Book chapter
Позиционирование бренда вуза - интеграция и взаимодействие
In book
The present paper contains an analysis of existing methods of evaluation of a brand economic effect (which is understood as the value generated by the brand for the brand owner). These methods are based on the calculation of brand value on the basis of comparison of cash flows generated by brand with cash flows generated by no-brand product. It is demonstrated that on the brand product market brand efficiency should be measured on the basis of comparison of branded products with an imaginary average brand. It is demonstrated that de facto there are brands that generate no additional income and simply allow their owners to operate on brand-dominated markets. It means that the brand value cannot be used as a measure of brand efficiency for these brands. Contrarily to the traditional brand value, the proposed index of brand efficiency may have positive and negative value. The novelty of the research consists in delimitation of notions of brand value and brand efficiency; introduction of the concept of an average brand; description of the model of calculation of its parameters and methods of calculation of all components of brand efficiency listed above. We also propose to introduce the concept of net modified brand value which can be used to measure the integral brand efficiency from the point of view of brand owner
The monograph presents the studies which have been conducted by the authors over several years in the domain of the psychology of consumer behavior. The studies analyze the factors of consumer loyaltyand brand loyalty as well as the specifics of Russian consumers’ perception of Russian and foreign brands. The book provides the Russian version of a questionnaire designed for studying the strategies of consumer behavior, emphasizes the main strategies of Russian consumer behavior, and describes specific features of Russian consumer behavior in comparison with foreign consumers. The special aspects of brand perceptionin people with various strategies of consumer behavior are also described in the monograph. This monograph is designed for graduate and undergraduate studentsas well as scholars in economic psychology, psychology of consumer behavior, and psychology of marketing communications.
The article is a critical analysis of the conceptual apparatus in the field of branding and marketing areas. The author discusses the various definitions of «brand» and «brand territory», their diversity and its causes. The aim of this work is clearing the theoretical and practical definition of the territorial brand through the redefinition and extension of the conceptual apparatus. This approach can remove the resulting misunderstanding of the subject activities and «contradictions» in its definition, as well as to expand its theoretical base. Verifying the conceptual and terminological apparatus is not only «theoretical» and «academic» in nature, but has practical importance, which contributes to a more precise determination of the activity of the developer and the customer in the framework of specific project activities and qualitative development of branding in Russia. The article introduces the concept of «brand-identification» to minimize the confusion among the different parts of the same structure - the brand and to address methodological and terminological confusion among developers and customers of regional branding through differencing essentially single and at the same time different parts of the communicative system: the brand and its visual identity (brand identification). The author uses the concept of representation of the territory, image of territory, existing in the minds of consumers and target audience. The image of territory is formed as the scope of project activities through advertising, design, marketing, branding, PR, and is implemented, and reproduced in the information-communicative space of the modern information society. The image of the area and its representation (and the idea of it) is the struggle and unity of the real and the ideal (desired) image of reality. A critical analysis of the attraction’s semiotics by D. Maccannell is the theoretical basis of representation of the territory. It defines a tourist attraction as a sign through the relationship among sight, marker and tourist. The article defines the problem of analyzing the identity (and identification) of the territory with respect to the image areas and not to the real territory, the representation «assigns» identification function, the image becomes inseparable in the popular consciousness from reality. The author draws the conclusion about the necessity of differentiation of concepts «brand» and «brand-identification». The brand of the territory is defined as the representation of areas by means of information and communication tools. Brand-identification of the territory is one of the structural elements, and «attributes» of the brand territory. Representation of territory is a more general concept which can be understanding at the level of conceptualization of place branding, brand identity is more applied, and corresponds to the appropriate level of operationalization.
within the framework of cultural discourse, the concepts of "brand" and "branding" are considered
The paper explores how EU competition law has integrated so far the concept of brands in different areas of enforcement. Although EU competition law has engaged in multiple instances with branding and product differentiation, brands do not yet constitute an operational concept in EU competition law. This is due to an important uncertainty as to the normative choices that need to be made with regard to the relation between brands and the formation of consumer preferences. The concerns raised by retailer power and the development of private labels also indicate that the existing economic theory on product differentiation may not also provide a complete picture on the effects of brands on the competitive process and ultimately on consumers. Competition law will also need to tackle the issues raised by the development of ‘social branding’ and the dialogic interaction between brand owners and consumers in the constitution of their brand identity.
We continue the ongoing dialogue in AMLE on business school hubs and addresses from ) by evaluating the applicability of Dunning’s OLI advantages—Ownership (O), Location (L), Internalization (I)—in explaining Dubai’s emergence as a global education hub. Because business schools typically possess few transferable Ownership-advantages, Dunning’s OLI advantages theory appears simplistic and decontextualized when applied to the global business school field. This commentary contributes to existing research on business school hubs by providing some guiding points for future discussions seeking to develop a better understanding of international branch campuses.