In this article we draw upon the social theory of Michel Foucault to explore the neglected tension between normalization and differentiation in corporate branding. The mainstream response within the corporate marketing literature to addressing this tension is exemplified by Deephouse who argues for the identification of a ‘strategic balance point’35 which would lead managers to strive for the s...

As the importance of brands is realised, so too is the importance of research in this area. However, to date, a number of branding models have been developed that lack empirical testing, are derived from the perspective of brand practitioners, and pay little attention to the branding of services. This study seeks consumer-based information via qualitative and quantitative methods regarding bran...

OBJECTIVE Branding medication with a known pharmaceutical company name or product name bestows on the drug an added assurance of authenticity and effectiveness compared to a generic preparation. This study examined the impact of brand name and generic labeling on medication effectiveness and side effects. METHOD 87 undergraduate students with frequent headaches took part in the study. Using a...

Digital engagement platforms empower human brands by enabling them to directly interact with various actors. Human brands, especially athlete are about outperform traditional on digital platforms. Drawing literature from branding, integrative and performativity theory, this study identifies actors analyzes their performances based a case of professional brand. We apply multi-method approach usi...

nowadays, one of the main goals of each organization, person or profession is having a good image and implications associated with it, intelligence and basically a good brand. generally, political advertising and image management or management of political image has been one of the fundamental principles for democracy and modern society. planning of public image needs a careful control of infor...

Copyright 2012 Northeastern Agricultural and Resource Economics Association Branding of beef retail products has gained momentum in recent years. In 2004, 42 percent of beef retail products were branded, a fi gure that grew to 63 percent in 2010 according to the 2010 National Meat Case Study conducted jointly by The Beef Check-off, the National Pork Board, and Cryovac® (National Cattlemen’s Bee...

it’s very difficult to differentiate the brands for companies in these days. because branding is not just market share but also share in mind and share in heart that is the core of experiential marketing. in this research using a research model and applying sem and pls, the effect of experiential marketing on brand commitment with the mediating role of brand attachment, brand trust and brand lo...