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- All Subjects: Branding
- Creators: Department of Marketing
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Description
Branding is one of the most important tools a business can use. Whether consumers know it or not, every purchasing decision that they make – be it for a product or service – is rooted in the brand. Thus, it is somewhat of a surprise that branding for individuals did not become popularized until 1997, with Tom Peters’ article “The Brand Called You.” In his article, Peters remarks on how changes in the marketplace and technology make developing a personal brand more accessible, as well as more important. The increasingly competitive marketplace combined with the rise of social media means that personal branding is even more important and more attainable today. Thus, it is vital for students entering the workforce to develop a brand that will allow them to distinguish themselves. This research examines whether or not students understand what personal branding is and if they have taken the steps to develop their personal brand. The research questions are as follows:
• Do students understand what personal branding is?
• Are students able to define their skills?
• Do students have a career plan?
• Do students have a plan to promote their brand?
A pilot study was first distributed to students of Arizona State University which found that students lack an understanding of what personal branding is and have a need for the knowledge and tools to develop a personal brand. A workshop was then developed to address these issues. This workshop was held three times: first, for a Landscape Architecture class, second, for a marketing class, and third, for a student sales organization. The workshop discussed branding, personal branding, and then the participants were able to begin working on developing their own personal brand. The students in the first workshop had two sessions and were able to complete their own personal brand process with the workshop leader, while participants from the second and third workshops completed it on their own, after only a single workshop session. After completing the in-person workshop, participants shared their brand with their fellow students in a Google Plus page. Finally, participants completed an exit survey. This exit survey was used to measure the research questions.
The first workshop proved to be most effective, even though the participants in the first workshop were all landscape design students and the majority of the participants in the second and third workshops were business students. It was found that unless the students’ own brand development process was finished during the workshop or affected the students’ grade, it would not be completed. It was also evident in all of the workshops that slides with imagery were more effective at starting discussions than the text-heavy slides. As such, future workshops should be designed with a greater time allowance, the intent of the students’ own brand development process to be completed during the workshop, and the presentation should be redesigned to better initiate discussion among participants.
• Do students understand what personal branding is?
• Are students able to define their skills?
• Do students have a career plan?
• Do students have a plan to promote their brand?
A pilot study was first distributed to students of Arizona State University which found that students lack an understanding of what personal branding is and have a need for the knowledge and tools to develop a personal brand. A workshop was then developed to address these issues. This workshop was held three times: first, for a Landscape Architecture class, second, for a marketing class, and third, for a student sales organization. The workshop discussed branding, personal branding, and then the participants were able to begin working on developing their own personal brand. The students in the first workshop had two sessions and were able to complete their own personal brand process with the workshop leader, while participants from the second and third workshops completed it on their own, after only a single workshop session. After completing the in-person workshop, participants shared their brand with their fellow students in a Google Plus page. Finally, participants completed an exit survey. This exit survey was used to measure the research questions.
The first workshop proved to be most effective, even though the participants in the first workshop were all landscape design students and the majority of the participants in the second and third workshops were business students. It was found that unless the students’ own brand development process was finished during the workshop or affected the students’ grade, it would not be completed. It was also evident in all of the workshops that slides with imagery were more effective at starting discussions than the text-heavy slides. As such, future workshops should be designed with a greater time allowance, the intent of the students’ own brand development process to be completed during the workshop, and the presentation should be redesigned to better initiate discussion among participants.
ContributorsBinsfeld, Jacqueline Rose (Author) / Montoya, Detra (Thesis director) / Gray, Nancy (Committee member) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2015-12
Description
Innovation Space is a course designed to challenge senior students to collaborate on an interdisciplinary basis while completing a thought-provoking project. Each project is designed to allow students to address real-world issues. My team, Leverage, has created a product suite for power wheelchair users. Our product suite equips a wheelchair with a backup camera, an expanding lap desk, and a headrest with integrated Bluetooth speakers and microphone. These products are designed to increase the productive potential of the disabled, particularly quadriplegics injured around the C4 vertebra level. During the course of the program, my team will create physical prototypes of our product and I will create a full business plan. The individual written portion of my thesis will consist of discussion of a branding framework developed by creative director Patrick Hanlon. In addition, I will suggest methodology for effectively branding our company.
ContributorsGaynor, Max Daniel (Author) / Peck, Sidnee (Thesis director) / Desch, Timothy (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Department of Management (Contributor)
Created2014-05
Description
After traveling to both Germany and Austria and attending traditional festivals such as Oktoberfest in Munich and the famous Christkindl Markets in Salzburg and Innsbruck, we were both inspired by our cultural and culinary experience. This also fostered confusion as to why German and Bavarian cuisine was an underrepresented food category in the U.S.
We completed in depth secondary research, focusing on environmental trends (social, economic, technological, political/legal, and natural) that affect the business environment in America, as well as produced a current market analysis of the American restaurant industry. This market analysis includes the discovery and evaluation of the history of the American restaurant industry, its evolution, its forecasted trends, and more specifically, taking a closer look at the nearly visible presence German cuisine establishments currently represent in America’s marketplace. By uncovering forecasted trends and determining the important presence the restaurant industry holds in America’s economy, we confirmed that designing and opening a German inspired restaurant is a great investment in an industry that continues to grow and prosper.
Before settling on a concept, we tested three unique German inspired models. Option 1, Prost, uniquely resembles a bar. Prost is described as a very casual and spacious beer garden placing an emphasis on quality German beer and small shared plates or appetizers. In contrast, option 2, Geister Haus is described as an upscale sit down restaurant that not only provides a wide selection of beer, wine, and spirits, but also an extensive menu with traditional German plates. Geister Haus is meant to provide its consumers with the authentic German experience. Lastly, option 3, Das Good is a modern concept that creates a fusion of German and American culture by providing traditional German specialties with a twist.
After conducting a survey testing all three concepts, the feedback we received from our test subjects (41 individuals representing diverse demographics) confirmed that Das Good was the most interesting German inspired concept that they would most likely visit. However, Prost was a close second, and many respondents suggested a combination of the two concepts; that is how the finalized Das Good restaurant was formed. Das Good’s business plan includes:
Company mission and values centered around diversity, community, and celebration
Target consumer profile otherwise known as Jackson Nelson that represents the specific demographic and psychographic qualities of a potential consumer we intend to attract
Competitive analysis of three carefully selected primary competitors (The Yard at Culinary Dropout, Brat Haus, and Pedal Haus Brewery) located within the Valley
Beyond the details of our business plan, we placed an emphasis on the marketing campaigns and design aspects of Das Good. For example, we researched three specific locations in which we will consider to invest, and developed a full menu including item descriptions and prices. We focused on physical evidence of store blueprints including indoor seating and outdoor patio layout and explained the value of our community centered open floor plan. Finally, we crafted a two-fold marketing plan that integrates digital exposure via local influencers and customer engagement via prize-worthy games featured at music, arts, and food festivals.
We completed in depth secondary research, focusing on environmental trends (social, economic, technological, political/legal, and natural) that affect the business environment in America, as well as produced a current market analysis of the American restaurant industry. This market analysis includes the discovery and evaluation of the history of the American restaurant industry, its evolution, its forecasted trends, and more specifically, taking a closer look at the nearly visible presence German cuisine establishments currently represent in America’s marketplace. By uncovering forecasted trends and determining the important presence the restaurant industry holds in America’s economy, we confirmed that designing and opening a German inspired restaurant is a great investment in an industry that continues to grow and prosper.
Before settling on a concept, we tested three unique German inspired models. Option 1, Prost, uniquely resembles a bar. Prost is described as a very casual and spacious beer garden placing an emphasis on quality German beer and small shared plates or appetizers. In contrast, option 2, Geister Haus is described as an upscale sit down restaurant that not only provides a wide selection of beer, wine, and spirits, but also an extensive menu with traditional German plates. Geister Haus is meant to provide its consumers with the authentic German experience. Lastly, option 3, Das Good is a modern concept that creates a fusion of German and American culture by providing traditional German specialties with a twist.
After conducting a survey testing all three concepts, the feedback we received from our test subjects (41 individuals representing diverse demographics) confirmed that Das Good was the most interesting German inspired concept that they would most likely visit. However, Prost was a close second, and many respondents suggested a combination of the two concepts; that is how the finalized Das Good restaurant was formed. Das Good’s business plan includes:
Company mission and values centered around diversity, community, and celebration
Target consumer profile otherwise known as Jackson Nelson that represents the specific demographic and psychographic qualities of a potential consumer we intend to attract
Competitive analysis of three carefully selected primary competitors (The Yard at Culinary Dropout, Brat Haus, and Pedal Haus Brewery) located within the Valley
Beyond the details of our business plan, we placed an emphasis on the marketing campaigns and design aspects of Das Good. For example, we researched three specific locations in which we will consider to invest, and developed a full menu including item descriptions and prices. We focused on physical evidence of store blueprints including indoor seating and outdoor patio layout and explained the value of our community centered open floor plan. Finally, we crafted a two-fold marketing plan that integrates digital exposure via local influencers and customer engagement via prize-worthy games featured at music, arts, and food festivals.
ContributorsWillett, Sydney (Co-author) / Doloresco, Sophia (Co-author) / Trujillo, Rhett (Thesis director) / Schlacter, John (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
While basketball has been traditionally regarded as an American sport, the National Basketball Association (NBA) has gained substantial traction outside the United States over the past decade. In order to further encourage attention from international fans and increase league profit, I propose that the league adds an expansion team to Mexico City. I believe that through thorough market research and conscientious brand development, the team be successfully integrated into both the local community as well as the league’s current fan base. Local infrastructure, player safety, border customs, and financials were all taken into consideration into this proposal. The purpose of this project is twofold: first, to advocate for league expansion of the NBA into Mexico City through discussion and exploration of both the anticipated opportunities and obstacles, and second, to design three brand concepts and then propose a final brand concept based off of qualitative and quantitative feedback systematically collected via a survey.
ContributorsArd, Dalin Max (Author) / Montoya, Detra (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
https://rlauren158.wixsite.com/thesis
The objective of this project was to combine my passion for creativity, branding and graphic design into a project that would be personally challenging for me, as well as something that would deliver a result. In considering all these things, I decided to “rebrand the brands we know & love” by picking 5 companies to recreate their logos and redesign the packaging and artwork for one product from each company.
The objective of this project was to combine my passion for creativity, branding and graphic design into a project that would be personally challenging for me, as well as something that would deliver a result. In considering all these things, I decided to “rebrand the brands we know & love” by picking 5 companies to recreate their logos and redesign the packaging and artwork for one product from each company.
ContributorsRupp, Lauren (Author) / LaRosa, Julia (Thesis director) / Dietrich, John (Thesis director) / Palmer, James (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The Golf Equipment Industry is flooded with many competitors, all looking to expand and grow with their various customer bases. In an industry which demands rapid new-product developments and offerings, companies must position their various brands in a way that appeals to both current and future customers. In tailoring product offerings and leveraging existing brand equity, effectively manipulating brand portfolios, companies must assess the risk of brand dilution effects when fulfilling company-wide growth initiatives. The following project will present research-based marketing principles with marketplace examples from various industries; specifically looking at marketers’ strategies in manipulating brand portfolios through the use of brand architectures, upward/downward line stretches, and brand extensions. Essentially, this paper will present the importance of manipulating brand portfolios in a variety of industries (including the golf industry), exciting current and new customer bases, eventually establishing an understanding of the risks associated with each leveraging strategy.
With a deep emphasis on the criticality of mitigating brand dilution whilst manipulating product offerings, this paper will then provide a golf-specific industry trend analysis, diving into the various ways marketers at TaylorMade Golf, Callaway Golf, and Cleveland/Srixon/XXIO Golf leverage brand equity while mitigating brand dilution risks. With a greater understanding of marketing-theory based principles and research conducted on the current customer trends prevalent in the golf industry, supplemented by marketing-personnel survey responses, I will be able to translate branding-based principles into recommendations for companies competing in the golf equipment industry.
With a deep emphasis on the criticality of mitigating brand dilution whilst manipulating product offerings, this paper will then provide a golf-specific industry trend analysis, diving into the various ways marketers at TaylorMade Golf, Callaway Golf, and Cleveland/Srixon/XXIO Golf leverage brand equity while mitigating brand dilution risks. With a greater understanding of marketing-theory based principles and research conducted on the current customer trends prevalent in the golf industry, supplemented by marketing-personnel survey responses, I will be able to translate branding-based principles into recommendations for companies competing in the golf equipment industry.
ContributorsMilroy, Thomas Carlo (Author) / Montoya, Detra (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
With brick-and-mortar retail actively under threat from a growing e-commerce market, companies are being challenged to re-evaluate the way they engage with their customers in the physical realm. Companies are under pressure to give consumers a reason to make a trip to their stores over succumbing to the convenience of sitting at home in their pajamas and shopping online. Because of the rapid development of e-commerce, there is a growing necessity for retailers to prove their worth by means of marketing the in-store experience as superior to that of what online could offer. Brands are navigating the grey area between the digital and physical realms in order to successfully fulfill the needs of the modern consumer through viewing these different entities as touchpoints in the overall consumer experience.
This study explores the connection between the interior design of retail spaces and consumer behavior in the direct-to-consumer environment. The research explores the relationships between consumer behavior, intangible brand identity, and the physical (brick-and-mortar) retail environment and explores interior design’s role in the development of a new form of retail found in brands whose presence began online and later entered the physical realm. Through analyzing store aesthetics, consumer preferences, and purchasing behavior, this research provides insight into what matters to consumers in a direct-to-consumer retail environment and how designers at the forefront of this movement are adapting, and ultimately draws conclusions about how companies can utilize interior design and store aesthetics as part of the consumer journey to maximize the impact of their brand experiences.
This study explores the connection between the interior design of retail spaces and consumer behavior in the direct-to-consumer environment. The research explores the relationships between consumer behavior, intangible brand identity, and the physical (brick-and-mortar) retail environment and explores interior design’s role in the development of a new form of retail found in brands whose presence began online and later entered the physical realm. Through analyzing store aesthetics, consumer preferences, and purchasing behavior, this research provides insight into what matters to consumers in a direct-to-consumer retail environment and how designers at the forefront of this movement are adapting, and ultimately draws conclusions about how companies can utilize interior design and store aesthetics as part of the consumer journey to maximize the impact of their brand experiences.
ContributorsCarr-Gasso, Lauren Nicole (Author) / Zingoni, Milagros (Thesis director) / Lisjak, Monika (Committee member) / Feil, Magnus (Committee member) / Dean, Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Advertising has been a part of the marketing landscape for decades, evolving over time. Among the many tactics of advertising is the use of spokespeople, or brand personalities, that represent a brand and its offerings. Spokespeople have been around as early as the 1950s, with brands hiring well-known actors and actresses to represent everyday products. Since then, they have evolved to be more than just a brand representative. Fast forward to the 21st century, spokespeople have developed symbiotic relationships with brands, helping them create authentic connections with its consumers.
There are many successful cases of spokespeople enhancing a brand’s popularity and growing their sales, but what would happen to the brand if their spokesperson engaged in controversial behavior? The basis of this thesis, and my research, revolves around this research objective: to better understand if, and how, spokespeople affect a brand and its consumers. I conducted primary research in the form of a survey to test consumer’s attitudes and behaviors towards brands and spokespeople; additionally, I conducted secondary research to understand how spokespeople can impact a brand’s stock and sales performance. I expect spokespeople with high levels of association with the brands they represent to have a strong affect on a brand’s performance and perception.
The results of my research defy my expectations. Spokespeople that have a weaker association level with their brands had a strong affect on a brand and its consumers, and vice-versa with strong association levels. In the primary research, spokespeople with weak association levels with Nike and Papa John’s had a significant impact on how participants viewed and engaged with the brands. In addition, secondary research indicates there are significant affects on a brand’s performance as a result of the spokespeople, despite the weak association levels.
After conducting research, I concluded that to have effective spokespeople that can positively impact a brand and its consumers, they must possess two characteristics: trustworthiness and authenticity. The successful cases of spokespeople from my primary and secondary research possessed these characteristics. Consumers need to be able to trust the messages that come from spokespeople, and they need to be able to understand that the relationship between the them and the brand is authentic and makes sense. Therefore, if the spokespeople brands hire are trustworthy and authentic to the brand, then they will positively impact the performance and perception of the brand.
There are many successful cases of spokespeople enhancing a brand’s popularity and growing their sales, but what would happen to the brand if their spokesperson engaged in controversial behavior? The basis of this thesis, and my research, revolves around this research objective: to better understand if, and how, spokespeople affect a brand and its consumers. I conducted primary research in the form of a survey to test consumer’s attitudes and behaviors towards brands and spokespeople; additionally, I conducted secondary research to understand how spokespeople can impact a brand’s stock and sales performance. I expect spokespeople with high levels of association with the brands they represent to have a strong affect on a brand’s performance and perception.
The results of my research defy my expectations. Spokespeople that have a weaker association level with their brands had a strong affect on a brand and its consumers, and vice-versa with strong association levels. In the primary research, spokespeople with weak association levels with Nike and Papa John’s had a significant impact on how participants viewed and engaged with the brands. In addition, secondary research indicates there are significant affects on a brand’s performance as a result of the spokespeople, despite the weak association levels.
After conducting research, I concluded that to have effective spokespeople that can positively impact a brand and its consumers, they must possess two characteristics: trustworthiness and authenticity. The successful cases of spokespeople from my primary and secondary research possessed these characteristics. Consumers need to be able to trust the messages that come from spokespeople, and they need to be able to understand that the relationship between the them and the brand is authentic and makes sense. Therefore, if the spokespeople brands hire are trustworthy and authentic to the brand, then they will positively impact the performance and perception of the brand.
ContributorsHo, Yi-Chun (Author) / Giles, Charles (Thesis director) / Montoya, Detra (Committee member) / Dean, Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
There are over 4,000 higher education institutions in the U.S., according to the National Center for Education Statistics. With a variety of options at an applicant’s disposal, the competition for institutions to attract their desired student body can be fierce. Some factors many consider when searching for the perfect college are its reputation and brand. Increasingly, universities have chosen to engage in marketing and branding techniques once reserved for corporations. According to a report by the Santa Clara Consulting Group, “a university is no longer just an institution of higher learning but also a business.” In coordination with this growing trend, institutions have been propelled to undergo some extent of a transformation to achieve their goals. This paper examines three institutions representing different higher education categories that have undergone or are currently undergoing some extent of a reputational shift. Looking at a large public university, an Ivy League institution and a liberal arts college, the research explores the various communications efforts made by each institution and how they compare. In some cases, the communications department is an integral component of the shift, while sometimes it provides mostly auxiliary support. Ultimately, this research hopes to provide insight into the following questions: what actions can an institution’s communications department take to help strengthen its reputation and grow its brand; and how do these strategies compare among various types of institutions?
ContributorsWolfe, Alexandra C (Author) / Hass, Mark (Thesis director) / Smiley, Andrea (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
This report was commissioned to provide an analysis and evaluation of consumer perceptions and branding as it relates to the political and social climate in America. To be able to do this, the paper analyzes shifts in the external environment as well as researching case studies and online consumer perception surveys. Overall, this paper aims to examine the distributed survey and attempt to correlate and identify how branding, consumer perceptions, and social and political issues all can work and affect one another. Through the administration of this survey, we were able to formulate a conclusion that points towards the importance of brands actively adhering to changing consumer preferences, ideals, and expectations. The research draws attention to the fact that brands are now living in polarized times, in which there can be numerous risks and opportunities for taking a particular stance socially or politically (Kleinberg, 2017). Thoroughly understanding and measuring brand customer perception in regards social and political stance can be vital to the future success or demise of a brand. To further understand consumer perceptions, it is imperative to analyze the opinions and information of the demographics in which brands appeal to. They can have differing opinions on the subject matter, therefore brands must be sensitive to these differences, and make changes accordingly. Moreover, analyzing current advertising campaigns are essential in gauging the overall expectation that consumers have for their brands in relation to current political and social climates. In essence, these questions and studies led us to formulate our final recommendations pertaining to this subject. Therefore, it is recommended: Brands should consider the political ideology in which the majority of their consumer base identifies with in order to leverage consumer purchasing power Brands should institute protocols before officially releasing proactive or reactive ad campaigns, such as brand advisory committees, competent spokesmen, issue based ads By utilizing this information, it allows brands to be proactive and refocus their objectives in order to accommodate varying consumer perceptions.
ContributorsClark, Sydney Chantal (Co-author) / Loera, Carolina (Co-author) / Montoya, Detra (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05