комунікації в переважній більшості випадків можуть бути охарактеризовані як інтегровані. Ефективність діяльності з управління брендом залежить від комплексу інтегрованих маркетингових комунікацій, що в сукупності забезпечує синергетичний ефект бренд-комунікації. У сфері вищої освіти саме бренд стає запорукою конкурентоспроможності освітніх закладів на ринку освітніх послуг, адже, обираючи університет, абітурієнти у своєму виборі здебільшого орієнтуються на бренд, репутаційний та іміджевий складники закладу освітиБренд-комунікація — це соціальне явище, до якого належить і рекламна комунікація, що формує бажання купувати. Ефективність цього явища досягається завдяки рекламній діяльності. Бренд-комунікація — це також процес психологічного впливу на комунікатора та реципієнта, який ґрунтується на механізмі переконання представників різних соціальних груп. Виходячи з положення про те, що бренд-комунікація є соціальним явищем, відповідно бренд є образом соціального об’єкта, який виникає як реакція на заохочення в результаті комунікативної взаємодії.
Traditional team fandom is a vital component of contemporary spectator sport marketing and communication. However, fantasy sport has recently emerged as a potential threat to team fandom, particularly with regard to the interactivity provided by the virtual game. Research has found evidence that fantasy sport can be both a substitute and a complement to traditional team fandom. However, with limited control over traditional team outcomes and perceived control over fantasy team outcomes, interactivity has emerged as a potential differentiator between the two forms of fandom. Guided by the fantasy football participation and consumption model and endowment theory, the current study conducted an implicit association experiment on the interactivity and passiveness of contemporary professional sport fandom. These results were combined with self-report data to explore potential indicators of implicit bias. The experiment uncovered an association of interactivity to favorite team players and passiveness to fantasy team players. The post hoc examination of potential predictors found the drive to compete, and in-season game outcomes positively impacted the unexpected interactivity implicit bias.
The requirements for the specification setting out the list of goods and services covered by a trade mark registration are rarely considered in the literature or by the courts. The reference in C-371/18 Sky v. Skykick will enable to Court of Justice to consider two critical issues connected with the precision of the specification: whether clarity of the specification is a substantive requirement, and whether it is necessary to intend to use the mark on the date of filing. It is argued here that the Court of Justice should find that clarity is a substantive requirement for the registration of a trade mark and confirm that a lack of intention to use a mark is a type of bad faith which can lead to (partial) revocation of the trade mark.
ABSTRAKBerdasarkan survei ekuitas merek dilakukan pada tahun 2011, hasilnya menunjukkan bahwa Adi Husada Undaan Wetan-(AH-UWH) terpilih sebagai salah satu rumah sakit terbaik di Surabaya, di samping Rumah Sakit PHC. Dengan demikian, dalam pemahaman yang lebih baik ekuitas merek RS PHC, ekuitas merek diukur dengan masuknya Rumah Sakit AH-UW. Penelitian ini bertujuan untuk menyelidiki ekuitas merek PHCH. Penelitian dilakukan di Surabaya, Jawa Timur, Indonesia, khususnya di daerah-daerah yang sectional menyeberang antara PHCH dan AH-UWH. Unit analisis dalam penelitian ini adalah peserta yang tinggal di Kabupaten Sidotopo Wetan dan Kabupaten Kemayoran. penelitian kuantitatif ini berlangsung pada bulan Agustus-September 2013 dengan 57 peserta / sampling. Metode yang digunakan dalam penelitian ini adalah kuesioner dan wawancara. Penelitian ini menggunakan Young dan BrandAsset® Penilai (BAV) Model Rubicam ini. Muda dan Rubicam ini BrandAsset® Penilai (BAV) adalah salah satu model penilaian merek yang paling dihormati yang telah digunakan oleh banyak perusahaan besar. BAV khusus ini dirancang untuk menjelaskan bagaimana merek tumbuh, penurunan, dan memulihkan dan memetakan posisi merek (s) di jaringan listrik. Temuan menunjukkan bahwa posisi PHCH di jaringan listrik terletak di kuadran kedua yang merupakan niche / belum direalisasi potensial. Ini berarti bahwa rumah sakit memiliki potensi untuk mengembangkan merek dan menargetkan konsumen khusus / spesifik. Rumah sakit ini juga memiliki kapasitas untuk berpindah dari kuadran ini ke kuadran kepemimpinan. Posisi AH-UWH adalah di kuadran kepemimpinan dalam jaringan listrik. Ini berarti bahwa rumah sakit telah memperoleh persepsi merek yang sangat baik dari para peserta. Selain itu, kekuatan merek dari dua rumah sakit dianggap memiliki posisi merek yang sehat. Ini didukung oleh nilai-nilai diferensiasi rumah sakit 'yang lebih tinggi dari nilai-nilai relevansinya. Ini berarti bahwa kedua rumah sakit telah memperoleh persepsi positif dari peserta tersebut. Merek bertubuh menandakan persepsi peserta dari kinerja merek saat ini. Dalam penelitian ini, perawakannya merek dari kedua rumah sakit menunjukkan bahwa mereka berada dalam posisi merek yang baik. Ini ditopang oleh nilai-nilai harga diri dan nilai-nilai pengetahuan. nilai-nilai harga diri dua rumah sakit yang lebih tinggi dari nilai-nilai pengetahuan mereka. Hasil ini diklasifikasikan sebagai pola yang sehat. Nilai-nilai pengetahuan, bagaimanapun, menunjukkan kebutuhan mereka untuk dukungan lebih lanjut. Dalam hal ini, upaya branding yang harus dialokasikan untuk menciptakan pengetahuan merek yang lebih solid untuk konsumen dan calon konsumen.
ABSTRACT
The authors’ aim was to find the possible positive relationships
among branding constructs (brand image, brand perceived
quality, brand satisfaction, brand trust, and brand loyalty) to
explain consumer purchasing behavior toward halal brands. The
authors proposed and empirically tested a conceptual model
consisting of variables such as brand image, brand perceived
quality, brand satisfaction, brand trust, and brand loyalty. A
sample of 324 international Muslim respondents in China
was gathered through the use of convenience and snowball
sampling methods, and the hypotheses were tested by
performing structural equation modeling. The empirical results
show that the brand image of a halal milk brand is found to
directly and positively affect consumer brand perceived quality,
brand satisfaction, brand trust, and brand loyalty except for
consumer brand purchase intention. This study suggests that
companies dealing with halal brands should invest more
resources to increase brand perceived quality, brand satisfaction,
brand trust, and brand loyalty because these factors are
positively associated with customers’ brand purchase intention.
Considering the increasing availability of luxury fashion brands to a wider range of consumers than ever before, the luxury fashion sector is transforming itself from the traditional conspicuous consumption model to incorporate a variety of different meanings. Luxury fashion brands are often defined by social meanings, such as conveying prestige to the owner, but recent research shows that luxury brands also hold a strong self-orientated aspect. This paper aims to recognize and analyze the meanings young female consumers attach to luxury fashion brands in Finland by using the Zaltman Metaphor Elicitation Technique (ZMET). Findings from six interviews show that brand meanings mostly follow commonly identified meaning categorizations. However, three meaning categorizations (daydreaming and fantasy world, driving force in life, and valuing sustainability) are not yet fully covered in the current literature and are considered ripe for further exploration. These three meaning categorizations represent more personal and more spiritual meanings than those that have been recognized by prior research.
ABSTRACT
The authors’ aim was to find the possible positive relationships among branding constructs (brand image, brand perceived quality, brand satisfaction, brand trust, and brand loyalty) to explain consumer purchasing behavior toward halal brands. The authors proposed and empirically tested a conceptual model consisting of variables such as brand image, brand perceived quality, brand satisfaction, brand trust, and brand loyalty. A sample of 324 international Muslim respondents in China was gathered through the use of convenience and snowball sampling methods, and the hypotheses were tested by performing structural equation modeling. The empirical results show that the brand image of a halal milk brand is found to directly and positively affect consumer brand perceived quality, brand satisfaction, brand trust, and brand loyalty except for consumer brand purchase intention. This study suggests that companies dealing with halal brands should invest more resources to increase brand perceived quality, brand satisfaction, brand trust, and brand loyalty because these factors are positively associated with customers’ brand purchase intention.
Large-scale food manufacturers and retailers vie with each other to capture the attention of the shopper, with the competitive focus being on brand warfare - retailer brands versus manufacturer brands. Manufacturers invest in research to identify what consumers prefer and are willing to pay a premium for, whilst increasingly retailers have access to data on direct shopping behaviour in their own stores. Now, more traditional agribusiness sectors are embracing market segmentation and product differentiation practices in increasingly competitive, mature markets. The challenge for farms and firms of a smaller-size is to gain horizontal scale and co-ownership of proprietary products and services to improve their bargaining positions in increasingly fragmented commodity markets. In the prevailing unstable economic environment, market prices for farm inputs and food ingredients may be substantially more volatile and higher than they have been over most of the past 30 years, but so will input costs placing inexorable pressure on margins. This may lead to a business environment in which supply chain partners seek longer-term relationships with their customers and suppliers. Irrespective, in a more market-orientated agricultural policy environment in Europe, farmers will need to know more about their customers' particular requirements than they have heretofore. © 2014 The Agricultural Economics Society and The European Association of Agricultural Economists.
Hostile environments are changing the nature of brands, yet there are no up-to-date studies which, by characterizing brands, enable managers to formulate more appropriate brand strategies. To shed light on this, indepth interviews were conducted with 20 leading-edge brand consultants. They saw a gap between their view of brands as complex entities linking manufacturers' activities with consumers' perceptions and managers' short-term internal objectives and lack of consumer orientation. Experts also believe that, for consumers, brands act as shorthand devices for information and trust, facilitating purchase decision.
The present study presents a biologically based measure of audience engagement. The measure is based on a neuroscience informed combination of signal processing methods that yield a continuous time-locked index of synchrony plus intensity leading to engagement from four noninvasive wireless biosensors. The study compared two television commercials in several different contexts. The results suggest that levels of engagement were significantly different depending on the context of the presentation. The results highlight the importance of context in study design and support the use of a biologically based measure of audience engagement.
Independently varied category dominance and instance dominance to determine the extent to which each predicts S's speed in deciding whether a word is a member of a verbal category. A total of 50 college students participated in 2 experiments. Results show that reaction times were sensitive to the order of presentation of the word and category. When the category preceded the word, instance dominance was more effective; when the category followed the word, category dominance was more effective. It is concluded that results place certain constraints on the nature of retrieval from semantic memory. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
This article defines the integrated marketing process and shows how it can be used to improve advertising. It discusses how integrated marketing thinks about brands, the consumer experience with products or services, and contact points. The role of media in delivering messages is reconsidered and ways of measuring the engagement with a medium are discussed. Integrated marketing also addresses the relationship between brands and customized contact points.
It is argued that the common language of marketing hides the diversity of meaning associated with elements of the marketing mix, as well as the disciplines of advertising and research. Although some traditional aspects of culture may explain why these differences exist, another more dynamic factor seems to be at work. It is suggested that analysis based on market maturity may help to explain some of the problems encountered across national and sector boundaries. A continuum of consumerism is proposed, an evolving development of the dialogue between marketers and consumers. It is a market's position along the continuum, which determines how marketing terms will be interpreted.
The "hierarchical categorization" (HCAT) research procedure introduced in this paper allows managers to identify the key elements of a brand's meaning for purposes of extension and to understand what the brand cannot be, in the mind of potential buyers. Study results illustrate the procedure for two product categories and confirm its usefulness.
The quest for brand equity motivates marketers to build a favorable brand image to differentiate their offerings from those of competitors. However, high brand equity may lead to the death of the brand name if consumers employ the brand name as the product category label. This condition, labeled in trademark litigation as genericide, can be avoided with astute research and advertising, the former to detect a danger point and the latter to offer a category name to associate with the brand. The key is timing, using primary demand advertising early enough in the product life cycle to help establish the product category in consumers' minds before brand name and category are confused, but not so early that the advertiser fails to build brand equity.
This article puts forward a new theory of how advertising and other brand learning is processed and stored by consumers. The theory, based on low involvement processing, discusses how advertising creates brand associations which drive intuitive brand purchase decisions. The model explains why we frequently find it difficult to demonstrate that advertising has played an effective role in strengthening brands.
Those responsible for managing brands in many fmcg markets live in an anachronistic world with outdated concepts of ‘brand loyalty’ and ‘preferred brand’. The brand world of today has changed its boundaries and has a different morality. Own label has penetrated deeply and effectively in many categories, resulting in repertoires where own labels and brands co-exist. Each has won a legitimate place in the repertoire, satisfying key Need.States.
This paper provides a realistic discussion of the dynamics of repertoire construction, maintenance and change. It also explains the UK consumer's relationship with own label and concludes with implications for brand management and research specialists.
Examines the relationship between culture and consumer behavior and describes how cultural meanings behave in the world of goods. Discussion focuses on (1) culture as the source of strategies used by the marketing system and (2) the "meaning transfer" model. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
How does a brand live and die in the memory? Where does the concept of a relationship with a brand fit into mental activity? What are thoughts, emotions and feelings and do people have them about brands in any meaningful way? What should one think about such concepts as consciousness and the unconscious in relation to brands and brand messages? Is the way in which managers of brands codify them a reflection of reality? These are only some of the fundamental questions that should concern professionals involved with organisations and brands. This paper draws on scientific discoveries about the human brain to build on the empirical knowledge that leaders in organisations, marketers, academics and researchers have gained about brands over the last five decades.
The first part of the paper highlights the inconsistencies that occur between what is found in the development and evaluation of brand strategy and what happens in ‘real life’. It suggests that the newly merged disciplines of neuroscience and cognitive psychology (called neuropsychology) offer the scientific basis for understanding how human beings create, store, recall and relate to brands in everyday life. The second part explains some of the most relevant neuropsychological discoveries about the brain in terms of the implications for brand marketing. The topics covered are: brain functions and structure; consciousness and the unconscious; memory and language. The paper concludes by thinking about the current practise of qualitative research and how it matches up to the findings of the new science. Copyright © 2002 Henry Stewart Publications.
Three studies using adult native speakers of English are reported. Each study asked subjects to label elliptical or triangular figures of different size with a CVC trigram. It was the purpose of these studies to obtain evidence in support of the " phonetic symbolism " hypothesis.
Subjects agreed about the relationship between vowel sounds and the size of figure regardless of shape. The sound /a/ was more often chosen for large figures while /i/ was more often chosen for small. A less striking but discernible trend was observed for the labelling of figures with vowel sounds. It was tentatively concluded that, for English speakers, there do exist unrecognized yet consistent bases for relating sounds and visual stimuli.
In order to have a sense about where media planning is going, one must first have a contextual understanding of where it has been and at what place it is currently.