{"title":"Branding and Mobile","authors":"Yulia An, K. Harvey","doi":"10.4018/978-1-5225-7116-2.ch027","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch027","url":null,"abstract":"An overview of mobile's impact on branding strategy expands from discussion of chronological ages of branding to mobile's effects on the brand management function. The latter are structured around four steps of the brand management process, including planning and brand positioning, implementing branding strategies, measuring and analyzing performance of a brand, and sustaining brand equity over time and across geographic markets. With a focus on cross-platform branding and establishment of seamless mobile experience, the chapter explores various aspects of mobile's influence on branding. A strategic view on the mobile-first approach that permeates all aspects of the branding process from logo design to brand equity measurement is accompanied with real-life applications. Best practices illustrate changing perspectives in branding and include examples of how new technologies like iBeacon and augmented reality are used by leading brands. Examples are drawn from recent academic and industry studies in business and management with links to classic brand management literature.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116519865","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Drivers of Brand Trust in Internet Retailing","authors":"Adilla Anggraeni, Florenz Lay","doi":"10.4018/978-1-5225-7116-2.ch031","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch031","url":null,"abstract":"This study investigates the attributes that create brand trust in internet retailing through the replication of the work of Ruparelia, White and Hughes (2010) using two different purchase categories: apparels and travel accommodation. Quantitative methodology was employed through survey method involving 180 respondents. There are ten independent variables include website security, website privacy, website brand name, word-of-mouth, website design & navigation, information, returns policy, country of origin, past experience, advertising and testimonials and one dependent variable which is brand trust. Security, privacy, word of mouth, design & navigation, and past experience were proven to have direct linear effects towards web brand trust. On the other hand, brand name, information, returns policy, country of origin and advertising & testimonials have weak relationships with web brand trust. Respondents who purchased clothing apparel were more concerned of the country of origin than respondents who purchased ticket accommodation.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"33 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125883793","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Brand Trust in Offline and Online Environments","authors":"G. Bowen, Richard Bowen","doi":"10.4018/978-1-5225-7116-2.ch068","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch068","url":null,"abstract":"Social media operates in the online environment, and the challenge is to enhance the end-user experience. The chapter asserts that the consumer experience and behaviour in the online (e.g. e-commerce) and offline environments have some commonality with social media. Building a successful brand online is a prerequisite for success, but fundamental to trusting brand beliefs is the ability to create trust and by extension commitment. The trust-commitment relationship is fundamental to brand building and to influence end-user intentional behaviour. This relationship is enhanced by physical means (website design [aesthetics], website functionality [privacy and security]); although these are important factors alone, they do not guarantee a pleasant online experience. Online firms like social media need to create social interaction on the website to communicate affective involvement. Online effectiveness leads to positive behavioural intention and continual repeat usage via attitudinal formation.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114360834","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Building and Development of Dairy “Dana” Brand","authors":"B. Milović","doi":"10.4018/978-1-4666-7393-9.CH006","DOIUrl":"https://doi.org/10.4018/978-1-4666-7393-9.CH006","url":null,"abstract":"For success it is not enough to have the best and highest quality product, best price, the best distribution network, and excellent promotion; the most important thing is how the consumer values it. The market for dairy products in Serbia is dominated by products that were perceived as average and ordinary, consumed simply to meet basic nutritional needs. Agricultural company Sava Kovacevic had great products, but not brands. Development of brand “Dana” is focused on that specific benefits found to provide consumers a brand as well as a range of values that a new brand represents. The very brand strategy is developed after a detailed analysis of the product, consumers for which it is intended (their lifestyles, habits, attitudes, etc.), competition and market conditions, market position of competing brands, and their communication with customers and the general public. Therefore, brand image of the product is built along with its unique position in the market.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114545021","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Actor Effect","authors":"Bilgen Başal","doi":"10.4018/978-1-5225-7116-2.ch057","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch057","url":null,"abstract":"A few advertising masters shaped the advertising industry and each pioneered distinctly different principles of advertising. Legendary advertising masters in advertising history - each with a distinctive style and discourse, created advertising narration on different issues. Albert Lasker created narration on salesmanship in print and reason-why advertising, Claude Hopkins on scientific advertising and pre-emptive claim, John Emory Powers on honesty and plain speaking copywriting, John Wanamaker on retailing, consumerism and effectiveness of advertising, William Bernbach on simplicity, originality and creativity of advertising perception, David Ogilvy on brand image, big idea and creative salesmanship, Leo Burnett on common touch, dramatic realism in advertising and visual imagery icons. By focusing on the story of some great advertising legends mentioned above, this study tries to examine how they have defined and shaped advertising history into the exhilarating one and how they have revolutionized the way business sells its products and consumers perceive the brands.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122904958","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Debranding Digital Identity","authors":"Corinne Weisgerber, S. H. Butler","doi":"10.4018/978-1-5225-7116-2.ch042","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch042","url":null,"abstract":"This article explores the rhetoric of empowerment surrounding the recent phenomenon of personal branding and calls into question the idea that personal identities can and should be managed through corporate marketing processes in a Web 2.0 world. Starting with an examination of the historical basis of the personal branding movement and a critical analysis of the branding metaphor, the article then proceeds to show how the three stages of the conventional branding process on which most personal branding advice is based on, provide an inadequate framework for understanding the complex nature of identity work in a networked age.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"847 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116423335","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Investigation of Consumer Behavior","authors":"Sotiria Baziana, E. Tzimitra-Kalogianni","doi":"10.4018/978-1-5225-7116-2.ch075","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch075","url":null,"abstract":"Evidence shows that sustainability not only helps a business case getting stronger, but also embraces a sustainability agenda which can stimulate innovation, pushing companies to rethink their operations, products and business models. In addition, during the past few years the demand for organic wine has increased and many Greek businesses have entered the market, advertising the superiority of organic wine. The main objective of this study is to portray the need for an implementation of new technologies in the distribution and supply of organic wine in the city of Xanthi. Furthermore, the investigation of consumers' attitude will constitute the basis for further development of business strategies regarding sustainability and innovation in the agri-food chain. From the quantitative and qualitative data, the statistical analysis will provide findings on consumer behavior, attitudes, new trends, and factors that affect the choice of organic wine. Finally, the current paper is indicative of the general consumer stance towards organic-products.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"68 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129382032","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Branding and Communication Strategies in Healthcare Organizations","authors":"S. Joshi","doi":"10.4018/978-1-5225-7116-2.ch012","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch012","url":null,"abstract":"The Indian healthcare industry is third largest economy in the world. India's competitive advantage also lies in the increased success rate of Indian healthcare sectors. All organizations benefit from great branding, but it is more important in healthcare than any other industry. Creating brand is an important object in marketing in order to reach to maximum customers. Organizations across the world and in India are constantly striving to achieve excellent branding to attain top recall value of healthcare. Physicians, dentists, physiotherapist, nurses, nursing home owners, hospital administrators have many challenges regarding branding and communications of healthcare. It is an ideal for energizing their healthcare organization and sustain financially and operationally. This chapter explains what is brand, its strategies, how to develop branding of healthcare organization and how to manage brands. Many illustrations and case studies are described in this chapter.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116744000","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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