Browsing by Subject "branding"

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  • Hampf, Anders; Lindberg-Repo, Kirsti (Hanken School of Economics, 2011)
    Working Paper - 556
    Branding, as any other concept, has evolved over time: from the days when sheep of one herd started to be branded to distinguish them from another herd to the current era when everything, from water and flowers to clothes and food, is branded. Throughout these times, there have been numerous theories to describe and understand the underlying nuances. This paper finds the relationships in previous literature and reveals how these theories see branding from various perspectives and how they can be integrated to form a coherent view. It is also discussed how branding and society affect each other. Based on the knowledge of how branding theories have been developed as dependent variables of each other and the society, we are able to form a better understanding of the past, the present, and the future of branding.
  • Sipilä, Arlinda (Helsingin yliopisto, 2020)
    Corporate communications and management have had for a long time the conviction that they could project a specific brand identity by communicating a strong vision. Today this view is being challenged, especially with the rise of social media, which has brought more visibility to customer communities and has enabled better tools for customers to communicate with each other instantly, anywhere in the world. People interacting with each other in their communities give an identity to the brands, a collective identity that can be different from the one that corporate communications try to project. It is, therefore, necessary for the brands to understand how customers collectively impact brand identity. The concepts of top-down brand identity models do not work very well in today’s interconnected world. With that in mind, this thesis looks at a bottom-up approach to the brand identity model. It aims to bring further attention to the impact that brand communities have on brand identity. Through a model for collective brand identity, the objective is to make it easier for brands to see their brand identity from a customers’ perspective and enable them to envision their future collective identities. This thesis is conducted as qualitative research including a model, case studies and interviews looking into the brand identity as a collective construction. It initially looks into existing research on collective identity in general as well as in brands. Then, it discusses existing models for brand identity and social movements. Based on the insight from the literature, this study attempts to formulate a model for collective brand identity. It uses the case studies as illustrations and proof of concept for the model. Lastly, four in-depth interviews are conducted to explore further how the model can be applied in real-life in order to study and categorise brands based on their collective identity. This research identifies four main types of collective identity in brands based on the community characteristics and personal sense of belonging, which is, how individual identities relate to that of the brand. These brand types are Influencer, Collaborative, Collective and Outlier. In general, the more collective the brand communities are, the more substantial impact they have on the band’s identity and the higher the sense of belonging to their communities, the more loyal customers they are.
  • Hietanen, Joel; Murray, Jeff B.; Sihvonen, Antti; Tikkanen, Henrikki (2020)
    Authenticity has often been considered to be a key theme in contemporary consumer culture. One of its manifestations is how branded market offerings can maintain authentic meanings, especially in a market increasingly saturated with counterfeit substitutes. By following a Baudrillardian perspective, we focus on fashion objects in the "branded luxury" category to problematize the sanctity of the authentic/counterfeit distinction. We argue that marketing literature generally attempts to normatively maintain and impose the distinction in ways that obscure the complexities of this conceptual interplay. We posit that instead of normative accounts that attempt to sanctify the extant orders of global capitalist markets, literature on luxury consumption should instead recognize the excess of meaning in the semiotic interplay of commodified authentic/counterfeit meanings. Any view of morality in luxury consumption should thus recognize "ambivalence" and "seduction" as its intensive qualities.
  • Kokkonen, Laura (2022)
    This article investigates branding in the Orthodox Church of Finland. How does the Orthodox Church discuss its public image, and how does the theoretical lens of branding add to this discussion? In this study church communication workers were interviewed, and church strategies examined. The results indicate that discourses within churches are diverse and even contradictory. In the identified discourses the authenticity of the church is defended and the improper nature of marketing is asserted. At the same time marketing techniques are considered useful: marketing strategies employ public image and visibility. Based on Beyer, it is suggested that interviewees place a greater emphasis on church function. Moreover, this article discusses how identified discourses contribute to a broader discussion of the Orthodox Church???s relationship with modernity.
  • Rindell, Anne (Svenska handelshögskolan, 2010)
    Working Papers
    This paper focuses on the time dimension in consumers’ image construction processes. Two new concepts are introduced to cover past consumer experiences about the company – image heritage, and the present image construction process - image-in-use. Image heritage and image-in-use captures the dynamic, relational, social, and contextual features of corporate image construction processes. Qualitative data from a retailing context were collected and analysed following a grounded theory approach. The study demonstrates that consumers’ corporate images have long roots in past experiences. Understanding consumers’ image heritage provides opportunities for understanding how consumers might interpret management initiatives and branding activities in the present.
  • Kolamo, Sami; Vuolteenaho, Jani (2019)
    With an eye to attracting global media attention, the ordinary cityscape is purposefully transformed into an out-of-the-ordinary eventscape during major sports occasions. Focusing on the production of captive audience positions and event-goers' associated media-conscious performances, this article compares the implementation of event spaces in the totalitarian-propagandist context of the 1936 Berlin Olympics with the commercially branded 2006 FIFA World Cup in Germany. Apart from blatant dissimilarities in ideological-commercial motifs and emotionally charged forms of audiencehood between these urban spectacles, variable media-densified audience positions were carefully built into the design of both events. The key commonalities include the turning of urban public spaces into strictly controlled event enclaves, civic education aimed at image leveraging through ambassadorial conduct, and atmospheric intensification by enthusiastic audience-performers. We conclude that these measures to maximize positive media publicity continue to steer, in increasingly multimedial ways, the production of urban megaevents even in the digitalized present.