Tales of seduction and intrigue: design as narrative agent of brand revitalisation

Wilner, Sarah J. S.; Ghassan, Aysar

doi:10.1080/0267257x.2016.1271346

Cited by 6 publications

(5 citation statements)

References 55 publications

(38 reference statements)

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“…The latter, in contrast, recognises brand obsolescence and uses it as a starting point for planning and deploying a rejuvenation strategy (Ewing et al, 2009;Keller et al, 2020;Miller et al, 2014;Orth et al, 2019). It should be highlighted that both alternatives intend to ensure the brand continues to satisfy consumer needs within its competitive environment (Dinnie, 2008;Romaniuk et al, 2007) by empowering or reversing the ageing phenomenon (Lu et al, 2019;Wilner and Ghassan, 2017).…”

Section: Discussionmentioning

confidence: 99%

“…Brand reinforcement, on the other hand, aims to potentiate brands using different drivers to enhance brand equity performance (Pina and Dias, 2021;Pontes and Pontes, 2021;Yuen et al, 2021). Within this framework, retrobranding and brand rejuvenation emerge as two opposing options that can be explored with the intent of empowering or reversing ageing or Analysis from a Latin American perspective obsolescence and that seek to make old and mature brands energetic and powerful again (Lu et al, 2019;Wilner and Ghassan, 2017).…”

Section: Brand Ageingmentioning

confidence: 99%

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Brand ageing: an analysis from a Latin American perspective

Villegas

Guevara

Escalante

2021

QMR

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Purpose Acknowledging that brands age over time, this paper aims to investigate the exogenous and endogenous factors that influence this phenomenon. Design/methodology/approach The literature on brand ageing is scarce. Through a study of several Colombian organisations that have an international presence, the paper uses a grounded-theory qualitative methodology, including in-depth interviews and documentary brand reviews over a longitudinal time dimension, to perform an analysis of specific aspects that affect brand ageing processes. Findings The results revealed that the factors that determine brand ageing can be classified into the following two subgroups: exogenous (conditions of the economic environment, category conditions, entrance of new competitors, ageing current consumers and entry of new consumers) and endogenous (organisational growth, upper management convictions, marketing structure, brand architecture, inappropriate naming and obsolete brand image) factors. Originality/value This research provides substantial academic value and insights that allow a better understanding of specific aspects that influence the brand ageing process.

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Section: Discussionmentioning

confidence: 99%

Section: Brand Ageingmentioning

confidence: 99%

Brand ageing: an analysis from a Latin American perspective

Villegas

Guevara

Escalante

2021

QMR

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“…By incorporating artefacts/icons in the city VI makes the communication more tangible, truthful and authentic in connection with the citizens’ daily life (Wilner and Ghassan, 2017).…”

Section: Design Shapes and Tools For Visual Identitiesmentioning

confidence: 99%

Visual identity of cities: designers’ tools and meanings

Sarmento

Brito

2021

JPMD

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Purpose This paper aims to identify and compare the graphical shapes and meanings attributed to place/city by the designer/creative/author of a city visual identity (VI) and by the client and designer’s peers. Design/methodology/approach To identify and compare the graphical shapes and meanings attributed to place/city by the designer/creative/author of a city VI and by the client and designer’s peers. Findings This paper analysed the way the visual culture of different stakeholders influenced the process and the construction of the iconographic meanings. Secondly, this paper assessed how the design tools impacted the creative process in that specific context. Practical implications A demanding involvement of more participants in the design process can be worthy for a VI outcome. Visual identity of a city is both designer’s creative as a political process. The several aesthetical options decisions implied adaptation, trade-offs and negotiations. Originality/value This research explains how the design tools and forms were used in the creative process of designers when conceiving the VI of a place. This research also reveals how a design work can have an effective impact on the sensory qualities emanating from city brands which are recognized by tourists and citizens. The consideration of the designer’s tools makes a relevant contribution to understand some underlying procedural issues.

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“…However, the way design is positioned in marketing is still too often one of 'seducing' people into behaviour that may not contribute to their well-being in the longer term. Wilner and Ghassan (2017), for example, discuss a case in which a chocolate bar was redesigned, arguably to discourage excessive consumption in response to increasing obesity rates. However, as noted by the authors, while this redesign was successful in economic terms, ultimately it can be questioned from a sociocultural point of view since the 'new' chocolate bar contained the same calories as before even though they were split across two smaller bars.…”

Section: Design's Influence On Outcomesmentioning

confidence: 99%

“…In regard to marketing, design as process research has already offered insights into new methods of product innovation (Verganti, 2009; see also Tabeau et al, 2017), leveraging cultural insights for brand meaning (Wilner & Huff, 2017), addressing wicked branding problems (Beverland et al, 2015;Wilner & Ghassan, 2017) and enhancing interfunctional coordination with NPD (Beverland et al, 2016). Research should of course build on these domains but also address other enduring challenges facing the marketing organisation.…”

Section: Design Processmentioning

confidence: 99%