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Brand identity development [PDF]
E3S Web of Conferences, 2020 The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company. The authors developed an algorithm for constructing a system of characteristic features of the brand strategy, harmoniously combined with the corporate and business strategy which includes the market situation
Mikhail Stepanov +2 more
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Building Brands Identity [PDF]
Procedia Economics and Finance, 2015 AbstractIt is generally known that the decisional process regarding to choose or not to choose a brand is determined by anecdotal evidence. Having a great product without a strong identification is not enough. If a potential customer can relate to previous experience with the identity of a brand, he surely developed a brand image and is more likely to ...
Adriana Manolică +2 more
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Working consumers: Co-creation of brand identity, consumer identity and brand community identity [PDF]
Journal of Business Research, 2017 The creation of identity, in terms of both consumer identity and brand identity, is a core topic in marketing theory. Based on participant ethnography of Yes Edinburgh North & Leith, part of Yes Scotland, the national referendum campaign supporting Scottish independence, this paper explores identity co-creation among three entities: the brand, the ...
Black, Iain, Veloutsou, Cleopatra
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Procedia - Social and Behavioral Sciences, 2012 AbstractThe well-being and satisfaction of citizens and visitors are strongly influenced by the image of a city or place, to which monumental or iconic buildings have a great contribution. The paper aims to discuss the influence of iconic architecture through creating identifiable images on Quality of life. The paper, firstly, puts forward very briefly
Naciye Doratli +2 more
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IMPLEMENTATION OF CORPORATE BRAND IDENTITY MATRIX IN BUILDING CORPORATE BRAND IDENTITY
JRMSI - Jurnal Riset Manajemen Sains Indonesia, 2023 Tujuan dari penelitian ini adalah mengimplementasikan kerangka Corporate Brand Identity Matrix (CBIM) untuk mengembangkan identitas mereka perusahaan New Company (New Co) dan mengetahui pemahaman karyawan XYZ atas identitas merek perusahaannya. Teknik wawancara mendalam (in depth interview/ IDI) digunakan untuk memperoleh data primer dengan metode ...
Krissanya, Nofriska +1 more
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Nation branding: The analysis of Serbia's brand identity [PDF]
Marketing, 2015 In less than a century, Serbia has changed its name several times and was part of a number of states. As a result of turbulent political and social past, the newly formed Republic of Serbia and its nation began the process of finding the nation's identity. Like other former Yugoslav countries, Serbia was faced with challenges of nation positioning, and
Velimir Štavljanin, Branka Novčić
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How Brands Craft National Identity [PDF]
Journal of Consumer Research, 2020 AbstractDrawing on cultural branding research, we examine how brands can craft national identity. We do so with reference to how brands enabled New Zealand’s displaced Pākehā (white) majority to carve out a sense of we-ness against the backdrop of globalization and resurgent indigenous identity claims.
Sean Sands +4 more
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Odotype, the olfactory identity of a brand
, 2020 Smell is one of the least used senses in advertising and/or marketing strategies. This study analyzes the conditions for the implementation of the odotype in the brand identity. A qualitative research approach and Grounded Theory method are using to develop an explanatory theory about the concept “odotype”.
Rodríguez-Díaz, María Alejandra +1 more
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Branding: A Prosthesis of Identity
M/C Journal, 2019 This article investigates the prosthesis of identity through the process of branding. It examines cross-cultural manifestations of this phenomena from sixth millennium BCE Syria to twelfth century Japan and Britain. From the Neolithic Era, humanity has sort to extend their identities using pictorial signs that were characteristically simple.
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Brand Identity Creation for Thai Halal Brands
, 2014 The purpose of this paper is to synthesize the research result of brand Identities of Thai Halal brands which related to the way of life for Thai Muslims. The results will be transforming to Thai Halal Brands packaging and label design. The expected benefit is an alternative of marketing strategy for brand building process for Halal products in ...
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