To see the other types of publications on this topic, follow the link: Brand Identity.
Dissertations / Theses on the topic 'Brand Identity'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 dissertations / theses for your research on the topic 'Brand Identity.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse dissertations / theses on a wide variety of disciplines and organise your bibliography correctly.
1
Ущаповська, Ірина Василівна, Ирина Васильевна Ущаповская, and Iryna Vasylivna Ushchapovska. "Identity approach of brand management: why invest in the brand identity." Thesis, Національний фармацевтичний університет, 2018. https://essuir.sumdu.edu.ua/handle/123456789/86854.
Full textAbstract:
Ідентичний підхід акцентує увагу на створенні уніфікованої вербальної, візуальної, аудіальної, чуттєвої та поведінкової ідентичності. Передбачається, що споживачі приписують компанії ідентичні характеристики, а люди формують образи компаній на основі загального досвіду компанії. Це ставить корпорацію та її співробітників у центр створення власного капіталу бренду. Отже, ідентичний підхід додає важливість ідентичності бренду до теоретичної сфери управління брендом.Идентичный подход делает акцент на создании единой вербальной, визуальной, звуковой, чувственной и поведенческой идентичности. Предполагается, что потребители приписывают компаниям характеристики идентичности, и что люди формируют образы компаний на основе общего опыта компании. Это ставит корпорацию и ее сотрудников в центр создания капитала бренда. Таким образом, идентичный подход добавляет важность индивидуальности корпоративного брендинга к теоретической области управления брендом.
The identity approach brings into focus the creation of a unified, verbal, visual, audial, sense perceptional, and behavioral identity. It is assumed that consumers attribute identity characteristics to companies and that people form images of companies based on the total experience of the company. This places the corporation and its employees at the center of brand equity creation. The identity approach hence adds the importance of the identity of the corporate branding to the theoretical domain of brand management.
2
Bastias, Paredes Connie Danayer, and Rosales Valeria Terrones Terrones. "Brand identity, brand community y brand community identity en relación al brand loyalty en un contexto de comunidades digitales." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655621.
Full textAbstract:
En la actualidad, el comercio electrónico ha mostrado un crecimiento exponencial y las plataformas digitales no solo se han convertido en una de las principales plataformas de ventas, sino también en un valioso medio de comunicación con el público objetivo, que permite aumentar el valor de las marcas. Es por ello, que las comunidades digitales de marca se han convertido en una herramienta fundamental, las cuales permiten crear vínculos emocionales con sus clientes y generar una relación más sólida con ellos, mediante la interacción participativa y colaborativa con la marca y entre los usuarios de ella. Partiendo de este punto, esta investigación busca identificar la relación de las variables de identidad de marca, comunidades de marca e identidad de comunidades de marca con respecto a la lealtad de marca en un contexto de comunidades digitales de marca.
Para fines de la investigación, se revisó́ bibliografía oportuna y actualizada respecto a temas de las comunidades digitales de marca. Además, se utilizaron distintos autores como mayor fuente de información.Nowadays, E-commerce has shown exponential growth and digital platforms have not only become one of the main sales platforms, but also a valuable means of communication with the target audience, which allows increasing the value of brands. Therefore, online brand communities have become a fundamental tool, which allows creating emotional ties with their customers and generating a stronger relationship with them, through participatory and collaborative interaction with the brand and among users. Starting from this point, this research seeks to identify the relationship of the variables of brand identity, brand communities, and brand community identity with respect to brand loyalty in a context of digital communities. For the purposes of the research, a timely and updated bibliography regarding online brand communities was reviewed. In addition, different authors were used as the main source of information.
Trabajo de investigación
3
Gårdh, Victor. "Brand Heritage : Helping Strengthen the Brand Identity of Husqvarna Motorcycles." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9825.
Full textAbstract:
Abstract:
Purpose: The purpose of this thesis is to learn how brand heritage and retro brands can help HQM strengthen their brand identity.
Background: Companies with a long history have a strategic choice to make re-garding the use of their heritage in marketing communications. Such companies also enjoy a history of interesting products, for which some may exist the possibility for a retro relaunch. Husqvarna is such a company, which made it interesting to find out how these two strategic tools can or cannot strengthen the studied company‘s brand identity.
Method: Through an inductive and exploratory case study with interviews of the personnel at Husqvarna Motorcycles, Italy, three theoretical areas emerged to be researched, brand identity, brand heritage and retro brands. The latter two required the help of real life examples for better understanding. The analysis had a deductive approach where the studied theory was applied to the companies, and conclu-sions were drawn from the accumulated knowledge to help streng-then the brand identity of Husqvarna Motorcycles.
Conclusions: HQM is a brand with heritage in the process of taking a strategic de-cision to use its heritage as a tool to strengthen the brand identity, hence on the way to become a heritage brand in the true meaning of the definition. As the oldest brand on the market, HQM can use its heritage to differentiate itself from the competition, creating uni-queness impossible to copy. A retro product can be a useful vehicle to carry the newly uncovered heritage to surface. With the help of theory and a real life example, a contender within the historical company product portfolio was recognized. Finally, the band identi-ty as stated by HQM was redefined according to the findings.
4
Hein, Katja, and Deike Bode. "The Influence of Brand Equity and Brand Identity on Brand Extension Strategies." Thesis, Högskolan i Halmstad, Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29048.
Full textAbstract:
The times of following a ‘one brand – one product’ strategy have long past. Nowadays, firms are increasingly recognizing the true value of their brands and are starting to use these as a source of competitive advantage. By introducing new products under an existing brand name, firms leverage the power of their brands and thus, aim at benefiting from the success of the parent brand. Brands are amongst the most valuable assets owned by a company, which encourages them to engage in brand extensions. The authors mainly distinguish between three brand extension strategy types: line extension, vertical line extension and category extension. Previous quantitative studies have identified that particularly brand equity and brand identity stand out as significantly influencing brand extension strategies. Therefore, this qualitative case study further explores how these two branding constructs affect firms’ brand extension decisions. While most past studies investigated the potential success of fictitious brands, this study performs qualitative interviews with brand and product managers of eight real case firms operating in the FMCG industry in Germany. The empirical data indicates that the pressure to innovate rises, as more and more new extension products are being introduced to the market in recent years. Nevertheless, the majority of firms opt for line extension strategies, while only few dare to enter a further distanced market segment. Hence, the condition of a “fit” between the parent brand and extension product is mostly accounted for. The study further suggests that a brand without strong brand equity will not be able to perform brand extensions at any level. However, even if brands do benefit from strong brand equity, firms may adopt divergent strategies, which is mainly dependent on the brand’s identity. The research results show that narrowly defined brands, predominantly distinguishable by concrete product features and physical facets, restrict the firms’ capability to extend a brand beyond its original product line. Contrarily, brands with a more abstract or value based identity provide more opportunities to stretch further from the parent brand. An emotional brand that succeeds in building a relationship to the customer, in representing a distinct personality or telling a story, is able to extend to a new product category. The study concludes that certain brands may be under-exploited, as they do not leverage their high equity and identity capabilities in terms of extending the brand to a further distanced market segment. As a result of the findings, two Brand Extension Strategy Matrices are constructed, setting the brand identity abstraction level (product or value based identity) into relation to (1) brand equity and (2) the identity “fit” of an extension product and the parent brand. Each of these two matrices explains the strategic consequences of a given set of brand equity and brand identity.
5
Repo, Jesper. "Brand Culture : Between consumers and brands." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-15220.
Full textAbstract:
The empirical data that lies behind this survey comes from field work between 1992 and 1995. This field work represents work I made myself as a sales-man for the company, Malmberg Original Water. The task was to implement the Malmberg mineral water brand on the restaurant market of the South-Swedish area. Our aim was to reach the upper-scale, premium market of restaurants. The mission was successfully completed, and at 1996 we had completed the position as the most exclusively positioned mineral water brand in Skåne (Southernmost Sweden). How could we fulfill this mission so fast, and with a very limited marketing budget (=0)?The secret key was that we managed to work and be in line with the values of our targeted customer group. We lived close to the customers and developed what was in line with their needs. This follows the research of Porter (1980) and Philipson (2011), serving the customer groups´ needs. Despite lack of money and budget from PR and promotion we made a large effort of serving and doing service towards our targeted customers.The thesis also focuses the target group´s importance for the construction of the brand identity. Strategic brand management-literature normally considers the target group taken-for-granted. Consumer research-literature, on the other hand, considers it as something vague and undefined. By applying a perspective of cultural values between the company, the brand and the target group it is possible to qualify the target group more than just refer to it as consumers or customers. The thesis also point to the conclusion not to consider brand identity as an independent entity, but dependent on the customers and the consumers. The consumers give birth to the brand. Finally since the target group is a group that is constantly set in motion, the brand also should reflect and represent change.
6
Mužíková, Iveta. "Koncepce identity značky v České republice." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205551.
Full textAbstract:
Strong brand is a significant element of the differentiation in the highly competitive environment. The first step in the systematic brand building is to define its identity, which ensures the consistency of a brand over time. The goal of the master's thesis is to find out how czech brand consultants define the brand identity. In the master's thesis there is a comparison of the most frequently used elements in the theoretical models and brand bibles of foreign companies with approaches of czech consultants. Theoretical models and brand bibles have been analyzed by using conceptual content analysis. Qualitative research was used to find out approaches to the brand identity of czech consultants. Results of the qualitative research and the synthesis of the theoretical and practical part revealed that czech consultants get inspired from abroad, where some of them use models and some of them approach to defining brand identity instinctively. The master's thesis brings the primary insight into this field within the Czech Republic and can be used as a base for mapping the whole situation in the Czech Republic.
7
Sjöstedt, Anna, and Jeanette Bohman. "You are who you wear? : En kvantitativ studie om varumärkesidentitet och varumärkesimage." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-29520.
Full textAbstract:
The purpose of the study was to find out how well companies succeed in trying to convey the identity of their trademarks to the consumers. The study was quantitative with a survey design. A sample of 109 respondents participated. Brand identity and brand image was the focus of the study and was measured in three companies; Odd Molly, Filippa K and Björn Borg. These three were selected partly because of their different profiles. One survey was sent to the companies and one survey was distributed to the consumers. The majority of the questions in the surveys were based on a model designed to measure brand identity and brand image and gap in between them. The study presents three central theories; Profile, Image and Identity, Brand Equity and The Corporate Personality Scale. The first two gives a background to the concept of the words. The Corporate Personality Scale was created and designed to assess image and identity and the gaps in between them. The results showed that there were gaps in between the brand identity and the brand image in all three of the selected companies. However there were also signs of coherence between them. The companies succeeded in some part, in their trying to convey the identity of their trademarks to the consumers. There were both clear gaps and clear coherence between Brand Identity and Brand Image. In some cases the image was graded higher than the identity and vice versa.
8
Verster, Alet. "Building brand equity through brand identity in the architectural industry." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/59798.
Full textAbstract:
The lack of differentiation between firms in the South African architectural industry has
led to the virtual commodification of architectural services. This commodification has
resulted in increased competition and decreased profitability in the industry (Allix, 2012).
The objective of this research is to explore the manner in which B2B architectural firms
in South Africa and the Netherlands use brand identity to build the foundation of brand
equity, in order to secure competitive advantage, by differentiating themselves. In
contrast to South African firms, Dutch architectural firms receive the highest
compensation and employees receive the third highest salaries in the industry in the
European Union. This research thus examines the differences between B2B
architectural firms in South Africa and the Netherlands, through the lens of the B2B
Service Brand Identity Network by Coleman, de Chernatony and Christodoulides (2011)
and the B2B Consumer-Based Brand Equity model (Kuhn, Nigel & Pope, 2008).
A qualitative study was conducted, involving in-depth interviews with eight South African
and five Dutch architectural firms. A deductive and subsequent inductive analysis was
conducted on the data, using the computer assisted qualitative data analysis software
Atlas.ti. The study found that Dutch firms concentrated more on resonance with their
communities, while South African firms focussed on building credibility through brand
judgement. Both countries showed a lack of formal resource allocation to branding and
a lack of formal incentives to employees. Two new themes were identified in relation to
brand identity in this industry. Consequently, the study proposes a new version of the
B2B Service Brand Identity Network. This proposal provides a brand identity network for
B2B service firms which produce tangible objects as a result.Mini Dissertation (MBA)--University of Pretoria, 2017.
ms2017
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted
9
Jabbar, Zeenat. "The impact of corporate visual identity on brand personality." Thesis, Brunel University, 2014. http://bura.brunel.ac.uk/handle/2438/8734.
Full textAbstract:
It is argued that there is a need to extend our understanding and knowledge of the magnitude to which the elements of corporate visual identity (CVI) are perceived as the communicators of brand personality and hence corporate image, by the consumers. This thesis extends the knowledge about corporate visual identity (CVI) factors, particularly, name, logo, and colours, by developing a comprehensive model which incorporates corporate visual identity (CVI) elements and brand personality (BP) traits (sophistication, sincerity, ruggedness, excitement, competence). The thesis focuses on the association of types of brand names with brand personality traits. This study also focuses on the different types of logos and their associations with different personality traits and on associations of different brand colours with different brand personality traits. A quantitative approach was adopted. A conceptual model was developed. This model looked at brand name, logo and colour and their collective association with, as well as their influence in, developing a brand‘s personality. A questionnaire was prepared and pretesting was carried out to test whether the constructs of the model were valid and reliable and that the instrument used was fit for purpose. Pakistan was the context for this research, and the brands chosen represented the cellular telecom industry of Pakistan. A sampling frame of Pakistani youth was chosen, with an age bracket of 18-26, as this age group which constitutes the highest usage of cellular services in Pakistan. The sample size was 1400, and the sampling method was stratified random sampling. Cross-tabulation analysis was conducted to test the hypotheses. The results from this study suggest that CVI has a significant positive impact on brand personality development. One of the strongest messages to emerge from this study is that CVI elements (namely, brand name, logo, and brand colours) are found to be essential for the creation of brand personality. This study provides a model that managers can use to influence consumers‘ perceptions and buying behaviour and also helps in the positioning of a brand in differentiating it from the competition. This study makes its contribution in that it is the first to empirically test the associations of CVI elements with BP traits and to present a conceptual model which examines the influence of CVI elements in shaping a brand‘s personality and establishing an integrative view of CVI elements and brand personality traits, and, to do so from South Asian perspective. This study is the first to clearly define the role of brand names in creating brand personalities, associating brand name types with brand personality traits and to establish an empirical relationship between types of brand names and various personality traits. This is the first study to provide empirical evidence to support the claim that brand logo types are associated with specific brand personality traits and to clearly associate brand colours with specific brand personality traits. Findings from this study allow companies in other business sectors as well as in other countries to develop their CVI strategy and to modify their CVI strategies to influence the brand personalities.
10
Kelley, D. (Dennis). "Creating a craft brewery brand identity." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201906052410.
Full textAbstract:
Abstract. The craft beer market is a relatively new and recent phenomenon gaining popularity among beer drinkers. As this is a new and quickly expanding consumer product, the amount of research into the branding practices of craft breweries is limited. The purpose of this thesis is to explore how consumers view craft breweries based on six key areas of branding and how craft breweries can utilize these findings to better brand themselves and their beers in an effort to increase profits.
The theoretical framework of the thesis focuses on the Brand Identity Prism conceptualized by JN Kapferer (2012) in his book The New Strategic Brand Management: Advanced Insights & Strategic Thinking. With the Brand Identity prism as a starting point, further in depth research is taken to provide additional key elements to each of the six segments in an effort to relate them to craft beer branding and ways that beer brands have in the past succeeded and how craft beer brands can utilize them to reach their consumer targets.
Further research areas include a beer community forum dialog as well as interviews with craft beer professionals. Interviews are conducted in an effort to gain further real world examples of how the six outlined segments of the brand identity prism and additional elements are utilized by craft brewers that they follow as well as methods that they themselves employ.
The conclusion of the thesis presents finding for craft brewery managers to better create a brand identity moving forward in a competitive market as well as presents limitations of this study and the possibility for further scientific research into this subject.
11
Kučerová, Kristýna. "Osobnost značky v prostředí sociálních sítí." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205562.
Full textAbstract:
The main objective of the thesis is to evaluate how FMCG companies respect the personality of the brand during promotion on social networks, and whether it is consistent with their communication in other types of media. The partial aim is to assess how opinions of marketing experts are different. The theoretical part is prepared on the basis of secondary sources of information, especially professional publications. The practical part summarizes the findings from quantitative content analysis and expert interviews with employees of companies. Based on these interviews a summary and suggested possible improvements is in the conclusion of the thesis.
12
Rosengren, Alexandra, Andrea Standoft, and Ann Sundbrandt. "Brand Identity & Brand Image : A case study of Apotek Hjärtat." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12623.
Full textAbstract:
Background: The Swedish pharmaceutical retailing market was re-regulated in February 2010, which enabled competition. Hence, it has now become important to stand out through having a strong brand. In order for a brand to be strong, the brand identity and the brand image need to be congruent. This study investigates brand awareness, brand identity and brand image in the biggest newly established pharmaceutical retailing company, Apotek Hjärtat. Since brand develops over time, the researchers believe that the newness of the company provides an interesting aspect.
Purpose: The aim of this study is to explore if there is a gap between Apotek Hjärtat’s brand identity and brand image.
Method: This study uses a mixed method approach. The qualitative method is used in forms of interviews, in order to obtain information concerning the brand identity of Apotek Hjärtat. The quantitative method refers to a survey conducted on the customers of Apotek Hjärtat, which generated information concerning the brand image.
Conclusion: Apotek Hjärtat has a strong and coherently communicated brand identity. However, the brand image is not mirroring the brand identity, partly due to the fact that many customers have not yet made up their mind concerning Apotek Hjärtat.
13
Coleman, Darren Andrew. "Service brand identity : definition, measurement, dimensionality and influence on brand performance." Thesis, University of Birmingham, 2011. http://etheses.bham.ac.uk//id/eprint/562/.
Full textAbstract:
Creating and maintaining brand identity is regarded as a formative brand building step with the benefits contributing to the creation of valuable brands. Consequently, research that provides brand identity management insights has the potential to be of considerable academic and managerial interest. Several brand identity frameworks have been published in the brand marketing literature. However, a reliable, valid and parsimonious brand identity scale has yet to be developed. This has restricted the academic community and practitioners from obtaining an empirically informed understanding of the construct’s dimensionality and influence on brand performance. Furthermore, the generic nature of these frameworks does not account for a specific goods or services context. Informed by these issues, a valid, reliable and parsimonious service brand identity scale was developed to reveal the construct’s dimensionality and assess its influence on brand performance in the UK’s IT service sector. A quantitative research design was employed to gather primary data with 421 senior executive working in the UK’s IT service sector. Following a series of pretests and a pilot study, Cronbach’s α and exploratory factor analysis were used to purify the measure. Confirmatory factor analysis then helped verify the exploratory factor structure and establish the psychometric properties of the scale. These analyses find support for a service brand identity scale comprising of five dimensions: employee and client focus, corporate visual identity, brand personality, consistent communications and human resource initiatives. The service brand identity scale is then incorporated into the full structural model to assess the construct’s influence on brand performance. Across the calibration, validation and full samples service brand identity has a positive and significant (p<0.001) influence on brand performance. The discussion outlines how these findings provide partial support for the dimensionality implied by existing conceptual brand identity frameworks. Furthermore, the data provides encouraging results for those that wish to invest in brand identity given the construct’s positive and significant influence on brand performance. Concluding remarks highlight theoretical and managerial implications with limitations and directions for future also being noted.
14
Vuoste, I. (Ilari). "The role of brand identity in the formation of brand loyalty." Bachelor's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201905282186.
Full textAbstract:
Abstract. This thesis studies the role of brand identity in the formation of brand loyalty. This is done in the form of a literature review, more specifically the integrative variant of the method. By integrating together the findings received from various previously conducted pieces of scientific research, this thesis forms a model of brand loyalty creation in order to study brand identity’s role in it. By analyzing the aforementioned model it can be concluded, that brand identity does indeed have a significant role in the process, although it is indirect in nature in terms of affecting brand loyalty. The role of brand identity is to affect the formation of brand loyalty through first affecting brand image, which then in turn is the factor that the customers of a brand potentially form brand loyalty based on. Explaining this in more concrete terms, brand identity’s role is to affect the behavior of the internal stakeholders of the brand in a way that furthers the development of a brand image that is likely to entice brand loyalty within the target customer base of the brand.
15
Hultman, Emma, Sylvio Hardy Razafimandimbison, and Ramin Nazem. "Aligning Brand Identity with Brand Image : An evaluation of a proposed method." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26776.
Full textAbstract:
Branding and the management of brands has become a highly prioritized aspect for com-panies to maintain lasting competitive advantage and to provide meaning to consumption. Therefore companies have adopted an inside-out approach in order to manage their brand. The challenge with an inside-out approach is to align the internal brand identity,what brands communicate, with the external brand image, what consumers perceive. Therefore two questions are crucial to answer; how does the brand want to be perceived and how is the brand actually perceived? There is a risk that gaps occur in the communication of the brand, and these gaps are crucial to monitor and prevent for effective brand management. This paper proposes a method on how to measure and align brand identity and brand im-age, based on existing theories and models regarding brand management. The method is evaluated through a case study, where the difference between Happy Plugs’ brand identity and brand image is analyzed. The method was designed using Kapferer’s Brand Pyramid and Brand Identity Prism. Both qualitative and quantitative data is used to examine how wide the gap between Happy Plugs’ brand identity and brand image is. The Happy Plugs brand is solely used as a tool to apply the designed method and evaluate the validity of it. The findings show that a gap in brand identity and brand image does occur, at higher levels of the brand pyramid, or brand identity. The results from the case study indicate that the designed model is an effective tool in identifying and measuring possible gaps, and is a use-ful approach for companies who wish to align their brand identity with brand image.
16
Ondra, Martin. "Brand Identity in Design of Industrial Product." Doctoral thesis, Vysoké učení technické v Brně. Fakulta strojního inženýrství, 2017. http://www.nusl.cz/ntk/nusl-364820.
Full textAbstract:
Tato práce se zabývá studiem prvků identity značky na produktech. Současný stav poznání shrnuje poznatky o brandingu, gramatice tvarů a metod ke studio podobností na produktech. Další práce se zaměřují na zachycení prvků identity značky a vytvoření nástroje, pracujícího na základě gramatiky tvarů, který by pomáhal designérovi v jeho kreativním procesu, této literatuře však schází studování designérské práce. Konkrétní identita je studována z hlediska loga, barev a tvaru až k vytvoření její gramatiky tvarů. Po analýze produktů firmy a gramatiky tvarů je předložena hypotéza o přenosu identity značky v průběhu inovačního procesu z pohledu gramatiky tvarů.
17
Reinikka, Linda. "Brand Identity : Improving event tourism in Helsinki." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-29915.
Full textAbstract:
The tourism industry is one of the fastest growing industries in the world. Destinationcompetitiveness emphasizes the need to link competitiveness to a destination's ability to delivergoods and services better than other destinations on those parts of the tourism experience regardedas being important by tourists. The phenomenon of using events to strategically build andstrengthen a destination's brand identity has received very little attention. This study aims to investigate how the Destination Management Organisations in Helsinki arebuilding a brand identity, and how events may be used strategically in this process. Interviews havebeen undertaken with few organisations of various sizes and characteristics. Two distinct divisionsformed the base of the thesis; the first with a clear focus on how the DMO is working to create abrand identity, while the latter concentrated on the same topic from a focused perspective; how thebrand identity may be created with the use of events. After this, the research phase is entered, whichinvolves gathering the necessary data required for determining the current identity of thedestination. Once the research phase was completed, the process moved into a phase of shaping thebrand identity. Through the interviews the writer was able to get better perceptions of how the cityis merged with views and objectives of where the city wants to be, or where they desire to be in the future.
18
Mouton, Estelle. "The effect of internal brand management on brand commitment and brand trust." University of the Western Cape, 2018. http://hdl.handle.net/11394/6690.
Full textAbstract:
Magister Commercii - MComThe focus of branding is often externally focused, yet it is the employees through their direct interaction with the brand, that can make or break the brand promise. Despite the important role of employees in building the brand, they are often overlooked in brand building strategies. The purpose of the study was to test the effect of internal brand management on brand commitment and brand trust in a government organisation. Front-line employees of the South African Post Office, a state-owned organisation in South Africa was selected to collect the data using convenience sampling. Cronbach Alpha and content validity was used to test the reliability and validity of the measurement instrument. The data was not normally distributed and non-parametric tests were performed during data analysis. Descriptive statistics was used to describe the basic characteristics of the respondents and the correlation coefficient (Rho) was used to test the relationships between variables. All three hypotheses were accepted. The results are consistent with previous research, however, new developments are emerging. For front-line employees to commit to the brand, they must trust the brand, which in turn is created through brand identity. Negative external communication influences the ability of front-line employees to deliver the expected brand promise. Importantly, the role of top management in fostering internal brand management cannot be overlooked.
19
Khan, Muhammad Ghayour, and Omar Khan. "Corporate Identity, Corporate Branding and Brand Image." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-57516.
Full textAbstract:
This dissertation aims to address the research gap which was evident on the apparel industry. The authors identified that additional research is required on how corporate identity influences the designing of a brand image on apparel industry. In order to address the gap the authors first formed a research model based on literature review or secondary data. Later on, primary data was collected through qualitative research method from 14 garments companies in Pakistan. Moreover, the primary data and secondary data was synthesized in order to analyze and conclude the research.The finding shows that the communication is a main issue when forming the brand image and it must be in line with the corporate identity in order to form a successful brand.
20
Rodríguez-Díaz, María Alejandra, and Eliana Gallardo-Echenique. "Odotype, the olfactory identity of a brand." Associacao Iberica de Sistemas e Tecnologias de Informacao, 2020. http://hdl.handle.net/10757/656661.
Full textAbstract:
Smell is one of the least used senses in advertising and/or marketing strategies. This study analyzes the conditions for the implementation of the odotype in the brand identity. A qualitative research approach and Grounded Theory method are using to develop an explanatory theory about the concept “odotype”. A semi-structured interview guide was designed according to the categories proposed in the research: odotype and brand identity. This research shows that odotype and sensorial marketing are different concepts; providing a definition for each concept. The Peruvian market is still at an early stage with respect to the aroma and odotype.
21
Das, Sudipta. "Rethinking brand management : a cultural perspective on brand iconicity and identity politics." Thesis, University of Strathclyde, 2016. http://digitool.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=27527.
Full text
22
Daugherty, Jason Alexander. "Character Influence and Brand Relationships: How Morally Ambiguous Characters Shape Brand Identity?" Digital Commons @ East Tennessee State University, 2021. https://dc.etsu.edu/etd/3909.
Full textAbstract:
This study examines morally ambiguous characters in television dramas and they represent their respect brand. The goal of the study is to examine how these MACs define their respective brands, specifically the brands, AMC and Showtime. Recent studies observed people chose brands based on their affective disposition and social cognition towards specific influencers. These theories could inform how people relate to characters from TV shows and brands. An observation and narrative analysis of four characters promotional videos from AMC were Don Draper (Mad Men), Saul Goodman (Better Call Saul) and from Showtime Jackie Peyton (Nurse Jackie) and Dexter Morgan (Dexter). Interviews were conducted with 13 people about their views of the character's moral ambiguity and brand interest. Promo videos were observed along with videos of characters in their environment. Results found MACs defined their brand and their overall character arc appealed to the audience's interests in their brands.
23
Arklöf, Rebecca. "Seeking Opinions Concerning... : - the Swedish Olympic Committee and its Trademarks." Thesis, Umeå University, Umeå School of Business, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1458.
Full textAbstract:
Background: In the XX Winter Olympics 2006 in Torino the Swedish Olympic Team succeeded by winning 14 medals. The best result that Sweden has ever made during a Winter Olympics. The happiness was shortly after mixed with disputes between the Swedish Olympic Committee and Swedish companies. There were companies who wrongly had used the trademark ‘OS’ in their marketing campaigns. The disputes happened because the use of the protected trademarks concerning the Olympic Games are reserved only to the Swedish Olympic Committee’s sponsors.
Title: Seeking Opinions Concerning… - the Swedish Olympic Committee and its Trademarks.
Problem: What attitudes do people hold towards the Swedish Olympic Committee after the XX Winter Olympics 2006?
Purpose: The study aims to get an understanding about if people’s attitudes towards the SOC and its trademarks have changed after what has been written and said in media after the XX Winter Games 2006. In order to reach this understanding I will look at people’s knowledge about the SOC’s trademark, their prior knowledge and thoughts and finally their prior knowledge about the ‘Olympic pizza’.
Theory: By going from an initial description of the factors that make up a good brand and the different meanings to the word ‘brand’, the reader is taken through different steps to finally in the end see how attitudes are created.
Method: The study was done with a quantitative method through questionnaires, looking at the problem from the perspective of the Committee who are the ones affected by the results of the study. The collection of data was done through a non-random convenience selection in the community of Storuman with a total number of 76 respondents. Further, the study has a positivistic view and a deductive approach.
Result: The results were that the respondents’ first thought about the Swedish Olympic Committee was mostly indifferent, it seems like they did not have an opinion. Digging deeper it seems like after what has happened in the media the respondents’ attitudes have changed. There was not a big difference however in the number of people who had had an attitude change after the ‘Olympic pizza’ story compared to those who had not. The ones who had experienced attitude changes had had them towards the negative side.
24
Koo, Ja Joon. "Brand management strategy for Korean professional football teams : a model for understanding the relationships between team brand identity, fans' identification with football teams, and team brand loyalty." Thesis, Brunel University, 2009. http://bura.brunel.ac.uk/handle/2438/3588.
Full textAbstract:
This research recommends a new approach to brand strategy for Korean professional football teams, focusing on the relationships between team brand identity as the basic element of sports team branding, team brand loyalty as the most desirable goal, and identification between fans and teams as the mediator between identity and loyalty. Nowadays, professional football teams are no longer merely sporting organisations, but organisational brands with multi-million pound revenues. It is vital for football teams to build a relevant brand strategy based on the relationship with their fans. Existing research on sports branding suggests that fans who are deeply identified with a specific team tend to possess extremely high loyalty, holding a particular team as central to their identity. Therefore, managing the relationships between team brand identity, fan-team identification, and team brand loyalty can be the most powerful brand strategy for football teams, particularly for Korean football teams that do not retain strong fan bases and yet desire to gain consumers who identify with them. Through two empirical studies and case study analysis this research investigated a construct of team brand identity in the professional football context. Consumers’ associations with football teams were examined and 13 elements of a team brand identity scale were developed. It was revealed that team brand identity is composed of four identity dimensions which are experience, visual, non-product, and product. Case studies, with a further literature review of team brand identity, clarified and confirmed the first study findings. The final empirical study tested and confirmed the correlated and serial relationships, and provided the basis for the new theoretical model on which to build the brand strategy.
25
Karlsson, Elin, and Karlsson Sara Kroné. "Om butikers identitet kan bevaras och samtidigt enas för att bli ett starkt gemensamt varumärke : En fallstudie om Saluhallen Slakteriet." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-25613.
Full text
26
Hassanzadeh, Ali, and Tara Namdar. "MILLENNIALS BRAND LOYALTY IN THE FASHION INDUSTRY & THE ROLE OF BRAND IDENTITY." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-70038.
Full textAbstract:
Brand loyalty has long been an important factor for companies’ sustainability and profitability, as it is less expensive to retain existing customers than acquiring new ones. In correlation to the importance of brand loyalty, there is a new vast generation, called the millennials’ or generation Y coming in to the market that is different than any generation before. This generational cohort has shown tendencies of being very disloyal, yet not all authors agree. Furthermore, some positive evidence has been found that millennials consider brands as a way of expressing their own identity and are driven by a need of having a trendy social image. The role of brand identity has therefore been chosen as an important key factor to examine this generation’s brand loyalty. Due to the poor research and the complexity of understanding millennial’s brand loyalty, the purpose of this study is to acknowledge the role of brand identity and to enhance the knowledge about brand loyalty of millennials when it comes to fashion brands.The research is of a quantitative and deductive nature where the primary data of the study was collected through surveys. 108 people participated in the study and the participants were millennials between an age interval of 18-38 years. The result of the study shows that there is a link between brand identity and brand image and that there is a positive relationship between brand image and brand loyalty. Moreover, comparing the brand image of two companies H&M and Ralph Lauren to the respondents’ brand loyalty towards the fast fashion and luxury fashion industry showed a correlation of equivalent loyalty towards the two industries. However, the respondents that were loyal towards the luxury fashion industry were shown to have a higher general brand loyalty.The findings of this research provide evidence that millennial can be loyal, but their loyalty may differ depending on the industry. Therefore, millennials display equal loyalty to the fast fashion and to the luxury fashion industry, but overall loyalty of luxury fashion followers is higher in general.
27
Figura, Martin. "Identita a image značky AUDI na českom trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-193785.
Full textAbstract:
The work deals with the perception of the Audi brand in the Czech market. The theoretical part describes the terminology related to the concepts of brand image and identity. The practical part includes an analysis of data obtained from my own research that seeks to uncover the match or inaccuracies in the perception of image and brand identity. It shows the actual image of Audi and also finds whether the prejudices about the brand Audi which circulate in the Czech Republic were refuted.
28
Zwakala, Kuhle Mkanyiseli. "Brand identity of a selected South African bank." Thesis, Cape Peninsula University of Technology, 2016. http://hdl.handle.net/20.500.11838/2435.
Full textAbstract:
Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2016.By virtue of existence, a brand has a history, and probably an envisaged future. Collectively these variables are understood to be central to a brand’s identity formulation. However, there are various other elements that may inform brand identity construction. This study investigated brand identity formulation of a bank brand in the South African banking sector. In essence, the current study probed variables or elements that inform brand identity formulation, in this service oriented sector. It is understood that individual human identities can collectively influence the formulation of an institution’s brand identity, among other factors. Therefore, a question arises whether academic brand identity theory and practice are congruent in service sectors, particularly the South African banking sector. Dominated by few major banks, the South African banking sector is characterised by an oligopolistic market structure, where services provided are seen to be generic. Hence, the current inquiry on the practice (or lack thereof) of brand identity theory for differentiation, and distinction purposes. In this regard, Nedbank was used as a reference institution. In essence, Nedbank brand identity was investigated.
29
Ringas, Astrid. "Evaluating an androgynous brand extension: the gender identity/ gendered brand relationship and influencing factors." Master's thesis, University of Cape Town, 2015. http://hdl.handle.net/11427/16863.
Full textAbstract:
Includes bibliographical referencesGender identification behaviour has altered drastically within the last decade. Consequently, there has been a noteworthy rise in the amount of androgynous individuals. Gender identity congruity theory posits that individuals display more favourable behavioural outcomes towards brands that possess similar images or identities to their own. Further, contemporary consumers express their identities via their brand choices. Thus, there is a strong implication that introducing an androgynous brand could prove to be a lucrative strategy for marketers. However, gendering brands as either masculine or feminine prevails as the most commonly employed strategy to differentiate a brand and appeal to target audiences. Introducing androgynous brands through a brand extension could prove to be less risky and costly than introducing such a brand as a novel, stand-alone offering. This study examined gender identity's potential influence on the evaluation of an androgynous brand extension. Further, it investigated the potential influence of three key factors on this central relationship: self-concept, product category and the gender of the parent brand. With regard to these moderators, it was posited that first, if the brand's image aligned with one's self-concept the evaluation of the androgynous brand extension would be more favourable. Distinction was made between actual and ideal self-concept. Second, a distinction could be made between functional and symbolic product categories with regards to the influence that gender identity exerted on brand extension evaluation. And third, that the gender of the parent brand would influence the evaluation of the androgynous brand extension. Subsequently, a 2 x 2 factorial design experiment was administered to a quota-controlled non-probability sample of Generation Y consumers. The findings demonstrated that gender identity influences the evaluation of an androgynous brand extension. Furthermore, self-concept moderated this relationship between gender identity and brand extension evaluation. The product category wherein the androgynous brand extension was implemented was evidenced to affect individuals' evaluation of the brand extension, with the one introduced in the symbolic product category receiving more favourable evaluations than the extension introduced in the functional category. The gender of the parent brand exerted no influence on brand extension evaluation, where androgynous brand extensions from both feminine and masculine parent brands were evaluated similarly. Self-concept also exerted an effect on brand extension evaluation, with ideal self-concept exerting a stronger influence than actual self-concept. Lastly, individuals were shown to prefer an androgynous brand to a masculine or feminine one. The principal inference resulting from this research is that marketers should strongly consider introducing an androgynous brand extension should they possess a feminine masculine brand within the clothing, deodorant, or similar products categories. Respondents evaluated the androgynous brand extension favourably across both assessed product categories and regardless of whether the brand extension was introduced from a masculine or feminine parent brand. This was observed for all gender identity segments. It is imperative that managers take gender identity and self-concept into account as these identity aspects exert noteworthy influences on individuals' consumption behaviours. However, managers should take note of the evidenced interaction between gender identity and self-concept. Where individuals perceive there to be a high level of congruence between their self-concept and the androgynous brand extension, individuals with high levels of masculinity should not be targeted as they displayed negative evaluations of the brand extension.
30
Steub, Robert, and Takahiro Inaba. "Describing the brand identity of a start-up : A qualitative research." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-74623.
Full textAbstract:
Background: Companies nowadays cannot differentiate efficiently enough through their products, therefore require strong brand identities. Especially start-up companies without fully developed products rely on the brand identity to communicate efficiently with its potential customers. Purpose: The purpose of this paper is to describe the brand identity of a start-up by applying commonly used models of brand identity and to see the extent of applicability of these models in the case of a start-up. Design/Methodology/Approach: Qualitative research that includes semi-structured interviews with seven participants, where five interviewees work within the company and two interviewees who have a close working connection to it. Findings: The models used are to a small extent applicable in terms of brand personality and brand culture. A brand identity has been described from the same perspectives. Theoretical and Managerial Implication: Adjustment of existing models according to changes in business related settings is argued. Further establishment of the components of brand culture is recommended.
31
SOKIAH, AMUTHU MUNIYANDI SENTHAMIZH SELVAN. "Market intrusion of brands in partner's territories: a case study of brands positioning." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-101480.
Full textAbstract:
Purpose – The purpose of this research is to investigate how branding is applied in an industry entering intoco-branding. It analysing the importance for building and strengthening a brand for effective brandpositioning in the market space. Design/Methodology/Approach – Our qualitative research is developed according to the approach whichseeks to understand the aspects of brandings. This research will be conducted as an abductive approach;the validity of present knowledge will be demonstrated. Qualitative approach is applied for identifying theaspects in a successful launching of a brand. Findings – This research demonstrates that branding has been involving in launching of brands. The casestudy indicates that brand portfolio, brand identity and brand positioning are essential in extending brands. Practical Implications – It serves as supplementary and reference information for brand management inmarketing plan for global markets, especially in corporate. Originality/Value – The originality of this paper lies in its knowledge area of branding, which uses brandportfolio, brand identity and brand positioning literatures and journals to examine the role of branding inpractical case.
32
Andersson, Henrik, and Frida Robertson. "Acne Jeans and Brand Associations : -A Study of the Coherency Between the Brand Identity and the Brand Image." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-9477.
Full textAbstract:
In recent years, the successful expansions of Swedish fashion companies have mainly relied on their ability to turn fashion into brands. However, when companies grow it seems to be difficult to maintain the original brand identity as well as to establish a unique brand image in the minds of the consumers. With regard to this matter the purpose of our thesis was to investigate the brand image of Acne Jeans. Our ambition was to examine to what extent the brand image coincided with the brand identity and if brand associations differed between different consumer segments. In order to fulfil our purpose, we have conducted a questionnaire study of a sample of 130 students at Stockholm University. The findings of our study show that the brand image of Acne Jeans did not coincide with the brand identity regarding the aspects of individuality and innovativeness. We further concluded that there were several differences between the associations of those in possession of Acne apparel and those who did not own any Acne items. Finally, the associations of early adopters were investigated. The result indicated that the brand associations in this group did not deviate from the general opinion of the total sample.
33
Linsner, Annika. "An Examination of Brand Management in High-Performance Sport." Thesis, Griffith University, 2021. http://hdl.handle.net/10072/402723.
Full textAbstract:
The development of social media platforms had an immense global impact on the delivery and consumption of sports (Filo, Lock, & Karg, 2015), which placed a new meaning to the role and importance of the personal brands of athletes. The change from one-way (e.g., news reports, commercials) to two-way communication between athletes and consumers enabled by social media has opened up a completely different marketing world for athlete branding (Ballouli & Hutchinson, 2010). However, the global reach and potential of personal branding also increased the competition, which makes it more important than ever to differentiate and build a distinctive personal brand (Viţelar, 2019).
The creation and management of brand identity are the foundations of any branding process (Aaker, 1996). The clearer the brand identity the athlete communicates, the easier it is for the consumer to form a congruent brand image. However, most research on athlete brands is focussed on brand image (consumer perspective). This not only leaves a theoretical vacuum on the brand identity of athletes but also on the congruence between the two perspectives. The lack of understanding of brand identity and brand congruence is concerning as athletes face increased pressures to utilise social media as a personal branding tool. Consistent with calls to examine athlete branding by combining athlete and consumer viewpoints (cf., Lobpries, Bennett, & Brison, 2017), this theoretical and practical knowledge gap presented an opportunity for research on the personal brands of athletes focussing on the insider perspective. Therefore, the purpose of this PhD thesis was threefold:
(1) to investigate the current status of research on athlete brands and verify knowledge gaps in the existing literature;
(2) to identify and explore the items and dimensions of athlete brand identity and develop a scale to measure the athlete brand from the athlete as well as the consumer perspective; and
(3) to test the validity and practicability of the developed scale and introduce athlete brand congruence to measure comparisons between athlete and consumer perspectives of the athlete’s personal brand.
Study 1 reports a systematic quantitative literature review (SQLR) that was designed to identify and qualitatively evaluate all relevant athlete brand research. This review built the foundation of the thesis by identifying gaps within the existing literature. Sixty-three articles met the inclusion criteria of the SQLR, which followed processes established by Denyer and Tranfield (2009) and Pickering and Byrne (2014). Results confirmed and substantiated the lack of research from the athlete’s perspective (i.e., athlete brand identity) and supported the need for further investigation on athlete branding.
The focus of Study 2 was to identify the items and dimensions of athlete brand identity and to develop the athlete brand identity scale (ABIdS). This was achieved using a two-step, mixed-method process. First, a list of 112 items was collated from the literature identified in the SQLR. The relevance and importance of these items to the brand identity of athletes were then evaluated with the help of 10 athlete brand experts. Second, the remaining 74 items were tested on an athlete and consumer sample (n=194) in form of an online questionnaire. Factor analysis and Rasch analysis were conducted to further reduce the items, identify underlying common factors and assess item measurement properties to form a concise scale which best represented athlete brand identity. The result was the development of the ABIdS that consists of 33 items forming four athlete brand identity dimensions: Athletic Integrity (12 items), Athletic Success (9 items), Fan Engagement (7 items), and Character Traits (5 items).
Study 3 tested and evaluated the validity and practicability of the ABIdS. Consumers (n=794) evaluated the brands of five current Australian elite athletes using the ABIdS. These athletes also assessed their own brand using the same scale. Statistical analyses confirmed the validity and reliability of the scale. However, one item (wellconditioned body) was removed from the Athletic Success dimension to resolve statistical inconsistencies. Collecting data from athletes and consumers on the same scale enabled the analysis of athlete brand congruence based on Musante et al.’s (1999) fit measure. Low congruence scores reflected low cohesiveness between brand identity items sent and the way these items were processed as images by consumers. These low congruence scores were further investigated and the specific items responsible for the disparity between the two perceptions were identified.
From a practical standpoint, the ABIdS provides detailed information to brand insiders, such as athletes, sports marketers and high-performance sport managers, on the key elements required to develop a successful personal brand identity. These elements can be derived from the four dimensions of the scale and associated characteristics. Practical application and analysis of the ABIdS and the brand congruence measure delivers results that help athletes to develop targeted strategies to improve the status of their brand by providing guidance and pinpointing areas of improvement.
The results of this PhD fill the identified knowledge gap on athlete brand identity and its relationship to brand image in form of brand congruence. Identifying and defining the four dimensions of athlete brand identity and developing the ABIdS represents a theoretical advancement in the discipline of sports marketing due to the particular focus on the athlete perspective throughout the scale development process. In combination, the ABIdS and the athlete brand congruence measure provide effective assessments of athlete brands, which presents a new approach for future research in this domain. This PhD thesis also contributes to the theoretical concepts that guided the three studies by focussing on conscious brand identity creation as the driver of brand image (cf., Aaker, 1996). Based on Aaker’s assumption, this thesis used a multidisciplinary approach to combine Goffman’s (1959) self-identity framework (sociology) and Tajfel and Turner’s (1979) social identity theory (social psychology) to rationalise the personal brands of athletes as intentionally managed, socially constructed and dynamic in nature. Extending the combination of these disciplines to examine athlete brands in the age of social media proved particularly relevant and presents opportunities to guide future research.
Overall, the knowledge gained through the three sequential studies in the context of this PhD thesis provides evidence that will help to positively influence the development of successful athlete brand strategies and advances the theoretical understanding of this research domain.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Dept Tourism, Sport & Hot Mgmt
Griffith Business School
Full Text
34
Vemeová, Daniela. "Analýza image značky PiM`s." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-76000.
Full textAbstract:
PiM's is young brand on the market, that is interesting by its courageous modern strategy. Main aim of my master thesis is reveal perception of the brand PiM's by consumers and compare it with its identity. Thesis is devided to theoretical and practical part. In theoretical part I defined term brand and its basic characterictics. Also I defined PiM's history and brand identity. In methodological part I chose and defined methods suited for analysis of the image. In practical part I applied methods as analysis of secondary data and survey by on-line questionaire. On these basis, I enlisted important information about image of the brand PiM's. By comparison of identity and image I reach the whole analysis of the image and I gave recommendations, how to built image successfully in the future.
35
Vejražková, Lenka. "Destinační značka Řecka a její role ve vnímání image země." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193535.
Full textAbstract:
This master thesis deals with Greece destination brand with focus on its image. The goal of the thesis is to evaluate the touristic position of Greece in the Czech Republic, in-depth exploration of perceived destination image and consequent suggestion of more effective communication. The research methods used are quantitative questionnaire survey followed by qualitative focus groups. Outcome of the questionnaire survey is exploration of what the Czech relations to destination of Greece are, evaluation of marketing communication effectiveness, exploration of gap between Greek destination image and identity and evaluation of differences between Greece destination brand image perceived by Greeks and Czechs. Focus groups will lead to further understanding of the problematics. In conclusion, current status evaluation and its confrontation with the potential status will be done.
36
Kuo, Ya-Hui. "The Retailer Brand Personality - Behavioral Outcomes Framework: Applications to Identity and Social Identity Theories." Diss., The University of Arizona, 2016. http://hdl.handle.net/10150/613397.
Full textAbstract:
This research aims to examine a framework to test the relationships between consumers' perceptions of a retailer's brand personality and outcome variables (i.e., positive word-of-mouth about and patronage intention toward the retailer) by applying identity and social identity theories to reveal possible factors influencing these relationships in both department and discount retailer image formats. This research hypothesized that retailer brand personality should influence consumers' behavioral outcomes through private and public forms of self-congruity. The more positive the perception of a retailer's brand personality, the higher the private and public self-congruities with the brand personality. In addition, considering the unique, tangible nature of a store's environment, this research suggested that retailer brand identity (RBI), a consumer's perception of oneness with a retailer brand, should play an important role in the retailer brand personality-behavioral outcomes framework by mediating the influences of both private and public self-congruities on various behavioral outcomes. Moreover, the relationships among two forms of self-congruity and perceived RBI should be moderated by the shopping conspicuousness situation (i.e., whether co-shopping with important others or alone and whether shopping in an environment in which one is visible to important others or is relatively secluded) and consumer shopping involvement (i.e., whether consumers see shopping as an important and self-relevant activity). To test the study's hypotheses, data were collected from a sample of 616 general consumers via a self-administered questionnaire provided through the website of an online survey research firm. This research used a 2 (retailer image format) X 2 (shopping situation conspicuousness) between-subjects quasi-experimental design in which subjects were randomly assigned to one of the four treatment groups who read a scenario that provided a description of a retailer image format of either a hypothetical department (n = 311) or discount store (n = 305) and a description that manipulated the shopping situation as being either high (n = 303) or low (n = 313) in shopping conspicuousness. Results revealed that the retailer brand personality scale, adapted from BPS, a brand personality scale developed by Aaker (1997) and other scales specifically used to measure retailer brand personality (Dardin & Babin, 1994; d'Astous & Lévesque, 2003; Helgeson & Supphellen, 2004) comprised two positive dimensions (i.e., Modish and Genuine) and one negative dimension (Inactive). Each dimension influenced the behavioral outcomes of Word-of-Mouth and Patronage Intention differently. Perceived Genuineness was the most influential dimension among the three, exerting direct and indirect influences through increasing Private and Public Self-congruities and overall RBI on both WOM and Patronage Intention. However, Modish had only a direct negative effect on Patronage Intentions whereas Inactive had indirect effects on both behavioral outcomes through a combined (direct and indirect) negative effect on overall RBI. This research also revealed that overall RBI, driven by its affective and evaluative dimensions, fully mediated the influences of Private and Public Self-congruities on behavioral outcomes, suggesting overall RBI as an important factor in the retailer brand personality-behavioral outcomes framework. Moreover, the relationship between Public Self-congruity and overall RBI was found to be stronger in the high Shopping Conspicuousness Situation whereas the relationship between Private Self-congruity and overall RBI was found to be stronger in the department store image format. The moderating role of Consumer Shopping Involvement on the relationships among self-congruities and overall RBI was not significant. Theoretical and managerial implications of these findings and limitations of the study are provided.
37
Blomkvist, Camilla, Mikaela Johansson, and Amanda Lindeberg. "Understanding the relationship between Brand identity and Brand image : A case study of Coop." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19419.
Full textAbstract:
Background: When it comes to brand communication, gaps can arise. These occur when the brand management’s view of the brand does not match the customers’ Brand image. In order to prevent reputation crises brand managements need to monitor the Brand identity and Brand image and identify possible gaps. Purpose: To identify and analyse what communication gaps that can occur between a company’s Brand identity and customers’ Brand image. Research question: What communication gaps can occur between a company’s Brand identity and the customers’ Brand image? Theory: Marketing Communication, Sender-Receiver model, Brand image and Brand identity focusing on Personality, Positioning, Vision & Culture and Relationship. Method: A case study of the Swedish food company Coop was conducted to investigate the relationship between their Brand identity and the customers’ Brand image. The case study was conducted in two steps; firstly, information concerning Coop’s Brand identity was gathered through in-depth interviews. Secondly, a questionnaire was handed out to Coop’s customers to see whether their Brand image was consistent with Coop’s Brand identity. The aim was to find similarities and dissimilarities between data and thereby identify communication gaps. Results: Several communication gaps were identified between Coop’s Brand identity and the customers’ Brand image when it came to the concepts of Personality, Positioning, Vision & Culture and Relationship. Coop experiences most communication gaps in Relationship, they has not managed to create close relationships with their customers.
38
Han, Ying. "Impact of brand identity on perceived brand image of the Nelson Mandela Metropolitan University." Thesis, Nelson Mandela Metropolitan University, 2006. http://hdl.handle.net/10948/464.
Full textAbstract:
Since 1994, South Africa has witnessed the fundamental transformation and restructuring of its Higher Education Sector. The restructuring of Higher Education Institutions in the Eastern Cape Province is manifested by inter alia the incorporation of the Port Elizabeth branch of the Vista University into the University of Port Elizabeth as a first phase and, as the final phase, the merger between the University of Port Elizabeth and the Port Elizabeth Technikon. A new, comprehensive university, the Nelson Mandela Metropolitan University (NMMU), emerged from this merger on 1 January 2005. The previous institutions each had its own unique brand identity, brand image and brand name. With reference to the newly established NMMU, the question can be raised whether the brand identity of this newly established institution impacts on its perceived brand image among all stakeholders who have an interest in the institution. Given the merger background, the purpose of this research project is twofold: firstly, to analyse the impact of independent variables (‘reputation’, ‘relevance’, ‘personality’, ‘performance’ and ‘relationship’) on brand identity (moderating variable) and the impact of brand identity on brand image (dependent variable); and secondly, to gauge the perceptions of NMMU stakeholders of the brand image of the University in terms of both expectations and actual experiences. In order to give effect to the above, a conceptual model on brand identity and brand image based on secondary sources on branding, was empirically tested. Given the purpose and nature of the research in question, a positivistic research paradigm was adopted. By means of a Likert seven-point scale, primary data was sourced from 1 092 respondents, who shared their perceptions on the expectations and actual experiences of using the NMMU brand. The statistical analysis of the data comprised six phases. Initially, the data was subjected to an exploratory factor analysis to assess the discriminant validity of (xvi) the research instrument. This was followed by an assessment of the reliability of the research instrument through an internal consistency measure (Cronbach alpha reliability coefficients). The items that remained were included in the multiple regression model to assess the impact of brand identity variables on brand identity. The next phase comprised a regression analysis of the impact of brand identity on brand image. Fifthly, to assess any differences between stakeholders’ expectations and actual experiences when using the NMMU brand, pair-wise t-tests were performed. Finally, to gauge the level of satisfaction of NMMU stakeholders when using the brand, a “gap” analysis was conducted by converting the mean scores into relative percentage ratings. The empirical findings did not fully support the conceptual model. The testing of the conceptual model revealed that the independent variable ‘relevance’ did not demonstrate sufficient discriminant validity and, as a result, no evidence of construct validity. This variable therefore had to be removed from the conceptual model before it was subjected to further empirical assessment by means of the multiple linear regression analysis. Based on this finding on ‘relevance’, NMMU marketing communication strategists could perform an in-depth investigation on the positioning of the brand. Further, it was found that the dependent variable ‘brand image’ was not a uni-dimensional construct as suggested in the conceptual model. Ideally, images (in this case, brand images of the NMMU) should feed into strategic vision, serving as a mirror in which a university can reflect on its true standing. This implies that instead of using stakeholder images as exact assessments of brand performance compared with strategic vision, images held by stakeholders of who the university is and what it stands for (e.g. personality and relevance comparisons) should become part of the strategic envisioning process. The linkage between strategic intent and brand image should be evident. The results of the pair-wise t-tests revealed that significant statistical differences (xvii) existed between stakeholders’ perceptions of the expected and actual experiences when using the NMMU brand. To assess the magnitude of a possible ‘gap’ between stakeholders’ expectations and actual experiences of the NMMU brand, mean score differences were converted into relative percentage ratings. The most significant findings on actual experiences (on which the level of satisfaction is based) of the NMMU brand are as follows: All relative rating scores were below 92.05%. These relative satisfaction percentages imply that respondents were not satisfied with the NMMU brand, because their expectations were not fully met. The highest rating percentage (92.05%) was obtained in respect of the statement regarding “The NMMU slogan (‘for tomorrow’) reflects the NMMU brand identity”. The lowest rating percentage (78.33%) was given to the statement “The NMMU brand exceeds expectations in terms of promises”. The second lowest rating percentage (79.67%) was found for the statement “The NMMU brand delivers on promises”. The principal recommendations emanating from this study are summarised in three groups of recommendations, namely: Recommendations pertaining to the strategic implications of the findings for the NMMU marketing communication strategists. Recommendations pertaining to the interpretation of secondary sources on brand literature, and Recommendations for future research.
39
Huang, Hazel Hsiu-chen. "Self-identity and consumption : a study of consumer personality, brand personality, and brand relationship." Thesis, University of Warwick, 2009. http://wrap.warwick.ac.uk/2125/.
Full textAbstract:
This thesis investigates the relationship between self-identity and consumption by discussing the conceptual and measurement issues of consumer personality, brand personality, and brand relationship. The investigation is based on the theories of personality, self-identity, and interpersonal relationship. The self-identity theories (Belk 1988; Cooley 1964; James 1890; Mead 1935) suggest that consumers may use brands to construct, maintain, and enhance their self-identities. Drawing from the literature of personality and self-identity, this thesis repositions the concept of personality for the context of consumption and refers it to self-identity (self-perception) rather than behaviour. This repositioning indicates that consumer personality and brand personality can be examined by the same personality concept. On the basis of the self-identity theories, a positive relationship is expected to exist between consumer personality and brand personality. Moreover, the interpersonal relationship theories (Aron et al. 1991; Rodin 1978; Thibaut and Kelley 1959) indicate that the relationship partners become a part of the self-identity in a close relationship. Therefore, it is hypothesised that the closer the brand personality and consumer personality perceived by the consumers (consumer-brand congruence), the better the brand relationship quality. This study applies a quasi-experiment from a field setting to examine the relationship among consumer personality, brand personality, and brand relationship. A 2 (high and low involvement) x 2 (high and low feeling) factorial design is featured to explore the role of involvement and feeling in the relationship of self-identity and consumption. A total number of 468 observations reveals that consumer and brand personality are strongly and positively related. The greater the consumer-brand congruence is, the better the brand relationship. Minimal moderating effects of involvement and feeling to the relationships between consumer personality and brand personality and between consumer-brand congruence and brand relationship quality are observed. These findings suggest that consumers use brands from various product categories in different situations to maintain their self-identities. The study attempts to make contributions on the theoretical, methodological, and managerial levels. Theoretically, it clarifies the concepts of consumer personality and brand personality, and reaffirms the concept of brand relationship. In this way, some measurement issues of self-identity and brand personality are resolved. The findings suggest that brand personality can be used as a tool to investigate global markets and to facilitate market segmentation and communication. Finally, the limitations of the thesis are recognised and directions for future research are offered.
40
SADDI, MONICA SABOIA. "FASHION BRAND STORES: INTEGRATING THE FASHION BRAND IDENTITY TO POINT OF PURCHASE DESIGN PROJECTS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2008. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=13339@1.
Full textAbstract:
CONSELHO NACIONAL DE DESENVOLVIMENTO CIENTÍFICO E TECNOLÓGICOA presente pesquisa aborda os projetos de design para pontos de venda de marcas de moda, como importantes veículos de transmissão da identidade das marcas. Analisa os processos de integração desses projetos entre si e com a identidade das marcas. A pesquisa de campo foi realizada através do método de pesquisa-ação participante, durante um ano, para testar um modelo de integração, em duas empresas de varejo de moda no Rio de Janeiro. A pesquisa bibliográfica relaciona a velocidade e efemeridade do contexto atual, com o desafio permanente da construção da identidade e do valor simbólico das marcas de moda; considera os estudos sobre marcas em geral para relacioná-los à dinâmica específica do varejo de moda; desenvolve o conceito ampliado de marca e de marcas de varejo de moda; analisa estratégias de empresas líderes do varejo de moda mundial que exploram os projetos de design do ponto de venda para oferecer aos indivíduos experiências e encontro de significados; destaca a necessidade de gestão desses projetos, para promover maior integração na construção da identidade das marcas de moda, e propõe um modelo de integração para os projetos de design do ponto de venda com a identidade da marca. A pesquisa contribui com o aumento do conhecimento no campo da moda, oferecendo uma abordagem específica desta área, no que diz respeito à gestão das marcas no contexto do varejo de moda e a importância do design nos projetos do ponto de venda, para a construção da identidade das marcas de moda.
This present research approaches the fashion brands point of purchase design projects as an important way of transmission for their brand identity. Assess the process of development and integrating of these projects with one another and with the brand identity. The practical research was realized by a participative action research, during one year, to test a model of integration process, on two fashion retail companies in Rio de Janeiro. The bibliography relates the velocity and ephemerally of the current context, with the permanent challenge to build up the identity and symbolic value of fashion retail brands; consider the studies about general brands to relates them to the fashion retail specific dynamic; develops the broadest brand concept and fashion retail brands concept; analyzes some practices of global fashion retail leaders, who explore points of purchase design projects, offering to their costumers, experiences and meanings; highlights the need of management of these projects to promote more integration to build up the identity of the fashion brands, and propose one model of integration for point of purchase design projects and brand identity. The research expand the knowledge of fashion, offering a specific study of this area, about brand management in fashion retail context and the importance of design in point of purchase projects to build the fashion brand identity.
41
Kerndlová, Darja. "Identita a image značky Milka." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262290.
Full textAbstract:
This thesis deals with identity and brand image Milka. The main objective is to find out the identity and image of the brand Milka and to find out if they correspond each other. The thesis is divided into three chapters. The objective of the first chapter is to explain the term brand, identity and image. The objective of the second chapter is to reveal the identity of the brand Milka. The aim of the last chapter is then expose her image and compare it with identity.
42
Blom, Thomas. "Varumärkesidentitetens betydelse för relationen mellan leverantör och butik." Thesis, University of Skövde, School of Technology and Society, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-3077.
Full textAbstract:
Vi lever i ett samhälle där vi ständigt står inför nya bemötanden, där kläder bland annat används för att för att uttrycka intressen, åsikter och attityder till människor i vår omgivning. För att uttrycka sin livsstil lägger konsumenter större vikt vid sådant som tilltalar deras känslor vid köpbeslut, vilket medfört att varumärkesinnehavare anspelar på olika känslor för att differentiera sig mot andra märken. Varumärkesinnehavarna skapar en egen identitet som skall särskilja dem från andra. Butiker kan med hjälp av varumärkenas differentiering vända sig mot ett ofta nischat segment vilket är kunder som efterfrågar en viss typ av varumärken. Jag har varit intresserad av att undersöka hur relationen mellan en butik och en leverantör påverkas av varumärkesidentitet. Jag har därför samarbetat med grosister, varumärkesinnehavare och butiker för att besvara uppsatsens frågeställning "vilken betydelse har varumärkesidentitet har för relationen mellan leverantör och butik." I uppsatsen redovisas resultatet från mina intervjuer vilket bland annat visar att butiker har en viktig roll i att kommunicera varumärkesidentitet vidare till slutkonsumenten, men också vad märkesinnehavarna på grund av varumärkesidentiteten ser över innan en butik får representera varumärket.
43
Nygren, Henrik, and Caroline Ax. "That's the way the cookie crumbles : En kvalitativ fallstudie av hur förpackningsförändringar kan påverka ett varumärkes image." Thesis, Mittuniversitetet, Institutionen för informationsteknologi och medier, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-18520.
Full textAbstract:
Syftet är att undersöka hur en förpackningsförändring påverkar ett varumärkes image. Det varumärke som undersökts är Gille som genomförde förpackningsförändringar under 2012. Detta är en fallstudie med ett kvalitativt tillvägagångssätt genom strukturerad samtalsintervju, kvalitativ textanalys och fokusgrupper. I teorikapitlet presenteras de teoretiska utgångspunkter som ligger till grund för studiens problemområde; att kommunicera ett varumärke, att särskilja ett varumärke samt att kommuncera via förpackningen. Studien visar att majoriteten av fokusgruppsdeltagarnas bilder av varumärket förbättrades i samband med förändringarna. Resultaten visade att den bild varumärket vill kommunicera och den bild deltagarna hade inte stämde överens, vilket indikerar på ett glapp mellan varumärkesidentiteten och imagen. Förpackningsförändringarna resulterade även i svagare varumärkesassociationer, då ingen av respondenterna kunde koppla de nya förpackningarna till varumärket.The purpose with this study is to examine how a packaging redesign affects a brand´s image. The brand that has been investigated is Gille, who conducted a packaging redesign during 2012. This is a case study with a qualitative approach through structured interview, qualitative textual analysis and focus groups. This study has a theoretical frame of reference built by: to communicate a brand, to distinguish a brand and to communicate through the packaging. The study shows that the majority of the focus groups participant’s attitudes to the brand improved in relation to the changes. Results showed that the image the brand wanted to communicate and the image that the participants had were not consistent, indicating a gap between brand identity and image. Packaging redesign also resulted in weaker brand associations, when none of the respondents could connect the new packaging to the brand.
44
Fröberg, Malin, and Sofie Sundin. "Once upon a time : En studie om storytelling som marknadsföringsverktyg." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-219772.
Full textAbstract:
Berättelser har sedan urminnes tider fängslat och fascinerat människor men idag är berättelsen inte bara ett sätt att förmedla sagor och fabler utan sker även inom företag och organisationer. Kraften i berättelser har under de senaste decennierna börjat användas inom företagsvärlden för att förmedla berättelser om företag och varumärken. Detta sätt att använda berättelser har kommit att kallas storytelling och är en populär strategi inom marknadsföring idag. Storytelling har blivit ett allt viktigare inslag i marknadsföring hos företag inom livsmedelsbranschen då konkurrensen från inhemska och utländska varumärken har ökat i samband med Sveriges inträde i EU. Syftet med uppsatsen är att ur ett företagsperspektiv undersöka hur företag använder storytelling i sin marknadsföring för att stärka sitt varumärke. Studien är också ett försök att upprätthålla ett analysverktyg utifrån de teoretiska begreppen brand identity, brand heritage och core & extended identity för att teoretisera begreppet storytelling och hur det används i marknadsföring av varumärken. Resultatet påvisar att stortyelling används i marknadsföringen för att uttrycka vilka företagen är men också berätta den historia som ligger bakom varumärket samt de värderingar och budskap som varumärket vill förmedla. Studien indikerar att det framtagna analysverktyget kan vara ett möjligt sätt att teoretisera och förklara hur företag kan arbeta med storytelling i sin marknadsföring, då den empiriska undersökningen visar att de valda teoretiska begreppen är tydliga inslag i samtliga företags arbete med storytelling.
45
Šimánková, Klára. "Image a identita značky adidas." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193699.
Full textAbstract:
The master thesis deals with brand image and identity, the difference between brand perception from the customer point of view and from the creator point of view. The thesis is divided into theoretical and practical part. In the frame of theoretical part there is a brand definition, its components, functions which are the most important part of brand building since it is necessary to see the advantages of brands. This master thesis looks in details on brand value and models for measuring brand value. The practical part deals with market research through questionnaire, which is a base for evaluating image of the adidas brand. On the basis of the survey results the recommendations are made at the very end of the thesis.
46
Červinková, Tereza. "Brand management značky společnosti Crystalex, CZ." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-192586.
Full textAbstract:
The aim of this diploma thesis is to analyse brand management of one chosen company. The theoretical part of the thesis is focused on comprehensive explanation of brand management. At first brand and other related terms are explained from the marketing point of view. Then the author has focused on legal dimension of the term brand and its registration as trademark. The practical part of the thesis deals with the analysis of brand management of one concrete Czech company Crystalex, CZ, which produces and exports Czech domestic glass. The primary data are gained by dialogues with specialists from the company and its patent agency. The author has talked to many potential customers in points of sale of products from Crystalex, CZ as well. On the basis of all these information the author has made own proposals to increase the efficiency of brand management of the company Crystalex, CZ.
47
Rita, Melissa Oliveira. "Chanel’s perfume personality : the gap between identity and image." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19576.
Full textAbstract:
Mestrado em MarketingNos últimos anos, as redes sociais tornaram-se um componente vital das comunicações integradas de marketing, estabelecendo um forte relacionamento entre as organizações e os seus consumidores. A revolução tecnológica alterou os padrões comportamentais, permitindo a troca de uma enorme quantidade de informações e opiniões entre os consumidores em diversas plataformas digitais. Numa era de tendências em rápida mudança, o setor de luxo começou a olhar para as classes de consumidores do futuro preparando-se para fazer investimentos significativos em marketing digital e recorrendo progressivamente às redes sociais para criar um maior envolvimento com os seus clientes. Assim, para entender o envolvimento do cliente é preciso garantir que uma marca esteja a transmitir ao consumidor a perceção correta (identidade versus imagem). A identidade e imagem de marca podem projetar uma perceção distinta da pretendida por parte dos consumidores. O modelo de personalidade de marca pode ser essencial para compreender a influência das perceções da marca entre empresas e consumidores. Esta investigação tem o desígnio de analisar as dimensões de personalidade da marca comunicadas online pela marca de luxo Chanel, nos seus produtos de cosmética mais conceituados: as suas fragrâncias - Coco Chanel Mademoiselle, Chanel Eau Tendre e Chanel Nº5; com o intuito de compreender se a identidade projetada pela marca diverge com a imagem percecionada pelos consumidores.
In recent years, social networks have become a vital component of integrated marketing communications enabling the creation of a strong relationship between organizations and their consumers. The technological revolution has altered behavioural patterns, enabling the exchange of a huge amount of information and opinion among consumers on various digital platforms. In an age of rapidly changing trends, the luxury sector has begun to look at its consumer classes of the future, being prepared to make significant investments in digital marketing and progressively using social media to attract customer engagement. Thus, to understand customer engagement, we may need to make sure that a brand is passing to consumer the right perception (identity versus image). Brand identity and image may project a different perception from consumers. Brand personality model may be essential for understanding the leverage between firms and consumers brand perceptions. This research aims to analyse the personality dimensions of online brand communication by luxury brand Chanel, for its most notorious cosmetic products: its fragrances - Coco Chanel Mademoiselle, Chanel Eau Tendre and Chanel Nº5; with the purpose of understanding if the identity projected by the brand diverges with the image perceived by consumers.
info:eu-repo/semantics/publishedVersion
48
Lopreste, Matthew. "Visual Brand Identity in the Digital Age: Developing a Custom Identity for Lehigh CustomFit." Ohio University Honors Tutorial College / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1556275338855605.
Full text
49
Ezeh, Mac Anthony Nzube, and Maha Al-Azzawi. "Students Brand Preferences Between Apple and Samsung Smartphone." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-14984.
Full textAbstract:
Date May 2012 University Mälardalen University School of Sustainable Development of Society and Technology Course Master Thesis, EFO 705 Authors Maha Al-azzawi & Mac Anthony Tutor Carl G Thunman Examiner Ole Liljefors Title Students Brand Preferences between Apple and Samsung Smartphone Purpose of the Study Is to compare student brand preference between Apple and Samsung Smartphone Methodology Quantitative research approach Conclusion This study showed that brand with high value of brand equity and identity would result in having high brand preference among students. The findings reveal that Apple has stronger brand preference more than Samsung among students. Key Words Brand equity, brand identity, Smartphone
50
Andrade, Carla Andreia Rosa Duarte Teixeira de. "Nestum vs private labels: a renewed identity for Nestum." Master's thesis, NSBE - UNL, 2010. http://hdl.handle.net/10362/10284.
Full textAbstract:
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThis research has the main goal to recommend a renewed brand identity for Nestum, the leader in the milk&cereals’ segment, to face the growing competition of private labels in this segment which are gaining market share at Nestum expense. To reach this renewed identity a detailed market analysis including nutritional information of products will be performed, including also the brand audit and the brand image collection of the different brands. To collect the brand image parents but also children (the main consumers of Nestum) will be taken into account when measuring brand image. Consequently, several methods used in child consumer behaviour and in brand management will be reutilized to measure brand image from a children point of view.