Academic journal article IUP Journal of Brand Management

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Academic journal article IUP Journal of Brand Management

Focus

Article excerpt

This issue has three research papers-all of them descriptive and conceptual, and offer insightful and thought-provoking content. The first paper, "Identity of Organizations: An Analytical Model", by Alan Robertson and Bhadra J H Arachchige, is not directly related to Brand Management. It is nonetheless quite relevant in the context of Brand Management, as it goes deep into the subject of organizational identity, which forms the backbone of organizational branding and what the organizational brand stands for. Organizational identity has five core elements: (1) Values, beliefs and attributes, (2) Subjective and objective components, (3) Sameness, (4) Individuality, and (5) Continuity and persistence. The organizational identity is also influenced by various mediators and contextual factors. The authors present a conceptual model for the identity of an organization, incorporating the various core elements, mediators and contextual factors. Further, the authors provide a framework of linkages between components of identity and organizational practices. The paper concludes with a discussion on the static/ dynamic nature of organizational identity, its interaction with other internal and external elements, and strategies for developing, managing and maintaining the identity of an organization.

The second paper, "Brand Management Throughout Professional Athletes' Careers", by Nicolas Schweizer and Helmut Dietl, focuses on how professional athletes can optimize their Accumulated Commercial Revenue (ACR)-from both endorsements and sponsorships-through the various stages of their careers. …

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