Short answer
Allocate marketing budgets strategically across television and digital channels, while simultaneously focusing on market share growth and competitive intelligence to sustain and enhance brand value.
- Field
- Innovation & Markets
- Source
- رویکردهای نوین در مدیریت و بازاریابی (2025)
- Method
- Econometric modeling using panel data
- Evidence
- Strong effect
Strategic investment in both television and digital advertising, coupled with a strong market share, significantly enhances perceived brand value in the dairy sector. This innovation & markets research insight is drawn from a 2025 study published in رویکردهای نوین در مدیریت و بازاریابی. Using Econometric modeling using panel data, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Allocate marketing budgets strategically across television and digital channels, while simultaneously focusing on market share growth and competitive intelligence to sustain and enhance brand value.
Multi-channel Advertising Boosts Dairy Brand Value by Up to 9.1%
Strategic investment in both television and digital advertising, coupled with a strong market share, significantly enhances perceived brand value in the dairy sector.
رویکردهای نوین در مدیریت و بازاریابی · 2025
Key Findings
- 01Television advertising had coefficients of 0.091 for milk and 0.081 for cheese.
- 02Digital advertising had coefficients of 0.054 for milk and 0.059 for cheese.
- 03Advertising saturation negatively impacted brand value, with coefficients of -0.011 for milk and -0.010 for cheese.
- 04Market share positively affected brand value, with coefficients of 0.023 for milk and 0.0201 for cheese.
- 05Market concentration (HHI) showed a positive and significant effect on brand value.
Application
Design takeaway
Allocate marketing budgets strategically across television and digital channels, while simultaneously focusing on market share growth and competitive intelligence to sustain and enhance brand value.
How to apply
When developing marketing strategies for consumer goods, consider a blended approach to advertising and prioritize market share growth as a key performance indicator for brand value.
Project actions
- 01When researching brand strategy, consider how different advertising channels might have varying impacts.
- 02Quantify the relationship between market share and brand perception if possible.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes dynamic econometric models (System GMM) to capture short-term and long-term effects.
- +Analyzes multiple influencing factors on brand value simultaneously.
Limitations
The specific advertising coefficients may vary significantly based on cultural context, economic conditions, and the specific product category being studied.
Reliability & validity
The use of panel data and advanced econometric models enhances the reliability and validity of the findings. However, the reliance on perceived brand value introduces a degree of subjectivity.
Think critically
To what extent can the findings regarding advertising effectiveness be generalized across different cultural contexts and product categories?
Design Principles
"Brand value is a dynamic construct influenced by integrated marketing communications and market position."
Understanding the differential impact of advertising channels and the role of market dominance is crucial for developing effective brand strategies. This research provides quantifiable insights into how to allocate marketing resources to maximize brand equity and maintain a competitive edge.
What This Means for Your Design
Using both TV and online ads helps make dairy brands more valuable, especially if the brand already sells a lot. Too many ads or too much competition can hurt the brand's value.
How to use in your project
- 1.Reference this study when discussing the impact of marketing mix elements on brand success in your design project's analysis section.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that a multi-channel advertising strategy, integrating both television and digital platforms, can significantly enhance perceived brand value in competitive markets. Furthermore, a strong market share amplifies the effectiveness of these advertising efforts, suggesting that established brands are better positioned to capitalize on marketing investments. However, designers and marketers must also be mindful of advertising saturation and local competitive intensity, as these factors can negatively impact brand equity.
Source
رویکردهای نوین در مدیریت و بازاریابی
Dynamic Analysis of Brand Value in the Iranian Dairy Market: The Impact of Multi-channel Advertising and Competition on the Sustainability of Leading Brands' Position
journal · 2025
View sourceQuestions About This Research
- What does the research say about multi-channel advertising boosts dairy brand value by up to 9.1%?
- Allocate marketing budgets strategically across television and digital channels, while simultaneously focusing on market share growth and competitive intelligence to sustain and enhance brand value. Evidence: رویکردهای نوین در مدیریت و بازاریابی (2025).
- Why does "Multi-channel Advertising Boosts Dairy Brand Value by Up to 9.1%" matter for design?
- Understanding the differential impact of advertising channels and the role of market dominance is crucial for developing effective brand strategies. This research provides quantifiable insights into how to allocate marketing resources to maximize brand equity and maintain a competitive edge.
- How can designers apply this research?
- Allocate marketing budgets strategically across television and digital channels, while simultaneously focusing on market share growth and competitive intelligence to sustain and enhance brand value.
- What were the main findings?
- Television advertising had coefficients of 0.091 for milk and 0.081 for cheese.. Digital advertising had coefficients of 0.054 for milk and 0.059 for cheese.. Advertising saturation negatively impacted brand value, with coefficients of -0.011 for milk and -0.010 for cheese.. Market share positively affected brand value, with coefficients of 0.023 for milk and 0.0201 for cheese.
- What research method was used?
- Econometric modeling using panel data.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2025 journal from رویکردهای نوین در مدیریت و بازاریابی.
- What should I do differently in my next project?
- When developing marketing strategies for consumer goods, consider a blended approach to advertising and prioritize market share growth as a key performance indicator for brand value.
- What are the limitations?
- The study is specific to the Iranian dairy market and may not be directly generalizable to other markets or product categories. The analysis relies on perceived brand value, which can be subjective.