Self-PR as a Business Promotion Tool

2019 ◽  
Vol 8 (5) ◽  
pp. 60-62
Author(s):  
О. Аксенова ◽  
O. Aksenova ◽  
Н. Скрипникова ◽  
N. Skripnikova ◽  
Е. Швец ◽  
...  
Keyword(s):  
Communication Channels ◽  
Brand Strategy ◽  
Personal Brand ◽  
Brand Attributes ◽  
Brand Promotion ◽  
Selection Of

This article discusses the concept of Self-PR. It describes the technology of creating and promoting a personal brand; stages of its development. Personal brand is analyzed as a tool to promote your business and services. The process of formation and promotion of the brand is divided into four stages: personality audit; brand strategy is determined; creating basic brand attributes; selection of personal brand promotion means; identification of key communication channels.

Brand Image and Fan Loyalty in Professional Team Sport: A Refined Model and Empirical Assessment

2008 ◽  
Vol 22 (2) ◽  
pp. 205-226 ◽  
Author(s):  
Hans H. Bauer ◽  
Nicola E. Stokburger-Sauer ◽  
Stefanie Exler
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Team Sport ◽  
Equation Modeling ◽  
Brand Strategy ◽  
Proposed Model ◽  
Brand Attributes ◽  
And Behavior ◽  
Attitudes And Behavior ◽  
Team Brand

This study highlights the importance of brand image for fan loyalty in team sport. A parsimonious 4-factor, 20-indicator structure effectively represents brand image. In contrast to Keller’s proposed model, relationships between the brand image’s components were discovered. Thus, in line with means-end theory, a brand-image model should incorporate causalities among brand attributes, benefits, and attitudes. Fan loyalty is positively influenced by a fan’s brand attitude. Relationships among the brand-image dimensions and loyalty are confirmed via structural equation modeling. The non-product-related brand attributes (i.e., logo or tradition) have a particularly large impact on attitudes and behavior. They represent promising starting points for a successful and differentiating team brand strategy.

The Tea Party as Brand

2018 ◽  
Author(s):  
Khadijah Costley White
Keyword(s):  
Middle Class ◽  
Working Class ◽  
News Media ◽  
Political Power ◽  
News Coverage ◽  
Tea Party ◽  
Brand Strategy ◽  
Brand Placement ◽  
News Stories ◽  
Brand Promotion

Throughout the coverage of its emergence, news stories explicitly described the Tea Party as a brand of politics that attracted white working-class or middle-class Americans and generated profit, publicity, and political power. Not only did reporters specifically refer to the Tea Party as a brand, the news coverage about the Tea Party was complicit in promoting, defining, and publicizing the Tea Party as a political brand. This chapter tracks the ways in which the news media (including both reporters and pundits) actively mobilized and constructed the Tea Party brand by explicitly discussing and advising its brand strategy, describing its values, serving as a platform for Tea Party messaging and brand promotion, attributing human emotional characteristics to the Tea Party brand, identifying and serving as its spokespersons, and participating in brand placement through advertising and publicity.

Speaking through the body

2017 ◽  
Vol 36 (2) ◽  
pp. 104-113 ◽  
Author(s):  
Markus Koppensteiner ◽  
Greg Siegle
Keyword(s):  
Communication Channels ◽  
The Body ◽  
Chance Level ◽  
Body Movements ◽  
Motion Cues ◽  
Vocal Cues ◽  
Stick Figure ◽  
Audio Channel ◽  
Future Work ◽  
Selection Of

When people speak, they gesture. However, is the audience watching a speaker who is sensitive to this link? We translated the body movements of politicians into stick-figure animations and separated the visual from the audio channel. We then asked participants to match a selection of five audio tracks (including the correct one) with the stick-figure animations. The participants made correct decisions in 65% of all cases (chance level of 20%). Matching voices with animations was less difficult when politicians showed expansive movements and spoke with a loud voice. Thus, people are sensitive to the link between motion cues and vocal cues, and this link appears to become even more apparent when a speaker shows expressive behaviors. Future work will have to refine and validate the methods applied and investigate how mismatches between communication channels affect the impressions that people form of politicians.

scholarly journals Komunikasi Moderasi Pesantren; Studi Kasus Kepemimpinan Pesantren Nurul Huda Paowan Situbondo

2020 ◽  
Vol 11 (1) ◽  
pp. 104-123
Author(s):  
Abdul Hadi
Keyword(s):  
Religious Life ◽  
Communication Channels ◽  
Communication Patterns ◽  
Leadership Communication ◽  
Leadership Model ◽  
Depth Study ◽  
Moderation Process ◽  
Selection Of

The pesantren moderation life is a cultural agent of noble religious life. As understood together, that Kyai is a source of pesantren culture. The success of the institution's moderation culture, is certainly inseparable from the communication patterns in creating an important component in the pesantren moderation culture. Based on that opinion, this research is very important to do. This study examines the pesantren leadership model in developing its moderation culture. The study will be conducted using a qualitative phenomonological approach. After conducting in-depth study, the discussions can be concluded that leadership communication is carried out based on the kyai knowledge and awareness. In the process, there are several important things to be found, namely, first, purposes. It includes informing, influencing or persuading, instructing and engaging moderation process. Second, the compilation of messages based on weakness of pesantren moderation and feedback shown by the pesantren society. Third, the selection of communication channels which includes verbal (meeting communication and the important meeting others) and nonverbal (uswah action and postering).

ESTIMATION OF THE IMPULSE RESPONSE OF COMMUNICATION CHANNEL WITH MEMORY FOR THE OFDM SYSTEM

2020 ◽  
Author(s):  
В.Г. КАРТАШЕВСКИЙ ◽  
К.С. СЛИПЕНЧУК
Keyword(s):  
Impulse Response ◽  
Regularization Method ◽  
Communication Channel ◽  
Communication Channels ◽  
Ofdm System ◽  
Wise Decision ◽  
Transmitted Signal ◽  
With Memory ◽  
Ofdm Signals ◽  
Selection Of

Рассмотрена проблема оценивания методом регуляризации импульсной характеристики канала связи с памятью при приеме сигналов OFDM с использованием алгоритма «прием в целом с поэлементным принятием решений». Предлагаются варианты новых структур потока OFDM-символов с исключением защитных интервалов и включением испытательной комбинации (ИК)в структуру передаваемого сигнала при наличии памяти в каналах связи; для быстроизменяющихся каналов предлагается частая вставка ИК. Подбор ИК позволяет улучшить показатели качества оценивания импульсных характеристик методом регуляризации при наличии памяти в каналах связи. The problem of estimating the impulse response of the communication channel with memory when receiving OFDM signals using the "reception in general with element-wise decision-making" (RGEWDM) algorithm by the regularization method is considered. Variants of new structures of a stream of OFDM symbols are proposed with the exclusion of guard intervals and the inclusion of a test combination (TC) in the structure of the transmitted signal in the presence of memory in the communication channels; for rapidly changing channels frequent insertion of TC is proposed. The selection of TCs allows improving the quality indicators of impulse response estimation by the regularization method in the presence of memory in communication channels.

scholarly journals Explicating industrial brand equity

2016 ◽  
Vol 116 (5) ◽  
pp. 858-882 ◽  
Author(s):  
Sharifah Faridah Syed Alwi ◽  
Bang Nguyen ◽  
TC Melewar ◽  
Yeat Hui Loh ◽  
Martin Liu
Keyword(s):  
Brand Equity ◽  
Air Conditioning ◽  
Brand Image ◽  
Brand Strategy ◽  
Brand Trust ◽  
Brand Performance ◽  
Content Type ◽  
Brand Attributes ◽  
Business To Business

Purpose – The purpose of this paper is to explore brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers’ brand loyalty and their long-term commitment. The aim is to provide a more comprehensive framework of the buyer’s behavioral response in the business-to-business context by integrating both trust elements and industrial brand attributes (brand performance and industrial brand image). In addition, the study explores the mediation effects of trust and brand attributes on industrial buyers’ responses such as loyalty and long-term commitment. Design/methodology/approach – Using a survey approach, the study includes respondents working in the heating, ventilating and air-conditioning (HVAC) industry in Malaysia, and data are collected in the industrial air-conditioning segment. The research model was tested with SEM. Findings – Findings show that brand performance and industrial brand image directly affect brand trust but with different effects on buyers’ commitment and loyalty. Interestingly, industrial brand image only mediates the responses via brand trust, while brand performance has a direct effect. Thus, both brand performance and industrial brand image build buyer trust. But in this context, it is brand performance rather than industrial brand image that influences long-term commitment and loyalty. The study concludes that in the HVAC industry, brand performance, industrial brand image, buyer trust, industrial loyalty and commitment build brand equity. Originality/value – Significant research reveals that, in business-to-business contexts, brand equity depends on the supplier’s brand trust and attributes of the brand such as brand image and brand performance. While useful in guiding a supplier’s or industry’s brand strategy, the study of both brand trust and brand attributes has led to only a partial explanation of the supplier’s or industry’s brand equity. The present research explores industrial brand equity, focussing on tangible assets (performance) and intangible assets (brand image), and their joint consequences.

scholarly journals Demand Creation for COVID-19 Vaccination: Overcoming Vaccine Hesitancy through Social Marketing

Vaccines ◽  
2021 ◽  
Vol 9 (4) ◽  
pp. 319
Author(s):  
William Douglas Evans ◽  
Jeff French
Keyword(s):  
Public Health ◽  
Vaccine Hesitancy ◽  
Brand Strategy ◽  
Supply Side ◽  
Promotion Strategy ◽  
Public Health Professionals ◽  
Demand Creation ◽  
Delivery Services ◽  
Brand Promotion ◽  
Vaccine Distribution

The COVID-19 pandemic has led to millions of deaths and tested the capabilities of the medical and public health systems worldwide. Over the next two years as more approved vaccines are made available and supply meets or exceeds demand, medical and public health professionals will increasingly be faced with the challenge of vaccine hesitancy. There is an urgent need to create demand in groups that are either uninformed, vaccine hesitant, or actively resistant to COVID-19 vaccination. This study reviews theory, evidence, and practice recommendations to develop a vaccine demand creation strategy that has wide applicability. Specifically, we focus on key elements including supply side confidence, vaccine brand promotion strategy, service marketing as it relates to vaccine distribution, and competition strategy. We present evidence that these strategies can make a significant contribution to overcoming COVID-19 hesitancy in a high supply scenario. The paper also makes recommendations about factors that need to be considered in relation to vaccine delivery services and systems that, if done badly, may reduce uptake or result in the creation of more vaccine hesitancy. In summary, there is a need for well researched and tested demand creation strategies that integrate with brand strategy, supply side, and service delivery.

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