Academic literature on the topic 'Branding consultants'
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Journal articles on the topic "Branding consultants"
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Moor, Liz. "Branding Consultants as Cultural Intermediaries." Sociological Review 56, no. 3 (August 2008): 408–28. http://dx.doi.org/10.1111/j.1467-954x.2008.00797.x.
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Vusparatih, Dina Sekar. "Biro Konsultan PR dan Kompetensi Praktisi PR di Era Industrialisasi Komunikasi dan Pencitraan." Humaniora 4, no. 1 (April 30, 2013): 287. http://dx.doi.org/10.21512/humaniora.v4i1.3439.
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The world of communication starts to experience rapid development in various aspects of life, almost all over the world. In Indonesia, it is marked by the emergence of a lot of tv and radio stations, and started the trend of imaging strategy efforts that is used to win the regional election, nasional election, and even to win marketing competition through company’s products or services image branding. This phenomenon is the opportunity for PR consultants to be successful team in designing appropriate communication strategies and appropriate steps to build the image. This opportunity is used by many people which is characterized by the proliferation of consultancies. Competition between consultants becomes so tight considering the companies or organizations that intend to hire consultants also want the best. Competitive bidding process was conducted, to win this, it needs solid team of consultants required in skills and morally. PR competencies of each member are needed to grow into a successful PR consultant.
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Jafari, Parisa, Sirous Fakhimiazar, Hosein Budaghi Khajenobar, and Soleyman Iranzadeh. "Development of a Social Media Branding Model for Marketing Consultancy: A Study on Content Sharing Practices." International Journal of Innovation Management and Organizational Behavior 3, no. 3 (2023): 100–105. http://dx.doi.org/10.61838/kman.ijimob.3.3.12.
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Objective: The research examines the strategic and tactical aspects of content sharing as a means to enhance visibility, engagement, and brand loyalty in the digital realm, drawing on perspectives from managers and experts in marketing consultancy. Method: Employing a mixed-methods approach, which combines qualitative interviews and quantitative surveys, the study provides insights into current practices, challenges, and opportunities that marketing consultants face in utilizing social media for branding. Findings: Through qualitative analysis, the study identifies key factors influencing successful branding on social media, including the creation of appealing content and strategic interaction with customers. Conclusion: This research contributes to the advancement of knowledge in the field of social media marketing and offers practical recommendations for industry professionals, enabling them to adapt to the dynamic nature of online branding in the digital age. Recommendations are provided for leveraging digital marketing strategies to improve brand image and performance, ultimately aiming to guide businesses in navigating the evolving landscape of social media branding.
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Cheetirala, Tanvi, and Paul McNamara. "‘A Rose By Any Other Name’: would re-branding help general practice?" British Journal of General Practice 74, suppl 1 (June 2024): bjgp24X737409. http://dx.doi.org/10.3399/bjgp24x737409.
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BackgroundPrimary care is a challenging and evolving specialty. We are increasingly dealing with patients who present with complex multi-morbidities and varied constellations of symptoms that we need to masterly unravel with limited time and resources. Yet, how many times have we said or heard ‘just a GP.’AimThis study investigated the attitudes and opinions of primary care professionals towards a change in title to reflect our evolving role.MethodWe conducted a cross-sectional survey from 15 to 22 March 2022. A PubMed literature search was undertaken to formulate a questionnaire that was distributed through an online link to medical students and primary care health professionals.ResultsThere were 401 medical professionals and students who participated in the survey. Overwhelmingly, 95% felt that the public perceives the professional status and qualifications of GPs as inferior to that of hospital consultants. 94% felt hospital colleagues and other health professionals perceived the professional status and qualifications of GPs as inferior to consultants. 90% would support a change in title from GP to consultant in primary care or family medicine consultant (or similar). Many felt this would reflect the evolving role of GPs. 72% felt strongly that the title change would help improve the current GP recruitment crisis.ConclusionGeneral practice is on a knife edge. Real, meaningful changes are needed to avoid a mass exodus of GPs for pastures new. Perhaps changing our title to reflect our expertise in family medicine could be one of many essential measures to improve public and professional perceptions.
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Davies, Melissa, Michael L. Naraine, and Brandon Mastromartino. "Puck Drop in the Pacific Northwest: Building Brand Equity for a New Professional Sport Franchise." Case Studies in Sport Management 8, no. 1 (January 1, 2019): 18–24. http://dx.doi.org/10.1123/cssm.2018-0035.
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This case asks participants to take on the role of a brand consultant, working for the fictional brand management firm, BrandNew, to advise on the branding of a new National Hockey League (NHL) franchise. The consultant will need to identify the strengths and weaknesses in the brand equity for three previous NHL expansion or relocation teams (i.e., Vegas Golden Knights, Winnipeg Jets, Carolina Hurricanes) in order to understand what goes into selecting an effective team name, color scheme, logo, mascot, and how to socially integrate into the host city market. Consultants will then make recommendations for the NHL’s next expansion team in Seattle, Washington, so as to build sustained brand equity in the Seattle market.
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O'Connor, William J. "Consultants and Clients: Relationships, Branding, and the New Rules of Engagement." Design Management Journal (Former Series) 7, no. 2 (June 10, 2010): 71–75. http://dx.doi.org/10.1111/j.1948-7169.1996.tb00485.x.
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Bolin, Göran, and Galina Miazhevich. "The soft power of commercialised nationalist symbols: Using media analysis to understand nation branding campaigns." European Journal of Cultural Studies 21, no. 5 (February 3, 2018): 527–42. http://dx.doi.org/10.1177/1367549417751153.
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Since the late 1990s, nation branding has attracted a lot of attention from academics, professional consultants and government actors. The ideas and practices of nation branding are frequently presented by branding advocates as necessary and even inevitable in the light of changing dynamics of political power and influence in a globalised and media-saturated world. In this context, some have argued that nation branding is a way to reduce international conflict and supplant ethno-nationalism with a new form of market-based, national image management. However, a growing body of critical studies has documented that branding campaigns tend to produce ahistorical and exclusionary representations of the nation and advance a form of ‘commercial nationalism’ that is problematic. Importantly, the critical scholarship on nation branding has relied primarily on sociological and anthropological theories of nationhood, identities and markets. By contrast, the role of the media – as institutions, systems and societal storytellers – has been undertheorised in relation to nation branding. The majority of the existing literature tends to treat the media as ‘neutral’ vehicles for the delivery of branding messages to various audiences. This is the guest editors’ introduction to the Special Issue ‘Theorizing Media in Nation Branding’, which seeks to problematise this overly simplistic view of ‘the media’ and aims to articulate the various ways in which specific media are an integral part of nation branding. It adopts an interdisciplinary approach and problematises both the enabling and the inhibiting potentialities of different types of media as they perpetuate nation branding ideas, images, ideologies, discourses and practices.
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Pagis, Michal, and Galit Ailon. "The Paradoxes of Self-Branding." Work and Occupations 44, no. 3 (May 25, 2017): 243–67. http://dx.doi.org/10.1177/0730888417709327.
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Research has demonstrated the growing preoccupation with self-branding among professionals struggling with the precarious labor market. Much of this work has considered self-branding a commodification process turned inward, blurring the distinction between self and market. Yet, little attention has been paid to self-branding implementation. Conceptualizing self-branding as a rhetorical genre, the authors analyze the webpages of 100 self-declared consultants and identify three emphases: the construction of uniqueness, friendliness, and realness. The authors illustrate that in each of these emphases, creative and sophisticated rhetorical devices are utilized to place the “self” at center stage while distancing all market-based connotations. As such, the authors argue, the implementation of self-branding builds on and reaffirms a distinction between “self”—presented as unique, intimate, and real, and “market”—presented as competitive, instrumental, and unauthentic. The authors propose that the revealed attempt to distance the market from displays that are promotional and market-oriented is inherently paradoxical, marking a trajectory of change for professional identities. Such effort shifts the competitive axis from a focus on services to a focus on reliability and authenticity of display, indicating the centrality of a new type of rhetorical labor, skills, and cultural capital in the contemporary market era.
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Pérez del Castillo, Teresa, Paloma Díaz Soloaga, and Julie McColl. "Lifestyle branding as a brand-oriented positioning strategy: Insights from Spanish fashion consultants." Journal of Global Fashion Marketing 11, no. 4 (August 5, 2020): 361–79. http://dx.doi.org/10.1080/20932685.2020.1791727.
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Pinello, Cinzia, Pasquale Massimo Picone, and Arabella Mocciaro Li Destri. "Co-branding research: where we are and where we could go from here." European Journal of Marketing 56, no. 2 (January 25, 2022): 584–621. http://dx.doi.org/10.1108/ejm-02-2021-0073.
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Purpose The motivations behind co-branding alliances, the differences in performance between the paired brands and the emergence of “spillover effects” have been pillars of the marketing research agenda for almost three decades. We observe an extensive number of studies on co-branding alliances, combined with multiple theoretical perspectives and empirical approaches informing extant literature. The purpose of this paper is to summarize of the state of the art of this research. Design/methodology/approach The authors offer a systematic literature review of 190 papers on co-branding alliances. The authors portray a picture of the theories informing co-branding research and build a conceptual framework that summarizes the concepts and variables used in this literature. Finally, 11 interviews with managers and consultants of European firms help to reveal potential problems in practice and needs that are not captured by previous studies. Findings The authors develop a map of theories used to investigate co-branding alliances and build a conceptual framework linking motivations, co-branding alliance implementation and outputs. Finally, the authors propose a structured research agenda. Research limitations/implications The main implication relies on the structured research agenda. Practical implications Practical implications include the identification of the variables and dimensions involved in a brand alliance to exploit the strengths and moderate the weaknesses of a brand. Originality/value This paper highlights how co-branding is embedded in different contexts and dimensions regarding both firms and consumers. The two maps presented in this study underscore the interdependence among such dimensions. The authors interview marketing experts to validate the conceptual framework and to help us extract the managerial implications that stem from it.
Dissertations / Theses on the topic "Branding consultants"
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Eriksson, Andreas, Juho Siren, and Gabriella Hertzman-Ericson. "The Power of Behaviour on Client Perception of Corporate Brand : A Case Study of a Swedish Consultancy Firm within Public Procurement." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-54231.
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The aspect of relationships has been underlined to be of substantial significant within B2B contexts, particularly within consultancy, all alongside the importance of trust within the clientsupplier interaction. An element that has been claimed to derive directly from the client-supplier experience and voiced to be of key in order to reach success. It has been stated that the behaviour of consultants can be generalized to the corporate brand, individual demeanours and actions declared to be of essential influence of affecting customer perception of the company and its brand. It has been remarked that, “employees are the public face of the organization, and their performance affects customers' interpretation of the brand”. Public procurement has been described as a process for the purchase of goods and services made by the public sector, procurements regulated by LOU, i.e. special laws and regulations. All member states of the European Union are subjective to procurement directives, injunctions regulating each procurement. In service marketing, traditionally, clients have relied on long-term relationships or been guided by recommendations from external parties when selecting supplier. Public procurement regulations have enclosed such use of informal selection bases, whereas instead requirements for supplier are obliged to be based on objective criteria and non-personal sources. The restriction of non personal-relationships between client and supplier derived the problem question of potential consequences the regulation might bear. Thereupon, the purpose of this study was to examine the corporate brand image of a knowledge- intensive service firm operating within the public sector. The empirical findings for this study were collected through semi-structured interviews with 5 Swedish customers of Ecenea Väst, a consultancy firm operating within the public sector. The role of the theory were of abductive view, were theory was developed, refined and adjusted throughout the process. The findings of the interviews where analysed using a content analysis approach. The empirical investigation of this study confirms previous studies arguing for the importance of relationship and trust within service marketing, particularly consultancy. It also concluded that it is the behavior of the consultants that influence the client's perception of the company’s image and brand.
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Ek, Wernlund Hovbrandt Erliden Linnea Amanda Emelie. "Internal Branding : An exploratory case study of the IT-consultancy sector in Jönköping." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39646.
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Hamulic, Alma, and Brandon Michael. "Branding is not rocket science… it is harder : En kvalitativ studie om hur konsultföretag arbetar med brand equity." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-48355.
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Research Questions: How do consulting companies work to strengthen the brand's structure?What impact does brand equity and its components have on consulting firms? Purpose: The purpose of this study is to contribute with new knowledge as well as increase the understanding of brand equity and how its components contribute to strengthening the consultancy's brand. The study also aims to explore how companies create competitive advantages in a constantly evolving market. Method: Qualitative method with four semi-structured interviews. Conclusion: The result of this study show that the consulting companies are activelyworking with three aspects within the company in order to strengthen the brand and its structure. All aspects are about the company being innovative, working on and completing internal factors that develop the corporate culture and its values for them to be reflected externally as well as how the companies meet the customers’ needs in terms of results and performance. The result also show that the researched consulting companies work around strengthening the brand structure by taking into account of aspects that also are found in Keller’s Customer Based Brand Equity Model (CBBE Model).Frågeställning: Hur arbetar konsultföretag med att stärka varumärkets uppbyggnad?Vilken inverkan har brand equity och dess komponenter på konsultföretag? Syfte: Syftet med denna undersökning är att med ny kunskap bidra samt öka förståelsen om brand equity och hur dess komponenter bidrar till att stärka konsultföretagens varumärke. Studien ämnar även till att undersöka hur företagen kan skapa konkurrensfördelar i en ständigt utvecklande marknad. Metod: Studien är av kvalitativ metod där fyra semistrukturerade intervjuer utförts i syfte att besvara forskningsfrågan, som vidare analyserades genom tematisk metod. Slutsats: Resultaten av denna studie visar att konsultföretagen aktivt arbetar kring tre aspekter i syfte till att stärka varumärket och dess uppbyggnad. Samtliga handlar om att företaget ska vara innovativt, att bearbeta och komplettera interna faktorer som utvecklar företagskulturen och dess värderingar för dessa att speglas externt och om hur företagen uppfyller kundernas behov i form av resultat och prestationer. Resultaten visar även på att de undersökta konsultföretagen arbetar kring att stärka varumärkesuppbyggnaden genom att de tar hänsyn till aspekter som också återfinns i Keller´s Customer Based Brand Equity Model.
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Razwiedani, Rofhiwa. "Impact of branding indicators on a company share price." Diss., 2014. http://hdl.handle.net/2263/44896.
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This research focuses on the relationship between branding and company share price. This research’s purpose is to investigate the impact of branding indicators on a company share price. There has been a lot of research that has evidenced a positive relationship between marketing, of which its core component is branding, and firm performance.
Even though it has been evidenced that strong branding leads to firm performance, stock analysis literature has not taken into consideration branding indicators as a key component in predicting the future performance of a company’s share price. This research addresses insights on the direct relationships between branding and share price values, which has not been extensively studied.
Literature reviewed outlined three important measures of brands which offer a view of the future performance of a brand. These brand performance measurements are brand value, brand ranking and brand ratings. These are measures which are publicly available and have been measured over time. The research utilised data from Brandentity which is a brand valuing organisation which reports brand performance annually.
The research investigated the impact of the change in brand value, brand ranking and brand ratings on company share price. The investigation shows brand rating as the only brand indicator tested that significantly positively impacts a company share price. This was found to mainly be because its orientation is competitor’s performance and future brand performance. Brand value and Brand rankings were found to have no significant impact on a company share price.
The research thus concludes that brand indicators have a positive impact on a company share price and therefore brand measurements should be used as part of stock analysis to predict future performance of a company share price.Dissertation (MBA)--University of Pretoria, 2014.
zkgibs2015
Gordon Institute of Business Science (GIBS)
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Désilets, Véronique. "La communauté des consultants en marketing territorial et la diffusion internationale des politiques de branding des villes." Thèse, 2012. http://hdl.handle.net/1866/10997.
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Les villes de toutes tailles rivalisent aujourd'hui avec des endroits et des organisations situés sur tous les continents pour attirer les investisseurs, touristes, entreprises, travailleurs, étudiants et futurs résidants. Afin de faire face à cette concurrence mondiale, l’utilisation d’approches et de stratégies de marketing et de branding territorial par les autorités municipales dans leur démarche de planification et de gestion urbaine est de plus en plus fréquente. Ce mémoire se penche sur le caractère politique du branding des villes, qui a été jusqu’ici très peu exploré. Il expose l’engouement observé pour l’adoption de ce type de politiques dans un nombre croissant de villes et s’intéresse à l’influence de la communauté de consultants en marketing des villes dans le transfert de ce type de pratiques. Puisqu’il s’agit d’une approche nouvelle, ce mémoire se veut avant tout exploratoire. Il présente un portrait de la communauté d’acteurs œuvrant dans ce domaine d’activité et expose certains des éléments servant à illustrer l’influence que ces acteurs peuvent avoir sur la diffusion internationale de ce type de politiques et de pratiques.Cities of all sizes compete today with places and organizations located on all continents to attract investors, tourists, businesses, workers, students and future residents. To cope with this global competition, the use of territorial marketing and branding approaches and strategies by municipal authorities in their approach to planning and urban management is becoming more common. This thesis looks at a political component of city branding that is relatively unexplored. It exposes the enthusiasm for the adoption of such policies in a growing number of cities and explores the possible influence the community of city marketing consultants exerts in the transfer of such practices. Since it is a new approach, this research is primarily exploratory. It presents a portrait of the community of actors involved in this area of activity and explores some of the elements that may be used to illustrate their influence on the international transfer of such policies and practices.
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Chinelli, Julia. "Branding na superunion Madrid." Master's thesis, 2021. http://hdl.handle.net/10400.14/33817.
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Este relatório foi realizado como a etapa final do Mestrado em Gestão de Indústrias Criativas da Escola das Artes da Universidade Católica do Porto e foi escrito com base no estágio curricular realizado na consultora de branding Superunion, em seu escritório de Madrid. A noção do significado de marca evolui constantemente, atualmente, uma marca é dotada de diversos significados, sentimentos e valores, que nos ajudam a gerar conexões e tomar decisões. O processo de criação de marca por sua vez, pode tomar diversas formas e dimensões, este relatório tem como objetivo investigar quais são as etapas fundamentais que constroem este processo. Este relatório apresenta tanto uma abordagem teórica quanto prática do processo de branding, além da descrição das atividades desempenhadas durante o período do estágio, estas descritas de acordo com as fases do projeto em curso.This essay was developed as the final stage of the Master Degree in Creative Industries Management at the Universidade Católica Portuguesa’s School of Arts, and it was written based on the curricular internship that took place at the brand consultancy firm Superunion, in its office in Madrid. The meaning of the word brand is constantly evolving, nowadays, a brand carries several meanings, emotions and values, that helps us connect and make decisions. The process of developing a brand can take many shapes and dimensions, and this essay has the goal of investigate which are the fundamental steps that build this process. The essay presents both a theorical and a practical approach to the branding process, as well as a description of the tasks performed during the curricular internship, those being described according to the steps of the ongoing project.
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CHIU, YEN-HSUN, and 邱彥勛. "Probing into Process of Brand Identity Project in Design Management Angle: To Take Branding Consultancy Company as Example." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/yhh77y.
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碩士國立雲林科技大學
視覺傳達設計系
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In recent years, affected by lower wage level in the Southeast Asia, impacts have been made on Taiwan’s industries, especially on SMEs. While Taiwan is no longer the most preferred OEM choice for large enterprise overseas, Taiwanese business people are bound for Mainland China and Southeast Asia, where have cheaper labor cost, one after another, to establish factories. To compete in the globalization, breaking the vicious circle is what exactly Taiwan needed, and it is to get rid of OEM business pattern, small profit but quick returns concept, and price war by turning these into elevating brand and product value added. Hence, at this stage, the only long-term solution is to build own brand. In this study, the emphasis is put on investigation and analysis of design company that offers branding strategy and establishment. The main purpose is to comprehend a planning process of a brand developed from scratch, in a angle of design management, and to probe into operating structure and strategy of the team. Therefore, the study will firstly be based on collecting and analyzing literature to theorize a process of brand identity project; secondly, case studies will be thoroughly examined by secondary data and semi-structured interviews to propose a more corresponding and practical operation pattern to Taiwanese branding consultancy companies. Conclusively, the process of brand identity project will be set as a six-stage process as following: (1) Project Organizing Management: Building Up Communication Channel, Estimating Benefit and Preliminary Goal; (2) Project Setting Evaluation: Client Communication, Preparatory Survey and Process Planning; (3) Project Planning Management: Investigation, Core Value Formalization and Preliminary Project Proposal; (4) Project Implementation Management: Featuring Brand Core Value and Developing Extended Application; (5) Project Performance and Proposal: Actual Design Output and Proposing Strategy to Improve Status of an Enterprise; (6) Project Evaluation and Tracking: Branding Internalization Lesson and Long-term Consulting Service. This six-stage process could be used as a reference for future brand identity project planning.
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Wiegers, Nina Silvia. "Kreative acts of strategy (kaos): a business plan for a new type of small consultancy." Master's thesis, 2015. http://hdl.handle.net/10071/11422.
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M310: Marketing
Z100: Cultural Economics; Economic Sociology; Economic AnthropologyThe proposed business is designed as a small Creative Brand Consulting and Collaborative Innovation firm that caters to Small-to-Medium sized (SME) consumer goods/services producing enterprises. It derives its innovative approach from a proprietary framework, which is implemented as an analysis tool to audit a client’s business in a strategically new way. The ASP framework draws its pillars, Authenticity, Sustainability, and Product Functionality from the condensation of contemporary discourse about these topics. All of the pillar traits can be found in many of today’s successful, global brands, which encourages to manifest them as a strategically applicable tool. The overall goal is hereby to reduce so-called negative externalities, that is, to reduce environmental/societal harm and to enhance outcomes’ functional value to eventually create a more friendly but efficient co-living environment. It is believed that doing so increases a brands’ intrinsic value through claiming a socially beneficial purpose apart from the purpose to grow infinitely. Apart from offering Management Consulting services for small businesses within the respective context, the proposed plan stipulates a risk diversification through the offer of additional business services. The innovative approach focuses on a lean business structure, which entails to form a “temporary” enterprise by collaborating with contractors only when needed, that is, project based. The proposed business aims to grow slowly and organically, as it is demanded by its values and its mission to successfully shape a consumption environment that both grows and produces positive societal outcomes.
O negócio proposto é designado como uma pequena consultoria criativa de marca e firma de inovação colaborativa que presta serviços a pequenas e médias empresas (PME) produtoras de bens consumíveis (englobando também, nesta categoria, bens perecíveis) e/ou serviços. As estratégias inovadoras, na qual os serviços propostos neste negócio são baseados, derivam de um framework da empresa que é implementado como uma ferramenta de análise, de modo a auditar o negócio do cliente duma nova forma estratégica, na qual foi dada a definição de ASP framework. O ASP framework cria os seus pilares, Autenticidade, Sustentabilidade, e funcionalidade do Produto, como um resultado da condensação de discursos contemporâneos referentes aos mesmos. Todas as características dos pilares podem ser encontrados em inúmeras marcas globais de sucesso, pelo que encoraja a manifestá-las como uma estratégia aplicável.Tendo por base de aplicação o meio retratado precedentemente, o objetivo é reduzir as negatividades externas, ou seja, reduzir perigos ambientais e sociais de modo a aprimorar o valor funcional (resultados) com o intuito de criar um ambiente eficiente de coabitação societal e, eventualmente, mais amigável. A sua aplicação é espectável na medida que contribui para um incremento no valor intrínseco da marca, reivindicando uma proposta de benefício social e contrariando a proposta comum de crescimento infinito. Para além de oferecer consultoria de gestão de serviços para pequenas empresas (PE), englobadas no respetivo contexto, o plano proposto estipula uma diversificação de riscos através duma oferta adicional de serviços de negócios. Esta aproximação inovadora foca-se numa estrutura de aprendizagem do negócio, que consiste na formação de uma empresa temporária, colaborando com contratantes apenas quando preciso consoante o projeto. Em suma, o negócio proposto procura um crescimento vagaroso e orgânico, tal como é exigido através dos seus valores e missão para moldar, com sucesso, um ambiente de consumismo que não só cresce mas também contribui positivamente para resultados sociais.
Books on the topic "Branding consultants"
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Kim Hyŏn Tijain 40-yŏnjŏn + Tijain P'ak'ŭ 25-yŏnjŏn. Kim Hyun 40. Sŏul: Hong Tijain, 2009.
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Phillips, W. Glasgow. The royal nonesuch: In which the author, a failure at literature, fails likewise at pornography, founds a corporate branding consultancy ... New York: Black Cat, 2006.
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Stevenson, Tanya. Expand Your Brand: Personal Branding for Independent Consultants. Independently Published, 2018.
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Louis, J. Slovinsky, and Louis J. Slovinsky. Alan Siegel: On Branding and Clear Communications. Jorge Pinto Books Inc., 2007.
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Slovinsky, Louis J. Alan Siegel: On Branding and Clear Communications (Large Edition). Jorge Pinto Books Inc., 2007.
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Strategisches Marken- Management für Banken. Branding - der Erfolgsfaktor im Retailgeschäft. Hrsg. von CONSART Management Consultants. Dr. Th. Gabler Verlag, 2001.
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Gabrielle, Gundi, and SassyZenGirl. Influencer Fast Track : From Zero to Influencer in the next 6 Months!: 10X Your Marketing & Branding for Coaches, Consultants, Professionals & Entrepreneurs. Independently Published, 2018.
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Walker, Rob, and Debbie Millman. Brand Thinking and Other Noble Pursuits. Skyhorse Publishing Company, Incorporated, 2013.
Find full textBook chapters on the topic "Branding consultants"
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Czerniawska, Fiona. "Branding." In Management Consultancy in the 21st Century, 222–25. London: Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1007/978-1-349-14873-8_22.
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Darnell, Roger. "Personal Brands and Branding." In The Communications Consultant's Foundation, 30–45. New York: Routledge, 2021. http://dx.doi.org/10.4324/9781003177951-7.
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Darnell, Roger. "Business Brands and Branding." In The Communications Consultant's Foundation, 67–79. New York: Routledge, 2021. http://dx.doi.org/10.4324/9781003177951-11.
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Czerniawska, Fiona. "Branding and Differentiation." In Management Consultancy in the 21st Century, 68–81. London: Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1007/978-1-349-14873-8_7.
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"Living the Brand: The Identity Strategies of Nation-Branding Consultants." In Branding the Nation, 62–81. Oxford University Press, 2013. http://dx.doi.org/10.1093/acprof:oso/9780199752164.003.0004.
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Bhattacharya, Subhajit, and Vijeta Anand. "An Empirical Study to Find the Road-Map for Understanding Online Buying Practices of Indian Youths." In Global Branding, 359–76. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-9282-2.ch018.
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The growing importance & popularity of online buying is very much substantial and quite evident in India these days. In this present study, there is a truthful attempt to identify the component which are having connections with online retail brand association and studding the process to construct brand association with the effects of the different influencers pertaining to online buying. The present study also focuses in explaining how that brand association converts into buying intentions of Indian youth customer. The research is based on empirical data. The outcomes of this current research will be helpful for the online marketers, online store developers, online store promotion managers and consultants to take a deeper look into what best can be done with the online retail brands to generate a high level of connectivity with the Indian youth market.
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L’Hoeste, Héctor Fernández. "Nation Branding." In Digital Humanities in Latin America, 57–73. University Press of Florida, 2020. http://dx.doi.org/10.5744/florida/9781683401476.003.0004.
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This chapter proposes the practice of nation branding as a political technology, as an example of neoliberalism in which the definition of national identity, previously assessed primarily by the social sciences and humanities, becomes the domain of business managers and advertising executives, thanks to technologies associated with social media. It explains how the redefinition of social goods, the role of the state, and the role of experts entail the replacement of a more socially driven understanding of identity with an act of commercial prestidigitation by way of nation branding; the pertinent state entities are replaced by advertising and image consultancy firms; and, lastly, scholars of various disciplines are replaced by advertising and PR executives. In short, following neoliberalism, identity is reinterpreted as brand. Identity no longer results from the never-ending and instantaneous negotiation between a multiplicity of parties, representative of myriad aspects relevant to the configuration of individuals and communities, but is rendered instead as the quantifiable, concrete result of a variety of transactions. Through this reformulation, a new relationship is suggested between the idea of nation as imagined community and the reality of the state as a material expression of the concept of nation.
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McKevitt, Steven. "Symbols of Self-Expression." In The Persuasion Industries, 216–34. Oxford University Press, 2018. http://dx.doi.org/10.1093/oso/9780198821700.003.0008.
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This chapter looks in detail at the widespread adoption of corporate branding strategies. A natural consequence of the rise of marketing as the key strategic function was that the discipline itself—rather than sales or product development—began to drive commercial strategies. As competition increased in markets where there was little difference between products, new product launches ran a high risk of failure. In these circumstances the extension of existing brands proved to be successful. This process linked business strategy more closely than ever with marketing strategy and provided the persuasion industries with a new opportunity, allowing them to take on elements of management consultancy and become involved in product development. An example of this holistic approach to corporate branding over the long term is provided by the repositioning of the soft drink Lucozade (1985) and the relauch of Walkers Crisps (1994).
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Law, Wai K., and Karri Perez. "Cross-Cultural Implementation of Information System." In Global Information Technologies, 3464–77. IGI Global, 2008. http://dx.doi.org/10.4018/978-1-59904-939-7.ch247.
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GHI, an international service conglomerate, recently acquired a new subsidiary in an Asian country. A new information system was planned to facilitate the re-branding of the subsidiary. The project was outsourced to an application service provider through a consultant. A functional manager from another subsidiary in the country was assigned to assist the development of specifications. The customized information passed numerous benchmarking tests, and was ready for implementation. At that point, it was discovered that the native users at the rural location of the new subsidiary could not comprehend any of the user interfaces programmed in the English language. A depressed local management team, with a depleted technology budget, must reinvent all operating procedures dependent on the new information system.
Conference papers on the topic "Branding consultants"
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Ribeiro, Rogério, Daniel Raposo, Rita Almendra, and João Neves. "Using Diagrams to Explain Brand Concepts and Implement Visual Identities." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1002032.
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Most companies subcontract consultants or companies specialised in Design and Branding. In this context, most of the Visual Identity (re)design projects of the brand/corporate end up being developed externally to the companies.The Design and Branding consultant or company usually plays a role in the stages of request, research, concept, strategy, tactics and, tending to disappear during the operationalization or implementation.A brand Visual Identity project implies the participation of several external specialists who intervene in the implementation of tasks and components that must be integrated. In the same sense, it requires the participation and awareness of the company's employees, so that they are active participants in the effective communication of the brand, always ensuring its consistency over time.The operationalization steps of a brand/corporate Visual Identity are crucial for its success, regarding the adequate implementation in terms of graphic quality and coherence, but also in the perspective of brand management, which requires good brand-business integration and the monitoring and correction of actions that impact on people's understanding and experience with the brand.It is recognized the relevance of diagrams in improving the understanding, the accessibility, and the enjoyment of complex information.In this study, we intend to understand how diagrams allow explaining complex concepts in the Brand Design universe, namely business structures, organizations, or methods, with several levels of importance or sequence, with main cores and right or possible declinations or dependencies. The methodology of the study focuses on case studies of explanatory type and literature review.The results consist in identifying the most relevant and useful characteristics of diagrams in the visualisation of information, particularly to explain concepts and assist in the implementation of a brand/corporate Visual Identity.