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Dissertations / Theses on the topic 'BRANDED PRODUCT'

Author: Grafiati

Published: 11 September 2023

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1

Duttenhöfer, Michael. "Branded Entertainment Grundlagen - Definition - Beispiele unter besonderer Berücksichtigung des Kurzfilms als Branded-Entertainment-Produkt." Saarbrücken VDM, Müller, 2005. http://deposit.d-nb.de/cgi-bin/dokserv?id=2860727&prov=M&dok_var=1&dok_ext=htm.

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Andersson, Torbjörn. "Aesthetic Flexibility : Modularity of Visual Form in Product Portfolios and Branded Products." Licentiate thesis, Linköpings universitet, Maskinkonstruktion, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-129551.

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The increase in competition amongst companies that produce complex or large product portfolios has created a need to utilise modularity strategies not only to flexibly manage technical complexity in a costeffective manner but also for visual appearance. This research aims to understand how the visual appearance of products is affected by modular product development strategies. Specifically, the aim is to understand how such strategies induce constraints and generate possibilities for management of visual appearance in the design process. Five studies have been conducted during the course of th

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Ang, Mei Choo. "Branded product design : combining evolutionary algorithms and shape grammars." Thesis, University of Leeds, 2007. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.486154.

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Mass production' mass-customisation and technolo~y maturity are changing the way organisations compete. As a consequence,' organisations create brands and promote their branded products to gain market share.,This poses a number of challenges for designers who must create product concepts that both meet functional requirements and maintain brand identity. This research has explored whether combining shape grammars and evolutionary algorithms might support a designer carrying out this challenging task. Shape grammars have been successfully applied t~ generate shapes to conform to certain styles

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Schmalz, Jan Sebastian. "Werbung als Unterhaltung wie branded Entertainment und advertainment Werbung mit Unterhaltung verschmelzen." Saarbrücken VDM, Müller, 2006. http://deposit.d-nb.de/cgi-bin/dokserv?id=2942301&prov=M&dok_var=1&dok_ext=htm.

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Schmalz, Jan Sebastian. "Werbung als Unterhaltung : wie Branded Entertainment und Advertainment Werbung mit Unterhaltung verschmelzen /." Saarbrücken : VDM, Verl. Dr. Müller, 2007. http://www.gbv.de/dms/ilmenau/toc/52784487X.PDF.

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Lin, Song Marketing Australian School of Business UNSW. "Driving preferences for co-branded products: effects of extendibility, compatibility and uncertainty." Awarded By:University of New South Wales. Marketing, 2010. http://handle.unsw.edu.au/1959.4/44735.

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Firms frequently use brand extension strategies to enter new product categories. Another type of entry strategy is co-branding by effectively exploiting the equity of both constituent brands. Co-branding may effectively drive consumer preferences if consumers believe the combination of two brands offers a better solution than either one separately. However, there is also the risk that consumers may get confused with the combination, or have perceptions of strengths regarding one of the brands diluted, leading to the failure of this strategy. While much has been written on brand-category extens

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Tsvetkova, Kristina. "Let us entertain you : branded entertainment als neuer Hoffnungsträger der Werbebranche in der digitalen Zukunft /." Saarbrücken : VDM, Müller, 2007. http://deposit.d-nb.de/cgi-bin/dokserv?id=2929203&prov=M&dok_var=1&dok_ext=htm.

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8

Lameira, Sofia Lourenço. "O sexo e a Cidade e as marcas: análise dos efeitos do product placement nos jovens portugueses." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2016. http://hdl.handle.net/10400.5/11607.

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Dissertação de Mestrado em Comunicação Social<br>Esta dissertação tem como objeto de estudo a série de televisão O Sexo e a Cidade, transmitida repetidamente entre 2013 e 2015 no canal temático Fox Life, e pretende analisar o fenómeno product placement e o seu impacto nos espetadores. Deste modo, pretende analisar os efeitos do product placement nos hábitos de compra e comportamentos de consumo dos jovens adultos portugueses, estudando uma amostra de estudantes universitários na cidade de Lisboa. A nossa perspetiva considera que o entretenimento em televisão é uma forma de distribuir conteúdo,

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Moussa, Anthony. "Branded longevity's effect on processing fluency : the moderating effect of product involvement and congruence." Thesis, Aix-Marseille, 2018. http://www.theses.fr/2018AIXM0436.

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Cette thèse de doctorat étudie la réponse des consommateurs à la longévité brandée de la marque. En particulier, on explore l'effet de la longévité brandée de la marque sur la fluidité du traitement et la familiarité de la marque dans diverses conditions. Comment réagissent les consommateurs lorsqu'une marque indique sa date de création sur un emballage ou une publicité ? Comment leurs réactions diffèrentelles en fonction de leur niveau d’implication avec le produit ou de la congruence entre la catégorie de produit et la longévité de la marque? Cette thèse identifie les processus psychologiqu

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Abbott, Marcus. "Engineering the brand : automotive attribute management based on the cognitive categorisation of the branded product." Thesis, Brunel University, 2009. http://bura.brunel.ac.uk/handle/2438/7508.

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In mature product markets competitive advantage is increasingly realised by the careful design and engineering of product attributes that emphasise a brand’s values. In the high-luxury automotive segment, user satisfaction appears to be particularly influenced by products that are perceived to be typical to the brand’s lineage. This research aims to explore the links between product specifications and the categorisation of the product as belonging to the brand, by studying the effect with the Bentley brand’s interiors. The research uses cognitive categorisation theory and related methodologies

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Månsson, Louise, and Emilia Klappe. "Applicability of lean towards improved efficiency in sample processes : A case study of a Swedish branded retailer." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-700.

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Globalization has led to that companies’ within the textile industry, now source manufacturing overseas. Supply chains are therefore now ultimately longer, with a lot of activities and people involved. Control and implementation of strategies is now something that companies need to considerate in the supply chain, in order to reduce lead times, meet the unpredictable demand of today’s consumers and compete against other retailers. One important task in this is for retailers to have an efficient PD and sample process, due to the fact that it's in this stage where the retailers still have time t

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Hidayat, Anas. "The role of lawfulness attitudes and product characteristics toward willingness to buy non-deceptive counterfeit branded products : the case study of Indonesian consumers." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2008. https://ro.ecu.edu.au/theses/207.

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The current study was designed to investigate Indonesian consumers' willingness to buy counterfeit branded products. Using a quantitative design, variables considered included extrinsic cues, lawfulness , attitudes (attitudes toward general lawfulness and espoused attitudes toward purchasing legality), and product perfonnance expectation. A particular emphasis was placed on the consumers' willingness to buy non--deceptive, counterfeit, branded products. Issues of status consumption and product involvement were also explored. The sample for the study consisted of executive post-graduate student

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Evans, Reed, Ricardo García Guerra, Myriam Schaefer, and Isabella Wagner. "The Green Light towards Sustainability : Embedding Sustainability into a Branded Design Company." Thesis, Blekinge Tekniska Högskola, Sektionen för ingenjörsvetenskap, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-2398.

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Production and consumption of products contribute to the global sustainability challenge by degrading natural and social systems. This thesis focuses on branded products, which through powerful images and meanings symbolise the core business of a company and a platform of identification for its stakeholders. This study investigates the possibility to align a brand and its company with sustainability. With the help of a small branded design company in Berlin, which served as case study, a strategic management planning process was conducted and action research was used to be able to engage the p

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Santos, Cristina Alexandra Jacinto Lopes dos. "Branded entertainment e intenção de compra: estudo exploratório do impacto do product placement, do meio de entretenimento e da marca na propensão para a compra." Master's thesis, Instituto Superior de Economia e Gestão, 2009. http://hdl.handle.net/10400.5/1043.

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Mestrado em Marketing<br>Com o crescente cepticismo em relação à eficácia da publicidade tradicional, devido à saturação de estímulos publicitários, ao elevado número de anúncios, à proliferação de canais de televisão e à disponibilidade dos mecanismos de zapping, Branded Entertainment surge às Empresas como uma importante oportunidade a explorar. Esta auspiciosa técnica de comunicação consiste na inserção de marcas no interior de filmes ou programas de televisão enquanto mensagens pagas, de modo planeado e não obstrutivo. Este estudo teve como foco o impacto de Branded Entertainment na propen

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Castillo, Ellström Oskar, and Tomas Andersson. "A Guideline for Conducting Form Analysis of Branded Products : The Development of a Design Guideline Framework for Product-Producing Companies in a Brand Management Context." Thesis, Linköpings universitet, Maskinkonstruktion, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-158437.

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This thesis presents the research and development of a framework for creating design guidelines, aimed towards product-producing companies as a part of a brand extension strategy. The thesis answers two research questions: RQ1: What strategies could be used to analyze visual form and product design as a part of a brand extension strategy for a product-producing company? RQ2: How can an existing visual brand identity be utilized during the product development process and redefined for new product categories? The thesis is divided into a literature review and a case application of the presented

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SCHEINER, ANDREI MOLETTA. "BRANDED ON SKIN: CONSUMPTION, TATTOO AND MASS CULTURE A STUDY ABOUT THE NARRATIVES OF CONSUMPTION BASED ON PRODUCT BRAND TATTOOS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2006. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=9107@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO<br>O homem não pode lidar com o caos, tem medo daquilo que não pode controlar (seja técnica ou simbolicamente) e, por isso, precisa imprimir sentido às coisas, aos fatos e às pessoas para se sentir bem e poder viver. O corpo humano é um dos espaços primordiais utilizados para a impressão e a narração de sentido: o uso do corpo foi importante, em todos os tempos, como instrumento simbólico e narrativa cultural. Entre as muitas práticas de utilização do corpo está a tatuagem: modo de se inscrever desenhos sob a pele. Na sociedade conte

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Radighieri, Jeffrey P. "Feedback effects in ingredient branded offerings." Pullman, Wash. : Washington State University, 2010. http://www.dissertations.wsu.edu/Dissertations/Spring2010/j_radighieri_041410.pdf.

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Strejčková, Jitka. "Analýza integrace product placementu do audiovizuálního díla "Probudím se včera"." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-192768.

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The thesis titled Analysis of the integration of product placement in the audiovisual work "I wake up yesterday," focuses on the use of marketing tools product placement in this particular film. The theoretical part defines the issues and their types of promotion. Characteristics of effective legislation in the Czech Republic and related European Union regulations. Pricing for product placement and the possibility of measuring effectiveness. The practical part deals with concrete examples on the matter after legalization in the Czech Republic. The work deals with the number of occurrences of b

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Liu, Ziyu. "Celebrity endorsements of branded apparel and its role in printed advertising." Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/1178.

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Purchasing is an important concept in the life of students. The decision whether to purchase branded apparel is hence a very important one. The 21st century student is less loyal and more demanding when choosing branded apparel. Marketers should understand how students evaluate celebrity endorsers when they appear in printed advertising and respond accordingly. The objective of the research is to find out how celebrity endorsed print advertisements affect Nelson Mandela Metropolitan University (NMMU) students’ purchase behaviour. The results of this study could assist marketers in improving th

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Jiang, Ling. "Understanding non-deceptive counterfeit consumption in China : consumer demand for “branded” products." Thesis, Aix-Marseille, 2013. http://www.theses.fr/2013AIXM1113.

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L’objectif de cette thèse est d’explorer la consommation de contrefaçon non trompeuse qui se présente lorsque les consommateurs reconnaissent que le produit n'est pas authentique dans le cadre des marques de luxe. Les objectifs et les problématiques de la recherche sont exposés : Les valeurs de la marque prédisent-Elles la consommation de contrefaçon de celle-Ci ? La possession de la marque contrefaite influence-T-Elle l’achat de la marque authentique ? Quelle influence la connaissance de la marque peut avoir dans la consommation de produits contrefaits ? A l’issu d’une revue de littérature et

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Hjälmefjord, Helena. "BRANDS, CUSTOMERS AND PRODUCTS - FINDING THE OPTIMAL SOLUTION WHEN INCLUDING A NEW PRODUCT TO A WELL-KNOWN BRAND." Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1104.

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<p>The aim of this thesis is to define the optimal branding strategy for a new product; the InSure FIT Test; into an existing company with a well-known brand; HemoCue AB. This product will be the first in a row of new products that HemoCue will distribute, that has not been developed and manufactured by the company. </p><p>Design management refers to an approach whereby organizations make design-relevant decisions in a market and customer-oriented way as well as optimizing design-relevant processes. The thesis uses a design management approach by analyzing the brand, defining the customer and

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Natour, Jamal, and Rewa Leila Anabtawi. "To download a movie or to buy fake branded clothes? : a study of consumers’ attitudes towards counterfeited and pirated products." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-9797.

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Purchasing counterfeited luxury products and downloading pirated items have becomemore common nowadays. Fashion and IT industries are affected negatively by consumers’supportive attitude towards piracy and counterfeits. Many luxury branded companies havetheir exclusive brand names stolen by counterfeits producers. Likewise producers ofcomputer software, music, and movies are affected by individuals who download/streamtheir items for free. Consumers’ attitudes towards counterfeiting and piracy are importantto examine as to understand their acceptance and rejection towards counterfeits and pirac

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Woodward, Tracy. "Identifying and measuring customer-based brand equity and its elements for a service industry." Thesis, Queensland University of Technology, 1996.

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Viršilaitė, Jurgita. "Žemės ūkio produkcijos perdirbimo įmonių parduotuvių įvaizdžio formavimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2005. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2005~D_20050526_131047-88737.

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Postgraduate studies final work of university consists of 60 pages, 27 figures, 3 tables, 68 references, 25 appendixs. It is written in Lithuanian language. The research object of this work is the image formation of the three branded meat shops in the Mažeikiai. The research aim- to create work of specialized meat shops reputation. Objectives analysis the sense of organization reputation and create run; to explain the ways of organization image; to examine the most important models of image making and to evaluate their advantages and disadvantages; to investigate the factors, that have in

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Sun, Ling (Cindy). "Transferring Corporate-level Brand Evaluations to Product-level Brand Evaluations: the Context of Chinese Car Brands." Thesis, Griffith University, 2017. http://hdl.handle.net/10072/365950.

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A number of discussions have taken place in the recent decade on how to build a successful brand in an increasingly globalised market, including in the emerging markets. China as an attractive emerging market has gained a lot of researchers to conduct research from the macro- or micro-view to discuss the branding issues. Among these discussions, however, there are big gaps for the branding issue in terms of the corporate image transferring to product brand performance, and the influence of corporate brands vis-á-vis product brands on consumer behaviours. Meanwhile, joint ventures as the most p

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CASSEL, JULIA, and AGNES ÖSTEVIK. "Translucent concrete in product design : Implementation of a new segment of design products through Strategic branding." Thesis, KTH, Produkt- och tjänstedesign, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-248054.

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The company Butong is based on a patented process of casting concrete between two layers of bubble wrap, resulting in panels of translucent concrete. This material is mainly applied as panels in vertical gardens and light installations. Today, the business is based on projects that require custom made designs. Alongside these projects, products with a standardised manufacturing process are desired to extend the company towards the consumer market and fill the workflow gaps existing in their current production. Through strategic branding, this project aimed to create a new business segment of s

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Napoli, Julie 1969. "Developing and validating a multidimensional measure of nonprofit brand orientation and assessing its impact on organizational performance." Monash University, Dept. of Marketing, 2003. http://arrow.monash.edu.au/hdl/1959.1/5655.

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Renkema, Marije, and Elio Schöfer. "Investigating the country of origin effect on consumers’ perception regarding consumer products – the case of India." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25702.

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The purpose of this research was to investigate the country of origin effect on consumers’ perception regarding consumer products from India. Indian consumer products are not well known in Europe and other Western countries. Therefore this research is focusing on the expectations consumers have about a certain product from a certain country and not on the experience. In order to understand those expectations, four interviews were conducted on potential Western European consumers. Those interviews were analysed using a framework which consists of a combination between a country of origin effect

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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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Husberg, Susanne, and Jessica Ljung. "Premium Retail Brands in the Food Retail Industry : A Customer Based Study of ICA Selection." Thesis, Umeå University, Umeå School of Business, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-24539.

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<p>This study concerns retail brands in the food retail industry and focuses on premium products. The research is investigating how ICA can best use premium products to increase their profitability. The study is thus based on their brand ICA Selection and investigates three sub purposes concerning the customers’ perception of the products, their purchase behavior and their willingness to pay a price premium.</p><p> </p><p>To investigate, theory concerning brand resources was utilized, involving both brand equity and brand management. To measure brand equity, the authors adapted a customer mind

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Rigacci, Zeña Natalia Fernanda. "Identificación del proceso de rebranding en la consolidación de lovemarks del rubro cervecero peruano." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653067.

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En la presente investigación se propuso como objetivo analizar las funciones del rebranding en el desarrollo de la consolidación de las lovemarks de cervezas peruanas Pilsen Callao y Cusqueña. Para ello, se planteó la hipótesis de que el proceso de rebranding contribuye en la consolidación de las lovemarks de las cervezas peruanas mencionadas. El enfoque de esta investigación fue cualitativo, tuvo un alcance descriptivo, el diseño fue no experimental del tipo transversal. La selección de muestra, fue un muestreo no probabilístico por conveniencia, y las técnicas que se usaron para es

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Adamauskas, Tadas. "Programų kūrimo brandos modelio vertinimų pagal papildomus ryšius analizės metodai." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2007. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2007~D_20070816_144328-63530.

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Šio dokumento tikslas sukurti metodus ir papildomą medžiagą, kuri leistų analizuoti ir verifikuoti "PKP Branda" modelio vertinimų rezultatus. "PKP Branda" modelis buvo sukurtas CMMI bei SPICE modelių pagrindu. Šiame darbe, panaudojant modelyje aprašytus darbo produktus (DP), buvo nagrinėjami "PKP Branda" modelio ryšiai tarp procesų. Darbo metu buvo apskaičiuoti modelio ryšiai tarp procesų, procesų svoriai, išskirti esminiai procesai. Šio darbo rezultatai gali būti naudojami kaip papildoma medžiaga analizuojant vertinimų rezultatus.<br>The aim of this thesis is to create methods and extra mater

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Guevara, Santiago Jorge. "Uso de elementos emocionales del Storytelling asociados al atributo del Producto para reforzar la imagen de marca de Ford. Caso Ford Raptor." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/653094.

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Este trabajo busca analizar el uso de los elementos emocionales del storytelling asociados al atributo del producto para reforzar la identidad de marca de Ford. Sabemos que, en el Perú, la oferta en automóviles es muy grande, por lo que cada marca intenta comunicar diferentes cosas sobre sus productos, desde aspectos tangibles de un automóvil, hasta tratar de darle una personalidad a cada uno. También sabemos que la elección de un producto como este es muy complicada, por lo que las marcas deben optar por comunicar de cierta forma que atraiga al consumidor y logre reforzar su imagen de marca.

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Abrahamsson, Jens, and Niclas Lindblom. "Product Placement : A study about Swedes attitude towards product placements in Movies and TV-shows." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19051.

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Marketers have always been looking for alternative ways to reach the target population with their messages. One approach that has grown the last decades is product placement that has become a large arena for companies to involve in their marketing communication. It has been shown that people tend to dislike traditional advertisement such as commercial brakes in TV and tries to avoid it by switching channel. Since product placement is a type of advertisement that is embedded in a movie or TV-show and cannot be zapped away without missing the story of the movie or TV-show, it is a good opportuni

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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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Rasoulifar, Golnoosh. "Conception intégrée de produits de marque." Thesis, Grenoble, 2014. http://www.theses.fr/2014GRENI020/document.

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La conception de produits de marque nécessite de considérer en même temps les aspects qui concernent la perception du produit (lié à l'évaluation et les émotions des consommateurs et les valeurs de la marque), ainsi que les aspects techniques et d'ingénierie, comprenant les fonctionnalités, les performances, le coût du produit et sa fabricabilité. Dans un contexte pluridisciplinaire, les designers de produits et les ingénieurs doivent collaborer et communiquer entre eux pour obtenir un produit satisfaisant qui plaise émotionnellement aux consommateurs et qui réponde techniquement aux performan

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Kong, Wa-nam Wallace. "Brand image in China /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1404030X.

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Cademan, Arvid, Richard Henriksson, and Viktor Nyqvist. "The Affect of Counterfeit Products on Luxury Brands : An Empirical Investigation from the Consumer Perspective." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19378.

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Introduction: Counterfeiting is considered as the crime of the 21st century. A highly affected market of counterfeits is the market of luxury branded goods. These goods are bought by consumers who want to express their social class and belonging by being admired, recognized and accepted by other people. The counterfeits of luxury brands that flourish on the market makes it possible for anyone to be a luxury brand user which is against the core of luxury brand, which strives for a low distribution to keep the demand high to be able to keep the consumer associations of luxury brands. Purpose:

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SCHWARTZ, HAYLEY ANN. "A COMPARATIVE STUDY OF FANTASY BRANDS VERSUS PRODUCT PLACEMENT IN DRIVING CONSUMER PURCHASE:." Thesis, The University of Arizona, 2016. http://hdl.handle.net/10150/614174.

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This paper explores fantasy brands and product placement in order to determine which method serves to be more effective to a targeted audience. A fantasy brand exists only in a virtual or fictional world. Reverse product placement is the process of transforming brands in a virtual world into products or services in the physical world. Common fictional brands include Willy Wonka Chocolate (Charlie and the Chocolate Factory), Duff Beer (The Simpsons), Dunder Mifflin Paper (The Office), Bubba Gump Shrimp Company (Forrest Gump), Central Perk (Friends), and Stay Puft Marshmallows (Ghost Buste

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Terokhina, P. I., and A. M. Tkalenko. "Creation of successful brands." Thesis, ГО "Інститут інноваційної освіти", 2021. https://er.knutd.edu.ua/handle/123456789/18991.

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Kuhn, Kerri-Ann. "The impact of brand and product placements in electronic games." Thesis, Queensland University of Technology, 2008. https://eprints.qut.edu.au/36375/1/Kerri-Ann_Kuhn_Thesis.pdf.

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In an environment where it has become increasingly difficult to attract consumer attention, marketers have begun to explore alternative forms of marketing communication. One such form that has emerged is product placement, which has more recently appeared in electronic games. Given changes in media consumption and the growth of the games industry, it is not surprising that games are being exploited as a medium for promotional content. Other market developments are also facilitating and encouraging their use, in terms of both the insertion of brand messages into video games and the creation

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Miettinen, Noora Irina, and Silva Soraya Lima. "Better products, better world, better image : A Study on the Interaction of Corporate Social Responsibility, New Product Development and Brand Image in the B2B Sector." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20543.

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Title: Better products, better world, better image: A study on the interaction of corporate social responsibility, new product development and brand image in the B2B sector Authors: Soraya Lima Silva & Noora Irina Miettinen Course: Marketing master programme final thesis, 30 ECTS, spring semester 2012,LinnaeusUniversity Keywords: Corporate social responsibility, sustainability, new product development, innovation, B2B brand image, B2B brand perception Purpose: Investigating how customer’s perception of brand image is affected by corporate social responsibility (CSR) and new product d

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Cánovas, Adrián, and Iranzu Ibañez. "THE CHANGES ON THE SPANISH CONSUMER BEHAVIOUR AFTER THE FINACIAL CRISIS 2007 : Applied towards a switch to store branded products." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-18170.

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Title: The changes on the Spanish consumer behaviour after the financial crisis 2007. Applied towards a switch to store branded products. Authors: Adrián Cánovas Rosales and Iranzu Ibáñez Pérez Supervisor: Venilton Reinert Level: Bachelor in Business Administration, Marketing Key words: Consumers’ behaviour, financial crisis, leader brands, store brands, Spain, Spanish retailers… Purpose: The main research objective is to find out if there has been a change in Spanish consumer buying behaviour as a consequence of the current economic downturn. Method: The selected research method is an explora

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Trnka, Marián. "Význam značiek v marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16498.

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The purpose of the thesis is to explain the meaning of brands in marketing. What is the difference between the brand and product. What the brand means for the company and what for the customer. Which factors determine that some brands are successful while others not. Why is design and storytelling important around brands.Futher, the thesis deals with positioning, product, price, promotion, place, innovation. The last part of the thesis deals with the perception of brands on the cola market.

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Sedněvová, Šárka. "Efektivita product placementu v závislosti na známosti značky." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162693.

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Product placement as one of the modern tools of marketing communication has become very important. This is also the case of the Czech Republic, especially after recent legislative changes and related legalization of product placement. The thesis characterizes product placement, states its particular forms and methods of evaluating its effectiveness. The aim of the thesis is to determine the difference between product placement in a situation when in an audiovisual work is presented in the first case known brand, in the second case unknown brand and in the third case fictitious brand. This is e

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Pettersson, Joel, and Jesse Hannelius. "Rebranding of stereotypical food brands : How Nordic consumers perceive the product rebranding and its impact on brand equity." Thesis, Jönköping University, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53111.

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Background and Purpose: The process of rebranding requires a lot of consideration and analysis in order to be successful. In 2020, a rebranding movement of stereotypical brands began in the USA, and the effects also transpired to the Nordics, leading to multiple brands in the food industry initiating a rapid rebranding process. However, due to its complex nature and the balancing act between different stakeholders, it raised the question whether rebranding was necessary from a business perspective. The purpose of this study is to investigate how consumers perceive the rebranding's of stereotyp

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Uhrová, Milena. "Relaunch značky Frisco s důrazem na komunikační strategii." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76833.

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The graduation theses deals with the relaunch of the sparkling alcoholic drink Frisco realised between 2008 and 2009. The most important change within the mentioned relaunch consisted in a redefinition of the brand's target group. The main task of the graduation theses was to analyze the brand according to its new target group -- brand awareness within the redefined target group and the image of the brand Frisco. Theoretical part defines the following terms: brand, importance of a brand within marketing and brand management. Practical part introduces the brewery company Plzeňský Prazdroj and i

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Anil, Pillai Deepa. "Essays on Product Placement: An Analysis of Key Executional and Individual Level Factors that Influence the Effectiveness of Product Placements." OpenSIUC, 2011. https://opensiuc.lib.siu.edu/dissertations/364.

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"Product Placement" or "Brand Placement" is the paid inclusion of branded products or brand identifiers, through audio and/or visual means, within entertainment media. This dissertation is a collection of three essays that investigate factors affecting the effectiveness of product placements. The first essay focuses on two measures of product placement effectiveness - audience recall and attitudes toward the placement. Extant empirical studies that address the antecedents of these constructs were integrated through a meta-analysis. Some key findings are as follows. The prominence of placement

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Ginman, Carole. "Brands in Social Media : A Study on How Product Brands and Personal Brands Use Social Media to Portray their Brand Identity." Thesis, Uppsala universitet, Medier och kommunikation, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-144066.

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Brands are an important feature in today’s society. A brand can consist of anything; a product, an organisation, a university, a person or even a city. They are not constricted to products or companies, but are important constituents of culture. Having a cup of coffee at Starbucks is not only about the coffee, it’s also about the brand; its values and motivations, and what it represents for the customers and fans. Brands are interweaving themselves further into society than ever before. Social media is growing and taking up a large part of people’s time. We discuss everything, including brands

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Bělovská, Lucie. "Využití konceptů rozvoje značky pro posílení konkurenceschopnosti banky." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319405.

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The diploma thesis is focused on utilization of development concepts of the brand of Air Bank for strengthening the competitiveness. Based on the theoretical knowledge and methodology according to Ko Floor, the current situation of the company is assessed. Subsequently, analyzes are made to determine the brand position on the market. Results of these analyzes set out proposals for solutions to support brand development.

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