scholarly journals Fashion designers home interiors: extending their brand image and aesthetic through magazine features

2021 ◽  
Author(s):  
Lauren Petroff
Keyword(s):  
Visual Culture ◽  
Visual Rhetoric ◽  
Brand Image ◽  
Qualitative Interviews ◽  
Brand Identity ◽  
Cognitive Representation ◽  
Presentation Of Self ◽  
Meaningful Information ◽  
The Face ◽  
Fashion Designers

Fashion designers, serving as the face and namesake of their brands, periodically present their homes in magazines. This exploratory study investigates whether this provides a unique opportunity to assist consumers in forming associations with the existing brand. An interdisciplinary literature review provided a thematic foundation, examining: 1) the presentation of self and how this concept can be symbolized through objects in the home; 2) visual culture and visual rhetoric; 3) and the concepts of brand identity, brand image, the “associative network memory model,” and flagship-store image. Content analysis of six in-depth, qualitative interviews was employed to collect relevant and meaningful information. Study informants examined and discussed images of the homes, flagship stores and current runway collections of Ralph Lauren, Tory Burch and Alexander Wang. Findings suggest that viewers are able to attribute associated lifestyles to the home, store or clothing being observed. When the perceived home image was congruent with the viewer-held brand conception, it seemed to reinforce the image. If the perceived home image contrasted with the viewer-held brand conception, it seemed to weaken the image. Two major recommendations were presented: 1) ensure that the home is a clear visual and cognitive representation of the designer’s intended brand identity; 2) establish a clear visual link between homes and brand offerings.

scholarly journals Fashion designers home interiors: extending their brand image and aesthetic through magazine features

2021 ◽  
Author(s):  
Lauren Petroff
Keyword(s):  
Visual Culture ◽  
Visual Rhetoric ◽  
Brand Image ◽  
Qualitative Interviews ◽  
Brand Identity ◽  
Cognitive Representation ◽  
Presentation Of Self ◽  
Meaningful Information ◽  
The Face ◽  
Fashion Designers

Fashion designers, serving as the face and namesake of their brands, periodically present their homes in magazines. This exploratory study investigates whether this provides a unique opportunity to assist consumers in forming associations with the existing brand. An interdisciplinary literature review provided a thematic foundation, examining: 1) the presentation of self and how this concept can be symbolized through objects in the home; 2) visual culture and visual rhetoric; 3) and the concepts of brand identity, brand image, the “associative network memory model,” and flagship-store image. Content analysis of six in-depth, qualitative interviews was employed to collect relevant and meaningful information. Study informants examined and discussed images of the homes, flagship stores and current runway collections of Ralph Lauren, Tory Burch and Alexander Wang. Findings suggest that viewers are able to attribute associated lifestyles to the home, store or clothing being observed. When the perceived home image was congruent with the viewer-held brand conception, it seemed to reinforce the image. If the perceived home image contrasted with the viewer-held brand conception, it seemed to weaken the image. Two major recommendations were presented: 1) ensure that the home is a clear visual and cognitive representation of the designer’s intended brand identity; 2) establish a clear visual link between homes and brand offerings.

Seeing Rape and Robbery: ἁρπαγμαός and the Philippians Christ Hymn (Phil. 2:5-11)

2017 ◽  
Vol 25 (3) ◽  
pp. 342-363
Author(s):  
Katherine A. Shaner
Keyword(s):  
Visual Culture ◽  
Visual Rhetoric ◽  
Visual Fields ◽  
First Century ◽  
Power Structures ◽  
Women's Bodies ◽  
Civic Spaces ◽  
Ancient People ◽  
Imperial Power ◽  
Interpretative Framework

In the first century ce, images of Roman imperial figures subduing foreign, sexualized women were installed throughout the civic spaces of the Empire as a celebration of victory over other nations. The well-known reliefs on the Sebasteion in Aphrodisias are just one example. Images like these dominated the visual fields of ancient people, working to persuade viewers of certain ideals about power, beauty, and authority. This article argues that setting the Philippians Christ hymn (Phil. 2:5-11) in the context of this visual culture and rhetoric helps solve a significant lexical problem: the meaning of ἁρπαγμός in Phil. 2:6. Methodologically, I argue that reading the Christ hymn in conversation with the visual rhetoric of the Aphrodisian reliefs, and other images like them throughout imperial cities, significantly shifts the interpretative framework for the hymn. The use of sexualized women’s bodies to depict conquered peoples suggests that ἁρπαγμός means “rape and robbery” rather than “something to be exploited or grasped” as most major lexica and biblical translations suggest. Theologically, Phil. 2:6 thus fits with first-century discourses around the image and power of divine emperors rather than later inter-Christian arguments about pre-existence. The result is a hymn that simultaneously critiques Roman practices of “rape and robbery” and also draws on imperial power structures.


scholarly journals ANALISIS IDENTITAS VISUAL PADA IKLAN FASHION BRAND INTERNASIONAL DKNY

2018 ◽  
Vol 1 (1) ◽  
pp. 01
Author(s):  
SANDY RISMANTOJO
Keyword(s):  
Brand Image ◽  
Target Audience ◽  
Brand Identity ◽  
Life And Death ◽  
Fashion Brand ◽  
Visual Characteristic

Brand Identity and brand image are important parts of the branding process that must be managed in a sustainable way in order to seek and gain attention from their target audience. Life and death of a fashion brand depends on how the brand manages its image, products and how the brand establishes an intense relationship with its target audience. DKNY is an internationally renowned fashion brand that can be said to have succeeded in managing its brand identity and brand image by developing visual characteristic that no other fashion brand has. This essay will deeply analyze the DKNY’s visual characteristic by reading the icons and index of DKNY fashion advertisings. Keywords: advertising; branding;  fashion;  icon;  index

scholarly journals BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL AIRLINE

2009 ◽  
Vol 8 (1) ◽  
Author(s):  
Idris Gautama So ◽  
Ishak Ismail
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Associations ◽  
Brand Association ◽  
Service Brand ◽  
Private Values ◽  
Brand Attributes ◽  
The Creation ◽  
Cochran Test

Brand image, in brief is a series of private values that perceived by company to create identity of its product or service. Brand Association is anything related memory to brand (Tjiptono, 2005). Brand Association is one of assets of brand equity, which shows advantages and differences of a product or service while a person recall the brand of product or service. This paper is a research to discover brand attributes associated in consumers’ mind that create brand image of state owned national airline (Garuda Indonesia-GI), and then to discover harmonization between brand identity with brand image. The respondents of this research are passengers of GI airline at Sukamo-Hatta airport. Cochran test is one of methods applied in this paper. The result of this research shows that there are six brand associations which create GI brand image, but brand identity has not yet stuck completely in consumer’s mind, although there are three additional brand image perceived by consumers. These show that there is a positive gap which bring advantages to company. Company must also maintain the harmony of built brand image and brand identity to avoid the creation of negative gap.

scholarly journals A framework for analysing convergenceReceived between online brand identity and online brand image

2018 ◽  
pp. 177-201
Author(s):  
FAIT, MONICA ◽  
SCORRANO, PAOLA ◽  
MAIZZA, AMEDEO ◽  
THRASSOU, ALKIS
Keyword(s):  
Brand Image ◽  
Brand Identity

scholarly journals Fortellingens betydning for å fremme livsmotet i møte med alvorlig sykdom

2019 ◽  
Vol 15 (2) ◽  
pp. 16
Author(s):  
Kjersti Sunde Mæhre
Keyword(s):  
Life Story ◽  
Qualitative Interviews ◽  
Phenomenological Approach ◽  
Severe Illness ◽  
Illness Narrative ◽  
Life Situation ◽  
Hermeneutic Phenomenological ◽  
Patient Interviews ◽  
Home Based ◽  
The Face

The importance of the story to promote hope and life courage in the face of serious illnessIn connection with my PhD (Mæhre, 2017), I conducted qualitative interviews with five critically ill patients in an enhanced ward of a nursing home, based on the Coordination Reform. The purpose of the interviews was to increase understanding of patient experiences of the ward, and their perceived challenges and needs for assistance. The research method was a hermeneutic-phenomenological approach. The essay is based on one of the patient interviews, which has been rewritten as a narrative. This narrative emphasizes how the patient has fought against her illness, and her need to be seen as herself as a person and not understood in terms of a diagnosis. The illness narrative becomes part of her life story. The article highlights opportunities for narratives in the face of serious illness. The narrative reveals how a changed life situation, despite severe illness, can add courage and joy to life, but also how it can lead to hopelessness, doubt, and uncertainty.

The Concept of Brand Identity

2017 ◽  
pp. 1-28
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Brand Identity ◽  
Customer Empowerment ◽  
The Way

In this chapter, the concepts of brand identity and brand image and the linkage between them, brand loyalty, are explored, and the way firms can enhance brand loyalty is explained briefly. The challenges that companies face in today's world are touched upon to give managers a better insight as to how different their efforts should be compared to the old days. This chapter also contains material on how to build brands, as a model is reviewed that can help in this regard. Different facets of brand identity are explained briefly, and concepts such as customer empowerment and co-creation of brands are described.

What to do when your brand gets kidnapped by Narcos: the case of Buchanan’s whisky

2019 ◽  
Vol 9 (3) ◽  
pp. 1-18
Author(s):  
Nicolas Kervyn ◽  
Judith Cavazos Arroyo ◽  
Fernando Rey Castillo Villar ◽  
Rosa Andrea Gomez Zuñiga
Keyword(s):  
Learning Outcomes ◽  
Portfolio Management ◽  
Consumer Culture ◽  
Brand Management ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Strategy ◽  
Content Type ◽  
Academic Level ◽  
The Difference

Learning outcomes Learning outcomes are as follows: understanding the difference between brand identity and brand image; applying various segmentation tools; understanding the appeal of the aspirational brand and its consequence on private and public consumption; exploring the strategic options available to a brand facing a brand appropriation; exploring the pros and cons of opposing a brand appropriation; and developing a plan for the implementation of this strategy. Case overview/synopsis This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive. Complexity academic level This case is designed to be used in marketing management, brand strategy or consumer culture course. Specifically, the case is designed for college seniors or master students with basic strategic marketing training. It should provide the basis of discussions on the topics of brand management, consumer culture, brand portfolio management, international marketing, repositioning strategy, brand architecture, brand equity, brand assets, brand appropriation and consumer relationships with brands. 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. Subject code CSS 8: Marketing

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