scholarly journals CREATING A STRONG BRAND POSITIONING

2021 ◽  
Vol 7 (1) ◽  
pp. 122-127
Author(s):  
Halyna Tarasiuk ◽  
◽  
Olha Kovalchuk ◽  
Keyword(s):  
Brand Positioning

Lyon – UNESCO’s Creative City of Gastronomy?

2016 ◽  
Vol 4 (2) ◽  
pp. 126-132 ◽  
Author(s):  
Cecilia Avelino Barbosa
Keyword(s):  
Cultural Industries ◽  
Brand Positioning ◽  
City Branding ◽  
Structured Interviews ◽  
Creative Cities ◽  
Marketing Program ◽  
Creative City ◽  
Territorial Marketing ◽  
The World ◽  
The City

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

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

2016 ◽  
Vol 4 (2) ◽  
pp. 84-99 ◽  
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.

Positioning ASEAN as One Collective Destination: Towards a Sustainable Brand

2020 ◽  
Vol 11 (1) ◽  
pp. 103-103
Author(s):  
Varintra Sirisuthikul ◽  
Pichai Pusumpun
Keyword(s):  
Content Analysis ◽  
Tourism Industry ◽  
Brand Positioning ◽  
Preliminary Assessment ◽  
Destination Branding ◽  
Integrative Framework ◽  
Globalizing World ◽  
Global Tourism ◽  
Tourism Destinations ◽  
Tourism Websites

In a globalizing world, where traveling is becoming easy and accessible, tourism destinations are increasingly competing in drawing travelers into their areas. One of the biggest challenges for any destination marketers is the substitutability of their offerings and the task of positioning their destinations against the numerous competing places that offer similar features (Moilanen & Rainisto, 2009; Pike, 2012; Pike & Page, 2014). The intense competitiveness of the global tourism industry increasingly calls for the most competitive positioning for individual destinations (Miller & Henthorne, 2007; Pike 2012). Consequently, the paper attempts to investigate the positioning strategies of the 10 individual destinations of ASEAN to better understand their distinctiveness and assess ASEAN collective brand. The current research aims to fill this gap through a preliminary assessment of brand elements of ten countries in ASEAN on how they project their official tourism websites using the method of content analysis of the 10 official tourism websites. This is followed by a discussion of the desired ASEAN collective brand with the engagement of ASEAN stakeholder in tourism collaboration, focusing mainly on joint promotion of tourism destinations. Consequently, the study presents an integrative framework embracing collaborative stakeholder efforts that ultimately leads to achieve a unified and sustainable brand of ASEAN. Keywords: Collective ASEAN Brand; Positioning; Destination Branding; Sustainable Brand; Stakeholder

scholarly journals A Social Media Mining and Ensemble Learning Model: Application to Luxury and Fast Fashion Brands

Information ◽  
2021 ◽  
Vol 12 (4) ◽  
pp. 149
Author(s):  
Yulin Chen
Keyword(s):  
Public Participation ◽  
Brand Positioning ◽  
Image Model ◽  
Web Crawler ◽  
Fast Fashion ◽  
Social Media Mining ◽  
Fashion Brand ◽  
Community Information ◽  
Brand Information ◽  
Media Mining

This research proposes a framework for the fashion brand community to explore public participation behaviors triggered by brand information and to understand the importance of key image cues and brand positioning. In addition, it reviews different participation responses (likes, comments, and shares) to build systematic image and theme modules that detail planning requirements for community information. The sample includes luxury fashion brands (Chanel, Hermès, and Louis Vuitton) and fast fashion brands (Adidas, Nike, and Zara). Using a web crawler, a total of 21,670 posts made from 2011 to 2019 are obtained. A fashion brand image model is constructed to determine key image cues in posts by each brand. Drawing on the findings of the ensemble analysis, this research divides cues used by the six major fashion brands into two modules, image cue module and image and theme cue module, to understand participation responses in the form of likes, comments, and shares. The results of the systematic image and theme module serve as a critical reference for admins exploring the characteristics of public participation for each brand and the main factors motivating public participation.

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