Relevant bibliographies by topics / Brand/branding

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Brand/branding'

Author: Grafiati
Published: 4 June 2021
Last updated: 14 February 2022

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Journal articles on the topic "Brand/branding"

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Purnomo, Agus. "BRAND COMMITMENT DAN BRAND PSYCHOLOGICAL OWNERSHIP DALAM MEMEDIASI PENGARUH INTERNAL CORPORATE BRANDING TERHADAP BRAND CITIZENSHIP BEHAVIOR." MIX: JURNAL ILMIAH MANAJEMEN 9, no. 2 (August 9, 2019): 312. http://dx.doi.org/10.22441/mix.2019.v9i2.005.

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This study examined the influence of internal corporate branding on brand citizenship behavior. Research conduct on leading telecommunications services companies in the city of Malang. The results show that internal corporate branding has a positive and significant effect on brand citizenship behavior. Internal corporate branding also has a positive and significant effect on brand commitment and brand psychological ownership. Brand commitment and brand psychological ownership mediate relationship internal corporate branding to brand citizenship behavior, as well as directly each variable has a positive and significant influence on brand citizenship behavior.
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Saleem, Fathima Zahara, and Oriol Iglesias. "Mapping the domain of the fragmented field of internal branding." Journal of Product & Brand Management 25, no. 1 (March 21, 2016): 43–57. http://dx.doi.org/10.1108/jpbm-11-2014-0751.

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Purpose – The purpose of this paper is to build a comprehensive conceptual framework of internal branding, to demarcate this field from employer branding and to develop an updated definition of internal branding that incorporates the findings of the literature review and emerging views in branding. Design/methodology/approach – This research conducts a systematic review of the internal branding and employer branding literature following previously established procedures. Findings – The major findings of this research are that internal branding comprises five key components within a supportive corporate culture, namely, brand ideologies, brand leadership, brand-centred human resource management (HRM), internal brand communication and internal brand communities; and that internal branding is related yet distinct from employer branding in its discipline, focus, components, outcomes and the role of the brand. The paper concludes with a comprehensive definition of internal branding derived from the conceptual framework and recent trends in branding, in addition to directed suggestions for future research in the field. Research limitations/implications – This research highlights areas for future research within internal branding, including the need for further research on internal brand communities and how brands can “internally brand” brand partners. Practical implications – The research highlights the company-wide and brand partner-wide effort required in internal branding, in addition to the necessity of a supportive corporate culture. Originality/value – This is the first review of internal branding and employer branding that aims to differentiate between the constructs and build a conceptual framework of internal branding, by drawing from the fields of HRM, marketing, branding and general management.
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Ristevska Jovanovska, Snezana. "BRAND AND BRANDING STRATEGIES." RESEARCH IN PHYSICAL EDUCATION, SPORT AND HEALTH 9 (2020): 171–80. http://dx.doi.org/10.46733/pesh2090171rj.

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Smith, Bill. "Branding and Brand Envy." Social Marketing Quarterly 5, no. 4 (December 1999): 40–43. http://dx.doi.org/10.1080/15245004.1999.9961081.

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Pike, Andy. "Brand and Branding Geographies." Geography Compass 3, no. 1 (December 12, 2008): 190–213. http://dx.doi.org/10.1111/j.1749-8198.2008.00177.x.

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Cova, Bernard. "Re-branding brand genericide." Business Horizons 57, no. 3 (May 2014): 359–69. http://dx.doi.org/10.1016/j.bushor.2013.12.008.

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Michalski, Eugeniusz. "Enterprise branding strategies." Annals of Marketing Management and Economics 3, no. 1 (June 30, 2017): 49–57. http://dx.doi.org/10.22630/amme.2017.3.1.5.

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Preparation for marketing and implementation of exchange goods and services require branding strategies to be built. Effective branding can lend a major edge in increasingly competitive markets. An enterprise needs to determine how to conceive of brand strategy, set up brand extensions and determine the dimensions of brand equity. To understand the factors shaping branding strategies, marketers must understand where, how much and in what way brand value is created. Success or failure depend on continuously monitoring the effectiveness of branding strategies and the appropriate use of brand extension, brand equity and opportunities that appear on markets.
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Thomas, Dr Bejoy John, and Ms S. Clemence Jenifer. "Branding In The Milleneum - Employer Brand Vs Corporate Brand." Think India 22, no. 3 (September 26, 2019): 942–49. http://dx.doi.org/10.26643/think-india.v22i3.8431.

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This paper discusses the concept of employer branding in detail taking into account the corporate branding, product branding and employee branding. It also figure outs the difference between the differences between employer branding and product branding. There is a growing interest on this topic by academics, as well as practitioners, translated in a recent increase in the number of academic papers on Employer Brand in HR literature. Employer brand and corporate brand are not entirely the same, but they do need to work in tandem. They both need to be strongly intertwined in purpose and meaning to emotionally and authentically connect with their critical stakeholders and capture their attention with conviction. When this happens, the stage is set for co-creation of great promises and sustained realization.
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Kashive, Neerja, and Vandana Tandon Khanna. "Building Employee Brand Equity to influence Organization Attractiveness and Firm Performance." International Journal of Business and Management 12, no. 2 (January 25, 2017): 207. http://dx.doi.org/10.5539/ijbm.v12n2p207.

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This paper explores the various dimension of Internal Branding like training, orientation and briefing and Brand supporting behavior (like brand allegiance, brand endorsement and brand citizen behaviour).It further explores impact of Internal branding (IB), Brand commitment (BC) and Brand supporting behavior BSB) on Organization attractiveness (OA) and Firm Performance (FP). The study shows that Internal Branding (IB), Brand commitment (BC) and brand supporting behavior (BSB) impact Organizational attractiveness. While Internal Branding (IB), Brand commitment (BC) and brand supporting behavior (BSB) do not impact directly firm performance, but organizational attractiveness do have significant impact on perception of firm performance among employees.
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Piehler, Rico, Ayla Roessler, and Christoph Burmann. "The role of leadership and communication in internal city branding." Journal of Product & Brand Management 30, no. 6 (April 2, 2021): 854–65. http://dx.doi.org/10.1108/jpbm-05-2020-2912.

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Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the corporate branding domain in a city branding context. Design/methodology/approach The relationships between the brand management-related antecedents and the internal city branding (ICB) objective are tested through structural equation modeling using cross-sectional survey data of 414 residents of a German city. Findings Both the brand-oriented leadership of the mayor in terms of acting as a role model by living the city brand and its identity and by showing commitment to the brand and the city’s online brand communication in terms of its quality have positive effects on residents’ city brand commitment. Moderation analyses reveal no significant differences between the path estimates for age, place of birth, duration of residency and education. However, the results differ significantly for gender. Research limitations/implications As this study’s sample is limited to only one city in Germany, further research needs to investigate the relationships in different cities and other countries to ensure the generalizability of the results. Future studies might also include other aspects of city brand communication, as well as cognitive and behavioural ICB objectives. Practical implications To increase residents’ city brand commitment, city brand managers should ensure that a city’s online brand communication is adequate, complete, credible, useful and clear. Furthermore, through creating awareness for the importance of a mayor’s brand-oriented leadership and through educating and training the mayor to engage in this specific form of brand-oriented transformational leadership, city brand managers can increase residents’ emotional attachment with the city brand. Originality/value This study integrates internal branding research from the corporate branding domain with place and city branding research. It confirms that certain aspects of internal branding (i.e. brand-oriented leadership, brand communication and brand commitment) are applicable not only in the corporate branding domain but also in other branding contexts such as city branding if adapted properly.
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Dissertations / Theses on the topic "Brand/branding"

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Klemets, Emelie, Azra Blazevic, and Agevall Anna Svensson. "Internal Branding : Understanding Brand Values." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19242.

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Purpose- The purpose of the study was to investigate how employees perceive and understand their company brand values. The aim was to show the importance of internal branding when communicating brand values in an organization to employees. Design/methodology/approach- The methodology used in this research was a quantitative survey study. Three warehouses were chosen for the study, in Älmhult, Helsingborg and Malmö. The sample was 129 employees and questionnaires were handed out to them. The data from the questionnaires were analyzed in the data program SPSS. Findings- Result from the study shows that the employees have a good understanding and share a mutual perception about the brand values. Although the employees have good knowledge the study shows that they are not committed on a personal level to the brand values. Since internal branding is about implementing the brand values with the employees the result shows that the internal branding is not as embedded as it should be in the organization. Research limitations and implications- Due to the timeframe given, the research was a cross- sectional study. A suggestion for future research is to do a longitudinal design in order to see changes over time. A theoretical implication is given to the two concepts of brand citizenship behavior and brand commitment since the results in this research are different from other studies. For the managerial implications, the commitment to the brand should be taken into consideration in the internal branding process. Originality/ value- The value that this study brings is to the internal branding process by showing the lack of brand commitment even though the knowledge about the brand values are high.
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Mouton, Estelle. "The effect of internal brand management on brand commitment and brand trust." University of the Western Cape, 2018. http://hdl.handle.net/11394/6690.

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Magister Commercii - MCom
The focus of branding is often externally focused, yet it is the employees through their direct interaction with the brand, that can make or break the brand promise. Despite the important role of employees in building the brand, they are often overlooked in brand building strategies. The purpose of the study was to test the effect of internal brand management on brand commitment and brand trust in a government organisation. Front-line employees of the South African Post Office, a state-owned organisation in South Africa was selected to collect the data using convenience sampling. Cronbach Alpha and content validity was used to test the reliability and validity of the measurement instrument. The data was not normally distributed and non-parametric tests were performed during data analysis. Descriptive statistics was used to describe the basic characteristics of the respondents and the correlation coefficient (Rho) was used to test the relationships between variables. All three hypotheses were accepted. The results are consistent with previous research, however, new developments are emerging. For front-line employees to commit to the brand, they must trust the brand, which in turn is created through brand identity. Negative external communication influences the ability of front-line employees to deliver the expected brand promise. Importantly, the role of top management in fostering internal brand management cannot be overlooked.
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Ojala, Aleksi, and Edward Taifa Defuro. "Private Entrepreneur Personal Branding : Brand Creation and Customer Brand Engagement." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-48471.

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The aim of this study is to investigate how self-employed entrepreneurs create and manage their brands and how the entrepreneurs engage customers to their brands in online and offline contexts. Furthermore, the viewpoints of entrepreneurs towards branding will be explored To answer the research question, a qualitative, multiple case study was conducted. The primary data was collected by semi-structured interviews and the secondary data was obtained by studying the entrepreneur´s social media behaviour. This study found that entrepreneurs build their brands by utilizing their own personalities and characteristics. The brands created have loyal following and the customers are positively engaged. The engagement process itself is due to the relationships built between the company and the customers. Even if the brands are effective, there is not much strategic elements to them but are rather very organic.
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Rickardsson, Henrik, Henrik Stierna, and Fredrik Stark. "Invisible Branding : Creating brand value from invisibility." Thesis, Jönköping University, JIBS, Business Administration, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-312.

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Abstract

Problem: Branded products can be seen everywhere around us at all time, and is a way of communication for the buyer of the product But, what if one cannot build a brand based on visibility, an example is underwear, then how is it possible to create a brand and add value to it? Is it actually feasible to create a strong brand when not leveraging upon visibility? The organization Stargate Brand Group and its brand Frank Dandy Superwear have been used in order to obtain a deeper understanding around the topic.

Purpose: The purpose of this thesis is to research how to create brand value for an invisible brand within the fashion industry.

Method: To help fulfill the purpose a qualitative approach has been used. Personal interview with the CEO of Stargate Brand Group, telephone interviews with 20 fashion retailers combined with focus groups consisting of potential underwear buyers. The authors believe this approach helped to understand customer behaviour, branding techniques and how to create a brand value from an invisible branded product.

Result: The most important elements in order to create brand value for an invisible brand are quality and perceived quality. To become a successful underwear brand, since that is the invisible brand that the authors choose to focus upon, quality must be highly emphasized, and offering a high quality product is one way of creating brand value to customers.

The overall understanding of invisible products and brands is that they are bought primarily to fulfill the customer’s need of feeling comfortable and leverage upon people’s desire of well-being. An invisible brand cannot leverage upon its user to the same extent as other products, since it is not shown to the public.

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Andreou, Philokypros T. "Brand relationships : a new appoach to branding." Thesis, University of Southampton, 1994. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.294989.

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Khan, Muhammad Ghayour, and Omar Khan. "Corporate Identity, Corporate Branding and Brand Image." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-57516.

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This dissertation aims to address the research gap which was evident on the apparel industry. The authors identified that additional research is required on how corporate identity influences the designing of a brand image on apparel industry. In order to address the gap the authors first formed a research model based on literature review or secondary data. Later on, primary data was collected through qualitative research method from 14 garments companies in Pakistan. Moreover, the primary data and secondary data was synthesized in order to analyze and conclude the research.The finding shows that the communication is a main issue when forming the brand image and it must be in line with the corporate identity in order to form a successful brand.
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Afandiyeva, Jamila. "Place brand building in Baku : Place branding." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-37268.

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Purpose    The aim of this study is to explore if there is a gap between brand identity and brand image in the city of Baku. Background Having a strong city brand based on the positive perceptions from both internal and external stakeholders’ point of view is very important in today’s world of globalization when cities have to constantly compete for the share of tourists, investors etc. Therefore, in terms of the thesis we aspire to investigate if Baku has been successful to build a strong brand identity and whether the brand image mirrors it from the Swedish people’s perception. Method The study constructed upon a mixed research method, which based simultaneously on inductive and deductive approach. Interviews representing the qualitative reasoning approach are utilized in order to reach the data related the city brand image and city brand identity. Conclusion The city has a firm and rationally established brand identity. The current research revealed the gap between brand image and brand identity in Baku. Thus, that the city’s brand image is not fully reflecting the real brand identity, in particular due to the internal facts.
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Ejnar, Frida, and Maria Sahlberg. "Branding at the Ice Cream Factory : A Case Study of the Branding Strategy at SIA Glass." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202589.

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Branding is essential for a business success although it may be difficult to decide what branding strategy to use. The purpose of this paper is to investigate the concept of branding, and more explicitly the strategies of umbrella branding and brand extensions and how it relates to value, in practice. A case study of an ice cream company, SIA Glass, was conducted to answer the research question of how SIA Glass’ branding strategy affect its’ brands. The method used was based on a deductive approach with semi-structured interviews. The findings indicate that SIA Glass’ decision to offer a more diverse brand portfolio created problems in its’ internal communication and the focus was lost on brands less prioritized. Instead of focusing on the SIA Glass brand, the company wanted to connect SIA Glass to its’ corporate heritage and the Bertegruppen group, and offer products in new segments with less connection to the SIA Glass brand. Conclusions from the study imply that it is difficult for a company with limited resources to have an extended brand portfolio. In addition, as brand value is co-created with consumers and customers it demand more emphasis in practice, as well as in branding research.
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Levitskaya, Daria. "International Branding Strategies : In Swedish and Russian Fashion Companies." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-31734.

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There are a lot of different business strategies for any company. However, in the fashion industry, the best way to become successful is to develop the brand using special branding strategies. Hence, a brand is the main weapon for fashion companies, which helps to launch international market and to create loyal customers around the world. Nowadays, due to the difficult current political situations and the collapse of oil and the dollar a lot of companies in different industries have to change their business strategies. It is especially true for fashion companies, because they depend on consumers ' income and their purchasing power. In the case of the fashion industry, branding strategy development can be more effective, than just business strategy. Hence, this thesis discusses the following problem: What branding strategy should Russian and Swedish fashion companies choose in order to build a strong brand and enter the international market.  The purpose of this thesis is to analyze various branding strategies of Russian and Swedish fashion companies during the process of entering foreign markets. At the end of this thesis, practical contribution in their process of international branding strategy creation will be discussed. In order to answer research questions more broadly and accurately, the mixed research method, using quantitive and qualitative study through interviews and survey was chosen. Semi-structured interviews were made with the CEO and brand managers of Russian and Swedish fashion companies. Moreover, the survey was made with two different questionnaires: for Russian and for Swedish customers. In the case of qualitative research, the author found that fashion companies from Russia and Sweden have got not just some features and differences, but also common aspects. The primary data from interviews allowed the author to understand the specifics of brand management in the fashion industry. It was found, that there are some useful aspects in Swedish strategies, which can be used by Russian companies to develop their brands on the international market. In the case of quantitative research, preferences of consumers from Russia and Sweden were analyzed and also some features were identified. Survey results provided the author with a common understanding about purchase habits, attitudes and perceptions to fashion brands. According to these, some hypothesizes, which are formulated in the first part of the thesis, have been proven or disproven. It was found, that preferences of Russian and Swedish people are pretty the same, however Russian customers do not like to risk with new brands and prefer well-known and trusted brands while Swedish customers are open for any brand, which can satisfy their tastes.
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Choi, Yong Chul. "Asian multinational Companies’ Co-Branding as Brand Strategies." Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2662.

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Asian companies have turned to be multinationals. Many factors could be the reasons of this phenomenon, these days, cooperation strategies, especially, co-branding is an issue. Therefore, this study pursues to study which contexts Asian companies face and how Asian firms use co-branding. This study will study three cases: LG-PRADA, Sony-Ericsson, and Lenovo-IBM of co-branding. This research will analyze each case company’s portfolio with regional matrix and study how company use co-branding with co-branding typology. After reading this paper, readers can have an integrative view over Asian companies’ contexts and its co-branding strategy as its growth strategies.

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Books on the topic "Brand/branding"

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Keller, Kevin Lane. Branding and brand equity. Cambridge, Mass: Marketing Science Institute, 2002.

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Padaki, Pavan. Brand Vinci: Decoding facets of branding. New Delhi: Bloomsbury Publishing India Pvt Ltd, 2014.

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Brand Atlas: Branding intelligence made visible. Hoboken, New Jersey: Wiley, 2011.

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F, Schultz Heidi, ed. Brand babble: Sense and nonsense about branding. Mason, Ohio: South-Western/Thomson Learning, 2004.

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Miriam, Salzer-Mörling, ed. Brand culture. New York, NY: Routledge, 2005.

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Brand new justice: The upside of global branding. Boston, MA: Butterworth-Heinemann, 2003.

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The fundamentals of branding. Lausanne: AVA Academia, 2009.

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1971-, Vallaster Christine, ed. Connective branding: Building brand equity in a demanding world. Hoboken, NJ: Wiley, 2008.

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G, Wiechmann Jack, ed. Branding across borders: A guide to global brand marketing. Chicago: McGraw-Hill, 2002.

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C, Wolfe Jennifer, ed. Brand rewired?: Connecting intellectual property, branding, and creativity strategy. Hoboken, N.J: John Wiley & Sons, 2010.

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Book chapters on the topic "Brand/branding"

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Davies, Gary. "Branding: Brand Management." In The Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs, 1–9. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-13895-0_4-1.

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Lieven, Theo. "Global Branding with Brand Gender and Brand Equity." In Brand Gender, 33–61. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-60219-6_3.

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Schwarz, Eric C., and Jason D. Hunter. "Branding and sport brand management." In Advanced Theory and Practice in Sport Marketing, 171–87. Third Edition. | New York : Routledge, 2018.: Routledge, 2017. http://dx.doi.org/10.4324/9781351667630-7.

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Langner, Tobias, and Franz-Rudolf Esch. "Das Branding der Corporate Brand gestalten." In Corporate Brand Management, 137–58. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-24900-7_7.

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Langner, Tobias, and Franz-Rudolf Esch. "Das Branding der Corporate Brand gestalten." In Corporate Brand Management, 107–27. Wiesbaden: Springer Fachmedien Wiesbaden, 2014. http://dx.doi.org/10.1007/978-3-8349-3862-6_6.

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Lalaounis, Sotiris T. "Holistic brand experiences and emotional branding." In Strategic Brand Management and Development Creating and Marketing, 135–70. Abingdon, Oxon ; New York, NY : Routledge, 2021. |: Routledge, 2020. http://dx.doi.org/10.4324/9780429322556-5.

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Freire, João Ricardo. "Branding Lisbon — Defining the Scope of the City Brand." In City Branding, 169–74. London: Palgrave Macmillan UK, 2011. http://dx.doi.org/10.1057/9780230294790_22.

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Ives, Kirsten Juliet, and Vera Müllner. "To Brand or Not to Brand: An Introduction to B2B Branding." In Management for Professionals, 189–210. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-54292-4_7.

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Usunier, Jean-Claude, and Janet Shaner. "International branding: creating global brand equity through language." In Strategic International Marketing, 5–22. London: Macmillan Education UK, 2012. http://dx.doi.org/10.1007/978-0-230-35664-1_2.

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Matsunaga, Louella. "The Corporate Brand: Toward an Anthropology of Branding." In Translational Systems Sciences, 227–43. Tokyo: Springer Japan, 2016. http://dx.doi.org/10.1007/978-4-431-54916-1_15.

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Conference papers on the topic "Brand/branding"

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Ramli, Romlah. "Express Brand Personality As Personal Branding." In 7th International Conference on Communication and Media. European Publisher, 2021. http://dx.doi.org/10.15405/epsbs.2021.06.02.3.

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Retamosa, Marta, Ángel Millán, Juan Antonio García, and María Millán. "Internal branding at university: Do tenure and job security matter?" In Sixth International Conference on Higher Education Advances. Valencia: Universitat Politècnica de València, 2020. http://dx.doi.org/10.4995/head20.2020.11092.

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Universities, as educational service providers, must pay attention to their employees who are pivotal in delivering and communicating brand promise and service quality to the stakeholders. While branding initiatives most frequently focus on external stakeholders, internal branding efforts establish systems/processes and consequent employees’ behaviour that are consistent with external branding efforts. With a sample of 753 faculty members and researchers from a Spanish public University, the study aims to establish if employee tenure and job security have a significant relationship with employees’ brand commitment and employees’ brand supporting behaviour. An analysis of variance was carried out for testing the hypothesis. Differences were found according to tenure in employees’ brand commitment while job security did not impact significantly on employees’ brand commitment. In addition, a positive and significant relationship were found between employees’ brand supporting behaviour and tenure, but not for job security. For business practitioners, this research state that it is essential for service companies, such as universities, to use differing approaches to employees according to their organisational tenure as an important managerial implication.
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Eraydın, Zeynep. "New Urban Landscapes and Urban Image." In 4th International Conference of Contemporary Affairs in Architecture and Urbanism – Full book proceedings of ICCAUA2020, 20-21 May 2021. Alanya Hamdullah Emin Paşa University, 2021. http://dx.doi.org/10.38027/iccaua2021154n4.

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Recent accounts of place branding seen to have become an important tool for the cities which eagerly demand to take place in the global competition. Within this perspective of creating a brand image, urban space has become the scene for new urban landscapes for making city attractive, yet, the existing urban image and identities of urban places have ignored. This paper intends to highlight this omission by evaluating the brand image which is created through place branding strategies from a perspective of environmental psychology, to reveal the mismatch between inhabitants’ urban image and policy makers’ brand image. Using Ankara as the case study, which has recently put the place branding on the top of urban development agenda, a survey is presented in order to figure out whether the brand image corresponds with the urban image. The findings demonstrate that new urban landscapes designed through branding strategies do not take place in accumulated urban image. Consequently, this paper puts forth inhabitants’ main concerns on urban image and identity which can potentially play a crucial role in developing urban politics.
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Dagustani, Dani, Herry A. Buchory, and Mutia Tri Satya. "The Internal Branding Process: Base On Brand Audit." In International Conference on Economics and Banking. Paris, France: Atlantis Press, 2015. http://dx.doi.org/10.2991/iceb-15.2015.11.

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Khmelkova, Natalya, Alexander Agenosov, Anastasia Rudanina, and Maria Vekhova. "Co-Branding as Assemblage: Assemblage Theory, and Brand Alliances in the Digital Era." In The Public/Private in Modern Civilization, the 22nd Russian Scientific-Practical Conference (with international participation) (Yekaterinburg, April 16-17, 2020). Liberal Arts University – University for Humanities, Yekaterinburg, 2020. http://dx.doi.org/10.35853/ufh-public/private-2020-64.

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The article outlines the contours of a new methodology in the study of co-branding, based on M. DeLanda’s theory of assemblages, developed in line with the cutting edge of modern philosophical thought: object-oriented ontology. It is demonstrated that the relevance of its development is linked to the changes in brand alliance practices occurring under the influence of globalisation and digitalisation processes. Transformations characteristic to merging brands, and related to both their rise in number and diversification were proven to be part of a more global tendency towards the complication of social reality, and cannot be explained within the ‘perceived conformity’ paradigm that dominates co-branding. The author’s approach is conceptualised using comparative and discursive analysis methods, the essence of which lies in deconstructing the established notions of brand alliances as internally consistent alliances with an intelligible logic. Real co-branding cases were provided to demonstrate a tendency towards forming alliances evaluated as ‘irrational’, ‘sudden’, and ‘unpredictable’. To bridge the gap between theory and practice, it has been suggested that co-branding should be seen as an assembly process and that alliances themselves should be seen as systems of an assemblage nature. It is stressed that the representation of brands through the lens of the assemblage theory allows us to demonstrate their heterogeneity, plasticity and openness to change and interactions, which contributes to the formation of brand alliances. The conclusion outlines the prospects of applying the author’s approach to the field of co-branding, highlighting that the proposed optics of the theory of assemblage contribute to achieving the necessary flexibility in forming brand alliances relevant to the complexity and diversity of the modern digital era.
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Macalik, Joanna, and Adam Sulich. "External employer branding of sustainable organizations." In Contemporary Issues in Business, Management and Economics Engineering. Vilnius Gediminas Technical University, 2019. http://dx.doi.org/10.3846/cibmee.2019.054.

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Purpose – the purpose of the article is to examine whether and to what extent selected Polish companies implement so-called “green employer branding” in communication with their external stakeholders. Research methodology – the article consists of the theoretical part, which uses the critical analysis of the scientific literature on both green or sustainable organizations and external employer branding; and the practical part, which uses the case study method and content analysis of companies' websites, job advertisements, and social media. Findings – the main results of the conducted research concern the scope, tools, and methods of creating a green employer brand of Polish enterprises. The conducted case study and content analysis showed that Polish enterprises consciously manage their employer brand, emphasizing the ecological aspects of their business activities. The obtained results complement knowledge in the area of management sciences with detailed conclusions regarding the green employer branding. Research limitations – the conducted analysis is a preliminary examination. Its limitations are primarily related to the methods used for qualitative research, as well as a limited research sample. In the future, such limitations might be overcome by using quantitative research methods and the extension of the research sample. Practical implications – the results of the research constitute a set of good practices in the field of green employer branding. The formulated model can help formulate the strategy of external employer branding. Originality/Value – presented research is very first attempt to describe employer branding actions in the aspect of green management in Poland
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Moser, Kilian J., Andranik Tumasjan, and Isabell M. Welpe. "Is content king? Job seekers’ engagement with social media employer branding content." In CARMA 2016 - 1st International Conference on Advanced Research Methods and Analytics. Valencia: Universitat Politècnica València, 2016. http://dx.doi.org/10.4995/carma2016.2016.3103.

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Abstract Increasing digitization and the emergence of social media have radically changed the recruitment landscape adding interactive digital platforms to traditional means of employer communication. Removing barriers of distance and timing, social media enable firms to continue their efforts of promoting their employment brand online. However, social media employer communication and employer brand building remains woefully understudied. Our study addresses this gap by investigating how firms use social media to promote their employer brand. We analyze employer branding communication in a sample of N = 216,828 human resources (HR) related Tweets from N = 166 Fortune 500 companies. Using supervised machine learning we classify the Tweet content according to its informational and inspirational nature, identifying five categories of employer branding social media communication on Twitter.
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Duzcu, Tuba. "BRANDING AND BRAND POSITIONING IN PHARMACEUTICAL SECTOR: A RESEARCH." In SGEM2011 11th International Multidisciplinary Scientific GeoConference and EXPO. Stef92 Technology, 2011. http://dx.doi.org/10.5593/sgem2011/s22.107.

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Roskosa, Antra, and Yulia Stukalina. "Exploring Brand Personality in Higher Education." In 14th International Scientific Conference "Rural Environment. Education. Personality. (REEP)". Latvia University of Life Sciences and Technologies. Faculty of Engineering. Institute of Education and Home Economics, 2021. http://dx.doi.org/10.22616/reep.2021.14.019.

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The increasing role of branding in the higher education sector is closely associated with the enhanced marketing orientation of a modern university. This, in turn, is determined by intensified competition between higher education institutions for students, staff, sponsors and research funding. A strong university’s brand related to excellent academic reputation can become a means for gaining competitive advantage in the global education marketplace. Brand is regarded as a complex concept comprising different constituents, brand image being an essential branding facet. Brand image is linked to customers’ perceptions of a brand that are echoed by a set of brand associations – usage situations, product attributes and brand personality. The aim of the paper is to explore brand personality in higher education based on the data collected in two tertiary education institutions – RTU (Riga Technical University) and TSI (Transport and Telecommunication Institute). The study makes use of the conceptual customer-based brand equity model (CBBE) created by K.L. Keller, which assumes that brand equity is closely related to strong positive and exclusive brand associations that can be expressed as brand benefits, attitudes and attributes, brand personality attributes being an essential aspect of brand equity. For exploring brand personality, the paper also applies the brand personality framework, including brand personality dimensions and associated attributes, developed by J.L. Aaker. The paper reports the results of a survey used to collect information about RTU and TSI students’ perceptions of different brand personality attributes. The results of the empirical study demonstrate that every university is recommended to be tolerant, open-minded and respected. The base of it lies on the same ground – the respect towards the personality. Moreover, every university is also recommended to become a “modern brand”, innovation, creativity and thinking “out of the box” being essential characteristics of the brand. The results of the study would contribute to overall understanding of brand personality in higher education, and how it may influence preference for a brand in educational settings.
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Alhasbi, Faruq, and Rama Kertamukti. "Creative Branding Strategy Developing Brand Identity Strategy of Tribun Jogja." In International Conference on Media and Communication Studies(ICOMACS 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/icomacs-18.2018.68.

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Reports on the topic "Brand/branding"

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Gnegy, Hannah R. Be Our Brand!: Emotional Labor and Social Media Branding Positions. Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1542.

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Bhaduri, Gargi. Is Made-in-USA Branding Strategy Effective? The Influence of Consumers' Brand Expectations. Ames: Iowa State University, Digital Repository, November 2015. http://dx.doi.org/10.31274/itaa_proceedings-180814-150.

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Marshall, David W., Rick Bell, and Jane L. Johnson. Brand New: An Exploratory Study Into the Role of Branding on Military Clothing Acceptability. Fort Belvoir, VA: Defense Technical Information Center, October 2000. http://dx.doi.org/10.21236/ada383539.

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