The role of the branding strategies in the promotion of Vladimir region (Russia)

2016 ◽  
pp. 121-125
Author(s):  
M Roberts ◽  
A Baikov
Keyword(s):  
Vladimir Region ◽  
Branding Strategies

The role of DMOs in tourism stakeholders systems. An empirical research in Italian context

2011 ◽  
pp. 105-125
Author(s):  
Luigi Cantone ◽  
Marcello Risitano
Keyword(s):  
Empirical Research ◽  
Business Models ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Destination Branding ◽  
Empirical Survey ◽  
Branding Strategies ◽  
External Relationships ◽  
Italian Context

Tourist destination (TD) is considered the most important unit of analysis in tourism industry and the amalgam of tourism products, which offers an integrated travel experience for the customer. In this paper is analyzed the role of Destination Marketing Organizations (DMOs), the key player in the tourism stakeholders systems which manage collaborative marketing strategies. Particularly, are recognized the destination branding strategies defined by DMOs, one of the most important organizational solution to manage internal and external relationships in tourism stakeholders systems. The theoretical assumptions of the paper are supported by an empirical research which analyzes, comparatively, the Italian DMOs of eight regional contexts. The goals of the empirical survey have been the following: a. to identify the main tourism players of regional stakeholders systems, deepening the nature and the intensity of marketing relationships in these networks; b. to define the main characteristics of the regional DMOs in Italy, in terms of business models and collective marketing strategies planned in the own networks; c. to categorize the destination branding strategies defined by DMOs in regional tourism stakeholders systems, valuating the main brand decisions carried out in these contexts.

Branding Strategies for Digital TV Channels

2012 ◽  
pp. 57-68
Author(s):  
Margherita Pagani
Keyword(s):  
Competitive Advantage ◽  
Selection Process ◽  
Digital Tv ◽  
Digital Television ◽  
Sustainable Competitive Advantage ◽  
Television Network ◽  
Branding Strategies ◽  
Managerial Implications ◽  
The Impact

This chapter analyses the impact of digitalization on TV marketing strategies focusing on the role of brand as a loyalty-based resource, available to digital television networks to create a sustainable competitive advantage. We analyze the cognitive process adopted by a viewer in the selection process of a TV channel and provide managerial implications for branding strategy and the tools that a television network and an iTV portal need to adopt to communicate values connected with their brand. The goal of this analysis is to offer insights on how a digital television network may create a channel experience leveraging on brand to increase viewers’ loyalty and competitive advantage.

Amazon India’s “Apni Dukaan”: branding strategy

2018 ◽  
Vol 8 (3) ◽  
pp. 1-15
Author(s):  
Neetu Yadav ◽  
Mahim Sagar
Keyword(s):  
Brand Management ◽  
Subject Area ◽  
Current Status ◽  
Branding Strategy ◽  
Content Type ◽  
Global Brand ◽  
Branding Strategies ◽  
Fierce Competition

Subject area Brand Management, Branding Strategy, Strategic Management. Study level/applicability The case study is suitable for postgraduate management programs, such as MBA, Executive MBA and executive development programs. Case overview This case study provides a detailed analysis of Amazon India’s branding strategy by way of analyzing popular branding campaigns such as “Try to kar”, “Aur Dikhao”, “Kya Pehnu” and “Apni Dukaan” that enabled the global brand to reach to the masses of Tier-II and Tier-III cities in India. Facing fierce competition from existing market leaders such as Flipkart and Snapdeal, Amazon India strategizes to attract Indian consumers by rightly capturing their behavior in terms of demanding “highest power of options”, “fashion choices”, “originality” and “trust” with its local flavored advertisement campaigns enabling it to create a “trusted, reliable and local” brand identity. With the help of sufficient data and numbers about the industry, company and competitors, the analysis presents a clear picture of the current status of Amazon in the Indian e-commerce space and leaves the readers with food for thought concerning whether this “culture-specific” branding strategy will enable Amazon to become the number one choice for Indian online shoppers in the near future. Expected learning outcomes This case study helps students to understand how global MNCs use unique branding strategies to capture mass-markets in e-commerce business, the role of culture-specific aspects in developing differentiation strategies and the role of local flavors in branding strategies and internationalization. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code: CSS 8: Marketing.

Ethnic Identity Impact on Consumers’ Ethnocentric Tendencies: The Moderating Role of Acculturation and Materialism

2019 ◽  
Vol 45 (1) ◽  
pp. 31-53
Author(s):  
Manish Das ◽  
Debarshi Mukherjee
Keyword(s):  
Ethnic Identity ◽  
Social Identity Theory ◽  
Interpersonal Relationship ◽  
Three Dimensions ◽  
Local Culture ◽  
Consumer Ethnocentrism ◽  
Branding Strategies ◽  
Indian Consumers ◽  
Moderating Role

In the era of globalization and technological advancements, ethnic identity (EID) is creating both opportunities as well as challenges for domestic and international marketers in formulating suitable marketing and branding strategies. This study attempts to investigate the role of EID in shaping consumers’ ethnocentric tendencies (CET). By analyzing data obtained from 385 surveys completed by Indian consumers, the study assessed the association of EID dimensions and consumer ethnocentrism. The findings showed that Association with Local Culture, Preserving Local Culture, Feelings towards Local Culture and Local Interpersonal Relationship enhance consumers’ CET. Materialism strengthens the effects of association for three EID dimensions and ethnocentrism, whereas acculturation weakens the association for three dimensions of EID. This study contributes to the literature, especially in the understanding of social identity theory. Practically, the findings are useful to marketers and retailers dealing with consumers in India in formulating their cultural branding strategies.

scholarly journals Branding in Urban Discourse Space: Region’s Identity as Attraction Factor

2018 ◽  
Vol 50 ◽  
pp. 01066
Author(s):  
Elina Novikova ◽  
Vera Mityagina ◽  
Anna Gureeva ◽  
Tatyana Makhortova
Keyword(s):  
Mental Representation ◽  
Linguistic Analysis ◽  
Tourist Attraction ◽  
City Branding ◽  
Complex Image ◽  
Branding Strategies ◽  
Communicative Process ◽  
Urban Discourse ◽  
Text Content

The research is focused on branding as a communicative process and aimed at defining the region’s identity role in provision of its tourist attraction. Linguistic analysis of the branding process is concentrated on optimization of language means and urban semiosis quality. City’s identity is viewed as a complex of exterior and other markers, building its complex image and playing an initial role in city’s branding. The aim of territory’ branding is to present the uniqueness of a certain region and its competitiveness. A city is a complicated multilayer communicative formation that creates a special type of discourse around itself – urban discourse. The space of this discourse is determined by such textual phenomena as a text-city, an urban text and a text about a city. The authors outline the role of naming in city branding and consider a great importance of a city’s identity in creating a text content aimed at increasing attraction of a city as a tourist object. City’s identity allows one to understand its uniqueness and mental representation by a representative of its “own” and “foreign” cultures and optimize branding strategies with the aim to fix positive images of a city and attractive image of a global-centred and locally original territory.

Social Media Brand Communities and Brand Loyalty

2020 ◽  
pp. 736-755
Author(s):  
Kishalay Adhikari ◽  
Rajeev Kumar Panda
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Analytical Hierarchy Process ◽  
Brand Loyalty ◽  
Brand Communities ◽  
Branding Strategies ◽  
Social Media Platforms ◽  
Optimized Allocation ◽  
Hierarchy Process

The dynamic, omnipresent, and frequent on-the-go consumer-brand interactions via social media platforms are significantly changing the branding landscape. A profound comprehension of this change is crucial in assessing brand loyalty. Considering the enormous fame of social media and inherent capabilities of brand communities, the purpose of this paper is to exhibit the contributory role of Social media brand communities (SMBC) towards brand loyalty. A Survey-based empirical study involving young consumers was conducted in the selected cities of Bangalore, Kolkata, and Pune. In contrast to prior works (Algesheimer et al., 2005; Laroche et al., 2012), the authors have incorporated Analytical Hierarchy Process (hereafter AHP) in the study to implement and validate new scales. The outcomes of AHP methodology found shared consciousness and social networking as the most-preferred component and activity respectively. These outcomes would assist brand managers in the optimized allocation of communication budget and formulation of competitive branding strategies to tackle intense competition.

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