Blowing Up the Brand: Critical Perspectives on Promotional Culture

Language at Work - Bridging Theory and Practice, 2010

The phenomenon of branding is probably as old as organized trade itself; it could in fact be as old as human territorial behavior.

2014

Branding has emerged as a cornerstone of marketing practice and corporate strategy. This book brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and Culture, reflecting the wide-ranging, interdisciplinary interest in the topic, accompanied by new introductions from leading brand scholars, including Giana Eckhardt, John F. Sherry, Jr., Sydney Levy, and Morris Holbrook.

The building of corporate identity underpins corporate brand management.

2010

Preface Why Brands? What is Brand? Brand Transformation Brand Vision: Concepts and Creation Pushing the Brand to Higher Orbits Pressing Hot Buttons in Consumer Value Space Internal and External Leveraging of Brand Assets Decoding Branding Strategy Shifting Brand Gears to Stay Connected Power Branding: Unequal among Equals References

Political Brands, 2019

What do survivors of a mass shooting in Florida, Russian intelligence officers, Coca-Cola and the president of the United States all have in common? They all try to influence public opinion using branding, even if what is getting branded is the truth, a lie, a myth or a conspiracy.

Journal of Brand Management, 2001

2002

2001 marked the tenth anniversary of a seminal article on corporate branding written by the distinguished English advertising consultant Stephen King (1991). This article appraises King's contribution to the emergent theory relating to corporate branding in the context of recent scholarship. This article outlines the benefits and

Comunicação e Sociedade

2001 marked the tenth anniversary of a seminal article on corporate branding written by the distinguished English advertising consultant Stephen King (1991). In this article King’s contribution to the emergent theory relating to corporate branding in the context of recent scholarship is appraised. This article outlines the benefits and characteristics of corporate brands. It details the differences between product and corporate brands and summarises the relationships between corporate brands and corporate identity and corporate reputation. The author’s survey of the business environment reveals there to be proliferation of new corporate branding types. As such, six new corporate branding categories have been identified which are termed: familial, multiplex, shared, surrogate, supra and federal. King’s prediction that the last decade will witness increased importance to corporate brands does have a contemporary resonance. Looking ahead to the next decade, and picking up a theme of an...

Journal of Brand Management, 2000

2006

Branding – the art of conditioning an audience to associate a given product, person or idea with a desired cognitive or emotional response – can be an important part of developing messages. The U.S. attempted to “brand” itself after 9/11, but after some innovative attempts with negligible results, quietly abandoned the effort. The idea, however, is sound. In the commercial marketplace of ideas, branding is a proven path to success, and the failure to brand can put one out of business. It is time to try branding again, but this time the U.S. should start with a message that its audiences are most likely to accept readily: the evil nature of the enemy. Reinforcement of that negative “brand” sets the stage for greater audience receptivity to positive follow-on messages about the United States itself. This paper was republished as a section of Waller's monograph, Fighting the War of Ideas Like a Real War.

brands & brand management , 2018

This article elaborates on the subject of brands. The understanding of brands has changed along with the times and economic climate. The change requires companies to shift their thinking of brands from a marketing-oriented function to a guiding principle that involves every aspect of the organization. Modern brand thinking no longer revolves around tangible brand attributes such as logos and colors, these merely make up the visible brand. Every new brand need to position and brand itself as a company that can deliver significant added value for the customers, through expanding the service model of traditional advertising agencies. The brand includes the company to advocate transparency and diversity, Visible communication, and points of contact with the company. From the website to the office and the tangible products. Brands are required to be consistent and viable.

Business History Review, 2012

In 1995 I wrote an article on ‘Corporate Branding and Connoisseurship', which was, arguably, one of the first articles to explicitly mention corporate brands in its title and to focus on both corporate brands and identity in terms of content. Today, 15 years on, I have been invited to reflect on developments in corporate branding scholarship.