Branding Process Research Articles

The Power of a Brand: Paramount, Heartland Narrowcasting, and Taylor Sheridan’s Yellowstone

Taylor Sheridan’s Yellowstone is, above all, the story of a brand. By situating the popular series in relation to both the streaming and culture wars, as well as a related schism in academic media studies, this article proposes that the political economy of media corporations and the narrative aesthetics of media texts must be understood in tandem. As the Paramount Network’s signature property, Yellowstone manifested the channel’s demographic mission to include women and “narrowcast” to heartland viewers. By sophisticated generic and narratological innovations, Yellowstone went further to create an aesthetic protocol of brand loyalty where the process of branding, at once ancient and modern, physical and symbolic, was made self-consciously central to the show’s redescription of rural cowboying as a cultural identity and marketable lifestyle. The show’s intertwining of branding and belonging, as well as its vigorous use of product placement and merchandising, modifies prior assumptions in the field of franchise studies. In the gap between brand synergy and brand dilution, Yellowstone presents itself as a paradigmatic case study for the new imbrications of narrative entertainment, commodity fetishism, and identitarian politics.

Social branding for health promotion against non-communicable diseases in Maharashtra, India

Introduction: The burden of non-communicable diseases (NCDs) is a major challenge for countries, regardless of their level of development. Social branding is an emerging approach to health promotion for NCD prevention. In this paper, the process of social branding is documented as a case study to help researchers develop similar kinds of interventions in the settings in which they work. Methods: The process of developing a social brand is documented through conversations with the project team, observations in the field, interaction with community local members, and information gathered through photographs, videos and newspaper clippings. Results: The social brand focused upon in this study was named the Aarogyachi Vaari (Health Pilgrimage) inspired by the Pandrapur Wari, a religious pilgrimage undertaken in the state of Maharashtra, India. Various stakeholders from self-help groups, panchayat raj institutions and schools from the local village collaborated successfully to implement the health event in a manner similar to the way in which diverse religious groups come together for the Pandrapur Wari religious pilgrimage. The Aarogyachi Vaari took the form of a strategically planned health event consisting of various health promotion stalls, many developed by local villagers themselves. The organisation of the event was aided by resource mobilisation within the local community. Discussion: Social branding can be an effective tool for health promotion in community settings. Studying people’s cultural preferences and what makes them feel connected and excited can lay the foundations for the creation of a social brand that reflects their choices and helps them take up healthy behaviours on their own. It is possible to mobilise a community for health through social branding that is culturally relevant and connected to the interests and priorities of local people.

Participation of stakeholders in the internationalization of the city of Medellin

Cities find internationalization not only as an opportunity but as a necessity for their survival in global competitive environments. This study identifies stakeholder participation as a critical element in co-creating a city brand, recognizing the importance of their involvement in the branding process. Implementing a qualitative design, including discussion groups and semi-structured interviews, this research captured the perspectives of stakeholders in Medellín, exploring foundational pillars for the city competitiveness. As a result of this research, a novel model is presented for internationalization of cities, incorporating stakeholder perspectives that highlighted key areas such as tourism, exports, cooperation, talent attraction, and foreign direct investment. Our findings offer new insights into the role of stakeholder participation in city branding and competitiveness on a global scale, revealing an optimistic outlook, emphasizing innovation, and public–private partnerships as crucial drivers. The study identifies strengths and challenges, providing insights for developing effective internationalization strategies.

City Branding to Solve Social Problems? – The Eigendynamik of management concepts

It is well know that management concepts tend to spread from corporate to public organizations. Branding is an example of such a concept, with suggestions that it can address not only economic but also social issues, often referred to as “inclusive branding.” This ethnographic study explores how branding is received and spreads in a Swedish city, and analyzes efforts to use branding to tackle inequality and segregation. Our findings reveal that the initial focus on social problems was glossed over in favor of following corporate branding ideals, but also that city communicators expressed critique, confusion, and doubt regarding the relevance of branding to their work. Surprisingly, this did not slow down but rather energized the branding process. Through an interactionist analysis, we suggest that rather than addressing social problems, branding in cities may give rise to an Eigendynamik, signifying a self-energizing inner dynamic fueled by a tension between “frames,” specifically between the branding frame and the civic frame of the city. This theorization lays the groundwork for contributions to the understanding of inclusive branding: it can start with good intentions to address civic issues but may get swept up in corporate branding concepts and activities that are ill equipped to deal with social issues. More generally, complementing established notions of translation and colonization, our study provides a novel understanding of how management concepts migrate from corporate to public organizations through what we call frame-induced Eigendynamik. Overall, we contribute by shedding light on the role of self-energizing processes as reasons why organizational members engage with management concepts even when they struggle to see their relevance to their work.

Korean Popular Culture as A ‘Lethal Weapon’: A Journey Toward Nation Branding of The Republic of Korea

(Korean Popular Culture as A ‘Lethal Weapon’: A Journey Towards Nation Branding of the Republic of Korea) The crisis that occurred in 1997 was experienced by the Republic of Korea as a sign that today the Republic of Korea has become a developed country. The government of the Republic of Korea took the initiative to borrow funds from the IMF for the first time in the history of Korea. The Republic of Korea's turnaround process was revived from adversity due to the impact of the crisis, which led to a day called "National Embarrassment Day". After the funds from the IMF are in the hands of the ROK government, the next duty is to use these funds wisely to restore the economic conditions. Based on the above facts, the purpose of this research was to analyze popular culture as a process of nation branding in South Korea. The method in this research was qualitative with a case study approach, the data obtained comes from in-depth interviews, non-participant observation and literature review. This research concludes that the crisis is an initial process for the Korean government's initiative to take bold and anti-mainstream steps. The funds obtained from the IMF were used to produce popular culture, which was then used as a tool by the government and expanded to restore the country's economic condition, the government's initiative at that time brought about major changes in the current economic condition of the Republic of Korea, and popular culture became the nation branding of the Republic of Korea.

Small and medium-sized enterprise brand development in an emerging economy: The view of the owner/manager

Small business branding is a relatively under-researched field, and available research largely excludes the African region. As a result, the brand development of small and medium enterprises (SMEs) in emerging markets is a topical issue. The aim of this study was to analyse whether brand development factors such as brand barriers, brand characteristics, perceived advantage, and brand perceptions are perceived by owners/managers as having a positive effect on retail SME brand development. A cross-sectional survey method was used to obtain data from 265 owners/managers of SMEs in South Africa using a self-administered questionnaire. Data were analysed using structural equation modelling, with the results showing that brand barriers, brand characteristics, and brand perceptions have a significant positive effect on brand development, while the effect of perceived advantage was found to be insignificant. It is recommended that SME owners/managers invest more resources in brand development efforts and management develop better attitudes towards branding, as the study revealed that owner/manager perceptions of the brand and the branding process have the biggest impact on brand development. Further, SMEs are encouraged to find innovative ways to engage in brand development, considering that brand barriers do not seem to particularly affect a firm’s ability to engage in brand development. This study contributes towards an understanding of SME brand development in emerging markets, hence SMEs in these markets can benefit from its findings. The practical findings of this study should be of interest to SME owners/managers, as they carry the responsibility for the SME brand development process

Comparative Analysis of the Personal Branding Process of Leading Hotel and Restaurant Businessmen in Vietnam

Vu Tuyet Hang has built her personal brand by shaping a professional and prestigious image in the field of tourism and accommodation services. Her strategy focuses on building a trusting and trustworthy relationship with customers, colleagues and the business community. Mr. Le Thanh Than has built his personal brand based on creating an image of a talented and dedicated businessman in developing the tourism and real estate industry. His strategy focuses on building strong partnerships and strategic alliances, while creating quality products and services to meet growing market demands. In summary, both of these Presidents are focused on building a trustworthy and reputable image in the tourism and hospitality industry, through creating specific brand development strategies and relationships. Relationships with customers, partners and the community. At the same time, they also pay special attention to community development and environmental protection to create an image of responsible and humane leaders.

Unravelling the link between actors’ roles in place branding processes and brand citizenship behaviour

Unravelling the link between actors’ roles in place branding processes and brand citizenship behaviour

THE ROLE OF SOCIAL MEDIA-ADVERTISING IN THE DEVELOPMENT OF GEORGIAN COMPANIES

Guliko Katamadze E-mail: qatamadze.guliko@bsu.edu.ge Associated Professor, Batumi Shota Rustaveli State University Batumi, Georgia https://orcid.org/0000-0002-5198-3890 Abstract . The use of social media advertising as a means of marketing communication is gaining strategic importance for companies operating in Georgia. Social media-advertising research is all the more relevant for those firms that are trying to deliver a marketing "message" to a wide audience with minimal costs and brand positioning in the market. The relevance of the problem is determined by the fact that the influence of social media advertising on the development of Georgian companies, their branding process and the effectiveness of the returns received from the investment of their marketing activities has not been properly studied. The purpose of the research is to develop the best mechanism for using social media advertising for companies operating in Georgia, to determine the most favorable form for use as a marketing communication tool based on user behavior. Methods of data collection and observation were used to develop the paper. We used the collection method to assess the possibility of using social media advertising by companies operating in Georgia, and the observation method - to determine the potential of their social media space, based on which the possibilities of increasing the effectiveness of companies through social media advertising were identified. As a result of the research, it is clear that Georgian companies use social media advertising to improve their brand, to attract a new target audience. Social media advertising has a strategic importance in increasing the effectiveness of companies operating in Georgia at all stages of their operation. Accordingly, we can refer to the complex combination of traditional and electronic businesses as a result of using social media advertising, which will help to increase the marketing efforts of companies operating in Georgia and, as a result, their competitiveness and operational efficiency. Keywords: Social media-advertising, marketing effectiveness, social media-space, business. JEL classification: M31, M37

Comparative Analysis of the Personal Branding Process of the World's Leading Hotel and Restaurant Entrepreneurs

Background: The first part of the article focuses on building a theoretical basis for personal branding in the restaurant and hotel industry. Content includes the definition of personal branding, its importance to business success, and its link to corporate reputation. Personal branding strategies mentioned include quality of service, creating awareness and differentiation, and commitment to values and goals. This section concludes by highlighting important factors in personal branding. Part two analyzes and compares the personal branding process of two entrepreneurs, John Willard Marriott and Conrad Nicholson Hilton. Each section focuses on an overview including biography, personal brand development strategies, as well as successes and challenges. This section ends by comparing the personal branding process of both, covering similarities and differences. Part three provides solutions and recommendations from the lessons of Marriott and Hilton, suggesting specific strategies for building and managing personal brands in the restaurant and hotel industry. This session focuses on applying the lessons from two successful entrepreneurs to business practice, helping other entrepreneurs in the industry develop their personal brands effectively and sustainably.

THE ROLE OF MUSIC FESTIVALS IN SHAPING DESTINATION BRANDING AND IMAGE IN TWO HUNGARIAN REGIONAL CENTERS

Urban marketing with culture-led urban development has a growing importance for contemporary cities. In a global competition, cities must stand out and attract tourism, investment, and cultural activities. Consequently, their image should be constantly improved. City branding provides strategies for enhancing a city's public image – thus, becoming more and more attractive. Events and festivals, like popular music festivals, offer valuable opportunities for promoting cities and boosting tourism. The aim of this research is to explore the potential of music festivals in building city image and integrating it into the broader branding processes. The results are based on semi-structured interviews and a questionnaire survey. The findings support the hypothesis that festivals can significantly raise destination awareness, and shape image, and through them, a wider audience can be reached. Festival uniqueness and appropriate venue choices facilitate seamless integration into the host city 's tourism – thus decision-makers should pay attention to this issue and facilitate coordination between stakeholders.

Strengthening Creative Local Human Resources In The Field Of Business Models And Marketing Of Coffee Ecotourism In Sukodono Village, Malang District

Sukodono Village in Malang Regency has diverse resource potential, but faces challenges related to branding and optimizing existing potential. Thelevel of community literacy related to science and technology is still low, affecting the ability to operationalize technology to develop a sustainable coffee ecotourism business model. Making Sukodono Village a successful coffee ecotourism destination requires strategic planning to improve the competitiveness of the area. The level of knowledge and skills of local human resources is still lacking, hampering competitiveness and competence in developing sustainable business and marketing models, particularly in the utilization of digital platforms. Therefore, improving the quality of local human resources in Sukodono Village needs to be encouraged in order to apply modern business models such as the business model canvas.Assistance in community empowerment in Sukodono Village, by developing a more productive coffee ecotourism business model through a business model canvas (BMC), can be a solution to this problem. The development of coffee ecotourism begins with the branding process through existing promotional media, including village layout maps, websites, and regional taglines to increase the popularity of Sukodono Village as a coffee ecotourism destination in Malang Regency

Pelatihan Pembuatan Branding IGPAUDMNU Melalui Optimalisasi Instagram

Branding is the definition and development of identity for a brand includingcharacter, content, and relationship with consumers in any type ofcommunication or interaction. Institutional branding is the identity of aninstitution that can create a perception in the minds of readers, namelyregarding the values ​​and qualities held by the owner of the name. Branding ofan institution is also a way to shape self-image, personal character, areas ofexpertise and interest as well as special things for the community with the aimof forming positive perceptions. In the personal branding process, self-imagecan be formed when uploading photos and videos on Instagram.IGPAUDMNU is an association of Early Childhood Education Teachers underthe auspices of the Muslimat Nadhalatul Ulama whose members are teachersthroughout East Java Province. The aim of this community service activity isInstagram training to improve Institutional Branding for IGPAUDMNU EastJava Province using Instagram.The implementation method in community service uses qualitative methodswhich include delivering material, collecting data by interviews. Thedescription of the material starts from motivation about technology to lateroperation and optimization of the application. Data collection was carried outby interviews and taking documentation through pictures of each social mediaowned by Wijaya Kusuma University Surabaya with the ukwsmediacenter igaccount.Community service activities can provide benefits for teachers in terms ofinformation services, communication and documentation facilities for everyactivity carried out by young children as students of the participants which canbe seen by the entire community. Teachers can understand how to use socialmedia as a means of communication, information and documentation.Keywords: institutional branding, Instagram, IGPAUDMNU

Branding of retail enterprises

Branding is an integral part of the promotion and development of goods by retail trade enterprises (RTE). A comprehensive branding process is a key success factor, as it allows enterprises to identify themselves among compe­titors and attract a larger target audience. In this direction, it is important to substantiate the use of branding models aimed at increasing the competitiveness and RTE profitability. The aim of the article is to define the key concepts, the main components of branding, to substan­tiate the construction of a branding model and to characterize its elements. The following general scientific research methods were used such as analysis and synthesis, to present the main brand attributes; branding models and their characte­ristics; empirical, system and structural analysis and graphical display. The key concepts and basic branding principles have been defined, the main attributes (appearance of the product, its physical characteristics, brand name, logo, slogan, color scheme, fonts, character, music and sounds, related attributes) of the RTE brands have been analyzed. The process of choosing a positioning and its role in brand formation has been considered. The comparative characteristic of branding models has been presented, the main components, advantages and disadvantages of each model have been indicated. Based on the results, the author has developed his own model of RTE brand formation. The main advantages of using the developed model by the RTE and the main differences from other models have been indicated

The Effect of Brand Heritage on Intention to Donate in Non-Profit Organizations: An Evaluation within the Context of Temporal Focus and Brand Trust

ABSTRACT This study investigates intention to donate to nonprofit organizations with the perspective of brand heritage, brand trust, and the temporal focus of donors. The study is conducted on the long-established Turkish nonprofit organization Kızılay. Data is gathered via an online survey (n = 473) with judgmental sampling. The findings indicate that the brand heritage of a nonprofit organization affects brand trust and intention to donate. Likewise, trust in a nonprofit organization positively influences donation intention. Brand trust partially mediates the relationship between brand heritage and intention to donate. While individuals’ temporal focuses on the past and future moderate the relationship between brand heritage and brand trust, as expected, the present focus does not. The findings are expected to contribute to the branding processes and donation encouraging activities of nonprofit organizations.

Navigating digital horizons: A systematic review of social media’s role in destination branding

Purpose — This study aims to acquire a comprehensive understanding of how social media platforms contribute to the process of destination branding by identifying major themes in the literature pertaining to social media's role in destination branding.Method — This study employs a Systematic Literature Review (SLR) methodology to conduct an in-depth analysis of academic journal articles pertaining to the role of Social Media Marketing (SMM) in destination branding. The review encompasses 55 final articles published and indexed in the Scopus database from 2014 to 2024. The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) method is employed as the framework for this systematic review, ensuring the robustness of the review process.Result — Four prominent themes have been identified regarding the role of SMM in destination branding: 1) Enhancing Destination Brand Value Co-Creation, 2) Influencing Customer-Based Brand Equity, 3) Shaping Destination Brand Identity, and 4) Driving Destination Brand Engagement and Loyalty.Practical implications — Destination marketers should leverage social media strategically to enhance brand visibility, engagement, and loyalty, utilizing these platforms as virtual stages to showcase the destination's culture, heritage, and diversity.

Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors

This research aims to empirically examine the internal branding processes implemented by a global sports fashion firm to turn all employees into competent brand ambassadors. Brand-oriented training was hypothesized as an antecedent of salesperson brand identification and brand commitment, which drive brand-aligned behavior, the critical trait of employee brand ambassadors. These hypotheses were tested by surveying 141 corporate and retail employees of a global sportswear fashion brand's regional operations in Mexico. The principal conclusion is that brand-oriented training proves a significant driver of salesperson brand identification. Furthermore, brand identification drives brand commitment and brand-aligned behavior among all company employees, not just salespersons

“Crew, don’t go anywhere near this man!” the co-construction of celebrity and responsible capitalism in broadcast interviews with a chief executive officer

Celebrity CEOs espousing Corporate Social Responsibility (CSR) are receiving increasing media attention. However, researchers have not yet examined how CEOs and journalists co-create meaning about CSR in broadcast talk, an unscripted genre of news making, rife with contestation and cooperation. This paper presents a Conversation Analysis of six interviews featuring Dan Price, a CEO who pledged to “solve income inequality” by restructuring salaries in his company. Findings suggest that CSR anchored a process of double branding in which the CEO promoted himself and journalists reaffirmed their news philosophy. Price’s warm embrace by journalists across the political spectrum demonstrates a collaborative process of “celebrification”. Price created a transferable persona that appealed, through a mixture of political targeting and strategic ambiguity, to diverse audiences. Journalists elevated this persona by serving pseudo-criticism and showing identification. The story thus provided corporate media with the opportunity to reaffirm their commitment to “responsible capitalism”.

VISUAL IDENTITY DESIGN IN ANIMATION PRODUCTIONS: EXAMPLE OF THE BATMAN SERIES (1992-1995)

Animated series for television have a long history. The first animation experiments began with short cartoons produced for the cinema in the 1920s and 1930s. However, it took a little longer for animation to become widespread and popular in the television environment. The 1950s and 1960s were the periods when animation became widespread on the television platform as television entered homes. During this period, Walt Disney, Warner Bros. Studios such as Hanna-Barbera and Hanna-Barbera began to present various animated series to television audiences; Especially the series produced by the Hanna-Barbera studio attracted great attention from television viewers, and many classic productions appeared during this period. It is also seen that the first visual identity designs for animation series were produced during this process. Visual identity has the power to leave a lasting impact on popular culture and is thought to play a key role in the success of animated series. From this perspective, research constitutes an important issue. Within the scope of the limitations of the study, only milestone animation series produced in the United States were discussed, and the aim was to analyze samples and convey expert opinions within the framework of the descriptive analysis method. Batman: The Animated Series (1992-1995), which constitutes the sample of the research, was examined in terms of visual identity elements such as logo, typography, episode covers, and color palette. It has been concluded that visual identity elements are also important in the branding process of animation series, in addition to technical details such as story, scenario, fiction and graphics; In addition, it is aimed to create a Turkish resource for relevant stakeholders.

The patterns of the past and future agenda in international branding: a literature review

Purpose The purpose of this study is to, first, analyze the past years of research on international branding and, second, building on an early literature review, to analyze patterns in the field and suggest future research. Design/methodology/approach The analyzed papers were compiled using the Web of Science and Scopus databases. The author searched papers published between 2007 and 2023 that used terms related to international branding in their title, abstract and keywords. Findings This paper structures and identifies key institutions, papers, regions and authors in the field. It provides an overview of the past years of research in the area. The study identifies important gaps in the literature and suggests further research dealing with, for example, the B2B sector and emerging markets. Originality/value Despite the increase in international branding studies, few literature reviews have been published since 2007. This review fills this research gap. It identifies future research areas dealing with branding in the B2B sector, branding in emerging markets, branding process and implementation studies using longitudinal methods and more practical research.