Julie Napoli

Brand Management in Small to Medium-Sized Enterprises*

Although an impressive body of literature has emerged focusing on the critical activities involved in brand management for larger organizations with well‐established brands and substantial marketing budgets, no research has been undertaken to examine branding within small to medium‐sized enterprises (SMEs). The present study therefore seeks to assess the nature and scope of brand management within an SME context. Findings show significant differences between small and large organizations along 9 of the 10 brand management dimensions reported in Kellers brand report card. Moreover, different brand management practices are associated with business performance in SMEs. Implications of the study are highlighted, limitations noted, and directions for future research outlined.

The impact of the Internet on the distribution value chain: the case of the South African tourism industry

The Internet is an important new channel for commerce in a wide range of industries. While the opportunities afforded by this phenomenon seem readily apparent, there is still much debate and speculation on exactly how the use of the Internet and in particular the World Wide Web will affect established industries. In this article we analyse the value chain of the tourism industry, using as a case study the tourism industry in South Africa. Specifically, we examine the roles played by intermediaries in the distribution chain and explore the threats and opportunities that the emergence of the Internet, and other associated trends, present for the industry. Based on this, a profile is made for successful new intermediaries and, finally, we assess the implications of this profile on the control of the electronic channel.

Industrial global brand leadership: a capabilities view

We examine the global branding programs of five New Zealand industrial firms and identify the salient components and capabilities underpinning these programs. The cases built their respective brand identities around adaptability to customer needs and the provision of a total solution. This identity was built around five capabilities: relational support, coordinating network players, leveraging brand architecture, adding value, and quantifying the intangible. Underpinning these identity promises were five organizational level supportive capabilities: entrepreneurial, reflexive, innovative, brand supportive dominant logic, and executional capabilities. This approach resulted in global brand leadership, but also reflected the fundamental differences between the B2C and B2B realms.

The Impact of Nonprofit Brand Orientation on Organisational Performance

Brands have becoming increasingly important to many nonprofit organisations. Consequently, brand orientation has emerged as an attractive business philosophy in this sector. In this study, the relationship between nonprofit brand orientation (NBO) and organisational performance is examined. Findings suggest that there is a positive association between the dimensions of NBO and nonprofit organisational performance. Further, successful nonprofit organisations tend to be more brand-oriented than their less successful counterparts. Limitations of the study are noted and suggestions for ongoing research offered.

The Net Generation

ABSTRACT Anecdotal evidence suggests that the cohort labeled the Net Generation is significantly different to previous generational groups, particularly in terms of their values, beliefs and buying behavior. This study examines the lifestyles, media habits and attitudes of a sample of teenagers and young adults. Four segments within the Net Generation cohort are identified. Differences between these groups with respect to their attitudes towards advertising and their use of traditional and interactive media are then discussed. Implications are drawn, limitations noted and directions for future research offered.

Branding the business marketing offer: exploring brand attributes in business markets

Purpose – The paper seeks to provide a framework identifying key attributes that business marketers can use to build a strong brand identity.Design/methodology/approach – The article is theoretical with case examples.Findings – Drawing upon the business marketing offer, five potential strategies for building brands in business markets are outlined.Practical implications – The paper identifies a contingent approach to brand identity in business markets.Originality/value – This is the first paper to identify a relationship between positioning, the buying process and brand identity in business markets.

On the renaissance of Chinese brands

This article is inspired by a somewhat counter-intuitive phenomenon that has recently been highlighted in the contemporary business literature, but which does not appear to have been examined within a peer-reviewed environment. We are witnessing increasing successes by domestic brands in China, often at the expense of established multinational brands. Given that China is the worlds largest national market in terms of population, this trend is worthy of investigation. Our approach is neither causal nor confirmatory. Instead, we undertake an exploratory review of robust secondary data sources. Our goal is to shed empirical light on what appears to be a ‘Sinosyncratic anomaly’, and then to provide a framework and springboard for future research in this domain. Clearly, our approach is not without limitations, which we do consider. However, there is a pressing need for global marketers to recognise and understand the reasons behind the mixed fortunes being experienced by some of the worlds most admired (Western) brands in China, with a view to making empirical generalisations to other emerging markets.

The Net Generation: An Analysis of Lifestyles, Attitudes and Media Habits

Anecdotal evidence suggests that the cohort labeled the Net Generation is significantly different to previous generational groups, particularly in terms of their values, beliefs and buying behavior. However, there is the limited empirical research to support this belief. This study examines the lifestyles, media habits and attitudes of a sample of teenagers and young adults. Four segments within the Net Generation cohort are identified. Differences between these groups with respect to their attitudes towards advertising and their use of traditional and interactive media are then discussed. Implications are drawn, limitations noted and directions for future research offered.

The brand authenticity continuum: strategic approaches for building value

ABSTRACT This article empirically examines the value derived by consumers through their use and consumption of authentic brands and the indirect value attributable to a brand. Our findings provide an understanding of the drivers of value along an authenticity continuum. We demonstrate that authenticity cues of quality commitment, heritage and sincerity have differential effects on a brand’s position along the authenticity continuum and consequently, authenticity strategies. This paper discusses implications where initially, brands move along the continuum with internally driven strategies (germination, cultivation and consolidation). However, to attain very high levels of authenticity, brands pursue an externally driven strategy (preservation) that acknowledges external stakeholder roles in the creation of very highly authentic brands. Directions for future research are also discussed.

A Cross Category Analysis of Food Advertising Effects

Whilst food is the most heavily advertised product category, empirical research into food advertising effectiveness remains somewhat scarce. We analyze 1,022 food commercials and examine differences between food categories on the basis of liking, verified recall, gender, commercial length, media weight and frequency of exposure. Findings suggest that women like and recall food advertising more than men, pet foods; fats, oils and sugars; and condiments are the highest recalled and liked advertisements, and liking accounts for the most variance in recall, followed by ad length. Media weight, measured by flightings and gross rating points, appear to have little or no impact on food advertising recall. Implications are discussed, limitations noted and directions for future research offered.