Theses and Dissertations

Permanent URI for this community

http://10.253.9.46:4000/handle/11622/5

Browse

Now showing 1 - 20 of 106

The art of online marketing
(2015-01) Bester, Karle Marcell
This research project developed from the researcher’s experience and interest in the field of art, specifically online art sales to satisfy a need and investigate the ever-changing online landscape and to ascertain the dynamics of the South African online art market from a gallerist (gallery owner) perspective and thus help art dealers to build successful online art brands and businesses for the future. The secondary objectives are clearly stated from the research problem and address various dimensions such as consumer motivations, purchase processes and steps. Website dimensions that are critical to the study are evaluated in literature and research. The literature review defines commercial fine art, elaborates on dimensions used and dimensions applicable to the study. The findings reveal that the South African gallery owner is hesitant to invest in the online space of selling art online. The gallery owner still prefers personal interaction with the prospective buyer, however this is not necessarily the case for the art consumer. For the respective sites to survive in the future the websites will need some adaptions and changes made to stay up to date and be pioneers in the field. There is significant room for the use of new technological platforms that some galleries are already making use of to make the online art industry more creative and most importantly interactive on a whole different level. The physical gallery thus can become the ultimate online gallery or one stop shopping place for art purchases.
An exploration of the relationship between cultural and informational diversity and innovation; A case study of MultiChoice South Africa
(2016) Morgan, Kelly-Anne
This research was conducted to gain insights about the current perceptions of the value of diversity in the context of creativity and innovation within the video on demand division in MultiChoice. Although many existing studies have produced mixed results when attempting to determine the value of certain types of diversity and their effects on creativity within work groups or teams within an organisation in either Western or European contexts, the amount of research focused on diversity and its effects on creativity within South African organisations are sparse. Previous studies regarding the types of diversity that are most valuable for enhancing work group’s capacity for creativity and by extension innovation were used as frameworks for guiding this research. Primary research highlighted that in the context of innovation cultural and informational diversity have been shown to produce the most notable results on work group performance. Therefore this study focused on two types of diversity and their effects on work groups and the value of these types of diversity from an HOD perspective. The data revealed that of the two types of diversities examined, informational diversity was noted to have more value with regard to creativity and innovation than that of cultural diversity. Although cultural diversity was considered valuable for innovation to an extent, majority of the participants offered reasons as to why they deemed informational diversity to be of more value in terms of innovation. Cultural diversity was found to be valuable for correcting the injustices of the past but the negative effects on work group performance deemed this type of diversity to be less valuable in comparison to informational diversity within this division. A series of moderators was established by the participants which act as tools for facilitating the relationship between the different types of diversity and their effects on creativity within work groups. This research was conducted in the hope that the broader organisation would make use of these findings to adjust their diversity strategies for the purposes of enhanced creativity and innovation. The researcher was of the idea that cultural diversity would outweigh any other type of diversity based on South Africa’s rich cultural diversity and the presence of this type within the division being studied. However, this was disproven by the findings of this study. A series of in-depth interviews was conducted with each HOD in the division. The findings of this study will contribute to existing research in this field by highlighting the perceptions of cultural diversity based on South Africa’s history and how this affects the perceived value of cultural diversity within workgroups. The outcomes of this study while specific to the division in which the study occurred can be generalised to the extent to which it can provide a framework for other South African organisations to evaluate cultural and informational diversity against. Furthermore, tools for moderating the negative effects of cultural diversity and informational diversity were offered by the participants but these have yet to be tested. Nevertheless, these moderators were key findings based on the participants’ experience with both cultural and informational diversity within their respective work groups.
Design thinking in South Africa: An exploratory study among Johannesburg design agencies using force field analysis
(2016) Le Roux, Emile
The aim of this research is twofold. The first aim of this study explains how the role of the visual designer has widened and consequently influenced other spheres, such as being part of the decision-making process during problem-solving activities. Second, the research aims to explain how and why design thinking can assist with solving problems, adding value and promoting innovation in the brand leadership space. In this regard, the notion of design leaders is identified as a way for organisations to develop a more design-minded culture, be more competitive and develop new approaches to innovation. The aim is to investigate the core of design thinking from its original perspective as a problem solving activity to promote design solutions. An interview schedule developed from the literature review, contains open-ended questions regarding the four orders of design, as well as the six pillars of design thinking. Five South African design agencies are identified from which individuals were interviewed using an interview schedule. The following clusters are investigated: the four orders of design, human-centred approach, collaboration, holistic approach, multidisciplinary design teams, abductive reasoning, wicked problems, and stages in the process of design thinking and the South African design landscape. The study concludes that there is a lack of understanding of what exactly designers do. It is observed that designers need to have self-confidence and should not function in silos. This may assist them in developing design-minded organisations and, more importantly, act as design leaders. Not only designers but non-designers too need to realise that they themselves are at the centre of the problem-solving process (Brown 2008) and that organisations should make use of design leaders for future success. Second to this are the enormous benefits that design thinking may hold for the entire South African economic sector. The data point out that although design thinking exists as a theory, in reality people do not apply the unique and integrative characteristics of design thinking. South Africa presents adequate opportunities for designers to engage in and apply design thinking, not only to solve complex problems but also to add value to peoples’ lives.
AN EXPLORATION OF THE MOTIVATIONS FOR USING MODERNISED AFROCENTRIC FASHION DESIGNS TO ESTABLISH PERSONAL BRANDS
(The IIE, 2019) Balintulo, Erika Butetsi Bugaari
The purpose of personal branding is the achievement of goals and the gratification of needs. Some individuals use modernised Afrocentric fashion symbols and designs, which are becoming commonplace in the global fashion industry, to build their personal brands. In this qualitative study, a deeper understanding was sought regarding the motivations of these individuals for using Afrocentric fashions and whether it, apart from being used for professional/commercial purposes, also fulfil personal and social needs. The interpretative study was approached from a symbolic interactionism viewpoint and theories such as identity management and social media engagement, as well as existing literature and previous studies on the topic were used to develop a conceptual framework for the study. In-depth personal interviews were conducted with a sample of young South Africans who purposefully choose to use modernised Afrocentric fashions for establishing and building their personal brands. The verbatim transcriptions of the interviews were analysed and interpreted by using a thematic analysis. Motivations for using Afrocentric fashions to build personal brands were found to be professional/commercial of nature, but a strong link was also found to personal and social gratifications of participants. Findings included inter alia that these fashion designs are used because they affirm the participants’ identities and facilitate a sense of unity - interpersonal connection with other like-minded individuals who share the same goal of advancing Africanism. It was also found that although most of the participants do not know the specific meanings of the symbols anymore, they are aware of the intrinsic significance of the clothing to communicate their sense of pride in their African heritage. The contributions of the study are rooted in a deeper understanding of the topic’s multiple facets. Apart from identifying the fulfilment of professional/commercial needs, identifying the fulfilment of personal and social goals was especially significant. A limitation of the study may be a small sample size, but the purpose of the study was to gain an in-depth and rich understanding of the topic and not to generalise the results. Recommendations are made for future research on this topic.
AN EXPLORATION OF THE INCLUSION OF SOCIAL MEDIA CUSTOMER SENTIMENT BY SOUTH AFRICAN RETAIL BANKING BRAND STEWARDS FOR AN AGILE STRATEGY
(The IIE, 2019) Bashman, Samantha Nombulelo
The purpose of the study was to explore how brand stewards in the South African retail banking sector use social media conversations of consumers to create an agile brand strategy. This was an exploratory study anchored in Phenomenology. An adapted version of the Agile Manufacturing Reference model focusing on retail banking processes, people, linkages and strategy was used in this phenomenological study to measure agility levels. A total of 13 semi-structured interviews were used to collect data from retail banking brand stewards from the executive, middle management and contact staff at junior levels that had a responsibility for contributing to marketing, public relations (PR), social media and communications strategy using conversations of consumers for the banking industry. They included internal and agency staff affiliated to the banking brands. The key findings of this study include that there was no optimal strategic approach to serve a real-time marketing brand strategy and that the metrics of measurement, and the right agencies and technologies are not yet in place for a truly agile strategy. Although leaders need to continually look for innovative avenues to generate revenue, the executive level of management does not support agility and is more invested in the bottom line rather than to serve customer needs. The leaders need to embrace new technologies and avail the budget to increase resources to accommodate a digitised approach to the market in which banks operate. Although all the retail banks talk about client centricity, much of the processes, people, linkages and their strategies do not support an agile outcome. The structure must undergo considerable changes to accommodate the new digital consumer.
Talent attraction and retention through brand building: An exploration of practices in companies that are top South African brands
(The IIE, 2019) Wolfswinkel, Michelle
South African companies, like their global counterparts, are fighting a war for talent, using brand building practices to gain a competitive advantage in attracting and retaining the talented employees required to ensure organisational success. Employer branding with an employee value proposition is used to attract talent, internal brand building is done to engage and retain talent, whilst corporate branding driving purpose and values also plays an important role in both talent attraction and retention. With strategic alignment and consistent branding across employer, internal and corporate branding platforms, talent is optimally attracted and retained as they experience the brand as coherent and trustworthy. Whilst scholars, experts and research studies informed global leading practices in talent attraction and retention through brand building, effective brand building through employer, internal and corporate brand building in South Africa would require an exploration of the local context and the talent target market. Literature outlined several socio-economic factors held to impact attraction and retention of talent through brand building in South Africa.This study therefore set out to explore, in the context of global leading practice, the talent attraction and retention practices pertaining to employer, internal and corporate brand building in companies that are top South African brands. An exploratory study was conducted from the interpretive paradigm using qualitative research methods. Semi-structured interviews were conducted with three strategic-level leaders across five companies that were identified as top South African brands. Fifteen interview transcriptions yielded data in the form of content, which was analysed using inductive reasoning and thematic analysis. Six themes emerged, of which the dominant theme was the value of the corporate brand in talent attraction and retention. Research findings suggest that South African talent are drawn to successful, purposeful and values-based corporate brands. Companies that are top South African brands use this to their advantage, leveraging their corporate brand in talent attraction and retention, with employer and internal brand building practices being less significant and less developed than corporate branding.Findings suggest that, whilst there is a strong perceived relationship between talent attraction and retention and employer, internal and corporate branding, the relationship between talent attraction and retention and corporate branding is particularly strong. The ways in which companies that are top South African brands are attracting and retaining talent through employer, internal and corporate brand building, probed by research question 2, emerged from synthesis of findings, yielding nine local leading practices in talent attraction and retention through brand building. These included talent articulation and assessment; the leveraging of a successful, purposeful and values-based corporate brand; the driving talent engagement and ownership through cross-functional leadership alignment from CEO level downwards; and the use of talent to provide word-of-mouth brand advocacy that builds brand consistency and coherence with all brand stakeholders.The findings from this study add value to the body of current literature, but the real value is in the depth of insight provided to South African companies and their leaders, particularly those in Brand Management and Human Resources or Talent Management.
Design Matters: A brand, its personality and the workspace
(The IIE, 2020) Gibson – van der Walt, Kim
This research explores the role of brand personality in workspace design in order to create differentiation through the case study of an organisation. There are several studies on the future of the workspace, workspace design and linking productivity and brand identity, but few white papers that link the concepts of design and the application of brand personality within corporate workspaces. This qualitative research fills a gap in the knowledge about the application of brand personality within workspace design to create distinct brand differentiation; creating a competitive advantage and developing a culture with a sense of self-congruency and alignment of purpose through an organisation’s employees and stakeholders. Brand personality is researched within the context of the brand identity system. Brand personality forms part of the heart and soul of the brand and is the one internal attribute that helps define a brand image through the conceptualisation of an organisation’s personality traits. Brands develop traits through the way in which they communicate about their products or services and mimic human characteristics (Kapferer, 2003). The research explains why design matters in the new evolving world of work; where the physical layout of workspace has evolved to emulate the complexity of contemporary work and the transient nature of modern employment. It also discusses how interior design – and more specifically how brand personality – may be delivered through workspaces to highlight the brand values and uniqueness of an organisation. Throughout the review of the literature and the exploration of the case study, workspace branding is considered as a focused, user-centric strategy that encourages brand affiliation through positive perception and the alignment of personal aspirations. This is demonstrated by using the social identity theory and the brand personality trait model as a framework for the discussion. Office interior design may offer the opportunity to demonstrate a customer journey or feeling. Such a narration of brand values and experiences can allow organisations the opportunity The Independent Institute of Education 2016 11 to develop recognisable identities and distinguish themselves from the competition. Design might mirror and influence the ‘pulse’ of an organisation through its organisational processes and the internal culture of a brand, which in turn, can support dynamic working- and agile design. The study is an exploration of a design model overlaid against branding models, exploring the combined ability of branding and design, in enhancing the employee experience through inspirational workspaces and the role that these spaces play as catalysts of change. The concept of brand differentiation is explored; to define its meaning and relate its importance to workspace design within an organisation. This study further explores the reason why workspace design and branding represent critical roles of cultural maintenance, the development of relationships (socialisation), and innovation through shared, generative type work (collaboration) against a landscape of shrinking corporate spaces. Many will be working from home or will return to the office for a portion of the time that they previously spent there. Whether the workspace can provide a source of differentiation even though it might not be the primary place of work, remains a question.
THE EXPLORATION OF IMPROVEMENT FOR THE WELL-BEING OF THE INDUSTRIAL SECTORIAL EMPLOYEES THROUGH CONSCIOUS INTERIOR DESIGN
(The IIE, 2020) Bacon, Samantha
The back-of-house environment is where all products or materials are produced and packaged for contractors and big corporate companies. This environment should be respected and considered through design for well-being specifically for the employees working in that environment. Many employees don’t receive inspiration or creativity within their fields of jobs as its all mainly mass production jobs. This study is focused on investigating the importance of design for well-being and spatial planning for the factory environment, with design elements or materials that can improve the well-being of the employees, it is possible to increase productivity and enhance respect for their workspaces. This study follows a qualitative methodology, through an interpretivist paradigm. By answering the research questions presented in this report, all the data is collected through an ethnographic approach. This is done through observations and interviews with participants that work within a factory environment. There are a total of five participants that are observed and interviewed from a company based in Isando, Kempton Park. All the data is collected and then analysed in a spreadsheet to code the information all together. Although there are many factory buildings being neglected, there is a chance to influence the environment surrounding the buildings thus influencing the employees working within the spaces for the better, the intent of this study is to create awareness to Interior Designers to not concentrate on design for wellbeing for the front-of-house employees but look back at the employees that produce and manufacture the products being sold at the front-of-house.
Exploring the theoretical relationship between brand innovation and brand authenticity: a case study of a South African brand, Joe Public United
(The IIE, 2020) Mahoney, Wendy
Rapid changes in the global business landscape over recent years has changed the way business is done and understood, necessitating a new approach to brand innovation. Current theorising on brand innovation and brand authenticity implies that there is a theoretical relationship between brand innovation and brand authenticity although this relationship is, at present, not clearly defined nor discussed. Brand authenticity is embodied through consistent action evidenced in the brand’s communication with its stakeholders. By exploring the relationship between brand innovation and brand authenticity a new and novel approach to innovation is proposed in this study. Against the backdrop of the Fourth Industrial Revolution, innovation has become critical and hence, it is relevant and important to contribute to the understanding of brand innovation at present. For this purpose, a case study was conducted on a known innovative South African brand, Joe Public United (JPU), who won agency of the year for the second year in a row in 2019 at the Loeries. This study critically assesses the brand’s communication of its purpose and values as the vehicle of its authenticity driven by its leadership.The results show a clear alignment amongst the brand’s leadership with respect to its purpose and values, indicating evidence of authentic communication and thus establishing the existence of a relationship between brand innovation and brand authenticity. What was of greater insight though was more The kinds of values emphasised were even more significant as it was found that the brand’s focus was on self-excellence achieved through respect and integrity. The values focused on simultaneously encapsulate authenticity, indicating a clear link between brand innovation and brand authenticity. This link becomes clear in the display of the value of authenticity in service, rather than the communication of the brand’s purpose and values. In the case of JPU the key value in this regard was respect in that is seen to be the fuel that ignites innovation in this case study. Since servant-hood alone is not enough, JPU is committed operate at their best so that their service can be the best. Furthermore, the values of respect and the corresponding focus on excellence is governed by the value of integrity and the upward mobility of all stakeholders in the ecosystem. These insights are of great value to the subject of brand innovation. This study shows that the value set is more significant than individuals’ values. The findings in this study show how a focus on all three values contribute to brand innovation.
Media Channel Planning Perspectives and Frameworks: Towards Integrated Brand Communication
(The IIE, 2020) Belling, Cameron Keith
This research explored the role of media channel planning within the discipline of Integrated Brand Communication (IBC) and how the lack of integration by traditional and digital channels negatively affects the media channel plan. The study engaged with sourced media channel planning frameworks that illustrate the lack of integration and provided insight to be used in the interviewing of media channel planners. This inductive approach reviewed common themes in brand communication such as media channel planning, media strategy, media contact points and the consumer media journey. Through the review of literature an identified disconnect between how media channel planners develop traditional and digital media channel plans was identified. The importance of integrating both traditional and digital media channels within one seamless consumer media journey became the identified problem for the study. A qualitative approach was applied to explore the perceptions and insights into IBC planning and media channel planning. This was achieved by in-depth interviews of senior media channel planners from leading global media agencies, who were identified based on their experience within integrated media channel planning. The methods utilised consisted of interviews and an iterative design review process to elicit further insights into the topic. The research revealed inconsistencies in the brand voice when moving from traditional to new media contact points, this disconnect across media channels stems from a lack of integrative media channel planning that can provide integration across the consumer media journey. The research proposes a contemporary framework of media channel integration. Integration is achievable within media channel planning when it is shaped by thorough research, understanding of the target consumer profile and a fluid consumer media journey. Media channel planners have the ability to craft integrated media channel plans based on these principles.
Me, Myself and I. 3.0 – Exploring the avatar as person brand in Second Life
(The IIE, 2020) Kwaan, David
Person branding and personal branding are two terms generally used interchangeably by scholars when describing the same phenomenon. While these terms might also attest to the novel nature of the concept, for the purpose of this dissertation the concept of ‘person branding’ will be utilised. Person branding in the business industry is still considered a relatively new phenomenon, with most of the content written about it heavily influenced by self-proclaimed experts and self-help book. The recent rise of the ever-evolving Web 3.0 and the collapse of complex systems has given individuals the accessibility and liberty to present themselves to a plethora of audiences. More importantly, this online empowerment has, as Tom Peters describes it, made everyone the CEO of their own, evermore obligatory company: “You”. Whilst person branding literature on digital platforms is starting to grow amongst scholars, it is still greatly dominated by investigation on social media sites. This study, therefore, aimed to explore branding in the context of the virtual social world, Second Life, and the role of the avatar as a person brand. Literature was reviewed on how person branding has evolved, including the motivations, person branding in the digital era, the process and practice of online person branding, self-presentation and impression management, and the overview of both virtual social worlds and the avatar. The research utilised an exploratory research design through the lens of the interpretivist paradigm. Qualitative semi-structured in-depth interviews were subsequently conducted with ten participants to gain a deeper understanding of their experiences and opinions regarding their avatars and the use of person branding practices. A content analysis was applied, which incorporated a mixed method of deductive and inductive coding when analysing the rich data, allowing for themes and patterns to emerge. The findings from the research revealed a similar connection on how people 3 brand themselves, to the behaviour of avatars. The creation of an established identity and the projection of an image through positioning and brand image assessment practices emerged. The findings also highlighted the significance that role-play had in the branding process and the emphasis of Second Life as a suitable environment for person branding to occur. The discoveries of this research contribute to the growing phenomenon of online person branding. However, it has also filled a gap in the literature that is centred around person branding of avatars and the virtual social world, Second Life. This research can also serve as a framework for people who are interested in successfully positioning their person brand in a virtual social world and provide insight to help marketing managers with the creation of virtual products that better help users define and manage their brands.
An exploration of the perceived role of femvertising in retail fashion customer brand preference
(The IIE, 2021) Naidu, Megan Marisa
Femvertising can be defined as advertising that is aimed at empowering females. In the past decade alone, there has been a significant number of brands who have utilised femvertising in order to reach and create relationships with their female audiences Femvertising seeks to address and rectify the traditional stereotypical images of women in media. Women have become the world’s most powerful customerss driving approximately 70-80% of customer purchases, and their influence is increasingly growing every year. This growth has resulted in brands taking female customer more seriously as well as forcing these brands to acknowledge the gender-based struggles women have been fighting for years. Brands are increasingly starting to use pro-female storylines in their advertisements as a new way of reaching their female customers customer. Due to the contemporary nature of femvertising, a problem exists in that there is a lack of research around the perceived role between femvertising and brand preference across industries. Furthermore, a gap exists in research around femvertising being used in a developing country such as South Africa. The purpose of this qualitative study was to explore the perceived role of femvertising in retail fashion customer brand preference amongst South African female customers. Research was conducted across three South African fashion retailers, with twenty-one participants in total. It was found that femvertising does play a role in retail fashion customer brand preference. The study revealed that diversity, inclusivity, female empowerment, body positivity and racial inclusion are all important criteria for a successfully received femvert within the South African market. The findings contribute to academia and offer insight into femvertising for marketing practitioners, agencies, and retailers. The study also sets out recommendations for further research in the field.
The influence of traditional water governance on maintenance and decision-making: a review of the Royal Bafokeng administration within the jurisdiction of Rustenburg Local Municipality, North West
(The IIE, 2021) Manuel, Vinolia Maricia
Researchers in the field of water resource management have argued the importance in recognising the inclusion of traditional water management structures in rural areas of South Africa. In light of water management and supply to rural communities, they argue that the failure to incorporate and acknowledge features of these traditional water management structures could result in the undermining of governments capacity to achieve specific objectives set out by the national water act. However, due to the newly recognised role of these traditional water management institutions, perspectives have not adequately addressed the influence that these traditional institutions have on water management. The focus of this study was to specifically determine the influence that traditional water governance has on maintenance and decision-making within the jurisdiction of the water services authority (Rustenburg Local Municipality) and how this can lead to improved water governance in rural areas. In order to achieve improved water governance, one needs to understand the relationship between traditional and local government water management institutions. The main research question was to determine the influence that traditional water governance has on decision-making and maintenance in water management. Without an understanding of how traditional water governance influences maintenance and decision-making, improved water management and supply will not be possible in rural areas. Therefore, the aim of the study was to review the current relationship between the Royal Bafokeng Administration and Rustenburg Local Municipality and how it influences the maintenance and decision-making on water management and supply to the rural areas within the jurisdiction on Rustenburg Local Municipality. The study was qualitative, with in-depth semi-structured interviews and documentary analysis used to determine the relationship between the two institutions. The research aimed to identify the most significant factors in achieving improved water governance in water management through the in-depth interviews. 13 people from the Royal Bafokeng Administration and the Rustenburg Local Municipality took part in the interviews. The outcomes of the study revealed that there is a lack of communication between the institutions concerning decision-making and maintenance of the shared wards. It was also revealed that the institutions have been operating in silos despite having an MOU in place and therefore negatively affecting shared services in the shared wards. It was further that the influence of traditional water governance within the context of the case study of the Royal Bafokeng Administration and that of the Rustenburg has a strong influence on decision-making and maintenance within the shared wards as it affects water management negatively due to the lack of collaboration.
Strategic nation brand-building guidelines that can contribute towards the South African National Development Plan 2030’s objectives of social cohesion, nation building and transformation.
(The IIE, 2021) MAKHANYA, MUZIWANDILE BHEKOKUHLE
“South Africa remains a divided country despite progress made since 1994” (National- Planning-Commission 2012). Although the country officially managed to transition from an oppressive apartheid state to a democracy in 1994, the government still lists social cohesion and nation building within the National Development Plan (NDP) 2030, chapter fifteen, amongst the top priorities for the country. The goal of this study is to determine how a nation brand-building strategy may help the South African government to achieve the goals specified in Chapter 15 of the NDP 2030. Considering that the objectives listed in the NDP aim to benefit the citizens of the country, the purpose of this study is to develop strategic nation brand building guidelines to follow when developing nation brands that incorporate citizens as an important stakeholder in nation brand building. The secondary objectives, as described within the problem statement, aim to address the imbalances present within strategic nation brand building activities, such as unequal stakeholder engagement. It is argued that when it comes to nation brand building, greater emphasis is placed on external stakeholders, mainly with the purpose of attracting tourism and foreign trade and investment, with very little emphasis placed on internal stakeholders. When reviewing the literature, the emphasis on external stakeholders in nation brand building activities is found to be contradictory to corporate brand building strategies. The comparative discussion between corporate brand-building strategy and nation brand building strategy is thus addressed through the lens of the literature review. Brand building strategy is conceptualised in the literature review and the similarities between corporate and nation brand building strategy are explained. This ultimately allows for the conclusion to be drawn that a nation brand building strategy should aim to align to corporate brand building strategy, specifically with regard to balanced stakeholder engagement. The abductive approach, which guided this research, allowed for scholarly insights to mould the approach and provide greater depth and insight in understanding the subject. The insights were measured against data collected through semi-structured interviews conducted with brand experts to ultimately provide guidelines for nation brand building that can contribute to nation building and enhancing social cohesion. 9 Within this study, it was found that a nation brand inclusive of strategic elements such as a brand purpose, vision, values, and personality are ideal for strategic nation brand building activities, which, in turn, contributes towards social cohesion, nation building and possibly transformation. The guidelines to follow when developing strategic nation brands are therefore defined and proposed within this study as follows: developing purpose, vision, values, and personality. The guidelines proposed illustrate the importance of strategy and, more importantly, stakeholder engagement within strategic nation brand building. The guidelines developed further highlight how strategic nation brands could contribute towards the set problems mentioned in the NDP 2030 (chapter 15) in terms of promoting social cohesion, nation building, and transformation.
Exploring the perceived role of brand identity in growing small business in the boutique retail jewellery sector
(The IIE, 2021) Buccas, Asheeqah
Studies in the literature show that in most countries, SMEs make up between 95 to 99 percent of businesses and contribute 70 percent to employment. In South Africa, it is estimated that close to 91 percent of businesses are classified as SMEs, contributing between 52 – 57 percent to GDP and 61 percent to employment. These figures would suggest that SMEs could be contributing more towards South Africa’s GDP and employment if they had the resources and support to do so. A recent report estimates the fashion and luxury jewellery segment to account for approximately 17 percent of apparel spending. Globally, consumers spend approximately $348.5 billion annually on jewellery, with the sector predicted to grow significantly over the next five years, and this research study is focused on how brand and brand identity can be used to help with the growth of this segment. Small businesses are at a disadvantage as they do not have the same capabilities and resources to compete at the same level as big business. Additionally, most of the research in branding focuses on big business, with the learnings not generally transferable to SMEs due to their distinct and unique characteristics. The purpose of this qualitative study is fourfold: firstly to explore the role of brand identity in small independent boutique jewellery stores in the Gauteng region, secondly to investigate whether small businesses in the retail jewellery sector engage in building brand identity, and thirdly to understand whether brand and brand identity helps to grow the business. Lastly, to add to the limited body of existing research as it relates to small independent boutique jewellery retailers. The researcher conducted semi-structured interviews with three SME retail jewellery boutique owner-managers, customers, and suppliers (nine data sets). These interviews were built around the Aaker and Joachimsthaler (2009) brand identity framework (deductive). Major findings for boutiques 1 and 2 include a lack of focus on brand or brand identity as well a strong link to the owner-manager as the brand rather than the retail store itself. Their perception was that building strong customer relationships were more important than brand building, and it followed that their marketing activities tended to focus on word of mouth. They also felt that they were offering a niche product and service without much competition. Major findings for boutique 3 include a much stronger focus on branding and marketing activities, as well as a strong understanding of what their competitors were doing. Customer service orientation was a key finding for all three boutiques, echoed by both owner-managers and customers as a differentiator from commercial retail jewellery stores. In conclusion, using insights from this study, the researcher recommends further research and exploration of additions to brand and brand identity guidelines for SMEs which flows from the primary business aims of the retail store as the starting point, with customer relationship management as a focal point.
Anti-impunity vs. Sovereignty: Why the planned African mass exodus from the ICC failed to materialise
(The IIE, 2021) Banda, Manyika Suzanne
The establishment of the International Criminal Court as a permanent court that can dispense justice in the interest of all peoples came after a century of devastating human loss and human terror. African States were enthusiastic about the creation of the Court and ensured that certain Human Rights provisions were included in the Court’s founding document, the Rome Statute. Behind this rosy image of all countries working towards a common goal, however, the seeds of discord between the Court and its Member States were inadvertently sown. In 2009, the International Criminal Court issued its first arrest warrant for former Sudanese President Omar al-Bashir. In the years that followed, resistance to the ICC grew within Africa and eventually resulted in calls for a mass withdrawal of African states from the Rome Statute. Bias and disregard for sovereign immunity of African heads of states became the tagline reasoning for why Africa should no longer be a part of the ICC. A regional alternative was sought and against this backdrop, three African States formally issued notices of withdrawal. In the end, the regional alternative was created but not ratified, and only one African country withdrew from the ICC. By the end of 2017, the momentum for a mass withdrawal had been lost and African states seemed once again willing to cooperate with the institution. This dissertation explored this unique phenomenon against the backdrop of only around 200 voluntary withdrawals from any international institutions to date. Much research exists into why states join international institutions. However, far less research is focused on why states voluntarily leave international institutions. Even less focuses on the motivations for blocs of countries to withdraw from an institution and therefore this study attempt to analyse the case study of the failed mass withdrawal of African states from the ICC after 2015. By using historical and documentary data, the identities and therefore preferences of African states were constructed, and their goals explained. Through this, the conclusion was reached that the mass withdrawal was not truly an effort to withdraw from the ICC, but rather an exercise in diplomacy that yielded cooperation and open channels between African Member States of the Rome Statute and the International Criminal Court.
A Psycho-Anthropological study of sexual identity and sexual attitudes of young adults in South Africa
(The IIE, 2021) Potgieter, Jade Stacey
The influence of traditional water governance on maintenance and decision-making: A review of the Royal Bafokeng Administration within the jurisdiction of Rustenbrug Local Municipality, North West
(The IIE, 2021) Manuel, Vinolia Maricia
Researchers in the field of water resource management have argued the importance in recognising the inclusion of traditional water management structures in rural areas of South Africa. In light of water management and supply to rural communities, they argue that the failure to incorporate and acknowledge features of these traditional water management structures could result in the undermining of governments capacity to achieve specific objectives set out by the national water act. However, due to the newly recognised role of these traditional water management institutions, perspectives have not adequately addressed the influence that these traditional institutions have on water management. The focus of this study was to specifically determine the influence that traditional water governance has on maintenance and decision-making within the jurisdiction of the water services authority (Rustenburg Local Municipality) and how this can lead to improved water governance in rural areas. In order to achieve improved water governance, one needs to understand the relationship between traditional and local government water management institutions. The main research question was to determine the influence that traditional water governance has on decision-making and maintenance in water management. Without an understanding of how traditional water governance influences maintenance and decision-making, improved water management and supply will not be possible in rural areas. Therefore, the aim of the study was to review the current relationship between the Royal Bafokeng Administration and Rustenburg Local Municipality and how it influences the maintenance and decision-making on water management and supply to the rural areas within the jurisdiction on Rustenburg Local Municipality. The study was qualitative, with in-depth semi-structured interviews and documentary analysis used to determine the relationship between the two institutions. The research aimed to identify the most significant factors in achieving improved water governance in 6 water management through the in-depth interviews. 13 people from the Royal Bafokeng Administration and the Rustenburg Local Municipality took part in the interviews. The outcomes of the study revealed that there is a lack of communication between the institutions concerning decision-making and maintenance of the shared wards. It was also revealed that the institutions have been operating in silos despite having an MOU in place and therefore negatively affecting shared services in the shared wards. It was further that the influence of traditional water governance within the context of the case study of the Royal Bafokeng Administration and that of the Rustenburg has a strong influence on decision-making and maintenance within the shared wards as it affects water management negatively due to the lack of collaboration.
Queer Marginality and Planning for Brand Resonance: A Qualitative Critique of the South African Advertising Industry
(The IIE, 2022) Dziba, Khangelani
Advertising scholars and international practitioners are progressively adopting a queer identity theoretical lens as part of their approach to crafting creative brand strategies aimed at connecting brands with diverse people and meaningful social causes. Scholars who have examined the ongoing reproduction of heteronormative gender binaries in brand advertising have found a concerning chase for queer purchasing power in what is termed the “dream market” or “pink pound” rather than engendering genuine social change. Scholars also allude to the nonrecognition of the gender and queer identity spectrum which has led to the misrepresentation of queer people in advertisements, but thus far, there is a paucity of related South African research. The aim of the study was to examine the social constructions of gender and queer identity in advertising through the lens of brand communication planners; and to understand how the voices of the queer community are included in the planning and production of advertisements that resonate. This study adopted queer theory and brand resonance theory as the framework for better understanding how brands can begin to form more meaningful connections with consumers, in particular those from the queer community. Methodologically, a critical qualitative research approach to investigate the experiences of brand communication planners and creative directors in South African advertising agencies was applied. Data was collected using semi structured interviews. Queer theory and brand resonance theory were used to analyse and theorise the emerging themes. From the findings, five key themes emerged. In theme one, it was determined that there are negative and positive connotations to gender and queer identity constructs from a brand advertising industry perspective. Theme two elucidates that the brand topic and brief are chiefly determined by clients, and while agencies can advise, it is ultimately the client who holds the power of decision. In theme three, the process and development of brand advertisements and the specific roles of brand communication planners (research) and creative directors (produce), are explored. Theme four details that the objective of the brief; either a brand narrative that tells a story or a pure product vii sell approach, which will determine the likelihood of queer identity inclusion in the advertisement produced. The last theme culminates in participants conceding that the role of advertising is influential in shaping culture and subcultures, and therefore, they have a social responsibility to represent and reflect marginalised communities, such as the queer community, but that this requires brand leaders acquiesce and commitment if it is to be realised. The findings were further explored in a workshop with one of South Africa’s leading fashion retailers to further gain insights from a client perspective. The workshop facilitated and ultimately revealed how the matter at hand was systemic. To resolve this ongoing complex matter, both agencies and clients need to develop better ways of working together to ensure meaningful inclusivity is achieved at the highest level. It was concluded that while participants understand that gender is fluid, the nuances of different queer identities are not extensively understood or represented in advertising and therefore they remain marginalised. As all segments of society should be able to see themselves reflected in the brands they support (resonance), agencies should advocate more forcefully for brand leaders to partner with them to create and action authentic queer community reflection in their brand productions. This could further help raise social awareness and contribute towards building a more just and inclusive society.
AN INVESTIGATION OF HOW CONTEMPORARY SOUTH AFRICAN FASHION DESIGNERS COMMUNICATE CREATIVE BRAND STORYTELLING AND BRAND AESTHETICS
(The IIE, 2022) Qwelane, Muntu J
The principle of ‘story’ finds residence in many areas of the brand. This includes areas pertinent, but not solely limited to, brand heritage, brand identity, brand personality, brand story, brand aesthetics, and brand history. Marketers constantly work towards persuading consumers to be part of the brand evolution, which is understood as the most basic principle of storytelling—taking the consumer on a journey. Covid-19 has intensified the need for restoration as the local fashion industry and many others experienced much turbulence. Local and international businesses were thrown off balance. This emerged as an opportunity for innovative entrepreneurial fashion design brands to forge out unique niche segments and present contemporary collections inspired by meaningful stories and aesthetic designs. The possibility to move South Africa into a new fashion renaissance exists. Contemporary, entrepreneurial fashion designers can produce aesthetic-branded goods which communicate a distinctly South African story. The discussion on the zeitgeist of fashion, design, and fashion brand communication where entrepreneur fashion designers are emerging in many locations in South Africa, is prompting questions of viability and survival. The subject of storytelling and aesthetics has been explored through different angles. This study examined the entrepreneurial marketing and brand storytelling activities that South African entrepreneur designers undertake and further explored the brand aesthetics tactics used. However, the fashion studies’ approach to how ready-to-wear fashion design brands communicate stories anchored in brand-relevant content, which discusses fashion entrepreneurial storytelling strategies from entrepreneurial fashion design enterprises, proves scant. The study profiled 14 South African entrepreneur designer fashion brands – using semistructured in-depth interviews. Interacting with participants included face-to-face meetings, telephonic conversations, and a single written response. This study was exploratory. The results, as generated from the thematic analysis, indicated seven themes. The seven themes that emerged were: fashion brands storytelling techniques; brand aesthetics tactics – a positive aesthetic response; entrepreneurial social media marketing channels – online presence; entrepreneurial marketing activities; narrative behind a story; colour symbolism; and South African entrepreneurial fashion brands in iv Covid-19 times: understanding the impact of Covid-19 on local entrepreneurial fashion design enterprises. This research intends to make the following contributions to literature in South African fashion brand communication scholarship. First, expanding the concept of fashion entrepreneurial marketing from the context of South African entrepreneur fashion design brands. The exploration of fashion entrepreneurial marketing through practical business models proves mandatory for the success of a contemporary fashion brand. It is important for fashion marketers to build on this practice in keeping fashion brands relevant. Second, to create a better understanding in the brand-oriented vs business-oriented fashion entrepreneurship typology within the creative fashion industry of South Africa. Third, expanding the knowledge base of fashion practitioners, marketing agencies and Fashion Designers. Many studies hold contrasting convictions in seeing the brand as a business; or seeing the business as a brand; or even seeing them as one entity. This ‘unclear’ typology proves interesting to look into within the discipline of fashion design and fashion marketing as a whole.

Browse

Browsing Theses and Dissertations by Issue Date

Results Per Page

Sort Options