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Dissertations / Theses on the topic 'Brand Identity'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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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.

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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.<br>Идентичный подход делает акцент на создании единой вербальной, визуальной, звуковой, чувственной и поведенческой идентичности.

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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.

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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

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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.

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<p>Abstract:</p><p>Purpose: The purpose of this thesis is to learn how brand heritage and retro brands can help HQM strengthen their brand identity.</p><p>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.</p><p>Method: Through

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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.

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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, verti

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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.

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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 v

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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.

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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 anal

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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.

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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 mea

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Verster, Alet. "Building brand equity through brand identity in the architectural industry." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/59798.

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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 rece

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Jabbar, Zeenat. "The impact of corporate visual identity on brand personality." Thesis, Brunel University, 2014. http://bura.brunel.ac.uk/handle/2438/8734.

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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 associat

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Kelley, D. (Dennis). "Creating a craft brewery brand identity." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201906052410.

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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

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Kučerová, Kristýna. "Osobnost značky v prostředí sociálních sítí." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205562.

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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 po

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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.

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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 communica

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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.

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<p>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.</p><p>Purpose: The aim of thi

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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/.

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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

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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.

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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

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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.

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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 zn

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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.

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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 strat

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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.

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Magister Commercii - MCom<br>The 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

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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.

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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 th

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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.

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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

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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.

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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.

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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) an

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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.

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<p>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.</p><p>Title: Seeking Opinions Concerning… - the Swedish O

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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.

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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 r

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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.

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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.

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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 d

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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.

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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.

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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.

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Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2016.<br>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 tha

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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.

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Includes bibliographical references<br>Gender 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,

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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.

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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. Find

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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.

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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 sev

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Linsner, Annika. "An Examination of Brand Management in High-Performance Sport." Thesis, Griffith University, 2021. http://hdl.handle.net/10072/402723.

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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 tha

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Vemeová, Daniela. "Analýza image značky PiM`s." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-76000.

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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 impor

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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.

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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

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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.

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<p>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

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Kerndlová, Darja. "Identita a image značky Milka." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262290.

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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.

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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.

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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 re

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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.

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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-Rec

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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.

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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 pre

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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/.

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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 c

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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.

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CONSELHO NACIONAL DE DESENVOLVIMENTO CIENTÍFICO E TECNOLÓGICO<br>A 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 per

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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.

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<p>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 ä

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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.

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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 för

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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.

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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

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Šimánková, Klára. "Image a identita značky adidas." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193699.

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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 evalu

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Červinková, Tereza. "Brand management značky společnosti Crystalex, CZ." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-192586.

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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 fro

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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.

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Mestrado em Marketing<br>Nos 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 re

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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.

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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 b

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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.

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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 Economics<br>This 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

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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.

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