The Influence of Feminism on the Development and Branding Strategies of Fashion Brands

Social media is a new platform for CEOs to build their image and create a strong personal brand to represent themselves and their company. This research examines an outstanding Malaysian fashion icon and social media–savvy businesswoman with over a million followers on Instagram, Vivy Yusof, the youngest Malaysian e-commerce mogul and an example of a successful CEO who has used personal branding to build an empire in the fashion industry. The objectives of this research are to identify the type of messages Vivy Yusof communicates to her audience through her personal Instagram posts and to identify the ways Vivy Yusof’s audience engages with her posts on Instagram. Her Instagram post content is classified using the Honeycomb framework that comprises seven functional building blocks, namely, presence, relationships, reputation, groups, identity, conversations, and sharing. In this study, the content of Vivy Yusof’s Instagram posts is categorized by how she focuses on the various functional building blocks in her posts and the implications these blocks have on how her audience interacts with the posts. Her social media presence confirms the importance of CEO personal branding because of her role and influence on the masses evidenced by the willingness of her followers to interact (through likes and comments) and engage with her posts on any subject matter, relating either to her business or personal life. The study contributes to a growing body of literature on personal branding strategies by shedding light on the association between content strategies and engagement with social media content.

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Young consumer-brand relationship building potential using digital marketing

European Journal of Marketing ◽

10.1108/ejm-07-2015-0430 ◽

2016 ◽

Vol 50 (11) ◽

pp. 1993-2017 ◽

Cited By ~ 28

Author(s):

Nicolla Confos ◽

Teresa Davis

Keyword(s):

Digital Media ◽

Relationship Building ◽

Digital Marketing ◽

Content Type ◽

Marketing Environment ◽

Online Branding ◽

Brand Relationship ◽

Branding Strategies ◽

Young Consumers ◽

Mobile Phone Applications

Purpose This paper aims to examine branding strategies directed at child consumers, used by six high fat, sugar and salt food brands across three different digital marketing platforms. It identifies brand relationship building potential in this digital context. Design/methodology/approach This study analyses the contents of branded mobile phone applications, branded websites (including advergames) and branded Facebook sites to understand the nature of young consumer–brand relationship strategies that marketers are developing in this digital media marketing environment. Findings The use of sophisticated integrated branding strategies in immersive online media creates the potential for marketers to build relationships between young consumers and brands at an interactive, direct and social level not seen in traditional media. Categories of relationships and brand tactics are identified as outcomes of this analysis and linked to brand relationship building potential. Research limitations/implications The results suggest that branded communication strategies that food companies use in the online environment are creating conditions that appeal to young consumers, fostering new ways to build brand relationships. As this is a dynamic medium in a fluid state of change, this exploratory study identifies and categorises the marketing strategy, but not the young consumers’ response to such branding strategies (a limitation). Originality/value This study details the potential for child–brand relationship building in the context of online branding environments. It identifies the potential for longer-term effects of embedded advertising directly to young consumers, within and across three digital media platforms.

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Branding Strategies for Influencing Voter Citizenship Behavior in Indonesia: The Moderating Role of Psychological Contract Violation

Journal of Political Marketing ◽

10.1080/15377857.2020.1862020 ◽

2021 ◽

pp. 1-44

Author(s):

Akhmad Farhan ◽

Nor Asiah Omar

Keyword(s):

Psychological Contract ◽

Citizenship Behavior ◽

Psychological Contract Violation ◽

Branding Strategies ◽

Moderating Role ◽

Contract Violation

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The economics of free

Convergence The International Journal of Research into New Media Technologies ◽

10.1177/1354856514567052 ◽

2016 ◽

Vol 22 (6) ◽

pp. 563-580 ◽

Cited By ~ 22

Author(s):

Elizabeth Evans

Keyword(s):

Game Design ◽

Temporal Dynamics ◽

Game Studies ◽

Cultural Economic ◽

Gaming Industry ◽

Political Implications ◽

The Simpsons ◽

The Social ◽

Casual Games ◽

Branding Strategies

The gaming industry has seen dramatic change and expansion with the emergence of ‘casual’ games that promote shorter periods of gameplay. Free to download, but structured around micropayments, these games raise the complex relationship between game design and commercial strategies. Although offering a free gameplay experience in line with open access philosophies, these games also create systems that offer control over the temporal dynamics of that experience to monetize player attention and inattention. This article will examine three ‘freemium’ games, Snoopy Street Fair, The Simpsons’ Tapped Out and Dragonvale, to explore how they combine established branding strategies with gameplay methods that monetize player impatience. In examining these games, this article will ultimately indicate the need for game studies to interrogate the intersection between commercial motivations and game design and a broader need for media and cultural studies to consider the social, cultural, economic and political implications of impatience.

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A deliberately emergent strategy – a key to successful city branding

Journal of Place Management and Development ◽

10.1108/jpmd-12-2014-0029 ◽

2015 ◽

Vol 8 (2) ◽

pp. 90-102 ◽

Cited By ~ 7

Author(s):

Janne Lindstedt

Keyword(s):

Place Branding ◽

Place Identity ◽

Point Of View ◽

City Branding ◽

Content Type ◽

Emergent Strategy ◽

Branding Strategies ◽

Local Stakeholders ◽

Place Brand

Purpose – The paper aims to address a neglected issue in the literature on place brand co-creation, namely, the strategic planning of the branding process. Furthermore, the paper demonstrates the benefits of a deliberately emergent strategy. Design/methodology/approach – A qualitative case study focusing on Turku, Finland, supports the development of the argument. In this study, branding of Turku is examined both during the European Capital of Culture 2011 (ECoC) project and after it. Findings – The contribution of the ECoC 2011 project – which was widely perceived as a success – to Turku’s brand was based on a deliberately emergent strategy. Afterwards, the local government has, however, chosen a different approach to branding. Research limitations/implications – Given the increasing popularity of brand thinking among practitioners all over the world, it would be meaningful for scholars to pay more attention to the application of brand co-creation in place branding strategies. Practical implications – The deliberately emergent branding strategy could be considered an approach to applying the idea of brand co-creation in practice. It enables local stakeholders to make their voices heard and results in increased credibility of a branding process. Originality/value – Place brand co-creation has not yet been examined from strategic planning’s point of view. The need for this kind of examination is apparent, because branding strategies have traditionally been based on the idea of static place identity. The Turku case helps to propose a solution in terms of the notion of deliberately emergent branding.

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The role of DMOs in tourism stakeholders systems. An empirical research in Italian context

MERCATI & COMPETITIVITÀ ◽

10.3280/mc2011-003007 ◽

2011 ◽

pp. 105-125

Author(s):

Luigi Cantone ◽

Marcello Risitano

Keyword(s):

Empirical Research ◽

Business Models ◽

Tourism Industry ◽

Marketing Strategies ◽

Destination Branding ◽

Empirical Survey ◽

Branding Strategies ◽

External Relationships ◽

Italian Context

Tourist destination (TD) is considered the most important unit of analysis in tourism industry and the amalgam of tourism products, which offers an integrated travel experience for the customer. In this paper is analyzed the role of Destination Marketing Organizations (DMOs), the key player in the tourism stakeholders systems which manage collaborative marketing strategies. Particularly, are recognized the destination branding strategies defined by DMOs, one of the most important organizational solution to manage internal and external relationships in tourism stakeholders systems. The theoretical assumptions of the paper are supported by an empirical research which analyzes, comparatively, the Italian DMOs of eight regional contexts. The goals of the empirical survey have been the following: a. to identify the main tourism players of regional stakeholders systems, deepening the nature and the intensity of marketing relationships in these networks; b. to define the main characteristics of the regional DMOs in Italy, in terms of business models and collective marketing strategies planned in the own networks; c. to categorize the destination branding strategies defined by DMOs in regional tourism stakeholders systems, valuating the main brand decisions carried out in these contexts.

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