scholarly journals Mermaids and Corporate Branding: Histories, meanings and impacts

2021 ◽  
Vol 15 (2) ◽  
Author(s):  
Susan Graham
Keyword(s):  
Corporate Branding ◽  
Brand Identity ◽  
Case Method ◽  
Brand Architecture ◽  
Brand Strategies ◽  
Consumer Relationships ◽  
Cruise Line

Companies invest considerable resources into establishing meaningful and impactful brand identities, through which they build essential relationships with consumers. Several well-known consumer brands use mermaids as part of their brand identity. Perhaps no use of mermaids in branding is more ubiquitous than siren emblazoned on every Starbucks coffee cup. But Starbucks is not alone; other consumer brands, such as Chicken of the Sea, Virgin Voyages Cruise Line, and BonV!v Spiked Seltzer, incorporate mermaids as part of their brand architecture. Using the case method, this study will examine, brand by brand, the history, meaning, and impact of mermaids on particular brand identities and, thus, on the consumer relationships. This study considers the brand strategies of using mermaids and reflects on if and why these strategies have worked for the brands included in this study.

Growth through repositioning – the case of IHCL

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shobha Menon
Keyword(s):  
Brand Management ◽  
Secondary Data ◽  
Basic Knowledge ◽  
Brand Identity ◽  
Strategy Execution ◽  
Market Conditions ◽  
Brand Architecture ◽  
Content Type ◽  
Brand Relationship ◽  
Branding Strategies

Theoretical basis This case highlights repositioning strategies that change a product’s position in the minds of the consumer in response to changes in market conditions. These changes should be balanced with a certain amount of brand authenticity and continuity. Brand identity is the vision, core values and key beliefs of the brand. There are four main branding strategies as follows: house of brands, endorsed brands, sub-brands and branded house. These options can be placed in a continuum and the position on the branding relationship spectrum reflects the degree to which brands are separated in strategy execution and in the customer’s minds. Research methodology This case is based on secondary data, mainly from interviews of industry leaders in business journals, newspapers, research articles and industry reports, including from international organizations. Case overview/synopsis The case examines the frequent revisions in branding strategies by India’s second largest group of hotels – Indian Hotels Company Limited. Repositioning involves changing the market’s perceptions of an offering to compete more effectively in its target segments. However, a certain amount of continuity is also essential to the brand’s development over time. The case helps students to view the brand from two angles as follows: the angle of brand identity and the disruptive angle of new developments. They will examine the rationale for the frequent repositioning strategies using the brand relationship spectrum and whether these will affect the brand identity of the iconic brand Taj. Complexity academic level This case has been effectively used with MBA Marketing students in Product and Brand Management and Services Marketing classes to demonstrate how companies use repositioning strategies as a considered response to the market conditions. As competitive conditions and consumers evolve, changes in branding strategy will be necessitated. The students are expected to have basic knowledge of brand architecture and brand strategies. The case can be used to illustrate the brand relationship spectrum and the differences among branding strategies in brand architecture. 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.

Corporate branding and brand architecture: a conceptual framework

2009 ◽  
Vol 9 (1) ◽  
pp. 39-54 ◽  
Author(s):  
Laurent Muzellec ◽  
Mary C. Lambkin
Keyword(s):  
Conceptual Framework ◽  
Corporate Branding ◽  
Brand Architecture

Brand Guideline

2019 ◽  
Author(s):  
Emmanuel Mogaji
Keyword(s):  
Brand Management ◽  
Intangible Assets ◽  
Theoretical Models ◽  
Brand Identity ◽  
Background Information ◽  
Future Research ◽  
Brand Architecture ◽  
Brand Integration ◽  
Research Studies

<p>Companies spend a considerable amount of money to develop their brand identities. It is not a cheap commercial endeavour. Given the importance of brand identities as intangible assets for organisations, the ability to strategically manage them is critical. Extant research is predominantly based on theoretical models and concepts of branding, yet no attempt has been made to develop an understanding of the consistent communication of brand identities. This paper provides background information on brand guidelines, the benefit, content and user of brand guidelines. Researchers and students in brand management will find this relevant for brand identity, brand integration and brand architecture studies and research. Ideas for future research studies have also been presented. Likewise, brand managers may also find these relevant, especially those working with smaller brands which do not have a guideline and those with established brands looking at properly documenting their brand architecture and identities.</p>

Challenges of corporate brand building and management in a state owned enterprise

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Justine Alexandra Cullinan ◽  
Russell Abratt ◽  
Michela Mingione
Keyword(s):  
Decision Making ◽  
Corporate Branding ◽  
Corporate Identity ◽  
Brand Identity ◽  
Corporate Brand ◽  
Content Type ◽  
Brand Building ◽  
Brand Development ◽  
Corporate Brand Identity ◽  
Decision Making Factors

Purpose While there is a growing body of literature about corporate branding, studies of corporate branding in state-owned enterprises (SOEs) are limited despite the important role they play in many economies. The purpose of this paper is to explore how managers perceive the significance and challenge of corporate brand building and management within a state-owned organisation. Design/methodology/approach A qualitative and interpretative research paradigm was used in the form of a case study design. This study focusses on the South African Broadcasting Corporation where executives and managers responsible for corporate branding decisions were interviewed. Findings Findings highlight the specific purposes, decision making factors, stakeholders and brand portfolio of an SOE corporate brand. Research limitations/implications Corporate brands help build brand identity and point out that a SOEs' corporate brand identity is dual in nature. The duality of mission, stakeholders and decision making, triggers brand challenges, namely, unclear corporate identity and fragmented corporate brand strategies, which must be carefully orchestrated over time and across stakeholders. Originality/value This study highlights the issues state-run enterprises face in building and managing a corporate brand and proposes an original model for SOEs' corporate brand development process.

scholarly journals Brand Guideline

2019 ◽  
Author(s):  
Emmanuel Mogaji
Keyword(s):  
Brand Management ◽  
Intangible Assets ◽  
Theoretical Models ◽  
Brand Identity ◽  
Background Information ◽  
Future Research ◽  
Brand Architecture ◽  
Brand Integration ◽  
Research Studies

<p>Companies spend a considerable amount of money to develop their brand identities. It is not a cheap commercial endeavour. Given the importance of brand identities as intangible assets for organisations, the ability to strategically manage them is critical. Extant research is predominantly based on theoretical models and concepts of branding, yet no attempt has been made to develop an understanding of the consistent communication of brand identities. This paper provides background information on brand guidelines, the benefit, content and user of brand guidelines. Researchers and students in brand management will find this relevant for brand identity, brand integration and brand architecture studies and research. Ideas for future research studies have also been presented. Likewise, brand managers may also find these relevant, especially those working with smaller brands which do not have a guideline and those with established brands looking at properly documenting their brand architecture and identities.</p>

Dimensions of corporate branding

2015 ◽  
Vol 31 (4) ◽  
pp. 28-30
Keyword(s):  
Case Studies ◽  
Corporate Branding ◽  
Design Methodology ◽  
Reading Time ◽  
Brand Identity ◽  
Operating Environment ◽  
Content Type ◽  
Economic Problems ◽  
Pertinent Information ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Strong growth has become something of a norm for luxury fashion brands. Even the recent worldwide economic problems have done little to harm performance. That said, times remain tough for many operators. Like most other industries, globalization and rapid developments in technology have combined to heighten competition within the operating environment. Brand identity has proved to be the conventional means of gaining an edge in the luxury fashion market. A reputation for such as craftsmanship, style, innovation and exclusiveness provides the means to develop and strengthen identity. Brand strength offers protection against competitive threats since it typically encompasses values and qualities which are hard to replicate. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals Brand Guideline

2019 ◽  
Author(s):  
Emmanuel Mogaji
Keyword(s):  
Brand Management ◽  
Intangible Assets ◽  
Theoretical Models ◽  
Brand Identity ◽  
Background Information ◽  
Future Research ◽  
Brand Architecture ◽  
Brand Integration ◽  
Research Studies

<p>Companies spend a considerable amount of money to develop their brand identities. It is not a cheap commercial endeavour. Given the importance of brand identities as intangible assets for organisations, the ability to strategically manage them is critical. Extant research is predominantly based on theoretical models and concepts of branding, yet no attempt has been made to develop an understanding of the consistent communication of brand identities. This paper provides background information on brand guidelines, the benefit, content and user of brand guidelines. Researchers and students in brand management will find this relevant for brand identity, brand integration and brand architecture studies and research. Ideas for future research studies have also been presented. Likewise, brand managers may also find these relevant, especially those working with smaller brands which do not have a guideline and those with established brands looking at properly documenting their brand architecture and identities.</p>

The Case Method for Human Relations

1958 ◽  
Vol 3 (9) ◽  
pp. 267-268
Author(s):  
GILBERT K. KRULEE
Keyword(s):  
Case Method ◽  
Human Relations
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