Branding is an inhuman traditional practice most commonly employed to treat various disorders in neonates and children in certain community in India. Though stringent law exists to prevent such harmful practices, cases of branding is not uncommon in current era.

Neuromarketing has become popular and received a lot of attention. The quality of video commercials and the product information they convey to consumers is a hotly debated topic among advertising agencies and product advertisers. This study explored the impact of advertising narrative and the frequency of branding product exposures on the preference for the commercial and the branding product. ...

This paper studies the internationalisation of Chinese piano firms from a branding perspective. The purpose of the paper is two folds. Firstly it examines the interplay between the country of origin (COO) effect and international branding, and how COO affects the choice of branding strategies in international markets. Secondly, it explores the possible link between international branding decisi...

A public debate has recently arisen, largely surrounding the issue of pain, over whether freeze or hot-iron branding should be the preferred method of permanently identifying cattle. This study addressed that question by quantifying the following accepted measures of distress and pain over a 25-min sampling period: elevated heart rate, concentrations of cortisol, epinephrine, and norepinephrine...

BACKGROUND The current cigarette market is heavily focused on low-income and middle-income countries. Branding of tobacco products is key to establishing and maintaining a customer base. Greater restrictions on marketing and advertising of tobacco products create an incentive for companies to focus more on branding via the product itself. We consider how tobacco sticks are used for communicativ...

200 The development of multiple applications with features of digital games brings about a new trend called Gamification. Besides, the Technology Acceptance Model (TAM) also represents an important theoretical tool toward understanding the usage of a specific technology, system or service. Since no clear practical explanation that allows the connection of gamification with non-game context, esp...

In this chapter, the authors offer a strategic platform to pinpoint the variables for developing branding strategies. The case elicits the internal and external aspects of a brand. These two aspects are considered to be the starting point of the strategic roadmap to reach success. A detailed discussion on the brand’s internal and external aspects has been made with the help of a successful case...

Culture Categories Tree Metaphor Concepts in grocery retailing Customer Social Self Concept Modes of Ethnographic Research in Branding Tree as a Critical Model of Branding as a Cultural process

Our study refers to what the communication of city networks looks like regarding mentions and frames if digital activities could primarily serve as collaborative diplomacy governance or are motivated by self-interests such branding. theoretical frame integrates Castells’ (2010, 2009) networked society power combines various concepts from public (digital) diplomacy, relations, strategic communic...