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Positioning and Branding

Grahame R. Dowling

in The Art and Science of Marketing: Marketing for Marketing Managers

Published in print:
2004
Published Online:
October 2011
ISBN:
9780199269617
eISBN:
9780191699429
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199269617.003.0007
Subject:
Business and Management, Marketing

This chapter examines brands, often one of the organization's key strategic marketing assets. The management of brands is of fundamental concern to marketers. For sellers, they are a means of legally ... More


Branding potential of online social media

Barrie Gunter

in Kids and Branding In A Digital World

Published in print:
2015
Published Online:
May 2016
ISBN:
9780719097874
eISBN:
9781526104359
Item type:
chapter
Publisher:
Manchester University Press
DOI:
10.7228/manchester/9780719097874.003.0006
Subject:
Society and Culture, Media Studies

The 21st century has witnessed the rapid rise of online social media. At the forefront of these developments have been popular sites such as Facebook and Twitter. Young adults and then children ... More


Place Branding and Selling Place: Creating and Marketing Identity Capital

Pauline Adema

in Garlic Capital of the World: Gilroy, Garlic, and the Making of a Festive Foodscape

Published in print:
2009
Published Online:
March 2014
ISBN:
9781604731200
eISBN:
9781604733334
Item type:
chapter
Publisher:
University Press of Mississippi
DOI:
10.14325/mississippi/9781604731200.003.0005
Subject:
Society and Culture, Cultural Studies

This chapter analyzes the branding of Gilroy as a festive foodscape. While Gilroy business leaders initially sought to reverse its negative image, what they established was an ongoing campaign of ... More


Managing Marketing and Branding Relationships

Chekitan S. Dev

in Hospitality Branding

Published in print:
2012
Published Online:
August 2016
ISBN:
9780801452031
eISBN:
9780801465703
Item type:
chapter
Publisher:
Cornell University Press
DOI:
10.7591/cornell/9780801452031.003.0013
Subject:
Business and Management, Marketing

This chapter examines relationships between individual hotels and their brand headquarters. It focuses on the development of governance mechanisms that can minimize the costs of exchange by ... More


Introduction

Laura R. Oswald

in Marketing Semiotics: Signs, Strategies, and Brand Value

Published in print:
2012
Published Online:
April 2015
ISBN:
9780199566495
eISBN:
9780191806681
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:osobl/9780199566495.003.0001
Subject:
Business and Management, Marketing

This introductory chapter highlights the use of semiotics as a social-science discipline to analyze verbal, visual, and spatial sign systems. It shows the methodology in organizing and focusing ... More


Local Business Voice: The History of Chambers of Commerce in Britain, Ireland, and Revolutionary America, 1760-2011

Robert J. Bennett

Published in print:
2011
Published Online:
January 2012
ISBN:
9780199584734
eISBN:
9780191731105
Item type:
book
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199584734.001.0001
Subject:
Business and Management, Business History

This book is the first scholarly and systematic history of chambers of commerce. It challenges academic commentary on the early chambers by showing they were more numerous, persistent, and active ... More


The Sounds of Capitalism: Advertising, Music, and the Conquest of Culture

Timothy D. Taylor

Published in print:
2012
Published Online:
September 2013
ISBN:
9780226791159
eISBN:
9780226791142
Item type:
book
Publisher:
University of Chicago Press
DOI:
10.7208/chicago/9780226791142.001.0001
Subject:
Music, Popular

From the early days of radio through the rise of television after World War II to the present, music has been used more and more often to sell goods and establish brand identities. And since at least ... More


Managing the Consumers (1): Motivational Analysts

in Consumer Chronicles: Cultures of Consumption in Modern French Literature

Published in print:
2011
Published Online:
June 2013
ISBN:
9781846314872
eISBN:
9781846317156
Item type:
chapter
Publisher:
Liverpool University Press
DOI:
10.5949/UPO9781846317156.015
Subject:
Literature, European Literature

In Georges Perec's 1965 novel Les Choses, the protagonists acquire names only in Chapter 3 after they become employed as ‘psychosociologues’. In this capacity, they carry out ‘études de motivation’ ... More


A Venetian Operatic Contract of 1714

Michael Talbot

in The Business of Music

Published in print:
2002
Published Online:
June 2013
ISBN:
9780853235286
eISBN:
9781846312717
Item type:
chapter
Publisher:
Liverpool University Press
DOI:
10.5949/liverpool/9780853235286.003.0002
Subject:
Society and Culture, Media Studies

This chapter examines the surviving contract signed in 1714 between the noble co-proprietors of a Venetian opera house, the Teatro Sant'Angelo, and an unknown impresario, Pietro Denzio. The contract ... More


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