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24,4
Multiple roles for branding in international marketing
384
Faculty of Business and Informatics, School of Commerce and Marketing,
Central Queensland University, Rockhampton, Australia, and
Ho Yin Wong
Bill Merrilees
Department of Marketing, Griffith Business School, Griffith University,
Gold Coast, Australia
Abstract
Purpose – The purpose of this study is to empirically examine the inter-related relationships among various branding issues such as brand orientation, brand re-positioning, brand performance and international marketing issues in terms of international marketing strategy, financial
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Literature review
There is a wide recognition of branding strategy as a source of competitive advantage in domestic markets (Biel, 1992; Calderon et al., 1997; Chaudhuri and Holbrook, 2001; de
Chernatony, 2001; Farquhar, 1994; Moore et al., 2000; Mosmans, 1996; Mosmans and van der Vorst, 1998; Rubinstein, 1996). A brand in a holistic sense represents the synergistic effect of all marketing efforts that instil and perpetuate an image in customers’ minds, and contribute to the success of a firm by creating stronger cash flows and higher values for shareholders as demonstrated by Yovovich (1988).
In addition to this holistic view of branding, a brand can be used as a corporate strategic tool to enhance a firm’s performance (Mosmans, 1996; Mosmans and van der
Vorst, 1998). Some argue that a brand can be placed as the focal point of a firm so that brand issues can be coordinated and given higher priority (Capon et al., 2001; Urde,
1994, 1999). This approach of brand orientation extends the resource-based theory of marketing strategy, in terms of how brands are created, developed, maintained, and protected, and can result in enhanced performance of firms. Broadening the brand spectrum means that branding goes beyond marketing communications and should be regarded as an integrated business approach (Rubinstein, 1996). Firms must manage the various aspects of a brand and tie it to the total
In 1745, Olaudah Equiano was born in a small village in Isseke,Nigeria. His father was one of the chiefs in the village. At age eleven Equiano and his sister were kidnapped by two men and a woman never to see his home or parents again. After being kidnapped he was hiked across part of Africa untill he arrived at the coast where he was loaded onto a slave ship. While crossing the Atlantic to Barbados onboard the slave ship he and his countrymen were subject to horrors you could hardly imagine. Equiano tells about the horrors and torture slaves face not only on the slave ship but also on plantations and many other aspects of a slave's life. Equiano experienced almost all parts of a slave's existence. He was
A brand is what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.
METHODOLOGY: The paper was a qualitative review utilizing mostly correlational methods and containing both cross-sectional and longitudinal studies.
2. According to the text, the external environment is comprised of which segments or parts?
The Emergency Medical Treatment and Active Labor Act (EMTALA) was enacted in 1986 as a part of the Consolidated Omnibus Budget Reconciliation Act (COBRA) of 1985. EMTALA was enacted to prevent hospitals with Emergency Departments from refusing to treat or transferring patients with emergency medical conditions (EMC) due to an inability to pay for their services. This act also applies to satellite locations whom advertise titles such as “Immediate Care” or “Urgent Care,” and all other facilities where one-third of their patient intake are walk-ins. Several rules and regulations to this act have been established and it has become a very serious piece of legislation and health
1. Which accounting method best reflects the economic reality? Put another way, which accounting numbers – the GAAP or non-GAAP numbers best reflects economic reality? [10 points]
This study sought to answer three research questions. Although the questions have been presented in previous chapters, they are worth presenting again.
Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering
According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.
In the story Perceval edited by Roger Sherman Loomis and Laura Hibbard Loomis, Perceval the main character has many adventures, in which he learns many lessons about life.
Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.
As his banker would you approve his loan request? If so, would you put any
When consumers hear the word personal branding, they will automatically associated personal branding with corporate branding (Gail (2010), When a company has established a good reputation and have endurance longevity, customers will keep that company on their mind and not concern with a particular product. For
From the professional perspective, to build corporate brand building is to build CI (Corporate Identity) including mind identity, behavior identity and visual identity.
Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.