Brand, Identity and Reputation: Exploring, Creating New Realities ...

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urgent need for a more differentiated brand communication in case of high brand complexity. A more complex brandarchitecture with a place umbrella brand and different target group specific sub-brands would be able to communicate a more heterogeneous picture for the Hamburg brand. For example, the association ―university‖ could be included in one sub-brand (Hamburg Student City), as well as keep the ―musicals‖ association, which seems important for tourists, in a tourist-sub-brand (Visit Hamburg). This would also lead to a more authentic communication and a higher identification with the Hamburg brand by all target groups. Tables and Figures: Table 1: Top 20 Core Association of the Hamburg Brand by Degree Centrality (Study 1) No. Group A (internal) Group B (external) 1 harbor Harbor 2 Alster [river] Reeperbahn [red-light and party district] 3 Elbe [river] Alster [river] 4 Michel/churches [flagship - tourist attraction] Fish market [weekly market - tourist attraction] 5 Reeperbahn [red-light and party district] Musicals 6 nature and free space St. Pauli [vibrant district and local soccer club] 7 beautiful Elbe [river] 8 city at the waterfront Michel/churches [flagship - tourist attraction] 9 HSV [local soccer club] HSV [local soccer club] 10 shopping Hanse [historic trade union] 11 home / a place to settle down city at the waterfront 12 open and tolerant Fish 13 Hamburg city hall Northern 14 Harbor City / harbor store houses Shopping 15 St. Pauli [vibrant district and local soccer club] Beautiful 16 Hanse [historic trade union] rich and expensive 17 cultural offerings major city 18 major city Harbor city / harbor store houses 19 good university friends and family 20 opera and theatres Ocean Note. Order by Freeman's degree centrality measurement; strong differences are highlighted Table 2: Top 20 Core Association of the Hamburg Brand by Degree Centrality (Study 2) No. Group A (creative class) Group B (students) 1 city at the waterfront home / a place to settle down 2 harbor major city 3 reserved people Harbor 4 major city city at the waterfront 5 home / a place to settle down multi-cultural 6 cultural offerings Reeperbahn [red-light and party district] 7 Alster [river] cultural offerings 8 multi-cultural nature and free space 9 Reeperbahn [red-light and party district] good university 10 diverse open and tolerant 11 beautiful bars and restaurants 12 Elbe [river] Elbe [river] 13 open and tolerant mass university 14 likeable and helpful people reserved people 15 theatre Hammaburg [old city castle] 16 Hanse [historic trade union] Theatre 17 rich and expensive Beautiful 18 freedom likeable and helpful people 19 "Pfeffersäcke" [swear word for a rich merchant] Musicals 20 music events bad weather Note. Order by Freeman's degree centrality measurement; strong differences are highlighted 138
Figure 2: Perception of the City of Hamburg Brand by Internal Target Group Figure 3: Perception of the City of Hamburg Brand by External Target Group Figure 4: Perception of the City of Hamburg Brand by Internal Creative Class Members 139
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Book of Proceedings Brand, Identity
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Session 1.1 Emotional Branding in T
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p.31) consumers tend to those sourc
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Tables and figures Brand perception
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Malaysia‘s Global Halal Hub - ―
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Birds of a Feather Consume Sports T
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Session 1.2 How is Social Media, li
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2. Interviews made with the adminis
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Table-5 Facebook Members of Homeles
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content (UGC) or even direct intera
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Fierman, (1991) found that 47% of c
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Multiple Dimensions of Brand Identi
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Session 1.3 Corporate Identity, Cor
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CSR are the ideals and ethics of co
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Corporate Brand Identity Management
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To study the influence of B2B relat
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Antecedents And Consequences Of Bra
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22. Gurviez, P., and Korchia, M. (2
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Non-monetary factors, such as effor
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23. Holbrook, M.B. (2006). Consumpt
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Brand Extensions and Culture: The I
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avoidance tend to prefer more infor
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Virtual Internal Brand Communities:
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References 1. Algesheimer, R., Dhol
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associations based on their percept
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shift in the psychological contract
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10. Berthon, P., Ewing, M., & Hah,
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Session 2.1 Global Brand Relationsh
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G. Brand Personality Excitement Hon
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The Impact of Relationship Marketin
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‗United 2010-one for all, all for
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Brand Equity Trends in Top Global B
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Uncovering ‗Meanings‘ through A
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45. Melewar, T.C. and Saunders, J.
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Thus, from a design perspective, we
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Keywords Brands, marketing, meaning
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How Important is the Brand Name Ele
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References 1. Aaker, D. (1991). Man
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Simon Cowell and Branding the X Fac
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Dead or Living: Which Celebrity To
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Reference 1. Bagozzi, R.P. & Yi, Y.
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has been adopted and within this an
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Organizational Factors Contributing
Page 87 and 88: examine and reconcile existing lite
Page 89 and 90: Effects of Corporate Social Respons
Page 91 and 92: 15. Morsing M, & Schultz M. (2006).
Page 93 and 94: 1989). But if the information avail
Page 95 and 96: An Inquiry into Corporate Heritage
Page 97 and 98: 3. Balmer, J. M. T., & Greyser, S.
Page 99 and 100: Research questions and methodology
Page 101 and 102: Building Corporate Reputation: A Di
Page 103 and 104: Session 3.1 Financial vs. Consumer-
Page 105 and 106: For indicating brand equity, one of
Page 107 and 108: Financial Brand Valuation: an exper
Page 109 and 110: Figure 1 Religiously Motivated Cons
Page 111 and 112: I Don‘t Like It! - Understanding
Page 113 and 114: Session 3.2 Advertising Agency Empl
Page 115 and 116: applications of the Repertory Test
Page 117 and 118: The Life Cycle of Mavens Lynne Free
Page 119 and 120: Exploring the relationship between
Page 121 and 122: internal branding process. Internal
Page 123 and 124: proper branding strategy. With the
Page 125 and 126: Profiling the Image of Urban Busine
Page 127 and 128: Finally, the paper confirms the cau
Page 129 and 130: Table 3 Image differences according
Page 131 and 132: associated with the brand‖ (Aaker
Page 133 and 134: Figure 1 - Number of adjectives sel
Page 135 and 136: Figure 5 - Main attributes of a gol
Page 137: Empirical Studies For both studies,
Page 141 and 142: Co-branding places? Andrea Lucarell
Page 143 and 144: 12. Lucarelli, A., & Berg, P. O. (2
Page 145 and 146: the place brands, as has been showe
Page 147 and 148: Session 3.4 Innovation and Entrepre
Page 149 and 150: The interviews were conducted in th
Page 151 and 152: Country-of-Origin Effects on Brand
Page 153 and 154: 7. Kaynak, E., Kucukemiroglu, O. &
Page 155 and 156: Results The demographic profile ind
Page 157 and 158: use games consoles (Childwise, 2001
Page 159 and 160: Plenary Session 2 Brand Performance
Page 161 and 162: Uncles, M.D. & Kwok, S. (2008). Gen
Page 163 and 164: Brand Management Framework Empirica
Page 165 and 166: Coneptualising Branding in Indian P
Page 167 and 168: characteristics could be zeroed upo
Page 169 and 170: Concentrating on the actual practic
Page 171 and 172: ooking attractive in greater detail
Page 173 and 174: Session 7.2 Brand Personification a
Page 175 and 176: Importance of Country Image to Mega
Page 177 and 178: Table 1: Evaluative Responses for t
Page 179 and 180: To be Similar or Unique? Implicatio
Page 181 and 182: Brown, T. J., Dacin, P. A., Pratt,
Page 183 and 184: A brand-driven strategy oriented to
Page 185 and 186: Rheingold, H. (1993). The Virtual C
Page 187 and 188: A Framework for Public Sector Brand
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Conclusion Public sector organisati
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A strategic investigation into the
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There are also some changes in term
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Brand Hypocrisy Sanne Frandsen, Cop
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Table 1: Empirical Findings Theory
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Brand Governance in Social Networki
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Determinants Brand Orientation Va
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When Individual Experience becomes
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Impact of Storytelling on Consumer
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The Role of Communication in Establ
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Culture‘s Influence on Consumer P
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+ Top-Down Dynamic between Luxury F
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Analysis and results We assessed th
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An Exploration of Own Brand Retaile
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11. ETI 2010. Ethical Trading Initi
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When investigating unique significa
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Session 8.2 Closing the Gaps - the
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accomplishing reality rather than d
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Reddy, 1998, p.40). As a result, br
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Figure 2: Doves Real Beauty Billboa
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Literature review, as a complete re
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Segmenting McDonalds: Measuring Bra
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A simple eyeballing of the segment
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Segment 2 Segment 3 Segment 4 235
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Session 8.3 Brand Attitudes and the
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when preceded with the related conc
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What keeps smokers from quitting? U
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Table 1: Description of the cigaret
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Exploring differences in product at
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Based on the results some general c
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Data was collected by independent j
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Sonic branding: A review of literat
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How is green seen? Exploring the im
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were in evidence. The inability to
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Generally speaking, people use exte
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How Retail Banks Use Atmosphere to
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Actually, we don‘t feel constrain
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Introduction Reputation and Financi
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Chun, R. & Davies G. (2009). Employ
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Identity, Reputation and Organizati
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Introduction Factors Affecting Bran
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A quiet important approach then bec
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27. Gentry, C.R., ―Building on Br
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Together these issues have resulted
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elations. If the contact persons tr
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How do you Really Know? Exploring B
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Originality/value The psychology li
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asked ―did you see any of these c
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expressivity (Ω experts = 0,96 p
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Next are brand associations, also r
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Table 1: Selection of variables, it
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Special Session Issues in Brand Gov
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A Competance based Brand: Meaning a
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Session 12.4 Special Session Topic:
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Brand Meaning Co-Creation of Newcom
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Leonor Vacas de Carvalho, Évora Un
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Ronaldo Schutz, University of the A
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