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Dissertations / Theses on the topic 'Brand image management'

Author: Grafiati

Published: 4 June 2021

Last updated: 26 April 2022

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1

Todd, Louise A. "Festival images : brand image and stakeholders' brand relationship types at the Edinburgh Festival Fringe." Thesis, Edinburgh Napier University, 2011. http://researchrepository.napier.ac.uk/Output/4344.

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The Edinburgh Festival Fringe (The Fringe) is the largest arts festival in the world and it has inspired the creation of similar festivals world-wide. Since its conception in 1947, the Fringe has demonstrated significant growth in visitor numbers; ticket sales; and its economic contribution. Despite this, the sustainable future of Edinburgh's festivals is debated as Edinburgh, ‘the Festival City', faces threats from other festival destinations. Festivals position Edinburgh creatively in contrast to the city's traditionally perceived image as a cultural-historic centre. Despite this, little res

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Morris, Andrea Leigh. "Assessing brand image transfer in sponsorship." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/5347.

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Thesis (MComm (Business Management))--University of Stellenbosch, 2010.<br>ENGLISH ABSTRACT: Marketing literature has revealed that sponsorship is a key marketing communication tool used to break through promotional clutter. Sponsorship is a means by which marketing managers are able to transfer knowledge about organisational offerings to consumers and communicate how organisations are able to satisfy consumers‟ needs. Satisfying consumers‟ needs is a key philosophy of marketing, thus, it is an important objective for marketing managers to transfer knowledge to consumers about their need-sati

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Grundström, Moa, and Mathilda Gammelgård. "En alternativ image : Hur alternativa förpackningar utvecklar varumärkets image." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-161316.

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De globala miljöförändringarna kan inte längre förnekas, vilket skapat fler kritiska konsumenter, som ställer högre krav på företag att ta mer ansvar för sin produktion och förpackningar pekas ut som en stor miljöbov. Förpackningarnas fundamentala roll att skydda produkter under frakt har nu förändrats och förpackningar har gått till att vara återvunna, återanvändningsbara eller obefintliga. Paketeringen beskrivs inom marknadsföringsfältet som en viktig kommunikationskanal och många varumärken är inte villiga att ge upp denna fördel genom att totalt förändra dess utseende. Denna studie tar ans

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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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Pikas, Christina K. "Blog Searching for Competitive Intelligence, Brand Image, and Reputation Management." Information Today, Inc, 2005. http://hdl.handle.net/10150/106424.

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Reviews why it is important to search blogs for competitive intelligence, reputation management, and brand image management. Describes the structure of blogs and how to format searches in several search engines to effectively retrieve this information.

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Falk, Jenny, and Baobao He. "Management perception on the importance of corporate social responsibility for brand image: : A case study of Husqvarna." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18286.

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This master thesis focus on corporate social responsibility (CSR) and the relation to brand image. The topic was chosen because of the lack of research in this type of field. Previous research has suggested that there might be a bond between CSR and the brand image of a company, however, no confirmations has been done. The case study was done with in-depth interviews with Husqvarna’s CSR manager and marketing manager. The case study was also done with the help of Husqvarna’s sustainability report. Results from this study shows that brand image is affected positively by CSR. For Husqvarna, it i

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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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Kang, Seowha. "How do Korean automobile companies adapt brand management to the Swedish market : The case of Kia Motors Sweden AB." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-10687.

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The concept of brand management has increased attention in recent years. Building andmaintaining a brand provides valuable growth and profitability for a company. To establish astrong brand, a company creates its brand identity for products and differentiates it from otherproducts. Brand identity and brand image are integrated with brand management, andcommunication is needed to convey brand image (or identity) to brand identity (or image).Brand identity is the internal view of a company, and the brand image is the external view byits customers. Between brand identity and brand image, factors

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Chen, Chao, and Jiayan Liu. "Brand Adapting Management in Merger and Acquisition : A Case Study of Geely/Volvo's Brand Acquisition." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12268.

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The premise of this thesis is to conduct a research regarding the connection of brand image, brand identity, brand positioning with brand adapting management. The significant purpose of this thesis is for better understanding how a Chinese auto corporation can effectively manage and adapt an acquired foreign brand in Chinese market. In order to reach this purpose, a case study of Geely/Volvo’s acquisition has been carried out which entailed company visit (Volvo Brand Experience Center), interviews with Volvo brand specialists, Volvo dealer and Chinese market expert. The Theoretical Framework d

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Lindstedt, Alexandra, Christoffer Tilstam, and Annie Toster. "The Carlforsska Experience : - uppfyller reklamfilmen sitt syfte?" Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9962.

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<p>Syftet med studien var att beskriva överensstämmelsen mellan elevernas uppfattning och Carlforsska gymnasiets menade budskap med ”The Carlforsska experience”. Eleverna i detta fall var elever som gick i årskurs åtta på Skiljeboskolan i Västerås. För att beskriva överensstämmelsen gjordes en fallstudie där empiri insamlades genom intervjuer, där det togs reda på om vilka skillnader och likheter som fanns mellan elevernas uppfattning och den varumärkesidentitet som Carlforsska gymnasiet ville förmedla med ”The Carlforsska experience”. Studien visade att reklamfilmen ”The Carlforsska experienc

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Tyreus, Maria, and Sofie Hagström. "Fashion Thinking : En studie om hur design kan berika varumärken inom modebranschen." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-22258.

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Det finns mycket forskning om hur design bygger starka varumärken, men den är inte branschspecifik. Modebranschen är en komplex företagsmiljö med ständigt förändrade marknadsvillkor. Detta kräver att modeföretag arbetar med effektiva strategier för att kunna differentiera sig mot konkurrenterna, där varumärket ses som ett verktyg. Avsikten med denna uppsats är att studera tre modeföretags designprocess och hur man, med hjälp av design som verktyg, kan förmedla sin varumärkesidentitet till konsumenterna i form av en varumärkesupplevelse. Denna studie är av kvalitativ karaktär och består av tre

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Janečková, Barbora. "Corporate identity a corporate image značky PRIM." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11719.

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The master thesis named "Corporate identity and corporate image of PRIM" analyses the current position of brand PRIM on the watch market in the Czech Republic whereas the main focus is on the description of its corporate identity elements and the brand management strategy. The thesis consists of two main parts - theoretical and practical. The theoretical part defines the concept of corporate identity, corporate image, as well as strategic planning and strategic brand management. The practical part comprises of the ELTON firm's presentation and analysis of the Czech watch market including the d

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Ömer, Güncel. "Förändring av ett fotbollslags image och varumärke - Helsingborgs IF (HIF)." Thesis, Malmö universitet, Fakulteten för lärande och samhälle (LS), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-28680.

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SammanfattningDetta examensarbete är en fallstudie om Helsingborgs Idrottsförening (HIF). Klubben har haft turbulenta år med tuff ekonomi, dalande publiksiffror, flera personer i ledningen som lämnat sina uppdrag och med dåliga sportsliga resultat. 2016 åkte klubben ur Allsvenskan och var ett ytterligare bakslag för klubbens varumärke och står inför en tuff utmaning som förening med en mindre budget och verksamhet samt ett varumärke som tagit stor skada de senaste åren. I denna undersökningen finns det sex intressenter där fotbollsklubben HIF är huvudintressenten. Övriga intressenter är en off

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Johansson, Jacob, Oscar Folkesson, and Jacob Henningsson. "Brand image in the Sharing Economy : An exploratory study of how to achieve positive customer perceptions in the sharing economy." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39695.

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Abstract Background: Most of existing literature in the field of sharing economy has focused on aspects of sustainability and business model structure. Research on brand image in the sharing economy has up until today not been an area of investigation. The purpose of a company’s marketing activities is to influence the perception and attitude towards the brand and stimulate consumers’ purchasing behavior by establish the brand image in consumers’ mind. The peer-to-beer based structure of sharing goods and services in the sharing economy consequently means less involvement from the focal compan

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Diep, Lisa, and Amanda Stedt. "In HOs we trust : how crises affect brand image and trustworthiness in humanitarian organizations." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-12736.

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During the past five years the Red Cross has been involved in two different internal crises. All of them can be related to trustworthiness and brand image. Why would someone keep donating money to an organization that has been involved in fraud and suspicion of corruption? The purpose of this dissertation is to explore how non-governmental (NGO) and non-profit (NPO) organizations rebuild their brand image and trustworthiness after a crisis. We will look at the problem from both the organization’s and the public’s point of view. The dissertation is based on theories about brand image, trustwort

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Meyer, San-Marie. "Social media and corporate brands : a study of how the top 10 corporate brands in South Africa utilise social media content to strengthen their brand." Thesis, Stellenbosch : Stellenbosch University, 2014. http://hdl.handle.net/10019.1/96219.

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Thesis (MBA)--Stellenbosch University, 2014.<br>Social media has become one of the marketing tools corporate organisations cannot ignore anymore. Organisations are forced to adjust, and in certain cases replace, traditional marketing methods. The reason why this study was undertaken was to determine the type of content successful corporate brands use on social media platforms to attract new customers and retain their existing brand communities. The South African top ten most valuable brands of 2013, identified by Brand Finance, was the focus of the study and their social media activity was m

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Jardim, João Sérgio Duarte. "Brand equity de destinos turísticos : o caso da Madeira." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/10749.

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Mestrado em Marketing<br>O poder das marcas é largamente reconhecido. Cada vez mais os destinos turísticos procuram apresentam-se sob essa forma, pelo que, a transferência de diversos dos princípios de branding a estes tem vindo a merecer atenção. Dando seguimento a trabalhos prévios sobre o tema, com a presente dissertação propôs--se estudar a aplicabilidade do conceito de brand equity aos destinos turísticos, sendo que a Madeira foi a marca sob investigação. Seguiu-se uma metodologia quantitativa. A amostra foi não probabilística por conveniência e fez-se compor por 321 turistas, que respond

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Levitskaya, Daria. "International Branding Strategies : In Swedish and Russian Fashion Companies." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-31734.

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There are a lot of different business strategies for any company. However, in the fashion industry, the best way to become successful is to develop the brand using special branding strategies. Hence, a brand is the main weapon for fashion companies, which helps to launch international market and to create loyal customers around the world. Nowadays, due to the difficult current political situations and the collapse of oil and the dollar a lot of companies in different industries have to change their business strategies. It is especially true for fashion companies, because they depend on consume

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Benon, Hannah, and Charlotte Jansson. "Competing for Talents : How a company can work with employer branding and talent management to attract talents." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-298741.

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This case study examines how a company can work with employer branding and talent management in order to attract students. The study explores how these concepts can be combined in the joint activity and what the implications are of arranging such an activity. This is illustrated through the case competition Brandstorm, arranged by L’Oréal Group. The study has a qualitative approach and it is based on in-depth interviews with managers on three different organizational levels at L’Oréal. The result shows that using a case competition as a joint activity is a tool to combine employer branding and

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Waddington, Andrew John. "Investigating the impact of brand reputation on brand architecture strategies : a study on a South African automotive company." Thesis, Rhodes University, 2012. http://hdl.handle.net/10962/d1002796.

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The brand architecture of an organisation has become increasingly important to global management and marketing professionals, as it deals with structures and designs of brands which are constantly influenced by a changing environment. The market realities and changes brands face continuously impact the reputation of the brand, which is critical to sustain competitive advantage. The primary purpose of the study was to investigate the impact brand reputation has on brand architecture strategies, and an automotive company was chosen as the focus of the research. This research aims to help manager

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Blomgren, Elin, and Sofie Ljungström. "Nation branding : The role of tourism from a managerial perspective." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-79963.

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Although tourism has been recognised as an important subfield in nation branding little research have focused on its role in the nation branding process. A managerial perspective was assumed to examine what role tourism has in nation branding. This study adopts a deductive approach reviewing existing literature on nation branding, brand management strategies and tourism stakeholders. A case study on how tourism is integrated in nation branding strategies and how stakeholders operating in the tourism sector perceive their own influence on the nation-brand was conducted in Sweden using a qualita

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van, Enckevort Kaya, and Jasmin Ansari-Dunkes. "Facebook & Brand Equity : Firm-created advertising and its effects on the consumer mindset." Thesis, Umeå universitet, Företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-73421.

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This research addresses an urgent contemporary problem within advertising and brand management in the new era of social networks - how do companies act on social networking platforms and how is this perceived by consumers? Being successful on Facebook is, seemingly, not as straight forward as many might think, and the misuse deriving from misperceptions can create negative brand impacts. This research aims to shed light on the yet under researched topic of firm-created Social Media advertising and its effects on the consumer mindset. This has lead to three overarching research questions, which

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Conradie, Mia. "The influence of a vertical service line extension on existing customers’ perceived brand image in the case of Capitec and Absa Bank." Thesis, Stellenbosch : Stellenbosch University, 2014. http://hdl.handle.net/10019.1/86460.

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Thesis (MComm)--Stellenbosch University, 2014.<br>ENGLISH ABSTRACT: In the financial service sector, specifically the banking sector, the competition for market share has become fierce. South Africas‟ Big Four banks (Absa, FNB, Standard Bank and Nedbank) are currently threatened by Capitec‟s simplified business strategy. Capitec is not just retaining customers, but also attracting new-to-bank customers and customers from other banks. Capitec‟s strategy has led to an increase in competitive rivalry among the banks. The Big Four banks are struggling to retaliate against Capitec‟s innovation, cr

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Kwon, Wi-Suk. "A model of reciprocal effects of multi-channel retailers' offline and online brand images application to multi-channel specialty apparel retailing /." Connect to this title online, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1121949288.

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Jennewein, Klaus Christoph. "Intellectual property management in multinational corporations : a study of the role of patents and complementary brand equity in the appropriation of investments in research and development." Châtenay-Malabry, Ecole centrale de Paris, 2003. http://www.theses.fr/2003ECAP0945.

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L'étude analyse la signification du capital-marque dans l'appropriation des rendements des biens immatériels technologiques. Ici, le terme capital-marque n'implique pas seulement des aspects légaux du droit des marques mais il repose également sur la réputation d'une entreprise et sur la loyauté de sa clientèle. A l'inverse, le terme appropriation s'explique par l'acquisition directe ou indirecte des rendements provenant des biens immatériels. Dans l'étude présentée, l'accent sera mis plus particulièrement sur les rendements des biens immatériels technologiques et ainsi sur les entreprises à f

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Šalčiuvienė, Laura. "Prekės ženklo įvaizdžio valdymas tarpkultūriniame kontekste." Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2005. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2004~D_20050728_165918-93776.

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The overall aim of the dissertation is complex: to reveal differences/similarities in interpretation of a brand image dimensions in view of consumer values and to set the theoretical foundations for the brand image management in a cross-cultural context.

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Cegalini, Vinicius Lordello. "Dimensões e atributos que compõem a reputação de entidades esportivas brasileiras." Universidade Nove de Julho, 2017. http://bibliotecatede.uninove.br/handle/tede/1679.

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Submitted by Nadir Basilio (nadirsb@uninove.br) on 2017-06-21T15:03:14Z No. of bitstreams: 1 Vinicius Lordello Cegalini.pdf: 1426909 bytes, checksum: b107789da5bcdbb3cbe56e8ae0cbecd9 (MD5)<br>Made available in DSpace on 2017-06-21T15:03:14Z (GMT). No. of bitstreams: 1 Vinicius Lordello Cegalini.pdf: 1426909 bytes, checksum: b107789da5bcdbb3cbe56e8ae0cbecd9 (MD5) Previous issue date: 2017-05-12<br>To establish a profile committed to its public should be the premise of a sports organization. The club and its athletes should join a community of people and entities that share the same purposes.

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Axelsson, Åsa, and Anna Granstig. "Employer Branding : Ett gränsöverskridande varumärkesarbete." Thesis, Linköping University, Department of Management and Economics, 2004. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-2407.

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<p>Bakgrund: Denna uppsats handlar om hur företag ska kunna attrahera framtida kompetens med en ny varumärkesstrategi. ”Employer Branding” är namnet på denna strategi och beskrivs av konsulter som ett medel för företag att via en genomtänkt varumärkesstrategi profilera företaget på kompetensmarknaden. Grunderna i en Employer Branding-strategi innefattar följande aspekter: att kunna attrahera och behålla den bästa kompetensen samt att ena företaget kring sin vision och kultur. Vi har i denna uppsats undersökt och definierat vad en Employer Branding-strategi innebär och hur begreppet kan ställas

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Bounaouas, Mouna. "La perception des marques de luxe via une approche expérientielle : le cas d'une cible jeune grand public." Phd thesis, Université Nice Sophia Antipolis, 2013. http://tel.archives-ouvertes.fr/tel-00942612.

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Ce travail s'interroge à propos du rôle du concept de " l'expérience de la marque " dans la perception de l'image des marques de luxe auprès d'une cible jeune grand public. Pour ce faire, il mobilise trois domaines majeurs dans le marketing : l'expérience, le luxe et l'image de marque. L'approche expérientielle, peu exploitée dans le domaine du luxe, s'avère concluante. Les résultats permettent de dégager une typologie de l'image spécifique à la marque de luxe démontrant ainsi l'insuffisance des typologies existantes. Ils permettent également de proposer un cadre pour l'expérience de la marque

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Santos, Heloísa Gaspar dos. "Comunicação, marketing e imagem de marca: relatório de estágio na Market Access." Master's thesis, Universidade de Aveiro, 2016. http://hdl.handle.net/10773/17132.

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Mestrado em Línguas e Relações Empresariais<br>The purpose of this Report is to provide with an overview of the activities developed throughout my placement in the company Market Access. After a brief presentation of the company, I shall describe the tasks I performed for the duration of this six-month placement, which will reflect the way in which they contributed towards the broadening of my training within my Masters in Languages and Business Relations, and also my personal and professional development. This report also contains a description of the project I developed for and du

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Aguirre, Torres Almendra, and Méndez Rosa Liz Sabino. "La relación del precio, imagen de la tienda y familiaridad de las marcas blancas de alimentos en supermercados y la intención de compra y lealtad en los consumidores de 31 a 35 años que residen en la zona 7 de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/657553.

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La presente investigación tiene como objetivo identificar la relación entre el precio, imagen de la tienda y familiaridad de las marcas blancas de alimentos en supermercados y la intención de compra y lealtad en los consumidores de 31 a 35 años que residen en la zona 7 de Lima - Perú. El estudio tiene como base el modelo desarrollado por los autores Cristina Calvo Porral y Jean Pierre Lévy Mangin, realizado en España. Para el desarrollo se llevó a cabo una investigación cuantitativa; se efectuaron 300 encuestas a jóvenes, de la edad estudiada, que residen en los distritos de San Borja

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Li, Shuo. "Does the ethnic consumer consider the relevance of the retailer in their decision to buy wine in Christchurch?" Diss., Lincoln University, 2009. http://hdl.handle.net/10182/1028.

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The value of secondary brand associations has been discussed in the literature for decades. Companies are transferring their brand building to retailers (Bruwer, Li et al. 2002 ), therefore, it is very important to understand the impact of retailers on the product brand and consumers’ decision making processes when considering other relevant sources of brand associations. However, in the wine environment, few published studies have been carried out to examine the association with retailers. Thus, the primary aim of this study is to examine whether this association transfers value to the image

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Askling, Bjurgert Amber, Malin Eliasson, and Moa Lundström. "En destination - ett enhetligt varumärke : En studie om hur aktörer i Kalmar samarbetar för att skapa ett enhetligt destinationsvarumärke." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85237.

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Skapandet av en destinations image och varumärke är idag en effektiv positioneringsstrategi. Destinationer lägger fokus på att skapa en attraktiv destination och därmed leverera ett värde till besökaren. Det finns däremot färre empiriska studier om hur samarbetet på en destinationer och hur ett multi-aktörsperspektiv spelar in i att skapa en attraktiv destination och därmed ett starkt varumärke. Det leder studien in på dess forskningsfråga: Hur samarbeten på en destination kan främja destinationsvarumärket? som också kommer besvaras med underfrågor: Hur Destination Management Organisations och

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Bolfíková, Petra. "Marketingová analýza trhu luxusní profesionální péčí pro vlasy a vlasovou pokožku v Čechách a na Slovensku." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17048.

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The master thesis deals with strategy of luxury professional hair care brand Kérastase Paris on the Czech and Slovak market. The focus of this thesis is on the brand's current position and its communication strategy on these markets. Based on own research, suggestions how to improve this strategy are then made. The work could be divided into three sections. The first one brings theoretical base for the next sections. The second one introduces the brand Kérastase Paris and its current position on the local market by analyzing the secondary data sources. The last part of the thesis focuses on th

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Mikešová, Marika. "Marketingová strategie značek firmy Pierre Fabre na českém a slovenském trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76572.

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This master thesis deals with the marketing strategy of A-Derma brand on the Czech and Slovak market. In the theoretical part I summarized basic information about marketing mix, brand and strategic brand management. In the practical section there is an introduction of marketing strategies of all the Pierre Fabre brands. Furthermore I focus on detailed analysis of A-Derma marketing strategy and suggest how to imporove it. The analysis evaluates marketing mix and individual campaigns in 2010 and proposes a strategy for 2011.

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Brazão, Pedro Manuel Silva. "A importância da imagem de marca de um político : estudo de caso - a imagem de Pedro Passos Coelho." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/6285.

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Mestrado em Marketing<br>O marketing político emprega técnicas de comunicação e exposição dos políticos de maneira semelhante aos recursos aplicados aos produtos de consumo, visando construir uma imagem dos candidatos políticos que seja sólida e consiga transmitir confiança e segurança à população, de forma a elevar o seu conceito a nível da opinião pública. Na actividade política, a imagem dos candidatos é estabelecida no campo das ideias com mensagens, campanhas e promessas que só se tornam bens públicos concretos quando o candidato assume o poder. Neste contexto, torna-se relevante avaliar

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Fabbeke, Andreas, and Johan Norin. "AppleTM 1 - 0 Allsvenskan : En uppsats om varumärken och fotboll i en föränderlig värld." Thesis, Högskolan i Kalmar, Handelshögskolan BBS, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-1878.

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The purpose of this essay is to analyse and understand how branding can take place in a football organisation. Football clubs have for a long time been seen as non-profit organisations but since money have become a main factor also in football these days the organisations are more or less turning in to commercial businesses. Football organisations have for many years neglected the assets of actively contributing values to their brand. Despite that branding doesn't seem to be seen as important in football organisations as it is for real companies who spend a fortune of money on building strong

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Fabbeke, Andreas, and Johan Norin. "Apple^TM 1 - 0 Allsvenskan : En uppsats om varumärken och fotboll i en föränderlig värld." Thesis, University of Kalmar, Baltic Business School, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-1878.

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<p>The purpose of this essay is to analyse and understand how branding can take place in a football organisation. Football clubs have for a long time been seen as non-profit organisations but since money have become a main factor also in football these days the organisations are more or less turning in to commercial businesses. Football organisations have for many years neglected the assets of actively contributing values to their brand. Despite that branding doesn't seem to be seen as important in football organisations as it is for real companies who spend a fortune of money on building stro

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Fonseca, Márcio Ribeiro da. "A influência da responsabilidade social corporativa na imagem da marca: um estudo em empresas brasileiras do setor de cosméticos." Associação Escola Superior de Propaganda e Marketing, 2014. http://tede2.espm.br/handle/tede/24.

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Made available in DSpace on 2016-10-13T14:09:57Z (GMT). No. of bitstreams: 1 Marcio Ribeiro da Fonseca.pdf: 1339481 bytes, checksum: 0bf9307d96cecde1d37406e1c2c5c4e6 (MD5) Previous issue date: 2014-05-26<br>This study has as its theme the influence of Corporate Social Responsibility (CSR) in brand image and corporate reputation of Brazilian companies in the cosmetics industry. The focus of the research was to investigate the perception of college consumers belonging to classes A / B on the shares of CSR in two large Brazilian cosmetic companies. The objective was to compare the perceptions o

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Sohlberg, Anna, and Linus Norberg. "Att hitta balansen mellan ideellt och kommersiellt : En studie av fyra ideella oranisationers syn på varumärkesbyggande." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Sektionen för kommunikation, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-14336.

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Denna uppsats syftar till att undersöka synen på varumärkesbyggande hos fyra ideella organisationer; Plan Sverige, RFSU, Svensk Friidrott och Barncancerfonden. För att utreda detta så har kvalitativa intervjuer med representanter med stor insyn i kommunikationsarbetet på de ideella organisationerna genomförts. Med en grund i generella varumärkesteorier har författarna analyserat om dessa teorier är relevanta och i sådana fall applicerbara på ideella organisationer. I studien undersöks även om ideella organisationers syfte påverkar deras varumärkesarbete. Genom den undersökning som gjorts kan

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Sevel, Louise. "Corporate brand portfolio management." Thesis, 2016. http://hdl.handle.net/10539/21062.

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Thesis (M.M. (Strategic Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, Wits Business School, 2016<br>Many organisations consider their brands strategic assets and want to manage them accordingly. The adoption of a corporate brand strategy is one way in which organisations show their commitment to being a brand-focused business. Organisations do however often find it difficult to translate the theory on corporate branding into practice. There are a number of reasons for this; in essence, brands are not always created equally due to the fact that organisa

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Chen, Yi-Tsong, and 陳以璁. "Brand Image Management : a case study of ZMET." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/01660578973137741214.

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碩士<br>世新大學<br>傳播管理學系<br>92<br>The purposes of this study are to understand that how ZMET restructures consumers’ brand images and to explore the results of each ZMET step in the applications of brand image management. This study is also providing the technologies of brand image research and helping brand managers and marketing persons to develop an effective strategy of brand image management. In the capabilities of restructuring brand image, ZMET (Zaltman Metaphor Elicitatioin Technique) can help consumers to tell the deep feelings and thoughts of brands. ZMET can induce consumers’

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Huang, Yang-sheng, and 黃揚盛. "Empirical Research of CYC brand image management - brand, imprinting, and that taste." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/45kc72.

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碩士<br>國立高雄第一科技大學<br>行銷與流通管理研究所<br>102<br>China Youth Corps (CYC) was established under special circumstance. Empowerment Camp was, once, its most proud significant. The camp has not only built up an exclusive brand image, but also brought a lot of special and important memories for those students back in 60‘s and 70‘s. After sixty years, CYC has transformed its organization to be a juridical association, and reformed its public service image. Will the touch and the move from the past participation influence on how the people’s impression is toward to CYC? Owing to the past activities, from

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Huang, Wen-ching, and 黃文卿. "The study of brand image in wealth management bank." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/23059750139483853901.

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碩士<br>國立中山大學<br>企業管理學系研究所<br>92<br>Abstract Under long-term incandescent competition, the difference of product features of banking business is more and more smaller. Only which could supply service can emerge. To establish difference of wealth management service, the high quality enterprise image to attract consumers is needed besides supplying valuable finance planning and professional financing commissioner’s customer relationship administration. Establishing brand image and good communication with consumers are the principal tools of building wealth management bank. This study reviewed

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lian, Wu mei, and 吳美蓮. "Brand image innovation and entrepreneurship management A case Study." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/90634793251964424244.

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碩士<br>實踐大學<br>企業創新與創業管理研究所<br>97<br>Title of Thesis: Brand image innovation and entrepreneurship management －A Case Study. Name of Institute: Graduate Institute of Management Fu Jen Catholic University Name of Student:Mei Lian WuTT Advisor: TDr. KLnuang Huang Total Page:74 Abstract Brand image is the most important topic of consumer behavior and marketing, and it’s also one of the core elements in brand equity. Brand Innovation is considered a key marketing activities. According to the literature, the brand research and brand concept exist two clues. The symbolic meaning is viewed from the p

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Mahlatji, L. M. "The basics of corporate brand management in South Africa." Thesis, 2008. http://hdl.handle.net/10210/904.

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The study views a corporate brand as more than just an outward manifestation of an organisation (its name, logo and visual presentation), or as an organising proposition that helps to shape an organisation’s value and culture and guide the organisation’s processes that generate and support value creation (Bickerton, 2001:43). Corporate brands are adored by stakeholders and organisations alike the world over because they provide enormous value to their organisations by differentiating their organisations from competitors, bestowing added value on products and services and contributing to a firm

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Kuo, Wen-Chin, and 郭文琴. "The Relationship of SITC’s Assets Under Management And Its Brand Image." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/63726528532933166041.

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碩士<br>輔仁大學<br>金融與國際企業學系金融碩士在職專班<br>102<br>The study explored the statistical relationship between SITC's assets under management and its brand image. The proxy variables for brand image are : financial holding company's ownership, foreign ownership , product innovation ,award records and years since its establishment. The control variables are: portfolio performance and dynamics in domestic and international stock market returns. The analysis covered monthly data from the start of 2008 until the end of 2013 . Using Panel Data analysis with fixed effects regression model to identify the corre

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CHANG, JIN-WEI, and 張晉維. "The Relationships among Brand Image, Dynamic Capabilities, Knowledge Management Capabilities and Competitive Advantage." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/65713224365283852886.

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碩士<br>德明財經科技大學<br>行銷管理系<br>104<br>How corporations can create and maintain competitive advantage is always a topic that the industry is focused on. Although previous research has been conducted on how industry structure or corporate organizations create competitive advantage, some empirical research show that in a rapid changing environment, corporations often cannot adapt to frequently technological change. Thus, this study explores how listed Taiwan semiconductor companies can update their advantage to adapt to a rapid changing environment from a dynamic capability perspective. So this study

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蘇倖達. "Customer Relationship Management and Loyalty：Issues of IT Application, Brand Image and Access Effectiveness." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/49135261108374889643.

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碩士<br>元智大學<br>企業管理學系<br>92<br>In this fierce competitive business environment, customers face a lot of options of brands and access channels, thus how enterprises enhance customer relationship management to attract high-contribution customers and then raise their customer loyalty has become the focus to businesses. Information technology (IT) is the key successful factor to implement CRM well. CRM can be seen as IT-based solution using collecting and analyzing customers’ data to practice. Companies who implements CRM effectively not only can increase new customers, avoid customers losing, but

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Le, Roux Christelle. "An assessment of the role of corporate brand identity in corporate brand image formation." Thesis, 2013. http://hdl.handle.net/10500/9847.

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This study focuses on the extent to which the various elements of corporate brand identity as identified in the literature are perceived to contribute to corporate brand image formation. In doing so, a theoretical perspective is adopted for this study that borrows from both marketing communication and corporate communication theories. Three data collection techniques – Q methodology, an online questionnaire and computer-assisted telephone interviews (CATI) – were used to determine to what extent these elements are perceived significant in corporate brand image formation among participants fro

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