Article
Review
___________________________________________
Online
branding: the case of McDonald’s,
Jennifer Rowley, British Food Journal, Year:
2004 Volume: 106 Number: 3 Page: 228 - 237/
This article explores the approaches to the delivery
of brand messages through a Web site, taking one
of the leading brands, McDonald’s, as a case
study. The role of brands and branding in the
new economy that is characterised by digitisation
and globalisation is attracting considerable attention.
McDonald’s recent “I’m lovin’
it” campaign, is being integrated through
every element of the business, including its Web
site; this campaign therefore presents a useful
opportunity to analyse the contribution of the
Internet channel to brand building. This case
study analysis is conducted on two levels: how
the Web site elements are enlisted to reinforce
brand messages, and overarching brand strategy
themes such as glocalisation, community and channel
integration. Further research and development
on online branding needs to explore effective
strategies for integration of online branding
with branding through other channels, and opportunities
that the Internet offers, for both e-service and
brick service companies, for building customer
relationships.
Bringing
the corporation into corporate branding,
http://www.strategy-business.com/
Mary
Jo Hatch; Majken Schultz, European Journal of
Marketing, Year: 2003 Volume: 37 Number: 7 Page:
1041 - 1064/
This
paper describes corporate branding as an organisational
tool whose successful application depends on attending
to the strategic, organisational and communicational
context in which it is used. A model to help managers
analyse context in terms of the alignment between
strategic vision, organisational culture and corporate
image is presented. The model is based on a gap
analysis, which enables managers to assess the
coherence of their corporate brand. Use of the
model is illustrated by examining the stages of
development that British Airways passed through
in the creation of its corporate brand. The paper
concludes that corporate brand management is a
dynamic process that involves keeping up with
continuous adjustments of vision, culture and
image. The model suggests an approach to corporate
branding that is organisationally integrated and
cross-functional, hence the
The
criteria for successful services brands,
Leslie de Chernatony; Susan Segal-Horn,
European Journal of Marketing, Year: 2003 Volume:
37 Number: 7 Page: 1095 - 1118/
There are few valuable services brands, which
may be due to the lack of services branding knowledge
and the inappropriate use of product-based branding
advice. To contribute to services branding knowledge
the authors undertook a review of the services
management and services branding literature and
postulated a model of services branding. In-depth
interviews with 28 leading-edge consultants showed
the appropriateness of this model. The study found
a need for ruthless clarity about positioning
and the corporation’s genuinely felt values.
Success is more likely when everyone internally
believes in their brand’s values. When management
behaviour is based on genuine conviction, shared
values are more likely. Through shared values,
there is a greater likelihood of commitment, internal
loyalty, clearer brand understanding, and importantly,
consistent brand delivery across all stakeholders.
By viewing these factors within a systems perspective,
greater services .
I’m
not wearing that!: Branding and young children,
Jill Ross; Rod Harradine, Journal of Fashion
Marketing and Management, Year: 2004 Volume: 8
Number: 1 Page: 11 - 26/
TThis study was conducted at a school in the north-east
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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