DSpace Собрание:http://hdl.handle.net/11701/65762024-03-29T07:38:55Z2024-03-29T07:38:55ZBaltika Breweries: Product-line Pricing and Brand Positioning (Case Study)Gladkikh, Igor V.http://hdl.handle.net/11701/67142019-05-03T11:48:48Z2017-03-01T00:00:00ZНазвание: Baltika Breweries: Product-line Pricing and Brand Positioning (Case Study)
Авторы: Gladkikh, Igor V.
Краткий осмотр (реферат): The case was written for the use in multilevel study programs within the courses “Pricing Strategies” and “Marketing”. The data presented in the case is based on a field research, conducted in the company Baltika Breweries This case is designated to develop skills and experience in developing pricing strategy of companies and should contribute to the in-depth understanding of Product-line pricing and Price positioning Baltika Breweries (Part of the Carlsberg Group) is the biggest beer producer in Russia working at a market with a very big number of brands. Unfavourable trends in the development of the Russian beer market resulted in a sustainable decline in demand and production, a decrease in consumer purchasing power, and an increase in the role of price at purchasing, approximation of prices for products under different brands, acute limitation of opportunities in product promotion and delivery of emotional benefits of the brand to the buyers. Under such circumstances, the problems of Product-line pricing and Price positioning of the brands become particularly relevant.2017-03-01T00:00:00ZLuxury brands consumption: The segment of “Chandlers”Ochkovskaya, Marina S.http://hdl.handle.net/11701/67132019-05-03T11:50:40Z2017-03-01T00:00:00ZНазвание: Luxury brands consumption: The segment of “Chandlers”
Авторы: Ochkovskaya, Marina S.
Краткий осмотр (реферат): The purpose of this paper is to introduce the segment of “chandlers” to the Russian academic society and to describe the specifics of their contemporary consumer behavior. The term “chandler” for this study was borrowed from American classical literature and applied to marketing. The study was conducted in April 2016 and comprised of two stages. The first stage was a series of in-depth interviews with seven representatives of the target audience from Moscow. It allowed to formulate the hypotheses which were proved/disproved by these hypotheses during the online survey. 117 relevant respondents were chosen for the study (72 — from Moscow, 45 — from regional city Ufa). The results allowed to formulate a preliminary conclusion there are no сhandlers in Ufa now. The most popular luxury brands for the Moscow сhandlers and specifics of their consumption were determined. This research is the first descriptive step to understanding the specifics of contemporary сhandlers — how they manage to consume luxury in the form of material artefacts and services, while being kept on a shoestring budget. The research entails a few limitations. The investigation comprised only a limited numbers of the respondents from Russian cities as Moscow and Ufa. In future, more consumers will be involved in the sample to cover more cities in Russia and respondents from other countries will be included. Upon the research completion a range of the recommendations has been provided to the luxury producers whose brands are already presented in Moscow and also for those who are planning to open their stores there. The results may serve as a guide for marketing tools development in the luxury industry. The originality of the paper lies in the term “chandlers’ segment” which is introduced in marketing theory for the first time.2017-03-01T00:00:00ZMethodology Development and Implementation for the estimation of the brand’s personification on the example of fashion apparel marketTsoi, Marina E.Shchekoldin, Vladislav Yu.Dolgikh, Irina V.http://hdl.handle.net/11701/67122019-05-03T11:53:13Z2017-03-01T00:00:00ZНазвание: Methodology Development and Implementation for the estimation of the brand’s personification on the example of fashion apparel market
Авторы: Tsoi, Marina E.; Shchekoldin, Vladislav Yu.; Dolgikh, Irina V.
Краткий осмотр (реферат): The main purpose of the article is developing and implementation of the methodology for estimation of the brand’s personification. In the article the concept of the brand personification based on the scale proposed by Jennifer Aaker is represented. Two knowledge sources and methods are combined to derive an original model of brand’s personification: factor analysis used for latent factor’s extraction and classification methods (ABC-analysis, analytical method) for correlation matrix reduction in order to improve the interpretational properties of the models built. It leads to single some consumer profiles out for three different fashion brands on the local market. For the purposes of research 300 people living in Novosibirsk at the age of 15 to 35 were interviewed on the issue of each brand (N = 900). The people were familiar with the fashion brands under the study. A remote metropolitan area (Novosibirsk) was chosen as quasi-laboratory setting to estimate the brand’s personification models. Research limitations of the study are: the necessity to ensure in sample representativeness; the consistency of allocated consumer profiles with real consumer segments; the necessity to fulfill the prerequisites of factor analysis. Moreover, the results obtained for one local market may not be clearly transferred to the other markets. Practical implications: for each brand the different profiles have been formed. It proves the uniqueness of personification models and the necessity of particular positioning for every certain brand. The results reveal the correspondence between the identified consumer profiles and the apparel collections of manufactured brand owners.2017-03-01T00:00:00ZBrand personality evaluation: The case of universities in Nizhny NovgorodAlexandrovskiy, Sergey V.Fomenkov, Denis A.http://hdl.handle.net/11701/67112019-05-03T11:54:17Z2017-03-01T00:00:00ZНазвание: Brand personality evaluation: The case of universities in Nizhny Novgorod
Авторы: Alexandrovskiy, Sergey V.; Fomenkov, Denis A.
Краткий осмотр (реферат): Russian universities are eager to strengthen their competitiveness on Russian and foreign markets via promoting and developing universities’ brands. Evaluation of universities’ current brand position is one of the key strategic goals for Russian universities. The purpose of this study is to develop the set of 23 brand personality traits for brand evaluation of Russian universities. According to design of the study, one hundred and ninety eight students and graduates evaluated three brands of competitive Russian universities from a large Russian city (Nizhny Novgorod) by the set of personality traits. Based on evaluations, three factors of brand personality for surveyed Russian universities: «Trendy», «Expert», «Outgoing» were found. The study utilized a limited sample. Future studies should include more universities from other Russian cities for generalization of research findings. Brand personalities of three Russian universities were evaluated and compared through identified factors. Applications of observed traits and factors exist in fields of strategic brand management, positioning and promotion of Russian universities.2017-03-01T00:00:00ZContemporary branding theory: Division of approaches according to functional perspectiveKusraeva, Olga A.http://hdl.handle.net/11701/67102019-05-03T11:56:00Z2017-03-01T00:00:00ZНазвание: Contemporary branding theory: Division of approaches according to functional perspective
Авторы: Kusraeva, Olga A.
Краткий осмотр (реферат): The purpose of this paper is to identify if the existing branding approaches include new branding functions generated in a result of the recent years` trends. The investigation of the peculiarities of the existing concepts is in line with the current trends in branding theory concerning its functional side. Over the past few years the understanding of brands, preconditions of their creation and management has changed significantly. The trends of the XXI century, such as globalization, development and spread of digital technologies, emergence of new communication channels and an increasing role of all kinds of stakeholders in the process of creation and brand management have made dramatic changes in the branding sphere. The appearance of the highlighted circumstances resulted in the formation of new branding functions. But according to the previous research there are only two streams in theoretical approaches to branding. They are dual division of branding approaches and four paradigms of brand management. The study provides the analysis of the main research on branding, published in peer-reviewed academic journals on management and marketing. This paper sheds the light upon the functionality generated in branding as a result of the recent years’ trends and also identifies the main functions of branding formed during the period from the moment when branding was separated as an independent scientific approach till the XXI century. On the basis of Russian and foreign studies the paper identifies specific features of both dual division of branding approaches and the theory of four brand management paradigms. The research results in a new kind of division that emphasizes different branding approaches. The concept is formed by combining the dual division of the branding approaches and the hybrid approach proposed by this study. The approach allows to include new functions of branding generated in the resent years in the classification. The paper provides researchers and practitioners with the systematization of existing knowledge on branding and with understanding of what should be done by a company while managing brands in the digital age.2017-03-01T00:00:00ZBrand alliances in contemporary marketing theoryMuravskii, Daniil V.Smirnova, Maria M.http://hdl.handle.net/11701/67092019-05-22T07:01:07Z2017-03-01T00:00:00ZНазвание: Brand alliances in contemporary marketing theory
Авторы: Muravskii, Daniil V.; Smirnova, Maria M.
Краткий осмотр (реферат): The article presents the main approaches to the definition and study of brand alliances, and the modern state of the respected field of studies is characterized. The terms “brand alliance” and “cobranding” are compared, the scope and place of the brand alliance concept in marketing theory are described. It has been demonstrated that the basis for the study of this phenomenon is a joint presentation of two or more brands to the consumer, but depending on the context of research the formation of brand alliances can be analyzed as a branding tool of marketing alliance creation or a brand strategy. These results contribute to the scientific discussion by addressing gaps in the given field of knowledge, which are related to its fragmented nature and the need to establish a universal terminological apparatus. On the basis of the conducted analysis the topical issues in the field of brand alliances study have been allocated. The analysis of brand alliances is associated with its development and further consolidation of its place as an integral part of marketing science.2017-03-01T00:00:00ZEvolution of key concepts of brand managementDomnin, Vladimir N.Starov, Sergey A.http://hdl.handle.net/11701/67082019-12-25T11:40:26Z2017-03-01T00:00:00ZНазвание: Evolution of key concepts of brand management
Авторы: Domnin, Vladimir N.; Starov, Sergey A.
Краткий осмотр (реферат): Authors using system approach have revealed and analysed the main stages of the evolution of the key concepts of brand management in the conditions of company environment transformation. Key control models of brand management in modern conditions of business dealing, principles of effective realisation of a brand management by brand-oriented companies are analysed. In a context of the considered concepts of brand management the basic objects of management by brands, criteria of branding effectiveness, strategic orientation of brand management are studied. The study provides opportunities of effective brand management in modern conditions. The paper value includes: systematization of process a brand management; understanding of the reasons and conditions of key evolution concepts of a brand management; understanding of essence and specificity of brand management present stage.2017-03-01T00:00:00ZFrom the Editorial Boardhttp://hdl.handle.net/11701/67072017-07-06T00:03:15Z2017-03-01T00:00:00ZНазвание: From the Editorial Board
Краткий осмотр (реферат): From the Editorial Board2017-03-01T00:00:00Z