For countless centuries leaders have used external threats as a way of unifying their populations. In these currently troubled times, political marketers can be tempted to take the easy option of following (or even stimulating) uninformed emotion among their voters rather than assuming moral and...

Purpose – The purpose of this study is to investigate reactions to the divine proportion (a ratio of 1: 1.618) in logo design across different cultures. Design/methodology/approach – The approach is a survey in three different countries: Australia, Singapore and South Africa. Findings –...

Purpose – There is general agreement that global brands should ensure that they incorporate social responsibility. To do this properly, organisations must understand what it means to be socially responsible and how they can leverage their actions. The paper proposes consideration of three...

Purpose – To discuss the importance of understanding corporate social responsibility (CSR) by analysing the issues that comprise CSR. Without this understanding it will not be possible for organisations to develop responsible brands. Design/methodology/approach – The paper draws on the...

Purpose – The paper aims to stimulate discussion of what branding actually is, does and maybe should do. Design/methodology/approach – A reflective essay is presented which briefly outlines the history of meanings of branding leading to speculation about future meanings. Findings – The...

Purpose – To provide a conceptual framework to help researchers and managers understand the complex factors affecting the associations between brands. Design/methodology/approach – Brand extension, co‐branding and other associative techniques together with an increasingly communicative...