Recent developments in digital technology and consumer culture have created new opportunities for retail and brand event concepts which create value by offering more than solely marketing or transactions, but rather a place where passion is shared. This chapter will define the concept of ‘fashion space’ and consumer experience, and delves into strategies for creating experiences that both align with a brand’s ethos and identity and build brand communities. It will provide insight on creating strong shared brand experiences that integrate physical and digital spaces, AR and VR. These insights can be used for consumer spaces but also for media and buyer events, runway shows, test labs and showrooms. Since its launch in 2007, international fashion brand COS has focused on creating fashion spaces that build and reinforce a COS fashion community. COS retail stores with their extraordinary architecture, both traditional and contemporary, contribute stories and facilitate intense brand experiences. Moreover, COS’ dedication to share the artistic inspirations of its people led to collaborating on interactive and multi-sensory installations which allow consumers to affectively connect to the brand’s personality and values. Thus, the brand was able to establish itself firmly in the lifestyle of its customers, facilitating and developing their aesthetics and values. This is an Accepted Manuscript of a book chapter published by Routledge/CRC Press in "Communicating Fashion Brands. Theoretical and Practical Perspectives" on 03-03-2020, available online: https://www.routledge.com/Communicating-Fashion-Brands-Theoretical-and-Practical-Perspectives/Huggard-Cope/p/book/9781138613560. LinkedIn: https://nl.linkedin.com/in/overdiek12345
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Private Labels have transformed from value purchases into powerful brands. This paper develops a framework based on the four strategic dimensions of brand breadth, positioning, segmentation, and relationship with the store brand that retailers can uniquely draw upon to organise their brand portfolios. It examines the case of German retailer Rewe that successfully organises its private label portfolio along these dimensions. This paper argues that maintaining multi-tiered and multi-segmented private label portfolios can be important tools for retailers enabling them to cover broader markets, fulfil current consumer needs, build brand equity, and strengthen customer loyalty.
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In the psychological field, a lot of progress has been made in values theory. In marketing theory, however, the use of values has been undervalued. Despite the widespread managerial use of brand values, attention has remained focused on the brand personality concept. This book intends to provide a new perspective to marketing science, by proposing a system of brand values that takes into account the developments in values theory. Values were tested in a number of rounds among a total of more than 3,000 respondents in the Netherlands and several other countries including Germany, Italy, and China.In this study, values that motivate consumer behavior were demonstrated to relate to each other as a consistent value system, labelled here as the Value Compass. We showed that the values with which brands profile themselves can be organized according to a similar structure as the human value system, which opens additional insights into the use of values to position brands, or to predict brand choice. The cross-cultural validation included in this book showed a high degree of equivalence of the Value Compass. This validation provided insight in the cross-cultural similarities in the structure of the value system, but it also emphasized the cross-cultural differences in priorities that individuals attach to certain values.
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Purpose – Co-branding is an often used marketing strategy within the theme park industry and it has existed in one form or another since the 1930s. Notwithstanding the growing interest for co-branding in the theme park industry academic research in a theme park context has not been found yet. Empirical research on co-branding is limited to a relatively few studies that have typically examined product concepts or fictitious products rather than real instances of co-branding. This article aims to present results of an experiment on the effects of co-branding from a real-life theme park perspective. Design/methodology/approach – The article is based on a classical field experiment in which the IBRA-method of measuring brand associations was used. The IBRA-method does not influence the brand associations like many other research techniques do (by giving certain cues). It is an unaided, unbiasing research technique. The objective of the study is to investigate whether the relationship between theme park Efteling and WWF, resulting in the co-branded attraction PandaVision, could have a negative effect on the strong brand associations of theme park Efteling. Findings – Through the field experiment an insight has been given into the possible effects a respondent's perceived brand fit within a co-branding situation can have on the average evaluation of core associations of one of the constituent brands. Even strong brands (Efteling is the strongest brand in The Netherlands) can be harmed by a wrong co-brand strategy. Results also showed that the brand fit manipulation has resulted in a more negative image of Efteling without affecting the evaluation of the co-branded attraction PandaVision. Only measuring whether guests like or dislike your attractions is thus not sufficient. Research limitations/implications – This research is presented as a preliminarily study and the results should be interpreted with caution. The sample size was limited to 70 respondents and the experimental design with only students may not necessarily represent the typical visitor to the Efteling. Because of the crude manipulation of the treatment it is unclear what precisely caused the established effect. Is the effect caused by the degree of elaboration (meaning, because the respondent is triggered to think deeply about the matter at hand) or by the substantive guidance? Supplementary research with several experimental groups is needed to answer this question. Practical implications – Theme parks should be aware of the dangers of co-branding. Pairing with a wrong partner can damage the brand; negative spillover effects, erosion, brand dilution and even negative bottom line effects for the participating brands are possible. If the results occur for strong brands, weaker brands should be even more aware of the dangers. Originality/value – This article presents the first application of the effects of co-branding in a specific theme park setting. It is also the first article to use the unbiased IBRA-method for measuring brand associations of a co-brand strategy. Negative effects of co-branding for strong brands in a real-life situation were never reported before.
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The aim of this paper is to investigate which portfolio extension option: either a cheaper subbrand or a private label endorsed by the national brand is better from the consumer perspective. Two hypothetical product concepts from a leading beer brand were tested among Dutch consumers. The findings show that consumers are equally likely to try the options and form a positive or negative opinion about the manufacturer after the extension. However, when looking at the ability for a brand to cover a price conscious segment and thereforeincrease penetration, the cheaper national sub-brand performs better. Given that the manufacturer will be not restricted in distribution of such a brand, our findings are in favour of a cheaper sub-brand rather than an endorsed private label.
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In the grocery retail sector a systematic approach of brand portfolio strategy for own label brands has gained relevance in recent times. In this context, brand portfolio strategies can be considered common practice for retailers for brand architectures which should visualise a coordinated approach between private label brands and retail brands. This paper examines the brand architectures of four grocery stores in each Germany and the Netherlands. By using a model of Laforet & Saunders, the results show significant differences in the applied architectures of retailers compared to FMCG suppliers. It is the type of retail format that has the most significant impact on the type of brand architecture being applied in the grocery retail sector.
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The impact of perceived trustworthiness on love for news media brands needs further understanding, given that brand love brings significant business benefits. This article argues that perceived trustworthiness influences brand love for news media brands. More specifically, we explored the following: how much of the variance in brand love can be explained by the factors of perceived trustworthiness of a brand (integrity, benevolence, and ability), whether perceived trustworthiness relates differently to brand love in countries with different levels of trust in the media, and what is the relationship between political leaning and the perception of specific news media brands’ trustworthiness. The data were collected through an online survey in the Netherlands (N = 292) and Brazil (N = 239). Among the main findings, data indicated that brand love is influenced by perceived trustworthiness, and integrity is its best predictor. This study provides evidence of the importance of each factor of perceived trustworthiness for brand love, confirms the relation between political leaning and trust, and reveals the differences between these two countries.
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Brand managers have several options in their quest to connect their brands with consumers.They may stress functional brand attributes and benefits, their brand's personalitytraits, or their brand's values (the human values attached to the brand). Which of these is most important to consumers is an open question, however. This article proposes that values may take on increased importance over time, as long‐term relationships (in general) require more than just getting the job done (functional aspect) or a sense of recognition (trait correspondence). What is required most of all is a correspondence between long‐term objectives and goals in life. Values are arguably the most relevant factor in longer relationships. An experiment was put together to determine if this is indeed the case. The results of our study suggest that values are indeed considered more important than traits in the case of longer relationships and that this is particularly true with decisions regarding prospective relationships and in the case of services
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The aim of this paper is to investigate the Chinese branding landscape. First, the strongest Chinese brands are analysed. This analysis offers explanations for typical Chinese brand strategy and establishes current trends in Chinese brand management practice from a corporate perspective. The research includes an empirical study on the motivations of Chinese consumers investigating their preferences of Chinese- over foreign brands. While the discipline of brand management has a relatively short tradition in Chinese boardrooms, the outcomes of Chinese consumer preferences towards their favorite brands are both revealing and unexpected. The paper will conclude with the formulation of four Chinese branding trends that are likely to shape the Chinese branding landscape in the future.
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This chapter examines current branding trends in significant Asian markets, namely Japan, South Korea, and India, with a special focus on one emerging branding nation, China. No generalizations towards the whole of Asia can be drawn from this research. However, research identified some aspects in the field of branding that have occurred in different Asian markets at different times. For example, the development of branding as a management strategy followed benefit-driven product management in both Japan and South Korea some decades ago. This development can now be witnessed in selected industries in China. Whether or not other Asian nations show similar developments (e.g. Indonesia) would be a topic for further investigation. Nevertheless, the following four Asian branding trends serve as the main outcomes of this research: extending the corporate brand into new fields of business, extending the corporate brand into diverse product categories, acquisition of Western brands by Asian investors and top-management support in brand building.
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