Brand Image

Publicidade, marcas e análise do ethos

by Vander Casaqui

This article presents an epistemologic approach through the optical of the advertising ethos. We detach the strategies... more This article presents an epistemologic approach through the optical of the advertising ethos. We detach the strategies of the enunciate modulations, that project traces of character and shape, on the symbolical negotiation between the announcer and his target public. This process is mediated by the brands communication.

Do brands really add value to real estate developments? (II)

by Alvaro HIDALGO

Branded Residences, Branding Tourism facilities & Condominiums Branded Residences, Branding Tourism facilities & Condominiums

Do brands really add value to real estate developments and travel destinations? ( and III)

by Alvaro HIDALGO

Critical analysis of the Branded Residences concept Critical analysis of the Branded Residences concept

7 words and a logo: Does a brand shape a destination?

by Alvaro HIDALGO

Branding Tourism destinations Branding Tourism destinations

How Luxury & Tourism transform economic unsettlement into steady growth

by Alvaro HIDALGO

Luxury, Tourism & Economic growth Luxury, Tourism & Economic growth

If Small is Beautiful.....Exclusive beats it.

by Alvaro HIDALGO

Luxury as a factor to set carrying capacity .TALC Luxury as a factor to set carrying capacity .TALC

Why Luxury brands aim non-core sectors?

by Alvaro HIDALGO

Extension of Luxury brands to Tourism facilities Extension of Luxury brands to Tourism facilities

Luxury, Sports and Developments

by Alvaro HIDALGO

Luxury, Sports and Residential Tourism Developments Luxury, Sports and Residential Tourism Developments

The “Dark Side” of Brand Alliances: How the Exit of Alliance Members Affects Consumer Perceptions

by David Woisetschläger

Co-authored with Manuel Michaelis and Christof Backhaus, published in Advances in Consumer Research, Vol. 35, 2008

L'image des "services suisses": enjeux et propositions d'action

by Olivier Furrer

Hubert Brossard, Olivier Furrer, Micheline Gramigna & Michel Kostecki
Die Unternehmung
Nr. 1, 1994, pp. 35-50

Contrairement à certains pays développés, la Suisse ne dispose pas d'un forum pour défendre l'image et les intérêt des... more Contrairement à certains pays développés, la Suisse ne dispose pas d'un forum pour défendre l'image et les intérêt des sociétés de services dans leur ensemble. C'est une lacune importante, car la prospérité de l'économie suisse repose fortement sur les sociétés de services.
L'identification de la concurrence internationale, liée aux nouvelles technologies et aux processus de globalisation et de déréglementation conduit à un nivellement des prix. De plus en plus, la qualité des services étrangers est équivalente, voire supérieure à celle proposée par les producteurs suisses et leurs prix sont souvent inférieurs. Les entreprises de services suisses doivent réagir, en vue d'améliorer leur compétitivité, et de défendre leur image au niveau international.
Ce texte cherche à mettre en évidence l'importance stratégique de l'image pour les entreprises de services suisses ainsi que de suggérer quelques modes d'actions visant à promouvoir cette image à l'étranger.

Comment défendre l'image "Made in Switzerland": Le cas des services

by Olivier Furrer

Hubert Brossard, Olivier Furrer, Micheline Gramigna & Michel Kostecki
Die Unternehmung
Nr. 1, 1995, pp. 21-32

L'image "made in Switzerland" est particulièrement importante pour les entreprises helvétiques. Il est donc... more L'image "made in Switzerland" est particulièrement importante pour les entreprises helvétiques. Il est donc nécessaire que l'économie suisse mette sur pied une politique visant à défendre et à promouvoir l'image de ses services. Ce texte cherche à mettre en évidence les différentes attitudes des leaders d'opinion suisses face aux services suisses et à suggérer quelques modes d'actions en faveur de l'image "made in Switzerland".

Una fase decisiva en la evolución de la publicidad: la transición del producto a la marca

by Antonio Caro

Publicado en el nº 2, vol. 3 de Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, Madrid y Valladolid, Servicio de Publicaciones de la Universidad Complutense y Secretariado de Publicaciones e Intercambio Editorial de la Universidad de Valladolid, julio-diciembre 2009, pp. 109-132.

The purpose of this paper is to present two decisive texts in the advertising history, because they are probably the... more The purpose of this paper is to present two decisive texts in the advertising history, because they are probably the first to express the transition from product to brand like advertising’s object and reference, and the first to begin with the era of «big advertising», or the era of building Brands, as opposed to the previous era of «little advertising» which just announced products.

Ritos de compra e imagen de marca

by Antonio Caro

Publicado en DeSignis. Órgano de la Federación Latinoamericana de Semiótica, Barcelona, Gedisa, abril 2006, nº 9, pp. 115-124. ISSN: 1578-124.

The main subject of this paper is to describe and to analyse the changes that affects to the buying and selling... more The main subject of this paper is to describe and to analyse the changes that affects to the buying and selling situation when, since a traditional situation based in the dialectic interaction between buyer and seller, we pass to another one defined by the exposition of the buyer at the images of the brand, built  by advertising and  impressed in the surface of the products. The paper also investigates the context where these changes have place, and  over their consequences in the dimensions magic, festive, and  ritual that have traditionally characterized the buying and selling situation.

Marca y publicidad. Un matrimonio por amor

by Antonio Caro

Publicado en Trípodos. llenguatge-Pensament-Comunicació, Barcelona, Universitat RamonLlull, Facultat de Comunicació Blanquerna, 2006, nº 18, pp. 9-21.

The objective of this article is to throw into relief the
intrinsic relationship which exists between brand... more The objective of this article is to throw into relief the
intrinsic relationship which exists between brand and
advertising, once the former has been distanced from the
product and the latter has focused on the task of filling
this void with the imaginary meaning which it constructs
with regard to each specific brand. The text
reviews both the economical consequences that derive
from this primordial relationship which exists between
brand and advertising (in virtue of which the reigning
capitalism describes in terms of scarcity that which in
practice is a superabundance of products) as well as the
fragility and instability which characterize a public scenario
presided over by commercial brand or entities of
any sort which have adopted the status of a brand.
Today the decades-old marriage for love of brand and
advertising has led to the current lovemarks, an extreme
expression of the consumer loyalty which advertising
and capitalism together postulate with regard to the
imaginary associations of brands.

Brand Suicide? Memory and Liking of Negative Brand Names

by Duncan Guest

Estes, Z., Guest, D., Gibbert, M., & Mazursky, D. (2011). Brand Suicide? Memory and Liking of Negative Brand Names. Poster presented at the 2011 conference of the Association for Consumer Research.

Brand names can evoke associations, convey information, and impact the brand image more generally.1 Thus the success... more Brand names can evoke associations, convey information, and impact the brand image more generally.1 Thus the success of negative brand names (e.g Poison by Dior, Burn Energy drink, Killer Jeans etc) is counterintuitive. What are the
consequences of negative brand names for consumer behavior?
Much research indicates that negative words are more memorable and recognizable than neutral words, and some evidence suggests that extreme stimuli become less extreme with repeated exposures We therefore examined whether negative brand names are better remembered and become more positive across exposures.

SaBRE brand and identity

by Gyles Lingwood

Co-authored with Basten Greenhill Andrews

The creation of a name, logo and visual language to communicate the benefits of transferable skills acquired through... more The creation of a name, logo and visual language to communicate the benefits of transferable skills acquired through reservist training. A project for the Ministry of Defence in 2002 to replace NELC (The National Employer Liaison Committee) and relaunch as SaBRE (Supporting Britain's Reservists and Employers). The scope of the project required the design and production of all aspects of a new visual identity: the new name, logo, typography, supporting colour palette, stationery design, photography guidelines, literature layout and on-screen presentation guidelines, documented in printed and on-screen guidelines.

Imidz marke-posredna karika pri kreiranju vrijednosti marke

by Sladjana Starcevic

Autor: Sladjana Starcevic

Objavljeno u: Zbornik radova ekonomskog fakulteta u Sarajevu, Br. 26

Sarajevo, 2006

REZIME

Ovaj rad predstavlja analitičko sagledavanje dva koncepta - imidža i vrijednosti marke, u kontekstu... more REZIME

Ovaj rad predstavlja analitičko sagledavanje dva koncepta - imidža i vrijednosti marke, u kontekstu procesa strategijskog pozicioniranja marke, kojim preduzeće nastoji steći distinktivnu konkurenstsku prednost u mislima potrošača i ostalih stejkholdera. Posljedično, osnovni metodološki postupak korišćen u radu jeste analiza, tj. razlaganje navedenih koncepata na sastavne dijelove u svrhu njihovog proučavanja. U značajnoj mjeri je korićen i metodološki postupak eksplikacije, kako se rad bazira na posmatanju uzročnih i funkcionalnih veza između pojedinih elemenata, a ne na njihovoj prostoj deskripciji. Rad pokazuje da imidž i vrijednost marke ne smijemo posmatrati kao dva odvojena i isključivo “upravljačka” koncepta. Prije svega, riječ je o psihološkim i međusobno uslovljenim konceptima, jer su potrošačeve asocijacije sa markom ključni element pri kreiranju i upravljanju vrijednošću marke. Tačnije, marka donosi vrijednost određenoj firmi posredstvom generisanja vrijednosti za potrošača, a proces pozicioniranja nije ništa drugo nego ono što se čini sa mislima potrošača da bi prihvatili ponudu preduzeća.


Ključne riječi:

marka, imidž marke, vrijednost marke, potrošač, stavovi

Imaging process and VIP engagement

by Sladjana Starcevic

Author: Sladjana Starcevic
Published in: Marketing, vol. 38, iss. 1-2, 1997, pp. 21-28

article language: Serbian
Original Scientific Paper
Imaging process and VIP engagement

ABSTRACT

It's often quoted that celebrity endorsement advertising has been recognized as "an... more ABSTRACT

It's often quoted that celebrity endorsement advertising has been recognized as "an ubiquitous feature of the modern marketing". The researches have shown that this kind of engagement has been producing significantly more favorable reactions of consumers, that is, a higher level of an attention for the advertising messages, a better recall of the message and a brand name, more favorable evaluation and purchasing intentions of the brand, in regard to engagement of the non-celebrity endorsers. A positive influence on a firm's profitability and prices of stocks has also been shown. Therefore marketers leaded by the belief that celebrities represent the effective ambassadors in building of positive brand image or company image and influence an improvement of the competitive position, invest enormous amounts of money for signing the contracts with them. However, this strategy doesn't guarantee success in any case, because it's necessary to take into account many factors. This paper summarizes the results of previous researches in this field and also the recommendations for a more effective use of this kind of advertising.
Keywords
advertising; celebrity; endorsement; brand image; consumer

Brand image and brand value

by Sladjana Starcevic

ABSTRACT

This paper represents an analytical review of two concepts – brand image and brand value, in the... more ABSTRACT

This paper represents an analytical review of two concepts – brand image and brand value, in the context of strategic positioning of the brand, that company uses to attain a distinctive competitive advantage in the mind of consumers and the other stakeholders. Consequently, a basic methodological procedure used in this paper is an analysis, that is, disassembling of the mentioned concepts into their integral parts, for the purpose of their studying. An explication as the methodological procedure has been used to the great extent, because this paper is based on observing of the causal and functional connections between the particular elements, not on their simple description. The paper shows that brand image and brand value shouldn’t be observed as two separated and primarily “managing” concepts. First of all, we are talking about two psychological and mutually dependent concepts, because the consumers’ brand associations are the key element in the brand value formation and management. Accurately, the brand provides value to the particular firm by generating value for the consumers, and the process of the positioning is nothing else but what you do to the mind of the consumers to accept your offer.

Key words: brand, brand image, brand value, consumer, attitudes

Markenführung Auf Der Basis Von Werthaltungen

by Micha Strack