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The SARS-CoV-2 pandemic strongly influenced daily practices, and this manifested in social interactions, communications and consumption. This work addresses the relations between branding and cultural trends in strategic communication and advertising in different contexts of the pandemic. First, we reviewed the concepts of branding and cultural trends. From there, it was necessary to develop a methodological proposal to articulate a connotative semiotic analysis with the semiotic square and a cultural trend mapping. The analysis was carried out through an independent and comparative reading of two-time phases: confinement (2020) and end of constraints (2022). Three telecommunications brands in Portugal act as case studies in a random and probabilistic sample of two audiovisual texts from Christmas campaigns each. Finally, a theoretical-operational triangulation is obtained between branding, cultural trends and semiotic analysis in promoting local brands that redefine spaces, social relations, and identity expression during and after the COVID-19 pandemic confinements. [ABSTRACT FROM AUTHOR]

Retro jerseys across many sports have grown increasingly popular in recent years and previous research has given credence to their use by sport organizations. Specifically, recent research has found the freshness and outdatedness of retro jerseys to impact consumer attitudes (Dwyer et al., 2020). Although nostalgia is at the core of literature on retro merchandise, scholars have yet to examine various types of nostalgia and their impact on retro merchandise. Therefore, the current study sought to assess the influence of nostalgia -- and specifically its three dimensions personal, historical, and collective -- on consumer attitudes and purchase intentions. An online sample of 434 participants were surveyed and results exhibited mixed findings, with the three dimensions of nostalgia varying in impact toward the outcomes of team attitude and purchase intentions. Also, examination of the role of age, income, and length of time as a fan were also explored with results exhibiting differences based upon consumer income and length of time as a fan. Although the results varied based on type of nostalgia and consumer outcome, it was clear that nostalgia plays a role in consumers' feelings toward their favorite team's merchandise. Further examination of these results are provided and suggestions for future research on the topic of sport retro apparel are discussed. [ABSTRACT FROM AUTHOR]

The purpose of this research was to present a communication model of customer participation and competitive business with social media based on brand (case study: manufacturing and trading companies of Ahvaz). The statistical population of the research was formed by the experts of manufacturing and trading companies in Ahvaz city. In this research, the considered variables were identified by using interviews and examining the opinions of experts of the investigated companies. 10 experts have been selected using the saturation sampling method. This research, using the foundation’s data analysis method, is a type of cross-sectional research in which the data was collected for several weeks. In the quantitative part, the research community is the customers of food manufacturing and trading companies in the industrial towns of Ahvaz city which have been selected to fit the model. Due to the unlimitedness of the statistical population, 384 samples have been considered, and finally, 312 questionnaires have been analyzed. Using Maxqda software, interviews and Coding is done. Smart PLS 2.0 and SPSS 22 software were used in the validation section. In this research, to check the validity, the findings of the research were presented to the participants and the text of the theory was studied by them and their points of view were applied. The reliability of the model was evaluated using the Kappa index. Kappa index value equal to 0.788. Calculated and placed at the valid agreement level. 58 open codes have been identified among 256 concepts. 58 primary codes in the form of 18 categories, including company performance, electronic services, customer value, customer attitude, social responsibility, competitive advantage, customer loyalty, customer desire, advertising and marketing, brand awareness, customer trust, social media, validation, sharing Content, customer participation, service innovation, organizational factors, branding. Validation of the model showed that the overall index of fit (GOF) is equal to 0.661, which is a strong index and shows the overall high quality of the model. The identified factors have had a significant impact. [ABSTRACT FROM AUTHOR]

In this study I try to reveal and analyse less known sources for the term Cultural Diplomacy. Most bibliographic resources dealing with Cultural Diplomacy are coming from an Anglo-American source. According with this bibliography, the term Cultural Diplomacy would have been used for the first time in 1954 in New York Times, and in official documents in 1959 in US. However, in Hungary, the term Cultural Diplomacy has been used as such since the mid-1930s. In 1937, so two decades before the mention in the New York Times, the book The Basics of Cultural Diplomacy was written by János Hankiss. Due to the fact that by tradition in the interwar Romania cultural propaganda was often articulate with reference to the Hungarian cultural propaganda, this study exposes the ideas of János Hankiss "in the mirror" with the ideas exposed by his contemporary Romanian counterparts. [ABSTRACT FROM AUTHOR]

The article examines the peculiarities of the emergence and formation of methods of forensic investigation, which over time, in the 19th century, took shape in the science of forensics. To solve the problems, the authors used several methods, both general scientific and special. Among them: formallegal, comparative-legal, historical-legal, dialectical, historical, systemic, hermeneutic, etc. The authors identified the main, in their opinion, stages of the development of criminology in Ukraine, starting with the formation of the Old Russian state. The first steps of the creation and implementation of forensic methods during the investigation of crimes, which were enshrined in the most famous monuments of law – «Laws of King Hammurabi», «Laws of the XII Tables», Byzantine legal collections, «Ruska Pravda», «Lithuanian Statutes», «The rights by which the Little Russian people are judged.» The article proves that the formation of individual manifestations of forensic research in Ukrainian lands during the Middle Ages and the first centuries of modern history was based on world experience in this area, as well as on the idea of justice, the need to restore law and order. It is emphasized that the formation of ideas about the methods of forensic research that appeared in Ukraine is connected with the genesis of the Ukrainian legal system and turned, over time, into one of its institutions. The authors suggest that, in contrast to the application of punishment, which had a class character, the organization of forensic investigations established the truth and therefore did not depend on the class affiliation of the participants in legal relations. The opinion that both in ancient times and at the beginning of the Middle Ages, forensic methods were closely intertwined with the elements of the investigative process, within which they were actually applied, is substantiated. It was established that the crippling forms of punishment, which were applied by court decision, were also intended to «emphasize» the identity of the criminal, to single him out in order to facilitate the search in case of repeated offenses. The authors concluded that the legal regulation of forensic research methods became a guarantee of their development, distribution and transformation, over time, into an independent science. [ABSTRACT FROM AUTHOR]

In 2021, the Houston Cole Library (HCL) at Jacksonville State University (Jacksonville, AL) added a mascot to enhance social media posts, and the result has been successful. HCL’s simple low-cost mascot has consistently stimulated positive interactions between the library staff/faculty and students, community members and university officials. HCL’s library mascot has created a cult-like following that watches and comments on his adventures. This current discussion indicates how any library can create their own mascot regardless of budget restrictions and time commitments.

This article examines the production of musical nostalgia in High School Musical: The Musical: The Series (2019–23), one of the first series created for Disney’s streaming platform. On one level, the series serves as a nostalgic extension of the High School Musical franchise in its setting and narrative construction, and a nostalgic continuation of the teen-musical genre in its idealised depiction of high-school life mediated through song. At the same time, this nostalgia is coupled with an emphasis on the show’s newness: the series transposes the original film to a new format—a self-referential, multi-episodic mockumentary—and occupies a different temporal world, in which nostalgia is technologically mediated and constructed as part of the diegesis. Focusing on music, as a primary sensory input for the evocation of nostalgia, this study explores how The Series capitalises upon this nostalgia/modernity dichotomy to structure its narrative and engender brand affinity. Drawing together textual analyses of audiovisual sequences and practitioner testimony from the show’s creatives, it demonstrates how The Series uses music to develop Disney’s brand, harnessing the technological and creative promise of the Company’s proprietary streaming service, whilst simultaneously employing nostalgic strategies to reaffirm the status quo in aspects of its narrative.

The article substantiates the relevance of the formation and development of the university brand in the context of political branding of the front-line territory, using the example of the city of Kherson, in the conditions of the Russian-Ukrainian war. The role of brands is studied, the creation and promotion of which are urgent tasks for scientists of various fields, as well as for practitioners, since it is brands that are designed to ensure a high level of competitiveness of goods and services in modern markets, in particular - educational services. It has been established that a brand is a product of human imagination and creative activity - it is a kind of mental construct, a mental image, a symbolic model, the activation of which will serve to specify the orientation of the consumer of goods and/or services in the relevant market. The essence of the political brand of the territory, which primarily performs ideological, cultural, patriotic, political and other functions, is revealed. The role of territory branding (geobranding) is shown as a process of brand creation, which aims to promote local, regional and national projects, in particular - political ones, focused on the progressive development of a specific territory; under favorable socio-political conditions, a promising brand will provide an opportunity to effectively invest a regional resource in the political capital of society. Key positions of foreign and domestic researchers regarding the political brand and branding in their constructive connotation are highlighted. The role of unpredictable factors in the development of society is shown, in particular - military actions, which play the role of powerful activators of the process of forming the political branding of a territory or settlement. Emphasized: among the scientific and educational brands of the Kherson region and the regional center, Kherson State University (KSU) occupies a prominent place - a scientific, educational, cultural institution that forms the socio-spiritual and political-economic landscape of southern Ukraine. It is emphasized that during the full-scale invasion of the Russian army on the territory of Ukraine, the brand of Kherson State University acquired new qualitative features, the educational institution became a university of invincible patriots, forming a powerful and bright sub-brand of Kherson - a hero city. It was concluded that the brand of the university, simultaneously with the internal one, demonstrates an external effect aimed at the development of the political brand of a specific territory, actualizing and manifesting feelings of civic cohesion, justice, social responsibility and patriotism.

The article researches the theoretical aspects of brand- and PR-management of enterprises in the hotel and restaurant industry as one of the tools for increasing the competitiveness of tourist enterprises. The authors singled out such main characteristics of the brand as brand awareness, brand identity, brand penetration, brand associations, brand loyalty, and others; determined the theoretical aspects of the formation and functioning of branding, PR management and marketing communications in the hotel and tourism business in general. Research has shown that brand management and PR management are the most effective means of market promotion of services that contribute to increasing the profitability and volume of sales of goods or services, expanding the range and knowledge of consumers about their uniqueness and specialness. It has been proven that the effectiveness of branding management includes the formation, adjustment, strengthening and activation of the development of relationships between potential buyers of the product and the brand due to the creation and actualization of its individual, functional, social and communicative characteristics, as well as ensuring the recognition and identification of the trademark due to the management of its constituent components (graphics, colors, sounds, logo, advertising slogan and name). The concept of "brand" is identified as a system of combined elements that summarize the opinions, positions and perceptions of consumers about a certain product or service, organization or person. At the same time, the process of brand management is provided through the creation of a brand concept, its formation and promotion to the market thanks to branding. Five main stages (phases) within brand management are defined, the most important of which is the formation of a brand vision, because it is this stage that combines the development of the name and advertising slogan or slogan of a service or product, identification of the most basic means and tools of its promotion on the market, as well as the formation of a brand portrait, which is reproduced through the creation and strengthening of a positive image of the product in the perception of existing and potential customers and society in general. The components of the brand were determined, the factors of branding formation were considered, the "brand pyramid" was formed, and the brand management scheme was built. The task of PR is singled out as one of the functions of management.

The aim of this research is to assess the existence or absence of differences in brand perceptions of users of an esports mobile app according to gender. In addition, it intends to discover the explanatory capacity of brand variables for the prediction of user loyalty, to understand how these variables influence perceptions according to gender, and to contribute to the creation of strategies more aligned with the interests and needs of each target audience.

The present article is part of a larger research that investigates the public/cultural diplomacy through branding, how to build external prestige, what are and how are constructed the "identity markers" that individualize a nation, how they have evolved and how they adapt today to the new realities, the way in which Romanianness, Hungarianness, Finishness, Sweedisnes, are transposed into recognizable identity markers. Brands operate as effective cultural agents. Most of the brands are technological products that can be associated with the act of culture in the conditions where culture includes material and immaterial values (gastronomy, technological culture, design, the lifestyle attached to the use of certain products, etc.)

Abstract The purpose of this research is to present the fintech market development model with an emphasis on existing challenges and strategies. The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The method of data collection and analysis is interview and thematic analysis in the qualitative part, and questionnaire and content validity technique (CVR) and semi-structured interview data collection tool in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty of working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and also training to the customer. Extended Abstract Introduction Every day, people see a lot of advertisements everywhere; from bus stop, street banner, shopping mall to magazine, TV, computer, mobile etc. However, more often than not, these ads feel like annoying information that the general public is forced to see. For this reason, professional marketers need to redefine their marketing idea. They should understand that marketing is not only about sales and advertising, but also fulfills customer needs in order to overcome constraints (Sheth & Parvatiyar, 2021). On the other hand; with the digital trend, the financial sector has started to apply and implement technology in its workflow. More and more start-ups have formed to provide digital financial services. Some of the companies that provide online payment gateway are pioneers in this field which is widely used all over the world. In addition, more and more investors are spending on new technologies; they are competing with each other in an effort to improve security and user convenience. Financial technology companies are trying to attract users with new mobile phone features, capabilities and technologies. Recently, the blockchain concept has also opened new solutions for security issues; therefore, fintech tools have become the most popular digital services and have the largest share of fintech stocks worldwide (Fernandez-Vazquez et al, 2019). In the meantime, financial technology (Fintech) as a technological innovation has been considered especially important for the development path of countries. This is due to its potential to promote financial inclusion so that more people can access financial services (Demirguc-Kunt et al, 2018). Based on this, the current research is looking for an answer to this question: What is the fintech market development model with an emphasis on existing challenges and strategies? Theoretical Framework marketing strategy When companies enter a new market, they will most likely face thousands of challenges and risks related to establishing their operations and acceptance of their offers by new customers, and the company will compete for market share with other companies that already have supply chains, distribution channels and already established customer bases (Luo, 2022). Foreignness, geographic distance, and characteristics of the home market all contribute to these challenges in new markets. This issue applies more in emerging markets such as fintech (Khan & Khan, 2021). In this regard, Gaur et al, (2011) argue that emerging market challenges lead to higher external liability. These challenges include large heterogeneous populations with low incomes, inadequate infrastructure, lack of resources, corruption, and in general, with structural flaws (Barnard & Luiz, 2018). From the point of view of marketing strategy, companies adapt their marketing strategies to achieve a competitive advantage when entering a new market. Once a company has decided to expand into a new market and adopt its marketing strategy, the question of what changes will be necessary for this particular context will arise. In this regard, Sharmelly & Klarin (2021) described implicit concepts for segmentation, product variety, pricing, distribution, and communication methods of the company. They argue that segmentation costs are high, and that mass media marketing is not well adapted to emerging markets. Also, the offered products need to be functional and also made to not become obsolete quickly. Shadbakhsh (2023) investigated the impact of using sustainable marketing strategies on the performance of digital businesses with the mediation of information technology in the country's real estate industry. The results showed that marketing trends and sustainable marketing experiences have a positive effect on the performance of the studied companies. Also, marketing trends, sustainable marketing experiences, and sustainable marketing strategies have a positive effect on the performance of selected companies. Barrio Oton (2021) in a research investigated the social media marketing in the fintech ecosystem in Monfer Startup Company. For this purpose, a detailed study of the fintech private equity industry was conducted through Porter's 5 forces model, along with an explanation of the Monfer startup case through the blue ocean strategy canvas. Then, secondary data including statistical insights were collected directly from the company. This study was further designed by analyzing the internal and external situation and concluded with a strategic planning model and setting goals through the framework of smart goals. Research methodology The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The data collection tool is a semi-structured interview. Research findings For data analysis, thematic analysis was used in the qualitative part, and content validity technique (CVR) was used in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and training to the customer. Conclusion The current research has been carried out with the aim of presenting the fintech market development model with an emphasis on existing challenges and strategies. The results of the present research is aligned with the results of Shadbakhsh (2023), Barrio Oton (2021), Pazhoheshfar & Biabani (2021), Hammerschlag et al, (2020), Nurjanah et al, (2020), and Noami et al, (2019). The results of Shadbakhsh (2023) showed that marketing trends and sustainable marketing experiences have a positive effect on the performance of the studied companies. Also, marketing trends, sustainable marketing experiences and sustainable marketing strategies have a positive effect on the performance of selected companies. According to the results of the research, the following suggestions were presented: Effective market development strategies often require local community involvement in marketing, product distribution and product awareness. In general, using local people to distribute products is important to the success of a marketing strategy. Local people understand the nuances of the market and can help distribute products in the most efficient and cost-effective way. Finding local people often has to be done through field research, but can also be achieved through networking. The reason for this is that the community plays a major role in Iranian culture and people are more likely to use a product if it is approved by a member of the community. In creating consumer awareness, community participation can be in the form of in-person or online campaigns (for example through social media). When talking about the development of the fintech market, it means that it should be possible to identify that part of the target market and, according to the knowledge that is found, convert the audience of social networks into customers of your market. Fintech companies can advertise their products or services with an optimized website or a standard page according to the Instagram algorithm. The cost of such advertisements is much lower and the efficiency of advertisements is high. Therefore, producing valuable content helps clarify the topic in the audience's mind. For example, producing content that is according to the taste and interest of the young generation can have a great impact on the success of the company. If you can start producing content according to the type of audience that exists, you will get a lot of success and fame in business.

Abstract The purpose of this research is to identify the factors influencing the creation of brand identity in the banking industry of Iran. According to its purpose, the research method is applicable, and in terms of implementation, it is qualitative and based on the case study approach. The statistical population of this research includes Iranian banking industry experts who were senior managers of Bank Mellat in Tehran. The number of 23 experts who had sufficient knowledge and expertise in the field of brand was selected by judgmental sampling and snowball method, and data collection was done using semi-structured interview tool. The interviews were continued until theoretical saturation was reached, and the text of the interviews were analyzed and coded using the MAXQDA 2018 software. Data analysis led to the identification and extraction of research findings including 130 primary codes, 33 concepts, and 10 categories. Based on the results of this research, the categories of goals and strategies, structure and processes, human resource management, organizational culture, internal branding, communication, banking services, financial power, visual identity, and verbal identity are identified as the important factors affecting the creation of identity in the banking industry of Iran. Extended Abstract Introduction One of the fundamental concepts in the field of brand is the issue of brand identity. Brand identity affects business performance, employees' recognition of the organization, and the special value of the brand (Fan, Hsu & Xiaofeng, 2023). This phenomenon is initially formed at the business level and needs to be recognized, received and accepted by customers (Liu, Hsu, Fan, 2020). Brand identity determines both the goals of the brand and the paths to be followed by the organization (Krissanya & Widyaningsih, 2023) and tells stakeholders what is unique about the brand (Sarasvuo, Liljander & Haahtela, 2023). Brand identity and brand image are two important components related to the brand; brand identity determines what the brand talks about, and brand image tells how the brand is heard by customers (Clottey, Gyampoh & Anaba, 2023). In service organizations and especially banks, employees' attitude and behavior play an important role in the bank's performance, and employees are the main link between the brand and customers by responding to customers' requests (Lee, Hsiao & Chan, 2019). Today, due to the significant increase in competition among banks in the country, most banks seek to create a unique position for their brand in order to be distinguished from other competitors. One of the most basic concepts related to branding is the creation of brand identity; therefore, having a desirable brand identity can be considered an effective differentiator. The main problem of this research is to identify the factors that influence the creation of brand identity in the banking industry of Iran. Literature The brand identity expresses the ideal characteristics that the brand intends to provide to the customers. In other words, brand identity is what the brand has promised to deliver to the market (Behrozi & Sohrabi, 2022). The visual identity of the brand includes items such as the brand logo, product and packaging, buildings, clothing and appearance of employees, and other such items. A brand logo is a sign that consists of a unique combination of letters, fonts, shapes, colors or symbols, and its purpose is to visually identify the brand (chernev, 2018). Significant increasing of competition in the business domain has led to the boost and growth in establishing, maintaining and expanding brand communication with customers has been growing. On the other hand, the widespread use of information technology in businesses has created new ways to communicate with customers (Farmani, Ghaffari & Zandi, 2020). A sustainable brand identity emerges from the actual organizational identity and the culture in which the brand concept is institutionalized (Andersen et al, 2023). Since the way employees deal with bank customers and the way they provide service to customers and even the way the employees dress and groom their appearance has an impact on how the bank's brand identity is formed (Behrozi & Sohrabi, 2022), therefore internal branding plays an important role in creating brand identity. Clottey, Gyampoh & Anaba (2023) have conducted a research on the effect of brand identity and brand image on fashion entrepreneurs. The findings of the research show that the brand name affects the purchase decision of their customers, and the brand identity increases the awareness of investors and customers and customer loyalty. Also, the effect of brand image and brand identity such as logo, symbol, color and other things significantly affects customer loyalty. Behrozi & Sohrabi (2022) in a research entitled "the role of perceived value and brand identity in improving customers' attitudinal loyalty" investigated 384 customers of Melli and Tejarat banks in Mazandaran province. The results showed that perceived value plays a mediating role in the relationship between brand identity and customers' attitudinal loyalty. Rezaeian & Asgari (2021) in a research entitled "the effect of ethical marketing on consumer repurchase intention with emphasis on the mediating role of brand identity and brand value" studied Digi Kala online store. The results showed that ethical marketing with the mediating role of brand identity variables and brand equity has a positive and significant effect on customers' repurchase intention. Research method This research is applicable in terms of its purpose, and qualitative in terms of execution method, and is a case study type. Field method was used to obtain data, and semi-structured interview tools and in-depth interview sessions were used to collect data. The statistical population of this research was the senior managers of Bank Mellat as experts in the banking industry. 23 of these experts were selected and interviewed by judgmental and snowball sampling methods. MAXQDA 2018 software was used to analyze the content of the interviews. Research findings At the beginning of the analysis, the researcher has started to code the interviews in order to obtain the effective factors on the creation of the brand identity. Primary codes with common meanings are placed together and create concepts, and a category is formed from the combination of several concepts. In the first stage of coding, 130 primary codes were identified; then these codes were categorized into 33 concepts and 10 categories. Based on the analysis, the factors affecting the creation of brand identity in the banking industry (the same categories found) are: goals and strategies, structure and processes, human resource management, organizational culture, internal branding, communication, banking services, financial strength, visual brand identity, and verbal brand identity. Discussion This research was conducted with the aim of identifying the factors influencing the creation of brand identity in the banking industry of Iran. The results of this research are aligned and somewhat consistent with the findings of researchers such as Daneshgar et al, (2020), Yazdanshenas et al, (2022), Sharma et al, (2022), Krishna & Kim (2021), and Chung & Byrom (2021). The goals and strategies that a bank undertakes directly affect the creation of its brand identity. The flexibility of banks' structure can play an important role in a bank's brand identity. The way managers interact with employees is one of the things important in the field of organizational interactions. Organizational culture is defined by concepts such as the attitude and behavior of employees as well as the attitude and behavior of managers. Internal branding activities, focusing on employees, try to introduce the main concepts, essence, values and functions of the organization's brand to them, so that employees can have a correct understanding of their organization's brand. Communication with society and customers, maintaining human values and respect for customers by branch employees, as well as close interaction with customers by managers can strengthen the bank's relationship with its customers. The diversity of banking services and the provision of innovative and high-quality services to customers can create the brand identity of a leading bank. Also, the financial ability to grant large facilities is a factor that explains the bank's brand identity in the society. The tone of the brand in direct and indirect interactions, including the types of advertisements in different media, the type of brand slogan, the way of addressing the society in different media and choosing the right words and expressions, induces the brand identity of a bank to the audience. The characteristics of a bank's buildings, from the extent and number of its branches to the beauty of the facade of the building and the signs of the branches and the interior of the branches, express the visual identity of the bank's brand. Based on the results of the research, it is suggested that banks create their desired brand identity by creating a competitive advantage via focusing on providing services needed by customers and also by improving the level of customer orientation by employees. Strategies such as cost management and the growth of Rial and foreign currency incomes, attracting low-cost bank deposits, facilitating the provision of services to customers are among the important things in creating a professional brand identity for the bank. Improving leadership qualities and knowledge of human resources in managers is also a requirement for creating brand identity in banks. Also, part of the bank's recruitment can be done with new mechanisms with the aim of attracting the country's scientific elites and using them in the direction of innovative and transformational movements in the banking industry. In the field of organizational culture, it is necessary to promote value-oriented behaviors based on concepts such as loyalty and commitment to the bank, customer-orientedness, honesty and ethics in dealing with customers and employees. Implementing various intra-organizational campaigns with the aim of disseminating brand concepts and values, causes employees to participate in brand-oriented issues and reward top employees increases the level of loyalty and belongingness of employees to their bank brand. It is necessary for banks to review their structure and remove and modify redundant parts as much as possible so that processes can be implemented more quickly and agilely. Focusing on the development of digital banking is also one thing that can be effective in creating and establishing a desirable brand identity in banks due to the promotion of issues related to digital transformation. In the field of visual identity, updating the bank's logo and font, significant change in the appearance of the branches, having an identifying color specific to a bank, and using uniforms for employees are among the important things to create a brand identity in a bank. Preparing and communicating a verbal standard for employees to communicate with customers can be effective in improving the brand's verbal identity.

El artículo analiza la evolución del diseño posmoderno en España y su influencia en la construcción de la marca-país, popularmente conocida como el «sol de Miró». En los años del franquismo, España había ocupado una posición generalmente periférica respecto a la modernidad, pero la transición hacia la democracia trajo consigo un ambiente de libertad y marcó el inicio de una explosión creativa. Este periodo de transformación cultural se caracterizó por una actitud de protesta y la búsqueda constante de enfoques innovadores. Los argumentos a favor del «buen diseño» perdieron relevancia frente a una estética de «antidiseño» que rechazaba lo formal y lo conceptual, alejándose del Estilo Internacional que había dominado previamente. Los límites entre el diseño y el arte se fusionaron, considerando al diseñador como un artista en sí mismo. En este contexto, nace la imagen de España como destino turístico, convirtiéndose en un hito en el mundo del diseño gráfico y dejando una profunda huella en la promoción de destinos turísticos a nivel mundial. El objetivo principal de este artículo es explorar la relación entre el diseño posmoderno en España y la creación de su marca-país. Este estudio proporciona un análisis del movimiento posmoderno en el diseño, evalúa los elementos que contribuyeron a la formación de la imagen de marca de España e investiga la relevancia del «sol de Miró» y su influencia en el diseño de otras marcas.

Social media is a potent drive in the modern landscape of organizational dynamics, influencing cultural norms and communication styles. The purpose of this study is to investigate the complex effects of social media on organizational culture and communication. The paper explores how social media platforms have changed communication channels, interaction dynamics, and organizational culture, drawing on a mixture of previous research and pragmatic studies. A quantitative research paradigm was employed and a sample of 140 sample respondents was selected using simple random sampling. The sample respondents were employees at a selected South African Social Security Agency branch in South Africa. The results revealed that Facebook was the most used platform and that employees use social media for both work and non-work related purposes. The study concluded a positive and significant relationship between social media usage and social media enhancing the organizational culture (r = 0.227; p < 0.05). Moreover, the study found no relationship between social media usage influencing employee behavior and social media restrictions impacting employee morale negatively (r = 0.036; p > 0.05). The findings highlight valuable insights on the role of social media and its effect on organizational culture and communication. It is also evident from the results that social media usage presents opportunities and challenges for organizations. Hence, the paper concludes that organizations can use social media to create a communicative, flexible, and resilient organizational culture in digital time by recognizing the dynamics at work and taking proactive measures.

Branding stands as a major component of any business, regardless of its size or commercial drive. It encompasses all efforts leading to the perception of a product, service, or organization in the minds and eyes of the audience or customers. Essentially, branding aims to create and fulfill a promise about a brand. Real-time branding focuses on improving consumer communication by providing brand-relevant information that connects with consumers' lives. Social media serve as an effective tool for this type of branding. The purpose of this study is to develop a model for real-time branding within the context of social media. This research uses qualitative thematic analysis with MaxQDA software. Experts in branding, social networks, and university professors specializing in these fields make up the study's population. They were selected based on the method used to develop the research model. The analysis identifies eight categories and thirty-four criteria essential for real-time branding: (1) timely supply of customer needs, (2) brand image, (3) brand awareness, (4) brand identity based on authenticity, (5) timely response, (6) creating value for customers, (7) customer participation in branding, and (8) an appropriate branding strategy. These categories help to facilitate and to direct real-time branding in companies. Moreover, the study reveals that social media plays a critical role in real-time branding. Market feedback, information sharing, interaction, communication, choosing the right social network, content scheduling, sharing, and production are the dimensions and categories identified for social media in branding. These have also emerged as criteria influencing real-time branding in the proposed model. Aligning the message with the moments expected by the audience and enhancing responsiveness to customer needs are the most effective tasks a brand must undertake. These efforts are crucial for increasing customer satisfaction and promoting customer interaction with the brand, leading to more voluntary cooperation in real-time branding.

Wearable activity tracking (WAT) devices enable consumers to monitor their health and activity levels. Some of these devices can keep track of blood-oxygen levels, temperature, and heart-rate data and became increasingly important during and especially after the Covid-19 pandemic. The increase in popularity of these products led to a surge in competition among WAT brands that needs to find strategic approaches to stand out. Brand equity perceptions add extra value to the brand and is a key differentiating factor in a competitive environment. While the wearables market is expanding rapidly, there is little evidence of consumers’ perceived brand equity and its relation to their purchase of WAT device brands. This study aimed to investigate the effect of consumer-based brand equity dimensions on purchase intention of WAT brands, based on Aaker’s seminal conceptual framework. Data was collected from 487 South African consumers aged 18-56 using a computer-administered online survey guided by a descriptive research design. The path coefficients of the structural model suggest that quality perception, brand loyalty and brand association are significant drivers of WAT purchase intention, whereas brand awareness was not significant. The findings of this study have several theoretical and managerial implications. This study is among the first to investigate the influence of consumer-based brand equity in the context of wearable technology adoption. These results enable WAT brands to optimise their marketing strategy and identify areas of improvement to boost their sales and market share in South Africa and beyond.

UMKM are an important component in the economic structure in Indonesia, because of their significant presence in the economy and provide broad employment opportunities for enthusiasts. However, there are still many UMKM players who do not understand efforts to increase competitiveness, one of which is the need to have a halal certificate and also the importance of branding UMKM products. Therefore, this Student Work Lecture activity aims to be able to contribute to providing halal certification assistance and making banners for UMKM in Sukopuro Village, Jabung, Malang Regency. Assistance activities are carried out using the ABCD (Asset Base Community Developmenet) approach method. The results of this community service activity are assistance in registering halal certification and supporting banners for UMKM.

The purpose of this research is to analyze how digital Tourism on Branding the Mandalika Special Region in West Nusa Tenggara; this investigation uses a descriptive methodology combined with a qualitative approach, as well as previously published literature and online news sources as well as secondary data obtained from related agencies. Most importantly, take advantage of the Nvivo 12 plus program to analyze the data results. The findings of this study indicate that the use of information and communication technology to promote Special Economic Zones through digital tourism, utilizing platforms such as websites, YouTube, Facebook, TikTok, Instagram, and the West Nusa Tenggara Tourism Office website, is a viable strategy for increasing tourism. Indonesian tourism industry. ITDC and National Council of Special Economic Zones websites. Government Regulation Number 52 of 2014 identifies two main focus topics, namely tourism areas and special economic areas, and prioritizes several initiatives. Development management in accordance with statutory regulations. PP Number 40 of 2021 discusses three important things: human resources and infrastructure, two facilities, and SEZ convenience for three commercial organizations. The finding of human resources and infrastructure is considered to be the main driver for branding the Mandalika Special Economic Zone in this policy.

A high volume of information can be provided to users regarding library services by branding Iranian medical libraries and information centers, and the position of libraries can be significantly improved. There is a minimal number of studies in this field in Iran. This study mainly aims to identify key branding components and create differentiation in the context of Iranian medical libraries and information centers (IMLICs). This study was conducted in two steps: (i) the literature on branding in libraries and information centers in reliable databases such as Scopus, Science Direct, Emerald, and Google Scholar was first reviewed, and finally, 33 studies were identified. Four components, such as librarians, services, building, and equipment, as well as technology, were found as important factors in the branding of public and academic libraries. (ii) A semi-structured interview was conducted with 14 managers and heads of libraries of Iranian medical sciences universities. The results showed the most important branding components in ILMIC as librarians, services, buildings and equipment, and technology. According to the results librarians' performance and personality characteristics, dynamization of specialized and general services, paying attention to the architecture of the library building and the installation and use of the equipment, and finally, the intelligent use of technologies and a strategic look at these components will lead to the formation of a positive mental image of Iranian medical libraries in the public mind, increase awareness of their services, and as a result, users' trust, loyalty, and satisfaction. Librarians play an important role in raising the users' awareness, trust, and loyalty toward library services and their branding. Hiring librarians with positive internal and external characteristics can have a positive image of libraries in the users' minds. Providing high-quality services required by users is essential in differentiating and branding libraries and building users' trust and loyalty. Providing virtual services in libraries is essential in promoting branding goals. A unique look at the libraries' architecture helps to create a positive image of libraries and information centers. Well-designing the interior and exterior of library facilities will create a positive mental image among users. Applying the technological equipment alongside the expert staff creates a brand and raises the users' awareness, trust, and loyalty. Empowering librarians in using emerging technologies is an obligation in this era. IMLICs have branding capabilities in the four main components of the library regarding librarians, services, building and equipment, and technology. Development of human resources, services, building and equipment, and technology should be planned so that its output is users' awareness about the library brand and the creation of a positive mental image towards the library function. It keeps the users' trust and loyalty towards the library and finally makes users the ambassadors and missionaries to promote the library via word-of-mouth marketing following their satisfaction.

A city often has certain identifiable ideas or inner values perceived by its inhabitants. Urban branding is rooted in creating and highlighting an identity of diverse values, which always evokes a favorable or unfavorable image in our minds when we hear the name of a city; This image can originate from our interaction with the residents of the city, or from advertisements, etc., and dimensions such as social image (people, behaviors, norms, symbols and rituals of that society), or economic image (level of development), business space, economic capacities, etc.), or the physical image (urban furniture, geographical location, architecture and tourism, etc.) or the image we have of the historical past of that cit. The purpose of this research is to investigate the elements of Iranian Islamic cities in branding a place in the historical context of Shiraz. This research is a descriptive-analytical study and data analysis was done in a descriptive way using TOPSIS multi-criteria decision making models. The method of data collection has been obtained in two forms, through data collection (including books, Persian and Latin articles, theses) and field (questionnaire and field observations). After explaining the indicators related to the subject, a structured questionnaire in the form of a Likert scale was compiled and completed by experts. In this research, 9 elements of the historical context of Shiraz, which are among the building blocks of the Iranian Islamic city, were examined. The findings of the research show that Shah Cheragh ranks first with a priority index of 0.85, Karim Khan Citadel ranks second with a priority index of 0.83, Vakil Bazaar ranks third with a priority index of 0.64, and Madrase Khan ranks third with a priority index of 0.83. have the ninth place in Shiraz's historic place branding. Based on the obtained results, issues related to the pleasantness, stimulation and excitement of the space have had a great impact on creating a favorable mental image. Shah Cheragh is the biggest advantage of Shiraz tourism that visitors can use this special gift by planning and providing suitable environmental conditions. However, extensive destructions and constructions outside the principles of urban planning can cause irreparable damage to this special branding potential of Shiraz. In line with urban branding of Shiraz, a disciplined approach and based on the principles of urban planning, identifying the realities of the society and trying to eliminate obstacles and deficiencies, participation and supervision of stakeholders, participation and cooperation of all influential economic organizations, urban management, organizations Cultural and educational and nongovernmental organizations are essential. [ABSTRACT FROM AUTHOR]

Invented market traditions are practices and memories of the past created by corporations and sustained through consumption. Invented market traditions show how organisations have the potential to reorganise collective memories of the past, creating new mnemonic narratives rather than drawing on existing ones. Materiality provides long-term stability to these narratives. This paper focuses on the institution of Italian breakfast, based on milk, coffee, and convenience bakery products such as biscuits, invented by the brand Mulino Bianco. Biscuits exemplify how commodities imbued with nostalgic meanings can mobilise these invented memories and fold them into social practices. The recurring consumption of biscuits at breakfast, which was marketed as a rediscovery of Italian heritage, created those very nostalgic memories that consumers wanted to remember. Invented market traditions show the social repercussions of organisations' rhetorical work and expose how context plays a role in understanding their success. [ABSTRACT FROM AUTHOR]

Recognizing the vital role of a positive city image in attracting stakeholders, urban officials are increasingly implementing cultural branding strategies to establish and highlight their city's distinct character. Culture, essential in urban development, shapes identity and local economy, encouraging social cohesion and sustainability. According to existing research, strategies for branding places—and cities in particular—through arts and culture include associating them with a famous personality (such as Barcelona's perceived connection with Gaudi), flagship buildings (like Paris with the Eiffel Tower) and hallmark events (as exemplified by Cannes and its Film Festival). The European Capital of Culture awarded annually by the European Union, which associates a city with a good cultural reputation, was a favorable starting point for this research. Fourteen EcoC Bidbooks brought forward by candidate cities bidding for the title within the 2020–2026 time frame were analyzed in order to investigate essential components of city branding. The study delves into aspects such as perceived image of European Capital of Culture candidates, problems behind this perceived image and ideal city image, revealing recurrent themes that define cultural European cities today. In addition, the research identifies new strategies that complete Ashworth's list (such as culture tailored to a particular natural environment, alternative spaces turned into culture hubs, artistic transportation, historical moments and movements, culture gamification, grassroots culture, culture thematization, highlighting the cultures of minorities, cultural fusions and embracing local folklore and mythical creatures). This helps bridge a gap in the specialized literature on cultural place branding. The study's originality extends to the analysis of Ecoc Bidbooks as a sum of cultural branding strategies proposed by the candidate cities. Each Bidbook is in fact a cultural vision of the city under optimum financial circumstances, thereby carrying a significant weight in the realm of research. [ABSTRACT FROM AUTHOR]

A high volume of information can be provided to users regarding library services by branding Iranian medical libraries and information centers, and the position of libraries can be significantly improved. There is a minimal number of studies in this field in Iran. This study mainly aims to identify key branding components and create differentiation in the context of Iranian medical libraries and information centers (IMLICs). This study was conducted in two steps: (i) the literature on branding in libraries and information centers in reliable databases such as Scopus, Science Direct, Emerald, and Google Scholar was first reviewed, and finally, 33 studies were identified. Four components, such as librarians, services, building, and equipment, as well as technology, were found as important factors in the branding of public and academic libraries. (ii) A semi-structured interview was conducted with 14 managers and heads of libraries of Iranian medical sciences universities. The results showed the most important branding components in ILMIC as librarians, services, buildings and equipment, and technology. According to the results librarians' performance and personality characteristics, dynamization of specialized and general services, paying attention to the architecture of the library building and the installation and use of the equipment, and finally, the intelligent use of technologies and a strategic look at these components will lead to the formation of a positive mental image of Iranian medical libraries in the public mind, increase awareness of their services, and as a result, users' trust, loyalty, and satisfaction. Librarians play an important role in raising the users' awareness, trust, and loyalty toward library services and their branding. Hiring librarians with positive internal and external characteristics can have a positive image of libraries in the users' minds. Providing high-quality services required by users is essential in differentiating and branding libraries and building users' trust and loyalty. Providing virtual services in libraries is essential in promoting branding goals. A unique look at the libraries' architecture helps to create a positive image of libraries and information centers. Well-designing the interior and exterior of library facilities will create a positive mental image among users. Applying the technological equipment alongside the expert staff creates a brand and raises the users' awareness, trust, and loyalty. Empowering librarians in using emerging technologies is an obligation in this era. IMLICs have branding capabilities in the four main components of the library regarding librarians, services, building and equipment, and technology. Development of human resources, services, building and equipment, and technology should be planned so that its output is users' awareness about the library brand and the creation of a positive mental image towards the library function. It keeps the users' trust and loyalty towards the library and finally makes users the ambassadors and missionaries to promote the library via word-of-mouth marketing following their satisfaction. [ABSTRACT FROM AUTHOR]

Hospitals use different technological tools to implement corporate communication initiatives and, in this way, improve their relationships with stakeholders (employees, patients, media companies) and build a reputed brand. However, they face different barriers: limited budgets for corporate communication, strict legal frameworks, and stakeholders’ new needs regarding information and emotional support. This paper aims to analyze how the 100 best hospitals in the United States manage smart technologies to promote their brand. To do that, we conducted a literature review about smart hospitals, branding, and corporate communication; and then we defined 34 quantitative indicators to evaluate how the hospitals previously mentioned managed their websites, online newsrooms, about us sections, and artificial intelligence department web sites for reputation purposes. Our results proved that most hospitals respected indicators related to the homepage (8.67/11) but not those referring to online newsrooms (4.44/11) or about us sections (2.66/6). Besides, only 23 hospitals had implemented a department specialized in artificial intelligence that collaborated with external organizations. We concluded that most American hospitals focused their reputation efforts on patients rather than other targets (media companies, employees, suppliers, shareholders); and that these organizations did not integrate enough artificial intelligence projects into their smart branding initiatives. [ABSTRACT FROM AUTHOR]

This article reviews advertising tools and analyzes their importance. The advantages of advertising media have been researched and their characteristics have been provided. Attention is also paid to modern advertising campaign tools that companies use to promote their products and services in foreign markets. With an emphasis on the dynamics of globalization and digitalization, the latest trends and innovations in the field of marketing and advertising are analyzed, allowing to effectively reach target audiences in different parts of the world. Particular attention is paid to how companies adapt their advertising strategies to changing consumer requirements and preferences in international markets and, further, how technological innovations affect the choice of tools for advertising campaigns. Various tools are described, including digital media, social media networks, influencer marketing, contextual advertising, SEO optimization, and other digital channels that currently are at the forefront of advertising activity. There is a strong focus on the interactive and personalized aspects of digital marketing, which provide businesses with the opportunity to build deeper and more emotional connections with their customers. Previously unexplored parts of the general problem are highlighted, in particular, the difficulties of measuring the effectiveness of various advertising tools in international markets and the adaptation of marketing strategies to the cultural characteristics of different countries. The aim of the article is to determine the most efficient modern tools of the advertising campaign for the international market and to develop recommendations for companies seeking to expand their presence abroad; outlining the methodological and practical aspects of the process of managing marketing tools at enterprises. The efficiency of each tool was evaluated on the basis of information obtained from scientific sources, using observational and abstract methods, as well as comparative analysis. Different levels of strategies are considered, along with the main tools for each level. The major performance indicators of the marketing campaign are analyzed in order to determine further directions for improving the campaign. When implementing any marketing campaign in the digital space, digital tools create many opportunities and threats for companies that need to be considered in order to minimize possible setbacks at launch. [ABSTRACT FROM AUTHOR]

The objective of this paper is to emphasize, branding as one of the possible ways to take concrete steps towards reaffirming the local values and traditional knowledge of rural populations in Serbia. Based on information gathered in the field, as well as from existing literature sources, the main goal of this study is to promote products from the Visok microregion. Due to very alarming demographic data, this may be the last chance for revitalizing this region. In this study, we highlighted the following products: Pirot kilim (Pirot rug), Pirot/Stara Planina lamb, Pirot Kachkaval cheese, Stara Planina honey, and Stara Planina potato. Besides agriculture, micr oregion Visok also has exceptional tourist potential. The conclusion of this paper emphasizes that the only viable path to revitalization is through planned investment. Such investment would facilitate the development of local infrastructure and help restore the population, thus enabling the creation of sustainable development. [ABSTRACT FROM AUTHOR]

The nomenclature of a subject matter represents the inherent characteristics and attributes of an item. In the context of the food sector, there exists a strong correlation between the name and commercial impact of a particular product. The choice of the name of a product names is significant for purposes of branding and marketing. Nevertheless, some parties combine illegal and permissible elements in the process of choosing product names, such as “hotdog”, “beer”, and others. The combination of brand names for halal products has become a subject of contention among Muslim scholars and customers, due to the ambiguity surrounding their halal status. This study examines the legal and Islamic implications of associating a halal product with a name that imputes prohibited elements from the perspective of the evidences found in al-Quran and hadith and the country's halal regulatory framework and the Shariah as a whole. Library research and content analysis are employed as methodologies to obtain relevant information on the subject matter of this research. The results of this study indicate that the definition of halal, as outlined in the halal legislation of this country is limited and is only restricted to food ingredients, products and services. Further, there exists a loophole in the powers conferred upon the relevant agencies to ascertain the suitability of the nomenclature to be in accordance with the principles of the Shariah, thereby ensuring adherence to the concept of halalan tayyiban in its entirety for each halal product. [ABSTRACT FROM AUTHOR]

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El desarrollo del Branding es un proceso estructural, multidisciplinario, intencional y ordenado para cualquier negocio que desee mantenerse en un mercado con demanda, así, la implementación de estrategias de Branding repercute en el fortalecimiento de la marca, tanto para posicionarse en el sector y diferenciarse de sellos similares. Así, se busca saber ¿qué posibilidades tienen los artesanos para desarrollar una marca sobre su producción artesanal? Los resultados pertenecen a una investigación etnográfica de corte descriptiva realizada de abril a noviembre de 2023. El objetivo del artículo es discutir el impacto de estrategias mercadológicas y comunicativas en las artesanías populares.

Este artigo apresenta um estudo de caso sobre o processo de desenvolvimento da identidade visual para a OASIS – Organização de Apoio e Solidariedade para a Integração Social – instituição com mais de trinta anos de existência, localizada em Leiria (Portugal). Com o intuito de compreender as abordagens, processos e significados inerentes na construção da marca OASIS, procuramos ainda perceber como a implementação de uma identidade visual pode contribuir para a criação de valor em organizações sociais desta natureza, marcadas por um forte sentido de envolvimento comunitário. Desenvolvida em 2023, a identidade visual foi criada com o intuito de atualizar a linguagem comunicacional da instituição, refletindo o seu posicionamento, missão e valores. Para além de procurar incidir o olhar sobre o processo, os significados e os recursos utilizados na conceção, este trabalho visa ainda analisar o impacto percebido na implementação da marca. A conciliação de diferentes estratégias qualitativas, bem como o recurso a pressupostos da Semiótica Social e do Discurso Multimodal da Marca, permitem o foco nas possibilidades de intervenção do design de comunicação em organizações sociais e da perceção da sua prática como um importante elemento promotor de mudança social.

The competition of entrepreneur-based private universities in Makassar City is very competitive. Some universities present entrepreneurship as additional learning on campus, but there are also those who make it a course. This is driven by fierce job competition, where companies want employees to have attractive and superior characteristics. This factor will affect the loyalty of customers. The purpose of this study was to find out what strategy STIE Ciputra used in branding itself as an Entreprenaurship-based private university in the city of Makassar. The research data was obtained by making observations and interviews with the Head of STIE Ciputra Makassar where the author concluded that there are 2 strategies used by STIE Ciputra, namely above the line and also below the line to introduce STIE Ciputra to the wider community besides that the division of roles carried out by the leader is very helpful in managing the branding strategy.

Este estudio analiza la campaña «Colombia, el país de la belleza» lanzada por el presidente Gustavo Petro en 2023. Se examinan los videos de la campaña en Facebook, Instagram y YouTube, y se analizan las reacciones de los usuarios. Para ello, se realizó un análisis de contenido de los videos de la campaña, incluyendo la producción y significancia del mensaje, la cartografía del escenario (eje narrativo escrito, sonoro y visual), la atención y propagación del mensaje, y el proceso de comunicación (temáticas abordadas, cadena de mensajes, correlación con hechos paralelos). Como conclusión se establece que los videos de la campaña fueron una herramienta efectiva para lanzar la iniciativa y generar un impacto positivo en la imagen de Colombia. Además, la campaña se enfocó en un mensaje positivo y emocional, sin entrar en polarizaciones ideológicas. En este caso, se establece que la ideología política juega un papel secundario en este tipo de campañas de marketing territorial, pero sigue siendo el marco de referencia para la construcción de los mensajes.

Este artigo retrata a experiência de alunos e professores no projeto de extensão do curso de Design da Universidade Federal de Santa Catarina - UFSC com o Núcleo de Odontologia Hospitalar (NOH) do Hospital Universitário da UFSC no desenvolvimento do branding do Núcleo, visando melhorar a comunicação e a imagem do trabalho realizado por ele. Foi aplicada a metodologia TXM (Think, Experience e Manage) para a criação de uma identidade visual e verbal e de estratégias para que essa seja aplicada de forma eficaz nas metas estabelecidas pelo NOH. Ainda foi desenvolvido o brandbook da marca, com orientações sobre sua identidade e guias para a aplicação. Também foi realizado um treinamento com a equipe do NOH sobre a identidade da marca e a criação de artes para postagens, de forma que os canais de comunicação do Núcleo possam ser mantidos seguindo os parâmetros estabelecidos por este projeto.

The aim of this paper is to give an overview of the state of content marketing (CM) in Hungary, its application and whether it is worth examining the effect of CM on the Brand Asset Valuator (BAV) and brand experience (BX). To investigate these issues, the author conducted individual interviews with twelve online marketing and content marketing experts in 2022. Based on the research results, it can be stated that the Hungarian practice of content marketing is typically at an initial stage, the attitude of the management of the companies is inappropriate and there are often resource limitations. According to the experts, examining the effect of CM on BAV and BX is generally relevant and reasonable. The results confirm the connection between content marketing and branding and its controlling is an important academic research area and a business issue that requires further study.

The increased involvement of the private sector in building sustainable communities is often met with skepticism from sustainability experts and academics. Although environmental experts and engineers may wish to focus on the technical design features and green rating of such projects to validate their sustainability, data are sometimes lacking, and social scientists may criticize projects’ social impacts and portray them as greenwashing sustainability. More holistic and evidence-based attempts are needed to understand post-occupancy performance in a way that targets the core obstacles to sustainability. This paper investigates the fundamental challenges of the market model of sustainable neighborhoods by using a qualitative post-occupancy evaluation method. We map core controversies through the lenses of different actors and ask how such challenges can be addressed in future developments. We interviewed 46 actors in The Sustainable City—a 590-unit residential development in Dubai. Through inductive analysis, we mapped five central controversies: The Branding Controversy; The Innovation Controversy; The Behavior Controversy; The Governance Controversy, and The Market Controversy. Such controversies appear fundamentally associated with the performance of privately developed sustainable neighborhoods. We present recommendations to resolve such controversies in future developments, including the clearer communication of goals and behavior expectations to residents, the ongoing education of residents, careful testing of technologies, the necessary steps by developers and local municipalities to promote affordability and equity, and resident representative committees in order to enhance civic agency.

Abstract The main purpose of this research is to develop a native model of social media marketing for online stores, so the current research is in the scope of developmental research. The statistical population of this research included 10 marketing experts and university professors who were selected purposefully and non-randomly, based on reaching theoretical saturation. A semi-structured interview was used to collect data. The data obtained from the interview was done in three stages of open coding, central coding and selective coding through database theory. Max QDA version 20 software was used for data analysis. From all the indicators obtained from the qualitative analysis of 10 interviews, 11 categories and 52 indicators have been used to formulate the native model of social media marketing of online stores. The result of data analysis has been presenting a paradigmatic model including six components of causal conditions (information and communication technology, time management and cost management), background conditions (infrastructure of online stores), intervening conditions (sanctions and economic problems, and risk management), strategies (use of expert manpower and the use of influencers), the central phenomenon (social media marketing), and consequences (sustainability in the use of social networks, special value of the brand). A number of indicators were also identified for each of the identified main categories. Extended Abstract Introduction The most important event that happened after the development of social networks in the world is a topic called business in social networks, which has many advantages from the point of view of both commercial companies and customers (Iacovou, 2021). Social business has a structure based on social networks, where each business center or each customer is a node of the network (Jacobson, Gruzd & Hernández-García, 2020). Social media marketing has an impact on various aspects of customers' behavioral tendencies, such as brand loyalty and brand trust; therefore, it has been paid highly attention by researchers as well as business owners (Yazdani Kachuei, Korhani, & Kosari, 2022). Online stores have emerged in the country's business environment for more than a decade and have experienced relatively rapid growth. On the other hand, with the expansion of the Internet and especially smart phones inside the country, the desire of customers to buy from online stores has also increased. However, a large part of online stores in Iran have not been able to convince a large part of customers to buy online, and one of the reasons is the lack of an effective online marketing program in most of the online stores in the country. The results of this study can provide opportunities for business leaders to find new ways to use social media to engage their customers, which can lead to job creation and improve the economic situation, and contribute to social change. Therefore, the current research was conducted with the aim of developing a local model of social media marketing for online stores with a qualitative approach. The main question of the current research is: what dimensions and components does the local social media marketing model of online stores include? Theoretical framework Social media provides a two-way communication channel between companies and their customers, and is changing the way by which businesses market their goods and services to their customers (Morales, Sosa-Fey & Farias, 2017). A common business problem is that business leaders are not using social media to improve customer engagement, resulting in lost potential profits. A specific business problem is that some business leaders lack social media marketing strategies to increase customer engagement (Islam, Rahman & Connolly, 2021). The past decade has seen the development of complex, diverse and intensified interactions between companies and their customers through the use of social media. On one hand, companies use social media platforms to expand geographic reaching to buyers, strengthen brand evaluations, and create closer relationships with customers (Creevey, Coughlan & O'Connor, 2022). On the other hand, customers are increasingly empowered by using social media and controlling the marketing communication process and are becoming creators, collaborators, and interpreters of the messages sent by business companies. Alrawad et al, (2023) conducted a study titled customers' perception of the advantages and risks of online stores. A total of 558 participants in three countries (Jordan, Saudi Arabia and Kuwait) were selected as samples. The results showed that among the types of risks examined, only three had a significant impact on customers' purchase decisions: financial risk, information risk, and privacy risk. Regarding the moderating role of demographic variables, the analysis showed that previous experience has a significant moderating effect. Liu, Wang, Zhang & Qiao (2023) conducted a study on the effects of social media marketing activities on the travel behaviors of Generation Z in the tourism industry. The statistical population and the studied sample include 384 female tourists. The results showed that generation Z tourists were more sensitive to the four characteristics of social media marketing activities (entertainment, stylishness, interaction, and word of mouth) when choosing destinations, and were more willing to pay more to visit than others. Yazdani Kachuei, Korhani, & Kosari (2021) conducted a study entitled Investigating the impact of social media marketing on brand loyalty with the mediating role of trust and brand equity in the banking industry. 384 acceptable samples were collected by simple random sampling. Research results shows that social media marketing has an effect on brand loyalty with the mediating role of trust and brand equity, that is, if the bank tries to create content in the virtual space and through it they can attract the attention of the audience in those platforms and encourage readers to share It among the social media, as a result, the loyalty of the bank's customers will be improved. Methodology This research is in the field of developmental-applicable in terms of purpose, and it is a qualitative-exploratory research method, which, by means of the qualitative approach of dimensions, components and indicators effective on social media marketing, is identified and design a research model. To design the model, a group of social media marketing experts, online store managers and social media marketing managers have been selected and interviewed. The reason for choosing this community is the dominance of experts on the concept of marketing and knowledge of its status, and having experience and knowledge and responsibilities related to social media marketing and increasing sales in online stores. Therefore, sampling has been done using the snowball method. The sampling of experts in this research has been carried out until the discovery and analysis process reaches the theoretical saturation point; by conducting 10 interviews. In this research, database theory was used for data analysis. In this regard, the content of the interviews was conducted in three stages of open coding, central coding and selective coding. Data analysis in the qualitative section has been done using Maxqda v.20 software. Discussion and Results In the research process, after collecting data and analyzing and interpreting them, it is time to present the model, conclusion and summarizing the research. In the first step, by examining the current situation, the obtained data are classified into 6 main categories. According to the professors and experts, all indicators obtained from the qualitative analysis of 10 interviews; including 11 categories and 52 indicators, have been used to formulate the native model of social media marketing for online stores. Based on the secondary coding results of the research, the indicators of considering sufficient capital to start a business, the costs of supplying goods and various items, SEO, site design and optimization and etc., producing trust in the internet and virtual space, providing comprehensive and complete information in the case of store products as contextual categories, information and communication technology, time management and cost management as categories of causal conditions, indicators of widespread advertising in social networks, providing after-sales services (providing services before, during and after purchase), long-term strategy or planning (rather than considering short-term and temporary profits), planning to publish content on social networks, listening and interacting with customers (by receiving comments, opinions and complaints from customers), analyzing marketing performance as the central phenomenon category, the use of expert manpower and the use of influential people (influencers) as the category of strategies and actions, sanctions and economic problems, and risk management as the category of intervening conditions, indicators of brand awareness, brand association, perceived quality, brand loyalty, repetition of virtual purchases, fanatical shopping behavior, reduction of search time and continuous use of social network, positive word-of-mouth advertising, customer satisfaction were selected as the categories of outcomes in developing the local social media marketing model of online stores. Conclusion These findings show that if the native social media marketing model of online stores is formulated correctly, it can have a positive effect on the buying behavior of customers; a problem that has already been mentioned by many researchers (Chatterjee & Kar, 2020; Creevey, et.al, 2022; Harb, et.al, 2019; Nian & Sundararajan, 2022). It is recommended that in other researches, the effect of endorsement by famous people to brand online stores should be investigated separately. It is suggested to evaluate the impact of economic sanctions on the performance of domestic online businesses in a separate research format. It is suggested to develop a model related to social media marketing of online stores using metacombination method in future researches.

The low marketing literacy of MSMEs in Kaliombo Village, Pekalongan Regency, has resulted in low marketing activities such as packaging, product branding, and digital marketing. Apart from that, the literacy of MSME actors in the Village regarding halal products is still low, so they require readiness for the marketed products to comply with Government Regulations regarding Halal Product Guarantees. This government regulation requires that all products traded are halal so that they enter the halal ecosystem. This community service is carried out with training and mentoring activities to increase literacy regarding the importance of branding, packaging, digital marketing, and halal-haram to prepare MSME residents of Kaliombo Village to face competition in the market and enter the halal ecosystem. This empowerment includes socialization and assistance regarding concepts, uses, and how to apply branding, packaging, digital marketing, and halal-haram to the Kaliombo Village community farmer groups. This empowerment has an impact on increasing the competitiveness of MSMEs through optimizing brand design, packaging design, creating and developing social media accounts, and preparing to self-declare for halal certification permits for MSMEs.

The ability to innovate is by itself a source of soft power. For a particular country, innovative and quality technologies and technological products are a source of external admiration and self-confidence for its own citizens. The de facto country brand has always been built around technology as far as it has the ability to self-perpetuate and enter the daily life of the external audience with the notable condition that said technology is positively and consciously associated with a particular country.

The World Customs Organization recommends that national customs prioritize branding and reputation management. In Ukraine, the customs authorities have been consistently ranked as one of the most corrupt sectors of public life, leading to negative perceptions. The article discusses the various factors that affect the public perception of customs, such as how the institution portrays itself and how it is perceived by the media, stakeholders, and the general public. Evidence suggests that the perception of Ukrainian customs authorities has improved slightly due to their effective response to the wartime challenges and their success in aligning with EU customs legislation. In addition, Ukrainian customs has recently significantly strengthened its reputation management through media and social networks, close cooperation with stakeholders, and taking an active public stance. However, the reputation risks remain incredibly high.

The possibility of leveling the risks of introducing digital labeling of jewelry is of significant interest at the current stage of functioning of the state integrated information system in the field of turnover of precious metals, gemstones and articles made of them (GIIS DMDK). In accordance with the current legislation, digital transformation is actually already registered at all enterprises in this field, starting from mining and refining and ending with the sale of jewelry. The accumulated experience and the scheme of implementing digital accounting should be considered when improving the system of turnover of precious stones and metals within the EAEU countries that have signed a cooperation agreement, therefore it is logical to analyze the problems in this area. From the authors’ point of view, the planned tasks of the next stages of implementation of the GIIS DMDK system require clarification, in particular, labeling and building new business models on its basis. The article offers an analysis and justification of various options for solving these problems of expediency of practical application, reducing the risks of rejection of labeling by participants in the precious metals and gemstones turnover and achieving the expected effect.

The severe decline in the number of Eumetopias jubatus (hereinafter – Steller sea lion) almost throughout the entire range has drawn the public attention to monitor the abundance and increase in research activity of the species. In Russia, such a study has been conducted regularly since the early 2000s. It includes range-wide population surveys in the Russian Far East, marking newborn pups and monitoring their survival, movements, and reproduction success. In the first decade of the XXI century, observers conducted direct observations on rookeries during the breeding season. Since 2011 a novel survey method has been used, using custom-made autonomous high-resolution remote cameras, which have been taking images of the rookeries all year round. In 2013, six remote-camera units were installed in the Magadan State Nature Reserve (Russia) at the rookery of the Steller sea lion located on Matykil Island. The cameras gathered images during day time every 5–30 min. Maintenance of the photo recorders was carried out once per year in the summer period. A total of 721 927 photographs were collected during eight years of the surveys. Of them, 60 632 photographs were manually analysed in this research. It was found that the Steller sea lions use the rookery throughout the year, with the exception of March when a dense and wide ice cover in the study area prevents the Steller sea lions from reaching the shore of Matykil Island. During the year, two peaks of the Steller sea lion population abundance were observed, namely summer and, with a higher number of individuals, in autumn. In summer, females predominate on the rookery, while in the autumn-winter period, young animals (mainly males) and mature (8+ years) adults. In winter, the number of Steller sea lions was low on the shore. We have seen branded Steller sea lions on Matykil Island from all rookeries in the Russian Far East, with the exception of animals born on the Commander Islands. The highest number of migrant Steller sea lions appears in the autumn period, and it is represented mainly by young animals (1–3 years old) and semi-adults (males aged 4–7 years). In general, the data obtained from images collected by remote cameras during the entire year provided a detailed picture of the rookery used by Steller sea lions during the entire annual cycle of their life and monitored the seasonal population dynamics, the sex and age composition of animals on the shore, and the reproductive success of marked Steller sea lions. Currently, the use of autonomous remote cameras remains the only available method of year-round monitoring of the state and habitat use of hard-to-reach remote Steller sea lion's rookeries.

Purpose – The purpose of this research is to explore which keywords are most relevant and valuable to a particular audience or industry. This study is aimed primarily at reviewing the short history of brand activism from the marketing literature and conduct keyword analysis related to the concept of brand activism. Design/Methodology/Approach – Keyword co-occurrence analysis was conducted to achieve the study’s primary goal of establishing a conceptual review of the brand activism term and providing a map of brand activism literature for future authors. In conducting keyword co-occurrence analysis, the term “brand activism” was searched in the Scopus database and 30 related articles were found. The dataset of those articles was downloaded and analyzed using the VOSviewer program and map-based bibliographic data, resulting in the mapping of keyword co-occurrences of the dataset. Findings and implications – Following the analysis, clusters were generally grouped under brand activism, protests and negative bias, activist advertising and sports, disapproval of brands, companies and orders, and brand. Clusters 1 and 6 include the keywords brand and brand activism. Brands that support or take a stand for social justice, social change, and freedom of speech would gain credibility and improve their image with consumers. Limitations – The literature regarding brand activism can be considered a limitation because the number of articles related to this topic is relatively low. Originality – This research study clarifies the nature of brand activism, pointing out that brand activism can help companies develop holistic bonds with their customers while inspiring brand loyalty along with consumer advocacy.

The aim of the article is to study the problems of territory branding in the scientific works of domestic and foreign scholars. The research methodology is based on bibliometric analysis, which allows accumulating an array of publications on a particular topic and processing it. For data collection, the Web of Science scientometric database was chosen. After applying a number of criteria – the choice of subject area, type of publications, language and year of publication – 948 papers between 2000 and 2023 were selected for final review. Valuable results obtained on the basis of the study include the following. Firstly, the authors’ publication activity stabilized and began to grow gradually in 2000, during the 1990s only 12 works were published. In 2021, the authors published the most – 113 works, and the highest level of citations was reached in 2023. Thus, the article by C. Fornell of 1981 was mentioned 72 times, the article by K. L. Keller of 1993 – 64 times, the publication by J. F. Hair of 1998 – 60 times. The composed chronology of citations in the analyzed scientific publications made it possible to trace the order of joint citation of literary sources. Thirdly, scholars from China, the United States and Great Britain show the greatest interest in the topic under study. Their joint scientific achievement makes 35% of the total number of analyzed publications. Fourthly, the words «branding» and «brand», «marketing», «destination» and «place» are often used both in keywords and in the titles of articles. Fifth, half of the analyzed articles meet at least one Sustainable Development Goal. The eleventh (Sustainable Cities and Communities), ninth (Innovation and Infrastructure) and third (Good Health) goals are most often reflected. Sixthly, Ukrainian scholars have published 13 articles on the topic of territory branding, which indicates interest in this topic and the presence of development potential. Further research will be aimed at deepening the typology of approaches to determining territory branding strategies.

Hospitals resort to different initiatives to build their brands, including media relations, events, and marketing campaigns. However, they face several challenges related to legal frameworks, patients’ new demands, and hospitals’ digital transformation. This paper analyzes how the best hospitals in France manage smart technologies to enhance their relationships with stakeholders and reinforce their brands. We resorted to the World’s Best Hospitals 2023 to identify the 150 best hospitals in this country. Then, we defined 34 branding indicators to evaluate how each hospital managed smart technologies for branding purposes. We adapted these criteria to different platforms and targets: homepage (patients), online newsroom (media companies), About Us section (suppliers, shareholders, and public authorities), and artificial intelligence department (employees). When analyzing these criteria, we resorted to a binary system and only considered hospitals’ official websites. Our results proved that 98% of hospitals had a website, but not all respected the criteria related to the homepage (4.54 of 11), online newsroom (2.52 of 11), or About Us section (1.56 of 6). The best hospitals in France, according to the number of criteria respected, were Institut Curie-Oncology (20), Institut Gustave Roussy–Oncology (19), and Hôpital Paris Saint-Joseph (19). We concluded that French hospitals should implement collective branding processes that include all stakeholders, not just patients: media companies, public authorities, suppliers, shareholders, and employees. Moreover, these organizations should implement an in-house artificial intelligence department that leads a digital transformation from a medical, branding, and communication perspective. Finally, French hospitals’ branding efforts on smart platforms should focus more on content about the brand so that stakeholders understand the uniqueness of these organizations.