Myths, symbols and branding

This thesis explored the hypothesis that myths + symbols + branding, created the Republic of Türkey's collective group identity, and the identity of Mustafa Kemal Atatürk. The same formula tested the 'creation' of Europe/EU's group identity. Three formulas were created: bridge-word formula; composite-word formula; cyclical-word formula, to test this premise.

The dynamics of brand equity, co-branding and sponsorship in professional sports

Globalisation has been one of the most significant determinants of growth in the sports industry worldwide, especially with the increasing importance of brand creation, brand awareness, brand image, brand identity and brand equity. Professional sports teams have become top sports brands through leverage with major company sponsors. Sports marketers have had to become much more entrepreneurial to create competitive advantage for sports organisations and deliver relationship value to consumers. Company sponsorships are prominent drivers of brand strategy around the world. They help create an extended consumer experience and are becoming a strategic vehicle for creating co-branding partnerships between sports organisations and multinational companies. This study reports data from a survey of the top marketing and communications executives in sports and company organisations in New Zealand and as well as a qualitative content analysis of core documents and websites. The study provides insights for sports marketers seeking to: use sponsorship as a prominent driver of brand strategy; employ co-branding as a strategy to create an extended consumer experience; build strong brands through efficient co-branding articulation strategies. The study also provides recommendations for sports organisations and companies to formulate their marketing communications and brand strategies from the perspective of a co-branding relationship.

The ipad global embrace! Are we branding mobile learning?

 Mobile computing is taking the educational institutions into a new era of instruction. Educational institutions globally are opting for new mobile devices to integrate, and it seems that the vast majority are integrating the iPad without even looking at other options, they are unintentionally branding mobile learning. We believe that mobile learning should not be branded, should not be restricted and should not be made device specific, operating system specific, controlled and brand specific. This paper is based on a global panel discussion entitled: Is this an iPad Revolution or Mobile Learning Revolution. Also this paper presents an argument as to why is the iPad dominating in education with a focus on the current iPad initiatives in the UAE, few possible assumptions on why educational institutions are opting for the iPad are discussed, and some suggested recommendations on what educational institutions should know before making the decision about this integration.

Appropriate or appropriate? Strategic considerations when representing indigenous culture in communication design and branding

Appropriate, ethical, respectful depiction and referencing of Indigenous visual iconography has become an important issue around the world - especially when designers and their clients choose to visually represent national identity. This chapter for the book titled, agIdeas Research, Design for Business, highlights the need for governments, the private sector and the design community to show leadership in regard to appropriate representation and engagement with Indigenous knowledge. It is a sensitive area where guidance is needed to assist designers and their clients to engage appropriately with Indigenous culture when required.

Place branding and cross-cultural visual communication : how do the theories and practices of place branding inform our understanding of cross-cultural visual communication design?

In a globalised environment, visual communication designers are now required to understand their audience’s needs, values and unique methods of communication, creating a new focus on the recipient. In a cross-cultural design context, the visual communication also needs to appeal to a broad range of stakeholders and multiple recipients who hold a strong emotional investment in the message being sent. Our understanding of the complexities of designing in this environment can be informed by recent developments in the research of place branding where the focus is on the increased possibility for failure, the strong potential for criticism and the issues associated with a broad range of stakeholders.

The outcomes of this connection are explored further in a case study involving eight countries as diverse as Australia, Brazil, Mexico, South Africa, Turkey, Qatar, United States of America and Zimbabwe. More than 140 student and lecturer participants reviewed a student driven cross-cultural visual communication project that produced over 560 designs. The increased potential for failure and strong, emotional criticism raised questions about the role of images and symbols in cross-cultural visual communication. The impact these have on the reception of the design, challenge our views on the use of stereotypical imagery. This paper will discuss the movement towards designing visual images that are generic and lacking in cultural representation presenting the view that stereotypical imagery is important to the recipient who relies on these cultural references to effectively read the message.

The strategy of global branding and brand equity

This book offers a way to predict which brand a buyer will purchase. It looks at brandperformance within a product category and tests it in different countries with verydifferent cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand.PBC uses a prospective predicting method which does not have to rely on a brand’spast performance or a customer’s purchase history for prediction. Choice data isgathered in the retail setting – at the point of sale. The Strategy of Global Brandingand Brand Equity presents survey data and quantitative analyses that prove themethod described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.

A comunicação no contexto de employer branding

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

Benefícios da utilização de embalagens ativas e inteligentes no lugar das comuns

A segurança alimentar é um dos principais fatores a ser considerado na área de alimentação e nutrição, a Organização Mundial da Saúde (OMS) registrou 351 casos de morte por contaminação alimentar no ano de 2010 e estima que cerca 582 milhões dos casos de contaminação global foram causados por consumo de alimentos estragados ou contaminados. Diante deste cenário, a indústria de alimentos vem desenvolvendo técnicas e processos para tornar o alimento cada vez mais seguro para o consumidor e ao mesmo tempo adequar seus processos, estruturas e capacitação de pessoas para atender a legislação vigente. Alimentos industriais geralmente são produzidos em grande escala para atender à demanda, exigindo assim processos automatizados e também um certo número de funcionários que manipulem este alimento, aumentando o risco de contaminação por conta dos manipuladores. A indústria de embalagens vem se desenvolvendo no sentido de reduzir a atividade microbiana no interior da embalagem, por meio de embalagens ativa ou de modificação atmosférica, ou embalagens que possam transmitir ao consumidor mais confiabilidade, indicando o que acontece no interior das embalagens. O objetivo do presente estudo foi analisar junto a literatura quais os tipos de embalagens existentes nos dias de hoje, e demonstrar sua eficácia no controle e inibição do crescimento microbiano e melhoria da qualidade organoléptica. Por meio de pesquisas as principais bibliotecas digitais como LILACS, BIREME, além de fonte de livrose defesa de mestrado, obteve-se como resultado um grande acervo a respeito de embalagens ativas e inteligentes. Conclui-se, portanto, que esta revisão tem potencial para se tornar fonte de pesquisa para industrias que procuram inovações no setor de embalagem. O termo embalagem ativa e embalagem inteligente ainda é pouco conhecido pelos consumidores e mesmo os que já conhecem os termos, acabam concluindo que ambas embalagens são ativas, sendo que embalagens ativas tem a função de interagir com o alimento para melhorar seus aspectos sensoriais e as embalagens ativas monitoram e transmitem em tempo real a situação do produto armazenado em diversos aspectos.