Cross Element Evaluation of Insurance Product’S Brand Positioning, Cultural Elements and Client Decision Dilemmas

The fast urbanization in many regions of the world has generated a high competition between cities. In the race for investments and for international presence, some cities have increasingly resorting to the territorial marketing techniques like city branding. One of the strategies of recent years has been to use of creativity and / or labeling of creative city for the promotion of its destination. This phenomenon raises a question whether the city branding programs have worked in accordance with the cultural industries of the territory or if such labels influence the thought of tourists and locals. This paper begins by placing a consideration of the UNESCO Creative Cities Network (UCCN) and the strategies of the Territorial Marketing Program of the city of Lyon in France, Only Lyon. It also raises the question the perception of the target public to each of the current actions through semi-structured interviews which were applied between May and August 2015. Finally, I will try to open a discussion the brand positioning adopted by the city of Lyon

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Nation Branding in A Transnational Marketing Context: Serbia’s Brand Positioning Through Food and Wine

TRANSNATIONAL MARKETING JOURNAL ◽

10.33182/tmj.v4i2.392 ◽

2016 ◽

Vol 4 (2) ◽

pp. 84-99 ◽

Cited By ~ 2

Author(s):

Evinc Dogan ◽

Goran Petkovic

Keyword(s):

Nation Branding ◽

Place Marketing ◽

Brand Positioning ◽

Country Branding ◽

Tourism Marketing ◽

Nation Brand ◽

Emerging Themes ◽

Tourism Organization ◽

The Impact ◽

People’S Perceptions

Food and gastronomic values of a country are distinguished assets in marketing places. The aim of this article is exploring the ways in which Serbia rebrands itself through promoting the local food and culture and positions the nation brand in a transnational marketing context. The key concepts for this research originate from the literature in place marketing and branding. The gastronomic offer is an instrument shaping people’s perceptions about Serbia that is represented and communicated through values, narratives and manifestations. Accordingly, semiotics is adopted for analysing the data, which builds on three levels: axiological, narrative and discursive. Content analysis is used as a supportive method to infer meanings from codes and to determine emerging themes overarching the units of meaning. The tourism marketing strategy of The National Tourism Organization of Serbia (TOS) is closely examined through the touristic promotion materials (i.e. catalogues, posters, Soul Food video). In sum, the analysis results reveal how the country branding strategy of Serbia is handled in terms of the impact on the perceptions with a focus on food as a tourist attraction. The research is valuable for place-marketers, strategists, governments, and scholars from different fields of academia.

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Balancing Act: Identity and Otherness among Latin American Immigrants and their Food Practices

TRANSNATIONAL MARKETING JOURNAL ◽

10.33182/tmj.v4i2.391 ◽

2016 ◽

Vol 4 (2) ◽

pp. 72-83

Author(s):

Paulette Kershenovich Schuster

Keyword(s):

Latin American ◽

Cultural Production ◽

Communication Systems ◽

Social Contexts ◽

Cultural Perceptions ◽

Cultural Elements ◽

Food Practices ◽

Food Research ◽

Private And Public ◽

Latin American Immigrants

This article deals with the identity construction of Latin American immigrants in Israel through their food practices. Food is a basic symbolic element connecting cultural perceptions and experiences. For immigrants, food is also an important element in the maintenance of personal ties with their home countries and a cohesive factor in the construction of a new identity in Israel, their adopted homeland. Food practices encode tacit information and non-verbal cues that are integral parts of an individual’s relationship with different social groups. In this case, I recruited participants from an online group formed within social media platforms of Latin American women living in Israel. The basic assumption of this study posits that certain communication systems are set in motion around food events in various social contexts pertaining to different national or local cuisines and culinary customs. Their meaning, significance and modifications and how they are framed. This article focuses on the adaptation and acculturation processes because it is at that point that immigrants are faced with an interesting duality of reconstructing their unique cultural perceptions to either fit the existing national collective ethos or create a new reality. In this study, the main objective is to compare two different immigrant groups: Jewish and non-Jewish women from Latin America who came to Israel during the last ten years. The comparative nature of the research revealed marked differences between ethnic, religious and cultural elements that reflect coping strategies manifested in the cultural production of food and its representation in two distinct domains: private and public. In the former, it is illustrated within the family and home and how they connect or clash with the latter in the form of consumption in public. Combining cultural studies and discourse analysis, this article offers fresh insight into new models of food practices and reproductions. The article’s contribution to new food research lies in its ability to shed light on how inter-generational and inter-religious discourses are melded while food practices and traditions are embedded in a new Israeli identity.

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ETIKA WAYANG DALAM NOVEL-NOVEL INDONESIA

Madah Jurnal Bahasa dan Sastra ◽

10.31503/madah.v6i2.382 ◽

2017 ◽

Vol 6 (2) ◽

pp. 189

Author(s):

Kustri Sumiyardana

Keyword(s):

Literary Works ◽

Cultural Elements

Literary has closed relationship with culture. Authors often include cultural elements to influence it in their literary works. It is also done by. Javanese authors who write Indonesian novels. Some authors include the story of wayang in their novels. By analyzing with textual method, this research described wayang ethics that existed in four Indonesian novels. Based on the analysis, it can be concluded that the authors often include the elements from wayang story due to the fact that wayang is main identity of Javanese people. The wayang elements in Indonesian novels are the plot of the story that identical with wayang acts and the figures are created similarly with the figures in wayang story. The similarities showed there some figures in wayang story who became the idols in society.Abstrak Sastra berhubungan erat dengan kebudayaan. Seringkali pengarang memasukkan unsur-unsur budaya yang mempengaruhinya ke dalam karya-karya ciptaanya. Hal itu juga terjadi pada pengarang Jawa yang menulis novel Indonesia. Ada beberapa pengarang yang memasukkan cerita wayang ke dalam novelnya. Melalui analisis dengan metode tekstual, penelitian ini menguraikan etika wayang yang terdapat dalam empat novel Indonesia. Dari hasil analisis dapat diketahui bahwa para pengarang seringkali memasukkan unsur-unsur dari dunia pewayangan karena wayang adalah identitas utama manusia Jawa. Unsur-unsur pewayangan yang terdapat dalam novel Indonesia antara lain alur cerita yang diidentikkan dengan lakon wayang dan penyamaan tokoh dengan figur dari dunia pewayangan. Penyamaan tersebut menunjukkan bahwa ada beberapa tokoh dalam dunia wayang yang diidolakan di masyarakat.

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