A Brand Culture Approach to Managing Nation‐Brands

Yalkın, Çağrı

doi:10.1111/emre.12129

Cited by 16 publications

(18 citation statements)

References 93 publications

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“…Ms. Chanel, with her unique fashion sense, created a black fashion trend that many brands compete to imitate. [3] And the black dress also became one of the important inspirations for the creation of the Chanel brand. For the design concept of Chanel, what it takes at the beginning of its creation is the simple style of black and white.…”

Section: What Brand Culture Does Chanel Creatementioning

confidence: 99%

Luxury Brands Culture and Marketing: How Does Chanel Stay popular

Peishan¹,

Wang²

2021

Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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With the rapid development of the world economy, people's living standard has gotten a general improvement，which is reflected in the increase of personal disposable income. Therefore, people will consume more that lead to the growth of average consumption power. More people are willing and able to buy luxuries than ever before. These luxury sellers create a brand identity that can attract like-minded buyers, thereby boosting their sales. One wonders why consumers of luxury goods would choose to spend their money on luxury goods rather than other categories. Especially when the price of some luxuries is extremely high, which can reach hundreds of thousands of yuan for a single item，there are still many people full of fanatics for these fashion items and persistent in collecting the limited edition difficult to get. So, how do luxury products shape their cultural values and marketing systems and do both works so that enough consumers are willing to pay for them. To study this topic, we took Chanel as a case study to deeply learn its cultural value and marketing logic based on the analysis of relevant document literature. In the end, we concluded that the luxury brands represented by Chanel attract consumers from the aspect of improving the social status and showing their taste by shaping a kind of image that represents the advanced life and different from the ordinary. Through the research on these luxury brands, the results provide a reference for developing some emerging luxury brands.

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Section: What Brand Culture Does Chanel Creatementioning

confidence: 99%

Luxury Brands Culture and Marketing: How Does Chanel Stay popular

Peishan¹,

Wang²

2021

Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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“…Higher evaluation of Country Brand Image (CBI) implicates in a higher evaluation of Industry Image (II). Yalkin (2018) recommends that a COI framework should be built, allowing collaboration between both commercial and political territories. To implement this reasoning, we defend that combined efforts should be developed at the three levels of the COI.…”

Section: The Association Between Cbi II and Psimentioning

confidence: 99%

“…Based on the literature review ( Figure 1) and research findings, a framework was built ( Figure 3), following recommendations from Yalkin (2018) to articulate and manage the COI at different levels. To do so, we apply corporate brand and brand architecture concepts to make the use of COI beneficial to the country and its institutions.…”

Section: Study 2 -The Evaluation Of Cbi-ii-psi In the Bms Casementioning

confidence: 99%

Leveraging the Country-of-Origin Image by managing it at different levels

Suter

Borini

Coelho

et al. 2019

Place Brand Public Dipl

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The study aims to articulate the Country-of-Origin Image (COI) at different levels (country, industry and firm levels) by advancing the knowledge and exploring ways to manage the COI at different levels underpinned on corporate brand and brand architecture strategies. For that, a mixedmethods approach was conducted where a qualitative study looking into the case of the Brazilian Machinery Solutions Programme (BMS) was carried out in combination with a quantitative survey held with a specific target country (Colombia). Data for the quantitative study were collected with 89 Colombian industrial buyers using Brazil as a manufacturer-supplier and country of reference. Findings indicate the relevance of managing the COI at different levels and highlight the development of the COI at the industry level. This demonstrates that nation-branding and COI literature should be developed and articulated using strategic marketing programmes and brand architecture elements. The study advances the body of knowledge in the COI literature by analysing it within three different levels and offers a framework to manage the COI using corporate brand and brand architecture elements, which is beneficial to institutions, governments, trade agencies, industry associations and firms to leverage the COI by understanding aspects of it transferrable to industry and firm levels.

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“…Therefore, many brands in the product market are trying to apply a strategy focused on customers' emotional needs. [1] In addition, some of these brands specialize in products to meet the spiritual needs of people [2]. Suppose brand identity can shape by the good equality and affordable price of products.…”

Section: Introductionmentioning

confidence: 99%

From Brand Identity to Brand Loyalty

Zhuoyun¹,

Zhang²

2021

Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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With the development of society, people's material standard of living is improving continually. In this case, compared with the necessities of life, more and more people have started pursuing some mental issue. When this trend comes to the product market, it is embodied in that customers put more focus on the cultural value. As we can see in today's market, some brands delve the cultural value, which has a positive effect on building brand identity and cultivating brand loyalty. So, how do brands build the brand identity and cultivate brand loyalty by using different marketing strategies? The paper starts with the analysis of the paper about brand identity and brand loyalty. It takes Bandai to analyze its marketing logic, including IP marketing, sentimental marketing, creative marketing, and multi-vision limited marketing. At the same time, these marketing strategies are logical. When a brand has achieved good public praise, applying sentimental marketing is an appropriate choice. After accumulating a certain degree of brand identity, Bandai can choose the opposite way to open the market by creative strategies to catch people's eyes except for fans of IPs. Utilizing co-brand strategies to mix markets, which can enlarge and raise the market of toys. This paper provides a reference for developing other brands through the analysis and research of these brands.

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A Brand Culture Approach to Managing Nation‐Brands

Cited by 16 publications

References 93 publications

Luxury Brands Culture and Marketing: How Does Chanel Stay popular

Luxury Brands Culture and Marketing: How Does Chanel Stay popular

Leveraging the Country-of-Origin Image by managing it at different levels

From Brand Identity to Brand Loyalty

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