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

The contemporary phenomenon of ‘brand’ is addressed within a Peircean semiotic framework, showing ‘brand’ to be an inherently unstable composite of tangible (e.g. product) and intangible (e.g. brand name) values. The professional literature of brand strategy is drawn upon for definitions, and branding work in an Internet-focused ‘New Economy’ consultancy is described. Three phenomena of brandin...

B has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper iden...

In the changing market scenario, insurance companies have realized the inherent value of brands and consider them ‘valuable assets’. Brand equity is the value buildup in a brand due to the positive perception of customers. The value of brand equity is the expected future revenue from the branded product as compare to unbranded product as there is proliferation of brands in the market place; ins...

This paper develops a theory of umbrella branding as a way to link the reputations of otherwise unrelated products. My analysis predicts that umbrella branding can credibly signal positive correlation between the qualities of the included products to consumers, but cannot certify high quality or signal negative quality correlation. Moreover, whenever umbrella branding signals perfect positive q...