The LOGMAN model: a logical brand management model

Logman, Marc

doi:10.1108/10610420410529726

Cited by 20 publications

(21 citation statements)

References 29 publications

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“…Logman u proces brendiranja uvodi kombinovanje Kaplanov i Nortonov sistem uravnoteženih pokazatelja 9 , BCG 10 metod za stvaranje vrednosti brenda, CPM 11 statističke metode, GAP 12 analitički metod, i QFD 13 metod za kvalitet. 14 Eš ističe Logmanov model, koji odgovaranjem na ova prethodna pitanja može identifikovati stvarne probleme i ključne pokretače za njihovo rešavanje, kao i da analizira politiku brendiranja u specifičnom kontekstu.…”

Section: Uloga Identiteta Brenda U Izgradnji Snažnog Brendaunclassified

Management value of the brand with special emphasis on the emotional aspect of branding

Marinkovic¹

2015

Ekon signali

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Rezime: Turbulentno tržišite, koje će u budućnosti biti sve dinamičnije, zasniva se na tesnoj saradnji kompanije (brendova) sa svojm kupcima. Imati prestižan brend i verne potrošače cilj je kome teže svi učesnici na tržištu. Međutim, mnoge kompanije nisu u stanju da predvide i planiraju proces upravljanja brendom već ostaju na površnom shvatanju brendiranja kao jednostavnom procesu kreiranje imena, slogana i dizajna proizvoda. Ukoliko brendovi uspeju da ostvare emocionalnu vezu sa kupcem, onda je put za ostvarenje poslovnog uspeha i maksimiziranje profita otvoren. Sve veći broj kompanija shvata važnost i neophodnost brendiranja. Uvidevši da se dobra reputacija i pozitivan imidž odražava na poslovni uspeh, kompanije u poslednje vreme sve više posvećuju pažnju ovoj problematici.Ključne reči: tržište, brendiranje, emocionalno brendiranje, proces upravljanja brendom, maksimiziranje profita. UVODNa sve zahtevnijim tržištima, uspeh poslovne strategije kompanije zavisi od ostvarenja konkurentske prednosti. Funkcije marketinga, istraživanja tržišta i brendiranje predstavljaju ključne faktore u nastojanju kompanija da izgrade kvalitetan odnos sa svojim korisnicima/potrošačima. Ukoliko se zasniva na kvalitetnim podacima o potrošačima, brendiranje može da pomogne u povećanju prodaje i stvaranju poverenja potrošača. Smatra se da najznačajniju funkciju marketinga čini upravo izgradnja brenda.Proces stvaranja brenda je kompleksan, dugotrajan i zahteva postojanje jasne brend strategije, koja treba prevashodno da se zasniva na zadržavanju kupaca, a ne na njihovom pridobijanju. Izgradnja uspešnog brenda zasniva se na komunikaciji, koja može biti usmerena eksterno ili interno.

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Section: Uloga Identiteta Brenda U Izgradnji Snažnog Brendaunclassified

Management value of the brand with special emphasis on the emotional aspect of branding

Marinkovic¹

2015

Ekon signali

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“…In a rapidly changing environment such as IT, the customers would appreciate if organisations apart from educating them on the product/service would also educate them on the environments in which these products or services operate (Waite et al, 1999;Cooper, 2000). Logman (2004) argues that the advent of new marketing concepts such as experience marketing, responsibility marketing implies that the environmental factors have started to play a crucial role in the customer management process. This is further confounded in an IT industry by the fact that the customers themselves are not sure of what their expectations are.…”

Section: Customer Perspectivementioning

confidence: 99%

Holistic scorecard: strategic performance measurement and management in the software industry

Sureshchandar

Leisten

2005

Measuring Business Excellence

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Purpose -Though a few critics have questioned the effectiveness of the balanced-scorecard approach in measuring business performance this approach has taken the academic and business community by storm. However, the approach proposed by Kaplan and Norton is not all-encompassing as they have overlooked certain critical perspectives in their scorecard. The purpose of present study is to make a small, yet significant stride, to fill this lacuna.Design/methodology/approach -The present work presents such issues and proposes a conceptual, theoretical framework, called holistic scorecard, for managing performance in the software industry. At the crux of the scorecard are six perspectives that portray a ubiquitous approach for strategic performance management.Findings -Six perspectives, as well as critical success factors and key performance indicators, are provided. The relevance of these perspectives, especially from the software industry viewpoint, has been authenticated. With respect to each perspective, measures have been proposed that efficiently and effectively address the vital facets of an organisation's business excellence at both the macro and micro levels.Practical implications -Provides an integrated scorecard for measuring and managing business performance. Originality/value -The successful diffusion of performance enhancement measures and initiatives throughout the organization is necessary to achieve world-class competitiveness. The proposed framework aspires to provide a basis for achieving this.

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“…In literature is it possible to find many authors which have investigated the most appropriate way to assess the value of a brand: (Rajagopal, 2007), Keller (1993), Aaker (1996) have proposed models for the assessment of brand equity, identifying its components and defining specific brand metrics; other authors tried to adapt the model of the Balanced Scorecard to the measure of brand equity (Ambler, 2000;Trivedi et al, 2007;Logman, 2004). As a matter of fact, the value of a brand is linked to the overall value which is recognized to a product by its clients.…”

Section: Product Value In Fashion Marketsmentioning

confidence: 99%

Design for authenticity: a new methodology for the NPD process in the luxury market

Bandinelli

Pampaloni²,

Rinaldi³

2013

Int. J. Eng. Sci. Tech

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The luxury market is surely one of the areas most affected by the counterfeiting phenomenon. The presence of fake goods means a financial loss for companies, both in terms of reduced turnover, but also in terms of intangible losses (i.e. brand value reduction). This phenomenon led companies, in the last years, to ask their New Product Development (NPD) division if and how it was possible to develop unique products, difficult or even impossible to replicate, and how to help customers in the identification of authentic goods versus fake ones. The aim of this work is to answer these questions in a context characterized by a growing awareness of the authenticity guarantee and product integrity, combined with the need of traceability. The purpose of this paper is therefore to develop a qualitative and quantitative methodology, called Design for Authenticity (DfA), aimed to protect the authenticity of a product in all the stages of its life cycle, with a special regard to the aspects related to the authenticity of the product.

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The LOGMAN model: a logical brand management model

Cited by 20 publications

References 29 publications

Management value of the brand with special emphasis on the emotional aspect of branding

Management value of the brand with special emphasis on the emotional aspect of branding

Holistic scorecard: strategic performance measurement and management in the software industry

Design for authenticity: a new methodology for the NPD process in the luxury market

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