Showing papers on "Employer branding published in 1999"

Co-Branding: The Science of Alliance

Abstract: The strategic management and development of brands continues to grow in importance for most businesses and the 1990s have seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets.

Re-appraising the concept of brand image

Abstract: This paper highlights a major conceptual problem in the branding literature which is currently impeding theoretical development and managerial practice. In calling for more thorough and precise research in this field, the paper focuses on the delineation between the concepts of brand image, brand personality and user image. Utilising qualitative content analysis of existing definitions, substantive terms are identified and used in the construction of three new working definitions. The paper then proposes a conceptual framework of brand image based on the extant literature and which represents the relationship between the components of brand image. Thus, this paper lays the groundwork for a stronger branding literature which should in turn inform the creation of more potent communications strategies.

The internal brand

Abstract: This paper seeks to identify the basis against which successful internal brands can be created. In addition, it looks at the greatest variable of all — people, who, in service companies, represent the biggest manifestation of the brand. The recognition of this axiomatic truth is universal and this paper lays out a framework for translating this ideal into action.

Building destination brands: The cases of Wales and Australia

Abstract: At the end of the twentieth century, brands permeate virtually all facets of every-day life — indeed arguably branding is today's most important marketing strategy, having developed into both a valuable equity and a sophisticated science. Although the various aspects of branding continue to be the subject of many academic studies, there is a dearth of research focusing on tourism. In today's highly competitive tourism market, many destinations — from individual resorts to countries — are adopting branding techniques in an effort to differentiate their identities and to emphasise the uniqueness of their product. This paper discusses the role and importance of branding in destination marketing and evaluates whether destinations can indeed be branded in the way that FMCG and services have been. Destination managers face three unique challenges in such branding initiatives: a lack of control over the total marketing mix; relatively limited budgets; and political considerations. Focusing on two case studies, Wales in the UK and Australia, this paper concludes that the adoption of a targeted, multi-agency ‘mood marketing’ initiative can assist in overcoming these political difficulties facing destination brand managers.

Brand v reputation: Managing an intangible asset

Abstract: The discipline of corporate reputation management is gaining recognition as a vital component of successul business strategy, one whose importance extends throughout the organisation and up to the very top. Many managers, even those at a senior level, are finding it a difficult area to grapple with and this difficulty stems in part from its multi-disciplinary nature. It has much in common with the more established practice of corporate brand management and shares several central core elements which have to be managed by practitioners of each.

Understanding and managing store brands

Abstract: The presence of store brands is one of the most important characteristics of the packaged goods sector. This survey paper discusses and summarises empirical research on store brands and illustrates several issues that are important for brand and store management. Particular attention is paid to four broad areas: store brand strategies for retailers and manufacturers, determinants of market performance, differences between manufacturer and store brands, and market segmentation.

Establishing brand essence across borders

Abstract: This paper uses research on social representation to study brand essence across borders. It is based on a cosmetic brand survey in France, Germany and Italy. The findings indicate that consumer brand familiarity and consumer nationality influence the centrality of associations with familiarity being the more important.

Designing and implementing branding strategies

Abstract: A key aspect of managing brand equity is the proper brand strategy. Brand names of products typically do not consist of only one name but often consist of a combination of different brand names and other brand elements. A branding strategy for a firm identifies which brand elements a firm chooses to apply across the various products it sells. This paper describes two important tools to help design and implement branding strategies — brand hierarchies and brand portfolios. Combining these tools with customer, company, competitive considerations can help a marketing manager formulate the optimal branding strategy.

Freedom and order: A participative approach to corporate branding

Abstract: All too often corporate brands fail to engage and involve employees. This undermines the power of the brand. However, by adopting a genuinely participative approach to brand definition it is possible to create enthusiasm and support. The example of voluntary organisation, VSO demonstrates an approach that works effectively and has implications for the way businesses manage their corporate brands.

Category management: A vehicle for integration between sales and marketing

Abstract: This paper highlights the need for integration between the sales and marketing departments of fast moving consumer goods companies. Based on existing studies of cross-functional relationships in organisations it develops the case for integration, and for mechanisms to generate integration. The central thesis of the paper is that a category management approach offers a major mechanism for achieving integration at the sales-marketing interface.

Positioning and communication issues in building financial services brands

Abstract: This paper argues that the task of brand building in financial services is fundamentally different from packaged goods markets. This is partly because financial institutions have to manage a much wider range of contacts with their marketplace, but also, more fundamentally, because in the service sector consumers are unreceptive to ‘synthetic’ brand positionings, taking on board only those brand positionings which seem to flow ‘organically’ from the beliefs and convictions of the business. For those responsible for developing financial brands, the challenge is therefore either to identify, or — if they have sufficient authority — to introduce and nurture convictions held across the business which provide the basis for a differentiated brand.

Everything you wanted to know about ‘brand equity tracking’ but were afraid to ask

Abstract: This paper reviews several key issues connected with the measurement and tracking of brand equities. It was written after a recent Market Research Society seminar at which leading research companies discussed their commercial approaches on the subject. The paper outlines two definitions of brand equity, namely the evaluation of the strength of consumer's relationship with a brand and the description of the associations and attributes that consumers link to a brand. The principles of the measurement approaches for each are discussed and some issues facing the prospective purchaser of research services are noted. A key thesis is that professional services should be developed more from the perspective of the brand marketing requirement, rather than being driven largely by research technique.

Visual. PlanningSM — the power of thinking visually

Abstract: The basis of this paper is the need for a new approach to the design of brand identities — an approach specific to the design industry that integrates a number of different brand marketing and psychological developments. Taking as its start point the business need for increased creativity in a market of squeezed margins, burgeoning competition, proliferation of media messages and increasingly sophisticated consumers, the paper proposes using a variety of differ arrive at a new process. These include findings from in-store research into shoppers' responses to packaging; the impact of traditional planning as developed for, and practised by, advertising agencies and an understanding of left-brain right-brain functions. The resultant approach, named Visual. Planning is currently being used by brand identity designers Coley Porter Bell (CPB). This is explored theoretically and more practically in terms of its impact on business from the point of view of the company's clients and staff and for the brands it creates and redesigns.

Developing an ethical image: Managing your reputation via corporate branding

Abstract: Increasingly today, the reputation of business corporations responsible for brand names hinges on ‘ethical image’ and ‘ethical performance’.