BACKGROUND Cigarette packaging is a key marketing strategy for promoting brand image. Plain packaging has been proposed to limit brand image, but tobacco companies would resist removal of branding design elements. METHOD A 3 (brand types) x 4 (degree of plain packaging) between-subject experimental design was used, using an internet online method, to expose 813 adult Australian smokers to one...

Place branding tends to be introduced into the agenda of increasingly numerous public authorities as a tool for place management. Nations, regions, cities and inter-regional networks tend to relate their initiatives to brands in order to attract and retain resources e.g. capital and people. In light of the contemporary debate on regional and local development, this paper will analyse the potent...

Brand managers are under increased pressure to illustrate the performance of their multimillion dollar expenditures. This paper provides three contributions in the context of brand management. First, we introduce the concept of brand efficiency as a measure for the performance of the brand management process. Second, we develop a measure for the industry-specific brand relevance (influence of b...

Brand creation and management has undergone a substantial change in recent years as result of new communication strategies, adaptation to the digital transmedia paradigm, interaction with consumers. The use an audio identity variable this architecture its inclusion different points contact consumers generated growing interest branding. This article responds need establish conceptual basis state...

The corporate branding literature on B2B markets has developed fairly rapidly over the past decade. However, empirical support on employees’ perception of corporate branding is very limited, particularly with respect to employees who fall outside the marketing/branding function within their organisations. This paper explores engineering consultants’ views – as an under-researched context – on t...

Although the concept of value co-creation has been predominant in marketing discipline, there remains surprisingly little research on branding. This paper aims to provide a systematic literature review demonstrate how for branding and tourism destinations evolved. A three-phase methodology was adopted critically analyse 74 articles from 2010 2022 collect ideas develop more comprehensive underst...

Since 2000, the truth campaign has grown as a social marketing brand. Back then, truth employed branding to compete directly with the tobacco industry. In 2014, the launch of truth FinishIt reflected changes in the brand's strategy, the tobacco control environment, and youth/young adult behavior. Building on a previous validation study, the current study examined brand equity in truth FinishIt,...

In this paper, we model brand associations as associative networks. Although the idea of brand associative networks is weU accepted, rarely are these networks elicited and modeled explicitly. Here, we do so in the context of a branding experiment by using a combination of qualitative (repertory grid) and quantitative (network analysis) techniques. This elicitation and analysis technique was use...