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ISSN (Print) 2045-855X - ISSN (Online) 2045-8568
Published by Henry Stewart Publications
[18 journals]
Follow Subscription journalISSN (Print) 2045-855X - ISSN (Online) 2045-8568
Published by Henry Stewart Publications
[18 journals]- The effects of sponsorship activation on the sales of a major soft drink brand
- Abstract: Establishing a link between sponsorship efforts and product sales has been a pressing concern in the sponsorship industry, though achieving this has until now proven to be elusive. This paper examines the relationship between sponsorship activation efforts and soft drink sales. Drawing on an online survey of National Association for Stock Car Auto Racing (NASCAR) fans, the study measures the effects of sponsorship-linked public relations, advertising, and sales promotions on the weekly consumption levels of a major soft drink brand. The results of this study successfully confirm soft drink consumption based on sponsorship activation efforts. The authors conclude that it is possible to link sponsorship programmes directly to product sales; that measurement efforts should include measures of sponsorship-linked marketing communications; and that sponsorship-linked marketing communications work synergistically to predict product sales.
Content Type Journal Article
Category Sponsorship and Branding: Research Papers
Pages 403-412
Authors
Larry DeGaris
Corrie West
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 4 / WINTER 2012-2013
PubDate: Wed, 27 Mar 2013 16:11:29 GMT
- Abstract: Establishing a link between sponsorship efforts and product sales has been a pressing concern in the sponsorship industry, though achieving this has until now proven to be elusive. This paper examines the relationship between sponsorship activation efforts and soft drink sales. Drawing on an online survey of National Association for Stock Car Auto Racing (NASCAR) fans, the study measures the effects of sponsorship-linked public relations, advertising, and sales promotions on the weekly consumption levels of a major soft drink brand. The results of this study successfully confirm soft drink consumption based on sponsorship activation efforts. The authors conclude that it is possible to link sponsorship programmes directly to product sales; that measurement efforts should include measures of sponsorship-linked marketing communications; and that sponsorship-linked marketing communications work synergistically to predict product sales.
- Sponsorship awareness at a new NCAA division I football stadium: An analysis of donation level as a measure of fan identification
- Abstract: Sport managers often utilise fan identification segmentation in their marketing efforts. Previous research has focused on fan interest and loyalty levels with respect to specific teams, coaches, players and other factors. A fan's level of identification with respect to these factors influences both sport and sponsor-related consumption behaviour. This study attempts to examine sports donations as a measure of fan identification segmentation by investigating sponsorship awareness related to varied levels of donation. The results indicate significant differences in sponsorship recognition rates among various donation levels of season ticket holders. This study also provides a unique perspective into the effectiveness of sponsorship at a new university football facility with a significant number of new sponsorship activation opportunities.
Content Type Journal Article
Category Sponsorship and branding: Research Papers
Pages 413-423
Authors
Eric A. Brownlee
Megan B. Shreffler
Stephen D. Ross
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 4 / WINTER 2012-2013
PubDate: Wed, 27 Mar 2013 16:11:29 GMT
- Abstract: Sport managers often utilise fan identification segmentation in their marketing efforts. Previous research has focused on fan interest and loyalty levels with respect to specific teams, coaches, players and other factors. A fan's level of identification with respect to these factors influences both sport and sponsor-related consumption behaviour. This study attempts to examine sports donations as a measure of fan identification segmentation by investigating sponsorship awareness related to varied levels of donation. The results indicate significant differences in sponsorship recognition rates among various donation levels of season ticket holders. This study also provides a unique perspective into the effectiveness of sponsorship at a new university football facility with a significant number of new sponsorship activation opportunities.
- The LVMH–Bulgari agreement: Changes in the luxury market that lead family companies to sell up
- Abstract: On 7 March, 2011, the world-leading luxury group LVMH acquired a majority stake in Bulgari, a famous Italian jewellery house. The deal reflects a major revolution that is occurring within the whole luxury sector: the transformation of manufacturers of rare products into creators of exceptional branded retail experiences Furthermore, as luxury companies expand their businesses into Brazil, Russia, India, and China (the BRIC countries), particularly China, the demands of these huge new markets put great financial and managerial pressures on family-owned companies. The purpose of this paper is to analyse the LVMH–Bulgari deal from interrelated marketing and financial–strategic perspectives, and to show why companies that once insisted they would remain family-owned have had to abandon this policy and join luxury groups instead.
Content Type Journal Article
Category Research Paper
Pages 389-402
Authors
Jean-Noël Kapferer
Olivier Tabatoni
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 4 / WINTER 2012-2013
PubDate: Wed, 27 Mar 2013 16:11:28 GMT
- Abstract: On 7 March, 2011, the world-leading luxury group LVMH acquired a majority stake in Bulgari, a famous Italian jewellery house. The deal reflects a major revolution that is occurring within the whole luxury sector: the transformation of manufacturers of rare products into creators of exceptional branded retail experiences Furthermore, as luxury companies expand their businesses into Brazil, Russia, India, and China (the BRIC countries), particularly China, the demands of these huge new markets put great financial and managerial pressures on family-owned companies. The purpose of this paper is to analyse the LVMH–Bulgari deal from interrelated marketing and financial–strategic perspectives, and to show why companies that once insisted they would remain family-owned have had to abandon this policy and join luxury groups instead.
- Branding and advertising in an Islamic context: Representing the forbidden
- Abstract: This paper focuses on the communication vector of brand tangibility in an Islamic context. The study generates a dialogic advertising strategy to help advertisers construct implicit images within a framework of Islamic marketing. Although Islamic branding is qualitatively different from conventional branding, international branding experts use conventional advertising techniques when branding to Muslims. A dialogic advertising strategy enables branding and advertising experts to bring forward voices of others in cases where their portrayal is prohibited by Islamic laws and regulations. This paper will be of great value to marketers because it will help them improve their branding strategies when targeting the Muslim consumer and engaging with the Islamic market.
Content Type Journal Article
Category Case studies
Pages 333-343
Authors
Gulnara Z. Karimova
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 4 / WINTER 2012-2013
PubDate: Wed, 27 Mar 2013 16:11:27 GMT
- Abstract: This paper focuses on the communication vector of brand tangibility in an Islamic context. The study generates a dialogic advertising strategy to help advertisers construct implicit images within a framework of Islamic marketing. Although Islamic branding is qualitatively different from conventional branding, international branding experts use conventional advertising techniques when branding to Muslims. A dialogic advertising strategy enables branding and advertising experts to bring forward voices of others in cases where their portrayal is prohibited by Islamic laws and regulations. This paper will be of great value to marketers because it will help them improve their branding strategies when targeting the Muslim consumer and engaging with the Islamic market.
- How direct response television (DRTV) builds brand equity and sells products and services
- Abstract: Brands are constantly looking for fresh ways to generate new customers. While many have used television advertising for branding, many have not yet used direct response, even when it makes complete sense. An overwhelming majority of brands have not used DRTV because of the general perception that it is a carnival-style product-hawking medium. Yet many major brands that have used DRTV have been successful, and have found that, when executed correctly, DRTV advertising can build their brands and pay its own way.
Content Type Journal Article
Category Practitioners' articles
Pages 361-376
Authors
Irv Brechner
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 4 / WINTER 2012-2013
PubDate: Wed, 27 Mar 2013 16:11:27 GMT
- Abstract: Brands are constantly looking for fresh ways to generate new customers. While many have used television advertising for branding, many have not yet used direct response, even when it makes complete sense. An overwhelming majority of brands have not used DRTV because of the general perception that it is a carnival-style product-hawking medium. Yet many major brands that have used DRTV have been successful, and have found that, when executed correctly, DRTV advertising can build their brands and pay its own way.
- Integrating your brand purpose: How Procter & Gamble's Secret deodorant increased market share and profit through its brand purpose
- Abstract: For most of its 50 years of existence, Secret dominated the women's deodorant market. When this changed in 2008 due to a global recession and strong competition, Secret needed to rethink its approach to marketing in order to take back its market share. This paper describes how Secret changed its marketing strategy by reconnecting and focusing on its purpose and putting it at the core of everything. The result was a more engaged audience, an increased market share, and brand loyalty that skyrocketed.
Content Type Journal Article
Category Case studies
Pages 327-332
Authors
Kevin Hochman
Kristi Maynor
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 4 / WINTER 2012-2013
PubDate: Wed, 27 Mar 2013 16:11:27 GMT
- Abstract: For most of its 50 years of existence, Secret dominated the women's deodorant market. When this changed in 2008 due to a global recession and strong competition, Secret needed to rethink its approach to marketing in order to take back its market share. This paper describes how Secret changed its marketing strategy by reconnecting and focusing on its purpose and putting it at the core of everything. The result was a more engaged audience, an increased market share, and brand loyalty that skyrocketed.
- Is the demographic dead?
- Abstract: This paper investigates why all marketers should be actively targeting older consumers, and what makes these consumers so fascinating as individuals. If age is less relevant in society now and older people behave more like the young, how relevant are traditional demographics today?
Content Type Journal Article
Category Practitioners' articles
Pages 349-360
Authors
Richard Jacobs
Jeni Whittaker
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 4 / WINTER 2012-2013
PubDate: Wed, 27 Mar 2013 16:11:27 GMT
- Abstract: This paper investigates why all marketers should be actively targeting older consumers, and what makes these consumers so fascinating as individuals. If age is less relevant in society now and older people behave more like the young, how relevant are traditional demographics today?
- From good to branded: Using immersive design to deliver a positive brand experience for British Gas
- Abstract: Brand perception can mean everything for a service company. Some of the supposedly most simple touchpoints (eg) application forms, order forms, customer billing, etc can actually have the greatest impact on brand perception. For instance, energy bills have long been perceived as a complicated and an unwelcome arrival on one's doorstep, with energy companies in general having a poor reputation when it comes to ‘being on the customer's side’. British Gas, which provides gas and electricity to 10 million households in the UK, recognised a brand perception problem. In early 2011, its managing director customers Phil Bentley, promised, that the company would become more simple, transparent and fair. A new bill, along with a new charging structure, was to be one of the important steps in keeping this promise. Lippincott worked with British Gas to transform the bill from a demand for money to a useful source of information that helps customers save money. This co-authored paper from Lippincott and British Gas, focuses on the principles of immersive design and discusses the case study in depth to provide readers insights into how to transform mundane touchpoints into a positive brand experience.
Content Type Journal Article
Category Case studies
Pages 318-326
Authors
Lee Coomber
Jess Poore
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 4 / WINTER 2012-2013
PubDate: Wed, 27 Mar 2013 16:11:27 GMT
- Abstract: Brand perception can mean everything for a service company. Some of the supposedly most simple touchpoints (eg) application forms, order forms, customer billing, etc can actually have the greatest impact on brand perception. For instance, energy bills have long been perceived as a complicated and an unwelcome arrival on one's doorstep, with energy companies in general having a poor reputation when it comes to ‘being on the customer's side’. British Gas, which provides gas and electricity to 10 million households in the UK, recognised a brand perception problem. In early 2011, its managing director customers Phil Bentley, promised, that the company would become more simple, transparent and fair. A new bill, along with a new charging structure, was to be one of the important steps in keeping this promise. Lippincott worked with British Gas to transform the bill from a demand for money to a useful source of information that helps customers save money. This co-authored paper from Lippincott and British Gas, focuses on the principles of immersive design and discusses the case study in depth to provide readers insights into how to transform mundane touchpoints into a positive brand experience.
- Editorial
- Abstract: Editorial
Content Type Journal Article
Category Editorial
Pages 316-317
Authors
Daryn Moody
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 4 / WINTER 2012-2013
PubDate: Wed, 27 Mar 2013 16:11:27 GMT
- Abstract: Editorial
- Older by age, younger by mindset: The attitudes and behaviours of the over 50s and how to communicate with and market to this group
- Abstract: Many businesses are waking up to the realisation that they are relatively ill-equipped to deal with the opportunity presented by the huge economic and social influence of the over 50s, who currently account for 80 per cent of UK wealth. Commercially, the over 50s continue to be seen as a separate species from younger age groups, despite the fact that they perceive themselves to be anything up to 20 years younger than their chronological age. There is a need to move on from the unconscious ageism that can lead to a one-size-fits-all view of those in later life and the belief that older people have no appreciation of aesthetics or production values. The over 50s market requires careful segmentation and targeting, although this throws up complex challenges: people increasingly adopt a jaundiced and disenfranchised view towards advertising, accompanied by a lessening overall susceptibility to branding as they age. Age UK's research suggests that success in serving those in later life lies in designing products and services that are inclusive from the start of the process. This philosophy will increasingly become the norm among those organisations who best serve this growing market segment.
Content Type Journal Article
Category Practitioners' articles
Pages 344-348
Authors
Duncan Lewis
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 4 / WINTER 2012-2013
PubDate: Wed, 27 Mar 2013 16:11:27 GMT
- Abstract: Many businesses are waking up to the realisation that they are relatively ill-equipped to deal with the opportunity presented by the huge economic and social influence of the over 50s, who currently account for 80 per cent of UK wealth. Commercially, the over 50s continue to be seen as a separate species from younger age groups, despite the fact that they perceive themselves to be anything up to 20 years younger than their chronological age. There is a need to move on from the unconscious ageism that can lead to a one-size-fits-all view of those in later life and the belief that older people have no appreciation of aesthetics or production values. The over 50s market requires careful segmentation and targeting, although this throws up complex challenges: people increasingly adopt a jaundiced and disenfranchised view towards advertising, accompanied by a lessening overall susceptibility to branding as they age. Age UK's research suggests that success in serving those in later life lies in designing products and services that are inclusive from the start of the process. This philosophy will increasingly become the norm among those organisations who best serve this growing market segment.
- The Mythic Status Brand Model: Blending brain science and mythology to create a new brand strategy tool
- Abstract: There is no brand strategy job more fundamental than defining and articulating the core meaning behind a brand. If this is not done properly then all the execution that flows from that brand strategy is wasted effort and money. This paper shows how brand models can be important tools to help forge more profound and more differentiated brand strategy ideas because they provide new lenses for looking at a brand. This paper explains Tait Subler's journey in creating the Mythic Status Brand Model by merging insights from modern brain science with lessons from ancient mythology. It demonstrates the successful application of the model for the Gucci brand.
Content Type Journal Article
Category Practitioners' articles
Pages 377-388
Authors
Bruce Tait
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 4 / WINTER 2012-2013
PubDate: Wed, 27 Mar 2013 16:11:27 GMT
- Abstract: There is no brand strategy job more fundamental than defining and articulating the core meaning behind a brand. If this is not done properly then all the execution that flows from that brand strategy is wasted effort and money. This paper shows how brand models can be important tools to help forge more profound and more differentiated brand strategy ideas because they provide new lenses for looking at a brand. This paper explains Tait Subler's journey in creating the Mythic Status Brand Model by merging insights from modern brain science with lessons from ancient mythology. It demonstrates the successful application of the model for the Gucci brand.
- ‘Rogue’ athlete endorsers: Using social identity theory to assess brand fit
- Abstract: Athlete endorsement deals typically assume that the brand will benefit from an association with the celebrity athlete's public persona. When athletes find themselves in trouble with the law, spouses or frustrated fans, brands like Nike, Reebok, Buick, Wrangler and others must ask, ‘Can these “rogue” sports celebrity endorsers resurrect their image and their endorsement power' Are there certain “rebellious” products that may be better suited for endorsement from such rogue celebrities' These are the key questions addressed in this research. Survey results asking respondents to assess real athlete endorsers with either a ‘rebel’ or benign brand show that matching rebel endorsers with rebel brands can lead to positive brand attitudes and purchase intentions. Social identity theory, which shows how consumers identify with the athlete, and how that rubs off on the brand, is used to explain the effects found in the study. Implications are addressed for marketers considering athletes as endorsers.
Content Type Journal Article
Category Research paper
Pages 279-291
Authors
James Pokrywczynski
David L. Brinker Jr.
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 3 / AUTUMN 2012
PubDate: Fri, 21 Dec 2012 16:37:56 GMT
- Abstract: Athlete endorsement deals typically assume that the brand will benefit from an association with the celebrity athlete's public persona. When athletes find themselves in trouble with the law, spouses or frustrated fans, brands like Nike, Reebok, Buick, Wrangler and others must ask, ‘Can these “rogue” sports celebrity endorsers resurrect their image and their endorsement power' Are there certain “rebellious” products that may be better suited for endorsement from such rogue celebrities' These are the key questions addressed in this research. Survey results asking respondents to assess real athlete endorsers with either a ‘rebel’ or benign brand show that matching rebel endorsers with rebel brands can lead to positive brand attitudes and purchase intentions. Social identity theory, which shows how consumers identify with the athlete, and how that rubs off on the brand, is used to explain the effects found in the study. Implications are addressed for marketers considering athletes as endorsers.
- Every day for the rest of your life: Bringing a new metal to the bridal jewellery market
- Abstract: This paper reviews the ‘rush to market’ success of a new metal targeted at bridal consumers. It showcases how proper product (and competitor) facts positioned strategically will provide strong net gains. By monitoring social media platforms, bloggers and influencers were found to be manifesting organically. Online and in-store brand ambassadors started to combat brand challenges on a local to global level. In some respects, they evolved into unpaid, ‘field marketing representation’. Proper monitoring in this situation allowed the team to learn from these modern-day focus groups and make a beeline to brand victory.
Content Type Journal Article
Category Case study
Pages 268-278
Authors
Daniel J. Scott
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 3 / AUTUMN 2012
PubDate: Fri, 21 Dec 2012 16:37:56 GMT
- Abstract: This paper reviews the ‘rush to market’ success of a new metal targeted at bridal consumers. It showcases how proper product (and competitor) facts positioned strategically will provide strong net gains. By monitoring social media platforms, bloggers and influencers were found to be manifesting organically. Online and in-store brand ambassadors started to combat brand challenges on a local to global level. In some respects, they evolved into unpaid, ‘field marketing representation’. Proper monitoring in this situation allowed the team to learn from these modern-day focus groups and make a beeline to brand victory.
- Creative Genius
- Abstract: Creative Genius
Content Type Journal Article
Category Book reviews
Pages 308-309
Authors
Randall S. Rozin
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 3 / AUTUMN 2012
PubDate: Fri, 21 Dec 2012 16:37:56 GMT
- Abstract: Creative Genius
- Brandwashed
- Abstract: Brandwashed
Content Type Journal Article
Category Book reviews
Pages 310-311
Authors
Brent Percival
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 3 / AUTUMN 2012
PubDate: Fri, 21 Dec 2012 16:37:56 GMT
- Abstract: Brandwashed
- Exploring the challenges facing female athletes as endorsers
- Abstract: The purpose of this exploratory study was to investigate some of the potential reasons why female athletes, despite increases in female sport participation, are less commonly used as endorsers than male athletes. Using a combination of McCracken's meaning transfer model and three dimensions of source attractiveness, familiarity, likability and similarity, preliminary results indicate that female consumers find female athletes to be less effective endorsers due to low familiarity and because they are low in similarity and liking. The relative lack of effectiveness also appears to be attributed to a disconnection between stages 2 and 3 of the meaning transfer model because of the way athlete associations are transferred to the product during stage 2 as well as the transfer of meaning to the consumer in stage 3. This appears to be true, at least in part, due to the way advertisers assign and transfer meaning among the endorser, brand and consumer. An example of this is when ads result in lower liking of the endorser due to negative feelings generated from comparisons made by female consumers to the female endorser.
Content Type Journal Article
Category Sponsorship and Branding: Research paper
Pages 292-307
Authors
John H. Antil
Rick Burton
Matthew J. Robinson
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 3 / AUTUMN 2012
PubDate: Fri, 21 Dec 2012 16:37:56 GMT
- Abstract: The purpose of this exploratory study was to investigate some of the potential reasons why female athletes, despite increases in female sport participation, are less commonly used as endorsers than male athletes. Using a combination of McCracken's meaning transfer model and three dimensions of source attractiveness, familiarity, likability and similarity, preliminary results indicate that female consumers find female athletes to be less effective endorsers due to low familiarity and because they are low in similarity and liking. The relative lack of effectiveness also appears to be attributed to a disconnection between stages 2 and 3 of the meaning transfer model because of the way athlete associations are transferred to the product during stage 2 as well as the transfer of meaning to the consumer in stage 3. This appears to be true, at least in part, due to the way advertisers assign and transfer meaning among the endorser, brand and consumer. An example of this is when ads result in lower liking of the endorser due to negative feelings generated from comparisons made by female consumers to the female endorser.
- Simple is smart and other lessons from the Global Brand Simplicity Index
- Abstract: Consumers are always seeking the products, services and experiences that will improve the quality of people's lives. Those brands that effectively employ simplicity — by providing a consistent experience, easy access and clear presentation — tend to come out on top. This paper conveys the findings in Siegel 1 Gale's 2011 Global Simplicity Index, an output of global brand ratings based on an online survey of more than 6,000 consumers across seven countries. Most important, the survey articulates and underscores the across-the-board demand for simplicity from consumers trying to navigate their way through an increasingly complicated world. In addition, the paper illustrates how many brands are leaving money on the table by failing to embrace simplicity in their communications and interaction with consumers. Also included are Siegel 1 Gale's ‘Simple How-Tos’ for harnessing brand simplicity.
Content Type Journal Article
Category Practitioners' articles
Pages 254-261
Authors
Howard Belk
Brian Rafferty
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 3 / AUTUMN 2012
PubDate: Fri, 21 Dec 2012 16:37:55 GMT
- Abstract: Consumers are always seeking the products, services and experiences that will improve the quality of people's lives. Those brands that effectively employ simplicity — by providing a consistent experience, easy access and clear presentation — tend to come out on top. This paper conveys the findings in Siegel 1 Gale's 2011 Global Simplicity Index, an output of global brand ratings based on an online survey of more than 6,000 consumers across seven countries. Most important, the survey articulates and underscores the across-the-board demand for simplicity from consumers trying to navigate their way through an increasingly complicated world. In addition, the paper illustrates how many brands are leaving money on the table by failing to embrace simplicity in their communications and interaction with consumers. Also included are Siegel 1 Gale's ‘Simple How-Tos’ for harnessing brand simplicity.
- The transformation of automotive brands and the triumphs and pitfalls of current positioning
- Abstract: The purpose of this paper is to highlight the restructuring and, in many cases, rebirth of automotive brands in the aftermath of the late 1990s and early 2000s economic boom. The paper illustrates both good and bad brand strategies and positioning through advertising and corporate structures, utilising traditional branding models and current market trends and reaction. A new automotive era has dawned and the genuine, creative, and customer-focused brands will excel. As a multi-billion dollar industry, the automobile sector affects many facets of life, from manufacturing and engineering to general business practices. A thorough analysis of the sector's brands provides corollary tools and insight into other industries.
Content Type Journal Article
Category Practitioners' articles
Pages 262-267
Authors
Brent Percival
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 3 / AUTUMN 2012
PubDate: Fri, 21 Dec 2012 16:37:55 GMT
- Abstract: The purpose of this paper is to highlight the restructuring and, in many cases, rebirth of automotive brands in the aftermath of the late 1990s and early 2000s economic boom. The paper illustrates both good and bad brand strategies and positioning through advertising and corporate structures, utilising traditional branding models and current market trends and reaction. A new automotive era has dawned and the genuine, creative, and customer-focused brands will excel. As a multi-billion dollar industry, the automobile sector affects many facets of life, from manufacturing and engineering to general business practices. A thorough analysis of the sector's brands provides corollary tools and insight into other industries.
- Why agency compensation is broken: And what core issues are being ignored
- Abstract: AdAge recently made several suggestions on how marketers should prepare for the next five years. One of those suggestions was to ‘fix agency compensation’. But who said it was broken? And if it is broken, what are the core problems (of which many are being ignored)? Steve Blamer, a former CEO of two top-ten agencies, outlines the seven core problems that need to be fixed, both by the client and agency, and provides solutions to each issue.
Content Type Journal Article
Category Comment
Pages 212-216
Authors
Steve Blamer
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 3 / AUTUMN 2012
PubDate: Fri, 21 Dec 2012 16:37:55 GMT
- Abstract: AdAge recently made several suggestions on how marketers should prepare for the next five years. One of those suggestions was to ‘fix agency compensation’. But who said it was broken? And if it is broken, what are the core problems (of which many are being ignored)? Steve Blamer, a former CEO of two top-ten agencies, outlines the seven core problems that need to be fixed, both by the client and agency, and provides solutions to each issue.
- A new model for assessing the value of social media activity
- Abstract: Ever since social media became a natural part of the brand communications landscape, businesses have invested large amounts of time and money in increasing their reach across high-impact social media platforms. Brands can now focus on generating significant consumer engagement in social spaces and drive word of mouth, thereby generating earned media benefit. However, no agreed way to assess the value of that engagement exists, making it difficult to assess the value of investment in social media versus the value of investing in other marketing communications channels. To address this gap, the concept of social equivalent advertising value was developed. It was recognised that most social engagements could be classified into four simple categories – each designed to distinguish progressively deeper levels of consumer engagement – and that the cost of an equivalent non-social, e-marketing activity could be applied to each of the four categories. The metric values, both the breadth and depth of engagement that brands achieve, can be easily deployed to benchmark performance and to drive improved social marketing practices. It is therefore believed that it is a valuable new tool for marketers in their efforts to extract brand value from social media.
Content Type Journal Article
Category Practitioners' articles
Pages 234-239
Authors
Mark Henry
Brian Harte
Journal Journal of Brand Strategy
Online ISSN 2045-855X
Journal Volume Volume 1
Journal Issue Volume 1, Number 3 / AUTUMN 2012
PubDate: Fri, 21 Dec 2012 16:37:55 GMT
- Abstract: Ever since social media became a natural part of the brand communications landscape, businesses have invested large amounts of time and money in increasing their reach across high-impact social media platforms. Brands can now focus on generating significant consumer engagement in social spaces and drive word of mouth, thereby generating earned media benefit. However, no agreed way to assess the value of that engagement exists, making it difficult to assess the value of investment in social media versus the value of investing in other marketing communications channels. To address this gap, the concept of social equivalent advertising value was developed. It was recognised that most social engagements could be classified into four simple categories – each designed to distinguish progressively deeper levels of consumer engagement – and that the cost of an equivalent non-social, e-marketing activity could be applied to each of the four categories. The metric values, both the breadth and depth of engagement that brands achieve, can be easily deployed to benchmark performance and to drive improved social marketing practices. It is therefore believed that it is a valuable new tool for marketers in their efforts to extract brand value from social media.
