Branding

How to Become an Iconic Social Thinker: The Intellectual Pursuits of Malinowski and Foucault

by Dominik Bartmanski

Published in European Journal of Social Theory

The present article develops a new approach to intellectual history and sociology of knowledge. Its point of departure... more The present article develops a new approach to intellectual history and sociology of knowledge. Its point of departure is to investigate the conditions under which social thinkers assume the iconic reputation. What does it take to become ‘a founding father’ of a humanistic discipline? How do social thinkers achieve the status of a trans-disciplinary star? Why some intellectuals attract tremendous attention and ‘go down in history’ despite personal and professional failures, while others enjoy only limited recognition or simply sink into oblivion, even if they have met all the standards of their day? Quite a few sociologists have tackled this elusive issue. Pierre Bourdieu, Michele Lamont and Randall Collins are among those who fleshed out strong explanatory frameworks. This project adds to this body of knowledge by emphasizing cultural factors that these authors downplayed in their seminal accounts, despite being aware of their significance. By showing why these underdeveloped aspects of their works need to be incorporated into the debate and how this can be achieved, this article introduces a new theorization of the iconic, lasting intellectual reputation substantiated by evidence from the lifeworks of Bronislaw Malinowski and Michel Foucault. As such, it aims, minimally, to make sociology of knowledge decisively ‘cultural’. Maximally, it seeks to demonstrate that the iconic success of intellectual intervention in social theory depends on carefully performed and contingently mediated engagement with the binary systems of symbolic classification.

Leveraging brand equity in business-to-business mergers and acquisitions

by Laurent Muzellec

The Crucial Role of Entrepreneur in B2B Branding: A Case from Malaysia

by Rohaizat Baharun

A SYNTHESIS MODEL OF CONSUMERS’ PERCEIVED FOR BRAND QUALITY AND PREFERENCES: A THEORETICAL PERSPECTIVE

by Rohaizat Baharun

Logo Familiarity in Young Children as a Correlate of Printed Word Recognition and a Sign of Emergent Literacy – A Proposal

by Tim Gorichanaz

Proposal

By the time they enter school, children have already encountered a wealth of print language, from fast food logos to... more By the time they enter school, children have already encountered a wealth of print language, from fast food logos to clothing labels and from television programs to appliances. A vein of research has suggested that children’s literacy instruction is most successful when it harnesses this previous exposure to print language—young students’ sociocultural knowledge—as an educational tool. Perhaps this type of education also happens informally: For example, young children may learn to associate the pronunciation of “McDonald’s” with the written logo. The proposed study will dive deeper into this phenomenon: Are children who can recognize logos—meaning they are able to associate a design with a particular meaning—better than their peers at recognizing printed words? If so, we can say that they are exhibiting advanced signs of emergent literacy, which include knowledge of print conventions (e.g. left-to-right reading in English, spaces between words and punctuation norms) and letter knowledge (i.e. the association of letters with sounds) (Whitehurst & Lonigan, 1998). If children can distinguish words from non-words, they must already be beginning to synthesize these skills. I hypothesize that children who are more successful at recognizing logos are also better at distinguishing words from non-words. This paper outlines a methodology for testing this hypothesis.

Destination Brand Effectiveness: An analysis of 10 years of research

by Antonios Giannopoulos

Kladou, S., Giannopoulos, A.A., Mavragani, E.P., and Chytiri, Alexandra-Paraskevi (working paper to be submitted for review)

Destination branding is a relatively new field in the tourism marketing discipline. The study seeks to provide a... more Destination branding is a relatively new field in the tourism marketing discipline. The study seeks to provide a review in the developments in destination brand effectiveness literature published since 2001. A multi-source search resulted in the identification of 43 relevant papers. Content analysis using multiple classifier variables was conducted providing further insights into specific conceptual and methodological aspects. Conclusions drawn from descriptive analysis pertain to the multidimensional character of the construct, the methodology and context in which destination brand effectiveness has been developed. Through an iterative search, destination branding effectiveness appears as a rapidly conceived concept, borrowed from the traditional branding theory, while the discussion on its definition and operationalization is still in progress and has yet to mature in a multi-disciplinary context. Finally, research outcomes offer DMOs a better understanding on how they should use them in order to evaluate the effectiveness of their destination brand efforts.

Destination Branding: Qualitative Insights from the Hotel Industry

by Antonios Giannopoulos

Piha L.P., Giannopoulos, A.A., and Avlonitis, G.J. (working paper to be submitted for review)

Destination branding has lately been introduced in the marketing literature based on terms and notions from... more Destination branding has lately been introduced in the marketing literature based on terms and notions from traditional branding theory. Given the current status of relevant research, scholarly works reflect little effort to develop a framework that embodies all prerequisites that a destination should satisfy in order to build and maintain a successful brand over time. The authors synthesize previous knowledge on the subject and provide a foundation for future research by presenting a coherent branding strategy framework for destinations. To accomplish their purpose, they draw on the occasional writings on the subject over the last 15 years, work in related disciplines, and 37 in-depth interviews with key-informants in the hotel industry. Key findings are outlined and research implications are finally addressed to both the private and public sector in the tourism industry.

Brand culture

by Jonathan Schroeder

Visual analysis of images in brand culture

by Jonathan Schroeder

Royal Caribbean Cruise Line (RCCL)-Brand plan for a new concept: The Aqua Theatre Café

by Matteo Fabbi

Branding In Fictional And Virtual Environments: Introducing A New Conceptual Domain And Research Agenda

by Laurent Muzellec

A Holistic Model of Country of Origin Effect.

by Ahmet Bayraktar

Bayraktar, A. and Yeniyurt, S. (2012). A Holistic Model of Country of Origin Effect. Consortium for International Marketing Research (CIMAR), Taipei, Taiwan, 15-18 May 2012.

A Holistic Model of Country of Origin Effect.

by Ahmet Bayraktar

Bayraktar, A. and Yeniyurt, S. (2012). A Holistic Model of Country of Origin Effect. Consortium for International Marketing Research (CIMAR), Taipei, Taiwan, 15-18 May 2012.

Patterson, A. Khogeer, Y., Hodgson, J. (2013) How to Create an Influential Anthropomorphic Mascot: Literary Musings on Marketing, Make-believe and Meerkats. Journal of Marketing Management, forthcoming

by Anthony Patterson

This a draft version of a paper that has been accepted for publication in the Journal of Marketing Management. Some minor amendments still to make.

Not long ago, Compare the Market, a UK based online aggregator of car insurance quotes, had little distinctive... more Not long ago, Compare the Market, a UK based online aggregator of car insurance quotes, had little distinctive presence in the marketplace. While its operational algorithms have barely changed, the company’s fortunes have been radically transformed since the launch in early 2009 of its award-winning marketing campaign, ‘Compare the Meerkat’, fronted by the much loved anthropomorphic meerkat, Aleksandr Orlov. Central to the perspective of this paper is the idea that anthropomorphic mascots, at heart, are literary creations. It thus utilises literary insights to explain the peculiar piquancy of this popular anthropomorphic marketing campaign. To establish its consumer appeal, we conduct a literary exploration of the rich, textured experience of Alexandr Orlov’s imaginary world. In doing so, we postulate that the triumph of this campaign lies in its, albeit inadvertent, amalgamation of three literary genres: Russian literature; Comedy literature; and Adventure literature. We conclude by suggesting that other brands urgently seeking to shrug off their inanimateness can create equally compelling anthropomorphic mascots by purposefully constructing a multi-faceted life narrative from the wide gamut of available literary genres. We therefore urge marketers to explicitly contemplate, cultivate and assemble the diverse literary roots of their mascot’s anthropomorphic essence.

Branding construction processes in the JJ Abrams’ fictional universe

by Victor Hernandez-Santaolalla

Co-authored with Javier Lozano Delmar. Colloque international "La stratégie de marque dans le secteur audiovisuel", Toulouse, 5 et 6 Avril 2012.

The purpose of this paper is to answer the question: Which communication strategies come into play when defining a... more The purpose of this paper is to answer the question: Which communication strategies come into play when defining a brand for a fictional audiovisual product today? To answer this, we will pay special attention to the following issues: the branding construction of a television program or a film, the new advertising strategies for promoting fictional content, brand integration into other products by the same author, and the creation of fictional brands associated with the main product and its use as a main attraction in the advertising campaign for films and TV shows. To explain this, the present paper focuses on one of the most prominent figures of the media of recent years, the director and producer JJ Abrams.

Branding construction processes in the JJ Abrams’ fictional universe

by Javier Lozano Delmar

Co-authored with Victor Hernández-Santaolalla

The purpose of this paper is to answer the question: Which communication strategies come into play when defining a... more The purpose of this paper is to answer the question: Which communication strategies come into play when defining a brand for a fictional audiovisual product today? To answer this, we will pay special attention to the following issues: the branding construction of a television program or a film, the new advertising strategies for promoting fictional content, brand integration into other products by the same author, and the creation of fictional brands associated with the main product and its use as a main attraction in the advertising campaign for films and TV shows. To explain this, the present paper focuses on one of the most prominent figures of the media of recent years, the director and producer JJ Abrams.

BRANDING, CELEBRITIZATION AND THE LIFESTYLE EXPERT

by Tania Lewis

This is an electronic version of an article published in Cultural Studies 2010, 24(4): 580-598.
The final version of the paper is available online at
http://www.tandfonline.com/doi/abs/10.1080/09502386.2010.488406#preview

Persuasive brand management: How managers can influence brand meaning when they are losing control over it

by Oriol Iglesias

Iglesias, O. and Bonet, E. (2012) Journal of Organizational Change Management, Vol. 25 Issue 2, pp. 251 165

Purpose – The purpose of this paper is to build a conceptual framework that enables an improved comprehension... more
Purpose – The purpose of this paper is to build a conceptual framework that enables an improved comprehension of how brand meaning is constructed.

Design/methodology/approach – Conceptual implications are drawn from an analysis and discussion of the literature in the fields of brand management, meanings, rhetoric, and narratives.

Findings – Brand managers are progressively losing control over the multiple sources of brand meaning. Brand meaning is co-created during the consumer-brand relationship and the customer-perceived brand meaning is re-interpreted at each touchpoint that a consumer has with a managerially determined brand interface, a brand employee, or an external stakeholder.

Originality/value – “Persuasive brand management” is presented as a new approach to brand management. It considers that the main activities of managers regarding brand strategy decisions involve processes of interpreting and creating meanings; as well as persuading a wide diversity of internal and external stakeholders.

Fueling green capitalism: Big Oil and greenwashing

by Selçuk Balamir

“The Design of Cultural Capitalism” and Albert Heijn’s puur&eerlijk

by Selçuk Balamir