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>

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>

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>

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.

scholarly journals How the Creative Class Co-creates a City’s Brand Identity: A Qualitative Study

2021 ◽  
pp. 239496432110105
Author(s):  
Clarinda Rodrigues ◽  
Holger J. Schmidt
Keyword(s):  
Qualitative Study ◽  
Identity Formation ◽  
Brand Management ◽  
Place Branding ◽  
Creative Class ◽  
Brand Identity ◽  
Future Research ◽  
Creative Cities ◽  
Tourism Management ◽  
Creative City

Purpose: Place branding is a discipline with high relevance for a city's policymakers and for hospitality and tourism management, and this is even more true in the context of creative cities. This article explores how the creative class contributes to a city’s brand identity and, by doing so, delivers valuable advice for marketing representatives of creative cities. Design/methodology/approach: Our study builds on a qualitative study, interviewing 18 members of the creative class in 3 diverse European cities. Our methodology was based on grounded theory: We simultaneously collected and analysed data and created analytic codes and categories. Findings: This article suggests that the creative class is an important enactment stakeholder in the identity formation process of a place, as well as destination marketing organizations (DMOs) and other stakeholders. Additionally, it is demonstrated that the creative class co-creates a city’s brand identity by bringing new rhythms and forms of expression to the cityscape. Originality: This article contributes to the fast-growing place brand identity literature by exploring the role of the creative class in the context of cities. It also intends to provide a better understanding of how the creative class co-creates and contributes to their city’s brand identity. Since similar studies do not exist, our article fills an important research gap. Research limitations/implications: Our study shares the limitations of qualitative studies, but the resulting conceptual model of brand management in the context of a creative city offers a springboard for future research in this regard. Practical implications: City representatives and tourist managers need to understand what is the value-in-use generated by the creative class in the brand identity process and must be aware that the creative class plays a key role in delivering the brand message.

The Social Neuroscience of Cooperation

2018 ◽  
Author(s):  
Jay Joseph Van Bavel
Keyword(s):  
Theoretical Models ◽  
Brain Regions ◽  
Review Literature ◽  
Social Neuroscience ◽  
Future Research ◽  
A Value ◽  
Group Cooperation ◽  
Neural Processes ◽  
The Social ◽  
Cooperative Decision Making

We review literature from several fields to describe common experimental tasks used to measure human cooperation as well as the theoretical models that have been used to characterize cooperative decision-making, as well as brain regions implicated in cooperation. Building on work in neuroeconomics, we suggest a value-based account may provide the most powerful understanding the psychology and neuroscience of group cooperation. We also review the role of individual differences and social context in shaping the mental processes that underlie cooperation and consider gaps in the literature and potential directions for future research on the social neuroscience of cooperation. We suggest that this multi-level approach provides a more comprehensive understanding of the mental and neural processes that underlie the decision to cooperate with others.

Cancer and Cancer Treatment-Related Cognitive Impairment

2019 ◽  
pp. 60-83
Author(s):  
James C.  Root ◽  
Elizabeth Ryan ◽  
Tim A. Ahles
Keyword(s):  
Cancer Survivors ◽  
Cancer Treatment ◽  
Clinical Presentation ◽  
Functional Neuroimaging ◽  
Theoretical Models ◽  
Future Research ◽  
Cognitive Changes ◽  
Central Nervous System Cancer ◽  
Pharmacologic Treatments

As the population of cancer survivors has grown into the millions, there is increasing emphasis on understanding how late effects of treatment impact survivors’ ability return to work/school, ability to function and live independently, and overall quality of life. Cognitive changes are one of the most feared problems among cancer survivors. This chapter describes the growing literature examining cognitive changes associated with non-central nervous system cancer and cancer treatment. Typical elements of cancer treatment are discussed, followed by a description of clinical presentation, self-reported and objectively assessed cognitive findings, and results of structural and functional neuroimaging research. Genetic and other risk factors for cognitive decline following treatment are identified and discussed, together with biomarkers and animal models of treatment-related effects. This is followed by a discussion of behavioral and pharmacologic treatments. Finally, challenges and recommendations for future research are provided to help guide subsequent research and theoretical models.

Emerging Syndromes

2017 ◽  
Author(s):  
Kelly C. Allison ◽  
Jennifer D. Lundgren
Keyword(s):  
Empirical Studies ◽  
Theoretical Models ◽  
Future Research ◽  
Night Eating Syndrome ◽  
Statistical Manual ◽  
Night Eating ◽  
Diagnostic And Statistical Manual ◽  
Impairment In Functioning ◽  
Atypical Anorexia Nervosa ◽  
Comorbid Psychopathology

The Diagnostic and Statistical Manual, fifth edition, of the American Psychiatric Association (2013) has designated several disorders under the diagnosis of otherwise specified feeding and eating disorder (OSFED). This chapter evaluates three of these, night eating syndrome (NES), purging disorder (PD), and atypical anorexia nervosa (atypical AN). It also reviews orthorexia nervosa, which has been discussed in the clinical realm as well as the popular press. The history and definition for each is reviewed, relevant theoretical models are presented and compared, and evidence for the usefulness of the models is described. Empirical studies examining the disorders’ independence from other disorders, comorbid psychopathology, and, when available, medical comorbidities, are discussed. Distress and impairment in functioning seem comparable between at least three of these emerging disorders and threshold eating disorders. Finally, remaining questions for future research are summarized.

scholarly journals THU0528 NAILFOLD VIDEOCAPILLAROSCOPY REPORTING IN CLINICAL RESEARCH: INTERNATIONAL DELPHI BASED CONSENSUS

2020 ◽  
Vol 79 (Suppl 1) ◽  
pp. 503.1-504
Author(s):  
F. Ingegnoli ◽  
T. Schioppo ◽  
A. Herrick ◽  
A. Sulli ◽  
F. Bartoli ◽  
...  
Keyword(s):  
Systematic Review ◽  
Clinical Research ◽  
Rheumatic Diseases ◽  
Unmet Need ◽  
Future Research ◽  
Invasive Technique ◽  
Delphi Consensus ◽  
Research Support ◽  
The Impact ◽  
Research Studies

Background:Nailfold capillaroscopy (NVC), a non-invasive technique to assess microcirculation, is increasingly being incorporated into rheumatology routine clinical practice. Currently, the degree of description of NVC methods varies amongst research studies, making interpretation and comparison between studies challenging. In this field, an unmet need is the standardization of items to be reported in research studies using NVC.Objectives:To perform a Delphi consensus on minimum reporting standards in methodology for clinical research, based on the items derived from a systematic review focused on this topic.Methods:The systematic review of the literature on NVC methodology relating to rheumatic diseases was performed according to PRISMA guidelines (PROSPERO CRD42018104660) to July 22nd2018 using MEDLINE, Embase, Scopus. Then, a three-step web-based Delphi consensus was performed in between members of the EULAR study group on microcirculation in rheumatic diseases and the Scleroderma Clinical Trials Consortium. Participants were asked to rate each item from 1 (not appropriate) to 9 (completely appropriate).Results:In total, 3491 references were retrieved in the initial search strategy, 2862 were excluded as duplicates or after title/abstract screening. 632 articles were retrieved for full paper review of which 319 fulfilled the inclusion criteria. Regarding patient preparation before the exam, data were scarce: 38% reported acclimatization, 5% to avoid caffeine and smoking, 3% to wash hands and 2% to avoid manicure. Concerning the device description: 90% reported type of instrument, 77% brand/model, 72% magnification, 46% oil use, 40% room temperature and 35% software for image analysis. As regards to examination details: 76% which fingers examined, 75% number of fingers examined, 15% operator experience, 13% reason for finger exclusion, 9% number of images, 8% quality check of the images and 3% time spent for the exam. Then, a three-round Delphi consensus on the selected items was completed by 80 participants internationally, from 31 countries located in Australia, Asia, Europe, North and South America. Some items reached the agreement at the second round (85 participants), and other items were suggested as important to consider in a future research agenda (e.g. temperature for acclimatization, the impact of smoking, allergies at the application of the oil to the nailbed, significance of pericapillary edema, methods of reporting hemorrhages, ramified and giant capillaries). The final agreement results are reported below:Conclusion:On the basis of the available literature the description of NVC methods was highly heterogeneous and individual published studies differed markedly. These practical suggestions developed using a Delphi process among international participants provide a guidance to improve and to standardize the NVC methodology in future clinical research studies.Disclosure of Interests:Francesca Ingegnoli: None declared, Tommaso Schioppo: None declared, Ariane Herrick: None declared, Alberto Sulli Grant/research support from: Laboratori Baldacci, Francesca Bartoli: None declared, Nicola Ughi: None declared, John Pauling: None declared, Maurizio Cutolo Grant/research support from: Bristol-Myers Squibb, Actelion, Celgene, Consultant of: Bristol-Myers Squibb, Speakers bureau: Sigma-Alpha, Vanessa Smith Grant/research support from: The affiliated company received grants from Research Foundation - Flanders (FWO), Belgian Fund for Scientific Research in Rheumatic diseases (FWRO), Boehringer Ingelheim Pharma GmbH & Co and Janssen-Cilag NV, Consultant of: Boehringer-Ingelheim Pharma GmbH & Co, Speakers bureau: Actelion Pharmaceuticals Ltd, Boehringer-Ingelheim Pharma GmbH & Co and UCB Biopharma Sprl

scholarly journals Getting to Hope: Perspectives from Patients and Caregivers Living with Chronic Childhood Illness

Children ◽  
2021 ◽  
Vol 8 (6) ◽  
pp. 525
Author(s):  
Emily von Scheven ◽  
Bhupinder K. Nahal ◽  
Rosa Kelekian ◽  
Christina Frenzel ◽  
Victoria Vanderpoel ◽  
...  
Keyword(s):  
Conceptual Model ◽  
Research Question ◽  
Young Patients ◽  
Future Research ◽  
Childhood Onset ◽  
Virtual Focus Groups ◽  
Definition Of ◽  
Selection Of ◽  
Chronic Childhood ◽  
Research Studies

Promoting hope was identified in our prior work as the top priority research question among patients and caregivers with diverse childhood-onset chronic conditions. Here, we aimed to construct a conceptual model to guide future research studies of interventions to improve hope. We conducted eight monthly virtual focus groups and one virtual workshop with patients, caregivers, and researchers to explore key constructs to inform the model. Discussions were facilitated by Patient Co-Investigators. Participants developed a definition of hope and identified promotors and inhibitors that influence the experience of hope. We utilized qualitative methods to analyze findings and organize the promotors and inhibitors of hope within three strata of the socio-ecologic framework: structural, interpersonal, and intrapersonal. Participants identified three types of interventions to promote hope: resources, navigation, and activities to promote social connection. The hope conceptual model can be used to inform the selection of interventions to assess in future research studies aimed at improving hope and the specification of outcome measures to include in hope research studies. Inclusion of the health care system in the model provides direction for identifying strategies for improving the system and places responsibility on the system to do better to promote hope among young patients with chronic illness and their caregivers.

THE INFLUENCE OF SOCIAL TIES AND SELF-EFFICACY IN FORMING ENTREPRENEURIAL INTENTIONS AND MOTIVATING NASCENT BEHAVIOR

2007 ◽  
Vol 12 (03) ◽  
pp. 275-293 ◽  
Author(s):  
JENNIFER SEQUEIRA ◽  
STEPHEN L. MUELLER ◽  
JEFFREY E. MCGEE
Keyword(s):  
Self Efficacy ◽  
Strong Predictor ◽  
Theoretical Models ◽  
Entrepreneurial Intentions ◽  
Future Research ◽  
Personal Network ◽  
Network Ties ◽  
Strong Ties ◽  
Business Knowledge ◽  
Entrepreneurial Action

Theoretical models of entrepreneurship suggest that an individual's intention to start an enterprise is a strong predictor of eventual entrepreneurial action. Less understood are factors that influence the likelihood of entrepreneurial intentions and nascent behavior. In this study, we develop and test several hypotheses about how social network ties and self-efficacy affect entrepreneurial intentions and nascent behavior. We found that a personal network of supportive strong ties coupled with high entrepreneurial self-efficacy increases the likelihood of entrepreneurial intentions and nascent behavior. A personal network of weak ties with practical business knowledge and experience also increases the likelihood of entrepreneurial nascent behavior but not entrepreneurial intentions. In contrast, a personal network of strong ties with practical business knowledge and experience has little effect on either intentions or nascent behavior and may, in fact, suppress both. The contribution of this study to nascent entrepreneurship research and implications for future research are discussed.

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