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Year 2015, Volume: 2 Issue: 3, 430 - 440, 06.11.2015

Ravindra Dissanayake Thustan Amarasuriya

Abstract

References

  • Aaker, D. and Joachimsthaler, E. (2002) Brand Leadership, London: Simon & Schuster UK Ltd. Page 43.
  • Ahmad, A. and Thyagaraj,K.S. (2014) 'Brand Personality and Brand Equity Research: Past Developments and Future Directions', The IUP Journal of Brand Management, Vol. XI (3): 19-56
  • Azzawi, M.A. and Ezech,M.A.N. (2012) Students Brand Preferences Between Apple and Samsung Smartphone,
  • Dissertation, Malardalen University Eskilstuna-Vasteras. Bree, J., Decrop,A. and Sohier, G.P, (2005) 'An Empirical Investigation of the Product's Package as an Antecedent of Brand Personality', Innovative Marketing, pp-69-80.
  • Carpenter, G.S. and Tybout, A.M. (2006) 'Creating and Managing Brands' in D. Iacobucci. (eds) Kellog on
  • Marketing, New Delhi: Wiley India (P) Ltd. pp. 74-102. Carpentier,M., Herbert,I., and Ollivier-Lamarque,C. (2011) 'Brand Identity Management in the Context of Global
  • Brands', Qualitative Research, Budapest, Online. Available at: www.warc.com. Change Wave Research (2012), 'iPhone to retain lead role'. Online. Available at: http://www.warc.com.ezproxy3.lib.le.ac.uk/Content/News/N29307_iPhone_to_retain_lead_role.content?
  • Chapman, S. (2015) 'Brand Meaning : Research the Brand Identity', :Warc.Com.ezproxy3.Lib.Le.Ac.Uk, (2015).
  • Leicester Digital Library Login (EZproxy) - University of Leicester, Online. Available at: http://www.warc.com.ezproxy3.lib.le.ac.uk/Content/ContentViewer.aspx? Denning, S. (2011), 'Another Myth Bites The Dust: How Apple Listens To Its Customers'. Online. Available at: http://www.forbes.com/sites/stevedenning/
  • EffieWorld Wide. (2013) Warc.Com.ezproxy3.Lib.Le.Ac.Uk:2015. Leicester Digital Library Login (EZproxy)
  • University of Leicester, Online. Available http://www.warc.com.ezproxy3.lib.le.ac.uk/Content/ContentViewer.aspx? Franzen, G. and Moriarty,S. (2009) The Science and Art of Branding, New York: M.E Sharpe, Online Available at: https://books.google.lk/books?
  • International Data Corporation, (2014 Q3), 'Smartphone OS Market Share , Online. Available at: http://www.idc.com/prodserv/smartphone-os-market-share.jsp
  • Jiang, H. (2011) ,Young People’s Adoption and Consumption of a Cultural Commodity – iPhone, Dissertation,
  • London School of Economics. Kapferer, J.N. (2006), 'Brand Identity Prism', Strategic Brand Management.,1-3. Online. Available at: www.warc.com/brandmodels.
  • Kaul, V. (2013), Extending Your Brand May Dilute its Identity, Forbes India Magazine.
  • Keller, K.L and Kotler,P. (2006), Marketing Management, 12th edn, New Delhi: Prentice Hall of India Private Limited.
  • Klein, N. (2010), No Logo, Third Edition edn, New York: Picador.
  • Klipfel, J.A.L., Barclay, A.C. and Bockorny, K.M. (2013), Self-Congruity: A Determinant of Brand Personality.
  • Kotler, P. and Armstrong,G. (2006), Principles of Marketing, 11th edn, New Jersey , Prentice-Hall, Inc.
  • Matanda, T., & Ewing, M. T. (2012), The process of global brand strategy development and regional implementation, International Journal of Research in Marketing, 29(1).
  • Ponnam, A. (2007), 'Comprehending the Strategic Brand Building Framework of Kingfisher in the Context of Brand
  • Identity Prism', ICFAI Journal of Brand Management, 4 (4): 63-71. Reis, K.(2014), 'Mall Walkers and McDonald’s: A Study of AmericaSymbols',
  • Online. Available at: http://kidspiritonline.com/2014/06/mall-walkers-and-mcdonalds-a-study-of-american- symbols/.
  • Silveira, C., Lages, C., and Simões, C. (2013), 'Re-conceptualizing Brand Identity in a Dynamic Environment',
  • Journal of Business Research, 66 (1): 28-36. Spiggle, S., Nguyen, H.T., and Caravella, M. (2012), 'More than Fit: Brand Extension Authenticity', Journal of
  • Marketing Research (JMR), 49 (6): 967-983. Streitfeld, D. (2011), 'Jobs Steps Down at Apple, Saying He Can’t Meet Duties', The New York Times, 24.08.11.
  • Taylor, D. (2009), 'Man Behind the Brand: When Brand Personality is Defined by a Person', Central Penn Business Journal, 25 (25): 11-21.

ROLE OF BRAND IDENTITY IN DEVELOPING GLOBAL BRANDS: A LITERATURE BASED REVIEW ON CASE COMPARISON BETWEEN APPLE IPHONE VS SAMSUNG SMARTPHONE BRANDS

Year 2015, Volume: 2 Issue: 3, 430 - 440, 06.11.2015

Ravindra Dissanayake Thustan Amarasuriya

Abstract

This paper has focused on reviewing brand identity as an integral strategic component in developing global brands via figuring out literature sources along with the case practices on apple iPhone and Samsung Smart Phone Brands. Researchers followed an approach as literature review along with case review to connect theory into practice by sourcing the formally published evidences. Paper provides the insights on how empirical findings being shared in literature reviews connecting the concept of Band Identity into brand related concepts and models whilst special reference is made on how the said two global brands being reviewed as cases in the literature sources. Researchers suggest propositions along with a conclusion in the forms of teaching and learning notes par with the essentials of the case-based piece of work.

Keywords

Brand Identity Global Brands Smart Phones Strategy competition

References

  • Aaker, D. and Joachimsthaler, E. (2002) Brand Leadership, London: Simon & Schuster UK Ltd. Page 43.
  • Ahmad, A. and Thyagaraj,K.S. (2014) 'Brand Personality and Brand Equity Research: Past Developments and Future Directions', The IUP Journal of Brand Management, Vol. XI (3): 19-56
  • Azzawi, M.A. and Ezech,M.A.N. (2012) Students Brand Preferences Between Apple and Samsung Smartphone,
  • Dissertation, Malardalen University Eskilstuna-Vasteras. Bree, J., Decrop,A. and Sohier, G.P, (2005) 'An Empirical Investigation of the Product's Package as an Antecedent of Brand Personality', Innovative Marketing, pp-69-80.
  • Carpenter, G.S. and Tybout, A.M. (2006) 'Creating and Managing Brands' in D. Iacobucci. (eds) Kellog on
  • Marketing, New Delhi: Wiley India (P) Ltd. pp. 74-102. Carpentier,M., Herbert,I., and Ollivier-Lamarque,C. (2011) 'Brand Identity Management in the Context of Global
  • Brands', Qualitative Research, Budapest, Online. Available at: www.warc.com. Change Wave Research (2012), 'iPhone to retain lead role'. Online. Available at: http://www.warc.com.ezproxy3.lib.le.ac.uk/Content/News/N29307_iPhone_to_retain_lead_role.content?
  • Chapman, S. (2015) 'Brand Meaning : Research the Brand Identity', :Warc.Com.ezproxy3.Lib.Le.Ac.Uk, (2015).
  • Leicester Digital Library Login (EZproxy) - University of Leicester, Online. Available at: http://www.warc.com.ezproxy3.lib.le.ac.uk/Content/ContentViewer.aspx? Denning, S. (2011), 'Another Myth Bites The Dust: How Apple Listens To Its Customers'. Online. Available at: http://www.forbes.com/sites/stevedenning/
  • EffieWorld Wide. (2013) Warc.Com.ezproxy3.Lib.Le.Ac.Uk:2015. Leicester Digital Library Login (EZproxy)
  • University of Leicester, Online. Available http://www.warc.com.ezproxy3.lib.le.ac.uk/Content/ContentViewer.aspx? Franzen, G. and Moriarty,S. (2009) The Science and Art of Branding, New York: M.E Sharpe, Online Available at: https://books.google.lk/books?
  • International Data Corporation, (2014 Q3), 'Smartphone OS Market Share , Online. Available at: http://www.idc.com/prodserv/smartphone-os-market-share.jsp
  • Jiang, H. (2011) ,Young People’s Adoption and Consumption of a Cultural Commodity – iPhone, Dissertation,
  • London School of Economics. Kapferer, J.N. (2006), 'Brand Identity Prism', Strategic Brand Management.,1-3. Online. Available at: www.warc.com/brandmodels.
  • Kaul, V. (2013), Extending Your Brand May Dilute its Identity, Forbes India Magazine.
  • Keller, K.L and Kotler,P. (2006), Marketing Management, 12th edn, New Delhi: Prentice Hall of India Private Limited.
  • Klein, N. (2010), No Logo, Third Edition edn, New York: Picador.
  • Klipfel, J.A.L., Barclay, A.C. and Bockorny, K.M. (2013), Self-Congruity: A Determinant of Brand Personality.
  • Kotler, P. and Armstrong,G. (2006), Principles of Marketing, 11th edn, New Jersey , Prentice-Hall, Inc.
  • Matanda, T., & Ewing, M. T. (2012), The process of global brand strategy development and regional implementation, International Journal of Research in Marketing, 29(1).
  • Ponnam, A. (2007), 'Comprehending the Strategic Brand Building Framework of Kingfisher in the Context of Brand
  • Identity Prism', ICFAI Journal of Brand Management, 4 (4): 63-71. Reis, K.(2014), 'Mall Walkers and McDonald’s: A Study of AmericaSymbols',
  • Online. Available at: http://kidspiritonline.com/2014/06/mall-walkers-and-mcdonalds-a-study-of-american- symbols/.
  • Silveira, C., Lages, C., and Simões, C. (2013), 'Re-conceptualizing Brand Identity in a Dynamic Environment',
  • Journal of Business Research, 66 (1): 28-36. Spiggle, S., Nguyen, H.T., and Caravella, M. (2012), 'More than Fit: Brand Extension Authenticity', Journal of
  • Marketing Research (JMR), 49 (6): 967-983. Streitfeld, D. (2011), 'Jobs Steps Down at Apple, Saying He Can’t Meet Duties', The New York Times, 24.08.11.
  • Taylor, D. (2009), 'Man Behind the Brand: When Brand Personality is Defined by a Person', Central Penn Business Journal, 25 (25): 11-21.
There are 27 citations in total.

Details

Journal Section Articles
Authors

Ravindra Dissanayake This is me

Thustan Amarasuriya This is me

Publication Date November 6, 2015
Published in Issue Year 2015 Volume: 2 Issue: 3

Cite

APA Dissanayake, R., & Amarasuriya, T. (2015). ROLE OF BRAND IDENTITY IN DEVELOPING GLOBAL BRANDS: A LITERATURE BASED REVIEW ON CASE COMPARISON BETWEEN APPLE IPHONE VS SAMSUNG SMARTPHONE BRANDS. Research Journal of Business and Management, 2(3), 430-440. https://doi.org/10.17261/Pressacademia.2015312990
AMA Dissanayake R, Amarasuriya T. ROLE OF BRAND IDENTITY IN DEVELOPING GLOBAL BRANDS: A LITERATURE BASED REVIEW ON CASE COMPARISON BETWEEN APPLE IPHONE VS SAMSUNG SMARTPHONE BRANDS. RJBM. November 2015;2(3):430-440. doi:10.17261/Pressacademia.2015312990
Chicago Dissanayake, Ravindra, and Thustan Amarasuriya. “ROLE OF BRAND IDENTITY IN DEVELOPING GLOBAL BRANDS: A LITERATURE BASED REVIEW ON CASE COMPARISON BETWEEN APPLE IPHONE VS SAMSUNG SMARTPHONE BRANDS”. Research Journal of Business and Management 2, no. 3 (November 2015): 430-40. https://doi.org/10.17261/Pressacademia.2015312990.
EndNote Dissanayake R, Amarasuriya T (November 1, 2015) ROLE OF BRAND IDENTITY IN DEVELOPING GLOBAL BRANDS: A LITERATURE BASED REVIEW ON CASE COMPARISON BETWEEN APPLE IPHONE VS SAMSUNG SMARTPHONE BRANDS. Research Journal of Business and Management 2 3 430–440.
IEEE R. Dissanayake and T. Amarasuriya, “ROLE OF BRAND IDENTITY IN DEVELOPING GLOBAL BRANDS: A LITERATURE BASED REVIEW ON CASE COMPARISON BETWEEN APPLE IPHONE VS SAMSUNG SMARTPHONE BRANDS”, RJBM, vol. 2, no. 3, pp. 430–440, 2015, doi: 10.17261/Pressacademia.2015312990.
ISNAD Dissanayake, Ravindra - Amarasuriya, Thustan. “ROLE OF BRAND IDENTITY IN DEVELOPING GLOBAL BRANDS: A LITERATURE BASED REVIEW ON CASE COMPARISON BETWEEN APPLE IPHONE VS SAMSUNG SMARTPHONE BRANDS”. Research Journal of Business and Management 2/3 (November 2015), 430-440. https://doi.org/10.17261/Pressacademia.2015312990.
JAMA Dissanayake R, Amarasuriya T. ROLE OF BRAND IDENTITY IN DEVELOPING GLOBAL BRANDS: A LITERATURE BASED REVIEW ON CASE COMPARISON BETWEEN APPLE IPHONE VS SAMSUNG SMARTPHONE BRANDS. RJBM. 2015;2:430–440.
MLA Dissanayake, Ravindra and Thustan Amarasuriya. “ROLE OF BRAND IDENTITY IN DEVELOPING GLOBAL BRANDS: A LITERATURE BASED REVIEW ON CASE COMPARISON BETWEEN APPLE IPHONE VS SAMSUNG SMARTPHONE BRANDS”. Research Journal of Business and Management, vol. 2, no. 3, 2015, pp. 430-4, doi:10.17261/Pressacademia.2015312990.
Vancouver Dissanayake R, Amarasuriya T. ROLE OF BRAND IDENTITY IN DEVELOPING GLOBAL BRANDS: A LITERATURE BASED REVIEW ON CASE COMPARISON BETWEEN APPLE IPHONE VS SAMSUNG SMARTPHONE BRANDS. RJBM. 2015;2(3):430-4.

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