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Articles 211 - 215 of 215

Full-Text Articles in Business

The Wheel Of Engagement: Exploring The Connection Between The Brand/Target Relationship, Brain Physiology, Human Psychology And The Laws Of Marketing In An Ever-Changing World., Daniel S. Greenberger Jun 2006

The Wheel Of Engagement: Exploring The Connection Between The Brand/Target Relationship, Brain Physiology, Human Psychology And The Laws Of Marketing In An Ever-Changing World., Daniel S. Greenberger

Creativity and Change Leadership Graduate Student Master's Projects

What happens when the sciences of brain physiology, human psychology and marketing collide with the science of creativity? Could this generate a massive impact leading to the Holy Grail of marketing—a rare insight into the code for building strong brand/customer relationships? As a veteran copywriter and creative director in the ad industry, my tools for gaining customer insight were limited to traditional research and strategy methodologies such as focus groups, interviews and surveys, and to my gut instincts. Once introduced to the science of creativity, I became curious about certain connections to human behavior—specifically connections between the physiology of the …

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The "Branding Effect" Of Contracts, D. Gordon Smith Apr 2006

The "Branding Effect" Of Contracts, D. Gordon Smith

Faculty Scholarship

In his case study of the MasterCard IPO and its predecessor piece on the Google IPO, Victor Fleischer claims to find evidence of a branding effect of legal infrastructure. The branding effect is not aimed at reducing the potential for opportunism by a counterparty to a contract, but rather at increasing the attractiveness of a product to present and future users or improving the image of a company in the eyes of regulators, judges, and juries. In this essay commenting on Fleischer's work, I endorse the notion that deal structures have branding effects and position Fleischer's work within a larger …

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Achieving Growth In The Luxury Market, Peter A. Maresco, Bridget M. Lyons May 2005

Achieving Growth In The Luxury Market, Peter A. Maresco, Bridget M. Lyons

WCBT Faculty Publications

Founded in 1928 as a luxury hotel-reservation processing company, The Leading Hotels of the World, Ltd, which is headquartered in New York City, has evolved into a highly recognizable luxury brand within the luxury hotel market. The company has spent the last decade transforming itself from a reservation-processing company into a luxury powerhouse. Leading Hotels provides a compelling lesson in how to effectively achieve growth in the luxury market and today has positioned itself to meet its vision: To become the preeminent provider of products and services to luxury hotels and to the luxury marketplace. This article looks at how …

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A Conceptual Framework For E-Branding Strategies In The Non-Profit Sector, Horst Treiblmaier, Irene Pollach, Arne Floh Jan 2004

A Conceptual Framework For E-Branding Strategies In The Non-Profit Sector, Horst Treiblmaier, Irene Pollach, Arne Floh

Journal of International Technology and Information Management

E-branding provides non-profit organizations (NPOs) with new opportunities to communicate their missions, which is of paramount importance in a market segment that competes for donations and voluntary labor. Since successful e-branding is determined by both internal and external communication strategies, we developed a framework which explains the interdependency of these two factors in NPOs. Our findings are based on qualitative interview data and a website analysis of eleven Austrian NPOs. The NPOs' internal and external e-communication strategies are categorized into three successive levels each and combined in a two-dimensional grid, which shows how NPOs integrate their communication strategies.

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From Logo-Centrism To Corporate Branding?: The (R)Evolution In Organisational Identity, Shirley Leitch Jan 1999

From Logo-Centrism To Corporate Branding?: The (R)Evolution In Organisational Identity, Shirley Leitch

Faculty of Business - Papers (Archive)

When the archaeologists of the next millennium dig down into the landfills of the past 100 yeors, in between the mountains of perfectly preserved disposable diapers and other detritus of our instant civilisation, they will find mounds of unused business cards, envelopes, and letter- heads. These costly rejects of corporate revamps litter the last decade of the millennium as the fall-out of countless restructuring exercises. It is not surprising that cynicism about the point of 011 this frenetic activity is widespread. Consultants grow fatter as corporations get leaner and meaner (but with mare up-market typefaces). In this paper, I explore …

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