the image of a brand is the first word or image that is evoked in the mind of costumers immediately after hearing the brand name. the purpose of paying attention to the brand image is to ensure the proper mentality of consumers toward the brand. the components such as suitability, services, brand, variety, quality, and atmosphere form the brand image. the relationship between the brand image an...

In this article we draw upon the social theory of Michel Foucault to explore the neglected tension between normalization and differentiation in corporate branding. The mainstream response within the corporate marketing literature to addressing this tension is exemplified by Deephouse who argues for the identification of a ‘strategic balance point’35 which would lead managers to strive for the s...

With the gradual improvement of urbanization in China, it is important to research city branding promote high-quality urban development. This paper uses CSSCI journals (including expanded edition) CNKI as data source collect papers related from 2001-2022, analyzes content based on bibliometric method, and accordingly proposes strategies for Beijing. The analysis result shows that involves a wid...

<p class="06IsiAbstrak"> This article is a research on brand building strategies in private Islamic colleges coastal areas, namely the IAINU Tuban and IAI TABAH Lamongan. The purpose of this study to analyze areas their institutional brands. case using descriptive qualitative approach. results are used by accordance with Hermawan Kertajaya's PDB Triangle strategy: 1) Positioning clarifyin...

Emerging telecommunications competition includes convergence of industries and the removal of barriers to formerly protected markets. Successful entry and protecting existing lines of business mean selecting those markets that will be most profitable to serve. Success will require much more product and price differentiation and targeting to particular customers. This paper describes methods for...

The recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. The aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. Information on 400 customers of the Mashhad Tabarok Company was collected by a questionnai...