The article presents an analysis of the image resources Vereshchagino -a small town in Perm region, which should be used process implementing strategy its geocultural branding. In popular scientific works and mass media, city is called “Western Gate Urals”, meaning that railway station a key point, bypassing which, freight passenger trains leave Ural region. 2023, will celebrate 125 years since...

Culture Categories Tree Metaphor Concepts in grocery retailing Customer Social Self Concept Modes of Ethnographic Research in Branding Tree as a Critical Model of Branding as a Cultural process

The contemporary phenomenon of ‘brand’ is addressed within a Peircean semiotic framework, showing ‘brand’ to be an inherently unstable composite of tangible (e.g. product) and intangible (e.g. brand name) values. The professional literature of brand strategy is drawn upon for definitions, and branding work in an Internet-focused ‘New Economy’ consultancy is described. Three phenomena of brandin...

B has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper iden...

In the changing market scenario, insurance companies have realized the inherent value of brands and consider them ‘valuable assets’. Brand equity is the value buildup in a brand due to the positive perception of customers. The value of brand equity is the expected future revenue from the branded product as compare to unbranded product as there is proliferation of brands in the market place; ins...