Brand, Identity and Reputation: Exploring, Creating New Realities ...

More documents

Recommendations

Info

Abstract Brand Performance: The Coalescence of Consumer Choices & Institutional Structures Mark D. Uncles Australian School of Business, University of New South Wales, Sydney NSW 2052 Brand performance is routinely described in terms of measures of brand size, loyalty and switching (i.e. Brand Performance Measures or BPMs) (Ehrenberg, Uncles & Goodhardt 2004). BPMs describe predictable patterns of buyer behaviour and market structures. Supporting evidence for these claims has been available for Western markets for several decades and now exists for emergent markets such as urban China (Uncles & Kwok 2008, 2009; Uncles, Wang & Kwok 2010). The conclusion is drawn that patterns of buyer behaviour and the structure of markets are uncannily similar across product markets and countries. The purpose here is to examine why these conclusions hold true and then draw implications for our understanding of brand management. As conventionally portrayed, brand success is seen as the outcome of the aggregation of consumer choices. Individual consumers strive to maximise utility by choosing those brands whose attributes and features best meet their needs. The exercise of consumer free-will is of the upmost significance in this process of seeking to maximise utility. The consumer-focus in marketing emphasises and reinforces this viewpoint (as with the notion of Consumer-Based Brand Equity or CBBE) (Keller 2008). But, in practice, consumer choice is constrained by both consumer characteristics (e.g. purchasing power) and the institutional structures in which brands are embedded and operate (e.g. retail and regulatory systems). Arguably, insufficient attention has been paid to institutional structures as influences on, and shapers of, brand performance. A further consideration is the evolution of consumer choice and institutional structures. For instance, there is much discussion about the way digital technologies and social media enable consumers to exercise choice in novel ways. But these developments need to be considered against changing institutional landscapes. In established markets, waves of de-regulation, liberalisation and privatisation have had profound implications for the way brands are presented to consumers, including an impact on the capacity of consumers to adopt and use digital technologies and social media. In emerging markets institutional changes have been even more dramatic; noticeably the rapid growth of marketing infrastructures (e.g. MNC retailers, advertising agencies and research companies) and the proliferation of consumer-brand touch-points (Wang 2008). With greater attention being paid to the nature and evolution of institutional structures it becomes much easier to understand the realities of brand performance than if the focus is simply on the choices of free-willed consumers. Similarities across product markets and countries are explicable as much because of converging marketing infrastructures as because of any realignment of consumer choices. This inference is particularly significant in the context of understanding buyer behaviour and market structures in emergent markets. The unfolding story of brands in China provides a pertinent example. Consumers are now faced with an array of branded goods and services that was inconceivable before the era of Economic Reform. Highly visible signs of consumers exercising choice are to be seen throughout urban China and, to a lesser extent, in the hinterland. But these changes have not occurred in a structural vacuum (Tacconelli & Wrigley 2009; Uncles 2009). When the non-branded world of traditional wet markets is replaced by the heavily-branded world of Lianhua and Hualian supermarkets and Carrefour and Wal-Mart superstores we see the coming together of forces of urban renewal, market development, marketing infrastructures and consumer choice. It is only with an appreciation of this coalesce that the realities of brand performance become explicable. References Ehrenberg, A.S.C., Uncles, M.D. & Goodhardt, G.J. (2004). Understanding brand performance measures: Using Dirichlet benchmarks. Journal of Business Research, 57 (12), 1307-1325. Keller, K.L. (2008). Strategic brand management: Building, measuring and managing brand equity, 3 rd edition. New Jersey: Prentice Hall. Tacconelli, W. & Wrigley, N. (2009). Organisational challenges and strategic responses of retail TNCs in post- WTO-entry China. Economic Geography, 85 (1), 49-73. Uncles, M.D. (2009). Retail change in China: Retrospect and prospect. The International Review of Retail, Distribution and Consumer Research, 20 (1), 69-84. 160
Uncles, M.D. & Kwok, S. (2008). Generalising patterns of store-type patronage: An analysis across major Chinese cities. The International Review of Retail, Distribution and Consumer Research, 18 (5), 473-493. Uncles, M.D. & Kwok, S. (2009). Patterns of store patronage in urban China. Journal of Business Research, 62 (1), 68-81. Uncles, M.D., Wang, C. & Kwok, S. (2010). A temporal analysis of behavioural brand loyalty among urban Chinese consumers. Journal of Marketing Management, 26 (9/10) (August), 921-942. Wang, J. (2008). Brand new China: Advertising, media, and commercial culture. Cambridge, MA: Harvard University Press. 161
Page 1 and 2:
Book of Proceedings Brand, Identity
Page 3 and 4:
Session 1.1 Emotional Branding in T
Page 5 and 6:
p.31) consumers tend to those sourc
Page 7 and 8:
Tables and figures Brand perception
Page 9 and 10:
Malaysia‘s Global Halal Hub - ―
Page 11 and 12:
Birds of a Feather Consume Sports T
Page 13 and 14:
Session 1.2 How is Social Media, li
Page 15 and 16:
2. Interviews made with the adminis
Page 17 and 18:
Table-5 Facebook Members of Homeles
Page 19 and 20:
content (UGC) or even direct intera
Page 21 and 22:
Fierman, (1991) found that 47% of c
Page 23 and 24:
Multiple Dimensions of Brand Identi
Page 25 and 26:
Session 1.3 Corporate Identity, Cor
Page 27 and 28:
CSR are the ideals and ethics of co
Page 29 and 30:
Corporate Brand Identity Management
Page 31 and 32:
To study the influence of B2B relat
Page 33 and 34:
Antecedents And Consequences Of Bra
Page 35 and 36:
22. Gurviez, P., and Korchia, M. (2
Page 37 and 38:
Non-monetary factors, such as effor
Page 39 and 40:
23. Holbrook, M.B. (2006). Consumpt
Page 41 and 42:
Brand Extensions and Culture: The I
Page 43 and 44:
avoidance tend to prefer more infor
Page 45 and 46:
Virtual Internal Brand Communities:
Page 47 and 48:
References 1. Algesheimer, R., Dhol
Page 49 and 50:
associations based on their percept
Page 51 and 52:
shift in the psychological contract
Page 53 and 54:
10. Berthon, P., Ewing, M., & Hah,
Page 55 and 56:
Session 2.1 Global Brand Relationsh
Page 57 and 58:
G. Brand Personality Excitement Hon
Page 59 and 60:
The Impact of Relationship Marketin
Page 61 and 62:
‗United 2010-one for all, all for
Page 63 and 64:
Brand Equity Trends in Top Global B
Page 65 and 66:
Uncovering ‗Meanings‘ through A
Page 67 and 68:
45. Melewar, T.C. and Saunders, J.
Page 69 and 70:
Thus, from a design perspective, we
Page 71 and 72:
Keywords Brands, marketing, meaning
Page 73 and 74:
How Important is the Brand Name Ele
Page 75 and 76:
References 1. Aaker, D. (1991). Man
Page 77 and 78:
Simon Cowell and Branding the X Fac
Page 79 and 80:
Dead or Living: Which Celebrity To
Page 81 and 82:
Reference 1. Bagozzi, R.P. & Yi, Y.
Page 83 and 84:
has been adopted and within this an
Page 85 and 86:
Organizational Factors Contributing
Page 87 and 88:
examine and reconcile existing lite
Page 89 and 90:
Effects of Corporate Social Respons
Page 91 and 92:
15. Morsing M, & Schultz M. (2006).
Page 93 and 94:
1989). But if the information avail
Page 95 and 96:
An Inquiry into Corporate Heritage
Page 97 and 98:
3. Balmer, J. M. T., & Greyser, S.
Page 99 and 100:
Research questions and methodology
Page 101 and 102:
Building Corporate Reputation: A Di
Page 103 and 104:
Session 3.1 Financial vs. Consumer-
Page 105 and 106:
For indicating brand equity, one of
Page 107 and 108:
Financial Brand Valuation: an exper
Page 109 and 110: Figure 1 Religiously Motivated Cons
Page 111 and 112: I Don‘t Like It! - Understanding
Page 113 and 114: Session 3.2 Advertising Agency Empl
Page 115 and 116: applications of the Repertory Test
Page 117 and 118: The Life Cycle of Mavens Lynne Free
Page 119 and 120: Exploring the relationship between
Page 121 and 122: internal branding process. Internal
Page 123 and 124: proper branding strategy. With the
Page 125 and 126: Profiling the Image of Urban Busine
Page 127 and 128: Finally, the paper confirms the cau
Page 129 and 130: Table 3 Image differences according
Page 131 and 132: associated with the brand‖ (Aaker
Page 133 and 134: Figure 1 - Number of adjectives sel
Page 135 and 136: Figure 5 - Main attributes of a gol
Page 137 and 138: Empirical Studies For both studies,
Page 139 and 140: Figure 2: Perception of the City of
Page 141 and 142: Co-branding places? Andrea Lucarell
Page 143 and 144: 12. Lucarelli, A., & Berg, P. O. (2
Page 145 and 146: the place brands, as has been showe
Page 147 and 148: Session 3.4 Innovation and Entrepre
Page 149 and 150: The interviews were conducted in th
Page 151 and 152: Country-of-Origin Effects on Brand
Page 153 and 154: 7. Kaynak, E., Kucukemiroglu, O. &
Page 155 and 156: Results The demographic profile ind
Page 157 and 158: use games consoles (Childwise, 2001
Page 159: Plenary Session 2 Brand Performance
Page 163 and 164: Brand Management Framework Empirica
Page 165 and 166: Coneptualising Branding in Indian P
Page 167 and 168: characteristics could be zeroed upo
Page 169 and 170: Concentrating on the actual practic
Page 171 and 172: ooking attractive in greater detail
Page 173 and 174: Session 7.2 Brand Personification a
Page 175 and 176: Importance of Country Image to Mega
Page 177 and 178: Table 1: Evaluative Responses for t
Page 179 and 180: To be Similar or Unique? Implicatio
Page 181 and 182: Brown, T. J., Dacin, P. A., Pratt,
Page 183 and 184: A brand-driven strategy oriented to
Page 185 and 186: Rheingold, H. (1993). The Virtual C
Page 187 and 188: A Framework for Public Sector Brand
Page 189 and 190: Conclusion Public sector organisati
Page 191 and 192: A strategic investigation into the
Page 193 and 194: There are also some changes in term
Page 195 and 196: Brand Hypocrisy Sanne Frandsen, Cop
Page 197 and 198: Table 1: Empirical Findings Theory
Page 199 and 200: Brand Governance in Social Networki
Page 201 and 202: Determinants Brand Orientation Va
Page 203 and 204: When Individual Experience becomes
Page 205 and 206: Impact of Storytelling on Consumer
Page 207 and 208: The Role of Communication in Establ
Page 209 and 210: Culture‘s Influence on Consumer P
Page 211 and 212:
+ Top-Down Dynamic between Luxury F
Page 213 and 214:
Analysis and results We assessed th
Page 215 and 216:
An Exploration of Own Brand Retaile
Page 217 and 218:
11. ETI 2010. Ethical Trading Initi
Page 219 and 220:
When investigating unique significa
Page 221 and 222:
Session 8.2 Closing the Gaps - the
Page 223 and 224:
accomplishing reality rather than d
Page 225 and 226:
Reddy, 1998, p.40). As a result, br
Page 227 and 228:
Figure 2: Doves Real Beauty Billboa
Page 229 and 230:
Literature review, as a complete re
Page 231 and 232:
Segmenting McDonalds: Measuring Bra
Page 233 and 234:
A simple eyeballing of the segment
Page 235 and 236:
Segment 2 Segment 3 Segment 4 235
Page 237 and 238:
Session 8.3 Brand Attitudes and the
Page 239 and 240:
when preceded with the related conc
Page 241 and 242:
What keeps smokers from quitting? U
Page 243 and 244:
Table 1: Description of the cigaret
Page 245 and 246:
Exploring differences in product at
Page 247 and 248:
Based on the results some general c
Page 249 and 250:
Data was collected by independent j
Page 251 and 252:
Sonic branding: A review of literat
Page 253 and 254:
How is green seen? Exploring the im
Page 255 and 256:
were in evidence. The inability to
Page 257 and 258:
Generally speaking, people use exte
Page 259 and 260:
How Retail Banks Use Atmosphere to
Page 261 and 262:
Actually, we don‘t feel constrain
Page 263 and 264:
Introduction Reputation and Financi
Page 265 and 266:
Chun, R. & Davies G. (2009). Employ
Page 267 and 268:
Identity, Reputation and Organizati
Page 269 and 270:
Introduction Factors Affecting Bran
Page 271 and 272:
A quiet important approach then bec
Page 273 and 274:
27. Gentry, C.R., ―Building on Br
Page 275 and 276:
Together these issues have resulted
Page 277 and 278:
elations. If the contact persons tr
Page 279 and 280:
How do you Really Know? Exploring B
Page 281 and 282:
Originality/value The psychology li
Page 283 and 284:
asked ―did you see any of these c
Page 285 and 286:
expressivity (Ω experts = 0,96 p
Page 287 and 288:
Next are brand associations, also r
Page 289 and 290:
Table 1: Selection of variables, it
Page 291 and 292:
Special Session Issues in Brand Gov
Page 293 and 294:
A Competance based Brand: Meaning a
Page 295 and 296:
Session 12.4 Special Session Topic:
Page 297 and 298:
Brand Meaning Co-Creation of Newcom
Page 299 and 300:
Leonor Vacas de Carvalho, Évora Un
Page 301:
Ronaldo Schutz, University of the A
show all

Brand, Identity and Reputation: Exploring, Creating New Realities ...

Create successful ePaper yourself

Delete template?

Save as template?