Zoekresultaten

Branding and Google Trends: Software companies’ names, the metaverse and virtual reality.

Effects of co-branding in the theme park industry - a preliminary study

Purpose – Cobranding is an often used marketing strategy within the theme park industry and it has existed in one form or another since the 1930s. Notwithstanding the growing interest for cobranding in the theme park industry academic research in a theme park context has not been found yet. Empirical research on cobranding is limited to a relatively few studies that have typically examined product concepts or fictitious products rather than real instances of cobranding. This article aims to present results of an experiment on the effects of cobranding from a reallife theme park perspective. Design/methodology/approach – The article is based on a classical field experiment in which the IBRAmethod of measuring brand associations was used. The IBRAmethod does not influence the brand associations like many other research techniques do (by giving certain cues). It is an unaided, unbiasing research technique. The objective of the study is to investigate whether the relationship between theme park Efteling and WWF, resulting in the cobranded attraction PandaVision, could have a negative effect on the strong brand associations of theme park Efteling. Findings – Through the field experiment an insight has been given into the possible effects a respondent's perceived brand fit within a cobranding situation can have on the average evaluation of core associations of one of the constituent brands. Even strong brands (Efteling is the strongest brand in The Netherlands) can be harmed by a wrong cobrand strategy. Results also showed that the brand fit manipulation has resulted in a more negative image of Efteling without affecting the evaluation of the cobranded attraction PandaVision. Only measuring whether guests like or dislike your attractions is thus not sufficient. Research limitations/implications – This research is presented as a preliminarily study and the results should be interpreted with caution. The sample size was limited to 70 respondents and the experimental design with only students may not necessarily represent the typical visitor to the Efteling. Because of the crude manipulation of the treatment it is unclear what precisely caused the established effect. Is the effect caused by the degree of elaboration (meaning, because the respondent is triggered to think deeply about the matter at hand) or by the substantive guidance? Supplementary research with several experimental groups is needed to answer this question. Practical implications – Theme parks should be aware of the dangers of cobranding. Pairing with a wrong partner can damage the brand; negative spillover effects, erosion, brand dilution and even negative bottom line effects for the participating brands are possible. If the results occur for strong brands, weaker brands should be even more aware of the dangers. Originality/value – This article presents the first application of the effects of cobranding in a specific theme park setting. It is also the first article to use the unbiased IBRAmethod for measuring brand associations of a cobrand strategy. Negative effects of cobranding for strong brands in a reallife situation were never reported before.

Nation branding and integrated marketing communications: an ASEAN perspective

Purpose – This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies follow the principle of coordination that characterises an integrated marketing communications approach. Design/methodology/approach – A qualitative exploratory approach was taken, comprising face-to-face in-depth interviews with key informants from five Association of Southeast Asian Nations (ASEAN) involved in the implementation of nation branding communications in terms of export promotion, tourism, investment attraction and public diplomacy. Findings – Seven key dimensions of interorganisational coordination in a nation branding context emerge from our results. These dimensions include sector, organisation domicile, mode, strategy formulation, nature, frequency and target audience. Research limitations/implications – The relatively small dataset as well as the restricted geographic scope of the study limits the generalisability of the findings; further research is required to ascertain whether the findings of this study also apply in other settings. Practical implications – Enhanced coordination needs to occur not only between the different governmental organisations engaged in nation branding strategy, but also between those organisations and their respective private sector stakeholders. Originality/value – This paper extends previous work on the need for countries to adopt a coordinated approach to their nation branding activities. The paper is original in its examination of actors’ perceptions of the optimal degree of coordination that should occur between a country's EPO, IA, NTO and embassies. The paper is also original in its reporting of findings from a region (ASEAN) that is under-researched relative to other areas, such as Europe and North America.

Events en branding

Organizing local ‘green’ entrepreneurship

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.

Ludiek uit de Branding (Lezing)

Een lezing gehouden op de opleiding Creatieve Therapie over het woord Ludiek. De vraag was indertijd (1984) of deze opleiding zich met benamingen als muzisch ludisch diende te gaan afficheren. De auteur was van mening dat dit niet zo voor de hand lag. Het is tevens een aardige studie naar de etymologie (eigenlijk meer de sociogenese) van ludiek. En passent komen we te weten wat de toenmalige opleidingsvereisen waren: "Heerkens meldt voor het ludisch (genoemde) vak muziek, dat de leerlingen 75 liedjes goed moesten kunnen zingen en deze zowel met behulp van zelf vervaardigde instrumenten kunnen begeleiden, alsook kunnen meespelen met grammofoonplaatjes die harmonisch op die liedjes aansloten (bedenk wel, dit waren eindexameneisen."