The Experts below are selected from a list of 261 Experts worldwide ranked by ideXlab platform
Henrik Uggla - One of the best experts on this subject based on the ideXlab platform.
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introducing multi dimensional Brand Architecture taking structure market orientation and stakeholder alignment into account
2019Co-Authors: Per Asberg, Henrik UgglaAbstract:Traditional research in Brand Architecture has primarily focused on bipolar, structural models describing Brand constellations viewed from the Brand owner's angle of incidence. This paper further e ...
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luxury Brand Architecture challenges
2017Co-Authors: Henrik UgglaAbstract:Luxury Brand Architecture is a structure for organizing the luxury Brand portfolio either as a Branded house, a house of Brands or intermediate Brand leverage positions such as sub-Brands and endorsed Brands. This paper identifies the problem areas and research gaps in the complex luxury Brand Architecture settings like vertical luxury Brands such as Marc by Marc Jacobs vs Marc Jacobs, luxury Brand endorsement, luxury Brand extensions and luxury co-Branding strategies.
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luxury Brand Architecture challenges
2017Co-Authors: Henrik UgglaAbstract:IntroductionToday, luxury Brand Architecture is one of the fastest growing fields within strategic Brand management (Kapferer and Bastien, 2009). The field has a diverse set of Brand structures, ranging from individual Brands (Ferrari) to endorsement (Marc by Marc Jacobs) to concrete master Brands Tiffany or Channel (Aaker, 2004). This field also involves coBranding structures and strategies for moving the Brand upwards to a higher market segment, such as luxury co-Branding with H&M and Karl Lagerfeldt (Uggla, 2004) or between pre-cooked meal providers and famous chefs such as Ducasse, Troisgros and Robuchoun (Kapferer, 2007). This paper initiates a discussion of luxury Brand Architecture that has been absent from the field of strategic Brand management (Kapferer, 2007). It develops several important luxury Brand Architecture challenges for the future. It considers four perspectives: luxury co-Branding Architecture, luxury ingredient Branding Architecture, endorsement perspective and vertical Branding perspective.Luxury Co-Branding ArchitectureCo-Branding decisions in luxury Brand Architecture have two important dimensions, with strategic implications for both end-consumer perception and Brand management solutions. From a consumer perspective, this relates to identification of the driver Brand, the Brand in a luxury co-Branding context that is positioned as being the more important Brand (Mohr, 2015). Consider two very different luxury Brand solutions, but with the same type of basic Brand Architecture-Versace for H&M (Figure 1) and Breitling for Bentley (Figure 2).Both use an implicit special edition modifier and time limiter in the luxury Brand positioning. However, Versace for H&M is quite different in content and balance between the Brands as compared to the classic luxury co-Branding Breitling for Bentley. In the first instance, the lower priced H&M Brand elevates itself to the luxury Brand equity of Versace in reaching up co-Branding strategy. The Versace for H&M range is priced higher than comparable H&M products, but is still cheaper than equivalents from the Versace Brand.In the second instance, two luxury Brands with respective country-of-origin associations (England for Bentley and Switzerland in the case of Breitling) and Brand heritage, enhance and strengthen each other's core Brand positioning. The Breitling for Bentley range includes not just luxury chronometers (i.e., wrist watches), but also highend clocks that go into the Bentley cars.Consider the collaboration between French luxury Brand HERMES and the Apple Watch (refer Figure 3). At the first instance, this seems like a balanced Brand alliance between equals. At a closer look however, it appears that Apple is open to replacement and comparison (Kapferer, 2015a), while HERMES stands out as the real luxury Brand with a strong country-of-origin identity (France). Given the very divergent and disparate positions of these two luxury Brands, it is highly arguable if they should be presented in a symmetrical way as a balanced co-Brand solution.Luxury Ingredient-Branding ArchitectureIngredient Branding involves making the invisible visible in a strategic luxury Branding context (Kotler and Pfoertsch, 2010). Even the most distinct luxury Brand portfolios such as LVHM use ingredient Branding to differentiate their product Brands (Friedman, 2016). Most of the prominent and distinct ingredient Branding structures historically revolve around asymmetrically positioned ingredient co-Brands such as Intel Inside and GORETEX Inside. The challenge for luxury ingredient Branding Architectures is to provide the ingredient Brand with the right kind of associations that create points of difference or turn points of parities to points of difference (Kotler and Keller, 2015), and to also ensure that the ingredient Brand acquires a position as an icon, index or symbol, depending on its status in the collaborative context (Uggla, 2004) and meets the Brand portfolio objectives in terms of leverage, synergy and creating a strong and lasting luxury ingredient Brand perception (Aaker, 2004). …
Andreas Strebinger - One of the best experts on this subject based on the ideXlab platform.
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rethinking Brand Architecture a study on industry company and product level drivers of Branding strategy
2014Co-Authors: Andreas StrebingerAbstract:Purpose – This study aims to compare academic prescriptive models on how to choose a Branding strategy on the continuum from a “Branded house” to a “house of Brands” with real-life Branding strategies of leading companies. Design/methodology/approach – Data from an executive survey, observations and desk research on 75 leading companies in Austria are analysed with multilevel weighted least squares (WLS) regression. Findings – Branding strategies for products are determined by industry (23 per cent of variance), the overall strategy of the company (28 per cent), the remaining variance being product-level decisions deviating from both. Service and consumer durables companies lean more towards corporate Branding than consumer nondurables. On the company level, synergies in advertising, e-commerce and e-CRM (customer-relationship management) increase the usage of shared Brands. A higher company age leads to Brand proliferation. On the product level, quality differences between products, the emphasis on and d...
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b a s e a Brand Architecture strategy explorer
2011Co-Authors: Andreas StrebingerAbstract:Some of the most pressing Brand-related problems concern the management of a system of several Brands, i.e. Brand Architecture, rather than one individual Brand. By integrating three fields of theory, (a) the theory of strategic Brand concepts, (b) the theory of human information processing and (c) a typology of Brand Architecture strategies, this paper proposes an explorative instrument from which to derive optimal Brand Architecture strategies.
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the effect of e commerce on the integration of it structure and Brand Architecture
2008Co-Authors: Horst Treiblmaier, Andreas StrebingerAbstract:. A company's information technology (IT) structure and its Brand Architecture are intended to minimize transaction costs both within the organization and between the organization and its customers. Business-to-Consumer (B2C) e-commerce fundamentally alters the structure of those transaction costs relevant to the IT structure and the Brand Architecture. We conducted a survey among 102 chief information officers and chief marketing officers in 67 of the 100 most important B2C enterprises in Austria. The results show that companies typically implement a certain set of changes in the IT structure and the Brand Architecture if B2C e-commerce is highly important to them and that these changes result in a stronger integration within and between the IT structure and the Brand Architecture. B2C e-commerce projects thus require closely aligned conceptual, organizational and financial measures in both areas.
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The Impact of Business to Consumer E-Commerce on Organisational Structure, Brand Architecture, it Structure and their Interrelations
2006Co-Authors: Andreas Strebinger, Horst TreiblmaierAbstract:Previous research on e-commerce has analysed its influence on organisational structure, Brand management, and IT structure separately. Drawing on transaction cost theory we analyse the simultaneous impacts of business-to-consumer (B2C) e commerce on organisational structure, Brand Architecture, and IT structure. The results of a survey among 49 Chief Marketing Officers (CMOs) and 49 Chief Information Officers (CIOs) of 64 out of the 100 most important consumer Brand companies in Austria show that the amount of change in all three structural elements increases as the importance they attach to B2C e commerce grows. Furthermore, the amount of change in Brand Architecture and organisational structure as well as the amount of change in Brand Architecture and IT structure are significantly linked to each other even after controlling for the importance of B2C e commerce. Mixed results were found for the hypothesis that higher levels of importance of B2C e commerce enhance the dependence of the marketing-related IT structure on changes in Brand Architecture.
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The Impact of Business to Consumer E-Commerce on Organizational Structure, Brand Architecture, IT Structure, and their Interrelations
2006Co-Authors: Andreas Strebinger, Horst TreiblmaierAbstract:Previous research on e-commerce has analyzed its influence on organizational structure, Brand management, and IT structure separately. Drawing on transaction cost theory, we analyze the simultaneous impacts of business-to-consumer (B2C) e-commerce on organizational structure, Brand Architecture, and IT structure. We survey 49 chief marketing officers (CMOs) and 49 chief information officers (CIOs) of 64 out of the 100 most important consumer Brand companies in Austria. We show that the amount of change in all three structural elements increases as the importance they attach to B2C e-commerce grows. Furthermore, the amount of change in both Brand Architecture and organizational structure and in Brand Architecture and IT structure are significantly linked to each other, even after we control for the importance of B2C e-commerce. We find mixed results for the hypothesis that higher levels of importance of B2C e-commerce enhance the dependence of the marketing-related IT structure on changes in Brand Architecture.
Brad Andrew Hill - One of the best experts on this subject based on the ideXlab platform.
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Brand Architecture drivers of consumer involvement and Brand loyalty with professional sport leagues and teams
2014Co-Authors: Thilo Kunkel, Daniel Carl Funk, Brad Andrew HillAbstract:Understanding Brand relationships as perceived by consumers is important for the successful management and marketing of connected Brands. Brand Architecture and consumer behavior literature was integrated in this study to examine Brand relationships between professional sport leagues and teams from a consumers’ perspective. Online questionnaire data were gathered from football consumers (N = 752) to test the influence of leagues and teams on consumer loyalty. Consumers were segmented into three theoretically identified sport Brand Architecture groups: league dominant, team dominant, and co-dominant. Findings of CFA, MANOVA, paired-sample t-tests, frequency analysis, chi-square and linear regression analysis revealed that leagues and teams were in a co-dominant relationship with one another. Results revealed the Brand Architecture of leagues and teams as perceived by consumers, provide a reliable and valid tool to segment sport spectators, and showcase the influence of external factors on consumer loyalty with a team. Suggestions for league and team management and marketing are presented to better leverage their Brand relationship and increase consumer loyalty with both Brands.
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Brand Architecture drivers of consumer involvement and Brand loyalty with professional sport leagues and teams
2013Co-Authors: Thilo Kunkel, Daniel Carl Funk, Brad Andrew HillAbstract:Understanding Brand relationships as perceived by consumers is important for the successful management and marketing of connected Brands. Brand Architecture and consumer behavior literature was integrated in this study to examine Brand relationships between professional sport leagues and teams from a consumers’ perspective. Online questionnaire data were gathered from football consumers (N = 752) to test the influence of leagues and teams on consumer loyalty. Consumers were segmented into three theoretically identified sport Brand Architecture groups: league dominant, team dominant, and codominant. Findings of CFA, MANOVA, paired-sample t tests, frequency analysis, chi-square and linear regression analysis revealed that leagues and teams were in a codominant relationship with one another. Results revealed the Brand Architecture of leagues and teams as perceived by consumers, provide a reliable and valid tool to segment sport spectators, and showcase the influence of external factors on consumer loyalty wi...
Edwin J. Nijssen - One of the best experts on this subject based on the ideXlab platform.
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Integrating Branding Strategy Across Markets: Building International Brand Architecture
2001Co-Authors: Susan P. Douglas, C Samuel Craig, Edwin J. NijssenAbstract:Brands play a critical role in establishing a firm's visibility and position in international markets. Building a coherent international Brand Architecture is a key component of the firm's overall international marketing strategy because it provides a structure to leverage strong Brands into other markets, assimilate acquired Brands, and integrate strategy across markets. The authors examine the way firms have developed international Brand Architecture and the drivers that shape the Architecture. The authors discuss implications for the design and management of the firm's international Brand Architecture.
Erik Braun - One of the best experts on this subject based on the ideXlab platform.
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questioning a one size fits all city Brand developing a Branded house strategy for place Brand management
2017Co-Authors: Sebastian Zenker, Erik BraunAbstract:Purpose City Branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city Branding needs a more critical conceptualization, as well as more complex management systems. This paper challenges the use of a “one size fits all” city Brand, which is still common practice in many places. The paper proposes that city Branding involves much more complexity than is commonly thought and outlines a strategy that enables urban policy-makers, marketing researchers and (place) marketers alike to better deal with city Branding. Design/methodology/approach The authors integrate insights from literature on place Branding, Brand Architecture and customer-focused marketing. Findings The article argues that place Brands (in general and communicated place Brands in particular) are by definition very complex, due to their different target groups, diverse place offerings and various associations place customers could have. Thus, an advanced Brand management including target group-specific sub-Brands is needed. Practical implications The model will be helpful for place Brand managers dealing with a diverse target audience, and is likely to improve the target group-specific communication. Originality/value The paper provides an insight into the complexity of city Brands and acknowledges that the perception of city Brands can differ considerably among different target groups. Additionally, it offers a more comprehensive definition of place Brands. This will be helpful for city Brand managers and researchers alike in dealing with city Brand complexity.