Open Access. Powered by Scholars. Published by Universities.®
- Discipline
- Institution
- Publication
- Publication Type
Articles 1 - 5 of 5
Full-Text Articles in Business
Emotional Branding: Obama’S Bottom-Up Campaign, Genevieve Ann Munoz
Emotional Branding: Obama’S Bottom-Up Campaign, Genevieve Ann Munoz
Communication Studies
No abstract provided.
Valuating Brand Equity And Product Related Attributes In The Context Of The German Automobile Market, Marc Fetscherin, Mark Toncar
Valuating Brand Equity And Product Related Attributes In The Context Of The German Automobile Market, Marc Fetscherin, Mark Toncar
Faculty Publications
The concept of consumer-based brand equity has been discussed widely in the literature and there are a wide variety of both quantitative and qualitative measures used to assess it. For the most part, previous research has studied the way a brand and product attributes are perceived in a consumer’s mind and the empirical data used in most studies is based on self-reported survey data. In this research, objective data from the largest German Automobile Association, including actual prices, objective quality ratings of product attributes and market share of brands are used to estimate their effect on the actual price set …
Color As A Source Of Brand Differentiation: Can It Be Defended?, Byron W. Keating, T. R. Coltman
Color As A Source Of Brand Differentiation: Can It Be Defended?, Byron W. Keating, T. R. Coltman
Dr Byron W. Keating
Savvy marketers have long sought to exploit the psychological effects of color to differentiate their brands and create competitive advantage: IBM Blue, Coca- Cola Red, and BP Green. These are not new colors but well-known brand colors. While changes in international trademark law over the past decade paved the way for marketers to seek protection for a color associated with a brand, this case demonstrates some important challenges in defending such trademarks.
Color As A Source Of Brand Differentiation: Can It Be Defended?, Byron W. Keating, T. R. Coltman
Color As A Source Of Brand Differentiation: Can It Be Defended?, Byron W. Keating, T. R. Coltman
Faculty of Informatics - Papers (Archive)
Savvy marketers have long sought to exploit the psychological effects of color to differentiate their brands and create competitive advantage: IBM Blue, Coca- Cola Red, and BP Green. These are not new colors but well-known brand colors. While changes in international trademark law over the past decade paved the way for marketers to seek protection for a color associated with a brand, this case demonstrates some important challenges in defending such trademarks.
Regional Branding: Perspectives Of Tourists In Australia, Uraiporn Kattiyapornpong, Deon Nel
Regional Branding: Perspectives Of Tourists In Australia, Uraiporn Kattiyapornpong, Deon Nel
Faculty of Commerce - Papers (Archive)
This paper aims to explore the overlap and gap between the communication efforts of destination marketing organisations (DMO)’s and consumer perspectives of tourism destination within Australia. This paper applies qualitative and quantitative methodologies. Three stages of analysis are discussed. The web site content of state tourism authorities are analysed using Leximancer. The results show that states are using differing perceptual dimensions to portray characteristics of state tourism destinations. It is also found that consumers can recall the slogans and positioning of some states to a much greater extent than others. Finally it was shown that there was little correspondence and …