Brand architecture and brand portfolios have been regarded as absolute entities to be analysed from the company’s perspective. The purpose of this study is to question such a…
Abstract
Purpose
Brand architecture and brand portfolios have been regarded as absolute entities to be analysed from the company’s perspective. The purpose of this study is to question such a uniform view by adding a perceptional dimension to the two concepts.
Design/methodology/approach
Semi-structured interviews with 58 marketing professionals and customers were used to explore ten propositions and map associations in the perceived brand portfolios, based on the brand concept map methodology.
Findings
The study reveals systematic differences between the collective view of company representatives, who name fewer brands associated through more sophisticated and highly connected brand systems and customers who include more partners and competitor brands in the portfolio, who also name more brands and connections in total.
Research limitations/implications
Implications of the results are analysed and future research is suggested to determine the generalizability of the findings and the economic implications of discrepant internal and external views of a brand architecture and brand portfolio.
Practical implications
Academics should relate to this dualism by compensating for the effects of the associative predisposition of employees versus customers when interpreting results of studies related to brand portfolios and brand architecture. Marketing practitioners must actively acknowledge and manage the role of partners and competitors as part of the company’s external brand portfolio.
Originality/value
This study is the first to problematize the unilateral interpretation of brand portfolios and brand architecture by introducing a dual view of these concepts based on internal (employees) and external (consumers) perceptions.
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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…
Abstract
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.
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Isabelle Ottenvall Hammar, Synneve Dahlin-Ivanoff, Katarina Wilhelmson and Kajsa Eklund
The purpose of this paper is to explore the relationship of self-determination with degree of dependence in daily activities among community-dwelling persons aged 80 years and…
Abstract
Purpose
The purpose of this paper is to explore the relationship of self-determination with degree of dependence in daily activities among community-dwelling persons aged 80 years and older.
Design/methodology/approach
This cross-sectional study focused on community-dwelling people 80 years or older with varied degree of dependence in daily activities. Self-determination in daily life was assessed with the statements from the Impact on Participation and Autonomy-Older persons (IPA-O), and degree of dependence in daily activities was assessed with the activities of daily living (ADL) staircase. Data were analysed using Fisher’s exact test, and the relative risk with a 95 per cent confidence interval was used to explore the risk of perceiving reduced self-determination in daily life.
Findings
Compared to the independent persons, the perceived self-determination was significantly lower among persons dependent in instrumental activities of daily living (I-ADL), and persons dependent in personal activities of daily living (P-ADL). Reduced self-determination was most pronounced in persons requiring help with P-ADL.
Practical implications
Following key features could be applied to strengthen the community-dwelling older people’s self-determination; incorporating a dialogue where self-determined questions are raised; adopting a person-centred approach between the persons involved; acknowledging older people’s capabilities – what they are able to do and to be, and what they value.
Originality/value
This study highlights the need of integrating a self-determined dialogue into healthcare where the older person and the professional focus on self-determined questions.
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Amélia Brandão, Jose Carlos C. Sousa and Clarinda Rodrigues
This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign.
Abstract
Purpose
This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign.
Design/methodology/approach
Depicting from an extensive review on the frameworks of brand audit and brand architecture, a dynamic approach to brand portfolio audit and brand architecture strategy was developed, and later applied and tested in three B2B and B2C companies.
Findings
The paper suggests an eight-step framework to guide practitioners when auditing a specific brand portfolio and designing a revised brand architecture strategy. Additionally, a Brand Audit Scorecard was developed to enable and sustain brand portfolio audits, divided into three dimensions (brand equity, brand contribution and strategic options).
Research limitations/implications
Further research should aim at testing the proposed framework in different types of companies and countries.
Originality/value
This paper contributes to the brand audit and brand architecture literature by proposing a holistic framework that is not static.
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Jake David Hoskins and Abbie Griffin
This paper aims to investigate how the current size and structure of a branded product portfolio impacts new product performance for fast-moving consumer goods (FMCG), testing the…
Abstract
Purpose
This paper aims to investigate how the current size and structure of a branded product portfolio impacts new product performance for fast-moving consumer goods (FMCG), testing the long-standing proposition that extending a firm’s brand and product portfolio too far is a dangerous proposition that may damage the market performance of the firm’s new product launches.
Design/methodology/approach
Aspects associated with brand size and structure that may impact new product performance are operationalized along two key dimensions: within-category (scale) and cross-category (scope). The impact of the brand’s scale and scope on the sales performance of newly commercialized products by the brand is empirically investigated in the context of FMCG. Over 2,000 new products launched in 2009 and 2010 across 31 food and non-food FMCG product categories in the USA are included in the regression-based analysis.
Findings
The authors find strong evidence that brands with broader within-category scale and cross-category scope overall are associated with more successful new product introductions, and that these influences generally are driven more by increased product trial than by repeat or persistence. The authors argue that the higher new product performance observed for more established and proliferated brands may be attributed to advantages of firm product development abilities and product acceptance by the marketplace.
Originality/value
The current results serve to temper the strong cautions set forth in much of the marketing literature about the dangers of overextending the firm’s brand and product portfolio. These results also suggest that future research should be conducted to further understand more nuanced implications of how best to grow the scale and scope of the firm’s brand and product portfolio.
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M.B. Lai, A. Cavicchi, K. Rickertsen, A.M. Corsi and L. Casini
The Norwegian retail market for alcoholic beverages is controlled by a state monopoly. Wine and other alcoholic beverages above 4.75 per cent alcohol, can only be bought in…
Abstract
Purpose
The Norwegian retail market for alcoholic beverages is controlled by a state monopoly. Wine and other alcoholic beverages above 4.75 per cent alcohol, can only be bought in government stores called The Wine Monopoly (Vinmonopolet in Norwegian) or consumed in hotels, restaurants, bars, pubs, or catering firms. The purpose of this paper is to provide an overview of the Norwegian wine market and present some of the major opportunities and constraints facing foreign producers.
Design/methodology/approach
The objective of this article is twofold: first, to explain the role of the actors in the Norwegian wine market and second, to identify the market opportunities for Italian and other foreign producers. The organisation of the monopoly, the strategies wine producers may use to introduce new wines into the market, and the marketing levers that can be used to utilise the market opportunities are of special interest. The key informant techniques as well as official statistics are used.
Findings
Comparing the outcome of the authors' field research, done during the winter of 2010, with government statistics on wine consumption, it is clear that the competitive environment evolves daily. Consumers' tastes and perceptions play a crucial role in this dynamism.
Originality/value
There have not been many studies of the effects of the alcohol monopoly on the Norwegian market. Therefore, it is of particular interest to investigate the organisation of the Norwegian alcohol monopoly and how wine producers may successfully introduce new wines into this market. This paper makes a positive contribution to the literature in this field, giving some promotion strategies which could be achievable and could work in the Norwegian wine market.
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Arvid Nikolai Kildahl, Maria Hagen Engebretsen, Kristin Horndalsveen, Jane Margrete Askeland Hellerud, Jorunn Ytrehorn Wiik, Gro Aasen and Sissel Berge Helverschou
Psychiatric assessment in adults with autism spectrum disorder (ASD) and intellectual disability (ID) is complex and challenging. With co-occurring congenital blindness, this…
Abstract
Purpose
Psychiatric assessment in adults with autism spectrum disorder (ASD) and intellectual disability (ID) is complex and challenging. With co-occurring congenital blindness, this complexity is increased. Systematic knowledge about psychiatric assessment in this combination of challenges is virtually non-existing, and there is little guidance available for clinicians faced with this task. The paper aims to discuss these issues.
Design/methodology/approach
Experiences from comprehensive psychiatric assessments in two adults with congenital blindness, ASD, and ID are explored and discussed.
Findings
Adaptation of assessment procedures usually employed for individuals with ASD and ID involved no major alteration, but co-operation between mental health and visual impairment professionals was important, as was the involvement of the families of the individuals in question. In both cases, the patient met criteria for an anxiety disorder, underlining the vulnerability and the challenges involved in living with this combination of challenges.
Research limitations/implications
There is an urgent need for research into mental health issues for this group, including case studies describing successful treatment or intervention for these issues.
Practical implications
Psychiatric assessment in individuals with this combination of challenges may be feasible, but requires involvement of professionals specializing in mental health in developmental disabilities, and professionals in visual impairment. Assessments need to be individually adapted.
Originality/value
This is the first study systematically describing psychiatric assessment in this group involving the use of checklists and assessment tools. Strategies and tools that were useful are described and discussed to aid other clinicians faced with similar challenges.
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Earl K. Stice, James D. Stice and Conan Albrecht
We use student-level online resource usage data for students in four different introductory accounting courses to explore the impact on exam performance of both student study…
Abstract
We use student-level online resource usage data for students in four different introductory accounting courses to explore the impact on exam performance of both student study effort and students’ revealed preferences for reading text or watching video lectures. The online learning tool tracks student study choice (read text, watch video, or skip) on a paragraph-by-paragraph level. We match these usage data with student performance on course exams. We find that students who study more material earn higher exam scores than do students who study less material. We also find that students who self-select to do relatively more of their studying through reading text score higher on exams, on average, than do students who self-select to do relatively more of their studying through watching videos. Specifically, holding the overall amount of study constant, a student who chooses to spend the highest fraction of her or his study time watching video mini lectures earns exam scores 10 percentage points lower (six-tenths of a standard deviation) than a student who chooses to spend the lowest fraction of study time watching videos. Our results demonstrate that at least for introductory accounting students, increased study effort does indeed have a positive impact on exam performance. Our evidence also suggests that the highest performing introductory accounting students choose to learn accounting proportionately more through reading than through watching. These results are a reminder that when we talk about using “technology” to help our students learn accounting, the written word is still an important technology.
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Christy M. Borders, Molly Herman, Karla Giese and Anna Tess
Hearing loss impacts language and communication, a building block for relationships and society. Most teachers and professionals rarely have a young child with hearing loss in…
Abstract
Hearing loss impacts language and communication, a building block for relationships and society. Most teachers and professionals rarely have a young child with hearing loss in their classroom. The “unknown” can be a source of stress for the professionals and the families alike. Understanding the characteristics of this population of students, the diagnostic process, the possible early intervention supports, and practices to use with young children with hearing loss may help teachers and professionals approach students and families with more confidence. This chapter will outline each of the aforementioned with an emphasis on understanding parental perspective.