Online
branding,
Jennifer Rowley, Online Information Review, Year: 2004 Volume:
28 Number: 2 Page: 131 – 138
The role of brands and branding in the new economy that is characterised
by digitisation and globalisation are attracting considerable
attention. Taking the organisational perspective the challenges
for branding in online environments relate to: the message capacity
of Web pages, the need to integrate branding and marketing communications
across different channels, the trend towards organisational
value propositions, brands as search keys, the opportunity to
link and develop brand positions, globalisation, and the increased
engagement of the public sector with branding. In the context
of the brand experience, key themes are customer control, customisation
and customer relationships, the help yourself nature of the
medium, the increasing emphasis on experience, and the opportunity
offered by m-commerce to revolutionise the brand experience.
An online brand development strategy includes the following
stages: setting the context for the brand, deciding on brand
objectives and message; developing a brand specification; developing
a brand design, creating the Web site and other communications
using the brand, launching and promoting the brand, building
the brand experience, and finally, reviewing, evolving and protecting
the brand.
Positioning
and branding your organisation,
Simon Knox, Journal of Product and Brand Management, Year: 2004
Volume: 13 Number: 2 Page: 105 – 115
Opens by exploring the changing relationship between
customer value and how it has been traditionally interpreted
within the organisation. Business leaders today acknowledge
that the traditional 4Ps approach to brand marketing needs to
be transformed in order to realise a broader vision of customer
value across the organisation. Argues that it is the business
leader who should be leading this transformation, as manager
of the organisation’s brand and its values, as well as
challenging the marketing department to redefine its role as
brand custodians. Outlines a framework, which enables senior
management to develop superior customer value through branding
and positioning their organisation and to deliver this value
through its business processes. Uses practical examples to illustrate
the use of this framework and concludes by considering whether
or not the traditional marketing department is acting as a barrier
when it comes to positioning and branding their organisation.
I’m
not wearing that!: Branding and young childre,
Jill Ross; Rod Harradine, Journal of Fashion Marketing and Management,
Year: 2004 Volume: 8 Number: 1 Page: 11 – 26
This study was conducted at a school in the northeast of England
using a range of research methods including pre-focus groups,
focus groups, a census of all children and a survey of parents.
It was designed to address a series of research questions related
to the relationship between young school children and branding.
The findings indicated that brand recognition commences at an
early age with older age groups having greater brand awareness.
Differences in the perceptions of parents and their children
towards brands were identified, with parents expressing their
concerns over the effects of branding. Older children were aware
of the role of branding in enhancing self-esteem and acceptance
in peer groups. It is suggested that the earlier the marketer
establishes brand awareness and recognition in the child, the
stronger the brand association and imagery are likely to be
when they become independent as consumers.
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