Brand Identity Development Research Articles

THE EVOLVEMENT OF BRAND IDENTITY OF LANGKAWI ISLAND, MALAYSIA

The purpose of this paper is to investigate the brand identity development efforts of Langkawi Island as one of the most prominent and well-guarded tourism destinations in Malaysia. It will be viewed from the historical perspectives for the last 35 years since the 1980s until the present time as to how this involvement influences the formation of its brand identity and later, the existing destination image. Based on in-depth interviews with eleven different levels of managers of separate divisions for destination management organizations (DMOs) in Langkawi Island, Malaysia, theoretically, the findings provide an opportunity to expand the knowledge of destination brand identity development and the involvement of DMOs in influencing image making over time. Practically, the findings indicate three key important antecedents of brand identity development efforts related to: (1) the effects from multiple positioning themes and slogans, (2) the important of brand coordination, and (3) brand leadership issue. These empirical findings provide new insights into enhancing the theoretical aspect of managing a destination brand, including its close relationship with issues faced by destination marketing organizations in managing destination branding strategy. Thus, using the case study of Langkawi Island, the context of multiple identities or image fragmentation is important to be understood due to the different perceived ideas on how the image should be projected according to stakeholders and market segmentation.

THE EVOLVEMENT OF BRAND IDENTITY OF LANGKAWI ISLAND, MALAYSIA

The purpose of this paper is to investigate the brand identity development efforts of Langkawi Island as one of the most prominent and well-guarded tourism destinations in Malaysia. It will be viewed from the historical perspectives for the last 35 years since the 1980s until the present time as to how this involvement influences the formation of its brand identity and later, the existing destination image. Based on in-depth interviews with eleven different levels of managers of separate divisions for destination management organizations (DMOs) in Langkawi Island, Malaysia, theoretically, the findings provide an opportunity to expand the knowledge of destination brand identity development and the involvement of DMOs in influencing image making over time. Practically, the findings indicate three key important antecedents of brand identity development efforts related to: (1) the effects from multiple positioning themes and slogans, (2) the important of brand coordination, and (3) brand leadership issue. These empirical findings provide new insights into enhancing the theoretical aspect of managing a destination brand, including its close relationship with issues faced by destination marketing organizations in managing destination branding strategy. Thus, using the case study of Langkawi Island, the context of multiple identities or image fragmentation is important to be understood due to the different perceived ideas on how the image should be projected according to stakeholders and market segmentation.

Competency Assessment for Branding Programs Development in Thailand's Higher Education

Abstract The ever-changing business environment resulting from changing consumer behaviors, fierce competition and advances in technology affect the strategic positioning of a brand. Maintaining healthy brands or embarking on a rebranding or repositioning strategy calls for a more creative set of branding management competencies in order to respond to the marketing challenges of the 21st century. This research paper attempts to assess brand management competences, attitudes and knowledge important in current business environment, to further accurately design branding-related curricula that truly reflect needs in the contemporary business and professional environment. Using a qualitative research approach, the data was collected from focus group interviews and questionnaires with seventeen management people from the private sector. The results identify the top-rated knowledge and/or competencies needed in branding a business, which are competence in research development, knowledge of brand strategic planning, ability to communicate added value in a clear way, knowledge of brand identity development, and ability to manage and keep the brand management process ‘alive’, respectively. The paper concludes with a discussion of the underlying key implications for both academia and business.

You no longer control your brand

Purpose – To draw parallels between the development of brand identity by successful contemporary artists and the use by mainstream companies of social and ethical factors or product innovation to act as a focus for their brand narrative. Design/methodology/approach – Analyzes the workings of the art market and provides examples of brand development by celebrity artists. Discusses the relationships between social, cultural, and economic capital and shows how this distinction can be profitably used in the development and marketing of consumer products. Findings – Marketing ain’t what it used to be. That tightly controlled brand identity is a thing of the past. In an era dominated by social media, everyone – but everyone – can share their opinion on what your brand stands for. Supporters, detractors, activists […] like them or loathe them, you need to know how this model works if you want to grow the business. Practical implications – Shows how the development of symbolic capital can subsequently lead to financial success when marketers highlight company characteristics that appeal to their target market rather than emphasizing the profit motive. Social implications – Advocates paying less attention to “what the consumer thinks they want” and more to marketing creative concepts. Originality/value – Proposes a departure from traditional marketing theory and practices. Recommends that companies become more product-focused in order to achieve a higher rate of innovation.

Thesis on Brand Identity Development for China Localization of Korean Products - Suggest the Brand Development Process through the Case -study of Jusin Haircare Brand -

Thesis on Brand Identity Development for China Localization of Korean Products - Suggest the Brand Development Process through the Case -study of Jusin Haircare Brand -

Integrated Marketing Communications And Brand Identity Development

Integrated Marketing Communications And Brand Identity Development

Developing brand identity for Slovenia with opinion leaders

PurposeThe purpose of this paper is to present the first systematic approach toward brand development of the country of Slovenia. The approach was of a holistic nature as relevant areas (i.e. economy, tourism, culture, science, sport) and related key stakeholders that affect and co‐create the Slovenia brand had been determined in advance and invited to participate in building Slovenia's identity.Design/methodology/approachSpecifically, the paper presents the results of creating the identity of the “I feel Slovenia” brand from the viewpoint of 30 Slovenian opinion leaders. The author invited experts to express their opinions through a Delphi method, which was repeated in two iterations. The results of both iterations are presented in the paper. Their opinions represented the first step of the process in developing identity elements of the Slovenia brand.FindingsAccording to opinion leaders, the key idea of brand identity should be related to Slovenian nature, which should also be reasonably incorporated in other brand identity elements.Practical implicationsThe development of brand identity with opinion leaders represents the first, but very important step towards a systematic process in developing the country brand of Slovenia.Originality/valueThe brand‐building process was executed on a real example of the country of Slovenia, which has never been a strong country brand. The paper could serve as a case study for other countries in central and eastern Europe, which have not worked seriously on their country brands until now.

An Application of David A. Aaker’s Brand Identity Planning Model - A Case Study Approach

Survival of brands in emerging markets depends on strategic initiatives companies take. Brand identity development is an integral part of brand management. This paper employs case study method to identify initiatives taken up by select companies to develop brand identity. An attempt is also made to see whether such initiatives do fall under the brand identity planning model suggested by David A. Aaker

I'm feeling lucky: the confessions of Google employee number 59

I'm feeling lucky: the confessions of Google employee number 59

From label to trademark

PurposeThis research aims to examine a number of legal sources for evidence that US marketers were interested in protecting their brand identities in the 1800s.Design/methodology/approachThe research examines historical legal records including registrations for commercial prints and labels, design patents and trademarks as well as other legal records. The work discusses the evolution of the concept of brand identity by examining various legal methods that were used to try to protect brand identity from imitation.FindingsThe research suggests that marketer interest in the development and protection of brand identity preceded the US Civil War and confirms that this interest was led by marketers of patent medicines, tobacco and liquor. However, the study also demonstrates strong interest by marketers of many other types of products from disposable products to durable manufactured items.Research limitations/implicationsMany original records were lost in the 1836 Patent Office fire or have been simply lost. Some of the databases examined are too large to be comprehensively examined.Originality/valueThe examination of legal records from this period of uncertainty shows how the practice of brand identification led to the concept of brand identity: the legal data examined offer a wealth of information for marketing historians.

Knowledge and design in the development of public library brand identity and innovation

This research is examining the work of brand strategists or designers, as well as librarians, technical personnel, and senior library management, at three public libraries, using the case study method to explore library advocacy in the specific context of brand-building. This study is also examining the role of tacit and explicit knowledge in brand-building and, in part, how innovation in the form of Intellectual Property and other forms of knowledge are produced. In this research, Intellectual Property is considered to be a type of innovation. Interviews are being conducted with library management, branding professionals, librarians, and other individuals who are involved in library advocacy. Observations are also being made at each library, and documents pertinent to the branding process are being analyzed. Initial findings of the interviews include that brand-building is associated with significant tacit, as well as explicit, knowledge and innovation. For brand designers, some of whom are graphic artists, tacit or “unspoken knowledge” appears to play an important role in helping them solve the problem of how to communicate the meaning and value of the public library to stakeholders.

Destination brand identity development and value system

PurposeThe purpose of this paper is to propose a model for destination identity and value system. It aims to use a case study to illustrate a destination brand identity development process in a national tourism office (NTO).Design/methodology/approachThe single case study method is used. The data consist of theme‐based interviews of eight different level managers of a NTO. Theoretical discussion is based on destination branding and emerging identity‐based branding literature.FindingsThis study proposes a model of destination brand identity and value system that takes a holistic view to the destination branding. It illustrates concepts of brand identity, brand image, brand value and brand equity in the same figure, incorporating different level actors to the value creation process. The case study illustrates the value creation process in the initial stage of the identity‐based branding.Research limitations/implicationsThe study is explorative and is based on an illustrative single country case study. The study uses emerging identity‐based branding approach and encourages more empirical research to be conducted in the area.Practical implicationsPractitioners may use the idea of taking a holistic view to destination branding, examining the destination from both the supply and demand side, acknowledging also other stakeholders' than customers' perspectives, especially when creating the destination brand identity.Originality/valueThe proposed model of destination identity and value system model adds to rare identity‐based destination branding literature incorporating different aspects of value to the same model with different level identities.

An Application of David A. Aaker’s Brand Identity Planning Model - A Case Study Approach

Survival of brands in emerging markets depends on strategic initiatives companies take. Brand identity development is an integral part of brand management. This paper employs case study method to identify initiatives taken up by select companies to develop brand identity. An attempt is also made to see whether such initiatives do fall under the brand identity planning model suggested by David A. Aaker

Fruits & Veggies ‐ More Matters: Development of a relevant brand identity

Fruits & Veggies ‐ More Matters: Development of a relevant brand identity

Brand Identity Development in the New Economy

We are entering a era, which often is characterized as the new The marketplace is made up of economy brands traded on the Internet and legacy brands from the old economy that are undergoing rapid transformation. There are those who suggest that the role of branding is under assault in the marketplace. As identity providers, we would suggest just the opposite. We believe that the role of branding is more vital than ever, and that the specific work of identity development and management has, in fact, become more critical in ensuring that brands in the marketplace prosper.