Volume 13 (2024-25)

Each volume of Journal of Brand Strategy consists of four, quarterly 100-page issues published both in print and online.

Articles currently published in Volume 13 are listed below.

Volume 13 Number 2

Editorial
Simon Beckett, Publisher
Case Studies
Rebooting Bata: The challenges of repositioning a heritage brand
Prashant Chaudhary, Associate Professor, WPU School of Business, Dr. Vishwanath Karad MIT World Peace University

Founded as a family-owned business in 1894, Bata Corp. has grown to become a major player in the footwear sector, with a presence in more than 70 countries. In India, the company established itself as the primary producer of affordable, durable footwear, with the result that the majority of generation X and millennial consumers remember growing up with Bata shoes, having worn them in their school days and often into early adulthood. Unfortunately, childhood memories can be difficult to translate into glamour; as a result, Bata struggled to position itself as a fashionable modern brand. This case study delves deep into the nuances of repositioning a heritage brand, and explores how Bata eventually succeeded in repositioning itself as a premium contemporary brand. The paper highlights the challenges associated with balancing legacy brand associations with desired image. It also shares valuable insights regarding the evolution of India’s fashion and footwear industry, changing consumer behaviour in emerging markets, and the increasing globalisation and democratisation of fashion.
Keywords: brand image; brand positioning; repositioning; strategic branding; brand associations; consumer behaviour
Building capabilities for an orchestrated customer experience in the life-sciences sector: Case study of CSL Behring
Stuart Davis, Director, Commercial Enablement, Marketing, CSL Behring

Orchestrating the right content, at the right time, with the right customer, via the right channel can be a key growth driver for products in the life-sciences industry. Starting with the right marketing foundation for content, channels and service is essential, and with the right measures in place, one can advance adoption and commercial impact quickly. As this paper explains, when seeking to unlock commercial value, it is important to partner with marketing leadership to establish a roadmap that defines desired skills, competencies, process, frameworks and technologies. This paper describes CSL Behring’s endeavours to build an orchestrated customer experience for healthcare professionals and, ultimately, patients. The insights provided should be of particular benefit to marketers within the life science sector.
Keywords: omni-channel; orchestrated customer experience; digital transformation; digital marketing; biotechnology; healthcare; change management
Practice Papers
Navigating the artificial intelligence frontier: Strategic imperatives for safeguarding brand integrity
Nasser Sahlool, Senior VP of Strategy, DAC

This paper delves into the transformative era of generative artificial intelligence (GenAI) in marketing, underscoring the vast potential of AI to revolutionise marketing strategies through enhanced personalisation and efficiency while highlighting the rapid adoption rate among companies and marketing professionals. Despite the enthusiasm, it navigates through the apprehensions surrounding job displacement, misinformation and brand safety, offering a comprehensive guide to the strategic adoption of artificial intelligence (AI) with a view to harnessing its benefits without compromising brand integrity. It identifies common pitfalls in AI adoption, such as lack of preparation, myopic focus on current use cases, and neglect of strategic planning, emphasising the importance of a thoughtful, multi-disciplinary approach to AI integration. This includes viewing AI as an assistive tool rather than an end goal, understanding its implications for media, fostering internal leadership, and establishing stringent brand protection guardrails. The paper concludes with a call to action for marketers to embrace AI with strategic foresight, leveraging its revolutionary potential to drive innovation while steadfastly upholding ethical standards and brand values.
Keywords: AI; generative AI; AI brand safety; AI in advertising; marketing AI integration; AI ethics; AI marketing strategy
Debunking brand safety and suitability myths in podcasting
Lisa Prentis Jacobs, Senior Vice President of Media Operations, Ad Results Media, et al

Podcast audiences in the USA are enjoying unprecedented growth, with nearly 100 million weekly listeners in 2024. Forecasts suggest that podcasting advertisement revenue will surpass US$2bn in 2024, reaching nearly US$2.6bn by 2026. At the same time, however, the business community (ie audio industry experts, including media decision makers at large agencies and brands) continue to have questions regarding the medium’s safety and suitability for brands. This paper provides a multi-modal study that juxtaposes the myths and opportunities in podcast advertising across genres. It reveals that consumers remain open to brands that advertise on podcasts and they find their titles to be engaging, informative and entertaining.
Keywords: podcast; genres; brand safety; brand suitability; audio; advertising; advertising effectiveness; podcast listeners
The audience journey funnel is dead — use a playground instead
Ashley Faus, Head of Lifecycle Marketing, Portfolio, Atlassian

The funnel is not representative of the audience journey. It is a retrospective measurement tool, not a forward-looking strategy tool. This paper shows how, as marketers, we need to think holistically about the journey, making it seamless and delightful. It is no longer about rushing people to a purchase with as few touch points as possible, it is about allowing them to choose their own path in a way that helps them reach their destination. This paper analyses the pitfalls of the traditional funnel when creating content strategy, and why a playground is more representative of the audience journey; how to use content depths, intent and time horizons to effectively create and distribute content; and how to map assets and channels to build a seamless, delightful and helpful playground for their audience.
Keywords: content strategy; content marketing; content distribution; marketing funnel; linear funnel; buyer’s journey
The trust factor: Influencer marketing trends in 2024
Ryan Schram, President and Chief Operating Officer, IZEA Worldwide

In an era where consumers are inundated with advertisements from all corners, influencers have become a beacon of trust thanks to their authenticity and relatability. This trust can shape consumer behaviour, fuel engagement and, ultimately, drive purchasing decisions that positively impact the entirety of the marketing funnel. This paper discusses the current state of influencer marketing, with a particular focus on the role of trust. Drawing on extensive research conducted by IZEA, it explores how influencers are reaching an impressive 83 per cent of adults ages 18 to 60 years, why consumers find influencer content more compelling than traditional manufactured advertising and how trust in influencers is reshaping integrated marketing strategies.
Keywords: influencer marketing; trust in influencer marketing; influencer marketing research; influencer trust; influencer marketing trends; consumer sentiment
Research Papers
Development of a consumer-based brand equity strategy for the positioning of football team brands
Yavuz Selim Gülmez, Assistant Professor, Mardin Artuklu University and Elif Boyraz, Associate rofessor, Tokat Gaziosmanpas¸a University

This paper develops a brand positioning strategy based on consumer-based brand equity for football team brands. The study is designed and validated in three separate empirical phases. In Study 1, the authors interviewed experts in the field using a qualitative research design and identified the football team brands with the highest consumer-based brand equity. In Study 2, the authors applied explanatory factor analysis to the spectator-based brand equity scale to find the appropriate factors for evaluating the identified team brands. In Study 3, the authors used multidimensional scaling and evaluated and discussed team brands based on the identified factors. As a result of the research, an ‘ideal brand’ had to be designed, taking into account the ten football team brands identified in Study 1 and the six factors identified in Study 2. This brand was rated ‘best’ across all factors and compared with other brands. The authors recommend this new brand positioning strategy to practitioners and emphasise that future studies should be conducted in other countries and for other sports disciplines.
Keywords: brand positioning; consumer-based brand equity; football team brands
Measuring the brand and category effects of marketing activities on customers
Shota Yabuno, Lecturer, University of Marketing and Distribution Sciences

Brands play an important role in shaping the impact of a company’s marketing activities on its customers. The key concept of customer-based brand equity in brand research suggests that the effects of different brands differ, even for identical marketing activities. However, empirical analyses that have confirmed the differences in marketing effectiveness across brands are scarce and even fewer studies have compared the effectiveness of multiple marketing activities simultaneously. As a comparison of marketing effectiveness relative to competing brands is important for brand management, this paper presents a method for measuring the differences in marketing effectiveness across brands. The paper employs a hierarchical Bayesian model to compare the effects of pricing and promotional strategies across six makeup cosmetics brands on customers’ responses in Japan. The results reveal that: (a) there are differences in marketing effectiveness between brands for both pricing and promotional strategies, (b) the extent of marketing effectiveness differs between brands for each marketing activity and (c) the effects of pricing and promotional strategies on customers’ responses differ between brands. These results indicate that the hierarchical Bayesian model-based measure for assessing marketing effectiveness proposed in this paper is effective for comparing brands, which highlights the need for different brands to adopt distinct marketing strategies. As the dominant strategy varies by brand, marketers should consider this aspect carefully. Future studies should examine whether purchase intention is directly linked to actual purchases as well as consider alternative independent variables (eg comparisons between promotional strategies) and dependent variables (eg willingness to pay and brand choice).
Keywords: brand management; customer-based brand equity; branding; hierarchical Bayesian model; makeup cosmetics

Volume 13 Number 1

Editorial
Simon Beckett, Publisher
Practice Papers
Securing brand trust and reputation in an era of political polarisation and AI-driven disinformation
Wasim Khaled, Blackbird.AI

This paper analyses the seismic reputational risks now facing brands as two major sociotechnical forces converge — the rise of ideological polarisation and the emergence of AI’s ability to generate synthetic media impersonating organisations. It examines how brands have embraced polarised stances on social issues to build deeper connections with values-driven consumers, especially younger demographics like millennials and Gen Z. By adopting partisan positions. Brands also become targets for ideological attacks seeking to erode trust. Meanwhile, rapid advances in generative AI empower malicious actors to disseminate disinformation, attacking brands with harmful narratives, misinformation and disinformation on an unprecedented scale and realism to do financial and reputational harm. The paper provides an in-depth examination of both dynamics. It explores how younger consumers increasingly demand corporate advocacy on divisive issues, forcing brands to navigate complex sociopolitical fault lines. Taking progressive stances risks a backlash from ideological opponents ready to instigate reputation-damaging retaliation. The paper also details the exponential threats introduced by AI synthesis technologies like generative adversarial networks. It explains how even modestly resourced attackers could soon produce unlimited volumes of fake content, misinformation and disinformation to target brands across all digital channels and media types. To address these converging risks, the paper recommends that brands invest in capabilities including monitoring sociocultural tensions, technologically authenticating communications, establishing early disinformation warning systems, educating consumers on resisting manipulation, crafting proactive narratives, practicing radical transparency and testing defences. It emphasises the need for holistic ‘narrative intelligence’ combining data analysis, cultural discernment and human wisdom. With deliberate strategies focused on verification, transparency and continuous learning, brands can foster resilience and enduring trust despite inevitable disruptions. The paper concludes that competence in navigating partisan debates and AI deception will become a competitive advantage in determining which brands lead in this complex future.
Keywords: disinformation; misinformation; narrative attack; brand; harm; intelligence
Small brand giants: Harnessing innovation to disrupt for growth
Ivonne Kinser, Vantagec Creative Group

Small brands face big marketing and branding challenges in a world in which industry giants wield considerable resources. This paper promotes innovation as a catalyst for brand success. It discusses how brands can use innovation to challenge conventions, reshape industries and achieve notable success in a dynamic industry. The paper outlines innovative strategies that empower small brands to carve distinct niches, enhance brand awareness and shine brighter than their larger counterparts. It concludes that innovation, far from being a mere buzzword, is a force that can propel small brands toward growth and market disruption.
Keywords: marketing; branding; innovation; small brands; brand innovation
Building brand trust and consumer willingness to convert with reception marketing
Shannon Reedy, Terakeet

In the dynamic landscape of marketing, shifts in technology, business and behaviour occur that revolutionise how brands connect with consumers. One example is the concept of Reception Marketing. This paper examines the history of marketing strategies, exploring the consumer and marketplace contexts that catalysed the evolution from interruption-based methods to Permission Marketing, ultimately leading to the emergence of Reception Marketing. By examining the challenges with Interruption and Permission Marketing relative to reaching contemporary audiences, this paper highlights the need for a new approach that aligns with today’s empowered consumer who bridges the information and artificial intelligence (AI) age. The paper introduces and defines Reception Marketing as a strategy that leverages consumer signals to build authentic and consistent connections between brands and consumers, where each is defined relative to their ability to resonate, build brand equity and therefore make consumers more likely to convert. The paper goes on to discuss the important principles of Reception Marketing and its role in shaping the future of marketing strategies, brand-consumer relationships and the state of the Internet at large. The paper also explores how owned asset optimisation (OAO), along with AI and other technologies, enable brands to implement Reception Marketing at scale.
Keywords: reception marketing; interruption marketing; permission marketing; consumer empowerment; brand-consumer relationships; owned asset optimisation; consumer data; authentic connections; brand equity.
Case Study
Advancing brand purpose: How Crayola elevates its long-standing mission to a compelling go-to-market strategy and an inspiring point of view on creativity as an essential life skill
Victoria Lozano, Crayola

Founded in the early 1900s, Crayola was grounded in a deep sense of purpose and a fundamental belief that creativity is essential to each individual child and the collective potential of a nation. Discover how Crayola has re-sharpened its focus on the brand’s mission and translated that focus both internally to nurture its culture and externally to propel its go-to-market strategy. Learn about Crayola’s strategic framework and the multitude of ways that framework is translating into compelling products and collaborations, engaging experiences and impactful content that aims to further deepen consumers’ relationship with the brand. This paper describes Crayola’s point of view on creativity and its ambition to help drive a societal shift in understanding and appreciation of creativity as an essential life skill crucial to future potential.
Keywords: corporate culture; creativity; innovation; brand purpose; brand identity; mission; social impact; advocacy
Research Papers
From Kit Kat to copycat: Exploring Generation Z’s attitude towards copycat products in the confectionery category
Jamie Marsden, University of Leeds, et al

As consumers look to reduce discretionary spending, one option available to them is to switch to lower priced copycat brands. Facing such financial constraints, this paper asks whether Generation Z might prefer these more value-orientated products. Through four focus groups participants were asked to compare competing confectionery products from both copycats and leader brands. By drawing on their own experiences and responding to the physical products, participants were asked to explain their preferences when buying such products. Three themes emerged from the analysis. Firstly, contextual convenience shaped the available options when buying snacks; second, taste was assigned the highest priority for such relatively low-cost items. This preference was dependent on prior experience with the products and therefore brand familiarity and trust. Third, price disparity became an influential factor for the more generic tasting products but less important for products that were considered more distinctive in their taste profiles. The implication of this research is that for these types of low-cost, emotional buys, the price advantage has to be meaningful for it to translate into a cost-driven decision. For copycat products, this means that the greater the price disparity and the more comparable the taste, the more they appeal. For leader brands, this study highlights the importance of maintaining the emphasis on preserving their distinctive taste and keeping prices relatively comparable with those of competitors to avoid conceding market share.
Keywords: copycat packaging; look-alike brands; me-too brands; imitator brands; dupes
Media brand extension of tech conglomerates: The roles of parent brand loyalty, portfolio quality, perceived fit and feedback effects
Hun Kim, Joongbu University, et al

Tech conglomerates have launched many extension brands to enter the streaming media market. This paper analyses a study which examined the factors that affect these brand extensions from the perspectives of consumer attitude and perceptions. A total of 1,404 participants who reported having used parent brands were recruited for the study and were included in the final sample. Five hypotheses were tested using structural equation modelling analysis. Loyalty to the parent brand, variance in brand portfolio quality and perceived fit significantly influenced attitudes towards brand extensions. In addition, perceived fit and attitudes towards brand extensions positively reinforced consumer attitudes towards the parent brand. Finally, no difference was found with reference to the aforementioned factors when the more established streaming extensions were compared with the newer extensions of tech conglomerates. A unique aspect of the study is the structural validation of brand extensions by tech conglomerates. Further, the results of the study support the understanding of the importance of feedback effects and perceived fit in the brand area of tech conglomerates.
Keywords: media brand extension; tech conglomerates; brand loyalty; feedback effects