Do You See the Signs? Evaluating Language,Branding, and Design in a Library Signage Audit

Signage represents more than directions or policies; it is informational, promotional, and sets the tone of the environment. To be effective, signage must be consistent, concise, and free of jargon and punitive language. An efficient assessment of signage should include a complete inventory of existing signage, including an analysis of the types of signs, its location, language, and its design. This article outlines the steps involved in a comprehensive signage audit, which along with a literature review, provides the foundation for creating a signage policy, best practices guidelines, and a branding strategy for future signage.     

Milk,Modernity and the Making of the Human

Branding is an economic and cultural process. Branding endows goods and services with value which corporations protect as their intellectual property, enabling brands to support share prices and be traded as assets in takeovers and mergers, at the same time as they serve to differentiate products competitively in the marketplace. Yet this ‘brand value’ depends on cultural perceptions of the meaning and worth of a brand. More than the unique image or positioning of a brand being maintained relative to others of its kind, such perceptions may involve the expressive and emotional attachment of consumers, and this may be very widely shared. This paper argues that, with certain brands, such shared attachment can occur on a national basis, so that they become symbols of national belonging. Whereas consumers attribute a putative foreign national origin to some global brands – for example, Harley-Davidson is unequivocally ‘American’ – they relate to other brands as expressive of their own national origin. This identification often persists even when national brands are taken over by global corporations, since the brand's association with the nation is a major dimension of its value, or the ‘brand equity’ which the new global owner has paid for, and intends to capitalise upon. The paper examines instances in which this has happened in Australia, such as the traditional brand Vegemite, long ago acquired by Kraft, and also cases where the Australian associations of a brand have been exploited in establishing its global identity, notably Foster's Lager.     

‘Africa's Tournament'? The Branding Legacy of the 2010 FIFA World Cup™

In 2010, South Africa became the first country on the African continent to host the FIFA World Cup. Crucially the hosting of such a prestigious tournament was seen as a chance to prove that this developing nation could host an event of this magnitude as efficiently as the developed economies who had hosted the previous editions of the event, such as Germany in 2006 and Korea and Japan in 2002. Significantly though, this flagship event was also promoted by FIFA as ‘Africa's Tournament' with South Africa encouraged to share the identity and success of 2010 with the entire African continent. Based on the findings from in-depth interviews conducted with event and destination stakeholders from national and regional South African Government departments, this article explores the 2010 tournament as a branding opportunity that was used to promote both the continent of Africa as well as the South African nation. Expanding upon previous studies in this area the challenges and successes of hosting the 2010 World Cup are examined as is the role of mega-events such as the 2010 FIFA World Cup in generating a nation and continent-wide branding legacy. Stakeholders specialising in sport event management, tourism, operations and communications reflect on the branding and exposure for both Africa and South Africa achieved as a result of the event and the degree to which this was coordinated and co-created between various stakeholders. Insights are also given as to the degree to which the branding gains achieved during the event have been leveraged post-2010. As such, this article offers an original socio-historic perspective on existing studies examining the impact of the 2010 tournament.     

‘Hottest brand,coolest pedagogy’: approaches to corporate branding in Singapore's higher education sector

This article examines the corporate branding efforts of Singapore's publicly funded higher education institutions within a context of neoliberal marketization. Adopting a discourse-analytic perspective, it examines the kind of branding approaches employed by Singapore's universities and polytechnics, and how these approaches are realized discursively in their brand artefacts. Three main approaches are identified and discussed. Referred to as (i) characterizing the brand; (ii) positioning the brand and (iii) personalizing the brand, they are constituted by a variety of language devices and discursive strategies such as positive evaluation, colloquial language and the use of particular metaphors, and represent a spread of approaches ranging from the more fact/reason-based to the experience/emotion-oriented. While the institutions employ a range of approaches, the findings of the analysis suggest that experience/emotion-oriented approaches are better elaborated in the artefacts, and gaining traction in the sector as a whole.     

基于RMP分析的民族县域景区旅游口号设计——以金秀滴水河景区为例

以RMP分析作为理论指导,对滴水河景区的资源、市场和产品状况进行了梳理与概括,并据此设计出一系列短小精悍、朗朗上口、便于记忆的旅游口号,从而在建立独特鲜明的民族县域景区形象、增强市场吸引力与号召力、促进景区宣传等各方面起到了积极的作用。     

Working practices in Thai independent film production and distribution 1

Abstract

In the late 1990s, independent Thai films became a new burgeoning industry, with the beginnings of international recognition. Taking three case studies, Apichatpong Weerasethakul’s Mysterious Object at Noon (), Thunska Pansittivorakul’s Voodoo Girls (2003 Thunska, Pansittivorakul. 2004. Personal interview, 19 February [Google Scholar]) and Aditya Assarat and Mingmongkol Sonakul’s Ma‐mee/ Three Friends (), I argue that the digital format for DVD/VCDs is paving the way for independent filmmakers/producers to participate in the art film market abroad and to cut production costs. Following the economics of money flows makes it clear that ‘independent film’ in Thailand is less about economic independence than a type of branding and packaging of aesthetics and content. While film, economically, is never outside the workings of capital, the content and style of the three film projects considered here seek to break out of the conventions set by the commercial Thai film narrative style.     

闽东海岛旅游资源开发定位初探

海岛旅游将随着闽东大旅游的发展而面临新的发展机遇和契机,它具备资源优势、区位优势和客源优势。在当下闽东海岛旅游开发进行一定探索具有现实意义。     

论主持人明星制与电视栏目的品牌化运作

随着电视频道数量的增多和节目内容的日益丰富,中国电视已经进入到了品牌竞争时代,节目主持人作为创建品牌栏目的支柱,在中国推广“主持人明星制”的时机已经日益成熟。本文在明确明星主持人和品牌电视节目关系的基础上,借鉴国内外的成熟经验,探讨“主持人明星制”对于电视栏目品牌塑造的必要性和运作方式。     

The delicate art of rebranding a minor league baseball franchise: Practices,pitfalls, and payoffs of rebranding the Winston-Salem Warthogs

This case study deals with the transformative rebranding of the Winston-Salem Warthogs, a Class High-A minor league baseball franchise and affiliate of Major League Baseball's Chicago White Sox, as the Winston-Salem Dash. It was written and designed to be multi-faceted for instructors to use in various sport management courses, such as sport marketing, organizational behavior, human resource management, ticket and sponsorship sales, and public relations. There are three primary aims of the study. The first aim is to challenge students to critically assess the practices of external rebranding (with implications relative to consumer attitudes and brand equity) and internal rebranding (with workplace outcomes that favor employees and uphold brand values). The second aim is to make students consider the potential pitfalls of rebranding with regard to crisis and contingency planning and public relations. The third aim is to highlight the potential payoffs of rebranding when managers of sport organizations are willing to consider changes in views regarding the spirit and culture of the work environment (internal brand) and the overall quality and characteristics of brand marks (external brand). As a core feature of this real-world case study, interviews with stakeholders and personnel of the franchise give a glimpse at some real scenarios that students may face as they enter into the industry of team sport marketing.     

It's HBO: Passionate engagement,TV branding,and tourism in the postbroadcast Era

This paper contends with how postbroadcast television branding subsumes viewers’ affective interactivities with place to produce brand value. Focusing on the HBO series Treme, I argue that Treme engendered HBO's postbroadcast brand mutation by producing “passionate engagement,” where viewers were invited to interact with the show by touring New Orleans, thus adding place to online interactivity and multiscreen engagement as a means of constructing an “authentic” brand identity. The desire for viewers to connect to New Orleans’ culture is thus transformed into a vehicle for profit making for HBO and an assurance to shareholders that the brand still holds value.