E-Branding and Institutional Web Sites

Other than the descriptive value and the possible function of guiding web professionals and institutional communication managers of the city, the results presented in this chapter have a historical value (given the volatility and dynamicity of web sites, like many other Internet environments) with respect to the evolution towards web 2.0 scenarios, assuming a particular interest for further comparative analysis with 2010 web sites, currently under investigation.

Branding Strategies for Digital TV Channels

This chapter analyses the impact of digitalization on TV marketing strategies focusing on the role of brand as a loyalty-based resource, available to digital television networks to create a sustainable competitive advantage. We analyze the cognitive process adopted by a viewer in the selection process of a TV channel and provide managerial implications for branding strategy and the tools that a television network and an iTV portal need to adopt to communicate values connected with their brand. The goal of this analysis is to offer insights on how a digital television network may create a channel experience leveraging on brand to increase viewers’ loyalty and competitive advantage.

Exploring Key Issues in Destination Branding

In response to increased competition among destinations, destination marketing organizations (DMO) are required to effectively communicate the competitive advantage of destinations and market them as brands. Destination branding, unlike product branding, is a very recent concept. This chapter aims to study and analyse key issues in destination branding which makes it different from branding a product or a service and also identifies certain areas in destination branding where further research is required. The analytical framework of the chapter was developed by reviewing literature on destination branding and case studies in destination branding.

Taking Public Health Learning Global through Branding and Identity Management

“Pathways to Public Health” involves undergraduate and graduate degrees offered fully online through Kansas State University (K-State) to both meet the needs of traditional-age learners and professionals in the public health field who will need formal credentialing. This curriculum offers learning with global implications and has a wide potential to benefit global learners. In light of this, this chapter explores potential methods for online branding and identity management for this course series as a central analytical aspect of the program’s development and launch. This chapter will address the following issues: an environmental scan of the global public health environment; the definition of the core identity; a branding strategy using the World Wide Web (WWW), Internet, and Web 2.0 affordances (to reach both internal and external “publics”); an initial risk assessment; legal considerations; work implications of the global branding; the engagement of students and graduates in the branding outreach, and the maintenance of this brand over time.

Is Being Perceived as Sustainable a Means to Achieve a Differential Advantage?

Sustainability has been a concern of activists, organizations, and public officials for several decades. The chapter discusses an important issue: whether consumers purchase sustainable products because they perceive them to be higher in quality or because it makes them feel good. Finally, it submits that the sustained efforts of the organizations can fulfill a brand promise dedicated to enhancing the lives of citizens in the state, nation, and world!

GeoFree BrandComms

Marketing literature has established the strategic importance of building communities centered around strong brands—brand communities. Our research adds to the current understanding of brand communities by extending the notion of brand community being non-geographically bound. While prior research acknowledges this characteristic of brand community, it fails to, firstly, illustrate the strategic importance of such freedom, and secondly, provide directions for an operational, tactical, or strategic tool to truly build and sustain non-geographically bound brand communities. We refer to such communities as geographically free brand communities (GeoFree BrandComms). This research presents the conceptual underpinnings and characteristics of GeoFree BrandComms. Further, the use of Weblogs (Blogs) and related technologies such as video blogs, podcasts, and RSS as strategic tools in building GeoFreeBrandComms is explored. We then proceed to posit the applications of GeoFree BrandComms in Web-based marketing strategies that find their basis in strong brands and loyal customers.

Brand Obsessed Society

He is a Yoga Guru, spiritual beacon, Nano-Bio Ayurveda expert, brand ambassador of Indian States, brand ambassador of the UNO mission, political influencer, animation series character, media czar; Baba Ramdev is overall a huge brand! The purpose of this chapter is to explore the value propositions and the sustainable key differentiators to analyze the brand status and brand strategy of spiritual beacon Baba Ramdev. The chapter concludes that there is a strong synergy between image and identity of brand Baba Ramdev resulting in strong personality that offers him a competitive advantage to get across to the consumers.

Enhanced Social Presence Through eBranding the Consumer in Virtual Communities

eBranding affords consumers the necessary tools to represent themselves by communicating their roles and relationships in virtual consumer culture environments for transfer to actual consumer culture environments. Consumption in actual environments results in brand viability and marketing success.

The Brand Stakeholder Approach

With the emergence of schools of thought which examine brands and branding according to relationships, brand communities, and popular culture, consumers are becoming more significant in shaping the brand agenda. Furthermore, the evolutionary growth and mutations spawned by Web 2.0 draw non-brand users, social networks, and anti-branding movements towards engagement and the possession of greater social capital. When gifting stakeholders with a larger share of voice, consumption definitions become judged less by tangible transactions; and more by figurative, intangible, and co-dependent communication drivers. In addition, with the increase in interactivity afforded by media channels, two-way communication, and the inclusion of more parties; a normalisation and levelling of information also occurs. Therefore, this chapter presents stakeholders as occupying grouped, interconnected, and dynamic states, which are subject to time-specific communication, influence, and self defined legitimacy. Following this, the creation of brands becomes a collaborative process with brands seeking to engage consumers in new and innovative ways in order to gain authenticity.

Branding and Sustainable Competitive Advantage in Indian Politics

Political marketing has grown leaps and bounds in India over the last two elections. The purpose of this chapter is to analyze as to how politicians have built their personal brands and how successful they have been at it. More specifically, we study Rahul Gandhi as a brand in order to find a match between brand identity, brand personality, and consumer perception in terms of benefits sought and influence of activities undertaken by him. The chapter concludes personality brands in politics work well when the brand personality matches with the party’s ideology, and stays strong through right activities and image building choices. There should be a sustainable synergy between the leader and the party to avoid brand equity dilution.