Journal of Business Thought

Ragini Bhati ¹, Harsh V. Verma ¹

Affiliations
1 University of Delhi, Delhi, IN

Abstract

The purpose of the present conceptual paper is to identify the elements of online brand building, based on a literature review and mini case studies of successful brands. It is based on a thorough analytical review of literature and an extensive web-based search. The available literature on online brand building presents many different ideas about the domain. The study aims at delineating the concept of online brand building. It finds that brand-building efforts need to be aligned with the changing technology and provides a basis for the formulation and implementation of online branding strategies.

Keywords

Online Brand Building, Internet.

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Harsh V. Verma

Abstract

The word ‘cool’ has entered in the currency of language, especially that of young people. The term enjoys a distinct and well defined meaning in dictionary. In denotative sense it is related to the degree of temperature of a liquid or object or a body. It implies a state when something is ‘neither warm nor very cold or is moderately cold’ 2. Often ‘cool’ is also used in contexts other than relating to temperature, when it signifies character of a person, place or brand. Anything that is considered to be cool enjoys attraction and hence enjoys customer following. However, a perception of ‘un-cool’ has a value robbing effect from a product, place or phenomenon. If being cool can possibly give competitive edge in terms of customer desirability and following, it assumes significance from marketing perspective.

Keywords

Marketing, Brand

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Harsh V. Verma

Abstract

The usage of value statements by companies has become a common practice. These value statements are aimed at providing a context or implicit framework to guide behaviors. A clear set of values provides exact standards against which corporate behaviors can be judged for their appropriateness. The purpose of this study is to explore what values are espoused by organizations through these statements and are these values given only to provide business success related context or beyond to encompass other ‘existentialist’ concerns. The espousal of values assumes greater significance in the light of various corporate misdemeanors and scandals. The study finds four types of espoused values: the outcome values, performance values, external values and spiritual values. One most striking outcome of the pareto analysis is the supremacy of customer satisfaction, delight or value as the most commonly value incorporated by companies across all the categories. Although the external and spiritual values considered in this study are not commonly cited in the value statements, these are beginning to enter in the corporate consciousness.

Keywords

Corporate values, Value statements, Business purpose, Social responsibility, Profit orientation.

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Kriti Chadha ¹, Harsh V. Verma ²

Affiliations
1 PhD Research Scholar, Faculty of Management Studies, University of Delhi, Delhi – 110007, IN
2 Professor, Faculty of Management Studies, University of Delhi, Delhi – 110007, IN

Abstract

Purpose and meaning have always been fundamental to human and human institutions. In current times, “purpose” is actively researched by academic scholars and practiced by businesses. Purpose and values supersede product features or price in forming deeper connections with consumers by targeting emotional triggers. This paper, with its focus on alcohol beverage industry, studies how these brands target the innate need of humans to reach their terminal values or higher-order purpose in life to sell their products, consumption of which is associated with both health and social issues. Analysis of the selected alcohol beverage advertisements shows how marketers cleverly shift attention from the product attributes to consumers’ values, thus skipping the steps of Means-End chain. These personal values help in the attainment of one’s purpose (the reason for existence beyond oneself) ensuring satisfaction and contentment at an emotional level. In a category where brand preference is key, people’s motivation for selecting a particular brand they drink might be closely related to the underlying personal values.

Keywords

Means-End Chain, Values, Purpose, Alcohol Beverage

JEL classification: M31, M37

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