In the present descriptive qualitative study, we present the concept of vocational branding to provide a definition and explain how it may increase interest in a particular vocation or career. We define vocational branding as a set of stories, facts, and ideas communicating the personality, traits, and realistic benefits and challenges of a…

The Pentel case study exhibits a success case of a global firm's ability to incorporate cultural-specific values into an advertising campaign. Pentel used superstitious beliefs in the Thai culture to create the Write Your Own Luck campaign. The company launched a limited pen collection designed to be carried as lucky charms. Each pen version…

Part art and part science, a good video can be an incredibly powerful tool to connect with audiences. Video presents a tantalizing way for institutions to share compelling stories and connect with their constituents. Paired with the power of other tools, it can help reach new audiences and also more fully engage those people who already know an…

Educational institutions understand the importance of having a positive image among their target audiences, but the process of creating, enhancing, and managing that image remains challenging to many. Confusion over what branding is only adds to the challenge. Consultants define "brand" as promising an experience and delivering on that…

Branding is about delivering on desired outcomes. The importance of positioning program offerings on the basis of outcomes sought in the education market is illustrated in this study of choice of an MBA program by prospective students. MBA fair attendees were surveyed and multiple methods were employed to determine the importance of desired…

This paper comprises a brief examination of the approach taken by the Welsh Language Board, as the principal language policy and planning body in Wales, with regard to aspects of prestige planning and the Welsh language. It describes how devolution and the recent, and first ever, national review by the Welsh Assembly Government of Welsh language…