Brand-driven identity development of places
نویسندگان
چکیده
منابع مشابه
Working Consumers: Co-Creation of Brand Identity, Consumer Identity and Brand Community Identity
The creation of identity, in terms of both consumer identity and brand identity, is a core topic in marketing theory. Based on participant ethnography of Yes Edinburgh North & Leith, part of Yes Scotland, the national referendum campaign supporting Scottish independence, this paper explores identity co-creation among three entities: The brand, the individual consumer, and the brand community. T...
متن کاملThe Foundations of Identity-Based Brand Management
To begin with, an overview of the present challenges facing brand managers will reveal how the waning, or in some markets, non-existent, differentiating power of many brands results in enormous price pressures. After that the creation of competitive advantage will be examined from three different perspectives: the market-based view, the resource-based perspective, and the competence-based posit...
متن کاملThe Foundations of Identity-Based Brand Management
To begin with, an overview of the present challenges facing brand managers will reveal how the waning, or in some markets, non-existent, differentiating power of many brands results in enormous price pressures. After that the creation of competitive advantage will be examined from three different perspectives: the market-based view, the resource-based perspective, and the competence-based posit...
متن کاملThe Foundations of Identity-Based Brand Management
To begin with, an overview of the present challenges facing brand managers will reveal how the waning, or in some markets, non-existent, differentiating power of many brands results in enormous price pressures. After that the creation of competitive advantage will be examined from three different perspectives: the market-based view, the resource-based perspective, and the competence-based posit...
متن کاملThe Foundations of Identity-Based Brand Management
To begin with, an overview of the present challenges facing brand managers will reveal how the waning, or in some markets, non-existent, differentiating power of many brands results in enormous price pressures. After that the creation of competitive advantage will be examined from three different perspectives: the market-based view, the resource-based perspective, and the competence-based posit...
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ژورنال
عنوان ژورنال: Journal of Place Management and Development
سال: 2017
ISSN: 1753-8335
DOI: 10.1108/jpmd-07-2016-0051