We use cookies to distinguish you from other users and to provide you with a better experience on our websites. Close this message to accept cookies or find out how to manage your cookie settings.
We use cookies to distinguish you from other users and to provide you with a better experience on our websites. Close this message to accept cookies or find out how to manage your cookie settings.
Published online by Cambridge University Press: 16 November 2021
The text is dedicated to the memory of Prof.Janusz Teczke
Abstract
Time is the most precious good. The human civilization has improved through the management of time. Even in prehistorical societies, the understanding of time was set up by leaders guessing its importance. It was especially the human who had an idea of stopping time, which can essentially be seen in mythology and tales. The importance of the representation of a time span through painting and writing has been and still remains the need of humans. The Stonehenge and other mega structures were erected by gatherers and hunters to measure time. People are interested in how black holes are organised not because all of them share an interest in astronomy but rather due to the fact that some believe that black holes actually stop time. Time is always with people, people are concerned about time. The marketing of time forms a new era, but the branding of time which is the topic of this article is an entirely new phenomenon. Is it possible to brand time span, or to brand time in general?
Our assumption was that if time could be sold and bought, it could be branded. The research hypothesis is that companies have not made strategic brand management of their time as well as managers undertaking branding of their time have fallen into chaos. The study was conducted in two stages. We used convenience sample in telephone interview CATI, calling Georgian companies. Stage one involved a pilot study of time branding cases. Stage two consisted in inviting respondents to a marketing research laboratory at Caucasus International University for a qualitative marketing research. We used historical analyses as the approach to secondary marketing research.
The research finding is that time not only can be branded but it is obvious that Strategic Brand Management of Time can bring big advantages and additional profits for those who own this scarce resource.
Keywords: branding of time, time marketing, strategic brand management of time
Introduction Time branding was the main idea of this marketing research study. There are few scientific papers about time branding, but evidence of this phenomenon can be seen in our culture and traditions.
To save this book to your Kindle, first ensure [email protected] is added to your Approved Personal Document E-mail List under your Personal Document Settings on the Manage Your Content and Devices page of your Amazon account. Then enter the ‘name’ part of your Kindle email address below. Find out more about saving to your Kindle.
Note you can select to save to either the @free.kindle.com or @kindle.com variations. ‘@free.kindle.com’ emails are free but can only be saved to your device when it is connected to wi-fi. ‘@kindle.com’ emails can be delivered even when you are not connected to wi-fi, but note that service fees apply.
Find out more about the Kindle Personal Document Service.
To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Dropbox.
To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Google Drive.
