مقاله امرالد: نام تجاری ارواق بهادار ادرک شده: چگونه دیدگاه فردی مانع بهره وری می شود

عنوان انگلیسی مقاله:

Examining the role of advertising and sales promotions in brand equity creation

ترجمه عنوان مقاله: بررسی نقش تبلیغات و فروش تبلیغات در ایجاد ارزش ویژه برند

رشته: مدیریت بازاریابی

سال انتشار: ۲۰۱۳

تعداد صفحات مقاله انگلیسی: ۸ صفحه

منبع: Emerald

نوع فایل: pdf

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Purpose: The purpose of this paper is to investigate the perceived content and structure of a brand portfolio, which may differ between individuals, by mapping the brand portfolio of two multi-national companies from the perspective of the marketing team. The discrepant views between individuals are analyzed and an aggregated brand portfolio is presented.
Design/methodology/approach: Semi structured interviews with nine marketing professionals were used to map their individual perceived brand portfolios and structure, based on the Brand Concept Map methodology.
Findings: The study finds that there is a consistent difference in the individual perceived brand portfolio between marketing professionals. Brands that are not supported by all stakeholders may be suffering from an unclear positioning or undesired associations, and should receive management attention.
Research limitations/implications: Explanations for the results are offered and future research is suggested to determine the generalizability of the findings and the economic implications of discrepant views on the company’s brand portfolio.
Practical implications: Marketing practitioners should consider the possible effects of conflicting views within their marketing teams on business performance. Identifying brands that are not supported by all stakeholders could be a way to discover under-performing brands with problematic brand positions in need of immediate attention.
Originality/value: This study is the first to compare and fully map the differences in perception of a company’s brand portfolio among internal stakeholders and the possible implications of this discrepancy.
Keywords: Business performance, Portfolio strategy, Marketing strategy, Brand portfolio, Brand architecture, Brand deletion, Brand map
Paper type: Research paper

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