Brand and branding identification in professional activity of architect

The essential brand persona: storytelling and branding

Storytelling is a well known and ancient art form. Fascinating and compelling characters have animated literature around the world from the beginning of the written word. Today, scientific research has laid the foundations for a sound empirical understanding of storytelling as a clear aid to memory, as a means of making sense of the world, as a way to make and strengthen emotional connections, ...

application of brand personality scale in automobile industry: the study of samand’s brand personality dimensions

این تحقیق شخصیت برند سمند را در ایران با استفاده از مدل پنج بعدی آکر (1997) بعنوان یک چهارچوب بطور توصیفی سنجیده است. بنابر این چهارچوب که دراصل در 42 جزء (42 ویزگی شخصیتی) ودر پنج بعد شخصیتی طراحی شده بود ودر کشورها وصنایع مختلف آزموده شده بود, پرسنامه به زبان فارسی ترجمه شده و با استفاده از روشهای ترجمه معکوس و مصاحبه عمیق با 12 متخصص ایرانی به 38 جزء کاهش یافت. و نظرسنجی ای در پنج نمایندگی ا...

The personality of brand lovers: An examination in fashion branding

Branding athletes: Exploration and conceptualization of athlete brand image

In this study, the current issues of athlete brand management are discussed and the construct of athlete brand image is conceptualized. A conceptual model of athlete brand image (MABI) is developed incorporating three key dimensions: athletic performance, attractive appearance, and marketable lifestyle. These dimensions are defined by an athlete’s on-field characteristics, attractive external a...

TELE-BRANDING IN TVIII The network as brand and the programme as brand

In the era of TVIII, characterised by deregulation, multimedia conglomeration, expansion and increased competition, branding has emerged as a central industrial practice. Focusing on the case of HBO, a particularly successful brand in TVIII, this paper argues that branding can be understood not simply as a feature of television networks, but also as a characteristic of television programmes. It...