Thinking Strategically about Marketing: A Conceptual Framework for Understanding Brand Equity in Recreation and Intramural Sports

2003 ◽  
Vol 27 (2) ◽  
pp. 7-19 ◽  
Author(s):  
Matthew J. Robinson ◽  
James M. Gladden
Keyword(s):  
Conceptual Framework ◽  
Brand Equity ◽  
Brand Management ◽  
Corporate Sponsorship ◽  
Intramural Sports ◽  
Perception Of Quality ◽  
Institutional Funding ◽  
The Creation ◽  
The University ◽  
Competitive Forces

The purpose of this article is to develop a conceptual framework for understanding the formation of brand equity for college recreation and intramural departments by using prior research on brand management from both the marketing and sport literatures (e.g. Aaker, 1991; Gladden, Milne & Sutton 1998). This framework posits the formation of brand equity is an on-going process that is fueled by antecedents that are either department related, university related or market related. The department-related antecedents include the recreation leader, staff, and current existing programs and program promotion. The university-related antecedents include the reputation of the institution, facilities, and location of the facilities. The market-related antecedents include internal and external competitive forces. These antecedents lead to the creation of brand equity as composed of awareness, a perception of quality, associations with the brand and ultimately loyalty to the brand (Aaker, 1991). The level of brand equity will determine the consequences: campus visibility, amount of patronage, institutional funding, facility improvements, level of wellness on campus, and corporate sponsorship.

scholarly journals Image of Excellence – Developing Wine Maps for Austria

2019 ◽  
Vol 1 ◽  
pp. 1-1
Author(s):  
Karel Kriz
Keyword(s):  
Conceptual Framework ◽  
Landscape Planning ◽  
Development Project ◽  
Wine Industry ◽  
Additional Information ◽  
Digital Storage ◽  
Political Hierarchy ◽  
Map Design ◽  
The Creation ◽  
The University

<p><strong>Abstract.</strong> The Austrian wine industry made the fundamental decision to intensify the marketing of Austrian wine via its origin. Therefore, the creation of protected wines of origin has once again become the focus of interest. Since the marketing of Austrian wine through vineyard designations is increasing every year, it is necessary to present Austria's vineyards in an informative way in order to bring the special features of the protected geographical origin of Austrian quality wines closer to the consumer. The comprehensive, precise and professional acquisition as well as appealing geographic map design of vineyards for different demands, tasks and presentations is widely seen as a conceptual framework for the dissemination of wine relevant issues.</p><p>Under this assumption, a collaboration project between representatives of the wine industry and academia came into being. <i>Developing Wine Maps for Austria</i> is an embedded research and development project with the aim of conceiving a functional as well as user-centered geographic communication portal of all Austrian vineyards to record, represent and communicate relevant factors dealing with wine and their spatial-temporal characteristics. The Austrian Wine Marketing Company (ÖWM Österreich Wein Marketing GmbH) commissioned the project in cooperation with the University of Vienna, Department of Geography and Regional Research and the Technical Office for Landscape Planning plan+land, Artner &amp; Tomasits OG in order to promote the creation of protected wines of origin as well as to explore new horizons of geo-communication.</p><p>The project aims to establish a web portal that visualizes and disseminates information on Austrian vineyards in an effective and appealing way. Thus also communicating additional information to accentuate on wine specific features within a defined geographic entity. The goal is to play a pioneering role in the presentation of vineyards and associated products emphasizing in the objective of achieving (cartographic) image of excellence.</p><p>The presentation will discuss the general conceptual framework clarifying the communication structures and workflow within the system. Thereby explaining the methods and structures based on the defined system architecture. In this context the development and implementation of interfaces for the digital storage and manipulation of all decreed vineyards in Austria will be introduced. These are embedded in a geographical and political hierarchy. This paper will also focus on the prerequisites of wine maps as well as their digital representation with special emphasis on quality assessment and map design. It will compare and discuss currently accessible geo-data sources as well as online applications and finally present an approach to accommodate the described difficulties to facilitate sustainable data caption, creation and design for wine maps that must fulfill the conceptual framework.</p>

scholarly journals THE CONCEPTUAL FRAMEWORK OF BRAND MANAGNENT AND ITS INFLUENCE ON TOURIST DESTINATION DEVELOPMENT

2019 ◽  
pp. 3-9
Author(s):  
Oleksandr Vitaliyovych Gladkey ◽  
Roman Ruslanovych Mazurets
Keyword(s):  
Conceptual Framework ◽  
Brand Management ◽  
Positive Influence ◽  
Practical Significance ◽  
Tourist Destination ◽  
Goods And Services ◽  
Tourism Product ◽  
The Creation ◽  
Destination Brand ◽  
Marketing Actions

Goal. The purpose of this article consists in analyzation and systematization of the leading conceptual framework of brand management as well as in additional investigations of its influence on tourist destination development. Method. The methodological basis of the research is the basis of scientific dialectics. The main methods of research are the method of formalization, algorithm development, descriptive, analytical and synthetic. Results. Brand management is an actual area of scientific researches in the context of its role in tourism. The brand creates a difference of a trademark or service from competing ones, helps to increase sales and generally increases profits in the long-term perspective. Therefore, the formation of the brand requires the serious approaches and the involvement of skilled managers. The practice of tourist centers or territories brands creation is widely used now, which is fully justified, as the positive image of cities or regions contributes to the creation of additional profits from attracting new tourists. The main functions of the tourist destination brand are related to: - the formation of an individual image (image) of the destination, which distinguishes it from its competitors; - ensuring its recognition by choosing a market position for the tourist product of the destination; - confirmation of the quality of the tourist product of the destination; - a positive influence on the formation of corporate consciousness of the population of the tourist territory (region, destination). The key task of branding the tourist destination is to establish position and strengthen its strengths, which should serve as the basis for the formation of the brand. Specificity of branding of tourist territories as a complex of marketing actions undertaken by their management in cooperation with stakeholders (various stakeholders) for the creation and promotion of the brand is that: - the product of the destination is multifaceted, including a number of goods and services of various industries; - the management of the destination does not have full control over the marketing complexes (marketing mix); - teamwork is required taking into account the interests of all stakeholders; - significant influence is rendered by the policy of the country / region in the field of tourism. Practical significance. But the creation of the city's tourist brand is not chaotic. The process of its formation is under the influence of a number of regularities and principles that are considered in the article. Scientific novelty. Modern ways of promoting tourism product take place in the context of globalization and information society development and also increase competition for consumers. Crucial conditions for survival on rigid travel market are the need for concentration on a high-quality tourism product, able to satisfy the highest demands of modern tourism consumer, and promote itself to the market. Therefore, the process of creating a brand of tourist destination as well as investigations of its influence on positioning, identity and development of tourism destinations are represent the maim scientific novelty of this article.

Native Americans and the Third World Strike at UC Berkeley

2019 ◽  
Vol 42 (2) ◽  
pp. 32-39
Author(s):  
LaNada War Jack
Keyword(s):  
Native American ◽  
Native Americans ◽  
Personal Experience ◽  
Third World ◽  
Leadership Roles ◽  
The Third ◽  
The Creation ◽  
The 1960S ◽  
The Third World ◽  
The University

The author reflects on her personal experience as a Native American at UC Berkeley in the 1960s as well as on her activism and important leadership roles in the 1969 Third World Liberation Front student strike, which had as its goal the creation of an interdisciplinary Third World College at the university.

From Start-Up to Scale-Up

2018 ◽  
Author(s):  
Gilles Duruflé ◽  
Thomas Hellmann ◽  
Karen Wilson
Keyword(s):  
United States ◽  
Conceptual Framework ◽  
Public Policies ◽  
Scale Up ◽  
The United States ◽  
Smart Money ◽  
Start Up ◽  
The Us ◽  
The Creation

This chapter examines the challenge for entrepreneurial companies of going beyond the start-up phase and growing into large successful companies. We examine the long-term financing of these so-called scale-up companies, focusing on the United States, Europe, and Canada. The chapter first provides a conceptual framework for understanding the challenges of financing scale-ups. It emphasizes the need for investors with deep pockets, for smart money, for investor networks, and for patient money. It then shows some data about the various aspects of financing scale-ups in the United States, Europe, and Canada, showing how Europe and Canada are lagging behind the US relatively more at the scale-up than the start-up stage. Finally, the chapter raises the question of long-term public policies for supporting the creation of a better scale-up environment.

scholarly journals Citizen advisory groups for the creation and improvement of decision aids: experience from two Swiss centers for primary care

2021 ◽  
Vol 7 (1) ◽  
Author(s):  
Kevin Selby ◽  
Regula Cardinaux ◽  
Beatrice Metry ◽  
Simone de Rougemont ◽  
Janine Chabloz ◽  
...  
Keyword(s):  
Primary Care ◽  
Decision Aids ◽  
Community Based Participatory Research ◽  
Lung Cancer Screening ◽  
Target Population ◽  
Advisory Groups ◽  
Patient Decision ◽  
The Creation ◽  
Meeting Transcripts ◽  
The University

Abstract Background Guidelines for patient decision aids (DA) recommend target population involvement throughout the development process, but developers may struggle because of limited resources. We sought to develop a feasible means of getting repeated feedback from users. Methods Between 2017 and 2020, two Swiss centers for primary care (Lausanne and Bern) created citizen advisory groups to contribute to multiple improvement cycles for colorectal, prostate and lung cancer screening DAs. Following Community Based Participatory Research principles, we collaborated with local organizations to recruit citizens aged 50 to 75 without previous cancer diagnoses. We remunerated incidental costs and participant time. One center supplemented in-person meetings by mailed paper questionnaires, while the other supplemented meetings using small-group workshops and analyses of meeting transcripts. Results In Lausanne, we received input from 49 participants for three DAs between 2017 and 2020. For each topic, participants gave feedback on the initial draft and 2 subsequent versions during in-person meetings with ~ 8 participants and one round of mailed questionnaires. In Bern, 10 participants were recruited among standardized patients from the university, all of whom attended in-person meetings every three months between 2017 and 2020. At both sites, numerous changes were made to the content, appearance, language, and tone of DAs and outreach materials. Participants reported high levels of satisfaction with the participative process. Conclusions Citizen advisory groups are a feasible means of repeatedly incorporating end-user feedback during the creation of multiple DAs. Methodological differences between the two centers underline the need for a flexible model adapted to local needs.

scholarly journals Agency in historical institutionalism coalitional work in the creation, maintenance, and change of institutions

2021 ◽  
Author(s):  
Patrick Emmenegger
Keyword(s):  
Collective Action ◽  
Conceptual Framework ◽  
Historical Institutionalism ◽  
Sociological Institutionalism ◽  
Collective Action Problems ◽  
The Creation

AbstractInstitutionalism gives priority to structure over agency. Yet institutions have never developed and operated without the intervention of interested groups. This paper develops a conceptual framework for the role of agency in historical institutionalism. Based on recent contributions following the coalitional turn and drawing on insights from sociological institutionalism, it argues that agency plays a key role in the creation and maintenance of social coalitions that stabilize but also challenge institutions. Without such agency, no coalition can be created, maintained, or changed. Similarly, without a supporting coalition, no contested institution can survive. Yet, due to collective action problems, such coalitional work is challenging. This coalitional perspective offers a robust role for agency in historical institutionalism, but it also explains why institutions remain stable despite agency. In addition, this paper forwards several portable propositions that allow for the identification of who is likely to develop agency and what these actors do.

scholarly journals Embodying the Site: the Here and Now in Site-Specific Dance Performance

2005 ◽  
Vol 21 (4) ◽  
pp. 367-381 ◽  
Author(s):  
Victoria Hunter
Keyword(s):  
Creative Process ◽  
Dance Performance ◽  
Site Specific ◽  
The Creation ◽  
Spirit Of Place ◽  
The Moment ◽  
The University ◽  
The Relationship

In this article, Victoria Hunter explores the concept of the ‘here and now’ in the creation of site-specific dance performance, in response to Doreen Massey's questioning of the fixity of the concept of the ‘here and now’ during the recent RESCEN seminar on ‘Making Space’, in which she challenged the concept of a singular fixed ‘present’, suggesting instead that we exist in a constant production of ‘here and nows’ akin to ‘being in the moment’. Here the concept is applied to an analysis of the author's recent performance work created as part of a PhD investigation into the relationship between the site and the creative process in site-specific dance performance. In this context the notion of the ‘here and now’ is discussed in relation to the concept of dance embodiment informed by the site and the genius loci, or ‘spirit of place’. Victoria Hunter is a Lecturer in Dance at the University of Leeds, who is currently researching a PhD in site-specific dance performance.

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