Presentation given at the 2nd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Anne Rindell
Tore Strandvik
The impact of creative packaging related to costumers interestNiswatun Chaira
The document discusses the impact of creative packaging on consumer interest in Banda Aceh City, Indonesia. It conducted a survey asking customers questions about different aspects of packaging, including form, material, and typography. The results showed that the biggest influence on boosting consumer interest was the form of packaging, which accounted for 97% of increased interest. Therefore, creative packaging, especially innovative forms, can attract customers and increase their likelihood of purchasing a product over similar options without creative designs.
2.[4 10]importance of brand personality to customer loyaltyAlexander Decker
This document discusses the importance of brand personality in building customer loyalty. It reviews past research that found loyal customers are more profitable than acquiring new customers, as retaining customers costs less. The paper presents a conceptual model examining how brand personality influences customer loyalty. It explores the concept of brand personality and analyzes factors that lead to customer loyalty. The goal is to understand how brand personality affects a positive attitude toward a brand and makes customers loyal.
The Impact of Packaging Design to Purchase Behavior through Brand Trustinventionjournals
This study was conducted to identify the importance of packaging design in influencing the purchasing behavior at the same time identifying the mediating role of trust in the brand packaging design relationship with purchasing behavior. This study uses a survey approach to data collection and use of data analysis techniques Covariance-Based Structural Equation Modelling (CBSEM). This study was conducted on 100 housewives spread in Sidoarjo, Krian and Surabaya. This study proves that packaging design has positive and significant influence on purchasing behavior and brand trust and prove that trust the brand also has a positive and significant impact on buying behavior.
The evolutionary history of the covers of the cans in the nineteenth centur...Hind Alsamaray
1. This document discusses the evolution of can packaging design in the 19th century. It began as a simple means of product containment but grew to include communication elements to influence consumers.
2. Early can designs lacked color and artistry. By the late 19th century, advances in printing allowed colorful, graphic designs that conveyed brand identity and information to consumers. Pioneering companies produced attractive, internationally exported can designs.
3. Can packaging design progressed from basic function to an intentional communication tool. Later 19th century designs incorporated typography, symbols, and multiple colors that effectively conveyed brand messages to consumers.
Branding plays an important role in consumer decision making. Brand name, logo, and packaging help draw consumer attention and aid recognition. This allows consumers to quickly identify products and access memories about quality and experience. Strong branding guides consumers' mental shortcuts in today's crowded retail environment, influencing what receives attention and is ultimately chosen. The document discusses how branding impacts the attention and recognition processes crucial to consumer choice.
This document discusses developing advertising campaigns and concepts. It provides steps to develop campaign concepts which include analyzing facts about the product, audience, objectives and medium. It stresses developing a central idea or theme and determining the most effective copy appeal and approach. It discusses writing headlines, body copy and visualizing ideas before rewriting. It emphasizes keeping the central idea simple but strong and testing it against others with numerous variations to keep it fresh. Checklists are provided to review copy against objectives before finalizing. The key is starting with a strong consumer benefit and subordinate techniques to the central idea.
This document provides an analysis of consumer behavior theories including perceptual theory, learning theory, and motivation theory. It uses these theories to evaluate advertisements for low involvement products (Schweppes) and high involvement products (BMW).
For perceptual theory, it examines how the Schweppes ad grabs attention through humor and distinctive visual elements. It also analyzes the symbolic meaning conveyed by colors, logos, and images in the ads.
Learning theory and motivation theories like Maslow's hierarchy and McClelland's needs theory are discussed to show how ads target different consumer segments. Lifestyle segmentation is also mentioned. The document will apply these consumer behavior concepts to analyze specific BMW and Schweppes advertisements in more detail.
The impact of creative packaging related to costumers interestNiswatun Chaira
The document discusses the impact of creative packaging on consumer interest in Banda Aceh City, Indonesia. It conducted a survey asking customers questions about different aspects of packaging, including form, material, and typography. The results showed that the biggest influence on boosting consumer interest was the form of packaging, which accounted for 97% of increased interest. Therefore, creative packaging, especially innovative forms, can attract customers and increase their likelihood of purchasing a product over similar options without creative designs.
2.[4 10]importance of brand personality to customer loyaltyAlexander Decker
This document discusses the importance of brand personality in building customer loyalty. It reviews past research that found loyal customers are more profitable than acquiring new customers, as retaining customers costs less. The paper presents a conceptual model examining how brand personality influences customer loyalty. It explores the concept of brand personality and analyzes factors that lead to customer loyalty. The goal is to understand how brand personality affects a positive attitude toward a brand and makes customers loyal.
The Impact of Packaging Design to Purchase Behavior through Brand Trustinventionjournals
This study was conducted to identify the importance of packaging design in influencing the purchasing behavior at the same time identifying the mediating role of trust in the brand packaging design relationship with purchasing behavior. This study uses a survey approach to data collection and use of data analysis techniques Covariance-Based Structural Equation Modelling (CBSEM). This study was conducted on 100 housewives spread in Sidoarjo, Krian and Surabaya. This study proves that packaging design has positive and significant influence on purchasing behavior and brand trust and prove that trust the brand also has a positive and significant impact on buying behavior.
The evolutionary history of the covers of the cans in the nineteenth centur...Hind Alsamaray
1. This document discusses the evolution of can packaging design in the 19th century. It began as a simple means of product containment but grew to include communication elements to influence consumers.
2. Early can designs lacked color and artistry. By the late 19th century, advances in printing allowed colorful, graphic designs that conveyed brand identity and information to consumers. Pioneering companies produced attractive, internationally exported can designs.
3. Can packaging design progressed from basic function to an intentional communication tool. Later 19th century designs incorporated typography, symbols, and multiple colors that effectively conveyed brand messages to consumers.
Branding plays an important role in consumer decision making. Brand name, logo, and packaging help draw consumer attention and aid recognition. This allows consumers to quickly identify products and access memories about quality and experience. Strong branding guides consumers' mental shortcuts in today's crowded retail environment, influencing what receives attention and is ultimately chosen. The document discusses how branding impacts the attention and recognition processes crucial to consumer choice.
This document discusses developing advertising campaigns and concepts. It provides steps to develop campaign concepts which include analyzing facts about the product, audience, objectives and medium. It stresses developing a central idea or theme and determining the most effective copy appeal and approach. It discusses writing headlines, body copy and visualizing ideas before rewriting. It emphasizes keeping the central idea simple but strong and testing it against others with numerous variations to keep it fresh. Checklists are provided to review copy against objectives before finalizing. The key is starting with a strong consumer benefit and subordinate techniques to the central idea.
This document provides an analysis of consumer behavior theories including perceptual theory, learning theory, and motivation theory. It uses these theories to evaluate advertisements for low involvement products (Schweppes) and high involvement products (BMW).
For perceptual theory, it examines how the Schweppes ad grabs attention through humor and distinctive visual elements. It also analyzes the symbolic meaning conveyed by colors, logos, and images in the ads.
Learning theory and motivation theories like Maslow's hierarchy and McClelland's needs theory are discussed to show how ads target different consumer segments. Lifestyle segmentation is also mentioned. The document will apply these consumer behavior concepts to analyze specific BMW and Schweppes advertisements in more detail.
The document discusses J.W. Anderson's digital branding strategy and opportunities for improvement. It analyzes Anderson's target demographic of creative, urban professionals aged 20-35. It finds that Anderson's current minimalist website fails to reflect his avant-garde aesthetic or engage customers. In particular, the lack of an interactive landing page, limited use of color, and focus only on products misses opportunities to develop the brand's personality and customer relationships online. The document recommends enhancing the digital experience through more immersive and distinctive visuals, storytelling, and opportunities for online exploration and interaction.
This document discusses the shift from traditional marketing focused on features and benefits to experiential marketing focused on customer experiences that occurred around 1999. It outlines four key characteristics of experiential marketing: 1) Focusing on customer experiences rather than just functional features and benefits. 2) Viewing consumption as a holistic experience rather than isolated products. 3) Recognizing customers are both rational and emotional. 4) Using a broader set of qualitative and analytical tools to design experiences. The core of experiential marketing is delivering products, communications, and campaigns that create memorable sensory, emotional and cognitive experiences for customers.
[Research article] How do colors influence packaging creation?Pauline Vettier
This Marketing research article was my final assignment in Advances in Consumer Psychology.
In a cross-countries and cross-cultures tone, this article discusses the types of packagings, products and services that are influenced by the use of colors. It also discusses how cultures and genders influence the color choice in the packaging creation process.
This document summarizes a study investigating how creativity and innovation are fostered within advertising agencies. It conducted research at two Italian advertising agencies using participant observation and questionnaires. The study aims to develop a collaborative thinking model that can enhance group creativity and be applied to any advertising agency regardless of context. It explores practices from innovative companies like Pixar and how their approaches to group collaboration could be adapted for advertising agencies. The document also discusses how technology and digital media have transformed advertising and the importance of collaboration and interaction between people for generating new ideas.
The document discusses a case study conducted to help reposition the Ronson cigarette brand in the Czech market. Researchers first analyzed how "Britishness" was perceived culturally to understand the brand's associations. Consumers created online visual collages and participated in workshops to develop new positioning concepts. The research identified three levels of Britishness associations - symbols, values, and feelings. This informed a new positioning strategy and communication guidelines to make Ronson a more culturally relevant symbol of Britishness. The last section provides a brief introduction to the company Idealisti and their approach to brand development.
Ericsson Kn3 W Ideas The Talking Village Presentation1Flavia Rubino
The document discusses using online communities and collaborative tools to foster innovation through conversation. It advocates understanding customer problems and viewing ideas through their perspective. Key points made include:
1. Promoting teamwork and collaboration while allowing individuals space for independent thought.
2. Online collaborative tools like idea posting and discussion forums can generate insights and ideas in a less confrontational way than traditional brainstorming.
3. To deeply understand customers, one must immerse themselves in their world to identify real problems rather than trying to solve the wrong problems.
4. Ideas are more likely to succeed when they solve relevant problems in a unique way. Commodity ideas solving irrelevant problems are less likely to succeed.
The Marketing Concept Essay
Conceptual Art Essay
Design Thinking Essay examples
Essay on The Idea of Self-Concept
Concepts of Health
My Self-Concept
Essay on Concept Analysis
Self Concept Essay
The Concept of Self Essay
Concept Analysis Essay
Concept of Learning Essays
Brands in Strategic Marketing guest lectureHenri Weijo
This is a presentation I gave on March 23rd at the Helsinki School of Economics as a guest lecturer. In this presentation I go through the fundamental differences between mind-share, emotional, viral, and cultural branding, and also try to map out how they relate to each other in terms of synergy and different stages of brand building.
analyzing nation branding through public relations lensesRuoshi Li
This document provides a literature review on the conceptualization of nation branding and the applicability of public relations models to nation branding. It first discusses how nation branding has been conceptualized from marketing, public diplomacy, and cultural studies perspectives. While some see it as analogous to product branding, others argue a nation's image is more complex. The document then explores how four models of public relations, including image management and reputation management, can be applied to nation branding. It introduces Beijing Olympics as a case study of nation branding, as China used the event to project its image and rebuild its reputation on a global stage.
The Talking Village - People driven conversational marketing projectsFlavia Rubino
The Talking Village is a great opportunity for Advertising Agencies, Innovation Companies, Media, Research, and ultimately all brand strategists who are looking for ways to engage consumers in an honest and true conversation, and in authentic storytelling about their products. Founded in Italy by F.Rubino, former Global Marketing Director FMCG, with Partner G. Laurita, web strategist & researcher, both very active bloggers.
1. The document discusses the role of design and outlines a design thinking process. It states that design coordinates people's needs with social, economic, and individual factors to create solutions.
2. It notes that design communicates silently and lives like a living thing, telling its story without speaking. Designers explore culture, materials, and more to create designs that touch the heart.
3. The design process involves thinking broadly to gather information, thinking differently to explore possibilities, and then focusing to find the best strategy. This process interacts with customers and vendors to understand the market and create solutions.
This document provides an overview of Section B of the A Level Media Studies exam, which focuses on media language and representations in advertising, music videos, and magazines. It outlines the topics, questions, and assessment criteria students will encounter in this section of the exam, and recommends focusing study on analyzing unseen print advertisements in genres like charity, perfume, and sports drinks ads.
This case study discusses repositioning the British cigarette brand Ronson in the Czech market. The brand's DNA is clearly defined as "British" but its meaning and appeal needed to be better understood locally. Researchers conducted exploratory research with consumers to understand different levels of what "Britishness" symbolized culturally. Three key associations emerged: British symbols, values, and feelings. Workshops with consumers then helped craft new positioning concepts translating Ronson's brand into a more culturally relevant symbol of Britishness in the Czech market. The result was a new positioning and communication strategy to develop the brand that was grounded in local consumer insights into British cultural identity.
This document provides an overview of semiotics and how it can be applied to marketing. It discusses how semiotics involves analyzing signs and meanings in communications to understand cultural influences. It also outlines several objectives for learning about semiotics, including how to decode the intended meaning of advertisements, as well as the cultural and ideological meanings based on the target audience's sociocultural background. Several examples are provided of how semiotics can be used to interpret marketing messages and compare ads aimed at different demographics.
Daniel Simões Caldas - Research Paper - Consumer Decisions: How Store Environ...Daniel Caldas
The document discusses how store environments can affect customer behavior through strategic use of the 5 senses - sight, sound, touch, smell, and taste. Specifically, it provides examples of how colors, music, textures, smells, and food samples are used to influence customers and persuade them to buy products. The overall goal of these sensory strategies is to create positive brand perceptions and memories that drive customer loyalty and purchasing decisions.
More Than a Tent: A Case Study on Live Brand Experiences at Coachella Music F...Tori Perrella
This case study examines the best practices of live brand experiences at the Coachella Valley Music and Arts Festival through a review of brands' activations in previous years. The study analyzes the types of experiences brands create, how effectively they build emotional connections and relationships with attendees, and identifies Heineken as a leading brand in its experiential marketing tactics at the festival. The purpose is to provide insights into innovative and memorable consumer experiences that help brands stand out from competitors.
1. The document discusses emotional branding and how brands can develop emotional connections with customers. It defines emotions and discusses the importance of emotions in marketing.
2. Several techniques for emotional branding are discussed, including celebrity branding and touch lines (slogans). Celebrity branding involves using celebrities to promote products.
3. Touch lines are short, repeated phrases that become associated with a brand. Developing an emotional connection keeps customers loyal to the brand for a longer period of time.
This document discusses how semiotics can help brands navigate modern cultural branding challenges. It explains that semiotics examines the relationship between brands and culture through signs and their meanings. By understanding dominant, residual, and emergent cultural codes, semiotics can help brands identify opportunities to position themselves to connect with consumers on a cultural level. The document provides examples of how semiotics has helped brands reposition by leveraging shifting cultural trends beyond their categories.
Love actually, investigating consumer brand loveCBR Conference
Presentation given at the 1st International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Daniel Heinrich
Carmen-Maria Albrecht
Hans Bauer
Brand Love is in the Heart Physiological Responding to Advertised Brands CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Maxian Xavier
Samuel D. Bradley
Wesley T. Wise
E. N. Toulouse
How to Build Brand Attachment with Commodity: The case of a Brazilian Cement ...CBR Conference
The document discusses a case study of a Brazilian cement company called Poty that was able to command premium prices in its region despite cement being a commodity product. A researcher conducted surveys and focus groups to understand why consumers preferred the Poty brand. The surveys found that the Poty brand had strong emotional associations that increased its brand equity more than its functional attributes. When the company was sold, the researcher helped the new owners develop a branding campaign to transition the brand successfully. The campaign focused on increasing brand awareness, recognition, and attachment by creating opportunities for customers to experience the product beyond just purchasing it. The case showed that even for commodities, emotional brand image can significantly impact brand equity.
More Related Content
Similar to Defining brand relationships based on image-in-use and image heritage
The document discusses J.W. Anderson's digital branding strategy and opportunities for improvement. It analyzes Anderson's target demographic of creative, urban professionals aged 20-35. It finds that Anderson's current minimalist website fails to reflect his avant-garde aesthetic or engage customers. In particular, the lack of an interactive landing page, limited use of color, and focus only on products misses opportunities to develop the brand's personality and customer relationships online. The document recommends enhancing the digital experience through more immersive and distinctive visuals, storytelling, and opportunities for online exploration and interaction.
This document discusses the shift from traditional marketing focused on features and benefits to experiential marketing focused on customer experiences that occurred around 1999. It outlines four key characteristics of experiential marketing: 1) Focusing on customer experiences rather than just functional features and benefits. 2) Viewing consumption as a holistic experience rather than isolated products. 3) Recognizing customers are both rational and emotional. 4) Using a broader set of qualitative and analytical tools to design experiences. The core of experiential marketing is delivering products, communications, and campaigns that create memorable sensory, emotional and cognitive experiences for customers.
[Research article] How do colors influence packaging creation?Pauline Vettier
This Marketing research article was my final assignment in Advances in Consumer Psychology.
In a cross-countries and cross-cultures tone, this article discusses the types of packagings, products and services that are influenced by the use of colors. It also discusses how cultures and genders influence the color choice in the packaging creation process.
This document summarizes a study investigating how creativity and innovation are fostered within advertising agencies. It conducted research at two Italian advertising agencies using participant observation and questionnaires. The study aims to develop a collaborative thinking model that can enhance group creativity and be applied to any advertising agency regardless of context. It explores practices from innovative companies like Pixar and how their approaches to group collaboration could be adapted for advertising agencies. The document also discusses how technology and digital media have transformed advertising and the importance of collaboration and interaction between people for generating new ideas.
The document discusses a case study conducted to help reposition the Ronson cigarette brand in the Czech market. Researchers first analyzed how "Britishness" was perceived culturally to understand the brand's associations. Consumers created online visual collages and participated in workshops to develop new positioning concepts. The research identified three levels of Britishness associations - symbols, values, and feelings. This informed a new positioning strategy and communication guidelines to make Ronson a more culturally relevant symbol of Britishness. The last section provides a brief introduction to the company Idealisti and their approach to brand development.
Ericsson Kn3 W Ideas The Talking Village Presentation1Flavia Rubino
The document discusses using online communities and collaborative tools to foster innovation through conversation. It advocates understanding customer problems and viewing ideas through their perspective. Key points made include:
1. Promoting teamwork and collaboration while allowing individuals space for independent thought.
2. Online collaborative tools like idea posting and discussion forums can generate insights and ideas in a less confrontational way than traditional brainstorming.
3. To deeply understand customers, one must immerse themselves in their world to identify real problems rather than trying to solve the wrong problems.
4. Ideas are more likely to succeed when they solve relevant problems in a unique way. Commodity ideas solving irrelevant problems are less likely to succeed.
The Marketing Concept Essay
Conceptual Art Essay
Design Thinking Essay examples
Essay on The Idea of Self-Concept
Concepts of Health
My Self-Concept
Essay on Concept Analysis
Self Concept Essay
The Concept of Self Essay
Concept Analysis Essay
Concept of Learning Essays
Brands in Strategic Marketing guest lectureHenri Weijo
This is a presentation I gave on March 23rd at the Helsinki School of Economics as a guest lecturer. In this presentation I go through the fundamental differences between mind-share, emotional, viral, and cultural branding, and also try to map out how they relate to each other in terms of synergy and different stages of brand building.
analyzing nation branding through public relations lensesRuoshi Li
This document provides a literature review on the conceptualization of nation branding and the applicability of public relations models to nation branding. It first discusses how nation branding has been conceptualized from marketing, public diplomacy, and cultural studies perspectives. While some see it as analogous to product branding, others argue a nation's image is more complex. The document then explores how four models of public relations, including image management and reputation management, can be applied to nation branding. It introduces Beijing Olympics as a case study of nation branding, as China used the event to project its image and rebuild its reputation on a global stage.
The Talking Village - People driven conversational marketing projectsFlavia Rubino
The Talking Village is a great opportunity for Advertising Agencies, Innovation Companies, Media, Research, and ultimately all brand strategists who are looking for ways to engage consumers in an honest and true conversation, and in authentic storytelling about their products. Founded in Italy by F.Rubino, former Global Marketing Director FMCG, with Partner G. Laurita, web strategist & researcher, both very active bloggers.
1. The document discusses the role of design and outlines a design thinking process. It states that design coordinates people's needs with social, economic, and individual factors to create solutions.
2. It notes that design communicates silently and lives like a living thing, telling its story without speaking. Designers explore culture, materials, and more to create designs that touch the heart.
3. The design process involves thinking broadly to gather information, thinking differently to explore possibilities, and then focusing to find the best strategy. This process interacts with customers and vendors to understand the market and create solutions.
This document provides an overview of Section B of the A Level Media Studies exam, which focuses on media language and representations in advertising, music videos, and magazines. It outlines the topics, questions, and assessment criteria students will encounter in this section of the exam, and recommends focusing study on analyzing unseen print advertisements in genres like charity, perfume, and sports drinks ads.
This case study discusses repositioning the British cigarette brand Ronson in the Czech market. The brand's DNA is clearly defined as "British" but its meaning and appeal needed to be better understood locally. Researchers conducted exploratory research with consumers to understand different levels of what "Britishness" symbolized culturally. Three key associations emerged: British symbols, values, and feelings. Workshops with consumers then helped craft new positioning concepts translating Ronson's brand into a more culturally relevant symbol of Britishness in the Czech market. The result was a new positioning and communication strategy to develop the brand that was grounded in local consumer insights into British cultural identity.
This document provides an overview of semiotics and how it can be applied to marketing. It discusses how semiotics involves analyzing signs and meanings in communications to understand cultural influences. It also outlines several objectives for learning about semiotics, including how to decode the intended meaning of advertisements, as well as the cultural and ideological meanings based on the target audience's sociocultural background. Several examples are provided of how semiotics can be used to interpret marketing messages and compare ads aimed at different demographics.
Daniel Simões Caldas - Research Paper - Consumer Decisions: How Store Environ...Daniel Caldas
The document discusses how store environments can affect customer behavior through strategic use of the 5 senses - sight, sound, touch, smell, and taste. Specifically, it provides examples of how colors, music, textures, smells, and food samples are used to influence customers and persuade them to buy products. The overall goal of these sensory strategies is to create positive brand perceptions and memories that drive customer loyalty and purchasing decisions.
More Than a Tent: A Case Study on Live Brand Experiences at Coachella Music F...Tori Perrella
This case study examines the best practices of live brand experiences at the Coachella Valley Music and Arts Festival through a review of brands' activations in previous years. The study analyzes the types of experiences brands create, how effectively they build emotional connections and relationships with attendees, and identifies Heineken as a leading brand in its experiential marketing tactics at the festival. The purpose is to provide insights into innovative and memorable consumer experiences that help brands stand out from competitors.
1. The document discusses emotional branding and how brands can develop emotional connections with customers. It defines emotions and discusses the importance of emotions in marketing.
2. Several techniques for emotional branding are discussed, including celebrity branding and touch lines (slogans). Celebrity branding involves using celebrities to promote products.
3. Touch lines are short, repeated phrases that become associated with a brand. Developing an emotional connection keeps customers loyal to the brand for a longer period of time.
This document discusses how semiotics can help brands navigate modern cultural branding challenges. It explains that semiotics examines the relationship between brands and culture through signs and their meanings. By understanding dominant, residual, and emergent cultural codes, semiotics can help brands identify opportunities to position themselves to connect with consumers on a cultural level. The document provides examples of how semiotics has helped brands reposition by leveraging shifting cultural trends beyond their categories.
Love actually, investigating consumer brand loveCBR Conference
Presentation given at the 1st International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Daniel Heinrich
Carmen-Maria Albrecht
Hans Bauer
Similar to Defining brand relationships based on image-in-use and image heritage (20)
Brand Love is in the Heart Physiological Responding to Advertised Brands CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Maxian Xavier
Samuel D. Bradley
Wesley T. Wise
E. N. Toulouse
How to Build Brand Attachment with Commodity: The case of a Brazilian Cement ...CBR Conference
The document discusses a case study of a Brazilian cement company called Poty that was able to command premium prices in its region despite cement being a commodity product. A researcher conducted surveys and focus groups to understand why consumers preferred the Poty brand. The surveys found that the Poty brand had strong emotional associations that increased its brand equity more than its functional attributes. When the company was sold, the researcher helped the new owners develop a branding campaign to transition the brand successfully. The campaign focused on increasing brand awareness, recognition, and attachment by creating opportunities for customers to experience the product beyond just purchasing it. The case showed that even for commodities, emotional brand image can significantly impact brand equity.
Stuck in a crisis An experimental study of the relationship between crisis re...CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
abrina Hegner
Ardion Beldad
Sjarlot Kamphuis op Heghuis
CHARACTERISTICS OF CONSUMERS’ BRAND RELATIONSHIPS WITH HOCKEY TEAMS - COMMITT...CBR Conference
This document analyzes characteristics of consumer relationships with hockey teams based on interviews with male fans ages 29-55. It finds that relationships with hockey teams exhibit lifelong commitment, with fans often disliking rival teams their whole lives. Some relationships began due to coincidence of attending a first game. Relationships involved passion, aggression, and verbal abuse between fans. Fans formed strong bonds with other fans in brand communities at games. Overall, relationships with hockey teams showed stronger, longer-lasting commitment than typical consumer product relationships.
What’s this thing called Love? Exploring the relationship between brand love,...CBR Conference
The document summarizes a presentation given at the 2013 Consumer Brand Relations Conference in Orlando, Florida. The presentation explored the relationship between brand love, personality traits, and the propensity to anthropomorphize brands. It hypothesized that extroversion and openness would be positively associated with brand love, and that high involvement and transformational products would score higher in brand love. The results found openness increased brand love and that anthropomorphization increased love as well, though it did not mediate personality traits. The presentation recommended brand managers actively employ anthropomorphization cues in their branding to increase love, especially for lower involvement products.
The Effect of Viewing Posts in Online Brand CommunitiesCBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Zhimin Zhou
Ning Zhang
The process of customer engagement within hedonic and utilitarian servicesCBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Kay Naumann
Jana Bowden
Challenging Brand Preference - A Triangulation Study CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Don Schultz, Northwestern University, USA
Martin Block, Northwestern University, USA
The catalyst effect of Social Media in crisis communication management in the...CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Mariana Victorino, Catholic University Portugal, Portugal
Brand Relationship Quality and the implications for loyalty CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Eliane Cristine Francisco Maffezzolli, Pontifícia Universidade Católica do Paraná, Brazil
Elder Semprebom, Universidade Federal do Paraná, Brazil
Paulo Henrique Muller Prado, Universidade Federal do Paraná, Brazil
The business case for Consumer Brand RelationshipsCBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Ed Lebar, Blackbar Consulting LLC, USA
Max Blackston, Blackbar Consulting LLC, USA
Warmth and competence as drivers of alumni loyalty and giving in higher educ...CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Chris Malone, Fidelum Partners, USA
Jamie Ressler, Point Loma Nazarene University, USA
The role of brands when children share snack time with peers CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Valerie Hemar-Nicolas, University of Paris Sud, France
Mathilde Gollety, Pantheon Assas University, France
Coralie Damay, ISC Business School, France
Pascale Ezan, University of Rouen and Rouen Business School, France
1) The document discusses the development of a scale to measure brand authenticity. It conducted 5 studies: 1) assessing consumer understanding of authenticity, 2) generating items from literature, 3) reducing items, 4) validating the scale across brands, and 5) analyzing discriminant validity.
2) The studies identified 4 dimensions of brand authenticity: continuity, originality, reliability, and naturalness. A 15-item, 4-factor model fit the data best.
3) The final study demonstrated the brand authenticity scale was distinct from but related to measures of brand satisfaction, involvement, and image. The scale provides a tool to systematically measure how authentic consumers perceive different brands to be.
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Guilherme Victorino, Universidade Nova de Lisboa, Portugal
Brand Wars: Consumer Brand Engagement as client-agency battlefield CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Rossella C. Gambetti, Universitá Cattolica del Sacro Cuore, Italy
Silvia Biraghi, Universitá Cattolica del Sacro Cuore, Italy
Don E. Schultz, Northwestern University, USA
Guendalina Graffigna, Universitá Cattolica del Sacro Cuore, Italy
The role of product category for brand relationships CBR Conference
This document summarizes a research paper that studied the effect of product category on consumer brand relationships and brand love. It conducted surveys across four product categories (soft drinks, mobile phones, shoes, cars) with 800 respondents total. The study found that while the direction of the relationships between brand love, loyalty, purchase intention and word-of-mouth were consistent across categories, the intensity of the relationships differed by category. Product categories with high brand concentration had better model fit than those with more brands, suggesting brand love depends more on differences between brands within a category than across categories. The paper advances the understanding of consumer brand relationships and how product category may influence brand love.
Low Price Guarantee: Creating Brand Trust in Retailing thought Mass Communica...CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Euler Alves Brandão, Stetik Group, Brazil
Cid Gonçalves Filho, Universidade Fumec, Brazil
Reynaldo Maia Muniz, Federal University of Minas Gerais, Brazil
Market orientation, relationship marketing and brand equity. The study of ind...CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Noor Hasmini Abd Ghani, Universiti Utara Malaysia, Malaysia
Osman Mohamad, Multimedia University, Malaysia
A grounded theory approach to investigate consumer-brand relationships in India CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Sreejesh, S. IBS Hyderabad, India
Subhadip Roy, Indian Institute of Management Udaipur, India
Top 10 AI Trends to Watch in 2024 with Intelisyncnehapardhi711
As we advance further into the digital age, artificial intelligence (AI) continues to evolve, shaping various industries and aspects of our daily lives. The advancements in AI for 2024 promise significant transformations across multiple sectors. From agentic AI and open-source AI to AI-powered cybersecurity and sustainability, these trends highlight the growing influence of AI on our world. By staying informed and embracing these trends, businesses and individuals can harness the power of AI to innovate and thrive.
This article explores the top 10 AI trends to watch in 2024, providing an overview, impact, and examples of each trend.
Top 10 AI Trends to Watch in 2024
Trend 1: Agentic AI
Overview of Agentic AI
Agentic AI represents a fundamental shift in artificial intelligence. These AI systems are designed to comprehend complex workflows and pursue difficult objectives autonomously, with minimal human assistance. Essentially, agentic AI functions similarly to human employees, understanding intricate contexts and instructions in normal language, defining goals, deducing subtasks, and adapting actions to changing circumstances.
Impact of Agentic AI
Agentic AI has the potential to drastically alter organizational roles, procedures, and relationships. AI assistants with advanced thinking and planning capabilities can perform tasks previously managed by humans. This shift enhances productivity by fully automating complex processes, freeing workers from repetitive tasks to focus on more critical activities. The ability to adapt quickly to changing circumstances ensures continuous operational improvements.
Examples and Use Cases of Agentic AI
Autonomous Vehicles: Self-driving cars use agentic AI to navigate roads, interpret traffic signals, and make real-time decisions to ensure passenger safety.
Smart Home Devices: AI-powered home assistants, like smart thermostats and security systems, operate autonomously to optimize energy usage and enhance security.
Customer Service Bots: Advanced chatbots handle complex customer queries, provide solutions, and escalate issues to human agents when necessary.
Trend 2: Open Source AI
Overview of Open Source AI
Open-source AI involves freely available source code, encouraging developers to collaborate, use, adapt, and share AI technology. This openness fosters innovation and speeds up the development of practical AI solutions across various sectors, including healthcare, finance, and education.
Impact of Open Source AI
The collaborative nature of open-source AI promotes transparency and facilitates continuous improvement, leading to feature-rich, reliable, and modular solutions. These platforms enable the creation of applications such as real-time fraud detection, medical image analysis, personalized recommendations, and customized learning experiences.
Examples and Use Cases of Open Source AI
TensorFlow: An open-source machine learning framework by Google, widely used for building and deploying AI models.
Facebook Marketing Strategy with SNJ Global Services.pptxsarfrazkhanm47
Explore the potential of Facebook marketing with SNJ Global Services. We specialize in targeted ad campaigns and engaging content strategies to enhance your brand's visibility and drive conversions. Discover more about our solutions at SNJ Global Services:
https://snjglobalservices.com/.
Universal Merit Awards Sri Lanka Marketing by Franchise Batao.pdfFranchiseBatao
Universal Merit Awards 2024: Celebrating Global Talent in Colombo
The vibrant city of Colombo, Sri Lanka, will host the Universal Merit Awards 2024 on August 7 at the BMICH International Convention Centre. This prestigious event will celebrate exceptional talents from around the world.
Chief Guest: Former President and Prime Minister of Sri Lanka, His Excellency Shri Mahinda Rajapaksa.
Organizers:
Prof. Kartik Rawal, founder of Allso Group
Ashish Kumar Aggarwal, founder of Franchise Batao
Dushyant Pratap Singh, Bollywood director
Praveen Kumar Joshi, astrologer
Local Arrangements: Sri Lankan music composer and singer, Priyantha Ratnayake.
The event will honour individuals from 12 countries for their outstanding contributions. Attendees can expect a night of glitz, glamour, and inspiring performances, providing a valuable platform for networking and collaboration.
Join us in Colombo for an extraordinary celebration of global excellence on August 7, 2024!
Explore Premium Graphic Design Templates for versatile use.
Discover Endless Possibilities with Our costume design template. Download Templates or customise them with an easy-to-excess policy. Let’s transform Your Ideas into Masterpieces!
https://graphypix.com/
Digital Marketing Company in India - DIGI BrooksDIGI Brooks
This infographic provides guidance on marketing analytics, helping businesses grow using tools like Google Analytics and AI, measuring ROI, and analysing future trends to track business development.
https://digibrooks.com/digital-marketing-services/
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Isa Lavs
The lines between PR and SEO are blurring. SEOs are increasingly winning PR briefs by leveraging data and content to secure high-value placements. In this presentation, I explore the merging of PR and SEO, highlighting why SEO specialists are increasingly taking ‘PR’ business. I uncover the hidden SEO potential using PR tactics and discuss how to identify missed opportunities. I'll also offer insights into strategies for converting PR initiatives into successful link-building campaigns.
2024 Trend Updates: What Really Works In SEO & Content MarketingSearch Engine Journal
The future of SEO is trending toward a more human-first and user-centric approach, powered by AI intelligence and collaboration. Are you ready?
Watch as we explore which SEO trends to prioritize to achieve sustainable growth and deliver reliable results. We’ll dive into best practices to adapt your strategy around industry-wide disruptions like SGE, how to navigate the top challenges SEO professionals are facing, and proven tactics for prioritizing quality and building trust.
You’ll hear:
- The top SEO trends to prioritize in 2024 to achieve long-term success.
- Predictions for SGE’s impact, and how to adapt.
- What E-E-A-T really means, and how to implement it holistically (hint: it’s never been more important).
With Zack Kadish and Alex Carchietta, we’ll show you which SEO trends to ignore and which to focus on, along with the solution to overcoming rapid, significant and disruptive Google algorithm updates.
If you’re looking to cut through the noise of constant SEO and content trends to drive success, you won’t want to miss this webinar.
The Power of Digital Marketing in the Modern Age.pdfDavid Thomson
Digital marketing leverages online platforms to promote products and services through targeted advertising, SEO, and social media engagement. It provides real-time analytics and measurable ROI, enabling businesses to optimize their strategies. This approach is crucial for reaching a global audience and driving brand awareness in today's digital age.
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeWilliamZinsmeister
Welcome to "Making Money the Easy Way: A Quick Guide to Generating Income." This book is designed to provide you with practical, actionable strategies to generate income with minimal effort. Whether you’re looking to supplement your current income or create a full-time revenue stream, this guide covers a variety of methods to help you achieve your financial goals. We will explore opportunities available online, various investment strategies, profitable side hustles, creative approaches, and essential financial tips to ensure sustainable income growth.
TAM AdEx-Quarterly Report on Television Advertising_2024.pdfSocial Samosa
According to the report, there was a 4% decrease in television advertising volumes compared to the same period in 2023, indicating shifts in advertising strategies or market dynamics.
3 Best “Add to Calendar” Link Generator Tools (2024)Y
“Add to Calendar” link generator tools allow users to create links that add events directly to digital calendars like Google Calendar, Apple Calendar, and Outlook.
These tools simplify event scheduling by generating short URLs or QR codes that, when clicked or scanned, automatically insert event details into a user’s calendar.
They are ideal for streamlining the promotion of events in emails, websites, and social media, enhancing engagement and ensuring attendees don’t miss important dates.
These tools are designed to cater to diverse needs, from personal event planning to professional event promotion, ensuring your attendees can easily add events to their preferred calendar.
Cal.et is a versatile and user-friendly tool that allows you to create “Add to Calendar” links for seamless event scheduling and promotion.
3 Best “Add to Calendar” Link Generator Tools (2024)
Defining brand relationships based on image-in-use and image heritage
1. Defining brand relationships based
on image-in-use and image heritage
PhD Anne Rindell,
Professor Tore Strandvik
HANKEN School of Economics,
CERS: Centre for Relationship Marketing and Service Management
Helsinki, Finland
Winter Park (Orlando), Florida, USA
2. Agenda
Relationships in Relationship Marketing
Brand relationships
Our proposal: Brand relationships defined from a time
perspective.
Future research
Rindell/ Hanken Svenska handelshögskolan / Hanken School of Economics
3. Relationships in
Relationship marketing and management
indicate time, behavior and attitude dimensions
In RM relationship principles focus on business activities i.e.
they require activities from both parties involved. Therefore,
the focus is on customers and other stakeholders, not
on consumers in general
» In a B2B context, a relationship can be considered to exist in cases of a
contract or repeat purchase
» Indications: time; either contract or repeated purchase behavior
» In B2C context, a relationship is defined based on the customer’s
attitude and behavior (contract or repeat purchase) (Strandvik 1998)
»Indications: time; contract/repeated purchase behavior and
attitude
Hanken Svenska handelshögskolan / Hanken School of Economics www.hanken.fi
4. Relationship Marketing
» Relationship marketing can be defined as the deliberate
management of customers and other stakeholders so that
relationships with them are initiated, cultivated and
dissolved in such a way that the company achieves and
maintains its competitiveness.
» Creation entails discovery, choice of partner, initiation, and even
rejection to initiate a relationship
» Cultivation entails development and enhancement of created
relationships and prevention of unplanned dissolution of these
relationships
» Dissolution entails taking initiative to terminate, but also to manage
the termination process so that re-establishment and establishment of
other relationships will be possible. (Strandvik 1998)
Conclusion: Business focus
Hanken Svenska handelshögskolan / Hanken School of Economics www.hanken.fi
5. Brand relationships –
metaphoric, imagined, and time
Branding / Business relationships: Company perspective
Continuing mutual agreement between two parties who agree to
participate in the ongoing relationship (Schultz, Barnes, Schultz and
Azzaro 2009)
Mental relationships: Consumer perspective
Consumers are willing to consider brands as relationship partners
(based on a literature review; Hayes, Alford, Silver and York 2006)
Brand relationships are meaning-laden resources engaged to help
people live their lives. They are multiplex process phenomena. (Fournier
2009)
Collective brand relationships
Society creates the brand (O’Guinn and Muniz 2009)
Brands are cultural blueprints (Holt 2002)
Conclusions: Brand relationships are metaphoric (Bengtsson 2003;
Story and Hess 2006) imagined (O’Guinn and Muniz 2009), and they
have a time dimension .
Company
Consumer
Social
6. Consider this example ...........
» “It was Saturday and I came out to the parking place
outside our house. Our neighbour had just arrived from a
shopping trip and was unpacking his car. My presence
obviously got him embarrassed, he took his time when
unpacking his car and finally, as I didn’t leave, he began to
excuse himself for having shopping bags from a shop for
home decoration that had opened up some time ago
nearby. He explained he got an impulse all of a sudden to
look into the shop, although he doesn’t usually shop there.
It had been a real surprise for him to find out that they sold
nice, good quality things and that the shop was really fresh
and inviting. He was still embarrassed and tried to
convince me to visit the shop in order to find out myself
and verify the difference.”
Hanken Svenska handelshögskolan / Hanken School of Economics www.hanken.fi
7. Image? Brand relationship?
What images does he refer to? What does he think mine are?
Past, present, future?
What is his brand relationship over time?
When did it start? What has happened? How does it still influence?
How and when does it end?
What is mine?
We propose, that
A brand relationship is the consumer’s mental relationship with
the brand [over time]
It develops over time and can be studied using two novel brand
image concepts: image in use and image heritage
Hanken Svenska handelshögskolan / Hanken School of Economics www.hanken.fi
8. “Image is the consumer’s reality”
David Bernstein, 1984
“Brand image is the consumer’s’ perceptions about a brand, as
reflected by the brand associations held in consumer memory”
(Keller, 2008,51)
“Image is the consumer’s idea of a product” (David Ogilvy)
Brand images are dynamic processes, influenced by a multifaceted
network of images from multiple sources over time (Rindell 2007)
“If anyone can build a brand it is the customer. Marketers cannot
do that. They can only create favourable conditions
for a brand to develop in customers’ minds” (Grönroos, 2007, p. 229)
Hanken Svenska handelshögskolan / Hanken School of Economics www.hanken.fi
9. Perspective
Time dimension
Company/
organisation
Groups Consumer
Past, Present and
Future
Heritage Brands
(Urde et al. 2008)
Brand Icons (Holt
2005)
Image Heritage
Image-in-Use
(Rindell 2007)
Past Brand Heritage
(Aaker1996),
Retro branding (e.g.
Brown et al 2003)
Nostalgic brands
(Simms and Trott
2007)
Reputation
(Fombrun et al.
2003, 230)
Memory
(e.g. Braun-La Tour,
La Tour, Zinkhan
2007:
Autobiographical
memory)
Time in branding literature:
Concepts and perspectives
10. Image heritage and image-in-use studies
Hanken Svenska handelshögskolan / Hanken School of Economics www.hanken.fi
Finnish retailing context
Rindell, A (2007). Image heritage. The temporal dimension in consumers’ corporate image constructions. Doctoral thesis.
www.hanken.fi/public/publ
Research question: How are consumers constructing corporate images?
Method: Grounded theory
Data: 35 accounts (21-75 year-old informants): 12 in-dept open interviews; 11 written accounts; 1 group interview; 7
learning diaries.
International retailing context
Rindell, Edvardsson, Strandvik (2010) “Mapping the roots of the consumer’s image-in-use of companies”. Journal of
Product and Brand Management. Vol. 19,No 6
Case IKEA Finland, Sweden and Germany, 2006-2009, data: 30 interviews
Banking sector
Strandvik, T and Rindell, A (2006): Nordea bank, C2B context . Conference proceedings
Räyhäntausta, P (2007): GE-money, B2B context. Master’s thesis
Product Brand Context “Diesel”
Rindell, Mickelsson (2010). “Consumers constructing product brands”. Conference proceedings
24 in-depth open interviews (75 pages) on the product brand “Diesel”
Case: Diesel
Consumer practice
Rindell, Korkman, Gummerus (2011 forthcoming) “Consumer practice of Image-in-Use”. Journal of Product and Brand
Management.
11. Female 23 years old
“My image origins from the times of
the founder [50 years back in
time] and his mail order
company. He even sold anything
that was cheap, mattresses and
whatever. It started from there,
and grew, according to whatever
was cheap. It was the theme back
then and it has stamped the
company a lot”
“My earliest association from the
store are from my childhood. I visited
the shop with my mother and the
shop was in two floors. As a small
child I especially liked the escalators,
which were rare in a small city like
Kajaani. Already at that time we
bought sewing things and yarn from
there and went to look for new
curtain cloths. We didn’t buy cloth
from there, they were not such good
quality and the selection was not as
broad as nowadays. The toy
department was exciting and I would
have liked to spend more time there”
copyright Anne Rindell
Male 48 years old
Image heritage:
Activated earlier
brand-related images
which influence
the present
image construction
process, the image-
in-use.
12. Image Heritage
Image heritage are activated earlier brand-related images from various sources over time, which
influence on the present image construction process.
Answers the question How and Why past experiences influence on present image construction process
Image Heritage is defined through its dimensions:
length of the awareness time span
When does the brand relationship start
What is the dynamics of it?
Who / What initiated it
“it’s the company from where my Granny bought her pullover” (male 48 years old)
“I was a newcomer in town and my fried guided me to shop there” (female 47
years old)
content of earlier memories
Past experiences over time consumers associate to in various contexts
From many sources
They can be own experiences, learnt knowledge from e.g. parents, others
experiences, company activity
Image dynamics, includes both cognitive and emotional aspects
main temporal focus
Those past experiences that significantly influence present images.
What eras/ age/ life context do they represent in the consumer’s life
Hanken Svenska handelshögskolan / Hanken School of Economics www.hanken.fi
13. Hanken Svenska handelshögskolan / Hanken School of Economics www.hanken.fi
Image heritage dimensions
Male, 49, I
Awareness time span: 40-50
years.
Male, 43, I
Awareness time span: 40 years
Female, 42, I
Awareness time span: 35 years
Male, 31, I
Awareness time span: 25 years
Female, 31, A
Awareness time span: 10 years
Female, 28, A
Awareness time span: 15 years
Female, 27, A
Awareness time span: 20 years
Female, 25, A
Awareness time span: 5 years
Female, 23, A
Awareness time span: 50 years
Length of an awareness time span
The company’s history
50’s 60’s 70’s 80’s 90’s 00’s
Data gathering
Future
Main temporal
Focus
Content of earlier experiences
Image Heritage dimensions
* Awareness time span
* Content
* Temporal Focus
14. Present: Image-in-use
Image-in-use is the present image construction process. It is
influenced by [past] image heritage, the present context, and future
expectations.
Plans for
wine cellar
Wine travel
Informal
Champagne
study circle
”Wine & Spirit
education trust”
courses
Customs (import)
Plans to
start wine
business
Wine
Blogs
”Viinilehti”
magazine
Alko
Informal wine-
tastings with
friends
Wine fairs
Books
about wine
”Wine
Spectator”
magazine
”Wine
Advocate”
magazine
Tastings
Courses
Ebay
wine
sales
”Munskänkarna”
wine association
H
Winemaker
webpages
Figure: A consumer’s activity context concerning
a specific field of interest (wine). Source: Karl-Jacob
Mickelsson
15. Image heritage and Image in use
For companies and other stakeholders
Image heritage is a concept for understanding
how and why our messages are interpreted as they are
what and how to communicate to various stakeholder groups.
Image-in-use is a concept for understanding
where, when and with whom, and with what content
consumers construct brand meanings and images
Image heritage and image-in-use captures the temporal, social, cultural
and contextual dimensions of image
Hanken Svenska handelshögskolan / Hanken School of Economics www.hanken.fi
16. Future research
A brand relationship is the consumer’s mental relationship
with the brand [over time]
» Brand relationships studied from a time perspective
» Brand relationship dynamics
»How, why and when do brand relationships start, develop, change
and end
» Brand love vs. Brand avoidance dynamics
» Latent and Fading Brand relationships
» Conscious vs. Unconscious Brand relationships
» Behavior as a dimension in Brand relationships
Hanken Svenska handelshögskolan / Hanken School of Economics www.hanken.fi