Market Positioning Analysis of CJ Brand Fitness Equipment

CJ Health Technology Co.has been an export-oriented supplier of fitness equipment,boasting leading technology innovation and manufacturing capabilities.However,in the process of expanding into the domestic market,the challenges of unclear market positioning and lack of brand awareness have emerged as major obstacles.To address these issues,a SWOT analysis was conducted to explore a suitable market positioning strategy for the CJ brand.The analysis reveals that the market demand for commercial fitness equipment is relatively saturated,with fierce competition.In contrast,the home fitness market represents a new blue ocean with promising development opportunities for the CJ brand.Leveraging excellent product quality,stringent quality control measures,and innovation-driven cutting-edge technology,it is recommended that CJ brand fitness equipment target young customers aged between 25 and 35 years old.Additionally,vigorously developing the home fitness product line is proposed to capitalize on this burgeoning market segment.

A Review on Apparel Fashion Trends, Visual Merchandising and Fashion Branding

Visual merchandising encourages customers to enter the store by making it appealing to them and influencing their perception of it. It is the art of putting together effective display designs and ideas in order to boost store traffic and sales. It’s also a way to engage with customers and influence their purchasing decisions. A fashion trend occurs when a particular item, silhouette, color, or other new look rises in popularity. It changes with the seasons, and the store serves as a hub for communicating these changes to potential customers. Because items must be sold within a certain time frame, several display tactics are used to best present the merchandise and communicate the current fashion trends to customers. Visual merchandising becomes a key aspect of difference from merchants in the same category as retail firms, particularly fashion brands, try to compete in an already saturated market. Effective branding is now a vital success component for all types of fashion firms. Fashion brands may use effective branding tactics to build equity, promote consumer brand loyalty, and increase profitability. Visual merchandising is critical for inferring various customers’ perspectives and adding value to businesses. Its major goal is no longer to make items appealing in order to sell them quickly;it is rather to stand out, develop the correct brand image, and give the greatest possible customer experience. Visual merchandising aspects, when employed correctly, can infiltrate the buyer’s brain and prompt them to generate a favorable opinion of the store, allowing it to leverage its brand image. In this context, this research review focuses and aims to study the link between visual merchandising and Apparel Fashion trends, to study the relationship between visual merchandising and fashion branding and to find out the research gaps and scope for future research directions in the area of visual merchandising applied in fashion apparel industry.

Study of the Influence of Parent-brand Similarity,Association,and Complimentary Fit on Co-brand Attributes

In this paper,it investigates the factors affecting successive brand alliance in which two brands from different product categories are featured together to introduce a co-brand.Based on the brand alliance theories,the degree of association,similarity,and complimentary fit between parents brands are important factors in determining successive brand alliance.By using the 5P's,which are premium price,perceived quality,product features,performance,and perceived image,as the measuring scale in brand attributes for each brand,it has reflected the change of brand attributes of the brands before and after brand alliance.400 subjects participate in the research,and 360 of which are valid.From this study,we conclude that when association between parents turns from "-" to "+" and similarity from "-" to "0",there is a trend of descending of co-brand attributes.When fit between parents turns from "-" to "0",there is also a trend of descending of co-brand attributes.While fit between parents turns from "+" to "0",there is a trend of increasing of co-brand attributes.The results show an interesting pattern of interactions among factors,which has important implications for managers in co-brand marketing.These also provide researchers with promising avenues for further study in brand alliance.

Branding and brand equity measurement in the beer industry of Thailand

The objective of this research is to investigate a new concept model of brand equity measurement in the economy beer industry of Thailand by using five factors of brand equity which are brand awareness, brand liking, brand purchase intention, brand satisfaction and brand loyalty along with the consumer behavior. The respondents are 379 males and females who have at least occasionally had a beer during the past few years. The findings show that males are more likely to drink beer regularly and in larger quantities. The average respondent seems to drink beer in order to relax and socialize at parties. Respondents recognize Leo beer more than the other two brands in this study. Descriptive statistics and statistical analysis are presented for individuals, managers, as well as for advertising and marketing professionals. Suggestions and links for personal brand building are also offered.

The Effect of Word of Mouth in Customer Equity and Brand Equity

In this paper the author examines the extent to which word of mouth （WOM） impact on customer equity and brand equity, two of the most popular metrics of marketing productivity. WOM is the most ancient and effective communication tool because its low cost affects the efficiency in the allocation of marketing resources. After an extensive literature review, the author proposes several propositions to be tested in the future concerning how WOM might affect each element of brand equity and customer equity.

How to Measure Sports Brand Equity： A Proposal for Football Industry

As in many other industries, strong brands play an important role in football industry inducing sales for the clubs that own it. Brands financial values are not quantified in balance sheets, so quantifying them provides important financial data. This is the research topic. The research questions are： （i） How is the importance of the brand in the revenues of football clubs and （ii） what is the financial value of the brands Futebol Clube do Porto （FCP）, Sport Lisboa e Benfica （SLB）, and e Sporting Clube de Portugal （SCP）？ This investigation was based on an adaptation of the inter brand equity model. This model considers equity as the economic value generated as net profit of the company, which can be apportioned to the brand. The data was collected from the financial maps of these three clubs between 2005/2006 and 2009/2010 seasons. In order to adapt the model to the football industry, a panel of five experts of professional football club managers was questioned. These experts claim that in football industry, brand management contributes with 16% of the economic value, sport management with 63%, financial management with 16%, and other factors with 5%. The conclusion is that FCP has the most valuable brand, with about 54.5 m , followed by SLB with about 51.6 m , and finally by SCP with about 39.5 m.

Customer Satisfaction and Hotel Brand Equity： A Structural Equation Modelling Study

In this paper, a structural equation modelling technique was used to examine the effect of brand equity on customer satisfaction in the Egyptian hotel industry. Brand equity was separated into four constructs （brand loyalty, perceived quality, brand awareness and brand associations）, and each one was examined individually. A sample of hotel guests, who accommodated at four- and five-star branded hotels, in four tourism destinations in Egypt, was selected. A structured questionnaire that included established scales was then used to measure brand loyalty, perceived quality, brand awareness, brand associations and customer satisfaction. Data were collected from 280 usable questionnaires answered by hotel guests, and the relationships among the four variables of brand equity and customer satisfaction were examined using correlation analysis and structural equation modelling. The study found that brand loyalty, brand awareness and brand associations all had a significant positive effect on customer satisfaction. Perceived quality, however, did not have any effect. These findings suggest that customer satisfaction is a reasonable measure for the success of branding activities, and that branding managers should focus on brand loyalty, awareness and associations to raise their customers＇ satisfaction.

The Influence of Affective Brand Experience Dimension on Brand Equity of the Smartphone Millennial Users in Malaysia

This study intends to highlight the power of affective brand experience dimension and link how it can influence brand equity of smartphone users in Malaysia. Measurement items for affective brand experience dimension and brand equity were developed by integrating existing literature and qualitative in-depth interviews with students who own and use a smartphone. Therefore, 359 usable questionnaires were returned. Data were analyzed using PLS-SEM to test the influences of affective brand experience dimension on brand equity. The study found that affective brand experience dimension is an important factor influencing brand equity of smartphone users in Malaysia. The study provides evidence that the affective brand experience dimension positively influences brand equity. The distinctive contribution of this research is that it examines the influence of affective brand experience dimension on customer-based brand equity in the context of smartphone brands in the Malaysian emerging markets. Such work is essential in understanding the importance of experiential marketing in an emerging economy such as Malaysia for building a strong smartphone brand.

Using SEM to Verify the Impacts of Accumulated Intellectual Capital on Organizational Performance of Taiwan Listed Biotechnology Companies With the Moderator of Brand Equity

The main purpose of this study is to verify the influence of accumulated Intellectual Capital （IC） on the organizational performance of biotechnology companies listed on the Taiwan Stock Exchange, with brand equity being the moderating variable. Financial and marketing section chiefs or employees of higher levels at Taiwan listed biotechnology companies were interviewed, with the companies＇ ROE （return on equity） data obtained from the Taiwan Economic Journal （TEJ） database. While convenience sampling was used to yield knowledge from the population, the linear Structural Equation Modeling （SEM） was adopted to verify the goodness-of-fit effects among the overall model, structural model, and measurement model. Findings from this study show that, at Taiwan listed biotechnology companies, IC accumulation and increased brand equity have significantly interactive influences on organizational performance.

Brand Extension Comparative Analysis of Trends and Rayli Magazine

In recent twenty years, China fashion magazine developed rapidly. Brand extension has become an important means for the rapid development of the fashion magazines. This paper take the brand extension of fashion magazines as the research object, starting from the basic theory of brand extension, select the ＂Rayli＂ and ＂Trends＂ as the object of study, analysis the strategy for both brand extension, compare the similarities and differences, for the development of domestic fashion magazines as a reference.

Brand Development Suggestions of Chinese Clothing Enterprises

According to the analysis of the current situation and problems of Chinese clothing brand,the corresponding measures are raised from three aspects of brand positioning,brand broadcast and brand extension strategy.Some guidance and reference value is provided for the brand building and upgrading of Chinese clothing brand.

The Brand ＂Made in China＂ as a Part of the Growth of the China＇s Competitive Advantage

In the eyes of consumers, each product has some kind of origin （its country, region, and continent）. The image of the place of origin influences the assessment of products and brands （brand image） they come from. Traditionally, consumers extrapolate the characteristics of the country and its inhabitants on the characteristics of the product. Chinese products are very common and they can be purchased almost anywhere. The consumer does not have to take any special efforts to acquire products ＂made in China＂. Many of these products do not have specific characteristics that allow them to be considered as the unique. Products, whose names indicate the place of origin, are witnessing an increasing popularity. In the case of products ＂made in China＂, the matter is different. Often, consumers do not admit that they purchase goods produced in China. Research on consumer behaviour in the market of chines products, conducted among Polish citizens, indicated that these products are readily bought. This article presents the results of the research on consumers＇ attitudes towards regional ＂made in China＂ which was conducted in April 2015 among Polish citizens. Furthermore, the article will include the comparison of attitudes towards Chinese products between consumers from Poland and other European countries.

A Research on QFD-＂House of Brand＂ in Fashion Industry

Fashion continues to be an area that reflects the increasing popularity of different theoretical and practical approaches of researchers from different disciplines. Due to the rapid cycles of fashion, sustainable products and processes in terms of technical creativity and innovative approach are needed. In this context, fashion marketing emerges as an integrative marketing application with its both technical and social aspects by taking potential customers center that symbolize rapid change and creativity of fashion products. In this study, QFD-House of Brand was designed with Quality Function Deployment （QFD） approach. In this context, the experts （focus group） in Fashion Industry evaluated the selected fashion brand and its selected products by prioritizing the criteria. These evaluations were used in QFD-House of Brand. Thus, technical and social aspects of fashion industry were analysed together. By this technique, QFD-House of Brand established in relation to products and brand was interpreted and optimization suggestions were presented in accordance with the findings of the research. In addition, suggestions on sustainability and optimization of brand equity in fashion industry were provided.

黄岛蓝莓区域公用品牌建设路径研究——基于CBBE模型的分析

农产品区域公用品牌建设对于乡村振兴和农业高质量发展具有重要意义。运用基于顾客的品牌资产(CBBE)模型分析黄岛蓝莓区域公用品牌建设,发现存在以下问题:品牌要素设计不完善,品牌知名度不高;品牌缺乏独特定位;品牌的消费者评价不高;品牌的消费者忠诚度不高。针对以上问题,提出黄岛蓝莓品牌建设对策:统一设计和推广品牌识别系统;挖掘品牌内涵,明确品牌定位;提升产品品质,树立品牌形象;塑造品牌文化,加强品牌关系。案例分析也为农产品区域公用品牌建设提供了政策启示,在品牌建设过程中应该充分考虑不同参与者的分工合作,明确责任主体。第一,应该加强顶层设计,用制度保障农产品区域公用品牌发展不断推进;第二,强势品牌建设应该是需求驱动的,不能脱离消费者;第三,强势品牌建设应遵循品牌发展规律,走递进式的发展路径,引进科研院所等参与主体进行科学的指导。

品牌与创新的双向互动:理论框架与研究展望

强大的品牌与卓越的创新日益成为企业可持续发展的关键。品牌与创新之间是相互依赖、相互促进的互动关系,但学术界尚未系统揭示双方互动的深层次影响机理。综合了品牌管理与创新管理两个领域的文献,提出一个品牌与创新的双向互动的整合性研究框架,以厘清品牌与创新的关系逻辑。首先基于品牌双元本性论阐释了面向长期品牌管理的双元战略,进而引出品牌与创新的双向互动的研究问题,接着从品牌对创新过程的主导作用、创新活动对品牌的影响以及品牌与创新之间的良性循环关系这3个方面凝练了品牌与创新双向互动的闭环运行机制,最后提出若干研究展望。研究结论对推动互动视角下品牌管理与创新管理研究的发展具有一定的理论贡献,也为企业如何实现品牌与创新的互动提供了实践价值。

参与行为风格影响顾客价值共创意愿的实证研究

不同风格类型顾客参与行为如何提升顾客与品牌进行价值共创的意愿,日益成为企业进行品牌管理和品牌创新的重点。选取知名虚拟品牌社区进行实证研究,探究顾客参与风格影响顾客价值共创意愿的作用机制。研究发现,顾客参与风格对顾客价值共创意愿有直接影响,也能够通过品牌资产间接影响价值共创意愿,间接影响要大于直接影响。通过路径分析发现,任务型参与和社交型参与能够让顾客获得对产品最直观的感知质量、品牌形象,而社交型参与和贡献型参与能够进一步稳固顾客对品牌/企业的忠诚度,从而进一步影响顾客价值共创意愿。并且,顾客参与风格对价值共创的影响,在受到品牌资产中介作用的同时,也受到品牌融入度和直接经验的调节作用。

企业档案资源转化为品牌资产的理论模型与路径设计

数字经济时代,企业档案是彰显品牌个性、积淀品牌文化的重要资源。立足于企业档案与品牌建设的内在关联,深入分析档案资源转化为品牌资产的理论基础,在此基础上构建了“技术支撑—管理协同—服务创新—绩效评估”四位一体的档案驱动品牌发展模型,并提出了推动档案资源向品牌资产转化的实践路径,旨在为新时代国有企业深度挖掘和创新运用档案资源、提升品牌竞争力提供理论支撑和实践指导。

“她经济”视角下健身品牌形象设计策略研究

“她经济”的兴起带动了健身产业的发展,健身品牌的长远发展需要设计符合女性群体审美偏好和主流价值观的视觉形象。通过对大量健身品牌形象案例的分析,归纳总结出“她经济”视角下健身品牌引导女性消费的形象设计策略。基于品牌识别棱镜模型,提出健身品牌形象设计模型三层次,视觉层、互动层、价值层,以及结合三层次的三大转向:视觉层——从迎合“他者”到关注“自我”的审美转向;互动层——从移情设计到群体共情的情感转向;价值层——从强身健体到生活态度的价值转向。

互动仪式链视角下运动健身品牌社群体验设计研究

从互动仪式链理论视角出发,探讨运动健身品牌社群互动行为和情感构建过程,厘清运动健身品牌社群成员之间的互动本质,归纳出运动健身品牌社群体验模型和设计策略,为运动健身品牌社群体验设计实践提供指导。采取理论演绎、案例分析等方法,分阶段对运动健身品牌社群体验进行研究,以体验设计方法结合互动仪式链理论,探析运动健身品牌社群互动仪式链的组成要素和体验设计要素。构建运动健身品牌社群体验设计IPI模型,提出运动健身品牌社群体验设计策略。通过设计手段建立社群边界、强化身体共在体验、优化情感表达途径、创造共同焦点、建立符号化象征、激励长期群体性运动,有助于加强运动健身品牌社群的身份认同感和情感共鸣。

基于患者和居民视角的医院品牌资产评估研究

目的探索贴近医院品牌管理实践的品牌资产评估方法,以期为医院管理者提供科学的品牌管理依据和决策支持。方法在充分文献研究的基础上,编制针对患者和居民的问卷,收集其对医院品牌资产的看法和评价。通过非结构化访谈,了解患者和居民对医院品牌的认知、态度和期望。采用净推荐值(NPS)衡量患者和居民对医院的总体推荐意愿,层次分析法(AHP)确定品牌资产各维度的权重,配对样本t检验来比较两家医院在品牌资产各维度上的差异,多元回归分析探究品牌资产与医院绩效之间的关系。结果研究证实H医院在积极联想数、新媒体传播、医疗技术和综合评分高于对照医院(p<0.05),且其净推荐值、品牌资产总分高于对照医院。结论本研究探索的医院品牌资产评估方法能够客观、全面地评估医院品牌资产,为医院管理者提供科学指引,帮助其制定品牌管理策略,提升医院的品牌竞争力和市场地位。