The Research of the Methods How the Brand Image Design Transform Scientifically in the Digital Media Era

AbstractToday, opera houses are confronted by new (global) digital media offers that enable people to remain outside the opera house while attending a live-opera, e.g. via livestreamed opera performances in the cinema. This is a challenge for media managers in these fields because they need to find new ways to work with these new opportunities. Within a cultural marketing context, branding is highly relevant. Based on the brand image approach by Kevin Lane Keller (1993), we use a complex qualitative-quantitative study in order to investigate if, and how, the brand images of live-opera performances and live-streamed operas differ between countries and cultural contexts. By comparing Estonia and Germany, we found that the perception of live-opera is rather a global phenomenon with only slight differences. Furthermore, the ‘classical’ opera performance in an opera house is still preferred, with a corresponding willingness to pay, while the live-streamed opera offer may provide a modern touch. The study may help media managers in adapting their brand management to include new digital product offers and to find targeted differentiation strategies for increasingly competitive markets.

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Real-Time Marketing as a New Marketing Approach in the Digital Age

Advances in Multimedia and Interactive Technologies - New Media and Visual Communication in Social Networks ◽

10.4018/978-1-7998-1041-4.ch012 ◽

2020 ◽

pp. 208-222

Author(s):

Selçuk Bazarcı

Keyword(s):

Real Time ◽

Digital Media ◽

Brand Image ◽

Low Cost ◽

User Interaction ◽

Digital Age ◽

Communication Process ◽

Brand Communication ◽

High User ◽

Emotional Appeals

Nowadays, in order for brands to respond to consumer expectations, digital media efforts need to be involved in the brand communication process. Brands have a unique way to remind their names in a consumer's mind with real-time marketing. In addition, real-time marketing offers a way to make it easier for marketers to reach their target audiences at a low cost when increasing the speed and functionality of information. In this chapter, real-time marketing posts that have high user interaction on Twitter are handled in the context of their process, content features, and message appeal. Examined were 185 tweets. According to the data obtained, brands are trying to create positive brand image for consumers. Besides, it has been determined that both informational and emotional appeals are used intensively in order to create brand awareness.

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The brand image model in digital media industry

J for Global Business Advancement ◽

10.1504/jgba.2019.10022538 ◽

2019 ◽

Vol 12 (2) ◽

pp. 276

Author(s):

Umi Kaltum ◽

Sukardi Silalahi ◽

Popy Rufaidah ◽

Ernie Tisnawati Sule

Keyword(s):

Digital Media ◽

Brand Image ◽

Media Industry ◽

Image Model

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The narrative rhythm of terror: a study of the Stockholm terrorist attack and the “Last Night in Sweden” event

International Journal of Tourism Cities ◽

10.1108/ijtc-04-2018-0030 ◽

2018 ◽

Vol 4 (4) ◽

pp. 484-494 ◽

Cited By ~ 2

Author(s):

Cecilia Cassinger ◽

Jorgen Eksell ◽

Maria Mansson ◽

Ola Thufvesson

Keyword(s):

Digital Media ◽

Urban Space ◽

Brand Image ◽

Terrorist Attack ◽

Online News ◽

Spatial And Temporal Patterns ◽

Content Type ◽

City Brand ◽

Terror Attacks ◽

The City

Purpose The purpose of this paper is to examine how the mediatisation of terror attacks affects the brand image of tourism cities. Design/methodology/approach Informed by theories of mediatisation and space, the study analyses two different types of terror attacks in Sweden during 2017 as media events. The focus of analysis is on identifying spatial and temporal patterns that underpin the narrative rhythm of the discussions of the events on Twitter and online news platforms. Findings The findings demonstrate that the unfolding of the events can be divided into three phases of varying intensity in rhythm and implications for city brand image. The manifestation of an imaginary terror attack in a digital environment had a greater impact on the narratives of the city than an actual one. Research limitations/implications Rythmanalysis is introduced as a useful device to examine how urban space is mediatised through social media and online news flows. Originality/value The study contributes with novel knowledge on the mediatisation of city space on digital media platforms in a post-truth world. It shows that city administrations need to deal with both real and imaginary terror attacks, especially when there is an already established negative image of the city.

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