In order to be successful in today’s competitive environment, brands must have well-established identities. Therefore, during the branding process it is necessary to attribute personality traits and visual elements that best represent the desired identity of the brand. With the recent advances in communication, scholars have analyzed how different visual elements (e.g., logo, typography, color) can visually represent the desired brand personality. However, these elements are typically analyzed separately, since few studies show the association of personality traits with the set of visual elements of the brand (the well-known “visual identity”). Therefore, this work aims to develop a methodological framework that allows the design of visual identity based on the Dimensions of Brand Personality, by assigning a set of visual elements (colors, typographies, and shapes) to each dimension (Sincerity, Excitement, Competence, Sophistication and Ruggedness) suggested by Aaker in 1997. Through a quanti-quali approach, the associations suggested in the proposed framework were duly tested through the application of a questionnaire to a sample of consumers, to gather information about their perceptions. Preliminary results suggest that the proposed framework can successfully generate the desired brand personality perception in consumers, according to the design elements used for the creation of the visual brand identity.
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An array of studies has shown that games can be suitable for marketing communication - but that not all game genres can be expected to be equally successful in generating advertising effects. Since the game task in shooter games requests players to strictly focus on objects that can pose a threat, that game genre seems especially problematic for in-game advertising. Subliminal communication can theoretically be expected to overcome (part) of that problem. Therefore, our experimental study (N = 143) focuses on marketing communication effects of subliminally presented brand logos. We aim to find out (i) whether subliminal marketing communication causes recognition effects and (ii) whether pictorial logos differ from textual logos in the size of the effect they generate. This way we can shine a light on the message processing mechanisms that are foundational to subliminal message effects. The results of our study show that subliminally presented brand logos do have a communicative potential: the recognition effects are significant. Besides, our study indicates that pictorial logos have a greater propensity to subliminally communicate than textual logos.
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The purpose of this study is to provide a better insight into the impact of rebranding on stakeholders; the case for this study is the rebranding of the Hotel Management School (HMS). This research has explored how the stakeholders have experienced rebranding and how the rebranding has affected the brand identity, image and loyalty. A qualitative research method was used and data was gathered conducting semi-structured, face-to-face interviews with the students, staff and industry partners. The data illustrates that due to effective internal communication the employees were not affected by the rebranding. Nevertheless, the brand identity, image and loyalty did not have the same effect on the students and industry partners. Thus, it is recommended that HMS pay more attention to improving the communication, rebuilding and expansion of the brand identity.
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This paper aims to show how current insights on place branding are used to organize “green” entrepreneurship in the Dutch Utrechtse Heuvelrug region. The role of place is explored in establishing a differentiated meaning for green entrepreneurship and providing an inspirational source for innovations, resulting in a green economic value proposition designed and communicated through branding. Design/methodology/approach: From the literature, different perspectives on the role and function of the place were derived, which lead to the choice of an identity-based entrepreneurial brand. To define the regional identity, qualitative and quantitative research were conducted. In addition, co-creation sessions were organized to further develop the brand. Findings: Taking place branding as the starting point, a framework has been developed, introducing the regional identity as an open space, linking locally based sub-brands to enhance power. To deliver economical and social value in an area with no leading business to sustainability and well-developed business skills, cluster development has been introduced as a way to create new economic activity and sustainable impact. Practical implications: The strategy of separating stakeholders and position them as locally based brands enables place planners and marketers to manage place brand complexity, which generally delays the process, often limiting place branding to “logos and slogans”. Originality/value: This paper provides a case study, which offers new perspectives on the issue of managing complexity, which is inevitable in organizing a place brand.
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The aim of this paper is to investigate which portfolio extension option: either a cheaper subbrand or a private label endorsed by the national brand is better from the consumer perspective. Two hypothetical product concepts from a leading beer brand were tested among Dutch consumers. The findings show that consumers are equally likely to try the options and form a positive or negative opinion about the manufacturer after the extension. However, when looking at the ability for a brand to cover a price conscious segment and thereforeincrease penetration, the cheaper national sub-brand performs better. Given that the manufacturer will be not restricted in distribution of such a brand, our findings are in favour of a cheaper sub-brand rather than an endorsed private label.
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SMEs within the rural Dutch municipality of Utrechtse Heuvelrug (UHG) are becoming increasingly aware of the need for sustainable ‘green’ business. Their sense of sustainability is strongly defined by the ‘green’ environment in which they live and work. They were seeking an entrepreneurial approach to sustainability that is reflective of the area and fits their ecosystem. This approach was to be aimed at innovation and branding. We assumed that the role and function of a location-based brand differs from that of product or corporate brands because it has more complexity. Taking place-branding theory as our starting point, we set out to construe a brand that is a) based on local identity and b) has the power to motivate and mobilize SME entrepreneurs to form cooperative sustainable networks. This paper presents our analysis for a brand framework and demonstrates how it has been applied to imbue sustainable ‘green’ impact.
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'Corporate designmanagement' is een vlot geschreven en zeer overzichtelijk standaardwerk op het gebied van corporate designmanagement. Een sterke visuele identiteit is voor een organisatie een doeltreffend middel om zich te positioneren en te profileren. Voorwaarde is wel dat de visuele identiteit duidelijk wordt geregisseerd. Corporate designmanagement zorgt daarvoor. Dit boek daagt de lezer uit om een eigen visie op corporate design te ontwikkelen en om deze visie in de praktijk vorm te geven. Niet alleen krijgt de lezer een heldere uitleg van begrippen als identiteit, imago, huisstijl, brands, merkbouw en design audit. Ook wordt beschreven hoe deze begrippen succesvol kunnen worden toegepast. En hoe een huisstijl van een organisatie wordt ontwikkeld en gemanaged. In deze herziene druk is er meer aandacht voor het verschil tussen basiselementen zoals logo, kleur, typografie en beeld en toepassingsgebieden oftewel de dragers van de huisstijl. Denk hierbij aan brochures, websites en natuurlijk visitekaartjes. Ook zijn er meer cases en checklists toegevoegd. 'Corporate designmanagement' is niet alleen een zeer toegankelijk en compleet studieboek, maar bewijst ook in de praktijk goede diensten.
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The aim of this paper is to investigate the Chinese branding landscape. First, the strongest Chinese brands are analysed. This analysis offers explanations for typical Chinese brand strategy and establishes current trends in Chinese brand management practice from a corporate perspective. The research includes an empirical study on the motivations of Chinese consumers investigating their preferences of Chinese- over foreign brands. While the discipline of brand management has a relatively short tradition in Chinese boardrooms, the outcomes of Chinese consumer preferences towards their favorite brands are both revealing and unexpected. The paper will conclude with the formulation of four Chinese branding trends that are likely to shape the Chinese branding landscape in the future.
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Purpose - The purpose of this paper is to develop a research model to investigate corporate visual identity (CVI) management from an organisational perspective. It is assumed that characteristics of the organisation and of the way a CVI is managed will affect consistency of CVI. Design/methodology/approach - The model was tested in a survey carried out among employees in 20 Dutch organisations. Structural equation modelling with AMOS was conducted to get insight into the various influences and relationships. Findings - CVI management characteristics - socialisation processes related to CVI, knowledge of CVI strategy, and CVI tools and support - have a strong impact on the consistency of CVI, and organisational characteristics affect the way CVI is managed. With the exception of the openness and dynamics of an organisation, no supporting evidence was found for a direct relationship between organisational characteristics and CVI consistency. Research limitations/implications - CVI has been measured by the judgement of the respondents, all employees of the organisation concerned. Therefore the measure was the perceived consistency of CVI. Further research could include a visual audit and the perception of external stakeholders towards the visual identity. There was no distinction examined among the main corporate visual identity and sub- or product brands. The study was conducted in the Netherlands, where the Dutch term huisstijl is unambiguous and clearly related to the corporate brand or identity. Future research can take different brands into account or can broaden the concept of CVI (including cultural aspects, language, rituals, myths, etc.). Practical implications - The results indicate that CVI management matters, that CVI management is related to more general organisational characteristics, but that communication managers nevertheless have a considerable amount of freedom in determining the way they manage their CVI. Originality/value - Corporate visual identity has received little attention in research and hardly been studied at all from the perspective of this paper. This paper has value to both researchers in the fields of corporate identity and organisational identity, as well as professionals involved in managing the corporate identity. © Emerald Group Publishing Limited.
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