Creating a Brand Image through Music

2019 ◽  
pp. 348-367 ◽  
Author(s):  
Hauke Egermann
Keyword(s):  
Brand Image ◽  
Affective Responses ◽  
Brand Identity ◽  
Communication Model ◽  
Psychological Mechanisms ◽  
Brand Recognition ◽  
Emotional Meaning ◽  
The Creation ◽  
Cognitive Meaning

Hauke Egermann explores the influence of music on how consumers imagine the characteristics of a brand. He deals with several psychological mechanisms in order to outline the associative and emotional potential of music and to illustrate how music aids in establishing brand recognition and recall in consumers. Egermann elaborates on how music can create brand attention and affective responses in consumers and affect the cognitive meaning of a brand image. He sums up by arguing for a brand-music communication model that describes three different functions of music in the creation of a brand identity: brand salience, cognitive meaning, and emotional meaning.

scholarly journals BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL AIRLINE

2009 ◽  
Vol 8 (1) ◽  
Author(s):  
Idris Gautama So ◽  
Ishak Ismail
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Associations ◽  
Brand Association ◽  
Service Brand ◽  
Private Values ◽  
Brand Attributes ◽  
The Creation ◽  
Cochran Test

Brand image, in brief is a series of private values that perceived by company to create identity of its product or service. Brand Association is anything related memory to brand (Tjiptono, 2005). Brand Association is one of assets of brand equity, which shows advantages and differences of a product or service while a person recall the brand of product or service. This paper is a research to discover brand attributes associated in consumers’ mind that create brand image of state owned national airline (Garuda Indonesia-GI), and then to discover harmonization between brand identity with brand image. The respondents of this research are passengers of GI airline at Sukamo-Hatta airport. Cochran test is one of methods applied in this paper. The result of this research shows that there are six brand associations which create GI brand image, but brand identity has not yet stuck completely in consumer’s mind, although there are three additional brand image perceived by consumers. These show that there is a positive gap which bring advantages to company. Company must also maintain the harmony of built brand image and brand identity to avoid the creation of negative gap.

The Kaččā and the Pakkā: Disenchanting the Film Event in Pakistan

2020 ◽  
Vol 62 (2) ◽  
pp. 262-295
Author(s):  
Timothy P. A. Cooper
Keyword(s):  
British Empire ◽  
Affective Responses ◽  
British India ◽  
Film Exhibition ◽  
The Creation ◽  
First Contact ◽  
Made In

AbstractFor many city dwellers in Pakistan the distant memory of outdoor cinemas in their ancestral villages rekindles the thrill of first contact with film exhibition. This paper considers attempts made in colonial British India and postcolonial Pakistan to understand, wield, and benefit from the staging of such memorable and affective filmic events. In its cultivation of “cinema-minded” subjects, the British Empire commissioned studies of audiences and their reactions to film exhibition in hopes of managing the unruly morality and materiality of the cinematic apparatus. After Partition and the creation of the Dominion of Pakistan, similar studies continued, evincing a residual strategy of elicited contact. The elicitation of film contact aimed at the exertion and commandment of the event of film exhibition for the purposes of knowing their constituent subjects at a moment of malleability. Yet the Empire's struggle with the perceived problems of “Muslim tastes” and audience members’ ambivalence over rural screenings in post-Partition Pakistan calls for a reconsideration of the efficacy of these tactics. I argue that what complicated these encounters are affective responses that questioned the address, permissibility, and efficacy of film exhibition. In these tactics of elucidation, disenchantment, and denial, ruptures are refused and the new is dismissed as inoperable, incompatible, or impermissible.

scholarly journals ANALISIS IDENTITAS VISUAL PADA IKLAN FASHION BRAND INTERNASIONAL DKNY

2018 ◽  
Vol 1 (1) ◽  
pp. 01
Author(s):  
SANDY RISMANTOJO
Keyword(s):  
Brand Image ◽  
Target Audience ◽  
Brand Identity ◽  
Life And Death ◽  
Fashion Brand ◽  
Visual Characteristic

Brand Identity and brand image are important parts of the branding process that must be managed in a sustainable way in order to seek and gain attention from their target audience. Life and death of a fashion brand depends on how the brand manages its image, products and how the brand establishes an intense relationship with its target audience. DKNY is an internationally renowned fashion brand that can be said to have succeeded in managing its brand identity and brand image by developing visual characteristic that no other fashion brand has. This essay will deeply analyze the DKNY’s visual characteristic by reading the icons and index of DKNY fashion advertisings. Keywords: advertising; branding;  fashion;  icon;  index

scholarly journals A framework for analysing convergenceReceived between online brand identity and online brand image

2018 ◽  
pp. 177-201
Author(s):  
FAIT, MONICA ◽  
SCORRANO, PAOLA ◽  
MAIZZA, AMEDEO ◽  
THRASSOU, ALKIS
Keyword(s):  
Brand Image ◽  
Brand Identity

La creación de imagen de marca en los canales infantiles politemáticos de televisión | The creation of brand image in Polithematic children’s channels of Digital Television

2012 ◽  
Author(s):  
Irene Melgarejo Moreno ◽  
María del Mar Rodríguez Rosell
Keyword(s):  
Content Analysis ◽  
Brand Image ◽  
Main Element ◽  
Digital Television ◽  
Television Channel ◽  
Scientific Methods ◽  
Study Methodology ◽  
The Creation ◽  
Depth Interviews

ResumenLa marca constituye el principal elemento de todo canal televisivo dónde el tratamiento y uso que se hace de la propia  imagen de marca del  canal se convierten en fundamentales para atraer la atención de la audiencia y conseguir afinidad entre el público objetivo, el canal y la marca. Con una metodología de estudio basada en la triangulación de métodos científicos, donde convergen las entrevistas en profundidad, el análisis de contenido y la observación descriptiva, este artículo presenta los resultados globales sobre imagen de marca y publicidad  extraídos del estudio exhaustivo de los canales infantiles,  lo que permite obtener una aproximación a la realidad de los Canales Infantiles Politemáticos en España.AbstractThe brand constitutes the main element of every television channel where the treatment and use that they do of a channel brand image are essential to attract audience attention and get affinity between target, channel and brand. By means of a study methodology based in the triangulation of scientific methods, where several in – depth interviews, content analysis and descriptive observation converge, this article presents the global results about brand image and advertising that we extract from the exhaustive children’s channels study, which allows to get an approximation to the Polithematic Children’s channels reality in Spain.Palabras clavecanal infantil; imagen de marca; politemático; publicidad; televisión.Keywordschildren’s channel; brand image; Polithematic; advertising; television.

The Concept of Brand Identity

2017 ◽  
pp. 1-28
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Brand Identity ◽  
Customer Empowerment ◽  
The Way

In this chapter, the concepts of brand identity and brand image and the linkage between them, brand loyalty, are explored, and the way firms can enhance brand loyalty is explained briefly. The challenges that companies face in today's world are touched upon to give managers a better insight as to how different their efforts should be compared to the old days. This chapter also contains material on how to build brands, as a model is reviewed that can help in this regard. Different facets of brand identity are explained briefly, and concepts such as customer empowerment and co-creation of brands are described.

A Theoretical Approach for Sustainable Communication in City Branding

2017 ◽  
pp. 41-66
Author(s):  
Ayşe Banu Bıçakçı ◽  
Zeynep Genel
Keyword(s):  
Cultural Studies ◽  
Theoretical Approach ◽  
Essential Role ◽  
Brand Image ◽  
Theoretical Framework ◽  
Brand Value ◽  
Communication Model ◽  
City Branding ◽  
Symmetrical Communication ◽  
The Impact

The key to success of cities having high brand-value and awareness is the configuration of successful brand structures for the participation of stakeholders into the process. Starting from this point, symmetric and sustainable communication among stakeholders is assumed to play an essential role as a prerequisite for achieving success. The key to ensuring sustainable practice of any discipline is the communication. In this regard, in infrastructure, renovation, finance, tourism, sociology and cultural studies, the symmetry and participation of all of the parties are also considered to be important in terms of communication. Alongside the theoretical framework of city branding, this chapter seeks to contribute to the literature with “Multilateral Symmetrical Communication Model,” which has been created to meet the requirements for city brands. The impact of stakeholders' interaction on the brand image, the impact of ensuring multilateral communication between both parts, and demonstrating applicability of these are the main focuses of this chapter.

What to do when your brand gets kidnapped by Narcos: the case of Buchanan’s whisky

2019 ◽  
Vol 9 (3) ◽  
pp. 1-18
Author(s):  
Nicolas Kervyn ◽  
Judith Cavazos Arroyo ◽  
Fernando Rey Castillo Villar ◽  
Rosa Andrea Gomez Zuñiga
Keyword(s):  
Learning Outcomes ◽  
Portfolio Management ◽  
Consumer Culture ◽  
Brand Management ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Strategy ◽  
Content Type ◽  
Academic Level ◽  
The Difference

Learning outcomes Learning outcomes are as follows: understanding the difference between brand identity and brand image; applying various segmentation tools; understanding the appeal of the aspirational brand and its consequence on private and public consumption; exploring the strategic options available to a brand facing a brand appropriation; exploring the pros and cons of opposing a brand appropriation; and developing a plan for the implementation of this strategy. Case overview/synopsis This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive. Complexity academic level This case is designed to be used in marketing management, brand strategy or consumer culture course. Specifically, the case is designed for college seniors or master students with basic strategic marketing training. It should provide the basis of discussions on the topics of brand management, consumer culture, brand portfolio management, international marketing, repositioning strategy, brand architecture, brand equity, brand assets, brand appropriation and consumer relationships with brands. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing

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