FREE Brand origin: conceptualization Essay (original) (raw)

The difficulties of finding space for new consumer goods products on.
crowded supermarket shelves and the spiralling costs of introducing new.
brands - up to $80 million in some categories (Tauber, 1988) - have.
underscored for most firms the importance of established brands. Brands.
have become highly valued assets as evidenced by the sale of Kraft for $13.
billion or over 600 per cent of book value (Aaker, 1990), leading to renewed.
attempts to understand the function they perform for consumers. It is.
conjectured that brands add value to consumer goods by supplying meaning.
(McCracken, 1993), and this appears to be borne out by a recent study which.
found that consumers throughout the world saw less differentiation between.
products which advertised using performance appeals than those that used.
image appeals (BBDO Worldwide, 1988).
Several aspects of consumers" reactions to brands that may contribute to.
brand equity have been identified, including brand image, brand personality,.
brand affinity, brand relationships, brand charisma, brand attitude, and the.
like, but there is no generally accepted model relating these constructs to.
purchase processes. However, if brand equity is regarded as a set of assets.
and liabilities connected with the brand (Aaker, 1991, p. 15), brand image -.
defined as ".that cluster of attributes and associations that consumers.
connect to the brand name" (Biel, 1993) - must be of central interest to.
researchers as a key determinant of brand equity. In this context, we propose.
the concept of brand origin, which we believe has the potential to contribute.
to our understanding of how consumers perceive brands.
The rest of this paper is organized as follows: first, we consider the concept.
of brand origin, and its distinction from existing concepts such as country of.
origin. Second, we consider the strategic uses made of brand origin in the.
marketplace, including implicit and explicit uses, and reconsider the concept.

1. Sociological Implications and Modern Diaspora

(Oliver-Smith, 2005) Other attempts at operationalizing environmentally induced refugee movements have refined the definition further, distinguishing "voluntary" or "proactive" migrants, who may have left their place of origin due to environmental factors but generally made a conscious choice to do so, from "forced," "reactive" migration where people had little or no choice but to be displaced. ... Some, like British demographer Anthony Richmond, conceptualized a continuum between "proactive migrants seeking to maximize net advantage, and the reactive behavior of those whose degrees of freed...

2. ISLAMIC FUNDAMENTALISM: GLOBAL MISUNDERSTANDING OR GLOBAL THREAT?

ISLAMIC FUNDAMENTALISM: GLOBAL MISUNDERSTANDING OR GLOBAL THREAT? A lot has been said, especially through media channels, about Islamic fundamentalism over the past years, culminating with the tragic 9/11 events. At that point in time, Islamic fundamentalism and its apparent consequential branch,...

3. ISLAMIC FUNDAMENTALISM

ISLAMIC FUNDAMENTALISM: GLOBAL MISUNDERSTANDING OR GLOBAL THREAT? A lot has been said, especially through media channels, about Islamic fundamentalism over the past years, culminating with the tragic 9/11 events. At that point in time, Islamic fundamentalism and its apparent consequential bran...

4. Concepts of Employee Engagement

It took a foothold on the Irish market by acquiring and subsequently merging Statoil and Shell service stations, which through their re-branding of the acquired service stations, gave them a country wide presence in a matter of months. ... Engagement - Definition Kahn (1990), was credited with conceptualizing the term personal engagement which he defines as "the harnessing of organisational members' selves to their work roles". ...

5. Employee Engagement

It took a foothold on the Irish market by acquiring and subsequently merging Statoil and Shell service stations, which through their re-branding of the acquired service stations, gave them a country wide presence in a matter of months. ... Engagement - Definition Kahn (1990), was credited with conceptualizing the term personal engagement which he defines as "the harnessing of organisational members' selves to their work roles". ...

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