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

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It is on this basis that environmental campaigns are predominantly based around a similar global message (for example, global warming, natural resource usage) and portrayed in a similar manner through print media; that it is postulated that amongst other things it may be that the manner in which the message is visually and/or verbally delivered, that determines how successfully the message is being comprehended. This reliance on imagery is due to the complexity and abstraction of environmental issues such as climate change that make it difficult to communicate simply through copy (Sheppard, 2006), as is typically required in advertising. Similarly visual imagery with the appropriate contextual representations relevant to the viewer helps people to relate their actions to the larger state of climate change (Nicholson-Cole, 2005). The simplified or abstract representation of these complex environmental conditions has become more reliant on metaphorical and other rhetorical representations to convey the message; for example illustrating the menace of global air pollution as an anthropomorphized Earth struggling to breath. Consequently visual and verbal rhetorical representations are being used increasingly in advertisements (particularly print) (Phillips and McQuarrie, 2002). This is because the incongruity in visuals, or in the combination of headline and visuals, attracts attention and causes consumers to use more cognitive effort to interpret the advertisement. If the ―effort is rewarded with relevant meanings, consumers will comprehend and appreciate the advertisement more‖. Visual rhetorical representations may elicit more meanings than verbal rhetoric since they express a claim indirectly (McQuarrie and Phillips, 2005). One of the visual formats that plays a role in this regard is the company or brand logotype (logos) since they are akin to recognizable ―signatures‖ that provide the viewer with ―immediate recognition‖ and/or ―raised awareness‖ of a particular brand (Decrop, 2007, p.511). The logo is akin to the ―whole of a brand being distilled into a (visual) single sign‖ (Scott, 2008, p355). Consequently, as Yu (2006, p10) emphasizes, the design of visual communication has been the most important medium to ensure brand success. He states that while certain people view visual communication as the creation of visually spectacular artwork; visuals represent the interface between verbal and non-verbal communication elements, thereby playing a key strategic role in the success of many brands (Bulmer & Buchanan- Oliver, 2006), and the intended consequence of changing purchasing behaviour. Methodology A quantitative factorial design was chosen to investigate the influence of visual elements in green print advertising to potentially affect changes in human consumptive practices. This was enacted through a web-based questionnaires administered to business school students (n = 135) where the manipulation of the key visual elements of extent of visuals used relative to the copy, and the inclusion of visual rhetoric (that is, the use of imagery to convey a message) were executed. To determine this, varying sets of adverts were presented and respondents were requested to rate their attitude towards the advert; their likelihood to purchase the product shown, and to indicate which adverts they preferred. Potential moderating variables related to the observer (that is, need for cognition and need for emotion) and the adverts (that is, product type and brand) were also evaluated. Results The findings demonstrated that visuals with in adverts and the use of visual rhetoric could produce statistically different results from adverts without these visual elements. However there was also evidence to suggest that the use and application of visuals is complex in nature and not easily achieved in practical applications. The main reasons for this related to the fact that it is difficult to define visuals at the exclusion of other variables; and that the manner in which a consumer processes this visual is a key determinant that is influenced by processing style/attitude and is consequently not easily controlled. Nevertheless the findings from this research are that in the case of visual: verbal processing, it has been established as with previous research (Sojka & Giese, 2001; Ruiz & Sicilia, 2004) that persuasive appeal of adverts are more effective when the form of the appeal is similar to either of the two processing styles. So, although consumers can be exposed to the same advert, they can respond differently to the visual and verbal components in the advert based on their preference for visual or verbal information. It is also acknowledged that other visual factors may have influence the viewer‘s response to an advertisement, this includes aspects such as: picture size, exposure time and number of exposures. An (2007) states that an increase in any of these three variables has been shown to increase recognition, and encoding of details of the advert. Conclusion and Implications It is apparent that advert design has a critical role to play in influencing consumer behaviour regarding environmental issues. The superiority of visuals in print advertising is not as evident as the majority of the literature indicates. The more recent arguments for the highest impact coming from the meaningful aligned combinations of visuals and copy 254
were in evidence. The inability to undertake comprehensive statistical analysis of processing style has prevented valuable insights being gained. However the descriptive statistics and anecdotal observations made have illustrated that there is alignment between advert format and processing style. People who score high for NFC appeared to demonstrate a preference for adverts that encouraged them to think, however since the adverts contained both imagery and copy it cannot be comprehensively concluded that such a relationship was observed during this research. References 1. An, D. (2007). Advertising visuals in global brands‘ local websites: a six-country comparison. International Journal of Advertising, 26(3), 303 – 332. 2. Ang, S. & Lim, E. (2006). The influence of metaphors and product type on brand personality perceptions and attitudes. Journal of Advertising, 35(2), 39 – 53. 3. Banerjee, S., Gulas, C. & Iyer, E. (1995). Shades of Green: A Multidimensional Analysis of Environmental Advertising. Journal of Advertising, 24(2), 21 – 31. 4. Bulmer, S. & Buchanan-Oliver, M. (2006). Visual rhetoric and global advertising imagery. Journal of Marketing Communications, 12(1), 49 - 61. 5. Callow, M. & Schiffman, L. (2004). Sociocultural meanings in visually standardized print ads. European Journal of Marketing, 38(9/10), 1113 – 1128. 6. Decrop, A. (2007). The influence of message format on the effectiveness of print adverts for tourism destinations. International Journal of Advertising, 26(4), 505 – 525. 7. Kilbourne, W. & Beckmann, S. (1998). Review and critical assessment of research on marketing and the environment. Journal of Marketing Management, 14, 513 – 532. 8. Kim, M. & Lennon, S. (2008). The effects of visual and verbal information on attitudes and purchase intentions in internet shopping. Psychology & Marketing, 25(2), 146 – 178. 9. Kollmuss, A. & Agyeman, J. (2002), ‗Mind the gap: Why do people act environmentally and what are the barriers to pro-environment behaviour?‘, Environmental Education Research 8(3), 239–260. 10. McQuarrie, E. & Phillips, B. (2005). Indirect persuasion in advertising: how consumers process metaphors presented in pictures and words. Journal of Advertising, 34(2), 7 – 20. 11. Montoro-Rios, F., Luque-Martínez, T. & Rodríguez-Molina, M. (2008). How green should you be: can environmental associations enhance brand performance. Journal of Advertising Research, 547 – 563. 12. Nicholson-Cole, S. (2005). Representing climate change futures: A critique on the use of images for visual communication. Computers, Environment and Urban Systems, 29(3), 255 – 273 13. Peattie, K. & Crane, A. (2005). Green marketing: legend, myth, farce or prophesy? Qualitative Market Research, 8(4), 357 – 370. 14. Phillips, B. & McQuarrie, E. (2002). The development, change, and transformation of rhetorical style in magazine advertisements, 1954– 1999. Journal of Advertising, 31(4), 1 – 13. 15. Ruiz, S. & Sicilia, M. (2004). The impact of cognitive and/or affective processing styles on consumer response to advertising appeals. Journal of Business Research, 57, 657 – 664. 16. Scott, J. (2008). Visual representations in problem solving and decision-making. International Journal of Management and Decision Making, 9(3), 266 – 280. 17. Sheppard, S. (2006). Bridging the sustainability gap with landscape visualization in community visioning hubs. The Integrated Assessment Journal: Bridging Sciences & Policy, 6(4), 79 – 108. 18. Sojka, J. & Giese, J. (2001). The influence of personality traits on the processing of visual and verbal information. Marketing Letters, 12(1), 91 - 106 19. Todd, A. (2004). The aesthetic turn in green marketing: Environmental consumer ethics of natural personal care products. Ethics & the Environment, 9(2), 86 – 102. 20. Young, W., Hwang, K., McDonald, S. Oates, K. (2009). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development. 21. Yu, J. (2006). Visual communication design strategies: Multidisciplinary human-centred approach in branding and marketing. Master of Arts Thesis, Auckland University of Technology, New Zealand. 255
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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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To be Similar or Unique? Implicatio
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Brown, T. J., Dacin, P. A., Pratt,
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A brand-driven strategy oriented to
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Rheingold, H. (1993). The Virtual C
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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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Page 205 and 206: Impact of Storytelling on Consumer
Page 207 and 208: The Role of Communication in Establ
Page 209 and 210: Culture‘s Influence on Consumer P
Page 211 and 212: + Top-Down Dynamic between Luxury F
Page 213 and 214: Analysis and results We assessed th
Page 215 and 216: An Exploration of Own Brand Retaile
Page 217 and 218: 11. ETI 2010. Ethical Trading Initi
Page 219 and 220: When investigating unique significa
Page 221 and 222: Session 8.2 Closing the Gaps - the
Page 223 and 224: accomplishing reality rather than d
Page 225 and 226: Reddy, 1998, p.40). As a result, br
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Page 229 and 230: Literature review, as a complete re
Page 231 and 232: Segmenting McDonalds: Measuring Bra
Page 233 and 234: A simple eyeballing of the segment
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Page 237 and 238: Session 8.3 Brand Attitudes and the
Page 239 and 240: when preceded with the related conc
Page 241 and 242: What keeps smokers from quitting? U
Page 243 and 244: Table 1: Description of the cigaret
Page 245 and 246: Exploring differences in product at
Page 247 and 248: Based on the results some general c
Page 249 and 250: Data was collected by independent j
Page 251 and 252: Sonic branding: A review of literat
Page 253: How is green seen? Exploring the im
Page 257 and 258: Generally speaking, people use exte
Page 259 and 260: How Retail Banks Use Atmosphere to
Page 261 and 262: Actually, we don‘t feel constrain
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
Page 275 and 276: Together these issues have resulted
Page 277 and 278: elations. If the contact persons tr
Page 279 and 280: How do you Really Know? Exploring B
Page 281 and 282: Originality/value The psychology li
Page 283 and 284: asked ―did you see any of these c
Page 285 and 286: expressivity (Ω experts = 0,96 p
Page 287 and 288: Next are brand associations, also r
Page 289 and 290: Table 1: Selection of variables, it
Page 291 and 292: Special Session Issues in Brand Gov
Page 293 and 294: A Competance based Brand: Meaning a
Page 295 and 296: Session 12.4 Special Session Topic:
Page 297 and 298: Brand Meaning Co-Creation of Newcom
Page 299 and 300: Leonor Vacas de Carvalho, Évora Un
Page 301: Ronaldo Schutz, University of the A
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