Brand Placement in Establishing Corporate Identity -A University Example-
نویسندگان
چکیده
منابع مشابه
Corporate strategic objectives for establishing relationships with university research centers
Organizations face increased pressures to continually advance knowledge and new technologies for their long-term success and prosperity. University research centers offer important interorganizational linkages for industry–university collaboration, conducive for advancing knowledge and new technologies. This study examined industry’s strategic objectives for establishing relationships with univ...
متن کاملKyoto’s Glocal Identity: Establishing Balance between Identity Change and Persistence
Kyoto is a miniature of Japan; through centuries of experience and persistence, it has maintained the symbols of the country’s civil and cultural identity. The city has demonstrated a collection of Japan’s noble identity and characteristics through its material and spiritual heritage. Kyoto’s rich history and its position have gathered a collection of religion-based works, artistic innovations,...
متن کاملCorporate identity, corporate branding and corporate marketing
Abstract Outlines 15 explanations for the fog which has enveloped the nascent domains of corporate identity and corporate marketing. However, the fog surrounding the area has a silver lining. This is because the fog has, unwittingly, led to the emergence of rich disciplinary, philosophical as well as `̀ national’’, schools of thought. In their composite, these approaches have the potential to fo...
متن کاملWorking 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 کاملBrand management in higher education: The University Brand Personality Scale
Article history: Received 1 March 2015 Received in revised form 1 November 2015 Accepted 1 December 2015 Available online xxxx Many universities leverage symbolic qualitieswith the potential of creating a brand personality useful in competitive differentiation. Drawing on a series of qualitative and quantitative studies consistent with psychometric scale development procedures, this study devel...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: International journal of Science Culture and Sport
سال: 2015
ISSN: 2148-1148
DOI: 10.14486/ijscs403