The Persistence of Brand Value at Country, Industry and Firm Levels

2014 ◽  
pp. 96-96
Author(s):  
Yi-Min Chen
Keyword(s):  
Brand Value

Benefit Clubs as a Tool for Loyalty Marketing. Study of Brazil’s Main Insurance Companies

2019 ◽  
Vol 10 (3) ◽  
pp. 216-226
Author(s):  
Guaracy Carlos Da Silveira ◽  
◽  
Fernando Augusto Carvalho Dineli Da Costa ◽  
Keyword(s):  
Content Analysis ◽  
Best Practices ◽  
Relationship Marketing ◽  
Insurance Companies ◽  
Brand Value ◽  
Analysis Methodology ◽  
Loyalty Marketing

: This paper considers Relationship Marketing as a business strategic tool and seeks to verify the existence of Benefit Clubs and their structure offered by the major insurance companies in Brazil, analyzing the presence and formatting of the programs. Through the content analysis methodology, we seek to infer its uses for the strengthening of the positioning of these companies. At the end of the paper we compare the best practices identified. The result of the analysis considers the differential obtained by the employment of programs that seek to create brand value and loyalty.

Protecting Brand Value through Anticounterfeiting Supply Chain Strategies

2020 ◽  
Author(s):  
Robert B. Handfield ◽  
Anand Nair
Keyword(s):  
Supply Chain ◽  
Return On Investment ◽  
Performance Metrics ◽  
Brand Value ◽  
Legal Problem ◽  
Business Objectives ◽  
Global Problem ◽  
Trademark Registration ◽  
Business Functions ◽  
Chain Problem

Counterfeiting is a problem many companies do not want to acknowledge or talk about. However, ignoring the problem is likely to have the effect of encouraging counterfeiters to go unchecked. A multilayered strategy that adopts several approaches and engages the entire organization is needed to address the counterfeiting problem. This chapter provides a set of recommendations to address the issue of counterfeiting. Initially, the size of the problem must be estimated and the return on investment approximated. This can help define the need for a team of experts to work in this area, leading to a set of performance metrics that are aligned with business objectives and outcomes. Next, the key focal product segments should be targeted and a system for identifying products through product trademark registration with customs authorities should be completed. In the end, combating counterfeiting is not a supply chain problem, it is not a legal problem, nor is it a packaging and covert marking problem. It is a global problem—one that impacts all organizations, large and small. All business functions need to be part of the discussion, not just a single brand security function. Failure to approach counterfeiting in this manner will simply allow the problem to continue to grow.

Research on the Design and Extraction of Vehicle Brand Form Gene

2013 ◽  
Vol 483 ◽  
pp. 497-501
Author(s):  
Xiao Li Chen ◽  
Xiang Li
Keyword(s):  
Product Family ◽  
Essential Elements ◽  
Product Diversification ◽  
Design Concept ◽  
Brand Value ◽  
Design Features ◽  
Modern Enterprise

Product family is a series of products with similar characteristics. It is a strategy used by modern enterprise to achieve product diversification with limited development, manufacturing and service. Product DNA is the design commonality of enterprises product family, it is distinctive and aesthetic by reflecting the company's brand value and design concept, in addition ,it include some essential elements such as form, color, material and composition. This paper introduces the methods of drawing product DNA and analysing the relevance of design features to brand style by case study.

Financial Information and Brand Value

2020 ◽  
Author(s):  
Yves‐Alain Ach ◽  
Sandra Rmadi‐Saïd
Keyword(s):  
Financial Information ◽  
Brand Value

Corporate environmentalism and brand value: A natural resource-based perspective

2021 ◽  
pp. 1-17
Author(s):  
Mahabubur Rahman ◽  
M. Ángeles Rodríguez-Serrano ◽  
Anisur R. Faroque
Keyword(s):  
Natural Resource ◽  
Brand Value ◽  
Corporate Environmentalism

Where, When, and Who: Corporate Social Responsibility and Brand Value—A Global Panel Study

2021 ◽  
pp. 000765032110193
Author(s):  
Shawn Pope ◽  
Jimi Kim
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Fixed Effects ◽  
Panel Study ◽  
Brand Value ◽  
Industrial Sectors ◽  
Identity Match ◽  
Corporate Social ◽  
The Relationship ◽  
Corporate Level

According to surveys of companies, branding is one of the main objectives of their corporate social responsibility (CSR). With advantageous data from Brand Finance, we address three contextual factors that may condition the relationship between CSR and brand value. First, we hypothesize that the relationship between CSR and brand value obtains across major world regions and industrial sectors (“the convergence thesis”). Second, we hypothesize that the relationship has weakened with time, as companies have had increasing difficulty using CSR to differentiate their brands in a sea of CSR-espousing competitors (“the crowding out thesis”). Third, we hypothesize that the relationship between CSR and brand value is weaker where a brand’s identity is different from that of its corporate owner, which may make it difficult for observers to readily link (corporate-level) CSR with its potential (lower level) brand beneficiaries (“the identity-match thesis”). We support these hypotheses with random-effects, fixed-effects, and instrumental-variable regressions before ending with contributions, limitations, implications, and potential next steps.

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