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Book part
Publication date: 9 August 2018

Nikolina Koporcic, Maria Ivanova-Gongne, Anna-Greta Nyström and Jan-Åke Törnroos

In markets that are increasingly competitive, building strong business-to-business (B2B) brands is a key success factor. With this in mind, the first chapter of the book…

Abstract

In markets that are increasingly competitive, building strong business-to-business (B2B) brands is a key success factor. With this in mind, the first chapter of the book presents the current research on B2B branding and discusses the main topics of the book by presenting internal branding, external branding, and the contemporary perspectives on B2B branding. After a review of these topics, the chapter analyses each of the following chapters by presenting their short introductions.

Details

Developing Insights on Branding in the B2B Context
Type: Book
ISBN: 978-1-78756-276-9

Keywords

Book part
Publication date: 9 August 2018

Anna-Greta Nyström, Jan-Åke Törnroos, Nikolina Koporcic and Maria Ivanova-Gongne

This final chapter of the book provides an up-to-date overview of research on B2B branding. The chapter discusses the current academic endeavors and propositions from…

Abstract

This final chapter of the book provides an up-to-date overview of research on B2B branding. The chapter discusses the current academic endeavors and propositions from researchers in the field, while focusing on the discipline of B2B marketing. It furthermore elaborates on the importance of brands and branding for decision-making processes by discussing the role of B2B buyers and sellers. Additionally, branding as part of marketing has been reviewed from its historical background and the first attempts to develop its conceptual background. The chapter then focuses on business buyers and their main characteristics with regard to brand relevance. Finally, the key challenges of developing a strong B2B brand are presented and discussed, after which future research avenues and upcoming trends within the B2B branding context are considered. Digitalization and the digital context are identified as important areas to know in the future, as they are increasingly becoming important stages for marketing activities within the B2B domain. The digital context is a specific platform to explore further. In addition, the intangible aspects of B2B branding that are still unknown to many managers and academics, such as emotions in situations of interaction and sales are explored. From a thematic point of view, sustainability issues will become increasingly important to handle in organizations, which will put pressure on B2B marketers, as sustainability can be communicated through the corporate brand and related branding efforts.

Details

Developing Insights on Branding in the B2B Context
Type: Book
ISBN: 978-1-78756-276-9

Keywords

Abstract

Details

Understanding Interactive Network Branding in SME Firms
Type: Book
ISBN: 978-1-78973-977-0

Article
Publication date: 9 August 2011

Saila Saraniemi

The purpose of this paper is to provide a detailed description of the various activities and processes undertaken by a particular national tourism organization (NTO) in…

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Abstract

Purpose

The purpose of this paper is to provide a detailed description of the various activities and processes undertaken by a particular national tourism organization (NTO) in carrying out its goal of developing a destination brand.

Design/methodology/approach

A single qualitative case study is primarily employed, though the study draws on data from multiple sources of information.

Findings

The study affirms the co‐creation and stakeholder viewpoints from having modeled the branding process and outlining the complex interaction of destination‐branding activities in the country‐level context. The study provides a critical discussion of the different approaches to branding, and the adoption of branding philosophies, in the destination context.

Research limitations/implications

Though this paper is based on a single country case study, it provides a strong and empirically grounded framework for identifying, in‐depth, several key destination branding processes and activities in great detail.

Originality/value

The co‐creation view of brands and branding is a neglected area in destination‐branding literature. Destination‐branding research, in particular, lacks grounded models that profoundly describe branding activities. This study contributes to the lack of empirically grounded knowledge of destination branding.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 5 no. 3
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 1 October 1995

Joseph Arthur Rooney

Branding is an effective marketing strategy tool that has been usedwith frequent success in the past. Today, branding is experiencing a newpopularity resulting from new…

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Abstract

Branding is an effective marketing strategy tool that has been used with frequent success in the past. Today, branding is experiencing a new popularity resulting from new, innovative applications. Although there have been instances where branding has been less than successful, marketers are beginning to find the appropriate applications in a given setting. Issues and problems concerning branding strategy today include the selection of a brand name. This fundamental issue will impact on the success of a branding strategy. Once a name is selected, marketers have to choose the advertising strategy to support and communicate the name. Finally, keeping the brand in a strong position is a critical concern. New areas of branding include corporate, industrial, and service branding. These nontraditional branding environments are becoming the future for marketers using branding strategy. To add to the new branding areas, there are new branding techniques. These techniques include brand extensions and ingredient branding. New strategies, techniques, and arenas for branding have to be managed. The organization must support and identify with the strategy. The goals, objectives, and mission of any organization should be in line with the branding strategy employed.

Details

Journal of Product & Brand Management, vol. 4 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 25 January 2023

Farhad Nazir

The purpose of this study is to discern the underlying dimensions of destination branding and social media in the socio-geographical context of Pakistan. The study while…

Abstract

Purpose

The purpose of this study is to discern the underlying dimensions of destination branding and social media in the socio-geographical context of Pakistan. The study while selecting an event – Pakistan Tourism Summit 2019 – has explored the narratives of foreign social media influencers (SMIs). These narratives and content of tourism website of Pakistan have been comparatively analyzed to disentangle the voluntary and involuntary branding eventualities.

Design/methodology/approach

Qualitative research strategy has been adopted. Using the interface of NVivo 12, thematic analysis on the narratives of foreign influencers and content of tourism website has been performed. Eventually, influencer’s videos and website’s content have been transcribed and integrated into inductive themes.

Findings

The findings implies that multiple halt points exist in tourism branding of Pakistan. Stigmatized image as a dangerous place for visitation, superficial/exaggerated branding by the influencers, colonial mindset to marginalize the domestic influencers, domestic branding through foreign influencers and veiled tourism potential are the various dimensions emerged during analysis phase.

Research limitations/implications

Given the limitations of the qualitative research approach, the current study lacks statistical avenues of quantitative or mix-method studies. Selection of a single event and website further limits this study and calls for the necessity of future studies having wider units of data collection and other portals of social media.

Practical implications

For policy makers, academia and supply sector, this study offers touchpoints to be emphasized in the strategic, legal and theoretical fronts of destination branding.

Originality/value

Despite the hegemony of SMIs in destination branding, there is scarcity of research on the paybacks of such branding campaigns. This endeavor in response to this call, accentuated the destination branding via foreign social media activists regarding the tourism potential of Pakistan. Findings provides novel insights and branding ethos deemed necessary to be considered in destination branding strategies/campaigns.

Details

Qualitative Market Research: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 25 January 2023

Indira Shakina Ramadhani and Petrus Natalivan Indradjati

This study aims to propose a conceptual framework for the acceptability of city branding on social media. The conceptual framework of the acceptability of city branding is…

Abstract

Purpose

This study aims to propose a conceptual framework for the acceptability of city branding on social media. The conceptual framework of the acceptability of city branding is necessary to achieve a successful city brand in the social media era. It tries to develop the use of social media in city branding practices and its acceptability, especially in the areas of urban planning and development. The study also explores important issues in the use of social media and its acceptability in city branding practices.

Design/methodology/approach

This study was initially conducted using a literature review of relevant, recent, and trustworthy scholarly publications (books, journals, reports, and proceedings) about city branding and acceptability from the electronic database by using relevant terms and keywords to find the relevant literature. The next step was to identify the essential variable described in the literature and assess how these are connected to one another. The last step was to create a conceptual framework using the variables that were found and their interrelationships.

Findings

Social media is crucial for determining a successful model of city branding strategy. Incorporating social media in the city branding process may lead to emerging bottom-up forms of influencing the city branding process, creating better-accepted city branding from wider audiences and guaranteeing a long-term successful city brand. The results of this paper indicate that one can utilize social media user-generated content (from residents and visitors), local government-created content, peer interaction, electronic word of mouth (e-WOM), and the engagement and participation medium to understand whether city branding is accepted by stakeholders through nine dimensions of acceptability: knowledge, information diffusion, experience, attachment, congruence, behavioral intention, perceived quality, engagement, and participation.

Research limitations/implications

This research outcome can be used to evaluate and extend the classical theory of the acceptability of city branding, or even the overall umbrella term of branding, in the digital age. Despite its contribution, this study is not without limitations. The conceptual framework herein is best suited to a branded city with a high social media penetration rate to better represent real-life phenomena in the offline environment; in other contexts, it presents certain reliability concerns regarding its implementation.

Social implications

The conceptual framework herein is best suited to a branded city with a high social media penetration rate to better represent the real-life phenomena in the offline environment; in other contexts, it presents certain reliability concerns regarding its implementation.

Originality/value

This research highlight some acceptability dimensions of city branding practice and also emphasize social media platform as useful tool to understand people's opinion, attitude and behavior. Combining these two concepts of the acceptability of city branding and the use of social media provides an opportunity to achieve the goals of meaningful, authentic and resilient city branding.

Details

Open House International, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0168-2601

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Article
Publication date: 24 January 2023

Farzane Sahli, Sirous Alidousti and Nader Naghshineh

This study identifies factors affecting brand building for academic libraries affiliated with the Ministry of Science, Research and Technology (MSRT) in Iran.

Abstract

Purpose

This study identifies factors affecting brand building for academic libraries affiliated with the Ministry of Science, Research and Technology (MSRT) in Iran.

Design/methodology/approach

This research applied the grounded theory method based on the three open, axial and selective coding steps (Strauss and Corbin, 1998). The research tool was interviews conducted with 20 experts in librarianship, marketing and branding.

Findings

Library building architecture, library information resources and services, librarians' branding, marketing activities and library management are the causal conditions affecting brand building. The national economic situation, the digital publishing situation in the country and different characteristics of the new library community are the intervening conditions affecting brand building. The role of other libraries in society in the scientific education of the new generation provides contextual conditions for brand building. The higher education system and the library parent organization play a part in the operative actions/interactions for brand building. The consequences of brand building are brand image development, brand excellence and brand behavioral loyalty for libraries. Library brand identity is also a core category in brand building.

Originality/value

Facing steep challenges by emergent services, academic libraries are ill-prepared to meet the needs of the new information society solely with traditional services and functions. Academic libraries are required to rebrand themselves to be more successful at delivering a strong performance within a changing information environment by enhancing their brand image and establishing a more effective relationship with users.

Details

Library Hi Tech, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0737-8831

Keywords

Article
Publication date: 23 December 2022

Shoaib M. Farooq Padela, Ben Wooliscroft and Alexandra Ganglmair-Wooliscroft

This paper aims to conceptualise and characterise brand systems and outline propositions and research avenues to advance the systems’ view of branding.

Abstract

Purpose

This paper aims to conceptualise and characterise brand systems and outline propositions and research avenues to advance the systems’ view of branding.

Design/methodology/approach

A conceptual synthesis approach is adopted to integrate the extant branding research perspectives. The conceptual framework is grounded in the theoretical foundation of marketing systems theory.

Findings

The conceptual framework delineates brand inputs, throughputs, outcomes and feedback effects within a brand system. It configures the complexity and dynamics of brand value formation among brand actors within the branding environment.

Research limitations/implications

This paper contributes to systems thinking in branding and brand value co-creation research. It extends marketing systems theory into the branding context and provides research directions for exploring the structural and functional configurations, cause–consequence processes and outcome concerns of brand value formation.

Practical implications

This conceptual framework informs brand development, management and regulation at a macro level. Managers can apply the brand system concept to identify and manage conflicting expectations of brand actors and alleviate adverse brand outcomes such as negative brand externalities, enhancing overall brand system health and societal value.

Originality/value

This research expands the scope of brand actor agency and identifies the likelihood of disproportionate brand outcomes. It provides methodological guidelines for analysis and intervention in brand systems.

Article
Publication date: 4 October 2019

Serhiy Shtovba, Olena Shtovba and Lyubov Filatova

The purpose of this paper is to identify leaders and trends in branding research studies, undertaken during 2000-2019. Identification was made in the following categories…

Abstract

Purpose

The purpose of this paper is to identify leaders and trends in branding research studies, undertaken during 2000-2019. Identification was made in the following categories: most popular subjects; most productive countries; most productive institutions; most productive scholars; most productive sources; most cited publications and most cited scholars.

Design/methodology/approach

Bibliometric analysis based on data from Scopus and Dimensions.

Findings

The majority of branding publications belong to business and management. The interest toward this research field, however, declines mostly in favor of cultural studies, psychology, sociology, etc. The majority of publications on branding are concentrated in the USA, UK and Australia. Griffith University has become a leader in the number of branding publications within 2000-2019. T C Melewar is a leader by the number of branding publications among scholars. Journal of Brand Management has been a leader among sources. Journal of Marketing is a leader by the number of the most cited papers.

Research limitations/implications

The authors analyze the automatically formed results on search query without human meddling.

Originality/value

For the first time, bibliometric analysis was carried out simultaneously upon the two bases – Scopus and Dimensions.

Details

The Bottom Line, vol. 33 no. 1
Type: Research Article
ISSN: 0888-045X

Keywords

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