The human-resource management practice of retail branding: an ethnography within Oxfam trading division

Purpose – While the charity retail literature emphasizes the richness of human resource practices among charity retailers, it rarely makes the link between these practices and their interest for establishing charity retailers' brands. Simultaneously, while the retail branding literature increasingly emphasizes the central role of human resource practices for retail branding, it rarely explains how retailers should conduct such practices. The purpose of this study is to test the recent model proposed by Burt and Sparks in 2002 (the “fifth generation of retail branding”) which proposes that a retail brand depends on the alignment between a retailer's substance (vision and culture) and its perceived image by customers. Design/methodology/approach – The research is based on an ethnographic study conducted within the Oxfam Trading Division, GB from October to December 2002. Findings – The study supports the Burt and Spark's model and makes explicit the practice of human resource for branding. The study demonstrates that it was the alignment between the vision of Oxfam's top management and its new customer‐oriented culture, two elements of its core substance mediated to customers by store employees, which has enabled an improved customers' perception of the brand. The study also seeks to elaborate upon the Burt and Spark's model by specifying an ascending feedback loop starting from customers' perception of Oxfam brand and enabling the creation of a suitable culture and vision again mediated by store employees. Research limitations/implications – New research should explore whether and how retailers create synergies between human resource and marketing functions to sustain their brand image. Practical implications – If the adoption of business practices by charity retailers is often discussed, this study highlights that commercial retailers could usefully transfer human resource best practices from leading charity retailers to develop their retail brand. Originality/value – The paper is of value to commercial retailers.

What drives city branding?

The article revises the role of architecture and iconic buildings in the branding of urban spaces.

My generation(s): cycles, branding and renewal in E4’s 'Skins'

In an era of fragmenting audience and diversified viewing platforms, youth television needs to move fast and make a lot of noise in order to capture and maintain the attention of the teenage viewer. British ensemble youth drama Skins (E4, 2007-2013) calls attention to itself with its high doses of drugs, chaotic parties and casual attitudes towards sexuality. It also moves quickly, shedding its cast every two seasons as they graduate from school, then renewing itself with a fresh generation of 16 year old characters - three cycles in total. This essay will explore the challenges of maintaining audience connections whilst resetting the narrative clock with each cycle. I suggest that the development of the Skins brand was key to the programme’s success. Branding is particularly important for an audience demographic who increasingly consume their television outside of broadcast flow and essential for a programme which renews its cast every two years. The Skins brand operate as a framework, as the central audience draw, have the strength to maintain audience connections when it ‘graduates’ those characters they identify with at the close of each cycle and starts again from scratch. This essay will explore how the Skins brand constructs a cohesive identity across its multiple generations, yet also consider how the cyclic form poses challenges for the programme’s representations and narratives. This cyclic form allows Skins to repeatedly reach out to a new audience who comes of age alongside each new generation and to reflect shifts in British youth culture. Thus Skins remains ever-youthful, seeking to maintain an at times painfully hip identity. Yet the programme has a somewhat schizophrenic identity, torn between its roots in British realist drama and surrealist comedy and an escapist aspirational glamour that shows the influence of US Teen TV. This combination results in a tendency towards a heightened melodrama at odds with Skins claims for authenticity - its much vaunted teenage advisors and young writers - with the cyclic structure serving to amplify the programme’s excessive tendencies. Each cycle wrestles with a need for continuity and familiarity - partly maintained through brand, aesthetic and setting - yet a desire for freshness and originality, to assert difference from what has gone before. I suggest that the inevitable need for each cycle to ‘top’ what has gone before results in a move away from character-based intimacy and the everyday to high-stakes drama and violence which sits uncomfortably within British youth television.

The Family Novel in the Emerging Nation-State: A Comparative Study of Ba Jin’s Jia and Lev Tolstoy’s Anna Karenina

The theme of family in literature and in popular discourse occurs at times when the family as an institution is under attack. Attacks against the family coupled with defence of the family are viewed as the barometer of people’s satisfaction with the society in which they live. This outpouring of emotion, whether it is in defence of or attacking the family, is the result of the family’s position on the bridge between nature and society – a fortunate (or a detrimental) link between an individual and the units that make up a society. Across the United States and much of the western world, the battle for gay marriage and inclusive civil unions has revealed the fissures in our collective moral view of the family. The conservative concern about the absence of ‘family values’ is magnified by our situation in a world of flux. Inflation, war, terrorist threats, and the depletion of natural resources are but a few examples. When so much is unknown, how do we position ourselves? What anchors us to the past, gives us comfort in the present, and supports us in the future if not the family? Alternatively, what coddles us more in the past, shackles us more to the present, and lulls us more into a fixed conception of the future than the family? My research is not a sociological survey into the family nor does it stake any claims to understanding the present state of the family in society. The study seeks, however, to shed light on the rhetorical uses of the family by analysing two novels that are inextricably concerned with the theory of the family in times of heightened social change. In particular, my research focuses upon the social role and political meaning of the family in Anna Karenina and Jia.

The Tastes of a Nation: M.F.K. Fisher and the Genre of Culinary Literature

This project works to situate this gastronomic revolution within a historical context, arguing at greater length that our contemporary food culture in the United States is in part the legacy of the body of food representations. Here we witness the evolution of a particular culinary sensibility that appealed to readers differently in different historical moments, as exhibited by the variety of ways that Fisher’s body of work was publicly received. By the end of the twentieth century, Fisher’s ethos reigned supreme, because Americans began to view food with less fear and anxiety as they slowly became more comfortable expressing their physical appetites and desires. By the millennium, Americans began to respect and honor the physical appetite and give more consideration to the quality and origin of the foods that they consumed. Feelings of guilt associated with the enjoyment of food began to diminish as well.

A comunicação no contexto de employer branding

Dissertação apresentada ao Programa de Pós-Graduação em Comunicação da Universidade Municipal de São Caetano do Sul

Branding: como construir, manter e fortalecer marcas de sucesso, trabalhando em mercados altamente competitivos

A presente dissertação objetiva mostrar, através de dois estudos de casos com empresas do ramo de serviços, um envolvendo uma instituição financeira - o Lloyds Bank Pie, e o outro uma empresa de fast-food, o McDonald's, que é possível a criação de valor percebido pelo cliente, para se construir uma marca forte, ainda que se trabalhando em mercados altamente competitivos. Nesse sentido, toda uma revisão bibliográfica foi feita para embasar os casos estudados, conciliando as teorias psicológicas de comportamento humano com as teorias de administração de marketing na área de marcas. As limitações enfrentadas para o desenvolvimento do presente trabalho residem no fato de a preocupação com as marcas se constituir num fenômeno relativamente recente no Brasil, portanto com baixo enfoque pelas empresas e reduzida bibliografia disponível sobre o assunto.

Destination branding : análise do destino Bahia

O tema do estudo é Destination Branding (DB), o processo de construção e desenvolvimento de marcas de destinos. O referencial teórico sobre o tema, bem como o estudo do branding da Nova Zelândia, estabeleceram as bases para a construção de um quadro de referência de DB, que foi estruturado em três macro etapas: ajuste do contexto, componentes de DB (aplicação de conceitos: imagem e identidade) e operacionalização (gestão, comunicação e avaliação). À luz desse quadro de referência, foi analisada a experiência de DB do Estado da Bahia ¿ um estudo de caso único, de caráter exploratório, com base em dados qualitativos.