Identity-Based Brand Management

Burmann, Christoph; Riley, N. D.; Halaszovich, Tilo; Schade, Michael

doi:10.1007/978-3-658-13561-4

Cited by 17 publications

(12 citation statements)

References 115 publications

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“…headphones and speakers), as in Study 2, the dual-product strategy is more beneficial in heightening brand attitudes. These findings are consistent with the newness confirmation model of von Weizsäcker (1974), which shows that a moderate fit between incoming and existing brand information helps to maximize the communication impact of the promotional campaign (Burmann et al, 2017;Picot et al, 2008).…”

Section: Discussionsupporting

confidence: 89%

“…Thus, the similarity between selected products might eliminate the suggested differences in brand attitudes between single-and dual-product conditions, as repetition might result in the assimilation of new information while not altering existing mental schema (Salinas and Pérez, 2009;Park et al, 1993). This is consistent with the theory of pragmatic information (von Weizsäcker, 1974), which suggests that when individuals are exposed to information with a high degree of redundancy, the communication impact on brand image is nominal, as they are involved in confirming existing knowledge and no brand dynamization occurs (Arnhold, 2010;Burmann et al, 2017). However, the results might be different if focal products represent completely different product categories.…”

Section: H5supporting

confidence: 81%

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Exploring the impact of brand placement repetition on the effectiveness of umbrella branding

Davtyan

Tashchian

2022

JPBM

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Purpose This study aims to compare and contrast the effectiveness of single- and dual-product repetition strategies in the brand placement context. The study also aims to explore the number of repetitions needed for achieving maximum impact on brand memory (i.e. recall and recognition) and brand attitudes. Design/methodology/approach The proposed hypotheses and research questions were tested using a quasi-experimental approach. Participants watched a block of eight videos containing four different levels comprising one, three, five and seven repetitions of products belonging to the same umbrella brand. Subsequently, participants completed a questionnaire designed to measure brand memory and brand attitudes. Findings Results indicate that dual-product brand placements could elicit higher levels of brand recall than that of single-product brand placements at moderate and high levels of repetition (i.e. five and seven). Moreover, at a high level of repetition (i.e. seven repetitions), the brand attitudes of consumers exposed to dual-product brand placements are significantly higher when product categories are dissimilar. Originality/value Consumers are increasingly exposed to multiple products of the same umbrella brands when watching various video content. However, prior research has not examined the effects of brand placement repetition in the umbrella branding context. This study is the first attempt at combining research streams on umbrella branding and brand placements and comparing the effects of repetitive exposure to single- and dual-product brand placements on consumers’ memory and brand attitudes.

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Section: Discussionsupporting

confidence: 89%

Section: H5supporting

confidence: 81%

Exploring the impact of brand placement repetition on the effectiveness of umbrella branding

Davtyan

Tashchian

2022

JPBM

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“…Brand management scholars conceptualized brand identity in general, and the identity of a place, specifically, in multiple, sometimes confusing and contradictory, ways (Skinner, 2008). Nevertheless, most researchers identified the personality of a brand as one building block of brand identity (Aaker, 1996; Burmann et al, 2017; De Chernatony, 1999; Greyser and Urde, 2019), and this has also been confirmed in the context of places (Taecharungroj, 2019). There is also the common understanding that residents are important ambassadors of a place, which implies that the personality of a place brand or city brand is dependent on the people living in that city.…”

Section: Resultsmentioning

confidence: 99%

How the Creative Class Co-creates a City’s Brand Identity: A Qualitative Study

Rodrigues

Schmidt

2021

Journal of Creating Value

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Purpose: Place branding is a discipline with high relevance for a city's policymakers and for hospitality and tourism management, and this is even more true in the context of creative cities. This article explores how the creative class contributes to a city’s brand identity and, by doing so, delivers valuable advice for marketing representatives of creative cities. Design/methodology/approach: Our study builds on a qualitative study, interviewing 18 members of the creative class in 3 diverse European cities. Our methodology was based on grounded theory: We simultaneously collected and analysed data and created analytic codes and categories. Findings: This article suggests that the creative class is an important enactment stakeholder in the identity formation process of a place, as well as destination marketing organizations (DMOs) and other stakeholders. Additionally, it is demonstrated that the creative class co-creates a city’s brand identity by bringing new rhythms and forms of expression to the cityscape. Originality: This article contributes to the fast-growing place brand identity literature by exploring the role of the creative class in the context of cities. It also intends to provide a better understanding of how the creative class co-creates and contributes to their city’s brand identity. Since similar studies do not exist, our article fills an important research gap. Research limitations/implications: Our study shares the limitations of qualitative studies, but the resulting conceptual model of brand management in the context of a creative city offers a springboard for future research in this regard. Practical implications: City representatives and tourist managers need to understand what is the value-in-use generated by the creative class in the brand identity process and must be aware that the creative class plays a key role in delivering the brand message.

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“…Brand awareness menyangkut kemampuan konsumer untuk mengidentifikasikan brand, mengatribusinya pada kategori produk, hingga mengukuhkannya sebagai satu-satunya representasi dari kategori itu (Burmann et al, 2017). Burmann et al (2017) mengutip Aaker, brand awareness diukur dengan: (1) brand recall, yaitu kemampuan orang untuk mengingat trademark, logo, atau kombinasi dari kedua hal itu; (2) brand recognition, yaitu kemampuan mengenali yang terkait dengan akustik (bunyi) atau bantuan visual; dan (3) brand familiarity yang bisa dilihat dari perasaan subjektif untuk merasa familiar dengan satu brand tertentu.…”

Section: Brand Awarenessunclassified

Kemenarikan Iklan OMO! Healthy Snack dalam Membangun Brand Awareness di Media Sosial

Raimond¹

2021

caraka

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Penelitian ini berangkat dari latar belakang berupa semakin populernya media sosial dalam kegiatan bisnis khususnya untuk menampilkan iklan suatu brand. Penelitian ini mengangkat brand OMO! Healthy Snack, yaitu suatu brand makanan ringan produksi lokal Indonesia yang sehat bagi anak-anak. Penelitian ini bertujuan untuk menelaah kemenarikan iklan brand OMO! Healthy Snack di media sosial Instagram dalam membangun brand awareness. Kajian ini menggunakan kerangka pikir fenomenologi Edmund Husserl dan interaksionisme simbolik Herbert Blumer untuk mengurai interaksi antara pemilik brand dan pembeli brand. Penelitian ini berlokasi di Jakarta dan menggunakan paradigma interpretif dan memakai metode kualitatif. Subyek yang telibat dalam kajian ini adalah pemilik brand OMO! Healthy Snack dan pembeli brand OMO! Healthy Snack. Hasil penelitian ini menyimpulkan, pembeli tertarik secara visual dan mengasosiasikan iklan brand OMO! Healthy Snack dengan dunia anak-anak, dan pemilik brand OMO! Healthy Snack menjadikan iklan brand OMO! Healthy Snack sebagai medium edukasi jajanan sehat bagi ibu-ibu. Penelitian ini ingin berkontribusi pada studi tentang komunikasi khususnya komunikasi brand dengan menggarisbawahi proses aktif para konsumen dalam memaknai simbol-simbol yang ditampilkan oleh pemilik brand melalui tampilan iklan.

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Identity-Based Brand Management

Cited by 17 publications

References 115 publications

Exploring the impact of brand placement repetition on the effectiveness of umbrella branding

Exploring the impact of brand placement repetition on the effectiveness of umbrella branding

How the Creative Class Co-creates a City’s Brand Identity: A Qualitative Study

Kemenarikan Iklan OMO! Healthy Snack dalam Membangun Brand Awareness di Media Sosial

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