Coming to America: Can Nordic brand values engage American stakeholders?

Traditionally the literature show that public brand value estimates (such as the ones published by Interbrand, Brand Finance or Brand Z), in the context of industrial quoted companies, are incorporated in stock prices, implying that brands significantly contributes to the value generation process in a company. No such study was carried out at the level of the banking sector. This could be due to the attribution of a marginal importance of brands, among other intangible assets, in the banking sector, as highlighted by the literature. In more recent years more and more evidences give evidence of the importance of brands in banking sector; it should be noted that: - many banks, as a result of the Purchase Price Allocation process - PPA (pursuant to IFRS 3 Business Combinations) consequent to banking aggregations (mergers or acquisitions), have booked in their financial statements (separate or consolidated) brand values; - reports published by independent parties such as Brand Finance, publishes brand values specifically for the banking sector. The aim of this article is therefore to assess if the brand contributes to the value generation process in the banking sector. To test our hypothesis we run a regression on a European sample between market capitalization of major banks and their brand value published by independent expert Brand Finance from 2008 to 2017, with a classic value relevance analysis. Our results demonstrate that brand contributes to the value generation process in the banking sector.

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Branding the Chinese Dream: Reception of China’s Public Diplomacy in Britain’s “Cultural China”

British Journal of Chinese Studies ◽

10.51661/bjocs.v11i0.128 ◽

2021 ◽

Vol 11 ◽

pp. 15-35

Author(s):

Yan Wu ◽

Sian Rees ◽

Richard Thomas ◽

Yakun Yu

Keyword(s):

Political Ideology ◽

Public Diplomacy ◽

Nation Branding ◽

Perceived Threat ◽

Chinese Dream ◽

The United Kingdom ◽

Group Data ◽

Brand Values ◽

Focus Group Data ◽

The Chinese Dream

Over four decades, China’s transformed propaganda system has embraced public diplomacy to dispel its perceived “threat.” The most recent strategy has been the branding of the Chinese Dream narrative. Although there has been some academic focus on China’s nation branding, little has been written about its reception by overseas audiences. Accordingly, this article draws on focus-group data and employs Tu Wei-ming’s “cultural China” framework in exploring how the Chinese Dream is received and interpreted in the United Kingdom. This article contributes to understandings of nation branding by recognising how Chinese diaspora communities and British intellectual and professional elites engage with and promote brand values. It argues that the socio-cultural aspect of branding is important for China’s identity and that using the Chinese Dream as a branding narrative is successful when it focuses on cultural and economic messaging but divides opinion when political ideology is used. Image © Yan Wu

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#FollowUs: Brand connectivity and marketing techniques that attract millennials on Instagram

10.32920/ryerson.14663937 ◽

2021 ◽

Author(s):

Avery Hellas

Keyword(s):

Social Media ◽

Millennial Generation ◽

Social Media Marketing ◽

Marketing Tactics ◽

Major Research ◽

The West ◽

Digital World ◽

Shopping Experience ◽

Brand Values ◽

Contemporary Media

The increasing digitization of contemporary media and culture -- particularly in the West -- is changing how companies market themselves to their target audiences. As the millennial generation increases its online presence and its use of mobile digital technologies, companies whose main consumers lie within this demographic are having to shift their marketing tactics to become more technologically- and mobile-friendly. The world of social media, in particular, has become the second (virtual) home for much of the millennial population. How they dress, where they go, and what they eat are all becoming increasingly impacted by the companies, brands, people, and trends they “follow” online. In this Major Research Project (MRP) I will focus on the ways companies are marketing to millennials by focusing on the ways two clothing brands favoured by millennials are marketing and branding themselves on Instagram. I demonstrate that while these companies’ brand values may be exceedingly different from one another, their social media/Instagram strategies are surprisingly similar. That is, I will argue that these two clothing brands follow a distinctly similar set of social media marketing techniques in order to bring the best shopping experience through the use of images and captions -- into the digital world and to their millennial audiences. In other words, by adhering to a sort of social media orthodoxy, these brands are able to create a stronger connection between themselves and their millennial generation of followers.

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Self-brand values congruity and incongruity: Their impacts on self-expansion and consumers’ responses to brands

Journal of Business Research ◽

10.1016/j.jbusres.2021.12.032 ◽

2022 ◽

Vol 142 ◽

pp. 301-316

Author(s):

Géraldine Michel ◽

Carlos J. Torelli ◽

Nathalie Fleck ◽

Benoit Hubert

Keyword(s):

Brand Values

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An Exploratory Study of Business to Business (B2B) Brand Sensitivity - How do brands influence a German hospital’s buying decision-making process.

10.46289/buma3169 ◽

2020 ◽

Author(s):

◽

Kristin Kaminski

Keyword(s):

Decision Making ◽

Influence Factors ◽

German Hospital ◽

Structured Interviews ◽

Study Approach ◽

Brand Values ◽

Managerial Implications ◽

Industrial Markets ◽

Brand Sensitivity ◽

B2b Branding

Historically branding was seen as having limited significance for organisations in industrial markets (Saunders & Watt, 1979). Research in the 1990s began to challenge this earlier view and delivered evidence of B2B’s branding relevance (Leek & Christodoulides, 2012; Veloutsou & Taylor, 2012) but still there is a lack of understanding when brands are the most significant in the context of B2B (Zablah, Brown, & Donthu, 2010). The researcher set out to investigate the B2B brand sensitivity in buying units of German hospitals. This required two prime investigations and analysis, to gain knowledge of the factors influencing brand sensitivity when buying medical devices. The researcher approached the investigation from a constructivist paradigm perspective and decided that a sector level case study approach of German hospitals was the most suitable method in order to explore in depth different aspects of the process and to get a comprehensive view of the situation (Yin, 2013). To gain ‘outsider’ research, qualitative semi-structured interviews have been the research method adopted, in order to understand why and how the situation occurred (Guba & Lincoln, 2005). The thesis highlights the role of brands in the context of organisational buying and provides guidance when brand sensitivity is present. In addition, B2B branding theory is enhanced and the managerial implications for managers in the medical device industry have been developed. The key findings of the thesis include the different participants in the buying unit of a German hospital and the influence factors for buying centre composition. Furthermore, the key findings show the factors that influence the decision making of a German hospital, and the parameters that have an influence on brand sensitivity are displayed. It is recommended to invest in branding strategies if the respective purchase decision is characterized by such a situation or the outlined brand values are required.

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A Treatise on Isoattribute Curve Analysis, Consumer Induction Factor, and Country Brand Value

10.4018/978-1-7998-7689-2.ch007 ◽

2022 ◽

pp. 125-162

Author(s):

Debasish Roy

Keyword(s):

Time Series ◽

Curve Analysis ◽

Working Environment ◽

Utility Analysis ◽

Environment Factors ◽

The Third ◽

Brand Values ◽

Final Segment ◽

Country Brand ◽

Series Study

This research has endeavored to focus on three major issues that are yet to be explored as per the existing literature on marketing. The first issue focuses on the Isoattribute curve analysis, rooted in the theory of conjoint utility analysis. In other words, the first segment concentrates on the derivation of the Isoattribute curve model which helps to attain the consumer equilibrium condition in a two-commodity world (brand or non-brand products). The second segment of the chapter has transitioned from the microeconomic model to the macroeconomic perspective based on a ‘single-country' approach, i.e., USA, based on a derivation of consumer induction factor (CIF). Finally, the third and final segment of the chapter extends its horizon at a larger scale by conducting a cross-country time-series study of 10 years (2009 – 2018) which redefines branding in an absolutely new dimension where the ‘brand values' of seven sample countries are estimated by inculcating the socio-economic, political, and working environment factors as the major dimensions.

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