The branding role that product labelling plays within integrated marketing communication
- Authors: Hasert, Rudolf Karl
- Date: 2012-01-25
- Subjects: Brand name products management , Business communication , Branding management , Marketing management
- Type: Thesis
- Identifier: http://ujcontent.uj.ac.za8080/10210/376972 , uj:1968 , http://hdl.handle.net/10210/4325
- Description: M.A. , This study focuses on empirically determining the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning within the food and beverage industry. This research topic was selected for a number of reasons. Firstly, there is a general misconception of the definition of the term Integrated Marketing Communication. Secondly, there is also an emergence of the perception that labelling plays an important role as a strategic element in Integrated Marketing Communication functioning. Thirdly, there is also speculation regarding what this actual role is, that labelling plays within the Integrated Marketing Communication functioning. Fourthly, on closer investigation, it becomes evident that although there is a degree of literaturebased evidence that identifies the role that product labelling plays (within Integrated Marketing Communication), as that of branding, there is no empirical research to substantiate these claims. For these combined reasons there is a direct need for research into these issues. To facilitate the effective fulfilment of the research goals, there was a thorough examination of the theoretical literature available and the completion of an empirical study. Furthermore it was found that the examination of the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning would be attainable if the research goal was restricted to a manageable field. To satisfy this aim, the study was focused on the food and beverage industry. The key terms of branding as well as Integrated Marketing Communication were investigated and defined. From the literature available, the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning was examined and also defined. From this context it was found that ample evidence was available to conduct empirical research into this area. It became clear that the identification of the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning within the food and beverage industry would rest upon the identification of the transmission of functional and non-functional attributes, consequences and values to consumers via verbal and visual images. The method best suited to identifying the transmission of these values was shown to be that of qualitative research. The proof of the transmission of these functions within the sample formed the focus of the empirical study. Ultimately this proof would illustrate the branding role of labelling. Within the context of the qualitative research, it was shown that the most appropriate approach to identify the transmission of functionality was through the use of the Means-end theory utilising the laddering technique. Within the context of the research document through the laddering technique, it also became apparent that there is a clear role that product labelling plays as a strategic element in Integrated Marketing Communication functioning within the food and beverage industry. It is also evident through literature-based and empirical evidence that this role is one ofbranding.
- Full Text:
- Authors: Hasert, Rudolf Karl
- Date: 2012-01-25
- Subjects: Brand name products management , Business communication , Branding management , Marketing management
- Type: Thesis
- Identifier: http://ujcontent.uj.ac.za8080/10210/376972 , uj:1968 , http://hdl.handle.net/10210/4325
- Description: M.A. , This study focuses on empirically determining the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning within the food and beverage industry. This research topic was selected for a number of reasons. Firstly, there is a general misconception of the definition of the term Integrated Marketing Communication. Secondly, there is also an emergence of the perception that labelling plays an important role as a strategic element in Integrated Marketing Communication functioning. Thirdly, there is also speculation regarding what this actual role is, that labelling plays within the Integrated Marketing Communication functioning. Fourthly, on closer investigation, it becomes evident that although there is a degree of literaturebased evidence that identifies the role that product labelling plays (within Integrated Marketing Communication), as that of branding, there is no empirical research to substantiate these claims. For these combined reasons there is a direct need for research into these issues. To facilitate the effective fulfilment of the research goals, there was a thorough examination of the theoretical literature available and the completion of an empirical study. Furthermore it was found that the examination of the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning would be attainable if the research goal was restricted to a manageable field. To satisfy this aim, the study was focused on the food and beverage industry. The key terms of branding as well as Integrated Marketing Communication were investigated and defined. From the literature available, the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning was examined and also defined. From this context it was found that ample evidence was available to conduct empirical research into this area. It became clear that the identification of the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning within the food and beverage industry would rest upon the identification of the transmission of functional and non-functional attributes, consequences and values to consumers via verbal and visual images. The method best suited to identifying the transmission of these values was shown to be that of qualitative research. The proof of the transmission of these functions within the sample formed the focus of the empirical study. Ultimately this proof would illustrate the branding role of labelling. Within the context of the qualitative research, it was shown that the most appropriate approach to identify the transmission of functionality was through the use of the Means-end theory utilising the laddering technique. Within the context of the research document through the laddering technique, it also became apparent that there is a clear role that product labelling plays as a strategic element in Integrated Marketing Communication functioning within the food and beverage industry. It is also evident through literature-based and empirical evidence that this role is one ofbranding.
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Internal marketing and its role in the corporate brand of a tertiary educational institution
- Authors: Botha, Monray Marsellus
- Date: 2012-06-06
- Subjects: Marketing , Corporate culture , Branding (Marketing) , Marketing management , Corporate image , Branding
- Type: Mini-Dissertation
- Identifier: uj:2533 , http://hdl.handle.net/10210/4988
- Description: M.Comm. , Institutional changes at tertiary educational institutions are an example of change that followed the first democratic elections in 1994. On 31 May 2002, a merger that formed part of the higher education landscape restructuring undertaken by the Department of Education was initiated. The merger entailed that the Technikon Witwatersrand (TWR), the Rand Afrikaans University (RAU) as well as two Vista University campuses situated in Soweto and East Rand merge as one new academic institution. The University of Johannesburg (UJ) was established on 1 December 2005 with over 40 000 full-time students and 2 700 permanent employees. This merger was as a result of the National Plan for Higher Education. Owing to the merger, the UJ had to undertake a major change management initiative. There is a perception that, although the UJ has established its corporate brand, employees are not familiar with the vision, mission and strategic goals set by the corporate brand. Some employees, especially those previously employed by the pre-merger institutions, still refer to these institutions and do not refer to the post-merger institution when they communicate with each other and people from outside. An exploratory research approach using both qualitative and quantitative research was followed in this study. The sample constituted 81 respondents who filled in the computerised questionnaire. The questionnaire consisted of two sections. Section A covered the demographics of the respondents and section B consisted of 37 close-ended questions and three open-ended questions. From the research it is clear that the UJ in fact established this new brand, but that more should be done with regard to proper internalising of the brand. The role of employees in the promotion of the brand and service quality should be revaluated by the UJ in order to overcome the problems currently perceived by employees.
- Full Text:
- Authors: Botha, Monray Marsellus
- Date: 2012-06-06
- Subjects: Marketing , Corporate culture , Branding (Marketing) , Marketing management , Corporate image , Branding
- Type: Mini-Dissertation
- Identifier: uj:2533 , http://hdl.handle.net/10210/4988
- Description: M.Comm. , Institutional changes at tertiary educational institutions are an example of change that followed the first democratic elections in 1994. On 31 May 2002, a merger that formed part of the higher education landscape restructuring undertaken by the Department of Education was initiated. The merger entailed that the Technikon Witwatersrand (TWR), the Rand Afrikaans University (RAU) as well as two Vista University campuses situated in Soweto and East Rand merge as one new academic institution. The University of Johannesburg (UJ) was established on 1 December 2005 with over 40 000 full-time students and 2 700 permanent employees. This merger was as a result of the National Plan for Higher Education. Owing to the merger, the UJ had to undertake a major change management initiative. There is a perception that, although the UJ has established its corporate brand, employees are not familiar with the vision, mission and strategic goals set by the corporate brand. Some employees, especially those previously employed by the pre-merger institutions, still refer to these institutions and do not refer to the post-merger institution when they communicate with each other and people from outside. An exploratory research approach using both qualitative and quantitative research was followed in this study. The sample constituted 81 respondents who filled in the computerised questionnaire. The questionnaire consisted of two sections. Section A covered the demographics of the respondents and section B consisted of 37 close-ended questions and three open-ended questions. From the research it is clear that the UJ in fact established this new brand, but that more should be done with regard to proper internalising of the brand. The role of employees in the promotion of the brand and service quality should be revaluated by the UJ in order to overcome the problems currently perceived by employees.
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Oor die begrip verbruik in bemarkingsbestuur
- Authors: De Coning, C.
- Date: 2009-02-23T10:05:39Z
- Subjects: Consumer behaviour , Marketing management
- Type: Inaugural
- Identifier: uj:14937 , http://hdl.handle.net/10210/2142
- Description: Inaugural lecture--Department of Industrial Economics, Rand Afrikaans University, 10 November 1970 , This inaugural lecture deals with the problem of consumption and consumer behaviour as fields of study and research. The unprecedented leeway present-day consumers have in the choice of the goods and services they consume is outlined, and the need for a better knowledge of consumer behaviour is stressed. The speaker surveys the transition from a production to a marketing orientated economy in developed countries and concurrent change in management thinking. He surveys the nature of consumption and the factors determining and changing consumer behaviour. He reviews some of the existing literature and theories on the problem. He concludes that there does not as yet exist a generally accepted theory of consumer behaviour capable of explaining specific patterns of consumer needs, choice patterns and sonsumer behaviour in general. He also states that no general theory of marketing can be developed without a sound theory of consumer behaviour. The main reason for this situation should be sought in the lack of interdisciplinary co-peration between academic persons and marketing practitioners. Persons engaged in the study of consumption and consumer behaviour are usually either economists, business economists or behavioural scientists in the narrower sense, who are capable of approaching this problem only from within the strict boundaries of their own subject field. In conclusion the speaker pleads for greater interdisciplinary co-operation and for better use of the knowledge of the behavioural sciences in the training of business economists and more particularly marketing researchers and marketing managers.
- Full Text:
- Authors: De Coning, C.
- Date: 2009-02-23T10:05:39Z
- Subjects: Consumer behaviour , Marketing management
- Type: Inaugural
- Identifier: uj:14937 , http://hdl.handle.net/10210/2142
- Description: Inaugural lecture--Department of Industrial Economics, Rand Afrikaans University, 10 November 1970 , This inaugural lecture deals with the problem of consumption and consumer behaviour as fields of study and research. The unprecedented leeway present-day consumers have in the choice of the goods and services they consume is outlined, and the need for a better knowledge of consumer behaviour is stressed. The speaker surveys the transition from a production to a marketing orientated economy in developed countries and concurrent change in management thinking. He surveys the nature of consumption and the factors determining and changing consumer behaviour. He reviews some of the existing literature and theories on the problem. He concludes that there does not as yet exist a generally accepted theory of consumer behaviour capable of explaining specific patterns of consumer needs, choice patterns and sonsumer behaviour in general. He also states that no general theory of marketing can be developed without a sound theory of consumer behaviour. The main reason for this situation should be sought in the lack of interdisciplinary co-peration between academic persons and marketing practitioners. Persons engaged in the study of consumption and consumer behaviour are usually either economists, business economists or behavioural scientists in the narrower sense, who are capable of approaching this problem only from within the strict boundaries of their own subject field. In conclusion the speaker pleads for greater interdisciplinary co-operation and for better use of the knowledge of the behavioural sciences in the training of business economists and more particularly marketing researchers and marketing managers.
- Full Text:
Bromor Foods marketing strategy: a perspective
- Authors: Barberis, Ashley Paul
- Date: 2009-06-09T08:05:21Z
- Subjects: Marketing management , Soft drink industry (South Africa)
- Type: Thesis
- Identifier: uj:8457 , http://hdl.handle.net/10210/2619
- Description: M.B.A.
- Full Text: false
- Authors: Barberis, Ashley Paul
- Date: 2009-06-09T08:05:21Z
- Subjects: Marketing management , Soft drink industry (South Africa)
- Type: Thesis
- Identifier: uj:8457 , http://hdl.handle.net/10210/2619
- Description: M.B.A.
- Full Text: false
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