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

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Two from above-mentioned eleven RM indicators have been demonstrated in this abstract, whereas the demonstration of all eleven indicators is added in the full paper. Proving Advantage through Customers or other Stakeholders‘ Experiences The second season of IPL in 2009 was held in South Africa following several propositions from other cricket hosting countries. After losing the opportunity to host IPL in England, the ECB chairman Giles Clarke expressed his frustration along with the well wishing for the IPL as: Despite missing out on the potential financial benefits that hosting the tournament could have brought to the English game, I am pleased for the sport as a whole that the IPL had found a new home in South Africa (Clarke, 2009, np). Again, after the successful completion of IPL-2009, the CEO of Cricket South Africa expressed his gratitude as: The IPL lifted spirits enormously. Our industry also got an extra bite of the cherry against the negative world economic trend. Certainly, at home it added even more value to Proteas cricket. It has also brought in unexpected and very welcome funds for the further development of South African cricket (Cricket South Africa, 2009, np). Therefore, ‗proving advantage through customers‘ or other stakeholders‘ experiences illustrates a distinct competitive advantage in the target markets for IPL. The reinforced corporate brand, identity and reputation that IPL has attained through such a RM indicator reflect significantly on their annual growth. As a result, IPL have promoted successfully a corporate brand, reputation and identity image in the market (customers, competitors and other associated stakeholders) as: Associating with the brand (here IPL) prolifically exceeds your (customers and other stakeholders) anticipation. Relationship Factor Focused Branding Arsenal has introduced ‗N5‘ as a brand and offers various ‗N5‘ merchandises (Online Store, 2009). Actually: N5 is a tiny postcode of London. In the north-western corner of N5 is Arsenal football ground. It is one of the country's most recognisable grounds, and not just by virtue of the side's success (London N5 Guidebook, 2008, np). Arsenal players and fans have an associated life-long emotion, feeling and nostalgia with Arsenal, its stadium and the club‘s location, the N5. Jack Staniforth, a footballer, who represented England in the decade of 1960, has expressed his emotion about N5 and Arsenal when he was invited from Fulham, for a trial instead of Arsenal as: When I invited to trial with Fulham in 1957 pre-season, I would not realise me, which is just as well because my heart was in N5...Yes Arsenal is much more than a football club to me (Staniforth, 2009, np) Significantly, Arsenal uses these emotions and feelings of Arsenal‘s players and fans to develop the N5 brand for a different range of merchandise to accelerate their sales revenues. As a consequence, ‗Relationship Factor Focused Branding‘ is emerged as another RM indicator from the Arsenal‘s RM practice as Arsenal adapted and introduced the range of N5 brand, which is originated from the emotion and feeling of Arsenal‘s players and fans as a relationship factor. Consequently, Arsenal‘s practice of relationship indicator focused branding highlights that it helps to reinforce a unified brand reputation between a corporation and its target market. Through such a reinforced corporate brand, identity and reputation, a corporation could convey a brand message to their customers that they (customers) represent the brand. Implication and Conclusion The RM practices of the sport cases reveal that reinforcing corporate brand, identity and reputation is an interrelated process between a corporation and their target market, especially while reinforcing branding outcome through RM practices. The analysis indicates that a reinforced branding effect is a consequence of meeting corporation and target market‘s aspiration concurrently through a branding message or appeal. For example, focusing on Hawthorn‘s current and prospective members (supporters, but not current members), the branding message of Hawthorn for the year 2010 is ‗United 2010-one for all, all for one‘ (Hawthorn FC, 2010, np). Such a branding message concurrently meets Hawthorn and their prospective members‘ aspiration. Since, through such a branding message, Hawthorn could appeal to their prospective members to become Hawthorn‘s member, as well as prospective members (supporters), who abide the similar value like Hawthorn, could be more fanatical about their beloved club. 60
‗United 2010-one for all, all for one‘, Hawthorn‘s brand message would be proportionate with the RM indicators: ‗Relationship Marketing Focused Branding‘. Since, the message integrates Hawthorn and their prospective members‘ (supporters, but not current members) relational value concurrently. It has also been described earlier that how such a RM indicator centred brand message concurrently meets Hawthorn and their target market‘s (Hawthorn supporters, who are not current members) aspiration from the brand: Hawthorn. Hawthorn‘s brand aspiration through such a branding message would be increasing their membership sales. Hawthorn‘s target market‘s brand aspiration would be associated with the target market‘s brand anticipation and the capability of the corporate brand (here Hawthorn) to meet that anticipation. Figure-1 also signifies accordingly that how utilising RM indicators, corporate brand reputation could be reinforced by meeting corporate and target market brand aspiration concurrently. It is a target market focused interrelated process between a corporation and their target market, where either a corporate brand message can be formed based on an underlying understanding of target market‘s brand aspiration, or a corporate brand message could form a new pattern of target market‘s brand aspiration. But, in both cases, the aim will be same to reinforce corporate brand by meeting corporate brand aspiration and target market‘s brand aspiration concurrently through a single brand appeal. For example, ‗United 2010-one for all, all for one‘, the branding message could be formed by Hawthorn based on target market‘s brand (Hawthorn) aspiration (supporters‘ aspiration to be involved more with Hawthorn‘s activities). Again, Hawthorn could promote the branding message to form a new pattern of target market‘s brand aspiration (Hawthorn‘s aim to involve supporters more in Hawthorn‘s activities). The findings of the research standardise the RM indicators and their impact on reinforcing corporate brand, identity and reputation in sport industry. A comparison across five grown cases highlights the RM focused branding approach that has provided varying degree of successes to attain and retain organisational growth through reinforced competitive advantage of corporate brand, identity and reputation. The RM model of Figure 1 can be applied to any industry as a dominating branding tool, as RM is applicable to any industry, however, the relationship portfolio will be according to the given situation (Gummesson 2002). Therefore, reinforcing the model is established significantly to enhance competitive advantage of corporate brand, identity and reputation. Figure 1: Impact of Relationship Marketing on Reinforcing Corporate Brand, Identity and Reputation Brand appeal (message) Brand Value proposition through Relationship Marketing Indicator(s) Target market Reinforcing brand reputation by meeting corporate and target market brand aspiration 61
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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
Page 9 and 10: Malaysia‘s Global Halal Hub - ―
Page 11 and 12: Birds of a Feather Consume Sports T
Page 13 and 14: Session 1.2 How is Social Media, li
Page 15 and 16: 2. Interviews made with the adminis
Page 17 and 18: Table-5 Facebook Members of Homeles
Page 19 and 20: content (UGC) or even direct intera
Page 21 and 22: Fierman, (1991) found that 47% of c
Page 23 and 24: Multiple Dimensions of Brand Identi
Page 25 and 26: Session 1.3 Corporate Identity, Cor
Page 27 and 28: CSR are the ideals and ethics of co
Page 29 and 30: Corporate Brand Identity Management
Page 31 and 32: To study the influence of B2B relat
Page 33 and 34: Antecedents And Consequences Of Bra
Page 35 and 36: 22. Gurviez, P., and Korchia, M. (2
Page 37 and 38: Non-monetary factors, such as effor
Page 39 and 40: 23. Holbrook, M.B. (2006). Consumpt
Page 41 and 42: Brand Extensions and Culture: The I
Page 43 and 44: avoidance tend to prefer more infor
Page 45 and 46: Virtual Internal Brand Communities:
Page 47 and 48: References 1. Algesheimer, R., Dhol
Page 49 and 50: associations based on their percept
Page 51 and 52: shift in the psychological contract
Page 53 and 54: 10. Berthon, P., Ewing, M., & Hah,
Page 55 and 56: Session 2.1 Global Brand Relationsh
Page 57 and 58: G. Brand Personality Excitement Hon
Page 59: The Impact of Relationship Marketin
Page 63 and 64: Brand Equity Trends in Top Global B
Page 65 and 66: Uncovering ‗Meanings‘ through A
Page 67 and 68: 45. Melewar, T.C. and Saunders, J.
Page 69 and 70: Thus, from a design perspective, we
Page 71 and 72: Keywords Brands, marketing, meaning
Page 73 and 74: How Important is the Brand Name Ele
Page 75 and 76: References 1. Aaker, D. (1991). Man
Page 77 and 78: Simon Cowell and Branding the X Fac
Page 79 and 80: Dead or Living: Which Celebrity To
Page 81 and 82: Reference 1. Bagozzi, R.P. & Yi, Y.
Page 83 and 84: has been adopted and within this an
Page 85 and 86: 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
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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
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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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