http://www.inquiriesjournal.com/keyword/branding Inquiries Journal provides undergraduate and graduate students around the world a platform for the wide dissemination of academic work over a range of core disciplines. en-us Thu, 23 Apr 2026 07:23:25 -0400 Thu, 23 Apr 2026 07:23:25 -0400 http://www.inquiriesjournal.com/articles/1470/standardization-of-international-advertising-strategies-a-content-analysis-of-pantene-pro-v By Kailyn Schmidt - With products available in more than 180 countries, Procter & Gamble is one of the largest global advertisers. Considering today's global marketplace, it has become increasingly necessary for multinational companies like Procter & Gamble to effectively communicate with people from diverse nations. This study examined the extent of standardization practiced by the company for its Pantene Pro-V line of products and which components are most commonly standardized or adapted. Analysis showed that Procter & Gamble practiced a moderate level of standardization, which allowed it to maintain... Tue, 31 May 2016 12:00 EDT http://www.inquiriesjournal.com/articles/1470/standardization-of-international-advertising-strategies-a-content-analysis-of-pantene-pro-v http://www.inquiriesjournal.com/articles/1446/the-burrito-behemoth-chipotle-mexican-grill-and-its-model-for-success By Nealay Vasavda - Chipotle Mexican Grill has revolutionized the fast food industry. In a short time, the brand has served as inspiration for the growing "fast casual" segment of the food industry and has become an American cultural phenomenon. Through its use of social media and corporate social responsibility marketing strategies, the brand has adapted to a growing segment of the consumer market and has taken the United States by storm. Today, Chipotle has turned its focus to its presence as an international brand. This paper analyzes Chipotle's marketing tactics, how they were applied to its London branches as... Tue, 31 May 2016 12:00 EDT http://www.inquiriesjournal.com/articles/1446/the-burrito-behemoth-chipotle-mexican-grill-and-its-model-for-success http://www.inquiriesjournal.com/articles/1477/how-youtube-developed-into-a-successful-platform-for-user-generated-content By Margaret Holland - Since its development, YouTube, the world's third most popular online destination, has transformed from a video-sharing site into a job opportunity for content creators in both new and mainstream media. Based on content analysis, the study examined how three prominent YouTubers have created a successful personal brand. Analysis revealed the common characteristics that these online celebrities shared, the appeal of their content to viewers, and their use of traditional media to strengthen their branding. The study also found that younger viewers prefer watching YouTube videos because they were... Tue, 31 May 2016 12:00 EDT http://www.inquiriesjournal.com/articles/1477/how-youtube-developed-into-a-successful-platform-for-user-generated-content http://www.inquiriesjournal.com/articles/1364/instagram-and-branding-a-case-study-of-dunkin-donuts By Kally A. Lavoie - One of the newest social media tools available to brands is Instagram, a mobile app that allows users to capture and share images and videos with followers (Instagram, 2015). Officially launched in October 2010, Instagram gained 1 million users within its first month, and the app had 300 million active monthly users by April 2015 (Costill, 2014; Instagram, 2015). As a largely visual social media tool, Instagram allows businesses to reach consumers and strengthen its brand in new ways. This case study aimed to discover how Dunkin' Donuts used Instagram to strengthen their brand. This study analyzed... Thu, 18 Feb 2016 04:32 EST http://www.inquiriesjournal.com/articles/1364/instagram-and-branding-a-case-study-of-dunkin-donuts http://www.inquiriesjournal.com/articles/1131/instabranding-shaping-the-personalities-of-the-top-food-brands-on-instagram By Kate Ginsberg - Instagram is a growing social media platform that provides a means of self-expression and communication through creative visuals. Businesses are responding to this trend by using it as a cost-effective marketing tool. This paper examined the accounts of the leading food brands on Instagram: McDonald’s, Taco Bell, Shredz, Ben & Jerry’s, and Oreo. Photos were classified according to 11 elements: product, person and product, people and product, humor and product, world events, recipes, campaign with no products, user-generated, regram from a celebrity, and video. They were further... Sat, 30 May 2015 11:59 EDT http://www.inquiriesjournal.com/articles/1131/instabranding-shaping-the-personalities-of-the-top-food-brands-on-instagram http://www.inquiriesjournal.com/articles/1132/how-luxury-fashion-brands-utilize-youtube-to-engage-consumers-and-promote-brand-identity By Melissa Hanke - As the world becomes more technologically advanced, the demand for two-way communication between brand and consumer has become stronger. This study tried to develop a relationship between the rise in new media and luxury brands by content analyzing Chanel, Dior, and Burberry’s YouTube channels that aims to categorize their video content into the following three categories: musical performances, historical narratives, and behind-the-scenes footage. The study found that as social media becomes more prevalent in today’s society, these three luxury brands are steering away from brand advertisements... Sat, 30 May 2015 11:59 EDT http://www.inquiriesjournal.com/articles/1132/how-luxury-fashion-brands-utilize-youtube-to-engage-consumers-and-promote-brand-identity http://www.inquiriesjournal.com/articles/1134/the-impact-of-technology-on-music-stars-cultural-influence By Dean Shapero - This research paper addressed how technology has changed cultural relationships consumers have with music. The music industry’s business model has undergone substantial change over the last decade, and understanding artists’ cultural influence is critical in reevaluating their position in society. After a literature review tracking influence through the decades since the vinyl era, the author conducted a survey to determine how college students interact with music artists on Twitter and how they consume music. The results demonstrated high social connectivity of users to artists through... Sat, 30 May 2015 11:59 EDT http://www.inquiriesjournal.com/articles/1134/the-impact-of-technology-on-music-stars-cultural-influence http://www.inquiriesjournal.com/articles/1036/humanizing-a-brand-consumer-relationships-through-an-anthropomorphic-lens By Kristen Calabro - Brand loyalty develops as an intermixing of self-image and brand image, and anthropomorphized brands succeed when their ideal traits are utilized as brand personality components. To test the relationship between anthropomorphism and ideal traits, the researcher surveyed 211 Elon students and compared their preference for four brands from two industries. One brand from each industry utilized anthropomorphism techniques in the form of a spokescharacter, while the other brand did not. The results of the survey found that the use of a spokescharacter affected brand preference: It created significant... Sun, 30 Nov 2014 12:00 EST http://www.inquiriesjournal.com/articles/1036/humanizing-a-brand-consumer-relationships-through-an-anthropomorphic-lens http://www.inquiriesjournal.com/articles/971/brand-identities-and-portrayal-of-minority-groups-in-2013-super-bowl-automobile-advertisements By Baron Smith - The fact that brands have unique identities and personalities is well known and researched. However, the extent to which a brand’s personality or identity manifest itself in advertising is less known. This study examined how brand identities were conveyed in 10 automobile advertisements from the 2013 Superbowl. It also analyzed portrayal of the women, gender roles and sexual orientation in the advertisements. A qualitative content analysis revealed that the advertisements communicated clear brand identities through storytelling, and contained stereotypical gender roles and sexualized or... Thu, 29 May 2014 06:36 EDT http://www.inquiriesjournal.com/articles/971/brand-identities-and-portrayal-of-minority-groups-in-2013-super-bowl-automobile-advertisements http://www.inquiriesjournal.com/articles/820/pay-for-play-analysis-of-the-image-restoration-strategies-of-high-profile-college-athletes By Jacob H. Selzer - This study sought to explore the college athletic landscape through a Crisis Communications perspective. Using William Benoit’s “Theory of Image Restoration” as a framework, this study employed a case-study approach to analyze the image restoration strategies of three high profile college football players following scandals. The study found a consistent use of traditional strategies such as mortification, corrective action, and denial from the athletes and associated parties. This research demonstrates the level of prominence that college athletes have been elevated to and concludes... Mon, 09 Dec 2013 11:15 EST http://www.inquiriesjournal.com/articles/820/pay-for-play-analysis-of-the-image-restoration-strategies-of-high-profile-college-athletes http://www.inquiriesjournal.com/articles/305/shock-advertising-theories-risks-and-outcomes-analyzed-using-the-case-of-barnardos By Catrise P. Noel - Founded in 1867 by Dr. Thomas Barnardo to help "abused, vulnerable, forgotten and neglected children," children's charity Barnardo's now helps over 110,000 children every year (Barnardo's, 2009). Although traditionally advertising has been used to "equate products with positive cultural or social experiences" (Klein, 2000, p.29), Barnardo's has abandoned such "positive" practices, alternatively opting for a "disturbing image [to present] the need for support" (Goddard, 1998, p.10) thus making its advertisements a vivid reality (Klein, 2000). As a charity, Barnardo's is subject to closer scrutiny... Thu, 21 Oct 2010 10:27 EDT http://www.inquiriesjournal.com/articles/305/shock-advertising-theories-risks-and-outcomes-analyzed-using-the-case-of-barnardos http://www.inquiriesjournal.com/articles/264/social-networking-protecting-your-information-and-personal-brand By Joe E - The Internet is a necessity in Americans’ lives and something that many access often throughout the day. Over 80% of students use one or more social networks and more than half log in at least once a day (Peluchette, 2008). The Internet “allows people to separate their ideas from their physical presence” (Keats Cintron, 2009) making collaboration easier between two parties.” Separation may be a city or a continent. As the number of Internet users increases, “so does the criminal usage of the Internet” according to the Swedish National Criminal Investigation... Tue, 29 Jun 2010 08:05 EDT http://www.inquiriesjournal.com/articles/264/social-networking-protecting-your-information-and-personal-brand