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"Branding"
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Branding in a Hyperconnected World
Technological advances have resulted in a hyperconnected world, requiring a reassessment of branding research from the perspectives of firms, consumers, and society. Brands are shifting away from single ownership to shared ownership, as heightened access to information and people is allowing more stakeholders to cocreate brand meanings and experiences alongside traditional brand owners and managers. Moreover, hyperconnectivity has allowed existing brands to expand their geographic reach and societal roles, while new types of branded entities (ideas, people, places, and organizational brands) are further stretching the branding space. To help establish a new branding paradigm that accounts for these changes, the authors address the following questions: (1) What are the roles and functions of brands?, (2) How is brand value (co)created?, and (3) How should brands be managed? Throughout the article, the authors also identify future research issues that require scholarly attention, with the aim of aligning branding theory and practice with the realities of a hyperconnected world.
Journal Article
Place branding : connecting tourist experiences to places
\"Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand. Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations. This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics\"-- Provided by publisher.
Book
Brand Image as a Strategic Lever for Mergers and Acquisitions in the Financial Services Sector in South Africa
There were a number of mergers and acquisition (M&A) and hostile take overs in South Africa over the past decade and half. Companies in a M&A are in most instances preoccupied in pursuit of increasing the shareholder value and securing the biggest market share through effective branding. The research objectives of the study were to evaluate the effectiveness of mergers and acquisitions in relation to its image as a brand and to provide recommendations in respect of future merger and acquisition deals for an organisation. The study adopted the quantitative method of research by means of a survey questionnaire and the target population for this study was 310 managers (in the financial services sector) in Kwazulu-Natal. Relevant descriptive and inferential statistics were used to analyse the data collected. The research findings uncovered that from a turnaround perspective in mergers and acquisition deals, brand image should be skilfully and appealingly crafted to generate the desired return on investment. This study contributes to the body of knowledge by revealing that institutions who merge in the financial services sector consolidate their position in the market if brand image is aligned to the institution’s strategy. A fortified brand image results in greater market share.
Journal Article
Stand Out
Stand Out! is a book about branding and its evolution, practice, and power in today's digital age.It presents the why-do and the how-to along with a passionate philosophy on transforming business through brand-centered change. It spells out a sequential, easily understandable, proven brand-building process and is a key reference text for anyone interested in brand development, leadership, innovation, and sustainable business growth. Reader understanding and enjoyment are enhanced by ample presentation of supporting tables, charts, case examples, expert tips, real-life experiences and pull-out quotes, as well as a helpful word wizard glossary at the end of each chapter explaining business terms and expressions used.This book democratizes branding: It makes branding-its history, theory, and practice-easily accessible and actionable. Stand Out! replaces the mystique of brand strategy with the magic of brand transformation...it makes it exciting and fun and puts that power directly into the hands of the business masses. It is a practical handbook for getting started with branding or for strengthening an existing brand management system. It gives the reader the confidence, permission, and skills to get branding now!
eBook
Myths of branding : a brand is just a logo, and other popular misconceptions
\"A brand is just a logo and a way of charging you more for a product- everyone knows that, don't they? After all, there is no such thing as brand loyalty, and isn't branding all fluff and art, devoid of rigour and science? These myths are all surprisingly entrenched, yet could not be further from the truth. Myths of Branding debunks the most popular misconceptions and replaces them with the reality of what it's really like to work in the world of branding and why it's such an important and effective industry. Branding experts Simon Bailey and Andy Milligan explore the misguided, mistaken and blatantly false myths that abound in the branding arena, using fascinating examples from the world's leading brands and foremost branding agencies. Myths of Branding will give you a deeper and sharper understanding of the realities of branding and brand management.\"--Back cover.
Book
Visual Branding of Universitas Negeri Padang Eartquake and Tsunami Disaster Rensponse
Padang is a city prone to earthquakes and tsunamis. Universitas Negeri Padang is one of the universities that focuses on public services. Therefore, it plays an active role in disaster preparedness, including by providing lecture buildings with mitigation shelters. This is done to support the government in reducing casualties due to earthquake and tsunami disasters. This research uses the Research and Development method, which produces visual branding in the form of UNPSIGAP's visual identity based on design principles and logos. So that it can build a positive brand image as an earthquake and tsunami disaster response university.
Journal Article
Vintage marketing differentiation : the origins of marketing and branding strategies
This text analyses the origins of marketing and branding strategies and the unique situations involving differentiation. Photographs of actual materials that were created and used in marketing campaigns between 1846-1946 are featured to bring to life these vintage innovations. Examining how and why these classic strategies were devised and implemented provides insight on how the vintage strategies can continue to be used to position products, services, and experiences within current market situations. 'Vintage Marketing Differentiation' describes real life, innovative, outside-the-box solutions.
Book
The Power of Branding in Politics
This paper examines the issue of branding in terms of politics and its power. The results are based on the analysis of some well-known faces in the politic stage. In fact, the research part of the paper is based on the research methods mentioned above. The results indicate that the branding and the communication aspects of an political actor are crucial for the elections. A strong political brand communicates a coherent message, builds a distinctive identity, and creates an emotional connection with the public. The paper also emphasizes the complexity and dynamism of the political branding phenomenon, highlighting its role in shaping public opinion and influencing democratic processes. It is crucial that both politicians and voters are aware of this role and manage political branding responsibly and transparently.
Journal Article