Search results for "brand"
showing 10 items of 513 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…
Mapping Critical Factors in Brand Management Contributing to Innovation
2012
The purpose of this paper is to analyse how branding contributes to innovation, by identifying different ways of connecting with changing markets and emerging consumer needs. This is clarified by strategic approaches found in the marketing management literature. While orientation to customer needs has always been crucial in marketing communication more attention is paid nowadays to customer and market intelligence in detecting relevant trends. A focus on the company’s own distinctive vision is advocated, as the choices to be made need to fit the strengths and capabilities of the company. Co-creation of value needs an intensive dialogue with customers about the brand as community property. I…
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…
Understanding brand strategy adoption by high tech SME managers
2014
Yo logo(s): On the icono-plastic configuration of brand symbols
2015
Among the various areas with which the vast research field of branding is concerned, brand image is recognized as a territory most pertinently analyzed with semiotic tools, since it is populated by symbols that are amenable to interpretation, such as brand logos. According to Henderson and Cote (1998), logos are graphic designs that companies uses, with or without their name, to identify themselves or their products. Semiotics, and particularly structuralist semiotics (e.g., Floch 1990,1995; Landowski 1989; Fabbri 1998; Marrone 2001, 2007), has largely abandoned the scrutiny of symbols and signs as standalone objects of analysis, in favour of the conditions of meaning that underlie brand na…
Nutella vs Pan di Stelle: guerra di affetti, vasetti, biscotti
2020
In questo contributo si esamina un caso di concorrenza tra brand alimentari del mercato italiano, quello tra Ferrero Nutella e Mulino Bianco Pan di Stelle. In particolar modo viene esaminata la strategia di comunicazione da un punto di vista semiotico per il lancio e il posizionamento dei prodotti creme spalmabili e biscotti farciti.
La cattedrale di San Nicolò a Noto e la sua ricostruzione
2008
Nel 1949 Cesare Brandi intraprende il suo itinerario in Italia, restituendo una lettura di Noto barocca in cui la città è descritta come una «scenografia solida» a cielo aperto. Una città che prende forma dalle idee progettuali degli architetti settecenteschi attraverso i rapporti e le sequenze scenografiche delle strade e degli imponenti edifici monumentali. La cattedrale, la scalinata e il suo prospetto si trovano al centro di questo sistema urbano che Brandi seguita a descrivere come «un piano semplice in apparenza, in realtà il più inatteso», sintetizzando in una sola frase la valenza fortemente urbana della ricostruzione settecentesca. L’esperienza di Noto rappresenta per l’architettur…
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…