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Sample records for policy brand management

  1. Brand Management

    DEFF Research Database (Denmark)

    Wider, Serena; von Wallpach, Sylvia; Mühlbacher, Hans

    2018-01-01

    Mainstream brand management literature views brands as products or organisations carrying brand names and brand managers as being in control of brand-related actions and outcomes. By contrast, recent empirical research shows the substantial influence of stakeholders on brands. Together with brand...... management, stakeholders shape brands by participating in brand-related interaction. European brand research accordingly treats brands as ongoing and complex processes in constant flux. Nevertheless, literature suffers from a significant lack of theoretical underpinnings for understanding brands as complex...... processes; in this respect, building on European philosophy is a fruitful avenue. This paper introduces the metaphor of the rhizome and draws on European process philosophy to further develop an integrative processual understanding of brands. Brand management claiming control over brands as processes turns...

  2. Brand Management

    OpenAIRE

    Polách, Petr

    2012-01-01

    Theoretical part of thesis on the topic "Brand management" will deal with tools for strategic brand management ifself, specifically managements instruments. Next part will be devoted to brand, its identity, image, elements, value, legal protection and eventually to methods of valuation. In practical part will be applied knowledge of strategic brand management to the selected company Vivantis a.s. Part of practical part will be surfy about public awareness of the brand Vivantis a.s. On the bas...

  3. Brand management of selected brand

    OpenAIRE

    Honzíková, Dana

    2010-01-01

    This thesis addresses the subject of brand management. My main objective was to summarize the issue of brand management and apply the acquired knowledge on the selected brand of food products on the Czech market, i.e. to assess its current management and the current situation and where appropriate, propose recommendations for the future. I use the case study method, the method of survey and analysis of primary and secondary data. The theoretical part deals with the concept of brand, its featu...

  4. Managing brands

    NARCIS (Netherlands)

    Ataman, B.M.

    2007-01-01

    How are strong brands built and maintained? Which elements of the marketing mix are most critical in building and maintaining brand equity? These questions have endured for decades because their resolution requires extensive data sets and advanced modeling techniques, which only became available to

  5. The Branding Management Approaches

    Institute of Scientific and Technical Information of China (English)

    YAKOUBI; Mohamed Lamine

    2014-01-01

    [Abstract]We wil try to present,through the display of the various branding concepts and theories, the different branding management approaches.This wil present the different visions of the discipline depending on the author to try and demonstrate their differences,at first, and their complementarities at last to help the different branding management practitioners (brand managers,marketing managers,advertisers,media-planners……) apprehend the right brand positioning strategy to engage.

  6. Managing Your Personal Brand

    Science.gov (United States)

    Gander, Michelle

    2014-01-01

    Everyone has a personal brand. To ensure success at work you need to manage your personal brand which is made up of your tangible and intangible attributes. This paper reviews the literature around personal branding, looks at some of the attributes and discusses ways you can reflect and begin to build your personal brand in a higher education…

  7. Internal Brand Management of Destination Brands

    DEFF Research Database (Denmark)

    Cox, Natasha; Gyrd-Jones, Richard; Gardiner, Sarah

    2014-01-01

    Achieving a consistent brand experience across a destination and all brand-touch points is a major challenge in destination branding efforts. Strategies to manage the complexity of coordination across multiple network stakeholders are therefore critical for destination management organisations....... However, theories to inform these strategies are limited. This paper proposes that internal brand management theory provides a framework to explore strategies that may increase operator buy-in to the destination brand, thus creating a more consistent brand experience for visitors. Semi......-structured interviews with members of a destination brand network indicate that highly centralised networks hinder operator buy-in to the destination brand. Informal communication via more personalised sub-networks rather than directive leadership appear to facilitate knowledge sharing and create support mechanisms...

  8. Strategic brand management: Archetypes for managing brands through paradoxes

    OpenAIRE

    Högström, Claes; Gustafsson, ,Anders; Tronvoll, Bård

    2015-01-01

    Although brands are acknowledged as significant assets in a firm's value creation and differentiation process, branding literature often describes opposing perspectives and contradictory demands. This article develops a framework of three strategic brand management archetypes that provide new insights into the complexity and often paradoxical ambiguity of branding. By combining an empirical qualitative study with extant brand management and relational exchange theory, the authors ...

  9. Semiotik for brand managers

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2013-01-01

    I løbet af brandingens snart lange historie har der været mange definitioner af, hvad et brand egentlig er for en størrelse. I dagens såkaldte symboløkonomi, hvor brands i høj grad fungerer som kulturelle identitetsmarkører, giver det rigtig god mening at betragte brandet som et tegn med symbolsk...... betydninger. Dermed er semiotik – læren om hvordan tegn skaber betydning – blevet en super central videnskab for brand management.......I løbet af brandingens snart lange historie har der været mange definitioner af, hvad et brand egentlig er for en størrelse. I dagens såkaldte symboløkonomi, hvor brands i høj grad fungerer som kulturelle identitetsmarkører, giver det rigtig god mening at betragte brandet som et tegn med symbolske...

  10. Branding and the Risk Management Imperative

    Directory of Open Access Journals (Sweden)

    Fournier Susan

    2018-05-01

    Full Text Available In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as tools for risk management, they need to understand four types of brand risk: brand reputation risk, brand dilution risk, brand cannibalization risk and brand stretch risk.

  11. Branding and the Risk Management Imperative

    OpenAIRE

    Fournier Susan; Srinivasan Shuba

    2018-01-01

    In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as tools for risk management, they need to understand four types of brand risk: brand reputation risk, brand dilution risk, brand cannibalization risk and brand stretch risk.

  12. Customer-centered brand management.

    Science.gov (United States)

    Rust, Roland T; Zeithaml, Valarie A; Lemon, Katherine N

    2004-09-01

    Most executives today agree that their efforts should be focused on growing the lifetime value of their customers. Yet few companies have come to terms with the implications of that idea for their marketing management. Oldsmobile, for example, enjoyed outstanding brand equity with many customers through the 1980s. But as the century wore further on, the people who loved the Olds got downright old. So why did General Motors spend so many years and so much money trying to reposition and refurbish the tired,tarnished brand? Why didn't GM managers instead move younger buyers along a path of less resistance, toward another of the brands in GM's stable--or even launch a wholly new brand geared to their tastes? Catering to new customers, even at the expense of the brand, would surely have been the path to profits. The reason, argue the authors, is that in large consumer-goods companies like General Motors, brands are the raison d'etre. They are the focus of decision making and the basis of accountability. But this overwhelming focus on growing brand equity is inconsistent with the goal of growing customer equity. Drawing on a wide range of current examples, the authors offer seven tactics that will put brands in the service of growing customer equity. These include replacing traditional brand managers with a new position--the customer segment manager; targeting brands to as narrow an audience as possible; developing the capability and the mind-set to hand off customers from one brand to another within the company; and changing the way brand equity is measured by basing calculations on individual, rather than average, customer data.

  13. Place Branding and Citizen Involvement: Participatory Approach to Building and Managing City Brands

    Directory of Open Access Journals (Sweden)

    Hereźniak Marta

    2017-06-01

    Full Text Available This article examines the role of citizens in the process of building and managing city brands. A multidisciplinary approach is applied to explain the multifaceted nature of territorial brands and citizen involvement. To this end, theoretical concepts from marketing and corporate branding, public management, and human geography are applied. By conceptualising place branding as a public policy and a governance process, and drawing from the concept of participatory place branding, the author discusses a variety of methods and instruments used to involve citizens. Special attention is given to the importance of modern technologies for effective citizen involvement.

  14. Dettol: Managing Brand Extensions

    OpenAIRE

    Anand Kumar Jaiswal; Arpita Srivastav; Dhwani Kothari

    2009-01-01

    This case is about evolution of a parent brand and its subsequent extensions into different product categories. Dettol as a brand has immense trust and loyalty from the consumers. Since the 1930s when Dettol was introduced in India, it has occupied a distinct position in the mind of its consumers. To achieve fast growth and leverage the strong brand equity of Dettol, Reckitt Benckiser India Limited (RBIL) rolled out a number of brand extensions. Some of these extensions such as Dettol soap an...

  15. CHARACTERISTICS BRANDING & BRAND MANAGEMENT IN THE FASHION INDUSTRY

    Directory of Open Access Journals (Sweden)

    UROŠEVIĆ Snežana

    2014-05-01

    Full Text Available Brand allows for market offer to be identified and differentiated from the competitive offers. The very essence of brand is based not only on potential sales figures, but on the philosophy that makes it posssible for a customer to identify with the brand. Faced with the plenty of market offers customers undoubtedly prefer well-known companies and brands, thus minimizing risk and time consuming activities of gaining futher knowledge concerning alternative offers. The consumers often wonder whether the branded goods are more worth from the other, similar goods without any famous trademarks. There are many questions and theories but only one is undeniable: one should never doubt the companies that invest great amount of assets, ideas, talents, love and risk, intend to risk previously stated items with bad design, services or products’ quality. Brand building in textile industry differs from branding of market offers targeting general public. Branding in textile industry requires more focused approach. Fashion companies are facing with bigger challenges when fighting to attract and keep new consumers who are offered new products and markets. In order to create strong brand, it is necessary to possess expert planning and long-term capital investment. Successful brand is actually an excellent product or service, with creatively designed and conducted marketing. Branding has become marketing’s priority, because successful brands achieve higher prices and gain over loyalty, and attract both consumers and financiers. Marketing agents of the successful 21st century brands must be extremely efficient in strategic brand management, which assumes implementation of marketing activities and programmes in order to build brands, as well as brand management to increase its value. Brands and its value must be regarded and recognized as strategic capital.

  16. Brand Evaluation - A Basic Feature in Modern Brand Management

    Directory of Open Access Journals (Sweden)

    Cosmin IRIMIEŞ

    2012-10-01

    Full Text Available Defined as the sum of features that make a subject unique, the brand has turned into one of the most important characteristics of the way products, services and institutions conduct their public relations or are presented to the contemporary consumer. Taking into consideration that branding is an extremely flexible process and can be applied to a very wide range of subjects, the brand management has become one of the most important instruments of modern marketing and is used in every selling/buying transaction. The purpose of this article is to make a comprehensive analysis of the evaluation methods of brands, to present the situations that usually need a brand evaluation as well as to see whether Romania has made any progress from this point of view.

  17. Managing Corporate Reputation Through Corporate Branding

    DEFF Research Database (Denmark)

    Schultz, Majken; Hatch, Mary Jo; Adams, Nick

    2012-01-01

    This article, which concentrates on symbolic management by explaining the role of corporate branding in managing corporate reputation, using Novo Nordisk as a case study, presents three perspectives on corporate branding: the marketing perspective, the organisational perspective and the co...... is a way to influence corporate reputation. The Novo Nordisk management believes the data indicate that corporate branding influenced reputation more than the other way around. Formal brand management practices may work considerably better when they complement rather than try to control existing forces......-creation perspective. The three perspectives reviewed show the possibility of developing a multidisciplinary conceptualisation of corporate branding. They all offer insights important to managing organisations as corporate brands in a multi-stakeholder context and thus to the likelihood that corporate branding...

  18. Brand Evaluation - A Basic Feature in Modern Brand Management

    OpenAIRE

    Cosmin IRIMIEŞ

    2012-01-01

    Defined as the sum of features that make a subject unique, the brand has turned into one of the most important characteristics of the way products, services and institutions conduct their public relations or are presented to the contemporary consumer. Taking into consideration that branding is an extremely flexible process and can be applied to a very wide range of subjects, the brand management has become one of the most important instruments of modern marketing and is used in every selling/...

  19. Revitalizing Brands and Brand Portfolios: Essays on Brand and Brand Portfolio Management Strategies

    OpenAIRE

    Depecik, Baris

    2016-01-01

    markdownabstractHow should consumer products manufacturers and retailers keep their portfolio of brand offerings relevant and energetic when large numbers of new brands are continuously launched into a world of increasingly nonloyal customers with evolving needs? The harsh reality is, at a time when the demise of old brands has accelerated and even established brands are vulnerable, it stands to be a great deal of challenge. Fortunately, a number of ‘revitalization’ strategies can add relevan...

  20. BRAND POLICY INSTRUMENTS:CONTRIBUTIONS TO BRANDEQUITY

    OpenAIRE

    Roxana Dumitriu

    2013-01-01

    In this paper we attempted to establish the contributions of brand elements to the brand equity. Building brand equity is realized and is based on a series of visible elements, easy to recognize and to remember by the public. A name, a symbol, a slogan are just a part of the visible elements of the brand meaning. The brand elements are a shortcut of clients’ perception regarding the brand utility and brand image, suggesting some benefices of performance and competence. The brand elements that...

  1. Brand management in media crisis

    Directory of Open Access Journals (Sweden)

    Adrian IONESCU

    2010-06-01

    Full Text Available Due to the turbulent and chaotic economic climate over the entire advertising industry, the TV stations, and particularly those in Romania, face a critical challenge in terms of dealing with an unprecedented crisis within this market. Since the last quarter of 2008, the Romanian advertising market is going through a serious phase of contraction and reconfiguration. One of the causes is the strong connection with the other similar markets within the Central and Eastern Europe, as well as with those from the West, which face the same decline. Several important publications were closed during 2009 and the beginning of 2010, together with higher unemployment in the media sector and major changes of the biggest media groups strategies. This paper aims to portrait the perspective of the TV Brand Managers in the center of a challenging environment, both in the organizations and in the overall market.

  2. Managing the Co-created Brand

    DEFF Research Database (Denmark)

    Gyrd-Jones, Richard I.; Kornum, Niels

    2013-01-01

    The concepts of co-creation and co-communication are emerging concepts in the brand management literature that invoke multiple stakeholder interactions. However, this literature does not consider the impact of the complex ecosystems that lie behind both the brand and its stakeholders in order...

  3. THE IMPLEMENTATION OF CORPORATE GOVERNANCE INTO BRAND MANAGEMENT

    Directory of Open Access Journals (Sweden)

    Claudia- Cristina PLOSCARU

    2014-11-01

    Full Text Available Integrating corporate governance into brand management is fundamental for protecting shareholders, considering the increasing importance of brands in firms’ performance and the dissociation between shareholders and managers in most large and medium firms. This paper designs a corporate governance system model on a brand level, which takes into account preventive, simultaneous and retroactive governance. Moreover, we highlight the importance of transition management when changes to brand management come into question. Finally, we propose six corporate governance instruments for brand management: performance indicators, the brand marketing plan, periodic reports, the brand council, brand audit, and transition management.

  4. A STUDY ON BRAND MANAGEMENT WITH REFERENCE TO LOUIS PHILIPPE BRAND

    OpenAIRE

    Priti K Rao; Dr. Vanitha Bhargav

    2016-01-01

    A brand is defined as a consistent and clearly stated promise to deliver unique, focused and relevant benefit that differentiates an offering from those competitors. The function of branding is to create preference by managing consumer’s awareness and expectations of the brand. This is accomplished by developing a brand strategy that outlines rules and guidelines to ensure tha6 the brand owner’s goals and objectives are met. The role of branding has become the integral part of business strat...

  5. Revitalizing Brands and Brand Portfolios: Essays on Brand and Brand Portfolio Management Strategies

    NARCIS (Netherlands)

    B.E. Depecik (Baris)

    2016-01-01

    markdownabstractHow should consumer products manufacturers and retailers keep their portfolio of brand offerings relevant and energetic when large numbers of new brands are continuously launched into a world of increasingly nonloyal customers with evolving needs? The harsh reality is, at a time when

  6. Strategic brand management: Archetypes for managing brandsthrough paradoxes

    OpenAIRE

    Högström, Claes; Gustafsson, Anders; Tronvoll, Bård

    2014-01-01

    This is the authors' accepted and refereed manuscript to the article Although brands are acknowledged as significant assets in a firm‟s value creation and differentiation process, branding literature often describes opposing perspectives and contradictory demands. This article develops a framework of three strategic brand management archetypes that provide new insights into the complexity and often paradoxical ambiguity of branding. By combining an empirical qualitative study w...

  7. Questioning a “one size fits all” city brand: Developing a branded house strategy for place brand management

    NARCIS (Netherlands)

    S. Zenker (Sebastian); E. Braun (Erik)

    2017-01-01

    textabstractPurpose: City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper the use of a “one size fits all” city brand, which is

  8. Brand management of Slovenian export companies

    Directory of Open Access Journals (Sweden)

    Aleksandra Pisnik Korda

    2008-07-01

    Full Text Available This paper describes the characteristics of brand management in the context of the companies in Slovenia that are intensively engaged in the internationalization of their business operations. Using a sample of the 200 largest export companies in Slovenia, it explores the impact of internationalized business operations on the marketing mix component strategies to identify the most frequent internal and external hindrances to the internationalization that exert influence on the companies’ most important brands. The paper also analyzes the importance of long-term experience and knowledge of the market in the consolidation of brand effectiveness and the companies’ reputation and ascertains whether the companies with a higher level of internationalization employ a larger number of less tangible brand performance criteria than those with a lower level of internationalization.

  9. Family business : a secondary brand in corporate brand management

    OpenAIRE

    Blombäck, Anna

    2009-01-01

    Why do firms allude to family involvement in their marketing efforts? How can such references influence marketing outcomes? In view of these questions, the current paper argues that the business format “family business” holds a brand of its own; a brand that can offer distinctiveness to brands on corporate as well as product level. Revisiting theory on secondary brand associations and image transfer, the paper interprets the function of references to family in corporate communications and cla...

  10. BRAND MANAGEMENT AND CONSUMER’S CULTURAL CONTRADICTIONS: LESSONS LEARNED

    OpenAIRE

    Ahlam Mohammed Alzoubi

    2016-01-01

    This article is an attempt to explore basic principles of brand management and its relation to marketing strategy. Starting with differentiating between brand, logo and identity, then highlighting some international brand failures due to very tiny and trivial reasons, and a legitimate question appears, why? While these famous brands employ marketing professional and brand management experts. The article tries to answer this question through a cognitive approach due to restriction of time; nev...

  11. The Strategic Management of Store Brand Perceived Quality

    Science.gov (United States)

    Yang, Defeng

    Store brand plays a vital role in the success of retailers. Perceived quality is one of important factors influencing consumers' store brand purchase intention. Store brand perceived quality is lower compared with objective quality or national brand. For this end, the purpose of this article is to examine how to manage store brand perceived quality in strategic level. This article firstly discusses how consumers evaluate product quality, and the theoretical background of the reason that store brand perceived quality is lower from the view of cue related theories. Then, consumers' store brand quality evaluation is explored. Finally, this article presents several strategic tactics to increase store brand perceived quality. These tactics include choosing store's name as store brand name, making large advertising investment, improving store brand product package, and strengthening the relationship with store brand product suppliers.

  12. Strategic Brand Management: Building a Brand : Case Studio Tendance

    OpenAIRE

    Kostomarova, Viktoriya

    2015-01-01

    Today the fashion market is saturated with a great variety of brands. Therefore, consumers can compare quality, prices, availability, and choose those brands, which deliver the best value to them. It is quite difficult for a new company to gain attention of customers because many of them already have their preferences and even loyalty to some specific brands. What should an unknown company do in order to attract attention? How can it convince potential customers at least to try something new?...

  13. Strategic Brand Management in Hospitality Sector: How to Manage Co-branding in Hotels and Restaurants

    Directory of Open Access Journals (Sweden)

    Ruhet Genc

    2010-10-01

    Full Text Available Companies in the hospitality sector (hotels, restaurants etc. aim to distinguish their brandimage and differentiate their product or service among the competitors by adopting particular brandstrategies since identifying a target customer base and understanding their needs and preferences areof primary significance for hospitality firms. The achievement of a distinguished designationnecessitates utilizing research based and strategic branding techniques and suggestions. One majorbranding strategy particularly for international firms is co-branding. Nevertheless, there are scarcestudies which examine the role of strategic co-brand management in the hospitality sector. Thisreview paper aims to critically discuss the current position of strategic co-branding in the hospitalitysector and possible problems involved in this issue. Recommendations for future research on cobrandingof hospitality firms within the strategic management paradigm are provided. Furthermore,managers in the hospitality sector are given suggestions for enhancing strategic management of cobrandingin hospitality and particularly in destination firms.

  14. The brand, culture & stakeholder-based brand management phenomenon: an international Delphi study

    OpenAIRE

    Wilson, Jonathan

    2012-01-01

    This thesis was submitted for the degree of Docter of Philosophy and awarded by Brunel University. Most recently in academic literature, over the past decade, it has been observed that the cultural approach to brand management represents a new school of thought. This has emerged from relational and community based brand perspectives: which chart the rising role, significance and influence in brand management of connected and savvy consumers. Furthermore, the researcher has identified that ...

  15. The impact of luxury brand identity on product pricing policy

    Directory of Open Access Journals (Sweden)

    Wioleta Dryl

    2013-12-01

    Full Text Available Basing the luxury product pricing policy, only on the assumption that the price has to be the highest amount a client is willing to pay, poses a number of challenges in front of enterprise. The consumer of the luxury product is very aware of his needs and expectations. He is ready to pay a higher price for the product, but is expecting to return, very specific values. Relying luxury brand strategy, only on high-priced, without enrichment offer to a sufficiently high level leads to market failure. The justification for the high price of the product may, however, be defined brand image, which is a consequence of appropriate policies shaping its identity. In the case of luxury goods, especially essential tool proves to be the emotional component of the brand identity.

  16. Role of marketing metrics in strategic brand management

    Directory of Open Access Journals (Sweden)

    Mamula Tatjana

    2012-01-01

    Full Text Available This paper shows the role and importance of a brand as a strategic instrument of a company, that ensures sustainability of company's performance in the market on a longer-term basis. To achieve brand competitiveness, it is necessary to manage its equity, which is presented in this paper as an imperative of everyday business operations. Brand evaluation in strategic management is conducted by measuring brand performance in the market, finding measures and ways to manage the brand successfully in order to increase its equity using the set of marketing metric indicators.

  17. Creating strategic brand management manual : Case: Tukikallio Oy

    OpenAIRE

    Vepsäläinen, Sini

    2010-01-01

    The purpose of this Thesis was to create a Strategic Brand Management Manual for the use of a new company called Tukikallio Oy. The manual was composed of the elements that the company wanted to include in it. A qualitative research method was used in collecting information. The theoretical part of the thesis includes theories about brand building. Brand identity tells what the brand really is with its positive and negative sides, image reflects on what kind of things the consumer associa...

  18. Management value of the brand with special emphasis on the emotional aspect of branding

    Directory of Open Access Journals (Sweden)

    Marinković Vladimir

    2015-01-01

    Full Text Available Turbulent of markets, which in future will be more dynamic, based on close collaboration companies (brands with towards his customers. Having a prestigious brand and loyal customers is the goal of which tend to all market participants. However, many companies are not able to predict and plan the management of the brand, but remain on a superficial understanding of branding as a simple process of creating names, slogans and product design. If brands fail to achieve an emotional connection with the customer, then the way to achieve business success and profit maximizing open. An increasing number of companies realize the importance and necessity of branding. Realizing that a good reputation and positive image reflected in business success, the company recently increasingly pay attention to this issue.

  19. BRAND MANAGEMENT AT GENERAL MOTOR’S EUROPE

    Directory of Open Access Journals (Sweden)

    Liliana Adela ZIMA

    2013-06-01

    Full Text Available Brand is a trustworthy, relevant, and distinctive promise to the consumer. The Brand Manager must understand that he is responsible for the building of long term brand equity and he must keep the brand from both a Strategic and Tactical standpoint.The strategy of Adam Opel AG is focused on brand equity because it is important to add value for customer from products and services. The total sum of all the benefits, features, and associations, both functional and non-functional that make a brand competitive and distinctive in its market is the process of Brand Positioning. I made a study at Adam Opel AG in particularly at European Business In this study are observed the main tasks and responsibilities of each member of the team. The European Business Team has a lot of influence over the company which is a Marketing lead company. Brand Management is the management of the marketing value chain to consistently build brand equity, market share and profitability. In present, it is shifting our focus to brands, which include all the five “P”s of marketing: Product, Price, Place, Promotion and People. Our vehicles will always be a critical factor to our success. We are simply going to enhance our market potential by building on our brands at both the umbrella and vehicle line levels.

  20. Connection between customer relationship management and brand equity

    Directory of Open Access Journals (Sweden)

    Miroslav Mandić

    2007-07-01

    Full Text Available Customer relationship management (CRM is one of the basic and most crucial elements of the marketing philosophy. CRM puts customers and their satisfaction in the centre by pointing all company’s activities towards the customer. The main objective of CRM is to get to know the customer as well as possible so as to help a company deliver better, more appropriate and higher added value to the customer. A strong connection with customers is the key to their satisfaction, especially if this connection is established by recognizing customers’ needs and it may therefore become one of the crucial competitive advantages. On the other hand, the main link between the company and the customer is its brand, or brands, where the company itself may be recognized as a brand. Generally speaking, it is possible to say that brand management and brand equity are used increasingly in everyday business. The concept of brand equity has a very important role because brand represents one of the most important assets in globally-known companies. The main objective of this paper was to research the connection between CRM and brand equity. The research showed that, if we use it the right way, CRM can be very useful in building brand equity, brand identity, brand value and customer satisfaction/loyalty.

  1. Managing the Human in Human Brands

    Directory of Open Access Journals (Sweden)

    Fournier Susan

    2018-05-01

    Full Text Available The physical and social realities, mental biases and limitations of being human differentiate human brands from others. It is their very humanness that introduces risk while generating the ability for enhanced returns. Four particular human characteristics can create imbalance or inconsistency between the person and the brand: mortality, hubris, unpredictability and social embeddedness. None of these qualities manifest in traditional non-human brands, and all of them present risks requiring active managerial attention. Rather than treating humans as brands and making humans into brands for sale in the commercial marketplace, our framework forces a focus on keeping a balance between the person and the personified object.

  2. Corporate Narrations. An Instrument of Strategic Brand Management

    OpenAIRE

    Adela Rogojinaru

    2011-01-01

    Using textual analysis as a method, our aim is to connect the disciplines of brand management to brand communication via text-based approaches. It has been part of the academic tradition to treat all textual perspectives within the exclusive domain of literary studies. We nevertheless consider that an interdisciplinary recovery of classic text-based methods is fertile in advancing our research methods in branding, especially for teaching purposes at master and doctoral level of the communicat...

  3. Managing your brand career management and personal PR for librarians

    CERN Document Server

    Still, Julie

    2015-01-01

    Managing Your Brand: Career Management and Personal PR for Librarians sets out guidelines for developing career pathways, including options for career change and the exploration of community service, as an avenue that can provide new opportunities. The text allows librarians at all levels to maximize their talents, providing them with career planning strategies that will facilitate professional development and personal satisfaction. Early chapters provide advice and strategies to readers, with later chapters addressing working relationships, librarianship, scholarship, and other forms

  4. Corporate Narrations. An Instrument of Strategic Brand Management

    Directory of Open Access Journals (Sweden)

    Adela Rogojinaru

    2011-08-01

    Full Text Available Using textual analysis as a method, our aim is to connect the disciplines of brand management to brand communication via text-based approaches. It has been part of the academic tradition to treat all textual perspectives within the exclusive domain of literary studies. We nevertheless consider that an interdisciplinary recovery of classic text-based methods is fertile in advancing our research methods in branding, especially for teaching purposes at master and doctoral level of the communication disciplines. The methodology is based on the analysis of the use of storytelling in four corporate books on four well-known brands: Coca-Cola, Pepsi, Avon, and Disney.

  5. Managing employer brand attributes to attract potential future leaders

    DEFF Research Database (Denmark)

    Bonaiuto, Marino; De Dominicis, Stefano; Illia, Laura

    2013-01-01

    for attracting talented people. Using three empirical studies, we identify brand attributes that have not been very widely diffused among real companies (versus ideal) but are relevant for attracting young professionals with the potential to become leaders. We also identify which brand attributes already present...... among real employees allow for attracting talented individuals versus the non-talented ones. The three studies are conducted with a sample of 493, 729 and 1605 recent graduates from Italian universities, respectively. The results indicate that the most idealized brand attributes are related...... are discussed with reference to how they contribute to our understanding of EB, brand management and the attraction of future leaders....

  6. Managing the College or University Brand: The Board's Perspective

    Science.gov (United States)

    Moore, Robert M.

    2010-01-01

    A new responsibility--"brand management"--has developed for some boards of trustees as competition for high-achieving students and various types of resources has intensified. As this competition has grown more intense, and as alumni and donor response to publicized rankings has grown more strident, trustees have begun to focus on brand strength…

  7. Brand management: only the strong survive.

    Science.gov (United States)

    Willey, D

    1993-01-01

    Competition, consolidation, and couponing have made consumers savvier and brand loyalty shakier. As a result, nurturing the all-important brand demands a new level of creativity and an increased attention to strategy. Often it means a closer look at logos and package design.

  8. Branding

    DEFF Research Database (Denmark)

    Hansen, Heidi

    Et brand er både essens og konstruktion. Essensen hentes i virksomhedens identitet, og konstruktionen skabes i en forhandling mellem virksomheden og dens interessenter. Brandet er således et betydningssystem, som er spændt ud i et netværk af interessenter, hvor brandet konstant afkodes, produceres...... og reproduceres. Bogen bygger på en semiotisk og narrativ tilgang og kommer omkring centrale områder som storytelling, celebritybranding, brand personlighed, placebranding, oplevelsesbaseret branding og employer branding...

  9. Linking Leadership Studies to Corporate Brand Management: A Review

    OpenAIRE

    Zullina H. Shaari; Amzairi Amar; M. Radzi Zainol; Azamudin Badri Harun

    2015-01-01

    Two models of corporate brand or reputation management include ¡°leadership and success¡± as a dimension that influences reactions of multiple stakeholders to organisations. Primary groups of stakeholders such as shareholders/investors, employees, and customers, often associate leadership of organisations with Chief Executive Officers (CEOs) or managing directors. This paper proposes that if CEOs are to be capitalised as part of corporate brand management, their leadership should be projected...

  10. Applying Brand Management to Higher Education through the Use of the Brand Flux Model™--The Case of Arcadia University

    Science.gov (United States)

    Williams, Robert L., Jr.; Omar, Maktoba

    2014-01-01

    Within an increasingly more competitive landscape, Higher Education Institutions (HEIs) are becoming more marketized and promotionalized. Brand building is becoming a strategic administrative goal, yet clear brand management models are lacking. This paper utilizes the Brand Flux Model™ to assist in tracking the fluxing nature or historical…

  11. How to manage a brand to be strong: a study of Zara

    OpenAIRE

    luo, danye

    2008-01-01

    The meaning that a brand stands for is extremely significant for consumers, so a considerable number of researchers (Philips, 1988; Murphy, 1990; Brymer and Schiro, 1989; Temporal, 2002) are increasingly interested in brand management. The main purpose of this study is to investigate how a brand is managed to become a strong brand. The study will commence with an analysis of several key elements in the management of a brand. The three major instruments of a brand strategy are: positioning and...

  12. Brand Management in Business-to-Business Context : Relational Perspective

    OpenAIRE

    Siponen, Jere

    2012-01-01

    It is a common belief among managers that branding is only useful in Business-to-Consumer markets and not in Business-to-Business. These managers think that the Busi-ness-to-Business rational and unemotional buying decision-making process cannot be affected by brand because it is only concerned with features, price, quality and so on. This is incorrect information. The possibility to choose between competitors has grown during time and this has expanded the traditional view of branding. A tru...

  13. Strategic Brand Management Tools in Publishing

    OpenAIRE

    Pitsaki, Irini

    2011-01-01

    Further to the introduction of the brand concept evolution and theory, as well as the ways these operate in the publishing sector (see paper: Pitsaki, I. 2010), the present paper treats publishing strategies and the tools used to establish them. Publishers often base their brand strategy on classic marketing approaches, such as the marketing mix -product, price, promotion, placement and people. They also direct their products to specific market segments in regard to the type of content and te...

  14. Information Warfare on Social Media: A Brand Management Perspective

    Directory of Open Access Journals (Sweden)

    Kalpokas Ignas

    2017-06-01

    Full Text Available Employing a perspective informed by brand management, this article aims at understanding information warfare operations in social media. The state, seen as brand, must project an image of itself to both internal and foreign audiences to unite the domestic audience and/or attract global support. However, in constructing a brand, states are vulnerable to ‘sofa warriors’ – ordinary individuals who have been unwittingly recruited by hostile actors to disseminate (over social media or other platforms a counter-brand, harmful to the state concerned. These new threats are investigated in light of recent tendencies in online branding, elucidating their status as a national security threat, with the potential to significantly disrupt life in political communities.

  15. Managing Consumer-Based Brand Equity in Higher Education

    Directory of Open Access Journals (Sweden)

    Tina Vukasovic

    2015-03-01

    Full Text Available The purpose of this study is to establish the key elements of brand equity for international students by exploring existing brand equity theory in its applicability to international higher education (HE. The main objective of this research is to enhance academic understanding of brand equity in the HE sector and explore the implications for management practice. Quantitative data collected via a self-completion survey are used to test a model of brand equity in the context of HE. The empirical setting is Slovenia, which has a mixture of public and private provision and an increasingly competitive environment. The results provide support for the proposed conceptual model, with image-related and awareness-related determinants. The findings of this research provided evidence that the customer-based brand equity model can be applied to the HE context as an element of competitive advantage and used to guide marketing activities for Universities internationally.

  16. Identification and Comparison of Requirements Placed on Brand Managers

    Directory of Open Access Journals (Sweden)

    Zuzana Wroblowská

    2016-09-01

    Full Text Available The purpose of the article: Building a strong brand is difficult, even when viewing brands as an essential asset of the company is a lasting trend. So for brand managers to succeed in their job roles, they must possess knowledge, skills, and relevant personality traits. The purpose of the author’s work was to provide the insight into the offering of brand manager’s posts in the Czech Republic and to analyze the collected data with the special interest in finding the answer, whether the employers see a brand manager as a knowledge worker. Methodology/methods: For a successful empirical research, the content analysis method by Berelson was used to study the texts in recruitment advertisements. The statistical verification of results was conducted using the chi-squared test. Scientific aim: The goal of the primary survey was to provide answers to the research questions, which arise from the following research assumption: (1 the set of requirements for candidates for the job of Brand Manager will confirm that a brand manager is one of the workers who have skills and personality prerequisites expected for knowledge workers and (2 after the period of economic recession and despite the oncoming recovery, employers do not concede their requirements placed on candidates for the job of Brand Manager. Findings: The results of the actual research project confirmed a fundamental need of excellent communication skills (69.6%, a high degree of creativity (51.8% and analytical ability (42.9% of candidates for the position “Brand Manager”. During the comparison of the data results gathered in 2007 there were recorded some differences. Statistical verification confirmed the shift of requirements in the group of traits and skills connected to motivation and self-control. The results also showed significant differences in the analysed group of ads for the position of “Brand Manager” and “Product Manager” in almost all groups of psychological

  17. Branding technologies in the foreign policy of Ukraine: regulatory and organizational aspects

    Directory of Open Access Journals (Sweden)

    Tereshchuk Maryna Ihorivna

    2015-10-01

    Full Text Available The article analyses regulatory and organizational components of the application of branding technology as a tool of foreign policy of Ukraine. Particular attention is paid to the activities of the Ministry of Foreign Affairs of Ukraine in this sphere, as well as to the problems impeding the full implementation of the branding policy.

  18. Strategic Brand Management in Hospitality Sector: How to Manage Co-branding in Hotels and Restaurants

    OpenAIRE

    Ruhet Genc

    2010-01-01

    Companies in the hospitality sector (hotels, restaurants etc.) aim to distinguish their brand image and differentiate their product or service among the competitors by adopting particular brand strategies since identifying a target customer base and understanding their needs and preferences are of primary significance for hospitality firms. The achievement of a distinguished designation necessitates utilizing research based and strategic branding techniques and suggestions. One major branding...

  19. Brand Management of Higher Education Institutions in Pakistan

    OpenAIRE

    Abbas, Syed Ali

    2014-01-01

    This study focuses on brand management, marketing & promotional practices which are incorporated in Higher Education Institutions, more specifically with reference to universities in Pakistan. The case organisation taken here is University of Veterinary & Animal Sciences (UVAS); a century old historic institution yet striving for familiarity in masses as a known brand. To cope with this, the prime objective of this study is to create a promotional strategy for the said institution, which ulti...

  20. Branding

    DEFF Research Database (Denmark)

    Jantzen, Christian; Vetner, Mikael

    2006-01-01

    Et brand er et symbol, som repræsenterer et objekt - et produkt (vare eller tjeneste), en organisation, en person etc. - samt de værdier, som objektet skulle være i besiddelse af. Brandet skal gøre det muligt for modtagere at identificere disse værdier, som et særligt kendetegn ved objektet, og...... følgelig at skelne objektet fra andre objekter. Branding er derfor den proces, som skal fremme denne positionering af objektet og dets værdier i modtageres bevidsthed....

  1. The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management

    OpenAIRE

    Veloutsou, Cleopatra; Guzmán, Francisco

    2017-01-01

    Purpose:\\ud By outlining the evolution of brand management research over the past 25 years, as reported in the Journal of Product and Brand Management (JPBM), this paper aims to analyze the changes in the way branding has been approached in research, highlight the current challenges the discipline faces and suggest future research avenues that will hopefully further enrich brand management knowledge.\\ud \\ud Design/methodology/approach:\\ud This paper includes internal historical literature rev...

  2. Place Branding as Efficient Management Tool for Local Government

    Directory of Open Access Journals (Sweden)

    Rodica PETREA

    2013-12-01

    Full Text Available The economic liberalism, globalization and more recently the economic crisis are general phenomena leading to changes of territorial management practices. Within these practices, place marketing and branding are of crucial importance in promoting an image of the city and bringing some added value to a place. Although an emerging challenging problem for local authorities, few scholars are currently addressing the subject, in terms of delivering a branding modus operandi for the practitioners, be they local authorities or private agencies. The present paper conducts an in-depth analysis of the most recent writings showing how product marketing techniques apply to place marketing, with an emphasis on city branding, presenting the manner in which the place branding process was improved in two of the most representative cities of Transylvania: Sibiu and Cluj-Napoca. The paper’s main objective is to highlight the role of territorial marketing which can become, through one of its components, namely place branding, an important trigger for the local communities development by the means of strategic planning. In this respect, the present work displays an overview of some of the most illustrative theoretical models regarding city branding, an insight on the Romanian city branding process within the two aforementioned cities and, finally, some brief recommendations regarding the place and the role of branding process for local authorities. The paper assumes that although place branding is an efficient tool for promoting a territory’s identity (already proven in several European cities, Romania is at the beginning of this process. The few significant achievements (the ones from Sibiu and Cluj-Napoca being the most notable still cannot make the most of their urban identities and values, neither at national, nor at international level. Last but not least, this kind of papers might raise some awareness among local stakeholders on the importance of these

  3. The Evolution of Luxury: Brand Management of Luxury Brands, Old and New

    OpenAIRE

    Cavender, Rayecarol

    2012-01-01

    This qualitative study contributed to the growing body of research in luxury brand management by constructing a framework that can be utilized by luxury companies and conglomerates to develop their business strategies. The purpose was to examine: (a) how the chosen luxury firm is addressing the changing business environment of the luxury goods industry and the changing consumer environment targeted by that industry, (b) how the firm is managing growth trade-offs, and (c) how the firm is adapt...

  4. Brand management of licensed innovation X

    OpenAIRE

    Hämäläinen, Tommy

    2016-01-01

    European start-up company has patented a packaging innovation concept for a certain the food product. The manufacturing and productization of the innovation will be licensed internationally for several participants. The Case Company is therefore interested to know what kind of opportunities and requirements potentially simultaneous strategic partnerships with licensees would mean for the brand of the innovation in theory and practice. The purpose of this thesis was to evaluate the current...

  5. Brand!

    DEFF Research Database (Denmark)

    Markvorsen, Steen

    På en vindstille sommerdag går der pludselig ild i en knastør skov og brandens frontkurve udbreder sig straks cirkulært ud fra antændingspunktet. Men hvis vinden blæser (op) og derved fører ekstra ilt til branden fra en given retning er frontkurven langt fra cirkulær. Der præsenteres øvelser, pro......, projekter, og forskningstemaer, som relaterer til forståelse, af hvordan skov- steppe- og andre brande udvikler sig....

  6. Performant Brand Management Contribution to the Company Success on International Market

    Directory of Open Access Journals (Sweden)

    Victor Danciu

    2007-02-01

    Full Text Available The success of any company in international markets heavily depends on the brand strategies. These strategies are based on the pillars of the brand management, which are identity, positionning and image. The core element of the internationalisation strategy of the brand is the identity. The positionning depends on the global or international characteristics of the brand. The market served, the product innovation and the exclusive character or not of the brand are the fundamental decisions of the internalisation strategy of the brand. The results of these decisions are to be found in the strategies of the brand. These strategies play a prominent part in the performant management of the brand and the strategical outcome of the company in the international markets. The succesfull, consistent international brands confirm this remarcable role of the management.

  7. Network brand management : study of competencies of place branding ski destinations

    OpenAIRE

    Moilanen, Teemu

    2008-01-01

    Several industries have turned to a network form of organization to coordinate complex products or services in uncertain and competitive environments, and the network form of organization also appears to be becoming more common in the field of branding. Examples of brands formed by a network of independent firms include One-World and Star Alliance brands in the airline industry, Verbier and Chamonix ski destination brands in tourism industry and the Santa Foods brand in food production. Many ...

  8. Strategic Planning, Key Tool for Brand Management in the New Advertising Context

    Directory of Open Access Journals (Sweden)

    Santiago Mayorga-Escalada

    2016-07-01

    Full Text Available New market conditions combined with continuous technological development in Communication, push brands to take decisions in order to ensure viability. This adaptation process makes corporations to rethink new methods of Advertising Communication. Consumers have also changed, they are well informed and discerning buyers, a fact that forces brands to build relevant relationships with their audiences letting brands to develop powerful positioning connections and create added value. These new conditions lead brands to professionalize their management practices, developing comprehensive strategic planning process to manage their brand image building through the marketing mix also called branding.

  9. Franchisee-based brand equity: the role of brand relationship management

    OpenAIRE

    Nyadzayo, Munyaradzi Wellington

    2017-01-01

    Prior research suggests that limited attention has been paid to business-to-business (B2B) branding. Despite compelling evidence that the brand concept is at the very core of franchising success, it is surprising that there is minimal empirical work investigating the importance of the brand in franchising. Further, extant literature suggests that building brand equity is an important strategic issue that can enhance the competitive advantage of retailers. However, despite the increased focus ...

  10. Exchange Risk Management Policy

    CERN Document Server

    2005-01-01

    At the Finance Committee of March 2005, following a comment by the CERN Audit Committee, the Chairman invited the Management to prepare a document on exchange risk management policy. The Finance Committee is invited to take note of this document.

  11. The importance of corporate brand identity in business management: An application to the UK banking sector

    Directory of Open Access Journals (Sweden)

    Isabel Buil

    2016-01-01

    Full Text Available Corporate brand identity management is a key issue for any organisation. Accordingly, its study is a research field of great interest. This paper seeks to broaden the understanding of this strategic activity and its effects. Specifically, it investigates the concept of corporate brand identity from the employees’ perspective in the UK financial banking sector and analyses the link between brand identity management and employees’ attitudes and behaviours. Results indicate that organisations should pay special attention to the corporate brand identity management, given its influence on employees’ commitment with their organisations, as well as their brand performance and satisfaction.

  12. The role of employees and human resource management in creating brand values

    Directory of Open Access Journals (Sweden)

    Virijević-Jovanović Saša

    2017-01-01

    Full Text Available Regarding the definitions of brand, which indicate that the purpose of branding is to create long-term relationships with consumers, brand management can be defined as the process of building consumer loyalty towards the brand. A brand is more than just a product. Practice shows that branded products have been built on for many years, by raising the level of quality, and creating a special relationship with consumers. In the process of creating loyal customer there is a great importance of human resources whose skills, competence and empathy influence the brand positioning. Considering the importance of human resource management, the paper explores the role of employees in the process of creating brand value.

  13. Using corporate stories to build the corporate brand:an impression management perspective

    OpenAIRE

    Spear, Sara; Roper, Stuart

    2013-01-01

    Purpose – A recent area of academic interest within corporate branding and reputation is the use of storytelling in order to differentiate the corporate brand, however there is little empirical research exploring the contents of corporate stories, and how they are used by organisations to build the corporate brand. This paper aims to utilise impression management theory to bring insight into the potential role of corporate stories in shaping the corporate brand. Design/methodology/approach – ...

  14. Countries as Tourist Brands: Creation, Managing and Evaluation

    Directory of Open Access Journals (Sweden)

    Božo Skoko

    2016-06-01

    Full Text Available The paper deals with the phenomenon of nation branding and analyses the purpose, methods and effects of branding on the one hand, and evaluating nations as brands on the other. In doing so, the emphasis is laid on nations as tourist brands, especially the interdependence of the branding process and tourism development, that is, the role of tourist offer and promotion in the creation of a nation brand. In this context, the authors analyse four leading indices, that is, institutions that deal with evaluating and ranking nation brands – Simon Anholt’s Nation Brand Index, Country Brand Index from Future Brand, Brand Finance and Bloom Consulting in order to discover how certain nations become brands, and how this impacts their rating, that is, popularity. The authors conclude that tourist offer is only one of the segments that contribute to brand strength and that the nation brand is unsustainable in the long term if it is based only on the tourist industry without other positive economic indicators. Following current trends in tourism and tourism promotion, the authors particularly analyse the experiences from Asia, which in recent years has created the largest number of new brands in tourism and recorded continuous growth in the number of visits as well as continuous revenue growth. Croatia is considered a developing tourism brand, recognised at the European level, but still insufficiently on the global scale, whose key asset is for the most part its natural beauty.

  15. Brand Management Model in Sport Industry of Iran: Professional Football League Case

    Directory of Open Access Journals (Sweden)

    Vajihe Javani

    2016-01-01

    Full Text Available The study aims to examine brand management model in Iran's professional Football League (2011-2012 with emphasis on brand image. The study was descriptive-survey one. A sample of Iranian professional football league fans (N=911 responded 4 items questionnaire. A structural equation model (SEM test with maximum likelihood estimation was performed to test the relationships among the research variables. The analyses of data showed three dimensions of brand image influenced on fan’s brand loyalty of which the attitude was the most important. Benefits and attributes were placed in the second and third rank respectively. According to Results, brand image play a pivotal role between Iranian fans brand loyalty. Create an attractive and desirable brand image in the fans mind increases brand loyalty. And due to, revenue and profits increase through ticket sales and products of club and also attract more sponsors

  16. Brand crisis management: the use of information for prevention, identification and management

    Directory of Open Access Journals (Sweden)

    Alexandre Borba Salvador

    2018-01-01

    Full Text Available Purpose – To understand, from the management perspective, the use of information on brand crisis management in moments involving prevention, identification and management. Design/methodology/approach – This article is the result of an exploratory, qualitative study. Primary data was collected through interviews with marketing executives and crisis management specialists. Findings – We concluded that managers use information in very different ways, and, taking possession of information and decisionmaking attitudes into account, four groups of crisis managers were found. Originality/value – In order to contribute to the expansion of academic knowledge in the field of marketing administration and brand crisis management, this study presented the crossing of three different fields (information systems, brand crisis management and organizational development to structure knowledge concerning brand crisis management. From the managerial perspective, certain crises could be avoided by monitoring internal and external information, and by identifying problems in their early stages. From the social perspective, reducing brand crisis cases positively affects society as a whole (organizations and individuals.

  17. Employer Branding and Talent Management in the Digital Age

    Directory of Open Access Journals (Sweden)

    Alina MIHALCEA

    2017-06-01

    Full Text Available In the digital age, organizations need to reinvent themselves at a structural level and to become agiler. Digital maturity of human resources management implies a shift from traditional paradigm on workplace towards engagement, learning and development of employees and search for talent. This paper focuses on identifying the major trends and strategies concerning talent management programs and development of digital skills for employees and managers. The study reveals that in an open talent economy, employer brand is very important in recruiting and retention of high potential employees and must be focused on learning & leadership development, mobility, rewards and competency systems. At present, in order to obtain a business value, one of the major challenges that HR needs to face is the development of digital skills for managers and employees.

  18. Radioactive waste management policy

    International Nuclear Information System (INIS)

    Morrison, R.W.

    1983-06-01

    The speaker discusses the development of government policy regarding radioactive waste disposal in Canada, indicates overall policy objectives, and surveys the actual situation with respect to radioactive wastes in Canada. He also looks at the public perceptions of the waste management situation and how they relate to the views of governmental decision makers

  19. THE MANAGEMENT OF BRAND EQUITY IN EDUCATIONAL MARKETING

    Directory of Open Access Journals (Sweden)

    Suzana Kazue Kagawa

    2016-11-01

    Full Text Available The aim of this study was to identify what the factors that motivate and influence a student to remain in a IES - Higher Education Institutions, through marketing concepts applied to educational marketing along with a survey of 508 students UERGS - State University of Rio Grande do Sul, enrolled in the second half of 2013. Among the theoretical frameworks: Philip Kotler in the study of strategies for managing brand equity, Sonia Simões Colombo in educational marketing and Valter Afonso Vieira scales in marketing. The research by attitudes was based Mattar (2003 the result of the analysis was obtained through a questionnaire with Likert scales of constructs that allowed us to identify which are the desires, needs and positive perceptions in relation to the expectations of current students in aspects cognitive, affective and behavioral, as well as the perception of the image and quality of Uergs in view of these students. And so the strengths that enable strengthen your image in the educational market and weaknesses that can be improved with management of brand equity without losing focus on quality and its main product were identified, knowledge.

  20. Identifying Key Stakeholder Groups for Implementing a Place Branding Policy in Saint Petersburg

    Directory of Open Access Journals (Sweden)

    Kulibanova V. V.

    2017-10-01

    Full Text Available Regional brands have become a valuable intangible asset and a crucial competitive resource for forging partnerships. An effective place branding policy is impossible without a precise understanding of the interests of stakeholder groups. It is essential to realize that each region is unique in its own way. Territories differ in the structure of stakeholders, their influence on regional development, and the range of leverages over regional decision-makers. This study aims to give a more precise definition of key groups of stakeholders in Saint Petersburg place branding, and to identify them. The authors employ the method of theoretical and empirical typology of a territory’s stakeholders within a theoretical framework proposed by E. Freeman, P. Kotler, S. Zenker, and E. Brown. The article defines the concept of key regional stakeholders and identifies them. The proposed target audience (stakeholder group model for a place branding policy is tested on the case of Saint Petersburg. The authors show that each target audience of place marketing requires an individual policy. This is explained by the fact that each group enjoys its unique features that should be taken into account when creating and transmitting messages.

  1. The role of place branding in local and regional economic development: bridging the gap between policy and practicality

    Directory of Open Access Journals (Sweden)

    Evan Cleave

    2016-01-01

    Full Text Available Place branding has become an increasingly integral part of local and regional economic development strategies in the global competition for business investment. Professional and academic understanding remains limited, however, regarding whether place branding can be classified as a ‘high-road’ policy with substantive and effective merits or a ‘low-road’ policy that is generally inefficient and ineffective at fostering sustainable economic growth. Through the context of business attraction, this study examines whether place branding represents ‘high-road’ policy by comparing what economic development practitioners are doing to create and support their brands against the needs and desires of businesses considering relocation. The research goal is achieved through a series of in-depth interviews with economic development practitioners (n = 25 and private-sector site selectors (n = 10 in the province of Ontario, Canada. Gaps between policy and practicality are identified by comparing the responses of the two groups. Results demonstrate that place branding has the potential to be ‘high-road’ policy given its utility in business attraction. In its current implementation, however, place branding remains better described as a ‘low-road’ policy, as it is not being used efficiently. Several gaps in place-branding policy are identified, including an overreliance on visual identities and narratives, poor communication of the brand information, and overemphasis on presenting quality of life and affordability. These gaps present possible areas of ineffectiveness that can limit the ability of a place brand to attract investment, but provide areas of future policy improvements, thus enabling place branding to shift from ‘low road’ to ‘high road’.

  2. The Importance of Brand on B2B Markets: Expert Interviews with Hilti AG Managers

    Directory of Open Access Journals (Sweden)

    Martin Konečný

    2013-12-01

    Full Text Available This paper investigates the importance of brand building in the business-to-business world. Not only B2C companies must take branding into account and put it among their top priorities in order to survive and succeed on the market. The first part of the article deals with the theoretical background of brand importance and market specifics of B2B markets and results in the setting of two hypotheses. The following research has to find out how the managers of a pure business-to-business company perceive the importance of a brand; moreover, it has to evaluate the importance of eight specific brand building factors. Fourteen expert interviews document the growing of brands in the B2B market and their main aspects. At the end of the article, we will focus on future implications for B2B management.

  3. Place branding and the Liverpool ’08 brand campaign in 'City of Liverpool'

    OpenAIRE

    Maheshwari, V

    2010-01-01

    Place branding brings together a range of existing specialisms, in particular those of brand management and development policy, to create a new discipline with equal emphasis on visionary strategy and hands-on implementation.1 Furthermore, Place branding ensures that the place gets due credit for its real strengths and positive behaviour, and that the place brand gains appropriate equity from the recognition,\\ud which that behaviour deserves.

  4. Effect of branding management on technology performance : a case study

    OpenAIRE

    2012-01-01

    M.Ing. This dissertation aims to identify the effects contributed by branding on organisational performance, as branding may contribute positively or negatively to the company sales performance. Many customers align quality products with certain brands only. Some organisations over price their products because they have guaranteed space in the market and had built solid relationships with their customers. Due to many different good products which do not do well in the market because of poo...

  5. Developing and managing brand communities through event marketing strategies

    OpenAIRE

    Charitsis, Vasileios

    2009-01-01

    As the market landscape keeps evolving with a blistering pace and traditional marketing approaches are no longer effective in delivering competitive advantage there is a need for new marketing strategies to be implemented. The concept of brand communities has been attracting increasing attention as it provides a platform upon which various kinds of strong relationships centered around a brand can be established, providing a multitude of positive outcomes for brands. The purpose of this study ...

  6. Brand Management Model in Sport Industry of Iran: Professional Football League Case

    OpenAIRE

    Vajihe Javani

    2016-01-01

    The study aims to examine brand management model in Iran's professional Football League (2011-2012) with emphasis on brand image. The study was descriptive-survey one. A sample of Iranian professional football league fans (N=911) responded 4 items questionnaire. A structural equation model (SEM) test with maximum likelihood estimation was performed to test the relationships among the research variables. The analyses of data showed three dimensions of brand image influenced on fan’s brand loya...

  7. HRD Practices and Talent Management in the Companies with the Employer Brand

    Science.gov (United States)

    Kucherov, Dmitry; Zavyalova, Elena

    2012-01-01

    Purpose: The employer brand could be a key factor of competitiveness for a company in a contemporary labour market. The purpose of this paper is to identify the features of human resource development (HRD) practices and talent management in companies with employer brand (CEBs). Design/methodology/approach: The authors examined three economic…

  8. Marketing Strategies: Lessons for Libraries from Commercial Brand Management.

    Science.gov (United States)

    Wolpert, Ann J.

    This paper first argues that the World Wide Web at its best, has been able only to imitate the resources and services of an exemplary research library. It then goes on to examine how academic research libraries can take advantage of their brand identity as market leaders in the information business. The basic concept of brands and branding…

  9. Challenges and Opportunities Facing Brand Management in the Lodging Industry

    Directory of Open Access Journals (Sweden)

    Băltescu C. A.

    2009-12-01

    Full Text Available Brands are at the heart of marketing and business strategy. If a company’s offer is perceived to be the same as those of the competitors, then consumers will be indifferent and will choose the cheapest or most accessible. The purpose of marketing is to create a preference for the company’s brand. If customers perceive one brand as superior, they will prefer it and pay more for it. Successful brands create wealth by attracting and retaining customers. When a company creates this type of customer preference and loyalty, it can build a strong market share, maintain good price levels and generate strong cash flows. The notion that a hotel’s brand contributes significantly to the property’s market value is supported by an analysis of nearly eleven hundred hotel transactions over the past fifteen years.

  10. Investigating effectiveness of clandestine advertisement and organizational strategy in brand management

    Directory of Open Access Journals (Sweden)

    M. R. Shojaei

    2014-12-01

    Full Text Available This investigation tries to examine correlation between clandestine advertisement and organizational strategy in brand management via available sources and by using a field study. In fact, it intends to raise the question “Are clandestine advertisement and organizational strategy effective in management of products brands?” This is an applied and descriptive-approaching study. The study chooses a sample of 171 regular customers who do their day-to-day banking business activities through an Iranian bank named Sepah bank in city of Tehran, Iran. Using structural equation modeling, the study confirms a positive and meaningful relationship between clandestine advertisement and organizational strategy in brand management.

  11. If brands are built over years, why are they managed over quarters?

    Science.gov (United States)

    Lodish, Leonard M; Mela, Carl F

    2007-01-01

    Brands are on the wane. Many consumer-goods companies blame the big-box discount retailers, but the Wharton School's Leonard Lodish and the Fuqua School's Carl Mela have a different explanation. Their research suggests that companies have damaged their brands by investing too much in short-term price promotions and too little in long-term brand building. To rescue their brands and increase profitability, corporate managers must arm themselves with long-term measures of brand performance and use them to make smarter marketing decisions. Several factors explain the short-sightedness of brand management: the increased availability of weekly, or even hourly, scanner data, which show a clear link between discounts and immediate boosts in sales; the relative difficulty of measuring the effects of advertising, new-product development, and distribution--all of which can contribute to a brand's long-term health; the short tenure of most brand managers; and the near-term orientation of Wall Street analysts. Although discounts do increase sales in the short-term, they ultimately lower profit margins. If a product is often discounted, consumers learn to buy it only when it's on sale. Moreover, when one firm increases its discounts, others usually follow suit, lowering everyone's margins. Executives can monitor a brand's long-term performance by watching a dashboard of measures. Only after examining such measures, for example, did managers at Clorox discover that the company's heavy discounting and decreased advertising had caused a steady decline in overall bleach sales and profit margins. In response, Clorox reduced discounting and increased television advertising, moves that ultimately strengthened the brand and reversed the firm's downward trends.

  12. Branding in Pictures: Using Instagram as a Brand Management Tool in Professional Team Sport Organisations

    OpenAIRE

    Anagnostopoulos, Christos; Parganas, Petros; Chadwick, Simon; Fenton, Alex

    2018-01-01

    Research question/purpose – Instagram has become an increasingly popular tool for sport organisations to share visual content. This study aims to examine how professional team sport organisations use Instagram for branding purposes and to explore the given meaning of Instagram followers’ reactions to the organisations’ Instagram activity. \\ud Research methods – The study was conducted in two phases. First, we analysed 2017 Instagram photos of two football teams from the English Premier League...

  13. Managing Market Segmentatıon for Dıfferent Brands of the same Headquarter

    Directory of Open Access Journals (Sweden)

    Ahmet Hakan Özkan

    2016-10-01

    Full Text Available Brand management is inevitable for sustainable marketing. Civil aviation companies focus on sustainable marketing, because of their long-term investments. Customer loyalty is one of the most improtant factors of sustainable marketing. It is known that, if there is no certain limit or border, segmentation damages the reputation of the brands and it is one of the most important threats of sustainable marketing. Segmentation can be done by using new brands, but this process has its own constraints. Such constraints are related with the reputability of the company. To evaluate the impact of a new brand on reputability, service quality is taken as a metric and SERVQUAL is used. The customers of two civil aviation companies participated the study. These two aviation companies have the same headquarter, but they have different brand management strategies. One of them is globally reputable and it is the headquarter company. 166 questionnaires of the 83 participants are evaluated. It is seen that the service quality perception on the brand of the headquarter company did not change and the new brand did not effect its reputability. New brand created its own market or took a share from the other civil aviation companies which attract the customers of the headquarter company with their lower prices.

  14. Strategický brand management z pohledu mediální agentury.

    OpenAIRE

    Vacovský, Josef

    2009-01-01

    Main point of this work is to describe known aproaches to strategic brand management and to implement this aproaches on the real data from automotive industry. This whole topic is analyzed from media agency point of view.

  15. Personnel policy and management

    International Nuclear Information System (INIS)

    Dangelmaier, P.

    1986-01-01

    In the field of personnel policy and management two main points must be considered and fitted together: the aspects of the applicant and the aspects of the utility. The applicant wishes a position which suits to his abilities, education, training, experience and self-evaluation. The enterprise has beside these qualification criteria to look to some additional points: reliability - not only in the profession of the applicant but also in his daily life. In this examination licensing authorities are involved too; responsibility in a very broad sense and the ability to make correct decisions sometimes under stress situations. (orig.)

  16. Regional Branding: Building Brand Value

    Directory of Open Access Journals (Sweden)

    Klára Margarisová

    2016-01-01

    Full Text Available Regional branding is one of several ways to promote rural regions and support development of socially, culturally and environmentally oriented economies in areas that are interesting due to their natural and cultural heritage. The article attempts to review the conceptual and theoretical underpinnings of branding as conveyed by leading authors in the marketing field. The aim of this paper is to define brand as a broad complex of variables, which are used in building of its identity as a basis for creating value proposition and the position of a brand. Article briefly describes the most comprehensive labeling system for regional products at the micro-regional level is the one guaranteed by Association of Regional Brands (ARB. The main contribution of this article is a theoretical model of strategic management of a regional brand, which captures the interdependence of the individual steps of brand building as well as stakeholders. The starting point for building of brand value is a strategic analysis of the brand, including analysis of customer and competitors. The analysis of external factors is followed by analysis of the brand itself. The resulting relationship between the brand and the customer is based on value proposition representing benefits (functional, emotional, self‑expression. The concept of total product is connected with the concept of total brand and it is offered to the customer as a regional product. Finally it suggests possibilities for further research.

  17. Managing customer loyalty in liberalized residential energy markets: the impact of energy branding

    Energy Technology Data Exchange (ETDEWEB)

    Hartmann, P.; Ibanez, V.A. [University of the Basque Country, Bilbao (Spain). Facultad de Ciencias Economicas y Empresariales

    2007-04-15

    In numerous recently deregulated energy markets, utilities previously operating in monopolistic environments are now focusing on customer satisfaction and loyalty. In this study, a conceptual framework is proposed that analyses the effects of brand associations and perceived switching costs on customer satisfaction and loyalty in residential energy markets. Several brand associations relevant to energy branding are identified: perceived technical service quality and service process quality, perception of value-added services, environmental and social commitment of the company, brand trust, price perceptions and brand associations related to the corporate attributes 'innovative and dynamic'. Subsequently, the proposed model is tested in the scope of a representative survey of Spanish residential energy customers. Results indicate that customer satisfaction, brand trust and perceived switching costs are positively related to customer loyalty and that brand trust exerts a stronger influence on customer loyalty than satisfaction and switching costs. Findings also show significant effects of the perception of service process quality and environmental and social commitment on loyalty via customer satisfaction. Implications for energy brand managers and regulators are discussed. [Author].

  18. Brand Management Model in Sport Industry of Iran: Professional Football League Case

    Directory of Open Access Journals (Sweden)

    vajihe javani

    2013-07-01

    Full Text Available The study aims to examine brand management model in Iran's professional Football League (2011-2012 with emphasis on brand image. The study was descriptive-survey one. A sample of Iranian professional football league fans (N=911 responded 4 items questionnaire. A structural equation  model  (SEM  test  with  maximum  likelihood estimation  was  performed  to  test  the relationships among the research variables. The analyses of data showed three dimensions of brand image influenced on fan’s brand loyalty of which the attitude was the most important. Benefits and attributes were placed in the second and third rank respectively. According to Results, brand image play a pivotal role between Iranian fans brand loyalty. Create an attractive and desirable brand image in the fans mind increases brand loyalty. And due to, revenue and profits increase through ticket sales and products of club and also attract more sponsors.

  19. Managing customer loyalty in liberalized residential energy markets: the impact of energy branding

    International Nuclear Information System (INIS)

    Hartmann, P.; Ibanez, V.A.

    2007-01-01

    In numerous recently deregulated energy markets, utilities previously operating in monopolistic environments are now focusing on customer satisfaction and loyalty. In this study, a conceptual framework is proposed that analyses the effects of brand associations and perceived switching costs on customer satisfaction and loyalty in residential energy markets. Several brand associations relevant to energy branding are identified: perceived technical service quality and service process quality, perception of value-added services, environmental and social commitment of the company, brand trust, price perceptions and brand associations related to the corporate attributes 'innovative and dynamic'. Subsequently, the proposed model is tested in the scope of a representative survey of Spanish residential energy customers. Results indicate that customer satisfaction, brand trust and perceived switching costs are positively related to customer loyalty and that brand trust exerts a stronger influence on customer loyalty than satisfaction and switching costs. Findings also show significant effects of the perception of service process quality and environmental and social commitment on loyalty via customer satisfaction. Implications for energy brand managers and regulators are discussed. [Author

  20. Managing customer loyalty in liberalized residential energy markets: The impact of energy branding

    International Nuclear Information System (INIS)

    Hartmann, Patrick; Apaolaza Ibanez, Vanessa

    2007-01-01

    In numerous recently deregulated energy markets, utilities previously operating in monopolistic environments are now focusing on customer satisfaction and loyalty. In this study, a conceptual framework is proposed that analyses the effects of brand associations and perceived switching costs on customer satisfaction and loyalty in residential energy markets. Several brand associations relevant to energy branding are identified: perceived technical service quality and service process quality, perception of value-added services, environmental and social commitment of the company, brand trust, price perceptions and brand associations related to the corporate attributes 'innovative and dynamic'. Subsequently, the proposed model is tested in the scope of a representative survey of Spanish residential energy customers. Results indicate that customer satisfaction, brand trust and perceived switching costs are positively related to customer loyalty and that brand trust exerts a stronger influence on customer loyalty than satisfaction and switching costs. Findings also show significant effects of the perception of service process quality and environmental and social commitment on loyalty via customer satisfaction. Implications for energy brand managers and regulators are discussed

  1. Management Matters. Selection Policies

    Science.gov (United States)

    Pappas, Marjorie L.

    2003-01-01

    One of the most important policy documents for a school library media center is the selection policy or the collection development policy. A well-developed selection policy provides a rationale for the selection decisions made by the school library media specialist. A selection policy represents the criteria against which a challenged book is…

  2. Intended Brand Associations

    DEFF Research Database (Denmark)

    Koll, Oliver; von Wallpach, Sylvia

    2014-01-01

    of actual consumer brand associations and management-intended brand associations (brand association match). The article presents results from two large-scale studies (3353 and 1201 respondents) involving one consumer goods and one service brand with multiple operationalizations of consumer response...... (attitudinal and behavioral). The results show that consumers with high brand association match show more positive brand response. However, after accounting for the valence of associations match does not add explanatory power. This outcome challenges a key foundation of brand management. The discussion......Brand managers exhibit considerable effort to define intended brand associations to anchor in consumers' minds. They follow a credo deeply rooted in branding literature: intended brand associations drive consumer response and brand equity. This article investigates the benefits of a strong overlap...

  3. Developing radioactive waste management policy

    International Nuclear Information System (INIS)

    Gichana, Z.

    2012-04-01

    A policy for radioactive waste management with defined goals and requirements is needed as a basis for the preparation of legislation, review or revision of related legislation and to define roles and responsibilities for ensuring the safe management of radioactive waste. A well defined policy and associated strategies are useful in promoting consistency of emphasis and direction within all of the sectors involved in radioactive waste management. The absence of policy and strategy can lead to confusion or lack of coordination and direction. A policy and/or strategy may sometimes be needed to prevent inaction on a particular waste management issue or to resolve an impasse. (author)

  4. Management perceptions of a higher educational brand for the attraction of talented academic staff

    Directory of Open Access Journals (Sweden)

    Musa Saurombe

    2017-02-01

    Full Text Available Orientation: Academic staff members have a crucial role in the success of higher education institutions (HEIs. Therefore, it is imperative to cultivate an appealing organisational brand that will attract them to HEIs as an employer of choice. Research purpose: The main objective of this study was to explore management perceptions on a higher educational institution as a brand for the attraction of talented academic staff. Motivation for the study: Although a substantial amount of research has been conducted on organisational branding, not much has emphasised the higher educational sector. Research approach, design and method: A qualitative research approach was adopted, using semi-structured interviews to collect data from management (N = 12 of a merged South African HEI. Main findings: The findings revealed six themes that should form the core of a higher educational brand for academic staff: reputation and image, organisational culture and identity, strategic vision, corporate social responsibility and work and surrounding environment. Practical/managerial implications: The findings of the study will assist higher education management to create a compelling organisational brand and work environment to attract and retain talented academic staff members. Contribution/value-add: This research makes a valuable contribution towards creating new knowledge in the key that should form part of an appealing higher education brand that will attract and retain current and future talent.

  5. THE CHANGING DIMENSIONS OF PUBLIC RELATIONS: THE RELATIONSHIP BETWEEN BRAND MANAGEMENT AND PUBLIC RELATIONS

    OpenAIRE

    KÖKER, E. PELİN BAYTEKİN MİNE YENİÇERİ ALEMDAR

    2008-01-01

    The changes in the dimensions of public relations, due to the globalization effect on the business enterprises, are remarkable. In this manner, the relationship of public relations with re-engineering, total quality management, six sigma approach, event management, crisis management, reputation management, knowledge management and customer relationship management is evaluated in this study. Moreover, after establishing these interactions, the relationship between public relations and brand ma...

  6. Vested interests in addiction research and policy. Alcohol brand sponsorship of events, organizations and causes in the United States, 2010-2013.

    Science.gov (United States)

    Belt, Olivia; Stamatakos, Korene; Ayers, Amanda J; Fryer, Victoria A; Jernigan, David H; Siegel, Michael

    2014-12-01

    There has been insufficient research attention to the alcohol industry's use of corporate sponsorship as a marketing tool. This paper provides a systematic investigation of the nature and extent of alcohol sponsorship-at the brand level-in the United States. The study examined sponsorship of organizations and events in the United States by alcohol brands from 2010 to 2013. The top 75 brands of alcohol consumed by underage drinkers were identified based on a previously conducted national internet-based survey. For each of these brands, a systematic search for sponsorships was conducted using Google. The sponsorships were coded by category and type of sponsorship. We identified 945 sponsorships during the study period for the top 75 brands consumed by underage drinkers. The most popular youth brands were far more likely to engage in sponsorship and to have a higher number of sponsorships. The identified sponsorships overwhelmingly associated alcohol brands with integral aspects of American culture, including sports, music, the arts and entertainment, and drinking itself. The most popular brands among underage drinkers were much more likely to associate their brands with these aspects of American culture than brands that were less popular among underage drinkers. Alcohol brand sponsorship must be viewed as a major alcohol marketing strategy that generates brand capital through positive associations with integral aspects of culture, creation of attractive brand personalities, and identification with specific market segments. Alcohol research, practice and policy should address this highly prevalent form of alcohol marketing. © 2014 Society for the Study of Addiction.

  7. Questioning a “One Size Fits All” City Brand

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Braun, Erik

    2017-01-01

    practice in many places. The paper proposes that city branding involves much more complexity than is commonly thought and outlines a strategy that enables urban policy-makers, marketing researchers and (place) marketers alike to better deal with city branding. Design/methodology/approach: The authors...... integrate insights from literature on place branding, brand architecture and customer-focused marketing. Findings: The article argues that place brands (in general and communicated place brands in particular) are by definition very complex, due to their different target groups, diverse place offerings......Purpose: City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper the use of a “one size fits all” city brand, which is still common...

  8. DIFFERENCES BETWEEN PLACE BRANDING AND DESTINATION BRANDING FOR LOCAL BRAND STRATEGY DEVELOPMENT

    OpenAIRE

    Victor-Alexandru BRICIU

    2013-01-01

    To highlight the principles used in the design and development of a regional brand strategy we need to identify the disciplinary and the theoretical referential that would best fit the branding approach. This paper will address the main forms of branding: place branding, location branding and destination branding, as a specialized form of destination marketing. From the theoretical point of view, by identifying the fundamental and the management brand model, the regional tourism brand conc...

  9. Radioactive waste management policy

    International Nuclear Information System (INIS)

    Werthamer, N.R.

    1977-01-01

    The State of New York, some 15 years ago, became a party to an attempt to commercialize the reprocessing and storage of spent nuclear fuels at the West Valley Reprocessing Facility operated by Nuclear Fuel Services, Inc. (NFS). That attempted commercialization, and the State of New York, have fallen victim to changing Federal policies in the United States, leaving an outstanding and unique radioactive waste management problem unresolved. At the beginning of construction in 1963, the AEC assured both NFS and New York State of the acceptability of long-term liquid tank storage for high level wastes, and New York State ERDA therefore agreed to become the responsible long-lived stable institution whose oversight was needed. It was understood that perpetual care and maintenance of the wastes, as liquid, in on-site underground tanks, would provide for safe and secure storage in perpetuity. All that was thought to be required was the replacement of the tanks near the end of their 40-year design life, and the transferring of the contents; for this purpose, a perpetual care trust fund was established. In March of 1972, NFS shut West Valley down for physical expansion, requiring a new construction permit from the AEC. After four years of administrative proceedings, NFS concluded that changes in Federal regulations since the original operating license had been issued would require about 600 million dollars if operations were to resume. In the fall of 1976, NFS informed the NRC, of its intention of closing the reprocessing business. The inventories of wastes left are listed. The premises upon which the original agreements were based are no longer valid. Federal responsibilities for radioactive wastes require Federal ownership of the West Valley site. The views of New York State ERDA are discussed in detail

  10. Language as a branding tool

    Directory of Open Access Journals (Sweden)

    Birgitte Norlyk

    2012-08-01

    Full Text Available Branding normally concerns products or corporations. Coca-Cola is a strong product brand. Applecombines a strong product brand with a unique corporate brand. In the modern businessenvironment, however, the concept of branding now encompasses the branding of managementphilosophies and management activities as reflected in the branding of the popular managementphilosophy of Lean. Language, metaphors and special lexical choices play an important factor in thebranding of Lean management as unique and innovative.

  11. Forms Management Policy

    Science.gov (United States)

    To establish EPA’s Forms Management Program; to describe the requisite roles, responsibilities, and procedures necessary for the successful management of EPA forms; and to more clearly fulfill EPA’s obligations in this regard.

  12. Interpretation and Implementation of Reputation/Brand Management by UK University Leaders

    Science.gov (United States)

    Chapleo, Christopher

    2004-01-01

    Reputation and brand management are topical issues in UK higher education but previous research has often focused on marketing practitioners within higher education (HE) institutions rather than the senior strategic leaders. This paper, however, examines university chief executives' understanding, attitudes, and interpretation of reputation and…

  13. User Centric Policy Management

    Science.gov (United States)

    Cheek, Gorrell P.

    2013-01-01

    Internet use, in general, and online social networking sites, in particular, are experiencing tremendous growth with hundreds of millions of active users. As a result, there is a tremendous amount of privacy information and content online. Protecting this information is a challenge. Access control policy composition is complex, laborious and…

  14. Managing sustainability in management education policy

    DEFF Research Database (Denmark)

    Lystbæk, Christian Tang

    Sustainability with regards to environmental issues has until recently been seen as irrelevant to business and management practice and, consequently, has been largely missing from business and management education. But the last decades has seen increasingrecognition of environmental problems...... such as climate change and resource depletion. The main policy instruments used to promote sustainability have been regulation, market-based instruments and voluntary agreements, but in recent years, policies have started tofocus on education. Many different actors, such as business schools, businesses...... and governments, interact in shaping management education. These actors derive their conception of sustainability from a range of meanings, practices, and norms. Drawing on Connolly´s analytical framework regarding “essentially contested concepts” (1994), this paper interrogates management education policy...

  15. Building Brand Loyalty Through Increasing Brand Trust And Brand Affect

    Directory of Open Access Journals (Sweden)

    Nur Choirul Afif

    2015-08-01

    Full Text Available Abstract Loyalty is one indicator of the success of marketing performance. Various studies have shown that brand loyalty increases the number of customers and sales. In addition brand loyalty is also lowering the cost to acquire new customers. Marketing managers need to give special attention to the issue of brand loyalty including the services of an English course.As one of the requirements to be able to compete at the global level is the mastery international language. However Indonesian English ability is lower than ASEAN countries such as Malaysia and Singapore. These conditions increase the number of English Courses in Indonesia rapid grow. But some people do not get the results as expected and are still looking for other colleges that are considered to have high quality with affordable prices. English village situated in Pare Kediri. About the qualifications of teaching staff infrastructure and management colleges in big cities is better than the village colleges in the Pare Kediri. Some participants still chose KampungInggris Pare Kediri as a place to learn English. The purpose of this research is how to analyze the important aspect to build brand loyalty. The results is the key factors to build brand loyalty is brand trust and brand brand affect. Brand trust and brand affect affected brand loyalty both simultaneously and partially. Marketing managers of English Courses in Indonesia must give more attention these aspects to increase brand loyalty.

  16. Brand Image in Cola Drinks

    OpenAIRE

    Sun, Jianfei

    2010-01-01

    In Chinese beverage market, there are three mainly cola brands, Coca cola, Pepsi and Future Cola, these three brand share almost 90% cola market, so that competition is omnipresent ,not only in the consumer market, but also very intensive in business to business market. Business-to-business brand building involves various aspects, for example, attributes of products and services, brand image, brand position, and B2B brand management, Wahaha Co., Ltd as a case company need to build brand i...

  17. Where is the Brand?

    DEFF Research Database (Denmark)

    Jones, Richard Ian; Rygaard Jonas, Louise

    The alignment of employees around the corporate brand has emerged as a major area of study in corporate branding literature generally and in the service branding literature in particular. Simultaneously, corporate brand scholars are focused on achieving coherence in brand expressions. Traditionally...... focus has been on using corporate communication to align employees around the corporate brand to achieve this. Through in - depth, longitudinal, ethnographic research this paper suggests that coherence can only be achieved by und erstanding the complex interplay of identities between occupational groups...... and management levels in the organisation. It is argued that responsibility for brand expressions should be more decentralise...

  18. Nonprofit brand strength’s moderational role

    Directory of Open Access Journals (Sweden)

    Walter Wymer

    2015-03-01

    Full Text Available The nature and characteristics of the nonprofit brand strength construct are conceptualized. Brand strength is defined as a multidimensional construct, composed by brand familiarity, brand remarkability, and brand attitude. Brand familiarity refers to the level of knowledge the target audience has about the brand object. Brand attitude refers to the degree to which a brand object is perceived favorably by a target group. Brand remarkability refers to the degree to which a brand object is perceived by a target group to be extraordinary. In the brand management nomological net, brand strength acts as a moderator, influencing the strength of the relationship between marketing tactics (antecedents and marketing outcomes (consequents. Brand strength’s inter-dimensional relationships are conceptualized. A brand strength strategy grid is presented, which informs brand management strategy based on a brand’s current levels of brand familiarity and brand remarkability.

  19. Policy, Profession and Public Management

    DEFF Research Database (Denmark)

    Kann-Christensen, Nanna; Balling, Gitte

    Policy, Profession and Public Management: Conflict or Coherence? By Gitte Balling, Assistant Professor, PhD. Email gb@iva.dk Nanna Kann-Christensen, Associate Professor, PhD. Email: nkc@iva.dk Royal School of Library and Information Science Birketinget 6 DK-2300 Copenhagen S T +45 32 58 60 66...... Introduction The aim of this paper is to contribute to the establishment of a theoretically based understanding of the role that cultural policy plays in the way literature promotion is practiced in Danish public libraries. More specifically we aim at refining a model that integrates different issues which...... interconnected concerns that relates to literature promotion. Besides cultural policy we regard the logics of New Public Management (NPM) and professional logics in the field of public libraries. Cultural policy along with the identification of underlying logics present among politicians, government officials...

  20. Knowledge Management and Innovation Policies

    Directory of Open Access Journals (Sweden)

    Jhonny Antonio Pabón Cadavid

    2016-12-01

    Full Text Available Implementation of knowledge management strategies and administration of intellectual capital defines the effectiveness of national innovation policies. This article analyses the intersection between national policies and organizational strategies to transfer value to the economy and society. It studies the recent scholarship related to this intersection. The article introduces and defines the main concepts that are relevant for the understanding of the topic. The article stresses that democratization of education and knowledge production should be part of the analysis of innovation models. The importance of intellectual capital valuation is highlighted with special emphasis on national and organizational policies regarding human capital, knowledge assets and education.

  1. COMPARISON OF REQUIREMENTS FOR BRAND MANAGERS RESPONSIBLE FOR COMPETITIVENESS OF BRANDS: A CROSS-NATIONAL STUDY IN THE US AND THE CZECH REPUBLIC

    Directory of Open Access Journals (Sweden)

    Wroblowská Zuzana

    2017-12-01

    Full Text Available The purpose of the paper is to present partial results of an independent research project. The author´s choice of the position “Brand Manager” was influenced by the fact that branding is a very powerful tool in striving for competitiveness in the 21st century. The paper focuses on a set of requirements in terms of educational level, professional experience, knowledge, technical competence, and business management skills for candidates for the position of “Brand Manager”. Berelson´s content analysis method was used to study recruitment advertisement texts. A cross-national study was conducted to compare requirements in the US and in the Czech Republic. The result of the present research project in the US confirmed a fundamental need for a university education, knowledge of marketing, and experience in the field of the advertising company´s business. An unexpected result was that the groups of technical competences as well as required practices and work experience for brand managers in the US and the Czech Republic had statistically significant differences. The article concludes with a number of recommendations formulated for the implementation of the human resource management practices of recruiting and selection, as their inappropriate strategy and implementation is common and the consequences are costly.

  2. How brand personality, brand identification and service quality influence service brand equity

    Directory of Open Access Journals (Sweden)

    Sandra Maria Correia Loureiro

    2014-12-01

    Full Text Available During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity dimensions. Therefore, this study aims to contribute to the existing body of knowledge by examining the strength of relational variables on brand equity perceived by consumers. Findings support the proposed model in the service industry revealing that brand loyalty, brand identification, trust, brand personality and brand awareness are the variables that have a greatest impact on brand equity. Thus, this study is the first to measure the strength of assorted relational variables, and variables related with identification and personality on brand equity for brands in the service industry. In this vein, brand managers should be aware of the importance of building a brand regarding the way they communicate the features of the brand.

  3. Place Branding

    DEFF Research Database (Denmark)

    Medway, Dominic; Swanson, Kathryn; Neirotti, Lisa Delpy

    2015-01-01

    Purpose: – The purpose of this paper is to report on a special session entitled “Place branding: Are we wasting our time?”, held at the American Marketing Association’s Summer Marketing Educators’ conference in 2014. Design/methodology/approach: – The report details the outcome of an Oxford......: – The outcome of the debate points towards a need for place brands to develop as more inclusive and organic entities, in which case it may be best for place practitioners to avoid creating and imposing a place brand and instead help shape it from the views of stakeholder constituencies. This shifts the notion...... of place branding towards an activity centred on “curation”. Originality/value: – The use of a competitive debating format as a means for exploring academic ideas and concepts in the place management field....

  4. Mass Media and Re-Branding Nigeria Project: A Historical Evaluation of a Failed Government Policy

    Directory of Open Access Journals (Sweden)

    Kelechi Johnmary Ani

    2014-03-01

    Full Text Available Mass media exercise extra-ordinary influence on the state and citizenry of every country and the ability of media to facilitate man’s behavioural change through its agenda- setting role makes them central in the re-branding process. The implication became that those politicians who champion the re-branding process tried to win the citizenry’s legitimacy through the media. This paper shows that the major challenges of the re-branding project include the inability of the Nigerian political leadership to re-brand themselves, corruption in every sphere of our national life, national insecurity, advance fee fraud, collapse of the education sector, poverty. It revealed that peace is a multi-dimensional term, which creates new environment for progressive nation building process. The rebranding project finally failed when the protagonist minister went to contest for senatorial election and his successor refused to step into her re-branding project shoes. This work called for the rise of a new government and media that would engage in ethical politics through sound leaders, priming, peace building, ethical education, etc as the roadmap to sustainable peace, security and national re-branding. The paper concluded by showing that it is only a national re-branding that is championed by the masses which can lead the citizenry to the desired goals of being a real Giant of Africa.

  5. Policy measure for creating an integrated and brand-focused regional innovation system in tourism in a shadow destination:

    DEFF Research Database (Denmark)

    Brambini, Annalisa; Vang, Jan

    2013-01-01

    -located places. Based on regional innovation systems and place branding research the paper develops policy measures adapted to the specific challenges a shadow destination faces. Empirically, the appropriateness of the policy measures is demonstrated through applying it to a paradigmatic shadow destination......Tourism has often been hyped as an engine of regional growth and development but often failed to deliver the expected results. This is especially the case in shadow destinations. The concept of a shadow destination refers to a region whose relative attractioness is significantly lower than co...

  6. The Conceptualizing Analysis of Materialize to Dimension of Customer Relationship Management and Brand Equity

    Science.gov (United States)

    Kumar, R.; Barani, G.; Jagadeesan, S.

    2012-10-01

    This article reviews the various approaches to defining and Measuring Brand Equity. CRM strategy (Customer Relationship Management) is a business philosophy, stemming from relationship marketing that joins strategy and technology, with the aim of creating value for both customers and the company. In this paper we justify the interest of establishing a formal system to measure CRM performance. It analyses the diverse views regarding the set of attributes relevant for measurement of Brand equity. Existing measures of brand equity have been classified into three categories for the discussion in the paper. One set of measures are those focusing on outcome of Brand Equity at the product market level, the second category is that of measures related to customer mindset while the third set is based on measurement of financial parameters. The paper presents a comprehensive review of the work done by various researchers over the last few decades. It analyses the merits and limitations of the different types of measures. Based on the observations made by experts in related literature the authors suggest the scope for further research in the discipline.

  7. Interactions management in environmental policy

    NARCIS (Netherlands)

    Krozer, Yoram; Franco Garcia, Maria Maria; Micallef, David

    2013-01-01

    Purpose: The paper aims to address regulator-management interactions in environmental policy with reference to direct regulations, social regulations and market-based regulation. Design/methodology/approach: Revision of literature to identify the European Union regulations for companies producing

  8. Intellectual property protection for brand Jamaica’s creative industries

    OpenAIRE

    Keisha LaRaine Ingram

    2014-01-01

    Since the last decade, strategies employed by governments to manage their country brands have evolved beyond tourism marketing techniques. It is quite commonplace now for most governments to hire marketing specialists to design and implement county brand campaigns and policies to promote country brands globally to attract foreign direct investment into that country. Whether it is the arts-based “creative industry” or an “enterprise culture”, these features have evolved to become the drivers o...

  9. Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media

    OpenAIRE

    Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens

    2013-01-01

    The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the premium-image. Besides the possibility to create dialogues with customers especially the high credibility of partly user generated content can be identified as an advantage and at the same time threat for br...

  10. Customer Relationship Management on Social Media Affecting Brand Loyalty of Siam Commercial Bank in Bangkok

    OpenAIRE

    Charawee Butbumrung

    2017-01-01

    The purpose of this research was to study customer relationship management on social media affecting brand loyalty of Siam Commercial Bank in Bangkok. The statistics used in data analysis were frequency, mean, standard deviation, and Pearson's correlation coefficient based on social science statistic program. The result of the study found that the majority of the respondents were female, 37–47 years old of age, bachelor degree of education and monthly income between 10,001 and 15,000 Baht. In...

  11. DIFFERENCES BETWEEN PLACE BRANDING AND DESTINATION BRANDING FOR LOCAL BRAND STRATEGY DEVELOPMENT

    Directory of Open Access Journals (Sweden)

    Victor-Alexandru BRICIU

    2013-07-01

    Full Text Available To highlight the principles used in the design and development of a regional brand strategy we need to identify the disciplinary and the theoretical referential that would best fit the branding approach. This paper will address the main forms of branding: place branding, location branding and destination branding, as a specialized form of destination marketing. From the theoretical point of view, by identifying the fundamental and the management brand model, the regional tourism brand concept is regarded by positioning it in the category (the most general one of place branding.

  12. Children's knowledge of packaged and fast food brands and their BMI. Why the relationship matters for policy makers.

    Science.gov (United States)

    Cornwell, T Bettina; McAlister, Anna R; Polmear-Swendris, Nancy

    2014-10-01

    Studies regarding the advancing challenges of obesity in many countries are beginning to converge on the importance of early food exposure and consumption patterns. Across two studies (Study 1, 34 boys, 35 girls; Study 2, 40 boys, 35 girls, ages 3-6), child knowledge of brands offering products high in sugar, salt and fat was shown to be a significant predictor of child BMI, even after controlling for their age and gender and when also considering the extent of their TV viewing. Additionally, two different collage measures of brand knowledge (utilized across the two studies) performed similarly, suggesting that this measure may be serving as a surrogate indicator of an overall pattern of product exposure and consumption. Policy implications are discussed. Copyright © 2014 Elsevier Ltd. All rights reserved.

  13. Pengaruh Modern Marketing Management terhadap Kepuasan Konsumen Membeli Handphone Samsung pada Brand Store Samsung di Kota Palu

    OpenAIRE

    Lele, Aco

    2017-01-01

    This study aims to identify and analyze: 1) the level of importance of Modern Marketing Management variable that includes People, Process, Programs and Performance to meet customer's satisfaction in Samsung Mobile Phones purchasing at Samsung Brand Store in Palu City; 2) significant influence of Modern Marketing Management (People, Process, Programs and Performance) simultaneously and partially on customer's satisfaction in Samsung Mobile Phones purchasing at Samsung Brand Store in Palu City....

  14. Brands and Brand Equity

    OpenAIRE

    Brunello Adrian

    2011-01-01

    Nowadays brands have become significant drivers for product purchasing and usage decisions. Thus, they constitute a substantial intangible asset for most companies. In order to gain customers and make them become loyal, firms have to establish the equity of the brand and present it in a clear and visible way to their target market. Therefore the topic of brand equity plays a major role in the creation and development of product and company brand strategy. The paper focuses on some general inf...

  15. Management of science policy, sociology of science policy and economics of science policy

    CERN Document Server

    Ruivo, Beatriz

    2017-01-01

    'Management of science policy, sociology of science policy and economics of science policy' is a theoretical essay on the scientific foundation of science policy (formulation, implementation, instruments and procedures). It can be also used as a textbook.

  16. Connection between customer relationship management and brand equity

    OpenAIRE

    Miroslav Mandić

    2007-01-01

    Customer relationship management (CRM) is one of the basic and most crucial elements of the marketing philosophy. CRM puts customers and their satisfaction in the centre by pointing all company’s activities towards the customer. The main objective of CRM is to get to know the customer as well as possible so as to help a company deliver better, more appropriate and higher added value to the customer. A strong connection with customers is the key to their satisfaction, especially if this connec...

  17. Food health branding

    DEFF Research Database (Denmark)

    Chrysochou, Polymeros

    elements convey a healthy brand image depends on context factors external to the company (e.g. regulation), and internal ones (e.g. corporate branding strategy, brand type, product type, type of communication strategies, the brand management stage and the manager's capability). Moreover, the marketing mix...... and contributing towards healthier food choices. However, branding a food product based on the value of health is not an easy practice as strategies employed may often fail to convey the value of health. In addition, a potential conflict may be apparent between branding the value of health and the ethical norms...... in conveying a healthy brand image and how health brands are dealt with in the public discourse. The second study explores consumers' associations with food and health, perceptions of food healthfulness, and how these differ between gender and age groups. The third study identifies health-related segments...

  18. Executing the Perfect Retail Brand

    DEFF Research Database (Denmark)

    Gyrd-Jones, Richard; Rygaard Jonas, Louise

    The alignment of employees around the corporate brand has emerged as a major area of study in corporate and service branding literature generally and in the retail branding literature in particular. Corporate brand scholars are focused on achieving coherence in brand expressions. Traditionally fo...... and management levels in the organisation. It is argued that responsibility for brand expressions should be more decentralised.......The alignment of employees around the corporate brand has emerged as a major area of study in corporate and service branding literature generally and in the retail branding literature in particular. Corporate brand scholars are focused on achieving coherence in brand expressions. Traditionally...... focus has been on using corporate communication to align employees around the corporate brand to achieve this. Through in-depth, longitudinal, ethnographic research this paper suggests that coherence can only be achieved by understanding the complex interplay of identities between occupational groups...

  19. BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

    Directory of Open Access Journals (Sweden)

    Muhammad Kashif

    2015-06-01

    Full Text Available Studies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort’s brand performance.

  20. Internal Branding and Employee Brand Consistent Behaviours

    DEFF Research Database (Denmark)

    Mazzei, Alessandra; Ravazzani, Silvia

    2017-01-01

    constitutive processes. In particular, the paper places emphasis on the role and kinds of communication practices as a central part of the nonnormative and constitutive internal branding process. The paper also discusses an empirical study based on interviews with 32 Italian and American communication managers...... and 2 focus groups with Italian communication managers. Findings show that, in order to enhance employee brand consistent behaviours, the most effective communication practices are those characterised as enablement-oriented. Such a communication creates the organizational conditions adequate to sustain......Employee behaviours conveying brand values, named brand consistent behaviours, affect the overall brand evaluation. Internal branding literature highlights a knowledge gap in terms of communication practices intended to sustain such behaviours. This study contributes to the development of a non...

  1. The Pragmatics of Branding

    DEFF Research Database (Denmark)

    Hatch, Mary Jo

    2012-01-01

    , intention and imagination of the brand's stakeholders. Originality/value: The article offers increased depth to the study of the expressive/emotional/aesthetic aspects of branding and offers an enriched aesthetic foundation for studying and practicing brand co-creation......This article aims to explore the potential of Dewey's theory of aesthetic expression to expand knowledge about aesthetics in branding and better understand how brands work. The paper aims to mine the pragmatic theory of aesthetic expression as involving artistry, intention and imagination to reveal...... the role beauty plays alongside usefulness in defining and refining brand image and meaning. Design/methodology/approach: Dewey's dialectical method of holistically combining tensions such as beauty and usefulness is applied to brand theory and used to critique current brand management practices. Findings...

  2. Quality assurance management policies and requirements

    International Nuclear Information System (INIS)

    1985-10-01

    The purpose of this document is to: set forth overall, integrated quality assurance management policies and requirements for the entire Civilian Radioactive Waste Management Program; define management responsibilities for assuring quality; and provide a general framework for the development of more detailed quality assurance management policies and requirements by program, project, and contractor organizations

  3. Investigating the effect of different conflict management strategies on brand promise: A case study of banking industry

    Directory of Open Access Journals (Sweden)

    Hosseinali Aziziha

    2014-01-01

    Full Text Available The purpose of this paper is to study the effect of different conflict management strategies including competition, cooperation, prevention and compromise on brand promise. The proposed study uses the questionnaire developed by Putnam and Wilson (1982 [Putnam, L. L., & Wilson, C. E. (1982. Communicative strategies in organizational conflicts: Reliability and validity of a measurement scale. Communication yearbook, 6, 629-652.] to measure conflict management measures and to measure the components of brand promise, the study develops a questionnaire. The proposed study is executed among some employees of bank Melli Iran in city of Tehran, Iran. Cronbach alphas have been calculated as 0.76 and 0.83 for conflict management and brand promise, respectively. Using Pearson correlation ratios as well as multiple regression technique, the study determines that there was a reverse relationship between two conflict management strategies, cooperation and compromise, and brand promise. In addition, there was a positive relationship between two conflict management strategies, competition and compromise, and brand promise.

  4. KCA Journal of Business Management: Editorial Policies

    African Journals Online (AJOL)

    KCA Journal of Business Management: Editorial Policies ... Finance, Management, Human, Resources management, Business research methods, ... The papers should take into account the diversity of the targeted readership as reflected in ...

  5. Corporate branding in Facebook fan pages ideas for improving your brand value

    CERN Document Server

    Zamith Brito, Eliane Pereira

    2015-01-01

    In Corporate Branding in Facebook Fan Pages: Ideas for Improving Your Brand Value, the authors show how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company's strategies influence this process, and how online communication benefits from the integration of the manager's vision with communication policies.

  6. Missed opportunities in personal branding: finding solutions through luxury branding

    OpenAIRE

    Graus, Chidi

    2014-01-01

    This masters dissertation focuses on personal brand management and luxury brand management and attempts to link both concepts through the analysis of luxury brand management. 24 anti-laws of marketing suggested by Kapferer and Bastien (2009) serve as an inspiration for the empirical qualitative research that has been conducted in this masters dissertation. As these anti-laws of marketing are considered to be key success factors in luxury brand management, this research makes an attempt in tra...

  7. A STUDY TO INDICATE THE IMPORTANCE OF CONSUMER BASED-BRAND EQUITY ON CONSUMER PERCEPTION OF BRAND

    OpenAIRE

    IPOGAH, UKPEBOR PRISCILLIA AND BIBIANA

    2008-01-01

    Strong brand equity has become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices. This thesis focuses on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This is based on the...

  8. internal branding

    OpenAIRE

    Rai, Anu; Omanga, Josphat

    2014-01-01

    The project report provides an insight into internal branding of two different leading firms – Coca-Cola and Google. The aim of this project report is to study how these two companies use internal branding to promote or build brand performance of the company. This report follows a qualitative research method. The report is deductive in nature and hence, it is guided by the literatures of internal branding. The project report conducted research on brand identity, brand commitment and brand loy...

  9. Internal branding

    OpenAIRE

    Rijal, Ramesh; Dhakal, Rajendra

    2015-01-01

    The project report provides an insight into internal branding of two different leading firms – Coca-Cola and Google. The aim of this project report is to study how these two companies use internal branding to promote or build brand performance of the company. This report follows a qualitative research method. The report is deductive in nature and hence, it is guided by the literatures of internal branding. The project report conducted research on brand identity, brand commitment and brand loy...

  10. Renewing the Nissan Brand

    DEFF Research Database (Denmark)

    Rubin, James R.; Hatch, Mary Jo; Schultz, Majken

    2017-01-01

    Gosen carried out his plan to rescue Nissan by building an emotional connection between customers and the brand, introducing cross-functional teams, designing the Xterra, encouraging managers to "lead from the middle," organizing the Shift marketing campaign, and answering the question, "What's your...... brand stand for?" Now, Nissan faces such issues as finding the right balance between managing costs and building demand and the level of differentiation needed to maintain the customer's relationship to the brand....

  11. DIRECT AND INDIRECT EFFECT OF BRAND CREDIBILITY, BRAND COMMITMENT AND LOYALTY INTENTIONS ON BRAND EQUITY

    OpenAIRE

    Veeva Mathew; Sam Thomas; Joseph I Injodey

    2012-01-01

    Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward the development ofbrand equity. Therefore efforts are taken among the researchers, to understand the concept of brand equity as deep as possible.This paper attempts to understand the interrelationships among key formative indicators of brand equity, using beliefattitude- intention hierarchy of effects. The formative indicators include brand credibility, brand commitment, and...

  12. Branding og designmanagement

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2009-01-01

      Præsentation af en brand management model, der viser, hvordan integration af design og brand management gennem hele produktudviklingsprocessen fremmer udviklingen af en konsistent brandoplevelse. Modellen er udviklet på baggrund af dybdeinterview med 37 ledere af spanske virksomheder, der er...

  13. An exploratory Q study of corporate brand identity elements ...

    African Journals Online (AJOL)

    kirstam

    2014-12-09

    Dec 9, 2014 ... brand, creative marketing, effective management and administration ... (brand identity) and how the customers perceive them (brand image) .... corporate brand, which focuses on values, relationships and culture, fulfils a more.

  14. Sustainable Brand-Based Innovation

    DEFF Research Database (Denmark)

    Nedergaard, Nicky; Gyrd-Jones, Richard

    2013-01-01

    The role of the corporate brand as a strategic resource in orienting innovation projects has only been cursorily addressed in the literature. As innovation is a key driver of brand growth, this article discusses how corporate brands can contribute to both guiding and driving such innovation....... On the basis of this framework, a conceptual model is elaborated integrating the three key management imperatives of: (i) orienting innovation and investments around the brand (brand orientation); (ii) thinking on a human scale to generate unique customer insights (intuitive customer orientation); and (iii....... Implications for brand leadership in innovation management and avenues for further research into the brand–innovation interface are discussed....

  15. Nation branding and sustainable competitiveness of nations

    NARCIS (Netherlands)

    Lee, Kyung Mi

    2009-01-01

    Considering the importance of explaining how a nation brand is effectively managed and how nation branding aligns the nation's brand with country management so as to gain competitiveness, this research aims to assess the role of nation branding and to create a strategic management tool for nation

  16. MANAGING THE IMAGE OF CITIES IN THE “GLOBAL VILLAGE:” City Branding As An Opportunity Against Globalization

    Directory of Open Access Journals (Sweden)

    Gözdem Çelikkanat Aysu

    2013-07-01

    Full Text Available In this article the strong effect of forming a corporate identity in city branding is  studied. It is emphasized that by strong identity and image acquisition cities distinguish by their unique branding elements rather than global city imposition  hat is carried out by globalization pressure. According to the opinions that perceive globalization as an absolute fact, cities like Istanbul have to articulate  to this new system. In this way of thinking, it is inevitable to suffer in McLuhan’s  “global village”. However creating strategies for powerful image and branding of a city can be a leading factor against global city imposition. Keeping up with the same method of creating a “corporate” identity, the image of the cities has to be managed by the symmetric communication with all the actors. By this way  globalization can be used as an opportunity instead of threat.

  17. "Customer-Based Brand Portfolio Analysis"(in Japanese)

    OpenAIRE

    Jun Masuyama; Makoto Abe

    2007-01-01

    With multi-facets of branding strategy, such as Co-branding, Brand Extension, Ingredient Branding, brand management is becoming increasingly complex yet crucial to corporate success. In Marketing, much attention has been paid to competitive brands, and competitive market structure analysis has been popular. In today's brand strategy, however, it is necessary to manage not only competition between firms but also coordination of portfolio brands a firm owns. When planning corporate strategy ove...

  18. Key policy choices in groundwater quality management

    International Nuclear Information System (INIS)

    Batie, S.S.; Diebel, P.L.

    1990-01-01

    The fundamental policy choice of who has the right to do what to whom is a pivotal issue of governance. Over the last few decades, the answer to that question has become more restrictive to those who own and use natural resources as inputs into production processes. Increasingly, the beneficiaries of new policy initiatives are those who desire higher protection of groundwater quality. With respect to groundwater management, policy design increasingly reflects such diverse interests as agriculturists, industrialists, homeowners, local government officials and state officials. Policy design is becoming complex, in part because of this diversity and in part because scientific uncertainty hampers informed policy design. No umbrella federal legislation exists for managing groundwater resources. EPA's role has been mainly an advisory one on groundwater issues. The difficulties and responsibilities of protecting groundwater thus remain with the states. For the near future, it is the states that will address key policy choices with respect to groundwater quality management issues

  19. Policy Pathways: Energy Management Programmes for Industry

    Energy Technology Data Exchange (ETDEWEB)

    NONE

    2012-09-06

    The IEA Policy Pathway publications provide details on how to implement specific recommendations drawn from the IEA 25 Energy Efficiency Policy Recommendations. This Policy Pathway, jointly produced by the International Energy Agency and the Institute for Industrial Productivity, develops the critical steps for policy makers implementing energy management programmes for industry. Optimising energy use in industry is essential to improve industrial competitiveness and achieve wider societal goals such as energy security, economic recovery and development, climate change mitigation and environmental protection.While there is significant potential to decrease energy consumption in this sector, opportunities to improve energy efficiency are still under-exploited. Energy management programmes have shown to be instrumental in addressing many of the barriers that inhibit wide-scale uptake of energy management in industry. The Policy Pathway builds on lessons learned from country experiences and provides actionable guidance on how to plan and design, implement, evaluate and monitor energy management programmes for industry.

  20. City Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; Stigel, Jørgen

    2006-01-01

    Succesful corporate branding requires that questions related to communication, publicity, and organizational structures are adressed. An uncritical adoption of approaches known from tradition product branding will inevitable give problems as the properties of tangible commodities and services...... to face - these differences will inevitably hamper such branding efforts because of the consequential inconsistencies. Finally, paths to more effective city branding are indicated...

  1. Competitive edge: the art and science of branding.

    Science.gov (United States)

    Longeteig, Kim

    2010-01-01

    Branding is the equivalent of building a reputation and managing the brand and brand perceptions with actions. Create and craft a desirable brand by associating brand with a personality. This is important because it relies on the collective experiences a customer has with the brand and is one of the most straightforward ways to craft a brand. Building and maintaining brand strategy is an ongoing process that must be managed. Effort must be continually made to increase the brand's perceived value to referrers and patients, to differentiate the brand from competition, to make and keep brand promises, and to create customer loyalty.

  2. A Study to Investigate the Effect of Customer Value on Customer Satisfaction, Brand Loyalty and Customer Relationship Management Performance

    OpenAIRE

    Berrin Onaran,; Zeki Atil Bulut,; Alparslan Ozmen

    2013-01-01

    Beyond satisfying needs, customer value is the key to establish and maintain long run relationships. Hence, providing excellent customer value as a driving force of customer relationships management performance plays a key role in gaining sustainable competitive advantage. The aim of this research is to investigate the relationships among dimensions of customer value, customer satisfaction, brand loyalty and customer relationship management performance. Data obtained from customers of thermal...

  3. Policies and strategies for radioactive waste management

    International Nuclear Information System (INIS)

    2009-01-01

    A policy for spent fuel and radioactive waste management should include a set of goals or requirements to ensure the safe and efficient management of spent fuel and radioactive waste in the country. Policy is mainly established by the national government and may become codified in the national legislative system. The spent fuel and radioactive waste management strategy sets out the means for achieving the goals and requirements set out in the national policy. It is normally established by the relevant waste owner or nuclear facility operator, or by government (institutional waste). Thus, the national policy may be elaborated in several different strategy components. To ensure the safe, technically optimal and cost effective management of radioactive waste, countries are advised to formulate appropriate policies and strategies. A typical policy should include the following elements: defined safety and security objectives, arrangements for providing resources for spent fuel and radioactive waste management, identification of the main approaches for the management of the national spent fuel and radioactive waste categories, policy on export/import of radioactive waste, and provisions for public information and participation. In addition, the policy should define national roles and responsibilities for spent fuel and radioactive waste management. In order to formulate a meaningful policy, it is necessary to have sufficient information on the national situation, for example, on the existing national legal framework, institutional structures, relevant international obligations, other relevant national policies and strategies, indicative waste and spent fuel inventories, the availability of resources, the situation in other countries and the preferences of the major interested parties. The strategy reflects and elaborates the goals and requirements set out in the policy statement. For its formulation, detailed information is needed on the current situation in the country

  4. Brand confusion in South African Rugby – Super 12 brands vs ...

    African Journals Online (AJOL)

    Brand confusion in South African Rugby – Super 12 brands vs Currie-Cup brands? ... Through the application of marketing principles and practice, sport marketers should anticipate, manage ... 12 rugby brands and the apparent lack of differentiation from the traditional Currie Cup brands. ... AJOL African Journals Online.

  5. Policy-Based Management Natural Language Parser

    Science.gov (United States)

    James, Mark

    2009-01-01

    The Policy-Based Management Natural Language Parser (PBEM) is a rules-based approach to enterprise management that can be used to automate certain management tasks. This parser simplifies the management of a given endeavor by establishing policies to deal with situations that are likely to occur. Policies are operating rules that can be referred to as a means of maintaining order, security, consistency, or other ways of successfully furthering a goal or mission. PBEM provides a way of managing configuration of network elements, applications, and processes via a set of high-level rules or business policies rather than managing individual elements, thus switching the control to a higher level. This software allows unique management rules (or commands) to be specified and applied to a cross-section of the Global Information Grid (GIG). This software embodies a parser that is capable of recognizing and understanding conversational English. Because all possible dialect variants cannot be anticipated, a unique capability was developed that parses passed on conversation intent rather than the exact way the words are used. This software can increase productivity by enabling a user to converse with the system in conversational English to define network policies. PBEM can be used in both manned and unmanned science-gathering programs. Because policy statements can be domain-independent, this software can be applied equally to a wide variety of applications.

  6. Intellectual property protection for brand Jamaica’s creative industries

    Directory of Open Access Journals (Sweden)

    Keisha LaRaine Ingram

    2014-10-01

    Full Text Available Since the last decade, strategies employed by governments to manage their country brands have evolved beyond tourism marketing techniques. It is quite commonplace now for most governments to hire marketing specialists to design and implement county brand campaigns and policies to promote country brands globally to attract foreign direct investment into that country. Whether it is the arts-based “creative industry” or an “enterprise culture”, these features have evolved to become the drivers of profit in global markets, and give each nation a “competitive edge” over other nations in regards to their national brand. Country brand management is integral for the successful development of industry sectors and is also dependent on good country image. For Brand Jamaica one such industry is the creative industries sector. Brand Jamaica’s creative industries are mostly comprised of the branded tourism accommodations, atmosphere, heritage and culture as well as the indigenous music and recordings of local artistes and singers. For the development of this sector which currently contributes to Jamaica GDP it is interpreted that enforced intellectual property will play a key role especially in the promoting of the brand online. Good management of country brands creative industries involves good business acumen on protecting and developing that sector as it is vital towards translating the intangible wealth of developing countries into economic growth. Enforced intellectual property protection for Brand Jamaica’s music, arts, theatrical productions and creative expressions ultimately lessen the occurrence of infringements of the brand’s assets, piracy and production of counterfeit goods and services produces, while creating future possibilities in cyberspace.Purpose – as a source of unlimited supply of intellectual property, Brand Jamaica requires formal management of those assets especially in the creative industries sector that the brand

  7. Public management, policy capacity, innovation and development

    Directory of Open Access Journals (Sweden)

    Erkki Karo

    2014-03-01

    Full Text Available In this paper we discuss the question of what factors in development policy create specific forms of policy capacity and under what circumstances developmentoriented complementarities or mismatches between the public and private sectors emerge. We argue that specific forms of policy capacity emerge from three interlinked policy choices, each fundamentally evolutionary in nature: policy choices on understanding the nature and sources of technical change and innovation; on the ways of financing economic growth, in particular technical change; and on the nature of public management to deliver and implement both previous sets of policy choices. Thus, policy capacity is not so much a continuum of abilities (from less to more, but rather a variety of modes of making policy that originate from co-evolutionary processes in capitalist development. To illustrate, we briefly reflect upon how the East Asian developmental states of the 1960s-1980s and Eastern European transition policies since the 1990s led to almost opposite institutional systems for financing, designing and managing development strategies, and how this led, through co-evolutionary processes, to different forms of policy capacity.

  8. Market-Driven Management: the Policy Implications

    OpenAIRE

    Bellini, Nicola

    2008-01-01

    The first policy implication of the diffusion of a Market-Driven Management approach is the same as the spreading of globalization, i.e. the obsolescence of industrial policies as traditionally designed and managed by Nation-States with the established toolbox of protectionism and subsidies, picking 'national champions', etc. The growing asymmetry between the physical jurisdiction of political bodies and the global operation space of modern corporations feeds the apparent trend toward company...

  9. Pengaruh Brand Personality Pada Brand Trust, Brand Attachment, Brand Commitment, Dan Brand Loyalty

    OpenAIRE

    Sabrina, Yana Anggi; Khoiriyah, Siti

    2011-01-01

    This study aims to examine the effect of brand personality on brand trust, brand attachment, brand commitment and brand loyalty. Structural Equation Modeling (SEM) is used as analytical method. This study used purposivesampling techniques for sampling, as many as 230 young people aged 18-21 years old who live in Surakarta and intends to be loyal to soft drink Coca-Cola brand. This study shows positive effect brand personality tobrand trust, brand commitment and brand loyalty; positive effect ...

  10. AN ANALYSIS OF THE BRAND LOYALTY BASED CONSUMER TYPOLOGY

    OpenAIRE

    Moisescu Ovidiu Ioan

    2007-01-01

    Even though the number of brands has strongly increased in recent years, only a few managed to endow themselves with significant brand loyalty. Besides the actual proprietary brand assets, such as patents and trademarks, other major elements like brand loyalty, perceived quality, brand associations, and others, underlie brand equity. A successful brand strategy must be based on creating brand loyalty. For achieving this goal consumers must be classified on a loyalty basis, while marketing str...

  11. Antecedents dari Brand Equity pada Hotel Santika di Bsd Tangerang

    OpenAIRE

    Susiati, Asriani

    2013-01-01

    This study refers to previous studies, by kevin kam Fung So and Ceridwyn King (2009). The background of this research was to prove the management approaches that brand equity as the key assets for hotel industries and provide brand manger hotel to evaluate brand equity as an outcome brand strategies. The objectives of this research was : (a) the positive effect of company's presented brand to brand awareness, (b) the positive effect of company's presented brand to brand meaning, (c) the posit...

  12. National policy on radioactive waste management

    International Nuclear Information System (INIS)

    Jova, Luis; Metcalfa, Phil; Rowata, John; Louvata, Didier; Linsley, Gordon

    2008-01-01

    Every country should have some form of policy and strategy for managing its spent fuel and radioactive waste. Such policies and strategies are important; they set out the nationally agreed position and plans for managing spent fuel and radioactive waste and are visible evidence of the concern and intent of the government and the relevant national organisations to ensure that spent fuel and radioactive waste are properly taken care of in the country. There is a large diversity in the types and amounts of radioactive waste in the countries of the world and, as a result of this diversity, the strategies for implementing the policies may be different, although the main elements of policy are likely to be similar from country to country. In some countries, the national policy and strategy is well established and documented, while in others there is no explicit policy and strategy statement and, instead, it has to be inferred from the contents of the laws, regulations and guidelines. The present paper describes the work undertaken by the International Atomic Energy Agency (IAEA) related to identifying the main elements of national policies for spent fuel and radioactive waste management, recognising that policies and strategies vary considerably depending on, among other things, the nature and scale of applications of radioactive material in a country. An indication is provided of what might be contained in national policies recognizing that national policy and strategy has to be decided at the national level taking into account national priorities and circumstances. The paper is concerned with the contents of policies and strategies and does not address the development of national laws, regulations and guidelines - although these are clearly related to the contents of the national policy and strategy. (author)

  13. The widening gap between Malaysia’s international tourism brand and domestic multicultural policy

    OpenAIRE

    Albury, Nathan John; Ooi, Li Hsien

    2017-01-01

    Malaysia’s international image boasts harmonious multiculturalism amongst Malay, Chinese, Indian and Indigenous ethnolinguistic groups, alluring tourists and investors worldwide. Campaigns such as Malaysia, Truly Asia promise a rich and diverse cultural experience, and the government’s international investment arm describes Malaysians as Western-leaning. On the other hand, Malaysian laws, policies and subsequent scholarship show that Malaysian society is hierarchised by ethnicity and language...

  14. The Interplay Between Urban Policies and Grassroots City Brand Co-creation and Co-destruction During the Refugee Crisis

    DEFF Research Database (Denmark)

    Vallaster, Christine; von Wallpach, Sylvia; Zenker, Sebastian

    2017-01-01

    illustrating city brand co-creation and potential co-destruction dynamics. Based on our qualitative research, we derive three propositions about city brand co-creation and co-destruction which aim to stimulate future research. In doing so, this research is a highly relevant example for cities in crisis, where...

  15. Brand patronage and loyalty patterns in store vs. manufacturer brands

    DEFF Research Database (Denmark)

    Krystallis, Athanasios; Chrysochou, Polymeros

    Nowadays, in most of the developed fast-moving consumer goods' markets store brands (i.e. retailer brands or private labels) have managed to establish a considerable share in the retail market. Moreover, it is well known that store brands are perceived as strong competitors to manufacturer brands......, while offering good value for money. There is a large body of literature explaining and further exploring factors that influence loyalty towards store brands (e.g. among others Steenkamp and Dekimpe, 1997; Dhar and Hoch, 1997; Ailawadi and Keller, 2004; De Wulf et al, 2005). The objective of the work...... is to investigate the potential existence of differences in the loyalty behaviour between store brands and manufacturer brands, as expressed through certain brand performance and loyalty measures (e.g. market shares, penetration, purchase frequencies, repeat rate, etc.). In order to meet the above...

  16. Global business management for sustainability and competitiveness: The role of corporate branding, corporate identity and corporate reputation

    OpenAIRE

    Gupta, Suraksha; Melewar, T.C.; Czinkota, Michael C.

    2013-01-01

    This special issue of the Journal of World Business is devoted to the role of intangibles of a firm in building sustainable business for success in competitive markets. The research articles included in this issue have contributed to the on-going academic knowledge about the ability of marketing and management practices to drive business sustainability. This special issue on business sustainabili- ty focuses on the role of corporate branding, corporate identity and corporate reputation.

  17. Water Demand Management Policy Brief No

    International Development Research Centre (IDRC) Digital Library (Canada)

    Bob Stanley

    Water demand management ― WDM ― can be hard to define. More an issue of policy than of technology, it is about managing and moderating our demands for good quality fresh water. It is less a matter of piping and pumps and more a tool ...

  18. Managing Conflict: Policy and Research Implications.

    Science.gov (United States)

    Horowitz, Sandra V.; Boardman, Susan K.

    1994-01-01

    Highlights the importance of constructive conflict management in resolving disagreements arising from diversity. The authors discuss policy recommendations for implementing conflict-management programs in schools, training individuals in nonschool settings, and designing cross-cultural programs for high-risk inner-city youth. Procedural…

  19. Water Demand Management Policy Brief No

    International Development Research Centre (IDRC) Digital Library (Canada)

    Bob Stanley

    Fair share: Water Demand Management can help provide fair access to water for the poor. Water Policy. Brief no.2 ... management (WDM) can help spread water more equitably, providing a measure of opportunity, security and ... improving health and quality of life for families. WDM measures can improve the efficiency of.

  20. Employer Branding

    OpenAIRE

    Stroblová, Zuzana

    2017-01-01

    The aim of the Master Thesis is to describe how to build Employer Brand a company. It is based on the description of Employer Branding project of a particular company and the evaluation its process. The thesis is a case study and consists of theoretical and practical part. The theoretical part focuses on trends and changes in leadership approach, definition of Employer Branding and HR Marketing. The practical part deals with the brand building process itself, describes the outputs of the proj...

  1. Water Management Policy in California

    DEFF Research Database (Denmark)

    Oh, Christina; Svendsen, Gert Tinggaard

    2015-01-01

    Using Olson’s 1965 logic of collective action and group theory, we argue that the “small group” of the “iron triangle” is able to collectively act to push for command-and-control regulations in Californian water policy. There are individual rent-seeking incentives in the small group because...... the politicians do not want to impose tax, and they would like to have short-term development and economic growth during their term in order to gain a positive reputation from the public or to get re-elected. The developers would like more work and prestige and the water bureaucrats have little incentive to limit...

  2. Brand Identity.

    Science.gov (United States)

    Lawlor, John

    1998-01-01

    Instead of differentiating themselves by building "brand identities," colleges and universities often focus on competing with price. As a result, fewer and fewer institutions base their identities on value, the combination of quality and price. Methods of building two concepts to influence customers' brand image and brand loyalty are…

  3. PRODUCT BRAND IDENTITY – A FACTOR OF SUCCESSFUL MARKET POSITIONING OF A BRAND

    Directory of Open Access Journals (Sweden)

    Branislav Lijović

    2012-12-01

    Full Text Available This paper begins with the term product brand identity as the new market paradigm. It aims to define the term product brand identity and its significance for realisation of the market value of a product’s brand and overall marketing goals of an economic operator. The strategy of economic operator and desired market positioning of a brand is implemented by means of product brand identity and a combination of its elements. Systematic creation and identity management of a product’s brand resulted in the uniqueness of the brand, and set the foundation for building the entire process of product brand management.

  4. La evolución de la estrategia publicitaria. Del brand management a la marca adaptada y el nuevo papel del consumidor / Strategist Advertising evolution. From brand management to personalized brand and consumers new role

    Directory of Open Access Journals (Sweden)

    Emma Torres Romay

    2014-12-01

    Full Text Available El presente trabajo de investigación pretende realizar un repaso por los cambios que se han podido producir en los procesos de planificación estratégica publicitaria. Para ese fin se ha realizado un seguimiento de las principales tendencias comunicativas en este ámbito, intentando identificar los modelos actuales para poder así, comparar la realidad actual con lo que sucedía antes de la crisis. El punto de partida en este caso está en el hecho de que, tal y como preveía la Nueva Teoría Estratégica, la recuperación del ser humano es la base del funcionamiento de la estrategia publicitaria actual, donde las marcas deben adaptarse a las preferencias del consumidor de una forma casi individual y los mensajes deben dirigirse a un consumidor más crítico y con un mayor manejo de las herramientas comunicativas que lo convierten en un prosumidor. Se trata de un ejercicio complejo realizado quizá en el momento en el que se están produciendo los cambios más profundos en el sector. Abstract The present work of investigation to try to realize a revision for the changes that they could have produced in the processes of strategic advertising planning. For this end there has been realized a follow-up of the principal communicative trends in this area, trying to identify the current models to be able this way, to compare the current reality with what it was happening before the crisis. The point of item in this case is in the fact that, as it was foreseeing the New Strategic Theory, the recovery of the human being is the base of the functioning of the advertising current strategy, where the brands must adapt to the preferences of the consumer of an almost individual form, and the messages must go to a more critical consumer and with a major managing of the communicative tools that turn it into a prosumer. It is a question of a complex exercise realized probably in the moment in which the deepest changes are taking place in the sector.

  5. 12 CFR 563.161 - Management and financial policies.

    Science.gov (United States)

    2010-01-01

    ... 12 Banks and Banking 5 2010-01-01 2010-01-01 false Management and financial policies. 563.161... ASSOCIATIONS-OPERATIONS Financial Management Policies § 563.161 Management and financial policies. (a)(1) For... corporation must be well managed and operate safely and soundly. Each also must pursue financial policies that...

  6. Nation branding: what is being branded?

    OpenAIRE

    Fan, Y

    2006-01-01

    Nation branding and nation brand are two different concepts. A nation has a brand image with or without nation branding. This paper examines the concept of nation branding, focusing on the central question of what is being branded. It differentiates nation branding from product branding, and draws comparisons between nation branding and product-country image. Paradoxical issues around the concept and the wider context in which nation branding can be applied are also discussed. More research i...

  7. Branding water.

    Science.gov (United States)

    Dolnicar, Sara; Hurlimann, Anna; Grün, Bettina

    2014-06-15

    Branding is a key strategy widely used in commercial marketing to make products more attractive to consumers. With the exception of bottled water, branding has largely not been adopted in the water context although public acceptance is critical to the implementation of water augmentation projects. Based on responses from 6247 study participants collected between 2009 and 2012, this study shows that (1) different kinds of water - specifically recycled water, desalinated water, tap water and rainwater from personal rainwater tanks - are each perceived very differently by the public, (2) external events out of the control of water managers, such as serious droughts or floods, had a minimal effect on people's perceptions of water, (3) perceptions of water were stable over time, and (4) certain water attributes are anticipated to be more effective to use in public communication campaigns aiming at increasing public acceptance for drinking purposes. The results from this study can be used by a diverse range of water stakeholders to increase public acceptance and adoption of water from alternative sources. Copyright © 2014 The Authors. Published by Elsevier Ltd.. All rights reserved.

  8. Branding water

    Science.gov (United States)

    Dolnicar, Sara; Hurlimann, Anna; Grün, Bettina

    2014-01-01

    Branding is a key strategy widely used in commercial marketing to make products more attractive to consumers. With the exception of bottled water, branding has largely not been adopted in the water context although public acceptance is critical to the implementation of water augmentation projects. Based on responses from 6247 study participants collected between 2009 and 2012, this study shows that (1) different kinds of water – specifically recycled water, desalinated water, tap water and rainwater from personal rainwater tanks – are each perceived very differently by the public, (2) external events out of the control of water managers, such as serious droughts or floods, had a minimal effect on people's perceptions of water, (3) perceptions of water were stable over time, and (4) certain water attributes are anticipated to be more effective to use in public communication campaigns aiming at increasing public acceptance for drinking purposes. The results from this study can be used by a diverse range of water stakeholders to increase public acceptance and adoption of water from alternative sources. PMID:24742528

  9. Interplay Between Intended Brand Identity and Identities in a Nike Related Brand Community

    DEFF Research Database (Denmark)

    Kornum, Niels; Gyrd-Jones, Richard; Al Zagir, Nadia

    2017-01-01

    While branding research traditionally views brand identity as an inside-out management controlled phenomenon, recent research emphasizes that a wide variety of stakeholders in the brand ecosystem enact and co-create brand identity. Following this theoretical perspective, management forms the inte...

  10. Brand management og den refleksive forbruger - med semiotik som hjælpedisciplin

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2009-01-01

      Kritisk eftertanke er et væsentligt træk ved den refleksive forbruger - ofte parret med en vis negativitet overfor et brand, en reklame eller forbrugerisme i al almindelighed. Den refleksive forbrugertype kommer til udtryk hos for eksempel en anti-branding guru som Naomi Klein og hendes...... bestseller bog "No Logo" eller i græsrodsbevægelsen Adbusters ( https://www.adbusters.org/ ), der efterhånden i mange år har udsendt et månedsmagasin med kritik af forbrugersamfundet og al dets reklame og branding. Disse anti-forbrugs og anti-branding bevægelser udspringer af, og er identifikationspunkter...... - den refleksive forbruger skal have noget, der kan "brande" ham som anderledes end alle mainstreamforbrugerne. Den refleksive forbruger er med andre ord en Feinschmecker og i lighed med - eller måske rettere i endnu højere grad end - alle andre forbrugere signalerer den refleksive forbruger sin...

  11. Investigating the effects of Iranian cultural factors on brand equity for strategic management of market share

    Directory of Open Access Journals (Sweden)

    Maryam Jahandoost

    2013-12-01

    Full Text Available Brand is a symbol, logo and indicator of the specific identity of a product manufacturer and the services they render which can create value for both the manufacturer itself and the customers of those products and services. In this paper, we investigate the relationship between Iranian cultural factors with those creating brand value in this industry. The proposed study chooses Philpa System Co. as statistical population and the subject for our case study. The study chooses 56 people who had some past purchase experience from Philpa System as samples. A questionnaire was designed and distributed among the participants. The validity of which was confirmed through depth interviews made with experts of the pertinent industry and its reliability was also calculated using Cronbach's alpha test and was shown to be 82.4 %, which indicated the good reliability of these questionnaires. The data obtained from these questionnaires were analyzed using path analysis and structural equation modeling methods. The results gained from the investigations showed that different aspects of Iranian cultural factors, specifically customer honoring, had the greatest effect on the quality of customers’ perception from the brand; it was also shown that promotion in any of the other aspects presented in Aaker’s brand equity model will directly influence and increase the perceived quality of the brand.

  12. Theory and Practice of the Stracegic Brand Management%战略品牌管理思想的理论与实践

    Institute of Scientific and Technical Information of China (English)

    丁家永

    2015-01-01

    战略品牌管理涉及品牌资产创建、设计和评估等方面的市场营销的设计和执行。近年来,在欧美等发达国家这方面研究受到普遍重视。本文从心理学视角详细地论述了美国著名品牌管理专家凯文·凯勒教授的战略品牌管理思想、品牌管理要素以及品牌管理关键步骤,为我国今后的企业品牌建设提出了新的思路与途径。%Strategic brand management involves create, design and evaluation of brand assets. From the perspective of psychology, this paper discusses the strategic brand management thoughts,brand management elements and brand management key steps of kevin Kel er. It also put forward some ideas and new ways for future brand building in China.

  13. THE INFLUENCE OF LINE EXTENSION STRATEGIES BY PREMIUM BRANDS ON BRAND EQUITY: CULTURAL DIFFERENCES BETWEEN GERMANY AND THAILAND

    Directory of Open Access Journals (Sweden)

    Florian Lukas SEIZER

    2017-05-01

    Full Text Available Premium markets are expected to outperform other markets throughout the near future. Thus these markets are of high importance for marketers, who already face challenges to manage premium brands due to the hazard of a possible dilution of user’s sense of exclusivity and pride. Premium brand managers must know when it is best to take a pass on short-term growth opportunities that could tarnish the brand's long-term health. Line extensions embody one of the most frequently used vehicles for growth to meet global consumer needs. Though they have advantages, also risks are associated with them. Consequently, the purpose of this study is to identify the influence of line extensions on brand equity in culturally different spheres. The study focuses on premium brands from the automotive industry and asks if and in how far different – vertical (different price & quality level and horizontal (same price & quality level – line extension strategies influence brand equity differently among cultures. A one group pre-test post-test research design is used to measure brand equity before and after an existing brand’s (hypothetical extension. A structured online survey with page logic collected primary data from four hundred students in Germany and Thailand recruited by a matched sampling technique. Culture has to be added to brand equity models as results show distinctive changes of brand equity for both Germany and Thailand. While after vertical downscale extensions, brand equity increases in Germany, it decreases in Thailand. Hence, the research results in managerial recommendations which assess if product policy strategies should be thought ‘regionally’ or ‘globally’.

  14. How do different types of community commitment influence brand commitment? The mediation of brand attachment.

    Science.gov (United States)

    Zhang, Ning; Zhou, Zhi-min; Su, Chen-ting; Zhou, Nan

    2013-11-01

    Although previous research indicates that participation in a brand community may foster consumer loyalty to the brand in question, research has seldom examined the mediating effect of community commitment on brand commitment. Drawing from the typologies of organizational commitment, we divide community commitment into three components: continuance community commitment (continuance CC), affective community commitment (affective CC), and normative community commitment (normative CC). We then assess the mediating role of brand attachment in the relationship between these three components and brand commitment. We test the hypotheses using a sample of online mobile phone brand communities in China. The empirical results reveal that brand attachment exerts an indirect (but not mediated) effect on the relationship between continuance CC and brand commitment and on the relationship between normative CC and brand commitment. We also find that it exerts a partial mediating effect on the relationship between affective CC and brand commitment. The findings contribute to the branding literature and have important implications for brand community management.

  15. How global brands compete.

    Science.gov (United States)

    Holt, Douglas B; Quelch, John A; Taylor, Earl L

    2004-09-01

    It's time to rethink global branding. More than two decades ago, Harvard Business School professor Theodore Levitt argued that corporations should grow by selling standardized products all over the world. But consumers in most countries had trouble relating to generic products, so executives instead strove for global scale on backstage activities such as production while customizing product features and selling techniques to local tastes. Such "glocal" strategies now rule marketing. Global branding has lost more luster recently because transnational companies have been under siege, with brands like Coca-Cola and Nike becoming lightning rods for antiglobalization protests. The instinctive reaction of most transnational companies has been to try to fly below the radar. But global brands can't escape notice. In fact, most transnational corporations don't realize that because of their power and pervasiveness, people view them differently than they do other firms. In a research project involving 3,300 consumers in 41 countries, the authors found that most people choose one global brand over another because of differences in the brands'global qualities. Ratherthan ignore the global characteristics of their brands, firms must learn to manage those characteristics. That's critical, because future growth for most companies will likely come from foreign markets. Consumers base preferences on three dimensions of global brands--quality (signaled by a company's global stature); the cultural myths that brands author; and firms' efforts to address social problems. The authors also found that it didn't matter to consumers whether the brands they bought were American--a remarkable finding considering that the study was conducted when anti-American sentiment in many nations was on the rise.

  16. Branding Atrocity

    DEFF Research Database (Denmark)

    Muhr, Sara Louise; Rehn, Alf

    2014-01-01

    Research on the dark side of organizations has usually focused on atrocities committed by organizations or specific persons within them. Less attention has been paid to how organizations can utilize atrocities they had no part in creating. In this article, the manner in which atrocities can be ut...... choose and position external atrocities in their branding can benefit our understanding of both organizational image-work and the dark side of organization...... be utilized, managed and narrated in corporate image-work is discussed through two empirical illustrations: The Body Shop's campaign against trafficking, and a campaign by a social movement organization to curb violence towards women in Congo. The article argues that analyzing differences in how organizations...

  17. Monetary policy and macroeconomic management: A simulation ...

    African Journals Online (AJOL)

    The dynamic nexus between money supply, fiscal deficit, inflation, output and exchange rate management has generated much debate in economic literature in Nigeria in recent times. To contribute to this debate, this paper uses 3SLS estimation technique as well as carried out policy simulation experiment to investigate ...

  18. Alternative policies for solid waste management

    OpenAIRE

    Percoco Marco

    2004-01-01

    Because of the recent dramatic increase in waste production, solid waste management and control have become one of the central issues in environmental policy. In this paper we review alternative fiscal instruments to control the production of residuals by using the benchmark given by the social optimum. Finnally, we apply the model to theoretically evaluate the TARI.

  19. Brand gender, brand personality and brand loyalty relationship

    OpenAIRE

    Gumus, Izzet

    2016-01-01

    Brand personality, especially brand gender concepts are quite new in Turkey, therefore these concepts have not been used  as a topic in research. The aim of this research is to shed light on the literature by emphasizing the relationship between brand  personality, brand gender and brand loyalty.  This research is conducted to demonstrate the effects of brands loyalty on consumers in terms of gender and personality. Brand categories and brands are chosen in...

  20. Technical considerations in materials management policy development

    International Nuclear Information System (INIS)

    Avci, H.; Goldberg, M.

    1996-01-01

    Under the Materials-in-Inventory (MIN) initiative, US DOE intends to develop policies to ensure that materials are managed and use efficiently, cost-effectively, and safely throughout DOE. The MIN initiative covers depleted uranium, scrap metals, chemicals, explosives, spent nuclear fuel, lead, alkali metals, etc.; by far the largest component is depleted uranium hexafluoride (DUF6). A technically defensible approach has been developed and is being used to select a long-term management strategy for DOE's DUF6 inventory. The same approach can be adapted to management of other materials in inventory that have the potential to be reutilized

  1. Brand equity

    OpenAIRE

    Hildebrandt, Lutz; Tischer, Sven

    2012-01-01

    To explore how occurring critical incidents affect customer-brand relations, this study measures the impact on the basis of an online experiment. For this purpose, 1,122 usable responses are gathered considering the smartphone brands of Apple and Nokia as well as different scenarios. The respective reactions to these negative incidents are evaluated using the concept of customer-based brand equity. More precisely, a structure equation model is specified and differences in latent factor means ...

  2. Policy of Japan of radioactive waste management

    International Nuclear Information System (INIS)

    Oyama, A.

    1989-01-01

    Development and utilization of nuclear power has been steadily pursued in Japan in order to secure a stable source of energy over a long-term period. According to the author, nuclear power plants are operated carefully and safely and have been generating electricity for more than twenty years. In fact, it now accounts for approximately 30% of total electricity generated, and has become an integral part of the energy supply in Japan. The benefits of nuclear technology are now enjoyed not only in the electricity production, but also in the fields such as medicine and other industries. Under such circumstances, radioactive waste management generated in nuclear power plants and reprocessing plants as well as in industrial and medical uses of radiation, is an important part of the nuclear energy policy, and there is also a strong public interest in this field. The government is active in formulating waste management policies based on the basic policies indicated by Japan ATomic Energy Commission (JAEC). This presentation will touch upon the future perspective of radioactive waste management policy in Japan

  3. Customer centered health care: why managed care organizations must capitalize on new technology to build brands and customer loyalty.

    Science.gov (United States)

    Fell, D

    1998-01-01

    Now, more than ever, health care organizations are desperately trying to reach out to customers and establish stronger relationships that will generate increased loyalty and repeat business. As technology, like the Internet and related mediums, allow us to do a better job of managing information and communication, health care executives must invest the time and resources necessary to bring these new advances into the day-to-day operations of their businesses. Those that do will have a head start in building their brand and their customer loyalty.

  4. Branding in Higher Education: A Case Study from Turkey

    Science.gov (United States)

    Garipagaoglu, Burçak Çagla

    2016-01-01

    Drawing upon the brand-building experience of a young and successful Turkish foundation university, this case study attempts to broaden our understanding of branding in Higher Education (HE). Focusing on the diverse brand conceptualizations, brand management principles and brand strategies that are deployed to circumvent barriers to successful…

  5. Rethinking the Measurement of Place Brands

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Braun, Erik

    2015-01-01

    in the form of free brand associations of target customers with qualitative methods; in the form of attributes with quantitative methods like standardized questionnaires; and with mixed methods that combine qualitative research with quantitative methods. Two mixed methods, namely the network analysis......Place brand managers often disregard the complexity of place brands, as do their counterparts in the academic arena: they repeatedly use simple explorative descriptions of certain place brands, rather than a precise measurement. Thus, this chapter aims to identify and discuss measurement approaches...... that could prove useful in place branding. Therefore, we will define the brand and examine various options regarding what to measure in place branding. Finally, we will discuss the different approaches of brand measurement for their use in place branding, namely the approaches to measuring the brand...

  6. Brand Revitalization: Don’t Let Your Brands Turn Into Sleepyheads

    Directory of Open Access Journals (Sweden)

    Ziva Kolbl

    2015-06-01

    Full Text Available Brand revitalization is a process, which is often necessary when the brand’s offer of products as well as associated attention from consumers decline. Even so, the core of a brand needs to be clearly defined, in order for brand revitalization to be successfully implemented. Marketing managers need to be able to recognize the acute, as well as the latent signs of brand aging, and need to implement brand revitalization elements and strategies that are most suitable for a certain brand. The goal of the paper is presenting brand revitalization through the practical example of two Slovenian brands, which both went through the process of brand revitalization. With the review of secondary data, as well as interviews with the brand’s marketing managers, the paper proposes main steps and serves as a guideline to other managers, when going through brand revitalization.

  7. Terrorist Group Brands: Understanding Terrorist Group Strategies Through Brand Exposure

    Science.gov (United States)

    2016-06-01

    in the minds of targeted consumers, so they remember the product at the right time to maximize the benefit of the brand. This is done by...Beverland, “Crafting Brand Authenticity: The Case of Luxury Wines ,” Journal of Management Studies 42, no. 5 (07, 2005): 1003–1029. doi:10.1111/j.1467...recognition and recall 20 Beverland, Crafting Brand Authenticity: The Case of Luxury Wines , 1003–1029

  8. Building brands

    NARCIS (Netherlands)

    Ataman, B.M.; Mela, C.; van Heerde, H.J.

    2008-01-01

    Which marketing strategies are most effective for introducing new brands? This paper sheds light on this question by ascribing growth performance to firms' postlaunch marketing choices. We decompose the success of a new brand into its ultimate market potential and the rate at which it achieves this

  9. Levende branding

    DEFF Research Database (Denmark)

    Schultz, Majken

    2013-01-01

    Mottoet »Boston Strong« efter bombeangrebet ved Boston Marathon viser, at ingen branding er stærkere end det, der vokser ud af det levede liv.......Mottoet »Boston Strong« efter bombeangrebet ved Boston Marathon viser, at ingen branding er stærkere end det, der vokser ud af det levede liv....

  10. Connecting world youth with tobacco brands: YouTube and the internet policy vacuum on Web 2.0.

    Science.gov (United States)

    Elkin, Lucy; Thomson, George; Wilson, Nick

    2010-10-01

    The internet is an ideal forum for tobacco marketing, as it is largely unregulated and there is no global governing body for controlling content. Nevertheless, tobacco companies deny advertising on the internet. To assess the extent and nature of English language videos available on the Web 2.0 domain 'YouTube' that contain tobacco brand images or words. The authors conducted a YouTube search using five leading non-Chinese cigarette brands worldwide. The themes and content of up to 40 of the most viewed videos returned for each search were analysed: a total of 163 videos. A majority of the 163 tobacco brand-related videos analysed (71.2%, 95% CI 63.9 to 77.7) had pro-tobacco content, versus a small minority (3.7%) having anti-tobacco content (95% CI 1.4 to 7.8). Most of these videos contained tobacco brand content (70.6%), the brand name in the title (71.2%) or smoking imagery content (50.9%). One pro-smoking music video had been viewed over 2 million times. The four most prominent themes of the videos were celebrity/movies, sports, music and 'archive', the first three of which represent themes of interest to a youth audience. Pro-tobacco videos have a significant presence on YouTube, consistent with indirect marketing activity by tobacco companies or their proxies. Since content may be removed from YouTube if it is found to breach copyright or if it contains offensive material, there is scope for the public and health organisations to request the removal of pro-tobacco content containing copyright or offensive material. Governments should also consider implementing Framework Convention on Tobacco Control requirements on the internet, to further reduce such pro-tobacco content.

  11. The Influence of Brand Management and Entpreneurship Motivation on Franchising Sales Performance Franchise Company in Manado

    OpenAIRE

    Kumaat, Anastasia Eilin

    2015-01-01

    Flow economy today many franchise systems leads to large company tends to choose a franchise system than opening a new branch. Franchising done to overcome internal resources by providing access to the franchisee. With this tangle franchising develops and evolves. This research aim to improve the quality of business relationship, because franchising is built on the concept of the brand first and the effectiveness of consumer demand. The method used in this research is quantitative data; Quant...

  12. Branding on the Shop Floor

    DEFF Research Database (Denmark)

    Gyimóthy, Szilvia; Jonas, Louise Rygaard

    2010-01-01

    Service branding is a particular form of emotional management, where employees are regarded as adaptable media, who can be trained to convey corporate values while interacting with customers. This paper examines the identity work of butchers during the brand revitalisation campaign of Kvickly...... towards corporate brand values is closely related with self-enactment opportunities of occupational communities. Total service-orientation threatens butchers’ perception of autonomy and may therefore result in the emergence of resistant sub-cultures....

  13. School Brand Management: The Policies, Practices, and Perceptions of Branding and Marketing in New York City's Public High Schools

    Science.gov (United States)

    DiMartino, Catherine; Jessen, Sarah Butler

    2016-01-01

    Over the past 20 years, market-based choice initiatives have become a popular approach to education reform. Since 2002, the New York City Department of Education has opened over 250 high schools, creating a marketplace so widespread that many students no longer have a zoned or neighborhood school. This article uses two New York City--based case…

  14. Exploring the Impact of Silos in Achieving Brand Orientation

    DEFF Research Database (Denmark)

    Gyrd-Jones, Richard I.; Helm, Clive; Munk, Jonas

    2013-01-01

    the achievement of brand orientation. Through inductive analysis of a case study of an organisation implementing a major brand-revitalisation strategy, this paper demonstrates how, despite a strong brand vision and high level of management commitment, functional silos associated with different mindsets......Brands are widely recognised as important sources of organisational value. Brand orientation describes the extent to which the organisation is orientated around the brand and around maximising brand potential. However, silos or divisions within the culture of an organisation can frustrate...... contributed to the failure of the new brand strategy. The paper concludes with recommendations for the brand platform to be implemented meaningfully and effectively within each silo....

  15. Capturing from the start: Managing grey literature in a brand new university and enriching the institutional repository

    KAUST Repository

    Baessa, Mohamed A.; Vijayakumar, J.K.

    2014-01-01

    This Poster demonstrates the establishment phases of institutional repository in a brand new University. We will be discussing, the early consideration of the gray literature, success stories, difficulties, establishing different workflow, plagiarism checks, approvals , stakeholder’s involvement, establishing policy and service level agreements. The future challenges associated with grey literature, the increasing demand on different material types such as audio, video and research datasets. The skill sets required in describing gray literature materials, expertise in preserving datasets, research data expertise and continued access are going to be the challenging faces for any ETD programs in near future. Finally will wrap up with statistical of the download and viewed items of the shared grey literature materials from the repository and how that led to increase items citation.

  16. Persona-fied brands

    DEFF Research Database (Denmark)

    Dion, Delphine,; Arnould, Eric

    2016-01-01

    We investigate how the concept of persona can be used in managing brand persona-fication. Based on interviews with informants working across the gastronomy sector, we examine the characteristics of the chef persona, and the role that chef persona plays in restaurant management. We differentiate p...

  17. Nuclear waste management policy in France

    International Nuclear Information System (INIS)

    Lefevre, J.F.

    1983-01-01

    The object of the nuclear waste management policy in France has always been to protect the worker and the public from unacceptable risks. The means and the structures developed to reach this objective, however, have evolved with time. One fact has come out ever more clearly over the years: Nuclear waste problems cannot be considered in a piecemeal fashion. The French nuclear waste management structure and policy aim at just this global approach. Responsibilities have been distributed between the main partners: the waste producers and conditioners, the research teams, the safety authorities, and the long-term waste manager, National Radioactive Waste Management Agency. The main technical options adopted for waste forms are embedding in hydraulic binders, bitumen, or thermosetting resins for low-level waste (LLW) and medium-level waste (MLW), and vitrification for high-level, liquid wastes. One shallow land disposal site for LLW and MLW has been in operation since 1969, the Centre of La Manche. Alpha-bearing and high-level waste will be disposed of by deep geological storage, possibly in granite formations. Further RandD aims mainly at improving present-day practices, developing more durable, long-term, alpha-bearing waste for all solid waste forms and going into all aspects of deep geological disposal characterization

  18. Update on waste management policies and programmes

    International Nuclear Information System (INIS)

    Anon.

    1997-01-01

    The NEA Nuclear Waste Bulletin has been prepared by the Radiation Protection and Waste Management Division of the OECD Nuclear Energy Agency to provide a means of communication amongst the various technical and policy groups within the waste management community. In particular, it is intended to provide concise information on current radioactive waste management activities, policies and programmes in Member countries and at the NEA. It is also intended that the Bulletin assists in the communication of recent developments in a variety of areas contributing to the development of acceptable technology for the management and disposal of nuclear waste (e.g., performance assessment, in-situ investigations, repository engineering, scientific data bases, regulatory developments, etc.). For practical purposes, the Bulletin does not include an exhaustive description of national programmes. The reader is therefore invited to go back to the information given in previous bulletins and, if necessary, to contact national correspondents in order to obtain a more complete picture of on-going activities. (authors)

  19. BUILDING BRANDING BASED ON CONSUMER RESEARCH

    Directory of Open Access Journals (Sweden)

    Igor BELOSTECINIC

    2017-06-01

    Full Text Available This article is dedicated to the modern branding,which builds brand management in close relation to current customer behavior trends on the market. The subject is relevant, since the practice shows that only adequate brand management can lead to the increase of companies’ brand capital, their development and income growth.The thesis analyses the use of modern market research methods.

  20. Analýza brand managementu vybrané značky

    OpenAIRE

    Tomanová, Daniela

    2014-01-01

    This thesis deals with the issue of brand management. The aim of the thesis is to summarize essential findings in this field and apply them in a case study to assess current state of brand management of the brand Bezobalu. The first chapter focuses on the notion of brand and description of basic elements of brand. The second chapter presents different phases of brand management scheme by S. M. Davis and model for socially responsible brand management. The practical part focuses on introductio...

  1. A Scalable Policy and SNMP Based Network Management Framework

    Institute of Scientific and Technical Information of China (English)

    LIU Su-ping; DING Yong-sheng

    2009-01-01

    Traditional SNMP-based network management can not deal with the task of managing large-scaled distributed network,while policy-based management is one of the effective solutions in network and distributed systems management. However,cross-vendor hardware compatibility is one of the limitations in policy-based management. Devices existing in current network mostly support SNMP rather than Common Open Policy Service (COPS) protocol. By analyzing traditional network management and policy-based network management, a scalable network management framework is proposed. It is combined with Internet Engineering Task Force (IETF) framework for policybased management and SNMP-based network management. By interpreting and translating policy decision to SNMP message,policy can be executed in traditional SNMP-based device.

  2. Comparison of Luxury Brand Perception: Old (UK) vs. Modern (Russia) consumers’ perception toward Burberry Brand

    OpenAIRE

    Irina Ivanovna Skorobogatykh; Olga Saginova; Zhanna Musatova

    2014-01-01

    With globalization and increased mobility consumers can easily access the same brand in different markets, interpreting the meaning and the social statuses they represent. That is why maintaining brand consistency across countries should be of great importance for companies’ brand management and marketing strategies, especially in the luxury industry where profitability and long-term success rely on consumers’ perceptions of luxury brands. This paper examines brand image consistency of luxur...

  3. Internal brand co-creation: The experiential brand meaning cycle in higher education

    OpenAIRE

    Punjaisri, K; Dean, D; Arroyo-Gamez, R; Pich, C

    2015-01-01

    Higher education (HE) institutions need to adapt to the global environment but the complex nature of HE highlights the role of marketing and the internal market in realizing the brand identity, creating a challenge for developing a shared brand meaning. This research explores how employees co-create brand meaning through their brand experiences and social interactions with management, colleagues and customers. Using a phenomenological approach, the findings highlight that brand meaning commen...

  4. Territory and management of social policies

    Directory of Open Access Journals (Sweden)

    Aldaíza Sposati

    2013-12-01

    Full Text Available The article developed in three movements. The territory building is historical construction and distinguishes this reading of which treat the territory as a place, a coverage area under a given geographic boundary. Assigns key character that distinction for the examination of the relationship territory and social policy. Shows that she is not limited to location of social equipment, and distinguishes it from the social policies operation format without territory, whose management logic is standardized, have homogeneous character of procedures, with similarity to financial agencies operation. In the second movement puts in scene the relationship between institutional agents of social services and the citizens who use them for lives being him. Finally highlights the constituent elements of that relationship as: the recognition of heterogeneity as an expression of singular identities; and the territory trajectory constitution that focuses of living on it, and these influenced by these trajectories.

  5. Integrating policy-based management and SLA performance monitoring

    Science.gov (United States)

    Liu, Tzong-Jye; Lin, Chin-Yi; Chang, Shu-Hsin; Yen, Meng-Tzu

    2001-10-01

    Policy-based management system provides the configuration capability for the system administrators to focus on the requirements of customers. The service level agreement performance monitoring mechanism helps system administrators to verify the correctness of policies. However, it is difficult for a device to process the policies directly because the policies are the management concept. This paper proposes a mechanism to decompose a policy into rules that can be efficiently processed by a device. Thus, the device may process the rule and collect the performance statistics information efficiently; and the policy-based management system may collect these performance statistics information and report the service-level agreement performance monitoring information to the system administrator. The proposed policy-based management system achieves both the policy configuration and service-level agreement performance monitoring requirements. A policy consists of a condition part and an action part. The condition part is a Boolean expression of a source host IP group, a destination host IP group, etc. The action part is the parameters of services. We say that an address group is compact if it only consists of a range of IP address that can be denoted by a pair of IP address and corresponding IP mask. If the condition part of a policy only consists of the compact address group, we say that the policy is a rule. Since a device can efficiently process a compact address and a system administrator prefers to define a range of IP address, the policy-based management system has to translate policy into rules and supplements the gaps between policy and rules. The proposed policy-based management system builds the relationships between VPN and policies, policy and rules. Since the system administrator wants to monitor the system performance information of VPNs and policies, the proposed policy-based management system downloads the relationships among VPNs, policies and rules to the

  6. Identification and Comparison of Requirements Imposed on Brand Managers: Cross-National Study in the U.S.A. and in the Czech Republic

    Directory of Open Access Journals (Sweden)

    Zuzana Wroblowská

    2017-11-01

    Full Text Available Purpose of the article: The author’s interest focuses on human factor of brand managers, as brands and their added value are considered to be among the most important sources of competitive advantage for business in a competitive marketplace. There is no doubt that for succeeding in their job role, brand managers must have knowledge, dispositional traits and concomitant soft skills that arise from these traits. The purpose of the article is to provide the insight into the offering of brand manager posts in the Czech Republic and in the U.S.A. and to analyse the collected data with the special interest in finding the answer whether the employers are searching the brand managers possessing personal dispositions and skills of knowledge workers, and if there is no significant difference in the requirements between the Czech and American recruitment advertisers. Methodology/methods: For a successful empirical research, the content analysis method by Berelson was used to study the texts in the advertisements publicly available on career portals. The statistical verifications of results were conducted using the chi-square test. Scientific aim:The goal of the primary survey was to provide the answers to the research questions that arise from the following research assumptions: (1 employers do not publish different requirements for candidates for the job of Brand Manager in the U.S.A. and in the Czech Republic, (2 the set of requirements for candidates for the job of Brand Manager in the U.S.A. will confirm that a brand manager is one of the workers who has skills and personality prerequisites expected from knowledge workers. Findings: The results of the actual research project confirmed the fundamental need for excellent communication skills (69.0% and presentation skills (65.5%. Unlike employers in the Czech Republic, the American companies are more interested in people with a high degree of responsibility (41.4% that is the third highest relative

  7. Branding water

    OpenAIRE

    Dolnicar, Sara; Hurlimann, Anna; Grün, Bettina

    2014-01-01

    Branding is a key strategy widely used in commercial marketing to make products more attractive to consumers. With the exception of bottled water, branding has largely not been adopted in the water context although public acceptance is critical to the implementation of water augmentation projects. Based on responses from 6247 study participants collected between 2009 and 2012, this study shows that (1) different kinds of water – specifically recycled water, desalinated water, tap water and ra...

  8. Employer branding

    OpenAIRE

    Mičková, Kateřina

    2008-01-01

    The demand for qualified employees is higher then the offering, both in Czech republic and internationally. Demand for specific skills, in addition to a greater demand for workforce generally, is making employee recruitment and retention much more difficult and expensive. Employer Branding claims to be an answer to this new challenge. This international concept focuses on developing an "employer brand" - mental image of a company as an employer. To achieve this, it is necessary to demonstrate...

  9. Public debt managers' behaviour interactions with macro policies

    NARCIS (Netherlands)

    Hoogduin, Lex; Öztürk, Bahar; Wierts, Peter

    2011-01-01

    We investigate the evolution of public debt management, the policy behaviour of debt managers, and the interaction of debt management with financial stability and monetary policy. The main focus is on the euro area. Empirical estimations of a debt management reaction function indicate that the share

  10. Public debt managers' behaviour: interactions with macro policies

    NARCIS (Netherlands)

    Hoogduin, L.; Öztürk, B.; Wierts, P.

    2010-01-01

    We investigate the evolution of public debt management, the policy behaviour of debt managers, and the impact of debt management on financial stability and monetary policy.The focus is on the euro area. Empirical estimations of a debt management reaction function indicate that the share of short

  11. Brand as a challenge to corporate governance in the globalization process

    Directory of Open Access Journals (Sweden)

    Milojević Sonja

    2016-01-01

    Full Text Available The increasing expansion of globalization, largely changes and the current economic strategy and policy of companies. The aim of this paper is to show to the alarming the need to accede to the seriousness of the implementation of adequate marketing strategies, among which is dominant brand strategy and thus the strategic brand management. The pace of technological innovation and information technologies contribute to the intensity of communication and have an impact on competitiveness. Networking overcomes time and space and leads almost to the equalization consumer demands set by companies, or to brand loyalty. Modern conditions of market economy, changing business conditions and intense competition, dictate the lower limit of efficiency of business entities to survive in the market. Creation and development of the brand is the company's long-term investment because brand loyalty of consumers means focusing on achieving their satisfaction, which directly leads to strengthening competitiveness and thus improve financial results.

  12. Measuring the Impact of Brand Equity on Company Performance: A Study on the Mobile Phone Brands in The Klang Valley, Malaysia

    OpenAIRE

    Hong, Amelia Woon Ai

    2007-01-01

    Building and managing brand equity is emphasised in many consumer goods industry to ensure their success. The key to this success is understanding brand equity and managing it to achieve good financial results. Among the many methods of examining brand equity, this study chose the customer-based brand equity method conceptualised by Aaker (1991) and tested by Yoo and Donthu (2001). The aim of this study is to examine the dimensions of brand equity which are brand awareness, brand loyalty, per...

  13. A Comparison between the Brand Personality Construct of KFC and Marrybrown: Their Restaurant Concept and Brand Preference

    OpenAIRE

    Lim, Kuang Long

    2005-01-01

    This dissertation undertakes the research project from a deductive position based on Aaker’s (1997) brand personality to shape the result by adopting the quantitative research process. Brand personality scale measures important aspects of the personalities that consumers attribute to brands of all kinds. Marketers and researchers have embraced brand personality as an important facet of brand management and a key source of brand differentiation (Siguaw et. al., 1999). This paper attempts to me...

  14. Environmental management: The bank's policy approach

    International Nuclear Information System (INIS)

    1992-01-01

    In order to play a leadership role in the environmental recovery of central and eastern Europe, the Bank will pursue the following policy priorities: assistance to the countries of operations in environmental policy formulation, including the development of effective legal and regulatory instruments, the adoption of appropriate emissions and effluents standards and the creation of the institutional and human resources capacity to monitor and enforce them; promoting the use of a variety of economic instruments to address the underlying cause of environmental degradation and the adoption of market-based techniques in environmental management programmes; encouraging the development of an environmental goods and services industry in the countries of operations, of commercially viable investments in environmental technologies and pollution prevention and control, and by funding environmental infrastructure projects; initiation of, or support for, special studies and programmes to address regional and national environmental problems and to promote environmental education within the population and institutions of the countries of operations; adoption of adequate environmental assessment, management planning, audit and monitoring procedures throughout its activities; and promoting the adoption and implementation of procedures for provision of information to, and consultation with, all levels of government and the general public - especially potentially affected parties - concerning environmental matters

  15. Energy management under policy and technology uncertainty

    International Nuclear Information System (INIS)

    Tylock, Steven M.; Seager, Thomas P.; Snell, Jeff; Bennett, Erin R.; Sweet, Don

    2012-01-01

    Energy managers in public agencies are subject to multiple and sometimes conflicting policy objectives regarding cost, environmental, and security concerns associated with alternative energy technologies. Making infrastructure investment decisions requires balancing different distributions of risks and benefits that are far from clear. For example, managers at permanent Army installations must incorporate Congressional legislative objectives, executive orders, Department of Defense directives, state laws and regulations, local restrictions, and multiple stakeholder concerns when undertaking new energy initiatives. Moreover, uncertainty with regard to alternative energy technologies is typically much greater than that associated with traditional technologies, both because the technologies themselves are continuously evolving and because the intermittent nature of many renewable technologies makes a certain level of uncertainty irreducible. This paper describes a novel stochastic multi-attribute analytic approach that allows users to explore different priorities or weighting schemes in combination with uncertainties related to technology performance. To illustrate the utility of this approach for understanding conflicting policy or stakeholder perspectives, prioritizing the need for more information, and making investment decisions, we apply this approach to an energy technology decision problem representative of a permanent military base. Highlights: ► Incorporate disparate criteria with uncertain performance. ► Analyze decisions with contrasting stakeholder positions. ► Interactively compare alternatives based on uncertain weighting. ► User friendly multi-criteria decision analysis (MCDA) tool.

  16. Building brands without mass media.

    Science.gov (United States)

    Joachimsthaler, E; Aaker, D A

    1997-01-01

    Costs, market fragmentation, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing. Relying on mass media campaigns to build strong brands may be a thing of the past. Several companies in Europe, making a virtue of necessity, have come up with alternative brand-building approaches and are blazing a trail in the post-mass-media age. In England, Nestlé's Buitoni brand grew through programs that taught the English how to cook Italian food. The Body Shop garnered loyalty with its support of environmental and social causes. Cadbury funded a theme park tied to its history in the chocolate business. Häagen-Dazs opened posh ice-cream parlors and got itself featured by name on the menus of fine restaurants. Hugo Boss and Swatch backed athletic or cultural events that became associated with their brands. The various campaigns shared characteristics that could serve as guidelines for any company hoping to build a successful brand: senior managers were closely involved with brand-building efforts; the companies recognized the importance of clarifying their core brand identity; and they made sure that all their efforts to gain visibility were tied to that core identity. Studying the methods of companies outside one's own industry and country can be instructive for managers. Pilot testing and the use of a single and continuous measure of brand equity also help managers get the most out of novel approaches in their ever more competitive world.

  17. Impact of distribution intensity on perceived quality, brand awareness and brand loyality - structural model

    Directory of Open Access Journals (Sweden)

    Ivan-Damir Anić

    2008-12-01

    Full Text Available The purpose of this empirical study was to determine the impacts of distribution intensity on perceived quality and brand awareness, and to analyze the effects of perceived quality and brand awareness on brand loyalty. A structural equation model was used to identify the size and the direction of proposed relationships. The model was tested on a sample of 956 students using three brand categories in the manufacturing industry and three brand categories in the service industry. The proposed hypotheses were supported by the model. The results show that distribution intensity is positively related to perceived quality and brand awareness. Moreover, perceived quality and brand awareness were shown to be significant and positive predictors of brand loyalty. Managerial implications are discussed in the paper. The findings of this study could be of special interests to managers, professionals and those doing research in the field of distribution and brand management.

  18. ANTECEDENTS DARI BRAND EQUITY PADA HOTEL SANTIKA DI BSD TANGERANG

    OpenAIRE

    Asriani Susiati

    2013-01-01

    This study refers to previous studies, by kevin kam Fung So and Ceridwyn King (2009). The background of this research was to prove the management approaches that brand equity as the key assets for hotel industries and provide brand manger hotel to evaluate brand equity as an outcome brand strategies. The objectives of this research was : (a) the positive effect of company’s presented brand to brand awareness, (b) the positive effect of company’s presented brand to brand meaning, (c) the posit...

  19. Radioactive waste management policy for nuclear power

    International Nuclear Information System (INIS)

    Andrei, V.; Glodeanu, F.; Simionov, V.

    1998-01-01

    Nuclear power is part of energy future as a clean and environmental friendly source of energy. For the case of nuclear power, two specific aspects come more often in front of public attention: how much does it cost and what happens with radioactive waste. The competitiveness of nuclear power vs other sources of energy is already proved in many developed and developing countries. As concerns the radioactive wastes treatment and disposal, industrial technologies are available. Even final solutions for disposal of high level radioactive waste, including spent fuel, are now fully developed and ready for large scale implementation. Policies and waste management strategies are established by all countries having nuclear programs. Once, the first nuclear power reactor was commissioned in Romania, and based on the national legal provisions, our company prepared the first issue of a general strategy for radioactive waste management. The general objective of the strategy is to dispose the waste according to adequate safety standards protecting the man and the environment, without undue burden on future generations. Two target objectives were established for long term: an interim spent fuel dry storage facility and a low and intermediate level waste repository. A solution for spent fuel disposal will be implemented in the next decade, based on international experience. Principles for radioactive waste management, recommended by IAEA are closely followed in the activities of our company. The continuity of responsibilities is considered to be very important. The radioactive waste management cost will be supported by the company. A tax on unit price of electricity will be applied. The implementation of radioactive waste management strategy includes as a major component the public information. A special attention will be paid by the company to an information program addressed to different categories of public in order to have a better acceptance of our nuclear power projects

  20. Identitetsbaseret branding

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2009-01-01

      Det er efterhånden almindeligt anerkendt, at branding spiller en central rolle i virksomhedens værdiskabelse. Men hvad det præcist er, der bestemmer, om et brand får succes eller ej, er stadigvæk ikke så let at pege på. En af grundene er, ifølge artiklens forfattere, at forskningen i stor...... udstrækning arbejder med en alt for statisk brandforståelse: Enten fokuserer den kun på brandet, sådan som det opfattes af forbrugeren, dvs. et 'udefra og ind perspektiv' - eller også opererer den udelukkende med et 'indefra og ud perspektiv'og ser på brandet, sådan som det konstrueres og styres af brand...

  1. Branding til kritiske forbrugere

    DEFF Research Database (Denmark)

    Hermansen, Judy; Østergaard, Per

    2009-01-01

    Mange forbrugere tager idag aktivt og bevidst stilling til alle dimensioner ved brandet. Denne forbrugertype har fået betegnelsen 'den refleksive forbruger' og er karakteriseret ved hele tiden at medreflektere alle aspekter af brandarkitekturen, når han eller hun køber og forbruger brands. Den...... refleksive forbruger er udtryk for en ny, kritisk forbrugerbevidsthed, som stiller skærpede krav til, hvordan brand management kan adressere forbrugerne - men som også giver nye spillerum for en kreativ udvikling af nye brandingstrategier. Den refleksive forbruger lever nemlig med et konstant, eksistentielt...... refleksive forbruger er tværtimod dybt afhængig af produkter, der kan "brande" ham som anderledes end alle mainstreamforbrugerne, der bare køber alt, hvad mainstreamvirksomhederne forsøger at prakke dem på. Den refleksive forbruger er med andre ord en Feinschmecker og i lighed med - eller måske rettere i...

  2. 76 FR 23646 - Financial Management Policies-Interest Rate Risk

    Science.gov (United States)

    2011-04-27

    ... DEPARTMENT OF THE TREASURY Office of Thrift Supervision Financial Management Policies--Interest... invite comments on the following information collection. Title of Proposal: Financial Management Policies... Office of Management and Budget (OMB) for review and approval, as required by the Paperwork Reduction Act...

  3. 76 FR 9870 - Financial Management Policies-Interest Rate Risk

    Science.gov (United States)

    2011-02-22

    ... DEPARTMENT OF THE TREASURY Office of Thrift Supervision Financial Management Policies--Interest... concerning the following information collection. Title of Proposal: Financial Management Policies--Interest... collection requirement described below to the Office of Management and Budget (OMB) for review, as required...

  4. 32 CFR 643.33 - Policy-Coastal zone management.

    Science.gov (United States)

    2010-07-01

    ... 32 National Defense 4 2010-07-01 2010-07-01 true Policy-Coastal zone management. 643.33 Section... PROPERTY REAL ESTATE Policy § 643.33 Policy—Coastal zone management. (a) The Coastal Zone Management Act of... affecting the coastal zone of a state, to conduct or support those activities in a manner which is, to the...

  5. Brand Image Theoretical Aspects

    OpenAIRE

    Išoraitė, Maria

    2018-01-01

    The article analyzes the image of a brand and a brand image, brand value assessment methods, brand value, and benefits. A brand is a word or phrase that identifies and separates goods belonging to one person from belonging to another person. A brand is one of the elements of marketing, advertising. High-quality brand brings significant benefits to the manufacturer or the trader. A brand name may consist of a brand name and a brand symbol. There is several brand value evaluation model analyze ...

  6. Brand Resonance Behavior among Online Brand Community

    OpenAIRE

    Shaari, Hasnizam; Ahmad, Intan Shafinaz

    2017-01-01

    Brand commitment studies had gained considerable attention in today’s marketing practices. Sustaining the brand competitive advantages become challenging especially in the context of digital marketing. Development of Web 2.0 that enables interactive communication had offered a new mechanism for owner of the brand to strengthen the bond among their admirers and users via online brand community. Attitude and behavior of online brand community members can be crucial to overall brand competitive...

  7. PENGARUH BRAND FAMILIARITY TERHADAP PURCHASE INTENTION MELALUI BRAND FIT PADA HOTEL MULIA JAKARTA

    Directory of Open Access Journals (Sweden)

    Widiawaty .

    2016-02-01

    Full Text Available The purpose this paper is to examine the effects of Brand familiarity and Brand Fit on Purchase Intention towards the offerings of co branded hotels. The findings showed that the fit between cobrands mediate the relationship between Brand familiarity and Purchase Intention. In particular, a well-known co-branded hotel a high level of Brand Fit could directly or indirectly affect consumer decision-making processes regarding Purchase Intention towards the co-brand. conversely, a less familiar co-branded hotel had positive effect on Purchase Intention only if respondents perceived a good fit between allied brands. Brand Fit could be a more important factor than Brand familiarity in influencing the success of hotel co-branding strategis. future research to examinate the co-branding concept in different social and cultural contexts and also from different perspectives, such as owners or manager is recommended. Most hospitality studies focus on co-branding between hotels and restaurant. This study empirically investigated the effects co-branding on consumer behavior in the hotel sector.

  8. New public management and policies of secrecy

    Directory of Open Access Journals (Sweden)

    Lise DEMAILLY

    2013-12-01

    Full Text Available Crossing a survey of literature in sociology of health and her own inquiries in the field of mental health, the author studies the historical change in policies of secrecy in health domains and specifically, in modern democracies, practical aporias opposing rights and duties to and towards secrecy, rights and duty to and towards transparency. The paper describes weakening of medical secret regarding legitimization of standards of transparency, coordination and evaluation supported by the New Public Management (NPM. Two forms of resistance against technocratic enforcement to publicizing are suggested. The first of these forms is the historical exception, nowadays vilified as out of date, of psychoanalysis bound to strict secret of the singular interview and building there a space for emancipation, preventing any governance of behavior by healthiness. The second one: some intentional and paradoxical break of secret can result in symbolic reversal against domination and shame.

  9. Brand communities embedded in social networks.

    Science.gov (United States)

    Zaglia, Melanie E

    2013-02-01

    Brand communities represent highly valuable marketing, innovation management, and customer relationship management tools. However, applying successful marketing strategies today, and in the future, also means exploring and seizing the unprecedented opportunities of social network environments. This study combines these two social phenomena which have largely been researched separately, and aims to investigate the existence, functionality and different types of brand communities within social networks. The netnographic approach yields strong evidence of this existence; leading to a better understanding of such embedded brand communities, their peculiarities, and motivational drivers for participation; therefore the findings contribute to theory by combining two separate research streams. Due to the advantages of social networks, brand management is now able to implement brand communities with less time and financial effort; however, choosing the appropriate brand community type, cultivating consumers' interaction, and staying tuned to this social engagement are critical factors to gain anticipated brand outcomes.

  10. Brand communities embedded in social networks☆

    Science.gov (United States)

    Zaglia, Melanie E.

    2013-01-01

    Brand communities represent highly valuable marketing, innovation management, and customer relationship management tools. However, applying successful marketing strategies today, and in the future, also means exploring and seizing the unprecedented opportunities of social network environments. This study combines these two social phenomena which have largely been researched separately, and aims to investigate the existence, functionality and different types of brand communities within social networks. The netnographic approach yields strong evidence of this existence; leading to a better understanding of such embedded brand communities, their peculiarities, and motivational drivers for participation; therefore the findings contribute to theory by combining two separate research streams. Due to the advantages of social networks, brand management is now able to implement brand communities with less time and financial effort; however, choosing the appropriate brand community type, cultivating consumers’ interaction, and staying tuned to this social engagement are critical factors to gain anticipated brand outcomes. PMID:23564989

  11. BEYOND THE BRAND, SOCIAL INTERACTION AS KEY DETERMINANT OF IMPRESSION MANAGEMENT FOR CUSTOMERS‟ SATISFACTION AND BETTER BUSINESS PROSPECT : A STUDY ON STREET TRADERS

    OpenAIRE

    HARASANKAR ADHIKARI

    2012-01-01

    ABSTRACT: The present study examines how the street traders were operating their trade with their own style of impression management. The social interaction and hospitality had been the key tool of their impression management by which they had become their own brand. In present day marketing system with tremendous competition they were in their own prospect while they were in total uncertain position. Although they had no profession education they had learnt from their self strategies of thei...

  12. Brand Aid

    DEFF Research Database (Denmark)

    Richey, Lisa Ann; Ponte, Stefano

    A critical account of the rise of celebrity-driven “compassionate consumption” Cofounded by the rock star Bono in 2006, Product RED exemplifies a new trend in celebrity-driven international aid and development, one explicitly linked to commerce, not philanthropy. Brand Aid offers a deeply informed...

  13. Employer Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; Mønsted, Bolette Rye

    2012-01-01

    Employer branding er både for den private og den offentlige sektor blevet en måde, de kan imødekomme ændrede arbejdsmarkedsvilkår og organisatoriske udfordringer i en postmoderne og globaliseret verden. Den aktuelle finanskrise har skabt nye udfordringer for organisationer i deres bestræbelser på...... at tiltrække- og fastholde attraktive medarbejdere. Men hvilken betydning har det, når Grundfos siger ”Mennesket er i fokus”, og hvad siger ”mangfoldighed” om Københavns Kommune som arbejdsplads i relation til employer branding? Er der egentlig sammenhæng mellem tankerne bag employer branding og de eksternt...... kommunikerede employer brandprodukter. Eller bliver det unikke ved arbejdspladserne ersattet af buzzwords uden substans og inddragelse af ansatte og interessenter? Artiklen har til formål at vurdere disse spørgsmål på baggrund af analyser af to cases med employer branding....

  14. Branding in China – an institutional and consumer perspective

    NARCIS (Netherlands)

    Bakker, Diederich

    2016-01-01

    The aim of this paper is to investigate the Chinese branding landscape. First, the strongest Chinese brands are analysed. This analysis offers explanations for typical Chinese brand strategy and establishes current trends in Chinese brand management practice from a corporate perspective. The

  15. Using the theory of planned behaviour to understand brand love

    NARCIS (Netherlands)

    Hegner, Sabrina; Fenko, Anna; Teravest, Annemiek

    2017-01-01

    Purpose Brand love is perceived as one of the main objectives in brand management. Nevertheless, research into the factors influencing brand love are scarce. This paper aims to apply the theory of planned behaviour to the context of brand love and investigate the influence of several factors on

  16. Capturing from the start: Managing grey literature in a brand new university and enriching the institutional repository

    KAUST Repository

    Baessa, Mohamed A.

    2014-12-09

    The institutional repository became popular solutions to Capture, Preserve and Share university intellectual outputs; it had a great value on advancing scholarly communication, for both published materials such as peer reviewed article, conference paper where it is considered as an additional dissemination channel or for the best scenario as a nonrestrictive (Open Access) channels, where for the gray literature the institutional repository could be the only sharing method, and thus the gray literature could be considered as the uniqueness items that can add significant values the university repository materials. This Poster demonstrates the establishment phases of institutional repository in a brand new University. We will be discussing, the early consideration of the gray literature, success stories, difficulties, establishing different workflow, plagiarism checks, approvals , stakeholder’s involvement, establishing policy and service level agreements. The future challenges associated with grey literature, the increasing demand on different material types such as audio, video and research datasets. The skill sets required in describing gray literature materials, expertise in preserving datasets, research data expertise and continued access are going to be the challenging faces for any ETD programs in near future. Finally will wrap up with statistical of the download and viewed items of the shared grey literature materials from the repository and how that led to increase items citation.

  17. Road Transport Policy And Traffic Management In Nigeria ...

    African Journals Online (AJOL)

    Road Transport Policy And Traffic Management In Nigeria. ... the attitude of the road driver to traffic engineering, control and management requirement. ... sources of data collection with simple percentage method of analysis and system theory ...

  18. Policy, Procedures and Standards for Enterprise Information Management

    Science.gov (United States)

    This policy establishes a standard approach for managing information produced by, funded by, or received per regulated reporting and/or federal-wide requirements and subsequently held or cataloged in information management systems by EPA.

  19. Evaluating forest management policies by parametric linear programing

    Science.gov (United States)

    Daniel I. Navon; Richard J. McConnen

    1967-01-01

    An analytical and simulation technique, parametric linear programing explores alternative conditions and devises an optimal management plan for each condition. Its application in solving policy-decision problems in the management of forest lands is illustrated in an example.

  20. Brand-Transvisuality:

    DEFF Research Database (Denmark)

    Michelsen, Anders Ib; Nedergaard, Nicky

    2018-01-01

    Co-creation is emerging as a dominant business model for innovation pointing to co(llaborative) practices between firms and customers. These practices typically involve new ideas about firm-customer dialogue, for instance on terms of accessibility/transparency and risk assessment. More recently, ...... of brand research, these views point further to direct involvement of intuitions and imagination. This chapter presents a grounded reflection on how the visual, as a non-representational matter, may support this new venue of collaborative brand (meaning) innovation practices.......Co-creation is emerging as a dominant business model for innovation pointing to co(llaborative) practices between firms and customers. These practices typically involve new ideas about firm-customer dialogue, for instance on terms of accessibility/transparency and risk assessment. More recently......, the concept of co-creation has been applied to the brand management literature. Co-creation is viewed here as a collaborative approach to the management of brand meaning through firm-customer dialogue, supported by ‘images’ encompassing coded messages, perceptions, and emotions. Traditionally not part...

  1. Emergence and translations of management interests in corporate branding in the Finnish pulp and paper corporations : a study with an actor-network theory approach

    OpenAIRE

    Aspara, Jaakko

    2007-01-01

    The riddle of this Thesis is: How come the management of the Finnish pulp and paper (P&P) corporations became interested in corporate branding around the year 2000? By the Finnish P&P corporations, I refer particularly to the three large P&P corporations based in Finland in 2005: UPM-Kymmene, Stora Enso, and M-Real. By the management, I refer to managers of these corporations including the top managers, i.e. CEOs and executive board members, and even the members of the Boards of Directors. ...

  2. Financial policies and performance of line managers in Universities ...

    African Journals Online (AJOL)

    This study analysed the effect of financial policies on the performance of line managers in Ugandan Universities. The field research was carried out in private and public universities. Every university had a financial policies so their line managers were expected to perform their duties effectively. The objectives of the study ...

  3. Policy challenges for wildlife management in a changing climate

    Science.gov (United States)

    Mark L. Shaffer

    2014-01-01

    Try as it might, wildlife management cannot make wild living things adapt to climate change. Management can, however, make adaptation more or less likely. Given that policy is a rule set for action, policy will play a critical role in society’s efforts to help wildlife cope with the challenge of climate change. To be effective, policy must provide clear goals and be...

  4. THE PROVINCIALISM OF GLOBAL BRANDS AN EMPIRICAL ANALYSIS OF BRAND EQUITY DIFFERENCES IN MEXICO AND GERMANY

    OpenAIRE

    Thomas Cleff; Lena Fischer; Nadine Walter

    2010-01-01

    The term “global brand” has become widely used by the media and by consumers. Although media and consumers call these brands “global” and centralized marketing departments manage these brands globally – are these “global brands” really global? Can we talk about truly global brand equity? And if there were brand image differences between countries, which factors cause them? The authors conducted an empirical research during May and June 2009 with similarly aged University students in Germany (...

  5. Brand Pages on Social Media. What for? Exploratory evidence from digital marketing managers

    OpenAIRE

    Tsimonis, Georgios; Dimitriadis, Sergios

    2011-01-01

    Considering the rapid development of social media and their penetration in business marketing actions, the changes brought to the firm-customer interactions, and that social interactions are enhanced by social media, it is reasonable to ask a) what actions companies take, what their motivations are, what policies and strategies they follow, and what outcomes do they expect; and b) what social benefits arise from the use of such social media channels. The present work is a part of a study whic...

  6. Archetypes and brand image: an international comparison

    OpenAIRE

    Haddad, Luiza; Hamza, Kavita; Xara-Brasil, Duarte

    2015-01-01

    According to Mark & Pearson (2012), the best way to create "emotional affinity" for brands is by using archetypal images. By embodying its essence, the brand receives a meaning that is shared across cultures and generates recognition (Siraj and Kumari, 2011). For its part, the use of archetypes allows marketing managers to guide the management of the meanings of their brands, depending on various elements, in particular their life cycle. This study aimed at identifying and clas...

  7. Ecosystem Based Management in Transition: From Ocean Policy to Application

    Science.gov (United States)

    Saumweber, W. J.; Goldman, E.

    2016-12-01

    Ecosystem-based management (EBM) has been proposed as a means to improve resource management and stewardship for more than two decades. Over this history, its exact goals and approaches have evolved in concert with advances in science and policy, including a greater understanding of ecosystem function, valuation, and thresholds for change, along with direct reference to EBM principles in statute, regulation, and other Executive Actions. Most recently, and explicitly, the Administration's National Ocean Policy (NOP) called for the development of a Federal EBM framework that would outline principles and guidelines for implementing EBM under existing authorities. This cross-agency framework has yet to be developed, but, the NOP, and related Administration initiatives, have resulted in the practical application of EBM principles in several issue-specific policy initiatives ranging from fisheries and marine protected area management to coastal adaptation and water resource infrastructure investment. In each case, the application of EBM principles uses apparently unique policy mechanisms (e.g. marine planning, ecosystem services assessment, adaptive management, dynamic ocean management, etc.). Despite differences in terminology and policy context, each of these policy initiatives is linked at its core to concepts of integrated and adaptive management that consider broad ecosystem function and services. This practical history of EBM implementation speaks to both the challenges and opportunities in broad incorporation of EBM across diverse policy initiatives and frameworks. We suggest that the continued growth of EBM as a practical policy concept will require a move away from broad frameworks, and towards the identification of specific resource management issues and accompanying policy levers with which to address those issues. In order to promote this progression, Federal policy should recognize and articulate the diverse set of policy mechanisms encompassed under the

  8. Employer Branding: An Islamic Perspective

    Directory of Open Access Journals (Sweden)

    Norasyikin binti Shaikh Ibrahim

    2017-05-01

    Full Text Available This paper discusses employer branding from an Islamic perspective. Islam is away of life and so do the employer and employee relationship, which strengthensemployer branding in an organization. The definition, importance and processrelated to employer branding are discussed in the context of human resource management, such as job satisfaction and work environment. In addition to that, related human resource management practices such as recruitment andselection were discussed in an Islamic context. Related concepts such as employeevalue proposition (EVP, ethics and Islamic values were discussed with referencefrom Al-Quran and Hadith. The paper concludes with a few suggestions andrecommendations on instilling Islamic values for effective employer branding.

  9. Moderating role of brand attachment in brand crisis. To what extent does brand attachment affect purchase intention in brand crisis: a study based on Apple’s crisis in China.

    OpenAIRE

    Shestakov, Anton Alexandrovich

    2012-01-01

    Brand crisis can often lead to negative publicity which substantially affects purchase intention. Brand attachment, on the other hand, possesses marketing value since it helps the consumer choose a brand from a set of available brands in a certain market, has a positive effect on repeat purchase, and provokes the willingness to recommend a brand. This study attempts to examine purchase intention after Apple’s employee management crisis in China. It will do so by testing the blame attribution ...

  10. The Study on Activation Strategy of Time-honored Brand

    Directory of Open Access Journals (Sweden)

    Mu Jiankang

    2017-01-01

    Full Text Available Time-honored brands have profound cultural heritage, a large part of glorious time-honored brands has gradually disappeared from the market. Brand activation is the core of management strategic of brand equity as well as the fundamental requirement of time-honored enterprise recovery. This paper constructs the time-honored brand purchase model and finds that consumers nostalgic psychology for the consumer’s perception and buying behavior has a positive effect.

  11. Personal branding: building your pathway to professional success.

    Science.gov (United States)

    Philbrick, Jodi L; Cleveland, Ana D

    2015-01-01

    Personal branding is an introspective process by which you define yourself professionally, and it can serve as your pathway to professional success. There are six steps to building your personal brand: (1) taking an introspective look, (2) understanding the brand that may already exist, (3) developing your personal brand mantra, (4) crafting your physical footprint, (5) creating your digital footprint, and (6) communicating your message. Your personal brand is a promise of value and performance, and it is necessary to meet the expectations of your audience. Effective brand management is a key component to maintaining a positive brand reputation.

  12. Brand Preference Between Apple And Samsung Smartphone In Manado

    OpenAIRE

    Goni, Windy

    2013-01-01

    Branding is increasingly being used as a strategy for managing markets plays a very vital role in consumer buying decision. It has already proven that brands are are the company€™s most important asset. The objective of this study is to provide the information about the brand preference of smartphone in Manado and to reveal which brand that become brand preference in Manado. This research uses two important indicators that are brand equity and brand image. The method that is used in this re...

  13. The Dilemmas over Credit Policy Management in a Company

    Directory of Open Access Journals (Sweden)

    Maria Gorczyńska

    2013-11-01

    Full Text Available Purpose of the article: The paper identifies the core dilemmas over the establishment of the credit policy in a company. It considers the general scope and basic stages of credit policy management and analyses each stage of credit policy in terms of decisive aspects. The main areas of concerns are discussed within the settlement of credit policy and its implementation with regard to the model of optimal credit policy. Scientific aim: The paper aims at constructing a unified model of issues rising dilemmas while setting and implementing the credit policy management. It also aims at identifying core decisive problems in each of these fields and at providing a structured questions framework. Methodology/methods: The paper is based on conceptual analysis and deduction of the literature and general review of issues related to credit policy management. It containts autors’ own view on the problems included in each stage of credit policy management. Findings: Credit policy management is a subject for numerous dilemmas. The main areas of concerns are related to: the decision about the goal of credit policy managemet with regard to its restrictiveness, the settlement of credit policy with regard to elements of credit policy, and finally the implementation with regard to the risk of bad debts occurrence. Conclusions: (limits, implications etc The establishment of credit policy in a company requires to balance contrary interests and thus involves wide variety of issues to be considered. The presented model of decisive problems might be applied in each company regardless to their size.

  14. Practicing natural resource management with a policy orientation

    Science.gov (United States)

    Clark, Tim W.

    1992-07-01

    All natural resource managers want to contribute to successful conservation programs. Having and applying an explicit policy orientation is indispensable. The policy sciences are described and a case is made that, if natural resource managers utilize this set of conceptual and applied tools in their natural resource work, their effectiveness could be enhanced. The policy sciences offer a contextual, problem-oriented, and multimethod approach to meeting complex problems. Two kinds of knowledge are needed to solve problems—substantive knowledge about the resource and process knowledge about the decision and policy processes used to derive courses of management action. The interplay of science, analysis, and politics are examined. The wildlife management community is used to illustrate many points, including the important role implementation plays in the overall policy process.

  15. Making Sense of Stakeholder Brand Reputations

    DEFF Research Database (Denmark)

    von Wallpach, Sylvia; Koll, Oliver

    Marketing science and practice acknowledge that a brand’s reputation amongst consumers is essential for success. However, brand reputation may also affect other stakeholders’ exchange relationships with a brand. We discuss (1) the relevance of a multi-stakeholder approach to brand management, (2...... may show substantial overlap and divergence at the same time. When relating these stakeholders’ reputations to management-intended brand reputation, we find that some reputation elements have permeated to none, one or both groups, but also that the two stakeholder groups may agree about reputation...... elements which are not intended. We discuss how brand management can and why it should use such results in their brand-building efforts....

  16. The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry

    Directory of Open Access Journals (Sweden)

    Manilall Dhurup

    2014-04-01

    Rationale: The study sought to extend empirical evidence on the association between brand loyalty and product-related factors: packaging, price and brand awareness. Methodology: The study adopted a quantitative survey approach and was conducted in a paint retailing environment. Data were elicited from a conveniently selected sample of 212 consumers who purchased various brands of paint. Regression analysis and the one-way analysis of variance test were conducted to investigate the impact of packaging, price and brand awareness on brand loyalty. Findings: Packaging, price and brand awareness showed significant positive relationships with brand loyalty, which implied their significant predictive influence on brand loyalty. The results suggest that management should, inter alia, initiate and implement effective packaging, pricing and brand awareness in order to enhance consumers’ brand loyalty to the company’s products. Value of research: The research provides valuable insights to managers of companies on the need to continuously enhance their products’ packaging with competitive pricing strategies in order to improve brand awareness and brand loyalty and remain competitive in the market. The study also provides evidence of the relationship between brand loyalty and packaging, price and brand awareness in a South African context. Conclusion: The marketing success of businesses depends on their ability to continuously enhance their products’ packaging with competitive pricing and brand awareness strategies in order to improve brand loyalty. Future studies should be extended to other retailing environments and product categories.

  17. Use of Brand Heroes in Strategic Reputation Management: The Case of Bacardi, Adidas, and Daimler

    NARCIS (Netherlands)

    Bücker, J.J.L.E.; Ernste, K.; Erdemir, A.

    2018-01-01

    The last decade witnessed a renewal of historical approaches towards business management that emphasize the malleability of the past in order to serve the present. This chapter studies the use of heroes when organizations pursue strategic change, which the authors term hero-molding. The aim is to

  18. Group Policy Fundamentals, Security, and the Managed Desktop

    CERN Document Server

    Moskowitz, Jeremy

    2010-01-01

    The ultimate Group Policy guide-now updated for Windows 7 and Server 2008 R2!. IT and network administrators can streamline their Windows Server management tasks by using Group Policy tools to automate or implement rules, processes, or new security across the enterprise. In this comprehensive guide, Microsoft Group Policy MVP Jeremy Moskowitz thoroughly explores Group Policy across all Windows platforms, including the latest on Windows 7 and Server 2008 R2. If you're a Windows network administrator managing scores of users and computers, you need this essential reference on your desk.: Covers

  19. Influence of brand differential on motivation to conform and manufacturer versus store brand purchase intention

    Directory of Open Access Journals (Sweden)

    Tran, E.

    2014-05-01

    Full Text Available Relationships and characteristics that influence consumers’ purchase decision between store brand and manufacturer brand product offerings have emerged as an interesting and practical area of research. From a management perspective, understanding the process by which consumers make purchase choices between these brand offerings would lead to both theoretical and practical applications. Therefore, this study attempts to enhance understanding about the factors that influence consumers’ manufacturer versus store brand purchase decisions. A conceptual model is developed to integrate the manner by which a consumer’s motivation to conform to the perceived social norm of purchasing manufacturer brand products influences this purchase decision. The model is tested using survey data. Findings indicate the importance of the intensity of perceived differences between store brand and manufacturer brand product offerings in affecting consumers’ purchase intention of these products. The relationship is also mediated by consumers’ motivation to conform to manufacturer brand products in their purchase decision.

  20. Brand patronage and loyalty patterns: Store vs. manufacturer brands in the Greek soft drink category

    DEFF Research Database (Denmark)

    Krystallis, Athanasios; Chrysochou, Polymeros; Fotopoulos, Christos

    Nowadays, in most of the developed fast-moving consumer goods' markets store brands (i.e. retailer brands or private labels) have managed to establish a conciderable share in the retail market. Moreover, it is well known that store brands are perceived as strong competitors to manufacturer brands......, while offering good value for money. There is a large body of literature explaining and further exploring factors that influence loyalty towards store brands (e.g. among others Steenkamp and Dekimpe, 1997; Dhar and Hoch, 1997; Ailawadi and Keller, 2004). The objective of the work is to investigate...... the potential existence of differences in the loyalty behavior between store brands and manufacturer brands, as expressed through certain brand performance and loyalty measures (e.g. market shares, penetration, purchase frequencies, repeat rate, etc.). In order to meet the above escribed objective, panel data...

  1. Research in Hospitality Management: Editorial Policies

    African Journals Online (AJOL)

    Research in Hospitality Management is a peer-reviewed journal publishing papers that ... financial management, marketing, strategic management, economics, ... Articles covering social theory and the history and politics of the hospitality ...

  2. Place branding in strategic spatial planning: a content analysis of development plans, strategic initiatives and policy documents for Portugal 2014-2020

    NARCIS (Netherlands)

    da Silva Oliveira, Eduardo

    2015-01-01

    Purpose First, this article aims to depict the theoretical links between place branding and strategic spatial planning in order to provide further theoretical and conceptual foundations. Secondly, it aims to explore the roots of place branding theory and practice in Portugal, as well as how place

  3. A policy for development of project management. Projektijuhtimise arendamise poliitika

    Directory of Open Access Journals (Sweden)

    Arvi Kuura

    2013-01-01

    Full Text Available The share of temporary tasks and activities organised through projects and/or programmes is increasing in modern societies and also in businesses, non-profit and public organisations. To manage an increasing load of projects and programmes, the majority of organisations employ more skilled project management professionals and develop their project management capabilities. Against that background, most governments globally have not paid much attention to the development of project management. In other words, the project management capability (or maturity has not been a macro-level or policy concern. The article explores the importance of project management capabilities and the need for suitable policies, and outlines a policy for the development of project management

  4. The potential danger of negative free publicity for the consumer-brand relationship

    NARCIS (Netherlands)

    Tolboom, M.; Bronner, F.; Smit, E.

    2012-01-01

    How can free publicity contribute to building high quality consumer-brand relationships or strong brands? This is an important question because building strong brands is the main objective of brand management. Consumers are more willing to receive communication messages from strong brands (Smit et

  5. Brand Africa

    DEFF Research Database (Denmark)

    Richey, Lisa Ann; Ponte, Stefano

    2012-01-01

    a. Lisa Ann Richey, Roskilde University and Stefano Ponte, Danish Institute for International Studies - Brand Aid and Africa b. Fantu Cheru, Nordic Africa Institute - The Right to Consume: Compassion and the Intricate New Phase of Capitalism and Africa c. Rita Abrahamsen, University of Ottawa...... - Africa in a Global Political Economy of Symbolic Goods d. Graham Harrison, University of Sheffield - Images and Representations of Africa: Old, New and Beyond e. Claire Mercer, London School of Economics and Political Science - The Privatisation of Aid? f. Dan Brockington, University of Manchester...

  6. Personal Branding

    OpenAIRE

    Climent i Martí, Jordi

    2017-01-01

    Proyecto Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2013/2014. Director: Cristina Ayala del Pino Con este Trabajo Fin de Grado he querido aproximar el concepto del Personal Branding y de marca personal como la herramienta para diferenciarse en el entorno profesional. Partiendo con la definición del concepto, su construcción, el panorama actual, compaginar empleo con marca personal y acabando con la visión personal de un gurú de la Marca Person...

  7. PoDMan: Policy Deviation Management

    Directory of Open Access Journals (Sweden)

    Aishwarya Bakshi

    2017-07-01

    Full Text Available Whenever an unexpected or exceptional situation occurs, complying with the existing policies may not be possible. The main objective of this work is to assist individuals and organizations to decide in the process of deviating from policies and performing a non-complying action. The paper proposes utilizing software agents as supportive tools to provide the best non-complying action while deviating from policies. The article also introduces a process in which the decision on the choice of non-complying action can be made. The work is motivated by a real scenario observed in a hospital in Norway and demonstrated through the same settings.

  8. Brand communities embedded in social networks ?

    OpenAIRE

    Zaglia, Melanie E.

    2013-01-01

    Brand communities represent highly valuable marketing, innovation management, and customer relationship management tools. However, applying successful marketing strategies today, and in the future, also means exploring and seizing the unprecedented opportunities of social network environments. This study combines these two social phenomena which have largely been researched separately, and aims to investigate the existence, functionality and different types of brand communities within social ...

  9. Branding the City: The Democratic Legitimacy of a New Mode of Governance

    NARCIS (Netherlands)

    J. Eshuis (Jasper); A.R. Edwards (Arthur)

    2013-01-01

    markdownabstract__Abstract__ Place branding has been used to influence ideas concerning communities and districts, especially in regeneration programmes. This article approaches branding as a new governance strategy for managing perceptions. Considering the popular criticism that branding is a

  10. New Zealand patients' understanding of brand substitution and opinions on copayment options for choice of medicine brand.

    Science.gov (United States)

    Lessing, Charon; Ashton, Toni; Davis, Peter

    2016-06-01

    Objective The aim of the present study was to better understand the views and experiences of New Zealand patients on switching between brands of prescription medicines and on alternative funding options for the provision of medicines, including an increase in copayments. Methods A self-administered questionnaire was offered to selected patients through participating community pharmacies. Pharmacies were stratified according to level of deprivation of the community served before random selection and invitation for involvement in the study. Patient understanding of and rationale for brand substitution was assessed. Preference for different copayment options was elicited, together with demographic and other explanatory information. Results In all, 194 patient-completed questionnaires were returned. Some gaps in patient knowledge and understanding of brand changes were evident. Most respondents indicated a preference for the existing subsidy arrangements with little desire expressed for alternatives. Around half were willing to contribute towards paying for a choice of brand other than the subsidised brand; however, the maximum contribution nominated was disproportionately lower than real cost differences between originator brand and generics. Conclusion The findings of the present study suggest that although most patients have experienced brand changes without any problems occurring, a lack of knowledge about substitution does persist. There may be some additional gain in ensuring New Zealanders are aware of the full cost of their medicines at the point of dispensing to reinforce the benefits of the Pharmaceutical Management Agency (PHARMAC) purchasing model. What is known about the topic? Generic reference pricing is used as a mechanism to make savings to pharmaceutical budgets; however, reticence to the use of generic medicines persists. What does this paper add? Most New Zealand patients experience brand changes without any problems occurring; however, a lack of

  11. THE EFFECT OF NEW IDENTITY, NEW IMAGE, AND REPOSITIONING AS A PROCESS OF REBRANDING TOWARD BRAND LOYALTY, BRAND ASSOCIATIONS, PERCEIVED QUALITY AS PART OF BRAND EQUITY

    Directory of Open Access Journals (Sweden)

    Setiani T.

    2018-04-01

    Full Text Available Media companies are growing rapidly, along with technological advances, where the success of a media must be supported by brand management. This study examines corporate rebranding by changing name, logo and slogan in influencing brand equity in media companies. Not only to measure the concepts of corporate rebranding and brand equity, the study also examines the relationships between indicators that are used as variables, namely new identity with brand association, new image with brand association, new image with perceived quality, new image with brand loyalty, repositioning with brand association, repositioning with perceived quality and repositioning with brand loyalty. The method of analysis in this study using multiple linear with SPSS analysis. 110 respondents who are advertiser of Radio Kencana Malang in 2017. This study shows a significant effect between corporate rebranding to brand equity simultaneously, new identity with brand association, new image with brand association, repositioning with brand association, new identity with perceived quality, new image with perceived quality, repositioning with brand loyalty, and new identity with brand loyalty. However, there is no significant effect between repositioning with perceived quality and new image with brand loyalty on Radio Kencana Malang.

  12. BRANDING IN SMALL BUSINESS

    OpenAIRE

    Catalin Mihail BARBU; Radu Florin OGARCA; Mihai Razvan Constantin BARBU

    2010-01-01

    In this paper we analyzed the branding in small business. Using a desk research on Internet and the press we have identified the practices small businesses use to enhance their brand and the brand dynamics in small business. Our main contribution is that we tried to figure out the strategy of branding in small business. This need further to be investigated in order to understand how branding works in small business and to better capture the role of branding in small business.

  13. GLOBAL OR NATIONAL BRANDS?

    Directory of Open Access Journals (Sweden)

    Sorina GÎRBOVEANU

    2007-01-01

    Full Text Available Today, branding is such a strong force that hardly anything goes unbranded. Branding in global markets poses several challenges to the marketers. A key decision is the choice between global and nationals brands. This article gives the answers to the questions: what is, what is need for, what are the advantages, costs and risks of global and national brands? All go to the following conclusion: use global brands where possible and national brands where necessary.

  14. The Influence of Knowledge Management and Brand Equity on Marketing Performance: a Case Study of a Japanese Automaker’s Branch in Taiwan

    Directory of Open Access Journals (Sweden)

    Gao-Liang Wang

    2012-06-01

    Full Text Available The chief purpose of this study is to verify and understand how the corporate-initiated implementation of knowledge management (KM and brand equity affect the marketing performance of a Japanese automaker’s Taiwanese branch. Data was extracted from the population using convenience sampling to verify the goodness-of-fit of the overall, structural and measurement models by means of Structural Equation Modeling (SEM. Findings from this study indicate that 1 KM has a positive and significant influence on marketing performance; 2 Brand equity has a positive and significant influence on marketing performance. Not only do the research results give that particular Japanese car brand’s Taiwan subsidiary a sense of how important and beneficial KM implementation is, they also offer other companies helpful information for operations-related decision-making.

  15. Building a leadership brand.

    Science.gov (United States)

    Ulrich, Dave; Smallwood, Norm

    2007-01-01

    How do some firms produce a pipeline of consistently excellent managers? Instead of concentrating merely on strengthening the skills of individuals, these companies focus on building a broad organizational leadership capability. It's what Ulrich and Smallwood--cofounders of the RBL Group, a leadership development consultancy--call a leadership brand. Organizations with leadership brands take an "outside-in" approach to executive development. They begin with a clear statement of what they want to be known for by customers and then link it with a required set of management skills. The Lexus division of Toyota, for instance, translates its tagline--"The pursuit of perfection"--into an expectation that its leaders excel at managing quality processes. The slogan of Bon Secours Health System is "Good help to those in need." It demands that its managers balance business skills with compassion and caring. The outside-in approach helps firms build a reputation for high-quality leaders whom customers trust to deliver on the company's promises. In examining 150 companies with strong leadership capabilities, the authors found that the organizations follow five strategies. First, make sure managers master the basics of leadership--for example, setting strategy and grooming talent. Second, ensure that leaders internalize customers' high expectations. Third, incorporate customer feedback into evaluations of executives. Fourth, invest in programs that help managers hone the right skills, by tapping customers to participate in such programs. Finally, track the success of efforts to build leadership bench strength over the long-term. The result is outstanding management that persists even when individual executives leave. In fact, companies with the strongest leadership brands often become "leader feeders"--firms that regularly graduate leaders who go on to head other companies.

  16. The Role of Green Space in City Branding

    DEFF Research Database (Denmark)

    Gulsrud, Natalie Marie

    and globalization. Urban political ecology is applied as a critical lens. Findings indicate that green city branding discourses impact UGI governance arrangements both at the on-the-ground level of exploring concrete policy problems and their causes and solutions as well as at the meta-level in terms of framing...... diverse green city branding cases in Denmark, Singapore and the European Union. The case studies are analyzed and operationalized through an urban governance theoretical framework linking changes in policy practices such as urban greening to broader structural changes in society such as neoliberalism...... ideas about the relationships between state, market and civil society. Study findings contribute to urban green space management practices in Denmark and abroad as well as to the literature on urban green space governance....

  17. Innovation policy for the Dutch energy transition Operationalising transition management?

    NARCIS (Netherlands)

    D.A. Loorbach (Derk); R. Kemp (René)

    2005-01-01

    textabstractThe term transition is a key term of the fourth national environmental policy plan (NMP4, 2001), which put forward transition management (Rotmans et al, 2000) as a new policy approach for dealing with persistent and highly complex societal problems such as climate change, loss of

  18. Starting the Conversation: University-Wide Research Data Management Policy

    Science.gov (United States)

    Erway, Ricky

    2013-01-01

    This call for action addresses the high-level benefits of adopting a university-wide policy regarding research data management. It identifies the various university stakeholders and suggests that the library initiate a conversation among them in order to get buy-in for a proactive, rather than reactive, high-level policy for responsible data…

  19. The contribution of partnership and branding to destination management in a globalized context: The case of the UNWTO Silk Road Programme

    Directory of Open Access Journals (Sweden)

    Marios Sotiriadis

    2017-12-01

    Full Text Available The aim of this paper is twofold: (i to present the challenges of destination management and governance within the globalized and digital environment; and (ii to analyse the potential contribution of partnership and branding to advancing tourism development and promoting tourism experience opportunities. A case of Public-Private Partnership (PPP – The UNWTO Silk Road Programme - is used to investigate how related issues and aspects are put into implementation. The paper’s focus is on the valuable role of PPPs in marketing, infrastructure development and heritage management; and on the critical importance of involvement of stakeholders in engaging into this trans-border scale project.

  20. Development of GPS survey data management protocols/policy.

    Science.gov (United States)

    2010-08-01

    This project developed a statewide policy and criteria for collecting, analyzing, and managing global position system (GPS) survey data. The research project determined the needs of the Department in adopting the GPS real time kinetic (GPS RTK) stake...

  1. African Journal of Management Research: Editorial Policies

    African Journals Online (AJOL)

    Topics and themes appropriate for African Journal of Management Research will ... African Journal of Management Research maintains a 2-3 month turnaround time from submission to decision. ... Emeritus Professor, Goldsmiths College, UK.

  2. Status of DOE defense waste management policy

    International Nuclear Information System (INIS)

    Oertel, K.G.; Scott, R.S.

    1983-01-01

    This paper very briefly traces the statutory basis for DOE management of atomic energy defense activity wastes, touches on the authority of the Federal agencies involved in the regulation of defense nuclear waste management, and addresses the applicable regulations and their status. This background sets the stage for a fairly detailed discussion of management and disposal strategies of the Defense Waste and Byproducts Management Program

  3. Towards Adaptive Management: Examining the Strategies of Policy Entrepreneurs in Dutch Water Management

    Directory of Open Access Journals (Sweden)

    Stijn Brouwer

    2011-12-01

    Full Text Available The growing awareness of the complexities and uncertainties in water management has put into question the existing paradigms in this field. Increasingly more flexible, integrated, and adaptive policies are promoted. In this context, the understanding of how to effect policy change is becoming more important. This article analyzes policy making at the micro level, focusing on the behavior of policy entrepreneurs, which we understand here as risk-taking bureaucrats who seek to change policy and are involved throughout the policy-change process. Policy entrepreneurs have received a certain level of attention in the adaptive co-management literature and the policy sciences in past decades. Yet, the understanding of the actions they can take to facilitate policy change remains limited. This study addresses this gap in focusing on the strategies that policy entrepreneurs employ in their efforts to effect policy change. The article draws on both theoretical exploration and in-depth field research on water management in the Netherlands, which included a series of semi-structured interviews and a focus group with policy entrepreneurs. We conclude that policy entrepreneurs employ four types of strategies: (1 attention and support-seeking strategies, to demonstrate the significance of a problem and to convince a wide range of participants about their preferred policy; (2 linking strategies, to link with other parties, projects, ideas, and policy games; (3 relational management strategies, to manage the relational factor in policy-change trajectories; and finally, (4 arena strategies, to influence the time and place wherein decisions are made. Our study suggests that by employing these strategies when the "time is right," the development of policy streams and consequently their coupling can, to some extent, be influenced and steered. In other words, policy entrepreneurs can, to a degree, prepare for a window of opportunity and hence direct policy change.

  4. Applying risk management strategies to strengthen an IDS's investment policy.

    Science.gov (United States)

    Fine, R P

    1998-11-01

    The increased financial risk that not-for-profit integrated delivery systems have assumed to function under managed care has required them to become increasingly reliant on income and gains from their investment portfolios. This reliance underscores the need for these organizations to take steps to effectively manage their investment risk. Not-for-profit IDSs should establish a systematic approach to investment risk management that is based on maintaining a sound fiduciary infrastructure and having a clear understanding of risk exposures, the most important of which are policy and market risk. Applying reasonable and common-sense risk management strategies to investment policy will enhance an IDS's overall financial and competitive strength.

  5. On congruence between brand and human personalities

    OpenAIRE

    Maehle, Natalia; Shneor, Rotem

    2010-01-01

    Accepted version of a paper from the journal: Journal of Product and Brand Management. Published version available from Emerald at:http://dx-doi.org/10.1108/10610421011018383 Purpose: The purpose of this research paper is to uncover the relations between brand and human personality by identifying brand preferences of consumers with different personality types. Design/methodology/approach: Based on the existing literature, 15 propositions are suggested linking Ekelund's DI types as parsimon...

  6. Pentingnya Brand Loyalty terhadap Minat Beli Ulang

    OpenAIRE

    Hadi, Prasetyo; Sumarto, Sumarto

    2010-01-01

    Brand loyalty provides strategic value to the company if managed properly. For example, the reduction of marketing costs, increase sales and market share, create brand awareness, growing interest in new customers. Including providing opportunities for the company time to anticipate a possible threat from rivals. Thus, marketing is a battle of consumer perception and brand loyalty, not just a battle of products.The purpose of this study was to investigate the effect of positioning strategy tow...

  7. To brand or not to brand

    DEFF Research Database (Denmark)

    Andersen, Lone Schreiber; Brunsø, Karen

    2002-01-01

    When consumers recognise the Irma-girl, the yellow arches of McDonald's or the logo of Arla Foods, they react to the 'branding' of the company.E ven though many people have already heard of branding, only a minority are able to define the concept.A 'brand' can be a number of things: a name...

  8. Optimal Replacement and Management Policies for Beef Cows

    OpenAIRE

    W. Marshall Frasier; George H. Pfeiffer

    1994-01-01

    Beef cow replacement studies have not reflected the interaction between herd management and the culling decision. We demonstrate techniques for modeling optimal beef cow replacement intervals and discrete management policies by incorporating the dynamic effects of management on future productivity when biological response is uncertain. Markovian decision analysis is used to identify optimal beef cow management on a ranch typical of the Sandhills region of Nebraska. Issues of breeding season l...

  9. Place branding and endogenous rural development. Departure points for developing an inner brand for the River Minho estuary

    NARCIS (Netherlands)

    Dominguez Garcia, M.D.; Horlings, L.G.; Swagemakers, P.; Simón Fernández, X.

    2013-01-01

    Place branding holds a promising contribution to sustainable territorial development and requires changes in the social organisation of places, which implies complex transitional processes towards new management regimes. This article explores place branding of the River Minho estuary in the

  10. Safety management - policy, analysis and implementation

    International Nuclear Information System (INIS)

    Allen, F.R.

    1993-01-01

    The nuclear industry is moving towards a period of ever increasing emphasis on business performance and profitability. Safety has, of course, always been a major concern of management in the nuclear industry and elsewhere. The civil aviation industry , for example, has had a similar concern for safety. Other industry sectors are also developing safety management as a response to events within and outside their sectors. In this paper the way that the risk management process as a whole is being addressed is looked at. Can we use risk management, initially a safety-orientated tool, to improve business performance? (author)

  11. 77 FR 64394 - Redelegation of Authority for Office of Field Policy and Management

    Science.gov (United States)

    2012-10-19

    ...'s decision, through the Office of Field Policy and Management leadership. Only the program Assistant... for Office of Field Policy and Management AGENCY: Office of Field Policy and Management, HUD. [[Page... Secretary for Field Policy and Management redelegates certain operational management authority to the HUD...

  12. Investigating the brand love-brand hate relationship, and the effects of brand attitude and brand attachment on brand hate

    OpenAIRE

    Silden, Sandra Emilie; Skeie, Malin Elida

    2015-01-01

    There has been an increase in consumer research on consumer-brand relationships, specifically positive relationship between the consumer and brands. This thesis tries to shed light on a topic that has received less attention, though highly related, namely brand hate. Study 1 was conducted in order to investigate an antecedent to brand hate, building on the fact that love for a competing brand can cause brand hate. To our knowledge this topic has not been examined before. However, a line of re...

  13. Administrative Management by Objectives. Policy 2100.

    Science.gov (United States)

    East Allen County Schools, New Haven, IN.

    Management-by-objectives (MBO) focuses attention on objectives stated as end accomplishments rather than the activities which bring about those accomplishments. MBO identifies eight major areas of management which become involved in the process: (1) planning, (2) performance appraisal, (3) individual motivation, (4) coordination, (5) control, (6)…

  14. Information resources management for policy formulation ...

    African Journals Online (AJOL)

    This article discusses the findings of a study conducted on the state of information resources management (IRM) in government ministries in Tanzania. The purpose of the study was to investigate and establish the extent to which the information resources management in the ministries reflect and support the process of ...

  15. Uncertainty-accounting environmental policy and management of water systems.

    Science.gov (United States)

    Baresel, Christian; Destouni, Georgia

    2007-05-15

    Environmental policies for water quality and ecosystem management do not commonly require explicit stochastic accounts of uncertainty and risk associated with the quantification and prediction of waterborne pollutant loads and abatement effects. In this study, we formulate and investigate a possible environmental policy that does require an explicit stochastic uncertainty account. We compare both the environmental and economic resource allocation performance of such an uncertainty-accounting environmental policy with that of deterministic, risk-prone and risk-averse environmental policies under a range of different hypothetical, yet still possible, scenarios. The comparison indicates that a stochastic uncertainty-accounting policy may perform better than deterministic policies over a range of different scenarios. Even in the absence of reliable site-specific data, reported literature values appear to be useful for such a stochastic account of uncertainty.

  16. Effective Management for National or Local Policy Objectives?

    DEFF Research Database (Denmark)

    Winter, Søren; Skou, Mette; Beer, Frederikke

    This research considers the role of local policies and management in affecting street-level bureaucrats’ actions in implementing national policy mandates. The focus on sanctioning behavior by social workers provides a strong test of these effects, given that the behaviors are both visible and have...... workers with a better fit with the goals of the organization increases workers’ compliance with local policy goals, but only when these diverge from national ones! Increasing staff capacity and information provision have simpler effects in fostering more compliance with the national policy mandate among...... workers. Managers’ addressing adverse selection problems seems more effective than coping with moral hazard. The combination of local politicians’ influence on the formation of local policy goals and managers’ influence in getting workers to comply with those indicates a very important role for policy...

  17. Learning how to respond to anti-branding communities : Designing a dilemma-based serious game for online marketing management

    NARCIS (Netherlands)

    Broek, T.A. van den; Koers, W.; Langley D.J.

    2013-01-01

    Numerous examples have shown that mass participation in online anti-branding communities can affect marketing managers’ decisions by forcing firms to change their behaviour. Prior research has shown that incorrect responses can worsen reputational damage. This paper presents a new method to train

  18. The Frontlines of Brand Risk

    Directory of Open Access Journals (Sweden)

    Fournier Susan

    2018-05-01

    Full Text Available Whether it be the NFL, Dove, Wells Fargo, VW or countless others–managers need only open a daily newspaper to see how things can go terribly wrong for brands. Decline can be fast and the landing hard. In a contemporary marketplace where ideologies reign and social media guarantees the spread of (misinformation at light speed, a lot of what we think we know about brand marketing needs to be rethought through a risk-management lens. “For me, brand risk is any event, action or condition with the potential to damage a brand’s value, thereby making revenue generation and a company’s market value less than it should or could have been,” Patrick Marrinan, Managing Principal of Marketing Scenario Analytica, states. In his talk with Susan Fournier and Shuba Srinivasan, Patrick illustrates the many facets of a risk that has only begun to be recognized as a serious threat to carefully cultivated brand assets. Here we share what to watch out for and what brands can do to protect against risk.

  19. The fire environment--innovations, management, and policy; conference proceedings

    Science.gov (United States)

    Bret W. Butler; Wayne Cook

    2007-01-01

    The International Association of Wildland Fire sponsored the second Fire Behavior and Fuels conference in Destin, Florida. The conference theme was "Fire Environment--Innovations, Management, and Policy." Over 450 attendees participated in presentations on the latest innovations in wildland fire management, examples of successful and maybe not so successful...

  20. Evaluation in the Transnational "Management by Projects" Policies

    Science.gov (United States)

    Heikkinen, Anja

    2004-01-01

    There is a supranational tendency in educational governance towards a "management by projects" policy, which substitutes democratic procedures and norm-based control in the materialisation of educational justice. The organisational level becomes crucial for the management of education and the pressure to conceive education as a…

  1. Private Forests: Management and Policy in a Market Economy

    Science.gov (United States)

    Frederick W. Cubbage; Anthony G. Snider; Karen Lee Abt; Robert L. Moulton

    2003-01-01

    This chapter discusses privately owned forests and timber management in a market economy, including private property rights and tenure, landowner objectives and characteristics, markets, and government policies. Private forest land ownership and management-whether it be industrial or nonindustrial-is often assumed to represent the classic model of atomistic competition...

  2. Low level radioactive waste management and discharge policies in Turkey

    International Nuclear Information System (INIS)

    Oezdemir, T.; Oezdemir, C.; Uslu, I.

    2005-01-01

    The legal infrastructure in Turkey for the management of low-level radioactive waste covers the liquid, solid and gaseous wastes. Management of these radioactive wastes is briefly described in this paper. Moreover, delay and decay tank systems that are used to collect and store the low level radioactive wastes as a part of low-level radioactive effluent discharge policy are introduced. (author)

  3. Evaluating the truth brand.

    Science.gov (United States)

    Evans, W Douglas; Price, Simani; Blahut, Steven

    2005-03-01

    The American Legacy Foundation developed the truth campaign, an aspirational antismoking brand for adolescents. This study tested whether a multidimensional scale, brand equity in truth, mediates the relationship between campaign exposure and youth smoking. We collected brand equity responses from 2,306 youth on a nationally representative telephone survey. Factor analysis indicates that the scale has excellent psychometric properties and effectively measures brand equity. We developed a structural equation model to test the mediation hypothesis. Results show that brand equity mediates the relationship between truth and smoking. Analyses of potential cofounders show this relationship is robust. Behavioral branding (brands about a behavior or a lifestyle) is an important public health strategy.

  4. BRAND - PRODUCT INTERDEPENDENCE

    Directory of Open Access Journals (Sweden)

    Tudor NISTORESCU

    2014-06-01

    Full Text Available In this paper we conceptually discussed the brands’ role in the society, the dimensions of branding and the relationship between the brand and the products. We adhere to the main ideas expressed in the literature, that the brand is more than a product. However the product is needed to render the brand tangible. The product is the magic box that delivers the brand experience. Without the product, the brand meaning would have difficulties in attracting customers. More studies are needed to investigate the brand-product relationship.

  5. Novel versus Familiar Brands

    DEFF Research Database (Denmark)

    Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith

    2012-01-01

    Two experiments were conducted to analyze neurophysiological activation, response latency, and actual brand choice concerning novel and familiar brands. The results show that (1) the choice of novel brands (compared to the choice of familiar brands) is preceded by increased activation of both...... the cingulate gyrus and the ventromedial prefrontal cortex, as measured by a functional magnetic resonance imaging (fMRI) study; (2) novel brands are associated with longer choice response latency than familiar brands; and (3) positive mood enhances response latency of choosing novel brands compared to familiar...

  6. Policies and Strategies for Radioactive Waste Management (Russian Edition)

    International Nuclear Information System (INIS)

    2012-01-01

    To assure the safe, technically optimal and cost effective management of spent fuel and radioactive waste, appropriate policies and strategies are required. This publication clarifies the differences between a policy and a strategy, and provides principal advice to Member States on the typical composition, mutual links and the process of compilation of such documents. It also offers options for and indicates approaches to the management of spent fuel and radioactive waste, thus enabling an effective spent fuel and radioactive waste management infrastructure to be developed.

  7. Public policy issues in nuclear waste management

    International Nuclear Information System (INIS)

    Nealey, S.M.; Radford, L.M.

    1978-10-01

    This document aims to raise issues and to analyze them, not resolve them. The issues were: temporal equity, geographic and socioeconomic equity, implementation of a nuclear waste management system, and public involvement

  8. Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image

    OpenAIRE

    Syed Alwi, SF; Nguyen, B; Melewar; Yeat-Hui, L; Liu, M

    2016-01-01

    Purpose (mandatory) The research explores brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers’ brand loyalty and their long-term commitment. The aim is to provide a more comprehensive framework of the buyer’s behavioral response in the business to business context by integrating both trust elements and industrial brand attributes (brand performance and industrial brand image). In addition, the study explores the mediatio...

  9. Brand Equity Evolution: a System Dynamics Model

    Directory of Open Access Journals (Sweden)

    Edson Crescitelli

    2009-04-01

    Full Text Available One of the greatest challenges in brand management lies in monitoring brand equity over time. This paper aimsto present a simulation model able to represent this evolution. The model was drawn on brand equity concepts developed by Aaker and Joachimsthaler (2000, using the system dynamics methodology. The use ofcomputational dynamic models aims to create new sources of information able to sensitize academics and managers alike to the dynamic implications of their brand management. As a result, an easily implementable model was generated, capable of executing continuous scenario simulations by surveying casual relations among the variables that explain brand equity. Moreover, the existence of a number of system modeling tools will allow extensive application of the concepts used in this study in practical situations, both in professional and educational settings

  10. A Dynamic Perspective on Symbolic Co-branding

    DEFF Research Database (Denmark)

    von Wallpach, Sylvia; Backhausen, Mia

    2016-01-01

    brand’s meaning—a challenge that is accentuated when multiple brands form alliances. Focusing on symbolic co-branding, this paper aims to understand how involved brands’ meaning arises from discursive interactions in stakeholder networks (including brand management). A netnographic study in the context...... of lifestyle and fashion blogs provides in-depth insights into the evolvement of two symbolic co-branding processes. The results highlight various stakeholders’ role in and discursive strategies of creating and transferring meaning between involved brands and add unprecedented insights into symbolic co-branding...

  11. Product Placement and Brand Equity

    OpenAIRE

    Corniani, Margherita

    2003-01-01

    Product placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. In global markets, product placement is particularly useful for improving brand equity of brands with a well established brand awareness.

  12. Tobacco branding, plain packaging, pictorial warnings, and symbolic consumption.

    Science.gov (United States)

    Hoek, Janet; Gendall, Philip; Gifford, Heather; Pirikahu, Gill; McCool, Judith; Pene, Gina; Edwards, Richard; Thomson, George

    2012-05-01

    We use brand association and symbolic consumption theory to explore how plain cigarette packaging would influence the identities young adults cocreate with tobacco products. Group discussions and in-depth interviews with 86 young adult smokers and nonsmokers investigated how participants perceive tobacco branding and plain cigarette packaging with larger health warnings. We examined the transcript data using thematic analysis and explored how removing tobacco branding and replacing this with larger warnings would affect the symbolic status of tobacco brands and their social connotations. Smokers used tobacco brand imagery to define their social attributes and standing, and their connection with specific groups. Plain cigarette packaging usurped this process by undermining aspirational connotations and exposing tobacco products as toxic. Replacing tobacco branding with larger health warnings diminishes the cachet brand insignia creates, weakens the social benefits brands confer on users, and represents a potentially powerful policy measure.

  13. MANAGING ENVIRONMENTAL POLICY FOR TOURISM DEVELOPMENT

    Directory of Open Access Journals (Sweden)

    Margarita Matlievska

    2013-01-01

    Full Text Available Based on variety of impacts that tourism poses over national economies, each country is interested in supporting its development. Moreover, everyone urges measures for increasing the number of tourists who are eager in meeting their travel and tourism preferences. Since the motive for tourism flows lies in natural or cultural background, it is necessary to find solutions for enhancing such basis. This paper supports the fact that tourism development may not be addressed if environment is neglected. For that purpose, the research is focused on environmental policy as a precondition for preserving safe and sound grounds for tourism development. In this respect, the case of Macedonia is investigated with its corpus of environmental laws being in a state of approximation with the ‘horizontal’ legislation of the European Union. So, the contribution of this paper lies in the fact that provides overview and facts at glance not only on the environmental protection legislation in Macedonia, but on the constitutional regulation as well. The research outcomes confirm the starting research hypothesis for obtaining national environmental legislation fully in line with already established international standards. Hence, one may argue that environmental policy provides basis and legal opportunities for strengthening tourism development.

  14. The role of storytelling in co-creating a corporate brand with employees

    OpenAIRE

    Spear, S.

    2015-01-01

    Organizations are increasingly realizing that brands cannot be solely controlled by managers, but are instead co-created with stakeholders through their interactions and experiences with the brand. The co-creation of the corporate brand with employees deserves particular attention, as employees are critical in delivering the corporate brand and will influence other stakeholders’ brand experience. Storytelling within organizations offers opportunities for brand co-creation, as stories can be c...

  15. Building Brand Power

    Science.gov (United States)

    Lakshmi, S.; Muthumani, S., Dr.

    2017-05-01

    Brand power is established through brand awareness. It’s all about making consumers familiar about their products and services. Marketing strategies should make the customers extend the positive approach towards brand and continue through repeated purchases. There is a triple perspective approach to investigate the brand awareness in this research. The brand awareness and brand equity are studied and the relationship between those are analyzed. This also drills down about the brand performance and knowledge with awareness which tries to find out the brands value and utility among the public. Continuous improvement on package design, quality and buying experience will lead to customer loyalty and preference. Branding should happen though creative ads, eye catchers and special campaigns. Brand awareness is the extent to which consumers are familiar with their product or services. Power of a brand is resides in the minds of the customers. To build a strong brand, it is one of the great challenge for the marketers to ensure that customers have the right experiences with products and services and various marketing programs. So that tenderness, beliefs, perspective, perception and so on linked to the brand. If we are presenting the brand with no enthusiasm or spunk, people are going to forget about our brand. Even though that may seem harsh, it’s the naked truth in today’s marketing world. Brand must reach out to the community by special events, creating campaigns to keep the brand relevant also offer customer a unique experience. Here we study about the brand consciousness and to identify the cohesion between brand awareness with knowledge and performance and also to assess the effect of brand awareness on consumer purchase. In this study we necessary statistical tools like chi-square test ad t-test has been used to analyse the collected data. It is highly recommend to increase brand awareness, the marketers are constantly required to build brand awareness both

  16. Update on Waste Management Policies and Programmes

    International Nuclear Information System (INIS)

    Anon.

    1988-01-01

    In addition to the regular items on national, international and NEA programme activities, this edition of the Bulletin contains two special contributions. First, a special editorial by Dr. Rudolf Rometsch, President of the Swiss National Cooperative for the Storage of Radioactive Waste (NAGRA) and current Chairman of the NEA Radioactive Waste Management Committee (RWMC), provides his personal reflections on the significance and relevance of the recent ''TRANSNUKLEAR AFFAIR'' to the waste management community. Secondly, the recently released Goguel Report from France is featured in the ''Topical Report'' section. This report provides a useful examination of site selection criteria for geological waste repositories [fr

  17. School Improvement Policy--Site-Based Management

    Directory of Open Access Journals (Sweden)

    C. Kenneth Tanner

    1998-03-01

    Full Text Available Have administrative functions of principals changed in schools practicing site-based management (SBM with shared governance? To deal with this issue we employed the Delphi technique and a panel of 24 experts from 14 states. The experts, which included educational specialists, researchers, writers, and elementary school principals, agreed that the implementation of SBM dramatically influences the roles of the principal in management/administration and leadership. Data revealed that the elementary principal's leadership role requires specialized skills to support shared governance, making it necessary to form professional development programs that adapt to innovations evolving from the implementation of SBM.

  18. A game theory analysis of green infrastructure stormwater management policies

    Science.gov (United States)

    William, Reshmina; Garg, Jugal; Stillwell, Ashlynn S.

    2017-09-01

    Green stormwater infrastructure has been demonstrated as an innovative water resources management approach that addresses multiple challenges facing urban environments. However, there is little consensus on what policy strategies can be used to best incentivize green infrastructure adoption by private landowners. Game theory, an analysis framework that has historically been under-utilized within the context of stormwater management, is uniquely suited to address this policy question. We used a cooperative game theory framework to investigate the potential impacts of different policy strategies used to incentivize green infrastructure installation. The results indicate that municipal regulation leads to the greatest reduction in pollutant loading. However, the choice of the "best" regulatory approach will depend on a variety of different factors including politics and financial considerations. Large, downstream agents have a disproportionate share of bargaining power. Results also reveal that policy impacts are highly dependent on agents' spatial position within the stormwater network, leading to important questions of social equity and environmental justice.

  19. On Health Policy and Management (HPAM: Mind the Theory-Policy-Practice Gap

    Directory of Open Access Journals (Sweden)

    David Chinitz

    2014-12-01

    Full Text Available We argue that the field of Health Policy and Management (HPAM ought to confront the gap between theory, policy, and practice. Although there are perennial efforts to reform healthcare systems, the conceptual barriers are considerable and reflect the theory-policy-practice gap. We highlight four dimensions of the gap: 1 the dominance of microeconomic thinking in health policy analysis and design; 2 the lack of learning from management theory and comparative case studies; 3 the separation of HPAM from the rank and file of healthcare; and 4 the failure to expose medical students to issues of HPAM. We conclude with suggestions for rethinking the field of HPAM by embracing broader perspectives, e.g. ethics, urban health, systems analysis and cross-national analyses of healthcare systems.

  20. Water Demand Management Policy Brief No

    International Development Research Centre (IDRC) Digital Library (Canada)

    Bob Stanley

    Water demand management (WDM) programs have been widely implemented across the MENA region and elsewhere, with varying degrees of success. The criteria below are intended to help policymakers determine how best to develop institutions with the capacity and capability to design, implement and monitor WDM ...

  1. Knowledge Systems and Natural Resources: Management, Policy ...

    International Development Research Centre (IDRC) Digital Library (Canada)

    2007-10-31

    Oct 31, 2007 ... Knowledge Systems and Natural Resources is a unique collection of case studies from Nepal. ... and students of social and political sciences and natural resource management. ... Nepal and founding Editor of the Journal of Forest and Livelihood. ... Ideas from the global climate change hotspot research.

  2. Cigarette brand loyalty in Australia: findings from the ITC Four Country Survey.

    Science.gov (United States)

    Cowie, Genevieve A; Swift, Elena; Borland, Ron; Chaloupka, Frank J; Fong, Geoffrey T

    2014-03-01

    There is little academic research on tobacco brand loyalty and switching, and even less in restrictive marketing environments such as Australia. This paper examines tobacco brand family loyalty, reasons for choice of brand and the relation between these and sociodemographic variables over a period of 10 years in Australia. Data from current Australian smokers from 9 waves of the International Tobacco Control Policy Evaluation 4-Country Survey covering the period from 2002 to early 2012. Key measures reported were having a regular brand, use for at least 1 year, brand stability (derived from same reported brand at successive waves), and reasons for choosing brands. Measures of brand loyalty showed little change across the period, with around 80% brand stability and 95% reporting a regular brand. Older adults were more brand-loyal than those under 25. Young people's brand choice was influenced more by friends, whereas older adults were more concerned about health. Price was the most reported reason for brand switching. Those in the higher income tertiles showed more loyalty than those in the lowest. The least addicted smokers also showed less brand loyalty. We found no clear relationship between brand loyalty and policies that were implemented to affect tobacco use. Levels of brand loyalty in Australia are quite high and consistent, and do not appear to have been influenced greatly by changes in tobacco control policies.

  3. Consumer identification with store brands: Differences between consumers according to their brand loyalty

    Directory of Open Access Journals (Sweden)

    Natalia Rubio

    2015-04-01

    Full Text Available Retail management of store brands (SBs has focused on achieving positioning in value and creating associations of smart or expert shopping. The result is that value-conscious consumers and market mavens are the main targets of these brands. This study proposes and contrasts empirically a theoretical model of the effect of market mavenism and value consciousness on consumer identification with SBs. We also perform a multi-group analysis based on the consumer tendency to be loyal to the brands he or she buys. Consumers who are loyal to brands are very attractive segments for firms, due to the potential benefits these consumers represent in the long term, whereas consumers with little loyalty to brands can be an attractive segment for potential benefits in the short term. The results obtained in this study show differences between these two groups. For consumers who are loyal to brands, the results stress strong identification with the SB among the most value-conscious consumers, due fundamentally to their greater disagreement with the greater functional risk of these brands as compared to manufacturer brands and due to their greater conviction of the better price-quality ratio of SBs. In consumers with little brand loyalty, we find identification with the SB among the consumers with the greatest market mavenism, as a result of their greater perception of smart or expert shopping for these brands. Significant implications for management are derived from this study.

  4. Bussines strategy or bussines policy management applied in modern firms

    Directory of Open Access Journals (Sweden)

    Enea, C.

    2010-12-01

    Full Text Available In literature, the term widely used for all action levels of strategic management is that of strategy. For this reason, it is necessary to achieve a differentiation between corporate strategies (typical strategies, business strategies (with policies, operational strategies (business plans and operational strategies (programs and tactics.In the same context, strategies become the basis for the definition and implementation of policies, which differ by time horizon that is lower and their higher intake of detail. The latter are updated permanently, in order to remain set on, realistic, consistent with the changes that occur and detailing in concrete plans and programs as a logical scheme. So, strategic management is that management based on the application of strategies and policies with a view to setting and achieving goals.

  5. LIFE CYCLE OF A WINE BRAND

    Directory of Open Access Journals (Sweden)

    Viktoriia Paziuk

    2015-11-01

    then the product will cause its strong commitment and provide the expected profit. A brand contributes to an adequate instant reaction of manufacturers and distributors of products to internal and external challenges in a dynamic shift in the consumer market and increases competition. The value/ originality. Modern scientific studies increasingly gain urgency of development, existence and determination of characteristics of the brand life cycle. However, given specificity of the wine industry, the coverage of this issue in the literature requires constantly new and innovative approaches to problem-solving efficiency of the brand. The article explores and describes factors that affect the life cycle of the wine brand management that provides gain competitive advantages in certain stages and allows to extend the brand in the face of increasing competition.

  6. 77 FR 189 - Federal Acquisition Regulation; Brand-Name Specifications

    Science.gov (United States)

    2012-01-03

    ... 2006-0020, Sequence 26] RIN 9000-AK55 Federal Acquisition Regulation; Brand-Name Specifications... Management and Budget memoranda on brand-name specifications. DATES: Effective Date: February 2, 2012. FOR... brand- name specifications. Eight respondents submitted 32 comments in response to the interim rule. The...

  7. The effect of corporate brand reputation on brand attachment and brand loyalty: automobile sector

    OpenAIRE

    Loureiro, S. M. C.; Sarmento, E. M.; Le Bellego, G.

    2017-01-01

    The current study aims to analyze the effect of corporate brand reputation on brand attachment and brand loyalty considering the automotive sector and the brands Tesla, Toyota, and Volvo. A sample of 327 participants, members of car brand communities, collaborate in a survey. Overall findings reveal that the perception of corporate brand reputation is more effective on enhancing brand loyalty than brand attachment. However, the effect could depend on the car brand strategy. We may also claim ...

  8. Brand recognition in television advertising: The influence of brand presence and brand introduction

    OpenAIRE

    Charlene Gerber; Marlize Terblanche-Smit; Tracey Crommelin

    2014-01-01

    Purpose: To assess the relationship between brand recognition and brand presence and brand introduction. Problem investigated: Brand recognition and recall are established advertising effectiveness measurements to assess brand awareness. Of particular interest is whether encoding of brand information as measured by brand recognition is influenced by brand presence and brand introduction. Design/methodology/approach: A meta-analysis was performed on responses to 25 television advertisem...

  9. Integrated Management of Migration, Employment, Fiscal Policy and Public Debt

    Directory of Open Access Journals (Sweden)

    Aleksandras Vytautas Rutkauskas

    2013-09-01

    Full Text Available The main idea of the paper states that national migration indicators are closely related with employment opportunities in that country. In addition, the management quality of migration and employment processes is an indicator of the national socio-economic policy competency, while management of these processes is the main purpose of intelligent adjustment of the national fiscal policy and government debt management. The author of the paper selected the formation of the system of quantitative indicators as the main objective of the paper. The system should allow employing government debt possibilities for the selection of proper fiscal policy in order to prevent the transformation of unemployment into the key reason of uncontrolled national inflation. This would be done by revealing the possibilities of fiscal policy to impact on the level and structure of unemployment. Recent globalisation processes and integration possibilities bring a lot of uncertainty to predetermined viability of theoretical assumptions as well as the adequacy of the applied quantitative methods. The paper uses the possibilities of stochastic optimisation and stochastically informed expertise pursuing the possibilities of integrated management of employment, migration processes, fiscal policy and government debt provisions.

  10. Policy-Based mobility Management for Heterogeneous Networks

    DEFF Research Database (Denmark)

    Mihovska, Albena D.

    2007-01-01

    Next generation communications will be composed of flexible, scalable and context-aware, secure and resilient architectures and technologies that allow full mobility of the user and enable dynamic management policies that ensure end-to-end secure transmission of data and services across heterogen......Next generation communications will be composed of flexible, scalable and context-aware, secure and resilient architectures and technologies that allow full mobility of the user and enable dynamic management policies that ensure end-to-end secure transmission of data and services across...... access technology (RAT) association, user and flow context transfer, handover decision, and deployment priority. Index Terms— distributed RRM, centralized...

  11. Overview of the spent fuel management policy in Finland

    International Nuclear Information System (INIS)

    Manninen, Jussi

    1985-01-01

    The basic factors affecting the spent fuel management policy are highlighted: small size of the nuclear programme in the worldwide scale, no recycling of plutonium envisaged, no governmental organizations for back-end operations foreseen. The prinsiple objective of the policy permanent disposal of high-level wastes irrevocably outside the domestic territory, and the limited success in its implementation are discussed. The preparations of the implementation of the back-up alternative, direct disposal of spent fuel in the Finnish bedrock are described. The basic philosophy behind the system of funding the future waste management costs is clarified. (author)

  12. A Brand Entwined in National History

    DEFF Research Database (Denmark)

    Ravn Sørensen, Anders

    In this paper I use the Danish retailing cooperative, COOP, as an example of a corporate heritage brand that, not merely is aligned with, but has become completely entwined in Danish national history and identity. Thus, while many brand managers aspire to have their brands associated...... the company, in the past two decades, had to legitimize its actions and strategies against the background of the cooperative ideas of solidarity and community. As such the paper challenges and problematizes the notion of brand heritage management and shows that too much of a good thing (having your corporate...... with fashionable national symbols, COOP, at its genesis, was created by and for the Danish cooperative movement central for Danish identity. Using COOP as an example I demonstrate how this entwinement of the corporate heritage brand and national heritage to some extent worked to the disadvantage to COOP because...

  13. The Dynamics of Corporate Brand Charisma

    DEFF Research Database (Denmark)

    Hatch, Mary Jo; Schultz, Majken

    2013-01-01

    managers who selected and systematized the set of brand beliefs taken up within the CIT project, and how employees accommodated these beliefs to their everyday work life. Accommodation was found to take place within four subdomains of activity: subculture, communication, technology, and hierarchical...... constitutes our contribution to corporate branding theory. The article also offers empirical evidence in support of extending Weberian scholarship further into the field of brand management......This article describes how Carlsberg Group's IT unit (CIT) made use of Carlsberg's corporate brand to develop its identity following centralization and downsizing of the IT function. Our observations suggested using the concept of brand charisma and thereafter we framed our analysis with Weber...

  14. Key performance indicators in Danish place and city branding – Proposal for a new brand strategy platform

    DEFF Research Database (Denmark)

    Jørgensen, Ole Have

    2016-01-01

    The study is aimed at describing the types of counter narratives evolving in a city brand process, how they are understood and dealt with and how they may influence brand management.Place and city branding is about leading change and change may give rise to resistance. Therefore brand resistance...... and counter narratives among residents and civil servants play an important role in place and city branding and may eventually lead to direct counter branding activities as seen in several cities, i.e. Randers (Jensen 2007), Glasgow (Gray and Porter 2014) and Rio de Janeiro (Maiello and Pasquinelli 2015). All...... Danish city brand projects (over 25) are tax financed. Mayors play a key role (Jørgensen 2015) in the brand process and there is a close interaction between mayors, top management and heads of communication.Three Danish municipalities have been selected for analysis, Horsens with a well documented change...

  15. THE RELATION BETWEEN UNAIDED BRAND AWARENESS AND BRAND COMMERCIAL PERFORMANCE: A STUDY AMONG URBAN ROMANIAN CONSUMERS

    OpenAIRE

    OVIDIU IOAN MOISESCU

    2009-01-01

    The role and importance of brands as core parameters for establishing marketing strategies has been widely accepted in developed countries, both in practice and in theory, but insufficiently acknowledged within most of the Romanian companies. If some of the large sized Romanian companies approach brands and their value as core elements of their marketing strategies, small and medium sized companies’ marketing managers usually don’t perceive the importance of branding and, even if they do, the...

  16. Does having a "brand" help you lead others?

    Science.gov (United States)

    Davidhizar, Ruth

    Managing expertly requires many qualities one of which is managing a personal brand. The manager must manage the brand with clarity, consistency, the right technologies, skillful human resources, and clear vision in order for the message to be heard and for effectiveness to soar. Where as technology is valuable it is just as important to talk to people face to face to clearly as effectively sell a personal brand and a personal vision (Noonan, 1991).

  17. Green brand awareness and customer purchase intention

    Directory of Open Access Journals (Sweden)

    Mahama Braimah

    2015-10-01

    Full Text Available Green environmental issues have been of topical interest to both researchers and industrialists for some time now. Research on green brands is relatively limited, especially in developing countries, such as Ghana. This study is therefore designed to determine the relationship between customer awareness of green brand issues and their everyday purchase intentions. Using quantitative techniques, the study interviewed 316 people, conveniently selected from various shopping points in Accra. The study found that, the overwhelming majority of respondents though familiar with green issues did not concern themselves with green issues in their everyday purchase decisions. Again, majority of respondents (54% familiar with environmental issues confirmed they would not switch from their preferred brands to less fancied brands even if the less fancied brands were more environmentally friendly. It was also confirmed in the study that price, brand name and convenience, performed better than customer concerns for green issues, in influencing respondents’ purchase decisions. It would therefore be strategically significance if advocates, policy makers and business leaders reduce the cost of green products to the final consumer, intensive public education campaigns, coupled with strategic brand building efforts to enhance the level of green brand consumption.

  18. RSM Outlook Autumn 2005 : Branding

    NARCIS (Netherlands)

    G. Kemp (Gail); R. Morris (Rebecca)

    2005-01-01

    markdownabstract#### Contents The inaugural issue of RSM Outlook from autumn 2005 includes the opening of the new T-building, and how RSM celebrated its 35th birthday with a wine-tasting session. There are also articles on Professor Cees van Riel and reputation management, the re-branding of the

  19. Conflict management for managers resolving workplace, client, and policy disputes

    CERN Document Server

    Raines, Susan S

    2013-01-01

    "Raines masterfully blends the latest empirical research on workplace conflict with practical knowledge, skills, and tools to effectively manage and prevent a wide range of conflict episodes. This is a highly applicable 'top shelf book' that will assist anyone from the aspiring manager to top level management and leadership in the public, private, and nonprofit sectors. It will also be a fast favorite of professors, trainers, and students of business and conflict management."- Brian Polkinghorn, Distinguished Professor, Center for Conflict Resolution, Salisbury University. "With her broad dis

  20. How brand post content contributes to user's Facebook brand-page engagement. The experiential route of active participation

    OpenAIRE

    Jesús Gutiérrez-Cillán; Carmen Camarero-Izquierdo; Rebeca San José-Cabezudo

    2017-01-01

    Creating and developing a firm-hosted virtual brand community forms part of a relationship marketing strategy; therefore, it makes sense to evaluate its effectiveness in terms of relational outcomes. In an attempt to know how marketers can foster the relationship with the brand through virtual communities, we posit and estimate a model of relational efficacy for a firm-managed Facebook brand page (FBP) in which the brand posts created by the firm influence the behavioural engagement of indivi...

  1. French policy concerning radioactive waste management

    International Nuclear Information System (INIS)

    Gauvenet, Andre.

    1981-01-01

    After having mentioned the origin of nuclear waste, the problems brought about by the existence of radioactive products and the change in the regulations, the processing and packaging of waste is examined. In the economic calculations the total cost of waste management, including storage, must be allowed for, and the risks-profits study must be applied to the waste and the sum total of the doses for the populations and the workers minimized. The temporary or definitive storage depends on the sort of wastes: beta-gamma without alpha stored on the surface or at small depth, low or medium activity stored temporarily whilst awaiting a site and the high activity waste which is vitrified then stored in situ and cooled before deep storage. Although there is no complete solution as yet for the problem of waste, it is technically very advanced and it is from the political and psychological angle that it meets most difficulties [fr

  2. Recommendations on national radioactive waste management policies

    International Nuclear Information System (INIS)

    1981-01-01

    As a nation, we have learned that sound technical solutions to the problems of waste disposal cannot be carried out without public acceptance. The key to gaining the public's confidence is a process of decision making which is open and accessible to elected officials from all levels of government. The Council believes that such a process can be put in place through a renewal of the traditional principles of our federal system of government. State, local, and tribal officials must become working partners with the federal government in making the crucial decisions about how radioactive wastes will be handled, transported, and ultimately disposed. A workable and effective partnership must include, first the full sharing of information and plans regarding waste disposal activities among all levels of government and, second, the opportunity for state, local, and tribal governments to participate effectively in waste management decisions which affect their jurisdictions. Finally, althougcome this difficulty

  3. Policy on manager involvement in work re-integration: managers' experiences in a Canadian setting.

    Science.gov (United States)

    Maiwald, Karin; Meershoek, Agnes; de Rijk, Angelique; Nijhuis, Frans J N

    2014-01-01

    In Canada and other countries, sickness absence among workers is a significant concern. Local return-to-work policies developed by both management and workers' representatives are preferred to tackle the problem. This article examines how managers perceive this local bipartite agreed upon return-to-work policy, wherein a social constructivist view on the policy process is taken. In-depth interviews were held with 10 managers on their experiences with execution of this policy in a Canadian healthcare organization. Interviews were transcribed verbatim and qualitative analyses were completed to gain deep insight into the managers' perspectives. Results show that the managers viewed themselves as a linchpin between the workplace and the worker. They did not feel heard by the other stakeholders, wrestled with worker's limitations, struggled getting plans adjusted and became overextended to meet return-to-work objectives. The study shows that the managers felt unable to meet the responsibilities the policy demanded and got less involved in the return-to-work process than this policy intended. RTW policy needs to balance on the one hand, flexibility to safeguard active involvement of managers and, on the other hand, strictness regarding taking responsibility by stakeholders, particularly the health care and re-integration professionals.

  4. Policy gridlock in waste management: Balancing federal and state concerns

    International Nuclear Information System (INIS)

    Feldman, D.L.; Peretz, J.H.; Jendrucko, B.K.

    1993-01-01

    Current federal hazardous and low-level radioactive waste management policies fail to balance national concerns for policy consistency with state concerns for equity, discretion, and adequate resources. Failure to balance these competing values has resulted in open-quotes policy gridlockclose quotes - exemplified by conflicts over the Resource Conservation and Recovery Act and the Low-Level Radioactive Waste Policy Acts. Both conflicts have resulted in recent U.S. Supreme Court litigation. After reviewing federal-state conflict in hazardous and low-level radioactive waste management, we propose that the solution to gridlock lies in modifying conjoint federalism. Conjoint federalism allows for joint responsibility for waste policy between federal and state governments, with state programs meeting minimum standards set by federal programs. However, conjoint federalism does not currently allow for sufficient state discretion, which is paramount for successful waste management programs. Specifically, Congress should expand conjoint federalism, to allow states to charge differential fees on imported hazardous waste as is done for low-level radioactive waste. This expansion would encourage waste minimization and better interstate planning

  5. Policy gridlock in waste management: Balancing federal and state concerns

    Energy Technology Data Exchange (ETDEWEB)

    Feldman, D.L. [Oak Ridge National Lab., TN (United States); Peretz, J.H.; Jendrucko, B.K. [Univ. of Tennessee, Knoxville, TN (United States)

    1993-12-31

    Current federal hazardous and low-level radioactive waste management policies fail to balance national concerns for policy consistency with state concerns for equity, discretion, and adequate resources. Failure to balance these competing values has resulted in {open_quotes}policy gridlock{close_quotes} - exemplified by conflicts over the Resource Conservation and Recovery Act and the Low-Level Radioactive Waste Policy Acts. Both conflicts have resulted in recent U.S. Supreme Court litigation. After reviewing federal-state conflict in hazardous and low-level radioactive waste management, we propose that the solution to gridlock lies in modifying conjoint federalism. Conjoint federalism allows for joint responsibility for waste policy between federal and state governments, with state programs meeting minimum standards set by federal programs. However, conjoint federalism does not currently allow for sufficient state discretion, which is paramount for successful waste management programs. Specifically, Congress should expand conjoint federalism, to allow states to charge differential fees on imported hazardous waste as is done for low-level radioactive waste. This expansion would encourage waste minimization and better interstate planning.

  6. BRAND NAMING: SOUND SYMBOLISM, BRAND PREFERENCE AND BRAND PERFORMANCE

    Directory of Open Access Journals (Sweden)

    Alina Catalina Duduciuc

    2015-01-01

    Full Text Available The aim of this study is to highlight the importance of sound symbolism for Romanian marketing and advertising applied research. Previous research showed that the phonetic structure of brand name communicates its characteristics, i.e. it drives consumers to assess certain features and performance of the product. We assumed that when consumers encounter an unknown brand name, they automatically infer characteristics from the meaning conveyed by the sounds (e.g. phonemes. Therefore, we supposed that a brand name for a shampoo (artificially created on experimental purpose containing back vowels is evaluated better by consumers when they compare it to another brand name with front vowels. Furthermore, we tested the influence of the stops and fricatives consonants in inferring certain attributes of product. To this end, fifty nine students (N=59 participated in a research based on questionnaire. The results revealed that subjects evaluated better the brand names containing back vowels than brand names with front vowel. No effect was obtained regarding the presence of stops and fricatives consonants in assessing the brand performance.

  7. Branding on the Shop Floor

    Directory of Open Access Journals (Sweden)

    Szilvia Gyimóthy

    2010-09-01

    Full Text Available Service branding is a particular form of emotional management, where employees are regarded as adaptable media, who can be trained to convey corporate values while interacting with customers. This paper examines the identity work of butchers during the brand revitalisation campaign of Kvickly, a Danish supermarket chain. During the implementation of the “Best Butcher in Town”-project, Kvickly’s shop floor becomes an engineered servicescape where the norms of good salesmanship must be performed. By documenting the disloyal behaviour of butchers, we demonstrate that the affective commitment towards corporate brand values is closely related with self-enactment opportunities of occupational communities. Total service-orientation threatens butchers’ perception of autonomy and may therefore result in the emergence of resistant sub-cultures.

  8. Brand Strategies in the Era of Sustainability

    Directory of Open Access Journals (Sweden)

    Aleksandar Grubor

    2017-03-01

    Full Text Available Today, brands are powerful instruments of change. They are tightly connected with consumers all over the world and profoundly incorporated into their everyday life and choices they made. Consumers indicate with brands they love and strongly advocate the ideas that are embedded in their philosophy and image. Consequently, companies that own successful brands, which are followed by large group of loyal consumers, have the power to generate modification and even complete shift in consumers' lifestyle, value system, attitudes and behavior. Accordingly, environmentally friendly brands are inevitable element of sustainable marketing strategy and sustainability concept, given that its implementation requires changes that will trigger mass rather than individuals. However, regardless of positive opinion about socially responsible practice on the market, attitude - behavior gap is widely present among consumers, making segment of green consumers just a market niche. Thus, the most challenging task for marketing and brand managers is to find interest for consumers in a sustainable way of life and to make it easy accessible and attractive for them. This article aims to highlight the leading role of sustainability in branding theory and practice and to point out strategies for successful implementation of green values into the brand management, with an accent on brand equity construct, relying on the results of research and analysis in the given field.

  9. New Zealand Freshwater Management: Changing Policy for a Changing World

    Science.gov (United States)

    Rouse, H. L.; Norton, N.

    2014-12-01

    Fresh water is essential to New Zealand's economic, environmental, cultural and social well-being. In line with global trends, New Zealand's freshwater resources are under pressure from increased abstraction and changes in land-use which contribute contaminants to our freshwater systems. Recent central government policy reform introduces greater national direction and guidance, to bring about a step-change in freshwater management. An existing national policy for freshwater management introduced in 2011 requires regional authorities to produce freshwater management plans containing clear freshwater objectives (measurable statements about the desired environmental state for water bodies) and associated limits to resource use (such as environmental flows and quantity allocation limits, and loads of contaminants to be discharged). These plans must integrate water quantity and quality management, consider climate change, and incorporate tangata whenua (New Zealand māori) roles and interests. In recent (2014) national policy amendments, the regional authorities are also required to implement national 'bottom-line' standards for certain attributes of the system to be managed; undertake accounting for all water takes and all sources of contaminants; and to develop and implement their plans in a collaborative way with communities. This rapid change in national policy has necessitated a new way of working for authorities tasked with implementation; many obstacles lie in their path. The scientific methods required to help set water quantity limits are well established, but water quality methods are less so. Collaborative processes have well documented benefits but also raise many challenges, particularly for the communication of complex and often uncertain scientific information. This paper provides background on the national policy changes and offers some early lessons learned by the regional authorities implementing collaborative freshwater management in New Zealand.

  10. The Feedback Effect of Co-Branding Collaborations on Perceived Brand Luxury and Attitude toward Luxury Fashion Brands. Repercussions of the “Fast-Fashion Co-Branding” Trend.

    OpenAIRE

    Catoire, Pierre

    2016-01-01

    The luxury market has grown extensively, and middle-market consumers are buying up. Thus, luxury managers are widening their brand reach and making their labels more affordable. The popular trend of co-branding collaborations between luxury houses and fast-fashion brands can be viewed as a strategic means of providing luxury for the masses. Correspondingly, this master’s thesis studies the repercussions of adopting a fast-fashion co-branding collaboration for the luxury designer brand. Since ...

  11. Contaminants in Sludge: Implications for Management Policies and Land Application

    Energy Technology Data Exchange (ETDEWEB)

    Dentel, Steven K.

    2003-07-01

    Policies on sludge (or biosolids) management vary widely, particularly when decisions must be made on what to do with the final product. This paper examines the two principal rationales with which such decisions are made, and through which scientific knowledge is included in the process. These rationales are risk analysis (risk assessment and management), and the criterion of sustainability. Both are found to be potentially arbitrary due to the difficulty in defining the individual constituents necessary to relate environmental phenomena to environmental policy. To place the difficulties in a practical context, this paper presents research results from three recent projects concerned with contaminants in sludge (phosphorus, flocculant polymers, and polymer-surfactant aggregates), and uses the findings to exemplify the dilemma encountered in policy making. A path forward is proposed. (author)

  12. Environmental policy on radwaste management and disposal in China

    International Nuclear Information System (INIS)

    Zhao Yamin

    1993-01-01

    This paper introduces the environmental policy on radwaste management and disposal. In order to prevent different kinds of radwaste from polluting environment, ensure public health, and simultaneously promote the development of nuclear energy and nuclear technology, a set of environmental policies on radwaste management and disposal has been established. The major policy are as follows: (1) Solidifying the temporarily-stored radioactive liquid waste as early as possible. (2) Limiting the temporarily-stored time for intermediate-and low-level solidified radwaste, and solid radwaste. (3) Constructing regional disposal repository for Low and Intermediate level radwaste (L/ILW) (4) The radwaste and spent radiation sources arising from nuclear technology application shall be sent to the provincial waste repositories that are named City Radwaste Repository. (5) The radwaste coming from the development and application of inter-grown radioactive mineral resources should be stored in the dams which have to be provided

  13. Tractable policy management framework for IoT

    Science.gov (United States)

    Goynugur, Emre; de Mel, Geeth; Sensoy, Murat; Calo, Seraphin

    2017-05-01

    Due to the advancement in the technology, hype of connected devices (hence forth referred to as IoT) in support of automating the functionality of many domains, be it intelligent manufacturing or smart homes, have become a reality. However, with the proliferation of such connected and interconnected devices, efficiently and effectively managing networks manually becomes an impractical, if not an impossible task. This is because devices have their own obligations and prohibitions in context, and humans are not equip to maintain a bird's-eye-view of the state. Traditionally, policies are used to address the issue, but in the IoT arena, one requires a policy framework in which the language can provide sufficient amount of expressiveness along with efficient reasoning procedures to automate the management. In this work we present our initial work into creating a scalable knowledge-based policy framework for IoT and demonstrate its applicability through a smart home application.

  14. INGREDIENT BRANDING - A GROWTH OPPORTUNITY?

    OpenAIRE

    Anca BUTNARIU

    2017-01-01

    Co-branding is an increasingly used strategy, consisting of marketing products representing two brands or more. Ingredient branding fits in the scope of co-branding, consisting of the inclusion of key attributes of one brand into another brand as ingredients. Ingredient branding is one of the many brand strategies used in marketing to provide differentiation criteria for the customers. In recent years, its importance and incidence have dramatically increased Extant research provides disparate...

  15. Compulsive buying and branding phenomena

    OpenAIRE

    Lee, Seung-hee; Workman, Jane E.

    2015-01-01

    Background: The purpose of this paper was to explore the impact of brand variables such as brand awareness, brand loyalty, brand attachment, and perceived brand quality on compulsive buying behavior. Methods: A self-administered questionnaire, containing demographic items and items related to compulsive buying, brand awareness, brand loyalty, brand attachment and perceived quality, was used to collect data. Results: Participants were 269 US university students at a large mid-western universit...

  16. Policy, Legal and Regulatory Framework for Records Management ...

    African Journals Online (AJOL)

    Policy, Legal and Regulatory Framework for Records Management in the ... of any country and are essential to the administration of law in the justice system. ... as the Kenya Public Archives and Documentation Service Act Cap 19 of 1965; the ...

  17. Managing work-life policies : disruption versus dependency arguments

    NARCIS (Netherlands)

    Dulk, Laura den; Ruijter, Judith de

    2008-01-01

    What factors shape managerial attitudes towards the utilization of work-life policies? The influence of disruptiveness (Powell and Mainiero 1999) and dependency (Klein, Berman and Dickson 2000) arguments on managerial attitudes is examined using a vignette design. In this study, managers in four

  18. A Semantic Based Policy Management Framework for Cloud Computing Environments

    Science.gov (United States)

    Takabi, Hassan

    2013-01-01

    Cloud computing paradigm has gained tremendous momentum and generated intensive interest. Although security issues are delaying its fast adoption, cloud computing is an unstoppable force and we need to provide security mechanisms to ensure its secure adoption. In this dissertation, we mainly focus on issues related to policy management and access…

  19. The politics of policy : participatory irrigation management in Andhra Pradesh

    NARCIS (Netherlands)

    Nikku, B.R.

    2006-01-01

    This thesis studies the emergence, process and politics of the Andhra Pradesh reform policy of Participatory Irrigation Management (PIM). The reform has been labeled as the 'A? model' of irrigation reforms and supported by external aid agencies like World Bank. Within a short span of time Andhra

  20. Managing Water Demand : Policies, Practices and Lessons from the ...

    International Development Research Centre (IDRC) Digital Library (Canada)

    30 août 2005 ... Managing Water Demand : Policies, Practices and Lessons from the Middle East and North Africa Forums. Couverture du livre ... L'organisation HarassMap, soutenue par le CRDI, a une fois de plus incité à apporter des changements progressifs dans le domaine de la lutte contre le harcèlement sexuel.

  1. Router Agent Technology for Policy-Based Network Management

    Science.gov (United States)

    Chow, Edward T.; Sudhir, Gurusham; Chang, Hsin-Ping; James, Mark; Liu, Yih-Chiao J.; Chiang, Winston

    2011-01-01

    This innovation can be run as a standalone network application on any computer in a networked environment. This design can be configured to control one or more routers (one instance per router), and can also be configured to listen to a policy server over the network to receive new policies based on the policy- based network management technology. The Router Agent Technology transforms the received policies into suitable Access Control List syntax for the routers it is configured to control. It commits the newly generated access control lists to the routers and provides feedback regarding any errors that were faced. The innovation also automatically generates a time-stamped log file regarding all updates to the router it is configured to control. This technology, once installed on a local network computer and started, is autonomous because it has the capability to keep listening to new policies from the policy server, transforming those policies to router-compliant access lists, and committing those access lists to a specified interface on the specified router on the network with any error feedback regarding commitment process. The stand-alone application is named RouterAgent and is currently realized as a fully functional (version 1) implementation for the Windows operating system and for CISCO routers.

  2. Professor Brand Advocacy: Do Brand Relationships Matter?

    Science.gov (United States)

    Jillapalli, Ravi K.; Wilcox, James B.

    2010-01-01

    The trend among students to advocate their professors online continues to generate interest within marketing academia. Brand advocacy in products and services has played a vital role in marketing. However, no known research to date has embraced the idea of brand advocacy in marketing education. This research builds on the recent human brand…

  3. Branding your medical practice.

    Science.gov (United States)

    Maley, Catherine; Baum, Neil

    2010-01-01

    Branding is the process of differentiating your medical practice from all other practices in the industry. Branding takes into account the "look and feel" of your office, you and your staff your materials, and every other detail that gives your patients clues as to who you are and what you value. This article will review the strategies that go into building your own solid brand so your existing patients, as well as prospective ones, are attracted and loyal to you and your brand.

  4. Millennials brand awareness

    OpenAIRE

    Capelo, Inês Ribeiro dos Santos

    2014-01-01

    The present work aims at identifying Portuguese Millennials’ characteristics and uses them to create guidelines brands should use when it comes to successfully engaging with this generation in Portugal. A literature review about Millennials and Brand Awareness has been conducted so a research model could be created. The new 3 Cs of Millennials Brand Awareness model identify Content & Creativity, Customer Engagement and Cause-Related Marketing as central pillars brands should considerer when t...

  5. Branding the Army

    Science.gov (United States)

    2017-05-25

    but is not limited to, official communications, advertising, public relations, social media , word of mouth , market research, and even internal...other—while properly leveraging stakeholders as brand ambassadors in a social - media driven world. Through a branding and marketing perspective, this...leveraging stakeholders as brand ambassadors in a social - media driven world. Through a branding and marketing perspective, this monograph identifies best and

  6. Conceptual bases of the brand valuation by cost method

    Directory of Open Access Journals (Sweden)

    G.Y. Studinska

    2015-03-01

    Full Text Available The necessity of valuing intangible assets in accordance with international trends is substantiated. The brand is seen as more important component of intangible assets, as an effective management tool company. The benefits and uses of brand evaluation results are investigated. System monocriterion cost brand evaluation methods is analyzed. In particular, methods that require evaluation by the time factor (current and forecast methods and methods for factor comparison base (relative and absolute. The cost method of brand valuation through market transactions in accordance J.Common’s classification is considered in detail. The explanation of the difference between method a summation of all costs and method of brand valuation through market transactions is provided. The advantages and disadvantages considered cost method of brand valuation are investigated. The cost method as the relative-predicted of the brand valuation, «The method of determining the proportion of the brand from the discounted total costs» is grounded

  7. Impact of Turquality Model on Branding and International Marketing

    Directory of Open Access Journals (Sweden)

    Suat Askin

    2016-05-01

    Full Text Available A brand consists of name, symbol, concept, design, standard, quality or several of them which are used to distinguish a product from its competitors. Without a brand, all products have the same qualities in the eyes of the consumers. Business managers use brands to draw attention of the consumers and ensure that the consumers purchase their products again. The fundamental reason for gaining brand value for a product is that it separates the product from the other products. In the first part of this study, brand and concepts regarding the brand were discussed and the importance of the brand in terms of consumers and manufacturers was also addressed. Then, the impact of exporting with brand in the international market was mentioned. In the second part of the study, Turquality and the advantages of the companies which have Turquality Certificate were presented.

  8. Investigating brand romance, brand attitude and brand loyalty in the cellphone industry

    Directory of Open Access Journals (Sweden)

    Liezl-Marié Kruger

    2013-09-01

    Research purpose: This study investigated the brand romance, -attitude and -loyalty of customers toward their cellphone brands in the North West Province, South Africa. Motivation for the study: One way in which brand loyalty in the cellphone industry can be achieved is to influence attitudes and, ultimately, create brand loyalty by promoting brand romance between the customer and the brand. Research design, approach and method: Being quantitative in nature, the study followed a descriptive research design to collect 371 responses through self-administered questionnaires. Main findings: The results indicated that most respondents were contract customers who only use a brand of cellphone for between one and three years. Brand romance toward cellphone brands was positive although room for improvement exists. Brand attitude toward current cellphone brands was also positive, but brand loyalty was fairly low, indicating that marketers need to improve brand loyalty toward their cellphone brand. There were, furthermore, significant and positive relationships between brand romance, brand attitude and brand loyalty toward cellphone brands. Practical/managerial implications: Brand romance can be considered to be a viable way of improving attitude toward a cellphone brand, ultimately leading to brand loyalty. Contribution/value-add: Brand romance in brand relationships has significant and positive relationships with brand attitude and brand loyalty in the cellphone industry of South Africa.

  9. Consumers' quality perception of national branded, national store branded, and imported store branded beef

    DEFF Research Database (Denmark)

    Banovic, Marija; Grunert, Klaus G.; Barreira, Maria Madalena

    2010-01-01

    This study investigated the differences in the consumers' quality perception of national branded, national store branded, and imported store branded beef. Partial Least Squares analysis is used for modelling the quality perception process. Results show that consumers perceived national branded...

  10. HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE

    Directory of Open Access Journals (Sweden)

    M. Țichindelean

    2015-06-01

    Full Text Available The purpose of the present paper is to identify if the congruence of the consumers personality with the perceived brand per-sonality increases their brand preferences. To achieve this purpose, the paper was structured in two parts; the first part contains a general literature review of the consumer behaviour theory and its influence factors and a more specific one regarding the consumer’s and brand personality concepts. The second part describes the used research methodology for achieving the paper’s purpose. The results of the underlying exploratory research confirmed the hypothesis that an overlapping of the consumers’ personality and the brand personality they perceive is positively correlated with their brand preferences.

  11. Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity?

    DEFF Research Database (Denmark)

    Iglesias, Oriol; Markovic, Stefan; Singh, Jatinder Jit

    2017-01-01

    using a panel of 2179 customers, the hypothesized structural model is tested using path analysis. The generalizability theory is applied to test for measurement equivalence between these categories. The results of the hypothesized model show that, in addition to a direct impact, customer perceived...... ethicality has a positive and indirect impact on brand equity, through the mediators of recognition benefits and brand image. Moreover, brand heritage negatively influences the impact of customer perceived ethicality on brand image. The main implication is that managers need to be aware of the need...

  12. A holistic model of behavioural branding: The role of employee behaviours and internal branding

    DEFF Research Database (Denmark)

    Mazzei, Alessandra; Ravazzani, Silvia

    2015-01-01

    consistent meaning during the interaction with customers. It reviews the literature about behavioural branding and its antecedents, mediating variables and consequences in order to develop a holistic model of the inside-out brand building process, rooted in the theoretical perspectives of proactive...... behaviours, hierarchy of effects and planned behaviour. The paper concludes with a reflection on the role of internal branding in eliciting and managing employee brand consistent behaviours, and with avenues for future empirical research aimed to verify the model, its constructs and related measures....

  13. The Process of Settlement Branding. Case Studies on City Branding in Transylvania

    Directory of Open Access Journals (Sweden)

    Magor KÁDÁR

    2014-12-01

    Full Text Available The study presents the project cycle man-agement and the known branding processes in order to create a feasible and detailed plan for settlement branding aiming to create a guide-line for brand makers. The second part of the study focuses on the critical parts of settlement branding in Transylvania, the evaluation of com-petition, targeting, defnition of brand values as perceived by the internal and external target groups by schema-based authentication and ste-reotypes. The presented cases of municipalities in Transylvania have a practical approach and provide a guideline for brand builders by defn-ing local values, making the community aware of them and promoting them in order to reach the targeted unique advertising position.

  14. Consumers' Online Brand Endorsements

    NARCIS (Netherlands)

    Bernritter, S.F.; Verlegh, P.W.J.; Smit, E.G.; De Pelsmacker, P.

    2016-01-01

    Purpose and Approach This Chapter has three central goals: First, it aims to introduce the concept of consumers’ online brand endorsements, which we define as consumers’ intentional, public, and positive online affiliations with brands (e.g., liking a brand page on Facebook). Second, it provides an

  15. Health branding ethics

    DEFF Research Database (Denmark)

    Anker, Thomas Boysen; Sandøe, Peter; Kamin, Tanja

    2011-01-01

    into account the ethical dimensions of health branding: this article presents a conceptual analysis of potential ethical problems in health branding. The analysis focuses on ethical concerns related to the application of three health brand elements (functional claims, process claims, and health symbols...

  16. How Brand Equity and Movieliking Can Override Impact of Misleading Brand Placement Toward Brand Attitudes

    OpenAIRE

    Adi Zakaria Afiff; Westi Noria Furi; Denyza Wahyuadi Mertoprawiro

    2014-01-01

    The starting point of this study is the phenomenon termed misleading brand placement, a condition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high brand equity, the combination of older age and high brand equity is suspected to give a higher evaluation of the brand. To test these suspicions, three experiments were conducted to see the influenc...

  17. A policy system for Grid Management and Monitoring

    International Nuclear Information System (INIS)

    Stagni, Federico; Santinelli, Roberto

    2011-01-01

    Organizations using a Grid computing model are faced with non-traditional administrative challenges: the heterogeneous nature of the underlying resources requires professionals acting as Grid Administrators. Members of a Virtual Organization (VO) can use a subset of available resources and services in the grid infrastructure and in an ideal world, the more resources are exploited the better. In the real world, the less faulty services, the better: experienced Grid administrators apply procedures for adding and removing services, based on their status, as it is reported by an ever-growing set of monitoring tools. When a procedure is agreed and well-exercised, a formal policy could be derived. For this reason, using the DIRAC framework in the LHCb collaboration, we developed a policy system that can enforce management and operational policies, in a VO-specific fashion. A single policy makes an assessment on the status of a subject, relative to one or more monitoring information. Subjects of the policies are monitored entities of an established Grid ontology. The status of a same entity is evaluated against a number of policies, whose results are then combined by a Policy Decision Point. Such results are enforced in a Policy Enforcing Point, which provides plug-ins for actions, like raising alarms, sending notifications, automatic addition and removal of services and resources from the Grid mask. Policy results are shown in the web portal, and site-specific views are provided also. This innovative system provides advantages in terms of procedures automation, information aggregation and problem solving.

  18. A policy system for Grid Management and Monitoring

    Science.gov (United States)

    Stagni, Federico; Santinelli, Roberto; LHCb Collaboration

    2011-12-01

    Organizations using a Grid computing model are faced with non-traditional administrative challenges: the heterogeneous nature of the underlying resources requires professionals acting as Grid Administrators. Members of a Virtual Organization (VO) can use a subset of available resources and services in the grid infrastructure and in an ideal world, the more resoures are exploited the better. In the real world, the less faulty services, the better: experienced Grid administrators apply procedures for adding and removing services, based on their status, as it is reported by an ever-growing set of monitoring tools. When a procedure is agreed and well-exercised, a formal policy could be derived. For this reason, using the DIRAC framework in the LHCb collaboration, we developed a policy system that can enforce management and operational policies, in a VO-specific fashion. A single policy makes an assessment on the status of a subject, relative to one or more monitoring information. Subjects of the policies are monitored entities of an established Grid ontology. The status of a same entity is evaluated against a number of policies, whose results are then combined by a Policy Decision Point. Such results are enforced in a Policy Enforcing Point, which provides plug-ins for actions, like raising alarms, sending notifications, automatic addition and removal of services and resources from the Grid mask. Policy results are shown in the web portal, and site-specific views are provided also. This innovative system provides advantages in terms of procedures automation, information aggregation and problem solving.

  19. Translating childhood tuberculosis case management research into operational policies.

    Science.gov (United States)

    Safdar, N; Hinderaker, S G; Baloch, N A; Enarson, D A; Khan, M A; Morkve, O

    2011-08-01

    The control of childhood tuberculosis (TB) has been of low priority in TB programmes in high-burden settings. The objective of this paper was to describe the development and testing of tools for the management of childhood TB. The Pakistan National TB Control Programme embarked on a number of activities, including the establishment of policy guidelines for the management of childhood TB and later a guidance document, 'Case Management Desk Guide and Structured Monitoring', to demonstrate the implementation of childhood TB interventions in a programme context. Initial results showed improved case finding and treatment outcome in implementation sites compared with control districts. However, further programme attention is required to improve quality.

  20. Radwaste Management in Small Nuclear Country - National Policy and Strategy

    International Nuclear Information System (INIS)

    Zagar, Tomaz

    2014-01-01

    The lecture will briefly present the Slovene nuclear program and its legal framework focused on the radioactive waste management policy and strategy aspect. Slovenia is an example of small EU member state with small shared nuclear power program demonstrating safe, secure and efficient management of radioactive waste. Different principles of radioactive waste management will be discoursed; among others including: minimization of waste generation, the polluter pays principle, safe storage followed by final disposal and also new findings on research and development of storage, disposal and recycling of radioactive waste. (author)

  1. THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

    OpenAIRE

    Yusuf BİLGİN

    2018-01-01

    The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as ...

  2. Investigating the Effect of Brand Satisfaction, Brand Trust and Brand Attachment on Purchase Behavior of Customers

    OpenAIRE

    Amin Asadollahi; Mohammad Jani; Parisa Pourmohammadi Mojaveri; Farshad Bastani Allahabadi

    2012-01-01

    The purpose of this study is to develop a comprehensive model that combines brand satisfaction, brand trust and brand attachment perspectives on brands and demonstrate how affect current and future purchases. These researchers used structural equation modeling to test the significance of the overall model and the specified paths. Findings indicate that brand satisfaction is affected by directly by brand trust, current purchase and indirectly by brand attachment. Brand trust is affected by dir...

  3. Brand positioning through banking services' offer: Serbian perspective

    Directory of Open Access Journals (Sweden)

    Novčić Branka

    2012-01-01

    Full Text Available The subject of this paper relates to the determination of interdependent relationship of the key elements necessary for the positioning of brands in the banking market in Serbia. The main goal of this paper is to analyze the way in which managers of banks in Serbia perceived brand positioning of banks in which they work, and the value of the customer service offer - corporate clients. Research focuses on identifying and comparing the dependent relationships between the key elements of offers' brand positioning: brand awareness, brand associations, perceived quality and brand loyalty. For the purpose of the research presented in this paper on-line surveying techniques was applied. 49 responses were collected form banking managers responsible for corporate clients. Results were analyzed using one-way analysis of variance (ANOVA.Acquired results indicate that there is a strong correlation between the observed elements: awareness of the brand-brand associations, brand association-perceived quality and perceived quality of brand-loyalty. Also, this paper provides an overview of the current position of the banking brands, as well as guidelines for improving the position of banking brands on the Serbian market.

  4. Project network-oriented materials management policy for complex projects

    DEFF Research Database (Denmark)

    Dixit, Vijaya; Srivastava, Rajiv K; Chaudhuri, Atanu

    2015-01-01

    This work devises a materials management policy integrated with project network characteristics of complex projects. It proposes a relative quantitative measure, overall criticality (OC), for prioritisation of items based on penalty incurred due to their non-availability. In complex projects...... managerial tacit knowledge which provides them enough flexibility to provide information in real form. Computed OC values can be used for items prioritisation and as shortage cost coefficient in inventory models. The revised materials management policy was applied to a shipbuilding project. OC values were......, practicing managers find it difficult to measure OC of items because of the subjective factors and intractable nature of penalties involved. However, using their experience, they can linguistically identify the antecedents and relate them to consequent OC. This work adopts Fuzzy Set Theory to capture...

  5. Incorporating evolutionary principles into environmental management and policy

    DEFF Research Database (Denmark)

    Lankau, Richard; Jørgensen, Peter Søgaard; Harris, David J.

    2011-01-01

    As policymakers and managers work to mitigate the effects of rapid anthropogenic environmental changes, they need to consider organisms’ responses. In light of recent evidence that evolution can be quite rapid, this now includes evolutionary responses. Evolutionary principles have a long history...... in conservation biology, and the necessary next step for the field is to consider ways in which conservation policy makers and managers can proactively manipulate evolutionary processes to achieve their goals. In this review, we aim to illustrate the potential conservation benefits of an increased understanding...... of evolutionary history and prescriptive manipulation of three basic evolutionary factors: selection, variation, and gene flow. For each, we review and propose ways that policy makers and managers can use evolutionary thinking to preserve threatened species, combat pest species, or reduce undesirable evolutionary...

  6. Effect of beach management policies on recreational water quality.

    Science.gov (United States)

    Kelly, Elizabeth A; Feng, Zhixuan; Gidley, Maribeth L; Sinigalliano, Christopher D; Kumar, Naresh; Donahue, Allison G; Reniers, Adrianus J H M; Solo-Gabriele, Helena M

    2018-04-15

    When beach water monitoring programs identify poor water quality, the causes are frequently unknown. We hypothesize that management policies play an important role in the frequency of fecal indicator bacteria (FIB) exceedances (enterococci and fecal coliform) at recreational beaches. To test this hypothesis we implemented an innovative approach utilizing large amounts of monitoring data (n > 150,000 measurements per FIB) to determine associations between the frequency of contaminant exceedances and beach management practices. The large FIB database was augmented with results from a survey designed to assess management policies for 316 beaches throughout the state of Florida. The FIB and survey data were analyzed using t-tests, ANOVA, factor analysis, and linear regression. Results show that beach geomorphology (beach type) was highly associated with exceedance of regulatory standards. Low enterococci exceedances were associated with open coast beaches (n = 211) that have sparse human densities, no homeless populations, low densities of dogs and birds, bird management policies, low densities of seaweed, beach renourishment, charge access fees, employ lifeguards, without nearby marinas, and those that manage storm water. Factor analysis and a linear regression confirmed beach type as the predominant factor with secondary influences from grooming activities (including seaweed densities and beach renourishment) and beach access (including charging fees, employing lifeguards, and without nearby marinas). Our results were observable primarily because of the very large public FIB database available for analyses; similar approaches can be adopted at other beaches. The findings of this research have important policy implications because the selected beach management practices that were associated with low levels of FIB can be implemented in other parts of the US and around the world to improve recreational beach water quality. Copyright © 2018 Elsevier Ltd. All

  7. Brand Coopetition with Geographical Indications: Which Information Does Lead to Brand Differentiation?

    NARCIS (Netherlands)

    Dentoni, D.; Tonsor, G.; Calantone, R.; Peterson, C.

    2013-01-01

    Farmers and managers marketing food products with Geographical Indications (GIs) have to play a brand coopetition game: they cooperate with each other to develop a collective GI equity, yet they compete to build their individual brand and to establish market channels. Based on an online experiment

  8. A Proposal of Branding Water - Based Recreational Activities Within The Destination Management Project in The Dalaman Basin, Muğla, Turkey

    Directory of Open Access Journals (Sweden)

    Ali TÜRKER

    2014-08-01

    Full Text Available "Arrival place" (TDK, 2012 or "a place that has different natural features or attractions where visitors are interested in visiting" (Coltman, 1989: 48 were defined as destination. Nowadays this is one of the topics that attention is paid to in tourism literature. However, destination is drawn in a reg ional boundaries rather than political boundaries where tourist resources in a geographic area are clustered. This in turn necessitates the different local government units and non - governmental organizations (NGOs in acting management and marketing togeth er. Dalaman basin boundaries cover Dalaman, Ortaca and Koycegiz municipalities in the province of Mugla. Dalaman international airport is located in the area that tourists have an easy access to reach accommodation establishments soon after they land and t ourists further benefit from the region's historical and touristic values. This study has primarily presented the findings regarding Dalaman Basin Destination Management Project involving these three municipalities, the tourism business representatives, NG Os and Mugla Sıtkı Kocman University lecturers. Through this consecutive meetings among these parties involved, a main conclusion has drawn upon water - based recreational activities should be focused and these activities should be used in marketing the regi on. Further to this conclusion, these water - based activities should be branded. Within this destination management project, "Turkish Water Land" was proposed as a brand name to describe the region‟s water - based activities. The three local authorities of th e Dalaman basin unanimously agreed upon a protocol stating the roles and allocation of investments and expenditures required. Water based recreation activities are located in the region as follows: Dalaman river, Koycegiz lake, Iztuzu and Sarigerme beaches , Ekin and Sarsala bays and Dalyan canal.

  9. International marketing brand image

    Directory of Open Access Journals (Sweden)

    Kadijević Đorđe M.

    2002-01-01

    Full Text Available The brand is at same time a name, mark, symbol, design of their combination. In contributes to the identification and differentiation of a market product, product mix or company. The brand none exists solely in the communication and through the communication with consumers. The brand being as preferred, leads to the familiarity with the consumer who insists on buying it. In marketing communication, the brand name announces its uniqueness and permanent identity. Owning one's own brand contributes to the creation of company's positive and strong image -communicational target and profit - economic target.

  10. Study on management policy of Biocides in Korea

    Energy Technology Data Exchange (ETDEWEB)

    Park, Jeong Kyu; Cho, Young Hee [Korea Environment Institute, Seoul (Korea)

    1999-12-01

    In the advanced countries, there are active studies on biocide, implying non-agricultural pesticides, at present with increasing interests on this. Among the advanced countries, Canada, Australia and New Zealand are managing biocides the most systematically and have very clear regulations and roles of relevant departments. In addition to efforts of each country, the international organizations are emphasizing the need of biocides management. EU already announced Biocidal Products Directive(BPD) in 1998 and is urging to implement regulations within a guidebook in member countries from 2000. Furthermore, OECD is well aware of biocides management trend of each member country and is planning to set up a specific management guide based on this. In this study, it recommends a biocides management policy in Korea with regulations, relevant departments, and regulation contents of biocides implemented in the advanced countries and regulation trend of biocides in Korea. 47 refs., 27 tabs.

  11. A Semiotic Note on Branding

    DEFF Research Database (Denmark)

    Thellefsen, Leo Torkild; Andersen, Christian; Sørensen, Bent

    2008-01-01

    This paper investigates how the pragmatic semiotics of C.S. Peirce can be used as a way of analyzing brands as signs, containing emotional elements that can establish brand communities and branding as the process of establishing brand communities. During the branding process the values, which we...... call the supra symbolic layer of the brand and the specific artifact merge into a statement or a sign. We discuss the fragility of such brand communities, how we are able to participate in brand communities through our use of the particular brand, and how we are quickly able to leave such communities...... when we change brands....

  12. Providing policy-relevant information for greenhouse gas management: Perspectives from science and technology policy research

    Science.gov (United States)

    Dilling, L.

    2009-12-01

    In the 12 years since the Kyoto Protocol was signed setting forth targets for greenhouse gas emissions from several nations, the number of policies, voluntary programs and commercial enterprises that have developed to manage carbon has grown exponentially. Many of these programs have occurred in a voluntary context, such as carbon trading, carbon offset programs, and climate registries . To date, no single, common system for accrediting, verifying and recording carbon credits has developed. Moreover, as the international community continues to negotiate the dimensions of an international agreement for the post-Kyoto time period, discussions still center on targets for fossil fuel emissions, biospheric carbon protection, and appropriate distribution of the burden of compliance globally. If carbon still remains the currency for discussion in a climate agreement, some type of effective measurement and verification system will be needed to ensure that commitments are being met. While entire volumes over the past decade have been written on what it is possible to observe about the carbon cycle and how to do so-- these tend to describe observations from the perspective of studying the carbon cycle to discover fundamental new knowledge. I will argue, however, that for the application under consideration in this session, i.e. a global greenhouse gas information system, it is essential to bring in the perspective of the policy and regulatory community. The needs of the scientific community for measuring the uncertainties in the global carbon cycle are not necessarily the same as those for the policy community. To ensure that such a system can serve a policy-relevant function, the scientific community must engage with policy makers, entrepreneurs, those who must comply, and others involved in constructing the policy framework. This paper will examine some of the key fundamentals that the policy community may be considering in designing a greenhouse gas monitoring system. I

  13. Brand recognition in television advertising: The influence of brand presence and brand introduction

    Directory of Open Access Journals (Sweden)

    Charlene Gerber

    2014-05-01

    Problem investigated: Brand recognition and recall are established advertising effectiveness measurements to assess brand awareness. Of particular interest is whether encoding of brand information as measured by brand recognition is influenced by brand presence and brand introduction. Design/methodology/approach: A meta-analysis was performed on responses to 25 television advertisements, gathered from 50 000 respondents. Findings: The findings indicated a positive linear relationship between brand presence and brand recognition but a negative linear relationship between brand introduction and brand recognition, whilst brand introduction and brand presence predicted variance in brand recognition. Value of research: The researchers concluded that a brand should be present in an advertisement for about two-thirds of the time for optimum brand recognition.

  14. 41 CFR 102-74.10 - What is the basic facility management policy?

    Science.gov (United States)

    2010-07-01

    ... facility management policy? 102-74.10 Section 102-74.10 Public Contracts and Property Management Federal Property Management Regulations System (Continued) FEDERAL MANAGEMENT REGULATION REAL PROPERTY 74-FACILITY MANAGEMENT General Provisions § 102-74.10 What is the basic facility management policy? Executive agencies...

  15. Study of Brand Awareness and BrandImage of Starbucks

    OpenAIRE

    Rizwan, Muhammad; xian, Qin

    2008-01-01

    Abstract Date: September 1, 2008 Course: EFO705 Master Thesis International Marketing Tutor: Peter Dalin Authors: Muhammad Rizwan Qin Xian Title: Study of Brand Awareness and Brand Image of Starbucks Problem: To investigate to what extent the Swedish youths have brand awareness about the brand of Starbucks and what kind of brand perception of Starbucks as reflected by the brand association held in target customers’ memories (brand image). Purpos...

  16. Economics and policies of nuclear plant life management

    International Nuclear Information System (INIS)

    Yamagata, H.

    1998-01-01

    NEA provides an opportunity for international exchange of information on the economics and policies of nuclear plant life management for governments and plant owners. The NEA Secretariat is finalising the 'state-of-the-art report' on the economics and policies of nuclear plant life management, including the model approach and national summaries. In order to meet power supply obligations in the early 2000, taking into account energy security, environmental impact, and the economics of nuclear power plants whose lives have been extended, initiatives at national level must be taken to monitor, co-ordinate, and support the various industry programmes of nuclear plant life management by integrated and consistent policies, public acceptance, R and D, and international co-operation. Nuclear power owners should establish an organisation and objectives to carry nuclear plant life management in the most economic and smoothest way taking into consideration internal and external influences. The organisation must identify the critical item and the ageing processes, and optimise equipment reliability and maintenance workload. (author)

  17. Health Policy and Management: in praise of political science. Comment on "On Health Policy and Management (HPAM): mind the theory-policy-practice gap".

    Science.gov (United States)

    Hunter, David J

    2015-03-12

    Health systems have entered a third era embracing whole systems thinking and posing complex policy and management challenges. Understanding how such systems work and agreeing what needs to be put in place to enable them to undergo effective and sustainable change are more pressing issues than ever for policy-makers. The theory-policy-practice-gap and its four dimensions, as articulated by Chinitz and Rodwin, is acknowledged. It is suggested that insights derived from political science can both enrich our understanding of the gap and suggest what changes are needed to tackle the complex challenges facing health systems. © 2015 by Kerman University of Medical Sciences.

  18. Health Policy and Management: In Praise of Political Science; Comment on “On Health Policy and Management (HPAM: Mind the Theory-Policy Practice Gap”

    Directory of Open Access Journals (Sweden)

    David J Hunter

    2015-06-01

    Full Text Available Health systems have entered a third era embracing whole systems thinking and posing complex policy and management challenges. Understanding how such systems work and agreeing what needs to be put in place to enable them to undergo effective and sustainable change are more pressing issues than ever for policy-makers. The theory-policy-practice-gap and its four dimensions, as articulated by Chinitz and Rodwin, is acknowledged. It is suggested that insights derived from political science can both enrich our understanding of the gap and suggest what changes are needed to tackle the complex challenges facing health systems.

  19. Branding Cities, Changing Societies

    DEFF Research Database (Denmark)

    Ooi, Can-Seng

    Societal changes are seldom discussed in the literature on city branding. The time element is important because it highlights the fluctuating reality of society. The city brand message freezes the place but in fact, the city branding exercise is a continuous process. Society emerges too. City...... brands are supposed to accentuate the uniqueness of the city, be built from the bottom-up and reflect the city's identity. This paper highlights three paradoxes, pointing out that city branding processes can also make cities more alike, bring about societal changes and forge new city identities. A city...... branding campaign does not just present the city, it may change the city. The relationships between the branding exercise and the city are intertwined in the evolution of the place....

  20. A Nuclear Waste Management Cost Model for Policy Analysis

    Science.gov (United States)

    Barron, R. W.; Hill, M. C.

    2017-12-01

    Although integrated assessments of climate change policy have frequently identified nuclear energy as a promising alternative to fossil fuels, these studies have often treated nuclear waste disposal very simply. Simple assumptions about nuclear waste are problematic because they may not be adequate to capture relevant costs and uncertainties, which could result in suboptimal policy choices. Modeling nuclear waste management costs is a cross-disciplinary, multi-scale problem that involves economic, geologic and environmental processes that operate at vastly different temporal scales. Similarly, the climate-related costs and benefits of nuclear energy are dependent on environmental sensitivity to CO2 emissions and radiation, nuclear energy's ability to offset carbon emissions, and the risk of nuclear accidents, factors which are all deeply uncertain. Alternative value systems further complicate the problem by suggesting different approaches to valuing intergenerational impacts. Effective policy assessment of nuclear energy requires an integrated approach to modeling nuclear waste management that (1) bridges disciplinary and temporal gaps, (2) supports an iterative, adaptive process that responds to evolving understandings of uncertainties, and (3) supports a broad range of value systems. This work develops the Nuclear Waste Management Cost Model (NWMCM). NWMCM provides a flexible framework for evaluating the cost of nuclear waste management across a range of technology pathways and value systems. We illustrate how NWMCM can support policy analysis by estimating how different nuclear waste disposal scenarios developed using the NWMCM framework affect the results of a recent integrated assessment study of alternative energy futures and their effects on the cost of achieving carbon abatement targets. Results suggest that the optimism reflected in previous works is fragile: Plausible nuclear waste management costs and discount rates appropriate for intergenerational cost

  1. Exploring the Impact of Silos in Achieving Brand Orientation

    DEFF Research Database (Denmark)

    Gyrd-Jones, Richard; Helm, Clive; Munk, Jonas

    silos are associated with different mindsets that create barriers to the achievement of brand orientation. The case follows a medium sized manufacturing company in its efforts to introduce a brand revitalization strategy across the organization. Despite the strategy having top management full support......Brands are widely recognised as important sources of competitive advantage. The newly emerged concept of brand orientation has be used to assess the extent to which the whole organisation is orientated around the brand and thus the extent to which organisational resources are focused around...... maximising brand potential. Whilst offering potential to improve our understanding of how brands can be effectively managed and offering practitioners a set of tool to this end, this concept is limited in both its empirical and theoretical foundations. Through a case study this paper documents how functional...

  2. Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop)

    Science.gov (United States)

    Susanty, Aries; Tresnaningrum, Aprilia

    2018-02-01

    This study has several purposes. First, this study aims to investigate the effect of consumer-brand value congruence, brand distinctiveness, brand social benefit, brand warmth, and memorable brand experience on customer-brand identification (CBI). We call all of those factors as the antecedent factor of CBI. Second, this study aims to investigate the effect of CBI on customer loyalty. Third, investigate the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI. This research used primary data collected through closed questionnaires using a Likert scale of 1 - 5. The total sample size was 273 respondents located in Semarang City who has or has been using Acer Laptop for minimal one year. This research was conducted using Partial Least Square (PLS) method through SmartPLS 3.0 software. The result of data processing indicated that all of the antecedent factors of CBI have the positive and significant effect on CBI of the user of Acer Laptop. In this case, among the five antecedent factors of CBI, value congruence has the greatest effect on CBI of the user of Acer Laptop. The result of data processing also indicated that CBI has the positive and significant effect on brand loyalty of user of Acer Laptop. This study fails to prove the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI of the user of Acer Laptop. Moreover, based on the result of hypothesis testing, this study gives some recommendation to Acer Laptop to develop or create some features which are match with the value of user of Laptop Acer in Semarang City.

  3. Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop

    Directory of Open Access Journals (Sweden)

    Susanty Aries

    2018-01-01

    Full Text Available This study has several purposes. First, this study aims to investigate the effect of consumer–brand value congruence, brand distinctiveness, brand social benefit, brand warmth, and memorable brand experience on customer-brand identification (CBI. We call all of those factors as the antecedent factor of CBI. Second, this study aims to investigate the effect of CBI on customer loyalty. Third, investigate the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI. This research used primary data collected through closed questionnaires using a Likert scale of 1 - 5. The total sample size was 273 respondents located in Semarang City who has or has been using Acer Laptop for minimal one year. This research was conducted using Partial Least Square (PLS method through SmartPLS 3.0 software. The result of data processing indicated that all of the antecedent factors of CBI have the positive and significant effect on CBI of the user of Acer Laptop. In this case, among the five antecedent factors of CBI, value congruence has the greatest effect on CBI of the user of Acer Laptop. The result of data processing also indicated that CBI has the positive and significant effect on brand loyalty of user of Acer Laptop. This study fails to prove the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI of the user of Acer Laptop. Moreover, based on the result of hypothesis testing, this study gives some recommendation to Acer Laptop to develop or create some features which are match with the value of user of Laptop Acer in Semarang City.

  4. Describing management attitudes to guide forest policy implementation

    DEFF Research Database (Denmark)

    Boon, Tove Ragnhild Enggrob; Meilby, Henrik

    2007-01-01

    management attitudes and practices: (1) the production-oriented owner, (2) the classic forest owner, (3) the environmental/recreational owner, and (4) the indifferent forest owner. Owners in Clusters 1 and 2 are mainly motivated by financial and wood production aspects, whereas owners in Cluster 3......Forest policy in Denmark aims to increase the environmental values of forests. For policy implementation it is essential to know how to motivate private owners. Based on a survey among private forest owners in Denmark, four types of owners have been identified, clustered according to their forest...... are to a greater extent motivated by environmental and recreational aspects. Cluster 4 is the least motivated cluster. For effective policy intervention, the clusters should be addressed by different means. Owners in Clusters 1 and 2 should be met on their agricultural-production logic, Cluster 3 on their interest...

  5. Integrating policy, disintegrating practice: water resources management in Botswana

    Science.gov (United States)

    Swatuk, Larry A.; Rahm, Dianne

    Botswana is generally regarded as an African ‘success story’. Nearly four decades of unabated economic growth, multi-party democracy, conservative decision-making and low-levels of corruption have made Botswana the darling of the international donor community. One consequence of rapid and sustained economic development is that water resources use and demands have risen dramatically in a primarily arid/semi-arid environment. Policy makers recognize that supply is limited and that deliberate steps must be taken to manage demand. To this end, and in line with other members of the Southern African Development Community (SADC), Botswana devised a National Water Master Plan (NWMP) and undertook a series of institutional and legal reforms throughout the 1990s so as to make water resources use more equitable, efficient and sustainable. In other words, the stated goal is to work toward Integrated Water Resources Management (IWRM) in both policy and practice. However, policy measures have had limited impact on de facto practice. This paper reflects our efforts to understand the disjuncture between policy and practice. The information presented here combines a review of primary and secondary literatures with key informant interviews. It is our view that a number of constraints-cultural, power political, managerial-combine to hinder efforts toward sustainable forms of water resources use. If IWRM is to be realized in the country, these constraints must be overcome. This, however, is no small task.

  6. Uncertainty in biodiversity science, policy and management: a conceptual overview

    Directory of Open Access Journals (Sweden)

    Yrjö Haila

    2014-10-01

    Full Text Available The protection of biodiversity is a complex societal, political and ultimately practical imperative of current global society. The imperative builds upon scientific knowledge on human dependence on the life-support systems of the Earth. This paper aims at introducing main types of uncertainty inherent in biodiversity science, policy and management, as an introduction to a companion paper summarizing practical experiences of scientists and scholars (Haila et al. 2014. Uncertainty is a cluster concept: the actual nature of uncertainty is inherently context-bound. We use semantic space as a conceptual device to identify key dimensions of uncertainty in the context of biodiversity protection; these relate to [i] data; [ii] proxies; [iii] concepts; [iv] policy and management; and [v] normative goals. Semantic space offers an analytic perspective for drawing critical distinctions between types of uncertainty, identifying fruitful resonances that help to cope with the uncertainties, and building up collaboration between different specialists to support mutual social learning.

  7. Formation of strategy and policy of banking credit operations management

    Directory of Open Access Journals (Sweden)

    O.V. Lysenok

    2016-03-01

    Full Text Available The article examines the strategic management of credit operations as the activities on credit strategies of banking institutions, the formation of goals, objectives, and the choice of methods to achieve them. The basis of this is the strategic management analysis of the factors affecting the lending operations, strategic planning, communication mechanisms of strategic and tactical decisions, monitoring the implementation of the strategy and timely adjustments. For the purpose of effective implementation of the developed strategy, the article argues that banks in modern conditions should develop their own internal credit policy which should cover the essential elements and principles of credit at these banks. The study determines that the credit policy is based on the factors determined by the amount of capital assets and loan portfolio, the structure of its clientele, specialization, location, presence of branch network, the situation in the money market.

  8. Brand Personality Creation through Advertising

    OpenAIRE

    Ouwersloot Hans; Tudorica Anamaria

    2001-01-01

    Brand Personality is one of the core dimensions of brand equity. Brand personality refers to the emotional side of a brand image. It is created by all experiences of consumers with a brand, but advertising plays a dominant role in personality creation. In this paper we explore the mechanism that builds brand personality with the help of advertising. We integrate advertising models with the theory of brand personality. Our integrated framework leads to a number of propositions that set an agen...

  9. LHCb: A Policy System for Grid Management and Monitoring

    CERN Multimedia

    Stagni, F; Sapunov, M

    2010-01-01

    Organizations using a Grid computing model are faced with non-traditional administrative challenges: the heterogeneous nature of the underlying resources requires professionals acting as Grid Administrators. Members of a Virtual Organization (VO) can use a mask composed by services exposed b y local resources. In an ideal world, the more services in a mask, the better. In the real world, the less faulty services, the better: experienced Grid administrators apply procedures for adding and removing services, based on their status, as it is reported by an ever-growing set of monitoring tools. When a procedure is agreed and well-exercised, a formal policy could be derived. For this reason, using the DIRAC framework in the LHCb collaboration, we developed a policy system that can enforce management and operational policies, in a VO-specific fashion. A single policy makes an assessment on the status of a subject, relative to one or more monitoring information. Subjects of the policies are monitored entities of an e...

  10. Risk Management: Coordinating Corporate Investment and Financing Policies

    OpenAIRE

    Kenneth A. Froot; David S. Scharfstein; Jeremy C. Stein

    1992-01-01

    This paper develops a general framework for analyzing corporate risk management policies. We begin by observing that if external sources of finance are more costly to corporations than internally generated funds, there will typically be a benefit to hedging: hedging adds value to the extent that it helps ensure that a corporation has sufficient internal funds available to take advantage of attractive investment opportunities. We then argue that this simple observation has wide ranging implica...

  11. Link Before You Share: Managing Privacy Policies through Blockchain

    OpenAIRE

    Banerjee, Agniva; Joshi, Karuna Pande

    2017-01-01

    With the advent of numerous online content providers, utilities and applications, each with their own specific version of privacy policies and its associated overhead, it is becoming increasingly difficult for concerned users to manage and track the confidential information that they share with the providers. Users consent to providers to gather and share their Personally Identifiable Information (PII). We have developed a novel framework to automatically track details about how a users' PII ...

  12. Integrated pest management: theoretical insights from a threshold policy

    Energy Technology Data Exchange (ETDEWEB)

    Costa, Michel I. da Silveira [Laboratorio Nacional de Computacao Cientifica (LNCC), Petropolis, RJ (Brazil)], e-mail: michel@lncc.br; Faria, Lucas del B. [Universidade Federal de Lavras, MG (Brazil). Dept. de Biologia. Setor de Ecologia], e-mail: lucasdbf@gmail.com

    2010-01-15

    An Integrated Pest Management is formulated as a threshold policy. It is shown that when this strategy is applied to a food web consisting of generalist, specialist predators and endemic and pest prey, the dynamics can be stable and useful from the pest control point of view, despite the dynamical complexities inherent to the application of biocontrol only. In addition, pesticide toxicity depends rather on the species intrinsic parameters than on the chemical agent concentration. (author)

  13. Development of federal government policy on radioactive waste management

    International Nuclear Information System (INIS)

    Howieson, J.

    1979-01-01

    The federal government position on radioactive waste management has been defined in one area - that of spent fuel waste - where AECL is pursuing an R and D program under the 1978 Ontario-Federal agreement. This agreement has a term of two years. In considering its renewal and in other areas of radioactive waste management, the government is working towards establishing its policy position. A review is given of the reasons for the government's interest in this area and some of the background which affects the approach to be taken. (auth)

  14. Approaches and uncertainties in nutrient budgets; Implications for nutrient management and environmental policies

    NARCIS (Netherlands)

    Oenema, O.; Kros, J.; Vries, de W.

    2003-01-01

    Nutrient budgets of agroecosystems are constructed either (i) to increase the understanding of nutrient cycling, (ii) as performance indicator and awareness raiser in nutrient management and environmental policy, or (iii) as regulating policy instrument to enforce a certain nutrient management

  15. USA: energy policy and spent fuel and waste management

    International Nuclear Information System (INIS)

    Petroll, M.R.

    2001-01-01

    The new US administration under President Bush has shifted political weights in the country's energy policy. The policy pursued by the Clinton administration, which had been focused strongly on energy efficiency and environmental protection, will be revoked in a number of points, and the focus instead will now be on economics and continuity of supply, also against the backdrop of the current power supply crisis in California. However, it is more likely that fossil-fired generating capacity will be expanded or added than new nuclear generating capacity. As far as the policy of managing radioactive waste is concerned, no fast and fundamental changes are expected. Low-level waste arising in medicine, research, industry, and nuclear power plants will be stored in a number of shallow ground burial facilities also involving more than one federal state. The Yucca Mountain repository project will be advanced with a higher budget, and WIPP (Waste Isolation Plant) in the state of New Mexico has been in operation since 1998. Plans for the management of spent fuel elements include interim stores called ISFSIs (Independent Spent Fuel Storage Installations) both near and independent of nuclear power sites. Nineteen sites have been licensed, another eighteen are ready to be licensed. In addition, also international spent fuel and nuclear waste management approaches are being discussed in the United States which, inter alia, are meant to offer comprehensive solutions to countries running only a small number of nuclear power plants. (orig.) [de

  16. Brand values for consumers and companies

    Directory of Open Access Journals (Sweden)

    Veljković Saša

    2010-01-01

    Full Text Available In contemporary business management, which is characterized by intense competitive pressure, marketing is getting more and more dominant role. Companies on the market are more exposed to competitive pressure due to the growing number of suppliers (bidders and substitutive products on the home market, and increase of foreign competition due to the world economy globalization. The success of marketing tools usage largely depends on the expected financial effects realization, as well as the survival of company on the market does, both in long and short terms. Brand marketing is a useful tool in modern business environment and it is an important source of competitive advantage. The concept and essence of brand have been significantly changed recently, compared to the period of twenty or more years ago. Brand is no more considered as just a label or sign, it is a tool that creates value for consumers and significantly contributes to improving the competitive position on the market. In brand creating process one should start from the elements that influence the creation of value for consumers and to consistently apply mechanisms to maximize the function of the brand on the market and enable companies to achieve maximum impact in terms of achievement of competitive advantage. It is important at the same time, in the respect of analysis of the financial payback investment in brand creating, to conceder brand impacts on the financial performance of the company. The aim of this paper is to point out the role, importance and concept of brand in modern marketing, and to highlight the role and way of creating value for consumers with help of the brand, which contributes to improving the competitive position and points out the brand influence on the financial performance of companies.

  17. Humanitarian Branding & the Media

    DEFF Research Database (Denmark)

    Vestergaard, Anne

    2006-01-01

    are becoming increasingly commercialized. This paper explores the use of media discourse for the communication of ethical messages by humanitarian organizations, caught, as they are, in a tension between, on the one hand, the commercial strategies of visibility and still greater dependence on the media, and......The development of corporate communication in recent years has brought about a fading of the division of labor between commercial and non-commercial organizations. While the practices of commercial organizations are becoming increasingly ethicalized, so the practices of non-profit organizations......'s branding strategies testify to a high degree of reflexivity about the conditions of what Luc Boltanski calls a Crisis of Pity. The analysis illustrates how, in the face of compassion fatigue, the organization manages to carve out a new space for itself in the marketized ethical discourse, and leads...

  18. BRANDS AND BRANDING - EXAMPLE: COCA-COLA

    Directory of Open Access Journals (Sweden)

    Ljiljana Stošić Mihajlović

    2013-01-01

    Full Text Available The most valuable brand in the world is still "Coca Cola", and the highest increase was recorded value "Apple" because that's who entered the top ten most valuable brands. Coca-Cola HBC Serbia makes a significant contribution to the local economy. In three bottling plants, distribution centers and sales offices in Serbia and employ over 1500 people. Taxes that are paid regularly Serbian authorities are yet another way of contribution to the national economy.

  19. BRANDS AND BRANDING - EXAMPLE: COCA-COLA

    OpenAIRE

    Ljiljana Stošić Mihajlović

    2013-01-01

    The most valuable brand in the world is still "Coca Cola", and the highest increase was recorded value "Apple" because that's who entered the top ten most valuable brands. Coca-Cola HBC Serbia makes a significant contribution to the local economy. In three bottling plants, distribution centers and sales offices in Serbia and employ over 1500 people. Taxes that are paid regularly Serbian authorities are yet another way of contribution to the national economy.

  20. Create New Brands:Achieve New Leaders

    Institute of Scientific and Technical Information of China (English)

    2009-01-01

    @@ To establish brands and enhance the competing ability of these brands in international market, and improve industrial level of manufacturing, services, agriculture and other major industries in China, and set up an investment risk management mechanism in line with international standards as soon as possible, the first"China Venture Capital Conference & Promotion of most valuable investment brands in 2008" was held on December 13, 2008 in Huwan Hotel in Wendu, Beijing, which was organized by Risk Investment Committee of China Science and Technology Finance Promotion Association and Other institutes and supported by TORCH High Technology Industry Development Center and Research Center under Ministry of Science and Techynology.

  1. The brand – a few definitions

    Directory of Open Access Journals (Sweden)

    Ph. D. Lecturer Alexandra Craciun

    2009-12-01

    Full Text Available This article discusses a series of definitions of the term “brand” in order to highlight the fact that in a world dominated by hyper-consumption and products with similar functional benefits the role of branding is every day more important, being the only means by which the consumer is oriented. People no longer consume products but brands, because now the differentiation does not start from physical attributed but from emotional benefits. That is why the brand managers’ role is all the more related to the management of a symbolic world.

  2. Advocacy participation and brand loyalty in virtual brand communtity

    OpenAIRE

    Munnukka, Juha; Uusitalo, Outi; Jokinen, Elisa

    2014-01-01

    Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active content creation activities. Personal and reciprocal communication and consumers’ participation in virtual brand communities are the main sources through which communities contribute to brand loyalty formation. This research examines the antecedents and consequences of advocacy participation in virtual brand communities. The results show that the VBC members’ advocacy participation ...

  3. Social Impact Management Plans: Innovation in corporate and public policy

    International Nuclear Information System (INIS)

    Franks, Daniel M.; Vanclay, Frank

    2013-01-01

    Social Impact Assessment (SIA) has traditionally been practiced as a predictive study for the regulatory approval of major projects, however, in recent years the drivers and domain of focus for SIA have shifted. This paper details the emergence of Social Impact Management Plans (SIMPs) and undertakes an analysis of innovations in corporate and public policy that have put in place ongoing processes – assessment, management and monitoring – to better identify the nature and scope of the social impacts that might occur during implementation and to proactively respond to change across the lifecycle of developments. Four leading practice examples are analyzed. The International Finance Corporation (IFC) Performance Standards require the preparation of Environmental and Social Management Plans for all projects financed by the IFC identified as having significant environmental and social risks. Anglo American, a major resources company, has introduced a Socio-Economic Assessment Toolbox, which requires mine sites to undertake regular assessments and link these assessments with their internal management systems, monitoring activities and a Social Management Plan. In South Africa, Social and Labour Plans are submitted with an application for a mining or production right. In Queensland, Australia, Social Impact Management Plans were developed as part of an Environmental Impact Statement, which included assessment of social impacts. Collectively these initiatives, and others, are a practical realization of theoretical conceptions of SIA that include management and monitoring as core components of SIA. The paper concludes with an analysis of the implications for the practice of impact assessment including a summary of key criteria for the design and implementation of effective SIMPs. -- Highlights: • Social impact management plans are effective strategies to manage social issues. • They are developed in partnership with regulatory agencies, investors and community.

  4. Social Impact Management Plans: Innovation in corporate and public policy

    Energy Technology Data Exchange (ETDEWEB)

    Franks, Daniel M., E-mail: d.franks@uq.edu.au [Centre for Social Responsibility in Mining, The University of Queensland, Sustainable Minerals Institute, St Lucia, Brisbane, Queensland 4072 (Australia); Vanclay, Frank, E-mail: frank.vanclay@rug.nl [Department of Cultural Geography, Faculty of Spatial Sciences, The University of Groningen, P.O. Box 800, 9700 AV Groningen (Netherlands)

    2013-11-15

    Social Impact Assessment (SIA) has traditionally been practiced as a predictive study for the regulatory approval of major projects, however, in recent years the drivers and domain of focus for SIA have shifted. This paper details the emergence of Social Impact Management Plans (SIMPs) and undertakes an analysis of innovations in corporate and public policy that have put in place ongoing processes – assessment, management and monitoring – to better identify the nature and scope of the social impacts that might occur during implementation and to proactively respond to change across the lifecycle of developments. Four leading practice examples are analyzed. The International Finance Corporation (IFC) Performance Standards require the preparation of Environmental and Social Management Plans for all projects financed by the IFC identified as having significant environmental and social risks. Anglo American, a major resources company, has introduced a Socio-Economic Assessment Toolbox, which requires mine sites to undertake regular assessments and link these assessments with their internal management systems, monitoring activities and a Social Management Plan. In South Africa, Social and Labour Plans are submitted with an application for a mining or production right. In Queensland, Australia, Social Impact Management Plans were developed as part of an Environmental Impact Statement, which included assessment of social impacts. Collectively these initiatives, and others, are a practical realization of theoretical conceptions of SIA that include management and monitoring as core components of SIA. The paper concludes with an analysis of the implications for the practice of impact assessment including a summary of key criteria for the design and implementation of effective SIMPs. -- Highlights: • Social impact management plans are effective strategies to manage social issues. • They are developed in partnership with regulatory agencies, investors and community.

  5. Brand quality and internationality: Branded global chain hotels

    OpenAIRE

    Vrkljan, Sanela; Bartoluci, Mato; Čižmar, Sanja

    2017-01-01

    It is increasingly testing for individual hotels, even the well-run and famous ones, to compete and grow in the wider world market without having the underpinning and benefits of the global representation. Perhaps, this is why even the more notable establishments, join hotel chains or a global hotel management conglomerate. This paper focuses on the correlation between business performance of global chain hotels (GCHs) and quality and internationality of the brand they belong to. The quality ...

  6. An Examination of the Critical Factors of Store Brand Purchase Intentions

    OpenAIRE

    Zhao, XiaoQian

    2011-01-01

    Consumer behaviour is very complex interaction of affect, cognition, behaviour and environment activities, which deals with how and why individuals conduct the exchange events of products and service. Brand, as a signal of quality assurance and sometimes a symbol of identity, plays a significant role in consumer decision making process. Thus build up brand assets and improve brand equity is important in brand management. As a main source of consumer packaged goods, store brands should be atta...

  7. —: A Multicategory Brand Equity Model and Its Application at Allstate

    OpenAIRE

    Venkatesh Shankar; Pablo Azar; Matthew Fuller

    2008-01-01

    We develop a robust model for estimating, tracking, and managing brand equity for multicategory brands based on customer survey and financial measures. This model has two components: (1) offering value (computed from discounted cash flow analysis) and (2) relative brand importance (computed from brand choice models such as multinomial logit, heteroscedastic extreme value, and mixed logit). We apply this model to estimate the brand equity of Allstate—a leading insurance company—and its leading...

  8. 23 CFR 630.1106 - Policy and procedures for work zone safety management.

    Science.gov (United States)

    2010-04-01

    ... 23 Highways 1 2010-04-01 2010-04-01 false Policy and procedures for work zone safety management... Policy and procedures for work zone safety management. (a) Each agency's policy and processes, procedures, and/or guidance for the systematic consideration and management of work zone impacts, to be...

  9. Rolul strategiei de brand în promovarea și dezvoltarea orașelor

    Directory of Open Access Journals (Sweden)

    Ruxandra Irina POPESCU

    2007-12-01

    Full Text Available A powerful brand manages to attract quality residents, tourists, investors and worldwide events. The reputation of a city must be built on positive, attractive, unique, sustainable and relevant qualities for various kinds of people. A brand strategy can determine the most realistic and competitive strategic vision for a city and maybe, can also, ensure that the one vision is sustained and enriched by every investment and communication between the city and the rest of the world. It is necessary that everyone involved in the creation of the brand demonstrates and communicates the same idea of the brand in order not to confuse people. For the same reason, this process has to be treated at the highest level of local authority and to have the mayor’s support. The communication sustained by a city can regard the exported products, self-promotion in the field of commerce, tourism and investments, the internal and external policies behavior, the way it promotes its culture and protects the environment, as well as the way it competes with other cities when it comes to sport and local events. If well conceived and implemented, a brand strategy can make an important difference on the local trust generated, as well as upon the external performance of the city.

  10. Structural Analysis of Port Brand Equity Using Structural Equation Modeling1

    Directory of Open Access Journals (Sweden)

    Taehwee Lee

    2014-12-01

    Full Text Available Port competition, especially in the Northeast Asia (NEA region, can be described as a price war. In this price competition, it is necessary to build up the brand concept to acquire higher market share. This paper aims to provide structural relationships for port brand equity (PBE and explore the PBE stages statistically. The stages are divided into three steps: port service quality as the precedent of PBE, the PBE dimensions (brand awareness [BA] and brand loyalty [BL], and the antecedent of PBE (overall value of brand equity [OVBE]. From a survey conducted with port users in Korea, the empirical results revealed several significant relationship: between tangibles (TA dimension of port service quality and BL, between the empathy (EMP dimension of port service quality and both BA and BL, and between BA and BL and OVBE. From the empirical analysis, this study suggests both managerial and academic contributions for port managers and scholars for further policy development and research in this important area.

  11. Brand Meaning Cocreation

    DEFF Research Database (Denmark)

    Tierney, Kieran D.; Karpen, Ingo; Westberg, Kate

    2016-01-01

    Purpose: The purpose of this paper is to consolidate and advance the understanding of brand meaning and the evolving process by which it is determined by introducing and explicating the concept of brand meaning cocreation (BMCC). Design/methodology/approach: In-depth review and integration...... of literature from branding, cocreation, service systems, and practice theory. To support deep theorizing, the authors also examine the role of institutional logics in the BMCC process in framing interactions and brand meaning outcomes. Findings: Prior research is limited in that it neither maps the process...... of cocreation within which meanings emerge nor provides theoretical conceptualizations of brand meaning or the process of BMCC. While the literature acknowledges that brand meaning is influenced by multiple interactions, their nature and how they contribute to BMCC have been overlooked. Research limitations...

  12. Exploring Obsession Towards Brands

    DEFF Research Database (Denmark)

    Chung, Emily; Kock, Florian; Josiassen, Alexander

    2017-01-01

    This paper proposes a conceptual framework for the investigation of ‘brand obsession’, defined as a consumer relationship phenomenon that involves 1) non-deliberate, intrusive, and repetitive thoughts about the brand that 2) lead to compulsive behavioural intentions aiming at reducing...... these thoughts. The study of brand obsession extends existing understanding of consumer-brand relationships by introducing brand obsession as a conceptually novel concept. It enables researchers to discern, explain, and measure a critical facet of consumer-brand relationships that can predict important consumer...... behaviours, such as compulsive buying. For example, it can shed light on the cognitive and motivational states that give rise to engaging in compulsive behaviour, which has largely been neglected by existing studies on compulsive buying as it has extensively investigated the phenomenology of the compulsive...

  13. Stormwater management the American way: why no policy transfer?

    Directory of Open Access Journals (Sweden)

    David P. Dolowitz

    2015-09-01

    Full Text Available From the 1940s until the 1980s the federal government gradually extended its authority over the structure of the American stormwater management system. The goal was to improve the water quality of the nation’s waterways by regulating the pollution loads entering the system, primarily through the use of gray infrastructure. However during the1980s the Environmental Protection Agency (EPA began to explore new approaches toward the regulation of stormwater pollution. Instead of focusing only on gray mechanisms, the EPA began developing and promoting the use of low impact development (LID techniques as an element municipal governments could use to achieve their total maxim daily load of pollutants allowable under the National Pollutant Discharge Elimination System permit system. In light of the incentive offered by the EPA for the use of LID in the management of stormwater, it should be expected to provide a perfect area to observe policy transfer between federal, state and local governments; but it does not. This article will establish why the EPA began promoting a green approach to stormwater management and why this has not led to a widespread transfer of best management practices in the ways the literatures associated with federalism and policy transfer would suggest.

  14. Rethinking Study and Management of Agricultural Systems for Policy Design

    Directory of Open Access Journals (Sweden)

    Johann Baumgärtner

    2013-09-01

    Full Text Available There is a concern that agriculture will no longer be able to meet, on a global scale, the growing demand for food. Facing such a challenge requires new patterns of thinking in the context of complexity and sustainability sciences. This paper, focused on the social dimension of the study and management of agricultural systems, suggests that rethinking the study of agricultural systems entails analyzing them as complex socio-ecological systems, as well as considering the differing thinking patterns of diverse stakeholders. The intersubjective nature of knowledge, as studied by different philosophical schools, needs to be better integrated into the study and management of agricultural systems than it is done so far, forcing us to accept that there are no simplistic solutions, and to seek a better understanding of the social dimension of agriculture. Different agriculture related problems require different policy and institutional approaches. Finally, the intersubjective nature of knowledge asks for the visualization of different framings and the power relations taking place in the decision-making process. Rethinking management of agricultural systems implies that policy making should be shaped by different principles: learning, flexibility, adaptation, scale-matching, participation, diversity enhancement and precaution hold the promise to significantly improve current standard management procedures.

  15. Cypriot Consumer Behaviour Towards Luxury Brands

    OpenAIRE

    Archeou, Maria

    2008-01-01

    This study has been concentrating on the Cypriot market to discover the various factors that drives consumers to purchase luxury brands. A qualitative approach was used to conduct this research in order to gain insights over consumers' purchasing behaviour. Therefore, an interview method was chosen to gather the data needed.Initially, an interview with few managers of luxury brands in Cyprus was made to gather some information about the Cyprus market, their target segments profile and the ...

  16. The Archetypal Brand Profile

    OpenAIRE

    Dornelles, Sabrine

    2013-01-01

    This paper presents an easier approach to establish what a brand means to its public. For this, we rely on collective unconscious beliefs of human beings on gods of Greek mythology. The method based upon qualitative analysis lets us define attributes for the collective unconsciousness using experimental methodology. The study revealed details regarding the significance and assets of these brands. The results of the present study indicate that the brands examined, represent elements of the fol...

  17. Brand personality and its influence on brand loyalty - Do sophisticated brands have more brand loyal customers?

    OpenAIRE

    Bekk, Magdalena; Skatulla, Veronika; Pösl, Miriam; Natter, Martin; Spörrle, Matthias

    2009-01-01

    Objectives. Creating loyal customers is one of the most important aims organisations have. However, most marketing departments try to create loyal customers through customer loyalty programmes only. This study aims at investigating the influence of the brand’s image (i.e., brand personality; Aaker, 1997) on brand loyalty. Method. Study 1 (N = 360) was used to derive a valid single-item measure from a multi-item scale for the three inter-culturally stable brand personality dimensions (sinc...

  18. Brand priming effect on consumers’ financial risk taking behavior

    Directory of Open Access Journals (Sweden)

    Danielle Mantovani

    Full Text Available Abstract Taking the perspective of brand priming theory, this study proposes that brands associated with an audacious personality trait may influence consumers to be take more risks in making subsequent decisions. Two experiments, run in sport brands contexts, showed that individuals exposed to brands with high (vs. low audacity traits demonstrated a higher rate of risk taking in financial decisions. The studies also showed that this effect is moderated by individuals’ experience with the financial market. This moderation suggests that there was an activation of a goal not just semantic activation, but through the brand priming. This research provides insights into how today's consumers deal with brand priming effects in risky choice settings. From a managerial perspective, it can help managers to understand the likely effects of brand priming on behavior and better predict the probability of risk aversion or risk seeking outcomes.

  19. Strategic approach to branding of nations: Relevancy for Serbia

    Directory of Open Access Journals (Sweden)

    Rakita Branko

    2009-01-01

    Full Text Available Building and managing brands becomes very important marketing tool in nowadays business. Branding is being pulled out from a strictly marketing area and becomes business component of a strategic importance. It is applying to products, services, companies, but also to events, people, ideas, institutions, destinations. Basically, almost everything can be branded. The subject of this paper is strategic approach to branding of nations. The paper contains review of relevant literature for the topic. Specifics of this type of branding have been analyzed. Detailed concept of strategic approach to branding of nations is a vital part of the paper. Relevancy of strategic approach to branding for Serbia is discussed at the end.

  20. Investigation of the efficacy of generic and brand-name tiotropium bromide in the management of chronic obstructive pulmonary disease: A randomized comparative trial.

    Science.gov (United States)

    Panahi, Yunes; Ghanei, Mostafa; Behzadi, Mohammad; Salehi, Maryam; Soflaei, Sara Saffar; Sahebkar, Amirhossein

    2016-03-01

    The beneficial effects of tiotropium bromide, a long acting anticholinergic bronchodilator, in the management of chronic obstructive pulmonary disease have been shown in previous studies. The present study aimed to compare the efficacy and safety of generic (Tiova®) and brand-name (Spiriva®) tiotropium preparations in patients with COPD. In this randomized double-blind parallel-group trial, 79 patients with documented COPD were assigned to Tiova® or Spiriva® for a period of 4 weeks. Assessment of pulmonary function (using spirometry), quality-of-life (using St. George respiratory Questionnaire [SGRQ]) and severity of respiratory symptoms (using breathlessness, cough and sputum scale [BCSS]) was performed at baseline and at the end of treatment period. There were significant increases in FEV1 and reductions in FVC by the end of study in both Tiova® and Spiriva® groups. FEV1/FVC ratio did not change significantly neither in the Tiova® nor in Spiriva® group. Overall SGRQ score as well as subscale scores of symptoms, activity and impacts were improved by both drugs. In the BCSS scale, the frequency and severity of three main symptoms (dyspnea, cough and sputum) was decreased by both drugs. Baseline as well as post-treatment values of spirometric parameters, SGRQ and BCSS scores was comparable between the groups, apart from a lower post-treatment frequency of cough and sputum in the Spiriva® versus Tiova® group. There was no report of adverse events in either of the study groups. The findings of this comparative trial showed equivalent efficacy and safety of Spiriva® and Tiova® in lessening the symptoms as well as improving the quality of life in patients with COPD. This finding has an important translational value given the significantly lower costs of generic versus brand-name products.

  1. BRAND POSITIONING: A PERSPECTIVE OF THE EVOLUTION OF A CONCEPT.

    Directory of Open Access Journals (Sweden)

    Renato Telles

    2013-06-01

    Full Text Available This essay discusses the importance assigned to the brand, enhancing their management, in which two aspects are always present in the brands analysis and can be considered decisive in the understanding and management: identity and brand positioning. The analysis and the decision of a repositioning of brands are present in the daily marketing and communication professionals, but there is no consensus or uniformity of this approach to this issue, the result, among other reasons, the limited literature on the subject developed. This work proposes a structured approach conceptually and strategically conditions, challenges and risks of adopting a strategy of repositioning brands, using arguments based on available literature, coupled with real examples of exploratory interventions, and proposing a classification for decisions and repositioning strategies, as well as guidelines and alternatives to brand management.

  2. STRATEGI MENCIPTAKAN, MEMPERTAHANKAN DAN MENJUAL PERSONAL BRANDING JELANG PEMILU 2014

    Directory of Open Access Journals (Sweden)

    Bambang Joko Priyono

    2014-11-01

    Full Text Available The purpose of this paper is made to describe some of the definitions of PersonalBranding from various sources. So it is expected to increase our understanding and theknowledge about Personal Branding. Because to know how a character creation process, orbetter known as the Personal Image or Personal Branding is not something so difficult.Creating it is easy, but how to manage and maintain a self branding that has made it moredifficult. Discussion of the results obtained to the fact that the Personal Branding is theimage of the person that was built by the person concerned and appreciated by peoplearound him. Perhaps in simple language Personal Branding can be defined as "Good Name".Personal branding is what is at present have already become the current identity. Whereidentified and associated with what you have today. By building personal branding today,anyone can be more natural in the future. Personal Branding is the key to build and generatemillions of people who are professionals. Personal brand (brand yourself is used as a tool toshape the views of others to yourself, especially in the 2014 election period nears. Tujuan dari penulisan makalah ini dibuat untuk menjabarkan beberapa definisiPersonal Branding dari berbagai sumber. Sehingga diharapkan bisa menambah pengertiandan pemahaman kita seputar Personal Branding. Karena untuk mengetahui bagaimana sebuahproses penciptaan karakter atau yang lebih dikenal dengan Personal Image atau PersonalBranding bukan hal yang begitu sulit. Menciptakan itu mudah, tapi bagaimana mengelola danmempertahankan branding diri yang sudah diciptakan itu yang lebih sulit. Dari hasilpembahasan didapatkan fakta bahwa Personal Branding adalah pencitraan terhadap diriseseorang yang dibangun oleh orang yang bersangkutan dan diapresiasi oleh orangsekitarnya. Mungkin dalam bahasa yang sederhana Personal Branding dapat diartikan sebagai“Nama Baik” . Personal branding adalah apa yang di miliki sekarang yang sudah

  3. Brand Suicide? Memory and Liking of Negative Brand Names.

    Science.gov (United States)

    Guest, Duncan; Estes, Zachary; Gibbert, Michael; Mazursky, David

    2016-01-01

    Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a branded product. Study 1 demonstrates that relative to non-negative brand names, negative brand names and their associated logos are better recognised. Studies 2 and 3 demonstrate that negative valence of a brand name tends to have a detrimental influence on product evaluation with evaluations worsening as negative valence increases. However, evaluation is also dependent on brand name arousal, with high arousal brand names resulting in more positive evaluations, such that moderately negative brand names are equally as attractive as some non-negative brand names. Study 3 shows evidence for affective habituation, whereby the effects of negative valence reduce with repeated exposures to some classes of negative brand name.

  4. Brand Suicide? Memory and Liking of Negative Brand Names

    Science.gov (United States)

    Guest, Duncan; Estes, Zachary; Gibbert, Michael; Mazursky, David

    2016-01-01

    Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a branded product. Study 1 demonstrates that relative to non-negative brand names, negative brand names and their associated logos are better recognised. Studies 2 and 3 demonstrate that negative valence of a brand name tends to have a detrimental influence on product evaluation with evaluations worsening as negative valence increases. However, evaluation is also dependent on brand name arousal, with high arousal brand names resulting in more positive evaluations, such that moderately negative brand names are equally as attractive as some non-negative brand names. Study 3 shows evidence for affective habituation, whereby the effects of negative valence reduce with repeated exposures to some classes of negative brand name. PMID:27023872

  5. Branding Strategies: A Chronological Review

    OpenAIRE

    Jarrar, Yosra

    2016-01-01

    Relying on existing literature, this paper reviews the literary, research, theoretical and practical conception, evolution and development of the field of brand management. Specifically it examines literature from 1985 to 2010, using a systems approach and methodology aimed at isolating the different research areas; the assumptions and theories they were built on; as well as relevant managerial implications. The review discovers two distinct paradigms; three time periods and seven research ar...

  6. Sustainable management indicators and implications of public policies for forestry

    International Nuclear Information System (INIS)

    Peyron, Jean-Luc; Bonheme, Ingrid

    2012-01-01

    Since 1995, in the framework of the Pan-European process of Ministerial Conferences on the Protection of Forests in Europe, every five years France establishes sustainable management indicators for forests in metropolitan France. The four successive publications now available provide information, according to the six criteria for sustainable forest management formulated in Helsinki in 1993, on developments over time in the state of French forests and the activities they generate. They also give rise to questions about the extent to which this follow-up meet the needs of forests in the area of public policies, including the fight against the greenhouse effect and adaptation to climate change. In addition, they suggest improvements for the short, medium and long term aimed at enhancing the switch from a statistical description to a strategic vision, as well as harmonisation and coherence of information, and extending the legal, political, institutional and geographic scope of sustainable forest management indicators. (authors)

  7. Managing a hydro-energy reservoir: A policy approach

    Energy Technology Data Exchange (ETDEWEB)

    Van Ackere, Ann [HEC Lausanne, Internef, Universite de Lausanne, CH 1015 Lausanne, Dorigny (Switzerland); Ochoa, Patricia [London Business School, Regent' s Park, London NW1 4SA (United Kingdom)

    2010-11-15

    Liberalisation and privatisation have increased the need to gain more understanding into the management of hydro storage (HS) plants. We analyse what types of reservoir management policies enable an owner or a public authority to achieve their respective objectives. By 'policy' we understand simple, easily applicable decision rules, which enable a decision maker to decide when and how much to produce based on currently available information. We use a stylised deterministic simulation model of a hydro-power producer (HP) who behaves strategically. We study a non-liberalised market, where the authorities aim to minimise the total electricity cost for customers and a liberalised market where the HP attempts to maximise his contribution. This enables us to evaluate the impact of the liberalisation of HS production decisions on production volumes and electricity prices. We conclude that imposing rigid policies with the aim of limiting the potential for strategic behaviour can create incentives to produce only at very high prices throughout the year. This can lead to very high total costs, especially when the producer has most flexibility (large reservoirs combined with large turbine capacity). More surprisingly, we observe lower total production in a non-liberalised market. (author)

  8. Managing a hydro-energy reservoir: A policy approach

    Energy Technology Data Exchange (ETDEWEB)

    Ackere, Ann van, E-mail: Ann.vanAckere@unil.c [HEC Lausanne, Internef, Universite de Lausanne, CH 1015 Lausanne, Dorigny (Switzerland); Ochoa, Patricia, E-mail: Patricia.Ochoa@edfenergy.co [London Business School, Regent' s Park, London NW1 4SA (United Kingdom)

    2010-11-15

    Liberalisation and privatisation have increased the need to gain more understanding into the management of hydro storage (HS) plants. We analyse what types of reservoir management policies enable an owner or a public authority to achieve their respective objectives. By 'policy' we understand simple, easily applicable decision rules, which enable a decision maker to decide when and how much to produce based on currently available information. We use a stylised deterministic simulation model of a hydro-power producer (HP) who behaves strategically. We study a non-liberalised market, where the authorities aim to minimise the total electricity cost for customers and a liberalised market where the HP attempts to maximise his contribution. This enables us to evaluate the impact of the liberalisation of HS production decisions on production volumes and electricity prices. We conclude that imposing rigid policies with the aim of limiting the potential for strategic behaviour can create incentives to produce only at very high prices throughout the year. This can lead to very high total costs, especially when the producer has most flexibility (large reservoirs combined with large turbine capacity). More surprisingly, we observe lower total production in a non-liberalised market.

  9. Wetlands in a changing climate: Science, policy and management

    Science.gov (United States)

    Moomaw, William R.; Chmura, G.L.; Davies, Gillian T.; Finlayson, Max; Middleton, Beth A.; Natali, Sue M.; Perry, James; Roulet, Nigel; Sutton-Grier, Ariana

    2018-01-01

    Part 1 of this review synthesizes recent research on status and climate vulnerability of freshwater and saltwater wetlands, and their contribution to addressing climate change (carbon cycle, adaptation, resilience). Peatlands and vegetated coastal wetlands are among the most carbon rich sinks on the planet sequestering approximately as much carbon as do global forest ecosystems. Estimates of the consequences of rising temperature on current wetland carbon storage and future carbon sequestration potential are summarized. We also demonstrate the need to prevent drying of wetlands and thawing of permafrost by disturbances and rising temperatures to protect wetland carbon stores and climate adaptation/resiliency ecosystem services. Preventing further wetland loss is found to be important in limiting future emissions to meet climate goals, but is seldom considered. In Part 2, the paper explores the policy and management realm from international to national, subnational and local levels to identify strategies and policies reflecting an integrated understanding of both wetland and climate change science. Specific recommendations are made to capture synergies between wetlands and carbon cycle management, adaptation and resiliency to further enable researchers, policy makers and practitioners to protect wetland carbon and climate adaptation/resiliency ecosystem services.

  10. Managing a hydro-energy reservoir: A policy approach

    International Nuclear Information System (INIS)

    Van Ackere, Ann; Ochoa, Patricia

    2010-01-01

    Liberalisation and privatisation have increased the need to gain more understanding into the management of hydro storage (HS) plants. We analyse what types of reservoir management policies enable an owner or a public authority to achieve their respective objectives. By 'policy' we understand simple, easily applicable decision rules, which enable a decision maker to decide when and how much to produce based on currently available information. We use a stylised deterministic simulation model of a hydro-power producer (HP) who behaves strategically. We study a non-liberalised market, where the authorities aim to minimise the total electricity cost for customers and a liberalised market where the HP attempts to maximise his contribution. This enables us to evaluate the impact of the liberalisation of HS production decisions on production volumes and electricity prices. We conclude that imposing rigid policies with the aim of limiting the potential for strategic behaviour can create incentives to produce only at very high prices throughout the year. This can lead to very high total costs, especially when the producer has most flexibility (large reservoirs combined with large turbine capacity). More surprisingly, we observe lower total production in a non-liberalised market. (author)

  11. Energy brands lack vitality

    International Nuclear Information System (INIS)

    Godri, S.; Wilders, E.

    2004-01-01

    The three Dutch energy companies (Nuon, Essent and Eneco Energie) have relatively little brand strength. The brands are not perceived to be sufficiently different from one another and are not valued by consumers. With liberalisation imminent, this is hardly a strong starting point. How can you win over consumers if it is not clear what is on offer? In the business market, decision-makers are better placed to distinguish between brands. However, the brands lack vitality in this sector of the market too. The only consolation is that the situation is by no means exclusive to the Netherlands [nl

  12. Design and Iconic Brands

    Directory of Open Access Journals (Sweden)

    2015-11-01

    Full Text Available The VW Beetle, Apple, Porsche … many iconic brands have reached their status with groundbreaking designs. But what makes these designs so special? And is it really the design factor that accounts for the overall success of a brand? Dr. Walter de Silva shares with us his thoughts on iconic designs, the design process and the role of design in branding. Open your heart and mind to his extensive experience in developing designs for Volkswagen, Audi and other brands of the Volkswagen Group

  13. Branding McJobs

    DEFF Research Database (Denmark)

    Noppeney, Claus; Endrissat, Nada; Kärreman, Dan

    Traditionally, employer branding has been considered relevant for knowledge intensive firms that compete in a ‘war for talent’. However, the continuous rise in service sector jobs and the negative image of these so-called McJobs has motivated a trend in rebranding service work. Building on critical...... oriented branding literature, our contribution to this stream of research is twofold: We provide an empirical account of employer branding of a grocery chain, which has repeatedly been voted among the ‘100 best companies to work for’. Second, we outline the role of symbolic compensation that employees...... of employer branding....

  14. Win Market by Brand

    Institute of Scientific and Technical Information of China (English)

    FENG Zhende

    2002-01-01

    Brand is symbol of product quality and strength of enterprise. As a typical culture in market economy, it has great influences in everyday life. Famous brands attract purchasing, which prospers enterprise. After China' s entry to WTO, Chinese economy has turned into a new page.As the world manufacturing base, China is to win international market with its own brands. Chunsheng Refractory Ltd., which specialized in quality silica bricks, has grown in size and strength. And our experiences proved how important the brand is for an enterprise.

  15. Does brand differentiate pharmaceuticals?

    Science.gov (United States)

    Bednarik, Josef

    2005-12-01

    Role of marketing in pharmaceutical industry is increasing and inspiration by successful brands known from consumer goods market influenced pharmaceutical companies enough to switch their attention to branding initiatives. Still there is little evidence that pharmaceutical brands represent anything more than product only. This study aims to explore the area of branding in pharmaceutical industry. Central hypothesis of the research has been that brand and its emotional content differentiate pharmaceuticals as well as rational data derived from clinical studies. It has been tested by extensive review of available literature as well as by primary research focused on drivers of physicians' attitudes towards products and their influence on prescribing behavior. The research has been conducted in the sample of psychiatrists in the Czech Republic. No evidence about pharmaceutical brand exceeding value of product has been found in reviewed literature. Nevertheless, the primary research conducted in the sample of Czech psychiatrists indicates that emotional brand in pharmaceutical industry exists and enables author to draw a model of Customer/product life cycle that describes likely impact of functional, emotional and self-expressive benefits throughout pharmaceutical product's market presence. Pharmaceutical brand is likely to develop differently than the same of consumer goods products--it seems to be built predominantly on long-term positive experience. Marketing role in this process should lie in finding relevant product position and building brand identity compliant with real product capabilities.

  16. INDUSTRIAL BRANDING – DOES IT PAY OFF?

    Directory of Open Access Journals (Sweden)

    Anca BUTNARIU

    2017-12-01

    Full Text Available In a world characterized by the growth of global competition, a key question raised by business-to-business marketers is if brands in industrial markets really pay off, that is in which contexts and for what type of customers branding efforts are important and can bring competitive advantages for the companies owning those brands. The particularities and importance of branding in business has become a major field of scientific debate in the last years, but there are still questions unanswered and aspects unclear and under researched. Traditionally, B2B managers have been more skeptical about the benefits of branding, arguing that the organizational buying process is rational and focused on functional characteristics of the products and not based on the emotional values used in the B2C context. In this paper, we review the literature on brand equity in industrial markets and propose a synthetic conceptual model, with the purpose to shed more light on the issue of industrial branding.

  17. Consumer Evaluation of a Vertical Brand Extension in the Lodging Industry: Relationships among Brand Trust, Band Loyalty, Brand Distance, and Brand Extension

    OpenAIRE

    Lim, Yu Mi

    2013-01-01

    Vertical brand extensions have been used as popular strategies in the lodging industry. Research on brand extension that is related with brand trust and brand loyalty has been useful in making brand extensions successful. However, previous research focused on aggregated relationships among brand trust, brand loyalty, and brand extension. In addition, it has been found that quality and price distance from a core brand of the brand extension has an impact on the success of the brand extension. ...

  18. Nonprofit brand strength’s moderational role

    OpenAIRE

    Walter Wymer

    2015-01-01

    The nature and characteristics of the nonprofit brand strength construct are conceptualized.  Brand strength is defined as a multidimensional construct, composed by brand familiarity, brand remarkability, and brand attitude.  Brand familiarity refers to the level of knowledge the target audience has about the brand object. Brand attitude refers to the degree to which a brand object is perceived favorably by a target group. Brand remarkability refers to the degree to which a brand object is pe...

  19. Internal branding: an enabler of employees' brand-supporting behaviours

    OpenAIRE

    Punjaisri, K; Evanschitzky, H; Wilson, A

    2008-01-01

    Purpose: The aim of this paper is to understand the internal branding process from the employees’ perspective; it will empirically assess the relationship between internal branding and employees’ delivery of the brand promise as well as the relationships among their brand identification, brand commitment, and brand loyalty. Design/methodology/approach: On a census basis, a quantitative survey was carried out with 699 customer-interface employees from five major hotels. Findings: Internal bran...

  20. Knowledge metrics of Brand Equity; critical measure of Brand Attachment

    OpenAIRE

    Arslan Rafi (Corresponding Author); Arslan Ali; Sidra Waris; Dr. Kashif-ur-Rehman

    2011-01-01

    Brand creation through an effective marketing strategy is necessary for creation of unique associations in the customers memory. Customers attitude, awareness and association towards the brand are primarily focused while evaluating performance of a brand, before designing the marketing strategies and subsequent evaluation of the progress. In this research, literature establishes a direct and significant effect of Knowledge metrics of the Brand equity, i.e. Brand Awareness and Brand Associatio...

  1. The Political Representation of Women in Public Policy Management Councils

    Directory of Open Access Journals (Sweden)

    Lígia Helena Hahn Lüchmann

    2010-06-01

    Full Text Available This work raises some hypotheses to explain the significant presence of women on public policy management councils, which are spaces for discussion and deliberation of policies that have been implemented in Brazil in recent decades. The data about the profile of representatives on these spaces indicates a situation inversely proportional to the low degree of political inclusion of women in traditional spaces of political representation – executive positions, city councils, and state legislatures. There is thus a need to develop new analytical tools to understand the phenomenon of political representation. The data also question a reductive perspective of action and politics, which concludes that there is a low degree of political inclusion of women.

  2. Policy and Economics of Managed Aquifer Recharge and Water Banking

    Directory of Open Access Journals (Sweden)

    Sharon B. Megdal

    2015-02-01

    Full Text Available Managed Aquifer Recharge (MAR and water banking are of increasing importance to water resources management. MAR can be used to buffer against drought and changing or variable climate, as well as provide water to meet demand growth, by making use of excess surface water supplies and recycled waters. Along with hydrologic and geologic considerations, economic and policy analyses are essential to a complete analysis of MAR and water banking opportunities. The papers included in this Special Issue fill a gap in the literature by revealing the range of economic and policy considerations relevant to the development and implementation of MAR programs. They illustrate novel techniques that can be used to select MAR locations and the importance and economic viability of MAR in semi-arid to arid environments. The studies explain how MAR can be utilized to meet municipal and agricultural water demands in water-scarce regions, as well as assist in the reuse of wastewater. Some papers demonstrate how stakeholder engagement, ranging from consideration of alternatives to monitoring, and multi-disciplinary analyses to support decision-making are of high value to development and implementation of MAR programs. The approaches discussed in this collection of papers, along with the complementary and necessary hydrologic and geologic analyses, provide important inputs to water resource managers.

  3. FACTORS AFFECTING OVERALL BRAND EQUITY: THE CASE OF SHAHRVAND CHAIN STORE

    Directory of Open Access Journals (Sweden)

    Shahriar AZIZI

    2013-06-01

    Full Text Available In recent years the role of chain stores in distribution system of Iran has been paid more attention. Managers of these stores are seeking to increase the stores’ brand equity. This study develops a model of factors affecting overall brand equity in SHAHRVAND chain store as a case study. The Sample of 167 customers in Tehran city using convenience sampling method was selected. Data was gathered by the 44-items questionnaire in self-reporting way. Path analysis was applied using Lisrel 8.80 to test the conceptual model which includes six hypotheses. Results showed that brand-customer personality congruency affects brand identification positively. The positive impact of brand identification on brand loyalty and trust was confirmed. Analysis also revealed that brand trust impact brand loyalty positively. Results also indicated the positive impact of brand loyalty and trust on the overall brand equity.

  4. Translating public diplomacy and nation branding in Scandinavia

    DEFF Research Database (Denmark)

    Cassinger, Cecilia; Merkelsen, Henrik; Eksell, Jörgen

    2016-01-01

    Nation branding has been criticised for leading to the homogenisation and depoliticisation of national interest and identity. This study examines the politics of nation branding in relation to its configuration with public diplomacy and the institutional policy context in which they are embedded....... Informed by Scandinavian institutionalism and the analytical concept of translation, the study reveals that the way that nation branding relates to public diplomacy within an institutional context sets the frame for its politicisation. Translation enables the understanding of nation branding as a dynamic...... process of becoming that unfolds in relation to time and place. The research contributes to a more nuanced view on nation branding in presenting its toolbox practices as less determined by a corporate marketing logic. Despite the uniformity that allegedly characterises nation branding practices...

  5. Fifty years of federal radioactive waste management: Policies and practices

    Energy Technology Data Exchange (ETDEWEB)

    Bradley, R.G.

    1997-04-01

    This report provides a chronological history of policies and practices relating to the management of radioactive waste for which the US Atomic Energy Commission and its successor agencies, the Energy Research and Development Administration and the Department of Energy, have been responsible since the enactment of the Atomic Energy Act in 1946. The defense programs and capabilities that the Commission inherited in 1947 are briefly described. The Commission undertook a dramatic expansion nationwide of its physical facilities and program capabilities over the five years beginning in 1947. While the nuclear defense activities continued to be a major portion of the Atomic Energy Commission`s program, there was added in 1955 the Atoms for Peace program that spawned a multiplicity of peaceful use applications for nuclear energy, e.g., the civilian nuclear power program and its associated nuclear fuel cycle; a variety of industrial applications; and medical research, diagnostic, and therapeutic applications. All of these nuclear programs and activities generated large volumes of radioactive waste that had to be managed in a manner that was safe for the workers, the public, and the environment. The management of these materials, which varied significantly in their physical, chemical, and radiological characteristics, involved to varying degrees the following phases of the waste management system life cycle: waste characterization, storage, treatment, and disposal, with appropriate transportation linkages. One of the benefits of reviewing the history of the waste management program policies and practices if the opportunity it provides for identifying the lessons learned over the years. Examples are summarized at the end of the report and are listed in no particular order of importance.

  6. Fifty years of federal radioactive waste management: Policies and practices

    International Nuclear Information System (INIS)

    Bradley, R.G.

    1997-04-01

    This report provides a chronological history of policies and practices relating to the management of radioactive waste for which the US Atomic Energy Commission and its successor agencies, the Energy Research and Development Administration and the Department of Energy, have been responsible since the enactment of the Atomic Energy Act in 1946. The defense programs and capabilities that the Commission inherited in 1947 are briefly described. The Commission undertook a dramatic expansion nationwide of its physical facilities and program capabilities over the five years beginning in 1947. While the nuclear defense activities continued to be a major portion of the Atomic Energy Commission's program, there was added in 1955 the Atoms for Peace program that spawned a multiplicity of peaceful use applications for nuclear energy, e.g., the civilian nuclear power program and its associated nuclear fuel cycle; a variety of industrial applications; and medical research, diagnostic, and therapeutic applications. All of these nuclear programs and activities generated large volumes of radioactive waste that had to be managed in a manner that was safe for the workers, the public, and the environment. The management of these materials, which varied significantly in their physical, chemical, and radiological characteristics, involved to varying degrees the following phases of the waste management system life cycle: waste characterization, storage, treatment, and disposal, with appropriate transportation linkages. One of the benefits of reviewing the history of the waste management program policies and practices if the opportunity it provides for identifying the lessons learned over the years. Examples are summarized at the end of the report and are listed in no particular order of importance

  7. The policy of household waste management in lithuania: how we could recycle more responsibly?

    OpenAIRE

    Vaištaraitė, Ieva

    2016-01-01

    The Policy of Household Waste Management in Lithuania: How We Could Recycle More Responsibly? The main purpose of these bachelor thesis is evaluate the impact of Lithuanian policy of household waste management for habitants’ behaviour. In this work the author aims to find out the behaviour changes caused by implementing policy and give the recommendations for the more effective policy of household waste management. The issue raised in this work – although there is creating sorting infrastruct...

  8. Brand Loyalty and Market Equilibrium

    OpenAIRE

    Birger Wernerfelt

    1991-01-01

    Two concepts of brand loyalty are defined, “inertial” brand loyalty resulting from time lags in awareness, and “cost-based” brand loyalty resulting from intertemporal utility effects. Their market level implications are formally derived in a continuous time model. It is found that inertial brand loyalty leads to equilibria with price dispersion, while cost-based brand loyalty also may allow single price equilibria. In all cases, as brand loyalty vanishes, so does the difference between the av...

  9. The Participatory Turn in UK Radioactive Waste Management Policy

    Energy Technology Data Exchange (ETDEWEB)

    Simmons, Peter [Univ. of East Anglia, Norwich (United Kingdom). School of Environmental Sciences; Bickerstaff, Karen [Durham Univ. (United Kingdom). Dept. of Geography

    2006-09-15

    The history of radioactive waste management policy in the UK has, in common with many other countries, been one characterised by crisis. A study of UK radioactive waste management (RWM) policy published in 1991 begins with the claim that 'What is distinctive about the British context is that crisis has not produced new commitments to resolving the problems of radwaste management'. As this paper will illustrate, current activity suggests that this assertion no longer holds true. Rather, the UK has witnessed a renewed commitment to addressing the problem accompanied by a significant shift in approach to RWM decision making. This shift was precipitated by the failure in 1997 of the technocratic strategy that hitherto had been pursued by government and by the nuclear industry but has also been influenced by a number of other contributory factors. What we now see in the UK is a proliferation of stakeholder involvement (SI) initiatives in the RWM and related fields, a situation that poses new questions and potentially new problems. In this paper we outline the historical developments that preceded this change, examine the current situation and finally review the question of whether this reconfigured landscape of SI amounts to a radical shift in policy and practice that has produced, or is likely to produce, new commitments to resolving the problems of RWM. We have identified five issues raised by stakeholders: (i) the strains created by the demands placed on limited stakeholder capacity are for some organisations and individuals becoming difficult to manage; (ii) there is an associated problem of participation fatigue or exhaustion resulting from the demands on stakeholders called to participate in multiple processes, which is seen by some NGO critics as a cynical strategy of attrition designed to co-opt and wear down potential opposition - and both of these problems increase the risk of stakeholder withdrawal; (iii) concerns about the problem of policy

  10. The Participatory Turn in UK Radioactive Waste Management Policy

    International Nuclear Information System (INIS)

    Simmons, Peter; Bickerstaff, Karen

    2006-01-01

    The history of radioactive waste management policy in the UK has, in common with many other countries, been one characterised by crisis. A study of UK radioactive waste management (RWM) policy published in 1991 begins with the claim that 'What is distinctive about the British context is that crisis has not produced new commitments to resolving the problems of radwaste management'. As this paper will illustrate, current activity suggests that this assertion no longer holds true. Rather, the UK has witnessed a renewed commitment to addressing the problem accompanied by a significant shift in approach to RWM decision making. This shift was precipitated by the failure in 1997 of the technocratic strategy that hitherto had been pursued by government and by the nuclear industry but has also been influenced by a number of other contributory factors. What we now see in the UK is a proliferation of stakeholder involvement (SI) initiatives in the RWM and related fields, a situation that poses new questions and potentially new problems. In this paper we outline the historical developments that preceded this change, examine the current situation and finally review the question of whether this reconfigured landscape of SI amounts to a radical shift in policy and practice that has produced, or is likely to produce, new commitments to resolving the problems of RWM. We have identified five issues raised by stakeholders: (i) the strains created by the demands placed on limited stakeholder capacity are for some organisations and individuals becoming difficult to manage; (ii) there is an associated problem of participation fatigue or exhaustion resulting from the demands on stakeholders called to participate in multiple processes, which is seen by some NGO critics as a cynical strategy of attrition designed to co-opt and wear down potential opposition - and both of these problems increase the risk of stakeholder withdrawal; (iii) concerns about the problem of policy fragmentation

  11. Aid Policy and the Macroeconomic Management of Aid

    DEFF Research Database (Denmark)

    Addison, Tony; Tarp, Finn

    2015-01-01

    This is an introduction to the UNU-WIDER special issue of World Development on aid policy and the macroeconomic management of aid. We provide an overview of the 10 studies, grouping them under three sub-themes: the aid–growth relationship; the supply-side of aid (including its level, volatility......, and coordination of donors); and the macroeconomic framework around aid. The studies in the special issue demonstrate the centrality of research methodology, the importance of disaggregation, and the need to account for country-specific situations and problems. This introduction concludes that the sometimes “over...

  12. MEASURING CONSUMER-BASED BRAND EQUITY - EVIDENCE FROM ALBANIAN BANKING SECTOR

    Directory of Open Access Journals (Sweden)

    Shpëtim ÇERRI

    2012-01-01

    Full Text Available Today brands and branding have gained a lot of attention among academics and practitioners as well, since they are considered crucial for the success of a company. The branding literature, however, has been more focused on goods branding, relatively neglecting the services branding. Branding equity in services, as an important concept of services branding, also has not received the deserved attention from academics and services companies’ managers.The study aims to measure the brand equity in services sector, since brand equity is very important for monitoring of the health of services brands. It has been focused in the banking sector, a well-developed and consolidated sector which employs hundreds of individuals and has a very important role in Albanian economy. Nine banks, which make up more than 98 per cent of the domestic market in banking services (according to the official data of the Bank of Albania, were chosen to be included in the study. 250 bank customers were interviewed, using direct interviews. After an extensive literature review about the branding and services branding, seven measures were chosen and used to measure the services brand equity. The findings of the study gave interesting insights about services branding equity and services branding in general. It has important and useful implications for banks’ managers as well as for academics.

  13. The brand architecture of grocery retailers

    DEFF Research Database (Denmark)

    Bech-Larsen, Tino; Esbjerg, Lars

    2009-01-01

    This article discusses how the brand architecture of grocery retailers set material and symbolic boundaries for consumer choice, thus limiting consumer sovereignty. The article first discusses previous work on store atmospherics, servicescapes and brand architecture. It is argued that work based...... on these concepts has taken an internal management perspective on how retailers can manipulate aspects of the retail setting to serve their own interests. Then, we develop an alternative conceptualisation of retailer brand architecture that takes into account that consumers (and other constituents) are active co......- constructors of material and symbolic aspects of retail settings. It is discussed how consumers participate in constructing retailer brand architecture and how this concept differs from previous research. Implications for both research and practice are discussed....

  14. Party brands and voting

    DEFF Research Database (Denmark)

    Nielsen, Sigge Winther; Larsen, Martin Vinæs

    2014-01-01

    heuristics and voting models. Next, the article measures the brand value of Danish parties by utilizing a representative association analysis. Finally, this measure is used to conduct the very first empirical analysis of a party brand's effect on voting behavior. Overall, the primary finding demonstrates...

  15. Nordic Branding Podcast 4

    DEFF Research Database (Denmark)

    2017-01-01

    Reflections on Nordic branding with professor Dannie Kjeldgaard. Why Nordic regionality and why now? What is the dynamics of local/global/glocal/regional?......Reflections on Nordic branding with professor Dannie Kjeldgaard. Why Nordic regionality and why now? What is the dynamics of local/global/glocal/regional?...

  16. Corporate identity. Brand designs.

    Science.gov (United States)

    Mathieson, Steve

    2004-02-19

    The past two years have seen a steadily more consistent brand identity for the NHS. Branding will become more important as foundation status and PCT commissioning makes acute hospitals more competitive. This has put pressure on some trusts that have their own strong identities.

  17. Brands savner fotostil

    DEFF Research Database (Denmark)

    Risager Rasmussen, Ulla

    2016-01-01

    Logo, typografi, det 5. element og farver repræsenterer det visuelle udtryk for et brand, det ved vi. Vi ved også at billeder er et uhyre vigtigt virkemiddel i markeds- føringen af produkter, oplevelser og services. Alligevel mangler mange brand guidelines en definition af billedkoncept og fotostil....

  18. Branded content infantil

    OpenAIRE

    Raúl RODRÍGUEZ-FERRÁNDIZ

    2017-01-01

    Reseña del libro Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes. Review of the book Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes.

  19. Branded content infantil

    Directory of Open Access Journals (Sweden)

    Raúl RODRÍGUEZ-FERRÁNDIZ

    2017-01-01

    Full Text Available Reseña del libro Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes. Review of the book Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes.

  20. Judgments of brand similarity

    NARCIS (Netherlands)

    Bijmolt, THA; Wedel, M; Pieters, RGM; DeSarbo, WS

    This paper provides empirical insight into the way consumers make pairwise similarity judgments between brands, and how familiarity with the brands, serial position of the pair in a sequence, and the presentation format affect these judgments. Within the similarity judgment process both the