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15.834 Marketing Strategy (MIT) 15.834 Marketing Strategy (MIT)

Description

The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers. Objectives Identify, evaluate, and develop marketing strategies. Evaluate a firm’s opportunities. Anticipate competitive dynamics. Evaluate the sustainability of competitive advantages. The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers. Objectives Identify, evaluate, and develop marketing strategies. Evaluate a firm’s opportunities. Anticipate competitive dynamics. Evaluate the sustainability of competitive advantages.

Subjects

marketing | marketing | corporate strategy | corporate strategy | competitive advantage | competitive advantage | business | business | entrepreneur | entrepreneur | product managment | product managment | investment analysis | investment analysis | technology | technology | consumer | consumer | small firm | small firm | cross selling | cross selling | umbrella branding | umbrella branding | customer intelligence | customer intelligence

License

Content within individual OCW courses is (c) by the individual authors unless otherwise noted. MIT OpenCourseWare materials are licensed by the Massachusetts Institute of Technology under a Creative Commons License (Attribution-NonCommercial-ShareAlike). For further information see https://ocw.mit.edu/terms/index.htm

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Mick McQuaid's Cabin, Connemara, Co. Galway Mick McQuaid's Cabin, Connemara, Co. Galway

Description

Subjects

robertfrench | robertfrench | williamlawrence | williamlawrence | lawrencecollection | lawrencecollection | lawrencephotographicstudio | lawrencephotographicstudio | thelawrencephotographcollection | thelawrencephotographcollection | glassnegative | glassnegative | nationallibraryofireland | nationallibraryofireland | lake | lake | isle | isle | trees | trees | scene | scene | cabin | cabin | scraws | scraws | stones | stones | mickmcquaid | mickmcquaid | connemara | connemara | souperism | souperism | serial | serial | branding | branding | fiction | fiction | poitín | poitín | poteen | poteen | williamfrancislynam | williamfrancislynam | captainlynam | captainlynam | mickmcquaidtheevangeliser | mickmcquaidtheevangeliser | shamrock | shamrock

License

No known copyright restrictions

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15.840 Special Seminar in Marketing: Marketing Management (MIT) 15.840 Special Seminar in Marketing: Marketing Management (MIT)

Description

The purpose of 15.840 is to: Introduce key marketing ideas and phenomena. Develop students' skills in marketing analysis and planning. Provide a forum (both written and oral) for presenting and defending recommendations and critically examining and discussing those of others. An emphasis is placed on theory and practice that draws on market research, competitive analysis, and marketing science. The purpose of 15.840 is to: Introduce key marketing ideas and phenomena. Develop students' skills in marketing analysis and planning. Provide a forum (both written and oral) for presenting and defending recommendations and critically examining and discussing those of others. An emphasis is placed on theory and practice that draws on market research, competitive analysis, and marketing science.

Subjects

marketing management | marketing management | marketing analysis | marketing analysis | market research | market research | competitive analysis | competitive analysis | marketing science | marketing science | creating consumer value | creating consumer value | indentifying customer needs | indentifying customer needs | understand purchasing process | understand purchasing process | forming target segments | forming target segments | product positioning | product positioning | advertising | advertising | advertisements | advertisements | product distribution | product distribution | e-commerce | e-commerce | customer lifetime value | customer lifetime value | pricing | pricing | diffusion | diffusion | customer satisfaction | customer satisfaction | product life cyclce | product life cyclce | branding | branding | brands | brands | product life cycle | product life cycle

License

Content within individual OCW courses is (c) by the individual authors unless otherwise noted. MIT OpenCourseWare materials are licensed by the Massachusetts Institute of Technology under a Creative Commons License (Attribution-NonCommercial-ShareAlike). For further information see http://ocw.mit.edu/terms/index.htm

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15.834 Marketing Strategy (MIT) 15.834 Marketing Strategy (MIT)

Description

The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers. Objectives Identify, evaluate, and develop marketing strategies. Evaluate a firm’s opportunities. Anticipate competitive dynamics. Evaluate the sustainability of competitive advantages. The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers. Objectives Identify, evaluate, and develop marketing strategies. Evaluate a firm’s opportunities. Anticipate competitive dynamics. Evaluate the sustainability of competitive advantages.

Subjects

marketing | marketing | corporate strategy | corporate strategy | competitive advantage | competitive advantage | business | business | entrepreneur | entrepreneur | product managment | product managment | investment analysis | investment analysis | technology | technology | consumer | consumer | small firm | small firm | cross selling | cross selling | umbrella branding | umbrella branding | customer intelligence | customer intelligence

License

Content within individual OCW courses is (c) by the individual authors unless otherwise noted. MIT OpenCourseWare materials are licensed by the Massachusetts Institute of Technology under a Creative Commons License (Attribution-NonCommercial-ShareAlike). For further information see http://ocw.mit.edu/terms/index.htm

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15.834 Marketing Strategy (MIT)

Description

The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers. Objectives Identify, evaluate, and develop marketing strategies. Evaluate a firm’s opportunities. Anticipate competitive dynamics. Evaluate the sustainability of competitive advantages.

Subjects

marketing | corporate strategy | competitive advantage | business | entrepreneur | product managment | investment analysis | technology | consumer | small firm | cross selling | umbrella branding | customer intelligence

License

Content within individual OCW courses is (c) by the individual authors unless otherwise noted. MIT OpenCourseWare materials are licensed by the Massachusetts Institute of Technology under a Creative Commons License (Attribution-NonCommercial-ShareAlike). For further information see https://ocw.mit.edu/terms/index.htm

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BRANDING: Computer Generated Smurfs

Description

400,000.

Subjects

oxb:060111:029dd | sport | leisure | tourism | hospitality. cc-by | creative commons | UKOER | HLST | ENGSCOER | OER | LL2012 | London 2012 | Olympics | Olympic Games | Paralympics | Paralympic Games | Learning Legacies | JISC | HEA | Oxford Brookes University | HLSTOER | IOC | LOCOG | athletics | competition | commercialisation | branding | image | design | logos | Wenlock | Mandeville | mascot | The Olympics Funding and Marketing.

License

Creative Commons Licence
This work is licensed under a Creative Commons Attribution 2.0 UK: England & Wales License, except where otherwise noted within the resource. This work is licensed under a Creative Commons Attribution 2.0 UK: England & Wales License, except where otherwise noted within the resource.

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?s our logo: Controversy Surrounding the London 2012 Olympic Logo

Description

The London 2012 logo was launched in the spring of 2007, to widespread derision. What does this mean for the future of the Olympic brand?

Subjects

UKOER | HLST | ENGSCOER | OER | LL2012 | London 2012 | Olympics | Olympic Games | Paralympics | Paralympic Games | Learning Legacies | JISC | HEA | Oxford Brookes University | HLSTOER | cc-by | creative commons | IOC | LOCOG | athletics | competition | discussion starter | discuss | logo | branding | controversy | design | art | public opinion | oxb:060111:007dd | hospitality | leisure | sport | tourism | Team GB | The Olympics Funding and Marketing.

License

Creative Commons Licence
This work is licensed under a Creative Commons Attribution 2.0 UK: England & Wales License, except where otherwise noted within the resource. This work is licensed under a Creative Commons Attribution 2.0 UK: England & Wales License, except where otherwise noted within the resource.

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15.834 Marketing Strategy (MIT)

Description

The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers. Objectives Identify, evaluate, and develop marketing strategies. Evaluate a firm’s opportunities. Anticipate competitive dynamics. Evaluate the sustainability of competitive advantages.

Subjects

marketing | corporate strategy | competitive advantage | business | entrepreneur | product managment | investment analysis | technology | consumer | small firm | cross selling | umbrella branding | customer intelligence

License

Content within individual OCW courses is (c) by the individual authors unless otherwise noted. MIT OpenCourseWare materials are licensed by the Massachusetts Institute of Technology under a Creative Commons License (Attribution-NonCommercial-ShareAlike). For further information see https://ocw.mit.edu/terms/index.htm

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The importance of brand-image

Description

In this video, Liz Hollins discusses the importance of brand image

Subjects

branding | brand image | marketing | selling | psychology | perception | video | coventry university | administrative studies | N000

License

Attribution-Noncommercial-Share Alike 2.0 UK: England & Wales Attribution-Noncommercial-Share Alike 2.0 UK: England & Wales http://creativecommons.org/licenses/by-nc-sa/2.0/uk/ http://creativecommons.org/licenses/by-nc-sa/2.0/uk/

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BRANDING: Computer Generated Smurfs

Description

400,000.

Subjects

oxb:060111:029dd | sport | leisure | tourism | hospitality. cc-by | creative commons | UKOER | HLST | ENGSCOER | OER | LL2012 | London 2012 | Olympics | Olympic Games | Paralympics | Paralympic Games | Learning Legacies | JISC | HEA | Oxford Brookes University | HLSTOER | IOC | LOCOG | athletics | competition | commercialisation | branding | image | design | logos | Wenlock | Mandeville | mascot | The Olympics Funding and Marketing.

License

Creative Commons Licence
This work is licensed under a Creative Commons Attribution 2.0 UK: England & Wales License, except where otherwise noted within the resource. This work is licensed under a Creative Commons Attribution 2.0 UK: England & Wales License, except where otherwise noted within the resource.

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15.834 Marketing Strategy (MIT)

Description

The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers. Objectives Identify, evaluate, and develop marketing strategies. Evaluate a firm’s opportunities. Anticipate competitive dynamics. Evaluate the sustainability of competitive advantages.

Subjects

marketing | corporate strategy | competitive advantage | business | entrepreneur | product managment | investment analysis | technology | consumer | small firm | cross selling | umbrella branding | customer intelligence

License

Content within individual OCW courses is (c) by the individual authors unless otherwise noted. MIT OpenCourseWare materials are licensed by the Massachusetts Institute of Technology under a Creative Commons License (Attribution-NonCommercial-ShareAlike). For further information see https://ocw.mit.edu/terms/index.htm

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?s our logo: Controversy Surrounding the London 2012 Olympic Logo

Description

The London 2012 logo was launched in the spring of 2007, to widespread derision. What does this mean for the future of the Olympic brand?

Subjects

UKOER | HLST | ENGSCOER | OER | LL2012 | London 2012 | Olympics | Olympic Games | Paralympics | Paralympic Games | Learning Legacies | JISC | HEA | Oxford Brookes University | HLSTOER | cc-by | creative commons | IOC | LOCOG | athletics | competition | discussion starter | discuss | logo | branding | controversy | design | art | public opinion | oxb:060111:007dd | hospitality | leisure | sport | tourism | Team GB | The Olympics Funding and Marketing.

License

Creative Commons Licence
This work is licensed under a Creative Commons Attribution 2.0 UK: England & Wales License, except where otherwise noted within the resource. This work is licensed under a Creative Commons Attribution 2.0 UK: England & Wales License, except where otherwise noted within the resource.

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BRANDING: Computer Generated Smurfs

Description

£400,000.

Subjects

oxb:060111:029dd | sport | leisure | tourism | hospitality. cc-by | creative commons | UKOER | HLST | ENGSCOER | OER | LL2012 | London 2012 | Olympics | Olympic Games | Paralympics | Paralympic Games | Learning Legacies | JISC | HEA | Oxford Brookes University | HLSTOER | IOC | LOCOG | athletics | competition | commercialisation | branding | image | design | logos | Wenlock | Mandeville | mascot | The Olympics Funding and Marketing.

License

This work is licensed under a Creative Commons Attribution 2.0 UK: England and Wales License,except where otherwise noted within the resource. This work is licensed under a Creative Commons Attribution 2.0 UK: England and Wales License,except where otherwise noted within the resource.

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’s our logo: Controversy Surrounding the London 2012 Olympic Logo

Description

The London 2012 logo was launched in the spring of 2007, to widespread derision. What does this mean for the future of the Olympic brand?

Subjects

UKOER | HLST | ENGSCOER | OER | LL2012 | London 2012 | Olympics | Olympic Games | Paralympics | Paralympic Games | Learning Legacies | JISC | HEA | Oxford Brookes University | HLSTOER | cc-by | creative commons | IOC | LOCOG | athletics | competition | discussion starter | discuss | logo | branding | controversy | design | art | public opinion | oxb:060111:007dd | hospitality | leisure | sport | tourism | Team GB | The Olympics Funding and Marketing.

License

This work is licensed under a Creative Commons Attribution 2.0 UK: England and Wales License,except where otherwise noted within the resource. This work is licensed under a Creative Commons Attribution 2.0 UK: England and Wales License,except where otherwise noted within the resource.

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DE3C34 Marketing: An Introduction

Description

This unit is designed to provide you with a basic knowledge and understanding of marketing and the operations of a marketing department within an organisation. This Unit introduces you to the basic concepts of marketing and marketing research. It explains the nature and purpose of marketing in both profit and non-profit making organisations and introduces the concept of the marketing mix. You will consider organisations’ product, pricing, distribution and promotional decisions in relation to changing market conditions and you will examine marketing in terms of both consumer and industrial markets. The Unit relates to the marketing of both products and services. Marketing should be at the heart of all organisations and you will consider marketing’s pivotal role in relation to other orga

Subjects

DE3C 34 | marketing mix | marketing plan | consumer buyer behaviour | industrial buyer behaviour | branding | product life cycle | promotional mix | vertical marketing system | channels of distribution | SCQF Level 7

License

Licensed to colleges in Scotland only Licensed to colleges in Scotland only Except where expressly indicated otherwise on the face of these materials (i) copyright in these materials is owned by the Scottish Qualification Authority (SQA), and (ii) none of these materials may be Used without the express, prior, written consent of the Colleges Open Learning Exchange Group (COLEG) and SQA, except if and to the extent that such Use is permitted under COLEG's conditions of Contribution and Use of Learning Materials through COLEG’s Repository for the purposes of which these materials are COLEG Materials. Except where expressly indicated otherwise on the face of these materials (i) copyright in these materials is owned by the Scottish Qualification Authority (SQA), and (ii) none of these materials may be Used without the express, prior, written consent of the Colleges Open Learning Exchange Group (COLEG) and SQA, except if and to the extent that such Use is permitted under COLEG's conditions of Contribution and Use of Learning Materials through COLEG’s Repository for the purposes of which these materials are COLEG Materials. http://content.resourceshare.ac.uk/xmlui/bitstream/handle/10949/17761/LicenceSQAMaterialsCOLEG.pdf?sequence=1 http://content.resourceshare.ac.uk/xmlui/bitstream/handle/10949/17761/LicenceSQAMaterialsCOLEG.pdf?sequence=1 SQA

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CIPR Guest Lecture - Sarah McCartney 'Inside Out'

Description

The fourth lecture in the CIPR guest lecture series was led by writing guru, Sarah McCartney. Aside from writing the LUSH Times, which is read by over one million people, Sarah has also pursued her own interests, launching her Yogateds company with her mother, as well as writing a book called The Fake Factor, which focuses on her speciality - branding Sarah centred her lecture around her work with LUSH, placing emphasis upon how all of LUSH's PR is in-house and comes from the heart. It was evident that all LUSH employees are extremely dedicated and committed to the company and that they are all involved with the communications, offering ideas for campaigns on a regular basis. The company is unique in the fact that they don't spend excessive time planning their campaigns rigorously - Sara

Subjects

ukoer | pr | marketing | branding | lush | Business Management Accountancy and Finance | Business and Administrative studies | administrative studies | N000 | SALES MARKETING and RETAILING | B

License

Attribution-Noncommercial-Share Alike 2.0 UK: England & Wales Attribution-Noncommercial-Share Alike 2.0 UK: England & Wales http://creativecommons.org/licenses/by-nc-sa/2.0/uk/ http://creativecommons.org/licenses/by-nc-sa/2.0/uk/

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15.840 Special Seminar in Marketing: Marketing Management (MIT)

Description

The purpose of 15.840 is to: Introduce key marketing ideas and phenomena. Develop students' skills in marketing analysis and planning. Provide a forum (both written and oral) for presenting and defending recommendations and critically examining and discussing those of others. An emphasis is placed on theory and practice that draws on market research, competitive analysis, and marketing science.

Subjects

marketing management | marketing analysis | market research | competitive analysis | marketing science | creating consumer value | indentifying customer needs | understand purchasing process | forming target segments | product positioning | advertising | advertisements | product distribution | e-commerce | customer lifetime value | pricing | diffusion | customer satisfaction | product life cyclce | branding | brands | product life cycle

License

Content within individual OCW courses is (c) by the individual authors unless otherwise noted. MIT OpenCourseWare materials are licensed by the Massachusetts Institute of Technology under a Creative Commons License (Attribution-NonCommercial-ShareAlike). For further information see https://ocw.mit.edu/terms/index.htm

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15.834 Marketing Strategy (MIT)

Description

The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers. Objectives Identify, evaluate, and develop marketing strategies. Evaluate a firm’s opportunities. Anticipate competitive dynamics. Evaluate the sustainability of competitive advantages.

Subjects

marketing | corporate strategy | competitive advantage | business | entrepreneur | product managment | investment analysis | technology | consumer | small firm | cross selling | umbrella branding | customer intelligence

License

Content within individual OCW courses is (c) by the individual authors unless otherwise noted. MIT OpenCourseWare materials are licensed by the Massachusetts Institute of Technology under a Creative Commons License (Attribution-NonCommercial-ShareAlike). For further information see https://ocw.mit.edu/terms/index.htm

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15.834 Marketing Strategy (MIT)

Description

The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers. Objectives Identify, evaluate, and develop marketing strategies. Evaluate a firm’s opportunities. Anticipate competitive dynamics. Evaluate the sustainability of competitive advantages.

Subjects

marketing | corporate strategy | competitive advantage | business | entrepreneur | product managment | investment analysis | technology | consumer | small firm | cross selling | umbrella branding | customer intelligence

License

Content within individual OCW courses is (c) by the individual authors unless otherwise noted. MIT OpenCourseWare materials are licensed by the Massachusetts Institute of Technology under a Creative Commons License (Attribution-NonCommercial-ShareAlike). For further information see https://ocw.mit.edu/terms/index.htm

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Meanings and Functions in Olympic Consumption: A Study of the Athens 2004 Olympic Licensed Products

Description

This is an exploratory study of the meanings and functions of one aspect of Olympic consumption, the purchase of Olympic licensed products. More specifically, the present study attempted to examine the value Olympic licensed items hold for their owners by uncovering the meanings attached to those items. Using the Athens 2004 Summer Olympic Games as the setting, 280 consumers responded to questions regarding their reasons for purchasing Olympic licensed products as well as how they intended to use those products. Furthermore, an effort was made to assess what those products meant for their owners. The findings of this study point to the highly symbolic meanings embedded in the consumption of Olympic licensed products. The symbolic meanings revealed centred around three main themes: the Olym

Subjects

HLST | LL2012 | London 2012 | Olympics | Olympic Games | Paralympics | Paralympic Games | Learning Legacies | JISC | HEA | HLSTOER | sport | leisure | tourism | hospitality | branding | licensing | marketing | promotion | commercialisation | endorsement | Athens 2004 | ATHOC | Athens Organising Committee | IPR | intellectual property rights | licensed products | Olympic symbols | legacy | souvenirs | history | commemorative | merchandise | product placement.

License

Copyright Routledge, Taylor and Francis Group. See the individual resource for usage rights. Copyright Routledge, Taylor and Francis Group. See the individual resource for usage rights.

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BRANDING: Computer Generated Smurfs

Description

£400,000.

Subjects

oxb:060111:029dd | sport | leisure | tourism | hospitality. cc-by | creative commons | UKOER | HLST | ENGSCOER | OER | LL2012 | London 2012 | Olympics | Olympic Games | Paralympics | Paralympic Games | Learning Legacies | JISC | HEA | Oxford Brookes University | HLSTOER | IOC | LOCOG | athletics | competition | commercialisation | branding | image | design | logos | Wenlock | Mandeville | mascot | The Olympics Funding and Marketing.

License

This work is licensed under a Creative Commons Attribution 2.0 UK: England and Wales License,except where otherwise noted within the resource. This work is licensed under a Creative Commons Attribution 2.0 UK: England and Wales License,except where otherwise noted within the resource.

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’s our logo: Controversy Surrounding the London 2012 Olympic Logo

Description

The London 2012 logo was launched in the spring of 2007, to widespread derision. What does this mean for the future of the Olympic brand?

Subjects

UKOER | HLST | ENGSCOER | OER | LL2012 | London 2012 | Olympics | Olympic Games | Paralympics | Paralympic Games | Learning Legacies | JISC | HEA | Oxford Brookes University | HLSTOER | cc-by | creative commons | IOC | LOCOG | athletics | competition | discussion starter | discuss | logo | branding | controversy | design | art | public opinion | oxb:060111:007dd | hospitality | leisure | sport | tourism | Team GB | The Olympics Funding and Marketing.

License

This work is licensed under a Creative Commons Attribution 2.0 UK: England and Wales License,except where otherwise noted within the resource. This work is licensed under a Creative Commons Attribution 2.0 UK: England and Wales License,except where otherwise noted within the resource.

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Image and branding: computer generated Smurfs

Description

The new London 2012 mascots, unveiled in May 2010, represented the work of 18 long months and the involvement of 40 focus groups, and were the subject of much excitement and anticipation. However, immediately after their unveiling, they were met with strong criticism, mirroring the type of response voiced when the London 2012 logo was unveiled in 2007 at a cost of £400,000

Subjects

oxb:060111:029dd | sport | leisure | tourism | hospitality. cc-by | creative commons | athletics | competition | commercialisation | branding | image | design | logos | mascot | ukoer | hlst | engscoer | oer | ll2012 | london 2012 | olympics | olympic games | paralympics | paralympic games | learning legacies | jisc | hea | oxford brookes university | hlstoer | ioc | locog | wenlock | mandeville | the olympics funding and marketing | Social studies | L000

License

Attribution 2.0 UK: England & Wales Attribution 2.0 UK: England & Wales http://creativecommons.org/licenses/by/2.0/uk/ http://creativecommons.org/licenses/by/2.0/uk/

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That’s our logo: controversy surrounding the London 2012 Olympic logo

Description

The London 2012 logo was launched in the spring of 2007, to widespread derision. What does this mean for the future of the Olympic brand?

Subjects

cc-by | creative commons | athletics | competition | discussion starter | discuss | logo | branding | controversy | design | art | public opinion | oxb:060111:007dd | hospitality | leisure | sport | tourism | ukoer | hlst | engscoer | oer | ll2012 | london 2012 | olympics | olympic games | paralympics | paralympic games | learning legacies | jisc | hea | oxford brookes university | hlstoer | ioc | locog | team gb | the olympics funding and marketing | Social studies | L000

License

Attribution 2.0 UK: England & Wales Attribution 2.0 UK: England & Wales http://creativecommons.org/licenses/by/2.0/uk/ http://creativecommons.org/licenses/by/2.0/uk/

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Meanings and Functions in Olympic Consumption: A Study of the Athens 2004 Olympic Licensed Products

Description

This is an exploratory study of the meanings and functions of one aspect of Olympic consumption, the purchase of Olympic licensed products. More specifically, the present study attempted to examine the value Olympic licensed items hold for their owners by uncovering the meanings attached to those items. Using the Athens 2004 Summer Olympic Games as the setting, 280 consumers responded to questions regarding their reasons for purchasing Olympic licensed products as well as how they intended to use those products. Furthermore, an effort was made to assess what those products meant for their owners. The findings of this study point to the highly symbolic meanings embedded in the consumption of Olympic licensed products. The symbolic meanings revealed centred around three main themes: the Olym

Subjects

HLST | LL2012 | London 2012 | Olympics | Olympic Games | Paralympics | Paralympic Games | Learning Legacies | JISC | HEA | HLSTOER | sport | leisure | tourism | hospitality | branding | licensing | marketing | promotion | commercialisation | endorsement | Athens 2004 | ATHOC | Athens Organising Committee | IPR | intellectual property rights | licensed products | Olympic symbols | legacy | souvenirs | history | commemorative | merchandise | product placement.

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Copyright Routledge, Taylor and Francis Group. See the individual resource for usage rights. Copyright Routledge, Taylor and Francis Group. See the individual resource for usage rights.

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