The Sins of Brand Portfolio Management

--Henrik Uggla

This paper revolves round the potential sins within brand portfolio management that can inhibit successful brand portfolio management. The sins are introduced and discussed in the following order and format: never substitute brand identity with platform capitalization; never sell off aligned brands in acquired brand portfolios; never reduce the brand portfolio to a marketing aspect alone and do not confuse brand equity with brand value; never lose an integrative triangular perspective on brand value; and finally, do not mix up brand architecture with brand portfolio management.

© 2013 IUP. All Rights Reserved.

The Morocco Brand Through the Eyes of Its Emigrants

--Fatimazohra El aouni, Rosalía Cascón Pereira and Ana B Hernández Lara

The aim of this study is to explore the main elements of the Morocco brand transmitted by Moroccan emigrants, and their perceptions of their influence on the construction of the Morocco brand as a tourist destination. The data was collected through a questionnaire from 131 Moroccan emigrants living in Spain. The findings sum up the most relevant factors of the Morocco brand transmitted by the emigrants to the local population in Spain. These elements are landscape, nature, beaches, mountains, gastronomy and climate, as tangible attributes of the country brand; and hospitality, tradition, joy and multiculturalism, as intangible attributes. All attributes together can be considered as the content of the Morocco brand constructed by emigrants. The results also show that emigrants think that they exert a strong influence on the construction of their country brand, and that the message they transmit of their country is positive, clear and consistent.

© 2013 IUP. All Rights Reserved.

The Brand Value of FM Channels in Indore: A Comparative Analysis

--Rekha Attri

Radio was one of the popular media in the 1980s and 1990s, but with the advent of television and other media like Internet, it lost its shine. But now it is back in action because of the availability of radio in mobile and automobiles. The revival of radio began around year 2000, and today it has a huge presence in big cities. The amount of money that an FM radio channel can charge its clients for hosting an advertisement largely depends on the brand value of the FM radio station. This paper attempts to carry out a comparative brand value analysis of different FM radio channels with special reference to Indore.

© 2013 IUP. All Rights Reserved.

Ingredient Branding of Industrial Goods: A Case Study of Two Distinct Automotive Suppliers

--Johannes Rid and Waldemar Pfoertsch

In this paper, ingredient branding is examined from different perspectives. In more specific terms, the paper deals with ingredient branding for industrial goods. There is more research on fast moving consumer goods, but less research is found for industrial goods. The paper gives an insight into areas where ingredient branding has been successful, and at the same time areas where ingredient branding has not been seen as a common phenomenon, namely, the automotive industry and automotive suppliers. The paper examines two major suppliers in the automotive industry: Autoliv, car-safety supplier and equipment producer of seatbelts and airbags; and the auto-parts maker Bosch, producer of hundreds of automotive car components, such as injection systems for gasoline and diesel engines, components for brakes and stability systems (i.e., ABS and ESP), alternators and starter motors. The paper presents findings which show a large potential, through differentiation with ingredient branding, for companies operating in B2B environments. So far, car suppliers have rarely chosen to opt for branding their ingredients in the finished product, the car. A historical perspective is also presented, showing, for instance, that ABS braking system, which was invented by the German supplier Bosch, could have been used perfectly for ingredient branding to the final consumer. The ingredient, the ABS-system, could have guided the preference for the purchase of a specific car by a potential car buyer. In summary, the authors found that investments into ingredient branding by the ingredient manufacturer (i.e., Bosch) could leverage the reputation and revenue of the supplier, and in the end also of the car maker itself.

© 2013 IUP. All Rights Reserved.

Research Note
Status of Luxury Branding in India

--Y Hemantha

Luxury branding is a term associated with a business that is concerned with high-end products. In business sense, the term is related to luxury product(s). In general, global companies are aware of luxury products and services, whereas in India, the concept of luxury branding is appreciated by very few companies. This study addresses the reasons as to why the concept of luxury branding is in its nascent stage in India.

© 2013 IUP. All Rights Reserved.