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Sharing the Spotlight: Is There Room for Two Brands in One Advertisement?
Jenni Romaniuk, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 247-250
Jenni Romaniuk discusses the circumstances in which it is beneficial to feature more than one brand in an advertisement.
Jenni Romaniuk discusses the circumstances in which it is beneficial to feature more than one brand in an advertisement. This can be done by featuring with a parent brand, a partner brand or a competitor brand. When featuring more than one brand marketers should ensure the most important brand is made dominant and that marketing messages are not confused.
Growing brands by connecting with deeper human motivations: Demonstration of a new research approach that directly links to business outcomes
Niels Blichfeldt, Sue Philips and Shivani Dayal Kapoor, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
Through an example in the beer category in China and India, this research paper shows how a people-centred approach, using precise drivers of brand growth, combined with predictive abilities to anticipate market share can deliver strong business outcomes from research.
Through an example in the beer category in China and India, this research paper shows how a people-centred approach, using precise drivers of brand growth, combined with predictive abilities to anticipate market share can deliver strong business outcomes from research. Brand growth is achieved through different options including optimisation of brand positioning, portfolio management, repositioning, brand stretching and innovation. This report criticises standard brand equity research, claiming that it is unable to effectively answer how a company can make brands meaningful to people and how meaningful brands can grow a business. The people-centric methodology proposed in this paper deconstructs human needs into four layers that on average explains 85-95% of brand choice, then supports this with a psychological model, which ensures that all decisions are made with consumer motivation at the centre. Then to determine the direction of a brand's growth, it identifies the brand's current Attitudinal Equity (a measure of the strength of consumers' psychological relationship with the brand) and focuses on growing it.
The myth of the brand in Asia
James Parsons, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper argues for a careful consideration of how the notion of brand works in Asia and what is distinctive about these Asian contexts.
This paper argues for a careful consideration of how the notion of brand works in Asia and what is distinctive about these Asian contexts. It discusses what brands are and what their purpose is and questions several received wisdoms that have been inherited from a Western perspective, where even the word "brand" conveys a different meaning to those used in Asia. A brand's "personality" and abstract values are of less relevance and interest than its functional benefits and concrete impressions in Asia, while the context in which it is seen and experienced has greater importance than in the West. In China and Japan, TV advertising spots are much shorter than in the West, so reach and awareness is more highly valued and without the time to tell complex brand stories, innovation has come to be the focus of investment. Western marketers are warned that to focus on brand love in Asia is to risk being overtaken by organisations who concentrate on penetration. Also, energy put into fixing the personality and philosophy of the brand may be better spent elsewhere when Asian consumers are innately less susceptible to abstract values and Asian media vehicles are ill-equipped to develop them.
There's no such place as Chindia: Developing cultural precision in growth strategies
Anjali Puri and Poonam Kumar, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper argues for local distinctions to be recognised in brands' Asian strategies, with universal truths to be adapted and expressed in the right language to penetrate cultural beliefs and filters in each market.
This paper argues for local distinctions to be recognised in brands' Asian strategies, with universal truths to be adapted and expressed in the right language to penetrate cultural beliefs and filters in each market. The authors point out that concepts like motherhood, beauty, achievement and power - which many brands are built on - can mean very different things across cultures. It maps out the significant historical and cultural differences that shape consumption and brand choices in these markets - which make them remarkably different not just from developed markets but also from each other. In particular, the paper contrasts China and India, with examples of how the same need can mean different things in each nation, and how the same global positioning strategy can translate to quite different executions.
Brand power, premium and potential: How and why it is different and the same in CEE
Peter Walshe, ESOMAR, CEE Research Forum, Prague, March 2013
A new year and new methodologies. The latest research results are brought to life in an interactive presentation that contrasts the CEE and the rest of the world.
A new year and new methodologies. The latest research results are brought to life in an interactive presentation that contrasts the CEE and the rest of the world. This presentation includes a case study which illustrates how the strength of the Sazka brand (the market leader lottery games provider) and a high share of loyal customers helped the company survive a turbulent period and lot of negative PR. The presentation also demonstrates how, thanks to wise marketing support, Sazka regained the position of an Olympic brand as well as the unrivalled position of market leader.
Conceptualisation and modelling of the process behind brand association transfer
Jean Boisvert, International Journal of Market Research, Vol. 53, No. 4, 2011, pp. 541-556
Although the concept of affect transfer has been addressed by many in the literature, the process underlying the transfer of brand associations from parent brands to their extensions is still unclear despite important theoretical and managerial implications.
Although the concept of affect transfer has been addressed by many in the literature, the process underlying the transfer of brand associations from parent brands to their extensions is still unclear despite important theoretical and managerial implications. This paper proposes to conceptualise and model the empirical process underlying such transfer. The findings reveal that the capability of a parent brand to transfer specific brand associations to a line extension depends on an optimisation process where strong transfer occurs only when repeated measures of the same associations are not statistically distinct. Conversely, the transfer is limited when the statistical difference is either positive or negative in repeated measures. When the difference is positive, the extension appears to already ‘own’ the association in comparison to the parent brand and when negative the association is not compatible with the extension. The methodological and managerial implications of brand association transfer are discussed.
Brand Worlds: From Articulation to Integration
Pierre Berthon, Leyland F. Pitt, Ronika Chakrabarti and Jean-Paul Berthon; Insights from Mario Simon, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 182-194
In this paper, the authors reflect upon the last half-century of branding research, offering both integration and insight.
In this paper, the authors reflect upon the last half-century of branding research, offering both integration and insight. They chart how the understanding of brands has evolved from mark-through mimesis, expression, and symptom to self-organizing phenomenon. Using Popper’s Three Worlds hypothesis, they show how the various fragmented streams of branding research can be integrated so that they complement and supplement each other. The authors then provide a prognosis on the future evolutions of brands and branding research.
Enchantment: Using semiotics to understand the magic of branding
Nick Gadsby, Market Research Society, Annual Conference, 2010
This paper looks at how magic can be harnessed by a brand by using semiotics. Lessons are taken from the people's award winner at the 2009 National Gallery BP Portrait Award, Imagine, by Jose Luis Corella, which demonstrates the importance of surprising people and breaking conventions.
This paper looks at how magic can be harnessed by a brand by using semiotics. Lessons are taken from the people's award winner at the 2009 National Gallery BP Portrait Award, Imagine, by Jose Luis Corella, which demonstrates the importance of surprising people and breaking conventions. Ways that this can be achieved by brands include demonstrating technical mastery in advertising, such as in the case of Honda's 'The Cog'; have celebrities confer status on the brand; and elevating 'reality' to something worthy of attention, as in the case of reality television or gritty dramas such as 'The Wire'. Included is a case study that examines how 'randomness' adds magic to a brand, with Cadbury's Dairy Milk given as a specific example.
Effects of different types of perceived similarity and subjective knowledge in evaluations of brand extensions
Leif E. Hem and Nina M. Iversen, International Journal of Market Research, Vol. 51, No. 6, 2009, pp. 797-818
The most successful brand extensions are considered to be those having high perceived similarity between the parent brand and the extensions, and being well known in the marketplace.
The most successful brand extensions are considered to be those having high perceived similarity between the parent brand and the extensions, and being well known in the marketplace. However, previous research has mainly examined the effects of overall measures of perceived similarity between a parent brand and an extension. Correspondingly, little is known about the effects of different areas of consumer knowledge. This study investigates the effects of three types of perceived similarity (usage, associations, competence) and three areas of consumer knowledge (original brand, original category, extension category) on evaluations of brand extensions. The results indicate that some types of perceived similarity and knowledge are more important than others. These findings imply that brand managers need to identify and measure the relevant types of perceived similarity and knowledge that will affect evaluations of brand extensions in order to design effective communication strategies for extensions.
How to improve brand tracking research: A frozen pizza case study
Keith Chrzan and Douglas Malcolm, International Journal of Market Research, Vol. 51, No. 6, 2009, pp. 723-733
The practice of brand tracking research has changed little in the past 30 years. Methodological advances in choice modelling, not typically applied to brand tracking, represent a potentially valuable enhancement of brand tracking practice.
The practice of brand tracking research has changed little in the past 30 years. Methodological advances in choice modelling, not typically applied to brand tracking, represent a potentially valuable enhancement of brand tracking practice. A case study of frozen pizza brand choice illustrates the possibilities, with particular attention paid to the MNL and lexicographic models.
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