IDEAS home Printed from https://ideas.repec.org/a/jfr/jms111/v4y2013i4p21-31.html
   My bibliography  Save this article

The Strategy Tool: The Trademark Map of Best 100 Brands in the World

Author

Listed:
  • Rain Chen
  • Chapie Liang

Abstract

In this research, five steps are brought up to build up the trademark map, including (1) deciding sample range of trademarks, (2) analyzing the first-time information, (3) analyzing the second-time information, (4) building up the trademark map, and (5) analyzing the trademark map. This standard procedure can help enterprises create their trademark maps efficiently. A multi-dimensional scale is used for analyzing and building up the trademark map of the most famous one hundred brands, and 86 consumers are requested to proceed with the experiment of brand identification. The results are shown as follows. (1) To display the distribution of trademark samples clearly by building a visualized map, the level of trademark similarity between samples can be understood. (2) Enterprises can the apply trademark map for judging the identification and feasibility of their trademarks so that they are capable of avoiding tort and creating their own and only brand image.

Suggested Citation

  • Rain Chen & Chapie Liang, 2013. "The Strategy Tool: The Trademark Map of Best 100 Brands in the World," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 4(4), pages 21-31, November.
    • Handle: RePEc:jfr:jms111:v:4:y:2013:i:4:p:21-31
    as

    Download full text from publisher

    File URL: http://www.sciedu.ca/journal/index.php/jms/article/view/3626/2139
    Download Restriction: no
    File URL: http://www.sciedu.ca/journal/index.php/jms/article/view/3626
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Huber, Frank & Vollhardt, Kai & Matthes, Isabel & Vogel, Johannes, 2010. "Brand misconduct: Consequences on consumer-brand relationships," Journal of Business Research, Elsevier, vol. 63(11), pages 1113-1120, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Talukder, Md. Shamim & Sorwar, Golam & Bao, Yukun & Ahmed, Jashim Uddin & Palash, Md. Abu Saeed, 2020. "Predicting antecedents of wearable healthcare technology acceptance by elderly: A combined SEM-Neural Network approach," Technological Forecasting and Social Change, Elsevier, vol. 150(C).
    2. Katja H. Brunk & Cara Boer, 2020. "How do Consumers Reconcile Positive and Negative CSR-Related Information to Form an Ethical Brand Perception? A Mixed Method Inquiry," Journal of Business Ethics, Springer, vol. 161(2), pages 443-458, January.
    3. Dutta, Sujay & Pullig, Chris, 2011. "Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies," Journal of Business Research, Elsevier, vol. 64(12), pages 1281-1287.
    4. Jatinder Singh & Oriol Iglesias & Joan Batista-Foguet, 2012. "Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty," Journal of Business Ethics, Springer, vol. 111(4), pages 541-549, December.
    5. Roper, Stuart & Parker, Cathy, 2013. "Doing well by doing good: A quantitative investigation of the litter effect," Journal of Business Research, Elsevier, vol. 66(11), pages 2262-2268.
    6. Cambier, Fanny & Poncin, Ingrid, 2020. "Inferring brand integrity from marketing communications: The effects of brand transparency signals in a consumer empowerment context," Journal of Business Research, Elsevier, vol. 109(C), pages 260-270.
    7. Janina SÜRKEN & Sören SUNDERMANN, 2021. ""Online Touchpoints Matter!" - An Empirical Analysis of Consumer-Brand Relationships in Retail Settings," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 77-87, August.
    8. Amélie Guèvremont & Bianca Grohmann, 2018. "Does brand authenticity alleviate the effect of brand scandals?," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 322-336, July.
    9. Kumar, Vikas & Kaushal, Vikrant & Shashi,, 2023. "Role of customer perceived brand ethicality in inducing engagement in online brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    10. Ilaria Baghi & Paolo Antonetti, 2021. "The higher they climb, the harder they fall: The role of self‐brand connectedness in consumer responses to corporate social responsibility hypocrisy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(4), pages 1216-1230, July.
    11. Grappi, Silvia & Romani, Simona & Bagozzi, Richard P., 2013. "Consumer response to corporate irresponsible behavior: Moral emotions and virtues," Journal of Business Research, Elsevier, vol. 66(10), pages 1814-1821.
    12. Jorge Matute & José Luis Sánchez-Torelló & Ramon Palau-Saumell, 2021. "The Influence of Organizations’ Tax Avoidance Practices on Consumers’ Behavior: The Role of Moral Reasoning Strategies, Political Ideology, and Brand Identification," Journal of Business Ethics, Springer, vol. 174(2), pages 369-386, November.
    13. Selcan Kara & Kunter Gunasti & William T. Ross, 0. "My brand identity lies in the brand name: personified suggestive brand names," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.
    14. Trump, Rebecca K., 2014. "Connected consumers' responses to negative brand actions: The roles of transgression self-relevance and domain," Journal of Business Research, Elsevier, vol. 67(9), pages 1824-1830.
    15. M. Deniz Dalman & Mari W. Buche & Junhong Min, 2019. "The Differential Influence of Identification on Ethical Judgment: The Role of Brand Love," Journal of Business Ethics, Springer, vol. 158(3), pages 875-891, September.
    16. Selcan Kara & Kunter Gunasti & William T. Ross, 2020. "My brand identity lies in the brand name: personified suggestive brand names," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 607-621, September.
    17. Hsiao, Chih-Hui & Shen, George C. & Chao, Pei-Ju, 2015. "How does brand misconduct affect the brand–customer relationship?," Journal of Business Research, Elsevier, vol. 68(4), pages 862-866.
    18. Elbedweihy, Alaa M. & Jayawardhena, Chanaka & Elsharnouby, Mohamed H. & Elsharnouby, Tamer H., 2016. "Customer relationship building: The role of brand attractiveness and consumer–brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 2901-2910.
    19. Liao, Shuling & Chou, Cindy Yunhsin & Lin, Tzu-Han, 2015. "Adverse behavioral and relational consequences of service innovation failure," Journal of Business Research, Elsevier, vol. 68(4), pages 834-839.
    20. Maxwell-Smith, Matthew A. & Barnett White, Tiffany & Loyd, Denise Lewin, 2020. "Does perceived treatment of unfamiliar employees affect consumer brand attitudes? Social dominance ideologies reveal who cares the most and why," Journal of Business Research, Elsevier, vol. 109(C), pages 461-471.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:jfr:jms111:v:4:y:2013:i:4:p:21-31. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Jenny Zhang (email available below). General contact details of provider: http://jms.sciedupress.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.