Relevant bibliographies by topics / Cultural Branding

Contents

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

Academic literature on the topic 'Cultural Branding'

Author: Grafiati
Published: 4 June 2021
Last updated: 15 February 2022

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Journal articles on the topic "Cultural Branding"

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Hemingway, Wayne. "Placemaking — cultural branding." Place Branding and Public Diplomacy 3, no. 4 (October 2007): 332–36. http://dx.doi.org/10.1057/palgrave.pb.6000075.

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O'Reilly, Daragh. "Cultural Brands/Branding Cultures." Journal of Marketing Management 21, no. 5-6 (June 2005): 573–88. http://dx.doi.org/10.1362/0267257054307336.

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BRICIU, A., and V. A. BRICIU. "A CULTURAL PERSPECTIVE ON BRANDS AND SYMBOL AFFIRMATION. THE THEORY OF CULTURAL AND ICONIC BRANDING REVIEWED." SERIES VII - SOCIAL SCIENCES AND LAW 13(62), no. 1 (2020): 93–102. http://dx.doi.org/10.31926/but.ssl.2020.13.62.1.10.

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The purpose of this article is to provide an in-depth approach to the theoretical issues stated about brands and branding from a cultural perspective. Following contemporary debates in defining the concept of brand and branding in relation to various marketing and organizational communication definitions, branding models that can be used in relation to places, in general, have been highlighted over time: the consumer branding model inspired by the functional tradition of the theoretical and practical marketing approaches, used and applied on products or services and the organizational or corporate communication model, from an identity approach. That is why, a different tendency is highlighted in analyzing branding models and their applicability on places, through a new proposed approach, of neo-Marxist nature, as a moderate response to the paradigm of postmodern brand management, defined by the iconic brand and cultural branding theories - presented in this article -, on the one hand, and the anti-capitalist, anti-corporate and anti-branding movement, on the other.
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Rehan, Reeman Mohammed, Mohammed Refaat M. Abdelaal, Ghina Maher Hakim, Rouba Mayyas Gamal, and Ghadah M. Baraat. "Cultural Urban Branding as an Approach Towards Sustainability." Resourceedings 2, no. 1 (February 25, 2019): 157. http://dx.doi.org/10.21625/resourceedings.v2i1.458.

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City branding has become one of the primary policies for achieving sustainability in many countries. In this manner, many strategies can be applied to create place and city urban branding. One of these strategies is the culture-based urban branding. Culture plays a significant role in place and city urban branding; cultural branding can be considered an essential approach for the economic, social and environmental renewal of cities.City branding has become gradually important according to its bases and activities in the urban development process in general. This paper describes how culture can be used in city branding. The research applies the significance of urban cultural branding to analyse the case study of Madinah, Saudi Arabia.
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Jensen, Ole B. "Culture Stories:Understanding Cultural urban Branding." Planning Theory 6, no. 3 (November 2007): 211–36. http://dx.doi.org/10.1177/1473095207082032.

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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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Schroeder, Jonathan E. "The cultural codes of branding." Marketing Theory 9, no. 1 (March 2009): 123–26. http://dx.doi.org/10.1177/1470593108100067.

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Scarpaci, Joseph L., Eloise Coupey, and Sara Desvernine Reed. "Artists as cultural icons: the icon myth transfer effect as a heuristic for cultural branding." Journal of Product & Brand Management 27, no. 3 (May 14, 2018): 320–33. http://dx.doi.org/10.1108/jpbm-02-2017-1416.

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Purpose Communicating the national values of artists and the role of product benefits as symbols of national values, infuse iconic national brands. This paper aims to validate a conceptual framework that offers empirical insights for cultural identity that drives brand management. Design/methodology/approach Case studies and cross-cultural focus group research establish the present study’s conceptual framework for cultural branding. Findings Brand awareness of a perfume named after a Cuban dancer and a spirit named for a Chilean poet, reflect authentic emblems of national identity. Informants’ behavior confirms the study’s model of icon myth transfer effect as a heuristic for cultural branding with clear, detailed and unprompted references to the myths and brands behind these heroines. Research limitations/implications The study’s ethnography shows how artists reflect myth and folklore in iconic brands. Future research should assess whether the icon myth transfer effect as a heuristic for cultural branding occurs with cultural icons beyond the arts and transcends national boundaries. Practical implications The study challenges conventional branding, where the brand is the myth, and the myth reflects the myth market. The authors show how the myth connects to a national identity yet exists independently of the brand. The branding strategy ties the brand to the existing myth, an alternative route for cultural branding mediated by the icon myth transfer effect. Social implications These two Latin American brands provide a much-needed connection among the branding literatures and images surrounding gender and nationalism in lesser-known markets. Originality/value Most research explores iconic myths, brands and folklore in one country. This study extends cultural branding through social history and by testing a conceptual model that establishes how myths embody nation-specific values. Iconic myths are a heuristic for understanding and describing brands, revealing an unexamined path for cultural branding.
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Cánepa, Gisela K. "Nation Branding:." MedienJournal 37, no. 3 (March 20, 2017): 7–18. http://dx.doi.org/10.24989/medienjournal.v37i3.116.

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Nation branding plays a central role within neoliberal governmentality, operating as a technology of power in the configuration of emerging cultural and political formations such as national identity, citizenship and the state. The discussion of the advertising spot Perú, Nebraska released as part of the Nation Branding campaign Marca Perú in May of 2011, constitutes a great opportunity to: (i) argue about the way in which audiovisual advertisement products, designed as performative devises, operate as technologies of power; and (ii) problematize the terms in which it founds a new social contract for the Peruvian multicultural national community. This analysis will allow me to approach neoliberalism as a cultural regime in order to discuss the ideological nature of the uncontested celebratory discourse that has emerged in Perú and which explains the economic growth of the last decades as the outcome of a national entrepreneurial spirit that would be distinctive of Peruvian cultural identity.
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Cánepa, Gisela K. "Nation Branding:." MedienJournal 37, no. 3 (March 20, 2017): 7. http://dx.doi.org/10.24989/mj.v37i3.116.

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Nation branding plays a central role within neoliberal governmentality, operating as a technology of power in the configuration of emerging cultural and political formations such as national identity, citizenship and the state. The discussion of the advertising spot Perú, Nebraska released as part of the Nation Branding campaign Marca Perú in May of 2011, constitutes a great opportunity to: (i) argue about the way in which audiovisual advertisement products, designed as performative devises, operate as technologies of power; and (ii) problematize the terms in which it founds a new social contract for the Peruvian multicultural national community. This analysis will allow me to approach neoliberalism as a cultural regime in order to discuss the ideological nature of the uncontested celebratory discourse that has emerged in Perú and which explains the economic growth of the last decades as the outcome of a national entrepreneurial spirit that would be distinctive of Peruvian cultural identity.
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Dissertations / Theses on the topic "Cultural Branding"

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Oliveira, Catarina Parkinson de. "Branding cultural e os media sociais: a cultura indie e a urban outfitters." Master's thesis, Universidade da Beira Interior, 2012. http://hdl.handle.net/10400.6/1712.

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Numa época em que as mídias sociais desempenham um papel cada vez mais importante e relevante na vida das pessoas, as marcas tiveram que se adaptar a esta nova realidade e nova forma de comunicar, para conseguirem continuar a cultivar uma forte ligação com o consumidor. Para além das redes sociais que têm revolucionado a forma como nos comunicamos uns com os outros, outra grande ferramenta do mundo da web que tem ganho cada vez mais destaque é o blog, que é atualmente utilizado por várias marcas como ferramenta de comunicação. Partindo de uma diferenciação entre Branding e Branding Cultural e analisando conceitos fundamentais para as duas áreas, como brand equity e mercado de mitos, pretendemos analisar como é que uma marca utiliza o blog na sua estratégia de comunicação de identidade baseada na cultura indie, junto dos consumidores.
At a time when social media play an ever more crucial and meaningful role in people’s lives, brands had to adapt to this new reality and means of communication, in order to continue to harness a strong relationship with the consumer. Besides the revolution that social networks brought about in the way we communicate with each other, another great tool in the web world that has increasingly become more important is the blog, which is currently widely used by brands as a communication tool. Building upon a differentiation between Branding and Cultural Branding and analyzing fundamental concepts for the two areas, such as brand equity and the so called myth market, we intend to look into how a brand uses the blog in its identity communication strategy, based in the indie culture, to reach the consumer
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Khamis, Susie. "Bushells and the cultural logic of branding." Phd thesis, Australia : Macquarie University, 2007. http://hdl.handle.net/1959.14/70732.

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Thesis (PhD)--Macquarie University, Division of Society, Culture, Media & Philosophy, Dept. of Media, 2007.
Bibliography: leaves 281-305.
Introduction -- Advertising, branding & consumerism: a literature survey -- Methodology: from Barthes to Bushells -- A taste for tea: how tea travelled to and through Australian culture -- Class in a tea cup -- A tale of two brands -- Thrift, sacrifice and the happy housewife -- 'He likes coffee SHE likes tea' -- 'Is it as good?': Bushells beyond Australia -- 'The one thing we all agree on' -- Conclusion.
Since its introduction in 1883, the Bushells brand of tea has become increasingly identified with Australia's national identity. Like Arnott's, QANTAS and Vegemite, Bushells has become a part of the nation's cultural vocabulary, a treasured store of memories and myths. This thesis investigates how Bushells acquired this status, and the transformation by which an otherwise everyday item evolved from the ordinary to the iconic. In short, through Bushells, I will demonstrate the cultural logic of branding. -- Bushells is ideally suited for an historical analysis of branding in Australia. Firstly, tea has been a staple of the Australian diet since the time of the First Fleet. So, it proves a fitting example of consumer processes since the early days of White settlement. From this, I will consider the rise of an environment sensitive to status, and therefore conducive to branding. In the late nineteenth century, Bushells was challenged to appeal to the burgeoning corps of middle class consumers. To this end, the brand integrated those ideals and associations that turned its tea into one that flattered a certain sensibility. Secondly, having established its affinity with a particular market group, the middle class, Bushells was well positioned to track, acknowledge and incorporate some of the most dominant trends of the twentiethcentury; specifically, the rise of a particular suburban ideal in the 1950s, and changing conceptions of gender, labour and technology. Finally, in the last two decades, Bushells has had to concede decisive shifts in fashion and taste; as Australia's population changed, so too did tea's place and prominence in the market. This thesis thus canvasses all these issues, chronologically and thematically. To do this, I will contextualise Bushells' advertisements in terms of the contemporary conditions that both informed their content, and underpinned their appeal. -- Considering the breadth and depth of this analysis, I argue that in the case of Bushells there is a cultural logic to branding. As brands strive for relevance, they become screens off which major societal processes can be identified and examined. As such, I will show that, in its address to consumers, Bushells broached some of the most significant discourses in Australia's cultural history.
Mode of access: World Wide Web.
v, 305 leaves ill
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Pimenta, Joana. "Branding cultural e comunicação de marcas de moda." Master's thesis, Universidade da Beira Interior, 2012. http://hdl.handle.net/10400.6/1710.

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O contexto desta dissertação é o mercado de moda portuguesa. Dando especial atenção à comunicação de marcas de moda portuguesas e como elas se dirigem ao consumidor português. Procuramos averiguar a notoriedade dessas mesmas marcas junto do consumidor em causa. E de que forma a disicplina do branding cultural ajuda na construção do diálogo entre marca e consumidor. Através de um estudo de caso sobre a marca de moda portuguesa Pelcor, descurtinamos as vantagens competitivas que o branding cultural traz no desenvolvimento da estratégia de comunicação da marca. No levantamento bibliográfico procuramos definir as disciplinas de branding cultural e comunicação, apoiando-nos principalmente nos teóricos e académicos: Gomez, Holt, McCracken, Kotler, Lindstrom, Caetano e Rasquilha. A metodologia que usamos é a pesquisa exploratória, que assume a forma de recolha bibliográfica e estudo de caso. Sendo que o resultado principal é uma proposta de estratégia de branding cultural para a marca Pelcor. Concluimos com este trabalho que a atenção à cultura nas estratégias de comunicação de uma marca dá-lhe a vantagem de conhecer e entender melhor o seu consumidor, propiciando mais facilmente a sua identificação com a marca. Para além, de que se revelou um tema relevante para a época de crise que vivemos no nosso país, abrindo portas para a descoberta de vantagens no desenvolvimento do mercado da moda nacional.
The context of this dissertation is the portuguese fashion market. Giving special attention to the communication of portuguese fashion brands and how they are addressing the portuguese consumer. We seek to ascertain the reputation of those brands to the consumer concerned. And how the subject of cultural branding helps in building a dialogue between the brand and consumer. Through a case study on the portuguese fashion brand Pelcor, we discover competitive advantages that a cultural branding strategy brings in the development of brand communication. In our bibliographic research we sought to define the disciplines of cultural branding and communication, relying mainly on the theorists and academics: Gomez, Holt, McCracken, Kotler, Lindstrom, Caetano and Rasquilha. The methodology we use is exploratory research, which takes the form of bibliographic resezrch and case study. Since the main result is a proposal for a cultural branding strategy for the brand Pelcor. We conclude this work knowing that given attention to culture in the communication strategies the brand as an advantage in knowing and understanding the consumer, making the identification with the brand easier. Besides, it proved to be a significant issue for the time of crisis we live in our country, opening the door for the discovery of advantages in the development of our national fashion market.
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Krochta, Carrie Ann. "Layers of Branding: City and Arts Organization Branding in Columbus, Ohio." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1345471017.

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Zhiyan, Wu. "The co-creation and circulation of brands and cultures : historical Chinese culture, global fashion systems, and the development of Chinese global brands." Thesis, University of Exeter, 2010. http://hdl.handle.net/10036/3165.

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This dissertation is a study of the possibilities and processes of constructing strong Chinese brands in the global marketplace. It investigates conceptual and strategic relationships between brands and cultures, focusing specifically on the issue of the unprivileged position of Chinese brands vis-à-vis that of other famous global counterparts. Accordingly, it deploys three illustrative cases from the Chinese context – Jay Chou (a successful Chinese music artist), the 2008 Beijing Olympics opening ceremony, and Shanghai Tang (a global Chinese fashion brand). In so doing, it moves away from the general trend to study the managerial aspects of Western brand building in Chinese contexts, and instead examines how Chinese brands express cultural aspects of their own well-known brand development models in the global marketplace. In short, this study uses a Chinese vantage to examine the emergence of cultural branding (using historical culture and global fashion systems to develop global brands), and its capacity to function as a useful complement to existing models of brand globalisation and global brand culture. The function of the three cases is illustrative and analytic. Collectively, they serve as a lens through which to study Chinese brand development in the global marketplace and examine global brand culture. Each case was fleshed out through various multi-sited ethnographic studies, which consisted of interviewing and observing consumers and managerial workers, the results of which shed light on several important but under-studied aspects of global brand culture. These include Chinese cultural branding in the global context, the cultural approach to branding among various brand actors, and relationships between brands and cultures across branding cultures. Drawing on these examinations, this study not only demonstrates ways in which brands and cultures circulate and construct each other in global brand culture. It also uses these insights to argue for the development of Chinese culture or Chinese-ness into a global brand resource by Chinese brand builders.
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Boonkasemsanti, Isariya. "Design Guideline for Cross-Cultural Branding : A case for Thai Dessert Brand in Cincinnati." University of Cincinnati / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1439300866.

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Hyvönen, Sanna. "Sub-cultural resistance and representations of the Sami : Conflicts of interest in the Umeå2014Capital of Culture project." Thesis, Uppsala universitet, Medier och kommunikation, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-255761.

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The Cultural Capital of Europe project aims to highlight and promote culture of a specific region in Europe during a calendar year. Umeå was chosen to become the Capital of Culture in 2014 and highlight the northern corner of Europe. A new “Open source” approach with the objective to increase participation and co-creation of different actors in the cultural capital year was introduced. This study examines media descriptions of the Samis and alternative cultural groups’ participation in the Cultural Capital year. Both quantitative and qualitative methodological tools were used to analyse descriptions of these groups’ in digital articles from local newspapers. The findings indicate of widespread discontent with how these groups were represented in the Cultural Capital year. The Samis were described as being excluded from planning but included in the implementation of the programme. The alternative cultural groups were instead described as being included in the planning but excluded from participation in the programme year. The relations between these groups and the organisers were analysed in terms of hegemony. The results indicate the relations being in balance at the beginning of the year but started to weaken at an early stage.
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Bugarin, Quevedo Mariana Maribel, and Rivera Caroline Nicol Cisneros. "La aplicación del City Branding como estrategia para el incremento del turismo cultural." Bachelor's thesis, Pontificia Universidad Católica del Perú, 2020. http://hdl.handle.net/20.500.12404/20313.

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Los índices del turismo a nivel global se han ido incrementando año tras año (OMT, 2018), y con ello la competitividad de las ciudades por atraer turistas y posicionarse como destinos líderes en turismo. Ante ello, algunas ciudades han recurrido al City Branding como herramienta para potenciar su imagen, tener mayor llegada internacional y así aumentar su turismo. Esta tendencia viene aplicándose en diversas ciudades de la región latinoamericana con un turismo cultural enfocado en industrias artísticas, potenciando su oferta más allá de la cultura tangible tradicional. Ante ello, el centro de la presente investigación es explorar cómo la gestión de destinos turísticos mediante la aplicación del City Branding conlleva al incremento del turismo cultural. En ese sentido, se realiza un análisis teórico de las principales investigaciones de diversos autores con relación a los conceptos City Branding, gestión de destinos y turismo cultural, así como su evolución, factores y enfoques, respectivamente; asimismo, se identifica la relación entre los tres términos mencionados. Seguidamente, en base a la conceptualización teórica previa, se desarrolla el contexto de la situación actual y aplicación de los términos en cuestión en las principales ciudades de América Latina. Mediante lo cual se identifica el escenario en que se encontraban las ciudades al momento de aplicar la estrategia y los principales criterios que caracterizan su caso. Del mismo modo, se realiza una descripción contextual específica de la situación actual de estos conceptos en la ciudad de Lima a fin de entender la realidad de la ciudad respecto a aplicar la estrategia planteada en ella. Finalmente, a partir de los principales hallazgos encontrados a partir de los casos prácticos, se concluye que la relación entre estos términos se da en la medida que la gestión de destinos turísticos es una estrategia mayor que se apoya en el City Branding, este último como medio de promoción de una ciudad, donde el turismo cultural artístico es la propuesta de valor. De igual manera, se puede rescatar que el City Branding se convierte en una estrategia pertinente para los sectores turismo y cultura en la medida que resulta relevante su aplicación para la promoción de una ciudad como destino turístico potencial enfocado específicamente en el turismo cultural.
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Fordham, Andrew Ian. "Food, art, books : a case study of the cultural politics of rural place branding." Thesis, Open University, 2011. http://oro.open.ac.uk/54664/.

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Using a multi-sited ethnographic case study, this thesis examines the development of rural place brands in three towns in Scotland. Engaging with the literatures on place branding and entrepreneurial governance, and the theoretical work of Pierre Bourdieu, this thesis critically examines how and why the place brands in a rural context were developed; how the places were transformed (reconstructed) through branding; the struggles and contestations within the branding process; and the perceived audiences for such developments. It is argued that whilst there are numerous similarities in the developments of the brands, there are also significant differences to that of urban place branding. This thesis thus problematises the application of theories of branding developed in urban areas to rural contexts. It is also argued that, despite the branding literature suggesting that brands promote a clear, coherent and holistic identity for place (see Kavaratzis, 2005), the development of brands in the current research has been deeply contested, and fraught with various struggles over how the brand (and the place more broadly) should be represented. This thesis thus challenges the extent to which a clear, coherent and holistic identity of the brand (and place) can be established. Finally, whilst it has been argued that place marketing and branding strategies seek to target specific audiences (as was also the case in the current research) (see Gotham, 2002), this thesis argues that in practice, this is a deeply problematic process as the audience of place brands is actually rather diverse. In sum, this thesis makes a significant contribution to our knowledge on place branding by providing an in-depth critical examination of place branding processes in a rural context, which has been all too often neglected by a dominant focus on the urban.
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Duranton, Jeanne, and Laurent Sery Emilie Theau. "Cultural heritage and branding of family firms in the French wine industry : A case of Burgundian wineries." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49953.

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Background: The wine industry is often linked to family business, due to the tradition of some long-standing family winery. Scholars agree that, the family elements are a factor of success in this industry. A reason for this success can be found in the branding of wineries. While the literature in branding is extensive, the link between wine family firms and their cultural heritage in the branding and the brand identity is poorly tackled. Given the wine history in a country like France, cultural heritage is a key point and its effect on wineries is a subject that deserve further research.Purpose: The purpose of this paper is to explore the branding of wine family firms. The focus is set on exploring how and why family wineries are using their cultural heritage in branding, and how it affects the brand identity of wineries. By explaining the use of cultural heritage, we wish to understand the reason of the success in turning their personal background into the main asset of their branding strategy.Method: This research is qualitative and based on an interpretivist paradigm. Research method is following the Grounded Theory approach. Primary data are collected via open-ended interviews and all participants are family wineries with significant business seniority in Burgundy, France, as well as wine experts.Conclusion: The results show that family wineries use cultural heritage within their branding for three reasons: (1) Terroir gives the components of the product and directly influence the product positioning, (2) Customers behaviour and expectations is influenced by winery cultural heritage, (3) Industry requires higher reputation and singularity, brought by innovation and tradition. The leverage of their cultural heritage in branding and its outcomes on brand identity is done though (4) Storytelling of wineries cultural heritage which plays on the pleasure, emotional and cultural aspect of wine.
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Books on the topic "Cultural Branding"

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Go, Frank M., Arja Lemmetyinen, and Ulla Hakala, eds. Harnessing Place Branding through Cultural Entrepreneurship. London: Palgrave Macmillan UK, 2015. http://dx.doi.org/10.1057/9781137465160.

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Forum Kulturmarketing (2nd 2006 Ludwigsburg, Germany). Starke Marken im Kulturbetrieb. Baden-Baden: Nomos, 2007.

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Armin, Klein, ed. Starke Marken im Kulturbetrieb. Baden-Baden: Nomos, 2007.

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Uprising: How to build a brand--and change the world--by sparking cultural movements. New York: McGraw-Hill, 2012.

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Zhenyi, Li. Cultural impact on international branding: A case of marketing Finnish mobile phones in China. Jyväskylä: Jyväskylän yliopisto, 2001.

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Douglas, Cameron, ed. Cultural strategy: Using innovative ideologies to build breakthrough brands. Oxford: Oxford University Press, 2010.

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Pellet, Lizz. The cultural fit factor: Creating an employment brand that attracts, retains, and repels the right employees. Alexandria, Va: Society for Human Resource Management, 2009.

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Wen hua ying xiao zhan lue: Li shi, jing guan, min su he wen hua de jia zhi ru he shi xian = The strategy of cultural marketing. Beijing: Zhongguo ren min da xue chu ban she, 2006.

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Wen hua ying xiao zhan lue: Li shi, jing guan, min su he wen hua de jia zhi ru he shi xian = The strategy of cultural marketing. Beijing: Zhongguo ren min da xue chu ban she, 2006.

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Cultures of commodity branding. Walnut Creek, CA: Left Coast Press, 2010.

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Book chapters on the topic "Cultural Branding"

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Askegaard, Søren, and Simon Møberg Torp. "Cultural corporate branding." In Marketing Management, 199–216. Second edition. | Abingdon, Oxon ; New York, NY : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780203710807-16.

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Torelli, Carlos J. "Cultural Equity." In Globalization, Culture, and Branding, 35–58. New York: Palgrave Macmillan US, 2013. http://dx.doi.org/10.1057/9781137331953_2.

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Pavković, Marina, and Jesenko Horvat. "Physical Branding and Heritage." In Cultural Urban Heritage, 141–53. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-10612-6_12.

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Nguyen, Bang, T. C. Melewar, and Don E. Schultz. "Impact of Cultural Factors on Indian Consumers' Brand Preference." In Asia Branding, 17–29. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-48996-8_2.

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Hurn, Brian J., and Barry Tomalin. "Cultural Diplomacy and Nation Branding." In Cross-Cultural Communication, 224–40. London: Palgrave Macmillan UK, 2013. http://dx.doi.org/10.1057/9780230391147_12.

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Gürhan-Canli, Zeynep, Ceren Hayran, and Gülen Sarial-Abi. "Culture and Branding." In Cross Cultural Issues in Consumer Science and Consumer Psychology, 129–47. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-65091-3_8.

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Hong, Kiwon. "Nation Branding of Korea." In Cultural Policies in East Asia, 69–84. London: Palgrave Macmillan UK, 2014. http://dx.doi.org/10.1057/9781137327772_5.

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Torelli, Carlos J. "Leveraging and Protecting Cultural Equity." In Globalization, Culture, and Branding, 135–54. New York: Palgrave Macmillan US, 2013. http://dx.doi.org/10.1057/9781137331953_7.

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Liang, Yin, Han Han, and Davide Fassi. "Transforming Branding Strategies from Product to Service: A Case Study About Yangshan Tourism Branding." In Cross-Cultural Design, 752–60. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-40093-8_74.

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Lemmetyinen, Arja. "Coordinating Cooperative Cultural Networks: The Case of Culture Finland." In Harnessing Place Branding through Cultural Entrepreneurship, 213–28. London: Palgrave Macmillan UK, 2015. http://dx.doi.org/10.1057/9781137465160_12.

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Conference papers on the topic "Cultural Branding"

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Tur, Ajar Pradika Ananta, and Gibbran Pratishara. "Tagline Branding: Trading the Products or Cultural Identities?" In International Conference of Communication Science Research (ICCSR 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/iccsr-18.2018.82.

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Alraouf, Ali. "Towards a New Paradigm in City Branding and Marketing." In 55th ISOCARP World Planning Congress, Beyond Metropolis, Jakarta-Bogor, Indonesia. ISOCARP, 2019. http://dx.doi.org/10.47472/nkox7405.

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In rentier countries around the Gulf, a paradigm shift is certainly happening. Gulf States resorted to branding strategies which would secure a global recognition for their cities. The paper analyzes the effectiveness of tools used in Doha, the capital city of Qatar to create its own identity within the Gulf States and the rest of the Middle East. The analyzed tools will include City Uniqueness, Quality of Public Spaces, Signature Architecture, Events, Festivals, Cultural Tourism and Facilities. One of the main strategies used in Doha to articulate its brand is enhancing the ability of the city to host global Events, Festivals, and international sports. Competitions and cultural Carnivals. The research illustrates the use of Interesting Architecture, Cultural Facilities, Unique streets, Public parks, City natural and man-made Uniqueness as a City Marketing and Positive Branding Tools. The paper investigates crucial questions including the impact of the digital paradigm on the competitiveness of cities? How to regionally and globally market a city? What are the sustainable and resilient strategies for branding contemporary city? The paper also articulates a model for the case of Doha city banding and marketing which is based on a balanced approach. Such an approach would consider traditional assets including history and heritage. Also, it will include contemporary and innovative assets resulted from the last decade unprecedented investments in the sectors of education, research, culture and knowledge. Hence, the paper suggests a more holistic approach to city branding which would balance between social equity, economic prospertiy and ecological intergrity.
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Chi Lin, Lung, and Peng Fei He. "Cultural Arts with Brand Value: Branding from Chinese Dragon Boat Racing." In International Conference on Economics and Management Innovations (ICEMI). Volkson Press, 2017. http://dx.doi.org/10.26480/icemi.01.2017.136.138.

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Rossolatos, George. "TOWARDS THE CULTURAL BRANDING MODEL OF THE BRANDOSPHERE: FROM SHARE-OF-MARKET TO SHARE-OF-CULTURAL REPRESENTATIONS." In New Semiotics. Between Tradition and Innovation. IASS Publications, 2015. http://dx.doi.org/10.24308/iass-2014-157.

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Guo, Juan, and Wenchao Du. "Research on the Cultural Brand Branding Strategy in Fujian Free Trade Area." In 2017 9th International Economics, Management and Education Technology Conference (IEMETC 2017). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/iemetc-17.2017.57.

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Gairbekov, M. S. "A System Of Voluntary Certification As An Element Of Territory Branding." In SCTCGM 2018 - Social and Cultural Transformations in the Context of Modern Globalism. Cognitive-Crcs, 2019. http://dx.doi.org/10.15405/epsbs.2019.03.02.231.

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Кадримбетова, Назгуль Нуржановна, Айсулу Корабековна Купаева, and Жанар Алтынбековна Жаксылыкова. "HISTORICAL DOCTRINE OF THE STATE CULTURAL POLICY OF KAZAKHSTAN: FROM THE CONSCIOUS PAST TOWARDS A MEANINGFUL FUTURE." In Научные исследования в современном мире. Теория и практика: сборник избранных статей Всероссийской (национальной) научно-практической конференции (Санкт-Петербург, Май 2021). Crossref, 2021. http://dx.doi.org/10.37539/nitp316.2021.19.25.007.

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В статье дается обзорный анализ основ государственной культурной политики в рамках сохранения и использования историко-культурного наследия на базе методики геокультурного брендирования. Казахстанский геокультурный бренд - «Великая степь как этнотерриториальный образ степной цивилизации». The article deals with an overview analysis of the foundations of the state cultural policy in the framework of preserving and using historical and cultural heritage based on the methodology of geo-cultural branding. Kazakhstan's geo-cultural brand is "The Great Steppe as an ethno-territorial image of the steppe civilization".
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Dašić, Dejan, and Boban Dašić. "BRANDING OF STATES AND NATIONS IN (POST) COVID 19 ERA." In The Sixth International Scientific Conference - TOURISM CHALLENGES AMID COVID-19, Thematic Proceedings. FACULTY OF HOTEL MANAGEMENT AND TOURISM IN VRNJAČKA BANJA UNIVERSITY OF KRAGUJEVAC, 2021. http://dx.doi.org/10.52370/tisc21162dd.

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The subject of this paper is the COVID-19 pandemic impact on nations and states branding. Nations branding is very important for their global position. That is why there are numerous specific ways for state branding: film industry, sports events, civil engineering ventures, cultural and public events, diplomacy, celebrities, public relations, tourism etc. In general, people know very little or nothing about individual nations and states, so sports and tourism, as globally popular advents, may represent extraordinary set for their promotion. Globalism is a process of whose activities no state or person is spared. It is followed with numerous advantages but with numerous menaces too. With one of them, the world is struggling these days – the COVID-19 pandemic. Sports events all around the world are postponed or canceled in an effort to stop the virus from spreading. Pandemic and counties lockdowns almost killed global tourism.
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Janičić, Radmila. "Strategic Marketing Planning in Development of Arts and Cultural Institutions." In Values, Competencies and Changes in Organizations. University of Maribor Press, 2021. http://dx.doi.org/10.18690/978-961-286-442-2.25.

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The paper present theoretical and practical aspects of strategic marketing planning in development of arts and cultural institutions. Focus of the paper is on developing theoretical aspects of strategic marketing planning in development of arts and cultural institutions. The theoretical part of the paper is based on modern literature in the field of strategic marketing planning, brand building, arts and culture. The key hypothesis of the paper is that development of arts and cultural institutions have to be based on strategic marketing planning, on strategic marketing analysis, implementation of marketing strategies and strategic marketing control. The special aspect of the paper are strategies of brand building of arts and cultural institutions. In the empirical research the paper will present case studies about implementation of strategic marketing planning in development of arts and cultural institutions. The empirical research will include results of questionnaire research about perception of arts and cultural institutions as brand, about approaches of experiences about arts and cultural institutions, about identity and image of arts and cultural institutions, about specific strategies that could develop arts and cultural institutions. The research in the paper will be qualitative and quantitative, with primary and secondary data. The empirical research will analyze impact of experience marketing, emotional branding strategies and traditional brand strategies in development of arts and cultural institutions brand. In the case studies the paper will present good examples of strategic marketing planning in development of arts and cultural institutions. The results of empirical research will lead to further theoretical and practical analysis of development of arts and cultural institutions. The paper present modern ways of development of arts and cultural institutions. The paper will analyze impact of social media on brand building of arts and cultural institutions. The paper will analyze new professions in arts and culture and new brand strategies that could be implement in digital environment. The paper will analyze connection between traditional strategies of brand building of arts and cultural institutions and strategies of brand building of arts and cultural institutions in digital environment. Special aspect in the paper will be given on synergy of traditional and digital marketing strategies in brand building of arts and cultural institutions.
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Rahmawati, Femi, Sony Sukmawan, and Fitrahayunitisna Fitrahayunitisna. "The Beauty of the Sumberawan Folklore in the Village of Toyomarto Indonesia as Tourism Branding." In 1st International Seminar on Cultural Sciences, ISCS 2020, 4 November 2020, Malang, Indonesia. EAI, 2021. http://dx.doi.org/10.4108/eai.4-11-2020.2308909.

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Reports on the topic "Cultural Branding"

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Jung, Sojin, and Byoungho Jin. Cross-cultural Investigation for Slow Fashion Branding Strategies: U.K., Hong Kong and Korea. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-1857.

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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.
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