The purpose of this article is to examine how brands are built in small-to-medium-sized enterprises (SMEs) and to develop a conceptual model of SME brand-building. The research design is based on an a priori conceptual framework that helped direct the fieldwork, data analysis and findings. A series of semi-structured interviews was conducted among 35 owner/managers from 30 firms. The results indicate that SME brands are built in a non-traditional manner and contrary to large firm brand building, with minimum brand planning and limited resources. SME brand-owner/managers and employees engage in brand exploration phases where they experiment in a spirit of trial and error based on risk-taking, commitment, creativity and willingness to learn. Based on these results, the article develops a model of the five phases of SME brand-building. The five-phase model represents an actionable framework for managers in an SME context. The model also presents scholars with a theoretical foundation upon which to construct further theory development.
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This study investigated the influence of personality traits and the differential effect of product categories on brand love. Carroll and Ahuvia (2006) claim that it is relatively easier for hedonic and self-enhancing products to obtain brand love. Nevertheless, in relation to the field of consumer-brand relationships, contradictory findings exist regarding the effects of product category on relationship quality. Christy et al. (1996), Veloutsou (2007), and Wilson (2011) point to a positive effect for the influence of high product category involvement on the brand relationship quality, whereas Valta (2013) finds no support at all. Current empirical studies on brand love, however, focus on a single product category from rather high-involvement categories like consumer electronics or apparel (Batra et al., 2012; Rauschnabel et al., 2013). This raises the question whether brand love can only be obtained in those product categories. An application of the Rossiter–Percy grid is thus carried out to measure the direct influence of product category on brand love. Furthermore, we explore whether product category offers an additional explanation for the varying results of personality traits on relationships. We propose that product category acts as a moderator between personality and brand love. Therefore, the research questions this study will seek to answer are the following: RQ1: To what extent does personality influence brand love? RQ2: To what extent does the product category influence brand love? RQ3: To what extent does the product category moderate the relationship between personality and brand love?
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This paper aims to show how current insights on place branding are used to organize “green” entrepreneurship in the Dutch Utrechtse Heuvelrug region. The role of place is explored in establishing a differentiated meaning for green entrepreneurship and providing an inspirational source for innovations, resulting in a green economic value proposition designed and communicated through branding. Design/methodology/approach: From the literature, different perspectives on the role and function of the place were derived, which lead to the choice of an identity-based entrepreneurial brand. To define the regional identity, qualitative and quantitative research were conducted. In addition, co-creation sessions were organized to further develop the brand. Findings: Taking place branding as the starting point, a framework has been developed, introducing the regional identity as an open space, linking locally based sub-brands to enhance power. To deliver economical and social value in an area with no leading business to sustainability and well-developed business skills, cluster development has been introduced as a way to create new economic activity and sustainable impact. Practical implications: The strategy of separating stakeholders and position them as locally based brands enables place planners and marketers to manage place brand complexity, which generally delays the process, often limiting place branding to “logos and slogans”. Originality/value: This paper provides a case study, which offers new perspectives on the issue of managing complexity, which is inevitable in organizing a place brand.
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The purpose of this study is to provide a better insight into the impact of rebranding on stakeholders; the case for this study is the rebranding of the Hotel Management School (HMS). This research has explored how the stakeholders have experienced rebranding and how the rebranding has affected the brand identity, image and loyalty. A qualitative research method was used and data was gathered conducting semi-structured, face-to-face interviews with the students, staff and industry partners. The data illustrates that due to effective internal communication the employees were not affected by the rebranding. Nevertheless, the brand identity, image and loyalty did not have the same effect on the students and industry partners. Thus, it is recommended that HMS pay more attention to improving the communication, rebuilding and expansion of the brand identity.
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Twitter timelines are increasingly populated with brand tweets that are linked to public events, a practice that is also known as real-time marketing (RTM). In two studies, we examine whether RTM is an effective strategy to boost sharing behavior, and if so, what event- and content-related characteristics are likely to contribute to its effectiveness. A content analysis of brand tweets from Nielsen’s top-100 advertisers (n=1500) shows that not all events are equally effective. RTM is only a more effective strategy (vs. no real-time marketing), when brand messages are linked with unpredictable events but not when brand messages are linked with predictable events. In a follow-up study, we examined what content characteristics improve the shareability of predictable RTM messages. A content analysis of RTM messages (n=143) from the Forbes top-100 brands showed that predictable events yield more retweets when the event is visually integrated in the brand tweet (vs. not visually integrated). The presence of event-driven hashtags did not lead to more retweets. Implications for theory and practice are discussed.
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SMEs within the rural Dutch municipality of Utrechtse Heuvelrug (UHG) are becoming increasingly aware of the need for sustainable ‘green’ business. Their sense of sustainability is strongly defined by the ‘green’ environment in which they live and work. They were seeking an entrepreneurial approach to sustainability that is reflective of the area and fits their ecosystem. This approach was to be aimed at innovation and branding. We assumed that the role and function of a location-based brand differs from that of product or corporate brands because it has more complexity. Taking place-branding theory as our starting point, we set out to construe a brand that is a) based on local identity and b) has the power to motivate and mobilize SME entrepreneurs to form cooperative sustainable networks. This paper presents our analysis for a brand framework and demonstrates how it has been applied to imbue sustainable ‘green’ impact.
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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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This publication by Kathryn Best accompanied the Lector’s inauguration as head of the research group Cross-media, Brand, Reputation & Design Management (CBRD) in January 2011. The book outlines current debates around the Creative Industries, business and design education and the place of ’well being’ in society, the environment and the economy, before focusing in on the place for design thinking in creative and innovation processes, and how this is driving new applied research agendas and initiatives in education and industry.
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City authorities worldwide have sought to rejuvenate and diversify their tourism product offerings by dispersing visitors into less familiar and frequented locales. Despite calls to understand such ‘new tourism areas’ (NTAs) in urban areas, few researchers have examined visitor responses to the implementation of NTA strategies, particularly outside Europe. This quantitative approach considers the profiles, attitudes and behaviours of NTA visitors in an Asian city that was undertaking dispersal efforts pre-pandemic in the context of mass inbound Chinese visitation. Distinct profiles are found for NTA visitors relative to other city arrivals in response to Hong Kong’s branding propositions. It is found that NTAs appeal to repeat visitors seeking cosmopolitan experiences and may help tourist dispersal and product differentiation, though the proposition that NTA visitors are more highly educated was not supported
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This study aims to help professionals in the field of running and running-related technology (i.e., sports watches and smartphone applications) to address the needs of runners. It investigates the various runner types—in terms of their attitudes, interests, and opinions (AIOs) with regard to running—and studies how they differ in the technology they use. Data used in this study were drawn from the standardized online Eindhoven Running Survey 2016 (ERS2016). In total, 3723 participants completed the questionnaire. Principal component analysis and cluster analysis were used to identify the different running types, and crosstabs obtained insights into the use of technology between different typologies. Based on the AIOs, four distinct runner types were identified: casual individual, social competitive, individual competitive, and devoted runners. Subsequently, we related the types to their use of sports watches and apps. Our results show a difference in the kinds of technology used by different runner types. Differentiation between types of runners can be useful for health professionals, policymakers involved in public health, engineers, and trainers or coaches to adapt their services to specific segments, in order to make use of the full potential of running-related systems to support runners to stay active and injury-free and contribute to a healthy lifestyle.
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