Dec'18


The IUP Journal of Brand Management

ISSN: 0972-9097

A 'peer reviewed' journal indexed on Cabell's Directory, and also distributed by EBSCO and Proquest Database

It is a quarterly journal that focuses on Brand equity, Brand image, Brand extension, Brand growth, Brand alliances and mergers; Corporate brand cocreation and Integrated brand communication; Product branding vs. Service branding; Retail branding; Branding for non-profit organizations; Brand metrics and Brand analytics; Brand research methods and Management strategies; Brand valuation.

Privileged access to Online edition for Subscribers.

CheckOut
Article   Price (₹) Buy
Uncovering 'Meanings' Through Animal Figurative Marks in Corporate Logos
50
Employer Branding Approach and Student Preferences of Employer in Campus Placements
50
Destination Personality and Destination Image: A Literature Review
50
From Ideas to Iconic Brands
50
       
Contents : (Dec'2018)

Uncovering 'Meanings' Through Animal Figurative Marks in Corporate Logos
Olutayo Otubanjo

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.


© 2018 IUP. All Rights Reserved.

Article Price : Rs.50

Employer Branding Approach and Student Preferences of Employer in Campus Placements
K H Pavitra

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.


© 2018 IUP. All Rights Reserved.

Article Price : Rs.50

Destination Personality and Destination Image: A Literature Review
R Sabari Shankar

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.


© 2018 IUP. All Rights Reserved.

Article Price : Rs.50

From Ideas to Iconic Brands
Giles Lury
Reviewed by Bharathi S Gopal


© 2018 IUP. All Rights Reserved.

Article Price : Rs.50

Upload Articles
Click here to upload your Articles

Journals


Magazines

Finance Magazines
  • The Global Analyst
  • Treasury Management
  • Portfolio Organizer
Management Magazines
  • HRM Review
  • Marketing Mastermind
  • Global CEO
IT Magazine
  • The IUPs World of IOT

Articles of the Month
ISBN: 978-81-314-2793-4
Price: ₹250
Payment by D.D. favouring
"ICFAI A/c IUP", Hyderabad

Reach us at
info@iupindia.in
Tel: +91 8498843633