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Dissertations / Theses on the topic 'Brand management'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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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

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2

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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3

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 proce

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4

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 behav

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5

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 seconda

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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

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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

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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

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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 s

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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 moznost

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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 fyr

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Mouton, Estelle. "The effect of internal brand management on brand commitment and brand trust." University of the Western Cape, 2018. http://hdl.handle.net/11394/6690.

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Magister Commercii - MCom<br>The focus of branding is often externally focused, yet it is the employees through their direct interaction with the brand, that can make or break the brand promise. Despite the important role of employees in building the brand, they are often overlooked in brand building strategies. The purpose of the study was to test the effect of internal brand management on brand commitment and brand trust in a government organisation. Front-line employees of the South African Post Office, a state-owned organisation in South Africa was selected to collect the data using

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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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<p>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

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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 rese

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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.<br>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 ho

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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 cul

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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,

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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.<br>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 ter

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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.<br>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 pri

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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 Gestão<br>Traditionally, 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

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

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The development of social media platforms had an immense global impact on the delivery and consumption of sports (Filo, Lock, & Karg, 2015), which placed a new meaning to the role and importance of the personal brands of athletes. The change from one-way (e.g., news reports, commercials) to two-way communication between athletes and consumers enabled by social media has opened up a completely different marketing world for athlete branding (Ballouli & Hutchinson, 2010). However, the global reach and potential of personal branding also increased the competition, which makes it more important tha

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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

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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 follower

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

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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 guid

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

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The aim of this diploma thesis is to analyse brand management of one chosen company. The theoretical part of the thesis is focused on comprehensive explanation of brand management. At first brand and other related terms are explained from the marketing point of view. Then the author has focused on legal dimension of the term brand and its registration as trademark. The practical part of the thesis deals with the analysis of brand management of one concrete Czech company Crystalex, CZ, which produces and exports Czech domestic glass. The primary data are gained by dialogues with specialists fro

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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 Taiwa

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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 c

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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

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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 impro

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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 res

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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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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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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 Sport<br>Ph.D.<br>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 ha

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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

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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

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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. Quali

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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 a

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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 mark

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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.<br>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 addressin

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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 n

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