IT产业汉语品牌命名的语音规则初探——基于陈洁光、黄月圆中国品牌语音规则模型的延展研究

对所收集932个IT及相关产业的汉语品牌,从语音学角度,即音节结构,音调结构,韵母分布等三个方面（其中音调和韵母分布方面主要专注于尾音节的研究）进行了统计分析。统计结果与陈洁光教授和黄月圆教授的品牌命名的四大基本语言学原则相一致,但研究结果也表明,IT产业品牌名称具有相对特有的现象：双音节及高调结尾品名优势大大降低;四音节的品牌明显占了相当大的比例;尾音为四声的居多。此外,IT产业的中国品牌尾音韵母多发“i”音,并以单韵母为主。     

Sonic branding in sport: A model for communicating brand identity through musical fit

The psychological and sociological dynamics of sport participation and sport spectatorship are presaged by and captured in the production and consumption of music. Yet, despite its ubiquity in organized sport, as well as its widely acknowledged significance in our contemporary social realities, few studies in sport marketing have examined the formative role of music in affecting sport consumer behaviour. As such, the field seemingly lacks theoretical and methodological direction in dealing with music as a means of effective marketing communication. Research is needed to inform academics and practitioners about the appropriate use and potential outcomes of music in sport marketing contexts. In this paper, the authors review current literature concerning the role of music in marketing and propose a conceptual framework for analyzing music in various sport marketing contexts using classical and modern theoretical approaches.     

区域竞争的新战略:基于协同的区域品牌资产构建

该文在比较区域品牌与产品、服务品牌基础上,定义了区域品牌资产概念及其构成,构建了区域品牌资产发展体系.首次提出并讨论了区域品牌发展战略--基于协同的区域品牌资产构建.探讨了基于营销协同实现区域品牌效应最大化的原因、原则、任务和策略问题,以促进区域不同主体与政治、经济、文化多层次发展目标的实现.     

Creativity versus branding: totemism,animism and the pursuit of uniqueness in fashion

ABSTRACT

In the contemporary organization of the economy, creativity and branding constitute two distinctive imperatives which generally point in different directions: the former towards newness and change, the latter towards continuity and recognisability. Numerous agents in corporate organizations thus face a conundrum of creativity versus branding, which is perhaps nowhere more pronounced than in the fashion business. Drawing on ethnographic fieldwork in a fashion company, I argue that these seemingly incompatible imperatives are inextricably entangled, as their paradoxical relation is solved, even dissolved, in a dynamic interplay between ‘a totemic logic’ and ‘an animist practice’. Thus, a dynamics of totemism and animism unites creativity and branding in the continual pursuit of uniqueness. While totemic and animist modalities are most commonly associated with non-western ontologies and perceived as mutually exclusive, I contend that they are also at work in contemporary commercial processes and that they are enmeshed in, and propelled by, each other. This suggests that these modalities operate together particularly when the making of distinctive identities is critical – as in economic competition today.     

The “scouse wedding” and other myths: reflections on the evolution of a “Liverpool model” for culture-led urban regeneration

This paper considers the development of a “Liverpool model” for culture-led urban regeneration, based on an analysis of the competition to become the UK's first City of Culture (UKCC) for 2013. The paper outlines New Labour's developing approach to culture-led regeneration, placing the UKCC in the context of the use of culture for various local development policies, particularly city branding and urban regeneration (Evans & Shaw, 2004; McGuigan, 2005). Within this context, the paper considers how Liverpool's year as European Capital of Culture (ECoC) 2008 has been narrated by New Labour and the manner in which this narrative has influenced the development of the UKCC programme (Department for Culture, Media and Sport [DCMS], 2009; Garcia, Melville & Cox, 2010). The paper demonstrates how this narrative overlooks the ultimate specificity of Liverpool's success (Liverpool Culture Company, 2009; Garcia et al., 2010), which suggests a unique combination of political circumstance, cultural leadership and public and private investment are at the root of the perceived success of Liverpool's ECoC 2008, rather than an exportable, replicable policy (O'Brien & Miles, 2010) described by the policy literature, and substantiated by the competition to select the UKCC 2013 (DCMS, 2009). The paper's conclusion problematises the prospect of another city repeating the Liverpool experience. The “Liverpool model” of culture-led regeneration is shown as one which limits prospective cultural policies to a narrow vision of the possible, a vision which is unlikely to be sustainable in the foreseeable future.     

探析江苏体育品牌赛事的发展构想——三元分析模型对构建江苏体育品牌赛事的探讨

推进江苏体育竞赛从数量向质量的战略转型,是落实科学发展观、建设江苏体育强省的客观要求。在对体育品牌赛事概念理解、层次分类的基础上,剖析了体育赛事的多元社会功能,建立＂城市、文化与赛事三元分析模型＂,研究体育品牌赛事的建立和发展规律,分析江苏体育竞赛的发展体系构想,阐述了坚持以城市为主体,发挥文化引领功能,是打造江苏体育品牌赛事的重要方向。     

Making (Branded) News: The Corporate Co-optation of Online Journalism Production

ABSTRACT

As traditional news outlets decline and corporations cultivate publisher ambitions, brand journalism (i.e., native advertising and content marketing) has grown robustly. This paper examines and critiques the various ways in which those corporations have adopted and mirror news production practices, given the “techno-logics” of convergence culture and the political economy pressures of our media era. The research draws upon 28 in-depth interviews with brand journalism professionals who operate in the United States along with years of trade press coverage of the phenomenon. Findings illustrate how brand journalism is informed by traditional reporting fundamentals and techniques, the affordances and demands of online environments, and industrial shifts in media labor allocation.     

A Clearer Picture

As journalists continue integrating social media into their professional work, they wrestle with ways to best represent themselves, their organizations, and their profession. Several recent studies have examined this trend in terms of branding, raising important questions about the changing ways in which journalists present themselves and how these changes may indicate shifts in their personal and professional identities. This study combines a visual content analysis of the images journalists use in their Twitter profiles with analyses of their profile text and tweets to examine how journalists present themselves online with an eye toward individual and organizational branding. Findings indicate journalists choose a branding approach and apply it consistently across their profiles, with most profiles consisting of a professional headshot while notably lacking organizational identifiers such as logos. Journalists also tend to lean toward professional rather than personal images in their profile and header photographs, indicating a possible predilection for professional identity over personal on social media.     

Publishing in Chains: Scholarly Serials,Supply Chains,and Certification

Paul Duguid discusses the role of brands in supply chains, specifically in publishing and academia. He explains how brands are important in controlling any supply chain, as well as why and when brands appear and become important. He concludes with a discussion of how the Internet has changed the branding of supply chains, including the publishing supply chain, and why supply chains continue to endure. Duguid's presentation was followed by a short question and answer period.     

Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding

For colleges and universities whose survival depends on external stakeholders, developing a strong brand should be an important component of their marketing strategy. University brand managers could benefit from developing a better understanding of how consumers interact with their brand in order to develop more effective recruiting material, advertisements, and other marketing efforts. The current study applies the concept of brand personality to university academic and athletic logos and examines subsequent relationships between the perceived brand personalities. Results of an online survey indicate that competence is a brand personality dimension mostly associated with academic logos, and excitement is the brand personality dimension mostly associated with athletic logos.