Exploring Patterns of Evolution for Successful Global Brands: A Data-Mining Approach

The sustainable development of a global brand needs to consider the balance between the economy, the environment, and society. Brands that want to be ranked among the best global brands over time need to have competitive strengths, but what defines a successful global brand’s profile is underexplored in the extant literature. This study adopts a data-mining approach to analyze the time-series data collected from Interbrand’s Best Global Brands ranking lists. A total of 168 global brands from 19 countries across 24 industries between 2001 and 2017 were examined. Using the affinity propagation clustering algorithm, this study identified certain patterns of brand evolution for different brand clusters, labeled as fast riser, top tier, stable, slow grower, decline, fall, potential, and so on. Finally, the rankings from 2018 to 2020 were also added to check the model’s predictive power. The findings of this study have important marketing implications.

Understanding apparel brand evolution patterns in Bangladesh: an industry life cycle perspective

PurposeThe purpose of this study is to identify the emergence of apparel brands in Bangladesh: their timing, order and the reasons behind the patterns. This study also examined whether these evolution patterns followed the same path in Korea and India.Design/methodology/approachBy employing secondary research method, this study gathered and analyzed data from companies, trade organizations, news media and academic articles to determine the socioeconomic backgrounds and underlying dynamics that propelled the evolution patterns. Following Jin et al.'s (2013) approach, we analyzed three types of apparel brands (international, national and private) in Bangladesh.FindingsThe findings indicated that in contrast with Korea and India, in Bangladesh (a) the emergence of international brands occurred after the national brands' appearance in the More Advanced Production of Fabric and Apparel stage, (b) national brands also emerged at the same stage and earlier than the international brands developed, and (c) internationalization of national brands and emergence of private brands were not observed. The differences in the emergent timing and order were explained by socioeconomic and cultural aspects, along with industry life cycle perspectives.Practical implicationsFindings indicate that the Bangladeshi market is dominated by national apparel brands. Therefore, international brands are advised to consider the business strategies of local competitors and develop their own pricing and merchandising strategies to maintain their supremacy as premium brands.Originality/valueThis study addressed apparel brand evolution patterns in a lower middle-income country. The results revealed some unique aspects. Unlike in other developing countries, national brand development in Bangladesh was initiated by entrepreneurs.

Development of individual motorism in Poland in 1990-2015

The article describes the development of individual motorism in Poland in the years 1990-2015. Characteristics includes quantitative development and brand evolution of the car fleet. Presented are changes in volume of production, export, institutional and individual imports and vehicle registration and scrapping. It also shows how the vehicle fleet changed according to the type of fuel used and the engine displacement. In addition to the statistical image of the passenger car fleet, the article presents changes in the auto-mobility of the Poles in the years 1990-2015.

The evolution of brand personality: an application of online travel agencies

Purpose This study aims to assess how continuous outcomes of brand personality vary as a function of time and other predictors. Specifically, the author investigates the roles of brand trust on the direct influence of brand personality, resulting in brand loyalty. Design/methodology/approach Using a longitudinal study of online travel consumers, the author demonstrates that the process of brand evolution is related to the investigation of both temporal and carryover effects. Findings The findings show that the effect of the brand personality–brand trust linkage decreases over time and leads to the re-evaluation of three dimensions of brand personality when changes in consumers’ perceptions are involved in brand evaluations. Another interesting finding is that the carryover effects of these three dimensions of brand personality are much stronger and stable than the effects of brand personality and brand loyalty. Furthermore, this research uncovers the important boundary conditions for the effects of brand trust on the brand personality–brand loyalty linkage. Originality/value This study contributes to the growing literature on tourism management by examining both temporal and carryover effects and using the longitudinal approach. Thus, our study extends prior findings by examining the dynamics of brand personality as determinants of brand loyalty as they develop over time.

Multi-Subexpression Programming

Gene Expression Programming is a new and adaptive brand evolution algorithm which is developed on the basis of genetic algorithm. In recent years, Multi-Expression Programming which is proposed in the genetic programming is a linear structure coding scheme,its main feature is a chromosome contains multiple expressions. The idea of MEP is introduced into the GEP in this paper, so a single GEP gene contains multiple solutions to solve the problem.The new algorithm analyzes each gene in the GEP to extract relational subexpressions, then fitness evaluate certain subexpressions to choose the best fitness as individuals fitness, and carry on related genetic manipulation. Finally, the improved algorithm experiment with GEP and MEP, compare their mining the same functions ability,record average fitness value and success rate. The experiment results show that the improved algorithm has better evolutionary efficiency.