Title: Innovating brand strategy development using integration of data mining and the CBBE model

Authors: Chen-Han Wang; Tzong-Ru Lee; Yi-Chieh Jessica Lin; Agung Sutrisno

Addresses: Marketing Department, National Chung Hsing University, 250, Kuo Kuang Rd., Taichung 402, Taiwan ' Marketing Department, National Chung Hsing University, 250, Kuo Kuang Rd., Taichung 402, Taiwan ' Center for General Education, National Chung Hsing University, 250, Kuo Kuang Rd., Taichung 402, Taiwan ' Department of Mechanical Engineering, Sam Ratulangi University, Manado, North Sulawesi Indonesia

Abstract: In salon and hairdressing industry, driven by growing awareness to embrace the concept of the 'Lifestyle of health and sustainability' (LOHAS) and fiercer competition in its business, innovating brand management strategy is important for sustaining business. The aim of this study was to utilise the integration of brand equity pyramid and data mining toward innovative learning in developing service brand strategy. Association rule of data mining and the results from customers' survey data are used to develop the integrated model. An example using Taiwanese beauty salon and hairdressing industry is provided to illustrate the utilisation of the model in practice.

Keywords: brand building phase; consumer-oriented brand equity pyramid; data mining; association rules; innovation; learning; beauty salon and hairdressing industry; brand status analysis; brand strategy; brand development; Taiwan.

DOI: 10.1504/IJIL.2014.065543

International Journal of Innovation and Learning, 2014 Vol.16 No.4, pp.353 - 366

Available online: 29 Oct 2014 *

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