Results 251 to 260 of about 45,839 (308)
The Nobel Prize: the identity of a corporate heritage brand [PDF]
Journal of Product and Brand Management, 2015 Purpose – The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges. Design/methodology/approach – An in-depth case study analysed within a heritage brand model and a corporate ...
Mats Urde, Stephen A Greyser
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2011
Such processes seem to be emphasized by Social Network Sites; in this chapter we analyze a sample of posts published on Facebook by fans of successful brands, in order to try and understand if consumption is more related to individuals’ identities and expressions or if it is still connected to the product itself and its qualities.
Alberto Marinelli, Geraldina Roberti
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Such processes seem to be emphasized by Social Network Sites; in this chapter we analyze a sample of posts published on Facebook by fans of successful brands, in order to try and understand if consumption is more related to individuals’ identities and expressions or if it is still connected to the product itself and its qualities.
Alberto Marinelli, Geraldina Roberti
openaire +3 more sources
Brand identity fit in co-branding
European Journal of Marketing, 2014Purpose– This paper aims to introduce brand identity (BI) fit as an important factor that influences co-branding success. Based on motivated reasoning theory, the authors propose consumer-brand (C-B) identification moderates the effect of BI fit on co-branding attitudes.
Seung Hwan (Mark) Lee, Na Xiao
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2019
This chapter focuses on the ways in which symbolic codes are manipulated and deployed in the iconography and text of clothing products. It focuses in particular on the use of codes that draw on alphanumeric combinations or on historical references. Such codes are seen not only on T-shirts and other clothing products but also on tattoos, license plates,
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This chapter focuses on the ways in which symbolic codes are manipulated and deployed in the iconography and text of clothing products. It focuses in particular on the use of codes that draw on alphanumeric combinations or on historical references. Such codes are seen not only on T-shirts and other clothing products but also on tattoos, license plates,
openaire +1 more source
From Identity Into Brand Visual Identity
2020This chapter seeks to contribute to the clarification of the concepts corporate identity, brand identity, and brand personality. Through a methodology based on literature review and descriptive case studies, the authors seek to define a model to characterize corporate identity and to define brand identity and brand personality as ways of ...
Daniel Raposo +2 more
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Brand Identities: A Framework for Successful Branding
Paradigm: A Management Research Journal, 2007A brand identity is an outward expression of the brand, including its name and visual appearance. The brand's identity is its fundamental means of consumer recognition and symbolizes the brand's differentiation from-competitors. It is important to note that a brand identity refers to the strategic goal for a brand; while brand image is what currently ...
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Brand Identity in Motion. Structural Models of Brand Identity on TV Opening Credits
2019The television universe is a multibillion-dollar industry. Just like all other major products, tv series need branding. Here identity is used to guide the public into the continuity of the different episodes, and to differentiate them from other series in a highly competitive market.
João Brandão +2 more
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Brand Visual Identity in Architecture
2014The article presents brand visual identity research results in architectural designing.Architectural brand concept has been presented, the key visual features of architectural forms building the brand have been discussed. The method of creating the architectural brand visual model and the measurements of the brand power in exemplary locations have been
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Purpose-driven brand identity: unveiling the link between brand purpose and brand identity
Journal of Product & Brand ManagementPurpose Brand identity is a core component of the definition of brand purpose, yet the link between these constructs has not been explored in depth. This study aims to develop a framework that captures the (inter)relationship between brand purpose and brand identity and propose a definition of purpose-driven ...
Enya Henning, Manfred Kirchgeorg
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