Abstract: This paper details a rebrand design project developed for a non-profitable organization called Te Roopu Waiora (TRW), which is currently located in Auckland, Aotearoa New Zealand. This social enterprise is dedicated to supporting the Māori community living with sensorial, physical and intellectual disabilities (whānau hauā). As part of a year three bachelor design brief, the rebrand project enabled students to reflect on Kaupapa Māori principles and appropriately address the values of the organisation. As such, the methodology used a pragmatic paradigm approach and mixed methods design practices involving a human-centred design to problem solving. As result, the student project culminated in the development in a range of cohesive design artefacts, aiming to improve the rentability and perception of the brand with the audience and stakeholders.
Abstract: Economic growth is seen as the increase in the production capacity of a country. It enables a country to produce more and more material wealth and social benefits. Today, the success of any product on the market is closely related to the issue of branding. The brand is a source of information for a user/consumer, which helps to simplify the choice of goods and reduce consumer risk. The paper studies the role of branding in order to promote Georgian tea brands. The main focus of the research is directed to consumer attitudes regarding Georgian tea brands. The methodology of the paper is based on marketing research. The findings study revealed that the majority of consumers prefer foreign tea brands. The final part of the article presents the main recommendations.
Abstract: Corporate governance has become a crucial issue in both the business and academic world as a result of world-wide financial scandals and lack of trust in corporate practices. There is no doubt that in order to thrive and attain growth in the market, a company must earn the trust of its stakeholders by consistently delivering on its commitments. Directors of the companies thus comprehend the importance of upfront communication with relevant stakeholders to increase their confidence. The authors of this article argue that practicing good corporate governance is not enough in this highly competitive market place; corporate leaders need to market their good corporate governance practices in order to make the company more attractive to investors. This article also contends that the strength of corporate governance relies wholly upon the extent to which it is communicated simply, effectively and unceasingly to its stakeholders. The main objective of this study, therefore, is to explore the importance of branding good corporate governance in order to increase corporate brand equity, attract investors, and capture market share. A structured questionnaire comprising three sections and a total of 34 questions was prepared and surveyed by the authors among respondents residing in Bangladesh and who also have an academic and corporate background, to investigate the potential impact of branding good corporate governance in the market place. High mean values for individual questions and overall section depict that communicating and branding good corporate governance to the stakeholders will not only boost the investors’ confidence but also increase the corporate brand equity, yielding both profitable and sustainable business environment.
Abstract: The current research paper assesses how the narrative of Chilean businesspeople about China shapes a new Orientalism Analyses on the role of non-state actors in foreign policy that have hitherto theorized about Orientalism as a narrative of hegemonic power. Hence, it has been instrumental to the efforts of imperialist powers to justify their mission civilisatrice. However, such conceptualization can seldom explain new complexities of international interactions at the height of globalization. Hence, we assessed the case of Chile, a small Latin American country, and its relationship with China, its largest trading partner. Through a discourse analysis of interviews with Chilean businesspeople engaged in the Chinese market, we could determine that Chile is building an Orientalist image of China. This new business Orientalism reinforces a relation of alterity based on commercial opportunities, traditional values, and natural dispositions. Hence, the perception of the Chinese Other amongst Chilean business people frames a new set of representations as part of the essentially commercial nature of current bilateral relations. It differs from previous frames, such as the racial bias frame of the early 20th century, or the anti-communist frame in reaction to Mao’s leadership. As in every narrative of alterity, there is not only a construction of the Other but also a definition of the Self. Consequently, this analysis constitutes a relevant case of the role of non-state actors in asymmetrical bilateral relations, where the non-state actors of the minor power build and act upon an Orientalist frame, which is not representative of its national status in the relation. This study emerges as a contribution on the relation amongst non-state actors in asymmetrical relations, where the smaller power’s business class acts on a negative prejudice of its interactions with its counterpart. The research builds upon the constructivist approach to international relations, linking the idea of Nation Branding with Orientalism in the case of Chile-China relations.
Abstract: One of the topical issues for the companies operating in the present-day conditions is making decisions about creation and development of brands. The goal of the research was to study peculiarities of implementation of branding principles using the well-known Georgian mineral water Borjomi as an example, to establish the attitude of consumers to Borjomi at Georgian market, to determine the discovered weaknesses based on the result of the research and to make certain proposals and give recommendations, which would help Georgian companies interested in branding issues to pay proper attention to fundamental principles of branding in their marketing activities. As a result of the marketing research, it was found out that Borjomi adhere to a number of branding principles in its activity, although it has certain shortcomings in that respect. The research method was of exploratory and descriptive nature. In the conclusive part of the work is given sum up research results, draw conclusions and give recommendations. If companies existing in Georgia will take them into consideration, it will help them to better make sense of branding and main aspects of using its principles.
Abstract: Employer branding is considered as a useful tool for
addressing the global-local problem facing complex organisations
that have operations scattered across the globe and face challenges of
dealing with the local environment alongside. Despite being an
established field of study within the Western developed world, there
is little empirical evidence concerning the relevance of employer
branding to global companies that operate in the under-developed
economies. This paper fills this gap by gaining rich insight into the
implementation of employer branding programs in a foreign
multinational operating in Pakistan dealing with the global-local
problem. The study is qualitative in nature and employs semistructured
and focus group interviews with senior/middle managers
and local frontline employees to deeply examine the phenomenon in
case organisation. Findings suggest that authenticity is required in
employer brands to enable them to respond to the local needs thereby
leading to the resolution of the global-local problem. However, the
role of signaling theory is key to the development of authentic
employer brands as it stresses on the need to establish an efficient and
effective signaling environment where in signals travel in both
directions (from signal designers to receivers and backwards) and
facilitate firms with the global-local problem. The paper also
identifies future avenues of research for the employer branding field.
Abstract: This article deals with the benefits of regional brands for companies in the Czech Republic. Research was focused on finding out the expected and actual benefits of regional brands for companies. The data were obtained by questionnaire survey and analysed by IBM SPSS. Representative sample of 204 companies was created. The research analysis disclosed the expected benefits that the regional brand should bring to companies. But the actual benefits are much worse. The statistical testing of hypotheses revealed that the benefits depend on the region of origin, which surprised both us and the regional coordinators.
Abstract: The purpose of this research is to analyze the marketing strategies of Thai Halal products which related to the way of life for Thai Muslims. The expected benefit is the marketing strategy for brand building process for Halal products in Thailand. 4 elements of marketing strategies which necessary for the brand identity creation is the research framework: consists of Attributes, Benefits, Values and Personality. The research methodology was applied using qualitative and quantitative; 19 marketing experts with dynamic roles in Thai consumer products were interviewed. In addition, a field survey of 122 Thai Muslims selected from 175 Muslim communities in Bangkok was studied. Data analysis will be according to 5 categories of Thai Halal product: 1) Meat 2) Vegetable and Fruits 3) Instant foods and Garnishing ingredient 4) Beverages, Desserts and Snacks 5) Hygienic daily products; such as soap, shampoo and body lotion. The results will explain some suitable representation in the marketing strategies of Thai Halal products as are: 1) Benefit; the characteristics of the product with its benefit. Consumers will purchase this product with the reason of; it is beneficial nutrients product, there are no toxic or chemical residues. Fresh and clean materials 2) Attribute; the exterior images that attract to consumer. Consumers will purchase this product with the reason of; there is a standard proof mark, food and drug secure proof mark and Halal products mark. Packaging and its materials should be draw attention. Use an attractive graphic. Use outstanding images of product, material or ingredients. 3) Value; the value of products that affect to consumers perception; it is healthy products. Accumulate quality of life. It is a product of expertise, manufacturing of research result. Consumers are important. It’s sincere, honest and reliable to all. 4) Personality; reflection of consumers thought. The Personality feedback to them after they were consumes this product; they are health care persons. They are the rational person, moral person, justice person and thoughtful person like a progressive thinking.
Abstract: The brand storytelling themes and emotional appeals of three major global brands were analysed by means of visual rhetoric in a digital environment focusing on the ethos communication technique. A well-known framework of five basic brand personality dimensions was used to delineate the analysis. Brand storytelling as a branding technique is becoming increasingly popular, especially since all brands can tell a story to connect and engage with consumers on an emotional level. Social media have changed the way in which brand stories are shared with online consumers, while social video networking sites in particular create an opportunity to share brand stories with a much greater target audience through electronic word of mouth (eWOM). The findings not only confirm three dimensions in the traditional brand personality framework, but can also serve as a heuristic tool for other researchers analyzing brand storytelling in a social video sharing network environment.
Abstract: The purpose of this paper is to examine the inter
relationships among various leadership branding constructs of
entrepreneurs in small and medium sized enterprises (SMEs). We
employ a quantitative structural equation modeling through a new
leadership branding engagement model comprises constructs of
leader-s or entrepreneur-s personality, branding practice and
customer engagement. The results confirm that there are significant
relationships between the three constructs and the major fit indices
indicate that the data fits the proposed model. The findings provide
insights and fill in the literature gaps on statistically validated
representation of leadership branding for SMEs across new economic
regions of Malaysia that may implicate other economic zones with
similar situations. This study extends the establishment of a
leadership branding engagement model with a new mechanism of
using leaders- personality as a predictor to branding practice and
customer engagement performance.
Abstract: With the beginning of the new century, man still faces
many challenges in how to form and develop his urban environment. To meet these challenges, many cities have tried to develop its visual
image. This is by transforming their urban environment into a branded visual image; this is at the level of squares, the main roads, the borders, and the landmarks.
In this realm, the paper aims at activating the role of branded urban spaces as an approach for the development of visual image of cities, especially in Egypt. It concludes the need to recognize the importance of developing the visual image in Egypt, through directing the urban planners to the important role of such spaces in achieving sustainability.
Abstract: This research aimed to study the market feasibility for
new brand coffee house, the case study of Thailand.. This study is a
mixed methods research combining quantitative research and the
qualitative research. Primary data 350 sets of questionnaires were
distributed, and the high quality completed questionnaires of 320 sets
returned. Research samples are identified as customers’ of Hi-end
department stores in Thailand. The sources of secondary data were
critical selected from highly reliable sources, both from public and
private sectors. The results were used to classify the customer group
into two main groups, the younger than 25 and the older than 25years
old. Results of the younger group, are give priority to the dimension
of coffee house and its services dimension more than others, then
branding dimension and the product dimension respectively. On the
other hand, the older group give the difference result as they rate the
important of the branding, coffee house and its services, then the
product respectively. Coffee consuming is not just the trend but it
has become part of people lifestyle. And the new cultures also created
by the wise businessman. Coffee was long produced and consumed in
Thailand. But it is surprisingly the hi-end brand coffee houses in Thai
market are mostly imported brands. The café business possibility for
Thai brand coffee house in Thai market were discussed in the paper.
Abstract: This paper argues that a product development exercise
involves in addition to the conventional stages, several decisions
regarding other aspects. These aspects should be addressed
simultaneously in order to develop a product that responds to the
customer needs and that helps realize objectives of the stakeholders
in terms of profitability, market share and the like. We present a
framework that encompasses these different development
dimensions. The framework shows that a product development
methodology such as the Quality Function Deployment (QFD) is the
basic tool which allows definition of the target specifications of a
new product. Creativity is the first dimension that enables the
development exercise to live and end successfully. A number of
group processes need to be followed by the development team in
order to ensure enough creativity and innovation. Secondly,
packaging is considered to be an important extension of the product.
Branding strategies, quality and standardization requirements,
identification technologies, design technologies, production
technologies and costing and pricing are also integral parts to the
development exercise. These dimensions constitute the proposed
framework. The paper also presents a mathematical model used to
calculate the design targets based on the target costing principle. The
framework is used to study a case of a new product development in
the telecommunications services sector.
Abstract: The nexus between language and culture is so
intertwined and very significant that language is largely seen as a
vehicle for cultural transmission. Culture itself refers to the aggregate
belief system of a people, embellishing its corporate national image
or brand. If we conceive national rebranding as a campaign to
rekindle the patriotic flame in the consciousness of a people towards
its sociocultural imperatives and values, then, Nigerian indigenous
linguistic flame has not been ignited. Consequently, the paper
contends that the current national rebranding policy remains a myth
in the confines of the elitists' intellectual squabble. It however
recommends that the use of our indigenous languages should be
supported by adequate legislation and also propagated by Nollywood
in order to revamp and sustain the people’s interest in their local
languages. Finally, the use of the indigenous Nigerian languages
demonstrates patriotism, an important ingredient for actualizing a
genuine national rebranding.
Abstract: As current business environment is demanding a
constant adaptation of companies, the planning and strategic
management should be an ongoing and natural process in all kind of
organizations. The use of management and monitoring strategic
performance tools such as the Balanced Scorecard (BSC) have been
popular; even to Small and Medium-sized Enterprises. This paper
aims to investigate whether the BSC is being used in monitoring the
performance of small businesses, particularly in small fuel retailers
companies, which are competing in co-branding; and if not, it aims to
identify its strategic orientation in order to recommend a possible
strategy map for those managers that are willing to adopt this model
as an alternative to traditional ones for organizational performance
evaluation, which often focus only on evaluation of the
organizational financial performance.
Abstract: When choosing marketing strategies for international markets, one of the factors that should be considered is the cultural differences that exist among consumers in different countries. If the branding strategy has to be contextual and in tune with the culture, then the brand positioning variables has to interact, adapt and respond to the cultural variables in which the brand is operating. This study provides an overview of the relevance of culture in the development of an effective branding strategy in the international business environment. Hence, the main objective of this study is to provide a managerial framework for developing strategies for cross cultural brand management. The framework is useful because it incorporates the variables that are important in the competitiveness of fast food enterprises irrespective of their size. It provides practical, proactive and result oriented analysis that will help fast food firms augment their strategies in the international fast food markets. The proposed framework will enable managers understand the intricacies involved in branding in the global fast food industry and decrease the use of 'trial and error' when entering into unfamiliar markets.