| 1. |
- Gustafsson, Clara
(författare)
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Sonic branding: A consumer-oriented literature review
- 2015
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1479-1803 .- 1350-231X. ; 22:1, s. 20-37
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Forskningsöversikt (refereegranskat)abstract
- Because music holds a strong power over people, and its impact on consumers is relatively direct, it is invariably an interesting medium for marketers. Although Sonic Branding – branding with music and sound – has been seen as ’the next big thing’ in branding toward consumers for about a decade, it is a scattered field still waiting for its breakthrough. Addressing this problem, the present consumer-oriented review of literature offers new insights on the consumer perspective’s role in Sonic Branding today, and provides implications for future marketing research and practice. The present paper also suggests that there is need for using a common set of Sonic Branding concepts in order to unify the field. Further, the majority of businesses do not yet understand Sonic Branding as the uniquely consumer oriented practice it has the potential to be. Understanding the way that consumers themselves use music is crucial to successful brand management in this area. However, for theorists and practitioners alike, the immediate challenge lies in developing those concepts and labels for Sonic Branding that will unite the field, and thereby increase its future impact.
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| 2. |
- Leijerholt, Ulrika, et al.
(författare)
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A brand within a brand : an integrated understanding of internal brand management and brand architecture in the public sector
- 2019
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Ingår i: Journal of Brand Management. - : Springer. - 1350-231X .- 1479-1803. ; 26:3, s. 277-290
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Tidskriftsartikel (refereegranskat)abstract
- Branding in the public sector is emerging as an interesting area of research, as diverse organisations find themselves using branding principles to promote a consistent, clear brand. However, very little is known how public organisations could, or should, manage their brands. The purpose of this research, therefore, is to explore brand management processes in the public sector, and its implication for brand architecture, from an employee perspective. With a qualitative approach, the study argues that branding is important not only for the organisation, but also for individual departments. Further, unlike branding in the private sector, public organisations may be more concerned with supporting a positive perception and organisational attractiveness rather than a unique and differentiated brand. This may have implications for brand architecture. By allowing individual departments to manage their brand with support from organisational structures that provide alignment and focus, organisations can form a brand architecture that supports a strong organisational brand and employee brand commitment.
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| 3. |
- Leijerholt, Ulrika, et al.
(författare)
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Branding in the public sector : a systematic literature review and directions for future research
- 2019
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Ingår i: Journal of Brand Management. - : Palgrave Macmillan. - 1350-231X .- 1479-1803. ; 26:2, s. 126-140
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Forskningsöversikt (refereegranskat)abstract
- The increased interest of public organizations in using corporate branding principles creates a need to understand how to implement such principles effectively. Although previous research investigates challenges related to branding in this context, the findings provide contradictory evidence and opposing recommendations. The purpose of this study is to conduct a systematic review of literature on branding in the public sector and to explore directions for future research. The results demonstrate that owing to the distinct differences between the private and public sectors, there is a need to adapt branding principles to meet the sector-specific challenges faced by public organizations. However, the extent of the required changes needs further research. This literature review presents a number of potential directions for future studies, which focus on diverse topics related to the internal and external aspects that are crucial to the successful branding of public organizations.
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| 4. |
- Saari, Ulla A., et al.
(författare)
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Measuring brand experiences cross-nationally
- 2017
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Ingår i: Journal of Brand Management. - : Springer. - 1350-231X .- 1479-1803. ; 24:1, s. 86-104
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Tidskriftsartikel (refereegranskat)abstract
- The need for reliable and valid metrics for tracking consumers' experiences of products and brands cross-nationally is becoming ever more important as companies are increasingly operating in international markets. Brand experiences associated with global brands can manifest themselves very differently in different parts of the world; thus, the scales developed to track brand experiences should be validated cross-nationally. This research tests and revises an existing brand experience measurement scale cross-nationally in two countries that have very different cultural settings. Based on the findings from a survey with a sample of 1008 respondents, the authors propose a revised and shortened scale that provides more reliable and valid measurement results of brand experiences of global high-tech brands. In general, the results demonstrate the need for tests on the cross-national applicability of measurement scales and, even further, they underline the importance of replication research.
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| 5. |
- Urde, Mats, et al.
(författare)
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The Corporate Brand Identity and Reputation Matrix - The case of the Nobel Prize
- 2016
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1350-231X .- 1479-1803. ; 23:1, s. 89-117
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The Nobel Prize serves as an in-depth field-based case study, and is analysed using the Corporate Brand Identity and Reputation Matrix (CBIRM), introduced here for the first time. Eight key reputation elements adapted from the literature and enriched by the case study are incorporated within an existing corporate brand identity framework. Among the key findings are structural links outlining essential connections among elements of corporate brand identity and reputation. The new framework provides a structure for managing a corporate/organisational brand. It is a potential tool in the definition, alignment and development of such brands. A limitation is that the communication dimension - the journey from identity to reputation and vice versa - is included, but not explored in detail. The originality of the article is two-fold: first, developing a new integrated framework; and second, refining and applying the framework to a distinctive research study of a specific organisational case, in this instance, the Nobel Prize. Specific quotes from extensive field interviews support the development of the new CBIRM and its broader managerial relevance and applicability.
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| 6. |
- Åsberg, Per, et al.
(författare)
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Introducing multi-dimensional brand architecture : taking structure, market orientation and stakeholder alignment into account
- 2019
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Ingår i: Journal of Brand Management. - : PALGRAVE MACMILLAN LTD. - 1350-231X .- 1479-1803. ; 26:5, s. 483-496
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Tidskriftsartikel (refereegranskat)abstract
- Traditional research in brand architecture has primarily focused on bipolar, structural models describing brand constellations viewed from the brand owner's angle of incidence. This paper further extends previous theorization within strategic brand management by offering the Conceptual Integrated Multi-dimensional Architecture (CIMA) model as an incorporation of existing research in brand architecture, arranged according to hierarchical structure, degree of collaboration with third parties and alignment with consumer perceptions. Traditional brand architecture is broadened using two additional dimensions-the level of intercompany partnerships and perceptional congruency between stakeholders-to produce a model that distinguishes between open and closed brand structures and includes the consumers' perceptions as a mediator of brand strategy efficiency. The CIMA model implies that strategic brand management should consider the possible effects of third-party collaboration, in conjunction with consumer beliefs, on the efficiency of the pursued brand strategy and selected go-to-market approach. By including these two additional dimensions, marketing executives may find a more nuanced view of the potential challenges and obstacles that stand in the way of successful brand strategy execution. The paper is concluded by discussing the implications of this conceptual model and suggests a number of future research directions for brand architecture and brand portfolio management.
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