Brand Development

The rise of Apple so lies with their angle of "Thinking Differently". The corporate might not have continually been publicized as a commanding power in the tech industry, their strength over the years has come back from optimum vision and not continuing with constant & similar products and moving towards change to tackle its competition. In recent times, Apple has featured a vast line-up of high-end personal computers, iPods, iPhones and iPads. They even have a thriving business through the iTunes Store mainly through marketing music, video, and applications for each iOS and MacOS. But all of this would not have existed if it wasn't for Steve Jobs and the revolutionary changes that he made in Apple Inc. back in 1997. Initially, in 1996, Apple had begun to license Mac OS to Motorola and IBM, which was a move Steve Jobs had advised simply before his termination. PowerPC processors enraptured into the third generation and things were looking promising for all concerned. Apple determined to shop for NeXT so as to boost Mac OS and hold leverage over Microsoft. In 1988, Apple decided to raise its prices, which caused chaos and confusion in the minds of the consumers, this declined the deals significantly, affecting the performance of the company drastically. In the next 10 years, multiple changes were made in the company's top positions but the company constantly saw a downfall. During the last quarter of 1996, Apple saw its sales decline by 30% according to the reports, Apple reported to Wall Street stating that it will record an after-tax loss of $ 700 million, which was the company biggest quarterly loss ever recorded, with over $1billion. In 1997, with the assistance of Steve Jobs and also the new board of administrators, Apple had created the foremost outstanding revival story known to not simply companies in America but across the whole world, and stands presently as one of the highest valued tech companies in the world.

Internship affiliation report on “Grameenphone’s Vehicle Tracking Solution (VTS) and its integration with the corporate and consumer market”

An Internship Report Presented to the Faculty of Business Administration, In Partial Fulfillment of the Requirements for the Degree of Bachelor of, Business Administration (BBA)

Abstract: In today's hypercompetitive era, a small and medium enterprise (SME) should increase the added values of its business through appropriate branding strategy. During this time, branding is synonymous with the companies and big brands. In fact, branding should start from the early stages of a business so that the brand has a strong foundation. Brand development-based entrepreneurship strategy is called Branderpreneurship. Using case study method through the lens of circle of values development model in the Wijaya's theory of Branderpreneurship, the authors analyzed an SME brand that provides creative medium services for young people in creating expressive fashion branded Duo Langit. Data collected by observation, document searches and in-depth interviews with the owner of Duo Langit and triangulate it with consumers. The results showed that Duo Langit is very prominent in identifying values, creating values and communicating values by personalizing and customizing the products as well as an intuitive understanding of the young people insights, while lack in maintaining and evaluating values due to less sharply in warying the competitors.

Abstrak:  Di era hiperkompetitif dewasa ini, sebuah usaha kecil dan menengah (UKM) harus meningkatkan nilai tambah usahanya melalui strategi pemerekan (branding) yang tepat. Selama ini branding identik dengan perusahaan-perusahaan dan merek-merek besar. Padahal, branding justru harus dimulai dari tahap awal sebuah usaha agar memiliki pondasi yang kuat. Strategi kewirausahaan berbasis pengembangan merek ini disebut Branderpreneurship. Dengan menggunakan metode studi kasus melalui lensa model circle of values development yang merupakan inti teori Wijaya tentang Branderpreneurship, penulis menganalisis sebuah merek UKM jasa medium kreasi fesyen ekspresif anak muda bermerek Duo Langit. Pengumpulan data dilakukan dengan observasi, penelusuran dokumen dan wawancara mendalam terhadap pemilik Duo Langit dan mentriangulasikannya dengan konsumen Duo Langit. Hasil penelitian menunjukkan bahwa Duo Langit sangat menonjol dalam identifying values, creating values dan communicating values dengan personalisasi dan kustomisasi produk serta pemahaman yang intuitif terhadap insights anak muda, sementara lemah dalam maintaining values dan evaluating values karena kurang tajam dalam mewaspadai kompetitor.

Currently almost all products have the brand, and all companies strive to develop and maintain their brand reputation. Brand is a mark left on the minds and hearts of consumers, which creates a specific sense of meaning and feeling. Thus, brand is more than just a logo, name, symbol, trademark, or label attached to a product. Using theoretical review and self-reflectivity method, this conceptual paper aims to review the dimensions of brand image as one stage in the hierarchy of branding or brand communications, so it can be a guide for future studies related to the brand image. Brand image plays an important role in the development of a brand because the brand image associated with the reputation and credibility of the brand which later become the ‘guideline’ for the consumer audience to try and use a product or service then creating a particular experience that will determine whether the consumer will be into brand loyalist, or simply an opportunist (easy to switch to another brand...

In this paper, I explore the celebrity brand development of Joe Sugg from starting out as a roof thatcher who began uploading content to his YouTube channel (ThatcherJoe) in 2012 as a hobby, to appearing on BBC’s Strictly Come Dancing in 2018; thus asserting his place in mainstream celebrity culture. Over the seven-year period between Sugg uploading his first YouTube video and the present day, Sugg’s brand has transformed dramatically from being initially known as the funny younger brother of Zoella (his famous YouTuber sister), to a fresh-faced boyband-style tween idol, to a mainstream celebrity with wide audience appeal.

In the past, YouTubers have struggled to be taken seriously by traditional forms of media who repeatedly question the legitimacy of YouTube as a career, and frequently position vloggers as talentless and inferior to mainstream celebrities (Deller & Murphy, 2019). Despite this, I argue that Sugg is one of the most successful examples of a YouTuber who has been able to transition into, and be accepted by, traditional media; thus achieving mainstream fame. Drawing on ideas from Rojek (2001), Senft (2008, 2013), Marwick (2013), Abidin (2018) and Turner (2014), I break Sugg’s career trajectory down into five key stages – ordinary boy, microcelebrity, internet celebrity, quasi-mainstream celebrity, and mainstream celebrity – identifying some of the crucial brand development moves that have helped shift his star image away from his initial brand as an ‘ordinary’ boy making videos in his bedroom, to the mainstream celebrity and performer he has become.

YouTube celebrity culture is no longer a new, emerging phenomenon and some of the first generation of YouTubers to attain online stardom have now been in the spotlight for 5+ years. It is therefore interesting to analyse the career trajectory and brand development of one of the phenomenon’s most successful exports, utilising these findings to consider how the YouTube celebrity phenomenon has developed since its emergence, and drawing further insight into how the wider contemporary celebrity culture has shifted as a result.

Currently almost all products have the brand, and all companies strive to develop and maintain their brand reputation. Brand is a mark left on the minds and hearts of consumers, which creates a specific sense of meaning and feeling. Thus, brand is more than just a logo, name, symbol, trademark, or label attached to a product. Using theoretical review and reflective method, this conceptual paper aims to review the dimensions of brand image as one stage in the hierarchy of branding or brand communications, so it can be a guide for future studies related to the brand image. Brand image plays an important role in the development of a brand because the brand image associated with the reputation and credibility of the brand which later became the “guidelines” for the consumer audience to try and use a product or service then creating a particular experience that will determine whether the consumer will be into brand loyalist, or simply an opportunist (easy to move to another brand). The d...

The main objective in brand development is to strengthen equity by enhancing the satisfaction of customers. This study presents the bold assumption that in a folk temple in Taiwan, the committee members are actively engaged in brand development through the nurturing of loyalty among followers. This empirical research revealed that a service decoration project in the temple was aimed at increasing funds obtained through donations. The provision of activities (lighting butter lamps, for example) is viewed as a cost saving measure and a means to streamline worship. This article also surveyed followers to reveal their perceptions of the temple decorations and ascertain the implications of integrating marketing concepts with the operations of a folklore temple.

Finding measurable properties of commercial name that affect business performance directly is important for brand management. Product lifespan in the market could be a generalized measure of business success. Since the observation period is limited, it is not for all products that their lifespan is known. A statistical method of survival analysis allows the use of such data. This method was used for research of trade marks semantics (McClure 1995), TV programs titles (Khessina and Reis 2016) and service names (Baranov 2018). In this article, trade names of 244 allergological medications used in Russia (1995–2015) are considered. The relationships between the linguistic properties of the name and the drug lifetime in a reputable pharmaceutical directory are investigated. The correlations found are discussed in terms of brand functions (Round and Roper 2012). For the names studied, it was found in particular:
1. Names with unclear meaning (ex., Lomilan) survive better than names with clear meaning (ex., Analergin). We suppose that quality signaling brand function acts here: “scientific” drug names seem more trustful than “advertising” names.
2. One-word names survive better than names of several words. Among the one-word names, short names survive better than long ones. It could be manifestation of habitual brand function, that is convenience of name usage.
3. Names with initial plosives (k, p, t, g, b, d) survive better than names with other initial sounds. This fact expresses the identification brand function, due to initial plosives facilitate name recall and recognition (Vanden Bergh et al. 1984).
4. High proportion of front vowels (e, i) in the name increases its survival. This sound feature associate with smallness, lightness and quickness of the named item (Lowrey, Lerman and Luna 2008). We ascribe this effect to the risk reduction function of the brand.

Find the link to the research dataset in the body of the presentation.