Faked in China is a critical account of the cultural challenge faced by China following its accession to the World Trade Organization in 2001. It traces the interactions between nation branding and ...counterfeit culture, two manifestations of the globalizing Intellectual Property Rights (IPR) regime that give rise to competing visions for the nation. Nation branding is a state-sanctioned policy, captured by the slogan "From Made in China to Created in China," which aims to transform China from a manufacturer of foreign goods into a nation that creates its own IPR-eligible brands. Counterfeit culture is the transnational making, selling, and buying of unauthorized products. This cultural dilemma of the postsocialist state demonstrates the unequal relations of power that persist in contemporary globalization.
This article focuses on the development of a branding proposal for the company ”Comercial Encalada” with the aim of improving its position in the Quito market. The idea is to create a corporate ...identity that allows the company to connect with its customers and differentiate itself in the market. A deductive method was used for market research, which means that the conclusion was drawn based on premises that are assumed to be real. Thus, the PEST, RMG, and SWOT analysis were carried out and information from various bibliographic sources on branding and marketing were compiled to conclude. Of note, the economically active population of Quito was used to obtain the study sample, resulting in 384 people surveyed. The main issues identified through the market research were the lack of recognition of the ”Comercial Encalada” brand in the Quito market and the preference of consumers for the presentation of the products on the hanger rather than the price. We conclude that every company needs not only a brand design that allows the entity to distinguish itself from its competitors but also interactive brand management that, along with other marketing strategies, manages to create a perspective of unique value in clients in a way that they prefer the services and/or products of the company over those of the competition.
Keywords: Branding, Marketing, Brand design, Positioning.
Resumen
El presente artículo se centra en el desarrollo de una propuesta de branding para la empresa “Comercial Encalada” con el afán de mejorar su posicionamiento en el mercado quiteño; la idea es crear una identidad corporativa que le permita a la entidad conectarse con sus clientes y diferenciarse en el mercado. En la metodología de la investigación se utilizó el método deductivo, este se trata de obtener conclusiones con base en premisas que se asumen como reales, dado que para llegar a una conclusión se llevó a cabo una investigación de mercados, análisis PEST, RMG y FODA, así como también por la recopilación de información de diversas fuentes bibliográficas sobre branding y marketing. Cabe mencionar que para el cálculo de la muestra se utilizó a la población económicamente activa de Quito, dando como resultado 384 personas a encuestar. Los principales resultados obtenidos en la investigación de mercados son la falta de reconocimiento de la marca “Comercial Encalada” en el mercado quiteño y la preferencia de los consumidores por la presentación de los productos en percha antes que el precio. Para finalizar, se llega a la conclusión de que toda empresa necesita no solo el diseño de una marca que permita a la entidad distinguirse de la competencia sino también una gestión de branding interactiva que, en compañía de otras estrategias de marketing, logren crear una perspectiva de valor única en los clientes de tal forma que prefieran los servicios y/o productos de la compañía por sobre los de la competencia.
Palabras Clave: Branding, Marketing, Diseño de marca, Posicionamiento
Social media technologies such as YouTube, Twitter, and Facebook promised a new participatory online culture. Yet, technology insider Alice Marwick contends in this insightful book, "Web 2.0" only ...encouraged a preoccupation with status and attention. Her original research-which includes conversations with entrepreneurs, Internet celebrities, and Silicon Valley journalists-explores the culture and ideology of San Francisco's tech community in the period between the dot com boom and the App store, when the city was the world's center of social media development.
Marwick argues that early revolutionary goals have failed to materialize: while many continue to view social media as democratic, these technologies instead turn users into marketers and self-promoters, and leave technology companies poised to violate privacy and to prioritize profits over participation. Marwick analyzes status-building techniques-such as self-branding, micro-celebrity, and life-streaming-to show that Web 2.0 did not provide a cultural revolution, but only furthered inequality and reinforced traditional social stratification, demarcated by race, class, and gender.
Americans love religious freedom. Few agree, however, about what they mean by either "religion" or "freedom." Rather than resolve these debates, Finbarr Curtis argues that there is no such thing as ...religious freedom. Lacking any consistent content, religious freedom is a shifting and malleable rhetoric employed for a variety of purposes. While Americans often think of freedom as the right to be left alone, the free exercise of religion works to produce, challenge, distribute, and regulate different forms of social power.
The book traces shifts in the notion of religious freedom in America from The Second Great Awakening, to the fiction of Louisa May Alcott and the films of D.W. Griffith, through William Jennings Bryan and the Scopes Trial, and up to debates over the Tea Party to illuminate how Protestants have imagined individual and national forms of identity. A chapter on Al Smith considers how the first Catholic presidential nominee of a major party challenged Protestant views about the separation of church and state. Moving later in the twentieth century, the book analyzes Malcolm X's more sweeping rejection of Christian freedom in favor of radical forms of revolutionary change. The final chapters examine how contemporary controversies over intelligent design and the claims of corporations to exercise religion are at the forefront of efforts to shift regulatory power away from the state and toward private institutions like families, churches, and corporations. The volume argues that religious freedom is produced within competing visions of governance in a self-governing nation.
The papers in this anthology present innovative approaches to a wide range of issues that have, so far, barely received scholarly attention. The topics range from the changing spaces of consumption ...to Islamic branding, from the marketing of religious music to the consumption patterns of Muslim minority groups.
