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1 – 7 of 7Kirill Rozhkov, Konstantin Khomutskii, Robert Romanowski and Norberto Muniz-Martinez
This paper aims to present concepts and tools for developing place branding that protects places from overbranding, redundant promotion and excessive tourism.
Abstract
Purpose
This paper aims to present concepts and tools for developing place branding that protects places from overbranding, redundant promotion and excessive tourism.
Design/methodology/approach
The concept of a product-based place brand that reflects local ways of life and local identities was introduced. A combination of projective, typological and narrative methods was applied. Three focus groups composed of future place managers were held in three countries (N = 27) to develop place brand vocabularies and typologies of verbal characteristics of abstract places as products for internal users (residents).
Findings
In most cases, the place brand vocabularies were consistent and compatible within each abstract type and were unique (mutually exclusive) between the types. The vocabularies contained both detailed and more generalized elements. For each place, short formulations of the general concept were found. Each brand vocabulary reflected the institutional, socio-psychological, cultural, historical and geographic differences of the countries involved in the research.
Originality/value
A conceptual and methodological framework for creating place brand vocabularies is offered, and it describes the close relationship between multiple internal brand attributes and their concise expressions appropriate for communication and high differentiation among brand attributes that facilitate the recognition of branded places by target and non-target audiences. The framework is applicable for designing verbal attributes of place brands for specific places to avoid overbranding effects.
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The author explores the contemporary logics of branding and authenticity among contestants in the reality television show, RuPaul’s Drag Race. In the chapter, the author points to…
Abstract
The author explores the contemporary logics of branding and authenticity among contestants in the reality television show, RuPaul’s Drag Race. In the chapter, the author points to the inherent tension in performing a drag persona that is perceived as authentic by audiences whilst at the same time looking to take advantage of any financial opportunities that being on the show may generate. This tricky balancing act is examined in relation to the case of the drag persona, Tina Burner, who was criticised for not being authentic enough and overbranding herself. The chapter highlights the competing demands that contestants on a high-profile reality show must deal with and the difficulty of deciding ‘when to keep it real in reality TV’.
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Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
Abstract
Purpose
Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
An old saying warns us not to judge a book by its cover. When it comes to business organizations, however, that's precisely what many of us do. Consequently, brand image means almost everything and to a considerable extent influences what choices we make as consumers. It's hardly surprising, therefore, that companies routinely spend small fortunes on their marketing strategies. Cultivate an attractive brand image, target the right consumer groups and it's happy ever afters all round.
Practical implications
Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.
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Amélia Brandão, Jose Carlos C. Sousa and Clarinda Rodrigues
This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign.
Abstract
Purpose
This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign.
Design/methodology/approach
Depicting from an extensive review on the frameworks of brand audit and brand architecture, a dynamic approach to brand portfolio audit and brand architecture strategy was developed, and later applied and tested in three B2B and B2C companies.
Findings
The paper suggests an eight-step framework to guide practitioners when auditing a specific brand portfolio and designing a revised brand architecture strategy. Additionally, a Brand Audit Scorecard was developed to enable and sustain brand portfolio audits, divided into three dimensions (brand equity, brand contribution and strategic options).
Research limitations/implications
Further research should aim at testing the proposed framework in different types of companies and countries.
Originality/value
This paper contributes to the brand audit and brand architecture literature by proposing a holistic framework that is not static.
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Ian Michael, Melodena Stephens Balakrishnan and Zeenath Khan
Management, Strategy, International business.
Abstract
Subject area
Management, Strategy, International business.
Study level/applicability
Undergraduate or Graduates.
Case overview
This case is suitable for students of international business and strategy at the advanced undergraduate-level or introductory masters-level courses. It can be used for organizational design, brand management and business-to-business management classes. It may be of interest to practitioners in the Middle East and North African (MENA) markets looking at managing cross-functional teams.
Expected learning outcomes
On completion of utilizing the case study as an exercise, students should be able to develop the following. Case-specific skills: Critically examine the importance of the international business and strategy in the Middle East and demonstrate this by analyzing real-regional/-examples using complex theoretical frameworks; identify examples of best practice and explain the dynamics toward international business and strategy with reference to a range of theoretical models and apply these in a meaningful way to the MENA region. Discipline-specific skills: Synthesize and critically evaluate a corpus of academic literature and government reports on international business and strategy; link international business and strategy concepts and theories to real-regional/world examples. Personal and key skills: Reflect on the process of learning and undertake independent/self-directed learning (including time management) to achieve consistent, proficient and sustained attainment; work as a participant or leader of a group and contribute effectively to the achievement of objectives in the field of international business and strategy.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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