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A Study on Brand-Switching Behavior
and Promotional Strategies
for High-End Airline Flight Services
-- Mihir Dash and Jacob Alexander
This study analyzes the impact of different promotional programs on the brand-switching behavior of students
with respect to premium flight services to determine the `optimal promotional mix' that service providers should
offer. This study uses the Markov brand-switching model in combination with game theoretic techniques to find
the optimal promotional mixes of the two service providers, based on the data collected by a sample survey
of customers. The results suggest that both the service providers should adopt a combination of promotional
offers, and indicate an asymmetric behavior in response to promotional schemes of the providers. Sensitivity
analysis showed that the strategies were quite robust. The study provides marketers with a systematic method for
planning promotional mixes by taking competitors' strategies into account. A possible approach would be to
estimate switching rates periodically and to update the optimal promotion mix with the current data. In this way,
the estimates would be more accurate and any changes could be detected and incorporated into the analysis.
This would result in a more dynamic, reactive strategy.
© 2010 IUP. All Rights Reserved.
Brand Preference Factors of Passenger Cars:
An Empirical Assessment
-- C Dharmaraj and J Clement Sudhahar
A consumer's decision to buy a product is the result of interplay of many factors. The process of choosing
is a complex phenomenon. Selection of a product or service goes through a set of stages, especially for the
selection of durable products. The customer has to spend much time to think, evaluate and choose the desired brand
based on his/her requirements. After the opening up of the economy during the 1990s, with proliferation of
products and services from global players, the consumers found it very hard to choose the right product or services.
This paper carries out a comprehensive study on identifying the underlying factors of brand preference for
passenger cars, and refines the factors that influence the brand preference in India. Moreover, this study reveals
the dimensions reflecting brand preference for the passenger car, which will be more relevant and useful for the
general public, car owners, car dealers as well as the manufacturers.
© 2010 IUP. All Rights Reserved.
The Benefits and Risks of Strategic
Brand Collaboration
-- Henrik Uggla and Per Åsberg
This paper explains the benefits and risks of brand collaboration from a strategic perspective.
It integrates the benefits and risks with co-branding that previously lay scattered across poorly integrated
domains. It is argued that brand managers can have three general benefits from brand collaborationfunctional,
emotional and self-expressive benefits. However, it is also argued that beyond the more obvious benefits, brand
collaboration also involves risks for both the parties involved. First, there is a risk with loss of control over the
brand associations; second, there is a risk with loss of control and lost focus in the target groups; third, image
dilution through overexposure; fourth, a lost focus in the target group; fifth, a risk that one of the brands in the
alliance becomes generic; and sixth, less leverage points for the involved brands in the future.
© 2010 IUP. All Rights Reserved.
Destination Branding:
A Case Study of Hong Kong
-- Aditya Shankar Mishra
Nowadays, many destinations are branding themselves to attract tourists and travellers. Tourists infuse
money into these economies, and thus all these destinations get benefitted by economic growth as well as job
creations. But like products and services, these destinations too are vying on similar attributes and they all look alike.
Hong Kong too is in the same race. The objective of this paper is to find out the attributes which differentiate
Hong Kong from other destinations. A differentiated destination brand identity of Hong Kong will eventually help
the stakeholders of Hong Kong's tourism industry to position themselves on unique attributes. Kapferer's brand identity
prism is taken as the approach to establish Hong Kong's destination brand identity. Kapferer's brand identity prism is
an effective tool to build and communicate the brand identity across various platforms.
© 2010 IUP. All Rights Reserved.
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