Purpose – This paper aims to explore the entangling of economic, social and cultural values which circulate in visual branding, reflect business practice and add intangibles to organisations. Design/methodology/approach – The study is placed in the context of the difficulties and shortcomings of accounting for brands. A conceptual framework is constructed, based in critical theory from arts dis...

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...

This research examines whether a low-ranking member in a high-status category (e.g., a low-end model of a high-end brand) or a high-ranking member in a low-status category (e.g., a high-end model of a low-end brand) is favored, holding the objective qualities of the items constant. Brand equity research suggests that the quality of a brand is more important than the ranking of a product within ...

AIMS To quantify tobacco and alcohol content, including branding, in popular contemporary YouTube music videos; and measure adolescent exposure to such content. DESIGN Ten-second interval content analysis of alcohol, tobacco or electronic cigarette imagery in all UK Top 40 YouTube music videos during a 12-week period in 2013/14; on-line national survey of adolescent viewing of the 32 most pop...

Within the globalizing world, regions and their identities are subjected to great pressure. At present, places are engaged in a process of “territorial competition” in an integrated world economy. The identity of the region can be used as a starting point to brand a region and differentiate it from others. In the regional branding process, the region as a whole becomes a product or brand and of...

In determining consumer’s acceptance of any products in the market, packaging appearance, branding and pricing of the products are important. This study focused on consumer’s perception towards the outlook of the coffee packaging which resulted in influencing their purchasing decision through survey study. This current study was done on three main issues namely appropriateness of appearance, br...

branding subject in latest decades became one of the most important research priorities in marketing management domain. this research with aim of goal setting theory an internal branding try to identify effective factors on employee`s commitment and loyalty and brand performance at employee level. statistical society contains all employees at three levels: branch chairman, master operators and ...