The importance of corporate social responsibility (CSR) for branding and business success in small and medium-sized enterprises (SME) in a business-to-distributor (B2D) context
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Integrating corporate social responsibility into brand positioning strategies has become a key concept for the brand marketing of many companies. There is a wealth of studies focusing on the effects of CSR for large international brands and companies operating in business-to-consumer markets. However, there is only limited empirical evidence about the relevance of CSR for sales and branding strategies of small and medium-sized enterprises (SMEs) in a business-to-distributor (B2D) context. Using a qualitative research design based on an exploratory case study approach, this paper therefore explores how CSR can be incorporated into the brand marketing strategy of a SME in the B2D sector and how CSR is evaluated in terms of brand perceptions and purchase intentions of business partners (n = 25). The findings suggest that although industrial buyers attribute a certain importance to CSR, product design and perceived product quality are nevertheless the main purchase reasons. The paper concludes with discussing practical and theoretical implications.Keywords:
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Business-to-business
Corporate branding
Strong brand enhances positive evaluations of a product’s quality, maintains a high level of product awareness, and provides a consistent image or brand personality. As time passes by, these brands remain unchanged and consumers’ perceptions towards the brands are changing. These brands are becoming obsolete by themselves because of the changing society and modern brands. Thus, re-branding is a necessary strategy that can escalate a new business image to build confidence to the consumers. This paper will focus on the corporate re-branding strategy with the approach on the effect of consumers’ perception in Thailand. The key measurement of successful perception of re-branding is brand equity which composite with brand awareness, brand association, perceived quality, brand loyalty, and other proprietary brand assets by conduct survey on consumer.
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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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Preface PART I: BRANDING FUNDAMENTALS Chapter 1: How Brands Work Chapter 2: Brand Equity and Brand Value Chapter 3: Brand Positioning Chapter 4: Building a New Brand PART II: BRANDING STRATEGIES Chapter 5: Managing an Established Brand Chapter 6: Brand Extension Chapter 7: International Brand Expansion Chapter 8: Brand Acquisition and Portfolios PART III: NEW BRANDING APPLICATIONS Chapter 9: Summary and New Extensions References Index
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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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Branding is not a modern concept, but it existed prior to the 20th century. The oldest generic brand in continuous use in India since the Vedic period is Chyawanprash. The importance of branding cannot be neglected in today's competitive world. Brand Identity, brand image and brand equity are important aspects of branding. The outward expression of the brand, including its name, logo, tone, tagline, symbols and visual appearance is a brand's identity. It should be meaningful, distinct and flexible. A brand image is how the consumers perceive the brand. The brand image is not created, but is automatically formed. A strong brand image is a powerful asset and makes peopleconfident that the organization is dependable.Brand equity is the value that the customer attaches to a particular brand. Brand equity can provide a platform for growth by brand extensions. The paper attempts to explain the above mentioned concepts of branding
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Brand equity has been considered as an important asset of companies. To build strong brand equity, firms follow several branding strategies; corporate branding, house-of-brands, and mixed branding strategy. Most of research focused on advantageous aspects of branding strategy, however, the easiness of associating with company and brand by using corporate branding strategy might generate negative consequences during crises. The negative impact of corporate branding strategy might be weakened by strongly built brand equity. In facing to food safety events, restaurants have confronted hardships to recover from the crisis. Thus, it is crucial to examine the role of brand equity on the relationship between branding strategy and consumer responses to crises. The purpose of this study is to investigate the impact of branding strategy and brand equity on consumer responses to food safety events. This study designed 2X2X3 scenario-based experimental survey with branding strategy (corporate branding, house-of-brands strategy), the level of brand equity (Low/High), and the level of crisis (No/Low/High). The results of the study would reveal the negative side of branding strategy under crises, providing important implications to marketing practitioners. The role of brand equity on the relationship between branding strategy and consumer responses under crises also would demonstrate the necessity of building strong brand equity. The results might enable marketers to develop appropriate post-crisis strategies based on the prediction of consumer responses depending on their branding strategy and the level of crises.
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Given the existence of brand parity/brand similarity in certain product categories, it has become difficult for brand owners to provide unique brand experience to the customers. Companies therefore are increasingly depending on brands from other companies in an effort to enhance their customers' brand experience with a view to bolstering up their own brand's equity. This practice of branded branding strategy (BBS) is different from other related brand strategies such as co-branding and ingredient branding. This paper sets out to provide a theoretical explanation as to why brand parity/brand similarity occurs. This paper then introduces and defines 'BBS' concept and explains how it differs from other related brand strategies. Finally, the paper explains how BBS may be used by the companies to build and strengthen brand equity through provision of better brand experience.
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This research investigated the multilevel relationships among corporate branding, brand citizenship behavior, and brand equity using a hierarchical linear modeling method. The corporate branding construct represents practices that could improve the brand cognition and brand attitude of multiple stakeholders. Brand citizenship behavior indicates that employees are altruistic toward and identify themselves with brands. Brand equity was assessed using customer data to measure their awareness, association, quality perception, attitude, and loyalty toward a corporate brand. This study obtained data from 283 employees, 250 supervisors, and 577 customers of 31 franchise organizations to demonstrate the results at different levels. The results of our analysis indicate that corporate branding exerts a positive effect on brand citizenship behavior and customer-based brand equity. Furthermore, when aggregated, the brand citizenship behavior of firms positively affects their corporate brand equity. In addition, brand citizenship behavior mediates the relationship between corporate branding and brand equity. Brand managers should consider adopting corporate branding practices to encourage employees to engage in brand citizenship behavior, which contributes to brand equity.
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Abstract This chapter examines issues in building and managing corporate brand equity. Its purpose is to provide language, concepts, and guidelines that will improve the understanding of corporate brand equity management. Essentially, all firms have the opportunity to build corporate brand equity if they so choose. An increasing number of firms are employing their corporate brand as a strategic marketing weapon in the marketplace to improve their financial performance (Roberts and Dowling 1998). The discussion in this chapter will highlight some academic progress in this area, as well as suggest industry best practice.
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Preparation for marketing and implementation of exchange goods and services require branding strategies to be built. Effective branding can lend a major edge in increasingly competitive markets. An enterprise needs to determine how to conceive of brand strategy, set up brand extensions and determine the dimensions of brand equity. To understand the factors shaping branding strategies, marketers must understand where, how much and in what way brand value is created. Success or failure depend on continuously monitoring the effectiveness of branding strategies and the appropriate use of brand extension, brand equity and opportunities that appear on markets.
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