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COVER
STORY
Art
and Brand Management
- - Jonathan E Schroeder
How
insights from artists can be applied to branding, brand management,
images, and value creation? How do artists manage images?
What can brand researchers learn from theories of visual representation?
This article answers many such questions.
© 2003 Jonathan E Schroeder. Originally published as "Aesthetics,
Brands and Consumption." Presented at the workshop on Aesthetics,
Art and Management by the European Institute for the Advanced
Study of Management (EIASM) at Gattières, France. Reprinted
with permission.
COMPARATIVE
ADVERTISING
Comparative
Advertising and Brand Equity
- - Sukanya Ashokkumar
Comparative
advertisements have been appearing for quite some time now,
and it is quite likely that consumers may have formed opinions
about these ads in general. The opinions that the audiences
develop would over a period of time, with reinforcements,
crystallize into attitudes and further lead to stereotyping
of such ads. This article attempts to link comparative advertisements
with brand equity.
© 2005 IUP. All Rights Reserved.
MEDIA
& ENTERTAINMENT
The
Outlook for the Entertainment and Media Industry: 2004-2008
- - Wayne Jackson
After
three years of cost-cutting, sluggish growth, and disappointing
share prices, the entertainment and media industry is once
again poised for solid growth. That was the prevailing sentiment
on June 29, 2004, when top industry executives gathered at
InterContinental, The Barclay in New York City for the PricewaterhouseCoopers
seminar "Outlook for the Entertainment & Media (E&M) Industry:
2004-2008." The morning-long conferencewhich attracted more
than 150 top executivesincluded two panel discussions with
media experts and a summary presentation of the most recent
edition of PwC's 550-page report, "Global Entertainment and
Media Outlook: 2004-2008". Here, we offer an overview of the
conference and the viewssome quite provocativeof some of the
participants.
© 2004 PricewaterhouseCoopers. All rights reserved. PricewaterhouseCoopers
refers to the network of member firms of PricewaterhouseCoopers
International Limited, each of which is a separate and independent
legal entity. First published on www.pwc.com/rebusiness. Reprinted
with permission
CRM
CRM:
Automated Call Centers
- - Colonel RS Prasad
Call
centers are the common touchpoints that either make or break
a corporate brand. If managed properly, call centers yield
immense cost benefits. This article explains in detail the
advantages and disadvantages of automated call centers. The
insights are useful for the brand manager as managing every
touchpoint is `vital'.
© 2005 IUP. All Rights Reserved.
INTERNAL
BRANDING
True
Blue Internal Branding as a Strategic Corporate Communications
Tool: A Case Study of JetBlue Airways
- - Tim Leberecht
This
paper focuses on internal branding as a burgeoning corporate
communications practice for so-called `service brands.' As
a theoretical framework, the rationale and evolution of synchronizing
external and internal branding efforts is outlined before
the implementation process is described in detail. Exemplified
by JetBlue Airways, a US airline that has implemented internal
branding from its very start as an essential component of
its business model, corporate practice is examined and measured
against the theoretical framework. Through the analysis of
secondary sources such as magazine articles and primary sources
such as e-mail correspondence, newsletters, and Intranet content,
this paper will illustrate how the airline gains its high
customer loyalty by making its employees understand and experience
the brand character. In addition, in-depth interviews with
both a JetBlue employee, who is a member of the internal target
audience, and JetBlue's vice-president of corporate communications,
who oversees the company's internal branding strategy, provide
insight into the presentation and reception of internal branding
messages. Based on observed gaps between theory and practice,
a perspective is offered for maximizing the positive effect
of internal branding on employee satisfaction and corporate
brand value.
© 2004 Tim Leberecht (www.brandchannel.com). Reprinted with
permission.
FEATURES
Advertising
for the Kids, by the Kids!
- - Tarang Vaish
How
correct is it to use children as the target of all marketing
communications, especially advertising?
© 2005 Tarang Vaish. All Rights Reserved.
FEATURES
The
Management and Ethics Omnibus
- - S K Chakraborty
This
book review on the omnibus, The Management and Ethics, a trilogy-Management
by Values, Ethics in Management, and Values and Ethics for
Organization, attempts to provide answers on how to embrace
spirituality in the workplace based on Indian ethos. Drawing
insights from the Indian heritage, the Vedas, and the Upanishads,
Professor S K Chakraborty, the author, compares and contrasts
the Western and Eastern management thought with Indian ethos
to rekindle value-based management philosophy for organizational
growth and well-being. Further, he urges the management thinkers
to move away from mere mind-driven cosmetic management thought
to heart-driven spiritual quest, as 'true growth and progress'
rests on the strong foundation of 'ideals' emanating from
the heart.
© Oxford University Press 2001. All Rights Reserved. The IUP holds the copyright for the review. |
