Purpose – The aim of this paper is to discuss the import of private branding strategy for retailers, manufacturers and customers. It seeks to focus on private branding strategies in the emerging MEDA markets, and, using Israel as a case study, aims to identify why the huge potential of private...

Purpose – The importance of corporate image management in the airline industry has increased substantially in recent years. More and more managers of airline companies have found themselves changing their company's corporate image in order to ensure a more modern and updated identity. The...

Purpose – The traditional approach to building a corporate identity relies on a managerial advertising view and is conducted mainly by external consultancy companies. The aim of this study is to introduce a different approach to building a corporate identity that is based on an effective...

Purpose – Store brands, which were once only found on the shelves of developed countries, are now being introduced in emerging markets in increasing amounts. The purpose of this paper is to describe the store brand process as it is found in emerging markets. In doing so, the authors explain...

Purpose – The demand for sport tourism throughout the world has risen in recent years for several reasons, most significantly an increased emphasis on health and fitness and the increased use of sporting events by cities in order to attract tourists. The purpose of this case study is twofold....

Purpose – The objective of this case study is to present the Israel Cancer Association's (ICA) focused approach to promoting the concept of fighting breast cancer, using an integrated marketing communication (IMC) strategy. Design/methodology/approach – This paper is based on a field‐based...

Purpose – In recent years, the field of corporate identity management has grown substantially in importance in the hospitality industry. Managers of hotels have become increasingly interested in learning methods that have been successful in communicating a new corporate identity. The purpose...

Purpose – The purpose of this conceptual paper is to present a new approach that will enable marketers in developing and emerging countries to promote their products, irrespective of their country of origin’s image. Many companies in emerging and developing countries, intent on exporting...