Luxury brands and the Internet communication media seem to be inconsistent at first sight. On the one hand, luxury brands have to maintain the control of their elitism and their image; on the other hand, Internet is defined as a mass media of communication that is basically not selective....

Building a strong brand today is incredibly difficult. A strong brand can turn a commoditised, undifferentiated product into something unique and special. For instance, as soon as you put the brand of Tiffany on a diamond, the value of the diamond shoots up. It is no longer just a diamond, it is...

Branding products and companies has always been associated with private enterprises and less, if ever, with international intergovernmental organizations. International organizations now have a long history behind them, a history often marked by contradictory events. In the last decade the...

The business world has moved from using trademarks — simple symbols identifying products — to brands — rich symbols that feed business strategy. At the same time, networked and empowered consumers are using brands, brand language, and branding strategies to make decisions about what they...

This research examines the question of how an environmentally pro-active hotel can gain competitive distinction by way of 'green' branding. It demonstrates that not all green branding options are created equal. The two most widely recognized options, unilateral commitments and participation in...

Digital video recorder proliferation and new commercial audience metrics are making television networks' revenues more sensitive to audience losses from advertising. There is currently limited understanding of how traditional advertising and product placement affect television audiences. We...

This paper proposes that narrative processing creates or enhances self-brand connections because people generally interpret the meaning of their experiences by fitting them into a story. Similarly, in response to an ad that tells a story, narrative processing may create a link between a brand...

According to the processing fluency model, advertising exposures enhance the ease with which a brand can be recognized and processed. This increased perceptual fluency in turn leads to more favorable attitudes toward the brand. The present research extends the processing fluency model to examine...

Visual images constitute much corporate communication about products, economic performance, and social responsibility, and also inform governmental efforts to create positive attitudes for citizens, consumers, and organizations. Brand image, corporate image, advertising images, and images of...

We show that typographic symbolism and sound symbolism both have an effect on the perception of brand names. The visual letters in a brand name (typographic symbolism) and the name’s silently ‘spoken’ phonemes (sound symbolism) both contribute approximately equally to the connotative...