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"These aren't the same pants your grandfather wore!" the evolution of branding cargo pants in 21st century mass fashion /Hancock, Joseph Henry, January 2007 (has links)
Thesis (Ph. D.)--Ohio State University, 2007. / Title from first page of PDF file. Includes bibliographical references (p. 298-303).
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Denominaciones y razones sociales: conflictos con signos distintivosAuza-Vélez, Carlos, Auza-Vélez, Carlos January 2016 (has links)
En el presente trabajo nos ocupamos de las personas jurídicas en relación a su derecho y a su deber de llevar un nombre. También nos ocupamos brevemente de los diversos signos distintivos, las marcas, las marcas colectivas, las marcas de certificación, los signos distintivos notorios, las marcas renombradas, los lemas comerciales, las indicaciones de procedencia, las denominaciones de origen y los nombres comerciales. Exponemos como son definidos y su función que es distinta a la función individualizadora de la denominación social y/o razón social. Teniendo en consideración el concepto y función de cada signo distintivo, cuando pueden entrar en conflicto con una denominación y/o razón social. Por último y como recomendación, sugerimos la modificación de la Ley General de Sociedades (1997). / Trabajo de investigación
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Country of origin effect on brand value and its role in the evaluationof commercial products: a case study of theMercedes-Benz bus chassis from Brazil and its acceptance in HongKongChan, Wai-ming, Edmen, 陳偉明 January 1988 (has links)
published_or_final_version / Business Administration / Master / Master of Business Administration
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O endosso por celebridade e a gestão da imagem da marca : evidências empíricas a partir do estudo da marca Ipanema Gisele BündchenDal Bó, Giancarlo 22 December 2009 (has links)
Um conceito fundamental para a compreensão do papel desempenhado pelas marcas nas sociedades contemporâneas é o de posicionamento, que se refere ao que a marca representa na mente dos consumidores. Neste sentido, uma abordagem que tem despertado, em anos recentes, o interesse de alguns estudiosos do marketing, é o paradigma do arquétipo, que postula a existência do inconsciente coletivo, estrutura da psiqué que conteria as "imagens coletivas" comuns ao gênero humano, e que representam uma tendência inata para perceber a realidade de uma determinada forma. Assim sendo, este estudo integra os conceitos da Teoria dos Arquétipos de Jung e de posicionamento de marca, propondo o alinhamento entre as imagens coletivas presentes na psiqué dos indivíduos os arquétipos, e a gestão estratégica de marketing. Para tanto, foi desenvolvida uma pesquisa exploratória relacionada às estratégias de posicionamento adotadas para a marca Ipanema Gisele Bündchen, da empresa Grendene S/A, por meio da qual foi possível compreender de que forma ocorre o processo de transferência do significado simbólico de uma celebridade para a imagem da marca, por meio da atividade de endosso, bem como evidenciar as contribuições provenientes da Teoria dos Arquétipos para as ações destinadas ao adequado posicionamento da marca na estrutura associativa da memória dos consumidores, resultando em considerações teóricas e empíricas capazes de oferecer suporte aos processos estratégicos e gerenciais de posicionamento de marca. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-05-29T17:25:05Z
No. of bitstreams: 1
Dissertacao Giancarlo Dal Bo.pdf: 5382404 bytes, checksum: e234beb4f04f2236357868c98848b50a (MD5) / Made available in DSpace on 2014-05-29T17:25:05Z (GMT). No. of bitstreams: 1
Dissertacao Giancarlo Dal Bo.pdf: 5382404 bytes, checksum: e234beb4f04f2236357868c98848b50a (MD5) / Positioning is a fundamental concept to understand the role played by brands in contemporary societies, which applies to what the brand represents on consumers´ minds. On that account, the archetype paradigm is an approach that has, in recent years, aroused interest of some marketing experts, suggesting the existence of a collective unconscious, part of the psyche that comprises "collective images" shared by humanity, and represents an innate propensity to perceive reality in a certain way. Therefore, this study consists of concepts of Jung´s Archetype Theory and brand positioning, which proposes an alignment among collective images that are present in the human psyche archetypes, and strategic marketing management. For that reason, an explanatory research was conducted concerning the positioning strategies adopted by the brand Ipanema Gisele Bündchen, by the company Grendene S/A, through which was possible to understand how the process of transference of a celebrity´s symbolic meaning to the brand´s image occurs, through endorsement, as well as indicate the contributions coming from the Archetype Theory for actions that aim at the adequate positioning of the brand in the consumers´ memory associative structure, resulting in theoretical and empirical considerations capable of offering support to brand positioning management and strategic processes.
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O endosso por celebridade e a gestão da imagem da marca : evidências empíricas a partir do estudo da marca Ipanema Gisele BündchenDal Bó, Giancarlo 22 December 2009 (has links)
Um conceito fundamental para a compreensão do papel desempenhado pelas marcas nas sociedades contemporâneas é o de posicionamento, que se refere ao que a marca representa na mente dos consumidores. Neste sentido, uma abordagem que tem despertado, em anos recentes, o interesse de alguns estudiosos do marketing, é o paradigma do arquétipo, que postula a existência do inconsciente coletivo, estrutura da psiqué que conteria as "imagens coletivas" comuns ao gênero humano, e que representam uma tendência inata para perceber a realidade de uma determinada forma. Assim sendo, este estudo integra os conceitos da Teoria dos Arquétipos de Jung e de posicionamento de marca, propondo o alinhamento entre as imagens coletivas presentes na psiqué dos indivíduos os arquétipos, e a gestão estratégica de marketing. Para tanto, foi desenvolvida uma pesquisa exploratória relacionada às estratégias de posicionamento adotadas para a marca Ipanema Gisele Bündchen, da empresa Grendene S/A, por meio da qual foi possível compreender de que forma ocorre o processo de transferência do significado simbólico de uma celebridade para a imagem da marca, por meio da atividade de endosso, bem como evidenciar as contribuições provenientes da Teoria dos Arquétipos para as ações destinadas ao adequado posicionamento da marca na estrutura associativa da memória dos consumidores, resultando em considerações teóricas e empíricas capazes de oferecer suporte aos processos estratégicos e gerenciais de posicionamento de marca. / Positioning is a fundamental concept to understand the role played by brands in contemporary societies, which applies to what the brand represents on consumers´ minds. On that account, the archetype paradigm is an approach that has, in recent years, aroused interest of some marketing experts, suggesting the existence of a collective unconscious, part of the psyche that comprises "collective images" shared by humanity, and represents an innate propensity to perceive reality in a certain way. Therefore, this study consists of concepts of Jung´s Archetype Theory and brand positioning, which proposes an alignment among collective images that are present in the human psyche archetypes, and strategic marketing management. For that reason, an explanatory research was conducted concerning the positioning strategies adopted by the brand Ipanema Gisele Bündchen, by the company Grendene S/A, through which was possible to understand how the process of transference of a celebrity´s symbolic meaning to the brand´s image occurs, through endorsement, as well as indicate the contributions coming from the Archetype Theory for actions that aim at the adequate positioning of the brand in the consumers´ memory associative structure, resulting in theoretical and empirical considerations capable of offering support to brand positioning management and strategic processes.
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Personal branding and career success : an empirical investigationCoetzer, Esme 30 October 2019 (has links)
Knowledge about personal branding, the development and sustaining of a personal
brand and the link between personal branding and career success did not exist in a
scientifically structured manner. The purpose of this study was to understand what the
elements of personal branding are and what it takes to develop a personal brand in
the corporate environment. It was also important to identify whether personal branding
is key to career success. The systematic literature review procedure was used to
identify, analyse and critically evaluate both empirical studies and popular literature
relating to personal branding. The current body of knowledge was ill defined and a six
step model detailing how to develop and maintain a personal brand was developed as
a result of a content analysis of the available popular literature. A measure of a
complete personal brand within the workplace was subsequently developed. In this
study, the hypotheses of a possible relationship between personal branding and
career success (performance appraisal score, 360 leadership evaluation and talent
board placement) were tested. It was found that talent board placement was
statistically significant and practically related to personal branding. The study was the
first to provide a measurement tool as well as empirical evidence on the relationship
between personal branding and career success and, as such contributed significantly
to the body of knowledge. This study also opened avenues for further research. / Daar was min kennis oor ’n persoonlike handelsmerk, die ontwikkeling en handhawing
van ’n persoonlike handelsmerk, en die verband tussen ’n persoonlike handelsmerk
en loopbaansukses in die wetenskaplike domein beskikbaar. Die doel van hierdie
studie was om die elemente van ’n persoonlike handelsmerk te begryp, asook om te
bepaal wat dit behels om ’n persoonlike handelsmerk in die korporatiewe omgewing
te ontwikkel. Dit was ook belangrik om te bepaal of ’n persoonlike handelsmerk
deurslaggewend is tot loopbaansukses. ‘n Sistematiese literatuuroorsig is gedoen om
empiriese studies asook gewilde literatuur oor ’n persoonlike handelsmerk te
identifiseer, te ontleed en krities te evalueer. Gegewe beperkte akademiese
kennismateriaal, en na aanleiding van die inhoudsontleding van die beskikbare
gewilde literatuur, is ’n sesstapmodel ontwikkel om aan te dui hoe ’n persoonlike
handelsmerk ontwikkel en gehandhaaf kan word. Na aanleiding hiervan is ’n
instrument ontwikkel om ’n person se handelsmerk omvattend in die werkplek te meet.
Dit is gevolg deur hipoteses van ’n moontlike verband tussen ’n persoonlike
handelsmerk en loopbaansukses (prestasiebeoordelingtelling, 360-leierskapevaluasie
en talentplasing) te toets. Die studie het bevind dat ’n persoonlike handelsmerk
statisties beduidend en prakties relevant is tot talentplasing. Hierdie navorsing lewer
’n omvattende meetinstrument vir die meting van ’n persoonlike handelsmerk, asook
empiriese bewyse rakende die verhouding tussen ’n persoonlike handelsmerk en
loopbaansukses. Die studie maak in dié opsig ‘n beduidende bydrae tot die gebrekkige
akademiese kennismateriaal wat oor hierdie onderwerp beskikbaar is. / Ulwazi nge-branding yomuntu siqu, ukuthuthukiswa kanye nokuqhubekela phambili
kwe-brand yomuntu siqu kanye nokuxhumana phakathi kwe-brand yomuntu siqu
kanye nokuphumelela emsebenzini bekuyizinto ebezingahlelekile ngendlela
yesisayense. Inhloso yalolu cwaningo bekuwukuqondisisa ukuthi ngabe iyini
imikhakha ye-branding yomuntu siqu kanye nokuthi yini okudingekayo ukwenza ibrand
yomuntu siqu emkhakheni wezamabhizinisi. Bekubalulekile nokubheka ukuthi
ngabe i-branding yomuntu siqu isemqoka kangakanani ekuphumeleleni emisebenzini.
Inqubo yokubuyekeza imibhalo ngendlela ehlelekile iye yasetshenziswa ukuphawula,
ukuhlaziya kanye nokuhlola izifundo ezinobufakazi ezenziwe kanye nemibhalo
edumile maqondana ne-branding yomuntu siqu. Imikhakha yolwazi ekhona
ibingachazekile kahle, kanti kuye kwalandelwa imodeli yezinyathalo eziyisithupha
echaza imininingwane ngokwenza kanye nokugcina i-brand yomuntu siqu, iye
yenziwa ngakho-ke kwase kuhlaziywa ingqikithi yemibhalo edumile ekhona.
Kwenziwe i-brand yomuntu siqu ephelele emkhakheni wezemisebenzi. Kulolu
cwaningo, kuhlolwe i-hypotheses yobudlelwane phakathi kwe-branding yomuntu siqu
kanye nokuphumelela emsebenzini (amaphuzu ohlolo lokusebenza ngendlela
efanele, uhlolo lobuholi obungu 360, kanye nokubekwa kwebhodi yamathalente
endaweni efanele) kuye kwahlolwa. Kutholakale ukuthi ukubekwa kwebhodi
yamathalente endaweni efanele yinto esemqoka ngokwamastatistiki kanti futhi
kuhambisana ne-branding yomuntu siqu. Ucwaningo belungolokuqala ukuhlinzeka
ngethuluzi lokukala kanye nocwaningo obunobufakazi obubambekayo ngobudlelwane
phakathi kwe-branding yomuntu siqu kanye nokuphumelela emsebenzini, kanti-ke,
lokhu yikho okuye kwaba nomthelela obabalukile kulwazi. Lolu cwaningo luvule
imikhakha lapho okungenziwa khona ezinye izinhlobo nemikhakha yocwaningo. / Business Management / DBL
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