| 1. |
- Bertilsson, Jon, et al.
(författare)
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Consumer-brand Relationships
- 2017. - 1
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Ingår i: Brand Theories : Perspectives on Brands and Branding - Perspectives on Brands and Branding. - 9789144116242 ; , s. 165-184
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Bokkapitel (övrigt vetenskapligt/konstnärligt)
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| 2. |
- Anselmsson, Johan, et al.
(författare)
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Brand Equity and the Brand Value Chain : What it is and How to Use it in Practice
- 2017. - 1
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Ingår i: Brand Theories : Perspectives on Brands and Branding - Perspectives on Brands and Branding. - 9789144116242 ; , s. 65-81
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- Many brand managers have long since established the desired core values for their brand, but are still not sure whether they differentiate themselves enough from their most daunting competitors, and whether their brand actually helps to boost sales of their products. This chapter describes a basic brand equity framework for understanding how brand management can create customer value and shareholder value. The chapter starts by describing a conceptual framework and ends with four concrete issues and one case to demonstrate how the brand value chain can be used.
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| 3. |
- Anselmsson, Johan, et al.
(författare)
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Loyalty-based Brand Management
- 2017. - 1
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Ingår i: Brand Theories : Perspectives on brands and branding - Perspectives on brands and branding. - 9789144116242 ; , s. 83-105
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- As was the case with brand management, the loyalty and relationship perspective first appeared in the 1970s and gained momentum in the 1990s. Loyalty and relationship building are key parts of the dominant brand management models, and in many models, loyalty is the goal of brand building and the ultimate sign of a strong brand. In addition, a customer that is loyal to the brand not only repurchases the same product, but also purchases other or new products launched under the same brand. This chapter highlights the loyalty aspect in some of the most-cited brand management and brand equity models; furthermore, it describes a normative framework for how to build true loyalty to a brand.
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| 4. |
- Bertilsson, Jon, et al.
(författare)
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A critical typology of "good place branding" : Lessons from place-branding expertise
- 2023
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Ingår i: Place branding and marketing from a policy perspective : Building effective strategies for places - Building effective strategies for places. - 9781003286189 - 9781032260310 ; , s. 213-226
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Bokkapitel (refereegranskat)abstract
- Place branding is defined as “the development of brands for geographic locationswith the aim of triggering positive associations about the area and distinguishinga place from other places” (Stevens et al., 2020, p. 752). Like all occupations,place branding is organised by discourses, or talk, that determine best practices andnorms about what constitutes expertise (Loacker and Sullivan, 2016). Exploringplace-branding discourses is important because it offers insights into what constitutesideal place-branding practices and who gets to say what these practices are.This is particularly important given that place branding influences places in waysthat impact citizens and other stakeholders.Extant literature argues that branding experts are the authoritative charactersand most prominent trend-setters in the place branding field (Anholt, 2008; Cleaveet al., 2019; de Noronha et al., 2017; McCann and Ward, 2012). Far from simplybeing arbiters of logos or slogans, branding professionals are “often understood asthe leading actors that influence local and national governments in (re)allocatingresources and deploying specific image-related policies” (Goulart-Sztejnberg andGiovanardi, 2017, p. 425). As such, they have significant influence on the discoursesof place branding and they set the stage for what constitutes good brandingwork (Hardy and Maguire, 2010).Despite their importance, few studies specifically explore branding experts,what they consider desirable and legitimate branding, or the advice they give to cities(for exceptions, see Aronczyk, 2008; Bertilsson et al., 2020; Hankinson, 2010).That said, critical scholars warn that given the complexities inherent in managingplaces, relying on experts from outside of city governance or general formulasfor how to work with places might be less ideal than relying on the expertise andintuitions of city managers (Anholt, 2008; Aronczyk, 2008). A general concern isthat branders might focus only on selling the right image or identity of a place, inessence by focusing on redressing rather than by bringing in-depth knowledge ofplace governance and management (de Noronha et al., 2017).We seek to add to studies of place branding from a critical lens by payingattention to place branding experts’ speech and interactions in a professional setting— a place-branding conference—to explore how they construct an everyday or common-sense view of what constitutes “good” place branding. Based on our analysis of place branders’ talk to each other at a place branding conference, we develop a model of “good” place branding, consisting of four ideal types: totemic, artistic, mimetic, and platformic.In the chapter, we review literature on place branding and its affinity with the tenets of corporate branding. We then detail our qualitative methodology and proceed by outlining our inductively developed typology of good place branding. Finally, we elaborate on how following these ideal types might negatively impact cities, arguing that a dogmatic use of them may lead to a homogenisation of places and a separation between cities’ empirical conditions and their branded image.
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| 5. |
- Bertilsson, Jon, et al.
(författare)
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Brand Movement
- 2018
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Ingår i: ; , s. 692-693
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Konferensbidrag (refereegranskat)abstract
- The paper conceptualizes, via the notion of brand movement, the process in which consumers-citizens turn to brands to deal with political frustrations and in which brands have the power to channel, coordinate, and mobilize these consumers.
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| 6. |
- Bertilsson, Jon, et al.
(författare)
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Brand orientation : Tensions and conflicts in public management
- 2021
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Ingår i: Managing public services : Making informed choices - Making informed choices. - London : Routledge. - 9780367723248 - 9781003154389
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Bokkapitel (refereegranskat)abstract
- Public institutions such as cities, the police or schools are increasingly adopting a brand orientation, understood as an approach to organization aiming to create coherence around image and identity, such that consistent, precise and coherent messages can be presented about the organization to internal and external stakeholders. This may be seen as an expression of what is sometimes called “brand society,” meaning that branding affects ever more aspects of human life, including public sector organizations (Kornberger, 2010). Similar to other management techniques – like Lean Management or TQM – branding has its roots in private organizations. Although private and public organizations may gain from exchanging management practices, it also creates tensions between corporate and civic rationales and practices. For instance, whereas the corporate branding ideal is to seek to reduce complexity via a coherent or unified identity and presentation to customers, public organizations are complex and must communicate with and serve a diverse public (Wæraas, 2008). In the wake of this development toward brand orientation, it is important to understand intended and unintended consequences for organizations, public employees, citizens and other stakeholders.
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| 7. |
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| 8. |
- Bertilsson, Jon, et al.
(författare)
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Mimicry and artistry: Place branders' construction of "good" branding
- 2020
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Ingår i: Communication and Language at work. - 2245-5744. ; 7:1, s. 73-85
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Tidskriftsartikel (refereegranskat)abstract
- Many public organizations think of themselves as brands and engage in branding to increase their attractiveness. Often this is seen as a good practice, but this paper takes a more skeptical view and interrogates the value of place branding expertise for public organizations. Through observation of a place branding conference, drawing on some principles from ethnomethodology, this paper provides clues to what the place branding profession constructs as “good” and legitimate expertise and the norms that guide their work. We identified two levels of legitimate place branding expertise: Mimicry and Artistry. Mimicry signifies imitation of already institutionalized ideas and practices, and proficiency in supplying beautiful yet detached and superficial representations of cities. Artistry refers to place branding that stands out as brilliant and inventive, encompassing unexpected play with symbols and creative combination of branding models. We argue that both these levels of expertise may be at odds with civic values of city government such as inclusion and representativeness. Our study concludes that the ways in which the branders construct expertise risks deflecting attention from the core problems of a place or a city and separating place branding from city management practice.
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| 9. |
- Bertilsson, Jon, et al.
(författare)
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Movement Parties as Brand Platforms : The Case of the 5 Star Movement
- 2022
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Ingår i: Political Branding in Turbulent Times. - Cham : Springer International Publishing. - 9783030832292 - 9783030832285 ; , s. 103-121
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Bokkapitel (refereegranskat)abstract
- Abstract This chapter contributes to the current debate on ideology,social movements and political activities in a branded society. Adoptinga sociological perspective on brands as platforms, the chapter shows howbrands support grass-roots social movements to structure their politicalactions. Through the analysis of the Five Star Movement (M5S), a digitalpolitical party, the chapter illustrates how brand-coordinated activismexpands the range of democracy by helping consumers-citizens to achievepolitical goals. All in all, our study unveils how political brand platformswork as changemakers as they organise and channel political views and activities allowing consumer-citizens to gain political voice and achievepolitical change.
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| 10. |
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