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It has been suggested that social media marketing may be inclined more towards functional branding than intentional branding. The present study empirically examined the relationship between social media marketing strategies, intentional branding and functional branding with a view to determining where social media marketing strategies are more strongly inclined towards intentional than functional branding. Quantitative data were collected from 133 participants from Jordan marketing departments using questionnaires and analyzed using SPSS. The results of the study confirmed the relationship between social media marketing strategies. However, results showed that social media marketing strategies are more strongly inclined towards intentional branding than functional branding suggesting that social media marketing strategies are oriented towards intentional branding. The study recommends examining the idea of intentional branding and its role in controlling the image of the brand among customers.

Demographic changes taking place in many countries are contributing to deteriorating pension systems. In the near future, these systems may become insufficient in many countries, and may lead to a reduction in the amount of pension benefits. One way to reduce the risk of poverty for future retirees is for them to save for retirement in employee pension programs (EPPs). In developed countries, EPPs have become an HR policy and are included the employer branding strategy (EB). The main objective of the article is to indicate the place and relationship between the EB and EPPs. We assume that the perception of the relation between EPPs and EB differs as far as employers or employees are concerned. Another factor which may have significance in that evaluation is whether or not the organization offers an EPP to its employees. The results of research conducted among 151 respondents allowed the formulation of a few conclusions which may suggest the need for a different approach to work by employees and to recruitment policy by employers. According to the research, EPPs are perceived as a benefit offered to employees, and at the same time they are a part of the EB strategy. However, that perception depends on whether we ask employees or employers, or whether the company offers EPP programs or not.

This article examines the development of nation brand strategy framework for Zimbabwe. The submission is based on the analysis of factors perceived to impact on nation branding programmes. This research aim to contribute towards the development of effective nation branding discourse and practice in Zimbabwe. Specifically, the article was premised on the quest to 1) determine key determinants for the development of Brand Zimbabwe; 2) to ascertain the relative significance of the various facets of national branding practice; and 3) to propose an integrated conceptual framework for nation branding initiatives. The study was designed to follow a mixed approach; a combination of interpretivism and positivism. A total of 372 respondents was drawn from across the society. Respondents came from politicians, scholars, the media, civic organisations, government officials, church and international organisations. This research established that Brand Zimbabwe requires an independent body to integrate all key stakeholders for an effective branding process. The nation branding process should be managed from visioning, formulation through to deployment and monitoring and control of nation brand performance. Zimbabwe's quest for foreign direct investment, international visitation and export revenue requires that the country develops an integrated strategy to deal with its nation brand image question.

This research aims to determine the revival of local pride tagline or slogan as a social movement for being proud of wearing local sneaker brand. In this research, the branding theory was used to analyze the formation of local pride or being pride of Indonesian-made products slogan or taglines. This research used a qualitative method with an analytic descriptive approach. Meanwhile, data were collected through non-participant observation to obtain an overview or information about objective or event conditions. The research result showed that the local pride movement practiced through cross-industry collaboration with influencers was able to build the brand personality of local shoes on consumers' buying interests. The level of consumer ethnocentrism in the community resulted in brand awareness providing significant effects on the decision to buy local shoes. It was also in line with the government policy through restriction on imported commodities for products or goods that can be made domestically. The Content digital marketing was adopted by developing a proud Indonesian products theme. It was carried out through a hashtag for #LocalPride to increase the number of local shoes product sales, and it also can be used as a promotional tool that has proven to be effective to increase the number of followers on social media.

Abstract
The aim of this paper is to identify the impact of a co-branding strategy on the innovations development on international market. The research has been conducted in 2013–2015, and has been targeting 50 large international companies which operated in minimum 3 countries of Europe and have implemented a co-branding strategy for 3 years. The analysis of findings has shown that the possibility of use of the new technologies and the use of knowledge and experience of partner's through technical knowledge exchange are rated at the low level in case of implementation of co-branding strategy. These findings suggest that co-branding is not a source of innovation on international market due to the fact of the limited trust in the foreign partner and the protection of own's know-how by the companies. These outcomes confirm also that today the managerial actions should focus mainly on the symbolic dimension of brands.

AbstractIndian medicinal and aromatic plants (MAPs) are globally known for their unique medicinal properties. However, due to limited strategic marketing and branding interventions in the sector, the MAPs are sold as commodities across markets, and intermediaries typically control the market mechanism of these resources. Consequently, the baseline suppliers of the sector remain relegated in the whole MAP business value chain. To address the inequalities of the existing Indian MAP business and enable suppliers to play an inclusive role in the country's MAP business value chain, this article attempts to conceptualize an ingredient branding strategy for the MAP resources and offers two strategic options. With a constructivist philosophical approach, conceptual methodology synthesizes related concepts and theories and offers the ingredient branding strategy for Indian MAP resources. The critical contribution of the article lies in its ability to reflect on a brand ecosystem framework and two strategic options for MAP ingredient branding.