Academic journal article IUP Journal of Brand Management

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Academic journal article IUP Journal of Brand Management

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Article excerpt

Corporate logos are of various kinds. There are wordmarks or logotypes, which are graphical representations of the brand name itself. Then, there are symbols, which are pictorial designs and identify the brand by association. There are also combinations of wordmarks and symbols. The first paper, "Uncovering 'Meanings' Through Animal Figurative Marks in Corporate Logos", by Olutayo Otubanjo, delves into the use of animals in corporate logos and the meanings that they are meant to convey. The paper adopts a modified version of McCracken's meaning transfer model and a threestage interpretive research methodology to unravel the meanings associated with the animal mark logos of two of the largest banks operating in Nigeria.

The second paper, "Employer Branding Approach and Student Preferences of Employer in Campus Placements", by K H Pavitra, is on employer branding in the context of student preferences for employers during campus recruitment. Employer branding through various means-social media, print media, pre-placement talk, digital advertisements, word-ofmouth, faculty opinion, top management interviews, seminars and conferences, etc.-is evaluated. The conclusion drawn is that employer branding influences student perception, which in turn influences the students' decision to sign up for the recruitment process. …

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