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Dissertations / Theses on the topic 'Brand management'
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1
Iyer, Pramod P. "Brand Management Capability and Brand Performance." Thesis, University of North Texas, 2016. https://digital.library.unt.edu/ark:/67531/metadc862750/.
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Brands are intangible assets that provide companies with the potential to extract higher rents or prices from customers. However, only few organizations are able to build and sustain brands over a long period of time. Brand management capability - the organization's ability to build and sustain brands becomes important for achieving sustainable competitive advantage. Despite the importance of brand management capability to organizations, majority of the brand management literature has primarily focused on the consumer perspective of brands. This gap in knowledge about the components of brand management capability impedes firms from replicating brand successes, and makes them reliant on brand managers. More recently, there have been multiple calls in literature to identify marketing-related organizational capabilities, which can provide organizations with a sustainable competitive advantage. The focus on developing marketing-based capabilities comes at a time when marketing is losing its influence in organizations. To this end, the current dissertation uses organizational capability theory and literature on brand management to identify the primary resource (intellectual capital comprising of structural, human, and relational capital), organizational culture type (clan, adhocracy, hierarchy, and market), and processes (strategic brand management, internal branding, and market information processes comprising of information acquisition, information transmission, conceptual utilization, and instrument utilization), that constitute the brand management capability. This dissertation also examines the association among various components of brand management capability and brand performance. A survey-based technique was used to gather data from individuals responsible for managing brands. The data was analyzed using PLS-SEM. The results indicate that human capital, relational capital, market and hierarchy culture types, internal branding, strategic brand management, and instrument utilization are positively associated with brand performance. Structural capital, clan and adhocracy culture types, information acquisition, information transmission, and conceptual utilization are not associated with brand performance. From a research standpoint, this dissertation contributes to the extant literature by identifying the resources, organizational culture, and processes that constitute the brand management capability. In addition to the extant brand management processes (internal branding and strategic brand management), a third set of processes identified in this dissertation (market information processes) is argued to be a critical component for successfully managing brands in organizations. This dissertation also provides empirical support for the role of marketing-based capabilities in determining organizational value, which has been debated in recent literature. Finally, this research addresses the calls for exploring marketing-based capabilities, especially at a time when marketing as a function is losing its influence in academia and organizations. From a managerial standpoint, this dissertation provides an outline for organizations seeking to build brand management capability. In addition to developing intellectual capital and brand management processes, firms need to create the right kind of organizational culture that is needed for brand management capability. This is consistent with the movement towards brands being managed with a strategic perspective.
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Natorina, A. O. "Brand management cognition." Thesis, Tkachov O.O, 2016. http://essuir.sumdu.edu.ua/handle/123456789/47016.
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Today, the commodity marketplace is flooded with various brands. The requirement of the seller’s brand to stand out among other parallel brands is crucial. Hence, there is a fierce competition among the sellers to
make their products or services stand out in the market, thereby winning new consumers and retaining the existing ones. At times, it even leads to diverting the consumers following other brands to the seller’s brand. To
remain competitive in the marketplace, strong brand management is required.
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Hanna, S. A. "Strategic place brand management." Thesis, Bangor University, 2011. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.568782.
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The aim of the present study is to contribute to the theory and practice of place branding by gathering insights into place branding processes and developing a model based on those insights. The primary theoretical background and concepts for this study consist of place branding theory, brand theory, stakeholder theory, and place regeneration. Using earlier research into place branding theory and models of place branding processes the study builds a multi-level conceptual model of strategic place brand management. Existing place branding models take different perspectives on the branding process, respectively, relationship management, communications and strategic planning; none of these models are comprehensive and neither are widely adopted or tested. This study proposes an integrative model that builds on and subsumes these earlier models and is also grounded in the wider research on branding and place branding concept and processes. The model proposes that the process of strategic place brand management is based on 10 components that are interrelated. These components included: brand Leadership, brand Evaluation, brand Infrastructure (regeneration), Stakeholder Engagement (management), brand Identity, brand Articulation, brand Architecture, brand Communications, Word-of-Mouth, and brand Experience. The relationships between the components are presented. The study uses a realism research strategy and employs an exploratory research methodology. The applicability of the proposed theoretical model is empirically tested and analysed against the experiences of senior practitioners by means of 15 in-depth interviews in 15 destination marketing organisations. The study applied the theoretical model of strategic place brand management with practitioner locations ranging from towns, cities and regions. Interview transcripts are analysed to deduce meaning from various significant statement. Meanings are collated under common themes which are then used to formulate structural meaning for each component. Component relationship patterns are deduced according to relationship directionality strengths as presented by participant, leading to the compilation of practitioner led strategic place brand management models on 3 levels. With the literature in the field of place branding being primarily case-study based, this study contributes to the literature by identifying and empirically testing through various practitioners in multiple geographical units the 10 components of strategic place brand management and the influences and action processes between these components. Current empirical evidence on this issue is very limited or non-existent. The results of this research proved a baseline understanding which the results of subsequent research should be compared with and built on. The results of this research will aid practitioners in similar situations to better interpret the holistic process of strategic place brand management, and, offer guidance and inform practitioners of the activities and processes that constitute the process of strategic place brand management.
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Schejbalová, Lenka. "Brand management vybrané značky." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-19249.
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Thesis deals with the topic of brand management, specifically brand management of the product line extension. The selected brand for the practical application of the process of brand management is Maybelline New York, consumer cosmetic brand belonging to the company's portfolio of L'Oréal. The goal is to design and describe the process of management of this selected brand for the extension in the fragrance market. The practical part includes desk research (analysis of contemporary brand management of Maybelline New York and fragrance market analysis) and primary research (focusing on the behavior of target group on the fragrance market and their knowledge and attitudes to this brand. Based on the information gathered by the research the appropriateness of brand extensions on fragrance market is determined and a model for the brand management on this market is designed and described, including setting the brand vision, brand identity, positioning and communication strategy.
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Eisenbarthová, Tereza. "Brand management vybrané značky." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76320.
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The master thesis analyzes the brand Maybelline New York. Maybelline belongs to the mass market division of the multinational cosmetics company L'Oréal. It offers products of colour cosmetics in four main segments: eyes, face, lips and nails. The thesis is divided into three main parts. The first part is theoretical and it is actually the basis for next sections. The second part introduces the brand Maybelline, describes its identity, position on the Czech market, competition and marketing mix. There is also mentioned the new sub-brand MNY. The last part is dedicated to the research of secondary and primary data, interpretation of its results and suggestions for improvement.
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Honzíková, Dana. "Brand management vybrané značky." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-77813.
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This thesis addresses the subject of brand management. My main objective was to summarize the issue of brand management and apply the acquired knowledge on the selected brand of food products on the Czech market, i.e. to assess its current management and the current situation and where appropriate, propose recommendations for the future. I use the case study method, the method of survey and analysis of primary and secondary data. The theoretical part deals with the concept of brand, its features and basic identifiers. Furthermore, I analyze the theme of brand management and brand value (equity) and focus on individual steps of brand management scheme by S. M. Davis. The practical part describes the market, the manufacturer of the brand and the brand itself. Elaborated is also a questionnaire survey conducted under the thesis. The final part is devoted to summary and analysis of the current situation of brand management and design of possible improvement in the future. The results of this thesis could be used as incentive for brand management of the brand, or for inspiration for the management of other food brands.
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Dohnalová, Jaroslava. "Brand management regionálních značek." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124649.
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The thesis is primarily focused on an evaluation of the communication of the Klasa quality brand. In the theoretical part there are definitions of terms like brand, brand management, region, regional brand and other terms connected with the topic of the thesis. The practical part is concerned with an evaluation of brand management of the studied brand, its awareness and trust. The thesis also brings a view of decision-making processes of customers in the connection with Klasa brand. The results of the marketing research show perception of the brand by customers from the point of view of value added. The conclusion of the thesis brings recommendation for changes in the communication and brand management of the Klasa brand in the meaning of improvement in brand awareness and trust. There are also proposals how to motivate retailers to ask for products with the Klasa brand.
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Machová, Markéta. "Brand management vybrané značky." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-126596.
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The thesis engages in the subject of brand management. The objective of the thesis was to conceive the subject of brand management and to apply the knowledge gained to a particular brand, i. e. to analyze and critically evaluate current brand management of the brand selected and to suggest recommendations for leading the brand in the future. The theoretical part of the thesis focuses on brand, brand elements and functions and engages in particular phases of the brand management process. The practical part of the thesis introduces the market of the chosen brand, the brand producer and the brand itself. The practical part also includes evaluation of survey concluded. The final part of the thesis engages in describing and evaluating the current management of the brand selected and in composing recommendations for leading the brand in the future.
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Csiriková, Kateřina. "Brand management vybrané značky." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-136222.
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Thesis deals with identity and brand management of the brand Garnier, which belongs to the company's portfolio of L'Oréal. The aim is to show options, how to improve the loyalty of customers to this brand. In practical part is analysed the Garnier brand by the determination of its identity, marketing mix and SWOT analysis, which is afterwards used as a background for the primary research. The primary research has the goal to find out the image of the brand and the rate of customer's loyalty. In conclusion there are suggested the changes in Garnier's brand management.
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Šanderová, Petra. "Brand management regionálních značek." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-165567.
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This thesis is focused on regional brands and their strategic management. In the theoretical part there are explained the basic concepts: brand, brand management and region. The practical part describes the selected region and regional brand. That continues to marketing research that is focused on consumer awareness of regional brands. In the final part there are mentioned the promotion recommendations of the selected regional brand. The aim is to acquaint the reader with the programs of the regional marking and find out the opinion of the consumers towards the regional brands.
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Štočková, Tereza. "Brand management regionálních značek." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359410.
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The aim of the thesis is to introduce and evaluate regional branding occurring in the Czech republic, other countries of the European Union and the EU as a whole. On the basis of the information, the strategies of individual brand programs in the Czech Republic are evaluated and possibilities for improvement are presented. The basic methods of qualitative research used in the practical part of the thesis are the analysis of secondary data and field research. Using identified facts, own regional product is designed to meet the required criteria of the selected territory. In the form of a case study that is created as a manual, its communication activities are designed and the most appropriate branding program, including an explanation of the certification process, has been chosen.
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Daly, James. "Brand management vybrané značky." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-234354.
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Cilem teto diplomove prace je zamerit se na predmet ktery se tyka rizeni znacky (branding). Primarnim cilem je shrnout problematiku rizeni znacky a nasledne aplikovat dosazene poznatky o vybrane znacce pusobici na ceskem trhu v prumyslu onlinovych hudebnich prehravacu. To znamena vyhodnoceni analyticke casti, ktera popisuje stavajici strategii rizene znacky a jeji soucasnou situaci na trhu. Zminene vyhodnoceni znacky vychazelo z prehledu teoretickych ramcu a jejich strategickych moznosti obsazenych v teoreticke casti. Nasledne jsou navrzeny pripadna doporuceni, ktera nabizi strategicke moznosti rizeni znacky, jez jsou navrzeny k tomu, aby znacce pomohli vylepsit svou pozici na ceskem trhu.
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Miesenberger, de Morais Daniel, and Annemarie Snellman. "Varumärken - Varför har företag problem med dem? : En studie i vilka problem varumärkesbyråer identifierar som vanliga hos kundföretag och varför." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-173228.
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Varumärken är viktiga för företags vara eller icke vara. Ett företag vars varumärke är dåligt eller döende kan gå samma öde till mötes som varumärket. Därför är det förvånande att, enligt en undersökning gjord av en varumärkesbyrå publicerad i en branschtidning, marknads- och informationschefer i Stockholm har dålig koll på sitt varumärke. I vår studie undersöks vilka problem som kundföretag oftast har när de söker hjälp av en varumärkesbyrå. Vi försöker sedan att identifiera varför, och möjliga lösningar för att lösa eller förminska dessa problem. För att kunna göra detta har vi genomfört fyra intervjuer med varumärkesbyråer i Stockholm, varav vissa är erkänt bland de bästa i Sverige. Resultatet är att de vanligaste problemen som varumärkesbyråerna identifierat egentligen inte har med varumärkena i sig att göra, utan mest är av organisatorisk och kunskapsmässig art. Exempelvis gör företag för många undersökningar utan att veta vad dessa ska leda till, varumärkets och företagets värderingar är relativt okända inom företaget, företaget har ett kortsiktigt synsätt, och marknadsföringsavdelningar har för bristfälligt samarbete med ledning samt lite makt att kunna styra nödvändiga förändringar. Vi menar att dessa problem kan lösas genom högre utbildning av dem som har hand om varumärket, brand managers, en generell kunskapshöjning inom marknadsföringsavdelningen vad gäller marknadsföring, och en mer integrerad marknadsföringsavdelning som tar plats med ledning för ökat samspel.
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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 - 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.
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Filipsson, Daniel. "In-Between Brands : Exploring the Essence of Brand Portfolio Management." Licentiate thesis, Stockholm University, School of Business, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-8358.
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During the past two decades research has shown that brands are among a company’s most valuable assets. However, in today’s competitive landscape, it is not enough to just create strong brands. The focus lies rather in managing a range of brand lever-age strategies within complex brand portfolios. Moreover, the majority of today’s established brand concepts do not represent the reality of contemporary brand man-agement. Instead, they tend to be based on dichotomies and simplifications. In addi-tion, there is a lack of criticism towards many of the established brand concepts resulting in the reduction of brand management to a number of static categories and stagnated definitions – thereby missing out on the analysis of important intersec-tional issues between the various categories. This book explores the somewhat for-gotten area of intersection, investigating the territory in-between brands.
The methods used consist of a literature review covering some of the most influ-ential brand models within the area of brand portfolio and brand leverage as well as an empirical case study including the following seven brands: Adidas, Bang & Oluf-sen, Electrolux, H&M, Microsoft, Peak Performance and W. L. Gore & Associates.
The findings show that conventional brand management models and terminology do not fully explain common marketplace strategies and practice. As a result, this research introduces a more realistic viewpoint and dynamic framework that is based on convergence and that allows migration and iteration rather than today’s static approach. The framework, named the brand leverage palette, introduces various nuances between different leverage strategies, both adding clarity and offering guid-ance by explaining different migration movements among today’s brand portfolios.
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Cooper, Holly Belinda. "How can Corporate Heritage Brand Management Protect and Renew Brand Heritage?" Thesis, Griffith University, 2016. http://hdl.handle.net/10072/367347.
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Corporate heritage brands represent a valuable source of insight into brand longevity. The complexity and omnitemporality of these entities present a unique set of managerial challenges. Therefore corporate heritage brands require a specific brand management approach. However, corporate heritage brands and their management are surprisingly under-researched. Moreover, in a corporate branding context the practices that protect and renew corporate brand heritage are unclear. However, the work of a few pioneering academics has been a source of inspiration and a theoretical foundation for this research. These studies include but are not limited to Urde et al (2007), Balmer (2011a, 2011b, 2013), Hakala et al (2011) and Hudson (2011).
The context of this research is corporate heritage brands and its positioning is corporate heritage brand management. The research was comprised of two discrete studies. The aim of Study 1 was to examine how luxury organisations manage corporate heritage to recover and enhance the corporate heritage brand. Study 1 presents a longitudinal, retrospective study of two corporate heritage brands, Tiffany & Co. and Burberry that experience structural corporate heritage brand decline followed by recovery. The analyses of the cases identified turning points that delineated three periods, specifically the foundational years; an interval of crisis; and subsequent ascendance. Three brand constructs are significant, they underpin the rise, fall and rise of Tiffany and Burberry; brand vision, brand values and core competencies. The study demonstrates how long-established corporate heritage brands can overcome structural brand crisis, by restoring corporate heritage.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Business School
Griffith Business School
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Schafer, Nina. "Brand equity : an approcah to value based brand management." Thesis, Stellenbosch : Stellenbosch University, 2005. http://hdl.handle.net/10019.1/50290.
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Thesis (MBA)--Stellenbosch University, 2005.ENGLISH ABSTRACT: Brands are getting more and more valuable. In this age of cross-border mergers and acquisitions. the value of brands is a key detenninant of a company value and stock market capitalization. For the consumer a brand also plays a significant role. It is seen as a sign of quality, helping them make their purchasing decisions. Yet brand loyalty and established customer relationships can no longer be taken for granted or assumed to last forever in an environment of increased competition. Brand loyalty is vitally dependent on how the relationship between the brand and the consumer is nurtured and specifically developed: A strong brand brings with it the opportunity to raise the proftle of a product and the company that sells it, setting them apart from rivals in the marketplace. A strong brand even allows companies to command a price premium for their products. In this way the value of a brand or brand equity becomes a company's most important asset. But the questions are: How much is the brand actually worth? And how can a brand's value be boosted? The term brand equity originated as a business-financial concept, and consists in "[the] net present value of all future net surpluses over his cash input that the owner of a brand can earn". Such financially oriented measurement of brand equity is a suitable approach for expressing it as a monetary value as required for purposes of financial statements, licensing agreements or acquisition decisions. There is a wide variety of brand valuation models available to detennine a monetary value on brand equity, but in some cases these models are controversial. and the value of their resu1ts as an objective statement may be limited. The consumer oriented perspective on brand equity sets itself apart from the financial approach by focusing on the judgments made by consumers, with a view to improving the effectiveness and efficiency of marketing measures and also brand management on a longterm basis. This behavioural approach endeavours to reach a qualitative explanation of the factors driving brand equity and to determine psychological constructs of brand strength by means of operational measurement. The underlying study project illustrates some of the most common brand valuation models, shows their respective advantages and disadvantages and explores the different approaches to brand equity. Methods to increase brand equity by putting it in the focus ofa Value Based Brand Management explain its drivers and individual brand processes. This approach to a successful brand management is fmally compared with the current brand management process of the FMCG brand NNEA. Recommendations on how this international brand could be managed more efficiently with respect to brand equity conclude this study project.
AFRIKAANSE OPSOMMING: Handelsmerke raak al hoe meer waardevol. In hierdie eeu van oorgrens-samesmeltings en oornames, is die waarde van 'n handelsmerk 'n sleutelfaktor om 'n maatskappy se waarde en aandelebeurs-kapitalisering te bepaal. Handelsmerke speel ook 'n belangrike rol in die lewe van verbruikers. Dit word beskou as 'n simbool van kwaliteit, 'n hulpmiddel om aankopebesluite te vergemaklik. Nietemin kan lojaliteit teenoor 'n handelsmerk en gevestigede klienteverhoudings nie as vanselfsprekend aanvaar word, of aanvaar word dat dit vir altyd sal aanhou, in 'n omgewing waar kompetisie toeneem nie. Lojaliteit teenoor 'n handelsmerk is in essensie afhanklik van hoe die verhouding tussen die handelsmerk en die verbruiker opgepas en spesifiek ontwikkel word: 'n gevestigde handelsmerk skep die geleentheid om die profiel van 'n produk, asook die relevante maatskappy se profiel, te verhoog - en derhalwe hulle te onderskei van mededingers in die mark. 'n Sterk handelsmerk bring selfs mee dat 'n prys-premie vir produkte gehef kan word. Op die manier word die handelsmerkwaarde of handelsmerk-ekwiteit 'n maatskappy se grootste bate. Maar die vraag is: hoeveel is 'n handelsmerk eintlik werd? Asook, hoe kan 'n handelsmerk se waarde vermeerder word? Die term handelsmerk-ekwiteit het sy oorsprong as 'n besigheidfinansiele konsep en is gewortel in "[die] netto huidige waarde van aIle toekomstige netto surplusse oor die kapitale-insette wat die eienaar van die handelsmerk kan verdien". Bogenoemde finansieel - georienteerde maatstaf van handelsmerk-ekwiteit, is 'n geskikte benadering om dit in monetere waarde uit te druk, soos benodig vir finansiele state, lisensiering-ooreenkomste of oorname besluite. Daar is 'n wye verskeidenheid handelsmerk waardasie modelle beskikbaar om die monetere waarde van handelsmerk-ekwiteit te bepaal, maar in sommige gevalle is die modelle kontroversieel, wat daartoe lei dat die waarde van hulle resultate, as 'n objektiewe waarneming, beperk kan wees. Die verbruiker- georienteerde benadering tot handelsmerk-ekwiteit onderskei homself van die finansiele benadering deur te fokus op die besluite wat gemaak word deur verbruikers, met die oog daarop om bemarkingsmaatstawwe, asook die bestuur van 'n handelsmerk, meer effektief en doeltreffend te maak op 'n langtermyn basis. Hierdie gedragswetenskaplike benadering poog om 'n kwalitatiewe verklaring te gee vir die faktore wat handelsmerkekwiteit dryf en om 'n psigologiese struktuur te gee aan die impak wat 'n handelsmerk het via 'n operasionele maatstaf. Die onderliggende projek iIIustreer die mees aanvaarde waardasie-modelle, asook hulle onderskeie voordele en nadele en ondersoek die verskillende benaderings tot handelsmerkekwiteit. Metodes om handelsmerk-ekwiteit te vermeerder deur dit te benader aan die hand van Waarde-gebaseerde Handelsmerk Bestuur (Value Based Brand Management) gee insig ten opsigte van sy drywers en individuele handelsmerkprosesse. Hierdie benadering tot suksesvolle handelsmerkbestuur word ten slotte vergelyk met die huidige handelsmerkbestuur-prosesse wat deur die FMCG handelsmerk NIVEA gevolg word. Aanbevelings aangaande meer effektiewe bestuur van hierdie internasionale handelsmerk aan die hand van handelsmerk-ekwiteit, sluit hierdie projek af.
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Das, Samar Kumar 1956. "A consumer-based theory of strong brands and its implications for brand equity and brand management." Diss., The University of Arizona, 1998. http://hdl.handle.net/10150/288858.
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The power of brands like Coke, Levi's and Nike defies conventional understanding. How do such strong brands get created? What are the sources of their phenomenal strength? The traditional thinking reflected in the brand literature traces the sources of brand strength to the consumer's cognitive knowledge of brand's functional and image attributes, and other associations linked to the brand. I draw upon past research in marketing and social psychology to propose a user-centered view of brand strength. I suggest that loyal consumers actively create 'brandspaces' based on personal, social and cultural factors. These brand knowledge structures may be more insular since they are self generated and anchored in the personal and social self of the user. In Essay 1 of this dissertation, I take the user-centered approach to propose a method for mapping and measuring consumer-based brand equity. I developed a structural model for the sneakers product category with five consumer-based sources of brand equity ('functional attributes','brand image','appeal', 'self-brand relationship', and 'perceived popularity') as independent variables, and study their impact on a four indicator measure of brand equity. In Essay 2, I investigate the role of self-brand relationship schema in promoting insularity of strong brands. I hypothesize that strong brand users, who have high self-brand relationship, suppress or discount negative brand information, as compared to strong users who have low self-brand relationship. Experimental results confirm this central hypothesis. This study clearly shows the centrality of self-brand relationship in promoting brand insularity and brand strength.
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M'zungu, Simon David Munyaradzi. "SME Brand Management: Strategic and Operational Perspectives." Thesis, Griffith University, 2013. http://hdl.handle.net/10072/367331.
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Corporate brands are widely accepted as valuable intangible assets of organisations, which require competent management to create and safeguard their equity. There is a large body of corporate branding literature, which is fragmented along several disciplinary domains and biased towards large organisations. While the economic contribution of the small-to-medium enterprise (SME) sector in both emerging and developed economies is recognised, corporate branding research has neglected this sector. SME corporate brand management research could enhance the economic efficiency of the sector. However, SME branding research is still in an emergent phase and in need of further research. The main objective of this research study is to develop a holistic understanding of SME corporate brand management, incorporating both strategic and operational perspectives. A holistic model of corporate brand management, which considers both strategic and operational perspectives of SME brand management, could not be found in the current corporate branding literature. Consequently, prior to this study a theoretical framework on which to base the study of corporate brand management in the SME sector is still missing.
Therefore, another objective of the research study is to develop a coherent holistic process-based conceptual model of corporate brand management that incorporates strategic and operational perspectives, based on the available corporate branding literature. The preliminary conceptual model that was developed as the conceptual framework for the study of SME brand management consists of five stages namely, (1) strategic front end, (2) corporate strategy-operations/internal brand management interface, (3) operations/internal brand management, consisting of internal brand communication, brand enabling and ensuring consistent brand delivery, (4) brand performance and (5) environmental feedback. The conceptual model is the investigative lens employed to study SME corporate brand management practices. It serves several purposes including guiding data collection and data analysis, as well as providing a preliminary framework for answering the primary and subsidiary research questions.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Business School
Griffith Business School
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Staisch, Ingrid. "A brand audit on the L'Oreal brand." Thesis, Stellenbosch : University of Stellenbosch, 2007. http://hdl.handle.net/10019.1/815.
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Thesis (MBA (Business Management))--University of Stellenbosch, 2007.ENGLISH ABSTRACT: The main question addressed in this research study is ‘How can L’Oréal improve upon their current brand image and subsequent brand positioning amongst Stellenbosch students as their target audience’. It was therefore considered necessary for the author of this research project to effectively be able to uncover the current health of the L’Oréal brand. A brand audit was therefore performed on the corporate L’Oréal brand. Brand audits are qualitative snapshots of the current position of the brand in terms of the current perceptions of the target audience and it is important to perform them on a regular basis as target audiences may evolve over time. Through performing a brand audit, the manufacturers / marketers of the brand in question will gain a better understanding of the current problems, desires and needs of the target audience in question. The information obtained from such an audit is valuable for the organization / brand as it allows them to determine whether a costly and time-consuming process such as a brand repositioning is necessary, as well as providing valuable market research which can lead to a viable and sustainable brand strategy. In order to uncover the health of the brand and determine the perceptions, attitudes and behaviour of the target audience, a deductive approach to this study was employed. A paperbased questionnaire regarding the corporate / product L’Oréal brand was designed by the author and distributed to 444 students located on central campus at the University of Stellenbosch. A statistical significance level of five percent (α = 0.05) was employed when the information collected from the questionnaires was subjected to a series of statistical tests. Six main brand characteristics were investigated during the analysis of the survey data. These include brand awareness, attitude towards the corporate brand, attitude towards the products, level of desire for the brand, behavioural tendencies, and the value proposition. The results from the survey indicated that an overwhelming majority of respondents were familiar with the brand, and also that a large percentage of them had also used L’Oréal products. Along similar lines, the perceptions / attitudes with regards to the corporate and product brand were very, or fairly favourable amongst the respondents. There was a consistent trend amongst ethnic groups, with the white ethnic group being the most familiar with the brand, having the most favourable attitude with regards to the brand and products, and displaying the most positive usage behaviour with regards to the products. The opposite trend was observed for the black ethnic group. It was also determined that as the attitude with regards to the corporate brand increases so too does that of the product brand. This is a favourable situation for L’Oréal as efforts to build corporate brand identity can translate into strong, favourable and unique product associations. In terms of the benefits being sought, the majority of respondents ranked functional and emotional benefits as most important when using personal care products. The author was able to extract from the survey the fact that the black ethnic group had the least awareness and least favourable attitude, perception and behaviour with regards to the corporate and product brand in question. If L’Oréal is able to enhance the brand imagery amongst this target audience, they will surely build a positive brand equity as well as an additional income stream. In addition to this, the author was also able to identify that the emotional bond to the L’Oréal brand was not as strong as it could be. The respondents indicated that their level of desire for the brand was not on par with their expected / anticipated needs and that a personal care brand should fulfil more of these needs.
AFRIKAANSE OPSOMMING: Die hoofonderwerp van hierdie stuk navorsing is: “Hoe kan L’Oréal hulle huidige beeld en dus ook hulle handelsmerk posisionering tussen Stellenbosch studente as hulle teikenmark verbeter?” Dit is dus as nodig beskou dat die navorser ondersoek moet instel na die huidige gesondheid van die L’Oréal handelsmerk. ‘n Handelsmerk-oudit is dus op die korporatiewe L’Oréal handelsmerk uitgevoer. Handelsmerk-ouditte is kwalitatiewe “foto’s” van die huidige posisie van die handelsmerk in terme van die huidige persepsies van die teikenmark en dit is belangrik dat hulle op ‘n gereelde basis uitgevoer moet word want teikenmarkte evalueer oor ‘n tydperk. ‘n Handelsmerk-oudit kan daartoe lei dat die bemarkers van die handelsmerk ‘n beter begrip sal hê van die probleme, begeertes en behoeftes van hulle teikenmark. Die inligting wat deur die oudit verkry word is vir die organisasie / handelsmerk waardevol want hulle kan daaruit vasstel of ‘n duur en tydrowende proses soos handelsmerk re-posisionering nodig is, en ook kan dien as marknavorsing wat kan lei tot ‘n lewensvatbare en volhoudbare handelsmerkstategie. Om die gesondheid van die handelsmerk asook die persepsies, houdings en gedrag van die teikenmerk vas te stel, is ‘n deduktiewe benadering tot hierdie studie gevolg. ‘n Vraelys oor die korporatiewe / produk L’Oréal handelsmerk is deur die navorser opgestel en onder 444 studente op die sentrale kampus van die Universiteit Stellenbosch versprei. ‘n Statisties sinvolle vlak van vyf persent (α = 0.05) is gebruik toe die versamelde inligting van die vraelyste aan ‘n reeks statistiese toetse onderwerp is. Ses hoof handelsteken kenmerke is tydens die ontleding van die opname-data ondersoek. Dit sluit in merkbewustheid, houding teenoor die korporatiewe handelsmerk, houding teenoor die produkte, begeerte vir die handelsmerk, gedragstendense, en die waarde-proposisie. Die opname het getoon dat die oorweldigende meerderheid van die respondente die handelsmerk geken het en ook dat ‘n groot persentasie van hulle al L’Oréal produkte gebruik het. Die persepsies / houdings tussen die respondente betreffende korporatiewe- en produk handelsmerke was baie of redelik gunstig. Daar was ‘n konsekwente neiging tussen etniese groepe; die wit etniese groep ken die handelsmerk beter, het ‘n meer gunstige houding teenoor die handelsmerk en produkte en toon meer positiewe gebruiksgedrag betreffende die produkte. Die teenoorgestelde geld vir die swart etniese groep. Daar is ook vasgestel dat soos die houding teenoor die korporatiewe handelsmerk verbeter, so ook dié teenoor die produk handelsmerk. Dit is ‘n gunstige situasie vir L’Oréal want pogings om korporatiewe handelsmerk identiteit te bou sal omsit in sterk, gunstige en unieke produk assosiasies. Die navorser het uit die opname geleer dat die swart etniese groep die minste bewustheid en die ongunstigste houding, persepsie en gedrag betreffende die korporatiewe en produk handelsmerk het. As L‘Oréal die handelsbeeld onder hierdie teikenmark kan verbeter, sal hulle ‘n positiewe handelsekwiteit asook ‘n bykomende inkomstestroom kan skep. Die navorser het ook vasgestel dat die emosionele band met die L’Oréal handelsmerk nie so sterk is wat dit kan wees nie. Die respondente het aangedui dat hulle begeerte vir die handelsmerk nie so sterk is as hulle verwagte behoeftes nie en dat ‘n persoonlike sorg handelsmerk in meer van hierdie behoeftes behoort te voorsien.
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Smit, Yanic. "Corporate brand rejuvenation." Thesis, Stellenbosch : Stellenbosch University, 2011. http://hdl.handle.net/10019.1/80485.
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Thesis (MBA)--Stellenbosch University, 2011.The purpose of this study is to investigate why and when corporate brands in the retail environment rejuvenate, with the aim to determine the key components that plays a role in the corporate brand rejuvenation process. Furthermore, the study aims to investigate the impact that the brand rejuvenation has on the four components of Aaker’s brand equity model (brand loyalty, brand awareness, perceived quality and brand association). The study used Woolworths as a case study and is divided into three sections. The first section aims to study the principles and concepts of corporate brand rejuvenation. Secondly, the study aims to investigate the process of brand rejuvenation in Woolworths. The last section will investigate the impact that brand rejuvenation has on the four components of Aaker’s brand equity model (brand loyalty, brand awareness, perceived quality and brand association). A qualitative research design was selected with a single case study at Woolworths South Africa. The case study examines the thought process of the decision makers during the brand rejuvenation process and the effect that the business model had on the corporate brand rejuvenation. The study also aims to investigate if the life cycle of the brand plays a vital role in the rejuvenation process of the corporate brand. The study will go into more depth on the effect that the world recession had on the corporate brand rejuvenation process and determine whether the corporate brand rejuvenation had a positive effect on the bottom line of the business. The study found that Woolworths mostly went against the principles and theory of corporate brand rejuvenation, yet the organisation still showed good growth after the brand rejuvenation process. Furthermore, even though Woolworths did not use theory as a guideline for brand rejuvenation, the strategic decisions made within the business model had a very positive effect on the bottom line of the business. It is clear from this study that the brand strategy needs to be aligned with the business strategy. The principles of brand rejuvenation will differ from industry to industry and therefore it is recommended that theory needs to be written on corporate brand rejuvenation, specifically for the retail environment. The processes and principles of brand rejuvenation that work for a service brand such as a bank, will not necessarily work for a retail brand. The study suggests that organisations that decide to rejuvenate brands should have a strong and integrated brand strategy that is aligned with the business model of the organisation.
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Santiago, Joanna Katarzyna Krywalski da Silveira. "Essays on Employer Brand Management." Doctoral thesis, Instituto Superior de Economia e Gestão, 2021. http://hdl.handle.net/10400.5/21440.
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Doutoramento em GestãoTraditionally, researchers and practitioners placed significant emphasis on the customer or financial perspective of branding and less on the interaction between the brand and employees. Due to the recent market changes and the raising importance of 'service dominant logic', the scope of marketing management has been broadened in demand to embrace other stakeholders, in particular employees. Nowadays, organizations acknowledge the influence employees have on a customer's service experience and satisfaction, which in turn can lead to organizational growth. This thesis aims to discuss the various aspects of employer brand management, nominally the employer brand and employer branding process, employee's perception of brand equity, employer brand attractiveness and internal communication. Accordingly, this investigation considers the wider conceptualization of employer brand management, determined by both employer branding (building the employer attractiveness to both current and potential employees), as well as internal brand management (communicating brand promise). This thesis is constituted on the base of five papers, of which the first two are conceptual and the following three studies are empirical, and all serve to enrich the understanding of employer brand management. The first paper uses a narrative review to summarize the existing literature while analyzing the relevant studies in two areas. The second of the conceptual studies applies a systematic literature review and focuses on the area of employer branding and employee-based brand equity while summarizing the literature progression during passed eleven years. As it comes to the three empirical studies, the third gives more light to the connection between brand knowledge dissemination and brand equity form the perspective of employees, following the conceptualization of King et al. (2012). The fourth study applies the mixed method to evaluate the employer brand attractiveness in the perceptions of both current as prospective employees and applies the EmpAt scale proposed by Berthon et al. (2005) while linking it with the intention to submit a job application, as proposed by Highhouse et al. (2003). Finally, the fifth study takes under the lens the internal brand management to investigate the links between internal communication, perceived organizational support and organizational identification. The employee satisfaction with the internal communication of the organization for which they are working is measured in this study with the Internal Communication Satisfaction Questionnaire (UPZIK) developed by Vercic et al. (2009) and based on previous Downs and Hazen's (1977) conceptualization. This investigation presents several scientific contributions. First, it adds new empirical evidence to the underlying theories, predominantly to the theory of social identity, to the theory of social exchanges and to the theory of organizational identification. Second, the present research offers insights into an area that is relatively new and not yet well explored in the area of marketing, contributing to the conceptual systematization of terms related to the employer brand management in this way addressing existing research gaps.
Tradicionalrnente, pesquisadores e profissionais de marketing colocam ênfase na perspetiva do cliente ou na perspetiva financeira da marca e menos na interação entre a marca e os funcionários. Devido as recentes mudanças de mercado e a crescente importância da "lógica dominante do serviço", o âmbito da gestão de marketing foi ampliado pela necessidade de incluir outras partes interessadas, em particular os funcionários. Hoje em dia, as organizações reconhecem a influência que os funcionários têm na experiencia e na satisfação do serviço ao cliente, o que por sua vez pode levar ao crescimento organizacional. Esta tese visa discutir os vários aspetos da gestão da marca do empregador, nomeadamente o processo da gestão da marca do empregador, a perceção do colaborador sobre o capital da marca do empregador, a atratividade da marca do empregador e a satisfação do colaborador com a comunicação interna. Consequentemente, esta investigação considera a conceituação mais ampla de gestão da marca do empregador, determinada tanto pela marca do empregador (construir a atratividade do empregador para os funcionários atuais e potenciais), quanto pela gestão da marca interna (comunicar a promessa da marca). Esta tese é constituida a partir de cinco artigos, sendo os dois primeiros concetuais e os três seguintes empíricos, com o prop6sito de contribuir para uma melhor compreensão da gestão da marca do empregador. 0 primeiro estudo utiliza uma revisão narrativa para apresentar um resumo da literatura existente ao mesmo tempo em que analisa os estudos relevantes em duas áreas. 0 segundo estudo, através de uma revisão sistemática, foca-se na área de gestão da marca de empregador e capital da marca centrado no colaborador, considerando a progressão da literatura durante os últimos onze anos. Quanto aos outros três artigos, o terceiro da maior ênfase a conexão entre a disseminação do conhecimento da marca e o capital da marca na perspetiva dos funcionários, seguindo de perto os contributos concetuais de King et al. (2012). 0 quarto estudo, recorre a métodos mistos para avaliar a atratividade da marca empregadora de acordo com as perceções tanto dos funcionários atuais quanto de potenciais. Isto é feito utilizando a escala de atratividade da marca de empregador EmpAt (Berthon et al., 2005), combinada com a intenção de submissão de uma candidatura de emprego, como proposto por Highhouse et al. (2003). Finalmente, o quinto trabalho foca-se na gestão intema da marca para investigar as ligações entre a comunicação interna, o suporte organizacional percebido e a identificação organizacional. A satisfação dos funcionários com a comunicação intema da organização para a qual trabalham é medida recorrendo aos Questionário de Satisfação de Comunicação Intema (UPZIK), desenvolvido por Vercic et al. (2009) e com base em Downs e Hazen (1977). Esta investigção apresenta diversas contribuições cientificas. Em primeiro lugar, adiciona novas evidências empíricas as teorias subjacentes, predominantemente a teoria da identidade social (social identity theory), a teoria das trocas sociais (social exchange theory) e a teoria da identificação organizacional (organizational identification theory). Em segundo lugar, a presente pesquisa oferece insights sobre uma área que é relativamente nova e ainda não bern explorada na área do marketing, contribuindo para a sistematização conceitual de termos relacionados a gestão da marca do empregador abordando lacunas de investigação existentes (research gaps).
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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 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
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Güse, Katharina S. [Verfasser]. "Brand personalities and consumer-brand relationships as elements of successful brand management / von Katharina S. Güse." Bamberg : Univ. of Bamberg Press, 2011. http://d-nb.info/1011130297/34.
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Wu, Meixian. "Brand management in SMEs in Sweden." Thesis, KTH, Skolan för industriell teknik och management (ITM), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-231253.
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SMEs have been developing rapidly in Sweden since the last decade; many of them have developed a strong brand and went global. Brands can be utilized as a tool for people involved in the ecosystem to consistently communicate with the stakeholders. On the customers’ side, decisions on purchasing certain products are often made by symbolic attributes. According to studies, brand management can benefit an organization’s performance. Brand management is critical for the substantiality of SMEs. Many studies have been done on brand management in larger organizations. Only some research has been done on SMEs brand management, from which it was concluded that SMEs placed very little or no priority on brand management. In this thesis, the author studies brand management in SMEs in Sweden, by using Wong and Merrilees’s model (2005) on three archetypes of brand orientation. The aim of this study is to get insights on what brand-related activities can help with the goal of heightening brand awareness for customers. This research is done by a qualitative study based on three in-depth interviews undertaken with small-sized organizations and a supplementary desktop research with data from authority.
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Klouman, Henrik, and Djavid Beljulji. "Branding in the lower level sport club setting : The case of Swedish division 1 ice hockey teams." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18704.
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Background Keller (2009) states that brand equity and the crucial intangiblevalue a brand brings to organizations is perhaps one of the most important marketing topics discussed in recent years. As the competitive market and branding environment for companies are fierce, the sport industry has gradually become more competitive and professional in many aspects of their operations as well. Researchers have gone to the extent of claiming that a brand is the most important asset of a sports team and that the brand provides direction and meaning for sports associations as well as for their followers. Still, market studies have indicated that sport associations often lack appropriate branding strategies and particularly for teams below the professional level, research have been limited in these areas. Purpose The purpose of this thesis is to examine what strategies and actions lower level Swedish ice hockey teams use in order to create and strengthen their brand. Method A hermeneutic view and inductive approach have been applied for this thesis. The purpose and research questions of this thesis have been answered with the help of seven qualitative, semistructured in-depth interviews with lower level sport club managers. Frame of reference Theory is based on two approaches to how teams can build and leverage their brand. While a model by Richelieu (2003) illustrates a strategic construction of the sports brand, the Spectatorbased brand equity model by Ross (2006) is more concerned with how controllable and uncontrollable factors contributes to the two main components of spectator based brand equity, namely brand awareness and brand associations. Conclusions The conclusion withholds the answer to the four research questions and purpose designed for this thesis. The findings indicate that teams are starting to realize the importance of a strong brand, particular to meet increased customer expectations for the game experience are considered important to create positive brand associations. An important finding have been the lack of communication and interaction teams seem to have with their customers in order to establish a clear brand identity and position in the market. The findings also indicate some characteristics particular to the lower level setting e.g. the dependence on volunteer workers and how the lack of long-term financial responsibility have impacted the management and development of a strong brand.
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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.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.
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Cavender, Rayecarol. "The Evolution of Luxury: Brand Management of Luxury Brands, Old and New." Diss., Virginia Tech, 2012. http://hdl.handle.net/10919/77124.
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This qualitative study contributed to the growing body of research in luxury brand management by constructing a framework that can be utilized by luxury companies and conglomerates to develop their business strategies. The purpose was to examine: (a) how the chosen luxury firm is addressing the changing business environment of the luxury goods industry and the changing consumer environment targeted by that industry, (b) how the firm is managing growth trade-offs, and (c) how the firm is adapting its marketing orientations to become consumer-centric and experiential. Six research questions guided the study, and data collection and analysis took place in two parts. Methods for this study included and in-depth review of literature, an exploration of the business environment, and a case study. The study concluded with the formation of a strategic management framework specific to the luxury goods industry.
Data analysis included an in-depth exploration of the evolution of the business environment of the luxury goods industry from the mid-1800s to the first decade of the 2000s, and a case study of the sample luxury goods company, Louis Vuitton. A historical review was conducted beginning with the company's inception in 1854 and continuing through the formation of the LVMH conglomerate in 1987. Exploration brand management successes and failures helped identify information relevant to variables in selected business categories (business environment, corporate environment, marketing strategy). Analysis of the case study resulted in the refinement of the four brand management variables: corporate, brand management, trade-off, and strategic planning.
Environmental determinism and the zeitgeist were evidenced to be important factors that shaped the business strategies of LVMH and its brands. Strategic planning and strategic management response were identified as ongoing strategies that helped LVMH and its brands to effectively address and respond to environmental changes. Both environmental determinism and the zeitgeist and the use of strategic management response were incorporated into the luxury brand management framework as overarching themes for explaining the influences and responses for the four management indicators.Ph. D.
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Liu, Tan-Ya. "International Brand Management of Taiwanese Companies." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-10802.
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Nowadays business environment becomes more and more competitive; companies are forced to enhance their position through strengthening of their marketing strategies and brand management. To build a brand and to develop brand management is a huge challenge for Taiwanese original design manufacturers (ODMs) or original equipment manufacturers (OEMs) as they focus more on contract manufacturing. The thesis identifies main strength and weakness of Taiwanese original design manufacturers (ODMs) or original equipment manufacturers (OEMs). Moreover, the study focus on the path and development of Taiwanese notebook and PC manufacturers Acer and ASUS and how they can enhance their position in the competitive business world by adopting brand management.
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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 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.
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Shuttleworth, Henry Paul. "Brand management at a motor manufacturing company / by Henry Paul Shuttleworth." Thesis, North-West University, 2009. http://hdl.handle.net/10394/5017.
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The purpose of this study was to investigate the brand management of a motor manufacturing company. The study set out to establish what the most important elements are that contribute towards a successful brand and to identify a potential model that can be used to measure the brand elements that are evident in the Toyota brand. By using this model, the Toyota brand was evaluated, bringing to the fore the key success factors that have made Toyota the number one motor manufacturing brand in South Africa.
The qualitative research was conducted to evaluate Toyota's understanding of its brand and then questioning the usage of the brand through an individual interview with the custodian of the Toyota Brand in South Africa. The results of this qualitative research were used to identify the key values that the manufacturer sees as brand-building elements and to then evaluate how they are using these values to build and enhance the brand. These core brand values were then evaluated in the quantitative research that followed.
The quantitative research was conducted through questionnaires where the retail network (General Managers, Sales Managers in the Toyota retail network) evaluated Toyota SA's implementation of its brand's core values through the dealer network. The sample size consisted of twenty nine (N=29) randomly selected Unitrans Toyota dealers in the country.
An extension of the study compared these key success factors with the values that are delivered through the retail network to the customers. The brand expectations that the customer has in mind to the realisation of the brand promise at retail level were compared.
This study gives insight into the workings of the Toyota brand and tests the communication of the brand blueprint through to the retail network. This study allows Toyota to review the way they communicates their brand to the direct customer, the retail network. The study also found that Toyota should use the opportunity to communicate the brand name to its direct customers, namely the retailers, and that, if needed, Toyota should revise the communication strategy. Other recommendations are that both Toyota and its retailers should take note of the fast-changing business environment, acknowledge the importance of managing the length of the product line, and that Toyota should embrace the retailers as partners rather than mere franchisees. The retail network, in turn, can get a better understanding of the role it has to play to ensure the sustainability of the Toyota brand. The study also allows the retail network to realize the importance of customer service in the whole Toyota brand set-up.Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2010.
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Klepáčová, Veronika. "Vnímání značky Palmex na trhu pracích prostředků v ČR." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11002.
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Brand is the part of economy. It is an expression of unrepeatibility. Distinguish product from commodity as well as from other competing products or services. At present marketing managers have to solve many problems that are in connection with decreasing importance of brand in the eyes of consumers. They think that all brands from various producers are similar, they have the same quality and don't make differences. It names as brand erosion. We have to provide consumers some added value, built competitive advantage and differ our brand from other brands to find specific place in the mind of consumers. Brand has to be unique and interesting. Czech detergents market consist of range offer of variouse detergents. We can find there various producers abroad and home. It features with high fragmentation and customer can buy there various products from various producers long time tradion, non branded products and private labels.
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Nováková, Vendula. "Brand management značky "ZON" na českém trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113508.
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The thesis deals with the issue of brand management and brand value. Theory is applied to the example of the brand ZON, a company from Trebic producing lemonades. In the first part, the thesis is dealing with theoretical approaches to the brand management, especially the theory of David A. Aaker and Kevin Lane Keller. In the case study theory is applied to the example of lemonade company ZON. Present company identity and positioning is introduced and a current image of the brand is researched among its consumers. Finally the thesis evaluates present brand strategy and suggests changes to improve the brand value.
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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 research has been undertaken into the creative and cultural significance of Edinburgh's festivals, including the Fringe. This interdisciplinary research grounded in marketing, tourism, and festival and event management; and underpinned by constructivism, presents an understanding of types of brand relationships that exist between the Fringe and its primary stakeholders. This is achieved through defining both the Fringe brand image and its primary stakeholders; and applying these definitions to the development of a typology of Fringe-stakeholders' brand relationships. The significance of this study is evident within its topic of inquiry and the research methods applied. In the little-considered arena of arts festivals and their stakeholders, this is the first in-depth study into the Fringe as a festival and festival brand. Within this, the definition of a Fringe brand image contributes to understanding the cultural and creative significance of the Fringe. Furthermore, this research contributes a unique understanding of the types of stakeholders that are engaged with the Fringe. The types of brand relationships that exist between these stakeholders and the Fringe are another significant contribution to knowledge and understanding. While specific to the present context, these findings may prove transferable to further festivals or events, and related areas and industries. The contribution made by this research to the methodological developments in festival and event studies is of additional significance. The application of visual research methods, including semiotic analysis and photo-elicitation within phenomenological interviews, has previously been applied in marketing, consumer, and tourism research, but not to the understanding of festival brands and stakeholders' brand relationship types. Findings of this research illustrate that existing marketing and consumer brand frameworks and stakeholder theories are applicable to festivals. Further, it is possible to define ‘a' Fringe brand image which is subjective and contradictory. The unique open-access and organic, operational model of the Fringe facilitates its many contributors, and consumers. Fringe stakeholders may be categorised according to their level of engagement with the Fringe (as primary or secondary) and their particular stakeholder role(s), which are varied and multiple. Fringe-stakeholder brand relationship types are overwhelmingly positive; and are based upon interpersonal relationship dimensions (including friendships, marriages, kinships and partnerships). Fringe-stakeholder brand relationship types can be classified therefore as having similar dimensions to those brand relationship types previously described for consumer products and brands.
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Bodeklint, Kim, William Unosson, and Angelica Lindhe. "Crisis Management & Brand Reputation : An exploratory study on crisis management and its effects on brand reputation." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35629.
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Huang, Huakuai, and Ying Lai. "Brand management problems in SMEs : case study on GävleVandrarhem AB and Chailease international finance corporation-Shenzhen branch." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-11461.
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Xiong, Lina. "Employee brand internalization: The central route to a brand aligned workforce." Diss., Temple University Libraries, 2014. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/278838.
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Tourism and SportPh.D.
To achieve brand success and develop a competitive advantage through consistently delivering brand experiences to customers, the roles of employees in service organizations are critical. Specifically, it is necessary that service employees are capable and motivated to transform a brand promise into brand reality. Although service organizations have widely adopted internal branding initiatives to engender employees' pro-brand attitude and behavior, how employees perceive such organizational effort to inform their brand-consistent attitude and behavioral outcomes has remained unclear. Drawing upon Job Characteristics Theory, Self-Determination Theory, and Organismic Integration Theory, it is suggested that the attainment of employees' pro-brand attitude and behavior requires a joint effort from both the organization and employees. Organizations need to establish a brand climate through internal branding practices that enhance employees' perceived encouragement and support of the coveted brand performance. Based on this brand climate, employees are likely to internalize the brand enabling them to obtain necessary brand knowledge and skills, understand the relevance of the brand to their roles, as well as perceive a fit between their values and the values of the brand. As such, employees are more likely to develop positive brand attitudes and behaviors, including endorsing the brand, staying with the brand, and exhibiting brand-consistent behaviors (i.e., employee brand equity). The brand climate to brand internalization to employee brand equity model conceptualized in this dissertation was assessed with two empirical studies. Study 1 utilized a sample of current employees in service-related industries and Study 2 served as a strict replication study with a sample of current hotel employees. Additional moderation effects based on employees' individual traits including proactive personality and intrinsic motivation were also examined in Study 2. The results from both studies provide strong support for the conceptual model. Brand climate is shown to have a significant impact on all employee brand internalization factors. That is, when employees perceive that the organization is supportive and encouraging with respect to employees' brand performance, they are more likely to transform such perception into their brand understanding, including perceiving appropriate brand knowledge, self-brand relevance, and congruence between the brand values and their own value systems. In addition, it was found that when employees perceive a high level of relevance between their roles and the brand success, as well as congruence between the brand's values and their personal values, they are more likely to develop positive brand attitudes and behaviors, including endorsing the brand, staying with the brand, and exhibiting brand-consistent behaviors (i.e., employee brand equity). Further, it is suggested that employee proactive personality has a positive impact on the relationship between brand climate and employee brand value congruence, while employee intrinsic motivation to work has a negative impact on the relationship between employee perceived brand relevance and employee brand equity. This dissertation significantly advances the current internal brand management literature and contributes to theory development with respect to examining and validating employee brand internalization. This dissertation also provides practical implications to help justify and guide service organizations' investment in internal branding. In addition, this dissertation demonstrates that a brand-aligned workforce can be selected and cultivated through a brand climate that affords employees' internalization of the brand.
Temple University--Theses
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Miller, Felicia Maddox. "What Do Brands Mean? A Series of Three Essays That Explore the Nature of Meaning for Well-known Brands." University of Cincinnati / OhioLINK, 2006. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1148496425.
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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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Bailey, Rob. "UK hotel industry brand equity : its meaning and uses for brand management." Thesis, Sheffield Hallam University, 2007. http://shura.shu.ac.uk/19302/.
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Brand equity has been put forward as an important concept in contemporary brand management. However, it suffers from a lack of agreement over its meaning and uses. A particular lack of clarity exists within the context of the hotel industry. Against this backdrop, the research presented in this thesis sought to explore and evaluate critically the meaning and uses of the brand equity concept in UK hotel industry brand management. The literature review identified a variety of different definitions and operationalisations of brand equity. Even though there are multiple definitions of brand equity (which has led to much confusion), an overriding principle appears to be that brands, through the benefits they offer, can provide value to consumers. If brands provide value to consumers, loyalty will be created and consumers may be willing to pay a price premium for the brand. Brand equity has been viewed from both the consumer perspective (e.g., perceptions that consumers have of brands, and how this influences behaviour), and from the company viewpoint (e.g., the financial value created by the brand). Whilst the hotel industry branding and brand equity literature is limited to a small number of empirical research studies, the available evidence suggests a relationship between consumer-based brand equity and a brand's financial performance. During the literature review, a conceptual framework was developed to illustrate proposed concepts and potential relationships between the stages integral to strategic brand management in the hotel industry. The framework also provided the direction and structure for the empirical research stages of the study. In order to gain a deeper understanding of the meanings and uses of hotel industry brand equity, two stages of empirical research were completed. The purpose of the empirical research was to investigate the interpretations which senior UK hotel industry practitioners gave in relation to different aspects of branding and brand equity management and measurement. The research focused on meanings attributed to the concepts, potential uses and operational challenges. The first stage of empirical research involved an open-ended questionnaire completed by a sample of 11 senior hotel industry management consultants. The second stage involved a qualitative case study which was used to explore, in some depth, the hotel industry brand equity concept. The subject of the case study was Thistle Hotels; one of the UK's largest brand-owning hotel companies. Multiple methods were utilised during the case study, including in-depth, semi-structured interviews with 12 of Thistle's senior managers, and reviews of relevant corporate documents. This study's findings indicate that brand equity can be a useful concept for UK hotel industry brand management, although there is evidence to suggest that the concept has yet to be commonly-accepted in the UK hotel industry. This study forged a new multi-faceted definition and operationalisation of brand equity that can be used by hotel companies to build and manage the performance of their brands. The study posits that hotel brand value can be measured using a range of attitudinal and behavioural measures that seek to investigate consumer perceptions and behaviour towards hotel brands, and measures intended to capture operational and financial performance. This study makes an original contribution to knowledge in a number of areas including the following: it has created new definitions of the hotel brand equity concept and the core hotel brand concept; and a Hotel Industry Brand Equity Management Framework has been developed to assist hotel companies better manage the equity of their brands. This framework also provides an agenda for necessary future research that will further develop the findings and conclusions from this study and enhance the development of hotel brand equity theory.
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Kuhne, Sarah. "Exploring Brand Management in Australian Franchise Systems." Thesis, Griffith University, 2022. http://hdl.handle.net/10072/419083.
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Applying a social constructionist lens, this thesis explores the brand meaning making processes used in franchise networks. Specifically, initial theoretical exploration of this research gap conceptualises the franchise brand meaning as a socially constructed phenomenon involving interaction between the franchisor and franchisee. The resultant meaning is unique to each individual stakeholder and can accommodate change through language. The brand meaning is simultaneously constructed, consumed and reconstructed, ensuring that the brand is in a constant state of flux. These constructions are not temporally bound, and occur in the geographically disperse multistakeholder ecosystem. The resulting fragmented brand meaning results in new roles for the franchisor and franchisee, ruling the role of the brand manager obsolete, while the new position of franchise brand curator has emerged. These new roles hold significant importance for the franchisor, traditionally being the manager of the brand. Therefore, new research opportunities emerge for the brand meaning of franchise networks to be investigated.
Building on this foundational layer of contributions to franchise branding theory, the empirical stages of the thesis investigate the interactions between the franchisor and franchisee that form the franchise brand. The empirical research question guided the elicitation of actions and processes that continually reconstruct the franchise brand meaning. An integrative research methodology mixing paradigms, methods and analytic approaches allowed the researcher to create a rich, comprehensive and sensitive account of how the phenomenon of social media management in franchise networks is experienced. The variety of methods afforded opportunities to unearth rich, diverse data and thus further illuminated the franchise brand meaning making process. A rigorous analysis combined inductive and deductive methods to achieve maximum conceptual and theoretical insight. Concepts were recursively unearthed, focusing on how individual themes and concepts were linked together to make sense of the whole. This resulted in a comprehensive understanding of how franchisors and franchisees interact to constantly recreate franchise brand meanings which are open to individual interpretation, simultaneously constructed and consumed, inherently unstable, and which challenge the boundaries of traditional brand ‘management’.
Together, the conceptual, theoretical and empirical dimensions of this thesis advance marketing knowledge by enabling a more nuanced understanding of franchise network interactions, and a holistic view of brand meaning making processes in franchise networks. As the first study to empirically investigate the process of brand meaning making in franchise systems, new knowledge has been unearthed on how internal iii stakeholders recursively construct the brand elements. These findings offer the first discovery of this detailed and nuanced process, and highlight the opportunity for multiplicity of brand meanings to occur. Crucially, while franchisors use structure, processes and procedures to enact control over the network, the participatory nature of the franchise network encourages synergistic outcomes. This multi-layered phenomenon brings to the fore new relationship realities which must be considered in any franchise network. With respect to advancing franchise brand management practice, this thesis contributes avenues to foster common ground between the franchisor and franchisee, with the key result being a brand meaning that maximises value to the franchise network as a whole. While the franchisor should provide a foundation for an enduring brand identity, the brand value is ultimately operationalized through network interactions which constantly destabilise and reformulate the brand. By understanding the impact of these interactions, the franchisor can maximise opportunities to curate the brand through strategic training, operations manuals, online intranets and franchisee conferences. Specific strategies are suggested that will allow the franchise network to curate the brand meaning making process, allowing a negotiated brand meaning to emerge. This thesis contributes methodologically by observing franchise brand meaning making through a social construction lens. Further, a novel approach combines both inductive and deductive Computer Aided Qualitative Data Analysis Software (CAQDAS) techniques in a two-step technique to produce organic, complex, rich insights into the franchise brand meaning making processes.
To build on this new foundation, new research directions are suggested which incorporate consumers into this co-constructed brand meaning making process, elucidating a more holistic view of the franchise brand meaning making process.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Dept of Marketing
Griffith Business School
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Wu, Gang. "Brand Management in SMEs - The Case of Hasta AB." Thesis, Mittuniversitetet, Institutionen för samhällsvetenskap, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-14626.
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This thesis explores the issues around the process of brand management in SMEs. Most of conventional principles prescribed in the brand management literature are invalid to be applied to the SMEs’ marketing problems, but there are some relevant researches regarding some proposed branding policies for small businesses. The purpose of this thesis is to find an effective and practical brand strategy for SMEs, which means I expect to generate a framework for the SME branding process. After I developed a conceptual model, some proposed branding guidelines were examined through a case study. Qualitative interviewing was used to collect data within a Swedish SME –HastaAB. The empirical findings indicate that the SME branding policies are highly influenced by these factors: brand awareness, marketing strategies, brand recognition and resource etc. Based on the empirical findings, my conceptual model was adjusted by assessing the effect of proposed policies. In conclusion, I came up with a final model of brand management in SMEs which helps SMEs to build and develop their brands. The model involves some executable branding policies for SMEs.
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Vacovský, Josef. "Strategický brand management z pohledu mediální agentury." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-9428.
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Main point of this work is to describe known aproaches to strategic brand management and to implement this aproaches on the real data from automotive industry. This whole topic is analyzed from media agency point of view.
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Choi, Jihee. "Brand Crisis Management in the Restaurant Industry." The Ohio State University, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=osu1502924048683273.
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Nováková, Tereza. "Pilsner Urquell Strategic Management and Brand Building." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16625.
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The thesis is divided into nine chapters. The first three chapters deal with theoretical background, which forms the basis for the following six chapters of the practical part. The first chapter is devoted to definitions of basic concepts such as brand, product and brand relationship, it also describes the basic elements of the brand. The second chapter deals with two key concepts of strategic brand management - brand identity and value concept. The third chapter focuses on the process of strategic management and benefits of a strong brand for both businesses and consumers. Chapter ends with analysis of the components of the marketing mix and their impact on building brand equity. The fourth chapter focuses on the analysis of the Czech beer market within the global context. The fifth chapter focuses Plzeňský Prazdroj, a.s. and its owner SABMiller plc. The sixth chapter introduces Pilsner Urquell brand - its history, the specifics of the beer production and its export and licensing activities. At the end of the chapter international brand management is briefly mentioned. The seventh chapter is devoted to strategic management of Pilsner Urquell in the Czech market. The target audience and typical consumption opportunities for the brand are described, as well as positioning and marketing mix. The eighth chapter focuses on the analysis of opportunities for the Pilsner Urquell brand in relation to young men between 18 and 29 years. Results of the research are summarized in the SWOT analysis and conclusions for the design of communication strategy and drawn. The last chapter outlines proposals for possible communications strategy for the Pilsner Urquell brand in relation to the above-mentioned target group. Proposals are divided into five blocks, namely on-trade and off-trade activation, activation through new media, through the special events aimed at young people and product placement in computer games and films.
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Šmídová, Tereza. "Marketingová komunikace a brand management regionálních značek." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359394.
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This diploma thesis focuses on regional brand PRÁCHEŇSKO regional product communication and its assessment. The aim of this thesis is to make suggestions to increase the efficiency of communication of the brand PRÁCHEŇSKO regional product through an analysis of this regional brand and a realization of marketing research. The theoretical part deals with the brand and its direction as well as with marketing communication. There is also a definition of terms region and regional brand included. The other part deals with an analysis of regional brand programmes, that are available on the Czech market as well as PRÁCHEŇSKO regional product. The region Prácheňsko and the system of granting a brand and the certification of products through this brand are presented. Finally, a critical analysis of the brand and its marketing communication as well as marketing research that focuses on discovering of the knowledge PRÁCHEŇSKO regional product are given. In the closing part of this thesis, suggestions that should not only lead to increase the efficiency of the brand and its marketing communication but also to increase the consumer awareness are given.
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Hao, Wei. "Brand alliances an examination of partner brand selection in a congruence paradigm /." [Kent, Ohio] : Kent State University, 2008. http://etd.ohiolink.edu/view.cgi?acc_num=kent1215441240.
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Thesis (Ph.D.)--Kent State University, 2008.Title from PDF t.p. (viewed Sept. 21, 2009). Advisor: Michael Hu. Keywords: brand alliance, consumer ethnocentrism, integrated congruence, partner brands Includes bibliographical references (p. 98-110).
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Novotný, Petr. "Strategie brand managementu ve službách." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113348.
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Modern approaches to the theory of service. Specifics of brand management in services. Selection of the subject and product portfolio analysis of services. Proposal of strategy for the spread of selected brand product line services.
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El-Amir, Ayman M. Ragaa. "Retail brand management : towards modelling the grocery retailer brand from an ethnographic perspective." Thesis, University of Stirling, 2004. http://hdl.handle.net/1893/9243.
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As producers of national and international brands, manufacturers and service providers were the focus of brand management literature. However, as retailers have become major players nationally and internationally, managing retailers as brands have become a major challenge. The retailer unique business nature, and managerial needs as well as its ever-changing business environment render managing the retail brand a unique and complex task. For the retail brand to embrace and adapt to its managerial challenges, a multitude of brand management approaches should be employed. However, when addressing retailers as brands, the retail management literature has failed to account for this multiplicity exposing a gap in the literature. To fill this gap, a communal retail brand management model is proposed to help retailers embrace and adapt to their various branding requirements inflicted by their business challenges. To build the model, a common core among the various approaches involved in managing retail brands should be identified so as to simplify, by forming a unified approach, yet maintain the essence of each approach. The holistic, humanitarian and managerial orientations of the concept of organizational culture identify it as the common core and thus act as the backbone on which the model will be built. Since the model will be built through cultural interpretation, the ethnographic tradition of qualitative inquiry is utilized because it provides an emic perspective, which is the best strategy (that consequently provides best tools) for interpreting cultures. Besides, the flexibility of the ethnographic tradition allows the adoption of other qualitative traditions of enquiry to aid in building the model. Thus, the case study tradition is employed to confine the study within the precincts of a single retail brand in order to conduct deep analysis for several stakeholders simultaneously. Additionally, the analytical technique of the grounded theory tradition is employed to capitalize on its systematic ability to form conceptual themes out of raw data that, ultimately, become the model's building blocks. In light of conducting a five-months participant observation study in two grocery stores of a leading supermarket brand in two countries (Sainsbury's stores in the UK and Egypt), the findings revealed that modelling the retail brand culture resembles, metaphorically, a tree. The culture symbols resemble the tree attractive leaves, the rituals & local heroes resemble the supportive trunk, and values resemble the roots that anchor in the soil, which, in turn, resembles the cultures in which the retailer operates. The thesis concludes that the Tree- Model is a road map that guides retailers to build and manage their brand identity and consequently enable them to embrace and adapt to the various branding requirements dictated by their business challenges.
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Wilson, Jonathan Alister James. "The brand, culture & stakeholder-based brand management phenomenon : an international Delphi study." Thesis, Brunel University, 2012. http://bura.brunel.ac.uk/handle/2438/6557.
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Most recently in academic literature, over the past decade, it has been observed that the cultural approach to brand management represents a new school of thought. This has emerged from relational and community based brand perspectives: which chart the rising role, significance and influence in brand management of connected and savvy consumers. Furthermore, the researcher has identified that economic migrancy; the increase in multi-racial and multicultural relations, evident in childbirth; urbanism and urbanization; Globalization; conspicuous branded consumption; and Web2.0 continue to drive new methods and channels for information exchanges, collaboration and societal understanding. These in turn are shaping and changing the way in which branding, management and consumption are being understood and practiced. Brands have gravitated towards a position of offering individual and societal meaning. In doing so they have become cultural artefacts and language shapers. In tandem the conceptual argument for a brand being understood and used as a ‘human’ has grown in prominence. Collectively, these represent a global cultural phenomenon where the management of brands appears to be a cultural, diffused and self-defined practice. The purpose of this study was to examine this identified phenomenon in greater detail, from a brand management perspective. The aim was to investigate the nature of the relationship between culture and brands – to the benefit of brand managers. The method of qualitative investigation elicited iterated views from an international panel of academics and practitioners - in the form of a 16 month Expert Delphi Study. Through the Delphi process, they were encouraged to arrive at a consensus of opinions and understanding. Findings of this doctoral study suggest that culture and brands share strong relationship bonds, brought into existence by human desires. Equally, brands and culture both have the ability to influence each other. Furthermore, the successful management of brands requires a cultural approach, which mediates dynamic and complex networks of brand stakeholder relations. It was concluded that the understandings of brands, culture and management have to take into account: context, space and time – as porous boundaries of transience and transcendence. A new, grounded theoretical framework for brand management was developed - which took its inspiration from Aristotle’s Praedicamenta. In addition, alternative criteria for collecting and analysing biographical data were proposed.