Managing brand portfolios: audit of leading grocery supplier brands 2004 to 2012
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AbstractHow brands are deployed and structured is highly important to companies, as it affects the way the companies and their products are perceived by consumers. In the context of brand portfolios this also tends to change over time. This study examines the changes in deployment of brand portfolios by FMCG companies over a decade. The results of a repeat audit, based on a content analysis of packaging of 400 brands sold at two major supermarkets by 20 leading grocery supplier brands, show a trend towards the corporate-dominant structure and mono branding. The rise in corporate brands may be ascribed to their perceived value and greater influence among stakeholders and consumers, while the increase in mono brands is related to perceptions that new product launches are safer than brand extensions. This study contributes to brand portfolio management research. It has theoretical and managerial implications.Keywords:: brand portfolio managementbrand structurefast-moving consumer goodsKeywords:
Corporate branding
Brand extension
This chapter introduces the role of brand management in emerging markets, thus explaining the concepts of brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty; the importance of brand strategy in emerging markets; and brand relationships toward effective brand management. Firms in emerging markets should take consideration of their brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty in order to effectively achieve business success in emerging markets based on the conditions of their organizational structure, environment, and marketing contexts. Developing a good brand relationship is essential for brand management in emerging markets. Firms in emerging markets should recognize the importance of brand constructs (i.e., brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty) and need to put more marketing efforts in building brand management system in order to enhance the marketing performance and achieve business goals in the global marketing environment.
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Part 1 Understanding brands: what's in a brand? brand identity sources of identity. Part 2 Brand management: creating a brand managing the time factor - identity and change brand extension brand-product relationships the brand portfolio going international. Part 3 The brand in perspective: brand, products, enterprise and institution financial evaluation of brands.
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This chapter introduces the role of brand management in emerging markets, thus explaining the concepts of brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty; the importance of brand strategy in emerging markets; and brand relationships toward effective brand management. Firms in emerging markets should take consideration of their brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty in order to effectively achieve business success in emerging markets based on the conditions of their organizational structure, environment, and marketing contexts. Developing a good brand relationship is essential for brand management in emerging markets. Firms in emerging markets should recognize the importance of brand constructs (i.e., brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty) and need to put more marketing efforts in building brand management system in order to enhance the marketing performance and achieve business goals in the global marketing environment.
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The objective of this research is to explore the relationship between brand extension strategy, brand image, brand trust, and brand equity in the coffee industry of Indonesia. The research mainly discusses the effect of brand extension strategy on brand equity through brand image and brand trust in the coffee industry, i.e., Kapal Api as a leading coffee brand in Indonesia. Approximately 200 respondents of Kapal Api consumers participated on the survey by responding the questionnaire. Data were analyzed using Structural Equation Modeling (SEM) by combining factor analysis and regression analysis. The results of the evaluation of the one step modification model show that the model is fit and tested for causality. This study shows that brand extension strategy affects brand trust but does not affect brand image and brand equity. Brand trust affects brand image and brand equity. In addition, the brand image also affects brand equity. Brand trust is able to mediate the brand extension strategy on brand equity while a brand image is not. This research is useful for businesses to evaluate marketing strategies in maximizing potential customers by understanding the factors that influence brand equity.
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Types of Brand Extension Strategies and Their Role in Brand Congruency in Corporate Brand Extensions
Owing to the high costs of launching new products, brand extensions have been the basis of national and international strategic growth for many firms over the past few decades. Brand extension strategy consists of using an established brand name to launch new product. One of the main advantages of using brand extensions is the reduction of communication costs; as a result of the synergies generated between experience and communication of any products of the firm. Furthermore, brand extensions reduce the costs of brand name introduction and enhance the probability of success since consumers transfer their perceptions and attitudes from the original brand to the extension. Brand extensions can also have positive effects for the parent brand. They can strengthen the brand meaning, help to build brand equity, and encourage purchasing of other products from the firm, particularly amongst nonusers of the parent brand.
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With the development of global economy and society,brand has become an important strategic means to gain competitive advantages,and marketing scholars have paid attention to the research of brand theory.The development of brand theory consists of five stages:brand conceptualization,brand strategy,brand equity,brand management and brand relationship.Some important basic theory has been put forward,including brand image,brand position,brand extension,brand equity,brand relationship and brand internationalization.A review of brand basic theory helps to understand panoramic view of the brand theory development,and to better guide enterprises' brand marketing practice.
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The turbulent 1990s typified by increased product development and marketing costs as well as increasing international competition, focussed marketing managers on cost‐saving tactics to increase competitiveness. One of the most important effects was to make brand extensions more compelling and frequent. While leveraging the brand equity of a successful brand promises to make introduction of a new entry less costly, success depends on the underlying brand knowledge and image among consumers. Explores the consumer dimensions of brand equity, the benefits and dangers of brand extension, and culminates in a series of implications and recommendations for successful brand extensions.
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A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product. The specific existing relationship between a brand and a given market indicates the functional and symbolic values that demand attributes to the product through the brand. Brand equity expresses brand value in operating conditions. Brand equity shapes the value, at a certain time, of brand identity (awareness and image) that has been established with a specific demand.
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Brand equity,a core content of brand theory,refers to the value brand adds to product.Brand extension means the new business field an enterprise enters or new product the enterprise presents on the basis of the current brand.Brand equity is the basis for the new business and product and different brands have different extensions.Brand extension relates to what can be transferred into the new extended product in the present brand equity.Attention should be paid to the following aspects when brand is extended: the attitude of customers towards the present brand,the adaptability between the present brand and extended brand,the consistency of brand images,and the dilution of the present brand.
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Purpose Despite the prevalence with which firms change the brand names they use, this research stream has received little academic attention. Managers confronted with brand name substitutions fear most a loss of brand equity, which would decrease their market share. This research aims to identify key influences that might enable companies to minimise their brand equity losses in response to brand name substitutions. Design/methodology/approach A preliminary qualitative investigation (20 semi‐directive interviews) pertained to better understand how brand equity loss might be minimised in the case of a brand name substitution. This qualitative research and a relevant literature review provided input for the questionnaire design. Furthermore, the resulting survey data from a sample of 300 consumers served for the test of the research propositions. Findings This study identifies five key influence factors that marketing managers can use to transfer brand equity in the case of brand name substitution, based on consumers' knowledge of the brand change, attitude toward brand change, perceived similarity between the old and new brands, degree of attachment to the initial brand, and recognition of the presence of an umbrella brand. Finally, the brand equity dimensions are interrelated, such that the transfer of perceived quality and brand image influences loyalty transfer, and brand quality transfer improves brand image transfer. Originality/value This research represents a first attempt to answer the pressing question: how can firms transfer brand equity successfully in the case of brand name substitution? The study also identifies for the first time key influence factors that favour brand equity transfer from an old to a new brand.
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