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Search results for: BRAND MANAGEMENT
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Challenges of branding and marketing of clusters
PublicationClusters have proved to be powerful engine s of economic development in the European Union. Clusters and their stakehol ders can derive many benefits fr om a strong cluster brand. However, they face numerous branding and marketing challenges. Specifics of clusters, such as multiple stakeholders, make it difficult to forge a strong brand identity. This paper addresses the need to develop a cluster specific approach to branding and...
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Exploring the role of brand experience in driving consumer emotions and engagement with sports brands in Australia
PublicationPurpose: This paper aims to fill the theoretical gap in understanding and practical implementation by examining how sports brands in Australia use brand experience to link emotional response and brand engagement. Design/methodology/approach: The study fits into the positivist paradigm. The starting point is the stimulus-organism-response theory. A quantitative method, which is an online survey, was used to collect data. Responses...
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Italy, an Extraordinary Commonplace? Stereotypes and Imaginaries of Italianness in Online Communication by Fashion Brands
PublicationThe paper explores the use of country-related stereotypes associated with Italian identity in the social media communication of 21 Italian fashion brands on Instagram. Focusing on the concept of “made in Italy”, the research employs image content analysis to identify how the selected sample of brands communicates Italian identity globally. The theoretical framework emphasizes the importance of the Country of Origin (COO) concept,...
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Barcelona - from the province to Metropolis.The cogent strategy of branding the city
PublicationThe phenomenon of rebranding Barcelona's image, called the Barcelona effect or 'Barcelona Model', is exampled as one of the most spectacular transformations of the city perception in the last decade. Why has Barcelona been successful? Is it the effect of the recently intensified revitalization practice, or has the city of Barcelona built its brand market value for years? The aim of the research is to name these transition...
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The Pomerania Design Faktory as an Example of 50+ Entrepreneurship Promotion
PublicationThe article presents one of the programmes carried out by The Gdańsk Entrepreneurs' Foundation and The Gdansk Labor Office in 2013/14, dedicated to seniors. It is a great example of an innovative project aimed at the activation of individuals aged 50+ by using their own talents and interests in business. It also shows the results of intergenerational cooperation because the trainers — especially the designers — were much younger...
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How do responsible universities perceive their social engagement? In search of signs of Creating Shared Value by the University
PublicationObjectives: University social responsibility still lacks legitimisation and is perceived as a burden that hinders academics from doing research and teaching. Creating Shared Value by the University may serve as a tool to motivate universities to engage in initiatives for society, as this is beneficial for both parties. Yet, some researchers perceive the creation of economic value as inappropriate for academia. Thus, it was interesting...
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Night in a big city. Light festivals as a creative medium used at night and their impact on the authority, significance and prestige of a city
PublicationCities in times of global urbanization, are looking for completely new marketing methods, one such tool is the creative use of artificial light after dark, in the form of light festivals. This paper aims to introduce the historical development of the phenomenon and contemporary as well as contemporary illuminations / projects of illuminations of Fete des Lumieres festival in Lyon, Luminale in Frankfurt or on a smaller scale Lights...
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Shaping the brand awareness of science and technology parks in Eastern Poland
PublicationThe main aim of the paper is the analysis of the effects of actions undertaken so far that have aimed at shaping brand awareness of the parks in Eastern Poland, supported under the OP DEP. The authors focused on the demand-side perspectiveand scrutinized two vectors of conscious branding: the surrounding environment and communication with customers. The group of potential customers underwent qualitative research (ITI interviews)....
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Miasto jako marka – analiza wybranych działań marketingowych miasta Lublin
PublicationW niniejszej pracy przedstawiono mechanizmy i proces kształtowania się miasta jako marki. Celem przeprowadzonych badań była analiza wybranych działań marketingowych Lublina od 2007 r. do 2014 r. Zbadano strategię tworzenia się marki „Lublin Miasto Inspiracji” oraz przedstawiono wybrane kampanie promocyjne. Stwierdzono, że dzięki narzędziu Brand Foundations możliwe było skuteczne stworzenie i wprowadzenie marki miasta na rynek....
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PRELIMINARY FIELD TESTS AND LONG-TERM MONITORING AS A METHOD OF DESIGN RISK MITIGATION: A CASE STUDY OF GDAŃSK DEEPWATER CONTAINER TERMINAL
PublicationAppropriate risk assessment plays a fundamental role in the design. . The authors propose a possible method of design risk mitigation, which follows recommendations included in Eurocode 7. The so-called “Observational Method” (OM) can produce savings in costs and programmes on engineering projects without compromising safety. The case study presented is a complex design solution that deals with the heavy foundations of a gantry...
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A study of cavitation erosion resistance of an ion nitrided titanium alloy by means of the vibration and rotating disk methods
PublicationIn this work, a comparative analysis of the cavitation erosion resistance of the Ti– 6.7Al–2.5Mo–1.8Cr–0.5Fe–0.25Si alloy (known as brand VT3-1) before and after lowtemperature ion nitriding is carried out. Two test methods were applied, using vibrative (ASTM G-32) and rotating disk rigs, respectively. The kinetic dependences of the erosive destruction of samples of titanium alloy VT3-1 in the initial state, after ion nitriding...
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Adaptive Optimal Discrete-Time Output-Feedback Using an Internal Model Principle and Adaptive Dynamic Programming
PublicationIn order to address the output feedback issue for linear discrete-time systems, this work suggests a brand-new adaptive dynamic programming (ADP) technique based on the internal model principle (IMP). The proposed method, termed as IMP-ADP, does not require complete state feedback, merely the measurement of input and output data. More specifically, based on the IMP, the output control problem can first be converted into a stabilization...
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Recovering Evaluation of Narrow-Kerf Teeth of Mini Sash Gang Saws
PublicationSash gang saws with narrow-kerf saw blades are used in the production of glued laminate flooring elements in plants where dry technology is applied. This means that boards or friezes are sawn into top layer lamellae in dry conditions (moisture content of about 10–12%) from expensive wood species, often exotic. The object of this research was stellite-tipped teeth of narrow kerf saw blades sharpened under industrial conditions....
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A Workflow Application for Parallel Processing of Big Data from an Internet Portal
PublicationThe paper presents a workflow application for efficient parallel processing of data downloaded from an Internet portal. The workflow partitions input files into subdirectories which are further split for parallel processing by services installed on distinct computer nodes. This way, analysis of the first ready subdirectories can start fast and is handled by services implemented as parallel multithreaded applications using multiple...
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C2 NIWA Community-Segmentation Criteria and Building Brand Associations on the Example of a Selected Target Group
PublicationEvery organization which offers products or services wishes to communicate with their customers in the most effective way. This kind of communication is based on proper selection of target groups, which are extracted in the process of market segmentation. That is way it is very important to ask the question to whom the message is to be directed and what kind of message we want to give. This article describes the selection criteria...
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Personal Brand Authenticity and Social Media: The Top 5 Football Players’ Case
Publicationhe authenticity is a key factor which attracts the interest of young consumers in the more and more dominant virtual world full of “fake news”,“fake images”, and “fake impressions”. The celebrity authenticity is also important when it comes to gain the positive attitude of the audience and the success in the long term. The unique talent is crucial for all stars. According to football stars, the authenticity of their personal brands...
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Self-Perceived Personal Brand Equity of Knowledge Workers by Gender in Light of Knowledge-Driven Organizational Culture: Evidence From Poland and the United States
PublicationThis study contributes to the limited literature on the personal branding of knowledge workers by revealing that a culture that incorporates knowledge, learning, and collaboration supports (explicit and tacit) knowledge sharing among employees and that sharing matters for knowledge workers’ self-perceived personal brand equity. Analysis of 2,168 cases from the United States and Poland using structural equation modeling (SEM) showed...
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The potential of LC–MS technique in direct analysis of perfume content
PublicationPerfumes are products that consist of a wide range of natural and synthetic compounds. Due to complex composition, the determination of their ingredients is a difficult task. Most of the perfume components are either volatile or semi-volatile; however, most of the attention has been paid to volatile ones, and thus, gas chromatography or electronic noses are generally used. Nevertheless, in this study, liquid chromatography coupled...
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Badanie aktywności online polskich konsumentów dotyczącej marek
PublicationRozwój nowych trendów w internecie, a w szczególności Web 2.0, spowodował wzrost społecznego zaangażowania internautów oraz dalszy rozwój kanałów społecznościowych i tym samym różnego typu platform interaktywnych. Internet zachęca internautów do interakcji z witrynami, a za ich pośrednictwem z innymi użytkownikami sieci. Umożliwia im tworzenie treści na temat różne tematy, w tym na przykład związany z markami produktów. Dzięki...
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Edyta Gołąb-Andrzejak dr hab.
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City as a product. Architecture as an Economic Instrument. Are Global Cities People-Friendly Places?
PublicationWhile spending time in our everyday urban environment do we ever think how particular architecture influences the economic value of that space? Space has its measurable financial value. From the economic point of view a place can be treated as a product that fights for appearing in tourists’ and investors’ consciousnesses. Space - treated as an object of demand and supply - becomes an element in a marketing game. To reach its...
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Designing digital displays and interactive media in today’s cities by night. Do we know enough about attracting attention to do so?
PublicationWith the huge transformation in the development of digital screen technology and its consistently decreasing cost, digital billboards are progressively replacing traditional static, two-dimensional poster advertisements in our cities1. Previously, due to the substantial expenditure involved, they were only available to major international brands with vast promotional resources to build their brand fame. Today, however, they are...
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ARCHITECTURE IN BRANDING AND OVERBRANDING PROCESS. HOW GLOBALIZATION INFLUENCED ARCHITECTURE QUALITY.
PublicationGlobalization is unification. In the field of architecture and in the social structure alike, the globalization leads to a blending of economies and cultures that produces uniformly branded public space as a response to universal assumptions of integration and correlation. While branding consists in creating a recognizable and outstanding image a strong contradiction exists between both of these approaches. As a result, regional...
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Distinctive facades of commercial buildings and the quality of public space,
PublicationMutual relations between the retail center and public spaces of the city are varied. They depend on the type and size of the commercial structure. Other ones are for multifunctional shopping centers and other for high streets. In megastores and shopping malls the essential for their functioning is their interior and entrance, which is sometimes the only place of interpenetration of the commercial structure with the surrounding...
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Factors of successful client co-production in knowledge-intensive business services
PublicationPurpose This paper aims to explore the topic of client co-production in knowledge-intensive business services (KIBS). The paper first sketches a theoretical background and reviews previous studies on factors affecting successful client co-production in such companies and then examines these factors via case study research among a small KIBS company and its five customers. Design/methodology/approach The paper is based on an in-depth...
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Client co-production in knowledge-intensive business services (KIBS): Case study analysis
PublicationPurpose: This paper aims to explore the topic of client co-production in knowledge-intensive business services (KIBS). The paper first sketches a theoretical background and reviews previous studies on factors affecting successful client co-production in such companies and then examines these factors via case study research among a small KIBS company and its five customers. Methodology: The paper is based on an in-depth analysis...
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Magdalena Brzozowska-Woś dr hab. inż.
PeopleMagdalena Brzozowska-Woś is a graduate of the Faculty of Management and Economics of the Gdańsk University of Technology (specialization: management systems). She is also a graduate of Postgraduate Studies in Advertising (Faculty of Management and Economics, GUT) and Postgraduate Studies in Public Relations (SWPS University of Humanities and Social Sciences). In the years 2000-2003, she cooperated with Panorama Internet sp. z o....
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Knowledge Management
e-Learning CoursesBrand knowledge, customer knowledge, relations knowledge, market knowledge, „know how” etc., are intangible assets with great value to the organization today, and to leave these assets unmanaged would seem to be foolish in the extreme. The aim of the course is to explain: who/ why/ how to manage knowledge effectively. Welcome & GOOD LUCK :) Wioleta Kucharska
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Zintegrowane sterowanie systemami zaopatrzenia w wodę pitną
PublicationOptymalne ekonomicznie zaspokojenie w miastach bieżącego zapotrzebowania na wodę pitną tak, aby spełnione były wymagania jakości dostaw oraz jakości samej wody jest złożonym zadaniem. Zarówno aspekty aplikacyjne jak i teoretyczne tego problemu są przedmiotem intensywnych prac prowadzanych w sektorach naukowych i przemysłowych na całym świecie. Prace te finansowane są przez przemysł, komitety naukowe oraz Programy Ramowe Unii Europejskiej....