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

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*df=1 Table 4 Factor Analysis for key extension success factors Factor 1 Loadings Factor 2 Loadings Company does .922 Other products similar/not .871 Known brands .852 Involved my job .341 Well known company .850 Best friend .804 Buying centres know .835 Loyal to it .798 Trust company .785 Sometimes changed .322 Invest company .560 Multi purpose .565 Relationship company .312 My image .757 People and company .460 Not the same .454 Be part of it .501 Suggest others .892 Employee of it .322 Always buying .903 Factor 3 Loadings I know things ads .455 All the products .766 Different areas .341 Prototypes named .459 Fertilizer Germany from .781 Various .849 characteristics Beneficial use .564 Additional benefits .871 Company and Brand .800 Identical features to their .815 References 1. Aaker, D.A., Building Strong Brands, (New York: The Free Press, 1996). 2. Anderson, J.C. and Narus, J.A., Business Market Management: Understanding,Creating, and Delivering Value, 2nd edn (New Jersey: Pearson PrenticeHall, 2004). 3. Ante, S.E., ―The New Blue,‖ Business Week (17 March 2003). 4. Armstrong, D., ―A Whole New Magic Carpet Ride: SFO up and Ready for Ball, B. and Monoghan, R., ―Redefining the Sales and Marketing Relationship Potentials in Marketing (October 1994), pp. 19-20. 5. Balmer, J.M.T. and Greyser, S.A., ―Managing the Multiple Identities of the Corporation,‖ California Management Review (Vol. 44 No. 3, 2002), pp. 72-86. 6. Baumgarth, C., Freter, H., Schmidt, R., Ingredient Branding, Working paper, University Siegen, Marketing (Siegen: 1996). 7. Bedbury, S., A New Brand World (New York: Viking Penguin, 2002). 8. Berner, R. and Kiley, D., ―Global Brands,‖ Business Week (August 2005). 9. Bevolo, M. and Reon Brand, ―Brand Design for the Long Term,‖ Design Management Journal (Vol. 14 No. 1, 2003), pp. 33-39. 10. Blackett, T., Trademarks (Basingstoke: Macmillan Press, 1998). 11. Bloomenkranz, L., ―Evolving the UPS Brand,‖ Design Management Review,vol. 15, no. 2 (Spring 2004), pp. 68-73. 12. Brown, S.L. and Eisenhardt, K.M., Competing on the Edge (Boston: Harvard Business School Press, 1998). 13. Butterfield, L., Icon of a Passion – The Development of the Mercedes-Benz Brand, Wiley, 2005. 14. Clancy, K.J. and Krieg, P.C., Counterintuitive Marketing Achieving Great ResultsUsing Common Sense (New York: The Free Press, 2000). 15. Clegg, A., ―The Myth of Authenticity,‖ Brandchannel.com (15 August 2005). 16. Clifton, R. and Simmons, J., Brands and Branding, (London: Profile Books, 2003). 17. Clifton, R., ―The Future of Brands,‖ in: Brands and Branding, Rita Clifton and John Simmons (eds) (London: Profile Books, 2003): 227-241. 18. D‘Aveni, R.A., Hypercompetition (New York: The Free Press, 1994). 19. Davis, S., ―Brand Metrics: Good, Bad and Don‘t Bother,‖ The Canadian MarketingReport (26 January 2004). 20. Davis, S.M., ―The Power of the Brand,‖ Strategy & Leadership (28 April 2000, Vol. 28, No. 4): pp. 4-9. 21. De Chernatony, L. and McDonald, M., Creating Powerful Brands in Consumer,Service and Industrial Markets, 3rd edn (Oxford: Butterworth Heinemann, 2003). 22. Deane, D.H., ―Associating the Corporation with a Charitable Event Through Sponsorship: Measuring the Effects on Corporate Community Relations,‖ Journal of Advertising (Winter 2002). 23. Douglas, S.P., Craig, C.S. and Nijssen, E.J., ―International Brand Architecture:Development, Drivers and Design,‖ Journal of International Marketing (Vol. 9 No. 2 2001) 24. Dunn, M., Davis, S.M., ―Creating the Brand-Driven Business: It‘s the CEO Who Must Lead the Way,‖ in: Handbook of Business Strategy (Vol. 5 No. 1, 2004), pp. 241-245. 25. Elkin, T., ―Branding Big Blue,‖ Advertising Age (28 February 2000). 26. Ellwood, I., Essential Rand Book: Over 100 Techniques to Increase Brand Value(London: Kogan Page, 2002). 272
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Page 1 and 2:
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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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
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
Page 227 and 228: Figure 2: Doves Real Beauty Billboa
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
Page 235 and 236: Segment 2 Segment 3 Segment 4 235
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 and 254: How is green seen? Exploring the im
Page 255 and 256: were in evidence. The inability to
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: A quiet important approach then bec
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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