This research examined the corporate branding approaches and strategies adopted by six prominent Australian arts and cultural organisations. The aim of this exploration was to identify patterns in branding across different arts and cultural organisations, and attempt to provide an initial classification for understanding how these organisations approach branding strategy. We found that three fa...

how to achieve sustainable competitive advantage, the debate is in services, challenging, as known services are the intangible nature, heterogeneous and inseparable, so branding in this part with the goods sector faces different challenges and problems. therefore, this article aims to examine the factors affecting the coliseum branding tehran international fair has been made. first review the b...

Branding has become one of the most important determinants of consumer choices. Intriguingly, the psychological mechanisms of how branding influences decision making remain elusive. In the research reported here, we used a preference-based decision-making task and computational modeling to identify which internal components of processing are affected by branding. We found that a process of nois...

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...

Co-branding, is a marketing arrangement to utilize multiple brand names on a single product or service. Basically, the constituent brands can assist each other to achieve their objectives. Co-branding is an increasingly popular technique for transferring the positive associations of one company’s product or brand to another. In the absence of a clearly defined strategy, co-brand mergers are fre...

Co-branding is often used by managers to reinforce the image of their brands. In this paper, we investigate when a brand’s image is reinforced or impaired as a result of co-branding, and which partner is right for a firm that considers co-branding for image reinforcement. We address these issues by examining the effects of co-branding on attribute uncertainty of partner brands. We conceptualize...

Introduction Branding has become an empirical phenomenon in the governance of urban districts and communities, especially in urban regeneration programmes (e.g. Van Dijk and Holstein, 2007). Branding has been widely applied to change the image of regenerated areas, with the aim of attracting investors and new residents. In the UK for example, branding has become increasingly central to regenera...

As the field of employee branding has begun to unfold, more and more executives have become interested in how this process can help them achieve a competitive advantage for their organizations. This article explains how employee branding works and how it can be utilized to position the organization in the minds of customers, employees, and other stakeholders. A contextual analysis of its use as...