ORCID Profile
0000-0002-0300-6104
Current Organisations
University of Birmingham
,
London College of Fashion
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Publisher: SAGE Publications
Date: 14-05-2012
Abstract: India is a vast, erse country, which attracts much attention as a political and economic entity as well as a major tourism destination. This commentary explores the Incredible India C aign, a Nation Branding c aign which has been running in India for approximately ten years. In doing so, we consider nation branding as a mechanism for communicating between a nation and the rest of the world. We draw on a published account of the c aign by one of its architects, a series of images utilized in the c aign as well as a series of interviews with members of the pubic regarding their reaction to the images used. We argue that national branding c aigns can tell us much about imagined identities of those “being branded.” In doing so, we illustrate the difficultly of representing a vast and erse population within a fast developing economy as well as the benefits of placing the target of the c aign among “the other” rather than orientalizing the citizen at the heart of the nation branding c aign.
Publisher: Elsevier BV
Date: 04-2020
Publisher: SAGE Publications
Date: 03-08-2022
DOI: 10.1177/14705931221116404
Abstract: Brand extensions strategies are aimed at extracting further value from an existing brand. The brand family metaphor, which has resonated with marketing scholars and practitioners for decades, has promulgated the use of analogies such as parents, siblings and off-spring to describe resulting brand-to-brand relationships. In this paper however, we question whether this metaphor and its analogical mappings, still hold relevance given we are in an ‘era of liquid modernity’ (Bauman, 2000) where notions of family may be less prescriptive. Through our analysis of interview data with practitioners who work on literary film adaptations, we found that the relationships among original and extended brands may be better conceptualised using an alternative metaphor: ‘brand for rent’. Our analysis revealed that in many contemporary brand-to-brand relationships, the relationship between the two brands is not solid, but rather fluid with a ‘distance’ between them and the relationship contractual rather than familial. Our findings indicate that this alternative metaphor may have particular merit as marketplaces adapt to increasingly fluid contexts, where novel brand extension strategies and brand-to-brand relationships are emerging. We suggest further exploration of the metaphor and consideration of others, to further assist to theorise the ersity in contemporary brand extension practice.
Publisher: Elsevier BV
Date: 06-2022
Location: United Kingdom of Great Britain and Northern Ireland
Location: United Kingdom of Great Britain and Northern Ireland
Location: United Kingdom of Great Britain and Northern Ireland
Location: United Kingdom of Great Britain and Northern Ireland
No related grants have been discovered for Wenkang Zuo.