Dec'18
The IUP Journal of Brand Management
Focus
Corporate logos are of various kinds. There are wordmarks or logotypes, which are graphical representations of the brand name itself. Then, there are symbols, which are pictorial designs and identify the brand by association. There are also combinations of wordmarks and symbols. The first paper, �Uncovering �Meanings� Through Animal Figurative Marks in Corporate Logos�, by Olutayo Otubanjo, delves into the use of animals in corporate logos and the meanings that they are meant to convey. The paper adopts a modified version of McCracken�s meaning transfer model and a three-stage interpretive research methodology to unravel the meanings associated with the animal mark logos of two of the largest banks operating in Nigeria.
The second paper, �Employer Branding Approach and Student Preferences of Employer in Campus Placements�, by K H Pavitra, is on employer branding in the context of student preferences for employers during campus recruitment. Employer branding through various means�social media, print media, pre-placement talk, digital advertisements, word-of-mouth, faculty opinion, top management interviews, seminars and conferences, etc.�is evaluated. The conclusion drawn is that employer branding influences student perception, which in turn influences the students� decision to sign up for the recruitment process.
Destination branding has become an important facet for marketing of destinations for tourism, business, etc. Research papers on destination branding have gone to considerable depths on destination image and destination personality, which are prominent dimensions of destination brands. The third paper, �Destination Personality and Destination Image: A Literature Review�, by R Sabari Shankar, presents a detailed literature survey on destination image and destination personality. It identifies and analyzes numerous scales that are used to measure these two constructs.
The last one is a review of a recently published book, From Ideas to Iconic Brands by Giles Luryon, on various brands. The reviewer, Bharathi S Gopal, highlights how the book provides a lucid narration about 101 brands from various industries, presented under distinct categories such as origin of brands, naming and identity of brands, brand communication, etc. The book also provides an interesting exposition on several well-known brands, such as Coca-Cola, De Beers, Michelin, Metro-Goldwyn-Mayer, General Motors, Apple and LG, among others.
Consulting Editor
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| Article | Price (₹) | ||
| Uncovering �Meanings� Through Animal Figurative Marks in Corporate Logos |
100
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| Employer Branding Approach and Student Preferences of Employer in Campus Placements |
100
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| Destination Personality and Destination Image: A Literature Review |
100
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| From Ideas to Iconic Brands |
100
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Uncovering �Meanings� Through Animal Figurative Marks in Corporate Logos
A number of financial institutions are hung on the use of pictorial metaphors of animal marks in corporate logos as tools for creating meanings, even though such logos are no longer fashionable. The paper deconstructs a few of these logos. Specifically, this study examines how corporate logos with animal marks create and institutionalize meanings in the minds of customers. A modified McCracken�s Meaning transfer model and a three-phase interpretive framework comprising literary criticism, semiotic method and interpretive interviews form the framework of the study. The findings from the deconstruction of corporate logos with animal marks�belonging to First Bank Plc and Union Bank Plc, two of the largest banks in Nigeria�indicate that meanings that are adduced to these banks evolve through a collaborative system of continuous or uninterrupted exposure of animal marks and customer habitualized beliefs.
Employer Branding Approach and Student Preferences of Employer in Campus Placements
The process of recruitment and selection of students by companies on college campuses in India, commonly known as �campus recruitment�, is affected by many factors, one of them being employer branding by the recruiter. The number of students on a campus signing up for the recruitment and selection process of the recruiter depends on the students� impression of the recruiter, which is influenced by employer branding. There are many ways in which employer branding is undertaken, some of the popular ways being promotion through digital media, print media and word-of-mouth. The study aims to discern whether student awareness is created by employer branding and whether this influences his/her recruitment preferences. In other words, does the knowledge or awareness of an employer brand tilt the student�s preference in favor of the organization? The study was conducted through primary data collected from 73 respondents currently studying Engineering and Masters of Business Administration (MBA) courses in colleges in the National Capital Region of India. The results show that student preferences for employers in campus placements are influenced by employer branding. Implications for organizations are also discussed.
Destination Personality and Destination Image: A Literature Review
Destination branding has become a widely researched concept as governments and businesses are looking at repositioning their destination images. All branches of destination branding are investigated not only to brand or rebrand places but also to boost local economies. This study attempts to gather insights from the literature available in research sources on destination image and personality. The influence of destination personality on destination image has also been looked into and the attributes which constitute these two factors have been reviewed. This review paper presents the findings of previous researches and the approaches used therein. Also, this helps researchers, marketers and even governments to understand concepts such as destination image, destination personality and their implications, which could trigger changes and improvements in branding tourist, business and other types of destinations. It is important to note that this paper is only a qualitative literature review and is limited to the findings provided by previous investigations.
From Ideas to Iconic Brands