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CREATING SUSTAINABILITY THROUGH CORPORATE BRANDING
Title
CREATING SUSTAINABILITY THROUGH CORPORATE BRANDING.
Creator
Ritz, Hayley, Jones, Dan, University of Central Florida
Abstract / Description
This thesis provides a thorough definition of corporate branding, including its benefits when used as a strategic marketing tool. There are many who believe that the logo of a corporation is its brand. However, the logo is only one interpretation of the brand. The brand is the corporation's ethos. It is the fundamental character or spirit of the corporation. It is an expression of who the corporation is. It is the essence that links the corporation's product or service with its...
Show moreThis thesis provides a thorough definition of corporate branding, including its benefits when used as a strategic marketing tool. There are many who believe that the logo of a corporation is its brand. However, the logo is only one interpretation of the brand. The brand is the corporation's ethos. It is the fundamental character or spirit of the corporation. It is an expression of who the corporation is. It is the essence that links the corporation's product or service with its consumer through loyalty and emotional attachments. Corporations use various processes and methodologies when they begin to create and enhance their corporate brand. Corporations must define their corporate personality, build recognition, standardize, and fulfill brand promises. There are also obstacles and challenges that corporations face in their endeavor to implement a branding guideline, and the chance of overcoming them without defined leadership is unrealistic. This study focuses specifically on existing literature about corporate branding and cites case study examples to show what makes the best brands successful and where failing brands could have been more successful. The study concludes by providing insight into the future for corporate branding and offering suggestions for technical communication professionals who find themselves a part of the brand building and defining process. There are various rules to branding and traits that are common to every top brand in the world. By instilling its brand with such traits, and following certain processes with focus, passion, and persistence, and most of all a long-term commitment to the brand, a corporation will find its brand among the most recognized brands in the world.
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Date Issued
2007
Identifier
CFE0001871, ucf:47413
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0001871
The Role of Occupational Branding in the Professionalization of Technical Communication
Title
The Role of Occupational Branding in the Professionalization of Technical Communication.
Creator
Thomas, Chelsea, Jones, Dan, Flammia, Madelyn, Bell, Kathleen, University of Central Florida
Abstract / Description
This study investigates the relationship between professional identity and professional status by exploring the quest for professionalization within technical communication. An established professional identity is crucial to an occupation's professionalization process, as it enables members of a given field to create a common sense of being and facilitates a recognizable personal and collective identity. Such recognition is vital to an occupation's rise to professional status, as it creates a...
Show moreThis study investigates the relationship between professional identity and professional status by exploring the quest for professionalization within technical communication. An established professional identity is crucial to an occupation's professionalization process, as it enables members of a given field to create a common sense of being and facilitates a recognizable personal and collective identity. Such recognition is vital to an occupation's rise to professional status, as it creates a distilled image of the ideal practitioner for outsiders and forms the basis upon which claims of expertise may be made. By constructing the meaning surrounding their profession, members are able to portray an image which designates their knowledge as a scarce expertise and their profession as the appropriate source for the services they provide.A lack of professional identity constitutes the primary factor hindering technical communication from realizing the professionalization process, as it prevents the formation of practitioners' common sense of being, promotes the absence of identifiability and precludes the possibility of recognition by larger society. Without an established professional identity, the field cannot formulate a culturally-relevant perception of its role, claim professional expertise or jurisdiction over their work, or achieve the social and cultural legitimacy necessary in order to increase its professional status. By implementing processes of occupational branding within the professional project, efforts involving the construction of collective professional identity will increase professional status by enabling a group's management of professional meaning, facilitating the creation of an occupational brand and assisting in value production.
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Date Issued
2016
Identifier
CFE0006189, ucf:51137
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0006189
Rhetoric of Imagery: Gendering Identity and Consumption Throughout Interwar American Advertisment
Title
Rhetoric of Imagery: Gendering Identity and Consumption Throughout Interwar American Advertisment.
Creator
Delgado, Natalie, Dandrow, Edward, Crepeau, Richard, French, Scot, University of Central Florida
Abstract / Description
Interwar American advertising rose alongside new levels of hygiene, personal appearance, and technology in order to sell their products to target audiences. Despite the abundance of scholarship on media and gender, few studies have examined the gendered techniques through which interwar advertisers communicated with consumers in response to changing social norms and economic stability. The question this thesis explores is how these changes and communication shifted in response to consumer...
Show moreInterwar American advertising rose alongside new levels of hygiene, personal appearance, and technology in order to sell their products to target audiences. Despite the abundance of scholarship on media and gender, few studies have examined the gendered techniques through which interwar advertisers communicated with consumers in response to changing social norms and economic stability. The question this thesis explores is how these changes and communication shifted in response to consumer culture and how advertisers utilized early market research and persuasion techniques to target their audiences. Building on the studies of gender, consumption, and identity, this thesis examines the relationship between American advertisers and their targeted male and female consumers between 1920 and 1940. By exploring how admen and women within Madison Avenue's top advertising agencies utilized psychology and consumer feedback to develop a two-way communication with middle-classed consumers, this thesis draws from social, cultural, and gendered studies to understand how advertisers communicated with and tried to appeal to their target audiences. Utilizing both copy and imagery as sources of communication, this study examines every issue of the top circulating American magazines between 1920 and 1940 to explain how advertisers rose with early consumer behavioral psychology and new standards of sanitation and hygiene, how a growing consumer culture and American notion of identity and gender affected the selling of selfhood and personal beauty products, and how gendered media representations and persuasion techniques helped advertisers sell modernity and individuality to readers. This analysis surveys specific advertising campaigns before, during, and after the Stock Market Crash to follow shifts in appeals to masculinity and femininity in response to changing social norms. By delving into this intersection of gender, media, and identity, this study finds various nuances through which advertisers and their audiences communicated in and alongside a growing consumer culture.
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Date Issued
2017
Identifier
CFE0006870, ucf:51740
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0006870