scholarly journals BRAND POSITIONING DAN PERCEPTUAL MAPPING UNIVERSITAS BUNDA MULIA, ATMA JAYA, BINUS, IBII, DAN UNTAR DENGAN METODE DISCRIMINANT ANALYSIS

2017 ◽  
Vol 8 (2) ◽  
Author(s):  
Rudy Santosa Sudirga
Keyword(s):  
Discriminant Analysis ◽  
Cultural Values ◽  
Public Perception ◽  
Brand Management ◽  
University Education ◽  
Brand Positioning ◽  
Sustainable Competitive Advantage ◽  
Marketing Manager ◽  
Perceptual Mapping ◽  
Positioning Strategy

<p><em>Although universities are increasingly competing for accepting huge number of students, little has been written about the influence of cultural values on the brand positioning of university education brands. This study investigates the values of brand positioning for some private university education, and the factors teh students use to gain information about universities. The purpose of this paper is to present a call to action for universities to practice what they preach in developing and communicating differentiated brands. The paper reviews some recent literature on university brand positioning strategy. Universities marketing manager should seek to clearly differentiate their offering from the competition. The large amounts of expenditure on university marketing would be more efficiently used if the principles of brand management taught within them were applied properly. The public perception of a university’s programs is often considered a primay factor in building the brand positioning of the respevtive institution. Maintaining a favorable brand positioning can have a significant impact when recruiting potential students, when soliciting corporate partners, and when facilitating development opportunities with alumni and key stakeholders. This study also aims to discuss how the attributes of university brands influence consumers’ evaluations of brand positioning and the differences and competition among brands. A perceptual map, developed using probabilistic discriminant analysis algorithms, depicts the relative position of each brand and illustrates their attractive properties.This statistical techniques can enhance managers’ ability to identify promising brand positions and enhance the overall brand positioning design process. A brand’s positioning is designed to develop a sustainable competitive advantage on product attribute (s) in the consumer’s mind. Brand positioning has been defined as the act of designing the image of the firm’s offering so that target customers understand and appreciate what the product stands for in relation to its competitors. Each brand within a set of competitive offerings is thought of as occupying a certain position in a customer’s “perceptual space”. Perceptual mapping refers generally to techniques used to represent and evaluate a brand’s positioning.</em></p><p>Key Words- <em>Brand Positioning, Perceptual Mapping, Universities</em></p>

Brand Positioning and Segmentation of Sneakers through Multi-Dimensional Customer Experience Analysis

2021 ◽  
Vol 13 (2) ◽  
pp. 335-345
Author(s):  
R. Senthilkumar ◽  
B. RubanRaja ◽  
Monisha
Keyword(s):  
Text Analysis ◽  
Customer Experience ◽  
Structured Data ◽  
Multivariate Techniques ◽  
Brand Positioning ◽  
Customer Reviews ◽  
Perceptual Mapping ◽  
Analysis Techniques ◽  
Hidden Patterns ◽  
And Cluster Analysis

A huge corpus of valuable information on customer experience is available as unstructured form in customer reviews on e-commerce websites. Multivariate data analysis techniques are effective in uncovering hidden patterns and segments in structured data. A major challenge is to convert the unstructured data into a structured form for applying multivariate techniques. In this article, we have provided a text analysis based approach coupled with multivariate techniques to uncover the sentiment of various features associated with different brands and to determine the brand positions and segments through perceptual mapping and cluster analysis.

scholarly journals A PRÁTICA DE POSICIONAMENTO DE MARCA EM AGÊNCIAS DE COMUNICAÇÃO

2008 ◽  
Vol 12 (4) ◽  
pp. 55
Author(s):  
Aléssio Bessa Sarquis ◽  
Ana Akemi Ikeda
Keyword(s):  
Key Words ◽  
Empirical Research ◽  
Communication System ◽  
Service Marketing ◽  
Service Organizations ◽  
Brand Identity ◽  
Brand Positioning ◽  
Santa Catarina ◽  
Identity Strategies ◽  
Positioning Strategy

This article is about the brand positioning of service organizations. The aim of the paper is to inquire about the practice of brand positioning of communication agencies, and it entails the following subjects: brand identity, strategies for positioning, types of communication, system of identification, and views about the importance of positioning. The empirical research done is of the exploratory type, being qualitative, not probabilistic, and the method used for collecting data is personal depth interviewing. The data was collected from the eight most important agencies in Santa Catarina State. The results suggest that some of these communication agencies use the brand positioning strategy, but that they lack the appropriate methods, and their investment is not sufficient to communicate the positioning desired. Key words: Service Marketing. Brand positioning. Communication agencies.

Branding paradigm for the bottom of the pyramid markets

2009 ◽  
Vol 13 (4) ◽  
pp. 58-68 ◽  
Author(s):  
Rajagopal
Keyword(s):  
Brand Management ◽  
Business Strategies ◽  
Bottom Of The Pyramid ◽  
Brand Positioning ◽  
Market Segments ◽  
Content Type ◽  
Rural Markets ◽  
Global Brands ◽  
Consumer Value ◽  
Bop Markets

PurposeThis paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering the personality traits, image, technology and reputation of firms associated with the brands.Design/methodology/approachReviewing the previous research studies, the paper advocates new strategies for enhancing the performance of global brands in BoP market segments, improving brand‐positioning approaches, measuring brand performance and consumer value, evaluating brand attributes, and underlining brand dynamics in the competitive marketplace.FindingsThe study argues that the performance of global brands in low‐profile consumer market segments is constrained by high transaction costs and coordination problems along the brand promotions, consumption and consumer value chain. Hence, firms looking towards managing brands in BoP market segments need to reduce brand costs by increasing the volume of sales and augmenting consumer value. Brands of BoP market segments are socially and culturally embedded. They are co‐created by consumers and firms, and positioned with the influence of brand equity of the premium market. Unlike traditional brands, BoP brands may be sufficiently malleable to support brand interpretations in the rural and suburban consumer segments.Research limitations/implicationsAcquired brands need to be merged into the existing structure, especially where these brands occupy market positions similar to those of existing brands. A balance needs to be maintained between the brand name and its equity. Managers should keep themselves better informed about consumer needs, market changes and company initiatives, thereby enabling staff to help consumers to improve service quality, which in turn can improve market positioning.Practical implicationsIn today's rapidly changing product markets, a firm needs to focus on a limited number of strategic brands in international markets in order to consolidate and strengthen its position and enhance brand power. The paper offers new business strategies to managers on brand positioning and targeting in suburban and rural markets with convenience packaging, pricing and psychodynamics.Originality/valueNew initiatives to manage global brands in BoP markets comprising suburban and rural markets that need to be implemented in the existing organizational culture are discussed.

Historical foundations of modern educational concepts in China

2020 ◽  
pp. 71-93
Author(s):  
Valentina Vilevna Kuznetsova ◽  
Olga Anatolyevna Mashkina
Keyword(s):  
Educational Policy ◽  
Cultural Values ◽  
Education System ◽  
New Technologies ◽  
University Education ◽  
Chinese Society ◽  
National Strategy ◽  
Innovative Development ◽  
Traditional Values ◽  
Tiananmen Square

The article attempts to show the interconnections and evolution of the Chinese education system, to analyze the problems that the country faces in modernizing education, which is considered as the most important factor in the country's innovative development and nation consolidation. In its search for the most effective solutions, China relies on both borrowing successful foreign models of education and at the same time striving to revive its own cultural, historical and educational traditions and concepts. In the speeches of the Chinese leaders, the development of education plays an important role in the consolidation of the whole nation for the implementation of the national strategy for achieving world leadership by 2050. To realize this “Chinese dream” requires a lot of creatively thinking personalities. At present, in China there is a real contradiction between the government’s orientation to training personnel capable of creating new technologies and the practice of learning based on the mechanical storage of knowledge. The article shows what measures are being taken to change the consciousness and thinking of the younger generations of Chinese, how the model of school and university education is changing. The analysis confirms that the attitude to education as one of the most important life and cultural values has been preserved in Chinese society. After the events in Tiananmen Square (1989), ideological control over students and teachers intensified in the country. In general, the current educational policy is pragmatic and includes both the import of knowledge and technology from abroad, and the maintenance of Maoist ideals and traditional values.

Branding during the COVID-19 Pandemic: between Adaptation and the New Perspectives

2020 ◽  
Vol 4 (1) ◽  
Author(s):  
Stefan Serezliev ◽  
◽  
◽  
Keyword(s):  
Brand Management ◽  
Brand Positioning ◽  
New Type

The COVID-19 pandemic has seriously shaken the foundations of modern brand management. The first reaction of communication specialists was to look for ways to optimize communication messages during a crisis, but is that enough? The author explores the possibilities for complete restructuring of the modern brand – i.e. brand positioning, mission and vision of the brand during such complex crises. Is it possible to talk about a new type of Post-truth? The article aims to establish some of its characteristics.

The Influence of CSR on B2B Relationships

2018 ◽  
pp. 1-21
Author(s):  
Susan Saurage-Altenloh ◽  
Phillip M. Randall
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Competitive Advantage ◽  
Brand Equity ◽  
Brand Management ◽  
Sustainable Competitive Advantage ◽  
Corporate Brand ◽  
B2b Relationships ◽  
Management Experience ◽  
Corporate Social

The chapter addresses how ethical actions deliver value through sustainable competitive advantage. Corporate social responsibility (CSR) has a proven role in developing audience trust that increases brand equity among target audiences and stakeholders, thus ensuring that the brand sustains its competitive advantage through improved profitability and reputation in the market. Not only do businesses have a social responsibility to the markets from which they earn revenues, but buyers expect ethical businesses to have an established CSR program in place. Businesses that engage in CSR activities within the process of corporate brand management experience stronger reputation that drives loyalty and sales, resulting in a competitive, sustainable market advantage.

Retail Marketing Strategies and Brand Management

2019 ◽  
pp. 1412-1427 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Literature Review ◽  
Critical Review ◽  
Brand Management ◽  
Marketing Strategies ◽  
Retail Industry ◽  
Brand Positioning ◽  
Industry Sector ◽  
Review Analysis ◽  
Fashion Retail ◽  
Retail Marketing

This article aims to provide a critical review of the published literature related to retail marketing strategies and brand management in the global retail industry. The literature review covers the overview of marketing strategies; retail marketing strategies and technological utilization; international retail marketing strategies in the global retail industry; retail marketing strategies and internationalization; the challenges of retail marketing strategies in the fashion retail industry; the overview of brand management; and the significance of brand management in the global retail industry. Effective marketing is necessary to compete in the ever-growing worldwide retail industry sector. The improved retail profits are within reach with the purposeful retail marketing strategies. Brand management means defining the brand, positioning the brand, and delivering the brand. The literature review analysis provides both practitioners and researchers an important understanding about retail marketing strategies and brand management in the global retail industry.

scholarly journals Go local or go global: how local brands promote buying impulsivity

2019 ◽  
Vol 37 (1) ◽  
pp. 1-28 ◽  
Author(s):  
Eline L.E. De Vries ◽  
Bob M. Fennis
Keyword(s):  
Local Food ◽  
Psychological Distance ◽  
Construal Level ◽  
Brand Positioning ◽  
Content Type ◽  
Global Brands ◽  
Mediating Role ◽  
Global Brand ◽  
Positioning Strategy

Purpose Using food brands as a case in point, the purpose of this paper is to examine the relationship between a local vs global brand positioning strategy and buying impulsivity, as well as the mediating role of construal level. The findings add a psychological argument to the array of reasons for firms to opt for a local instead of a global brand positioning strategy: local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Design/methodology/approach Five experiments use student and nonstudent samples, different construal level indices and generic and brand-specific buying impulsivity measures to test the hypotheses. Findings Local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Because local brands are proximal to consumers’ lifestyles, values, preferences and behaviors, they decrease the psychological distance between the brand and the consumer, compared with global brands. The smaller psychological distance lowers consumers’ construal level and renders the immediate, concrete, appetitive attributes of the product more salient, thus making consumers more prone to impulsively buy a local brand than a global one. Practical implications For the choice between a global or local brand positioning strategy, this paper argues in favor of the latter. Local (food) branding is a concrete brand positioning mechanism that can influence and benefit from consumers’ buying impulsivity. Originality/value The research reveals heretofore unknown but important implications of local vs global brand positioning strategies for consumers’ construal level and buying impulsivity.

scholarly journals Developing Syariah Tourism in Aceh: Potencies and Challenges

2018 ◽  
pp. 112
Author(s):  
Heriani Heriani ◽  
M Baiquni ◽  
Djoko Wijono ◽  
Yulia A. Widyaningsih
Keyword(s):  
Cultural Values ◽  
Public Perception ◽  
Tourism Development ◽  
Great Opportunity ◽  
Tourist Attractions ◽  
The Public ◽  
Tourism Sector ◽  
High Expenditure ◽  
Tourism Service ◽  
Islamic Values

Syariah Tourism is growing rapidly due to the high expenditure of the global Muslim market for the tourism sector which leads to the lifestyle and the typical needs of Muslims to be a very important thing to be presented in every tourism service. Aceh as one of the provinces in Indonesia which is known by the implementation of Sharia’ is one of the priority areas of  Syariah Tourism development. However, what and how the halal tourism is is not widely known yet, so that some potencies and resources of halal tourism in Aceh, especially Banda Aceh has not been well developed. This study aims to determine the public perception about Syariah tourism as well as to know what are the potencies and challenges in the development of  Syariah Tourism in Aceh. This research uses the qualitative method with interview and observation. The results show that Syariah tourism is not only understood as a great opportunity for Aceh tourism, but it is also an obligation in Islam and the culture of Acehnese, so it must be implemented in every tourism development in Aceh. Potencies of Syariah Tourism in Aceh is the cultural values of society that is based on Islamic values, Aceh Islamic heritage with religiosity atmosphere, and then tsunami heritage that presents spiritual value to tourists. However, these potencies are also challenging because the belief and stigma that Aceh is majority of Islam, so that all things are 100% halal, so as in terms of hygiene, and service at tourist attractions are still needserious attention Keywords: Syariah Tourism, Aceh, Perception , Potencies, Challenges

scholarly journals Gender and Urban Aspirations: The Case of Highly Educated Uyghur Women in Shanghai

2017 ◽  
Vol 2 (2) ◽  
Author(s):  
Sajide Tursun
Keyword(s):  
Cultural Values ◽  
Personal Narratives ◽  
Urban China ◽  
University Education ◽  
Current Status ◽  
Arranged Marriages ◽  
Highly Educated ◽  
Gendered Identities ◽  
The One ◽  
Migration Experiences

AbstractIn spite of the growing attention given to minority Uyghurs in China, there has been little focus on gender issues in relation to the Uyghur migration to inland cities since the 1980s. Based on fifteen months of ethnographic research from 2012 to 2013, this article focuses on the lifeworlds of highly educated Uyghur women and their aspirations in the megacity of Shanghai. A combination of local gender norms, patriarchal Islamic ideologies, and state policies that aim to promote the emancipation of women have influenced the current status, conditions, and gendered identities of Uyghur women. Added to these are the shifting demands of an environment marked by rapid socioeconomic change in urban China that sees Uyghur women on the move. Tracing the migration story of Uyghur women through a case study of Xumar, a woman who pursued university education and then worked in Shanghai, I demonstrate the dilemma of staying or returning with which they constantly wrestle as they attempt to balance the normative Uyghur cultural values and their experiences of urbanism and cosmopolitanism in Shanghai. These factors all inform their understandings of what it means to be a Uyghur woman. Looking at the shifting ideas of gender among highly educated Uyghur women, this research contributes to understanding changes of Uyghur identity in relation to migration on the one hand, and reflects the ambivalence and complexity of Uyghur migration experiences on the other. Personal narratives of migrant Uyghur women shed light on the subtleties of the gender roles, arguments for and against returning home, and their later resignation to (arranged) marriages. The migration experiences gained by the women offer them a better understanding of themselves and of the demands and expectations of their cultural heritage. The urban aspirations of highly educated Uyghur women, this article argues, are produced by structural, cultural, and social factors that rely on dominant discourses of migration, minority, gender, age, class, and place.

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