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Dissertations / Theses on the topic 'Building brand strategies'

Author: Grafiati

Published: 4 June 2025

Last updated: 1 August 2025

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1

Cederäng, Jesper, and Markus Norberg. "Brand Building of Born Globals." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-9475.

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<p>Abstract The purpose of this thesis was to increase the understanding of two early internationalizing firms (Born Globals) brand building efforts. By performing case studies on these companies we wished to discover similarities and differences in their marketing efforts. The companies that we studied were CTEK Sweden AB, a battery charger manufacturer and POC Sweden AB, who designs advanced protective gear for the alpine ski market.</p><p>The theoretical framework was divided according to the four 4Ps (Product, Price, Promotion and Place) as previous studies had shown all four factors were

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2

He, Ping. "Chinese brands and branding strategies." Thesis, University of Hertfordshire, 2012. http://hdl.handle.net/2299/9040.

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The purpose of this study is to gain an insight into Chinese brands and branding strategies, with a particular focus on the manufacturing sector. This study will explore the value of existing brand management theory as related to Chinese brand building. In order to gain answers to the research questions, analyses of the secondary data and in-depth interviews with top Chinese banding consultants are conducted. The data is then analyzed using constant comparative and coding methods. This study comprehensively analyzes all the possible factors which directly or indirectly influence Chinese brand

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Muniz, Fernanda. "Corporate Social Responsibility and Brand Equity: Insights to Global, Luxury, and Co-Creation Brand Building Strategies." Thesis, University of North Texas, 2020. https://digital.library.unt.edu/ark:/67531/metadc1703285/.

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Given the growing number of socially conscious and ethical consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into the brand's core value proposition in order to remain relevant in the marketplace and drive brand equity. Extant research on CSR has investigated its effect on various consumer behavior outcomes. However, from a brand-building perspective, there is still a lack of understanding on how to effectively leverage CSR, and not enough directions on how to overcome its challenges in order to build

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4

Xiao, Ranran. "A study of effective apparel brand building strategies in the Chinese market." Pullman, Wash. : Washington State University, 2010. http://www.dissertations.wsu.edu/Thesis/Spring2010/r_xiao_052810.pdf.

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Thesis (M.A. in apparel, merchandising, design and textiles)--Washington State University, May 2010.<br>Title from PDF title page (viewed on July 13, 2010). "Department of Apparel Merchandising, Design and Textiles." Includes bibliographical references (p. 49-55).

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5

Alkhalil, Cindy, and Sophia Rehioui. "Brand Equity inom B2B startups : en kvalitativ studie om hur B2B startups arbetar med brand equity för att skapa konkurrensfördelar." Thesis, Södertörns högskola, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-34442.

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Over the past few decades, branding has become a priority for companies. A brand helps companies to differentiate themselves from their competitors, which creates competitive advantages. Most of the research on brands has primarily focused on consumer marketing. However, it has been found that the brand is just as important in business to business (B2B) companies, and that it also plays a big role when it comes to the survival av newly established company like for example startups. Startups differ from established companies through their innovative ideas and problem solving. However, they face

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Pienaar, Hannelie. "An investigation into the impact of the Internet on brand building strategies in the physical and virtual world." Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/49690.

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Thesis (MBA)--Stellenbosch University, 2001.<br>ENGLISH ABSTRACT: With the emergence of the Internet in the early 1990's, traditional principles of building brand equity, as they were applied in physical markets, were challenged. This happened because brands were traditionally built using passive media such as radio, television and print magazines and newspapers. The Internet introduced interactive media where the consumer is not only highly informed because of the exponential expansion of technology especially on the Internet, but also because the consumer could now choose to be a part

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7

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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Perglerová, Lucie. "Strategie budování značky Lilien Czech Jewelry." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199921.

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The aim of this master thesis is to is to present the company P&P Jewelry Ltd., it's activities and to describe the current way of building brand Lilien Czech Jewelry, as well as an analysis of key markets and on the basis of the results to draft a new strategy of brand building. The first theoretical chapter deals with the specifics of brand building in the offline and online environments. The next part contents presents the company P&P Jewelry Ltd., it's project Lilien Czech Jewelry and markets on which the jewelery is exported. The following chapter focuses on the analysis of the competitiv

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Bengtzén, Cathleen. "Bloggen som marknadsföringskanal och varumärkesbyggare - En studie ur bloggskribenternas perspektiv i relation till företagens." Thesis, Malmö högskola, Fakulteten för teknik och samhälle (TS), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20562.

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Syftet med uppsatsen var att ta reda på vilka bloggstrategier några av Sveriges framstående bloggskribenter använt/använder för att nå framgång med sin blogg, hur de skapat sig ett framgångsrikt personligt varumärke via bloggen, samt vad de tror motiverar företag att använda deras blogg som marknadsföringskanal. Bloggskribenternas syn kompletteras med två företags perspektiv på fenomenet, dels ett företag som arbetar som annonsförmedlare mellan företag och bloggare, dels ett modeföretag som har god vana av denna marknadsföringskanal. För få frågeställningarna besvarade har en kvalitativ studie

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10

Botek, Aleš. "Strategie budování značky podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377553.

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This diploma thesis focuses on the determination of StarkGlass brand strategy, which focuses on the online sale of protective films for mobile phones. The work explores the experience of the existing customers of the brand, which is then used for proposals for improvement and for the determination of the future StarkGlass branding strategy.

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Holešovský, Jakub. "Strategie budování značky podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2019. http://www.nusl.cz/ntk/nusl-399670.

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The Diploma thesis deals with the strategy of building the Daflex System brand. The thesis is divided into three parts. The theoretical part defines the theoretical basis for creating a brand building strategy. Next part, the analytical part is based on the knowledge and methodology of the theoretical part. This section describes the basic information about brand Daflex System. The thesis continues with analyzes of customers, suppliers and competitors. These analyzes then lead to the evaluation of the findings and the creation of recommendations in the last part.

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Forejtová, Veronika. "Umělec jako značkové zboží." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-136205.

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The theoretical part is explaining the concept of brand, defines the differences between the brands and "brand", as well as the differences between the brands and the products. Also points to the importance of brands in marketing, types of brands and their elements. The greatest attention is paid to branding, priority of today's marketing. It focuses on the description of the main steps of the strategic brand management. Followed by a theoretical insight into the topic of art, marketing specifications in showbusiness, and outline of the contemporary art market, including the legal binding. Fol

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Zomeño, Jiménez Daniel. "Los departamentos de branded content de los medios de comunicación y la publicidad nativa en España. Productos, estructuras y procesos." Doctoral thesis, Universitat Jaume I, 2022. http://dx.doi.org/10.6035/14111.2022.412169.

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Las marcas son conscientes de que las fórmulas tradicionales basadas en la interrupción y repetición de mensajes publicitarios han perdido eficacia, por lo que han empezado a implementar nuevas estrategias basadas en la generación de contenido. Los medios de comunicación han visto como las marcas demandaban integrarse de una forma más orgánica, pasando a formar parte del contenido editorial a través de acciones de publicidad nativa. Esta nueva relación se ha revelado como una oportunidad de negocio para los medios que han acabado creando departamentos especializados en branded content. A travé

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14

Hosseini, Reza Hirad. "Stratégie de marque de société et création de richesse pour les actionnaires." Thesis, Bordeaux 4, 2011. http://www.theses.fr/2011BOR40010/document.

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Cette recherche teste de manière empirique la valeur d'une marque de société pour ses actionnaires et les propriétés de la marque en réduisant les risques à un niveau corporatif. Ce processus s'opère indépendamment des récessions économiques. Les études précédentes, ayant établi une relation entre les activités de marketing et la création de la valeur pour les actionnaires, se concentrent principalement sur les marques des produits plutôt que la valeur d'une marque de société et négligent le contrôle des autres variables financières et de performance de marché. Cette recherche est fondée sur l

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15

Navrátilová, Hana. "Strategické řízení značky Kofola." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75181.

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Kofola shows a perfect example of a successful brand revival and its further development. It prooves, that brand's history and knowledge are just one of many factors contributing to bilding a strong brand. The most important is the whole process of effective and strategic brand management. This diploma thesis analyzes the strategic brand management of Kofola. Its goal is to reveal the main keys to success standing behind both the brand's and the company's results. At the same time, several imperfections and unused opportunities are uncovered and on their basis recommendations for improvement a

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16

Beran, Jaromír. "Strategický rozvoj značky." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-416911.

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The diploma thesis deals with proposals for the development and building of a brand at the retail company Goled, which deals with the online sale of LED lighting. The thesis identifies suitable theoretical concepts for brand development. First is analyzed the company, the Goled brand itself and then its position to customers and competitor. The work mainly uses the experience of existing customers of the brand, which it then uses to design appropriate building and development of the Goled brand.

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Slámová, Petra. "Strategický rozvoj značky." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-416914.

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This thesis deals with the problematics of brand development of a chosen business, which is pizza and burger manufactory and delivery Comics Pizza & Burgers in Brno. The thesis is divided into three parts. The theoretical part defines theoretical bases which serve to create a brand development strategy. The analytical part follows, based on the findings in the theoretical part and a methodical outline. This part first describes basic business data, which is followed by an analysis of the inner and outer business environment as well as an assessment of the current business situation from the ma

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Mráčková, Iva. "Marketingová strategie Salonu MIA." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224328.

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This diploma thesis is created for Salon MIA. It evalutes the current situation of the salon and the market in which operates. The thesis includes design of marketing strategies to increase customer base and promotion of the main salon service - changes of the image. The proposed strategy will lead to the creation of profit.

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19

Jäderholm, Hanna, Linda Holdo, and Mariah Lindborg. "Stockholm- The fashion capital of Scandinavia? : En studie i strategisk planering utifrån detaljhandelns företagsperspektiv, i samverkan med turismsektorn." Thesis, Stockholms universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-97420.

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Uppsatsens titel: Stockholm – the fashion capital of Scandinavia? En studie i strategiskplanering utifrån detaljhandelns företagsperspektiv, i samverkan med turismsektorn. Kurs: Kandidatuppsats i företagsekonomi, inriktning marknadsföring, 15 hp, StockholmsUniversitet Författare: Linda Holdo, Hanna Jäderholm och Mariah Lindborg Handledare: Doktorand Andrea Lucarelli Nyckelord: Detaljhandeln, turismsektorn, strategisk planering, varumärkesbyggande,destination, detaljhandelsmarknadsföring, Stockholms stad Problemformulering: Handeln vill nyttja den växande turismsektorn för att vinnamarknadsande

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Kučerová, Lenka. "Problematika pirátství značek." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114269.

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This thesis deals with problems of brand piracy. The main objective is to evaluate the current situation in the various types of piracy, focusing on product piracy especially in the forms of counterfeiting and product imitation. The work consists of a theoretical and a practical part. The first chapter of this part concentrates on the general overview of brand policy. The important role and the value of the brands very much influence the purchasing behavior of consumers and support the presence of non-original products. The second theoretical part is further dedicated to the different types of

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Lundberg, Johanna, and Caroline Ullman. "ICA likes you, do you like ICA?" Thesis, Malmö högskola, Fakulteten för kultur och samhälle (KS), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-23252.

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Idag finns det begränsade teorier som behandlar det postmoderna konsumtionssamhället utifrån ett medie- och kommunikationsvetenskaligt perspektiv. Syftet med examensarbetet är att undersöka spänningsfältet mellan ICA och högskolestudenter i ett konsumtionssamhälle genom att granska varumärkeskommunikationens betydelse på digitala plattformar. Materialinsamlingen är genomförd i form av kvalitativa intervjuer, med medarbetare på ICA, samt fokusgrupper med studenter. Med studien vill vi ge en inblick i hur kommunikationsprocesser strategiskt utformas för att nå rätt målgrupp, hur relationer vård

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李秋慧. "Brand strategies for Taiwan firms under internationalization: case study of industrial conditions V.S. brand building." Thesis, 1992. http://ndltd.ncl.edu.tw/handle/85957835973978468327.

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LEE, I.-HSIU, and 李宜修. "The Impact of Marketing Strategies on Building Brand Equity-A Case of Nike." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/q5ypeg.

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碩士<br>國立中山大學<br>企業管理學系研究所<br>102<br>Abstract With the changing times . The &;quot; brand &;quot; is increasingly important issue to many enterprises. To establish a good &;quot;brand&;quot; can strengthen corporate image, core values , differentiate competitors and enhance revenue . In order to measure the value of the brand , the concept of &;quot; brand equity &;quot; to be presented in a number of earlier studies, the brand is seen as a corporate asset , but also for the companies to give consumers a cognition of the product or service. The best knowing in the sporting goods industry leadin

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Tsao, Mna-na, and 曹嫚娜. "A Study on the Individual Brand-Building Strategies for Performance Artists of Dance." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/64306849602647804044.

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碩士<br>國立中山大學<br>劇場藝術學系碩士班<br>99<br>With the trend of globalization, the Creative industry has become a useful tool to compete in the global market. Fine performing art is definitely included, and dance artists play an important role in this field. A successful individual brand can prosper the dance industry and help dance artists stand out in fierce competition, even in the future when the agency system has a mature market mechanism. The researcher strives to delve into the necessities for the individual brand-building of dance performance artists, and further draws up “The Framework of Indivi

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CHEN, WEN-BIN, and 陳文賓. "Brand Positioning and Marketing Strategies of Building Brand Equity─The Case Study of Taiwanese Bicycle Enterprises in China Market." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/97391582883674169893.

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碩士<br>國立臺北大學<br>企業管理學系<br>91<br>Giant and Merida, the Taiwanese bicycle brands, which learned ripe brand experience from international market entered traditional China bicycle market in the begging of 90’s. Mentioned their strategies, one way, they caused an uproar by selling fashion mountain bicycles and speed bicycles in China; the other way, they tried to understand customers’ needs deeply and developed the bicycles suited to Chinese customers. No longer than ten years, Giant sale more than one million bicycles in 2002, and won the champion both in selling quantity and amount; Merida select

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Lai, Mei-Chun, and 賴美君. "The Study of Strategies in Building Brand of Performing Arts-A Case Study on Tainan Jen Theater." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/82354439143868075131.

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碩士<br>國立成功大學<br>藝術研究所<br>95<br>Along with cultural creative industry prompting out, performing arts become one of the important industries to a nation development. For increasing competition capability, branding can be an efficient method to promote its value in performing arts. This research uses the un-branded “Tainan Jen Theater” as a case-study. The purposes of the research are as followed: (1) to understand the current branding development in performing arts industry, and to explain the different branding characteristics in between regular and performing arts business; (2) to discover

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27

CHANG, YA-SHIN, and 張雅欣. "A Comparative Study of Two Taiwan Travel Agencies on Building Internet Brand Strategies ─ ezTravel and Star Travel." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/79509367391043628185.

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Ho, Kun-Chien, and 何坤謙. "Service Brand-Building Strategies of ICT Consulting Firms in an Era of Cloud Applications—Case Study of B Company." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/536n67.

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碩士<br>國立臺灣大學<br>臺大-復旦EMBA境外專班<br>105<br>After two decades of rapid development, both the Taiwan and the Mainland China economy turned down slowly into the so-called "new normal" status, that is, the low economic growth and the slowing stages. The manufacturing companies are facing the inevitable challenges and required to seek for the innovative transformation. Besides, since 2008 the international financial crisis. Most of developed countries have developed the whole new manufacturing transition plan (For example the Germany''s "Industry 4.0", the United States "re-industrialization

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Lee, Chen-Ta, and 李承達. "The Effects of Firm Characteristics and Product Characteristics on Building Brand Image Strategies─The Empirical Comparison Study of Taiwanese Business Person in Taiwan and Mainland China Market." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/06744937069200281963.

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碩士<br>國立東華大學<br>國際企業研究所<br>91<br>China have got great growth of economy in the recent years. In this process of growth, the economy system of China was changed from Planned Economy to Market Economy. Many foreign companies and local companies in China spend more expenditure on brand forming and advertisement in order to attract more local customers and expand their market share. This study reports that Firm Characteristics and Product Characteristics’ effects on forming different brand image strategies between Taiwan and China. Binary Logistic Regression was used to analyze the relationsh

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Tustin, D. H. "The relationship between above-the-line advertising and below-the-line promotion spending in the marketing of South African products and services." Thesis, 2002. http://hdl.handle.net/10500/593.

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The rapid increase in the expenditure on below-the-line promotions (consumer and trade promotions, direct marketing, sponsorship and public relations) relative to above-the-line advertising (television, radio, print, outdoor and cinema) in South Africa has earmarked a new era of integrated marketing communication strategies across all sectors. Ultimately, this strategic shift has brought about a need to better understand the relationship between above-the-line advertising and below-the-line promotions and to measure the impact of such changes on company sales/profits over the long-term. In

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Tustin, Deon Harold. "The relationship between above-the-line advertising and below-the-line promotion spending in the marketing of South African products and services." Thesis, 2002. http://hdl.handle.net/10500/593.

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The rapid increase in the expenditure on below-the-line promotions (consumer and trade promotions, direct marketing, sponsorship and public relations) relative to above-the-line advertising (television, radio, print, outdoor and cinema) in South Africa has earmarked a new era of integrated marketing communication strategies across all sectors. Ultimately, this strategic shift has brought about a need to better understand the relationship between above-the-line advertising and below-the-line promotions and to measure the impact of such changes on company sales/profits over the long-term. In

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