Browsing by Subject "branding"

Now showing 1 - 10 of 10
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    2005 Art Meander: Market Identification & Event Enhancement
    (University of Minnesota Tourism Center, 2005) Salk, Raintry J.; Schneider, Ingrid E.; Monson, Verna
    The purpose of this project was to assess visitor perceptions of the Meander and understand their interest in cultural/heritage travel.
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    Branding Guidelines: North Saint Paul
    (Resilient Communities Project (RCP), University of Minnesota, 2013) Boraas, Elise
    This project was completed as part of the 2013-2014 Resilient Communities Project (rcp.umn.edu) partnership with the City of North St. Paul. As part of a re-branding initiative, the City of North St. Paul was interested in developing a new logo. Project lead Laurie Koehnle worked with students in GDES 3352: Identity and Symbols, to develop designs for a new city logo. This is one of 7 logo design proposals completed through this course. The student's final proposal and presentation are available.
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    Branding Standards Manual North Saint Paul
    (Resilient Communities Project (RCP), University of Minnesota, 2013) Radke, Emma
    This project was completed as part of the 2013-2014 Resilient Communities Project (rcp.umn.edu) partnership with the City of North St. Paul. As part of a re-branding initiative, North St. Paul was interested in developing a new logo. Project lead Laurie Koehnle worked with students in GDES 3352: Identity and Symbols course to develop designs for a new city logo. This is one of 7 logo design proposals completed through this course. The student's final proposal and presentation are available.
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    North Saint Paul Brand Standards
    (Resilient Communities Project (RCP), University of Minnesota, 2013) Lindorfer, Max
    This project was completed as part of the 2013-2014 Resilient Communities Project (rcp.umn.edu) partnership with the City of North St. Paul. As part of a re-branding initiative, North St. Paul was interested in developing a new logo. Project lead Laurie Koehnle worked with students in GDES 3352: Identity and Symbols, to develop designs for a new city logo. This is one of 7 logo design proposals completed through this course. The student's final proposal and presentation are available.
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    North Saint Paul Branding Guidelines
    (Resilient Communities Project (RCP), University of Minnesota, 2013) Nguyen, Emi
    This project was completed as part of the 2013-2014 Resilient Communities Project (rcp.umn.edu) partnership with the City of North St. Paul. As part of a re-branding initiative, the North St. Paul was interested in developing a new logo. Project lead Laurie Koehnle worked with students in GDES 3352: Identity and Symbols course to develop designs for a new city logo. This is one of 7 logo design proposals completed through this course. The student's final proposal and presentation are available.
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    North Saint Paul Graphic Standards Manual
    (Resilient Communities Project (RCP), University of Minnesota, 2013) Blong, Kathryn
    This project was completed as part of the 2013-2014 Resilient Communities Project (rcp.umn.edu) partnership with the City of North St. Paul. As part of a re-branding initiative, North St. Paul was interested in developing a new logo. Project lead Laurie Koehnle worked with students in GDES 3352: Identity and Symbols, to develop designs for a new city logo. This is one of 7 logo design proposals completed through this course. The student's final proposal and presentation are available.
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    North Saint Paul Standards Manual
    (Resilient Communities Project (RCP), University of Minnesota, 2013) Nygren, Laura
    This project was completed as part of the 2013-2014 Resilient Communities Project (rcp.umn.edu) partnership with the City of North St. Paul. As part of a re-branding initiative, North St. Paul was interested in developing a new logo. Project lead Laurie Koehnle worked with students in GDES 3352: Identity and Symbols, to develop designs for a new city logo. This is one of 7 logo design proposals completed through this course. The student's final proposal and presentation are available.
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    North Saint Paul: Graphic Standards and Branding Guide
    (Resilient Communities Project (RCP), University of Minnesota, 2013) Schweitzer, Jacinda
    This project was completed as part of the 2013-2014 Resilient Communities Project (rcp.umn.edu) partnership with the City of North St. Paul. As part of a re-branding initiative, North St. Paul was interested in developing a new logo. Project lead Laurie Koehnle worked with students in GDES 3352: Identity and Symbols, to develop designs for a new city logo. This is one of 7 logo design proposals completed through this course. The student's final proposal and presentation are available.
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    Paradox Brands: Can Brands with Contradictory Meanings be More Appealing to Consumers?
    (2019-05) Rodas, Maria
    One of the most important tenets of brand strategy is that successful brands have a clear and distinct focus, devoid of any contradictory or conflicting elements. This belief originated with the introduction of the Unique Selling Proposition, which states that successful branding involves a single, clearly expressed claim (Reeves 1961). Over time, it became firmly established as marketing embraced the concept of positioning, where brand managers were taught that successful brands occupy a clearly defined, relatively simple, and unambiguous position in their categories (Trout and Ries 1986). However, as brands and markets evolve over time, there is often a need to expand the meanings associated with brands to sharpen their differentiation versus other brands, appeal to new consumer segments, and resonate with changes in cultural values and consumer tastes (Keller 1999). At times, these new meanings add elements that are contradictory to each other. For example, Land Rover positions itself as both rugged and sophisticated, bridging luxury and hardworking functionality (Adweek 2013). Clearly, the notion of ruggedness and hardworking is contradictory to the notion of sophisticated and luxury. Yet, I find across two essays that this inherent contradiction in the brand need not be viewed negatively, and such a brand can be very successful in the marketplace. Thus, my dissertation challenges the long-held assumption that brands with clear and consistent brand meanings are more appealing to consumers. Specifically, I show across ten studies that certain consumers actually prefer brands that incorporate contradictory meanings, which I refer to as paradox brands. I present individuals with descriptions of brands that include a set of brand personality traits or brand values. These elements are contradictory to one another in the case of a paradox brand (e.g., personality traits: rugged and sophisticated) or consistent with one another in the case of a traditional non-paradox brand (e.g., personality traits: rugged and outdoorsy). I then assess individuals’ evaluation of the given brand, and find that paradox brands are often evaluated more favorably than non-paradox brands. My dissertation consists of two essays, which examine two potential conceptual frameworks that might explain how people respond to brands with contradictory brand elements. The first essay examines the effect of dialectical thinking on the evaluation of paradox brands. Across seven studies, I find that consumers who embrace a dialectical style of thinking, and are thus more comfortable with contradiction, evaluate paradox brands more favorably than non-paradox brands. I find that this is because paradox brands fit well with their style of thinking, resulting in more favorable evaluations for paradox than non-paradox brands. The second essay looks at bicultural consumers and examines the effect of cognitive flexibility on the evaluation of paradox brands. Across three studies I find that bicultural consumers evaluate paradox brands more favorably than non-paradox brands, and that this is driven by their higher levels of cognitive flexibility.
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    Philanthropy as Gendered Global Governance: Philanthrocapitalism, Branded Citizenship, and the Selling of Corporate Social Responsibility
    (2014-07) Schowalter, Dana Marie
    Every decade since their inception in the 1940s, the United Nations and the World Bank have advocated for increased investments in educational opportunities for women and girls, claiming that education is necessary for the development of full personhood (Jain, 2005). A series of studies funded by Goldman Sachs and the Nike Foundation during the mid-2000s offered a different perspective on investments in women's education: instead of arguing that education is important to human development, these corporations argued that women's education was important to markets and profits. World Bank President Robert Zoellick called this renewed push for gender equality "smart economics" and incorporated this reasoning into global education policy. My dissertation develops the argument that this form of corporate social responsibility (CSR) expands the neoliberal paradigm (the process of privatizing and creating market incentives for services previously provided by the state) by relegating efforts to achieve gender justice to the private sector, where they serve corporate profit-making agendas over those of social justice.In my dissertation, I theorize global CSR partnerships and the financialization of women's lives and argue that recipients of corporate aid are defined as valuable insofar as they are vehicles for corporate profit. I show how corporations use these campaigns to add value to their brands in two ways. First, they construct global networks of business and government officials when they launch global philanthropies and later rely on these networks to obtain profitable business contracts in developing nations. Second, they rely on coverage in mainstream and social media to increase brand value among consumers in first world nations. Media are central to this project as they are vital to the construction and dissemination of definitions about the appropriate roles for women in a society; as such, my dissertation strives to show how media contribute to the construction of citizenship for women and girls in the Global South.