Search results for " branding"
showing 10 items of 79 documents
Does CSR Enhance Employer Attractiveness? The Role of Millennial Job Seekers' Attitudes
2017
Corporate social responsibility (CSR) has become increasingly important in labor market communication. To express organizational identity, reinforcing commitment to sustainable development and stakeholder engagement, organizations report their CSR activities. The impact of a company's employer branding (EB) strategy depends on how information recipients interpret corporate messages. Therefore, we assume that job seekers may show diverse attitudes toward CSR. The extant literature has hardly explored the interplay between CSR, EB, and job seekers' attitudes, so we identify a relevant research gap to be tackled. The aim of this paper is to examine how millennial job seekers' attitudes toward …
Uzņēmējdarbības paplašināšana starptautiskā līmenī: zīmola veidošanas procesi un kompānijas "British American Tobacco" zīmola stratēģijas
2018
Globālo tirgu raksturo vairāki vietējie un starptautiskie produkti, kas nemitīgi cīnās par vietu un lietotāju atzinību, tāpēc nevar novērtēt par zemu globālās zīmolu popularizēšanas nozīmi. Uzņēmumiem ir jāreklamē savi produkti globālā mērogā, izmantojot dažādus efektīvus mediju un izplatīšanas kanālus. Jāuzver, ka dažādus kanālus izmanto uzņēmumi, kas iziet starptautiskajos tirgos, kas, savukārt, ir noteicis globālās zīmolu popularizēšanas stratēģijas, kas ir spēkā uzņēmumā. Kad uzņēmumi izlemj paplašināties starptautiskā līmenī, izvēloties tirgus stratēģijas, būtiska loma ir standartizācijai un adaptācijai. Tad rodas jautājums, kā uzņēmumi kontrolē un uzrauga zīmola veidošanas procesus da…
Mārketinga vadības metožu izmantošana Latvijas pašvaldībās
2015
Elektroniskā versija nesatur pielikumus
Ģeometrisko zīmju un to uztveres semiotiska analīze latviešu zīmolos
2016
Ģeometriskās zīmes bieži tiek izmantotas zīmolvedībā un šķiet esam daļa no arhetipiska koda kultūras mantojuma pamatā, kas veido identitāti, tādēļ šī pētījuma mērķis ir izpētīt ģeometriskā raksta lomu valodas fenomenoloģijā, aprakstīt to kā zīmju sistēmu un veikt kvalitatīvu desmit Latvijas zīmolu, kuru logotipos ietvertas ģeometriskas zīmes, uztveres analīzi, lai noteiktu, ciktāl grafiskās zīmes iemieso zīmola vēstījumu saskaņā ar zīmolvedības, apziņas un modelēšanas sistēmu, kā arī ģeometriskā raksta un krāsu koda teorijām un interpretācijām. Zīmolu un pilotaptaujā iegūto datu semiotiska analīze liecina, ka ģeometriskās zīmes rosina daudzslāņainu sarunu par zīmola vēstījumu balstītu zīmes…
The Value of Brand Equity
2013
Abstract This paper aims to be a brief presentation of brand equity as a provider of strategic advantages for companies that own brands. Successful management of a brand must be focused on values capitalization so that these attributes could represent a natural extension of general perception. The stated goal of any brand manager is to strengthen the brand values so that they may be easily recognizable and identifiable to the public.
Branding4Resilience: Explorative and Collaborative Approaches for Inner Territories
2022
This article analyzes inner and marginal territories in four Italian peripheral contexts by first discussing some of the results and future steps of the “B4R Branding4Resilience” research project, funded by the Italian Ministry of Research from 2020 to 2023. The overall research is based on three phases: (1) the exploration phase to analyze socio-economic data and territorial dynamics; (2) the co-design phase involving local actors to develop ideas for a selected pilot case; (3) the co-visioning phase where a future transformative perspective for the whole area was shared with the institutions. The article focuses on phase 1 and presents some first results achieved by the application of a m…
CO-CREATING THE PLACE BRAND OF FINNISH LAPLAND : Mental associations and visual representations
2019
Master's thesis Innovative governance and public management ME523 - University of Agder 2019 Brands are living in an era of customer-centric life where alltheir potential, present and former customers are regardedas co-creators. The center of attention is in customers’ daily lives and they have an enormous amountofpower to influence on brands.Social media hasaccelerated the pace of communication and this has connected also cities and counties into the new brand co-creation paradigm. Places have adopted branding practices from the business world to persuadepeople to move, do business or travel in their area. In Finland, Lapland has been one of the first counties to execute place branding act…
The Use of Geomarketing to Promote Personal Branding
2017
This document aims to show how teachers can make their mark in the territory through the appropriate use of their personal brand and geomarketing techniques, with the example of the author, and how this methodology can be transferred to students in their connection with the professional world. It is a process of structuring and decentralization of personal branding in the territory, linking physical space with online space and where geography acquires a new integral dimension through SoLoMo methodology (Social, Local, and Mobile).
Employer Branding Training Development for Public Organisations
2021
In the condition of demographic issues in Europe and competition for specialist between public and private sector on the labour market public organisations’ as employers’ image is an important aspect of development. The research aim is to identify principles of Employer Branding (EB) and ways public organisations can organize and develop employees’ education on this topic. There are EB activities examined in ten socially responsible (SR) organisations from public sector in Latvia. Authors prepare theoretical bases for the research analysing scientific literature to explain the main point of the approaches framework and define the main terms in depth implementing qualitative and quantitative…
International place branding through sporting events: a British perspective of the 2008 Beijing Olympics
2012
International audience; The goal of this study is to examine if hosting major sporting events represents a relevant strategy to brand a place ‘internationally’ through brand association transfer and to identify whether or not it should be seen as co-branding process. Based on social representation theory and an abductive research strategy, a survey was carried out among British citizens to identify their opinions about the Olympic Games and the city of Beijing following the organisation of the Games in August 2008. The content and the structure of the social representations were analysed and then compared to determine whether or not a double transfer of associations occurred between the pla…