Results 101 to 110 of about 299,639 (205)
The Visual Driver; promoting clarity and coherence [PDF]
, 2019 Drawing from a research-based case study for a vision support charity, this professional paper articulates the role of a 'visual driver' as a key tool in shaping a rebranding.
Gardener, David, Pinkney, Mike
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The Birth of Brand: 4000 Years of Branding History [PDF]
This paper seeks to show that brands are as old as civilization. It derives evidence of branding, in various forms, from important historical periods beginning 2250 BCE in the Indus Valley through to 300 BCE Greece.
Moore, Karl, Reid, Susan
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Brands as Humans: How Brand Virtuousness Relates to Brand Authenticity and Brand Attachment
Economics and Culture. Authenticity has become an essential quality for brands, with 86% of consumers preferring brands that are perceived to be authentic (Stackla, 2021).
Leonaviciute Agne +3 more
doaj +1 more source
Consumer Culture and Purchase Intentions towards Fashion Apparel [PDF]
This study examines the effectiveness of different fashion marketing strategies and analyzes of the consumer behavior in a cross-section of demographic settings in reference to fashion apparel retailing.
Rajagopal
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PERSONAL BRANDING: SHAPING AND MAINTAINING A SUCCESSFUL PERSONAL BRAND
Armenian Folia AnglistikaThe present article studies personal branding as a strategic process in which individuals actively shape and promote their unique identities. By creating a personal brand, individuals aim to stand out, shape a likable and trustworthy public image and enhance their professional growth, leading to greater career opportunities.
openaire +1 more source
Corporate Brand Image: Antecedents, Mediating Role and Impact on Stakeholder Expectations [PDF]
Corporate identity and image are shaped by the entirety of perceptions of a variety of stakeholders, both existing and potential ones, such as customers, suppliers, employees, general public, opinion makers, and government officials.
Baker Michael J +4 more
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Is cross-category brand loyalty determined by risk aversion? [PDF]
The need to understand and leverage consumer-brand bonds has become critical in a marketplace characterized by increasing unpredictability, diminishing product differentiation, and heightened competitive pressure.
Lutz Hildebrandt, Nadja Silberhorn
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, 2017 Todas as marcas, sejam marcas de serviços ou marcas de produtos, tentam ser líderes através dos atributos diferenciadores e do valor que transmitem, e as marcas pessoais não são exceção. Logo, é necessário que se identifiquem os atributos que melhor explicam e definem a marca pessoal, assim como o serviço que esta presta, e é através deles o ponto de ...
openaire +1 more source
Turning Trade Marks into Brands: how Advertising Agencies Created Brands in the Global Market Place, 1900-1930 [PDF]
While historians and management students are familiar with the lore of how an internal memo at Procter & Gamble ‘invented’ brand management in 1931 (Fullerton, Low 1994; Dyer et al. 2004), little is known about how advertising agencies conceptualised and
Stefan Schwarzkopf
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