Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party [PDF]
, 2015 Brands are strategic assets and key to achieving a competitive advantage. Brands can be seen as a heuristic device, encapsulating a series of values that enable the consumer to make quick and efficient choices.
Aaker D. +45 more
core +3 more sources
The influence of disability-friendly corporate branding on company brand equity in East Java [PDF]
E3S Web of Conferences, 2023 This research analyzed the influence of disability-friendly corporate branding on corporate brand equity. Corporate branding is built through corporate values, corporate image, and corporate culture.
Junianta Reynaldi Dwi +3 more
doaj +1 more source
THE EFFECT OF NEW IDENTITY, NEW IMAGE, AND REPOSITIONING AS A PROCESS OF REBRANDING TOWARD BRAND LOYALTY, BRAND ASSOCIATIONS, PERCEIVED QUALITY AS PART OF BRAND EQUITY [PDF]
Russian Journal of Agricultural and Socio-Economic Sciences, 2018 Media companies are growing rapidly, along with technological advances, where the success of a media must be supported by brand management. This study examines corporate rebranding by changing name, logo and slogan in influencing brand equity in media ...
Setiani T., Antoni, Sujoko A.
doaj +1 more source
THE INFLUENCE OF GREEN MARKETING STRATEGY ON PURCHASING DECISION WITH MEDIATION ROLE OF BRAND IMAGE
Jurnal Aplikasi Manajemen, 2021 This study aims to determine and analyze the influence of green marketing, corporate social marketing, and green product innovation on purchasing decisions with the brand image as an intervening variable. The population is consumers who purchase go green
Asyhari Asyhari, Sitty Yuwalliatin
doaj +1 more source
The impact of the employer brand on the corporate reputation of hotel companies [PDF]
Marketing (Beograd. 1991), 2020 Employees are one of the key resources involved in building of corporate reputation. The efficiency of employees is reflected in the corporate reputation and depends on the development of the employer brand.
Ognjanović Jasmina
doaj +1 more source
Sustainability, 2021 Corporate social responsibility (CSR) is becoming one of the most critical challenges that firms must address to survive in the competitive market. This study investigates the impact of customers’ CSR perceptions on their purchase intentions as mediated ...
Shu Wang +3 more
semanticscholar +1 more source
Journal of Consumer Sciences, 2021 PT Pelita Air Service or PT PAS is a subsidiary of PT Pertamina (Persero) in aviation. In 2018, PT PAS changed its company logo. It is one of the corporate re-branding strategies that aimed to create a good brand image to increase the various services ...
Dinda Maisya Nastiti +2 more
doaj +1 more source
A Comparative Study of Chinese and International Famous Brands -- Taking Tiffany&Co. and Chow Tai Seng as Examples [PDF]
SHS Web of Conferences, 2023 According to the definition of brand by the American Marketing Association: “A brand is a name, term, logo, symbol or design, or a combination of them. Its purpose is to identify the products or services of a seller or a group of sellers, and distinguish
Li Jin, Meng Yingtong, Wang Mengmeng
doaj +1 more source
Modeling Corporate Brand Identity in the Banking Industry [PDF]
مدیریت بازرگانی, 2020 Objective Despite the importance and significant role that branding can play for business-to-business (B2B), most research has been conducted in the context of business to consumer (B2C). Corporate banking is considered as one of the relatively new areas
Mohammad Daneshgar +3 more
doaj +1 more source
Journal of Brand Management, 2021 Brand logos are a fundamental part of the corporate visual identity, and their reception has been vigorously researched. The focus has been on the visual traits of the logo and their effect on the reception process, whereas little attention has been paid
Ari-Matti Erjansola +4 more
semanticscholar +1 more source