Marketing Strategies for Strengthening Brand Presence in the International Logistics Market
Year: 2024
Type: article
Abstract: The purpose of this study is to identify integrated marketing strategies that enable the brand of international leading logistics companies to be more efficient. Through a use of an econometric panel data model the research studies how digital marketing, traditional marketing and social media engagement affect Brand Presence Index during the period 2020–2024. To test hypotheses related to the marginal effects on brand equity, the authors analyzed data from five industry leaders, each consisting of FedEx Corporation, Deutsche Post DHL Group, Nippon Express, Maersk Group, and Kuehne + Nagel. The results reveal that a strong association between enhancements in Brand Presence Index and previously made large investments in digital marketing, along with increased social media engagement, while traditional marketing also plays a role but to a lesser extent. Based on these insights, practical recommendations are brought forth for logistics firms to advertise to optimize spending and outshine their competitors around the world and manage global brand recognition in a more and more competitive market environment. These findings are very important to the academic research and industry practice as a guide for further development of logistics strategies.
Authors: Aleksander Sapiński, Ekaterina Kozlova
Institution: Bielsko-Biala University of Applied Sciences
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6888442902
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