A case study : Chanel or Gabrielle? authenticity and iconic branding : a case study
- Authors: Verwey, Sonja
- Date: 2018
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/290178 , uj:31498 , Citation: Verwey, S. 2018. A case study : Chanel or Gabrielle? authenticity and iconic branding : a case study.
- Description: Abstract: Within a postmodern economy consumers increasingly seek out connections with brands that not only satisfy their functional and higher order hedonistic needs, but also allow them to express their authentic selves and social affiliations in ways that affirm who they are or aspire to be. An authentic brand has the potential to deliver both utilitarian and hedonistic value to the consumer, which may ultimately lead to a relationship of brand love or affinity that is both emotional and passionate, and evolves over time. For the true luxury client luxury is more than a logo, instead it is an appreciation of fine works, fine craftsmanship, creativity and the making of a legend. It is within this context that this paper aims to explore Chanel’s brand positioning and strategy in particular relation to the Gabrielle perfume launch. From this it is demonstrated that the focus of this strategy was the successful synthesis of: (a celebration of the Chanel heritage; and, its’ embrace of the new, thereby authentically reinterpreting its iconic brand values within an emerging contemporary cultural context.
- Full Text:
- Authors: Verwey, Sonja
- Date: 2018
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/290178 , uj:31498 , Citation: Verwey, S. 2018. A case study : Chanel or Gabrielle? authenticity and iconic branding : a case study.
- Description: Abstract: Within a postmodern economy consumers increasingly seek out connections with brands that not only satisfy their functional and higher order hedonistic needs, but also allow them to express their authentic selves and social affiliations in ways that affirm who they are or aspire to be. An authentic brand has the potential to deliver both utilitarian and hedonistic value to the consumer, which may ultimately lead to a relationship of brand love or affinity that is both emotional and passionate, and evolves over time. For the true luxury client luxury is more than a logo, instead it is an appreciation of fine works, fine craftsmanship, creativity and the making of a legend. It is within this context that this paper aims to explore Chanel’s brand positioning and strategy in particular relation to the Gabrielle perfume launch. From this it is demonstrated that the focus of this strategy was the successful synthesis of: (a celebration of the Chanel heritage; and, its’ embrace of the new, thereby authentically reinterpreting its iconic brand values within an emerging contemporary cultural context.
- Full Text:
Art or dark art? moral failure and ethical obligation in South African public relations practice
- Verwey, Sonja, Muir, Clarissa
- Authors: Verwey, Sonja , Muir, Clarissa
- Date: 2018
- Subjects: Public relations , Ethics , Moral framework
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/290206 , uj:31501 , Citation: Verwey, S. & Muir, C. 2018. Art or dark art? moral failure and ethical obligation in South African public relations practice. Communitas 2018 23: 1-17, DOI: https://dx.doi.org/10.18820/24150525/Comm.v23.1.
- Description: Abstract: Ethical failures are not just philosophical problems, but also economic problems that hold significant social and political consequences for the social and communal contexts in which these are enacted. Recent ethical scandals such as Bell Pottinger and Cambridge Analytica have reawakened public debate on ethical standards in professional practice. While some research on PR roles has been conducted in the South African context since 2002, there are no formally documented studies regarding the moral philosophy and ethics of PR practice in South Africa. This article seeks to determine how South African PR practitioners respond to their ethical obligations. Research findings confirm that partisan values still dominate and that contexts of practice do not facilitate ethical practice by meeting ethical obligations through ethics of care and communality. The findings seem to indicate that the roots of ethical failures in the industry run deep. South African PR practice will continue to be regarded as a “dark art” unless it can free itself of moral constraints inherent to the reflexive modernist PR practices and assumptions that prevail. To facilitate a transition away from compliance to codes of conduct towards greater moral accountability, moral character in role enactment must be engaged with on a more profound level.
- Full Text:
- Authors: Verwey, Sonja , Muir, Clarissa
- Date: 2018
- Subjects: Public relations , Ethics , Moral framework
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/290206 , uj:31501 , Citation: Verwey, S. & Muir, C. 2018. Art or dark art? moral failure and ethical obligation in South African public relations practice. Communitas 2018 23: 1-17, DOI: https://dx.doi.org/10.18820/24150525/Comm.v23.1.
- Description: Abstract: Ethical failures are not just philosophical problems, but also economic problems that hold significant social and political consequences for the social and communal contexts in which these are enacted. Recent ethical scandals such as Bell Pottinger and Cambridge Analytica have reawakened public debate on ethical standards in professional practice. While some research on PR roles has been conducted in the South African context since 2002, there are no formally documented studies regarding the moral philosophy and ethics of PR practice in South Africa. This article seeks to determine how South African PR practitioners respond to their ethical obligations. Research findings confirm that partisan values still dominate and that contexts of practice do not facilitate ethical practice by meeting ethical obligations through ethics of care and communality. The findings seem to indicate that the roots of ethical failures in the industry run deep. South African PR practice will continue to be regarded as a “dark art” unless it can free itself of moral constraints inherent to the reflexive modernist PR practices and assumptions that prevail. To facilitate a transition away from compliance to codes of conduct towards greater moral accountability, moral character in role enactment must be engaged with on a more profound level.
- Full Text:
Die rol van kommunikasieklimaat in persepsies van organisasieklimaat van die formele organisasie
- Authors: Verwey, Sonja
- Date: 2014-02-13
- Subjects: Communication in management - South Africa , Communication in organizations - South Africa
- Type: Thesis
- Identifier: uj:3989 , http://hdl.handle.net/10210/9346
- Description: D.Litt. et Phil. , The purpose of this study was to determine on a theoretical level what the role of communication climate in the formation of perceptions of organizational climate of the formal organization is. To achieve this purpose, existing conceptual and methodological issues surrounding the climate construct had to be alleviated. This was achieved through the operational definition of the construct within the framework of an organizational model, whereby a nomological net could be established for the construct. A theoretical framework within which the operational definition of the construct could be undertaken, was constructed through a systematic synthesis of available literature. Through structural functional analysis of existing systems theoretical approaches to the study of organization systems, a social systems model of organizational functioning was constructed. within this explicit theoretical framework the construct organizational climate, as well as the construct communication climate was operationally defined according to the role each plays in terms of the organization's functioning. By representing these constructs in relation to each other within the framework of an organizational model, a theoretical link between these two constructs could be specified. It was indicated that the determinants of organizational climate are the organizational processes which link organizational structures to functions. It was determined that the organizational climate construct consists of two sub constructs, i.e. communication climate and transformation climate. It was also noted that both these constructs are related to communication constructs, and thus the climate they generate is related to a climate for communication. The conclusion was 'thus made that organizational climate is a communication construct, which is indicative of the climate for organizational functioning which is provided by communication. It was also shown that the relationship by which the constructs communication climate and transformation climate determine organizational .climate cannot be specified in a general way. The reason for this is that the specific processes emphasized by the organization in its functioning will determine the relationship between these two constructs in the formation of the organizational climate of the formal organization. Finally, the methodological implications of this theoretical viewpoint were discussed.
- Full Text:
- Authors: Verwey, Sonja
- Date: 2014-02-13
- Subjects: Communication in management - South Africa , Communication in organizations - South Africa
- Type: Thesis
- Identifier: uj:3989 , http://hdl.handle.net/10210/9346
- Description: D.Litt. et Phil. , The purpose of this study was to determine on a theoretical level what the role of communication climate in the formation of perceptions of organizational climate of the formal organization is. To achieve this purpose, existing conceptual and methodological issues surrounding the climate construct had to be alleviated. This was achieved through the operational definition of the construct within the framework of an organizational model, whereby a nomological net could be established for the construct. A theoretical framework within which the operational definition of the construct could be undertaken, was constructed through a systematic synthesis of available literature. Through structural functional analysis of existing systems theoretical approaches to the study of organization systems, a social systems model of organizational functioning was constructed. within this explicit theoretical framework the construct organizational climate, as well as the construct communication climate was operationally defined according to the role each plays in terms of the organization's functioning. By representing these constructs in relation to each other within the framework of an organizational model, a theoretical link between these two constructs could be specified. It was indicated that the determinants of organizational climate are the organizational processes which link organizational structures to functions. It was determined that the organizational climate construct consists of two sub constructs, i.e. communication climate and transformation climate. It was also noted that both these constructs are related to communication constructs, and thus the climate they generate is related to a climate for communication. The conclusion was 'thus made that organizational climate is a communication construct, which is indicative of the climate for organizational functioning which is provided by communication. It was also shown that the relationship by which the constructs communication climate and transformation climate determine organizational .climate cannot be specified in a general way. The reason for this is that the specific processes emphasized by the organization in its functioning will determine the relationship between these two constructs in the formation of the organizational climate of the formal organization. Finally, the methodological implications of this theoretical viewpoint were discussed.
- Full Text:
Post digital dialogue and activism in the public sphere
- Benecke, Dalien René, Verwey, Sonja
- Authors: Benecke, Dalien René , Verwey, Sonja
- Date: 2020
- Subjects: Post digital dialogue , Activism , Biopower
- Language: English
- Type: Book Chapter
- Identifier: http://hdl.handle.net/10210/456810 , uj:40481 , Citation: Benecke, D.R. & Verwey, S. 2020. Post digital dialogue and activism in the public sphere.
- Description: Abstract: Dialogue in the public sphere includes the biopower of the individual, his or her agency and legitimacy as an activist. Digital technology and social media platforms provide individuals and groups with opportunities to communicate their personal experiences, and to share their opinions and views within various continually evolving digital networks that may or may not consist of structures that can facilitate protest action. Digital dialogue has drastically altered our social and political realities as well as our modes of participation within the virtual public spheres. The purpose with this conceptual paper is to explore the opportunities dialogue in the virtual public sphere offers political protestors to influence more diverse groups, increase their resistance of normative hierarchies and improve quality of participation from like-minded citizens. The discussion is contextualised within a political protest in the Alexandra Township, South Africa.
- Full Text:
- Authors: Benecke, Dalien René , Verwey, Sonja
- Date: 2020
- Subjects: Post digital dialogue , Activism , Biopower
- Language: English
- Type: Book Chapter
- Identifier: http://hdl.handle.net/10210/456810 , uj:40481 , Citation: Benecke, D.R. & Verwey, S. 2020. Post digital dialogue and activism in the public sphere.
- Description: Abstract: Dialogue in the public sphere includes the biopower of the individual, his or her agency and legitimacy as an activist. Digital technology and social media platforms provide individuals and groups with opportunities to communicate their personal experiences, and to share their opinions and views within various continually evolving digital networks that may or may not consist of structures that can facilitate protest action. Digital dialogue has drastically altered our social and political realities as well as our modes of participation within the virtual public spheres. The purpose with this conceptual paper is to explore the opportunities dialogue in the virtual public sphere offers political protestors to influence more diverse groups, increase their resistance of normative hierarchies and improve quality of participation from like-minded citizens. The discussion is contextualised within a political protest in the Alexandra Township, South Africa.
- Full Text:
- «
- ‹
- 1
- ›
- »