The purpose of this article is to examine how brands are built in small-to-medium-sized enterprises (SMEs) and to develop a conceptual model of SME brand-building. The research design is based on an a priori conceptual framework that helped direct the fieldwork, data analysis and findings. A series of semi-structured interviews was conducted among 35 owner/managers from 30 firms. The results indicate that SME brands are built in a non-traditional manner and contrary to large firm brand building, with minimum brand planning and limited resources. SME brand-owner/managers and employees engage in brand exploration phases where they experiment in a spirit of trial and error based on risk-taking, commitment, creativity and willingness to learn. Based on these results, the article develops a model of the five phases of SME brand-building. The five-phase model represents an actionable framework for managers in an SME context. The model also presents scholars with a theoretical foundation upon which to construct further theory development.
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Rubriek waarin 4 auteurs een aantal wetenschappelijke artikelen bespreken, van marketingprofessoren over publicaties die elke marketeer moet kennen. Karel Jan Alsem is een van de 4 auteurs. Hij bespreekt 3 artikelen over marketing en merken:1. Back to the future: integrating marketing as tactics, strategy, and organizational culture / door Fred Webster.2. The multidimensionality of brand knowlegde / door Kevin Lane Keller.3. The one thing you must get right when building a brand / door Patrick Barwise and Seán Meehan.
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full text via link. Synovate heeft de afgelopen twee jaar onderzoek verricht op dit terrein. Anita Cox, Emile Rikken en Stephan van Velthoven zetten op basis daarvan zaken op een rij in een serie van 5 artikelen, hier op Molblog te lezen. In dit artikel staat brand-building via social media centraal. Effectief inzetten van social media. Regel 3: Creëer emotionele verbondenheid
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This chapter identifies whether the communicated brand promise of Vancouver's new established destination brand is in line with the brand experience perceived by the tourists visiting the city, in order to determine possible discrepancies. It compares Vancouver's destination brand identity, expressed in the brand promise, with the brand experience as perceived by tourists visiting the city. Vancouver's new destination brand is broken down into seven building blocks: embracing the core identity or the essence, the extended identity is composed of the mission, vision, values, voice, distinguishing features and emotional benefits. In order to ensure correctness and consistency within the industry, as well as to position the new destination brand successfully, Tourism Vancouver is focused on educating and informing the various industry players.
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Virtual communities are online spaces with potential of integration of (member-generated) content and conversations [7,8]. In our research project we are interested in the adoption and building of virtual communities in organized sports, that is to say in the voluntary sports clubs (VSCs) in the Netherlands. Since these VSCs have massively transferred their communication with members from paper club magazines to online channels, these virtual communities arise from the use of a growing number of websites, e-mail and social network sites (SNSs). Although virtual communities are broadly investigated, such as social communities, brand communities, and public communities, there is little scholarly interest in virtual communities of member organizations that VSCs are an example of. The study that is to be presented at SECSI 2019 concerns the clubs’ use of SNSs (ClubSNSs), such as Facebook and Twitter, within the virtual communities. These SNSs are increasingly used by the VSCs to facilitate organizational communication and to obtain a good internal climate [9]. However, academic understanding of the impact of ClubSNSs’ content and conversations on the organizational performance of the VSC is in its infancy. In our study, we examined this impact of ClubSNSs use on the involvement among members and whether we can explain this by members’ identification with the club. Furthermore, we have tried to categorize ClubSNSs by content types, such as informative, conversational or sociable ClubSNSs, and their role in stimulating the use of ClubSNSs. In this way we attempted to gain insight into the effect of types of ClubSNSs’ content and conversations on membership involvement and the mediating role of identification with the club. This insight can help VSCs to develop effective ClubSNS channels that contribute to organizational goals such as supportive and loyal membership.
MULTIFILE
This chapter examines current branding trends in significant Asian markets, namely Japan, South Korea, and India, with a special focus on one emerging branding nation, China. No generalizations towards the whole of Asia can be drawn from this research. However, research identified some aspects in the field of branding that have occurred in different Asian markets at different times. For example, the development of branding as a management strategy followed benefit-driven product management in both Japan and South Korea some decades ago. This development can now be witnessed in selected industries in China. Whether or not other Asian nations show similar developments (e.g. Indonesia) would be a topic for further investigation. Nevertheless, the following four Asian branding trends serve as the main outcomes of this research: extending the corporate brand into new fields of business, extending the corporate brand into diverse product categories, acquisition of Western brands by Asian investors and top-management support in brand building.
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In this paper, the authors address a literature gap with regard to sponsorship outcomes of mega-events and their host countries. This paper is about research that investigates the interrelatedness of three important images-host country, mega-event, and sponsor images-from the perspective of a cameo appearance building on the sponsorship and brand placement literature. It is based on the premise that the host city makes a cameo appearance during a mega-event for sport tourists while the event itself makes a cameo appearance for residents of the host country. The results indicate that mega-events can have a transitory influence, and that cameo effects exist, but that the patterns of relationships are different for sport tourists and residents.
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Een case van kleine ondernemers, hun organisatiemerken, en grote stakeholderbetrokkenheid.
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Artikel over het bedrijventerrein Werkspoorkwartier in Utrecht dat ‘circulair herontwikkeld’ wordt. Wat is dat en welk effect dat op het gebied heeft, blijkt lastig in kaart te brengen, merken onderzoekers van de Universiteit Utrecht en Hogeschool Utrecht. (bron: https://www.gebiedsontwikkeling.nu/artikelen/hoe-meet-je-het-effect-van-een-circulaire-herontwikkeling)
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