Search results for " brand identity"
showing 3 items of 3 documents
Family business branding : communicating a family-based brand identity
2017
Scholars suggest that family-owned businesses can capitalize on their family ties by promoting the fact that they are family-owned in their marketing communications. Existing research suggests that promoting the familial component of a family-owned business can evoke positive associations with the business' stakeholders, increase employee loyalty and motivation, and be a source of competitive advantage against non-family businesses. Although there is an increasing awareness that family-owned businesses can benefit from promoting the fact that they are family-owned in their marketing and branding efforts, very little literature exists on how such a strategy is effectively implemented. By app…
L'IDENTITA' DI VIA ALLORO INCISA IN UNA TARGA
2007
Ci sono alcune strade che, pur allungando il tragitto, non si rinuncia la piacere di percorrere. Per strani e non indispensabili motivi: ascoltare le note che escono dalle finestre del conservatorio, annusare l'odore di pulito di alcuni vicoli del centro storico, toccare i carnosi fiori del capok che a settembre cospargono i marciapiedi della città universitaria, guardare, scendendo lungo il Cassaro, il felliniano passaggio della nave che a una certa ora, inquadrata tra i piloni, fa da fondale a Porta Felice.
Exploring Post-COVID-19 Branding Strategies of African Destinations
2023
AbstractThe lifting of COVID-19 restrictions has led to the opening of many tourism destinations, with many destination marketing organizations (DMOs) adopting different strategies to attract tourists. This study explores the post-COVID-19 branding strategies of four award-winning African destinations (South Africa, Kenya, Morocco, and Mauritius) and how they utilize social media to communicate their destination brand identities. We curated the tweets of the National Tourism Boards of the examined destinations from their official Twitter accounts and analyzed them using Atlas.ti. We found that each of the destinations uniquely identifies and communicates its destination’s competitive advant…