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What is Branding Strategy

Chapter 14
Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy
A strategy that defines a company’s core values and aims to promote them by means of a name, a logo, a slogan, or peculiar images that consumers can easily recognize and remember.
Published in Chapter:
The Impact of Consumer Values and Perceived Corporate Social Responsibility on the Attitude towards Genetically Modified Food: Implications for Private Branding Strategies
Giovanni Pino (University of Salento, Italy) and Juan José Blázquez-Resino (University of Castilla-La Mancha, Spain)
Copyright: © 2016 |Pages: 26
DOI: 10.4018/978-1-5225-0220-3.ch014
Abstract
This study aimed to provide food retailers with suggestions useful to design effective private brands. To this end, it addressed the topic of GM food, which is still a highly controversial issue, especially in Italy. The study tested, in particular, a research framework hypothesizing that consumer attitudes towards store-branded GM foods are affected by their values and perceptions about the Corporate Social Responsibility (CSR) of retailers selling these products. A survey conducted on a sample of 260 Italian consumers, revealed that: self-transcending values (benevolence, nature protection) drive consumers to believe that GM food retailers are committed to economic CSR; conservative values (traditions, security) drive consumers to believe that GM food retailers are committed to legal CSR; perceived legal and philanthropic CSR favorably affect consumer attitudes towards store-branded GM foods. The study discusses these results and highlights their practical relevance for the private branding strategies of food retailers.
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Chapter 10
The Branding of Political Leaders: Hamid Karzai as a Political Brand and His Matrix of Brand Awareness and Positive Image
The long-term plan to achieve a series of long-term goals that ultimately result in the identification and preference of your brand by consumers. A successful branding strategy encompasses the brand's mission, its promises to its customers, and how these are communicated.
Published in Chapter: The Branding of Political Leaders: Hamid Karzai as a Political Brand and His Matrix of Brand Awareness and Positive Image; From: World Politics and the Challenges for International Security
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