This paper argues that challenges faced when implementing a nation brand can be better understood and visualised through a simulation approach. A conceptual model of the collective learning process triggered by branding is formulated and its properties are investigated through a Monte Carlo simulation. The implications of the model are illustrated through two different branding projects in the ...

The world of social media influencers, bloggers and online “clothes horses” is a relatively new one. New-media personalities, a.k.a. “clothes horses”, are now endorsing brands, products and companies in a more subtle way than through traditional advertising. They carefully cultivate and position their personal brands with a view to persuading businesses to use them for relatively inexpensive, o...

An empirical study was conducted to test the relevance of personality trait theory in the Indian context. The objective was to define the scope of personality trait theory for research and marketing strategy by overcoming the limitations of past studies. The findings indicated that differences in brand use could be explained by personality theory under certain conditions. Specifically/ the find...