Strategic Brand Management

Proposito de esta investigacion: Saber como se esta aplicando la planificacion estrategica de la comunicacion de marca a los empleados en los programas de internal branding y proponer un modelo teorico y una herramienta para facilitar su aplicacion. Metodologia: Se ha realizado, en primer lugar, una revision documental retrospectiva y exploratoria de fuentes secundarias y, posteriormente, se han realizado catorce entrevistas en profundidad a expertos en Marketing y Recursos Humanos con responsabilidades directivas, a especialistas en planificacion estrategica de la comunicacion de la marca y academicos de las areas relevantes y en relacion con el objeto de estudio. Las entrevistas se realizaron siguiendo un guion de preguntas abiertas con una doble finalidad: por un lado, se pretende validar los fundamentos teoricos de la investigacion documental; y, por otro, explorar el estado de la comunicacion empleado/marca como variable fundamental en la relacion cliente/marca. Resultados: La ...

En una era marcada por la sobreexposición comunicacional, muchas marcas han optado por estrategias discursivas predecibles, visuales estandarizados y posturas seguras frente al entorno. Esta tendencia ha dado lugar a lo que puede denominarse “marca complaciente”: una marca que prioriza la aceptación y la corrección estética por encima de la autenticidad y la diferenciación. Este artículo plantea una crítica a dicha lógica, argumentando que la búsqueda por encajar en el sistema simbólico dominante conlleva un debilitamiento del carácter de marca, una pérdida de relevancia cultural y una reducción del potencial estratégico del branding.

Kaizen, a Japanese philosophy meaning "continuous improvement," has become a foundational management approach worldwide, underpinning sustainable business success. This article explores the significance of Kaizen principles in diverse organizational settings by analyzing its historical origins, core tenets, and measurable impacts on productivity, waste reduction, employee engagement, and customer satisfaction. Utilizing a comprehensive literature review methodology, this study synthesizes empirical data and case studies across manufacturing, healthcare, and service industries. Findings confirm that organizations embedding Kaizen into their culture achieve superior operational efficiency, innovation capacity, and competitive advantage. The discussion addresses challenges, cultural considerations, and implementation strategies, concluding with evidence-based recommendations to maximize Kaizen's organizational value. This detailed study contributes a vital resource for future research and practical application of continuous improvement methodologies.

In the business arena, every manager hopes to prolong their business lifespan through customer loyalty. Therefore, it is important to understand the predictor and influence of customer trust in order to strengthen the customer-brand relationship. Customer trust is formed from rational and emotional perspective. However, the latter trust is less studied despite being argued to be more stable as compared to rational-based trust. This study aims to investigate how emotional-based trust can influence customer loyalty in the customer-brand relationship context. Loyalty is examined separately as attitudinal and behavioural in order to provide clearer insight on customer-brand relationship. This study seeks to examine three research issues: (1) Does emotional based trust influence both attitudinal and behavioural loyalty? (2) Does brand experience influence emotional based trust? and (3) Does emotional-based trust mediate the relationship between brand experience and both dimensions of loy...

Brand trust is a powerful asset for Small and Medium size Enterprises (SMEs) to retain good relationships with their loyal customers, to ensure their long term survival. However, SME managers first need to understand the consequences of the two unique emotional and rational components of trust on attitudinal and behavioral loyalty, because both loyalty dimensions have unique consequences for a brand’s performance. Hence, this study aims to answer two research issues: (1) Do brand intentions and brand reliability influence both attitudinal loyalty and behavioral loyalty? (2) Which component of trust explains attitudinal and behavioral loyalty more? Data were obtained from 210 customers through the use of an intercept survey method on successful SME brands in the restaurant industry. The findings revealed that emotional and rational trust influenced both attitudinal and behavioral loyalty. Despite that, customers have a higher tendency to exhibit attitudinal and behavioral loyalty whe...

Small and medium enterprises (SMEs) have been competing for survival in the business arena among established organizations. Competitive foodservice business today requires a unique and lasting brand experience to capture customer loyalty. Despite that, earning customer trust is vital to ensure ongoing revenue and profit for business sustainability. Due to the significance contribution from SMEs in the service sector to the nation economy, this study will examine the relationship between brand experience, trust dimensions (i.e. intentions and reliability), and customer loyalty on sustainable SME brands in Malaysia. Data were collected from 220 customers through intercept survey method. The result from SmartPLS 2.0 analysis provides significant support for every direct path between brand experience, intentions, reliability, and brand loyalty. Meaningful insights from the result are provided for SME owner-managers at the discussion section.

The research sought to measure the nature of the correlations and influence between one of the most important modern variables in the industrial field, which plays a pivotal and fundamental role in improving the utilization of various resources in the industrial sector. This variable, namely smart manufacturing, and production efficiency, is a variable that suffers from the failure to achieve optimal levels of utilization of various resources, particularly natural resources, which represent an important source for these industries, particularly in the field of manufacturing industries such as the cement industry. One industrial company (the Northern General Cement Company) was selected to test the research hypotheses to identify the most prominent obstacles facing improving production efficiency and overcoming them through smart manufacturing technologies. The research relied on a hypothetical model that reflects the main research variables. Data was collected from the field under study using a questionnaire, where the questionnaire was distributed equally to the three factories affiliated with the Northern General Cement Company. The research data was analyzed and the research results interpreted. The research reached a set of conclusions, most notably the disparity in the impact of smart manufacturing technologies among the company's factories studied, in addition to the limited level of adoption of these technologies by the studied factories. One of the research's most prominent recommendations is the need for the company's management to adopt smart manufacturing on a broad scale, by integrating its technologies into all areas and stages of cement manufacturing. This is due to its advantages in improving production efficiency, including increased productivity, reduced waste of natural resources, and maximized utilization. It also promotes environmental conservation and sustainability, two hallmarks of the modern era.

The livelihood of the International Olympic Committee, owner of the Olympic Games, depends on the protection of its brand against ambush marketing which has the potential to compromise future contracts with official partners and reduce the economic return and the effective possibility of hosting the games and to finance the Organizing Committee. This need leads to potential imbalances between public and private law, with measures aimed at protecting the specific interests of the IOC. The further criticality is given by the interference on the whole society of otherwise unnecessary legislative interventions that have social, economic and political repercussions on the host country with the IOC that requires long and anticipated planning within the bid process. Following the assignment of the 2026 Winter Olympic Games, the introduction in Italy of a special law highlights the critical issues of the legislator's intervention to counter the threat of ambush marketing. The examination of the law decree n. 16 of 11 March 2020 of the Italian Republic, the documents that deal with the foundation of Italian law and the positions of scholars, aim to verify how Italy has handled the requests of the IOC. It will be concluded that this legislative intervention is characterized by minimal measures that guarantee the hosting of the Games but leave almost unchanged the need for the IOC to develop its own autonomous defense strategies. There will be food for thought to consider whether it is possible to satisfy the IOC's request in a manner consistent with legal codes or if it poses an unfair threat to other private and public interests.

Technological developments have expanded the field of trade, and almost no brand has carried its commercial activities to digital media and has continued online. In an intensely competitive environment, brands continue their activities with digital marketing strategies and advertisements. Companies create strategies suitable for
the brand by placing the consumer at the center of their digital advertising activities and managing their campaigns with advertising models accordingly. The consumer is in a significant position in this entire process. The main purpose of the research is to analyze how digital advertising models used in the e-commerce sector are
perceived by consumers, how they are remembered by consumers and their effects on brand awareness through in-depth interview techniques. The data obtained from these interviews were used to examine the salience (level of importance) and brand image concepts in Keller's CBBE (Customer Based Brand Equity) model is used to examine the impact of digital advertising on brand awareness. The research was conducted face-to-face with 15 consumers living in Istanbul. As a result, data
has been obtained that are consistent with the fact that digital advertising models not only create short-term brand awareness but also guide consumer behavior, increase brand loyalty, and become a fundamental part of brands' long-term strategies.

Una buena gestión de expectativas es componente esencial para el éxito en todo proceso de consultoría, ya sea en contextos personales, académicos o empresariales. Las expectativas del cliente funcionan como el marco de discernimiento desde el cual se evalúan los avances, se interpretan los resultados y se conecta profesionalmente con el consultor.

Brand equity and vertical integration are focal, strategic elements of a franchise system that can profoundly influence franchise performance. Despite the recognized importance of these two strategic levers and the longstanding research interest in the topic, our understanding of the interplay between brand equity and vertical integration (company ownership of outlets) in a franchise system remains incomplete.

In this study, we revisit the five-decade-old question of how brand equity affects vertical integration in a franchise system and present some novel, nuanced insights into the topic. Evidence from a Bayesian Panel Vector Autoregressive model on a large panel data set shows that brand equity has a powerful, lagging inverse effect on vertical integration, such that higher brand equity leads to less downstream vertical integration in a franchise system. Reverse causality analyses identify a less pronounced but present reciprocal effect. Boundary conditions analyses reveal that the negative effect of brand equity on vertical integration is weaker in franchise systems with international presence and in retail-focused (vs. service-focused) franchises, and stronger in franchise systems with more financial resources.

These findings (a) challenge traditional views (e.g., transaction cost theory, resource-based view, ownership redirection hypothesis) on the topic by demonstrating a negative effect for brand equity on vertical integration in franchise systems and showing that greater financial resources amplify this effect, and (b) shed new light on the intricate dynamics (temporal causation, reverse causation) and contingencies of this debated effect. Managerially, this research draws attention to the underrecognized strategic benefit of brand equity in mitigating channel governance issues and advise against unnecessary vertical integration, especially when brand equity is robust.

This research investigated the prospects of data-driven marketing solutions in enhancing audience engagement in Nigeria. Our interest is in knowing how advanced analytics methods can offer deeper insights into consumer demographics, interests, and behaviour so that marketers can shape their campaigns based on a specific target audience. With a mixed-methods design combining interviews with social media and website analytics, we investigated the impact of data-driven strategies such as real-time audience segmentation, predictive analytics, and tailored content delivery. Our findings show that data analytics is central to gaining audience attention and communicating in a relevant manner, which ultimately leads to more effective marketing communication. However, the study also revealed fundamental challenges that prevent the full use of data-driven marketing strategies in Nigeria, including data quality problems, privacy concerns, and technological infrastructure limitations. The study raised key questions about dominant audience engagement practice and the specific challenges of leveraging data analytics in the Nigerian market. Based on the findings, the study recommended that businesses should invest heavily in data analytics software and employee training to gain a deeper insight into their audience's interests and streamline their marketing efforts. Doing this will allow them to make the most of data-driven marketing and enjoy the advantages of more targeted and compelling campaigns.

Günümüzde markalama kavramı ürünleri ve şirketleri ayırma, hem marka sahibi hem de tüketici için ekonomik değer oluşturma stratejisini ifade etmektedir. Bu kapsamda markalama sürecine girerek kurumsal bir yapı oluşturabilen şirketler tüketici nezdinde kurumsallık vasıtası ile elde edilen kalite algısını sahiplenmeyi hedeflemektedirler. Tüketicileri zihninde kalite duygusunu yakalamayı başaran yapılar aynı zamanda tüketici zihinlerde ki “Güven” noktasına da seslenmeyi başarabilmektedirler. Bu adımı gerçekleştirebilen şirketler, tüketicilerine başarılı bir satış deneyimi de yaşatabilmeyi mümkün kılarak, müşteri sadakati kazanırlar, ya da bu davranışa aday yapılar haline gelirler. Stratejik marka yönetimi kavramındaki, markalama süreçlerinde tüketici zihnindeki marka imajı üzerinde ve satış kararı vermelerinde önemli bir rol oynamaktadır. Stratejik marka yönetimi çatısı altında, markalama süreçlerinde yenilikçi uygulamaları ile en çok gündeme gelen ve en az hata ile sürdürülerek, gerçekleştirilmesi hedeflenen ve gereken konu başlığı olan marka Re-Lansman uygulamaları tüketiciler nezdinde de marka imajı konusunda önemli bir ayırt edici noktadır. Tüm bu multi-disipliner sistematik içerisinde marka imajı oluşturmak şirketler nezdinde hedef kitleyi satış davranışına yönlendirebilmek ve tüketici zihnindeki marka imajı üzerinde ve satış kararı vermelerinde önemli bir rol oynamaktadır. Çalışmanın temel amacı; uygulamada görülen markalaşma örneklerinin teorik çerçevelerin incelenmesinin ardından; modern dünya tüketicisinin markalaşma sistematikleri üzerindeki etki ve beklentileri incelenmiş, özellikle re- lansman kavramı ve başarılı formda uygulanma şekli örnek bir vaka üzerinden incelenmiştir. Çalışmanın yöntemi ise; araştırma öncelikli olarak literatür taraması ile desteklenmiştir, çalışma özdüşünümsel nitelikte olup, birincil data ise şirket yöneticisi ile derinlemesine görüşme tekniği kullanılarak elde edilmiştir.

In the face of a competitive and fast-evolving marketplace, companies are seeking new ways to gain a sustainable advantage and meet increasingly sophisticated consumer demands. This paper focuses on long-term brand development as a strategic investment for building consumer loyalty and maintaining market relevance. It provides a theoretical overview of branding by tracing its historical evolution and defining it as a modern strategic tool. Central to this analysis is the brand management process, where a structured system of performance indicators has been created to systematically monitor brand health and effectiveness. Drawing from both prior research and the authors' professional experiences, the paper proposes a model for evaluating brand impact. This model was tested through an empirical study of leading trading companies in Montenegro, allowing researchers to quantify the influence of specific variables and assess their interrelationships. Statistical techniques, including descriptive statistics, correlation, and regression analysis, were used to validate the model, revealing significant relationships that affirm its practical utility. The developed model can also be applied in other research areas, which may concern some other environments.

Visibel.ai adalah penyedia solusi AI visual real-time berbasis edge computing di Indonesia. Dokumen ini merupakan profil perusahaan yang mencakup informasi tentang layanan utama, keunggulan teknologi, studi kasus industri (F&B, apartemen, konstruksi), dan dampak efisiensi keamanan menggunakan AI CCTV tanpa cloud.

This research investigates the influence of brand equity on financial performance, a case of OK Zimbabwe Limited. Most studies are available on developed countries with a few on developing countries. This research was carried out utilizing the pragmatic research philosophy that combines qualitative and quantitative approaches. Since the pragmatic philosophy addresses the shortcomings of both qualitative and quantitative research, it was selected. In conducting the survey, a sample of 351 respondents was selected using the Krejuice and Morgan (1970) sample estimation tables. The targeted respondents included the OK Stores first street customers. A Likert scale structured questionnaire was used to collect data. The target population was customers that buy at OK Stores first street, Harare. Collected data was analyzed through the use of the use of statistical graphs and pie charts and detailed write up which is content analysis and the findings depicted that there is a positive relationship between brand equity and financial performance. The researcher suggests that OK Zimbabwe Limited should use logos to establish and maintain positive brand association. Logos are crucial for promoting OK Stores, OKmart, and Bon Marche. Furthermore, the study recommends that OK Zimbabwe Limited can enhance its brand image by utilizing celebrity endorsements, such as Jah Prayzah, to promote OK Stores, OKmart, and Bon Marche. This strengthen the brand community and enhancing ad recall, thus enhancing brand image and influencing business performance. OK Zimbabwe should improve brand loyalty regularly through offering sales promotions to persuade its current and potential customers to buy or purchase its products so to create brand loyalty thus positively influencing financial performance. The study contributed not only to literature on brand equity but filling the gap in literature, providing immense usage for these techniques. Finally, the conclusion suggests that further research be carried out on a larger sample size and done on another business sector with the view of comparing the results with those of the retail sector.

The focus of the paper is liquidity analysis, which is an essential tool of the corporate financial management process. Converting assets, especially working capital, into cash is the primary way for a company to obtain the resources it needs to pay its current liabilities. The aim of the research is to look at the movement of current, quick and cash liquidity indicators, their comparative analysis, as well as differences in the level of liquidity for the period 2011-2020 on the example of certain oil companies in the Republic of Serbia. Ratio analysis based on their official financial statements was used to measure the liquidity of selected companies (NIS, OMV and LUKOIL), while the one-way ANOVA test was used to test hypotheses. The research results show that there is a statistically significant difference in the level of current liquidity between NIS and LUKOIL and OMV and LUKOIL, while there is no significant difference between NIS and OMV. There is a statistically significant d...

The study reveals a familiar pattern: strategic brand awareness exists, but structural integration is lacking. In many B2B organisations, the brand remains a marketing asset rather than a strategic tool. As a result, its potential to guide growth, behaviour and internal cohesion is underutilised.

Background: At the heart and depth of building a strong and prosperous brand in the marketplace, is brand orientation. A few studies have investigated the conceptualisation of brand orientation in relation to brand loyalty, as well as the involvement of brand commitment and brand trust in mediating this association in the business-to-business (B2B) environment.Objective: It is the objective of this study to examine the impact of brand orientation on brand loyalty and the roles played by brand commitment and brand trust in mediating the impact in the South African B2B environment.Method: Questionnaires were completed by 261 top and senior managers of a B2B organisation in South Africa. Structural equation modelling and smart partial least squares were employed in this study to examine the relationships between the constructs.Results: This study provides empirical evidence that brand orientation has a positive and significant relationship with brand commitment and and brand trust. Als...

The research study tried to investigate the influence of various currently applied marketing strategies of pharmaceutical companies on physicians' prescription habits. The study's objectives include estimating the direct effect of marketing activities on doctors' probations and the possible aerobic effects. The survey was conducted with 200 doctors of the first five highest hospitals available cities are Vijayawada, Guntur, Kurnool, Visakhapatnam, and Rajahmundry of Andhra Pradesh State in India by using convenience sampling. Specifically, the researcher aims to understand whether marketing efforts directed towards doctors have a measurable influence on their probation practices, and if so, the extent and nature of this influence.

L'onnipervasività della guerra nel discorso dei media apre interrogativi inquietanti. Nel passato, la Grande guerra portò alla stagione dei fascismi e a una spirale di conflitti culminata nella Seconda guerra mondiale; quale sarà l'impatto della guerra ucraina sulla cultura europea? Per rispondere a questa domanda, un gruppo internazionale di semiotici, sociologi e filosofi si sono interrogati sulle condizioni per ricostruire, dopo il trauma, una cultura di convivenza e per comprendere se sarà ancora possibile attribuire un significato alla pace.

Potenziale und Herausforderungen der Markenführung im Kontext internetbasierter Interaktionen Inhalt 1 Einleitung 2 Markenführung im Kontext des Internet 2.1 Wandel internetbezogener Markenstrategien 2.2 Wandel internetbezogener Markenpositionierungen 2.3 Status-quo der Forschung zur internetbezogenen Markenführung 3 Interaktion als Begegnung von Anbieter und Nachfrager 3.1 Interaktionen als Kern einer "neuen" Wertschöpfung 3.2 Bedeutung von Interaktionen für die Bildung von Markenimages 4 Nachfragerinteraktionen als Einflussfaktoren der Markenführung 4.1 Dimensionen internetbasierter Kundeninteraktionen als Maßnahmen der Markenprofilierung 4.1.1 Kundeninteraktion als Basis einer Leistungsindividualisierung 4.1.2 Kundeninteraktion im Kontext der Markenkommunikation 4.1.2.1 Personalisierung von Schnittstellen und Kommunikationsbotschaften 4.1.2.2 Instrumentalisierung der Inter-Kundeninteraktion für Zwecke der Markenkommunikation 4.1.3 Kundeninteraktion im Kontext der Preis-und Distributionsgestaltung 4.2 Einfluss internetbasierter Inter-Kundeninteraktionen auf die Markenführung 4.2.1 Formen internetbasierter Kundeninteraktionen als Ausdruck emergenter Strategien 4.2.2 Demokratisierung von Markenimages als Resultat interpersonaler Kundeninteraktionen 4.2.2.1 Vernetzung der Nachfrager in Form virtueller Gemeinschaften 4.2.2.2 Professionalisierung des persönlichen Ausdrucks 4.2.2.3 Marke als Auslöser anbieterunabhängiger interpersonaler Interaktionen 4.2.3 Kontrollverlust der Markenführung als Folge internetbasierter Kundeninteraktionen 5 Zusammenfassung und Ausblick Literaturverzeichnis Arbeitsberichte des Kompetenzzentrums Internetökonomie und Hybridität Potenziale und Herausforderungen der Markenführung im Kontext internetbasierter Interaktionen 2 1 Einleitung Als in der Psyche von Konsumenten verankerte, unverwechselbare Vorstellungsbilder von Produkten, Dienstleistungen oder Unternehmen besitzen Marken eine unbestrittene Relevanz für Kauf-und Auswahlentscheidungen. 1 Entspricht die Fokussierung der Nachfrager noch primär der klassischen Interpretation des Wesens der Marke, so wird in zunehmendem Maße auch der Einfluss von Marken auf das Verhalten sonstiger Bezugsgruppen thematisiert: Marken haben Einfluss auf das Mitarbeiterverhalten, auf die Entscheidungen von Investoren, und/ oder auf das Verhalten von Interessensgruppen. 2 Marken sind dabei ihrer Rolle als rein anbieterzentriertes Konzept der Marktbearbeitung entwachsen und zu einem Instrument der Wertschöpfung und Phänomen der modernen Gesellschaft geworden. Vor diesem Hintergrund ist es verständlich, dass sich Fragen der Gestaltung und Führung von Marken einem hohen Interesse ausgesetzt sehen und zu einem zentralen Untersuchungsgegenstand des Marketing geworden sind. 3 Nichtsdestotrotz sehen sich Marken permanent neuen Herausforderungen gegenüber. Die zunehmende Angleichung objektiver Leistungsmerkmale bei Produkten und Dienstleistungen hat in zahlreichen Branchen zu einem empirisch nachweisbaren Anstieg der von den Konsumenten wahrgenommenen Austauschbarkeit der Angebote geführt. 4 In Kombination mit einer wachsenden Markenvielfalt führt die Homogenisierung objektiver Markeneigenschaften zu einem intensivierten Kommunikationswettbewerb unter den betroffenen Markenanbietern.

The concept of sponsorship has evolved over the years from simply being a philanthropic activity to one of the key corporate communication and marketing communications strategies. This can merely be seen by looking at the expenditure of multinational corporations' allocated budget figures for sponsorships. In particular, the biggest investment has and still goes to sport sponsorship deals as they have wide range of audience reach and mostly multinational reach. One of the most important events is the Olympics, where millions of pounds are invested for sponsorship deals. Up until today, various studies have been conducted on to pinpoint the effect of sponsorship from different perspectives. Despite this, there is a dearth of study in terms of qualitative perspective, especially from the perspective of corporate communication managers' 'decision-making' mechanism and procedure. To accomplish and contribute to the literature, this study uses Turkish Airline's 'G...

This study presents a comparative analysis of the Tata Safari and Mahindra XUV700, focusing on performance, design, and market perception in Ahmedabad City. Employing a descriptive research design, data were collected from a diverse demographic sample to evaluate key aspects such as engine power, handling, design aesthetics, interior features, and brand reliability.The survey included questions on age, gender, occupation, monthly income, and ownership or consideration of these vehicles. Findings indicate that while both SUVs exhibit strong market presence, the Mahindra XUV700 consistently outperforms the Tata Safari in terms of performance, design appeal, and user satisfaction. The XUV700's superior engine power, advanced handling capabilities, and innovative interior features make it a preferred choice among consumers. The study concludes that Mahindra's strategic emphasis on innovation and customercentric enhancements has significantly bolstered the XUV700's competitive edge in the SUV market.

ABSTRACT
The emergence of Industry 4.0 has profoundly transformed the marketing landscape, ushering in unprecedented challenges and opportunities. This study
undertakes a comprehensive examination of the Industry 4.0 marketing paradigm, investigating the transformative impact of emerging technologies on
marketing strategies, consumer behavior, and organizational performance. The main objective of this study is to investigate the challenges marketers face in
adapting to the Industry 4.0 marketing landscape. Others are to identify the opportunities afforded by Industry 4.0 technologies including artificial intelligence,
blockchain, and the Internet of Things (IoT) and to develop a framework for navigating the Industry 4.0 marketing landscape. A mixed-methods approach
is employed, integrating qualitative and quantitative data collection and analysis methods. The study draws on a comprehensive review of existing literature,
supplemented by primary data collected through surveys and interviews with marketing professionals. This research aims to contribute meaningfully to
the existing body of knowledge on Industry 4.0 and marketing, providing actionable insights for marketers, policymakers, and business leaders seeking
to navigate the complexities of the Industry 4.0 marketing landscape. The study’s findings are expected to inform the development of effective marketing
strategies, enhance organizational performance, and drive business growth in the Industry 4.0 era to stay ahead of the competition

Hel ge tHor Bjørn sen er Pro fes sor i mar keds fø ring ved NHH, forsk nings le der for «Tje nes tein no va sjon og Mer ke va re byg ging» ved SNF og se ni or part ner i Brand Cognition AS og De sign hu set Gosu AS. sammeNdrag Forsk ning har vist at sel ska per som fu sjo ne rer, ofte ikke kla rer å nå sine fi nan si el le mål og gjer ne gjør det dår li ge re enn kon kur ren te ne i åre ne et ter fu sjo nen. Man ge for hold har vaert un der søkt for å for sø ke å for kla re det te, men for hold knyt tet til kun de nes reak sjo ner på fu sjo ner og opp kjøp har sjel den blitt satt un der lu pen. Kan skje kun der mis li ker både tvangsek te skap og tvun get part ner byt te?

Purpose-Current research addresses the issue of brand loyalty while identifying its potential predictors. The research also examines the direct impact of brand credibility on brand loyalty and attitude toward brand and the direct impact of attitude toward brand and on brand loyalty respectively. Moreover, this research examines the mediating effect of attitude toward brand for the relationship of brand credibility and brand loyalty. Design/methodology/approach-This is a cross-sectional research. Data is collected with the help of structured questionnaire. Simple random sampling technique is used for gathering the data from 220 Samsung users from Lahore, Pakistan. Findings-Results indicate that brand credibility has a positive influence on attitude toward brand and brand loyalty respectively. Attitude toward brand partially intervenes the relation of brand credibility and brand loyalty. Research limitations/implications-There are some limitations of the current research. It includes only the customers of Samsung mobile. Data is collected from the customers of Lahore, Pakistan, only. This research can also be conducted among the customers of OPPO, Vivo and Apple and compare the results of current research with the results of OPPO, Vivo and Apple, which will provide the useful insights. This kind of research will also be conducted among the customers of other kinds of products like FMCGs, luxury items and even on the organizations of industrial products for generalizability. In future, customers of other cities of Pakistan like Karachi, Multan and Faisalabad may also be included for generalization. Practical implications-This research provides a practical framework for the marketing department of Samsung mobiles and explains how brand credibility shape the brand loyalty through the path of attitude toward Samsung mobiles. So, Samsung mobiles can maintain current policies regarding brand credibility and attitude toward brand for attaining the better level of brand loyalty. Longitudinal research studies on these variables will also be helpful for the marketing department of Samsung for checking the level of propose relationships periodically and comparing it with previous results which will provide the true picture about propose relationships. If the value of propose relationships increases or remains at same level, then Samsung can maintain the current policies about these variables and if the value of these variables decreases, the Samsung will improve the current policies about these variables. Originality/value-This research contributed in theory of reasoned action by proposing the brand credibility, attitude toward brand and brand loyalty in single model. Before this, these relations were explained separately. This research adds to the body of literature by checking the mediating effect of attitude toward brand for the relationship of brand credibility and brand loyalty.

In today's dynamic business environment, organizations increasingly recognize employee branding as a key strategic tool for gaining a competitive edge. Employee branding, which involves the internalization of corporate values and culture by employees, significantly enhances organizational reputation, customer satisfaction, and employee loyalty. This article examines the concept of employee branding and its influence on competitive advantage through a comprehensive literature review. By analyzing theoretical perspectives and empirical studies, the paper emphasizes that a strong employee brand can lead to sustained competitive advantage across industries and Businesses. The findings indicate that organizations investing in a robust employee brand are more likely to achieve improved performance outcomes, such as higher employee engagement, customer loyalty, and market differentiation.

Media relations are a major communication tool for cultural institutions, however it has not been properly managed in most of them as many managers do not appreciate this range of activities in the strategy of their businesses. The article explains why media relations should be treated as a strategic activity in the cultural institutions with regard to the interest of both media and the organizers. It explains the importance and functions of media patronage for the cultural institutions on the competitive market.

Women in rural areas of Albania face many challenges that hinder their development and full integration in the digital economy. Although women represent significant potential for the country's economic development, their access to employment and entrepreneurial opportunities is limited by a lack of financial resources, inadequate digital literacy, limited infrastructure, and restrictive social norms.

This study looked into business process re-engineering and organisational survival of block moulding firms in Bayelsa State, Nigeria. This study analyses the effects of work change and technological change on the survival of block moulding firms in Bayelsa State. A descriptive research design was employed. The respondents consist of 164 staff, and a sample of 116 was selected through the Taro Yamani formula. A structured questionnaire was utilised using the Likert scale with five points. A test-retest approach was used to establish the reliability of the tool. The data were analysed using Pearson regression. The result (r =0.70) demonstrates the substantial correlation between work change and organisational survival. Also, the result (r = 0.72) demonstrated the fact that there is a significant relationship between technological change and organizational survival. The study, therefore, recommends that modern IT infrastructure is necessary for excellence and efficiency.

Perempuan memegang peranan penting dalam pembangunan ekonomi nasional, meskipun sering dihadapkan pada berbagai tantangan struktural dan sosial. Melalui studi kasus Nurhayati Subakat, pendiri PT. Paragon Technology and Innovation, paper ini mengulas bagaimana seorang perempuan mampu membuktikan kapasitasnya sebagai pemimpin bisnis yang sukses sekaligus agen perubahan sosial. Dimulai dari skala rumahan, Nurhayati membangun merek kosmetik halal yang kini mendominasi pasar nasional, seperti Wardah, Emina, dan Make Over. Keberhasilannya menjadi representasi nyata dari pentingnya peran perempuan dalam menciptakan pertumbuhan ekonomi dan memperluas lapangan kerja di Indonesia. Pendekatan nilai-nilai religius, kerja keras, inovasi, dan komitmen terhadap pemberdayaan perempuan menjadi kunci dalam proses pembangunan bisnis yang inklusif dan berkelanjutan.

Penelitian ini menggunakan metode kualitatif deskriptif dengan menganalisis data historis serta kontribusi sosial-ekonomi yang dihasilkan dari keberhasilan PT. Paragon. Selain mengupas perjalanan dan strategi Nurhayati, studi ini juga membahas tantangan yang masih dihadapi perempuan pelaku usaha, seperti beban ganda, akses terbatas terhadap modal, dan stereotip gender. Rekomendasi yang diberikan mencakup perlunya kebijakan afirmatif dari pemerintah dan sektor swasta, pelatihan kewirausahaan, serta pembentukan ekosistem bisnis yang mendukung perempuan. Kesimpulannya, pemberdayaan perempuan tidak hanya berdampak pada individu, tetapi juga menjadi pilar penting dalam mendorong kemajuan bangsa secara menyeluruh.

Penelitian ini bertujuan untuk mengetahui faktor yang mempengaruhi keinginan dan kebutuhan konsumen di J.co donuts yang merupakan salah satu brand donuts yang lumayan terkenal. Jenis penelitian yang digunakan dalam penelitian ini yaitu deskriptif kualitatif. Metode pengumpulan data dilakukan dengan cara observasi. Berdasarkan hasil penelitian, keinginan dan kebutuhan konsumen dipengaruhi oleh beberapa faktor yaitu kualitas produk, harga dan variasi produk. Kata kunci : kebutuhan, keinginan, kualitas produk, variasi J.Co Donuts I. PENDAHULUAN Pemasaran ialah aspek yang sangat berpengaruh dalam dunia bisnis. Dalam berbisnis tentu kita ingin membuat produk yang kita jual laku di pasaran, salah satu cara yang digunakan pebisnis ialah dengan melakukan pemasaran. Pemasaran ialah sistem yang tujuan nya untuk menentukan dan merencanakan harga samopai kepada tahap mempromosikan dan

The role of design is not limited to developing tangibles outcomes as an operational tool but in recent times has expanded to a strategic one. Corporations' acknowledgement of design has shifted from product development toward cultural transformation and increasingly design-led. However, there has been little research to investigate how to embed design as a cultural entity within different industries in order to defy a limited role of design exploitation. In addition, although the FMCG industry produces brands embedded in our lives, it has not drawn academic attention, compared to the electronic and IT industries. Hence, this paper proposes a framework to assist the FMCG industry in enhancing the role of design within brand development and, through this consistent design exploitation, aims to assist FMCG organisations attain a design-led culture.

This study investigates the influence of brand awareness on consumer purchase decisions in the banking sector, utilizing the Net Promoter Score (NPS) method. The findings highlight how brand awareness enhances consumer trust and guides purchasing tendencies. A comparative analysis between private and public banks reveals that institutions with strong brand awareness exert greater influence on customer preferences and foster trust. Additionally, the roles of pricing strategies, digital services, and customer experiences in building brand loyalty are examined. The study emphasizes the detrimental effects of inadequate digital services on loyalty while underscoring the pivotal role of digitalization in enhancing customer satisfaction. To improve loyalty, banks should strategically focus on building brand awareness, enhancing digital services, and optimizing pricing policies. In conclusion, brand awareness significantly impacts consumer choices, fostering long-term loyalty and equity, thereby providing businesses with a competitive advantage in marketing and customer relationship management.

Launching of something new is not as easy as it used to be once. It’s not accidental in the contemporary world it is rather incidental. Amidst an extremely competitive market it’s not only about calling a press meet and launching a product, there are procedures involved in it. In the thick of some major players and many minor players,Patanjali was launched in the year 2006. Patanjali was headed by an unpaid brand ambassador who never studied marketing and still Patanjali’s success is a matter of study for marketeers. This paper is a study on how Baba Ramdev successfully launched Patanjali, the strategies which helped increase market share of Patanjali, the steps taken by Baba Ramdev to create the brand Patanjali and what steps could be taken by the company in order to keep going.

The emergence of Industry 4.0 has profoundly transformed the marketing landscape, ushering in unprecedented challenges and opportunities. This study undertakes a comprehensive examination of the industry 4.0 marketing paradigm, investigating the transformative impact of emerging technologies on marketing strategies, consumer behavior, and organizational performance. The main objective of this study is to investigate the challenges marketers face in adapting to the industry 4.0 marketing landscape. Others are to identify the opportunities afforded by Industry 4.0 technologies including artificial intelligence, blockchain, and the Internet of Things (IoT) and to develop a framework for navigating the industry 4.0 marketing landscape. A mixed-methods approach is employed, integrating qualitative and quantitative data collection and analysis methods. The study draws on a comprehensive review of existing literature, supplemented by primary data collected through surveys and interviews with marketing professionals. This research aims to contribute meaningfully to the existing body of knowledge on Industry 4.0 and marketing, providing actionable insights for marketers, policymakers, and business leaders seeking to navigate the complexities of the industry 4.0 marketing landscape. The study's findings are expected to inform the development of effective marketing strategies, enhance organizational performance, and drive business growth in the industry 4.0 era to stay ahead of the competition.

The registration of three dimensional trade marks for shapes is not uncommon in Europe. However, most such marks are for specially shaped packaging such as perfume bottles. Although such marks are not without their own difficulties, shape marks in respect of the article itself or parts of it present much more difficulty, both in terms of registration and in resisting challenges to their validity. There are two reasons for this. The first is the difficulty in practice of showing that such marks are sufficiently distinctive, and the second is a set of provisions in European Union trademark law that are specific to shape marks. Shape marks have always been a fertile source of case law but there has been even more activity than usual in 2014, with the Court of Justice considering for the first time certain aspects of those provisions that are specific to shape marks and with the General Court showing that despite the considerable hurdles that such marks can face they can sometimes proceed to grant and withstand third party challenge.

Resumo: Um dos fenómenos sociais atualmente mais em foco, e que tem vindo a crescer de forma intensa, são as redes sociais materializadas na Internet. Surgiram como meio de fomentar o contacto entre pessoas conhecidas, no entanto, têm vindo a crescer como forma de divulgação nos mais diversos contextos. As pessoas passam uma parte cada vez maior do seu tempo livre online, e cada vez mais são adeptas das redes sociais. O Facebook é das redes sociais que mais sucesso tem alcançado nos últimos tempos. Diversas marcas comerciais usam--no como uma nova forma de comunicarem diretamente com os consumidores e receberem feedback, tentando assim criar uma relação mais próxima com o cliente. Neste trabalho é feito um estudo no sentido de aferir se esta nova ferramenta apresenta potencial para o aumento das vendas online de produtos de moda. Palavras chave: marcas de moda; Facebook; vendas online; redes sociais. O ser humano passa grande parte do seu dia ligado à internet, seja por motivos profissionais ou pessoais. Em qualquer lado e lugar, comunica--se com os outros, seja por ligações telefónicas, ligações online através do seu correio eletrónico e mais recentemente das redes sociais. Apesar de as redes sociais existirem há vários anos e de serem diversas, com diferentes tipos de ferramentas, só nos anos mais recentes é que estas vieram fazer parte integrante da vida quotidiana de um número cada vez mais significativo de pessoas. Os últimos avanços nas tecnologias permitem o acesso a estas redes em virtualmente qualquer lugar, através de vários dispositivos para além dos computadores, tal como smartphones, tablets e outros. Esta explosão de adesão às redes levou a outra explosão: à das formas de utilizações das redes sociais. Se no início o objetivo era apenas uma forma de comunicação entre pessoas, não poderia deixar de surgir a utilização comercial. Diversas marcas começaram a utilizar as redes sociais como forma de divulgação, entre elas a indústria da moda. Coloca--se a questão do real sucesso desta aposta