The birth of brand: 4000 years of branding

Moore, Karl; Reid, Susan

doi:10.1080/00076790802106299

Cited by 137 publications

(100 citation statements)

References 17 publications

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“…Para ayudar a estas operaciones transaccionales, los símbolos como forma de escribir eran utilizados con el objetivo de mantener un registro que iba ligado con las transacciones, y que decía cuanto estaba siendo transado (Moore, & Reid, 2008). Es decir, que desde que las personas empezaron a hacer uso de las mercancías para intercambiar o vender ha habido marcas comerciales, carteles, símbolos y vendedores ambulantes, e incluso mucho antes, desde que las personas empezaron a marcar a los animales para denotar propiedad.…”

Section: Antecedentesunclassified

Responsabilidad social empresarial y construcción de la marca: una nueva mirada a las estrategias de gestión

Río-Cortina

Arbelaez

Guacarí-Villalba³

2017

rev. investig. desarro. innov

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ResumenLa Responsabilidad Social Empresarial, RSE, se ha estudiado principalmente desde una perspectiva de desempeño financiero; de aquí que haya poco desarrollo entorno a la relación que existe entre la RSE y el proceso de construcción de marca, denominado Branding. El branding es importante como estrategia para generar efectos positivos en las empresas. Este artículo realiza una aproximación a esta discusión, aportando elementos que permiten entender cómo desde La responsabilidad social empresarial se puede gestionar la marca de las empresas, de modo que se generen estrategias que impacten positivamente la organización a todo nivel. Los hallazgos denotan que una adecuada gestión de la RSE, combinada con la gestión correcta de la marca puede tener incidencia en el crecimiento y en la rentabilidad de las empresas.Palabras clave: responsabilidad social empresarial, marca, construcción de la marca, estrategias de gestión. AbstractCorporate Social Responsibility, CSR, has been studied mainly from a financial performance perspective; hence there is little development around the relationship between CSR and the process of brand building, called Branding. Branding is important as a strategy to generate positive effects in companies. This article makes an approximation to this discussion, providing elements that allow us to understand how from Corporate Social Responsibility can be managed the brand of the companies, so that strategies are generated which positively impact the organization at all levels. The findings suggest that an adequate management of CSR, combined with the correct management of the brand can have an impact on the growth and profitability of companies.

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Section: Antecedentesunclassified

Responsabilidad social empresarial y construcción de la marca: una nueva mirada a las estrategias de gestión

Río-Cortina

Arbelaez

Guacarí-Villalba³

2017

rev. investig. desarro. innov

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“…As marcas não têm uma origem bem definida, entretanto, é certo que existem desde tempos antigos (MOORE;REID, 2008), em que os comerciantes diferenciavam seus produtos através dos formatos ou com assinaturas, como em peças de olaria, tijolos e cerâmica, uma forma utilizada para garantir a procedência da mercadoria. Essa estratégia servia para que os consumidores avaliassem as marcas mais reconhecidas e seguras para eventuais trocas comerciais (AAKER;JOACHIMSTHALER, 2007).…”

Section: Relacionamento Com a Marcaunclassified

A influência da relação afetiva e experiencial no processo de criação de lealdade: uma análise do mercado de telefonia móvel no Brasil

et al. 2016

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ResumoAs inovações em tecnologia móvel trouxeram mais dinâmica ao dia a dia. O uso de celulares particularmente se incorporou ao modo de vida das pessoas, permitindo que experiências de vida e consumo em serviços sejam cada vez mais intensas e dinâmicas. Ao mesmo tempo, as marcas que fornecem estes serviços se incorporaram à identidade dos indivíduos como forma de expressão do self. Este artigo tem por finalidade analisar as relações de experiência com as marcas em serviços, as relações afetivas com as marcas e as respostas do consumidor em termos de lealdade no setor de telefonia móvel brasileiro. Foi realizado um levantamento de campo com 126 estudantes consumidores de serviços de telefonia móvel. Os dados foram analisados por meio de modelagem de equações estruturais. Identificou-se 1 Graduação em Marketing pela Universaidade Nove de Julho -UNINOVE. Afiliação: UNINOVE. Brasil. Lattes: http:/

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“…Others describe 'brands' as images in consumer's minds with functional and psychological attributes (Martineau, 1959). Examples of current metaphors used in marketing include 'brand reputation' which compares "a person's character -the condition, quality or fact of being highly regarded or esteemed -with that of the brand" (Stern, 2006: 220); 'brand personality', the most recent addition to the characteristics of brands (Moore and Reid, 2008), which compares brands and people in terms of their unique traits; 'brand identity' which makes a similar comparison on the basis of the central enduring and distinctive traits common to both (Brown, Dacin, Pratt and Whetten, 2006) and 'brand image', which is one of the central constructs in marketing and consumer behavior research, dating from 1950' and which has been used widely and with various applications.…”

Section: Brand -Origins and Development Of The Conceptmentioning

confidence: 99%

Golf destinations’ brand personality: the case of the Algarve

Pereira

Correia

Schütz

2015

International Journal of Culture, Tourism and Hospitality Research

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Declaro ser o(a) autor(a) deste trabalho, que é original e inédito. Autores e trabalhos consultados estão devidamente citados no texto e constam da listagem de referências incluída.(Rosária Luísa Gomes Pereira) …………………………………………..………..………… Direitos de Cópia ou Copyright© Copyright: Rosária Luísa Gomes Pereira. A Universidade do Algarve tem o direito, perpétuo e sem limites geográficos, de arquivar e publicitar este trabalho através de exemplares impressos reproduzidos em papel ou de forma digital, ou por qualquer outro meio conhecido ou que venha a ser inventado, de o divulgar através de repositórios científicos e de admitir a sua cópia e distribuição com objetivos educacionais ou de investigação, não comerciais, desde que seja dado crédito ao autor e editor. Someday, I hope to give back to all of you and to future students the love and support you never failed to give me! ix ABSTRACTThe purpose of this research is to develop and validate a measurement scale to assess golf destinations' brand personality and therefore to perceive the destination personality of the Algarve as a golf destination. Based on literature review on human personality, brand personality, destination brand image and marketing scales validation procedures, an initial 36 unrepeated items were the base for a survey instrument. Those items were generated from the literature, from the results of individual interviews with experts in tourism and golf in the Algarve and from promotional texts in golf-related websites.After content validation, the items were allocated into categories of attributes by a panel of expert judges. A survey was then applied to a convenient sample of 600 golf players in the Algarve, and 545 (valid) questionnaires were analysed to refine the scale. Golf players assessed the components of the relational brand personality (functional, symbolic and experiential) as well as the Algarve as a golf destination. A taxonomy of brand personality was developed and tested in the Algarve as it is recognized as one of the world best golf destination. The developed taxonomy of brand personality was assessed in two ways: 1) through the overall perception of the Algarve as a golf destination and 2) through the perception of specific attributes of the destination grouped into three main categories (functional, symbolic and experiential). Therefore, two multi-dimensional brand personality models were estimated by using structural equation modelling. Findings of this study indicate that golf players ascribe personality characteristics to destinations. The brand personality of the Algarve is translated into three main dimensions enjoyableness, distinctiveness and friendliness when tourists/golf players reveal their overall perception of the destination. The brand personality of golf destination Algarve is reflected in the dimensions reliability, hospitality, uniqueness and attractiveness when tourists assess the components of the relational brand personality. Refined scales consisting of 10 and 12 items were finally derived meeting both reliab...

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The birth of brand: 4000 years of branding

Cited by 137 publications

References 17 publications

Responsabilidad social empresarial y construcción de la marca: una nueva mirada a las estrategias de gestión

Responsabilidad social empresarial y construcción de la marca: una nueva mirada a las estrategias de gestión

A influência da relação afetiva e experiencial no processo de criação de lealdade: uma análise do mercado de telefonia móvel no Brasil

Golf destinations’ brand personality: the case of the Algarve

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