Academic journal article IUP Journal of Brand Management

Focus

Academic journal article IUP Journal of Brand Management

Focus

Article excerpt

The present issue carries five research papers. Two of these are qualitative and three are quantitative. The paper, "Promoting Organizational Brands as Desirable Employers Through Company Websites: A Study of Three Indian IT Companies", by Falguni Vasavada-Oza and Dhriti Bhattacharjee, studies the three major Indian IT companies-TCS, Infosys and Wipro-from the viewpoint of employer branding. As the title suggests, the principal method used is content analysis of the companies' recruitment websites. The paper concludes that Infosys and Wipro are more aggressive in promoting their brands as attractive places to work in. TCS, on the other hand, has the Tata name behind it, and hence does not seem to require as much effort in projecting itself as a great place to work in.

The paper, "Artist as Brand Portfolio Manager: A Strategic Brand Management Framing of the Artist", by Henrik Uggla, deals with a rather unique topic. It applies the brand portfolio framework from the strategic brand management domain to the artist and his works of art. This paper brings out, through numerous examples, as to how visual artists of various genres adopt different portfolio strategies to make a mark in their respective fields. Among the common strategies adopted by artists are co-branding, leveraging and synergybased brand portfolio strategy. The author draws upon examples from renowned artists such as Andy Warhol, Pablo Picasso, Jim Dine, Jeff Koons and Salvador Dali. The artists' brand portfolios are also looked at from the perspective of brand architecture. …

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