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This article traces the history of the relationship of papermaking and paper to libraries over time. Paper was first made in China and is traditionally considered one of that nation's four greatest inventions, along with gun powder, printing, and the compass. Papermaking was often associated with archives in its early development in China, as well as when it was introduced to Japan, where it came to be a part of some Shinto and Buddhist temples, and later governmental agencies. Under Islam, the availability of paper was linked to increased literacy and growth of libraries. In early modern Europe, before the widespread use of wood in the papermaking process, libraries and archives were part of an "economy of paper" with paper at times being in short supply. In the modern era, the world of papermaking did not intersect much with the world of the library, which made progress with the problem of brittle books, one of its greatest challenges, slow, though recent efforts of government, industry, scientists, and representatives of the library have produced positive results. The damage caused by wood-based paper in libraries was mirrored by the environmental damage caused by wood-based papermaking in communities. The history of papermaking and libraries demonstrates the importance of understanding the technologies which support the library, while also advocating effectively to the representatives of all its sources of support in ways which promote the values of the library and its associated community. [ABSTRACT FROM AUTHOR]

Hospitals use different technological tools to implement corporate communication initiatives and, in this way, improve their relationships with stakeholders (employees, patients, media companies) and build a reputed brand. However, they face different barriers: limited budgets for corporate communication, strict legal frameworks, and stakeholders’ new needs regarding information and emotional support. This paper aims to analyze how the 100 best hospitals in the United States manage smart technologies to promote their brand. To do that, we conducted a literature review about smart hospitals, branding, and corporate communication; and then we defined 34 quantitative indicators to evaluate how the hospitals previously mentioned managed their websites, online newsrooms, about us sections, and artificial intelligence department web sites for reputation purposes. Our results proved that most hospitals respected indicators related to the homepage (8.67/11) but not those referring to online newsrooms (4.44/11) or about us sections (2.66/6). Besides, only 23 hospitals had implemented a department specialized in artificial intelligence that collaborated with external organizations. We concluded that most American hospitals focused their reputation efforts on patients rather than other targets (media companies, employees, suppliers, shareholders); and that these organizations did not integrate enough artificial intelligence projects into their smart branding initiatives. [ABSTRACT FROM AUTHOR]

Introduction: Hospitals implement artificial intelligence, big data, and telehealth to accelerate digital transformation and improve quality standards. However, their corporate communication strategies remain very conservative (brochures, magazines, websites) and inconsistent with their ambitious organizational goals. Objective: This literature review-based paper analyzes how hospitals should use technology to revamp their online communication strategies and build more meaningful brands. Methodology: To do that, we conducted a literature review on digital hospitals, their branding strategies, and their stakeholders' humanistic needs. Based on that, we proposed an online communication model to help hospitals build credible brands. Conclusion: We concluded that these organizations should focus their communication efforts on sharing credible content that describes how their medical initiatives improve society; they should assist their stakeholders in enhancing their global understanding of healthcare; and they should help the Digital Communication Unit lead an intellectual reflection about how to develop a smart hospital from a technology and humanistic perspective. [ABSTRACT FROM AUTHOR]

More than a decade since the outbreak of the revolution in 2011, Libya remains mired in a political crisis and institutionally fragmented, having been the scene of two civil wars. This paper looks at the interrelationship between the national and international dimensions of the conflict to illustrate how the various rival political elites project an image of the country to the outside world (branding) in order to boost their national and international legitimacy, obtain material support and strengthen their bargaining position in the peace processes. To that end, it studies the discourses of the Libyan political elites in three periods: the first Libyan civil war (2011) and the transition phase, the second civil war (2014-2020) and the failed attempt to hold presidential elections in 2021. [ABSTRACT FROM AUTHOR]

There have been several overlapping crises in North Africa in recent decades. The social contract is in crisis, and this became clear during the antiauthoritarian uprisings of 2011 and 2019. In addition, the region is locked in a socioeconomic crisis that deepened after the COVID-19 pandemic in 2020 and has been aggravated by the global impacts of Russia's invasion of Ukraine. This paper underscores the need to reflect on the legitimation of the North African elites in this context, looking at the connection between the domestic and international spheres. It also presents various legitimation strategies that take in the interaction between the domestic and external spaces. This approach seeks to enrich the debate on the relationship between authoritarianism, its legitimation and the international dimension. [ABSTRACT FROM AUTHOR]

Tradition-brands are cultural constructs launched in Romania around the year 2000, which bring into play a repertoire of conventions and “myths” shared nationwide and proposed to the market, increasingly and more intensely in the late years, by large-scale industrial operators, who in this manner simulate and menace small-scale producers (those actually in the right to claim this tradition as their own). Previous work in the anthropology of consumption has theorized that commercial communication associated with tradition-brands represents a space of negotiation between the Big Industry and traditionalist consumers. The present paper resumes, after more than a decade, the previous thesis, with Mark Fisher's conflict theory tools. In this perspective, traditional brands are forms of Big Industry colonization and naturalization of artisan culture. The case analysis of the Matache Măcelaruʼ charcuterie brand reveals multiple levels of realist-capitalist processing of the commercial message. The key understanding of Fisher's theory of consumerism as a sensitive interface between the capitalist system and the public leads to sharp conclusions about the alienation and disintegration of social actors (consumers, small artisans and merchants) and about the removal of small businesses from the current economic landscape. The possibility of a breach in capitalist totalitarianism lies, hypothetically, in the Romanian public's inertia towards globalization. A conscious reaction is also needed, which arises from civic initiatives regarding the realization of a short producer-consumer chain. [ABSTRACT FROM AUTHOR]

The increased involvement of the private sector in building sustainable communities is often met with skepticism from sustainability experts and academics. Although environmental experts and engineers may wish to focus on the technical design features and green rating of such projects to validate their sustainability, data are sometimes lacking, and social scientists may criticize projects' social impacts and portray them as greenwashing sustainability. More holistic and evidence-based attempts are needed to understand post-occupancy performance in a way that targets the core obstacles to sustainability. This paper investigates the fundamental challenges of the market model of sustainable neighborhoods by using a qualitative post-occupancy evaluation method. We map core controversies through the lenses of different actors and ask how such challenges can be addressed in future developments. We interviewed 46 actors in The Sustainable City—a 590-unit residential development in Dubai. Through inductive analysis, we mapped five central controversies: The Branding Controversy; The Innovation Controversy; The Behavior Controversy; The Governance Controversy, and The Market Controversy. Such controversies appear fundamentally associated with the performance of privately developed sustainable neighborhoods. We present recommendations to resolve such controversies in future developments, including the clearer communication of goals and behavior expectations to residents, the ongoing education of residents, careful testing of technologies, the necessary steps by developers and local municipalities to promote affordability and equity, and resident representative committees in order to enhance civic agency. [ABSTRACT FROM AUTHOR]

The paper explores the role and contribution of the first foreign teachers of French in Montenegro, to their students/rulers – last three sovereigns of the Petrović-Njegoš dynasty, to Montenegrin society as a whole and to the affirmation of Montenegro in Europe. The paper chronologically relates to the period of rule of Petar II Petrović- Njegoš, Danilo I and Nikola I, to whom the aforementioned Romance language instructors did not transfer merely a knowledge of language, but also much other substance formed from different views and perspectives on the world, thus contributing to the emancipation of Montenegrin society. Through their efforts to modernise Montenegro and strengthen its sovereignty, as well as their publications and political engagement during events critical to Montenegrin history, they contributed to its reputation and popularisation throughout Europe. The research is based on facts found by studying archive and library materials, and on analysis of periodical publications, travel writings, and documents of a memoir/autobiographical character, which significantly contributes to the originality of the article, where the conclusions of the new analysis are presented and represent a significant contribution to the findings published so far [ABSTRACT FROM AUTHOR]

The main objective of the research is to identify the degree of involvement of several interested parties in protecting the local brand. In sustainable rural development, as well as in place branding, a challenge is the involvement of multiple stakeholders, especially the "unusual suspects". During the research, numerous other secondary objectives were achieved, and starting hypotheses were established, which are verified at the end of the article. Establishing the objective of the research falls within the current guidelines of the CAP in the agri-food sector, which aims to increase productivity from farm to fork. The study was carried out between March 2022 and October 2023, with questions regarding the involvement of interested parties (producers, local authorities, distributors, etc.) in protecting the local Măcin brand as a sustainable destination. The total sample was 93 interviewees, from which 15 resident specialists of the Dobrogea area, Măcin, Tulcea county were selected to answer the final objective of the study. This exploratory study addresses knowledge gaps through in-depth interviews with key professionals in Tulcea. The results suggest that the potential of the CramaMăcin brand of the destination can be negatively affected by a concentration of restrictive thinking, which prevents the introduction of innovation in the management of the place. Further quantitative research is needed to elaborate these findings in other cities to improve understanding of the uses and interpretations of local branding among stakeholders. [ABSTRACT FROM AUTHOR]

This study examines the impact of the Strasbourg Christmas Market on local producers in Alsace, France, focusing on its role in rural tourism and consumer preferences for sustainability and bio products. Combining online survey data from Christmas tourists and analysis of existing reports, the research investigates the market's influence on producer visibility and consumer behavior. Findings inform strategies for promoting rural economic development and sustainable practices. [ABSTRACT FROM AUTHOR]

The structure of multilateral financial partnerships has many relationship challenges, which need to be solved to positively impact sustainable human development. There is a lack of understanding in the development relationship between the so-called developed and developing countries, and development economics theories and research, which guide policies, knowledge, and funding to nations in need. Amid widespread pleas for change to the structure, Belize is a country, which remains in an economic development crisis 41 years after joining the World Bank Group. This original paper, uniquely positions "World Bank" as a brand, and adds to missing empirical research on Belize and development economics with a mixed-methods, brand relationship approach. The researchers perform a survey of 20 years of Belize government personnel dialogues about the Bank, and apply Fournier's (1998) brand relationship theories as tools to measure their perceptions of the Bank as well as get a deeper understanding of the relationship. This investigative research finds that Belize perceives it has an "arranged marriage" type brand relationship with the Bank: it is not a sustainable development partner. This brand relationship also negatively affects the way government personnel see themselves and their abilities. The World Bank Group must innovate its development economics methods and practices, assert its social mission, and meet the development needs of its members by first building genuine brand bonds with them. Debtor member countries must re-define their worth, join together, and design their own paths to sustainable development. All countries are developing. [ABSTRACT FROM AUTHOR]

In this paper, we review literature on military - societal dual use products, or military themed products to first establish its use in the civilian market and then showcase how they provide identity to the buyers. We further examine whether consumption or usage of military themed products, among non- military personnel, can influence attitudes towards military and positively influence potential candidates to consider a career in military. We further look at gaps in the recruitment campaigns of various military arms to understand if the current campaigns are adequate to address the issue of officer shortage in the Indian Military. We expect this review to be of importance to brands selling military themed products as well as to the Ministry of Defence in their recruitment campaigns to rectify employment and understaffing issues that arise from time to time. [ABSTRACT FROM AUTHOR]

While the vulnerability of natural resource-dependent rural communities and regions to environmental, technological, and market-based shifts and shocks has long been recognised there has also been recent appreciation of the fact that more remote, non-metropolitan places can and do thrive in neoliberal spaces and times. Drawing on the notion of related variety, itself an offshoot of evolutionary economic geography, this paper examines the factors that best explain the relative robustness and adaptiveness of Kangaroo Island, South Australia, economically, in the face of a severe market and regulatory crisis. Based on semi-structured interviews with local farmers, other representatives of the local business community, and key members of local and State Government and regional development agencies this paper argues that Island producers' dedication to overcome the region's isolation, together with their commitment to quality, niche and value-added products carefully tuned to export markets, has been a key element of this success. Local spillovers within and between sectors and firms sharing cognitive proximity have also been fundamental in fostering production, processing, marketing, and logistics innovations. This case study demonstrates how the local farming sector was brought into a new direct relation with major international markets for food and fibre, based on the Island's developing global reputation for high quality, high value produce. It underscores the capacity of local scale businesses to develop innovative market strategies and to combine efforts in order to form broader networks that 'jumped scale' and ensured their farming business success and, crucially, their ties to the land. [ABSTRACT FROM AUTHOR]

Academic publishers now market their most prestigious journals as commercial brands. This paper investigates this trend in the scholarly publishing market, by analyzing how the successive owners of the journal Nature have capitalized on its reputation to generate additional profits to those already accumulated through university library subscriptions. Two branding strategies of the journal Nature are analyzed: the first one, product line extension, consists in extending the Nature brand in the same product category, by creating an ever‐increasing number of derived Nature journals; the second one, brand extension, consists in extending the Nature brand to other categories of products and services, such as academic rankings, sponsored supplements, feature advertisements, or webinars and trainings. The Nature brand leveraging strategy has been imitated by many other journal publishers. These branded products and services are well suited to the particular dynamics of the scientific field, which is based on the continuous quest for recognition. They are thus sold at all stages of the research cycle, from writing grants to popularizing research results, to scientists and academic institutions competing to accumulate symbolic capital. In this respect, academic publishers that engage in scholarly journal branding contribute to the transformation of the scientific 'community' into a scientific market. [ABSTRACT FROM AUTHOR]

This research paper is a summary of the arguments and counterarguments about the scientific discussion on the issue of tourism marketing. The research aims at analysing tourism marketing in Armenia, find out the main gaps and suggest ways for raising its effectiveness. The analysis of the available literature sources and approaches for solving the problem indicates that the essence of tourism marketing is to understand and meet the needs of tourists. The importance of this scientific problem is that using marketing strategies is the primary mean to develop tourism. Also, destination branding is discussed, which may reflect the identity of a destination. Nowadays, the rise of the Internet gives various opportunities to present a country as an attractive tourism destination by using different marketing strategies and involve international tourists. Investigation of the topic of marketing and branding in the paper is carried out in the following rational arrangement. The essence and significance of tourism marketing and branding available in the literature are discussed, the main activities of tourism marketing in Armenia are analysed, and as a result, some suggestions are made for improving tourism marketing performance in Armenia. Besides, tourism brand of Armenia is processed, which reflects the history and culture of the country. Mainly qualitative methods were used in the research. The results of the empirical analysis are presented in the paper, which showed that having a good country brand strategy is a critical factor for achieving a high level of awareness among international tourists. The research analytically affirms that effective marketing and branding is the basis of tourism development. Armenian tourism stage in the tourism life cycle model is evaluated between involvement and development, so here marketing activities are necessary as well. The research results may be useful for state organs of the sphere for their marketing and branding strategic policies. [ABSTRACT FROM AUTHOR]

There are many generations of consumers on the market, who are still faced with more offerings of these companies. These generations of consumers are different with different perceptions of brands. Therefore, the aim of this paper is to investigate the consumers' degree of identification with the brands in the relation with selected demographic factors. The selected demographic factors were tested among consumers from different generations. The questionnaire as the primary research technique was used. The analysis was based on the number of 840 respondents. The respondents were from generation Baby Boomers, Generation X and Generation Y. The brands do not mean for the Baby Boomers consumers or Generation X as much as they mean for the consumers belonging to the Generation Y. These consumers have different perceptions of the brands, what is caused by different opportunities to get the products and present themselves by them. The members of the cohorts Baby Boomers and Generation X do not need to build relationships with the brands or to present themselves by brands as much as the members of the cohort Generation Y. The members of Generation Y like building the relationships, presenting themselves by brands. [ABSTRACT FROM AUTHOR]

The purpose of this research is to explore howinvestment in r&d, training of employees, branding and reputation, design and acquisition of technology affect business performance measured in terms of turnover growth in firms operating in eu countries at different levels of innovation performance. This study contributes to the literature by identifying activities that lead to business growth of firms in less innovative countries for which r&d is less relevant. Empirical part of the paper relies on survey data from Flash Eurobarometer 433 (European Commission 2016). Research findings reveal rather complex story behind business growth of firms across eu countries. Impact of r&d on business growth indeed varies across eu countries at different levels of innovativeness. In countries at lower level of innovativeness business growth relies on training of employees, branding and reputation as well as acquisition of new technologies. [ABSTRACT FROM AUTHOR]

There was a time when branding was limited to FMCG and mass manufacturers, but recent times have seen the importance of marketing and brand management of novel sectors like education. Considering this scenario, the main aim of the paper is to investigate the impact of brand awareness and service quality of HEIs (Higher Education Institutions); on their credibility, trust and the loyalty in the long run, which can be achieved through brand promotion and provision of valued services. The purpose further extends in making a comparison of the effect of both brand awareness (BA) and service quality (SQ) on HEIs' Loyalty. Methodological tools of the research methods are comprised of Quantitative data relying on a validated questionnaire with a sample size of 139. As the object of the research was higher education institutions (HEIs), two Government and two Private universities from Lahore (Pakistan) region were selected, which are involved in the aggressive brand promotion and known for the provision of esteemed service quality. The paper presenting the results of empirical analysis depicts that brand awareness and service quality have a significant impact on brand loyalty of educational institutes; thus, making it compulsory to stress on continuous brand management. However, in comparing both independent variables, it's the service quality that contributes more towards brand loyalty in the long run, yet both aspects work side by side and need to be focused. The results of the research can be equally useful for stakeholders encompassing higher education institutions as service providers, students/guardians as consumers or customers, accredited bodies and professional consultancy/marketing firms for informed decision making in their respective domains. As for research limitation, the data was collected from Lahore region which is known as an educational hub, so the results might show variations in less populated regions. Also, the nature of educational institutes I.e. state or private might account for different standpoints to some extent. [ABSTRACT FROM AUTHOR]

Storytelling as strategy to transmit values and identity of a brand has acquired relevance during the last years. However, this concept is already relatively underdeveloped in academic literature on tourism destinations. This paper aims to analyze storytelling potentialities and use in a tourism destination trough traditional stories. Legends of the city of Girona (Spain) have been chosen as a case study. Results demonstrated that legends of the city have the potential to develop a storytelling strategy, but this potential is not used properly. [ABSTRACT FROM AUTHOR]

The purpose of this research is to explore howinvestment in r&d, training of employees, branding and reputation, design and acquisition of technology affect business performance measured in terms of turnover growth in firms operating in eu countries at different levels of innovation performance. This study contributes to the literature by identifying activities that lead to business growth of firms in less innovative countries for which r&d is less relevant. Empirical part of the paper relies on survey data from Flash Eurobarometer 433 (European Commission 2016). Research findings reveal rather complex story behind business growth of firms across eu countries. Impact of r&d on business growth indeed varies across eu countries at different levels of innovativeness. In countries at lower level of innovativeness business growth relies on training of employees, branding and reputation as well as acquisition of new technologies. [ABSTRACT FROM AUTHOR]

In our days building a brand means that you start getting visitors to the site who have no reason to be there, except that part of the brain is connected with the company name. In the long run, this situation becomes paramount to expanding the brand. Because it is a first choice, people think about the name of the business and will tell or recommend the services / product to their peers. In the paper " Building the brand of Romanian sports teams from handball" we initially sought to present the theoretical aspects of the brand term, an introduction to the history of Romanian handball, presentation of the results and medals won by the Romanian teams and the strategy used so far that led to the transformation of Romanian handball into a brand. [ABSTRACT FROM AUTHOR]

Current paper shows an analysis of the conceptual design of products and packages that correspond to requested customer needs. A number of research tools, marketing/branding principles and product development techniques are presented. This study is an analytical demonstration of the whole design process from the concept to the final 3D rendered models with the use of a number of tools and methodologies i.e. mind maps, mood boards, sketches. In other words, it is a combination of marketing and designing principles that transformed the raw data received from customers into 3D CAD (Computer Aided Design) modeled products; a set of sportive sunglasses paired with a hand-watch from the same product family and a set of classic sunglasses with a casual hand watch. Finally, this project can be considered a blend between theoretical and practical methods that have been chosen and practiced after extensive research. [ABSTRACT FROM AUTHOR]

The brand, one of the most company's valuable intangible assets, is based on credibility and consolidated by market indicators. Business leaders and researchers in marketing have been studying brand consolidation, dealing with its concepts and components, as well as the respective managerial actions measured by financial performance. Thus, the use of the feedback provided by these results can influence the process of taking new actions required for brand's success. This paper explored the use of feedback to convert results from market into organization knowledge. Through a literature review, it was possible to understand the adequacy of the use of feedback for brand management in companies of different sizes. It contributes for researchers in Marketing and for business leaders, to evaluate and adapt the learning process in their companies and thus, adequate the decision making process to take actions to consolidate their brands, according to the results emerging from the market. [ABSTRACT FROM AUTHOR]

Anime is frequently the origin of media-mixes, that is, strategies of production and distribution of transmedia products in the Japanese global markets. Synergies can be formed through collaborative authorships and transmedia adaptations. While there is an important academic discussion about authorship in media, its role in the context of video games and the media mix is not that clear. In this sense, Ni No Kuni saga (2011-2018) is studied for being a unique case of intertextuality between the work of Studio Ghibli, and particularly the influential Hayao Miyazaki (1941) and Role Playing Video Games. The paper will show how individual and collective authorships consolidate common styles and narratives in the form of coherent corporate images and branding. These images survive the original authors to be replicated through the rest of the transmedia production. [ABSTRACT FROM AUTHOR]

It is said that western society is heading toward individuation, towards personalization. This, along with continuous technological progress, triggers the concept of Personal Identity Online (PIO) which highlights and tailors a specific characteristic of an individual's behavior in an online network of similar ones, benefitting from a single opportunity to shape an individual's identity differently from the one he has in reality. Looked at from the network of ties existent in a social online environment, identity is tailored by each individual representation in virtual encounters. This representation is provided by the users' profiles while the posts used are enriched and shared account for the visual representation of alterity. The present paper looks at how impression management and personal branding are developed in the social network environment in a desire to complete personal characteristics that reality did not grant. Analysis on posted content, management of information and social manifestation are involved to this end. [ABSTRACT FROM AUTHOR]

The development of tourism is an extremely important direction of the economy of Tatarstan, which affects all spheres of modern society, including culture and social life of the region. The exploration and introduction of new fields in the sphere of tourism promotes the main branches of the economy, forcing them to actively rebuild and introduce the latest technologies and compete in the world goods market. All these contribute to the inflow of investments into the economic segments. Each region tries to attract as many tourists as possible, for this purpose it is expedient to determine the main spheres and directions of activity involved in the development of the industry. The paper outlines the main activities for tourism industry organizations, identifies the main problems in the development of tourism, presents the developed certain recommendations for increasing the tourist flow to the republic. The region's successes in promoting the brand of the territory are noted. The role and importance of actualizing the region's identity in the development of tourism are defined. The role of the organization of cooperation between hospitality enterprises (tour operators and travel agencies, accommodation and catering facilities) under the guidance of the State Committee for Tourism is noted, as well as a description of new directions of tourism development in the Republic of Tatarstan is provided. [ABSTRACT FROM AUTHOR]

This paper examines the effects of plant products export in branding of the country. Branding of the country begins by defining the strategy of promoting products, especially export brands, since the development of high quality local brands and their presence on the foreign market improves the image of the country. According to the Anholt Nation Brands Index, which shows maps of the individuals responses to their perception along different dimensions in one index number, one dimension of the Anholt's hexagon is and export regarding customer's perceptions and stereotypes about the products from that country. An econometric model was used in order to determine the export of plant products from 40 countries (the data presented in the table for the UN). The observed period was from 2006 to 2015, including 2006 and 2015. The test article consisted 500 plant products divided into 100 sub-categories, marked with 4-digit and 10 categories marked with two figures. The data presented in the table are: the share of exports of plant products in total exports, RCA, domestic credit to private sector (% of GDP), employment in agriculture (% of total employment), fertilizer consumption (kilograms per hectare of arable land), foreign direct investment, net inflows (% of GDP), GDP growth (annual %), GDP per capita growth (annual %), general government fil consumption expenditure (% of GDP), gross capital formation (% of GDP), rural population (% of total population), time to export (days), trade (% of GDP). The result of this analysis, with the use of mentioned econometric model implies that if we increase the percentage of the population in rural areas to 1%, the export (plant products) of the country in total export will be reduced by 0.027%. Given that increased use of fertilizers per hectare of cultivated land by 1% share of the country's exports will increase by 0.009%. The export, regarding plant product, is adequate component for branding of country. But, for nation's recognition and for better positioning in the minds of consumers, attention should not be paid to increase the number of inhabitants in rural areas, but the improvement of technology, knowledge and application of research which will result with the growth plant product's export in total exports. [ABSTRACT FROM AUTHOR]

Jersey has attained a recognized international reputation especially in agriculture, tourism and finance. Over the past century, this small island has developed rapidly as a tourist destination and, since the 1960s, as a leading international finance centre. This paper discusses how a public-private organization uses a notion of islandness in order to help add value to local produce and products, and at the same time offering a sense of authenticity in terms of provenance. As an organization and brand, "Genuine Jersey" was launched in 2001 and is now a particularly visible island-based brand that does much to support local businesses and promote selected island produce and products more broadly to locals and visitors alike, as well as within a wider export industry. Drawing on discourses mainly from island studies and marketing, the article discusses how and why this brand exists on Jersey. While including a critical discussion of the brand itself, the paper shows how Genuine Jersey operates on and as a result of this particular island context. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this paper is to analyze the fast food market and customer attitudes in Russia, and outline successful and questionable strategies of the Western fast food companies in their attempt to penetrate the Russian market. Design/methodology/approach – The objective has been achieved by reviewing the first Russian entry of the Belgian-French fast food chain "Quick" by applying qualitative research method that included observational research, surveying, and interviewing customers and employees of the company both in Paris and Moscow. The topic has been approached by comparing "Quick's" strategies with the other mainly US-based fast food chains that operate currently in Russia. The subject scope of the paper covers fast food sector development and trends under the early recession conditions of entry. Findings – It was found that luxury or more upscale ("healthy") positioning strategy of the new entrant "Quick" into the fast food market in Russia is not working. The company also exhibited a poor location strategy and possibly entered into an inefficient strategic alliance with the Russian partner Tashir group. Some meaningful adjustments are also required for the supply chain structure of "Quick" chain in Russia. Originality/value – The paper is analyzing the experiences of the new entrant in Russia. It contains new ideas for the fast food sector in the country, and Russian-foreign equity type joint ventures. This paper presents interest for the needs of the international executives and global marketing specialists. [ABSTRACT FROM AUTHOR]

This paper considers the development of a generic cultural brand for islands. In 2002, Shetland's local government and the Corporate Edge consultancy developed a modernized, internationally-oriented Shetland brand. This official brand conflicts with Shetlanders' traditional, locally-oriented identity concept, which has impeded the brand's success. With emphasis on printed tourism marketing materials, Shetland's experience is compared with those of other European islands. This comparison highlights a predominance of cultural island brands emphasizing modernity and old-fashionedness. Finally, this paper looks at problems with top-down place branding and suggests that those involved in centralized place branding processes take local identity into account. [ABSTRACT FROM AUTHOR]

The purpose of this paper is to address the issue of the implementation of global and local brands in Latin America by drawing on contingency theory to develop and test hypotheses relating to how product category characteristics affect the success of global and local brands in the region. Hypotheses are tested using data obtained from top brands rankings reported in five Latin American markets (Argentina, Brazil, the Caribbean and Central America, Chile and Mexico). The study design considers estimating a logistic regression on a binomial dependent variable measuring whether 475 top brands are global or local brands, with product category characteristics as independent variables. Results reveal that product categories related to subscriptions, local tastes, high-tech, and global citizenship do have an impact on the success of global and local brands in Latin America. [ABSTRACT FROM AUTHOR]

The aim of this paper is to describe theoretical aspects of brand building in seafood industry, because of its perpectives and the lack of brand building practice in this field. According to this, basics elements of brands are described and brand building and tools of brand concept development are analyzed. [ABSTRACT FROM AUTHOR]

This paper aims to evaluate the relationship between academic optimism and sustainability of higher education. The intervening role of extra role behavior and internal branding is also examined. The data was collected from higher education institutions via randomly selected sample. A confirmatory factor analysis was carried out to evaluate the model fit and reliability, validity and internal consistency of the measures were evaluated. Further, hierarchical regression analysis was used to test the direct and indirect relationship among the hypothesised constructs. The regression analysis results supported a positive relationship between academic optimism and sustainability of higher education through internal branding and extra role behavior. Internal branding and extra role behavior positively mediated the linkage between academic optimism and sustainability in higher education. The study contributes to the practice as it helps academicians, practitioners, and professionals working in higher education institutions in their decision making. • This research examines the role of the stakeholders towards achieving sustainability in educational institutions. • This paper presents an empirical mediated model towards sustainability in educational institutions. • Using social identity theory, stakeholders' role for sustainability was explored. [ABSTRACT FROM AUTHOR]

The uniqueness of the Vinča culture lies in the fact that it represents one of the most developed Neolithic cultures, and the first European cities were founded on the basis of this culture. Great inventions, such as technology of metal casting and advanced technology in pottery manufacture, testify that the Vinča culture was far more advanced in comparison with its Neolithic surroundings. The Vinča culture was ahead of its time for what is practically a millennium! Out of many extraordinary facts, one surfaces and that is the existence of notches in ceramic artifacts which have still remained undeciphered. All of the above represents a huge archaeological treasure and an enormous potential for the development of cultural tourism in Serbia. Therefore, a reconstruction and branding of the Vinča archaeological site represent tasks which demand urgent solutions. The case study shows logotypes of possible tourist itineraries and the Vinča archaeological site, together with the Vinčica font which could mark the whole brand. For the purposes of successful branding of the Vinča culture, this paper presents research with the goal of examining the most striking and most neutral colours associated with the objects of the Vinča culture. The colours that were studied were those with the ability to attract the attention of the visitors of museums and archaeological localities, and book or catalogue readers, but that are also related to the Vinča period. On the other hand, the research tended to find neutral colours that could be used for the background of printed materials, the colours that would not be in the foreground and burden an eye, but that would still belong to the set of the Vinča colours. Making a colour palette for the purpose of branding may represent a powerful feature in differentiating from the competition and therefore contribute to empowering the brand. [ABSTRACT FROM AUTHOR]

Abstract: Space exploration is a multifaceted endeavor and will be a “grand challenge” of the 21st century. It has already become an element of the political agenda of a growing number of countries worldwide. However, the public is largely unaware of space exploration activities and in particular does not perceive any personal benefit. In order to achieve highly ambitious space exploration goals to explore robotically and with humans the inner solar system, space agencies must improve and expand their efforts to inform and raise the awareness of the public about what they are doing, and why. Therefore adopting new techniques aiming at informing and engaging the public using participatory ways, new communication techniques to reach, in particular, the younger generation will be a prerequisite for a sustainable long-term exploration program: as they will enable it and carry most of the associated financial burden. This paper presents an environmental analysis of space exploration in the United States and Europe and investigates the current branding stature of the National Aeronautics and Space Administration (NASA) and the European Space Agency (ESA). We discuss how improved market research and new branding methods can increase public space awareness and improve the image of NASA and ESA. We propose a new participatory approach to engage the public as major stakeholder (along governments, the industrial space sector and the science community) that may provide sufficient resources for and sustainability of a long-term space exploration program. [Copyright &y& Elsevier]

Korean royal court culture was doomed by the fall of the Joseon dynasty at the hands of Japanese imperial forces at the beginning of the twentieth century. After the establishment of Japanese colonial administration in 1910, court traditions mostly disappeared as displaced royal family members and their former attendants grew older and suffered economic hardships. It was only in the 1970s that royal court cuisine began to receive official attention as part of efforts to reconstruct and preserve national cultural heritage. In 1970, the royal cuisine of the Joseon dynasty was designated by the state as the Important Intangible Cultural Property No. 38. Through a detailed case study of Hwang Hye-seong (1920-2006), the second state-designated holder of the cultural property, this paper examines the process by which "royal court cuisine" was identified and redefined within the framework of the Important Intangible Cultural Property system in Korea, and analyzes how the royal cuisine thus reconstructed has come to be established, recognized, and successfully commoditized as a specific brand of haute cuisine in the dietary culture of late twentieth- and early twenty-first-century Korea. [ABSTRACT FROM AUTHOR]

Born of community and political action, Teilifis na Gaeilge (TG4) began in 1996, and Whakaata Māori/ Māori Television Service (MTS) in 2004. Despite obvious differences between the two broadcasting environments, both stations attempt to reclaim a national (but minority) language (Ó Ruairc 1996; Moring 2007) and compete with other broadcasters (Horrocks and Perry 2004) to attract an audience (Smith and Abel 2008) by an appeal to identity (Cormack 2000; 2007; Delap 2007). This paper investigates idents from TG4 and MTS. What image or brand have the language and culture in these mini-advertisements? Thornley's (2004) discussion of "transculturation" is useful in examining the often inventive approach taken to elements of the dominant culture. Indeed, the motto 'Súil eile' [another perspective] is the criterion for many TG4 projects, and there is a clear awareness of multiple audiences in the MTS logline, 'mā mātou, mā rātou, mā koutou, mā tātou' [just for us, for them, for all of you, for all of us]. In the symbiotic relationship between a minority station and other larger stations in terms of the depiction/creation of local and national identity, language is used as another marketing tool. TG4 and MTS idents respond to and celebrate current sociolinguistic changes (Romaine 2006; Ó Tuathaigh 2008), making them visible. [ABSTRACT FROM AUTHOR]

New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development of global sports sponsorship and the importance of new media integration to the sector for the future. Results indicate that a new paradigm is emerging which involves thematically linked, integrated, strategic global marketing initiatives driven by new media applications, which have enhanced the value of sports sponsorship. [ABSTRACT FROM AUTHOR]

Today, in the sports arena, the status of a sports team brand is vital. The purpose of this paper is to describe and explain how a team can become an international global brand. Following a conceptual approach, it articulates a model for a team's brand internationalisation and proposes four strategies relevant to the sports arena -- Brand Reputation; Brand Affinity; Brand Challenger; and Brand Conquistador. It illustrates this internationalisation process via three case studies: Football Club Barcelona, Paris Saint-Germain and Olympique de Marseille. [ABSTRACT FROM AUTHOR]

This paper aims to contribute to the concept of co-branding by recognising the role of consumer perception and the importance of the variety of contexts in which co-branding is perceived. This is done by studying the way in which two service brands cooperate. A framework based upon previous research is contextualised into 'service branding' and used to investigate the associations between Hong Kong and the Olympic Equestrian Games. [ABSTRACT FROM AUTHOR]

During such a complex crisis as the one experienced by humanity since the first quarter of 2020, it is necessary to develop tools that contribute to creating the corporate image for organizations that are currently interested in being identified as brands with high social and environmental commitment. Likewise, elements that contribute to building strong brands during a context that has changed consumption priorities are required. For this reason, this paper aims at adapting the dimension of socially responsible brand personality (SRBP), proposed by Mayorga (2017), taking the situation experienced due to the COVID-19 pandemic as a new context. The objective of this research is to contribute to the management of corporate social responsibility (CSR) by providing, from a communicative perspective, a tool that optimizes the creation of a socially responsible image by the different stakeholders. The results allow us to conclude that there is a structural modification of the brand personality proposed by Mayorga, which can be presumed to be generated by the current environment, and which, therefore, can be established as a pillar of CSR management in the new normal, from a relational point of view. The findings clearly identify the virtue of integrity in brand personality, which is made up of two attributes, which, in turn, are made up of 17 traits that can identify a socially responsible brand. [ABSTRACT FROM AUTHOR]