Search results for "Branding"
showing 10 items of 112 documents
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…
L'impact de la substitution de marques sur l'évaluation et l'intention d'achat du produit.
2008
L'objectif de cet article est de comprendre l'impact de la substitution de marques sur l'évaluation et l'intention d'achat du produit. À cette fin, les différents types de substitutions de marques sont présentés. Puis, à partir des travaux relatifs à l'extension de marque et au co-marquage, des variables susceptibles d'expliquer l'évolution de l'évaluation et de l'intention d'achat d'un produit qui a changé de nom de marque sont proposées. L'étude empirique met en évidence que cinq variables influencent l'évolution de l'évaluation et de l'intention d'achat du produit qui a changé de nom de marque: (1) la similarité entre la marque de substitution et la marque initiale, (2) la cohérence per…
B4R Branding4Resilience. Tourist infrastructure as a tool to enhance small villages by drawing resilient communities and new open habitats
2021
“Marginal” areas are a central issue that is being discussed all over Europe. Indeed, more than 60% of the European population live in peripheral contexts outside of main urban conurbations (Data “EUROSTAT regional yearbook 2013”. Data referred to the sum of the population in ‘intermediate regions’ and in ‘rural areas’ in the EU27). Yet, the contexts addressed by the Italian National Strategy on Inner Areas (covering approximately the 60 per cent of Italy and hosting nearly 13.540 million people) are often lacking successful regional policies and systemic territorial approaches to achieve effective transformations. In order to tackle with such fragile areas, a new development path has to be…
Branding as a lever for resilient transformation
2020
The branding impulse can catalyse tourism and community’s resilience promoting the reactivation of small towns through targeted transformations of built heritage and unused building stock, social innovation initiatives, and new forms of production. It can create a more adaptive process and opportunities for networks of small villages in inner areas where tourism can merge with different work/life models. The B4R work in Sicani hills in Sicily offers a framework for the region’s development and manages to describe a path for activate “reserves of resilience” for new sustainable lifestyles. The settlement development options that the study displays can be used as a model for similar considera…
Creating a Conceptual Model for Building Responsible Brands
2011
Despite the importance of brands in mediating corporate social responsibility, there has been relatively little research on how responsible brands are developed from the internal perspective of the company. Some research has been conducted from the external perspective, such as the link between ethical issues and consumer purchase behaviour, but there has been relatively little focus on brand-building itself. The present study addresses this gap in the literature by proposing a model for building responsible brands. After identifying the common features that emerge from the extant brandbuilding models, the study applies these to the building of responsible brands. The result is a proposed c…
Culture, branding and national identity in the era of globalization : a study of beer brands in the Finnish market
2013
Branding and marketing encompass some of the core elements of intercultural communication. Brands are derived from the existing cultural capital and the interaction that brands have with consumers in the marketing and consumption process involves an exchange of meaning and messages and therefore constitutes a form of communication in itself. Due to the economic imperative behind brand development, it is necessary that the brand react to changes in fashion, but also to changes in culture, in order to be competitive in the market place. However, this is not a one-way process as brands and products themselves influence trends and cultural shifts. The objective of this thesis was to analyze bra…
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…
Event‐brand transfer in an entertainment service: experiential marketing
2013
PurposeOne of the channels a brand can use to create experiences is events. The brand promoting the event and its sponsors can obtain various benefits in the form of brand image, personality and notoriety. The main aim of this research is to evaluate the effects that experiencing an event has on experience with the promoting brand.Design/methodology/approachThe study analysed the musical event MTV Winter Festival 2010, considering the opinion of 127 attendees to discover the impact of experiencing the MTV entertainment television channel event in three areas: improved brand experience, improved brand personality and increased brand reputation. EQS was used to test the proposed model.Finding…