La equidad de marca "Brand Equity" una estrategia para crear y agregar valor

La marca puede y debe ser el factor determinante, diferencial e inimitable para crear y agregar valor a productos, servicios y empresas con y sin ánimo de lucro. La acertada gestión de las marcas se fundamenta y logra su función/misión en las dimensiones que conforman la equidad de marca, las cuales son a la vez variables accionables y mensurables. El concepto equidad de marca se origina en el derecho canónico, cuandola Iglesia Católica administraba la Corte de Equidad, que se ocupaba de los asuntos de justicia e igualdad porque se consideraban pecaminosas las acciones que se desviaban de la equidad. Lesionar o usurpar la reputación, "el buen nombre", se consideraba pecaminoso y por lo tanto debía ser juzgado por la Corte de Equidad.

Narrative transportation in global brand content

People understand life and events around them through narratives. Narratives are a new way for marketers to convey messages to consumers about their brands and products. Brand narratives are an effective way to reach out to people due to their influential nature. Narratives have a power to change beliefs and attitudes, making them relevant and interesting for any marketer. The power of narratives has to do with narrative transportation, which narratives can trigger in people. A transported person is more likely to perceive brand or product in a more positive light. The creators of the narrative are able to influence the content of the narrative through message factors that work as antecedents for narrative transportation. This study explored narrative transportation qualities of well established advertisements. The study uses qualitative content analysis to analyze and identify narrative transportation antecedents among Cannes Lion grand prix winners in the film category between years 2005 to 2015 (15 in total). The narrative transportation antecedents are identifiable characters, imaginable plot and verisimilitude, which were used in the analysis of the data. The study analyzes the winners to make judgment on whether they can trigger narrative transportation or not. It was found that the Cannes Lion grand prix winner advertisement mostly had identifiable narratives in them. In most of the advertisement (ten out of fifteen) at least two out of three antecedents were found, thus most of them are able to trigger narrative transportation. The study also found that most narratives in the advertisement were able to be linked to the main brand narrative of the advertiser. In four of the advertisements the link to the brand narrative was not able to be established. The study concludes by discussing certain factors and aspects of the advertisements that were identified to further enhance the narrative transportation qualities of the advertisement.

CIVIL WAR SETTLEMENTS AND COMBATANTS’ BEHAVIORS: STRATEGY, PERCEPTION, AND REPUTATION

Three projects in my dissertation focus on the termination of internal conflicts based on three critical factors: a combatant’s bargaining strategy, perceptions of relative capabilities, and reputation for toughness. My dissertation aims to provide the relevant theoretical framework to understand war termination beyond the simple two-party bargaining context. The first project focuses on the government’s strategic use of peace agreements. The first project suggests that peace can also be designed strategically to create a better bargain in the near future by changing the current power balance, and thus the timing and nature of peace is not solely a function of overcoming current barriers to successful bargaining. As long as the government has no overwhelming capability to defeat all rebel groups simultaneously, it needs to keep multiple rebel groups as divided as possible. This strategic partial peace helps to deter multiple rebel groups from collaborating in the battlefield and increases the chances of victory against non-signatories. The second project deals with combatants’ perceptions of relative capabilities. While bargaining theories of war suggest that war ends when combatants share a similar perception about their relative capabilities, combatants’ perceptions about relative capabilities are not often homogeneous. While focusing on information problems, this paper examines when a rebel group underestimates the government’s supremacy in relative capabilities and how this heterogeneous perception about the power gap influences negotiated settlements. The third project deals with the tension between different types of reputations in the context of civil wars: 1) a reputation for resolve and 2) a reputation for keeping human rights standards. In the context of civil wars, the use of indiscriminate violence by the government is costly, and as such, it signals the government’s toughness (or resolve) to rebel groups. I argue that the rebels are more likely to accept the government’s offer when the government recently engaged in indiscriminate violence against civilians during the conflict. This effect, however, is conditional on the government’s international human rights reputation; suggesting that rebel groups interpret this violence as a signal particularly when the government does not have a penchant for attacking civilians in general.

Nonprofit brand heritage its ability to influence volunteer retention, engagement, and satisfaction

Volunteer organizations operate in a challenging environment and their management practices toward volunteers have become increasingly influenced by the private sector. This case study explores the impact of brand heritage on the experience of volunteering in such managed environments. We use data from the U.K. Scouts to show that brand heritage has a positive bearing on the level of engagement volunteers experience and on their reported attitude to the way(s) in which they are managed within the volunteer organization. We then use these findings to establish the salience of brand heritage to both long established and recently formed organizations, extending current volunteer management theory; consequently, we suggest volunteer managers utilize the power of brand heritage through unlocking its ability to retain engaged and satisfied volunteers.

Investigating the role of fan club membership on perceptions of team brand equity in football

Researchers have suggested that brand equity is vital for professional sport teams by focusing on the examination of sport fans in general. The current study aims to examine the differences in team brand equity perceptions between fan club members and nonmembers, and the predictive role of brand equity dimensions on behavioral intentions. Data were collected from fans of a professional football league (n = 2287) with an adapted version of the spectator-based brand equity scale. The results gathered through a confirmatory factor analysis provide evidence of fair psychometric properties of the measurement scale. A multi-group CFA analysis showed factorial stability of the model in both groups, while the latent mean comparisons revealed significant differences in the dimensions of brand mark, social interaction, commitment, team history, organizational attributes, team success, head coach, management, stadium, and internalization. In addition, a multi-group SEM analysis revealed that the relationships between brand equity dimensions and behavioral intentions are not significantly different among the groups. Social interaction, team success and internalization were the significant positive predictors of behavioral intentions among the overall sample. These findings highlight the importance of studying different types of consumers and suggest managerial implications, such as the need for clubs to establish reciprocal relationships with fans in order to increase their levels of internalization and contribute to increased behavioral intentions.

Sports sponsorship as a channel for brand engagement on social media

The purpose of this Mater’s Thesis was to examine how sports sponsorship can be used as a channel for brand engagement on social media. All these three concepts have been researched previously, however, up until now they have been studied separately. Therefore, the aim was also to investigate the interrelations between these three concepts, as there is a lack of academic base on the matter. The theory of the research was based on existing academic researches of social media, brand engagement and sports sponsorship. The empirical part of the research was conducted by utilizing quantitative research method. An online questionnaire was published on Facebook pages of two Liiga ice hockey teams. In the end the total sample consisted of 322 viable respondents. The collected data was analyzed by using statistical analysis software, SPSS. The findings of the empirical research reveal that information, enjoyment, personal identity, social interaction and compensation motivate consumers to engage with brands on social media. However, the behavior of consumers is more passive than active brand engagement. Personal identity and compensation serve as motivational reasons for brand engagement on both active and passive level, while the rest are only passive brand engagement. Besides motivation there are other variables that affect consumers. Support for the team reflects to brand engagement, which is passive brand engagement. The visibility of the brand during the event is linked to both active and passive brand engagement. Prior information of sports team and event and frequency of attendance can be linked only to active brand engagement. On the other hand, congruence between the team and brand reflects only to passive brand engagement.

Entre Nós : entrevista a Ariane Brand e Eduarda Alves

Emissões - Entre Nós

Prosument Behaviour In Brand Creating

A brand remains a considerable source of the competitive advantage. One of the elements contributing to its power is image. The information revolution and globalization make it necessary to search for new means of differentiating brands. One of them is engaging consumers in the brand creation process. In light of the development of the Web 2.0, prosumers – active consumers functioning both as consumers and partly as producers – can have a meaningful influence on the image of brands. Their activities can entail both positive as well as negative effects.

The importance of relationship closeness expectations in brand-page communication in social networking sites

While there is extensive research regarding the way users in social networking sites (SNSs) connect and communicate with each other, literature on consumer-brand relationships in SNSs is scarce. This paper hypothesizes and tests the impact of varying the source of communication in Facebook brand pages on key characteristics of brand equity, examining whether this impact is conditioned by relationship closeness expectations. More specifically, two experiments assess how relationship closeness expectations vary according to brand category and brand affiliation and how the use of a spokes-character as the source of communication in brand pages versus communicating institutionally affects consumer’s attitudes towards two real-world brands. To measure these variables, structured questionnaires were conducted with three groups of undergraduate students. The results suggest that the appropriateness of opting for a more “informal” source of communication in brand pages such as a spokes-character varies depending on whether this is in(congruent) with existing relationship closeness expectations. Implications for researchers, brand and social media managers are presented.

How to develop the brand Monte da Ravasqueira in the Brazilian market

This paper studies the development of the brand Monte da Ravasqueira, in the Brazilian market. A brief industry analysis, together with the evaluation of microfactors, was undertaken in order to define a positioning statement, which would suit this specific brand. In addition, three strategic options were suggested in order to enter this market, followed by a marketing and communication plan. To conclude, a financial forecast was undertaken in order to examine the potential of the project.