City branding has gained increasing importance in recent years due to its perceived economic and political implications, necessitating the involvement of city governments and stakeholders in ...developing a successful cross-sectoral branding strategy. In this study, the researcher conducted a literature review and identified three critical dimensions - politics and compliance, socioeconomics, and sustainability - that must be considered when creating an implementation checklist for city regulators and executives. To address the research gap, the researcher developed a conceptual and practical framework that introduces three new terms - city branding image objects, artifacts, and infrastructure - essential in implementing city branding strategies in Indonesia. This study provides a comprehensive implementation framework checklist for city governments to ensure their branding strategy meets the three-dimensional criteria and has an appropriate implementation plan. Furthermore, the researcher expects that this article will initiate and stimulate a discussion on city branding strategies, anticipate that this study will offer an alternative perspective on city branding strategy and provide a valuable implementation tool for regulators, executives, and academics involved in city branding in Indonesia.
Over the last twenty-five years, employer branding has been a subject of increasing attention among HRM scholars and practitioners. However, very limited research has explored the link between ...employer branding and HRM performance. To address the gap, in this study we explored how employer branding orientation impacted recruitment outcomes during the COVID-19 pandemic. In addition we combined both the brand orientation and internal branding concepts to better empirically explain their impact on building employer brand orientation. Based on cross-sectional data collected from 233 companies operating on Russian labor market, we found the positive relationships between brand orientation and employer branding orientation, between employer branding orientation and the employer branding programs, which are positively related to recruitment outcomes. However, the moderating effect of internal branding was negative. We also found moderating effects of COVID-19 in the relationship between employer branding orientation, employer branding programs, and recruitment outcomes.
Pandemi yang sangat membebani sistem kesehatan, mendisrupsi ekonomi dan menimbulkan kekhawatiran yang meluas serta ketidakpastian situasi membuat kelesuan dalam bidang ekonomi keluarga. Penelitian ...ini memiliki tujuan untuk mengetahui dan mengidentifikasi kendala yang dihadapi BUMDes Darussalam Desa Burai dalam membangun strategi branding. Strategi branding yang dilakukan dipengaruhi oleh faktor internal yakni pemahaman dan kemampuan akan membangun branding yang kuat dan faktor eksternal yakni kemampuan dalam membangun jaringan usaha dengan pihak-pihak yang terkait. Strategi yang digunakan BUMDes Darussalam dalam membangun branding ini menggunakan beberapa teori melalui metode deskriptif. Perencanaan membangun branding BUMDes Darussalam dilakukan dengan melakukan survei data, wawancara, kuesioner, diskusi, brainstorming gagasan branding, perancangan identity branding. Solusi yang dilaksanakan berupa kegiatan analisis ekuitas brand dalam menghasilkan rumusan strategi yang tepat, baik dan benar untuk BUMDes Darussalam, dan perancangan identity branding berupa corporate identity. Kajian ini menjadi salah satu aspek tolok ukur bagi BUMDes Darussalam dalam melakukan strategi pengembangan brand peningkatan skala usaha. Program pengembangan strategi branding BUMDes Darussalam diharapkan menghasilkan produk unggulan daerah dalam menghadapi persaingan pasar yang dinamis di era saat ini.
This study offers a new way of understanding the motivations that influence media workers’ impression management (or branding) in the social media era. Amid the growing insecurity of media work ...generally and the particular pressures of branding oneself and promoting one’s employer online, our research introduces a framework through which to interpret the forces and factors—internal (social–psychological) and external (environmental)—that shape how and why media professionals engage in branding. Through a first-of-its-kind survey of a broad cross-section of journalists (N = 642), this study proposes, tests, and confirms a branding alignment hypothesis. This typology sheds light on how branding activity aligns with individual, organizational, and institutional motivations as well as professional identities. Importantly, the study shows how branding is manifested over and above social media dynamics alone and reveals how “self-made” and “company” journalists differ in how they promote themselves, their employers, and the journalism occupation.
Tourism involves different organizations with different aims, such as public or private sectors nongovernmental or associations and even communities. Even in the context of marketing concerns, more ...specifically in the promotion and branding of a location, the scenario of various stakeholders is evident (e.g. a city, a region or a country). Countries, cities, and areas that serve as tourist destinations compete with one another to draw visitors, residents, and business investment.
Given the need for qualitative research on human resource (HR) practices, this study explores and demonstrates the interrelated HR practices around motivating, engaging, and retaining employees. It ...employs in-depth interviews to explore such practices adopted by 4- and 5- star hotels in Dubai. The findings reveal that HR practices are classified within employer branding and internal branding and directed toward hotel and destination brand image enhancement. This study offers destination managers with HR practices that contribute to enhancing the hotel and the destination brand.
Sports Branding – A Complex Process Sergiu Vlad Stan
"Ovidius" University Annals. Economic Sciences Series (Online),
01/2019, Letnik:
XIX, Številka:
1
Journal Article
Recenzirano
Odprti dostop
“Sports and entertainment have been convergent ever since the dawn of capitalism” (Carter, 2010, p. 26). From this point of view, throughout the years, sports stakeholders and every person involved ...in sports activities understood the necessity of promoting sports as a social phenomenon. However, the evolution of sports branding, the complexity of the process of sports branding has evolved and today consists rather in promoting each part of the sports process. Therefore, the present article aims to highlight the sum of processes, which stand behind sports branding. Thus, sports branding is a concept that can be analysed through different perspectives such as product branding, personal branding, corporate branding, place branding and last but not least events branding. All these concepts are not convergent but rather seek to explain different areas finding practical application in sports as well as in other fields of activity.
The role of advertising design in nation branding Sara Mohammed Mamdouh; Tamer Abdellatif; Dina Aboud
Majallat al-ʻimārah wa-al-funūn wa-al-ʻulūm al-insānīyah,
11/2019, Letnik:
4, Številka:
18
Journal Article
Recenzirano
Odprti dostop
This paper aims at summarizing the concept of nation branding and the elements that consists of. The research aims at finding the importance of nation branding, as it became a popular phenomenon that ...used by countries to attract attention of the tourists, skilled students, professional workers, investors, governments of other nations and the loyalty of its people. There are a vast number of countries that brand their nations in order to manage the way that others around the world see them. It is crucial as it affects the nation’ s image, reputation and position in the global stage that eventually will increase its competitive advantage and boost its opportunity as a destination to be visited. The research demonstrates the nation branding as a kind of place branding and how is branding being applied to places and nations. It illustrates the stages of nation branding and how do nations use advertising as a tool of communication to present itself in the international arena. The research will use the qualitative method, as it is the study that is used to explore a phenomenon to reach the mentioned points. Then it will analyze the visual elements of real example of national advertising campaign that have been already launched in the recent years in India in 2002. It will see different kinds of advertising that used in this campaign. It will find the results of the fundamentals and basics of using advertising in nation branding. It will reach the precautions that nations must put in consideration while branding the nation.
There has been a substantial rise in the number of Chinese tourists, with the Chinese millennials being important influencers. Yet very little is known about their tourism behavior, particularly how ...their perceived destination brand values influence their destination loyalty. This study brings in the consumers' perceived brand value concept from the branding literature to investigate Chinese millennial tourists' destination loyalty. An online survey was adopted to collect data from 287 Chinese millennial tourists. The findings offer insight into the relative effects of five dimensions of tourists' perceived destination brand values on their destination loyalty. The findings also extend existing tourism literature, showing the moderating effects of destination brand globality, destination status (domestic vs international) and national brand attitude on the said relationships. Managerial implications to better target Chinese millennials are discussed together with future research directions.
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