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

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developed rebranding concept. Therefore, the pricing, placing, promotional strategy and the product (the market offering) itself would able to integrate and coordinate with the newly developed rebranding concept. Finally, various customised promotion would be conducted. For example, providing superior value to Australian overseas student agents would motivate them to promote Australian education to prospective international students rather than other international education destinations in global IEI. Finally, evaluation of the whole process (the circle) of Figure 1 needs to be conducted to know the outcome and initiate any corrective actions. Conclusion and Implication The contemporary challenges of Australian IEI have been described briefly. A conceptual rebranding model has been developed from the analysis of existing rebranding principles. Detailed description of the model and its‘ applicability on Australian IEI have been demonstrated based on the contemporary challenges of the IEI. Therefore, utilising the rebranding model has established for rebranding industrial or corporate image of Australian IEI. Moreover, examining the significance of the model across industries and markets would strengthen the impact of the model in rebranding practice. (2) Categorising the branding problems or myopia to flourish the opportunity to develop rebranding concept(s) (1) Identifying key stakeholders and associated branding problems or myopia relevant to the stakeholders‘ contemporary goals Figure-1: A Conceptual Rebranding Circle (3) Reforming core and peripheral rebranding concept(s) as a solution of the identified branding problem or myopia (5) Evaluating the process (4) Promoting the newly developed rebranding concept(s) among key stakeholders by introducing market offerings relevant to the integration and coordination with rest of the five re-branding principles References 1. Adelaidenow. (2010).Migration changes to hit foreign students. Retrieved from http://www.adelaidenow.com.au/migration-changes-to-hit-foreign-students/storye6frea6u-1225828043139 2. Australian Government. (2010). Education Services for Overseas Students Act 2000. Retrieved from http://www.comlaw.gov.au/comlaw/management.nsf/lookupindexpagesbyid/IP200401844 3. Australian Immigration Visas. (nd). Australian Immigration Visas. Retrieved from http://www.australianimmigrationvisas.com.au/international-education-industrydefies-global-financial-crisis 4. Australian Technology Network. (2010). Review of the general skills migration points test: an ATN submission 2010. Canberra: ATN. 5. Collins, SJ. (2010). Student visa changes 'put sector at risk'. The Age. Retrieved from http://www.theage.com.au/national/student-visa-changes-put-sector-at-risk- 20100628-zf5x.html 6. Connelly, S. (2010). International education needs fixing. Sydney Morning Herald. Retrieved from http://www.smh.com.au/opinion/politics/international-educationneeds-fixing-20100209-npmm.html 7. Cooper, C. (2010). Hungry for workers. Be. 1836-1870, 12-15. 8. Costa, BD. (2010). Feature article: Curry bashing? a racist Australian underbelly and the education industry. Canberra, Australia: Australian National University. 9. Curtis, L. (2010). New migration list targets doctors, engineers. ABC News. Retrieved from http://www.abc.net.au/news/stories/2010/05/17/2901239.htm 10. Edwards, M. (2010). Migration changes may hurt education market. ABC News, Retrieved from http://www.abc.net.au/news/stories/2010/05/17/2901894.htm 11. Friedman, LW. (2006). Writing the literature survey paper. Cisnet. Retrieved from http://cisnet.baruch.cuny.edu/friedman/rm/litreview.htm 12. Healy, G. (2010). Go8 calls for automatic residency to attract the best foreign postgraduate students. The Australian. Retrieved from http://www.theaustralian.com.au/higher-education/go8-calls-for-automatic-residency-to-attract-the-best-foreign-postgraduate-students/story-e6frgcjx- 1225847653942 13. Hudson, P. (2010). Occupations axed from the skilled migration scheme to be demand-driven. Heraldsun. Retrieved from http://www.heraldsun.com.au/news/national/occupations-axed-from-the-skilled-migration-scheme-to-be-demand-driven/story-e6frf7l6-1225867503188 14. Indian Local. (2010). Changes to migration rules might hurt Australia‘s international education market. Indian Local. Retrieved from http://indianlocal.com.au/latestnews/changes-to-migration-rules-might-effect-australias-international-education-market/ 15. Kaur, H. (2010). Ontario fast-tracks permanent residency for international PhDs. Canadaupdates. Retrieved from http://www.canadaupdates.com/content/ontario-fasttracks-permanent-residency-international-phds 16. Lane, B. (2010). PhDs victims of migration laws. The Australian. Retrieved from http://www.theaustralian.com.au/higher-education/phds-victims-of-migrationlaws/story-e6frgcjx-1225818576333 17. Merrilees, B, Miller D. (2008). Principles of corporate rebranding. European Journal of Marketing. 42( 5/6), 537-552. 18. Moscaritolo, M. (2010). International student numbers under pressure. Adelaidenow. Retrieved from http://www.adelaidenow.com.au/business/sa-businessjournal/international-student-numbers-under-pressure/story-e6fredel-1225888441019 19. The Age 2010. Report criticises cash cow policy. Retrieved from http://www.theage.com.au/national/education/report-criticises-cash-cow-policy-20100521-w12f.html 20. The Australian. (2010). Triple hit to sector costs $400m. Retrieved from http://www.theaustralian.com.au/higher-education/triple-hit-to-sector-costs-400m/storye6frgcjx-1225880085085 21. Travel and Hospitality Umbrella. (2010). Immigration changes another blow to international student market. Retreieved from http://thumbrella.com.au/immigrationchanges-another-blow-to-international-student-market-6462 22. Trounson, A, Healy, G. (2010). Sector faces perfect storm. The Australian. Retrieved from http://www.theaustralian.com.au/higher-education/sector-faces-perfectstorm/story-e6frgcjx-1225897720803 230
Segmenting McDonalds: Measuring Brand Map Attractiveness Alan French, Loughborough University, UK. Gareth Smith, Oxford Brookes University, UK. Abstract Segmenting is a fundamental strategy in Marketing and a means of gaining a competitive advantage for an organization. We forward a consumer driven means of segmenting markets based on the associations held in memory by consumers of brands. These associations are captured using mental maps (John, Loken, Kim, and Basu Monga, 2006). However, John et al.‘s (2006) approach then aggregates individual maps into a consensus map. We amend John et al.‘s (2006) methodology by developing a post hoc segmentation approach to produce internally coherent segments. Next, we develop measures of map strength and favourability as a means of assessing the relative attractiveness and use this to analyse the segments created. Keywords: Brand Concept Map, Segmentation, Attractiveness Introduction It has generally been accepted that consumers carry mental maps of brands in their memory. McDonalds has been used to illustrate just such a mental map (Aaker, 1996, John et al, 2006). TAKE IN FIGURE 1 ABOUT HERE Consumer mapping is supported theoretically by the Associative Network model (ANM) of consumer learning which has been developed over some considerable time by cognitive psychologists (Anderson & Bower, 1973; Collins & Loftus, 1975; Wyer & Srull, 1989). From an ANM, consumer learning perspective, brands are those associations about a particular object that are held in a person‘s memory (Keller, 1993). Memory of a brand is made up of individual pieces of brand information or nodes. These nodes are linked together in memory to form a more complex associative network (Anderson, 1983a). The map therefore shows the individual associations themselves and, equally importantly, the structure of the associations and the way they are linked together in the minds of consumers. The limitation of brand mapping as reflected in Figure 1 is that it is subjective, reflecting Aaker‘s (1996) idealised view of the brand. This limitation was removed with the publication of a well tested method (in terms of reliability and validity) for the efficient production of numerous, consumer-constructed brand concept maps. From these, a single consensus brand map is constructed (John et al., 2006) that sums up all the individual maps. Brand Concept Mapping The protocol for constructing a BCM begins with asking consumers to identify those associations they think are relevant to an identified brand and then linking these associations together to produce their own brand map. When they have done this, respondents indicate the strength of the link between associations by using single, double or triple lines. These are shown herein as lines of different thickness representing the varying strength of links between associations. Respondents also add the direction of their feelings with regards theses associations from -1 (negative), 0 (neutral) to +1 (positive). This allows for strongly held negative and positive views to be recorded on maps and for the favourability to associations to be measured (this was achieved by a simple averaging of the favourability scores for each association appearing on any given map). To develop a consensus concept map from the individual maps, first and second order brand associations are classified as those that feature on the majority of individual maps. First order associations are those which are linked directly to the brand more often than not whilst the second order associations are those which link to the brand via the first-order associations. Tertiary associations are then included, based on their high frequency links to first and or second order associations (but not directly to the brand itself). The research reported on herein uses an outwardly homogeneous group of consumers (namely 250 undergraduate students studying at an English University) to produce brand maps for McDonald‘s. The result of the BCM process is provided in the consensus map for McDonald‘s shown in Figure 2. TAKE IN FIGURE 2 ABOUT HERE In comparing the hypothetical map (Figure1) with the one built on consumer research (Figure 2) it is apparent that the latter, ‗real‘ map is more complex and less straightforward than the idealized one in Figure 1. Also, the actual, research- 231
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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
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examine and reconcile existing lite
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Effects of Corporate Social Respons
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15. Morsing M, & Schultz M. (2006).
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1989). But if the information avail
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An Inquiry into Corporate Heritage
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3. Balmer, J. M. T., & Greyser, S.
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Research questions and methodology
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Building Corporate Reputation: A Di
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Session 3.1 Financial vs. Consumer-
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For indicating brand equity, one of
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Financial Brand Valuation: an exper
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Figure 1 Religiously Motivated Cons
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I Don‘t Like It! - Understanding
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Session 3.2 Advertising Agency Empl
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applications of the Repertory Test
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The Life Cycle of Mavens Lynne Free
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Exploring the relationship between
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internal branding process. Internal
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proper branding strategy. With the
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Profiling the Image of Urban Busine
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Finally, the paper confirms the cau
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Table 3 Image differences according
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associated with the brand‖ (Aaker
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Figure 1 - Number of adjectives sel
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Figure 5 - Main attributes of a gol
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Empirical Studies For both studies,
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Figure 2: Perception of the City of
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Co-branding places? Andrea Lucarell
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12. Lucarelli, A., & Berg, P. O. (2
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the place brands, as has been showe
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Session 3.4 Innovation and Entrepre
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The interviews were conducted in th
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Country-of-Origin Effects on Brand
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7. Kaynak, E., Kucukemiroglu, O. &
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Results The demographic profile ind
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use games consoles (Childwise, 2001
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Plenary Session 2 Brand Performance
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Uncles, M.D. & Kwok, S. (2008). Gen
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Brand Management Framework Empirica
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Coneptualising Branding in Indian P
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characteristics could be zeroed upo
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Concentrating on the actual practic
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ooking attractive in greater detail
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Session 7.2 Brand Personification a
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Importance of Country Image to Mega
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Table 1: Evaluative Responses for t
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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
Page 189 and 190: Conclusion Public sector organisati
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Page 195 and 196: Brand Hypocrisy Sanne Frandsen, Cop
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Page 201 and 202: Determinants Brand Orientation Va
Page 203 and 204: When Individual Experience becomes
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Page 207 and 208: The Role of Communication in Establ
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Page 213 and 214: Analysis and results We assessed th
Page 215 and 216: An Exploration of Own Brand Retaile
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Page 219 and 220: When investigating unique significa
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Page 223 and 224: accomplishing reality rather than d
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Page 245 and 246: Exploring differences in product at
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Page 251 and 252: Sonic branding: A review of literat
Page 253 and 254: How is green seen? Exploring the im
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Page 257 and 258: Generally speaking, people use exte
Page 259 and 260: How Retail Banks Use Atmosphere to
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Page 263 and 264: Introduction Reputation and Financi
Page 265 and 266: Chun, R. & Davies G. (2009). Employ
Page 267 and 268: Identity, Reputation and Organizati
Page 269 and 270: Introduction Factors Affecting Bran
Page 271 and 272: A quiet important approach then bec
Page 273 and 274: 27. Gentry, C.R., ―Building on Br
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Page 277 and 278: elations. If the contact persons tr
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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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