Search results for "Branding"
showing 10 items of 112 documents
Challenges in joint place branding in rural regions
2013
The purpose of this article is to explore joint place branding in rural regions, focusing on cooperation between the various stakeholders involved and on the salient features of rural regions that are used in the place branding process. Branding is conceptualized as a social process where brand value is co-created by the stakeholders. Place branding is seen as a participative process, bringing stakeholders together with the aim to strengthen the identity of the place. The fundamental question is how to build long-term commitment in a group of key stakeholders. Many sources discuss place branding for large cities, but rural regions have received little attention. The process of place brandin…
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…
L’employer branding nelle amministrazioni pubbliche
2017
L’employer branding (EB) nelle organizzazioni pubbliche è un tema poco esplorato dalla ricerca. Scopo di questo studio è comprendere il fenomeno dell’EB nelle organizzazioni pubbliche e fornire alcune prime indicazioni di policy per le amministrazioni e la ricerca. L’articolo affronta nell’ordine i seguenti temi: (1) il concetto di EB nelle organizzazioni orientate al profitto; (2) la ricostruzione dei motivi che spiegano l’interesse del settore pubbli - co per il branding in generale; (3) le ragioni per le quali l’EB è rimasto fino a oggi una pratica poco conosciuta e i motivi di un crescente interesse nelle organizzazioni pubbliche; (4) l’analisi dei contenuti emergenti per un EB pubblico…
'I Show Off, Therefore I Am': The Politics of the Selfie
2016
International audience; Named word of the year by the OED in 2013, the “selfie” is a worldwide phenomenon. Many see these digital self-portraits as markers for the spread of narcissism or signs of the blurring of limits between the public and private spheres. Initially popular with young people, selfies were soon adopted by politicians who, in a mediatized society, are eager to adhere to new vogues and use digital trends to self-promote. Like “digital natives”, they attempt to go viral by turning their cellphones on themselves and tweeting. Contrary to more formal images (official portraits, campaign posters) where politicians are clearly packaged and marketed, self-snapped photos taken on …
Corporate social performance as antecedent of consumer's brand perception
2011
The purpose of this article is to develop a model that closely examines the consequences of social and environmental corporate action. This is suggested by an increasing need for accomplishing an integrative view on business activities and social aims – the so-called corporate social responsibility – especially in the current environmentally turbulent time and a rising socially conscious consumer population. But doing business is often associated with brand- or corporate misconduct as well. Hence, corporate social responsibility forms the positive component of corporate social performance (CSP), consequently a favorable brand- or company behavior. Corresponding, corporate social irresponsib…
Examining the Performance of Brand-Extended Thematic-Content : The Divergent Impact of Avid- and Skim-Reader Groups
2017
Today, the reading online content is a daily habit for many users. In an online environment, users encounter brands, who hope to attract visitors to their online spheres of influence through brand-extended thematic-content. The purpose of this study is to investigate this phenomenon and assess its impact on both the readers of the content and the brands. To do this, we use structural equation modeling to analyze data from two groups, skim readers and avid readers, who vary in terms of the behaviors they invest in the reading of brand-extended thematic-content. The findings reveal that brand-extended thematic-content affects divergently on the brand attitude formation of these two groups. Sp…
Apple, Ibm e Microsoft in una guerra di segni
2009
L'obiettivo dell'articolo è esplorare come l'immagine contribuisce alla costruzione della brand identity di specifiche organizzazioni e come l'immagine può essere "risifignicata" dall'azione dei concorrenti in un mercato determinato. In particolare, l'articolo si studia la competizione tra tre brand, Ibm, Apple e Microsoft nel mercato dell'information tecnology. Il mio lavoro vuole essere una continuazione del saggio "la via del logo" pubblicato in "Identità visive" di Jean Marie Floch sulla competizione visiva tra Apple e Ibm. Gli strumenti utilizzati sono quelli della sociosemiotica, in particolare dell'analisi plastica e figurativa, lungo più di vent'anni di competizione a partire dal 19…
Evaluation of the Conceptual Model for Corporate Identity Management in Health Care
2014
Abstract This paper reflects findings from the evaluation of the conceptual model for corporate identity management in health care developed by Rutitis and Batraga (2013) . First, expert surveying (n=8) was carried out to evaluate the understanding of the health care experts regarding assumptions included in the development of the conceptual model for corporate identity management in health care. During the second stage, health care sector company survey (n=52) was implemented to evaluate the expression of corporate identity dimensions outlined in model by Rutitis and Batraga within the health care enterprises in Latvia
Apple, Ibm and Microsoft in a war of signs
2007
The aim of my paper is exploring how image contributes on building the brand identity of specific organisations and how the meaning of the image can be resignified by the action of the players in a specific market. In particular, I will focus on the competition between three brands, Ibm, Apple, Microsoft. on the information technology market. My work is looking forward to be a continuation of the essay “Le vie du Logo” published in “Identités visuelles” by Jean Marie Floch about the visual competition between Apple and Ibm. I will use the tools of sociosemiotics, plastic and figurative analysis, screening more than 20 years of competition starting from 1984, the year in which the analysis o…
SPORT CITY BRANDING OF A MID-SIZED CITY IN FINLAND
2016
Zbog rastuće globalne konkurencije među gradovima brending je od nedavno postao važan element gradskih strategija. Rad prikazuje kako dionici marke doživljavaju sportsku marku Jyväskyläe, grada srednje veličine u Finskoj. Autori su proveli dubinske intervjue s jedanaest gradskih dužnosnika i sportskih menadžera koji su utjecali na sportsku marku grada Jyväskyläe. Prema rezultatima istraživanja, ispitanici smatraju kako Jyväskylä ima snažan imidž grada sporta. On počiva na sportskom obrazovanju, sportskim događanjima, jakim sportskim klubovima i aktivnom građanstvu. Rezultati pokazuju da bi sport, a posebno sportska događanja, mogli biti ključan element u razvoju imidža marke grada Jyväskylä…