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A nation brand impacts on a country’s economic development, stimulating or, contrarily, limiting people and organisations’ readiness to invest various resources within a particular jurisdiction. Simultaneously, a nation brand originates in all activities of organisations operating in the country’s territory. The paper aims to develop theoretical foundations of the nation brand management as a system. The methodological basis of the study is the concept of nation branding and the systems approach. A set of general scientific methods of analysis, synthesis, systematisation and generalisation are used. As a result, the paper provides and describes a system for the nation brand management that comprises input (existing perception of a country), transformation processes (creation of an image), and output (the image shaped). The value of the developed system lies in its ability to coordinate the interests of diverse stakeholders. The article presents a vision of 7-S model implementation for the nation brand based on the understanding of the relationships that lead to the formation of nation brand as well as the representation of external and internal dynamic processes that evolve over time, etc. The findings contribute to grasping the essence of the nation brand management using the principles of the systems approach, which potentially enhances the country’s economic development.

In this article, we propose an analysis of the intangible heritagization of elements in urban settings as it relates to the promotion of a city brand, within the context of a fast rise of urban planning models with a strong emphasis on the production of corporate branding. We will focus specifically on the processes leading up to the nomination of intangible heritage elements for UNESCO listing and their relationship with the economy-culture-leisure triad, concretely in the cases of the Fallas festivities in Valencia, and filete porteño in Buenos Aires. Building from the Spanish and the Argentinian cases, we discuss how intangible heritage policies are increasingly becoming an essential part of the development of city branding, insofar as they help to promote the local identity and image, legitimized by the UNESCO label. [ABSTRACT FROM AUTHOR]

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This study aims to uncover the interaction of intangible resources in personal branding, corporate branding, and open innovation in shaping the competitive advantage and continuity of culinary SMEs in developing countries. Financial moderation is a moderation variable in the relationship between competitive advantage and business continuity. Using a quantitative approach involving 216 respondents, this study with SEM PLS analysis has produced empirical information that knowledge and branding resources (personal and corporate) have convincingly influenced the formation of competitive advantage and business continuity. This study reinforces resource-based theory and practically becomes a strategic consideration for stakeholders related to culinary SMEs in maintaining their existence in competitive dynamics. [ABSTRACT FROM AUTHOR]

Corporate Social Responsibility (CSR) initiatives encourage environmental preservation, economic viability and customer engagement. This study focuses on the potential transformation brought by such projects using a case analysis of Corona's Plastic Collection Tournament. It evaluates how effective monetary rewards can be in promoting conservation among locals through involving them in scavenging plastic wastes for sale instead of relying entirely on fishing. The success of the event at incentivizing plastic retrieval is measured against what fishermen normally earn from their trade, underlining the financial feasibility of eco-friendly actions. Additionally, it looks into how teaming up with Mexico Recicla (one of Mexico's largest recycling firms) can help members access new revenue streams. [ABSTRACT FROM AUTHOR]

Universities need to seek alternative ways to differentiate themselves from others. Connecting with their target market, in a personal manner is not always easy but vital for survival. Universities present themselves to the world through their corporate brand personality. The personal traits assigned to the brand are priceless and valuable for both the user and the company. Understanding the importance of brand personality in higher education is vital, and what better way to portray the brand, than through the strategic plan of the university. Using words that a target audience can identify and relate to can assist in creating brand awareness and loyalty. Using content analysis, the strategic plans of seven Universities of Technology in South Africa were analysed. Five broad dimensions of brand personality were used as the units of analysis. The main purpose of the analysis was to determine how brand personality was reflected within the strategic plans of the universities. The findings indicated that the use of brand personality was evenly distributed however, some of the dimensions such as resilience and excitement were not visible enough and the need for improvement was established. Understanding the importance of brand personality and its use can assist the management of universities with the development of accurate strategies, targeted specifically at those that can relate and identify with the brand.

This study aims to uncover the interaction of intangible resources in personal branding, corporate branding, and open innovation in shaping the competitive advantage and sustainability of culinary SMEs in developing countries. Financial moderation is a moderation variable in the relationship between competitive advantage and business continuity. Using a quantitative approach involving 216 respondents, this study with SEM PLS analysis has produced empirical information that knowledge and branding resources (personal and corporate) have convincingly influenced the formation of competitive advantage and business continuity. This study reinforces resource-based theory and practically becomes a strategic consideration for stakeholders related to culinary SMEs in maintaining their existence in a competitive dynamic.

Figurative representations of brand images have not been thoroughly studied in Lithuanian linguistics. The present research aims to investigate the multimodal metaphors and metonymies explored by the famous Lithuanian corporate brands Džiugas, Rūta and Pieno žvaigždės. The work examines how the multimodal metaphors and metonymies of the brands are cognitively structured from the perspective of illustrations, logos and layout. The interaction of verbal and visual elements in corporate discourse is particularly important when expressed using graphics, logos and layout for the corporate mission statements, descriptions of the brand history and other materials available on their websites. The analysis reveals that the most frequent source domains for brand imaging are PERSON/LIVING ORGANISM, SUCCESS, TRADITIONS and CAUSE FOR EFFECT, PART FOR WHOLE, PRODUCT FOR PRODUCER metonymies, among others. In the case of personification, the brand is defined as an individual who possesses the qualities highly valued in corporate discourse: growth, positivity, adaptability, dynamism and collaboration. These metaphors facilitate a better understanding of the brand and contribute to the formation of a persuasive brand image that resonates with consumers. The analysis of the multimodal manifestations of brand identity in the cases of Džiugas, Rūta and Pieno žvaigždės reveals the intricate interplay of metaphor and metonymy in constructing and conveying meaning across various modes of representation. Each brand's illustrations, logo and layout incorporate visual elements, typography, and colour palettes that contribute to their unique identities and evoke specific associations. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of the research was to analyze the role of documenting the co-creation of customer brand value based on the perceived risk in the sportswear industry. Methodology: Qualitative analysis was used. So, eleven interviews with ecommerce experts in Iran have been done. They were selected purposefully and collected data through semi-structured interviews. After analyzing the data, 62 basic themes were extracted, and six comprehensive themes were obtained. Findings: We showed that the antecedents of co-creation of customer brand value based on the perceived risk in the sportswear industry include six comprehensive themes. They have customer-building behaviors, corporate branding, customer emotional perception, value creation, communication marketing, and expected risk. We argued that different dimensions of customer value co-creation could be influential in developing online businesses, especially in the sportswear industry. Originality: This research discusses the analysis and documentation of customer brand value co-creation based on the time risk of online brand communities in the sportswear industry. [ABSTRACT FROM AUTHOR]

Previous work suggests that corporate reputation generates a 'halo effect' where products from companies with better reputations are more likely to be chosen. We argue that corporate reputation plays a more expansive role, proposing that consumers will be less price-sensitive to offerings endorsed by companies with good reputations and that it moderates the marginal utility of product features with high clarity. We also propose that an individual's knowledge of a company increases the likelihood its products will be purchased. Using a choice model incorporating an individual SEM-based reputation measure, we find support for these hypothesised effects in the context of television choices. The results suggest that corporate reputation warrants more attention by marketing managers to increase preferences for their products through these mechanisms. [ABSTRACT FROM AUTHOR]

Despite a growing body of evidence showing how consumers' impressions of corporate brands' warmth and competence lead to managerially relevant outcomes, the cognitive processes by which consumers form such impressions remain poorly understood. This study draws on theories from the cognitive and social psychology fields to develop a conceptual model that explains the formation of differentiated (i.e., nonstereotypical) warmth and competence impressions based on specific dimensions of corporate associations. These impressions transform consumers' information about a company into trust. The conceptual model was tested in a randomized between‐subjects experiment that manipulated the different dimensions of corporate associations and established the causal and mediating relationships (Study 1). To increase the external validity of Study 2, the participants rated real companies using a survey. The implications of the findings for consumer impression formation theory are discussed, and managerial recommendations for both influencing warmth and competence impressions and fostering consumer trust are provided. [ABSTRACT FROM AUTHOR]

The COVID-19 pandemic is an unprecedented time in history. Surrounding this pandemic are many enormous uncertainties across the globe. Severe consequences have assessed for the incomes of almost 84% of employers and 68% of self-employed who are working and living in countries that are or have went through a phase of closing workplaces. Similarly, the global rate of unemployment is also expected to be increased in the coming years as 54% of employers worldwide are running their businesses in the hardest-hit sectors. All of these clearly show the uneven impact of the Coronavirus crisis (COVID-19) which will remarkably compound already present inequalities, difficulties, and vulnerabilities. The economic ramifications for 186 countries under the crunch of the COVID-19 pandemic is also considered tremendous for Pakistan. The core aim of this research was to test a new conceptual framework depicting the ramifications of restructuring processes carried out by management for their organizations amidst the COVID-19 pandemic on an Institute's reputation as an employer brand. It also investigates the impact of perceived restructuring on a corporate brand promise made by the university or institute from the viewpoints of other key stakeholders and potential job seekers. The current study had proposed four hypotheses and according to the results of Structural Equation Modeling, the direct hypothesis based upon the relationship between restructuring and employer branding has been rejected. This study shows that restructuring and employer branding has a negative and insignificant effect on each other. The second direct hypothesis of the study that measures the effect of restructuring on corporate branding has been accepted. A corporate brand is a kind of a hub and it considers how an institute treats and deals with all of its stakeholders. It is different from employer brand as the perceptions of employees were the main focus. So, according to the results restructuring did not cause massive damage to the overall outlook of the institute. Furthermore, for the purpose of mediation analysis, the maximum likelihood method by bootstrapping was adopted to test the indirect hypotheses of the study. Crowdsourcing was introduced as a mediator in this study with restructuring, employer, and corporate brand all together in one framework, which is the novel aspect of this study. There are two indirect hypotheses and according to the results both of them did not show any insignificant results. Firstly, the study analyzed mediation among crowdsourcing, restructuring, and employer branding which was fully accepted as the results showed full mediation between these constructs. Secondly, the study analyzed mediation among crowdsourcing, restructuring, and corporate branding which was partially accepted as results showed partial mediation between these constructs. [ABSTRACT FROM AUTHOR]

The COVID-19 pandemic is an unprecedented time in history. Surrounding this pandemic are many enormous uncertainties across the globe. Severe consequences have assessed for the incomes of almost 84% of employers and 68% of self-employed who are working and living in countries that are or have went through a phase of closing workplaces. Similarly, the global rate of unemployment is also expected to be increased in the coming years as 54% of employers worldwide are running their businesses in the hardest-hit sectors. All of these clearly show the uneven impact of the Coronavirus crisis (COVID-19) which will remarkably compound already present inequalities, difficulties, and vulnerabilities. The economic ramifications for 186 countries under the crunch of the COVID-19 pandemic is also considered tremendous for Pakistan. The core aim of this research was to test a new conceptual framework depicting the ramifications of restructuring processes carried out by management for their organizations amidst the COVID-19 pandemic on an Institute’s reputation as an employer brand. It also investigates the impact of perceived restructuring on a corporate brand promise made by the university or institute from the viewpoints of other key stakeholders and potential job seekers. The current study had proposed four hypotheses and according to the results of Structural Equation Modeling, the direct hypothesis based upon the relationship between restructuring and employer branding has been rejected. This study shows that restructuring and employer branding has a negative and insignificant effect on each other. The second direct hypothesis of the study that measures the effect of restructuring on corporate branding has been accepted. A corporate brand is a kind of a hub and it considers how an institute treats and deals with all of its stakeholders. It is different from employer brand as the perceptions of employees were the main focus. So, according to the results restructuring did not cause massive damage to the overall outlook of the institute. Furthermore, for the purpose of mediation analysis, the maximum likelihood method by bootstrapping was adopted to test the indirect hypotheses of the study. Crowdsourcing was introduced as a mediator in this study with restructuring, employer, and corporate brand all together in one framework, which is the novel aspect of this study. There are two indirect hypotheses and according to the results both of them did not show any insignificant results. Firstly, the study analyzed mediation among crowdsourcing, restructuring, and employer branding which was fully accepted as the results showed full mediation between these constructs. Secondly, the study analyzed mediation among crowdsourcing, restructuring, and corporate branding which was partially accepted as results showed partial mediation between these constructs.

Understanding how to more effectively advertise is an important area for practitioners, many of whom are struggling to stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising, additional research to better understand advertising avoidance is needed. Most advertising avoidance studies to date measure either task attention or attention to advertising. This paper contributes to a more holistic view of attention by examining two distinct online tasks, such as reading information and buying products, and two forms of advertising, such as product brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when reading, users look more at advertisements that increase the memory of the ads. Regardless of the task performed, the corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the user stays on a website, the more the user will look at the ads and the easier it will be to remember them. However, ads are considered to be distractors for online users, therefore, to increase their effectiveness they must be more engaging and provide value for the audience.

This paper analyzes the relation between the Employer Branding and the use of competency management tools through the content analysis of secondary data regarding the best companies to work in the state of Paraná from 2014 to 2020. The analysis covered the four best Paraná large companies. The results showed that there is a relation between the use of competency management and a strong Employer Brand, once the companies analyzed use management, evaluation, development and recognition tools to attract and retain employees, which is the main objective of the Employer Branding. [ABSTRACT FROM AUTHOR]

Corporate social responsibility and branding are among the most important sources of corporate competitive advantage. The aim of this study was to investigate the impact of corporate social responsibility (economic, legal, social and philanthropic) dimensions on brand awareness, brand equity and brand loyalty through the mediating role of corporate branding. The statistical research population included clients of Parsian Insurance in Isfahan and the sample size was 257 people who were selected randomly. The data collection tool was a standard questionnaire with a five-point Likert scale. Data analysis was performed using structural equation modelling with the partial least squares approach and R-PLS software was used. According to the results, economic responsibility, social responsibility and philanthropic responsibility had a positive impact on corporate branding. In addition, the positive effect of corporate branding on brand awareness, brand equity and brand loyalty was confirmed. The mediating role of corporate branding in the effect which economic responsibility, social responsibility, and philanthropic responsibility have on brand awareness, brand equity, and brand loyalty was confirmed. [ABSTRACT FROM AUTHOR]

Understanding how to more effectively advertise is an important area for practitioners, many of whom are struggling to stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising, additional research to better understand advertising avoidance is needed. Most advertising avoidance studies to date measure either task attention or attention to advertising. This paper contributes to a more holistic view of attention by examining two distinct online tasks, such as reading information and buying products, and two forms of advertising, such as product brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when reading, users look more at advertisements that increase the memory of the ads. Regardless of the task performed, the corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the user stays on a website, the more the user will look at the ads and the easier it will be to remember them. However, ads are considered to be distractors for online users, therefore, to increase their effectiveness they must be more engaging and provide value for the audience. [ABSTRACT FROM AUTHOR]

In this article, we call for increased focus on the historicity of corporate heritage brands, emphasizing that perceptions of the past in the present do change as time goes by. Building on the idea of corporate brand historicity, we introduce the notion of "Negative Heritage Brand Equity" to capture the historically contingent downside potentially associated with corporate heritage brands. We use the Danish consumer-cooperative COOP as an exemplary corporate heritage brand whose heritage has become historically balanced at the threshold between asset and liability. Based on a longitudinal analysis of COOP's heritage, we demonstrate how the entwinement of the company's corporate heritage brand and Danish culture and identity worked to the benefit of COOP in some historical epochs but have become increasingly misaligned with its political and cultural-economic environment since the 1980s. As the cultural, political, and economic environments changed throughout COOP's 120 years of history, so did the nature of COOP's corporate heritage brand, which with the passing of time, negatively impacted on COOP's image and constrained the company's strategic options. [ABSTRACT FROM AUTHOR]

“Sports and entertainment have been convergent ever since the dawn of capitalism” (Carter, 2010, p. 26). From this point of view, throughout the years, sports stakeholders and every person involved in sports activities understood the necessity of promoting sports as a social phenomenon. However, the evolution of sports branding, the complexity of the process of sports branding has evolved and today consists rather in promoting each part of the sports process. Therefore, the present article aims to highlight the sum of processes, which stand behind sports branding. Thus, sports branding is a concept that can be analysed through different perspectives such as product branding, personal branding, corporate branding, place branding and last but not least events branding. All these concepts are not convergent but rather seek to explain different areas finding practical application in sports as well as in other fields of activity.