Branding Makes You Stand Out: The impact of science/engineering graduates’ personal branding and perceived external marketability on perceived employability

With the trend of work-from-home and flexible working arising from the Covid-19 virus pandemic becoming increasingly popular, personal branding will play a growing role in the workplace. Practitioners in a few industries, such as public relations, have been at the forefront of personal branding and will continue to attract people from other...

Designing Outdoor Inclusion: Improving diversity and inclusivity in outdoor sports through co-creation

Outdoor sports, such as surfing, mountaineering and skiing, are historically exclusive. For years, those sports and their communities were dominated by a white athletic male culture and were far from diverse. This homogeneous environment was, and sometimes still is, reflected within the outdoor industry. Thus, for years, outdoor brands,...

Revitalize the Feelin' good-factor: A redesign of the Brunotti brand strategy

Introduction Brunotti is searching for growth opportunities, and is therefore developing a new brand strategy with a broader scope. The ‘right’ brand strategy will ultimately lead to an increase of the brands’ equity and increase the brands competitive position. However there is little knowledge about the perception of the brand and therefore...