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Language and Semiotic Studies 2019年第3期5卷 48-77页

作者： Qian Wang Dan Zhang Northwestern Polytechnical University China Hainan University China

City branding brings immense benefits for mega-cities in gaining international prestige in an increasingly competitive global arena. City publicity films, as an effective method for promoting the city through online dissemination, can reach and influence a wider audience. However, the deployment of different semiotic resources in the branding discourse in city publicity films remains under-explored, and in particular, the role of cultural attributes in the construction of meaning in the discourse of city branding through linguistic and nonverbal modalities remains unknown. This paper, drawing on theories of Systemic Functional Grammar and Visual Grammar, examines the multimodal discourse of publicity films of Beijing and London in terms of representational and interactive meanings achieved through various semiotic resources. It is found that, in verbal and visual discourse, both films share similarities regarding enhancing persuasiveness via emotional branding but exhibit differences regarding how to achieve persuasiveness through different semiotic resources that co-construct meaning. The Beijing publicity film blends functional and emotional values while the London publicity film is prone to being more functional. In addition, possible reasons for the differences observed are discussed.

关键词： city branding city publicity films cultural attributes emotional branding multimodality

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Dynamic Analysis on the Main Transmission Device of Wooden Ice Cream Sticks branding Machine

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Journal of Donghua University(English Edition) 2019年第3期36卷 234-238页

作者： LIU Wenzhi HUANG Mingjun LI Weiguo MA Zhibin College of Aviation Inner Mongolia University of TechnologyHohhot 010051China College of Mechanical Engineering Inner Mongolia University of TechnologyHohhot 010051China Engineering Training Center Inner Mongolia University of TechnologyHohhot 010051China

In order to reduce the labor intensity,improve the production efficiency and enhance the equipment stability and the branding accuracy of the pattern,we have completed a double-row high-efficiency wooden ice cream stick branding machine structural *** rigid-flexible coupling dynamics model is established and the movement and stress of the first-stage chain drive are calculated and *** comparison of the theoretical calculation results shows that the dynamic modeling and the structural design of the equipment are reasonable and the result of dynamic calculation also provides the basis of load data for dynamic strength calculation of structural components.

关键词： ice cream branding machine rigid-flexible coupling multi-body dynamics chain drive transmission

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Study on Hotel branding Strategies

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International Journal of Technology Management 2013年第12期 35-37页

作者： LI Jun ZhengZhou Tourism College ZhengZhou Henan 450009

With the fiercer competition of hotel business, much attention has been paid to hotel brand equity, and particular attention has been given to the concept of hotel brand and ways to improve hotel brand management. In this paper, the concept of hotel brand and problems in building hotel brand are discussed, and strategies for hotel branding are put forward.

关键词： hotel branding strategies

A copy is (not a simple) copy: Role of urban Iandmarks in branding Seoul as a global city

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Frontiers of Architectural Research 2019年第1期8卷 44-54页

作者： Jieheerah Yun School of Architecture Hongik University Seoul 04066 Republic of Korea

This paper examines the role of urban landmark design in Seoul, after the structural adjustment in the late 1990s, in branding Seoul's image as a global city. The topic of urban branding through the use of works of well-k nown architects has gen erated much debate, with many argui ng that this practice involves a mere culture of the copy, or a thin veneer for a neoliberal urban redevelopment agenda. The case study sites examined in this paper-Some Sevit (Floating Island), Dongdaemun Design Plaza, and Seoullo 7017-are examples of the "free-fonn'' architecture commissioned by the Seoul city government in the hope of generating a "Bilbao Effect," and thereby promoting tourism in the area. This paper argues that although con temporary urba n lan dmarks in Seoul have the pote ntial to become bra ndscapes, they do not all stop short at becoming mere copies or a temporary fad. Rather, the conditions under which each landmark is reproduced are deeply situated, and the gap between aspiration and reality brings in dif fere nt results.

关键词： Landmark Urban branding Seoul Globalization Architecture

The City Next Door;branding Alexandria, Egypt

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Journal of Tourism and Hospitality Management 2020年第6期8卷 225-234页

作者： Dina M.Weheba Mohamed A.Nassar Alexandria University AlexandriaEgypt

Destination branding is a process of branding a place,a product,or a city,to attract investment,people,and *** growing role,significance and importance of destination branding and image in tourism is being widely *** is a growing body of research in destination branding and specifically with relation to tourism products and brands around the world and how they can use certain elements(element mix)to develop a sense of identity to a *** has become very important in travel and tourism industry since it influences tourists’decisions to visit a place or a city and therefore it affects their level of *** main aim of destination branding is to create value and enable destination marketers to successfully use the unique characteristics and attributes associated with the city(e.g.,products,services,arts,technology,location,culture,etc.)to differentiate,position their destinations and sustain a competitive advantage over other tourism brands around the *** paper,using case-study methodology,aims to report on a wider project with the aim to develop“Alexandria—the city next door”brand to be available for tourists’choices when selecting a destination to visit.

关键词： destination branding branding destination image attributes Alexandria case study Egypt

An Analysis about branding of the “Third Emblem” within the ICRC Movement from Cultural Perspective

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大众文艺 2009年第19期 4-4页

作者：韩松立华中农业大学外国语学院

The paper endeavors to explore how ICRC Movement,a nonprofit organization,meets the global challenges of implementing branding strategies in for-profit marketing when adopting the third emblem.

关键词： branding third emblem nonprofit organization

Destination branding by the Brand of Hotel

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Journal of Tourism and Hospitality Management 2020年第3期8卷 100-107页

作者： Elizabeth Abiola-Oke Redeemer’s University Osun SateNigeria

Most destinations around the world are alike in the services delivered to the ***,it is becoming difficult for tourists to differentiate one destination from the other due to the similarity of resources,activities,and other *** destination,just like any other product,requires a distinguishing factor and that is where branding comes into *** the aim of the study is to critically examine the impact of hotel brands on the branding of a destination.

关键词： destination branding

Towards a Holistic Place branding Model:A Conceptual Model Proposal

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Chinese Business Review 2018年第5期17卷 223-237页

作者： Mohamed Berrada Lumière University Lyon 2 LyonFrance Hassan 1st University SettatMorocco

This paper proposes a comprehensive and integrative model which will contribute to a successful place *** new model is proposed based on the analysis of 30 previous place branding models and enriched by the literature *** result of this work is the conceptual model that offers a more global perspective of place branding and consists of the following 11 interrelated elements:place,brand leadership,community stakeholders engagement,brand vision,brand architecture,brand identity,brand communications,brand image,brand experience,brand actions and brand evaluation,which must be incorporated into any place branding model as they prove to be relevant and play a strategic role in the branding *** are essential for place brand development and management,and represent key success factors of place *** research implications are to give researchers a guide for literature development,theory building,and future *** practical implications are to offer practitioners,professionals,local officials,and even governments a model that explains the place branding process to effectively create and manage a place *** previous models which take different perspectives on the branding process,this one is holistic as it encompasses(almost)all of *** new model highlights also new elements that do not appear in the previous ones.

关键词： pace branding conceptual holistic model branding process place brand development success factors

Palestinian Nation branding via Public Diplomacy

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International Relations and Diplomacy 2019年第5期7卷 202-216页

作者： Dalal Iriqat Arab American University RamallahPalestine

The term“branding”is still contested when linked to nations;colleagues in Palestine would argue that the term“promotion”could be of a more positive impact;in fact,this paper will examine this issue as scholars automatically link“branding”to products,business,and *** is not easy to imagine the nation as a brand;a nation cannot re-make itself,like a company launching a new *** a nation is inspired by its national identity which started to evolve with the evolution of the nation states;it heavily relies on people’s attachment to a shared land,shared history,shared language,shared culture,religion,clothing,behaviours,values,attitudes,or positions in dealing with internal and external *** is crucial to distinguish the identity for a nation which is usually done through studying the elements depending on which a nation promotes itself using public *** diplomacy is a soft power’s key instrument which we cannot ignore;in soft power,the narrative and the reality have to reflect each other.A nation’s identity is partly inherited from history and partly a continuing construction;there are aspects of national reputation which can be altered,for better or worse,by choice of actions,words,and *** the inherited parts of national reputation are open to revision as time goes by,states have gun a long way in their nation branding and Palestine cannot remain *** paper aims to address the importance of Palestinian national branding and to further shed light on how this could be *** on examples of other successful countries―case studies,the paper shall introduce a number of elements that shape a national identity;those elements are expected to inspire scholars and policy-makers in determining what is worth promoting in Palestine that would lead to successful branding of Palestine as a *** branding for Portugal,Cristiano Ronaldo,the soccer player was determined to be a national brand;the Portuguese chose to brand t

关键词： Diplomacy Nation branding Public Diplomacy Palestine Soft Power National Identity Narrative

Focus Shift in Brand Promotion in China's Garment Industry

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Journal of Donghua University(English Edition) 2007年第3期24卷 408-412页

作者：李陵申顾庆良 Glorious Sun School of Business Management Donghua University

After an introduction to the history of brand promotion in China, the paper points out that China＇s garment industry is undergoing the change from branding manufacturing to innovation. The shift is going along with the transition in the industry from comparative advantage to competitive advantage. After analyzing the relationship between independent innovation and brand building with the Smiling Curve, we can get the result that the key to China＇s garment industry is two-fold： brand promotion by means of independent innovation and competitive advantage in the international garment industry chain.

关键词： garment industry competitive advantage branding

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