What makes brands achieve iconic status?

We propose that brands do not achieve iconic status by chance. This article focuses on how brands manage iconic status effectively. Drawing on an exploratory study of iconic brands, we identify a brand's ability to inspire consumers and connect with them on a personal level as well as its visual identity and presence in consumers' mind as critical elements of brand status. Consumers' perceptions of a sample of brands were investigated through in-depth interviews, followed by the examination of these brands' activities through case-study analyses. The alignment between brand strategies and the relevant features highlighted by consumers was then assessed. A comprehensive framework for achieving iconicity is presented and discussed.Working Pape

What makes brands achieve iconic status?

We propose that brands do not achieve iconic status by chance. This article focuses on how brands manage iconic status effectively. Drawing on an exploratory study of iconic brands, we identify a brand's ability to inspire consumers and connect with them on a personal level as well as its visual identity and presence in consumers' mind as critical elements of brand status. Consumers' perceptions of a sample of brands were investigated through in-depth interviews, followed by the examination of these brands' activities through case-study analyses. The alignment between brand strategies and the relevant features highlighted by consumers was then assessed. A comprehensive framework for achieving iconicity is presented and discussed.

Chirped pulse amplification in single mode Tm:fiber using a chirped Bragg grating

We report femtosecond pulse generation and chirped pulse amplification in Tm:fiber. A mode-locked oscillator operating in the soliton regime produced 800 fs pulses with 5 nm spectral bandwidth, at 40 pJ pulse energy. This oscillator seeded a pre-amplifier that utilizes a Raman soliton self-frequency shift to produce wavelength tunable pulses with 3 nJ energy, reduced pulse duration of 150 fs, and increased bandwidth of 30 nm. For further amplification, the pulses were stretched up to 160 ps using a chirped Bragg grating (CBG). Stretched pulses were amplified to 85 nJ after compression in single-mode Tm:fiber and recompressed with the CBG as short as 400 fs. Compressed pulses were coupled into a highly nonlinear tellurite fiber to investigate the potential of this ultrashort pulse 2-μm fiber source as a pump for mid-IR supercontinuum generation. © 2013 Springer-Verlag Berlin Heidelberg.R. Andrew Sims, Pankaj Kadwani, Heike Ebendorff-Heideprem, Lawrence Shah, Tanya M. Monro, Martin Richardso