WorldWideScience

Sample records for ulrik brandes daniel

  1. 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...

  2. Daniel Libeskind

    DEFF Research Database (Denmark)

    Birch, Kirsten; Tønsager, Svein

    1987-01-01

    Interview af den polskfødte arkitekt Daniel Libeskind om bl.a. hans 'huske-, læse- og skrivemaskine' på den 3. internationale arkitekturudstilling i Venezia (1985) og om hans tegninger og forhold til en genoplivet håndværkertradition. Resume på engelsk.......Interview af den polskfødte arkitekt Daniel Libeskind om bl.a. hans 'huske-, læse- og skrivemaskine' på den 3. internationale arkitekturudstilling i Venezia (1985) og om hans tegninger og forhold til en genoplivet håndværkertradition. Resume på engelsk....

  3. 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....

  4. 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....

  5. Norman Daniels

    Institute of Scientific and Technical Information of China (English)

    邱仁宗

    2014-01-01

    本期“国际生命伦理学家”栏目介绍哈佛大学公共卫生学院Mary B.Saltonstall 教授及伦理和人口健康教授Norman Daniels。他目前的研究集中在“公平基准”。第一部分为他的学术生涯介绍。第二部分为他的代表作《公平与人群健康---更为宽广的生命伦理学议题》的节译,在其中讨论了如下问题:为了健康公平,我们必须做什么?国际公平与健康,在老龄化社会情境下不同年龄组和出生队列之间的公平。在文中他对生命伦理学和生命伦理学工作者提出了倡议。第三部分他就公共伦理的特点、为什么在人群健康领域开展伦理学探究是重要的、全球健康越来越成为会议和出版物的话题的原因以及在全球医学领域哪些伦理问题比其他伦理问题都重要作了回答。%In this issue , Norman Daniels , professor in ethics and population health from School of Public Health of Harvard University is introduced in the column of "International Bioethicist".His current research focu-ses on "fairness benchmark".The first part is about his academic career .The second part is the partial translation of his masterpiece , "Fairness and Population Health: A Broader Bioethical Issue", in which issues of what we have to do for health equity , international fairness and healthy , fairness in different age groups and the birth cohort under an ageing society situation were discussed .In the article , he called for initiatives in bioethical workers .In the third part , the characteristics of public ethics , the importance of ethics investigation in population health , the reasons for global health becoming the hot topic and some more important ethical issues were discussed .

  6. [Ulrike Plath. Esten und Deutsche in den baltischen Provinzen Russlands] / Olaf Mertelsmann

    Index Scriptorium Estoniae

    Mertelsmann, Olaf, 1969-

    2013-01-01

    Arvustus: Plath, Ulrike. Esten und Deutsche in den baltischen Provinzen Russlands: Freundheitskonstruktionen, lebenswelten, Kolonialphantasien 1750-1810 (Veröffenlichungen des Nordost-Instituts, Bd. 11.)Harrasowitz. Wiesbaden 2011

  7. Nocera, Prof. Daniel G

    Indian Academy of Sciences (India)

    Fellow Profile. Elected: 2013 Honorary. Nocera, Prof. Daniel G. Date of birth: 1957. Address: Dept. of Chemistry & Chem. Biol., Harvard University, 12, Oxford Street, Cambridge, MA 02138, USA Contact: Office: (+1-617) 495 8904. Email: dnocera@fas.harvard.edu. http://chemistry.harvard.edu/people/daniel-g-nocera.

  8. Interview: Daniel Boyd.

    Science.gov (United States)

    Boyd, Daniel

    1993-01-01

    Daniel Boyd, film teacher at West Virginia State College, describes his life and career as an independent filmmaker, including his educational background in film, efforts to market his films within the film industry, and development of scripts and films. (TES)

  9. Hartl, Prof. Daniel L

    Indian Academy of Sciences (India)

    Hartl, Prof. Daniel L. Date of birth: 1 January 1943. Address: Higgins Professor of Biology, Dept. of Organismic & Evolutionary, Biology, The Biological Lab., Harvard University, 16 Divinity Ave, Cambridge, MA 02138, USA Contact: Office: (+1-617) 496 3917. Email: dhartl@oeb.harvard.edu. YouTube; Twitter; Facebook; Blog ...

  10. [Ulrike Plath. Esten und Deutsche in den baltischen Provinzen Russlands. Fremdheitskonstruktionen, Lebenswelten, Kolonialphantasien 1750-1850] / Lea Leppik

    Index Scriptorium Estoniae

    Leppik, Lea, 1962-

    2014-01-01

    Arvustus: Plath, Ulrike. Esten und Deutsche in den baltischen Provinzen Russlands. Fremdheitskonstruktionen, Lebenswelten, Kolonialphantasien 1750-1850 (Veröffentlichungen des Nordost-Institut, 11). Harrasowitz. Wiesbaden 2011.

  11. Tribute to Daniel Simon

    CERN Multimedia

    2011-01-01

    Daniel Simon, PS Division Leader from 1994 to 1999, died on 2 June, 2011, at the age of 74, in Nancy. CERN owes him for a great number of contributions to the experimental areas around the PS and the existence of the Antiproton Decelerator (AD).   Daniel came to CERN in 1962 from the University of Nancy. He first worked in the Nuclear Physics Apparatus (NPA) Division on the electrostatic separators for the secondary beams at the PS, a subject he also chose for his thesis. Then, as a member of the PS-Division, he designed a variety of beam lines, including those providing protons and antiprotons to ICE, the decisive experiment for CERN to launch the antiproton project, based on stochastic cooling. His contributions to the initial layout and further evolution of the experimental areas of LEAR were essential for the success of the LEAR programme. He subsequently drove the decision and worked on the conversion of LEAR into LEIR for the provision of lead-ions to the LHC. He was one of the leaders of t...

  12. 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...

  13. Ulrike Freitag: Indian Ocean, Migrants and State Formation in Hadhramaut. Reforming the Homeland. Ulrike Freitag & William Clarence-Smith : Hadhrami Traders, Scholars and Statesmen in the Indian Ocean, 1750s-1960s.

    Directory of Open Access Journals (Sweden)

    Jean Lambert

    2003-01-01

    Full Text Available Ulrike Freitag Indian Ocean, Migrants and State Formation in Hadhramaut. Reforming the Homeland Leyde / Boston, Brill, 2003 Ulrike Freitag & William Clarence-Smith (directeurs Hadhrami Traders, Scholars and Statesmen in the Indian Ocean, 1750s-1960s Leyde / New-York / Cologne, Brill, 1997 Le livre Indian Ocean, Migrants and State Formation in Hadhramaut nous présente l'histoire moderne du Hadramaout, du début du xixe siècle à la fin de la période britannique (1967, en parallèle avec...

  14. 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...

  15. Ulrik Huber and John Calvin: The Franeker Debate on Human Reason and the Bible (1686-1687)

    NARCIS (Netherlands)

    Goudriaan, A.

    2011-01-01

    In a doctoral dissertation De recta ratiocinatione (1686), Gisbert Wessel Duker claimed that "the divinity of Scripture cannot be demonstrated except by reason." During the promotion session at the University of Franeker, the legal scholar Ulrik Huber (1636-1694) objected to this statement by

  16. 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...

  17. 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...

  18. Ulrike Rothe

    African Journals Online (AJOL)

    Information Technology

    guistical attitudes as exemplified by traditions of linguistic politics, research results on language ... user surveys, and from the front matter of the dictionaries); (c) linguistic theo- ries and ... may also have an influence on the methods used in dictionaries. Chapter 2 ..... An International Encyclopedia of Lexicography. Volume 1.

  19. Daniel Fromm 1949-2007

    CERN Multimedia

    2007-01-01

    It was with great sadness that we learned of the death in an accident of our friend and former colleague, Daniel Fromm, at the age of 58. Daniel arrived at CERN in 1968 to work on the alignment of the ISR magnets. After becoming a member of the personnel in 1975, he joined the R209 experiment in the 1980s, then the ALEPH experiment in 1994. He was a member of the PH-DT1 group from 2000 until his retirement in 2006. The name of Daniel Fromm is intimately linked to mass flowmeters. For over 15 years he managed the laboratory in Building 156 that was responsible for the calibration of flowmeters and technical support equipment for the gas racks used in the beams of the PS and SPS. The physicists from the LEP and fixed-target experiments placed blind trust in the accuracy and reliability of Daniel’s calibrations. They could be confident that a faulty flowmeter he repaired would be ready for use again in record time so that the detector could be immediately brought b...

  20. Daniel Brandt (1950-2014)

    CERN Multimedia

    2015-01-01

    It was with great sadness and emotion that we learnt of the death of our colleague and friend Daniel Brandt.   Throughout his career, Daniel was a faithful servant of the Organization, notably through his work as an expert in beam optics and collective effects. In particular, he contributed to the optimisation of the performance of LEP and later to theoretical studies on beam dynamics for the LHC. Daniel’s personal qualities made him a most pleasant colleague, always passionate and respectful. He tirelessly encouraged his students, giving them an excellent foundation in the field of accelerator physics to prepare them for their professional lives. The success and prospects of young physicists were a constant concern for him; in fact he believed they were absolutely essential. His commitment to students and his passion for quality teaching in accelerator physics were again in evidence in the years when Daniel was the head of the CERN Accelerator School (CAS), a role in which he s...

  1. Daniel Bois (1929-2008)

    CERN Multimedia

    2008-01-01

    We were deeply saddened to hear of the death of our former colleague, Daniel Bois, at his home in Crozet on 27 March, in his 79th year. Daniel Bois, trained in precision mechanics, arrived at CERN in November 1954 and was assigned to the Central Workshop. His remarkable talent for precision measurements prompted his then boss to point him in the direction of the Survey Group, which was working on the construction of the PS at the time. He remained with this Group until he retired. His flair for measurements and his constant need to create and invent led him to fabricate novel tools for aligning the magnets of the PS or the ISR, even if this meant challenging the conventional methods of the day. One of his inventions was the "distinvar", a length-measuring tool that was widely used up until the construction of LEP. We are also indebted to Daniel for the use of stretched wires to align magnets, a technique that is still intensively ...

  2. 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...

  3. 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...

  4. 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 ...

  5. The sociology of big science | Public Lecture by Ulrike Felt | 15 July

    CERN Multimedia

    2014-01-01

    "The sociology of big science" Public Lecture by Prof. Ulrike Felt Tuesday 15 July 2014 - 7.30 p.m. Globe of Science and Innovation Lecture in English, translated in French. Entrance free. Limited number of seats. Reservation essential: +41 22 767 76 76 or cern.reception@cern.ch What science for what kind of society? Reflecting the development of big science Without any doubt, CERN can be described as being among the most ambitious scientific enterprises ever undertaken. For 60 years, the Member States have not only invested considerable financial means into this institution, but have also supported the creation of a highly visionary research programme. And this has led to a change in the way science is done, as captured by the idea of "big science". Yet this naturally also raises a number of quite fundamental questions: How did the meaning of "doing science" change? What justifies societal engagement with and support for such a cost-intensive long-t...

  6. 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...

  7. 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…

  8. 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...

  9. 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...

  10. 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.

  11. Analýza image produktu Jack Daniel´s Tennessee Fire na českém trhu

    OpenAIRE

    Papoušek, Jiří

    2015-01-01

    This Diploma Thesis focuses on a new alcoholic product in the Czech Republic - Jack Daniel's Tennessee Fire. It examines its popularity amongst consumers, its relation to other products in the range of the brand and to the main competitors of the other brands. For better interpretation of the results there is a questionnaire research. The aim of this work is the image analysis of this product in the Czech market and to offer potential recommendations for the brand in the future which come out...

  12. 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...

  13. 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 ...

  14. Professing English a life of Roy Daniells

    CERN Document Server

    Djwa, Sandra

    2002-01-01

    Roy Daniells (1902-1979), an English professor who finished his career at the University of British Columbia, and an outstanding scholar, teacher and poet, influenced at least four generations of students.

  15. 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

  16. 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....

  17. 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

  18. Brand Launching and Sustainingin a developing country : The case study of Honda on Vietnam Motorcycle Market

    OpenAIRE

    Nguyen, Thi Bich Ngoc; Nguyen, Thi Xuan Thu

    2009-01-01

      Abstract Date May 29th, 2009 Course Master Thesis EFO705, International Marketing Tutor Daniel Tolstoy Authors Thi Bich Ngoc Nguyen Thi Xuan Thu Nguyen Title Brand Launching and Sustaining in a Developing CountryPurpose The project is to investigate the Brand Launching and Sustaining in a The Case Study of Honda on Vietnam Motorcycle Market developing country through the study on how Honda has successfully launched and sustained its Brand on the Motorcycle Market of Vietnam. Problems Hond...

  19. 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....

  20. 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...

  1. 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...

  2. Daniel Radcliffe sirgub mister Potteriks / Timo Diener

    Index Scriptorium Estoniae

    Diener, Timo

    2003-01-01

    13-aastane inglise poiss Daniel Radcliff, kes mängib Harry Potterit ka J.K. Rowling'u Harry Potteri lugude teises filmis "Harry Potter ja saladuste kamber" ("Harry Potter and the Chamber of Secrets") : režissöör Chris Columbus : Ameerika Ühendriigid 2002

  3. Daniel Bernoulli’s epidemiological model revisited

    NARCIS (Netherlands)

    Dietz, K.; Heesterbeek, J.A.P.

    2002-01-01

    The seminal paper by Daniel Bernoulli published in 1766 is put into a new perspective. After a short account of smallpox inoculation and of Bernoulli’s life, the motivation for that paper and its impact are described. It determines the age-specific equilibrium prevalence of immune individuals in an

  4. 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...

  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. Trad. Daniele Vitale, Arquitectos portugueses. Identidade, nacionalidade, modernidade

    OpenAIRE

    Marnoto, Rita

    2010-01-01

    (2010. Trad.). Daniele Vitale, Arquitectos portugueses. Identidade, nacionalidade, modernidade, JA Jornal Arquitectos. Publicação Trimestral da Ordem dos Arquitectos Portugal, 237, 93-101. ISSN 0870 1504 Trad. Daniele Vitale

  8. 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...

  9. 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....

  10. SHORT COMMUNICATION REPORT Tella & daniel type set

    African Journals Online (AJOL)

    Dr Ahmed

    WORLD JOURNAL VOL 2(NO2) 2007 www.sciecnceworldjournal.com. Tella & Daniel (2007) SWJ:28-30. Multisets and Inequalities. P age. 29. The powerset axiom. ∀ ∀ ∃. ∧∀. ∈ ↔ ⊆. z x y Set y. z z y. z x. ( ( ). (. )) . In other words, for every mset x , there is a set whose elements are exactly the msubsets of x . The set y is ...

  11. Galvanic cells: setting up the Daniell cell.

    OpenAIRE

    Milla González, Miguel

    2008-01-01

    With the reagents (0.05M copper nitrate solution, 0.05M zinc nitrate solution) and material (glassware, potentiometer, electric wire) availabe in the laboratory, the user must set up the Daniell cell. Different configurations can be possible if the half cells are filled with either electrolyte solution. The cell connections to the measuring device can also be changed. In all instances, an explanation of the set up cell is obtained as well as of the measured potential difference.

  12. The eschatological opponent of Daniel and the Antichrist of the Syriac Apocalypse of Daniel

    Directory of Open Access Journals (Sweden)

    Sara Daiane Silva José

    2014-12-01

    Full Text Available The Syriac Apocalypse of Daniel (Syr Apoc Dan, a Christian apocalypse from the seventh century of Common Era, is clearly tributary to the canonical book of Daniel (Dn. In its turn, Dn provided the figure of an eschatological opponent who was re-signified in Christianity: the Antichrist. The cosmic dimensions of the malevolent character of oppressive tyrant of Dn – his arrogance against the gods, the abomination of desolation, military conquests and persecutions of the saints, the change of the cosmic order, the time of the reign and death of the tyrant – are considered in this work compared with the Antichrist of the Syr Apoc Dan.

  13. 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.

  14. 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...

  15. 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...

  16. 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...

  17. Daniel Quinn and the Library of Babel

    Directory of Open Access Journals (Sweden)

    Leonardo Vieira de Almeida

    2011-06-01

    Full Text Available In “City of Glass”, Paul Auster's novel, the task of the detective and the reader mingle into the attempt to decipher an ever-drifting cartography. The city map on which Daniel Quinn must follow the clues of the Peter Stillman’s mystery becomes the space which represents the impossibility of any answer. To read New York is walking through a Babel of texts, a list of citations that disarticulate the city and Quinn in their quest for the incommunicable Name.

  18. 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.

  19. 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.

  20. 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.

  1. 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

  2. Daniel Kreig : ja budu sovsem drugim Dzheimsom Bondom / Daniel Craig ; interv. Mihhail Ozerov

    Index Scriptorium Estoniae

    Craig, Daniel

    2006-01-01

    Briti näitleja Daniel Craig on valitud kuuendaks James Bondi osatäitjaks. Ian Flemingi "Casino Royale" taasekraniseeringu režissöör on Martin Campbell. Lisaks lühike ülevaade Bondi kehastanud näitlejatest

  3. 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...

  4. Maksumaksja raha sihtasutustes / Daniel Vaarik ; interv. Kristi Timmusk

    Index Scriptorium Estoniae

    Vaarik, Daniel, 1973-

    1999-01-01

    Rahandusministeeriumi nõunik Daniel Vaarik selgitab, kui palju raha erinevatesse sihtasutustesse eraldatakse ning kuidas kontrollitakse selle raha kasutamist. Tabel: 1999. a. riigieelarvest finantseeritavad sihtasutused

  5. Kõik on koreograafia / Daniel Linehan ; intervjueerinud Liina Luhats

    Index Scriptorium Estoniae

    Linehan, Daniel

    2011-01-01

    Intervjuu 12. rahvusvahelise Augusti tantsufestivali raames 21. augustil Kanuti Gildi saalis edenduvate lavastuste "Montage for Three" ja "Not About Everything" koreograafi ja tantsija Daniel Linehaniga

  6. 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...

  7. 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...

  8. 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...

  9. 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…

  10. 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.

  11. 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.

  12. 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...

  13. 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...

  14. Daniel Stufflebeam and The World Bank.

    Science.gov (United States)

    Russon, Craig; Russon, Karen

    2018-04-01

    Circa 2000 when The Evaluation Center on the campus of Western Michigan University was undergoing a renovation, staff were encouraged to clean out their filing cabinets. One of the authors rescued two manila files from the garbage dealing with a presentation that Daniel Stufflebeam made to The World Bank on 13 December 1993 and a subsequent World Bank conference on evaluation and development in which he participated 5-6 December 1994. In these documents, Dan set out some of his early thinking on international evaluation and other topics. The authors used these materials to write a tribute article to Dan publishing some of these ideas for the historical record. Copyright © 2018 Elsevier Ltd. All rights reserved.

  15. Interview with Professor Dr. Daniel Spreng

    International Nuclear Information System (INIS)

    Nagel, C.; Kilchmann, A.

    2004-01-01

    This interview with Professor Dr. Daniel Spreng of the Center for Energy Policy and Economics (CEPE) in Zuerich, Switzerland, deals with questions concerning research in the area of energy economics. In particular, the situation in Switzerland, where mains-connected sources of energy such as electricity and gas play an important role in energy supply, is looked at in the light of market liberalisation. Various approaches to the liberalisation of gas and electricity systems are discussed and the costs of liberalised supply systems are compared with those of the present monopolistic situation. Also, energy reserves and the use of the gas distribution system in a future hydrogen-based energy supply scenario are looked at. Projects currently being worked on at the CEPE are reviewed

  16. Vom Dämonischen. Zur politischen Medientheorie des Daniel Suarez

    Directory of Open Access Journals (Sweden)

    Alessandro Barberi

    2012-12-01

    Full Text Available Die Romane des Programmierers Daniel Suarez sind weit mehr als reine Fiktionen. Seine terminatorischen Inszenierungen des Endkampfs zwischen Maschinen und Menschen basieren auf äußerst realen Studien zu derzeitigen (Kriegs-Technologien, die als politische Steuerungsmedien eingesetzt werden.This is a review of Daniel Suarez's books Daemon (2009, Darknet (2011 and Kill Decision (2013.

  17. Daniel L. Schacter: Award for Distinguished Scientific Contributions

    Science.gov (United States)

    American Psychologist, 2012

    2012-01-01

    Presents Daniel L. Schacter as one of the winners of the American Psychological Association's Award for Distinguished Scientific Contributions (2012). Daniel L. Schacter's major theoretical and empirical contributions include groundbreaking research on the psychological and neural foundations of implicit and explicit memory, memory distortions and…

  18. 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...

  19. 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.

  20. 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.

  1. 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

  2. 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...

  3. 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 ...

  4. 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...

  5. 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.

  6. 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...

  7. 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...

  8. 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...

  9. 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...

  10. 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…

  11. 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...

  12. 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.

  13. 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...

  14. 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

  15. 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.

  16. 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...

  17. 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.

  18. Fluor Daniel Hanford contract standards/requirements identification document

    Energy Technology Data Exchange (ETDEWEB)

    Bennett, G.L.

    1997-04-24

    This document, the Standards/Requirements Identification Document (S/RID) for the Fluor Daniel Hanford Contract, represents the necessary and sufficient requirements to provide an adequate level of protection of the worker, public health and safety, and the environment.

  19. Putting medical knowledge at nurses' fingertips: Glenville Daniel ...

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

    A Canadian program helps improve health care in the Caribbean Nursing faculty ... -supported research to improve the quality of care in Caribbean hospitals by ... are Dr Hazel Roberts and information technology consultant Glenville Daniel.

  20. Fluor Daniel Hanford company standards requirements identification document

    International Nuclear Information System (INIS)

    Bennett, G.L.

    1997-01-01

    This document, the Standards/Requirements Identification Document (S/RID) for the Fluor Daniel Hanford Contract, represents the necessary and sufficient requirements to provide an adequate level of protection of the worker, public health and safety, and the environment

  1. A clash of gods – Conceptualising space in Daniel 1

    African Journals Online (AJOL)

    2014-02-25

    Feb 25, 2014 ... as an apocalyptical work that is filled with symbolic .... represents the cosmological balance that was created by. Yahweh when he ... Daniel, and his friends are given Babylonian names. ... Belshazzar: 'may Bel protect his life.'.

  2. 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

  3. 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...

  4. 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...

  5. 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...

  6. 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 ...

  7. 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...

  8. Daniel 9 as part of an apocalyptic book?

    Directory of Open Access Journals (Sweden)

    Marius Nel

    2013-02-01

    Full Text Available Daniel 9 relates how Daniel studies the Hebrew Holy Scriptures and finds the prophecy of Jeremiah that Jerusalem will lie desolate for seventy years. He reacts by devoting himself to prayer and fasting in order to remind God of this promise of restoring his people. The better part of the chapter is dedicated to the contents of his prayer. During the prayer, the man, Gabriel, appears with the intent to give Daniel an understanding of the meaning of the seventy years, which is the measure of the punishment of Israel�s transgression and sin and which will end with eternal righteousness, when the Holy of Holies will be anointed. The Book of Daniel consists of two sections: the tales of the first six chapters and the visions of the last six chapters. This article asked the question: what role does Daniel 9 play as a part of the apocalyptic section of the book? Is Daniel�s prayer and Gabriel�s revelation apocalyptically conditioned? Why did the author or compiler include it in the book and, especially, in the second, apocalyptic section of the book? The conclusion of this article was that Daniel 9 was placed intentionally by the compiler in the latter half of the book because of the revelation about the seventy weeks, which is in line with the last three chapters� indication of the end times and Israel�s elevation to become the ruler of the earth. Several arguments were formulated to support this conclusion.

  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. 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....

  11. 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.

  12. 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...

  13. 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....

  14. 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.

  15. 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.

  16. 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.

  17. 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...

  18. 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...

  19. 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.

  20. 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.

  1. 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.

  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. 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 ...

  4. Ulrike Klöppel: XX0XY ungelöst. Hermaphroditismus, Sex und Gender in der deutschen Medizin. Eine historische Studie zur Intersexualität. Bielefeld: transcript Verlag 2010.

    OpenAIRE

    Sarah Radtke

    2010-01-01

    Ulrike Klöppel führt in ihrer materialreichen Studie vor, dass Hermaphroditismus für die Medizin immer wieder Anlass war, sich mit der Vielfalt der das Geschlecht bestimmenden Faktoren – Gestalt und Form der Genitalien, Chromosomengeschlecht, Keimdrüsengeschlecht (Hoden vs. Eierstöcke), Hormonhaushalt, Geschlechtsrolle und Geschlechtsidentität – zu befassen und zu versuchen, Geschlechtszugehörigkeiten verbindlich festzulegen. Neben einem historis...

  5. 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...

  6. 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...

  7. 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...

  8. 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...

  9. 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....

  10. 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.

  11. 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

  12. 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

  13. 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

  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. 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....

  16. 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.

  17. 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.

  18. A clash of gods – Conceptualising space in Daniel 1

    Directory of Open Access Journals (Sweden)

    J. Jacobus de Bruyn

    2014-02-01

    Full Text Available Applying cognitive linguistics to the text of Daniel 1 is a useful exegetical aid for a better understanding of the narrative. Studying the author’s use of ‘spatial markers’ such as ‘Jerusalem’, ‘Babylon’, ‘temple’ and some other spatial features, makes it possible to reconstruct the narrative into a ‘cognitive spatial frameset’. In this particular exegetical frameset, Daniel 1 can be described as a narrated confrontation between Yahweh and the gods of Babylon. Within this conflict between deities, Daniel, the divine agent becomes a spatial embodiment of Yahweh’s power and authority to act inside a hostile, non-Israelite environment and at the same time undermines the authority of the Babylonian gods.

  19. 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.

  20. 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. ...

  1. 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...

  2. 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...

  3. 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...

  4. 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...

  5. Obituary: Daniel E. Harris (1934 - 2015)

    Science.gov (United States)

    Madrid, Juan P.; Massaro, Francesco; Cheung, Teddy

    Our friend and colleague, Daniel E. Harris, died on December 6th 2015. Dan was a passionate astronomer and world traveller. He led a rich and scientifically productive life until the end. Dan was the first person to receive a PhD in radio astronomy at Caltech where he was a student of John Bolton, one of the fathers of Radio Astronomy and the founder of the Owens Valley Radio Observatory that Dan used for his thesis and first publications. One of Dan's first projects was with Jim Roberts to measure improved positions and flux densities for radio sources in the newly released 3C catalog. During this study, Dan discovered the first flat spectrum radio sources, which he named CTA 21, CTA 26, and CTA 102 and which were later identified as quasars. His PhD thesis resulted in the then definitive study of the evolution of supernova remnants. Later Dan worked on radio galaxies and active galactic nuclei (AGN) first at radio and then at X-ray wavelengths with the Einstein, ROSAT, and Chandra Observatories where he pioneered the new field of relativistic X-ray jets and how they relate to radio galaxies and AGN. After graduating from Caltech in 1961, Dan wanted to see the world. Beginning in 1962, Dan lived in Bologna, Italy, where he worked with Professor Marcello Ceccarelli and the radio astronomy group and was active in the construction of the Northern Cross Radio Observatory ("la Croce"), the first Italian radio telescope. He left Bologna in the Spring of 1964 as his friends remember him to "divenir del mondo esperto e de li vizi umani e del valore"1, as he joined V. Radhakrishnan (Rad) and Dave Morris to sail in a 36-ft trimaran from England to Puerto Rico where he took a position at the Arecibo Observatory working with Marshall Cohen on interplanetary scintillations. After five years at the Arecibo Observatory, Dan went on to work at the Argentinian Institute of Radio Astronomy, Harvard University, the Dwingeloo Radio Observatory in the Netherlands, and at the Dominion

  6. 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...

  7. 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...

  8. 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?...

  9. 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...

  10. 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

  11. 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.

  12. 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....

  13. 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.

  14. 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.

  15. 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

  16. Nordic Branding Podcast 1

    DEFF Research Database (Denmark)

    2017-01-01

    Hvilke værdier er 'Nordiske'? Vi starter hos Brandbase i Odense og ser på WODENs Skandinaviske sneakers og Jim Lyngvilds vilde branding.......Hvilke værdier er 'Nordiske'? Vi starter hos Brandbase i Odense og ser på WODENs Skandinaviske sneakers og Jim Lyngvilds vilde branding....

  17. The Australian cigarette brand as product, person, and symbol

    OpenAIRE

    Carter, S

    2003-01-01

    Objective: To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value).

  18. 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.

  19. Obituary: John Daniel Kraus, 1910-2004

    Science.gov (United States)

    Kraus, John D., Jr.; Marhefka, Ronald J.

    2005-12-01

    John Daniel Kraus, 94, of Delaware, Ohio, director of the Ohio State University "Big Ear" Radio Observatory, physicist, inventor, and environmentalist died 18 July 2004 at his home in Delaware, Ohio. He was born on 28 June 1910 in Ann Arbor, Michigan. He received a Bachelor of Science in 1930, a Master of Science in 1931, and a PhD in physics in 1933 (at 23 years of age), all from the University of Michigan, Ann Arbor. During the 1930s at Michigan, he was involved in physics projects, antenna consulting, and in atomic-particle-accelerator research using the University of Michigan's premier cyclotron. Throughout the late 1920s and the 1930s, John was an avid radio amateur with call sign W8JK. He was back on the air in the 1970s. In 2001 the amateur radio magazine CQ named him to the inaugural class of its Amateur Radio Hall of Fame. He developed many widely used innovative antennas. The "8JK closely spaced array" and the "corner reflector" were among his early designs. Edwin H. Armstrong wrote John in July 1941 indicating in part, "I have read with interest your article in the Proceedings of the Institute on the corner reflector...Please let me congratulate you on a very fine piece of work." Perhaps John's most famous invention, and a product of his intuitive reasoning process, is the helical antenna, widely used in space communications, on global positioning satellites, and for other applications. During World War II, John was in Washington, DC as a civilian scientist with the U.S. Navy responsible for "degaussing" the electromagnetic fields of steel ships to make them safe from magnetic mines. He also worked on radar countermeasures at Harvard University's Radio Research Laboratory. He received the U.S. Navy Meritorious Civilian Service Award for his war work. In 1946 he took a faculty position at Ohio State University, becoming professor in 1949, and retiring in 1980 as McDougal Professor Emeritus of Electrical Engineering and Astronomy. Even so, he never retired

  20. 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...

  1. Brand Meaning and Virtual Brand Community Amongst Teenagers: A Study of the IPod Brand

    OpenAIRE

    Wiedemann, Katharina

    2006-01-01

    Research on symbolic brand meaning and brand community has so far been limited to the adult population. No research has been conducted concerning the existence or characteristics of brand community amongst the adolescent population. Moreover, very little is known about virtual communities, and research on virtual brand communities of adolescents remains nonexistent to this day. Given the positive implications of brand meaning and brand community to the marketer, and the increasing economic im...

  2. 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.

  3. Balti riikide vabadus ei ohusta Venemaad / Daniel Fried

    Index Scriptorium Estoniae

    Fried, Daniel, 1952-

    2007-01-01

    Ilmunud ka: The Baltic Times, 21. juuni 2007, lk. 15. Ameerika Ühendriikide asevälisminister Euroopa ja Euraasia asjus Daniel Fried Balti riikide tunnustamisest, vabadusest ja suveräänsusest. Venemaa huvides on olla ümbritsetud rahulikest ja jõukatest demokraatiatest, ähvardustele ja sanktsioonidele ei tohi jätta ruumi

  4. Galvexi terasekuningas / Daniel Brain ; interv. Toivo Tänavsuu

    Index Scriptorium Estoniae

    Brain, Daniel

    2003-01-01

    Galvex Estonia juht Daniel Brain vastab küsimusetele, mis puudutavad toorterase toomist USA-st, Galvexi kliente, ettevõttega seotud skandaale, meedias esitatud süüdistust metallivarguse kohta ettevõttes. Vt. samas: Eesti hakkas meeldima. Lisa: Galvex

  5. In memoriam Prof. Dr. Leo Daniel Brongersma (1907-1994)

    NARCIS (Netherlands)

    Hoogmoed, M.S.

    1995-01-01

    A biography of Leo Daniel Brongersma is given, highlighting his significance for herpetology worldwide, and especially for snake anatomy, sea turtle distribution, faunistics of New Guinea and IndoAustralia. Lists of patronyms, of species named by Brongersma and of his publications are given. Also

  6. Daniel Day-Lewis - veri peab voolama / Kristiina Davidjants

    Index Scriptorium Estoniae

    Davidjants, Kristiina, 1974-

    2008-01-01

    Iiri-juudi näitleja Daniel Day-Lewis, kes võitis oma rolliga P.T. Andersoni filmis "Veri hakkab voolama" parima meespeaosatäitja Oscari. Tema põhjalikust tööst rollidega läbi tema filmiloomingu

  7. Blond Bond Daniel Craig tungib buldooserina edasi / Triin Tael

    Index Scriptorium Estoniae

    Tael, Triin

    2006-01-01

    Uus Bondi-film "007: Casino Royale" esilinastus Londonis 17. novembril, režissööriks Martin Campbell. Lisaks sõnum "Elizabeth II jäi Bondile truuks", ülevaade "James Bond läbi aegade" ja peaosatäitja lühitutvustus "Daniel Craig"

  8. Daniel Webster Middle School: More than Cosmetic Improvements

    Science.gov (United States)

    Rourke, James; Boone, Elizabeth

    2009-01-01

    "Webster needs an extreme makeover," students told Principal Joan Brixey upon her arrival at Daniel Webster Middle School in Waukegan, Illinois, three short years ago. The message came in a student-produced video that highlighted things that needed repair at Webster. Brixey was already a firm believer in the proposition that students…

  9. Die hormoonfabriek. Saskia Goldschmidt. Vertaal deur Daniel Hugo ...

    African Journals Online (AJOL)

    wat dan voortgaan met kommentaar op. “die skrywer” se boek. Die onderhawige teks, Die Hormoonfabriek, is Daniel Hugo se Afrikaanse vertaling uit Nederlands van Saskia Goldschmidt se gelyknamige debuutroman.Dit is dus, soos alle vertaalde romans, minstens twee maal geskryf: eers in Nederlands deur Goldschmidt, ...

  10. Integrating Internal Branding in Marketing Strategy

    OpenAIRE

    Slavova Milanka

    2013-01-01

    Brand is a major asset of the company. Building brand equity requires a lot of efforts in brand positioning and development. In the recent years more attention is given not only to the outward branding activities but to the role of employees in the branding process. Internal branding is an essential part of the marketing strategy and branding decisions as part of the company marketing mix. It ties outward brand promise with creating employees’ brand loyalty. External and internal brand corres...

  11. President Meri näitas USA-le vabaduse ilu / Daniel Fried ; interv. Kaarel Kaas

    Index Scriptorium Estoniae

    Fried, Daniel, 1952-

    2006-01-01

    USA abivälisminister Daniel Fried USA välispoliitika ühest eesmärgist - demokraatia levitamisest maailmas, demokraatia olukorrast Venemaal ning USA ja Venemaa vahelistest suhetest. Lisa: Daniel Fried

  12. Co-branding : A brand partnership and a new product

    NARCIS (Netherlands)

    Bouten, L.M.

    2010-01-01

    Co-branding is a form of cooperation between two brands with significant consumer recognition that results in the creation and introduction of a new product on which both brands are visible. Although co-branding results in the creation and introduction of a new product through collaboration, the

  13. Image of Luxury Brands

    Directory of Open Access Journals (Sweden)

    Mónica Díaz-Bustamante

    2016-04-01

    Full Text Available The luxury market has experienced considerable growth over recent years, being one of the sectors that have been the most resistant to the current economic recession. Selective fragrances make up one of the primary categories of the so-called accessible luxury consumed by a middle class that is seeking to approach the upper classes by copying their lifestyle. Despite the importance of this market, there is relatively little literature existing in regard to the study of the image of luxury brands due to the complexity of the luxury phenomenon. This article presents the results of an initial qualitative study conducted on focus groups of luxury fragrance consumers, making it possible to identify the types of attributes to be considered when studying the brand image of said luxury products. Subsequently, a quantitative study was conducted to determine the perceived image of the main luxury fragrances brands by consumers. Thanks to this study, it has been possible to determine the typical profile of each of the analyzed brands, to define the underlying dimensions of the image of luxury fragrances brands, and to analyze the correlations and dependency relations existing between the luxury brand dimension and the other attributes of image for the studied brands and between all the image attributes themselves.

  14. ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING

    Directory of Open Access Journals (Sweden)

    Cătălin Mihail BARBU

    2016-11-01

    Full Text Available The brand identity and brand image are two concepts used extensively in positioning. Many brands underwent a rebranding process attempting to improve their positioning. The rebranding process can bring minor changes or substantial changes. Following the substantial changes, there can appear a mismatch between the desired identity and brand image. Brand image is persistent and it takes time to change it. This paper explores the challenges involved by the calibration of the identity and of the image in the process of rebranding. The alignment process is a dynamic one, an interactive and not a normative one. The results of this study highlight the elements that support the brand identity and image alignment: marketing communication, product characteristics and internal brand strength. On the other side, the efforts to align the brand identity and brand image are negatively affected by the attitudes of the consumers and their past experience with the brand.

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

    Directory of Open Access Journals (Sweden)

    Yusuf BİLGİN

    2018-04-01

    Full Text Available 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 Facebook, Twitter and Instagram. In this research, quantitative method has been used and research data has been obtained via online questionnaires shared on social media from 547 brand followers with applying convenience sampling method. The obtained data have been analyzed by structural equation modeling (SEM. As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty, besides it has been determined that the most obvious effect seen on brand awareness. In addition, it has been found out that brand awareness and brand image have a significant effect on brand loyalty. Furthermore, in the research, it has been achieved that the brand awareness has a limited effect on the brand image.

  16. Corporate strategic branding: How country and corporate brands come together

    OpenAIRE

    Đorđević Bojan

    2008-01-01

    The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. Consumers pay more and more attention to products' country of origin. When the name of a country is mentioned, the...

  17. The impact of brand communication on brand equity through Facebook

    OpenAIRE

    Schivinski, B; Dabrowski, D

    2015-01-01

    Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty ...

  18. Branding in health marketing

    OpenAIRE

    Pralea, A. R.

    2011-01-01

    Branding is one of the major positioning elements of commercial marketing. The whole marketing mix should be, and it usually is, adapted to better serve the needs of well-established brands. Public health is one field in which the person’s system of Knowledge-Beliefs-Attitudes (KAB) is very important. That is one of the main reasons why branding should be considered by specialists in the field. As evidence shows it can make the difference between a successful health marketing campaign and a n...

  19. How Brand Equity and Movieliking can Override Impact of Misleading Brand Placement toward Brand Attitudes

    Directory of Open Access Journals (Sweden)

    Adi Zakaria Afiff

    2014-05-01

    Full Text Available 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 influence of consumer knowledge of the misleading brand placement, brand equity and movie liking toward the brand attitude. The results show that when consumers do not have knowledge of the misleading brand placement they are not affected by misleading brand placement; but when they know of the misleading brand placement, brand attitude tend to be still be high when brand equity is high; and finally, when brand equity is high, a positive movie liking can further strengthen brand equity in reducing the negative effect of the misleading brand placement. Normal 0 false false false IN X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Cambria","serif"; mso-ascii-font-family:Cambria; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Cambria; mso-hansi-theme-font:minor-latin;}

  20. Daniel Fried peab Euroopa vastust Gruusia sõjale tugevaks / Evelyn Kaldoja

    Index Scriptorium Estoniae

    Kaldoja, Evelyn, 1980-

    2008-01-01

    Eestit külastanud USA asevälisminister Daniel Fried leidis, et Euroopa reaktsioon Gruusias toimunule oli tugev ja efektiivne. Daniel Fried kohtus president Toomas Hendrik Ilvese, peaminister Andrus Ansipi ja välisminister Urmas Paetiga. Vt. samas: Daniel Fried: CV

  1. 77 FR 13625 - Notice of Inventory Completion: USDA Forest Service, Daniel Boone National Forest, Winchester, KY

    Science.gov (United States)

    2012-03-07

    ... Forest Service, Daniel Boone National Forest, Winchester, KY AGENCY: National Park Service, Interior. ACTION: Notice. SUMMARY: The U.S. Department of Agriculture, Forest Service, Daniel Boone National Forest... culturally affiliated with the human remains may contact the Daniel Boone National Forest, Winchester, KY...

  2. An overview of the China Bioanalytical Forum: interview with Daniel Tang.

    Science.gov (United States)

    Tang, Daniel

    2017-02-01

    Daniel Tang talks to Sankeetha Nadarajah, Commissioning Editor (Bioanalysis), regarding the China Bioanalysis Forum (CBF), in which Daniel was one of the co-founders and remains as its co-chair. Daniel is currently the CEO of UP Pharma, a biologics focused bioanalytical CRO in China.

  3. The construction of Brand Denmark

    DEFF Research Database (Denmark)

    Merkelsen, Henrik; Rasmussen, Rasmus Kjærgaard

    2015-01-01

    In this article we unpack the organizational effects of the valuation practices enacted by nation branding rankings in a contemporary case where the Danish government employed branding-inspired methods. Our main argument is that the use of nation branding was enabled by the Nation Brands Index vi...

  4. The Antecedents and Outcomes of Brand Love in Malaysian Context

    OpenAIRE

    Chin, Shih Yuan

    2013-01-01

    This research explores the antecedents and outcome of brand love. Consumer-brand relationship constructs, brand trust, brand credibility and brand equity may influence consumers' brand love. Brand love in turn may have positive impact towards brand commitment. Quantitative survey research is employed to test the hypotheses involving brand love and brand commitment. Results show that brand trust, brand experience, brand credibility and brand equity relates positively towards brand love. Consum...

  5. The Impact of Brand Trust and Brand Affect on Brand Loyalty at Pond€™s Skin Care Manado

    OpenAIRE

    Mekel, Peggy Adeline; Lolowang, Anggreiny C.

    2014-01-01

    Brand is not just a brand for a product or service on the market. Brand makes consumers buy and use the brand. To introduce a product publicly the market, company should create a good reputation for brand. Research objectives are to analyze the influence of brand trust on brand loyalty and to analyze the influence of brand affect on brand loyalty. This research implement quantitative analyze by using questionnaires and used Multiple Regression analyze. The population observed is people in Man...

  6. Food health branding

    DEFF Research Database (Denmark)

    Chrysochou, Polymeros

    2010-01-01

    The soaring rates of dietary-related diseases have increased the need for interventions in consumers' healthy eating behaviour. The two main avenues followed so far have focused on either making consumers change their food choices or improving the nutrition content of food products. Both avenues...... are said to have limitations since consumers often base their choices on heuristics that simplify their choices, such as brands. Therefore, branding is considered an important tool in communicating the value of health 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. Based on a case study approach drawn from the Danish food industry, this paper has two objectives: 1) provide a line of insight on how marketing mix elements are used to convey a healthy brand...

  7. Discursive Brand Solidarisation

    DEFF Research Database (Denmark)

    Stoeckl, Verena E.; Gabl, Sabrina; von Wallpach, Sylvia

    2014-01-01

    This article combines literature on consumer brand engagement with Action Net Theory in order to understand the discursive construction of brand solidarisation in the case of a traditional, national chocolate producer. Brandrelated online discourse reveals four main discursive threads that solida......This article combines literature on consumer brand engagement with Action Net Theory in order to understand the discursive construction of brand solidarisation in the case of a traditional, national chocolate producer. Brandrelated online discourse reveals four main discursive threads...... that solidarise through setting boundaries to the object of solidarisation, discussing who to solidarise with and how, and linking solidarisation to market mechanisms and grand societal and political discourse. These findings suggest going beyond individual engagement behaviour and add a social level of solidary...

  8. Branding in health marketing

    Directory of Open Access Journals (Sweden)

    Pralea, A. R.

    2011-01-01

    Full Text Available Branding is one of the major positioning elements of commercial marketing. The whole marketing mix should be, and it usually is, adapted to better serve the needs of well-established brands. Public health is one field in which the person’s system of Knowledge-Beliefs-Attitudes (KAB is very important. That is one of the main reasons why branding should be considered by specialists in the field. As evidence shows it can make the difference between a successful health marketing campaign and a non-successful one. The key elements of commercial branding can be successfully translated to the social sector. This is the case for the Truth® campaign but, unfortunately, not for some public health campaigns in Romania.

  9. Plast og Brand

    DEFF Research Database (Denmark)

    Jensen, Jens Kristian Jehrbo

    Dette skrift behandler emnet: plast og brand set i relation til anvendelserne i byggeriet. Den udstrakte brug af plastmaterialer gør det nødvendigt at være opmærksom på forhold vedrørende termisk nedbrydning af brand. En analyse af plastmaterialer kan foretages ved hjælp af ret simple prøver , og...

  10. Selling the brand inside.

    Science.gov (United States)

    Mitchell, Colin

    2002-01-01

    When you think of marketing, chances are your mind goes right to your customers--how can you persuade more people to buy whatever it is you sell? But there's another "market" that's equally important: your employees. Author Colin Mitchell argues that executives by and large ignore this critical internal audience when developing and executing branding campaigns. As a result, employees end up undermining the expectations set by the company's advertising--either because they don't understand what the ads have promised or because they don't believe in the brand and feel disengaged or, worse, hostile toward the company. Mitchell offers three principles for executing internal branding campaigns--techniques executives can use to make sure employees understand, embrace, and "live" the brand vision companies are selling to the public. First, he says, companies need to market to employees at times when the company is experiencing a fundamental challenge or change, times when employees are seeking direction and are relatively receptive to new initiatives. Second, companies must link their internal and external marketing campaigns; employees should hear the same messages that are being sent to the market-place. And third, internal branding campaigns should bring the brand alive for employees, creating an emotional connection to the company that transcends any one experience. Internal campaigns should introduce and explain the brand messages in new and attention-grabbing ways and then reinforce those messages by weaving them into the fabric of the company. It is a fact of business, writes Mitchell, that if employees do not care about or understand their company's brands, they will ultimately weaken their organizations. It's up to top executives, he says, to give them a reason to care.

  11. Black Friday = Broget Branding?

    DEFF Research Database (Denmark)

    Hansen, Heidi

    2015-01-01

    ? Essensen ved Black Friday er lave priser, og det er der ved første øjekast ikke mange brandingmuligheder forbundet ved, hvis man forstår branding som en måde at skabe ekstra værdi omkring sit produkt eller sin virksomhed. Som brand bliver man dog alligevel nødt til at forholde sig til konceptet, da det er...

  12. 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.

  13. 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.

  14. 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.

  15. EXAMINING THE EFFECT OF BRAND EXPERIENCE ON CONSUMER SATISFACTION, BRAND TRUST AND BRAND LOYALTY

    OpenAIRE

    Başer, İ.; Cintamür, İ.; Arslan, F.

    2016-01-01

    This study aims to examine the direct and indirect effects of brand experienceon consumer satisfaction, brand trust and brand loyalty. It also aims to put fortha model encapsulating the notions of brand experience, consumer satisfaction and brand trust to explain the relationship between these three antecedents of brand loyalty. A face to face survey was used to collect data with the use of interviewers. The population of interest was consumers of four different brands from different product ...

  16. Fuel management in CANDU reactors: Daniel Rozon's contribution

    International Nuclear Information System (INIS)

    Rozon, D.; Varin, E.; Chambon, R.

    2010-01-01

    The CANDU fuel management optimization problem is in many ways different from LWRs fuel management, because of the on-line refueling and the complete 3-D geometry problem. Daniel Rozon was an outstanding leader in the understanding and resolution of this optimization problem and remained during his entire career. Daniel Rozon and his students have used the generalized adjoint formalism implemented in standard mathematical programming methods to solve the optimization of the exit burnup in the reactor as well as the optimization of control rod worth or fuel enrichment. We have summarized here the theoretical basis of fuel management and resolution methods, the latest approaches of optimization and results as obtained using the OPTEX code. (author)

  17. Daniel Gogny's vision for a microscopic theory of fission

    Science.gov (United States)

    Younes, W.

    2017-05-01

    Daniel Gogny made many contributions to our understanding of nuclear fission over a span of 35 years. This paper reviews some of those contributions, focusing in particular on fission dynamics, the challenges of describing scission in a quantum-mechanical context, and the calculation of fragment properties such as their mass, kinetic, and excitation energy distributions. The generator coordinate method provides the common theoretical framework within which these various aspects of fission are formulated.

  18. Daniel Kahneman, un psychologue en territoire économique

    OpenAIRE

    Frederic Teulon

    2014-01-01

    Daniel Kahneman est un psychologue et économiste américain, spécialiste de l’étude des comportements en situation d’incertitude. Il a conduit ses principaux travaux avec Amos Tversky. Il a reçu le prix Nobel d’économie 2002. Les deux articles fondateurs de Kahneman et Tversky (1974 et 1979) ont donné à la psychologie économique expérimentale ses lettres de noblesse.

  19. CONVERSATORIO CON EL PROFESOR DANIEL FRANCISCO JARAMILLO JARAMILLO

    OpenAIRE

    VICTOR IGNACIO LÓPEZ RÍOS

    2016-01-01

    Daniel Francisco Jaramillo Jaramillo es ingeniero agronomo de la Universidad Nacional de Colombia, especialista de Fotointerpretacion aplicada a estudios de suelos, Magister en Suelos y Aguas de la Universidad Nacional de Colombia, sede Palmira. Ha participado como reconocedor de suelos en levantamientos realizados en varias regiones de los departamentos de Antioquia, Valle del Cauca, Cundinamarca, Huila. Caldas y La Guajira, y desde hace 35 años esta dedicado a la docencia, en pregr...

  20. 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...

  1. Knowledge Metrics of Brand Equity: Critical Measure of Brand Attachment and Brand Attitude Strength

    OpenAIRE

    Arslan Rafi; Moeez Ahsan; Fawad Saboor; Salima Hafeez; Mohammad Usman

    2011-01-01

    The purpose of this study is to identify factors that can positively influence brand attachment and brand attitude strength. Brand creation through an effective marketing strategy is necessary for creation of unique associations in the customer’s memory. Customer’s 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 ...

  2. The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition

    OpenAIRE

    Shin Namju; Kim Haelee; Lim Sunah; Kim Changsoo

    2014-01-01

    The purpose of this study is to examine the influential relationships among exhibition brand equity, brand attitude and brand loyalty, focusing on the participants of ‘HANATOUR International Travel Show’ to evaluate brand equity and provide some helpful suggestions for the brand strategies of domestic exhibitions. Survey was conducted for three days from May 23, 2014 to May 25, 2014. The special range of study objects were collected with convenient sampling from the participants of HANATOUR I...

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

    OpenAIRE

    Loureiro, S. M. C.; Lopes, R.; Kaufmann, H.R.

    2014-01-01

    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 loyal...

  4. The Impact of the work of Daniel KAHNEMAN in administration

    Directory of Open Access Journals (Sweden)

    Tomás Chahin

    2016-06-01

    Full Text Available The study of decision-making has expanded empirical knowledge on the subject through research and studies that have offered explanations to many of the questions that are usually made. One of those questions had to do with whether the decision of the executive was only arational type, or there was also some intuition and emotion when deciding.The aim of this work is to consider the contributions madeby Daniel Kahneman and several of his collaborators, especially those related to administration, in order to start findingpossible  answers to the above mentioned question.The development of the proposed topic is analysed through the available literature on Daniel Kahneman and colleagues’ thinking. Different pieces of work that integrate their ideas, highlighting those thatspecially impact on Administration are mentioned.As a result of this work we see the relationship thatnaturally exists between what Kahneman called System 1 (intuitive and System 2 (rational, exposing the errors and biases of quick thinking and influence of the intuitive on our thinking and behavior.Key Words: Daniel Kahneman, Decision-making, Biases of thought. 

  5. Untangling the brand name from the branded entity

    OpenAIRE

    Round, Griff; Roper, Stuart

    2015-01-01

    Purpose\\ud – The purpose of this study is to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken to illuminate the links between the brand name element and the brand entity and to provide a theoretical framework for looking at changes in value of the brand name element to consumers over time.\\ud \\ud Design/methodology/approach\\ud –...

  6. The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition

    Directory of Open Access Journals (Sweden)

    Shin Namju

    2014-01-01

    Full Text Available The purpose of this study is to examine the influential relationships among exhibition brand equity, brand attitude and brand loyalty, focusing on the participants of ‘HANATOUR International Travel Show’ to evaluate brand equity and provide some helpful suggestions for the brand strategies of domestic exhibitions. Survey was conducted for three days from May 23, 2014 to May 25, 2014. The special range of study objects were collected with convenient sampling from the participants of HANATOUR International Travel Show in 2014. The data collected for this study were analyzed with the program AMOS 18.0. As a result, perceived quality and brand image as the components of brand equity had positive influence on brand attitude, brand attitude to brand loyalty, and brand awareness to brand loyalty. Therefore, the study concluded that ‘HANATOUR International Travel Show’ needs to try harder to establish brand equity and enhance their brand value to establish brand equity for a competitive and successful exhibition.

  7. Corporate Brand Identity in SMEs

    DEFF Research Database (Denmark)

    Mäläskä, Minna; Jones, Richard Ian

    Purpose: To study the emergence of corporate brand identity in SMEs and to develop a typology of brand identity drivers that reflects a co-creative approach to the emergence of brand identity. Design / Methodology / Approach : Existing approaches to brand identity are summarised. A narrative...... studies. The research is important since it suggests an iterative and co-creative approach to brand identity. A typology of brand identity formation for SMEs is presented: entrepreneur driven, market driven, stakeholder driven. Practical implications: The three paths to creating a strong brand identity...... challenge existing notions that brand identity is based solely on the values of the entrepreneur. This typology suggests that SMEs should be open to creating an identity that draws from their stakeholder eco-system. Originality / value: this research challenges the existing assumption that brand identity...

  8. 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.

  9. 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....

  10. Global brands: a brief review

    Directory of Open Access Journals (Sweden)

    Martín Hernani-Merino

    2015-12-01

    Full Text Available Markets globalization has placed global brands as central players in the economic, cultural and psychological fields; the evidence is everywhere (Özsomer, Batra, Chattopadhyay & Hofstede, 2012. Therefore, many multinational companies are altering their brand portfolios in favor of global brands (Özsomer et al, 2012;. Steenkamp, Batra & Alden, 2003. Thus, this essay aims to analyze the concepts and research related to the construct of global brands. The paper seeks to understand the definition from different perspectives of what it means global brands; and later, briefly analyze the research of global branding. Finally, final considerations are discussed.

  11. Pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty pada PT Bank Sinarmas

    Directory of Open Access Journals (Sweden)

    Sem Christina Hawila Sibagariang

    2010-09-01

    Full Text Available Competition in the banking sector in Indonesia is getting more and more fierceevery day. PT Bank Sinarmas is a rapidly growing bank that continues to increase for the last 3 years. PT Bank Sinarmas committed to maintain this position. Therefore, they need to provide excellent service and deliver good quality savings products to build customer loyalty. The purpose of this study was to determine whether brand image (X1 and brand trust (X2 are partially influencing brand loyalty (Y, and to determine whether both brand image (X1 and brand trust (X2 are simultaneously influencing brand loyalty (Y. The analysis method used is multiple regression analysis using SPSS. Data is obtained through direct survey by distributing questionnaires to 100 clients of the bank at the main branch. The results indicates that the company's brand image significantly influences brand loyalty with R2 = 15.4% with regression equation Y = 1.962 +0.336 X1. Brand trust significantly influences brand loyalty with R2 = 17%, with regression equation Y = 1.838 +0.382 X2. While simultaneously, brand image and brand trust significantly influence brand loyalty, with R2 = 26.4% which form the regression equation Y = 1.281 +0.269 X1 + .315 X2. Thus, PT Bank Sinarmas needs to increase its brand image since a good image might become the company's competitive edge in creating loyalty, and subsequently loyalty will increase profitability.

  12. Corporate strategic branding: How country and corporate brands come together

    Directory of Open Access Journals (Sweden)

    Đorđević Bojan

    2008-01-01

    Full Text Available The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. Consumers pay more and more attention to products' country of origin. When the name of a country is mentioned, they can have positive associations (high quality, modern design, product innovation, which means that the country itself has a powerful brand. However, there are opposite cases where we talk about the weak branding of a particular country. It is necessary to mobilize all the available forces of politicians, business people, artists, sportsmen and scientists to create a strategy for enhancing the image and reputation of a country on the international markets, i.e. for creating the national branding strategy.

  13. 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...

  14. Pengaruh Brand Trust terhadap Brand Loyalty Produk-produk Nokia pada Pegawai Universitas Sumatera Utara

    OpenAIRE

    Sinulingga, Lipranta

    2012-01-01

    This research titled “The influence of the brand trust on Brand Loyalty for the products of Nokia to North Sumatera University officials” . This research aims to determine the positif influence of Brand Trust Variables(Brand reliability and Brand Intention) on Brand Loyalty for the products of Nokia to North Sumatera University officials . The problem in this research is whether the variabels of Brand Trust (brand reliability and brand intention) influence positif and significan for brand lo...

  15. The mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty: Evidence from Malaysia

    OpenAIRE

    Hashed Ahmad Mabkhot; Salniza Md. Salleh; Hasnizam Shaari

    2016-01-01

    This study empirically investigates the mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty among Malaysian customers toward local automobile brands (Proton and Perodua). Four hypotheses were developed to test hypothesizing relationships between brand personality and brand satisfaction on brand loyalty. The data were collected from consumers of automobile brands in north Malaysia peninsula from three states which were Kedah, Penanag, and Perl...

  16. 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...

  17. 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...

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

    OpenAIRE

    KASHIF, MUHAMMAD; SAMSI, SITI ZAKIAH MELATU; SARIFUDDIN, SYAMSULANG

    2015-01-01

    ABSTRACTStudies 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 deve...

  19. 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...

  20. Personal branding through leadership

    Directory of Open Access Journals (Sweden)

    Milovanović Svetislav

    2015-01-01

    Full Text Available The main idea of this study is to demonstrate that leadership is increasingly becoming an important and current global phenomenon known as personal branding. Leadership is of utmost importance for each human activity, and even for the entire progress of humanity which has always moved forward thanks to people and, naturally, great endeavors of great people. Leadership is what makes the world go round. Although a personal branding investigated in terms of defining, describing various practices and the growing importance of the use of these techniques, there is still a gap in the scientific literature regarding how technology advancement in the business to take advantage of the positioning of the individual in the global market. Therefore, the primary objective of this paper provide new insights into the personal branding that will be useful for the academic community and provide conclusions for its practical application in entrepreneurship.

  1. Brand new authentic places

    DEFF Research Database (Denmark)

    Stender, Marie

    the relation and interplay between the two. This study strives to fill this gap by ethnographically tracing the process from design to occupancy including the role of branding as a means to create authenticity. The concept of authenticity is often associated with old houses and neighbourhoods, but also in new......How are places and material surroundings ascribed with meaning when new residential neighbourhoods are designed, branded and taken into use? Existing research on housing, neighbourhoods and urban design tends to take the perspective of either the architect or the user rather than to explore...... neighbourhoods stories of authenticity seems to be of great importance giving value and identity to place and people. By way of design and branding new places are implied with notions of the real, the original and the unique referring to e.g. its historical past, architectural uniqueness, sustainability or sense...

  2. Analisa Pengaruh Brand Identity Terhadap Pembentukan Brand Image Dengan Promotion Mix Dan Brand Awareness Sebagai Variabel Intervening Pada Merek Speedo

    OpenAIRE

    Lunardi, Jeconiah

    2015-01-01

    Penelitian ini dilakukan untuk mengetahui seberapa dampak variabel brand identity terhadap pembentukan brand image pada merek Speedo. Penelitian menggunakan variabel penghubung promotion mix dan brand awareness. Bahasan utama dari penelitian adalah seberapa signifikan dampak dari brand identity terhadap brand image secara langsung maupun melalui variabel intervening promotion mix dan brand awareness pada merek Speedo. Penelitian berjenis kuantitatif dengan penyebaran kuisioner kepada 150 pela...

  3. Integrating Branding Strategy Across Markets: Building International Brand Architecture

    NARCIS (Netherlands)

    Douglas, S.P.; Craig, S.; Nijssen, E.J.

    2001-01-01

    Brands play a critical role in establishing a firm’s visibility and position in international markets. Building a coherent international brand architecture is a key component of the firm’s overall international marketing strategy, because it provides a structure to leverage strong brands into other

  4. Interactions between nation branding and corporate branding | Najm ...

    African Journals Online (AJOL)

    The aim of this article is studying interactions between nation branding and corporate branding through reviewing the literature. Results show that both branding of a country and its corporates have influence to each other, either positive or negative effect that is called virtuous cycle or a vicious cycle. In fact, these two types ...

  5. Distinguishing implicit from explicit brand attitudes in brand placement research

    NARCIS (Netherlands)

    Wennekers, A.M.; Vandeberg, L.; Zoon, K.; van Reijmersdal, E.A.; Verlegh, P.; Voorveld, H.; Eisend, M.

    2016-01-01

    Brand placement is a popular topic, both in business and academia. Brands are placed in a wide-ranging array of media, including television programs, movies, radio shows, magazines, games, music videos, and websites. Expenditures on brand placement are still growing (PQ Media, 2013), as well as the

  6. Building "Brand Me": Creating a Personal Brand Statement

    Science.gov (United States)

    Stanton, Angela D'Auria; Stanton, Wilbur W.

    2013-01-01

    Engaging students in a principles of marketing course can prove challenging but also provides instructors with an opportunity to link course concepts using a real-world orientation. This paper describes the use of a personal brand statement assignment as a way to integrate the key marketing concepts of branding and brand positioning into a broader…

  7. The role of brand trust in male customers' relationship to luxury brands.

    Science.gov (United States)

    Hur, Won-Moo; Kim, Minsung; Kim, Hanna

    2014-04-01

    This study examined the role of brand trust in customers' luxury brand consumption behavior. Perceived value and brand satisfaction were presented within a framework as antecedents of brand trust, while brand loyalty and brand risk were presented as consequences. A face-to-face survey was administered to a sample (N = 400) of men between 25 and 54 years of age who had purchased luxury brand and non-luxury brand suits within the previous three months. The results showed the greater the hedonic value on brand satisfaction, the greater the influence of brand satisfaction on brand trust, and the greater was the effect of brand trust on brand loyalty for luxury brands as compared with non-luxury brands. Similar patterns are identified between luxury and non-luxury brands for the positive relationship between utilitarian value and brand satisfaction and the negative relationship between brand trust and brand risk.

  8. Building Brands Together

    DEFF Research Database (Denmark)

    Ind, Nicholas; Iglesias, Oriol; Schultz, Majken

    2013-01-01

    created an online brand community. Our findings show that people participate in a community because it offers them the chance to find fulfillment, to express their creativity, and to socialize. The findings have significant implications for marketing, branding, and research professionals because......Co-creation is a rapidly emerging area of research. However, there is a lack of understanding as to how organizations use co-creation to build relationships and generate value. How does participation emerge and what outcomes does it deliver? To generate insight into the co-creation process, we...

  9. New New Nordic Branding

    DEFF Research Database (Denmark)

    Andersen, Lars Pynt

    2017-01-01

    Konstruktionen af nordisk regionalisme er en stærk tendens som udgangspunkt for Nordic branding, men har vi egentlig forstået de værdier og spændinger, der driver hele projektet om en ny ’nordiskhed’?......Konstruktionen af nordisk regionalisme er en stærk tendens som udgangspunkt for Nordic branding, men har vi egentlig forstået de værdier og spændinger, der driver hele projektet om en ny ’nordiskhed’?...

  10. How we Relate to Brands

    DEFF Research Database (Denmark)

    Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith

    2012-01-01

    In three experiments, this research provides new insights into branding by studying the psychological and neurophysiological mechanisms of how consumers relate to their beloved brands. The authors propose that emotional arousal decreases over the brand relationship span, while inclusion...... of the brand into the self increases over time. Results of experiment 1 indicate greater self-reported emotional arousal for recently formed brand relationships, as well as decreased emotional arousal and increased inclusion of close brands over time. Additionally, the moderating role of usage frequency...... of the brand brings out an interesting nuance of the way these effects operate. Experiment 2 measures skin conductance responses and reveals increased emotional arousal for recently formed close relationships but not for established close brand relationships, corroborating the results based on self...

  11. Corporate Branding and Corporate Reputation

    DEFF Research Database (Denmark)

    Karmark, Esben

    2013-01-01

    Corporate branding has been seen as developing in “waves”. This chapter explores the links between corporate branding and corporate reputation as they emerge in the context of three waves of corporate branding. It highlights the way in which the two constructs have related to each other through o...... for corporate brands and corporate communication.......Corporate branding has been seen as developing in “waves”. This chapter explores the links between corporate branding and corporate reputation as they emerge in the context of three waves of corporate branding. It highlights the way in which the two constructs have related to each other through...... organizational culture and identity, and how, although characterized by parallel developments, new ideas and models from a “third” wave of corporate branding challenge prevailing assumptions of corporate reputation particularly in terms of the assumptions that reputations emerge from authentic and transparent...

  12. Marketing Communication dan Brand Awareness

    OpenAIRE

    Dominikus Tulasi

    2012-01-01

    The primary objective of marketing communications is to enhance brand equity as the means of moving customers to take favorable actions towards the brand—that is, trying it, repeat purchasing it and, ideally, becoming loyal towards the brand. Virtually, enhancing equity and affecting customer behavior depends on the effective use of all the marketing-mix elements. While, brand awareness relates to whether a brand name comes to mind when consumers think about a particular product category, and...

  13. Global brands: a brief review

    OpenAIRE

    Martín Hernani-Merino; Rossana Montero–Santos

    2015-01-01

    Markets globalization has placed global brands as central players in the economic, cultural and psychological fields; the evidence is everywhere (Özsomer, Batra, Chattopadhyay & Hofstede, 2012). Therefore, many multinational companies are altering their brand portfolios in favor of global brands (Özsomer et al, 2012;. Steenkamp, Batra & Alden, 2003). Thus, this essay aims to analyze the concepts and research related to the construct of global brands. The paper seeks to understand the ...

  14. Importance of Brand for SME's

    OpenAIRE

    Deb, Dr. Sudip Kr; Chakraborty, Dr. Abhijit; Mostafa, G M Mehebub; Choudhary, Ashish

    2013-01-01

    Brands play a major role in differentiating one enterprise to another. At the beginning brands are used for large enterprises. But now a day it is also used for SMEs i.e.; small manufacturing enterprises. This research according to literature establishes the primary obvious and recessive factors of brand equity increment. This research focuses on the increment strategy of time honoured SMEs brand equity using empirical method. The objective of this paper was to gain better understanding of th...

  15. Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service (33-45

    Directory of Open Access Journals (Sweden)

    Sri Vandayuli Riorini

    2016-06-01

    Full Text Available The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous studies, in which customers increasingly have a relationship, trust, identification, involvement, and commitment to the brand Commercial Bank will increasingly have the intention to buy the brand, reference brand they use positively, and give contradictory references the back of a competing brand to others or called with Brand evangelism. Furthermore, it is known that the most dominant factor influencing Brand evangelism is a Brand commitment. Further research is recommended to investigate the influence of Brand relationship with all of its dimensions, namely Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism with its entire dimension (Positive brand referrals, Brand purchase intention, and Oppositional brand referrals. Furthermore, it also is advisable to do research for brands other services, such as hotels and restaurants. Keywords: country image,Brand relationship,Brand trust,Brand identification,Brand involvement,Brand commitment,Brand Evangelism

  16. Whole analogy between Daniel Bernoulli solution and direct kinematics solution

    Directory of Open Access Journals (Sweden)

    Filipović Mirjana

    2010-01-01

    Full Text Available In this paper, the relationship between the original Euler-Bernoulli's rod equation and contemporary knowledge is established. The solution which Daniel Bernoulli defined for the simplest conditions is essentially the solution of 'direct kinematics'. For this reason, special attention is devoted to dynamics and kinematics of elastic mechanisms configuration. The Euler-Bernoulli equation and its solution (used in literature for a long time should be expanded according to the requirements of the mechanisms motion complexity. The elastic deformation is a dynamic value that depends on the total mechanism movements dynamics. Mathematical model of the actuators comprises also elasticity forces.

  17. [Human bartonellosis: before and after Daniel Alcides Carrion].

    Science.gov (United States)

    Takano Morón, Juan

    2014-04-01

    This is a review of bibliographic aspects associated to the knowledge about human bartonelosis before and after the death of Daniel Alcides Carrion. Emphasis is placed on stimulus in the development of medical research in Peru by the self-inoculation and subsequent death of Carrion especially in relation to human bartonellosis, conducted by Peruvian researchers and others around the world. The review includes the basic area of knowledge about the bacteria that causes the illness, the host response to infection as well as the biphasic behavior of the disease. The revised bibliography includes contributions to the knowledge of the disease in the last 100 years, now known with the eponym "Carrion's disease".

  18. Daniel Dennett: intentionality system. An interpretation of intentional strategy

    Directory of Open Access Journals (Sweden)

    Viorel ROTILĂ

    2015-07-01

    Full Text Available In this article, we show some of the meanings in which Daniel Dennett uses the term intentionality, in an attempt to establish to it the quality of key concept for understanding the mind, namely consciousness. By analyzing the American thinker’s ideas, we consider that in all of them an intentionality system can be identified, which includes the approaches and different names that he dedicates to this concept. Qualitative differences in the discourse about intentionality can open the way of the approach of intentionality from an evolutionary perspective, indicating the changes over time. The intentionality system is a proposal for understanding Dennett’s thinking in a coherent paradigm.

  19. Book reviews: Daniel Kahneman - Thinking, Fast and Slow

    OpenAIRE

    Cristian Uta

    2016-01-01

    Although he has won the Nobel Prize for Economy (for his works on the decision theory), Daniel Kahneman is, surprisingly, a psychologist. Thinking, Fast and Slow presents us ideas and theories regarding the way in which the mind works and how this thing affects us when making a decision. In his opinion, the human thinking is a dual process, duality presented from three different perspec-tives. First (as the title suggests it), there are highlighted the differences between the fast and the slo...

  20. The place branding of Qatar

    NARCIS (Netherlands)

    de Jong, Maaike

    2011-01-01

    Destination branding has become popular. Countries brand themselves to draw visitors and competent expatriates and to create economic diversification. The brand emphasises the uniqueness of the place; it frames the culture and sells its way of life. In the perspective of tourism, this research

  1. The Influence of Experiential Marketing, Emotional Branding, Brand Trust Towards Brand Loyalty

    Directory of Open Access Journals (Sweden)

    Retno Dewanti

    2011-11-01

    Full Text Available The restaurant business in jakarta showed rapidly increased. Marketing today as the compete of brand strategy and experiental marketing on the competitive situation. The Jun Jan Kitchen is a new restaurant specialized on Chinnese Food, urgent to know the brand loyalty. The Aim research is to measured the influence of Experiental marketing, emotional branding and brand trust towards brand loyalty. Research method used descriptif, data collecting technique with questioner and observation. Statistic tools using path analysis to looking for contribution level on each variabel towards other. Population this research is customer Jun Jan Kitchen. Sampling technique using accidental sampling. Amount of sample is 100 customers. Result of this research is experiental marketing giving the significant influence towards brand trust whereas Emotional branding giving the significant influence towards brand loyalty. 

  2. Syv veje til branding

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2008-01-01

    Mange brandingbøger kommer med én bestemt opskrift på, hvad branding er for noget, og hvad det er for nogle strategier, man skal anlægge. Men der ligger altid mange antagelser bag de gode råd, som bare aldrig bliver sagt explicit. Hvilke antagelser bygger relationsteorien fx på? Eller Martin...

  3. 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...

  4. Selling brand MD.

    Science.gov (United States)

    Hudson, T

    1999-08-01

    Health care is more than local, of course: It's personal. Recognizing the connections between doctors and patients as a potent form of brand loyalty, health systems are looking for ways to leverage those bonds--and encourage new ones--with special marketing campaigns.

  5. Brand metrics that matter

    NARCIS (Netherlands)

    Muntinga, D.; Bernritter, S.

    2017-01-01

    Het merk staat steeds meer centraal in de organisatie. Het is daarom essentieel om de gezondheid, prestaties en ontwikkelingen van het merk te meten. Het is echter een uitdaging om de juiste brand metrics te selecteren. Een enorme hoeveelheid metrics vraagt de aandacht van merkbeheerders. Maar welke

  6. Branding the Brain

    DEFF Research Database (Denmark)

    Plassmann, Hilke; Ramsøy, Thomas Z.; Milosavljevic, Milica

    2012-01-01

    The application of neuroscience to marketing, and in particular to the consumer psychology of brands, has gained popularity over the past decade in the academic and the corporate world. In this paper, we provide an overview of the current and previous research in this area and explain why researc...

  7. Nordic Branding Podcast 2

    DEFF Research Database (Denmark)

    2017-01-01

    Det er de nordiske landskaber der skaber de nordiske værdier og former den nordiske sjæl. Vi smager på det svenske landskab med professor Jacob Östberg, og undersøger hvordan 'Nordiske værdier' i Sverige bliver til Nordisk branding i mode, mad og design (men kald det endelig ikke 'NORDISK'!)....

  8. 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...

  9. Nordic Branding Podcast 5

    DEFF Research Database (Denmark)

    2017-01-01

    'Hygge' is a concept that has generated much interest as a way of conceptualising 'Nordic living', e.g. in books on hygge or scented candles. In this Nordic Branding reflections podcast we are having a 'hyggelig' session with ph.d. Jeppe Trolle Linnet, reflecting on this concept and related 'Nord......' values. We met at Meyers Deli and The Laundromat Cafe (Copenhagen)....

  10. BRAND COMMUNICATION ON SOCIAL NETWORKS

    Directory of Open Access Journals (Sweden)

    Otilia-Elena PLATON

    2015-07-01

    Full Text Available The communication represents a basic element for the marketing activity that helps companies to achieve their objectives. Building long-term relationships between brands and consumers is one of the most important objectives pursued by marketers. This involves brand communication and creating multiple connections with consumers, even in the online environment. From this point of view, social networks proved to be an effective way of linking brands and consumers online. This paper aims to present some aspects involved by the usage of social networks in brand communication by analyzing several examples of online marketing campaigns implemented on Facebook on the occasion of Valentine's Day by six different brands.

  11. Understanding Of Wisdom In The Book Of Daniel

    Directory of Open Access Journals (Sweden)

    Peniel C.D. Maiaweng

    2016-03-01

    Full Text Available Daniel, Hananiah, Misael, and Azariah were young Jewish people who had been taken to Babylon in captivity. They truly obeyed God in their daily life and did not defile themselves with the king’s food and wine. God honored their decision so He gave them wisdom, that is intellectual ability (knowledge and understanding of all kinds of literature and learning and understanding visions and dreams of all kinds. Their response to the wisdom from God was having a good life style, submitting to God, and carrying burdens. To continue the wisdom from God, they lived in unity, depended on God and had God’s spirit in them. In doing their job, they spoke with wisdom and tact and worked honestly. In working with the king, they made a courageous decision not to worship the image of god and not to follow the king’s command. In the king’s palace, Daniel did not think for himself only, but had a burden to pray for Jerusalem, represent his nation before God, and fast for the future. 

  12. Equivocal Objects: The Problem of Women's Property in Daniel Deronda

    Directory of Open Access Journals (Sweden)

    Deborah Wynne

    2008-04-01

    Full Text Available Written between the passing of the first Married Women's Property Act in 1870 and the second Act of 1882, Eliot's final novel, 'Daniel Deronda' (1876, offers a powerful depiction of the social and legal disabilities faced by women. Her representations of objects and objectification centre on the concept of property, not only portable property such as jewellery and clothing, but also the idea of women themselves as property to be exchanged within the Victorian social system. This essay suggests that Eliot's awareness of the anomalies of the law and the equivocal positions held by women in terms of property ownership informs her depictions of the things women possess, and the sorts of meanings generated by objects. The essay argues that in 'Daniel Deronda' Eliot offers a powerful critique of women's exclusion from the patriarchal processes of primogeniture, and that her ironic use of terms such as 'own' and 'self-possession' in relation to her female characters helps to emphasise her need to move beyond the heroine who renounces the things of this world.

  13. The mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty: Evidence from Malaysia

    Directory of Open Access Journals (Sweden)

    Hashed Ahmad Mabkhot

    2016-01-01

    Full Text Available This study empirically investigates the mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty among Malaysian customers toward local automobile brands (Proton and Perodua. Four hypotheses were developed to test hypothesizing relationships between brand personality and brand satisfaction on brand loyalty. The data were collected from consumers of automobile brands in north Malaysia peninsula from three states which were Kedah, Penanag, and Perlis. This study applies partial least squares to a sample of 458 customers to test hypothesized relationships. The findings indicate that brand personality and brand satisfaction appear to have a positive and significant relationship with brand loyalty. Moreover, brand satisfaction was found to be a mediator in the relationship between brand personality and brand loyalty. The results are compared with earlier findings and implications for further research are discussed.

  14. The impact of brand experience on attitudes and brand image : A quantitative study

    OpenAIRE

    Isotalo, Anni; Watanen, Samu

    2015-01-01

    Research questions: How to create an engaging brand experience in marketing context? How does an engaging brand experience affect consumer attitudes and brand image? Purpose of the study: The authors propose that the relationship between brand experience and formation of brand loyalty can be mediated by brand affect: positive attitude and brand image. The study discovers the components of an engaging brand experience and indicates their effect on consumer attitudes and brand image. Conclusion...

  15. Euroopa tulevikuvisiooni näeme Ceutas ja Melillas / Daniel Pipes ; intervjueerinud Taavi Minnik

    Index Scriptorium Estoniae

    Pipes, Daniel

    2016-01-01

    Intervjuu Lähis-Ida Foorumi presidendi Daniel Pipesiga Euroopa migratsioonikriisist ja vigadest migratsioonipoliitikas. Probleemidest, mida massiimmigratsioon Kolmandast Maailmast Euroopale kaasa toob ning radikaalse islami ohtudest

  16. Building online brand perceptual map.

    Science.gov (United States)

    Chiang, I-Ping; Lin, Chih-Ying; Wang, Kaisheng M

    2008-10-01

    Many companies have launched their products or services online as a new business focus, but only a few of them have survived the competition and made profits. The most important key to an online business's success is to create "brand value" for the customers. Although the concept of online brand has been discussed in previous studies, there is no empirical study on the measurement of online branding. As Web 2.0 emerges to be critical to online branding, the purpose of this study was to measure Taiwan's major Web sites with a number of personality traits to build a perceptual map for online brands. A pretest identified 10 most representative online brand perceptions. The results of the correspondence analysis showed five groups in the perceptual map. This study provided a practical view of the associations and similarities among online brands for potential alliance or branding strategies. The findings also suggested that brand perceptions can be used with identified consumer needs and behaviors to better position online services. The brand perception map in the study also contributed to a better understanding of the online brands in Taiwan.

  17. STORYTELLING AND UNIVERSITY BRANDING IDENTITY

    Directory of Open Access Journals (Sweden)

    ANDREEA MONICA STATE

    2016-08-01

    Full Text Available The present article sets out to clarify the concepts of storytelling and branding, with a focus on university branding and visual identity – the latter being a vital element to a brand’s uniqueness. Storytelling is an important method of brand construction, and it entails a strong power of seduction. Branding is increasingly more about storytelling. Practically, a story is an image made up of facts, feelings and interpretations, which are often told to us solely by the university itself. As such, the brand appears on the market accompanied by its identity. Identity is what we aim to express with help of the brand. Implementing a system of visual identity that would help to harmoniously develop a university brand requires a handbook of visual identity. The present article aims to be a starting point for such a handbook serving the University of Bucharest, which currently does not own such a handbook

  18. The lure of global branding.

    Science.gov (United States)

    Aaker, D A; Joachimsthaler, E

    1999-01-01

    As more and more companies begin to see the world as their market, brand builders look with envy upon those businesses that appear to have created global brands--brands whose positioning, advertising strategy, personality, look, and feel are in most respects the same from one country to another. Attracted by such high-profile examples of success, these companies want to globalize their own brands. But that's a risky path to follow, according to David Aaker and Erich Joachimsthaler. Why? Because creating strong global brands takes global brand leadership. It can't be done simply by edict from on high. Specifically, companies must use organizational structures, processes, and cultures to allocate brand-building resources globally, to create global synergies, and to develop a global brand strategy that coordinates and leverages country brand strategies. Aaker and Joachimsthaler offer four prescriptions for companies seeking to achieve global brand leadership. First, companies must stimulate the sharing of insights and best practices across countries--a system in which "it won't work here" attitudes can be overcome. Second, companies should support a common global brand-planning process, one that is consistent across markets and products. Third, they should assign global managerial responsibility for brands in order to create cross-country synergies and to fight local bias. And fourth, they need to execute brilliant brand-building strategies. Before stampeding blindly toward global branding, companies need to think through the systems they have in place. Otherwise, any success they achieve is likely to be random--and that's a fail-safe recipe for mediocrity.

  19. Social Identity Perspective on Brand loyalty

    OpenAIRE

    He, Hongwei; Li, Yan; Harris, Lloyd

    2012-01-01

    This paper proposes a social identity perspective of customer–brand relationship and integrates brand identity and identification with value, trust and satisfaction in predicting brand loyalty. Two studies' empirical results support this path to brand loyalty framework. The results offer several theoretical implications. First, this research confirms the presence of significant direct and indirect effects of brand identity and brand identification on traditional antecedents of brand loyalty (...

  20. Consumers recall and recognition for brand symbols

    OpenAIRE

    Subhani, Muhammad Imtiaz; Hasan, Syed Akif; Osman, Ms. Amber

    2012-01-01

    Brand Symbols are important for any brand in helping consumers to remember one’s brand at the point of purchase. In advertising different ways are used to grab attention in consumers’ mind and majorly it’s through brand recall and recognition. This research captivates the Brand Symbol concept and determines whether symbols play an important role in creating a differential impact with other brands. Secondly, it also answers that whether brand symbol is the cause of creating positive associatio...

  1. Brand equity in the Pakistani hotel industry

    OpenAIRE

    Ishaq, Muhammad Ishtiaq; Hussain, Nazia; Asim, Ali Ijaz; Cheema, Luqman J.

    2014-01-01

    Brand equity is considered as the most important aspect of branding, which is a set of brands' assets and liabilities, its symbol or name that subtracts from or adds the value provided by a product or service to a firm and customers. The current research endeavor was to identify the interrelationship of customer-based brand equity dimensions (brand awareness, brand loyalty, brand image, and service quality) in Pakistani hotel industry. Data was collected from 821 consumers who experienced the...

  2. BRAND program complex

    International Nuclear Information System (INIS)

    Androsenko, A.A.; Androsenko, P.A.

    1983-01-01

    A description is given of the structure, input procedure and recording rules of initial data for the BRAND programme complex intended for the Monte Carlo simulation of neutron physics experiments. The BRAND complex ideology is based on non-analogous simulation of the neutron and photon transport process (statistic weights are used, absorption and escape of particles from the considered region is taken into account, shifted readouts from a coordinate part of transition nucleus density are applied, local estimations, etc. are used). The preparation of initial data for three sections is described in detail: general information for Monte Carlo calculation, source definition and data for describing the geometry of the system. The complex is to be processed with the BESM-6 computer, the basic programming lan-- guage is FORTRAN, volume - more than 8000 operators

  3. Badwill branding Denmark

    DEFF Research Database (Denmark)

    Mordhorst, Mads

    2016-01-01

    Landets omdømme er i bevægelse, mens vi prøver at skræmme mennesker væk fra vores land. Nu skal der skabes så meget badwill som muligt, gerne hurtigt. Nu skal vi frastøde fremfor at tiltrække. Hvad betyder det for vores brand, når vi lukker og slukker håb?......Landets omdømme er i bevægelse, mens vi prøver at skræmme mennesker væk fra vores land. Nu skal der skabes så meget badwill som muligt, gerne hurtigt. Nu skal vi frastøde fremfor at tiltrække. Hvad betyder det for vores brand, når vi lukker og slukker håb?...

  4. Brand loyalty in Smartphone

    OpenAIRE

    Forsido, Mulugeta Z

    2012-01-01

    Abstract Problem statement – what factors determine brand loyalty in Smartphone? Purpose – The purpose of this study is to examine causal antecedent factors leading to brandloyalty in the Swedish Smartphone market Theory – theoretical review and critical analysis of academic journals related to dependantand independent variables and conceptual model is formulated. Methodology - Quantitative approach is used to quantify the relationship between dependantand independent variables based on the p...

  5. The effects of service brand dimensions on brand loyalty

    DEFF Research Database (Denmark)

    Krystallis Krontalis, Athanasios; Chrysochou, Polymeros

    2014-01-01

    influences consumer satisfaction, attitude and behavioural loyalty towards service brands were confirmed. Moreover, contrary to previous findings, controlled communication elements (i.e. advertising and promotions) did not have any influence on customer satisfaction with service brands. However, the same......The present paper uses a modified version of the Service Brand Verdict (SBV) model. The objective of the study is to incorporate service brand loyalty as an ultimate dependent measure seen as the outcome of consumers’ evaluation of various service brand dimensions and communication, and test...... the generalizability of the modified SBV model in two different service sectors and cultural settings. Two studies using on-line survey data were conducted in Denmark and Norway in two different service industries (airlines and banks respectively). Previous findings suggesting that brand evidence significantly...

  6. 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?...

  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. Price promotions and brand equity: the role of brand types

    OpenAIRE

    Kuntner, Tobias

    2017-01-01

    Purpose – This study investigates whether the influence of selected marketing-mix elements on brand equity differs for different types of brands. The main focus is on price promotions’ influence. In addition, the impact of discount-store distribution is explored. Design/methodology/approach – This study applies fixed-effects regression to analyze German panel data, which includes 126 national brands in four product categories across five years. Findings – The results reveal that frequent pric...

  9. The indigenous ethos in the literary memoirs of Daniel Munduruku

    Directory of Open Access Journals (Sweden)

    Waniamara de Jesus dos Santos

    2013-10-01

    Full Text Available Adopting the theories postulated by Classical Rhetoric and Argumentation Discourse, this paper comes up with a reflection about the identity built by Daniel Munduruku in his memories ‘Meu vô Apolinário: um mergulho no rio da (minha memória’ The indigenous writer assumes the world of classical rhetorical tradition and expose his ideas in order to change preconceived concepts about the visibility of indigenous people by non-indigenous brazilian society. Munduruku shows a new indigenous appearence resulting from the performance between previosly and shown ethos, working both: his ‘fame’ and a new person built in his book and captured by the reader. Adopting gender epidictic, the construction of the indigenous ethos is done in a apparently harmless way, lying hidden the purpose to recreate new values about the world’s indigenous peoples in Brazil.

  10. Ljudmila Ulitskaja, Daniel Stein, interprète

    Directory of Open Access Journals (Sweden)

    Giulia Gigante

    2010-02-01

    Full Text Available L’œuvre, caractérisée par une rare intensité émotionnelle et une structure extrêmement complexe, narre une histoire vraie dans laquelle s’entremêlent tous les principaux événements dramatiques de l’Histoire du XXe siècle. Le Daniel du titre a donc réellement existé. Ljudmila Ulitskaja l’a rencontré par hasard il y a quinze ans et était, depuis lors, hantée par l’idée de raconter sa vie. Ulitskaja abandonne la narration linéaire qui caractérisait ses œuvres précédentes et opte pour une forme d...

  11. The function of poetic speech in the narrative in Daniel 2 | Venter ...

    African Journals Online (AJOL)

    Two poetic sections are identified and investigated in Daniel 2. Attention is paid to the function of these poems within the narrative in Daniel 2 and its particular structure. The conclusion is drawn that poetic speech is used here as a focusing technique to point out the main themes of the narrative.

  12. Daniel 6: There and back again – A deity's tale | de Bruyn | HTS ...

    African Journals Online (AJOL)

    This article states that, with his narrative, the author of Daniel 6 creates the presence of Elohim outside Jerusalem and Israel, within non-Israelite environments. Applying a body-space frameset to the texts of Daniel 6 helps to read the text as a construction of concepts. With his narrative the author creates the presence of ...

  13. GENERAL ISSUES CONSIDERING BRAND EQUITY WITHIN THE NATION BRANDING PROCESS

    Directory of Open Access Journals (Sweden)

    Denisa, COTÎRLEA

    2014-11-01

    Full Text Available The present work-paper was written in order to provide an overview of the intangible values that actively contribute to brand capital formation within the nation branding process; through this article, the author tried to emphasize the differences existent between brand capital and brand equity within the context of the nation branding process, which has became a widely approached subject both in the national and international literature. Also, the evolution of brand capital and brand equity was approached, in order to identify and explain their components and their role, by highlighting the entire process of their evolution under a sequence of steps scheme. The results of this paper are focused on the identification of a structured flowchart through which the process of nation branding -and the brand capital itself- are to be perceived as holistic concepts, integrator and inter-correlated ones, easily understood.The methodology used in order to write the present article resumes to all appropriate methods and techniques used for collecting and processing empirical data and information, respectively to observing, sorting, correlating, categorizing, comparing and analyzing data, so that the addressed theoretical elements could have been founded; in the center of the qualitative thematic research addressed in the present article lie general elements belonging to Romania's image and identity promotion.

  14. ENHANCING BRAND EXPERIENCE ALONG WITH EMOTIONAL ATTACHMENT TOWARDS TRUST AND BRAND LOYALTY

    Directory of Open Access Journals (Sweden)

    Elia Ardyan

    2016-03-01

    Full Text Available Research on Samsung’s smartphone consumers in Surakarta, have aimed to (1 Test the influence of brand experience on brand trust; (2 Test brand beliefs on brand loyalty; (3 Test on emotional attachment brand experience; (4 Test emotional attachment on brand trust; (5 Test brand experience on brand loyalty. The sample of this research was obtained from 100 respondents who have purchased a Samsung smartphone with the number of the purchase more than once. Methods of analysis used in this study are Structural Equation Modelling. The results of this research indicate that: (1 Brand experience influenced brand trust positively and significantly; (2 The trust against a brand loyalty affect brand positively and significantly; (3 Brand experience have positive and significant effect on emotional attachment; (4 Emotional attachment affects brand trust positively and significantly; (5 Brand trust have the influence of brand loyalty positively but not significant.

  15. Searching for translators / Ulrike Plath

    Index Scriptorium Estoniae

    Plath, Ulrike, 1972-

    2009-01-01

    25.-29. maini 2009 korraldas Eesti Kirjanduse Teabekeskus Visby Kirjanike ja Tõlkijate Keskuses koolitusseminari noortele eesti ilukirjanduse saksa keelde tõlkijaile. Seminari juhatasid Cornelius Hasselblatt ja Irja Grönholm

  16. Personal Branding Pustakawan Di Perpustakaan

    Directory of Open Access Journals (Sweden)

    Rina Handayani

    2015-11-01

    Full Text Available Using technology people introduce themselves into a brand, a  community  could  accept  them  without  any  complicated  process. Librarians as supporting the development of libraries in an institution that requires a personal branding good on him, it is to change the public image of a librarian. Using theoretical approach this study dealts with a response to Personal branding of Librarian. This study argues that the presence of the Personal branding will defnitely have a big impact on the Library. A library that has a good image in the world will certainly be able to develop the programs to increase the support of its librarian Personal  branding. So  that  the  realization  of Personal  branding,  this institution will supports a good image.

  17. Personal Branding Through Fashion Blogging

    Directory of Open Access Journals (Sweden)

    Yuanita Safitri

    2017-01-01

    Full Text Available The objective of this research was to analyze personal branding development from personal brand identity, personal brand positioning, and personal brand assessment. The object of this research was Diana Rikasari's blog “Hot Chocolate and Mint”. She is one of prominent influence and fashion blogger from Indonesia. The research used the qualitative method with data collection by virtual observation from June until August 2016. Rikasari’s personal branding showed on her blog was the fashionably smart woman who had entrepreneurship competence. This research finds out that Diana Rikasari success to make her personal identity by her blog profile and blog posting. Her positioning is clear as Indonesian modern woman. The personal brand assessment can be seen through the achievements and feedbacks on her blog post, both positive or negative.

  18. 27 CFR 5.34 - Brand names.

    Science.gov (United States)

    2010-04-01

    ... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Brand names. 5.34 Section... Spirits § 5.34 Brand names. (a) Misleading brand names. No label shall contain any brand name, which... officer finds that such brand name (when appropriately qualified if required) conveys no erroneous...

  19. 27 CFR 7.23 - Brand names.

    Science.gov (United States)

    2010-04-01

    ... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Brand names. 7.23 Section... Beverages § 7.23 Brand names. (a) General. The product shall bear a brand name, except that if not sold under a brand name, then the name of the person required to appear on the brand label shall be deemed a...

  20. Brand Nostalgia and Consumers Relationships to Luxury Brands: A Continuous and Categorical Moderated Mediation Approach

    OpenAIRE

    Kessous , Aurélie; Magnoni , Fanny; Valette-Florence , Pierre

    2016-01-01

    International audience; This study investigates the role of nostalgia in the consumer-brand relationships in the luxury sector. Results indicate that the nostalgic luxury car brands (vs. futuristic luxury car brands) lead to stronger consumer-brand relationships. Moreover, brand nostalgia has a direct positive effect on brand attachment and separation distress. Brand attachment is also a partial mediator between brand nostalgia and separation distress. In addition, the influence of two modera...

  1. ENHANCING BRAND EXPERIENCE ALONG WITH EMOTIONAL ATTACHMENT TOWARDS TRUST AND BRAND LOYALTY

    OpenAIRE

    Elia Ardyan; Heny Kurnianingsih; Ginanjar Rahmawan; Utomo Wibisono; Winata Winata

    2016-01-01

    Research on Samsung’s smartphone consumers in Surakarta, have aimed to (1) Test the influence of brand experience on brand trust; (2) Test brand beliefs on brand loyalty; (3) Test on emotional attachment brand experience; (4) Test emotional attachment on brand trust; (5) Test brand experience on brand loyalty. The sample of this research was obtained from 100 respondents who have purchased a Samsung smartphone with the number of the purchase more than once. Methods of analysis used in this s...

  2. Comparing the brand image of two market leading pram brands - Bugaboo and Emmaljunga

    OpenAIRE

    Huttula, Tia; Nurminen, Peppi-Sisko

    2017-01-01

    Brand image is one of the most significant factors affecting the success of brands. Information channels have a large impact on brand images, but there is many other aspects on branding. Bugaboo and Emmaljunga are pram brands with different brand image. Emmaljunga is and old and traditional brand, whereas Bugaboo is a new and trendy brand. The case company Lastentarvike is selling Emmaljunga and helps with this research. The main objectives of the thesis project are to study how pra...

  3. Rezension von: Ulrike Klöppel: XX0XY ungelöst. Hermaphroditismus, Sex und Gender in der deutschen Medizin. Eine historische Studie zur Intersexualität. Bielefeld: transcript Verlag 2010.

    Directory of Open Access Journals (Sweden)

    Sarah Radtke

    2010-10-01

    Full Text Available Ulrike Klöppel führt in ihrer materialreichen Studie vor, dass Hermaphroditismus für die Medizin immer wieder Anlass war, sich mit der Vielfalt der das Geschlecht bestimmenden Faktoren – Gestalt und Form der Genitalien, Chromosomengeschlecht, Keimdrüsengeschlecht (Hoden vs. Eierstöcke, Hormonhaushalt, Geschlechtsrolle und Geschlechtsidentität – zu befassen und zu versuchen, Geschlechtszugehörigkeiten verbindlich festzulegen. Neben einem historischen Teil, der vor allem die Medizingeschichte der Frühen Neuzeit, der Aufklärungszeit und des 19. Jahrhunderts in den Blick nimmt, wird im zweiten Teil der Arbeit der Zusammenhang zwischen der Formierung des gender-Konzepts und dem damit verbundenen Paradigmenwechsel in der Behandlung von Intersexualität dargestellt.

  4. Building a Brand for Finna

    OpenAIRE

    Maar, Vivika

    2014-01-01

    This thesis deals with building a brand for Finna, a new digital library service with joint interfaces. The Public Interface of Finna is a new service in the brand architecture of the National Library of Finland and provides access to the digital information and services of libraries, archives, museums, serving those who seek information or experiences. The thesis is based on structural interviews that were conducted for the purpose of gathering information for the brand building process...

  5. 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.

  6. Brand Relationships 2.0

    DEFF Research Database (Denmark)

    Ringberg, Torsten; Bjerregaard, Stine

    Guided by a general curiosity towards consumers‟ responses to proactive relational branding, the study explores a fundamental paradox sofar disregarded in the brand relationship literature, namely the intersection between brands that facilitates deep and committed relationship with as well...... that consumers remain critical toward the Nike+ initiative as an emotional partner as well as a social interaction builder. This consumer resistance endures in spite of Nike fulfills the criteria for relationship building set forth in the literature....

  7. 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....

  8. Brand strengthening using social media

    OpenAIRE

    Šimonytė, Vilma

    2014-01-01

    The Relevance of the paper. The brand name is the most durable of company‘s assets creating added value and helping to gain a competitive advantage in the market. Though creating a successful brand is not as easy as it seems. This requires not only original ideas but also a considerable investment because the brand-building is a continuous process. In other words, it is not enough only to create a brand name of the product. Constant competition and changes in consumer demands force the analys...

  9. Pengaruh Brand Exposure Dan Brand Experience Terhadap Brand Trust Dan Brand Recall (Studi Pada Produk Smartphone Di Wilayah Kota Malang)

    OpenAIRE

    Arthana, Rony; -, Noermijati; Susilowati, Christin

    2016-01-01

    : The aims of this study was to determine the influence of brand exposure and brand experience on brand trust and brand recall on high-end smartphone in Malang. The total samples of 200 users of high-end smartphone are used as respondend on this study, collected using purposive sampling technique with the following criteria: (1) domiciled in Malang; (2) have at least 21 years; and (3) using a high-end smartphone. Data analysis techniques used in this study is Partial Least Square (PLS) with S...

  10. Pengaruh Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Sepatu Converse

    OpenAIRE

    Adiwidjaja, Adrian Junio

    2017-01-01

    Brand image dan brand trust merupakan faktor yang dapat mempengaruhi keputusan pembelian konsumen. Brand image yang baik akan memberikan dampak positif bagi Perusahaan yang akhirnya akan memberikan keuntungan bagi Perusahaan melalui peningkatan pembelian konsumen karena adanya brand trust dari konsumen terhadap produk. Penelitian ini bertujuan untuk mengetahui ada atau tidaknya pengaruh brand image dan brand trust terhadap keputusan pembelian sepatu Converse.Jenis penelit...

  11. Pengaruh Brand Awareness, Brand Association, Perceived Quality Dan Brand Loyalty Terhadap Brand Equity (Survei Pada Konsumen Usia Remaja Di Kelurahan Purwantoro Kecamatan Blimbing Malang Yang Menggunakan Kartu Prabayar Im3 Pt.indosat)

    OpenAIRE

    Muhammad,

    2014-01-01

    The competitive condition that happened at provider brand mobile phone operators are increasingly stringent, encouraging consumers to buy the brand that is able to provide more value than other brands. The power of a brand within a market affected by brand equity. Brand equity is considered as reflecting the added value of a brand. Establishment of brand equity is influenced by its constituent dimensions, such as brand awareness, brand associations, perceived quality, and brand loyalty. Consu...

  12. The Effect of Brand Awareness and Brand Trust on Consumers Sportswear Brand Extension Attitude at the Hill Fitness Center Manado

    OpenAIRE

    Mantik, Tirza

    2013-01-01

    Brand is the name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers. To introduce a product to the public, company should make a strong brand to increase the consumers' attitude of sportswear. In order to support an ad in providing information and attract the attention of the public, a company will use brand awareness and brand trust. Research objectives are to analyse the effect of brand awareness and brand trust on consumer...

  13. The Influence of Brand Relationship, Brand Satisfaction, and Perceived Price Towards Brand Loyalty in PT X'S Customer, Indonesia

    OpenAIRE

    Prihandoko, Danang

    2016-01-01

    The goal of this research was to examine the influence of Brand Relationship, Brand Satisfaction, and Perceived Price towards Brand Loyalty by using multiple regression analysis. This research was a combination of qualitative and quantitative studies where the results of the questionnaire would be summarized and described in the form of tables and graphs. The result shows the three hypothesis that Brand Relationship and Brand Satisfaction have a positive influence towards Brand Loyalty meanwh...

  14. Creating the living brand.

    Science.gov (United States)

    Bendapudi, Neeli; Bendapudi, Venkat

    2005-05-01

    It's easy to conclude from the literature and the lore that top-notch customer service is the province of a few luxury companies and that any retailer outside that rarefied atmosphere is condemned to offer mediocre service at best. But even companies that position themselves for the mass market can provide outstanding customer-employee interactions and profit from them, if they train employees to reflect the brand's core values. The authors studied the convenience store industry in depth and focused on two that have developed a devoted following: QuikTrip (QT) and Wawa. Turnover rates at QT and Wawa are 14% and 22% respectively, much lower than the typical rate in retail. The authors found six principles that both firms embrace to create a strong culture of customer service. Know what you're looking for: A focus on candidates' intrinsic traits allows the companies to hire people who will naturally bring the right qualities to the job. Make the most of talent: In mass-market retail, talent is generally viewed as a commodity, but that outlook becomes a self-fulfilling prophesy. Create pride in the brand: Service quality depends directly on employees' attachment to the brand. Build community: Wawa and QT have made concerted efforts to build customer loyalty through a sense of community. Share the business context: Employees need a clear understanding of how their company operates and how it defines success. Satisfy the soul: To win an employee's passionate engagement, a company must meet his or her needs for security, esteem, and justice.

  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. Producing the Spielberg Brand

    OpenAIRE

    Russell, J.

    2016-01-01

    This chapter looks at the manufacture of Spielberg’s brand, and the limits of its usage. Spielberg’s directorial work is well known, but Spielberg’s identity has also been established in other ways, and I focus particularly on his work as a producer. At the time of writing, Spielberg had produced (or executive produced) 148 movies and television series across a range of genres that takes in high budget blockbusters and low budget documentaries, with many more to come. In these texts, Spielber...

  17. Potential success factors in brand development

    DEFF Research Database (Denmark)

    Esbjerg, Lars; Grunert, Klaus G.; Poulsen, Carsten Stig

    2005-01-01

    to the marketing of the brand." The branding literature mentions many important aspects, factors, issues, brand requirements, steps, building blocks or guidelines for building strong brands. However, these are all quite general and abstract. Given the substantial body of literature on branding, surprisingly few......? This is the question we want to answer. More specifically, we want to identify potential success factors in building strong brands, understood as brands with high consumer-based brand equity. Keller (1993, p. 2) defined customer-based brand equity as "the differential effect of brand knowledge on consumer response...... of this paper is to identify potential success factors in developing strong brands and to test whether these factors can be used to discriminate between strong and weak brands. It does so through a review of the literature for potential success factors. Furthermore, to ensure that important factors have...

  18. Brand Caliphate And Recruitment Between The Genders

    Science.gov (United States)

    2016-09-01

    NAVAL POSTGRADUATE SCHOOL MONTEREY, CALIFORNIA THESIS Approved for public release. Distribution is unlimited. BRAND CALIPHATE...... Brand Caliphate. This thesis looks at the recruitment of women and asks if Brand Caliphate specifically targets females with its messaging, and if so

  19. A Study On The Association Between Brand Awareness And Consumer/Brand Loyalty For The Packaged Milk Industry In Pakistan

    OpenAIRE

    Subhani, Muhammad Imtiaz; Osman, Ms.Amber

    2009-01-01

    Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. This paper put forwards the relationship of brand awareness on consumer/brand loyalty in the packaged milk brands in the urban Pakistan. There is evidence of brand awareness and consumer/brand loyalty on brand equity. The approach takes into account sources of brand equity—brand awareness, consumer/brand loyalty, and image (perceptions / associations) on the sample of consumer households. T...

  20. BRAND AWARENESS AND BRAND IMAGE OF DECISION MAKING ON UNIVERSITY

    Directory of Open Access Journals (Sweden)

    Herry Mulyono

    2016-09-01

    Full Text Available Universities are currently facing many challenges as institutions of higher education providers, espe-cially in obtaining numbers of students. The purpose of the study is to examine the effect of brand awareness on brand image, the effect of brand image on perceived value, the effect of perceived value on satisfaction, the effect of brand image on satisfaction, the effect of satisfaction on loyalty. Data collection methods are obtained from 200 samples of students in Jambi (primary data with an analysis of Structural Equation Model Lisrel 8.80. The findings of this research are four hypothesis take positive and significant effect where Satisfaction has the most effect. However, it did not find any influence of brand image on satisfaction.

  1. 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.

  2. Measuring Brand Image Effects of Flagship Projects for Place Brands

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Beckmann, Suzanne C.

    2013-01-01

    Cities invest large sums of money in ‘flagship projects’, with the aim of not only developing the city as such, but also changing the perceptions of the city brand towards a desired image. The city of Hamburg, Germany, is currently investing euro575 million in order to build a new symphony hall...... (Elbphilharmonie), euro400 million to develop the ‘International Architectural Fair’ and it is also considering candidature again for the ‘Olympic Games’ in 2024/2028. As assessing the image effects of such projects is rather difficult, this article introduces an improved version of the Brand Concept Map approach......, which was originally developed for product brands. An experimental design was used to first measure the Hamburg brand as such and then the changes in the brand perceptions after priming the participants (N=209) for one of the three different flagship projects. The findings reveal several important...

  3. Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

    Directory of Open Access Journals (Sweden)

    Sri Vandayuli Riorini

    2015-04-01

    Full Text Available The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous studies, in which customers increasingly have a relationship, trust, identification, involvement, and commitment to the brand Commercial Bank will increasingly have the intention to buy the brand, reference brand they use positively, and give contradictory references the back of a competing brand to others or called with Brand evangelism. Furthermore, it is known that the most dominant factor influencing Brand evangelism is a Brand commitment. Further research is recommended to investigate the influence of Brand relationship with all of its dimensions, namely Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism with its entire dimension (Positive brand referrals, Brand purchase intention, and Oppositional brand referrals. Furthermore, it also is advisable to do research for brands other services, such as hotels and restaurants.

  4. Brand marketing model on social networks

    OpenAIRE

    Jezukevičiūtė, Jolita; Davidavičienė, Vida

    2014-01-01

    Paper analyzes the brand and its marketing solutions on social networks. This analysis led to the creation of improved brand marketing model on social networks, which will contribute to the rapid and cheap organization brand recognition, increase competitive advantage and enhance consumer loyalty. Therefore, the brand and a variety of social networks are becoming a hot research area for brand marketing model on social networks. The world‘s most successful brand marketing models exploratory an...

  5. Daniel 6: There and back again – A deity’s tale

    Directory of Open Access Journals (Sweden)

    Joseph J. de Bruyn

    2015-04-01

    Full Text Available This article states that, with his narrative, the author of Daniel 6 creates the presence of Elohim outside Jerusalem and Israel, within non-Israelite environments. Applying a body-space frameset to the texts of Daniel 6 helps to read the text as a construction of concepts. With his narrative the author creates the presence of Elohim outside Jerusalem and Israel, within non-Israelite environments. Furthermore, a spatial frameset shows that the story of Daniel 6 can be read as a conclusion to a larger narrative that stretches from Daniel 1–6. In this narrative the author utilises spatial concepts such as the character of Daniel; the lion’s den; Jerusalem and King Darius, to establish the omnipresence of the God of Israel. In constructing this presence of-God reality the author conveys a message of hope and trust in the authority of the God of Israel. In this regard Daniel 6 is not just a story about the character Daniel being persecuted for his faith; rather it is a story about the God of Israel establishing his presence and his ability to act through and within space and time.

  6. Branding a business name

    Directory of Open Access Journals (Sweden)

    Bulatović Ivan

    2016-01-01

    Full Text Available The process of globalization, international businesses, as well as competitive markets imposed the companies (large ones, as well as the others to position in the required market. Making profit, which is the basic aim of every company, in such market environment can only be achieved by demonstrating distinct characteristics of a company, the characteristics which distinguish it from others with the same or similar activities. Historical and analysis of the current market have shown that being recognizable in the multitude of similar companies is a huge challenge, but also one of the main preconditions for successful operations. The moment a company is registered it acquires a specific identity primarily owing to its business name, which distinguishes it from other companies during that first period. Practically at the same time, the company starts creating its image or goodwill by means of several distinctive ways. One of them is branding business name or corporate branding. However, apart from large benefits, companies may also have big difficulties and risks in the same process as well.

  7. Consumer Learning and Brand Equity

    NARCIS (Netherlands)

    S.M.J. van Osselaer (Stijn); J.W. Alba (Joseph)

    2000-01-01

    textabstractA series of experiments illustrates a learning process that enhances brand equity at the expense of quality-determining attributes. When the relationship between brand name and product quality is learned prior to the relationship between product attributes and quality, inhibition of the

  8. Building brands with interactive websites? The influence of perceived interactivity and prior brand experience on brand relationship and brand image

    NARCIS (Netherlands)

    Voorveld, H.; van Noort, G.; Duijn, M.; Eisend, M.; Langner, T.

    2011-01-01

    Although the literature on effects of website interactivity is rapidly evolving, thus far, hardly any studies have investigated whether interactivity is capable of building brands. Therefore, the aim of the present study is to investigate the influence of perceived interactivity on brand

  9. 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.

  10. Branding trends in Asian markets

    NARCIS (Netherlands)

    Bakker, Diederich; Segers, Rien

    This chapter examines current branding trends in significant Asian markets, namely Japan, South Korea, and India, with a special focus on one emerging branding nation, China. No generalizations towards the whole of Asia can be drawn from this research. However, research identified some aspects in

  11. Umbrella Branding in Pharmaceutical Markets

    NARCIS (Netherlands)

    Suppliet, Moritz

    2017-01-01

    Umbrella branding is a marketing practice whereby multi-product firms leverage their reputation across different product categories. This paper investigates how advertising in the market of over-the-counter (OTC) drugs affects the decision to buy prescription drugs from a promoted brand name. I

  12. Cognitive Tools for Successful Branding

    Science.gov (United States)

    Hernandez, Lorena Perez

    2011-01-01

    This article aims to fill a gap in current studies on the semantics of branding. Through the analysis of a number of well-known international brand names, we provide ample evidence supporting the claim that a finite set of cognitive operations, such as those of domain reduction and expansion, mitigation, and strengthening, among others, can…

  13. Brand-Building for Innovators

    Science.gov (United States)

    Sametz, Roger

    2015-01-01

    Not too many years ago, a school's brand just was. Few people used the "b" word. A college or university went about its business, became known for particular strengths and weaknesses, accrued what we would now call brand attributes over time (party school, really hard to get in to, innovative curriculum), and, through word of mouth and…

  14. Brands Beyond Good and Evil?

    DEFF Research Database (Denmark)

    Kornberger, Martin

    2014-01-01

    An essay is presented on aspects concerning brands and ethics in corporate culture. Topics discussed include liberal philosophy that advocate values of freedom, the role of brand in free market principles, and public relations in marketing. Also mentioned are social stratification mechanism...

  15. Research of brand personality concept in marketing

    Directory of Open Access Journals (Sweden)

    Starčević Slađana

    2013-01-01

    Full Text Available Brand personality is a set of personal traits by which consumers describe brands. Today, the brand personality is a particular and very popular area of research in marketing. Well designed brand personality can be an excellent tool that differentiates a brand on the market. The main objective of this paper is a comprehensive presentation of the brand personality subject in domestic Serbian literature. We reviewed a large number of previous studies in this area, in order to show how the brand personality has become an integral part of marketing theory and practice, how it is formed, how to measure brand personality and what impact brand personality has on marketing results. In particular we dealt with methodological shortcomings of previous studies. The paper also presents the basic results of the study we conducted on the Serbian market, which main concern was the measurement of brand personality of mobile operators. This author of this study concluded that the three mobile phone operators in Serbia (mt:s, Telenor and Vip Mobile, differ fundamentaly in the basic dimensions of the brand personality. Furthermore, the research showed that the perception of brand personality depends on the perception of the personality of brand category and advertising. Exploring brand personality is very important and useful in practice. Determining personality traits of a brand provides far more accurate picture of the current state of the brand image and of improvement capabilities of individual features of the brand, than the classic brand image research models.

  16. 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...

  17. Apuntes sobre el 'teatro civile'. Entrevista a Daniele Biacchessi

    Directory of Open Access Journals (Sweden)

    Daniele Biacchessi

    2016-01-01

    Full Text Available Unas pocas líneas no bastan para presentar la figura del periodista, escritor y dramaturgo Daniele Biacchessi. Su amplia labor como periodista en algunos de los medios de difusión más relevantes de Italia y su constante producción como divulgador y creador  del llamado teatro civil hacen de él una figura que no puede dejarse de lado a la hora de hablar del teatro de inspiración cívica de la última década. Interesado en denunciar desde desastres medioambientales como en La fabbrica dei profumi o las matanzas nazis en Sant'Anna di Stazzema y Marzabotto a finales de la Segunda Guerra Mundial, basta dar un vistazo a algunos de sus títulos para tener una idea de la amplitud de temas tratados por Biacchessi, entre los que destacan Giovanni e Nori. Una storia di amore e di resistenza (2014, Passione reporter (2009, Il paese della vergogna (2007, Una stella a cinque punte. Le inchieste D'Antona e Biagi e le nuove Br (2007. Completan la entrevista hecha por Massimiliano Vellini dos pequeños fragmentos de uno de los manuales fundamentales sobre el llamado teatro de carácter cívico, Teatro civile, nei luoghi dell'inchiesta e della narrazione (Milán: Edizioni Ambiente, 2010.

  18. Book reviews: Daniel Kahneman - Thinking, Fast and Slow

    Directory of Open Access Journals (Sweden)

    Cristian Uta

    2016-09-01

    Full Text Available Although he has won the Nobel Prize for Economy (for his works on the decision theory, Daniel Kahneman is, surprisingly, a psychologist. Thinking, Fast and Slow presents us ideas and theories regarding the way in which the mind works and how this thing affects us when making a decision. In his opinion, the human thinking is a dual process, duality presented from three different perspec-tives. First (as the title suggests it, there are highlighted the differences between the fast and the slow thinking. Then the distinction between econs (rational agents of the classical economic theory and of the importance of economic schools of Chicago and humans (real people, which are not irrational but to whom the rational model does not fit is argued. Finally, the author presents us the conflicts between the remembering self and the experiencing self in respect to the way in which these selves perceive the wellbeing.   The volume contains 38 chapters structured in five parts. At the end, there is a Conclusions section and there are attached two articles written by Kahneman together with his friend Amos Tversky which present the contributions that have been cited by the Nobel committee for justifying the award given in 2002 (Tversky died in 1996 and he could not be awarded the Nobel Prize, although he would have deserved it.

  19. Daniel Link y la clase: problemas de convivencia

    Directory of Open Access Journals (Sweden)

    Mariana Catalin

    2016-12-01

    Full Text Available El presente trabajo busca realizar un acercamiento a los modos de la producción ensayística de Daniel Link a partir de un interrogante que cruza toda su producción: la pregunta por cómo vivir juntos. Para esto, en una primera instancia, se realiza un análisis de la aparición explícita del interrogante en una serie de textos del blog del autor (linkillo.blogspot.com, para observar qué problemas se condensan en torno al mismo. A partir de este contexto, en un segundo momento, se abre un recorrido por dos de sus más recientes libros de ensayos, Clases. Literatura y disidencia (2005 y Fantasmas. Imaginación y sociedad (2009. Allí, además de los usos que se articulan a partir de su aparición explícita, el interrogante permite pensar la relación entre clasificación y cualificación, dos conceptos centrales en la producción de Link.

  20. Daniel Goodman’s empirical approach to Bayesian statistics

    Science.gov (United States)

    Gerrodette, Tim; Ward, Eric; Taylor, Rebecca L.; Schwarz, Lisa K.; Eguchi, Tomoharu; Wade, Paul; Himes Boor, Gina

    2016-01-01

    Bayesian statistics, in contrast to classical statistics, uses probability to represent uncertainty about the state of knowledge. Bayesian statistics has often been associated with the idea that knowledge is subjective and that a probability distribution represents a personal degree of belief. Dr. Daniel Goodman considered this viewpoint problematic for issues of public policy. He sought to ground his Bayesian approach in data, and advocated the construction of a prior as an empirical histogram of “similar” cases. In this way, the posterior distribution that results from a Bayesian analysis combined comparable previous data with case-specific current data, using Bayes’ formula. Goodman championed such a data-based approach, but he acknowledged that it was difficult in practice. If based on a true representation of our knowledge and uncertainty, Goodman argued that risk assessment and decision-making could be an exact science, despite the uncertainties. In his view, Bayesian statistics is a critical component of this science because a Bayesian analysis produces the probabilities of future outcomes. Indeed, Goodman maintained that the Bayesian machinery, following the rules of conditional probability, offered the best legitimate inference from available data. We give an example of an informative prior in a recent study of Steller sea lion spatial use patterns in Alaska.

  1. Pricing of brand extensions based on perceptions of brand equity

    Directory of Open Access Journals (Sweden)

    Panagiotis Arsenos

    2018-04-01

    Full Text Available The paper explores the role of brand equity when pricing hypothetical brand extensions. Companies tend to use different pricing techniques for their products, and their pricing decisions are based on many factors, including image and category fit of the product with the existing image and products of the company. Brand extensions are usually investigated from a consumer perspective, focusing on the extension attitude, however, it is essential to understand the corporate decision-making process regarding pricing. Exploring this matter using quantitative research methods, the study provides empirical evidence that companies that have invested heavily in marketing actions in the past and have built strong brand equity over-time, show flexibility in the mark-up during the cost decision-making process of a hypothetical brand extensions. Variations in mark-up percentages are also observed when there is a difference in image and category fit of the extension to the original brand. However, companies characterized by greater brand equity exhibited greater flexibility in the mark-up percentages, even for low fit extensions.

  2. The Impact of Brand Personality and Students’ Self-Concept on Brand Engagement

    OpenAIRE

    Stephen Banahene

    2017-01-01

    The objective of this study is to investigate how brand personality and customers’ ‘self’ affects brand engagement. This has become necessary because the focus of most research into brands has often neglected how brand personality and customers’ ‘self’ can be harnessed to achieve brand engagement. This study used Aaker’s brand personality, Keller’s brand engagement, and Sprott et. al. self-concept measurement scales. The research methodology includes the following steps: adaptation of the mea...

  3. Perception of Brand Personality: A Search About Social Media Brands On Undergrad

    OpenAIRE

    YÜCEL, Nurcan; HALİFEOĞLU, Melike

    2017-01-01

    It iscame out that branding requires for being success in market. At this pointbefore each firm puts brand on market should determine a personality for brand.Within comprehension which every brand is also a product but every product isnta brand, brand personality is essential to be branding which bordersdetermined, which emphasises have sharp, whose promise echoers to consumerproperly. With the advent of the internet, social meda tools came into playfrom especially young consumers. Social med...

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

    OpenAIRE

    Widiawaty .

    2016-01-01

    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 c...

  5. Tingkat Brand Awareness Masyarakat Surabaya terhadap Brand Baru Restoran The Consulate

    OpenAIRE

    Malinda, Melodi

    2017-01-01

    The Consulate merupakan sebuah brand baru hasil dari rebranding yang dilakukan oleh 1914 Surabaya. Sebagai brand baru, peneliti tertarik untuk meneliti tingkat Brand Awareness. The Consulate telah mengkomunikasikan mengenai brand barunya yang meliputi kelima Brand Elements yang terdiri dari Brand Name, URL, Logo & Symbol, Slogan dan Packaging melalui media komunikasi yang dianggap efektif, yaitu media sosial Instagram. Brand Awareness merupakan aset yang tahan lama dan berkelanjutan, maka...

  6. Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View

    OpenAIRE

    Nusa Petek; Maja Konecnik Ruzzier

    2013-01-01

    Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand identities. New marketing communication tools, which enable interactions and consumer engagement, are among the most important tools mentioned for strengthening brand relationships and enhancing brand experiences by academics. Therefore the paper analyses the understanding of brand identity building blocks by brand experts and their usage of new marketing communication tools. Tw...

  7. Brand relationships and risk: influence of risk avoidance and gender on brand consumption

    OpenAIRE

    Lee, Seung-Hee; Workman, Jane E.; Jung, Kwangho

    2016-01-01

    Recent brand relationship research has paid attention to brand love, brand credibility, and brand loyalty. In market and society, various collaborations and co-creations derived from brand relationships generate various social network markets and open business innovations. Brand relationships and collaborative forms heavily depend on risk taking or risk avoidance. However, few studies have examined how brand relationship is related to risk avoidance. The purpose of this study is to investigat...

  8. Does brand building matter? A study of the bacalhau brand Dybvik

    OpenAIRE

    Aure, Kristin Gaaseide; Nervik, Kristine; Helgesen, Øyvind

    2017-01-01

    Brand building results in brand equity creation based on intellectual efforts. Thus brand equity is perceived as intellectual capital of the brand builder. Building strong brands has become a priority for many organizations, with the presumption that increased brand equity yields advantages such as customers’ increased willingness to pay a price premium. This paper addresses the brand Dybvik (salted and dried cod/bacalhau/«clip-fish»). A survey was conducted in order to answer the following r...

  9. 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/...

  10. Assessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations

    NARCIS (Netherlands)

    Torres, Anna; Bijmolt, Tarnmo H. A.

    2009-01-01

    Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations, Information on these associations arise from two

  11. 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...

  12. The Influence Of Brand Relationship, Brand Satisfaction, And Perceived Price Towards Brand Loyalty In PT X’S Customer, Indonesia

    Directory of Open Access Journals (Sweden)

    Danang Prihandoko

    2016-09-01

    Full Text Available The goal of this research was to examine the influence of Brand Relationship, Brand Satisfaction, and Perceived Price towards Brand Loyalty by using multiple regression analysis. This research was a combination of qualitative and quantitative studies where the results of the questionnaire would be summarized and described in the form of tables and graphs. The result shows the three hypothesis that Brand Relationship and Brand Satisfaction have a positive influence towards Brand Loyalty meanwhile Perceived Price does not have a positive influence or less effect towards Brand Loyalty to all PT X’s customer.

  13. Business leadership concepts exemplified by the two exceptional leaders Daniel Vasella and Ricardo Semler

    NARCIS (Netherlands)

    Alexander Betov; Patrick Szillat

    2016-01-01

    Purpose – Against the background of current leadership theory, this research paper analyses and compares the leadership approaches of two outstanding leaders: Daniel Vasella, chairman of the leading Swiss pharmaceutical organization Novartis and Ricardo Semler, owner of the Brazilian conglomerate

  14. PENGARUH DARI IDENTITY TERHADAP BRAND VALUE, SATISFCATION, TRUST AND BRAND LOYALTY

    Directory of Open Access Journals (Sweden)

    Rahmania Asmoningsih

    2016-08-01

    Full Text Available The purpose of this study was to analyze the influence of brand identity on brand value, customer satisfaction and brand trust and the influence of brand value and customer satisfaction on brand trust and its impact on brand loyalty. Respondents in this study is the beauty clinic customers in Jakarta which consists of 112 respondent . Structural Equation Modeling (SEM with AMOS version 16 used in this study for data analysis . Results of the testing showed that the brand identity has a positive influence on brand value and brand trust, and customer satisfaction and brand value has a positive influence on brand trust that subsequently will have positive influence on brand loyalty. The results also showed that the brand identity does not have an influence on customer satisfaction

  15. A brand new world - a new brand world

    DEFF Research Database (Denmark)

    Andersen, Sophie Esmann

    Hvad er et brand? Hvordan kan vi overhovedet forstå det, og hvad er det for aspekter, der skal fremhæves i definitionen af et brand? Er det dets evne til at identificere og differentiere produktet (eller virksomheden) i en stadigt stigende konkurrence? Dets evne til at konstruere og kommunikere...... kohærente og konsistente værdier? Er det dets evne til at indgå som partner i forbrugerens hverdag? Eller dets evne til at indgå i en bredere (sub)kulturel og social kontekst? Er et brand en fast, statisk betydningsenhed - eller et levende dynamisk felt af potentielle betydninger? Hvor og hvordan...... konstrueres brandets betydning? Dette working paper sætter fokus på nogle af de forskellige perspektiver på og forståelser af brands, som vi finder inden for marketing- og brandinglitteraturen....

  16. Studying brand loyalty in the cosmetics industry

    Directory of Open Access Journals (Sweden)

    Usman Yousaf

    2012-12-01

    Full Text Available Background: The purpose of this research is to know the brand loyalty and contribute to the knowledge that how brand credibility, brand awareness, brand association, perceived quality, and product knowledge is important to build brand loyalty. Method: Data were collected from the female's students of department from the university of Sargodha Final analysis was performed on 125 valid respondents. Cronbach's Alpha statistic was used in order to check the reliability of the scale.  Regression was used in order to test the hypothesis. Correlation analysis was used to study the relationship between the variables such that this analysis studied the positive relation of all the independent variables (brand credibility, brand awareness, brand association, perceived quality and product knowledge with the dependent variable (brand loyalty. Results and Conclusion: The results indicate the positive relationships between brand credibility, brand awareness, brand association, perceived quality, product knowledge (independent variables and brand loyalty (dependent variables. Further among all the variables studied brand awareness has the highest impact on brand loyalty and according to this research L'Oreal consumer is more as compare to other brands.  Although this research specifically studies the Brand Loyalty in University of Sargodha. However more importantly, the purpose of this study is that cosmetic industry must focus on brand association, perceived quality, product knowledge, brand credibility in order to build Brand Loyalty. To the best of researcher's knowledge, this research is first of its kind in the University of Sargodha which studies student's credibility, awareness, association, perceived quality, product knowledge and loyalty toward their favorite cosmetics brand. The results of this study are limited by the specificity of the geographic context by taking a sample of 125 students of one department from total population of University of

  17. 27 CFR 4.33 - Brand names.

    Science.gov (United States)

    2010-04-01

    ... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Brand names. 4.33 Section... THE TREASURY LIQUORS LABELING AND ADVERTISING OF WINE Labeling Requirements for Wine § 4.33 Brand names. (a) General. The product shall bear a brand name, except that if not sold under a brand name...

  18. 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

  19. Destination brand experience and visitor behavior

    DEFF Research Database (Denmark)

    Mattsson, Jan; Sørensen, Flemming; Barnes, Stuart

    2014-01-01

    Destination branding has developed considerably as a topic area in the last decade with numerous conceptualizations focusing on different aspects of the brand. However, a unified view has not yet emerged. This paper examines destination branding via a new conceptualization, destination brand expe...

  20. Branding down to the core: branding not-for-profits.

    Science.gov (United States)

    Tan, Patricia

    2003-01-01

    Many not-for-profits do not view their organization as a brand. After all, the reason for being lies in the purpose. Branding is something corporate businesses do to justify their existence. But what is an organization's purpose? And what if everyone in the organization does not agree on that purpose over time or across departments? How can an organization formalize a strategy if it isn't sure what the mission is?

  1. The effect of brand image on customer brand loyalty

    OpenAIRE

    ADONYEVA K.V.

    2012-01-01

    Since the world is a global marketing now it’s getting more difficult for the companies to compete. In order to win the leader position in the marketplace marketing specialists work out different kind of strategies to achieve long lasting success. One of the most significant among these strategies is customer loyalty toward the brand.The primary purpose of this article is to illustrate relationships between the brand image, customer satisfaction and customer loyalty, to summarize information ...

  2. 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.

  3. The Impact of Brand Delisting on Store Switching and Brand Switching Intentions

    NARCIS (Netherlands)

    Sloot, Laurens A.; Verhoef, Peter C.

    2008-01-01

    A tool retailers often use to improve their negotiating position with brand manufacturers is to delist - or threaten to delist - the manufacturers' brand. Because brand manufacturers rely mainly on retailers to sell their products to consumers, a brand delisting will cause a sales loss for the brand

  4. THE ROLE OF BRANDING IN MARKETING STRATEGY

    Directory of Open Access Journals (Sweden)

    Roxana DUMITRIU

    2012-01-01

    Full Text Available In this paper I made a discussion concerning the importance of branding in the strategy of the company. Branding theory and practice evolved in the latest years, being considered a valuable marketing investment. Branding is essential in creating value for the products of a company. Branding is important because it gives meaning to the consumption process. Companies understood that selling without the presence of a strong brand is much more difficult. As a methodology I realized an intersection of the branding and marketing strategy theories. The result is that branding can be regarded as a tool that can enforce all resources of a company towards implementing the strategy.

  5. Investigating different factors influencing on brand equity

    Directory of Open Access Journals (Sweden)

    Afsane Zamanimoghadam

    2014-07-01

    Full Text Available The purpose of this paper is to determine and prioritize factors influencing on brand equity in consumer’s point of view for a case study of Samsung appliance consumers in city of Tehran, Iran. The study investigates the effects of four factors in terms of the customer's perspective, price, advertisement, family and brand image, by dimensions of brand equity, perceived quality, brand awareness, brand association, brand loyalty, on brand equity. The research method is based on a descriptive-survey research. The questionnaire includes Samsung consumers in city of Tehran, Iran. To test the hypotheses, SPSS and LISREL software packages are used. For data analysis, descriptive statistics and inferential statistical tests including structural equation modeling and path analysis are used. The results of the survey have indicated that family and brand image influence positively on brand equity but the effects of advertisement and price on brand equity were not confirmed.

  6. 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...

  7. 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.

  8. Online Anti-Brand Herds

    DEFF Research Database (Denmark)

    Langley, David J.; Tan, Chee-Wee; Worm, Daniël

    The online environment offers a fertile breeding ground for anti-brand herds of disgruntled consumers. Firms are often caught off guard by the unpredictability of such herds and, as a consequence, are forced into a reactive, defensive stance. We conduct a social media analysis that aims to shed...... light on the formation, growth, and dissolution of online anti-brand herds. First we expand on the concept of environmental turbulence to advance core properties unique to online herd behavior. Next, based on evidence gathered from 40 online anti-brand herd episodes targeting two prominent firms from...... the Netherlands, we develop an analytical model to investigate drivers of herd formation, growth, and dissolution. Finally, combining environmental turbulence literature with our empirical findings, we derive a novel typology of online anti-brand herd behaviors, and put forward six propositions to guide theory...

  9. Brand Marketing Model on Social Networks

    OpenAIRE

    Jolita Jezukevičiūtė; Vida Davidavičienė

    2014-01-01

    The paper analyzes the brand and its marketing solutions onsocial networks. This analysis led to the creation of improvedbrand marketing model on social networks, which will contributeto the rapid and cheap organization brand recognition, increasecompetitive advantage and enhance consumer loyalty. Therefore,the brand and a variety of social networks are becoming a hotresearch area for brand marketing model on social networks.The world‘s most successful brand marketing models exploratoryanalys...

  10. Erosion and variability in brand loyalty

    OpenAIRE

    Dekimpe, Marnik; Mellens, M; Steenkamp, J; Vanden Abeele, Pierre

    1996-01-01

    In this paper, we examine the over-time behavior of brand loyalty for a large set of brands drawn from many product categories. Using the brand-loyalty operationalization of Colombo and Morrison (1989), the following conclusions are obtained. First, little support is found for the often-heard contention that brand loyalty is gradually declining over time. Second, while the short-run variability around a brand's mean loyalty level is not negligible, no evidence is found that this variability...

  11. Strategic Brand Creation for Yeti Nepal

    OpenAIRE

    Gautam, Sushil

    2011-01-01

    The thesis aims to create a strategic brand for a recently established restaurant called Yeti Nepal that serves Nepalese food and is located at Helsinki. The new venture does not have a clear brand positioning, brand promise and satisfactory awareness level at the moment. The literature has been reviewed to highlight the process that begins from a new brand creation to the strategic positioning of the brand in the market. The techniques to increase the awareness to the level of...

  12. Building strong brands – does it matter?

    OpenAIRE

    Aure, Kristin Gaaseide; Nervik, Kristine Dybvik

    2014-01-01

    Brand equity has proven, through several decades of research, to be a primary source of competitive advantage and future earnings (Yoo & Donthu, 2001). Building strong brands has therefore become a priority for many organizations, with the presumption that building strong brands yields these advantages (Yasin et al., 2007). A quantitative survey was conducted at Sunnmøre in Norway in order to answer the two developed research questions. - Does the brand equity dimensions; brand...

  13. Determinants of Beef and Pork Brand Equity

    OpenAIRE

    Parcell, Joseph L.; Schroeder, Ted C.

    2003-01-01

    A set of consumer-level characteristic demand models were estimated to determine the level of brand equity for pork and beef meat cuts. Results indicate that brand premiums and discounts vary by private, national, and store brands; and brand equity varies across meat cuts carrying the same brand name. Other results are that product size discounts are linear, meat items on sale are significantly discounted to non-sale items, specialty stores typically do not garner higher prices than supermark...

  14. Brand the Pricing: Critical Critique

    OpenAIRE

    Alam Kazmi, Syed Hasnain

    2015-01-01

    Brand pricing decision models and established theories in the marketing and econometrics focus typically on assuming the symmetric competing businesses. The empirical generalities are key for strategic marketplace planning. The significance of pricing to customer store and brand choices are always regarded as a widely known truth among marketing scholars and explains consumer’s role responding to their psychological representations of price rather than price itself. Scholars have ...

  15. Strategic Design through Brand Contextualization

    OpenAIRE

    Karjalainen, Toni-Matti; Nikitas, Alexandros; Rahe, Ulrike

    2013-01-01

    Providing meaningful customer experience is at the core of any successful business activity. Brands can function as vehicles to bundle the ingredients of experience together and give them structure by which consumers are able to understand and interpret products and services. To complement the technical and functional reality and experience, brands create particular narratives around products and services, within the realm of their use experience. This paper aims to contribute to understandin...

  16. Business School corporate brand identities

    OpenAIRE

    Syed Alwi, SF; CheHa, N; Yen, D

    2013-01-01

    The escalation in the number of business schools in Malaysia has created a competitive pressure to attract the best students and lecturers from both the national and international arenas. These business schools have, and, are developing competitive marketing strategies to augment their brand images in terms of university rankings as well as be seen as the top business school in the country. However, little is known to understand how these business schools position their brand images in order ...

  17. Branding a Lifestyle : Case: Nike

    OpenAIRE

    Anttonen, Suvi

    2015-01-01

    It is easy to assume marketing only as selling and advertising, but nowadays it is more sensed as satisfying customer needs and creating deeper customer relationships. Traditional marketing is still very important, but there has been a shift to new and emerging forms of communication such as interactive electronic media. In recent years, branding has become a fundamental part of companies, organizations and even individuals. Brands are everywhere and a part of everyone’s life helping people t...

  18. Leveraging Facebook to Brand Radiology.

    Science.gov (United States)

    Tso, Hilda H; Parikh, Jay R

    2018-03-30

    In the current health care climate, radiologists should consider developing their brand. Facebook is the market leader for social media networking in the United States. The authors describe how radiologists can leverage Facebook to develop and market organizational, group, and individual brands. The authors then address concerns related to the use of social media by radiologists. Copyright © 2018 American College of Radiology. Published by Elsevier Inc. All rights reserved.

  19. MARKETING CONSIDERATIONS ON BRAND COMMUNITIES

    Directory of Open Access Journals (Sweden)

    A.-C. Budac

    2016-12-01

    Full Text Available Most consumers spend an important part of their free time looking for online information about the brands before taking a decision to purchase. The Internet is the main factor which has led to a considerable increase of the time allotted by consumers for search and comparing information about brands, as a step preceding the decision to purchase and also one of the most important factors that influence the interaction between the brand and the consumer. Although the general trend is that the public to become more active and more involved in the choice of the brand, consumer's responses to its messages obviously depend on cultural, social or economic factors. The work has the purpose to clarify what brand community means and how it appeared - if it was really built from scratch or it has already existed in a latent way and it must only be recognized - the characteristics of successful communities, which of the objectives of the brands can be achieved by means of these groups, what is the role of social media in the development of these communities, what kind of types of mem¬bers are likely to be encountered inside of the online communities and what is their proportion for each and which are the research methodologies that can give support to companies in monitoring these groups.

  20. MEMBANGUN PERSONAL BRANDING MELALUI IKLAN

    Directory of Open Access Journals (Sweden)

    Yunia Wardi

    2015-06-01

    Full Text Available Penelitian ini bertujuan untuk menganalisis efek dari Baliho, Spanduk, Karangan bunga , dan Iklan Koran untuk Personal Branding Calon Walikota/ Wakil Walikota Padang periode 2014-2019 dalam perspektif mahasiswa UNP. Ukuran sampel adalah 180 siswa UNP. Sampel penelitian dipilih dengan menggunakan Metode Proporsional Cluster Random Sampling. Data dianalisis dengan uji statistik dengan menggunakan regresi Linear. Hasil penelitian ini menunjukkan bahwa: Baliho secara signifikan positif mempengaruhi personal branding Calon Walikota/ Wakil Walikota Padang periode 2014-2019, sedangkan Spanduk, Karangan Bunga, dan Iklan Koran tidak mempengaruhi personal branding mereka.This objective of the study was to analyze the influence the Ballyhoo, Banner, the Flowers Board, and the Newspaper Advertisement toward the Personal Branding of the Padang Mayor/ Vice Mayor Candidates in the period of 2014-2019 from UNP students’ perspective. The samples were 180 UNP students. The samples were taken by proportional cluster random sampling. The data were analysed by statistical test of multiple linear regression. The results of the research showed that: the Ballyhoo gave positive and significant influence toward the Personal Branding of the Padang Mayor/Vice Mayor candidates in the period of 2014-2019, whereas the Banner, the Flowers Board, and the Newspaper Advertisement did not influence their Personal Branding.

  1. 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.

  2. The impact of social identity of brand on brand loyalty development

    Directory of Open Access Journals (Sweden)

    Alireza Bakhshizadeh

    2012-08-01

    Full Text Available During the past few years, there have been increasing discussions on the impact of brand in business units. Many researchers have concluded that the best way to increase sales is to introduce the brand in society. In this study, we consider the impact of brand identity on increasing product loyalty in one of Iranian dairy products. The proposed study is implemented in city of Tehran by choosing 475 people. The proposed model is analyzed using structural equation model and factor analysis. The results indicate that there is a direct positive relationship between brand and loyalty and a powerful brand could help setup a long-term relationship between customer and firm, which leads to brand loyalty. In other words, brand identity influences perception value, customer satisfaction, brand trust while perception value influences customer satisfaction and brand trust. In addition, customer satisfaction influences brand trust, brand trust influences customer loyalty and finally brand identity indirectly influences customer loyalty.

  3. Customer based brand equity: evidence from the hotel industry

    OpenAIRE

    Kayaman, Rüçhan; Araslı, Hüseyin

    2007-01-01

    The paper aims to explore interrelations of the four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in hotel industry and improve the conceptualization of customer-based hotel brand equity. The paper is based on the recommendations of previous studies, the scale constructed to measure consumer-based brand equity included brand awareness, brand loyalty, perceived quality and brand image. The present study used a sample of 345 actual customers from 11...

  4. The Daniel K. Inouye College of Pharmacy Scripts

    Science.gov (United States)

    Chang, Leng Chee; Sang-ngern, Mayuramas; Pezzuto, John M; Ma, Carolyn

    2016-01-01

    The Daniel K. Inouye College of Pharmacy, during a historic event in Spring 2016, graduated the first two students in the Pacific region to earn a PhD in pharmaceutical sciences at the University of Hawai‘i at Hilo. The college offers PhD programs in these five disciplines: Cancer Biology, Medicinal Chemistry, Pharmaceutics, Pharmacognosy, and Pharmacology. One of the Pharmacognosy dissertations focused on plant-derived natural products with potential anti-inflammatory and cancer chemopreventive activities. Physalis peruviana (Pp) L. originated in tropical South America. It has become naturalized and is found readily on the Island of Hawai‘i. The edible fruits are commonly known as cape gooseberry or poha in Hawai‘i. In part of our study, three new withanolides, physaperuvin G (1), physaperuvins I–J (2–3), along with four known withanolides, namely, 4β-hydroxywithanolide E (4), withaperuvin C (5), and physalactone (6), coagulin (7) were isolated from the aerial parts of P. peruviana. In addition, two known compounds, phyperunolide F (8), and withanolide S (9), were isolated and identified from the poha berry fruits. The structures and absolute stereochemistry of new compounds from poha were elucidated by several spectroscopy methods: Nuclear Magnetic Resonance (NMR) spectroscopy, X-ray diffraction, and mass spectrometry analyses. All isolated poha compounds (aerial parts and fruits) were evaluated for their anti-inflammatory activity with lipopolysaccharide (LPS)-activated murine macrophage RAW 264.7 cells, and tumor necrosis factor alpha (TNF-α)-activated nuclear factor-kappa B (NF-κB) with transfected human embryonic kidney cells 293. Most of the isolated natural compounds showed activity with these assays. Additional studies were performed with models of colon cancer. Specifically, 4β-hydroxywithanolide E (4HWE) inhibited the growth of colon cancer monolayer and spheroid cultures. The compound induced cell cycle arrest at low concentrations and

  5. Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service (33-45)

    OpenAIRE

    Sri Vandayuli Riorini; Christine Catur Widayati

    2016-01-01

    The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous studies...

  6. Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

    OpenAIRE

    Sri Vandayuli Riorini; Christine Catur Widayati

    2015-01-01

    The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous...

  7. 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...

  8. CONSUMERS’ BRAND EQUITY PERCEPTIONS OF TRADITIONAL AND NON-TRADITIONAL BRANDS

    OpenAIRE

    Catli, Ozlem; Ermec Sertoglu, Aysegul; Ors, Husniye

    2017-01-01

    Thisstudy aims to compare consumers' brand perception of traditional brands withbrand perceptions of non-traditional brands.  Consumers livingin Ankara constitute the universe of work, and data were gathered in aface-to-face interview using the survey method. the demographic characteristicsof the participants was prepared with the aim of evaluating and comparing onetraditional brand and one non traditional brand of brand equity related to thebrand equity by the participants. According to...

  9. Analyzing consumer-based brand equity on Facebook: The impact of brand gender

    OpenAIRE

    Machado, J. C.; Azar, Salim L.; Vacas-de-Carvalho, Leonor; Mendes, A.; André, R.

    2016-01-01

    In recent years, Facebook and other social media have become key players in branding activities. However, empirical research is still needed about the way in which consumerbased brand equity is created on social media. The purpose of this paper is to study the relationship between masculine and feminine brand personality and brand equity, on Facebook, and to analyze the mediating role of consumer-brand engagement and brand love on this relationship. Data were collected using an...

  10. The Influence of Brand Recognition, Brand Recall, and Top of Mind to Consumer Buying Decision

    OpenAIRE

    Langi, Kalvin

    2013-01-01

    There are several important aspects that can influence brand awareness from the company to make their products have been known in the society, which are Brand Recognition, Brand Recall, and Top of Mind. These three aspects play an important role to create Brand Awareness for Consumer Buying Decision. The research objective is to analyze the influence of Brand Recognition, Brand Recall, and Top of Mind to Consumer Buying Decision in aqua mineral water product on Manado. The population in this ...

  11. Branded Content: A new Model for driving Tourism via Film and Branding Strategies

    OpenAIRE

    Horrigan, David

    2009-01-01

    Branded content is described as a fusion of advertising and entertainment into one marketing communications product that is integrated into an organisation’s overall brand strategy intended to be distributed as entertainment content with a highly branded quality. A history of product placement, branded entertainment, and film tourism is presented to identify the effective elements of each strategy in order to inform a more cohesive brand strategy for destinations. A branded content model is...

  12. Relationship Between Brand Experience, Brand Personality, Consumer Satisfaction, and Consumer Loyalty of DSSMF Brand

    OpenAIRE

    Kwong, Margie Zerlina; Candinegara, Ivan

    2014-01-01

    PT XYZ is one of the market leaders of Indonesia's tobacco market with domination in almost all segments of cigarette. However, PT XYZ is still considered unsuccessful in capturing the market of Full Flavor Machine Made Cigarette (known as SKM FF). This is proven by insignificant performance of DSSMF as PT XYZ's product under SKM FF segment, especially in Javanese market. This research is aimed to analyze the relationship of brand experience, brand personality, consumer satisfaction, and con...

  13. The Australian cigarette brand as product, person, and symbol.

    Science.gov (United States)

    Carter, S M

    2003-12-01

    To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade publications were searched for information about Australian brands. Cigarette manufacturers benefit from their competitors' brand equity as well as their own. The industry sees Australian smokers as far less brand loyal and strongly oriented to "low tar". A few predominantly local brands dominate the market, with variation by state. Successful Australian brands exist in one of three categories: premium, mainstream, and supervalue. Their brand identity essence is as follows. Premium: quality. Mainstream: a good humoured "fair go" for ordinary Australians. Supervalue: value for money. All supervalue brand identities also include freedom, escape, mildness, an aspirational attitude, blue tones, and waterside scenes. Brand image and brand identity is frequently congruent, even when marketing is restricted, and brand image is generally more positive for a smoker's own brand. Tobacco control activities have undermined cigarette brand equity. Further research is needed regarding brand loyalty, low tar, and brand categories. Smokers may respond more positively to tobacco control messages consistent with the identities of their chosen brand, and brand-as-organisation elements may assist. Further marketing restrictions should consider all elements of brand identity, and aim to undermine brand categories.

  14. The Australian cigarette brand as product, person, and symbol

    Science.gov (United States)

    Carter, S

    2003-01-01

    Objective: To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). Design: Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade publications were searched for information about Australian brands. Results: Cigarette manufacturers benefit from their competitors' brand equity as well as their own. The industry sees Australian smokers as far less brand loyal and strongly oriented to "low tar". A few predominantly local brands dominate the market, with variation by state. Successful Australian brands exist in one of three categories: premium, mainstream, and supervalue. Their brand identity essence is as follows. Premium: quality. Mainstream: a good humoured "fair go" for ordinary Australians. Supervalue: value for money. All supervalue brand identities also include freedom, escape, mildness, an aspirational attitude, blue tones, and waterside scenes. Brand image and brand identity is frequently congruent, even when marketing is restricted, and brand image is generally more positive for a smoker's own brand. Conclusions: Tobacco control activities have undermined cigarette brand equity. Further research is needed regarding brand loyalty, low tar, and brand categories. Smokers may respond more positively to tobacco control messages consistent with the identities of their chosen brand, and brand-as-organisation elements may assist. Further marketing restrictions should consider all elements of brand identity, and aim to undermine brand categories. PMID:14645952

  15. 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...

  16. Studi Pendapat Konsumen Terhadap Brand Awareness Brand Equity Dan Brand Image Minuman Coca-cola Di Kota Makassar

    OpenAIRE

    Rezkiawaty, Sitti Utami

    2011-01-01

    The aims of the research are to find out (1) the implementation of the strategy of PT Coca-Cola bottling Indonesia southern Sulawesi in creating brand awareness, brand equity and brand image of coca-cola beverages in the city of Makassar, (2) the consumer opinion about coca-cola beverage product in the city of Makassar, (3) the factors that influence consumer ratings of brand awareness, brand equity, brand image coca-cola beverage products. The research was a descriptive quantitative study co...

  17. Creating a brand identity for a new mattress brand : Case: Napsie by Studio Moderna

    OpenAIRE

    Lazareva, Svetlana

    2016-01-01

    The aim of this thesis was to study the concept of brand identity and its elements in order to outline a basic brand identity for the case brand. The study was conducted for the case company Studio Moderna and the case brand Napsie. The aim of the research was to study the concepts of brand, branding and brand identity. Furthermore, the research aimed at examining managerial tools and techniques that are used in brand identity creation process. Another aim of the research was to discover how ...

  18. 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.

  19. Branding the Destination Versus the Place

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Braun, Erik; Petersen, Sibylle

    2017-01-01

    This article contributes to a broader understanding of how the branding of places affects both residents and tourists. While branding often relies on simplified messages, the effectiveness of such strategies for complex brands remains questionable. Residents in particular possess a confounded...... knowledge of the place and could disagree with simplified destination brands. To test the role of brand complexity for residents and tourists, we conducted two empirical studies (N = 765; N = 385), showing that, for residents, positive place attitude (i.e., place satisfaction, identification, and attachment......) and place behaviour (i.e., positive word-of-mouth) increase with a higher brand complexity. The second study shows that the positive relationship of brand complexity is stronger for residents than for tourists, supporting the conclusion that brand complexity is relevant for place brands, but that the place...

  20. Nation branding as an emerging field

    DEFF Research Database (Denmark)

    Merkelsen, Henrik; Rasmussen, Rasmus Kjærgaard

    2016-01-01

    presents itself as a theoretical possibility and a practical necessity. We propose that what made a travel possible from product branding via corporate branding to nation branding was the semantic flexibility of the brand concept. We argue that the brand concept is almost void of meaning......Nation branding is a remarkable phenomenon. In less than two decades, it has established itself as the preferred framework for interstate strategic communication and as an emerging academic field. The paper describes how this extraordinary expansion was possible by showing how nation branding...... and that this feature has been an indispensable requisite for establishing nation branding as a field of practice and as an academic field. Despite the indisputable academic productivity that is a result of the vagueness of the brand concept, we suggest that to reach a normal science-like situation in the field...

  1. Systematic review of public health branding.

    Science.gov (United States)

    Evans, W Douglas; Blitstein, Jonathan; Hersey, James C; Renaud, Jeanette; Yaroch, Amy L

    2008-12-01

    Brands build relationships between consumers and products, services, or lifestyles by providing beneficial exchanges and adding value to their objects. Brands can be measured through associations that consumers hold for products and services. Public health brands are the associations that individuals hold for health behaviors, or lifestyles that embody multiple health behaviors. We systematically reviewed the literature on public health brands; developed a methodology for describing branded health messages and campaigns; and examined specific branding strategies across a range of topic areas, campaigns, and global settings. We searched the literature for published studies on public health branding available through all relevant, major online publication databases. Public health branding was operationalized as any manuscripts in the health, social science, and business literature on branding or brands in health promotion marketing. We developed formalized decision rules and applied them in identifying articles for review. We initially identified 154 articles and reviewed a final set of 37, 10 from Africa, Australia, and Europe. Branded health campaigns spanned most of the major domains of public health and numerous communication strategies and evaluation methodologies. Most studies provided clear information on planning, development, and evaluation of the branding effort, while some provided minimal information. Branded health messages typically are theory based, and there is a body of evidence on their behavior change effectiveness, especially in nutrition, tobacco control, and HIV/AIDS. More rigorous research is needed, however, on how branded health messages impact specific populations and behaviors.

  2. Kill a brand, keep a customer.

    Science.gov (United States)

    Kumar, Nirmalya

    2003-12-01

    Most brands don't make much money. Year after year, businesses generate 80% to 90% of their profits from less than 20% of their brands. Yet most companies tend to ignore loss-making brands, unaware of the hidden costs they incur. That's because executives believe it's easy to erase a brand; they have only to stop investing in it, they assume, and it will die a natural death. But they're wrong. When companies drop brands clumsily, they antagonize loyal customers: Research shows that seven times out of eight, when firms merge two brands, the market share of the new brand never reaches the combined share of the two original ones. It doesn't have to be that way. Smart companies use a four-step process to kill brands methodically. First, CEOs make the case for rationalization by getting groups of senior executives to conduct joint audits of the brand portfolio. These audits make the need to prune brands apparent throughout the organization. In the next stage, executives need to decide how many brands will be retained, which they do either by setting broad parameters that all brands must meet or by identifying the brands they need in order to cater to all the customer segments in their markets. Third, executives must dispose of the brands they've decided to drop, deciding in each case whether it is appropriate to merge, sell, milk, or just eliminate the brand outright. Finally, it's critical that executives invest the resources they've freed to grow the brands they've retained. Done right, dropping brands will result in a company poised for new growth from the source where it's likely to be found--its profitable brands.

  3. In Search of Place Brand Identity

    DEFF Research Database (Denmark)

    Kvistgaard, Hans-Peter; Blichfeldt, Bodil Stilling; Hird, John

    2015-01-01

    Place branding relates both to brand identity (what the place is) and brand image (what the place is/should be in the eyes of external audiences). Brand identity can be perceived as the set of values and attributes that those responsible for marketing and development of a place wish to reinforce...... that arise when trying to establish destination brand identity by means of more inclusive, bottom-up approaches. Drawing on both literature studies and the authors’ active involvement in destination branding across more than 50 Danish destinations, particularly the paper discusses how to decide who to give...

  4. Brand Marketing Model on Social Networks

    Directory of Open Access Journals (Sweden)

    Jolita Jezukevičiūtė

    2014-04-01

    Full Text Available The paper analyzes the brand and its marketing solutions onsocial networks. This analysis led to the creation of improvedbrand marketing model on social networks, which will contributeto the rapid and cheap organization brand recognition, increasecompetitive advantage and enhance consumer loyalty. Therefore,the brand and a variety of social networks are becoming a hotresearch area for brand marketing model on social networks.The world‘s most successful brand marketing models exploratoryanalysis of a single case study revealed a brand marketingsocial networking tools that affect consumers the most. Basedon information analysis and methodological studies, develop abrand marketing model on social networks.

  5. The fight between store brands and national brands: What's the score?

    DEFF Research Database (Denmark)

    Juhl, Hans Jørn; Esbjerg, Lars; Grunert, Klaus G.

    2006-01-01

    In the Western world market shares for store brands have increased across all product categories. The competitive position of store brands compared to national brands may depend on the product category and a retail chain's overall brand assortment strategy. In order to investigate these possible...... chain and category effects we have selected five chains with different store brand strategies and three product categories that differ with respect to the number of strong national brands in a category. The results we report focus on the competitive position of store brands compared to national brands...... from a consumer point of view. We find that store brands are in a weak competitive position compared to national brands independent of category and retail chain brand assortment strategy....

  6. Brands as Intentional Agents Framework: How Perceived Intentions and Ability Can Map Brand Perception.

    Science.gov (United States)

    Kervyn, Nicolas; Fiske, Susan T; Malone, Chris

    2012-04-01

    Building on the Stereotype Content Model, this paper introduces and tests the Brands as Intentional Agents Framework. A growing body of research suggests that consumers have relationships with brands that resemble relations between people. We propose that consumers perceive brands in the same way they perceive people. This approach allows us to explore how social perception theories and processes can predict brand purchase interest and loyalty. Brands as Intentional Agents Framework is based on a well-established social perception approach: the Stereotype Content Model. Two studies support the Brands as Intentional Agents Framework prediction that consumers assess a brand's perceived intentions and ability and that these perceptions elicit distinct emotions and drive differential brand behaviors. The research shows that human social interaction relationships translate to consumer-brand interactions in ways that are useful to inform brand positioning and brand communications.

  7. 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.

  8. Nation branding: The analysis of Serbia's brand identity

    Directory of Open Access Journals (Sweden)

    Novčić Branka

    2015-01-01

    Full Text Available In less than a century, Serbia has changed its name several times and was part of a number of states. As a result of turbulent political and social past, the newly formed Republic of Serbia and its nation began the process of finding the nation's identity. Like other former Yugoslav countries, Serbia was faced with challenges of nation positioning, and a need to improve its image and reputation. In addition to the significantly deteriorated image, Serbia encountered perhaps a bigger problem internally - a vague, inconsistent and somewhat confused perception of Serbia's identity seen through the eyes of its nation. The aim of this paper is to gain insight into the current position of Serbia, since it has a chance for rebirth as well as separation from the legacy of the past times through the implementation of the nation branding concept. This paper deals with the understanding and analysis of nation brand identity as the starting point for Serbia brand development. Internal and external online research was conducted to determine the current perception of nation brand identity. The external survey examined the attitudes and opinions of the most important external stakeholders of Serbia, members of the business class in Italy, Austria and Slovenia. On the other hand, the internal part of the study focused on responses from members of the Serbian nation. The research was conducted over a period of three and a half years, in four countries with a total of 4,656 responses collected. By means of descriptive statistics the perception of the following brand identity elements was examined: brand personality, character, symbols, name, slogan and culture. The results indicated the existence of peculiarities in the perception of brand identity elements which can be seen in three aspects: perception discrepancy, matching perception and lack of knowledge. The greatest contribution of the paper is reflected in the fact that an insight into organized knowledge

  9. The Relationships Among Brand Experience, Brand Resonance and Brand Loyalty in Experiential Marketing: Evidence from Smart phone in Taiwan

    Directory of Open Access Journals (Sweden)

    Shieh Hwai-Shuh

    2017-04-01

    Full Text Available Aim/purpose - The study aims to understand the contribution of the experiential events how to influence the brand loyalty while the consumer synchronized with brand under the brand resonance. Design/methodology/approach - The study combines Schmitt's five distinct experience 'modules' with the SEM method to explore the relationship among these five experience dimensions and brand experience, and applies the Keller's CBBE model to explore whether the experiential events that consumer participated could help the company build brand resonance through the brand experience delivering in the event. The study applies convenient sampling method and collects data through online questionnaire platform from April 12 to April 26, 2015. Deleting invalid or incomplete questionnaires, the study gets 204 valid samples from the total 229 respondents. Findings - The findings indicate that these five strategic experiences dimensions are positively related to the brand experience; the positive relationships among brand experience, brand resonance, and brand loyalty also exist. Research implications/limitations - The results of the study have some strategic implications for marketing practice. The findings point out that event marketing could be considered as an effective tool to enlarge customer base and to build brand loyalty. In the real world, the more event marketing adopts; the stronger brand experience is and the higher the effect on brand loyalty will be. Nevertheless, the study cannot provide specific constructive suggestion: how to design events to stimulate and create a strong, memorable brand experience. Originality/value/contribution - Few studies examine the effect of each brand experience dimensions on brand relationship, and this study fills this gap.

  10. The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement

    OpenAIRE

    Hepola, Janne; Karjaluoto, Heikki; Hintikka, Anni

    2017-01-01

    Purpose This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE). Design/methodology/approach A survey was administered to the customers of a Finnish tableware brand using relevant Facebook channels. A total of 1,390 responses were analyzed using partial least squares structural equation modeling. Findings The empirical findings suggest ...

  11. The Relationships Among Brand Experience, Brand Resonance and Brand Loyalty in Experiential Marketing: Evidence from Smart phone in Taiwan

    OpenAIRE

    Shieh Hwai-Shuh; Lai Wei-Hsun

    2017-01-01

    Aim/purpose - The study aims to understand the contribution of the experiential events how to influence the brand loyalty while the consumer synchronized with brand under the brand resonance. Design/methodology/approach - The study combines Schmitt's five distinct experience 'modules' with the SEM method to explore the relationship among these five experience dimensions and brand experience, and applies the Keller's CBBE model to explore whether the experiential events that consumer participa...

  12. 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.

  13. Brand relationships: A study of five relationship constructs

    DEFF Research Database (Denmark)

    Bergkvist, Lars; Bech-Larsen, Tino

    This study investigates the relationships between the five brand relationship constructs sense of community, brand identification, brand love, brand loyalty, and active engagement. Structural equation modelling with partial least squares showed provided support for six relational hypotheses...

  14. Branding a college of pharmacy.

    Science.gov (United States)

    Rupp, Michael T

    2012-11-12

    In a possible future of supply-demand imbalance in pharmacy education, a brand that positively differentiates a college or school of pharmacy from its competitors may be the key to its survival. The nominal group technique, a structured group problem-solving and decision-making process, was used during a faculty retreat to identify and agree on the core qualities that define the brand image of Midwestern University's College of Pharmacy in Glendale, AZ. Results from the retreat were provided to the faculty and students, who then proposed 168 mottos that embodied these qualities. Mottos were voted on by faculty members and pharmacy students. The highest ranked 24 choices were submitted to the faculty, who then selected the top 10 finalists. A final vote by students was used to select the winning motto. The methods described here may be useful to other colleges and schools of pharmacy that want to better define their own brand image and strengthen their organizational culture.

  15. 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.

  16. Damaging brands through market research:

    DEFF Research Database (Denmark)

    Horn, C.; Brem, Alexander; Ivens, B.

    2014-01-01

    Purpose – The purpose of this paper is to investigate the possibility of using the new marketing research tool of prediction markets (PMs), which integrates customers to into the marketing research process. The research questions are: does taking part in PMs influence customers’ brand perception......? Is there a danger of damaging a brand through this tool? Design/methodology/approach – The paper uses a series of five short-term (less than one hour) and five long-term (three weeks) experimental online PMs where customers are integrated into marketing research and apply a series of online-surveys before and after...... taking part as virtual stock market traders. Subjects of research are taken from the sporting goods industry. Findings – The paper shows that PMs can be used by marketing researchers without the danger of damaging the brand of the products that are subject of the PMs, although customers are being...

  17. 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.

  18. 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

  19. Consumer Based-Brand Equity

    OpenAIRE

    Ekinci, Yuksel

    2014-01-01

    Research Objectives The objectives of this study are to: - Assess external validity of Nam et al.’s (2011) CBBE model in different culture (Turkey) and new service context (fashion retailing). - Compare validity of Nam et al.’s (2011) CBBE model with the brand equity model introduced by Yoo and Donthu (2001). - Expand the Nam et al.’s (2011) model by introducing “brand awareness”. Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech.

  20. How international should your branding be?

    NARCIS (Netherlands)

    Alsem, Karel Jan

    2015-01-01

    Presentation 6 October 2015. On Tuesday, 6 October 2015, Wittenborg University did host an event of the Netherlands Institute of Marketing (NIMA) under the theme Building your Brand, from Local to International (taking your brand globally).

  1. Co-creating Stakeholder and Brand Identities

    DEFF Research Database (Denmark)

    von Wallpach, Sylvia; Voyer, Benjamin; Kastanakis, Minas

    2017-01-01

    This article introduces the special section on reciprocal co-creation of stakeholder and brand identities. Branding research and practice traditionally focus on the managerial creation and implementation of brand identity. Based on recent paradigmatic shifts from managerial to co-creative branding...... and from consumer to multi-stakeholder approaches in marketing, this special section develops a dynamic, process-oriented perspective on brand identity. Brand identity continuously emerges as a dynamic outcome of social processes of stakeholder interaction. Reciprocally, brand identity plays a potentially...... important role in ongoing interactive identity development processes of stakeholders. The special section contributes to deepening the understanding of this reciprocal co-creation of stakeholder and brand identities, through a series of conceptual and empirical articles. The Introduction reviews four...

  2. "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...

  3. The effects of selected marketing mix activities on brand equity

    OpenAIRE

    Ng, Lee Chin

    2004-01-01

    Branding has never been more important than in a competitive environment. Branding is the process of creating an association between symbol / object / emotion / perception and a product / company with the goal of driving loyalty and creating differentiation. The importance of the concept of brand equity has been on the rise. The dimension of brand equity consists of (i) perceived quality, (ii) brand loyalty, (iii) brand awareness, (iv) brand associations and (iv) other proprietary brand asset...

  4. 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...

  5. The Antecedents of Automobile Brand Loyalty: Evidence from Malaysian

    OpenAIRE

    Mabkhot, Hashed Ahmed; Salleh, Salniza MD; Shaari, Hasnizam

    2016-01-01

    This study empirically examined the mediating effect of brand satisfaction on the relationship between brand image and brand loyalty among Malaysian customer toward local automobile brands. Four hypotheses were developed to test hypothesizing relationships among brand image, brand satisfaction on brand loyalty. Data collected from customers of automobile brands in north Malaysia peninsula from three states which were Kedah, Penang, and Perlis. This study applies partial least squares to a sam...

  6. 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...

  7. Determinants of Brand Equity: Offering a Model to Chocolate Industry

    OpenAIRE

    Emari Hossien

    2011-01-01

    This study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, researchers developed a model to identify which factors are influential in building brand equity. The second purpose was to assess brand loyalty and brand images mediating effect between brand attitude, brand personality, brand association with brand equity. The study employed structural equation modeling to investigate the causal relationships between the dimensions...

  8. Think Twice: Review of Thinking, Fast and Slow by Daniel Kahneman (2011

    Directory of Open Access Journals (Sweden)

    Anne Kelly

    2017-07-01

    Full Text Available Daniel Kahneman. Thinking, Fast and Slow (New York, NY: Farrar, Straus and Giroux 499 pp. ISBN 978-0374275631. In Thinking, Fast and Slow, Nobel Prize-winning psychologist Daniel Kahneman significantly sharpens our understanding of human decision-making and the systems of thinking that underlie it. He offers a compelling critique of the rational-agent model, arguing that, while we can and do use reason, we often fall back on a type of thinking that operates quickly and requires less cognitive effort but is vulnerable to faulty belief.

  9. Think Twice: Review of Thinking, Fast and Slow by Daniel Kahneman (2011)

    OpenAIRE

    Anne Kelly

    2017-01-01

    Daniel Kahneman. Thinking, Fast and Slow (New York, NY: Farrar, Straus and Giroux) 499 pp. ISBN 978-0374275631. In Thinking, Fast and Slow, Nobel Prize-winning psychologist Daniel Kahneman significantly sharpens our understanding of human decision-making and the systems of thinking that underlie it. He offers a compelling critique of the rational-agent model, arguing that, while we can and do use reason, we often fall back on a type of thinking that operates quickly and requires less cogn...

  10. Functional Measurement Analysis of Brand Equity: Does Brand Name affect Perceptions of Quality?

    Directory of Open Access Journals (Sweden)

    James Shanteau

    2010-01-01

    Full Text Available This research project used Functional Measurement to examine how the brand name of consumer products impacts intended purchasing decisions. Thirty undergraduate students tested actual products from three different product categories (crayons, tissues, and tortilla chips. Each product category consisted of three different brands; one with high brand value, one with medium, and one with low brand (generic value. For each brand, there were five conditions: 1 the product with the correct brand name; 2 the product with a switched brand name; 3 the product with another switched brand name; 4 the product alone with no brand name; and 5 the brand name alone with no product. Participants were unaware that products had been switched. After trying each product, participants rated their likelihood to purchase on a 9-point Likert scale: 1 being "definitely would not buy" and 9 being "definitely would buy." Results revealed that perceptions of quality were dependent on both perceived product quality and brand name. Unexpectedly, results also showed that the strength of the brand equity effect is dependent on product type, e.g., chips showed the strongest brand effect. For most product categories, main effects and interactions were significant. Functional measurement analyses revealed that brand name effects were independent of product quality. In conclusion, the brand name associated with a product led people to evaluate quality of that product as either higher or lower depending on the strength of the brand name.

  11. Building a University Brand from within: A Comparison of Coaches' Perspectives of Internal Branding

    Science.gov (United States)

    Judson, Kimberly M.; Gorchels, Linda; Aurand, Timothy W.

    2006-01-01

    Branding efforts have typically focused on external promotional strategies to develop brand image. Recently, the brand messages conveyed to employees of an organization have been recognized as being equally as important as the brand messages sent to external stakeholders. This study investigates the internal communication of the university brand…

  12. Why most Brand Manuals fail when it comes to defining Brand Colors

    DEFF Research Database (Denmark)

    Abildgaard, Michael

    2016-01-01

    From top class Universities and governmental organizations to high-end global brands and well-known local brands, a surprising consistency of inattentiveness has been published in these compa-nies’ prestigious Brand Manuals and Brand Guides. When it comes to providing technical guidance, defining...

  13. 78 FR 54485 - Interstate Brands Corporation (IBC); a Wholly Owned Subsidiary of Hostess Brands, Inc.; Including...

    Science.gov (United States)

    2013-09-04

    ... DEPARTMENT OF LABOR Employment and Training Administration [TA-W-82,165D] Interstate Brands Corporation (IBC); a Wholly Owned Subsidiary of Hostess Brands, Inc.; Including On-Site Leased Workers From... Brands Corporation (IBC), a wholly owned subsidiary of Hostess Brands, Inc., operating at locations...

  14. Consumer Brand Choice: Money Allocation as a Function of Brand Reinforcing Attributes

    Science.gov (United States)

    Oliveira-Castro, Jorge M.; Foxall, Gordon R.; Wells, Victoria K.

    2010-01-01

    Previous applications of the matching law to the analysis of consumer brand choice have shown that the amount of money spent purchasing a favorite brand tends to match the quantity bought of the favorite brand divided by the quantity bought of all other brands. Although these results suggest matching between spending and purchased quantity,…

  15. 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...

  16. Counter narratives inplace and city branding and their influence on brand mangement

    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 mangement.......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 mangement....

  17. Understanding brand and dealer retention in the new car market : The moderating role of brand tier

    NARCIS (Netherlands)

    Verhoef, Peter C.; Langerak, Fred; Donkers, Bas

    2007-01-01

    Dealers may contribute to brand retention through their sales and service efforts. In this study we investigate the degree to which dealers contribute to brand retention and how this contribution is moderated by brand tier. To this end we distinguish between economy, volume and prestige brands. We

  18. Consumer engagement in social networks brand community

    OpenAIRE

    Rybakovas, Paulius

    2016-01-01

    Consumers increasingly integrate social media into their day-to-day lives. For companies consumer engagement in a brand community on social network is becoming increasingly important for developing relations with consumers. Consumer engagement in a brand community on social network creates a dynamic relationship between the community members and the brand which contributes to an increase in consumer loyalty to the brand. The literature is abundant of studies, which examines the consumer engag...

  19. Strong branding creates a competitive edge.

    Science.gov (United States)

    Wagner, Peggy

    2007-01-01

    This article encompasses the basics of branding and how it relates to radiology organizations. It also provides tools to help develop your brand. To effectively use branding as a component of your marketing strategy, it is important to follow 3 basic principles: focus on where you excel, understand the existing markets, and be consistent. You do not need to be a large hospital, imaging center, or department to create a brand identity.

  20. Festival Citylink Brand Audit and Improvement

    OpenAIRE

    Riswandi, Ridwan; Iskandar, Budi Permadi

    2013-01-01

    Festival Citylink (FCL) is a shopping center that using concept mixed-use integration between shopping center, hotels and convention center located in South Bandung area. The problem that faces by Festival Citylink is low on brand equity performance, brand history and the intense of competition. Based on survey result in 2011, Festival Cityink has low in brand awareness, recall and response. The negative perception brand image from predecessor Mollis as shopping center before Festival Citylin...

  1. 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.

  2. Co-branding of payment cards

    OpenAIRE

    Přikryl, Jiří

    2012-01-01

    The bachelor thesis deals with possibilities and use of co-branding within the financial institutions. It mainly focuses on co-branding payment cards aiming both, the analysis of the current situation on the market for these products in the Czech Republic as well as the outline of their new usage opportunities. The theoretical part defines not only the basic concepts of the branding phenomenon but also more deeply characterizes its part called co-branding. The paper then offers fundamental in...

  3. The local brand representative in reseller networks

    OpenAIRE

    Gupta, Suraksha; Malhotra, Naresh K; Czinkota, Michael; Foroudi, Pantea

    2016-01-01

    This study investigates the characteristics of local individuals who represent a brand to its resellers by first conceptualizing these characteristics by employing complexity theory and then testing the conceptualization. This research revealed that four characteristics ‘native’, ‘entrepreneurial’, ‘advisor’, and ‘compatible’ are the main ones that influence reseller brand preferences. The study finds a link between reseller brand preference and reseller brand loyalty which is useful for mana...

  4. Country-of-origin and brand reputation effects on brand equity. Can a strong brand name strengthen or reverse country-of-origin effects on brand equity?

    OpenAIRE

    Sanfilippo, Marie

    2017-01-01

    Masteroppgave(MSc) in Master of Science in Business, Marketing - Handelshøyskolen BI, 2017 The concept of country-of-origin has been extensively studied with the apparition of multinational companies separating and outsourcing their operations worldwide. It has been established that country-of-origin has an impact on brand equity mediated by four dimensions, namely brand awareness, brand associations, perceived quality and brand loyalty. The purpose of this study is to examine ...

  5. Brand Equity – Measuring Corporate Brand Strength in the Swedish Smartphone Market; Dimensions of Corporate Brand Equity from a Consumer Perspective

    OpenAIRE

    Lökken, Andreas; Nayar, Malini; Runering, Maria

    2012-01-01

    This study deals with the concept of brand equity composition in the Swedish smartphone market. The three dimensions used to describe brand equity are based on Aaker’s definition of consumer based brand equity namely; brand awareness, brand loyalty and perceived quality. The corporate brands represented on the market are analyzed with regards to consumer rating and brand equity composition using a proven theoretical model and a standardized questionnaire. The findings in this study indicate t...

  6. Direct and Indirect Effects of Marketing Effort on Brand Awareness and Brand Image.

    OpenAIRE

    Villarejo Ramos, Ángel Francisco; Rondán Cataluña, Francisco Javier; Sánchez Franco, Manuel Jesús

    2008-01-01

    The marketing effort orientated to towards strengthening the brand means to increase the degree of knowledge of the brand name. In this paper we want to show the relationship between brand awareness and brand image. Starting out from a theoretical review, we set out a model of direct and indirect effects of the marketing effort-as the brand's antecedents-on brand awareness and brand image. Via the empirical support used, a questionnaire of a sample of consumers, we try to find out how the mar...

  7. Brand I Feel Slovenia: Inclusion of the Key Areas’ Representatives in the Branding Process

    Directory of Open Access Journals (Sweden)

    Maja Konecnik Ruzzier

    2011-12-01

    Full Text Available The paper presents the part of the process of I feel Slovenia brand developmentin which we investigated 707 respondents from key stakeholdergroups. Respondents were representatives of all key stakeholdergroups in the country who, along with the other two target groups (opinionleaders and local inhabitants, represented the most importantstakeholders in the process of country brand development. A strongagreement regarding brand identity elements is evident from researchresults, which imply that identity elements shared by representativesfrom different internal stakeholder groups should form the basis of astrong country brand. Such brand foundation represents a strong preconditionfor a country brand, which could through hard and systematicwork become a strong and successful brand.

  8. The Value Capture Brand Leaders by Own Brands. An Exploratory Study on Packaging Similarity

    Directory of Open Access Journals (Sweden)

    Lívia Rufino Bambuy

    2014-12-01

    Full Text Available Retail own brand are presenting growth, even with small investment in promotion. In this context, packaging can be a fundamental element in the communication of these offers to the consumer. Starting from the hypothesis that own brands adopt packaging strategies similar to the leading brands, aiming to capture brand equity, an offer set of 13 categories gathered from 3 retail chains that offer own brands was compared and attributed similarity scores. Using content analysis result in identifying high degree of similarity, when comparing own brand packaging to the leading brands of each category.

  9. 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.

  10. Brands as Intentional Agents Framework: How Perceived Intentions and Ability Can Map Brand Perception

    Science.gov (United States)

    Kervyn, Nicolas; Fiske, Susan T.; Malone, Chris

    2013-01-01

    Building on the Stereotype Content Model, this paper introduces and tests the Brands as Intentional Agents Framework. A growing body of research suggests that consumers have relationships with brands that resemble relations between people. We propose that consumers perceive brands in the same way they perceive people. This approach allows us to explore how social perception theories and processes can predict brand purchase interest and loyalty. Brands as Intentional Agents Framework is based on a well-established social perception approach: the Stereotype Content Model. Two studies support the Brands as Intentional Agents Framework prediction that consumers assess a brand’s perceived intentions and ability and that these perceptions elicit distinct emotions and drive differential brand behaviors. The research shows that human social interaction relationships translate to consumer-brand interactions in ways that are useful to inform brand positioning and brand communications. PMID:24403815

  11. Testing scales for beer brand loyalty

    DEFF Research Database (Denmark)

    Sudzina, Frantisek

    2017-01-01

    and Carlsberg beers, and to compare Cronbach's alphas for the two brands when evaluated by the same respondents. Both brands are produced by the Carlsberg Group, and both are lagers. The Carlsberg Group markets Tuborg as a more premium brand, and it also aims at women. Both validated loyalty scales - (repeat...

  12. A Roadmap for branding in industrial markets

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2008-01-01

    Der tales for det meste om branding i relation til forbrugermarkedet. Men branding er nøjagtig lige så vigtig for B2B markedet, siger Webster og Keller og henviser til, at nogle af de mest værdifulde brands i verden netop har hjemme på det industrielle marked: ABB, Caterpillar, FedEx, Hewlett...

  13. 76 FR 51310 - Branded Prescription Drug Fee

    Science.gov (United States)

    2011-08-18

    ... Branded Prescription Drug Fee AGENCY: Internal Revenue Service (IRS), Treasury. ACTION: Notice of proposed... issue of the Federal Register, the IRS is issuing temporary regulations relating to the branded... business of manufacturing or importing certain branded prescription drugs. The text of the temporary...

  14. External Perceptions of Successful University Brands

    Science.gov (United States)

    Chapleo, Chris

    2008-01-01

    Branding in universities has become an increasingly topical issue, with some institutions committing substantial financial resources to branding activities. The particular characteristics of the sector present challenges for those seeking to build brands, and it therefore seems to be timely and appropriate to investigate the common approaches of…

  15. The use of brands in food marketing

    DEFF Research Database (Denmark)

    Baltzer, Kenneth; Baker, Derek; Møller, Anja Skadkær

    2005-01-01

    The paper tests a number of hypotheses concerning branding behaviour of the food industry found in the literature. Based on a survey of 109 Danish food industry firms conducted in 2004, three aspects of branding strategies are analysed, i)the number of brands owned by the firm, ii) the number...

  16. The Prevalence of Longevity Among Leading Brands

    Directory of Open Access Journals (Sweden)

    Bradford T. Hudson

    2014-10-01

    Full Text Available The longevity of brands is embedded in scholarship involving brand processes that evolve over time such as brand equity, loyalty, nostalgia, and lifecycle. It is also an important conceptual element in the emerging topic of brand heritage. This paper offers new insight regarding the prevalence of brand longevity in a variety of industries, based on historical research about 148 leading brands ranked in prior studies by the consulting firm Interbrand. The author finds that a significant proportion (64 brands representing 43% of the total number are aged 100 years or more. The oldest brands are grouped in the food industry, while some of the youngest brands are grouped in the hospitality industry. The author applies the principles of scale and scope from the work of business historian Alfred Chandler to explain the timing of this industry emergence. The advanced age of many leading brands suggests the need for stewardship to preserve and protect the equity that resides in historic brands, and supports the argument that further attention should be directed toward the study of brand heritage effects.

  17. 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 ...

  18. Analyzing Brand Equity On Purchase Intention Through Brand Preference Of Samsung Smartphone User In Manado

    OpenAIRE

    Emor, Angelina M.

    2015-01-01

    Consumers nowadays tend to value a product from its brand. Strong brand equity brings positive effect to the product. Thus, it is assumed that brand equity affects preference and purchase intention as well. Samsung has become popular in the Smartphone market these years. Currently, Samsung holds the place at the top of Android-based Smartphones globally. This research wants to study about the effect of brand equity on purchase intention through brand preference of Samsung Smartphone users in ...

  19. THE IMPACT OF BRAND PERSONALITY ON BRAND PREFERENCE AND LOYALTY: EMPIRICAL EVIDENCE FROM MALAYSIA

    OpenAIRE

    Bamini KPD.Balakrishnan; Samuel Lee; Azlinda Shazneem Md.Shuaib; Najihah Hanisah Marmaya

    2009-01-01

    This article examines the roles of the perception of brand personality in consumers’ brand preference and loyalty. This research conducts a survey of 300 adults in Malaysia with regard to brand personality, brand preference and loyalty in investigating two foreign brand coffee outlets, Starbucks and Coffee Bean. A questionnaire was used to gather data from respondents in various cities in Malaysia using purposive and convenience sampling methods. Statistical tests including factor analysis,...

  20. 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...

  1. 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...

  2. Pencapaian Brand Corporate Melalui Brand Activation Pendekatan Experiential Marketing (Studi Kasus Laboratorium Klinik)

    OpenAIRE

    Lubis, Mahdalena; Ganiem, Leila Mona

    2017-01-01

    Brand activation is a corporation's endeavor to look deeper into what's in the brand, strategy and position of the brand. A new approach to brand activation by maximizing the range of relevant assets through product and service, employees, identity and communication combined with experiential marketing through sense, feel, think, act, relate, is considered highly effective in achieving corporate brand because it emphasizes the differentiation of competitors. This study aimed to find out how t...

  3. Brand: Identity, Image, and Relationships

    Science.gov (United States)

    Danker, Stephanie Harvey

    2014-01-01

    Adolescents face complex dilemmas such as challenging issues of identity and self-concept, and struggles with building and maintaining relationships. These issues must be embraced in the art classroom. This Instructional Resource will focus on the concept of brand--connecting visual art, marketing, and psychology--and center on ideas found in the…

  4. Introduction to Interregional Place Branding

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Jacobsen, Björn P.

    2015-01-01

    Place branding is an inherently difficult venture, since places are complex systems of geographical abstractions, each one understood in relation and contrast to other geographical entities. Even at the smallest size – a district, town, or city – a place is quite complex, but it becomes even more...

  5. PRODUCT PLACEMENT IN BRAND PROMOTION

    Directory of Open Access Journals (Sweden)

    Alicja Mikołajczyk

    2015-06-01

    Full Text Available Product placement can have a significant impact on brand awareness and customer purchasing decisions. The article discusses techniques applied in the mass media against the EU legal background and the opportunities it offers in reaching the target audience.

  6. Building Blocks for Personal Brands

    Science.gov (United States)

    Thomas, Lisa Carlucci

    2011-01-01

    In this article, the author discusses the four essential building blocks for personal brands: (1) name; (2) message; (3) channels; and (4) bridges. However, outstanding building materials can only take a person so far. The author emphasizes that vision, determination, faith, a sense of humor, and humility are also required.

  7. Branding out of the Box

    Science.gov (United States)

    Hayes, Thomas

    2009-01-01

    Some might wonder what institutions of education could possibly learn from a mouse, a gecko, or even a polar bear. But when people link those animals to the brands they represent (Disney, GEICO, and Coca-Cola, respectively), they realize that marketing and communications departments at higher education institutions across the world would love to…

  8. Making Strategies in Destination Branding

    NARCIS (Netherlands)

    da Silva Oliveira, Eduardo

    2013-01-01

    The need for strategic thinking in destination branding has been demanded regarding the challenges tourism destinations are facing nowadays, such as at the digital level. The utilization of Information Communication Technology by tourism destinations, when well-articulated with a destination

  9. 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

  10. 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.

  11. Brand discrimination: an implicit measure of the strength of mental brand representations.

    Science.gov (United States)

    Friedman, Mike; Leclercq, Thomas

    2015-01-01

    While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to identify whether images of brand elements (e.g. color, logo, packaging) belong to a target brand or not. Signal detection theory (SDT) is used to calculate a Brand Discrimination index which gives a measure of overall recognition accuracy for a brand's elements in the context of its competitors. A series of five studies shows that the Brand Discrimination task can discriminate between strong and weak brands, increases when mental representations of brands are experimentally strengthened, is relatively stable across time, and can predict brand choice, independently and while controlling for other explicit and implicit brand evaluation measures. Together, these studies provide unique evidence for the importance of mental brand representations in marketing and consumer behavior, along with a research methodology to measure this important consumer-based brand attribute.

  12. Brand discrimination: an implicit measure of the strength of mental brand representations.

    Directory of Open Access Journals (Sweden)

    Mike Friedman

    Full Text Available While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to identify whether images of brand elements (e.g. color, logo, packaging belong to a target brand or not. Signal detection theory (SDT is used to calculate a Brand Discrimination index which gives a measure of overall recognition accuracy for a brand's elements in the context of its competitors. A series of five studies shows that the Brand Discrimination task can discriminate between strong and weak brands, increases when mental representations of brands are experimentally strengthened, is relatively stable across time, and can predict brand choice, independently and while controlling for other explicit and implicit brand evaluation measures. Together, these studies provide unique evidence for the importance of mental brand representations in marketing and consumer behavior, along with a research methodology to measure this important consumer-based brand attribute.

  13. 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.

  14. DEVELOPING A BRAND MANTRA; CASE SIAM SAFARI

    OpenAIRE

    Sjöroos, Fia

    2016-01-01

    The purpose of this project is to point out the attributes and importance of a brand mantra. The objective of this project was to demonstrate the creation of a brand man-tra that ultimately the case company can benefit from. To get to this, this thesis co-vers the basics of marketing needed to understand the subject of brand mantra, which aspects to consider when creating a brand mantra and why would it be beneficial to take in use. In addition, this thesis represents the actual brand mantra ...

  15. USA välisminister Daniel Fried : "Me ei taha nõrka Venemaad"

    Index Scriptorium Estoniae

    2007-01-01

    Ilmunud ka: Severnoje Poberezhje, 12. mai 2007, lk. 5. USA asevälisminister Euroopa ja Euraasia küsimustes Daniel Fried märkis Saksamaal toimunud Euroopa foorumil, et Venemaaga suhtlemiseks ja koostöö tegemiseks on vaja luua ühine koostööraamistik

  16. Violence and the Daniel tales in a children's bible | Nel | HTS ...

    African Journals Online (AJOL)

    Children enjoy the tales of Daniel and his three friends, whether told in Sunday school, day school, by parents or grandparents. These tales are cast essentially in violent terms. In this article a specific version of the tales in a children's Bible is analysed to show in what way violence serves as the thread that holds the tales ...

  17. The Coming Right-Brain Economy: Daniel H. Pink Says the MFA Is the New MBA

    Science.gov (United States)

    Connection: The Journal of the New England Board of Higher Education, 2005

    2005-01-01

    According to a recent "Harvard Business Review" piece by author Daniel H. Pink, MBA graduates are, in many ways, becoming this century's blue-collar workers--people who entered a workforce that was full of promise only to see their jobs move overseas. At the same time, businesses are realizing that the only way to differentiate their goods and…

  18. Azpiazu, Daniel, La concentración en la industria argentina a principios del siglo XXI

    Directory of Open Access Journals (Sweden)

    Patricia Jerez

    2013-01-01

    Full Text Available Azpiazu, Daniel, La concentración en la industria argentina a principios del siglo XXI, Buenos Aires, Cara o Ceca/Centro Cultural de la Cooperación Floreal Gorini/Editorial Atuel, 2011 (148 págs.

  19. 77 FR 19322 - Daniel B. Brubaker, D.O.; Decision and Order

    Science.gov (United States)

    2012-03-30

    ... showing customers who are buying the drugs secondarily that this is the real thing, because generics are... DEPARTMENT OF JUSTICE Drug Enforcement Administration [Docket No. 10-59] Daniel B. Brubaker, D.O... Administrative Procedure Act (APA), 5 U.S.C. Sec. 551 et seq., to determine whether the Drug Enforcement...

  20. E. Valentine Daniel: Fluid Signs - Being a Person the Tamil Way

    DEFF Research Database (Denmark)

    Kjærholm, Lars

    2007-01-01

    en diskussion af de generelle muligheder for at anvende C.S. Peirce's semiotiske teorier i antropologisk analyse, og en specifik fremstilling og diskussion af hvorvidt det lykkes for E. Valentine Daniel at demonstrere værdien af disse teorier i antropologisk feltarbejde og analyse...

  1. A clash of gods – Conceptualising space in Daniel 1 | de Bruyn ...

    African Journals Online (AJOL)

    Applying cognitive linguistics to the text of Daniel 1 is a useful exegetical aid for a better understanding of the narrative. Studying the author's use of 'spatial markers' such as 'Jerusalem', 'Babylon', 'temple' and some other spatial features, makes it possible to reconstruct the narrative into a 'cognitive spatial frameset'. In this ...

  2. Daniel Day-Lewis lihvis Oscari-rolli neli aastat / Triin Tael

    Index Scriptorium Estoniae

    Tael, Triin

    2008-01-01

    Paul Thomas Andersoni Upton Sinclairi "Õli" järgi lavastatud "Veri hakkab voolama" ("There Will Be Blood"), peaosas Daniel Day-Lewis : Ameerika Ühendriigid 2007. Näitleja võitis oma rolliga parima meespeaosatäitja Oscari. Tema tööst rolli(de)ga

  3. [Jean-Daniel Strub. Der gerechte Friede. Spannungsfelder eines friedensethnischen Leibegriffs.] / Andreas Pawlas

    Index Scriptorium Estoniae

    Pawlas, Andreas

    2012-01-01

    Arvustus: Strub, Jean-Daniel. Der gerechte Friede. Spannungsfelder eines friedensethnischen Leibegriffs. (Forum Systematik. beiträge zur Dogmatik, Ethik und ökumenischen Theologie, hg von Johannes Brosseder, Johannes Fischer und Joachim Track, Band 36), Verlag W. Kohlhammer, Stuttgart 2010

  4. 77 FR 75819 - Death of Senator Daniel K. Inouye, President Pro Tempore of the Senate

    Science.gov (United States)

    2012-12-21

    ... Vol. 77 Friday, No. 246 December 21, 2012 Part VI The President Proclamation 8919--Death of Senator Daniel K. Inouye, President Pro Tempore of the Senate #0; #0; #0; Presidential Documents #0; #0...; #0; #0;Title 3-- #0;The President [[Page 75821

  5. Daniel Alcides Carrion (1857-1885) and a history of medical martyrdom.

    Science.gov (United States)

    Chatterjee, Pranab; Chandra, Shivika; Biswas, Tamoghna

    2015-11-01

    Daniel Carrion, a sixth-year medical student, died while investigating the effects of self-inoculation of the causative organism of Oroya Fever and Bartonellosis and thereby contributed to understanding of the disease before the organisms had been identified. © The Author(s) 2014.

  6. Deniel Kreig : Polutshiv rol Dzheimsa Bonda, ja napilsja ot stshastja! / Daniel Craig ; interv. Stass Tõrkin

    Index Scriptorium Estoniae

    Craig, Daniel

    2006-01-01

    Ajakirjanikud Londonis uue Bondi-filmi "007: Casino Royale" esilinastusel ja pressikonverentsil. Näitleja Daniel Craig räägib endast, oma Bondi karakterist. Lisaks kõigi Bondi osatäitjate lühiandmed "Vse sekretnõje agentõ", kuulsaimad Bondi tüdrukud "7 samõh seksualnõh devushek agenta 007"

  7. A Historical Analysis of the Daniell Cell and Electrochemistry Teaching in French and Tunisian Textbooks

    Science.gov (United States)

    Boulabiar, Ahlem; Bouraoui, Kamel; Chastrette, Maurice; Abderrabba, Manef

    2004-01-01

    The condition in which the Daniell Cell was historically constructed is examined and the evolution of its presentation in French and Tunisian chemistry textbooks is analyzed. Based on the studies, several innovations to facilitate the teaching of the cell, and more generally, the teaching of electrochemistry and of ionic conduction are proposed.

  8. Kan Daniel Sterns kernebegreber bidrage til en fænomenologisk orienteret musikpsykologi?

    DEFF Research Database (Denmark)

    Holgersen, Sven-Erik

    2007-01-01

    Daniel Stern har igennem hele sit forfatterskab været optaget af, hvordan bevidsthed konstitueres i samspillet mellem subjekt og omverden. Han har i stigende grad ladet sig inspirere af fænomenologi, og artiklen diskuterer, hvilke konsekvenser dette har for forståelsen af centrale begreber som...

  9. The Influence of Brittle Daniels System Characteristics on the Value of Load Monitoring Information

    DEFF Research Database (Denmark)

    Thöns, Sebastian; Schneider, Ronald

    This paper addresses the influence of deteriorating brittle Daniels system characteristics on the value of structural health monitoring (SHM). The value of SHM is quantified as the difference between the life cycle benefits with and without SHM. A value of SHM analysis is performed within...

  10. Aeg kui intermeedium : juhukohtumine Jan Kaila ja Daniel de Chenuga / Peeter Linnap

    Index Scriptorium Estoniae

    Linnap, Peeter, 1960-

    2012-01-01

    Soome kunstniku Jan Kaila ja iiri kunstniku Daniel de Chenu näitusest "Nüüd ja siis" 2003. a. Tallinna Kunstihoone galeriis. J. Kaila installatsioonis "Ümber pöörata/To Turn Around" on kesksel kohal portreed soome harrastuskunstnikust Elis Sinistöst

  11. Daniel Bain lämmatas plekivabrikus puhkenud oktoobrirevolutsiooni / Andres Reimer

    Index Scriptorium Estoniae

    Reimer, Andres

    2005-01-01

    Investeerimispangad Goldman Sachs ja Deutshe Bank ning Venemaa terasehiiglase Severstal tütarfirma Severstallat üritasid Galvexit üle võtta. Väidetavalt sai Galvexi omanik ameeriklane Daniel Bain pankadele tagasimakstava summa USA investeerimisettevõttest. Lisa: Galvexi ajalugu. Vt. samas: Omanike teravad suhted

  12. Analisa Pengaruh Advertising Awareness Terhadap Brand Equity Dengan Brand Awareness Dan Brand Image Sebagai Variabel Intervening Dengan Studi Kasus Iklan Indomie Goreng Kuah Di Youtube

    OpenAIRE

    Gunawan, Vincent Jonathan

    2016-01-01

    Penelitian ini bertujuan untuk menguji pengaruh Advertising Awareness dan Brand Equity terhadap brand image dan brand awareness sebagai variable intervening. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan metode non probability sampling dengan software PLS. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 100 sampel. Hasil penelitian ini menunjukan bahwa Advertising Awareness berpengaruh positif signifikan terhadap Brand Awareness (1), Brand Awareness berpenga...

  13. 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.

  14. Young Consumers and their Brand Love

    Directory of Open Access Journals (Sweden)

    Iivi Riivits-Arkonsuo

    2015-11-01

    Full Text Available Although consumers’ emotional attachments to brands have been measured and written about in several contexts, little is known about where a “love” type consumer-brand relationship is rooted and what meaning the consumer gives to such deep experience. The current study aims to extend the discussion of the brand experience dimensions and to form the brand love, focusing on the members of the youngest consumer segment. Based on the introspective written narratives using an international sample of young consumers, this qualitative study offers a holistic view of forming brand love. The findings underscore the relevance of a first encounter with a brand. Adapting the ecological systems theory, the authors identified three social systems from where the informants got impulses to reach their loved brands.

  15. 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

  16. Revisiting the Complexities of Corporate Branding

    DEFF Research Database (Denmark)

    Gyrd-Jones, Richard; Merrilees, Bill; Miller, Dale

    2013-01-01

    The evolution of corporate branding literature since the seminal paper by Balmer is evaluated. The literature exhibits signs of maturing, which is evidenced by multiple theoretical underpinnings and a widening scope. Four themes are identified: (i) corporate brand as differentiation; (ii) corporate...... brand as corporate communication; (iii) corporate brand as a values-based approach; and (iv) corporate brand as internal branding approaches. We give special attention to issues of corporate communication, corporate identity, corporate vision, multiple stakeholders, alignment, multiple voices, corporate...... values and organisational culture. The themes are examined through a ‘paradox’ lens. Each theme is discussed in terms of the theoretical challenges arising from complexities in that aspect of corporate branding, ensuing apparent paradoxes and possible solutions for each paradox. The paradoxes...

  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. Når branding bliver kunst - og kunst bliver branding

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2009-01-01

    Design af logoer, identitetsprogrammer og reklamekampagner er måske ikke ligefrem kunst, men i hvert fald en slags æstetisk praksis. Æstetik og branding har derfor altid haft berøringsflader med hinanden. Men efterhånden som forbrug i stigende grad udfolder sig på et symbolsk plan og ikke længere...... har så meget med fysiske behov at gøre, er brandingens brug af referencer til kunst blevet intensiveret. Det sker på forskellige måder, som også udtrykker forskellige grader af samhørighed mellem kunst og brand. Udgivelsesdato: 01/09...

  19. 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 ...

  20. The Impact of Brand Awareness and Customer Experience on the Brand Loyalty of MI

    Directory of Open Access Journals (Sweden)

    Zhao Yang

    2017-01-01

    Full Text Available This study discusses the impact of brand awareness and customer experience on brand loyalty of MI. This study randomly selected the people who have purchased the MI’s product to complete the questionnaire. The variables of this questionnaire included population statistics variables, the brand awareness of consumers, the experience of consumers when purchasing, and the customer’s loyalty of its brand. By using the SPSS to analyze the date from reliability analysis, validity analysis, correlation analysis and descriptive statistical analysis of each variable. As the results shown, brand awareness can positively predict brand loyalty. Service experience and emotional experience can positively affect brand loyalty. There existed significantly positive correlation among brand awareness, service eexperience, emotional eexperience and brand loyalty. Finally, summarizing the empirical results, and bringing up some limitation and expanding direction of this research.

  1. 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.

  2. The impact of brand image fit on attitude towards a brand alliance

    Directory of Open Access Journals (Sweden)

    Riley Debra

    2015-12-01

    Full Text Available Co-branding has become an increasingly popular strategy over recent decades. Studies have found that the pre-existing attitudes to the parent brands, fit between their product categories and perceived fit in the brands themselves as important drivers of a co-brand success. Despite its importance, most studies have treated brand fit as a simple measure of complementarily and consistency. Recently, a few papers have challenged this view, suggesting that a broader range of brand attributes (such as personality, functional and hedonic characteristics, cultural meaning should also be considered when investigating brand alliances. The current study draws on these findings, exploring the fit between partners’ brand images and how they influence perceptions of a brand alliance. We treat brand image as a multi-dimensional construct, consisting of economic, symbolic, sensory, futuristic and utilitarian elements. Using an experimental design with nine hypothetical brand pairings with 221 respondents, we find brand image fit provides greater explanatory power over a traditional unidimensional measure of brand fit, with economic, futuristic and utilitarian dimensions having a significant influence on co-brand perceptions.

  3. Brand Discrimination: An Implicit Measure of the Strength of Mental Brand Representations

    Science.gov (United States)

    Friedman, Mike; Leclercq, Thomas

    2015-01-01

    While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to identify whether images of brand elements (e.g. color, logo, packaging) belong to a target brand or not. Signal detection theory (SDT) is used to calculate a Brand Discrimination index which gives a measure of overall recognition accuracy for a brand’s elements in the context of its competitors. A series of five studies shows that the Brand Discrimination task can discriminate between strong and weak brands, increases when mental representations of brands are experimentally strengthened, is relatively stable across time, and can predict brand choice, independently and while controlling for other explicit and implicit brand evaluation measures. Together, these studies provide unique evidence for the importance of mental brand representations in marketing and consumer behavior, along with a research methodology to measure this important consumer-based brand attribute. PMID:25803845

  4. Emotional branding : fulfillment of people's needs: a laboratory experiment

    OpenAIRE

    Maracic, Jagoda; Maracic, Spomenka

    2009-01-01

    The concept of emotional branding has not received much attention from the academic community. Emotional branding is a powerful and advantageous instrument. It links brand to the customers, makes customers identify themselves with the brand, adapts brand to customers’ way of life, and makes brand more reliable in customers´ eyes. Simply defined, emotional branding is about fulfilment of peoples’ needs. This dissertation explores and analyses factors, which explain the concept emotional brandi...

  5. PENCAPAIAN BRAND CORPORATE MELALUI BRAND ACTIVATION PENDEKATAN EXPERIENTIAL MARKETING ( STUDI KASUS LABORATORIUM KLINIK

    Directory of Open Access Journals (Sweden)

    Mahdalena Lubis

    2017-07-01

    Full Text Available Brand activation is a corporation's endeavor to look deeper into what's in the brand, strategy and position of the brand. A new approach to brand activation by maximizing the range of relevant assets through product and service, employees, identity and communication combined with experiential marketing through sense, feel, think, act, relate, is considered highly effective in achieving corporate brand because it emphasizes the differentiation of competitors. This study aimed to find out how the achievement of corporate brand through brand activation experiential marketing conducted by Clinical Laboratory with the object of PT. Prodia Widyahusada Tbk. This descriptive case study study obtained data through interviews and observations. This research finds the fact that companies do brand activation to achieve corporate brand is holistic to maximize brand in competitive competition, but to create experiential marketing, company can emphasize certain points in accordance with objectives desired by company. At the same time, denial of Schmitt's theory of surprise is the most important, in contrast to that done in the research object that sense and feel are the strongest according to the needs or goals of the company's customers. Utilization of brand activation experiential marketing can create trust, engagement, loyalty, acquisition, share, differentiator with competitors and lead to the achievement of a corporate brand of reputation. Brand activation merupakan usaha korporasi untuk melihat lebih dalam mengenai berbagai hal yang ada di dalam brand, strategi dan posisi dari brand tersebut. Pendekatan baru terhadap brand activation dengan memaksimalkan berbagai asset yang relevan melalui product and service, employees, identity dan communication dipadu dengan experiential marketing melalui sense, feel, think, act, relate, dinilai sangat efektif untuk mencapai brand corporate karena lebih menekankan differensiasi terhadap kompetitor. Penelitian ini

  6. Toward a Sociology of Branding

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2008-01-01

    patentmedicin også begyndte at promovere salver og eliksirer, der kunne kurere psykiske og sociale dårligdomme og ikke kun fysiske - at brands blev vigtige aktører i det, som vi i dag kalder forbrugersamfundet. I de efterfølgende årtier efterlignede reklamebranchens kreative nemlig denne strategi, og indlejrede......Brands har sådan set eksisteret siden handelsmænd begyndte at udstyre deres varer med bestemte mærker, der skulle fungere som en kvalitetsgaranti i forhold til de kunder, som de ikke selv havde direkte kontakt til. Men det var først i slutningen af det 19. århundrede - da amerikanske sælgere af...

  7. Communicating a Renewed Brand Identity

    OpenAIRE

    Marttila, Oona

    2017-01-01

    This thesis aims to help the commissioning company in finding a suitable approach to efficiently communicate the renewed brand identity of the company. Theories applied to this research include rebranding, segmentation, as well as theories on customer relationships, service encounters and online marketing. This is complemented by the identification of the company potential through SWOT analysis as well as identifying differentiating factors within the company, in order to gain competitive adv...

  8. Advertising, brand loyalty and pricing

    OpenAIRE

    Chioveanu, I.

    2009-01-01

    I consider an oligopoly model where, prior to price competition, firms invest in persuasive advertising and induce brand loyalty in consumers who would otherwise buy the cheapest alternative on the market. This setting, in which persuasive advertising is introduced to homogenous product markets, provides an alternative explanation for price dispersion phenomena. Despite ex-ante symmetry, the equilibrium profile of advertising outlays is asymmetric. It follows that endogenously determine...

  9. 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...

  10. Fashion Brand Purity and Firm Performance

    Directory of Open Access Journals (Sweden)

    Jin-hui Zheng

    2013-01-01

    Full Text Available A large number of prior empirical research and case studies used qualitative methodology to discuss the fashion brand dilution resulting from consumer base extension from the target group(s to the nontarget groups and its impacts. From a different perspective, this paper establishes a dynamic brand dilution and performance model, demonstrating how dynamic changes of sales volumes involving the two consumer groups affect the degree of brand dilution and the performance of the brand. We incorporate the factor “brand purity” to the model as a quantitative measure of brand dilution level that affects firm annual revenue and profit change comprehensively in iteration. Our model suggests that fashion brands, especially luxury brands, can be easily diluted under the pressure of firm growth, and the brands suffer the significant negative impact on their revenues and profit. While increasing sales volume can aggravate the negative consequences, brand purity can be increased through limiting the consumer base to the target group only.

  11. Brand Equity of a Tourist Destination

    Directory of Open Access Journals (Sweden)

    Hwa-Kyung Kim

    2018-02-01

    Full Text Available In the current climate of severe competition among tourist destinations, the importance of brand equity in tourism marketing is increasing. This study looks at the impact of branding in relation to the largest group of inbound overseas tourists to South Korea, the Chinese. Data for the current study were obtained from a survey of tourists visiting Seoul from the Greater China region, including Mainland China, Hong Kong, Macao, Taiwan, and the Chinese living in Southeast Asia. The survey was conducted in popular sightseeing spots, four and five-star hotels in the Seoul Metropolitan Area, and the Incheon International Airport. The respondents were selected randomly, with effort expended to avoid any potential bias in the composition of the sample. Out of a total of 385 distributed questionnaires, 350 (China 191, Hong Kong 71, Taiwan 68, others 20 were selected as valid and finally used in the analysis. The results of this study suggest that price and word of mouth have beneficial effects on perceived quality, publicity, and brand awareness, and advertisement has beneficial effects on brand image. We also found that brand awareness and perceived quality have impacts on brand image, and brand image is related to brand loyalty. This is a pioneering study on the relationships between influencing factors, destination brand equity and its elements, and brand loyalty, with respect to Seoul, South Korea, as a tourism destination for tourists from China.

  12. Pentingnya Peran Logo dalam Membangun Brand

    Directory of Open Access Journals (Sweden)

    Angela Oscario

    2013-04-01

    Full Text Available Brand is an intangible asset of an entity. It’s a summary of experiences of an entity. Well-developed brand is a very high value asset, even higher than all of the physical assets owned by the entity. Because brand is created on people’s mind, brand can build customer’s loyalty. Brand can be built in many ways. One of the most important way is designing visual indentity, such as logo. Logo is a graphical element in the form of ideogram, symbol, emblem, icon, sign that is collectively form a trademark or commercial brand. Logo is the entrance that reflects a brand. Because of that, a logo must reflect the soul of the entity. Considering how important a logo for a brand, a logo should be designed seriously. Ironically, there’re so many fast, and cheap logo design services that create an instant logo. Why is it happened? It’s because the brand owners have a lack of awareness of the important of a brand and a logo. It’s also because there are a lot of designers who have no respect on their profession. These kind of designers offer cheap services for an easy money with a little work. This situation can be bad for both of the brand owner and the designer. The price of logo design will be cheaper and cheaper, and the brand will not be developed well. That’s why it’s important to raise the awareness of the importance of a branding and a well designed logo which represent the soul of the entity. 

  13. Customers' Loyalty & Brand Experience : Branding Strategy to Successfully Approach Consumers' Minds and Promote Customers' Loyalty: Generating the “Brand Experience”

    OpenAIRE

    Ghafoorzadeh, Sara

    2009-01-01

    Branding is one of the fundamental aspects in order to achieve brand success. Effective positioning and communication strategies lead to a higher competitive advantage. The brand represents a guarantee, a trustful relation and a promise towards the consumer. Branding is essential and derives from experience; a successful branding strategy allows the organisation to correctly position itself in the consumer's mind. Branding efforts (i.e. logo, websites, advertising, etc.) influence the consume...

  14. DESTINATION BRANDING THROUGH BUSINESS TOURISM

    Directory of Open Access Journals (Sweden)

    Doriana, MORAR

    2014-11-01

    Full Text Available Considering the fat that a rate of up to 70% of tourists visiting Romania have a professional motivation, the present papers intends to provide an overview of the advantages held by Romania for offering tourists the proper conditions for spending quality time in this emerging country. Within the present article, the authors provide to readers an overview regarding destination branding, business travel and the critical elements in achieving economic advantages over competing regions/countries; the article emphasizes the fact that -intelligently exploited-, business tourism can be an element of prosperity within the tumultuous period of time through which Romania and other emerging states are crossing nowadays. The results of this paper work are focused on the identifying, analysing and correlating the main factors that can influence a destination' development through its propulsion as a brand destination for business tourism. Generally speaking, the paper approaches aspects regarding business tourism. The methodology used in order to write the present article is limited to the collection and processing empirical data and information. In this regard, the literature in the field has been reviewed, so that the authors could identify and expose the importance of destination branding through business travel for sustainable development in Romania.

  15. Brand Evaluation and Consumers' Preference towards Pioneer and Follower Brands: Empirical Study on Dairy Products

    Directory of Open Access Journals (Sweden)

    SP Syahlani

    2011-05-01

    Full Text Available Abstract. The aims of this research were to identify brand recall as well as to analyze consumers’ attitude and consumers’ preference toward pioneer and follower brands on processed dairy product. One hundred and fifty housewives were engaged as respondents in this research. The techniques used in the data analysis were non parametric two related sample test, one sample t-test and independent sample t-test. The result indicated that each of the product category, the percentage of the pioneer brand preference was higher than follower brand, namely Ultra Milk (87.30%, Yakult (94.70%, Anlene (93.30% and Kraft (98.70%. The result showed that from 150 respondents were able to correctly recall Ultra Milk (66.70%, Yakult (86.70%, Anlene (82.70% and Kraft (96.00% as the pioneer brand on each product category. Furthermore, the results showed that the average consumer attitudes were higher toward the pioneer brands than the follower brands. The result also indicated that consumers preferred pioneer brands than follower brands for the same flavour, quality and price. The result led to conclusion that consumers retrieved or recalled pioneer brands more correctly than follower brands. Moreover, consumers had a more favourable attitude to pioneer brands than to follower brands, in which consumers preferred to purchase the pioneer brands products to those of the follower brands concerning the farm-manufactured products of UHT milk, pro-biotic milk, high-calcium milk and cheese. Key Words: brand retrieval, brand recall, attitudes, preference

  16. Consumer-Based Brand Equity of Products and Services: Assessing a Measurement Model with Competing Brands

    Directory of Open Access Journals (Sweden)

    Rafael Barreiros Porto

    2018-04-01

    Full Text Available  Objective: Identifying which brand in a category conveys more or less value to the consumer raises questions about the composition of brand equity measures and the brands that make up the category. Measures to identify Consumer-Based Brand Equity (CBBE may include functional assessments of consumer’s brand choice and firms’ brand performance, as long as they embrace competing brands. In view of this, this study comes up with a validation of a measurement model of Consumer-Based Brand Equity for competing brands of products and services, testing for possible moderation (product / service and experienced / non-experienced consumers. Method: Appraising 39 brands, the model was composed of 6 metrics: awareness, perceived quality, loyalty, association, exclusiveness and willingness to pay a price premium. Confirmatory factorial analysis revealed the CBBE structure and multigroup moderation tests showed the comparisons between products and services and between experienced and non-experienced consumers. Main Result: The metrics have convergent validity with very good model fit. The metrics are similar for products / services, but different for consumers with / without experience (evidence of moderation. Contributions: Based on this measure, researchers and marketers can identify whether their brand's performance has been perceived better or worse than that of their competitors. Relevance/Originality: This article is the first to offer a more complete scale to assess the consumer-based brand equity of products and services, allowing the researcher to compare the competitiveness between brands

  17. LIFE CYCLE OF A WINE BRAND

    Directory of Open Access Journals (Sweden)

    Viktoriia Paziuk

    2015-11-01

    Full Text Available The aim of the work is to determine the life cycle of the wine brand, the development of ways to improve its effectiveness at different stages of the life cycle. Being scientifically informed of the existence of the life cycle of the brand allows modern enterprises to enhance their competitive position in the market and take advantage of the acquired differences in order to attract more attention from consumers. Methods. The study is based on scientific methods of research of economic phenomena: the dialectic, abstract logical (in the exercise of theoretical generalizations to the definition of the concept of «life cycle of the perpetrator of the brand, a scientific abstraction, comparison and ordering (the study of factors influencing the life cycle of the perpetrator of the brand and the factors influencing a choice of products for consumers, statistical and problem-chronological (the study of the requirements of the brand in a changing consumer preferences, logical generalization (in determining the social and ethical functions guilty brand. Results. The stages of the life cycle of the wine brand, which take into account its characteristics and form its social and ethical functions. Describing the requirements for the wine brand in the changing tastes and preferences of consumers. Specification of wine promotion of the brand in an increasingly competitive environment. Preconditions have been set for a new wine brand. The practical significance. The brand always increases the value of the product and its entry into new markets, as well as reduces the time to attract consumers. Possibility to ensure the growth of the brand in a declining market; building market share in a highly competitive environment; marketing innovative products in order to create a new sales strategy. After all, to gain and maintain the popularity of a certain product, one must personalize it with giving associations and a way to provide it with distinctive features. Only

  18. 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....

  19. Transboundary brand: European and Ukrainian experiences

    Directory of Open Access Journals (Sweden)

    Tykhomyrova Yevheniya Borysivna

    2015-10-01

    Full Text Available The article presents a study of the concept "cross-border brand" and the analysis of the formation of cross-border branding practices in transboundary territory of Europe and Ukraine. Today the cross-border territories united by common economic, social, cultural and political life strive to be transformed into a brand. That is why the issues related to their positioning and branding are of great importance. According to the author cross-border / inter-regional brand, an intangible asset of cross-border cooperation, which provides the promotion of the interests of cross-border areas, both inside and outside the cross-border. In recent years, such brands as part of Euroregions are being formed with the participation of many European countries.

  20. 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....