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Dissertations / Theses on the topic 'Creating a personal brand'

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Published: 24 April 2022

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1

Ojala, Aleksi, and Edward Taifa Defuro. "Private Entrepreneur Personal Branding : Brand Creation and Customer Brand Engagement." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-48471.

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The aim of this study is to investigate how self-employed entrepreneurs create and manage their brands and how the entrepreneurs engage customers to their brands in online and offline contexts. Furthermore, the viewpoints of entrepreneurs towards branding will be explored To answer the research question, a qualitative, multiple case study was conducted. The primary data was collected by semi-structured interviews and the secondary data was obtained by studying the entrepreneur´s social media behaviour. This study found that entrepreneurs build their brands by utilizing their own personalities and characteristics. The brands created have loyal following and the customers are positively engaged. The engagement process itself is due to the relationships built between the company and the customers. Even if the brands are effective, there is not much strategic elements to them but are rather very organic.
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Chang, Chia Yu. "Visualizing brand personality and personal branding : case analysis on Starbucks and Nike's brand value co-creation on Instagram." Thesis, University of Iowa, 2014. https://ir.uiowa.edu/etd/1304.

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This general purpose of this qualitative study is to investigate how businesses and consumers are co-creating brand value on social media by sharing photos on Instagram. The main focus is two-fold, one is to look at how corporations like Nike and Starbucks are utilizing Instagram to engage customers; another is to look at how customers presenting brand images and identify with brand personalities. This research analyzed 238 customer-created images and 62 corporate-created Instagram images using a hybrid method of qualitative content analysis and thematic analysis as an empirical way to explore the big picture of this new and understudied topic. The data was collected through Keyhole and Statigram, two online social media analytical tools. The analysis of the data shows overall positive brand image sharing among customers, implicit, indirect tactics in companies' official image sharing, and customers' use of brand as a way to promote and express themselves. Overall, customers' brand value co-creation practice on Instagram focus heavily on the individuals' self expression rather than brand community building. The study also discovered valuable themes of the use of selfies and the self-directed sarcasm among Instagramers who share brand images. The findings showed an overall decentralizing brand value co-creation process and that marketers today will face more and more challenges in controlling and managing a consistent brand image. The study contributes to the understanding of visual communication and the new marketing paradigm in a visual centric digital culture.
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Ritz, Hayley Lynn. "CREATING SUSTAINABILITY THROUGH CORPORATE BRANDING." Master's thesis, University of Central Florida, 2007. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/2112.

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This thesis provides a thorough definition of corporate branding, including its benefits when used as a strategic marketing tool. There are many who believe that the logo of a corporation is its brand. However, the logo is only one interpretation of the brand. The brand is the corporation's ethos. It is the fundamental character or spirit of the corporation. It is an expression of who the corporation is. It is the essence that links the corporation's product or service with its consumer through loyalty and emotional attachments. Corporations use various processes and methodologies when they begin to create and enhance their corporate brand. Corporations must define their corporate personality, build recognition, standardize, and fulfill brand promises. There are also obstacles and challenges that corporations face in their endeavor to implement a branding guideline, and the chance of overcoming them without defined leadership is unrealistic. This study focuses specifically on existing literature about corporate branding and cites case study examples to show what makes the best brands successful and where failing brands could have been more successful. The study concludes by providing insight into the future for corporate branding and offering suggestions for technical communication professionals who find themselves a part of the brand building and defining process. There are various rules to branding and traits that are common to every top brand in the world. By instilling its brand with such traits, and following certain processes with focus, passion, and persistence, and most of all a long-term commitment to the brand, a corporation will find its brand among the most recognized brands in the world.
M.A.
Department of English
Arts and Humanities
English MA
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4

Kelley, D. (Dennis). "Creating a craft brewery brand identity." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201906052410.

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Abstract. The craft beer market is a relatively new and recent phenomenon gaining popularity among beer drinkers. As this is a new and quickly expanding consumer product, the amount of research into the branding practices of craft breweries is limited. The purpose of this thesis is to explore how consumers view craft breweries based on six key areas of branding and how craft breweries can utilize these findings to better brand themselves and their beers in an effort to increase profits. The theoretical framework of the thesis focuses on the Brand Identity Prism conceptualized by JN Kapferer (2012) in his book The New Strategic Brand Management: Advanced Insights & Strategic Thinking. With the Brand Identity prism as a starting point, further in depth research is taken to provide additional key elements to each of the six segments in an effort to relate them to craft beer branding and ways that beer brands have in the past succeeded and how craft beer brands can utilize them to reach their consumer targets. Further research areas include a beer community forum dialog as well as interviews with craft beer professionals. Interviews are conducted in an effort to gain further real world examples of how the six outlined segments of the brand identity prism and additional elements are utilized by craft brewers that they follow as well as methods that they themselves employ. The conclusion of the thesis presents finding for craft brewery managers to better create a brand identity moving forward in a competitive market as well as presents limitations of this study and the possibility for further scientific research into this subject.
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Rickardsson, Henrik, Henrik Stierna, and Fredrik Stark. "Invisible Branding : Creating brand value from invisibility." Thesis, Jönköping University, JIBS, Business Administration, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-312.

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Abstract

Problem: Branded products can be seen everywhere around us at all time, and is a way of communication for the buyer of the product But, what if one cannot build a brand based on visibility, an example is underwear, then how is it possible to create a brand and add value to it? Is it actually feasible to create a strong brand when not leveraging upon visibility? The organization Stargate Brand Group and its brand Frank Dandy Superwear have been used in order to obtain a deeper understanding around the topic.

Purpose: The purpose of this thesis is to research how to create brand value for an invisible brand within the fashion industry.

Method: To help fulfill the purpose a qualitative approach has been used. Personal interview with the CEO of Stargate Brand Group, telephone interviews with 20 fashion retailers combined with focus groups consisting of potential underwear buyers. The authors believe this approach helped to understand customer behaviour, branding techniques and how to create a brand value from an invisible branded product.

Result: The most important elements in order to create brand value for an invisible brand are quality and perceived quality. To become a successful underwear brand, since that is the invisible brand that the authors choose to focus upon, quality must be highly emphasized, and offering a high quality product is one way of creating brand value to customers.

The overall understanding of invisible products and brands is that they are bought primarily to fulfill the customer’s need of feeling comfortable and leverage upon people’s desire of well-being. An invisible brand cannot leverage upon its user to the same extent as other products, since it is not shown to the public.

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6

Bergh, Albin. "Innehållet räknas : När marknadsföring skapar varumärkestillit och varumärkeslojalitet." Thesis, Karlstads universitet, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-70943.

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How and what companies publishes on social media have become more important. Different types of post generate different type of effects and if companies want to create brand loyalty and brand trust they must take this in consideration. Consumers want to be reached by content that is personal, they also want to feel that the companies deliver something of value. Content marketing deals with this aspect and focus on helping, informing and entertaining the recipients. This study examines informative, personal and entertaining posts and how they affect brand trust and brand loyalty. A quantitative method have been used in this study and a survey was used to gather data. 150 respondents answered the survey and the data was analysed with a bivariate and multivariate method in the statistic programme SPSS. The result of the study show that all three types of posts are important to use if companies publish posts on social media. The study contributes with knowledge of informative, personal and entertaining post and what effect they have on brand trust and brand loyalty. Informative and personal types of post have a significant and positive effect on brand trust. Brand loyalty is affected by all three types of post and the effects is positive.
Hur och vad företag publicerar på sociala medier har blivit allt viktigare. Olika typer av inlägg genererar olika effekter och vill företag skapa varumärkestillit och varumärkeslojalitet måste de ha detta i beaktande. Konsumenter vill bli nådda av innehåll som känns personligt och känna att företagen levererar något värdebringande. Innehållsmarknadsföring behandlar denna aspekt och fokuserar på att hjälpa, informera och underhålla mottagarna. Denna studie undersöker typerna av inlägg, informerande, personliga och underhållande och hur de påverkar varumärkestillit och varumärkeslojalitet. I studien har en kvantitativ metod använts och en enkätundersökning användes för att samla in data. 150 respondenter besvarade enkäten och data analyserades därefter med en bivariat analys samt multivariata analyser i statistikprogrammet SPSS. Studiens resultat visar att alla typerna av inlägg är viktiga att använda om företag publicerar inlägg på sociala medier. Studien bidrar med kunskap om vilka effekter informerande, personliga och underhållande inlägg har på varumärkestillit och varumärkeslojalitet. Informerande och personliga inlägg har en signifikant och en positiv effekt på varumärkestillit. När det gäller varumärkeslojalitet anses alla tre typerna av inlägg vara signifikanta samt att de har en positiv effekt på varumärkeslojalitet.
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Mattsson, Sofie, and Karin Gustafsson. "Personal Branding : How to develop and sustain a strong personal brand." Thesis, Jönköping University, JIBS, Business Administration, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-291.

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Branding of people is a relatively new concept within the branding area. This concept has grown rapidly and its importance is increasing. Our purpose of this thesis is to describe how a strong personal brand is developed and how it is sustained. We also want to highlight what factors that determine who will succeed to develop a strong personal brand and who will not and if the associations that other people have of you can be determined by the brand owner.

We have chosen to do a qualitative method by conducting interviews with five wellknown Swedish persons that we argue have or are beginning to develop strong personal brands within different areas.

The frame of reference consists of some concepts on traditional branding and models within the personal branding area. We found that the existing literature within personal branding was not sufficient to fulfil our purpose and therefore we have created a research model. The empirical findings are applied to the research model in the analysis.

We argue that the base to develop a strong personal brand is to truly know who you are and what you stand for. When you have a clear understanding about who you are, it is important to be consistent in the messages that you communicate in order to avoid confusion among other people. To have a strong personal brand, you also need to be well-known among more people than just your family and friends.

Personal branding is to a large extent about how other people perceive you and we argue that you can to some extent affect this image by being consistent and clear about who you are and what you stand for. People cannot see your thoughts, only your actions.

All people have a personal brand but we believe that the process to develop your personal brand depends on what goals you have with it and what you want to accomplish. All people do not gain anything by having a strong personal brand but we believe that all people can use some parts of the concept in order to know who you are and what you stand for.

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Goodwin, Jill Suzanne. "Creating Brand Communities| A Phenomenological Study on Media and the Psychology of Brand Magic." Thesis, Colorado State University, 2017. http://pqdtopen.proquest.com/#viewpdf?dispub=10599404.

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Understanding the complexities of the consumer-brand relationship is an ongoing area of study in multiple fields. Stemming from the notion that brands convey cultural meaning, brand community studies focus specifically on the process of meaning creation. The traditional focus of brand community research has been on social interaction. However, newer research points to the psychological formation of brand communities in the absence of social interaction. The psychological sense of brand community (PSBC) model was created to account for this newer area of research. Mental models are the cognitive model individuals form to interact with the world around them. Based in psychology, mental model research postulates that individuals must first be able to internally represent their external world in order to interact with it. Mental model theory provides a foundation for insight to the individual’s reality of the brand community relationship at the social and psychological level. Thus, this study will use a qualitative phenomenological approach to elicit and explore the expressed mental models of members that self-identify with a brand community when exposed to branded media. In particular, this study centers around the Disney brand and how Disney’s use of video advertisements activates PSBC among a loyal following. By using a brand exemplar to study this phenomenon, common themes of the consumer-brand relationship are revealed that give insight to the types of internal representations of external reality elicited by branded media exposure. By gaining a better understanding of the difference between psychological and social brand communities, media communication scholars can gain a deeper understanding of how the types of messages created for a brand can foster a sense of relationship with the brand.

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Asamoah, Emmanuel Selase. "Creating value through brand management- A study on Toyota Ghana limited." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9835.

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An important concept that has undergone several transformational turns is brand management. A brand name is essential for business operation because all other factors that contribute to the success of businesses rotate around it. The value that accrues to global companies as a result of the proper management of a brand cannot be over emphasized. Toyota is one of the most successful brands in the global market, and the brand success goes beyond the automobile industry. Among the various auto companies in Ghana, Toyota has emerged as one of the big players. This thesis focuses on how companies can create value through proper management of their brands; using the case of Toyota Ghana limited. The work here was to find out the brand management strategies of Toyota and how these strategies have contributed to its success. Several strategies for managing brands were discussed in this work. The findings were that, successful brand management impacts positively on the company's market share.
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Tomes, Richard. "Creating shareholder value : a case study of the PPC brand." Thesis, Stellenbosch : Stellenbosch University, 2011. http://hdl.handle.net/10019.1/80645.

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University of Stellenbosch Business School
The objective of this study is to determine whether brands create value for shareholders and the extent to which such value can be quantified. The research methodology is based on a case study of Pretoria Portland Cement, South Africa’s leading cement producer, and seeks to demonstrate how a commodity like cement can be successfully differentiated and branded. Primary data was gathered by conducting unstructured interviews with business leaders and key personnel involved with the development and execution of the company’s brand vision. Secondary data is based on the results of a customer loyalty survey by IPSOS Markinor as well as on customer perceptions from Millward Brown’s BrandDynamics™ model. The results of both these surveys, together with historic market share data and the company’s financial performance over a 15-year period, is analysed and interpreted before conclusions are made about the brand’s contribution to value creation. The study concludes by attempting to make generally applicable findings about the value of brands and their overall contribution to shareholder value. One of the major limitations of the study is the inability to assign a definitive value to the PPC brand because of the vast number of credible brand valuation models available and the lack of consensus among academics and industry experts regarding the determination of brand value.
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Miridjanian, Julie, and Marine Ballias. "Creating a visual brand identity : The case of Charles Picard's Company." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-16001.

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This Bachelor thesis is about the set up of a visual brand identity by a company, confronted to a growing competition due to globalization and proliferation of the offer on the market. Its stake is to explore and analyze the creation process of the visual identity, in order to permit entrepreneurs who wish to create small companies to design it by themselves. Thanks to this work, such firms can obtain a result that allows them differentiating themselves from their competitors and leaving their mark on customers’ mind. The practical application of this process is done through collaboration with a French entrepreneur, Charles Picard, who is about to create his luxury men shoes company. We have created our own model, explaining the key steps of the execution process of the visual identity, to allow the entrepreneurs having an efficient understanding of each component that are part of it. Based on several theories that deal with the different elements composing the visual identity and with the elements to consider before and after its formulation, this generic model aims at helping every company who wants to create its visual identity by its own means. By working on the case of Charles Picard, we wanted to demonstrate the relevance of the theories on which we have founded our model as well as proving its efficiency. About the methodology, this thesis is based on a qualitative approach, more appropriate to deal with our subject. The use of interviews and of the focus group has been chosen, according to the selected approach. The practical application combined with the theories on which we built our own model allow us contributing to the creation of Charles Picard’s company by proposing him a visual identity that fits with the spirit of his future brand and with its values. It also provides help to entrepreneurs in general, in the formulation of the visual identity of their brand.
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Curran, Ross William Francis Alexander. "Unpacking non-profit brand heritage : creating more satisfied and committed volunteers." Thesis, Heriot-Watt University, 2017. http://hdl.handle.net/10399/3354.

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This thesis makes a five-fold contribution to knowledge in the areas of theory, context, method, and management practice. It combines brand heritage, communitas, brand image, work engagement, affective commitment and satisfaction with management to develop a new theoretical model showing empirically, the contribution of brand heritage - the history, image, symbols and story an organisation tells about its origins, evolution, and values - and the interplay between these theoretical constructs for the first time. Second, it contributes to context through empirical demonstration of the appropriateness of brand heritage and communitas to the non-profit sector. Third, contributing to method, the research applied a mixed methodology, which included the use of a formative (as opposed to reflective) measurement model for brand heritage. It also contributes through conceptualizing for the first time, brand image and volunteer engagement as higher-order measurement models. Finally, contributing to management practice, this thesis outlines to managers the importance of nurturing, and cultivating a strong brand heritage, and ensuring it is leveraged appropriately to retain and attract satisfied, and committed volunteers. The data was collected in two phases. The first was conducted via questionnaires distributed amongst Scout volunteers to test the newly developed theoretical model, while the second phase enhanced understanding through semi-structured interviews with volunteers, complementing the validated theoretical model. The data demonstrates brand heritage makes a substantial contribution to volunteer management, and can positively impact upon volunteers’ experiences, and a volunteer organisation’s ability to retain them. Furthermore, the data shows the importance of cultivating non-profit brand heritage and suggests heritage custodianship as an important, but previously unidentified area of non-profit management focus. More broadly, this thesis offers guidance to non-profit managers for retaining volunteers, and vindicates further consideration of the contribution traditionally private sector management practices can have within the non-profit sector.
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Lu, Xuan, and Laura Woo. "Creating Engaging Brand Posts on Social Media : A quantitative study on brand post characteristics and consumer engagement." Thesis, Linköpings universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-157983.

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Background: Over the past two decades, the media landscape has undergonesubstantial changes. Social media is increasingly replacing traditionalmedia, which has influenced the way of advertising. Social mediaplatforms enable a two-way communication between brands and itsconsumers. However, it remains a challenge for brands to create relevantand attractive content in order to market themselves and build strongrelationships with consumers on social media. Purpose: The aim of the study is to investigate what should be taken into accountin order to generate a higher level of consumer engagement when brandspublish posts on social media. Method: This study is conducted with a quantitative research design. It employsa content analysis of brand posts by a selection of worldwide fast foodand beverage brands on the social media platform Instagram. Eightinternational brands are selected based on the size of their businessaround the world and the variation of their brand posts. A total of 287brand posts from the brands’ international accounts are collected andexamined in order to investigate what leads to higher levels of consumerengagement. Findings: The results of the study reveal that image posts lead to higher levels ofconsumer engagement compared to video posts. However, content type,emotions, source of content, presence of hashtags and posting time donot create significant differences in engagement levels.
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Grundell, Filippa, and Emma Näslund. "Konsumentens påverkan av Personal Brand : En kvalitativ studie som undersöker hur Personal Brands influerar konsumentbeteende." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-35593.

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Till följd av utvecklingen av digitaliseringen har fenomenet Personal Branding växt fram som ändrat dynamiken för konsumentens relation till varumärken. Studien syftar till att öka förståelsen för hur konsumentbeteende påverkas av Personal Brands. Undersökningen bygger på en kvalitativ forskningsmetod där fem ostrukturerade fokusgrupper deltagit, med totalt 18 personer tillhörande urvalsgruppen Digital naturals. Med hjälp av tidigare etablerad varumärkesteori har fyra dimensioner; kännedom, attityd, associationer och identifikation valts ut. Analysen baseras på dessa fyra dimensioner. Resultatet av studien visar att Personal Brands i viss utsträckning påverkar konsumentbeteendet. Konsumentens beteende påverkas olika beroende på i vilken utsträckning de fyra dimensionerna förekommer eller uppfylls.
As a result of the expansion of digitalization, the Personal Branding phenomena has emerged as changing the dynamics of the consumer's relationship with brands. The intent of this paper is to form an understanding of how consumers behavior are influenced by Personal Branding. The study is built on a qualitative research method in which five unstructured focus groups were participating, with a total of 18 individuals all within the selection group Digital naturals. Using previously established brand theory, four dimensions; knowledge, attitude, associations and identification have been selected. The analysis in this study is based on these four dimensions. The study concludes that Personal Brands, to a certain extent, affects consumer behavior. The behavior of the consumer will be influenced differently depending on the extent to which these four dimensions are present or satisfied.
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Tabassum, Naomi Joy. "Tattoo Subculture: Creating a Personal Identity in the Context of Social Stigma." Thesis, North Dakota State University, 2013. https://hdl.handle.net/10365/26888.

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Tattooing is a growing and diversifying practice in the United States (Roberts, 2012), yet mainstream society maintains negative stigmas (Bell, 1999). Nevertheless, individuals attach personal meaning to tattooing (Atkinson, 2002; Kosut, 2000). There is little literature on the tattooed individual?s experience of social stigmatization and its impact on identity construction. This study employed a phenomenological approach to address this gap in the literature. The researcher used a semi-structured protocol to interview seven tattooed individuals (five men, two women; age range 25 - 38 years). Data analysis extracted three main themes: ?identity project,? ?cultural context,? and ?tattoo timeline.? Findings suggest stigmas associated with tattoos remain embedded in the cultural context, most significantly within career. This finding has implications for career counseling. However, participants intentionally defined themselves outside negative stereotypes, and described a sense of community within the tattoo subculture.
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Hopson, Samuel D. "Fathers and Sons: A Journey in Creating a Personal Work of Cinematic Art." ScholarWorks@UNO, 2015. http://scholarworks.uno.edu/td/2085.

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This document gives an account of my artistic efforts in creating my thesis film Fathers and Sons. This document includes sections that cover the writing, casting, production design, principal photography, and editing of my film. I give special attention to the writing process in Chapter 2, because of its personal significance to my growth as a filmmaker. This chapter details the evolution of my original story concept from a drama to a comedy. The ultimate goal of my film was to create a personal work of art. This document self-reflects on how well I was able to achieve this goal, and what I learned along the way.
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Hambali, Anisah. "Introducing celebrity corporate brand : moving beyond endorsement and exploring its effect on corporate brand enhancement." Thesis, Brunel University, 2017. http://bura.brunel.ac.uk/handle/2438/15583.

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Celebrity endorsement has received academic attention since the 1970s and it has widely been used by companies in their marcom (marketing communications) activities as an effective strategic tool to promote their brands, companies, products and services. Instead of only being appointed as endorsers, this new phenomenon sees how celebrities have changed their roles as human brands and are now better known as celebrity brands. Celebrities, as they are known today, are progressively becoming brands in their own right (i.e. celebrity brand), have their own value, owning their own products and/or services and businesses/companies (i.e. corporate brand), and endorsing other corporate brands too. Companies use celebrity endorsements to position and communicate their individual/product brand image to consumers at large. However, due to the changing marketing environment (from traditional to digital marketing), companies are finding that their communication through celebrity endorsements have become costly and less efficient when trying to project a coherent corporate image and reputation across various audiences. Rather, the new trending phenomenon of celebrity chefs may achieve the desired effect. Unlike other human brands such as CEOs, athletes or artists, which roles limit to either personal or corporate roles, celebrity chefs are unique as they encompass both. Furthermore, they also endorse other brands and corporate brands simultaneously, enabling them to project their own personal and corporate brand as well as the brand they are endorsing. Hence, this study's novelty lies in the exploration and development of the celebrity chef concept at both the product and corporate brand level of their 'own' and 'endorsed' activities (termed as celebrity corporate brand or CCB in this study); and operationalises the CCB concept. The study aims to investigate whether a change in the celebrity brand roles by addressing both traits (human personality) and states (brand personality) and by associating it at the corporate brand level, given the best contextual setting, is one of the possible ways to strategically use celebrity brand beyond endorsement in marcom activities. The study has three objectives, which are: 1) to explore the concept of celebrity brand at a corporate brand level, known as Celebrity Corporate Brand - CCB; 2) to investigate the impact of CCB on attitudinal (identification, image and reputation) and behavioural (loyalty) outcomes (termed as corporate brand enhancement); and 3) to develop a holistic conceptual model to understand the consumers attitudinal and behavioural response and association impact of celebrity brand at corporate brand level named as Celebrity Corporate Brand Association Impact on Corporate Brand Enhancement Model. A mixed method approach was employed by using qualitative data (netnography - Study1; and in depths interviews - Study 2) as well as quantitative data (population-based survey experiments - Study 3). A qualitative approach is used to explore the concept and dimensions of CCB, which is later used to assist the items and measure development for Study 3. Data collection was done covering samples selection from the United Kingdom and Malaysia. Random sampling is used to select respondents that fulfilled the criteria required for the study. The study finds that CCB represents and carries his Personal Brand, Product/Service Brand and Corporate Brand. CCB Product Brand refers to the celebrity chefs own developed products and services which are their foods, cookbooks, kitchen utensils. CCB Corporate Brand refers to the celebrity chefs' businesses, corporations and companies such as their restaurants, colleges and programs. CCB is further conceptualised through the CCB's Authentic and Functional Quality, CCB's Cognition and CCB's Personal Quality. The CCB's Philosophy also projects the celebrity's own corporate brand and endorsed activities. CCB Personal Brand refers to the celebrity chefs' traits such as their interpersonal skills and quality, symbolic value and authenticity; and their and their personality states such as enterprising and technical quality. Theoretically, the research is novel in four different ways: 1) it offers a fresh insight to scholars and practitioners in celebrity endorsement, human or celebrity brand, into how to address the new phenomena of changing consumer and celebrity roles by going beyond the celebrity endorsement concept (i.e. via CCB); 2) it explores, develops, defines and provides measures for the newly developed CCB concept; and 3) it extends the nascent literature on celebrity brand, which explores mainly at product brand level, to corporate brand level (celebrity with personal brand also owning corporate brand), and 4) it test CCB empirically and further investigates its relationship in terms of both attitudinal and behavioural outcomes in an effort to enhance corporate brand (corporate brand enhancement process). Previously, studies on celebrity endorsement only look at the use of celebrity as an endorser and discussion in this area is made based on the Source Model which only discusses the personality traits of the celebrities. In addressing the changing roles of celebrities (having personal brands, product brands and corporate brands), this study defines CCB by including both the celebrity brand personality traits and states and researching its impact on corporate brand enhancement. Furthermore, this study looks at both the attitudinal and behavioural outcome of the CCB on multiple stakeholders (celebrities, consumers and endorsed corporate brands). Methodologically, the study contributes in three ways: (1) a new context (celebrity chefs) is chosen to add new insights to celebrity branding literature; (2) approaching the research with three different studies, namely Study 1- netnography; Study 2 - in depths interviews; and Study 3 - population-based survey experiments; and (3) the inclusion of multiple stakeholders as the samples. Practically, the study proposes marketers to select a new type of celebrity: one that has a personal brand of their own, own product and/or corporate brand to increase the promotional marketing campaign success. Thus, both parties need to work together to build upon their brand strategy to ensure that the consumer identifies closely with them, thereby enhancing their image and reputation and subsequently increasing brand loyalty to the advantage of both parties. Interestingly, once CCB has built upon reputation, this guides the business and marketers to carefully select them in the hope of enhancing its corporate brand. The study's findings also demonstrate that it is essential to address various audiences in this new era by designing an appropriate positioning and communication strategy. The results will assist businesses and organisations in the context of defining and developing strategy alongside celebrity chefs (as the CCB) with their businesses and the endorsed corporate brands.
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Tjandra, Nathalia Christiani. "On the road to brand leadership : co-creating with Independent Financial Advisers (IFAs)." Thesis, Edinburgh Napier University, 2013. http://researchrepository.napier.ac.uk/Output/6798.

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With total assets of £3,010 billion (ONS, 2012), the long-term savings and investment industry is one of the most important economic pillars in the UK. The uniqueness of this industry is that the majority of its sales to individual customers are generated through Independent Financial Advisers (IFAs) (Datamonitor, 2012; Mintel, 2012). Despite their importance, academic studies which investigate how to develop brand leadership in the IFA market are scarce. Most of the financial services branding studies to date have been established in the context of banking in the end customers market. In addition, the implementation of the Retail Distribution Review (RDR) on 1 St January 2013 will increase the complexity of the industry. The aim of this study is to investigate whether and how the co-creation of brand values with IFAs could be adopted in order to achieve brand leadership in the UK long-term savings and investments industry. To achieve this aim, this study critically examines the triadic relationship between IFAs, a provider, and customers and investigates the meaning of a successful long-term savings and investments brand to the IFAs. Therefore, this study is built upon the concepts of triadic relationship, brand equity, and co-creation. This study is conducted in collaboration with a UK based long-term savings and investments provider. A case study research method using multiple sources of evidence is adopted. Following the retroductive research approach, this study is divided into two main stages, exploratory and explanatory. The analysis of the research findings lead to the development of three interrelated frameworks: the effects and the results of interconnectedness in the triadic relationship between providers, IFAs, and end customers, the IFAs' brand equity pyramid, and the spiral model of brand values co-creation. Finally, it is concluded that the co-creation of brand value with IFAs could be the solution for the collaborative company to develop brand leadership in the longterm savings and investments industry.
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Martin, Amanda L. "Infusing High Fashion Streetwear with Personal History| Creating the Costume Design for Polaroid Stories." Thesis, California State University, Long Beach, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10751933.

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The costume design for Naomi Iizuka’s Polaroid Stories focused on the adaptation of runway fashion to street clothes for the homeless characters in the play. The dichotomy between runway fashion and the homeless youth visually represents the nature of the play. It explores the societal oppression of youth living on the streets who are constantly striving for what they cannot achieve. The use of distressing on the costumes was crucial in portraying the extent of the character’s plight. The collaboration between scenic, lighting, sound, hair, and makeup design, created a successful visually new portrayal of Polaroid Stories.

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Quinlan, Janet C. E. "Co-creating personal and professional knowledge through peer support and peer appraisal in nursing." Thesis, University of Bath, 1996. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.319201.

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Bååth, Jonas. "Conducting the Personal Brand : Sociological investigations on brand and identity for one-person enterprisers at social networks sites." Thesis, Umeå universitet, Sociologiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-52783.

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The object of this master’s dissertation has been to investigate one-person enterprisers’ (OPE) experiences of conducting both personal identity and brand at social network sites (SNS). The purposes of this research have been to elaborate on sociological theories of brand and identity in a network society context and to present hypotheses on how SNS can be developed to empower all OPEs. Since this field is rather unexplored in sociological research, and because it is the experiences of the OPEs that are the focus of the research, ethnographic methods, i.e. qualitative interviews, were chosen. These interviews were then analysed, primarily through Erving Goffman’s theory of self-presentation, Manuel Castells’s theory of identity, and the sociological concept of life-conduct deriving from Max Weber. The findings provoked both theoretical and empirical conclusions. The theoretical hypothesis is that Castells’s and Goffman’s respective theories should be used as back and front end interpretations of everyday life conduct. The empiric hypothesis provoked is that some OPEs have a strategic (as opposed to a sincere) approach to SNS. These OPEs are experiencing alienation and anomie. To manage this, SNS need to focus more on tools for social communication and less on methods for making SNS ends in and of themselves.
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Brauer, Janin, and Anna Schmidt. "Let's start co-creating! : Establishing more successful collaborations between influencers and companies through co-creation." Thesis, Umeå universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-149316.

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Influencer marketing has become a buzz word within the industry over the last few years. However, marketers claim that the industry needs to focus on a more quality-driven approach for brand collaborations instead of just looking after follower numbers and the potential brand awareness guaranteed by them. Therefore, the aspects and interests behind the collaborations of companies and influencers become of more importance. This research project aims for gathering more insights on the current and future collaboration practices in order to answer the question of how potential conflicts of interest between companies and influencers can be better managed. The choice of this research topic was driven by the fact that existing literature approaching influencer marketing and the collaboration practices between companies and influencers so far mainly focuses on the company’s perspective and thereby leaves out the interests of the influencers engaging in brand collaborations. Thereby, a research gap was identified that clearly emphasises the influencers’ perspective on currentcollaboration practices and expectations for future collaborations. Thus, the influencers’ perspective on potential conflicts of interest and critical aspects within collaborations were analysed in order to develop suggestions for better managing conflicts of interests between those two parties in the future. In order to gather the necessary insights qualitative interviews among seven Instagram influencers and two representatives from influencer marketing agencies were conducted. The findings of this thesis revealed three main critical aspects for successful future collaborations between companies and influencers to manage potential conflicts of interest; a stronger focus on a qualitative fit, a more transparent communication and a knowledge improvement about the influencer marketing business. In connection to the existing literature the findings suggested that the co-creation of brands and the building of brand partnerships can support the management of potential conflicts of interest and furthermore help to prevent them from the beginning on. From a theoretical perspective this thesis bridged the identified research gap by analysing the collaboration between companies and influencers from an influencer perspective and thereby suggested the use of co-creation as a theoretical framework for managing conflicts of interest within brand collaborations. Moreover, the findings revealed practical implications for the influencer marketing industry in regards to the need of more interactive dialogues, a more qualitative selection of collaboration partners and the necessity for a deeper examination and knowledge improvement of the influencer marketing industry in the future.
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Camano, Javier. "Branding as a communication tool : creating a branding plan for Medicare y Mucho Mas in Puerto Rico /." Diss., CLICK HERE for online access, 2006. http://contentdm.lib.byu.edu/ETD/image/etd1346.pdf.

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Nuñez, Michelle N. "Womenpreneurs in a Digital Environment: Utilizing Instagram to Build a Personal Brand." Scholar Commons, 2019. https://scholarcommons.usf.edu/etd/7874.

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Personal branding on social media is a growing and expanding field. The present research works to uncover the processes and practices of womenpreneurs and the ways in which they utilize social media, specifically Instagram, to build and maintain their personal brands. Grounded theory is used to underpin the research and provide a basis of which the study is conducted. The review of literature provides the context necessary to support the methods of a content analysis and semi-structured interviews. There is a gap in research as it pertains to the conceptualization of personal branding practices on Instagram and the present study works to build a bridge to understanding these practices. Online presentation of the self is an expanding body of research in academia, and the present research works to contribute new knowledge surrounding the exploitation of the most popular visually based social media platform Instagram to create and maintain successful personal brands.
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Adamsson, Maria, and Ly La. "Personal branding för att stärka sin identitet vid rekrytering." Thesis, Malmö högskola, Fakulteten för kultur och samhälle (KS), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-23570.

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I denna uppsats har vi undersökt ämnet personal branding. Inom personal branding har vi studerat hur rekryteringsföretaget ser på detta område men även vilka faktorer de tycker är viktiga för att skapa ett personal brand, samt om det är möjligt i en arbetsrelaterad situation att dra nytta av sitt personal brand och på så sätt skapa fördelar gentemot sina konkurrenter. Vi tycker detta område är viktigt att studera därför att det är ett relativt nytt ämne/ begrepp. Då vi lever i ett mer individualistiskt samhälle och konjunkturen skiftar samt att konkurrensen hårdnar på arbetsmarknaden tycker vi det är viktigt att undersöka olika alternativa medel som kan vara till hjälp i sökandet på det nya jobbet. Vi valde därför att studera Priens (1992) modell över anställningsförloppet för att få en bättre förståelse för rekryteringens olika delmoment men även för att kunna identifiera i vilka arbetsprocesser man kan förmedla sitt personal brand. Vi har även valt att titta på två modeller som är utvecklade av Gad och Rosencreutz (2002) för att se vilka moment som ingår i personal branding och urskilja de viktigaste momenten som kan bidra till att man blir attraktiv på arbetsmarknaden. Det som har framkommit i vår undersökning är att med hjälp av Gad och Rosencreutz (2002) modell ”Brand me mind space” kan man framhålla ett personal brand i olika rekryteringsprocesser, som till exempel i urvalsprocesserna strukturerad och ostrukturerad intervju där det är möjligt att använda den sociala dimensionen för att framhålla sin sociala kompetens och att göra sig attraktiv i arbetsgivarens ögon. I vår undersökning har det framgått att rekryteringsföretag använder sig utav sökning på Internet av aktuella jobbkandidater via t.ex. Google, Facebook men när man arbetar med studentrekrytering har man oftast begränsade resurser och ingen tid till detta. Talar man dock om rekrytering på en högre nivå så finns antagligen mer resurser och utrymme för att göra detta. Med Internet är det till viss del möjligt att välja vilken information man lämnar efter sig och på så sätt jobba med sitt personal brand och göra sig synlig för potentiella företag som man vill arbeta för. Det har även framkommit i undersökningen att vissa rekryteringsföretag ser personal branding som en direkt följd av det3individualistiska samhället och att det kommer öka i takt med mindre jobb men att viljan att framhäva sig själv alltid har funnits. De anser även att man ska framhäva sina kompetenser och vara tydlig med vad man tycker utan att göra det på någon annans bekostnad
In this essay we have examined the subject personal branding. Within personal branding, we have studied how recruitment agencies look at this subject and what factors they think are important to create a personal brand. We have also studied if it is possible in a work-related situation to benefit from a personal brand, and thereby creating an advantage over the competitors. We think this area is important to study because it is a relatively new topic. Since we live in a more individualistic society where the business cycle changes which increases the competition in the labour market, we feel it is important to explore various alternative means that may help in the search for a new job.We chose to study Prien’s (1992) model of the employment process to get a better understanding of its various parts and to identify in which processes you can communicate your personal brand. We have also chosen to look at two models that are developed by Gad and Rosencreutz (2002) to see which elements are included. in personal branding and identify the key elements that can help you to become attractive on the labour market. In our study we have found that with the help of theGad and Rosencreutz (2002) model, “Brand me mind space", it’s possible to call attention to the personal brand in the recruitment processes such as the selection process structured and unstructured interview. It’s possible to use the social dimension in order to emphasize the social skills and be attractive in the employer's eyes.In our study we have also shown that recruitment agencies use the internet to search for relevant information about employment candidates, for example through Google or Facebook. However when working with student recruitment there are often limited resources and no time for it. However, with recruitment of a higher level position there are probably more resources and time to do this. With the Internet it’s possible to choose which information you leave5behind to a certain extent. You can work with your personal brand through the Internet and make yourself visible to potential companies that you want to work for.In the survey it has shown that some recruitment agencies think that personal branding is a direct consequence of the individualistic society and that it will increase with fewer jobs, but that the desire to differ from others has always existed. They also believe that you should highlight your skills and be clear about what you think but not do it on someone else's expense.
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King, Larrie Leon Jr. "Private Labels and Personal Care: A Focus on Store Brand Package Design, Branding Design and Consumer Attitudes Towards Private Label Personal Care Products." Kent State University / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=kent1400330956.

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27

Marmbrandt, Malin, and Laura Dolge. "Creating Brand Awareness Through Event Marketing : The Off-Field Competition of Sportswear Companies in the Olympics." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-16084.

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Date: May 30, 2012  University: Mälardalen University, Sweden  Program: MIMA- International Marketing  Course Name: Master Thesis (EFO705)  Title: Creating Brand Awareness Through Event Marketing  The Off-Field Competition of Sportswear Companies in the Olympics  Authors: Laura Dolge and Malin Marmbrandt  Purpose: The purpose of this paper is to research how companies are promoting themselves efficiently to increase brand awareness through advertisement in major sporting events, through viral marketing and athlete endorsement.  Research Questions: Firstly: What are the major differences and similarities between the official and non-official sponsors and their marketing activities when creating brand awareness in sporting events?  Secondly: How do official and non-official sponsoring companies increase brand awareness in sporting events through viral marketing activities?  Thirdly: How do official and non-official sponsoring companies increase brand awareness in sporting events through athlete endorsement?  Method: Data was collected with a qualitative multi-method approach that consists of observations of online social networks and media (netnography), and semi-structured interviews was applied.  Conclusion: The main differences between the official and the non-official sponsor´s marketing campaigns are that the official sponsor has the advantage of using the event’s logo in its campaigns, and is able to advertise during the event. Whilst, there are many rules that restricts the non-official company´s campaigns. Regardless, non-official sponsors are still able to associate themselves with the event by using creative viral marketing campaigns and endorsing athletes, thus create brand awareness by so called ambush marketing.
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Schneider, Miriam Magdalena. "The "sailor prince" in the age of empire : creating a monarchical brand in nineteenth-century Europe." Thesis, University of St Andrews, 2017. http://hdl.handle.net/10023/16627.

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This study examines the systemic function and public role of "Sailor Princes" within the context of the nineteenth-century revival of monarchy. It explores how, between 1850 and 1914, the reigning families of Britain, Denmark, Germany and Greece chose to educate their younger sons in the navy and thereby created powerful links with a mythically invested symbol of national identity and modernity, of bourgeois virtue, imperial integration and exotic adventure. All four countries perceived themselves as maritime powers defined by their long seafaring traditions and/or great hopes for a naval future, by their possession of (in)formal seaborne colonial empires and/or by their substantial imperial ambitions. By latching onto the prominent trend of the nineteenth-century lure of the sea and of naval enthusiasm, the dynasties of Saxe-Coburg, Glücksborg and Hohenzollern were able to adapt these mental geographies for their own purposes and thus to generate an appealing brand image for the emerging political mass market. Prince Alfred of Britain (1844-1900), Prince Heinrich of Prussia (1862-1929), Prince Valdemar of Denmark (1858-1939) and Prince Georgios of Greece (1869-1957) all became powerful personality brands of their respective monarchies. This study investigates the mechanisms and the agents responsible for their success. It examines the role of the sea and of maritime imageries in nineteenth-century national identities; the myths and realities of naval education and naval professionalism; the processes by which seaborne colonial empires and diaspora communities were integrated into larger imperial units and represented to each other via interimperial diplomacy; as well as the public reception, appropriation and recreation of the "Sailor Prince" brand in various popular media, e.g. family magazines, adventure fiction and consumer goods.
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Elg, Amanda, and My Engdahl. "SHAPE ME UP! : A study of how leaders in the Swedish financial sector can use their personal brand to shape the corporate brand." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-23365.

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Title                                 Shape me up! – A study of how leaders in the Swedish financial sector can use their personal brand to shape the corporate brand Course                             Master Thesis (60 credits) in Business Administration; Strategic Management and Leadership, International Marketing Authors                           Amanda Elg and My Engdahl Supervisors                      Maya Hoveskog and Ingemar Wictor Keywords                        Leadership, personal brand, corporate brand Problem formulation       ”How can a leader in the Swedish financial sector use the personal brand to shape the corporate brand?” Purpose                            The aim of this study is to describe the importance of the leader’s personal brand within the Swedish financial sector. Further, this study aims to explore how the personal brand of a leader can contribute to shape the corporate brand from an internal perspective, in aspects such as organisational culture and visions. This study focuses mainly on the positive aspects of the personal brand since we are more interested to see the positive outcomes of personal branding than the negative ones.  Target Group                   Our study is directed towards a target audience of Swedish leaders and other interested parties that want to increase the understanding for personal and corporate branding, and to increase the understanding of how leaders can use the personal brand to shape the corporate brand. Theoretical framework    We have mainly focused on two different theories; one for personal branding and one for corporate branding. Methodology                   This study is based on a qualitative, deductive approach, with a case strategy. The empirical data is collected through personal interviews. Result                              We have come to the conclusion that the most important thing to be able to shape the corporate brand is to align your vision and values with the vision of the company. To be able to use your personal brand, you need to know who you are and what you hold to be true. We have also come to the conclusion that in what extent the leader can use the personal brand to shape the corporate brand will be dependent of different positions and different companies. However, we believe that leaders within every sector have more or less ability to use their personal brand to shape the corporate brand.
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Nguyen, Thi Bich Ngoc, and Thi Xuan Thu Nguyen. "Brand Launching and Sustainingin a developing country : The case study of Honda on Vietnam Motorcycle Market." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6464.

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Abstract

Date May 29th, 2009

Course Master Thesis EFO705, International Marketing

Tutor Daniel Tolstoy

Authors Thi Bich Ngoc Nguyen

Thi Xuan Thu Nguyen

Title

Brand Launching and Sustaining in a Developing Country

Purpose

The project is to investigate the Brand Launching and Sustaining in a

The Case Study of Honda on Vietnam Motorcycle Market

developing country through the study on how Honda has successfully

launched and sustained its Brand on the Motorcycle Market of Vietnam.

Problems

Honda's Brand Launching campaign and the company's strategies and

initiatives to Sustain its Brand on the Motorcycle Market of Vietnam.

Methodology

The realistic approach and case study method are to be applied. The

information should be gathered through numerous sources: primary data

from the email qualitative interviews with the managers of Honda

Motorcycle Vietnam, and the email quantitative surveys among Vietnam's

Honda Motorcycle users; secondary data from the articles in a variety of

newspapers and magazines as well as websites.

Conceptual Model

The contents covered in the project are Brand Launching and Sustaining.

In particular, theories related to Brand Launching in terms of Brand

Identity and Brand Positioning, as well as Brand Sustaining with respects

to Brand Growth and Brand Maturity should be investigated and analysed.

In addition, what is of significance importance is the base of the

company's Branding Strategies -the business environment of the

destination country. Therefore, the disseration should thoroughly

investigate the Grasp of the Market including Market Assessment

(Government Policies, Demand Conditions and Market Opportunities) and

Communications (Marketing and PR Activities and Social Corporate

Responsibility) which serve as the foundation for the firm's market-based

or fully tailored Branding Strategies to the specific conditions or

characteristics of the destination nation.

Findings

Honda has adopted appropriate Branding Strategies (Brand Identity,

Positioning, Growing and Sustaining) on Vietnam Motorcycle Market.

The firm has identified its Brand as true Made-in-Japan products of high

quality and reasonable price. It serves as 'the power of dreams' created in

an ideal corporate culture and environment friendly working condition

which is committed to advanced technology and society orientation.

Honda Brand has been positioned to satisfy the needs for a transportation

means of reliability, long duration, safety, hi-tech, fuel saving and

environment protection of the middle and high class customer groups in

Vietnam. To compete with such rivals as Yamaha, Suzuki, SYM and

Piaggio, Honda has adopted proper Growing Strategies with Cub and

Scooter categories including a range of product lines. In addition, the

company has implemented appropriate Sustaining Strategies focusing on

Communication Efforts and Influencer Proximity with a variety of

Marketing and PR activities, Safety Driving Plan and Social Activities

ranging from Environmental Preservation, Educational Development,

Safety Driving Support Activities to Donation and Charity Activities.

Actually, Honda's Branding strategies have been fully tailored to the

specific market conditions of Vietnam.

Conclusion

Honda has gained the leading position on Vietnam Motorcycle Market

since 1996 when the company penetrated into the country. Honda Brand

has received great love from Vietnamese customers and become more than

a Brand, but a citizen of Vietnam who 'strives to become a company that

the society wants to exist'.

Recommendation

Honda Brand success should only be maintained when the firm is

managed to constantly strengthen Honda Brand itself as well as identify

and fix the shortcomings: keep serving as a good Vietnamese citizen, be

consistent with the company's reasonable pricing strategy, improve the

firm's customer relationships and pay more attention to the counterfeit

brand defense.

Lessons

Honda's great achievements in Vietnam offer valuable lessons for the

firms who desire to successfully brand in Vietnam in particular and

developing countries in general: Concerning Brand Launching (Brand

Identity and Positioning), the company should invest in Marketing and PR

activities, adopt Reasonable Price and Localization strategies, pay

attention to Customer Relationship, Influencer Proximity and Corporate

Social Responsibility to become a good citizen of the market country.

Regarding Brand Sustaining (Brand Growth and Maturity), the firm

should take advantages of brand extension and line extension, maintain the

Launching Strategies and simultaneously Bring Added Values and

Recreate a Perceived Difference for its brands, Actively and dynamically

involving itself in the Competition and also adopting Dual Management.

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31

Johnson, Earl E. "Personal Evaluations of Hearing Aids by Audiologists and Their Impact on Brand Dispensing Choice." Digital Commons @ East Tennessee State University, 2010. https://dc.etsu.edu/etsu-works/1726.

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32

Huang, Jo-Ting. "A cross-cultural study of the influence of personal cultural orientation on brand loyalty." Thesis, University of Bradford, 2015. http://hdl.handle.net/10454/14421.

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This thesis investigates a generalisable cross-cultural model for brand loyalty by integrating extant theories of personal cultural orientation (of individualism and collectivism), self-congruity (actual, ideal, social, and ideal social self-congurity), customer satisfaction, attitudinal brand loyalty, and behavioural brand loyalty. Creating brand loyalty is a key branding issue in modern marketing. Brands are faced with the challenge of building, maintaining, and increasing their capacity to drive customer loyalty across borders with consumers of different cultures. Notwithstanding the growth of culturally centered brand loyalty research, the focus of research today continues to be on cross-cultural differences, often overlooking the generalisable cross-cultural path to consumer brand loyalty. This study instead addresses this overlooked topic of cross-cultural generalisabilities across nations. To assess the cross-cultural generalisability of the conceptual model, survey data from a non-student sample were collected from middle-class, Generation Y individuals of the relevant nationality who have always lived in China, Singapore, or the United States. After performing data cleaning procedures, 541 usable responses from three countries were analysed with the use of the SEM model. The findings show that the personal cultural orientation of collectivism has a positive effect on behavioural brand loyalty through ideal social self-congruity, customer satisfaction, and attitudinal brand loyalty. These findings extend brand loyalty research by considering how an individual’s personal cultural orientation impacts brand loyalty. Moreover, the findings offer marketers increased insight into consumers’ brand loyalty formation process in cross-cultural contexts. The limitations of the study and suggestions for future research are also presented.
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Telford, N. J. M. "Making stories : an investigation of personal brand narratives in the Scottish craft microenterprise sector." Thesis, University of Stirling, 2014. http://hdl.handle.net/1893/21910.

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This thesis examines the marketing and branding behaviours of a sample of microbusinesses that operate in Scotland’s diverse craft sector by examining brand narratives they create. Context of the sector is first given and demonstrates that this particular topic has received little specific attention in academic literature even though it has been recommended (Fillis 2003a; Fillis 2003b). Such an investigation also offers implications for SME marketing/ entrepreneurship in general, the creative industries in particular and craft brands’ contribution to the overall place branding of Scotland. An empirical methodology is proposed which takes a narrative phenomenological approach, generating narrative texts from depth interviews with creative producers which is subjected to a Grounded Theory approach and narrative analysis in view of craft producer typologies (Fillis 1999; Fillis 2010). The stories of makers are used to generate meaning and outputs to contribute to theory, practice and recommendations for policy. Care is taken to ensure that the testimony of participants is co-created and not entirely the result of the researcher’s interpretation even though this study is interpretive in nature (Rae & Carswell 2000; McAdams 2008; MacLean et al. 2011). Similar to other entrepreneurs or producers in the creative industries, the craft worker in the current era is typified as an individual sole trader who operates in a wider culture, society and economy of increasing complexity and competition (Fraser 2013). This thesis selects those owner/ managers whose businesses rely upon craft practice and are operating in Scotland as its focus, but aims its findings at a wider reach to establish themes for future research to understand how its participants build value into their market offerings by creating personal narratives within larger narratives of craft sector and creative industries discourse. A range of participants from new starts to well-established craft practitioners is featured in the text in order to give depth and breadth to the understanding of current practice in a diverse sector which increasingly interacts with other creative industry sectors (Yair & Schwarz 2011). This thesis posits that creative producers build value through their unique ‘auratic’ persona through their personal brand narrative. This is what differentiates their work and outputs from large corporatized mass-manufacturing systems. The products of individuals’ hand skill may be categorised and classified in many ways – from fine contemporary craft to the vernacular, the utile and that which pays homage to others’ designs. What remains constant, however, is that it emanates from personal identity and the identity of the maker mixing self with story (Leslie 1998). The thesis contributes to the gap in academic marketing literature on microenterprise brand development using the topics of personal narrative, business development, product development, marketing competency/ orientation, and technology use in production and marketing. Additional emergent themes of Microenterprise Social Responsibility, the role of life-work balance of makers parenthood which further ideas of career management in the creative industries are also revealed in the course of this research (see also Summerton 1990; Burroughs 2002; Neilson & Rossiter 2008; McDowell & Christopherson 2009; Banks & Hesmondhalgh 2009). Methodologically, this thesis is hybrid but crucially uses the equipment of story and narrative analysis to offer both insights into practice for the academy and a method that practitioners can use to further marketing development and their brand identity. Through the careful gathering and presentation of various stories – of biography, making and marketing, this thesis presents a current view of craft as created, communicated and exchanged by those working in the field in Scotland today. These case stories act as both informative examples that demonstrate how individual producers create value in their work. The findings are consistent with - but also develop - a maker typology offered by Fillis (1999; 2010) and Burns et al. (2012) thus contributing a methodological and conceptual approach and framework to understand the marketing and branding behaviours of Scottish craft microenterprises (McAuley 1999; Creative and Cultural Skills 2009) but which may also be applied to other types of microenterprise.
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Samoylina, Ekaterina. "Personal Sports Branding in the Digital Age: The Case of Zlatan Ibrahimovic." Thesis, Uppsala universitet, Medier och kommunikation, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-263464.

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The rise of digital media has caused transformations and new phenomena in different fields. In the digital age such branches as personal sports branding and nation branding has acquired new opportunities for development. The research focuses on representation of the personal sports brand of Zlatan Ibrahimovic on digital media platforms and its connection to the nation brand of Sweden. Previous research deals with existing studies on personal branding, personal sports branding in digital media, and nation branding. Theoretical framework includes appropriate concepts and perspectives that guide the analysis such as the TOPSTAR model, theory on types and specialization of personal brands, advertising, cultural branding and the nation brand of Sweden. The study combines different research techniques: quantitative content analysis and semiotics. The data is gathered from official accounts of Zlatan Ibrahimovic on social media outlets such as Facebook, Twitter, Instagram and the mobile application Zlatan Unplugged. Furthermore, the data for analysis is also received from YouTube videos concerning two campaigns: the Volvo XC70 commercial and “805 million names” awareness campaign by World Food Program. The results of the research outline main characteristics of the personal sport brand, show differences in representation of the brand depending on digital media platform and identify the leading attributes of the personal sports brand. The investigation uncovers a connection between the personal sports brand of Zlatan Ibrahimovic and the nation brand of Sweden and shows how the personal sports brand functions on the cultural level. The thesis might be interesting for both researchers and practitioners in the spheres of media and communication studies, personal sports branding and nation branding.
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Coletti, Rojas Francesca. "La marca personal genera engagement dentro de una marca empresarial." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/654550.

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El Internet permitió que las microempresas compitieran en el mercado con las empresas de mayor prestigio, dándoles accesibilidad para conectar de una manera más rápida y efectiva con sus consumidores. Las microempresas se centran en este medio y buscan siempre innovar para seguir conectando con el cliente. El objetivo de la investigación es examinar la marca personal como estrategia comunicacional que permite a las microempresas generar engagement con los consumidores El empresario se conecta con su público objetivo de manera emocional al relacionar la empresa con su propio estilo de vida generando mayor credibilidad y confianza para la empresa. La metodología que se utilizó fue cualitativa, en la cual se realizó un análisis de contenido en redes sociales a través de los comentarios de publicaciones de la compañía Dulce Compañía dedicada a la venta de papelería. Comenzó como empresa digital y fue expandiéndose colocando módulos en los distintos centros comerciales y actualmente cuenta con una tienda. Se analizó el engagement de sus consumidores a través de sus comentarios en su cuenta de Instagram, fue de esta manera que hallamos el tipo de engagement que genera la marca Dulce Compañía, basándose en una conexión emocional con sus clientas al sentirse identificadas con los gustos y preferencias que la dueña muestra a través de la cuenta de Instagram de la empresa.
The Internet allowed micro-companies to compete in the market with the most prestigious companies, giving them accessibility to connect more quickly and effectively with their consumers. Digital marketing had different strategies according to their approach to generate sales. Micro-enterprises focused on this medium and always sought to innovate to continue connecting with the customer. The objective of this research is to examine personal branding as a communication strategy that allows micro-businesses to generate engagement with consumers. The entrepreneur connects with his target audience emotionally by relating the company to his own lifestyle, generating greater credibility and trust for the company. The methodology to be used will be qualitative, in which an analysis of content on social networks will be carried out through the comments of publications of the company Dulce Compañía, which is based on the sale of stationery that began as a digital company and expanded, Placing modules in the different shopping malls and currently having a store, the engagement of its consumers will be analyzed through their comments on their Instagram account.sale of stationery that started as a digital company and expanded by placing modules in different shopping centers and currently has a store, the closeness of its consumers will be analyzed through their comments on their Instagram account, It was in this way that we found the type of commitment that the Dulce Compañía brand generates, identified in an emotional connection with its customers by feeling identified with the tastes and modifications that the owner shows through the company's Instagram account.
Trabajo de investigación
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Radina, Rachel. "Creating a Quality Youth Mentoring Relationship: The Perspectives of College Student Mentors." Miami University / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=miami1280247731.

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Biricik, Aslı Erkarslan Önder. "The role of logo design in creating brand emotion: a semiotic comparison of the apple and IBM logos/." [s.l.]: [s.n.], 2006. http://library.iyte.edu.tr/tezler/master/endustriurunleritasarimi/T000560.pdf.

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Sahti, Rati Bhavna. "Creating an employer brand index." Master's thesis, 2019. http://hdl.handle.net/10071/19321.

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Employer Branding is found to be the most important HR topic in the Netherlands for 2019 (van der Spek & Sylva, 2018). Despite several studies about employer branding little is known about employer branding measuring methods. Also, different definitions of employer branding are brought up in previous studies. This study focuses on analyzing employer branding and its dimensions. The purpose of this study is to create a comprehensive employer branding index (EBI). With this index companies will be able to test their own employer branding reputation. The index will give companies insight into which employer branding dimensions should be enhanced for an improved employer branding reputation. The improvements will consequently lead to attracting potential employees as well as retaining current employees. To develop the EBI, literature has been reviewed to not only define what employer branding is, but also which dimensions potentially are comprised in employer branding. The items of previous studies have been compared and selected based on the chosen employer branding definition as well as the ‘three steps employer branding process’ by Backhaus (2004). After the selection of potential employer branding items, the items were validated by examination through a survey. The survey was held among 102 students, mainly with a Bachelor and Master study background. The outcome of this study is an EBI of 27 items categorized in 9 dimensions.
A marca do empregador foi considerada o tópico de RH mais importante na Holanda para 2019 (van der Spek & Sylva, 2018). Apesar de vários estudos sobre a marca do empregador, pouco se sabe sobre os métodos de medição da marca do empregador e existem definições diferentes de marca do empregador em estudos anteriores. Este estudo concentra-se na análise da marca do empregador e nas suas dimensões. O objetivo deste estudo é criar um índice abrangente de marca do empregador (EBI). Com esse índice, as organizações poderão testar sua reputação de marca de empregador. O índice fornecerá às organizações informações sobre que dimensões da marca do empregador devem ser aprimoradas para melhorar a reputação da marca do empregador. As melhorias levarão a atrair potenciais colaboradores e a reter os colaboradores atuais. Para desenvolver o EBI, a literatura foi revista para não apenas definir o que é realmente a marca do empregador, mas também que dimensões potencialmente compõem a marca do empregador. Os itens de estudos anteriores foram comparados e selecionados com base na definição de marca do empregador escolhida, bem como no 'processo de marca do empregador em três etapas' por Backhaus (2004). Após a seleção dos itens potenciais da marca do empregador, os itens foram validados por exame através de um inquérito. O inquérito por questionário foi realizado a 102 alunos, principalmente a frequentar licenciatura ou mestrado. O resultado deste estudo é um EBI de 27 itens categorizados em 9 dimensões.
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CHIU, YU-HUNG, and 邱郁宏. "Exploring the Taiwanese Small-Scale Rice Farmers’ Marketing Strategy of Creating Personal brand -A Case Study on the Chishang area of Taitung County." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/83f8s6.

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碩士
銘傳大學
企業管理學系碩士在職專班
104
The Chishang area is located at the highest location in the East Rift Valley, which has its unique soil environment, that is why the rice harvested there in Chishang area has a good reputation, and the selling price of the harvested rice has been remained as the highest comparing to other rice farming areas. There is a trading stamp “Chishang R” established by the locals, the participants are required to fill on-field records, and the township office will process an insecticide detection before the harvest and a certificate for qualification will be issued by the township office, and the local rice millers will accordingly purchase the rice with respect to the officially issued detection report. As present, there are about 30 farmers which have registered in the self-farming and self-selling program, those who participate in the self-farming and self-selling program are currently facing some problems such as rice drying, low-temperature storage, milling and packing processes which need some assistances from the local millers, the assistances are often made by charging a certain fee or providing rice for exchange, so that the product quality of those who participate in the self-farming and self-selling program can be ensured. Most of the farmers take contract farming as their operation model, raw rice is directly supplied to the rice millers (without personal brand), but the small-scale farmers who have already owned personal brands would have almost twice of the price differentiation from processing till selling the finished products, and the selling price is higher than the large-scale rice factories, so the investment risks is relatively higher and only a small portion of the contract farming is taken for such business operation. This research is to analyze “the willingness of the small-scale farmers in Chishang area for creating personal brand” and “Factors for successfully creating personal brand”, and three smallholder farmers with no personal brand, four smallholder farmers with personal brands and three local rice millers were interviewd in the April of 2016, and the contents of interview include farming experience, farming area, whether participating contract farming, the identity of small land lord and big tenant farmer, processing procedure, product marketing and the problems of rights and obligations between millers and creating farmers. Based on the above-mentioned interview results, this research provides some important observations and conclusions, most of the residents in Chishang area have the happy-go-luck personality and are quite satisfied with what they have already had, and show only small interests in establishing personal brands, the possible reasons are the aging population in that area, the processing equipment being out of date, the distribution channel and the demand for higher quality by consumers. Moreover, under the situation of the rice eating habiting being altered and the living style being changed due to the cultural influences, there are less and less consumers who are willing to cook in his/her own place, thus the Chishang area mainly focuses on the small-package rice sector for market entry with the anticipation of catching consumer’s eyes. Key words: Taiwanese Small-scale Rice farmers, the Chishang area of Taitung County, Personal Brand
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Yu-HsinWang and 王禹心. "Examining Value Co-Creation Process: A Case of Fashion Blogger to Personal Brand Entrepreneur." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/qx6x4v.

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碩士
國立成功大學
創意產業設計研究所
104
With the Web 2.0 and the emergence of social media, a number of bloggers who share fashion-related content have received recognition from their readers. Previous studies often took fashion bloggers as influencers and market mavens for discussion. A recent phenomenon of bloggers-turned-entrepreneurs indicates that some fashion bloggers have successfully transformed their blogs into personal brands with self-owned platforms for retailing in either off-line or on-line channels. However, the process behind this phenomenon involving co-creation has not yet been fully investigated. Thus, the purpose of this study is to explore the interaction and relationship between bloggers and blog readers through the meaning they co-create which enables the blogger’s personal brand. A qualitative approach enabled this study to gain deeper insight into modern consumer behavior under the realm of social media. Two Taiwanese fashion bloggers who recently launched their personal brands were chosen as case studies. Data collection involved interviews with bloggers and readers: bloggers were interviewed for entrepreneurial behavior and motivation, and blog readers were interviewed for participation activities as well as perception and purchasing behavior of bloggers’ brands. Analysis shows bloggers went through three stages - from amateur blogger to thematic curator to fashion connoisseur. Such a transformation came about as a result of interaction with readers and accumulated resources from the blogging process. Through value co-creation, blogs initially served as a platform for bloggers and readers to coproduce content and construct functional value. With extensive interaction and long-term readership, emotional and experiential values are constructed. Hence, the meaning of the brand is an extension of the accumulated value of the blog. Finally, blogging as a bottomup branding process reflects the empowerment and behavioral changes of modern consumers, who serve as co-authors of the fashion brand.
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Ying-ChengChuang and 莊英成. "The Process of Brand Value Creation: A Case Study of an Industrial Personal Computer Manufacture." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/u3h9d2.

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碩士
國立成功大學
國際經營管理研究所碩士在職專班
101
The majority of the Taiwanese high tech companies are original design manufacturer. The core competence of original design manufacturers is the ability to minimize production cost and maximize production process efficiency. The original design manufacturer has evolved into a mature sector in computer industry. As the competition becomes more intense, and the sector becomes more mature. Taiwanese firms need to consider how to generate momentum for future. Building brand equity is a good approach for Taiwanese high-tech firms. Brand culture is an important element for building a brand. The foundation of brand strategy is the perception of target customer and people foremost. Successfully building a brand requires integrating the consumer psychology with the orientation of cultural value. This study analyzes the case of one of the top industrial computer manufacturer which regards brand culture as the core value of brand positioning and brand strategies. This industrial computer manufacturer's customers with brand loyalty led to their brand equity accumulation, and excellent financial performance on the business development and market shares. This study provides an insight for Taiwanese enterprises that integrating the experience of manufacturing, technologies, Chinese culture and the foreign cultures learned from international business into innovation and creativity can be a formula for success. The most important point is to satisfy the customer based on their real needs as well as the potential spiritual and cultural needs. This study applies case study method to the case company, a most successful industrial computer design and manufacturer. This objective of this research is going to utilize the outcomes that the company achievement to extract the key success factor such as: (1) Establish a Brand Culture; (2) Positioning Brand for Success; (3) Cultivate brand loyalty; and (4) Create the Brand Equity, in the processing brand value creation. Brand value is found to be the combination of three main characteristics: strong customer equity, development of intangibles, and efficient business processes. In addition to the company's tangible products or services produces, brand driven differentiation and perceived value to customers. Brand optimizes three primary processes - product development, supply chain management, and customer relationship management, of any business and the resources that drive each. All are linked tightly together in order to create brand value.
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Branco, Cláudia Alexandra Vicente. "Is digital influencers’ content more effective than your brands’ in creating online brand related content?: The impact of perceptions regarding digital influencers as source of brand content on consumers’ purchase intention of beauty brands." Master's thesis, 2020. http://hdl.handle.net/10071/21785.

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The rise of social media content generated by consumers about beauty products/services has caught the attention of brands from that segment, where some consumers ascended to digital influencers - revealing to be effective in influencing purchase decisions. Considering this, beauty brands started to increasingly resource to influencers with that purpose. The question of whether this content creation by influencers is more effective in generating brand outputs than content created by the brand itself remains unanswered. The purpose of this study is to understand to what extent perceptions regarding digital influencers’ social media content have a stronger impact than perceptions regarding content created by brands in consumers’ both purchase intention and online engagement with the brand. The role of brand attitude was also analyzed in this context. 200 female respondents’ answers were analyzed through a questionnaire. The results showed that perceptions regarding content generated by influencers don’t have a stronger impact than perceptions regarding content created by brands on brand attitude and towards both consumers’ purchase intention and online engagement with beauty brands. However, brand attitude revealed to be positively correlated with both perceptions, also having a significant impact on consumers’ purchase intention and online engagement with the brand, thus, it was generally a strong mediator of effects. Consequently, brands should not replace their own social media content with content created by influencers but work together and include them in their social media strategy.
O conteúdo criado nas redes sociais pelos consumidores sobre produtos/serviços de beleza captou a atenção das marcas desse segmento, onde alguns ascenderam a digital influencers - revelando-se eficazes em influenciar decisões de compra. Assim, as marcas de beleza começaram a recorrer a estes com esse propósito. A questão do conteúdo criado por influencers ser mais eficiente em gerar outputs para marca do que o conteúdo criado pela marca em si permanece por responder. O propósito deste estudo é perceber de que modo as perceções à cerca do conteúdo gerado por influencers tem um maior impacto do que as perceções à cerca do conteúdo criado pelas marcas na intenção de compra e na interação online com as marcas. O papel da atitude em relação à marca foi simultaneamente analisado neste contexto. As respostas de 200 respondentes do sexo feminino foram analisadas através de um questionário. Os resultados mostraram que as perceções em relação ao conteúdo gerado por influencers não têm um maior impacto que as perceções em relação ao conteúdo criado pelas próprias marcas em ambas a intenção de compra e na interação online com as marcas. No entanto, a atitude em relação à marca mostrou estar positivamente correlacionada com ambas as perceções, com um impacto significativo na intenção de compra e na interação online com as marcas, e, no geral, ter um forte efeito de mediação. Consequentemente, as marcas não devem substituir o seu conteúdo com o conteúdo criado por influencers, mas trabalhar em conjunto e incluí-los na sua estratégia.
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Andrade, Alexandra Madeira. "Personal Brand." Master's thesis, 2017. http://hdl.handle.net/10400.6/6673.

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Todas as marcas, sejam marcas de serviços ou marcas de produtos, tentam ser líderes através dos atributos diferenciadores e do valor que transmitem, e as marcas pessoais não são exceção. Logo, é necessário que se identifiquem os atributos que melhor explicam e definem a marca pessoal, assim como o serviço que esta presta, e é através deles o ponto de partida para a promoção da marca, de forma a criar impacto de uma imagem positiva e atrativa. Tendo em conta a importância do fator diferenciação no momento de escolha de um candidato a uma determinada vaga de emprego, é fundamental definir uma estratégia de planeamento e promoção pessoal. Para além de outros formatos, as redes sociais tornaram-se ferramentas para essa mesma exposição da marca pessoal, e é de todo o interesse a sua análise. De maneira a criar uma alavancagem a nível de imagem e posicionamento online, os finalistas de licenciatura/mestrado, os indivíduos à procura do primeiro emprego e os indivíduos desempregados tornam-se o público-alvo do estudo aplicado. É essencial avaliar a importância da criação de marca pessoal para a entrada no mercado de trabalho.
All brands, service or product, try to be leaders through the different attributes and the value that they transmit, and personal brands are no exception. So, it is necessary to identify the attributes that best define it and try to promote the brand, and the service it offers, to create a positive and attractive image. Given the importance of differentiation factor in the moment of choosing a candidate for a job, it is fundamental to define a personal planning and a promotion strategy. In addition to other formats, Social Media have become the tools used for this personal brand exposure, and it is of all interest to analyse them in a way to create leverage image and online presence. The graduate/master's degree finalists, individuals looking for the first job and the unemployed individuals, become the target audience of the present study, to assess the importance of personal branding for entry into the job market.
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Lu, Ya-Hui, and 呂雅惠. "Creating Brand Personality by Celebrity Endorsement." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/79s426.

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45

Gaspar, Tomás Augusto. "Gallo Olive Oil, creating a global brand." Master's thesis, 2015. http://hdl.handle.net/10400.14/17254.

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This case study is based in Gallo, a Portuguese olive oil company, and it is focused on the Internationalization process of the Brand. The case takes place in 2011 when the CEO, Mr. Pedro Cruz, had to make the decision on how to enter the foreign markets identified as priority. Two options were taken into consideration based on the global standardization/local adaptation dichotomy. The answer is the result of a thorough study both on the company and the consumer side. The global olive oil industry was analyzed to identify how the current situation and the emergent trends will shape the industry in the following years. Based on that, several frameworks were used to establish the position of Gallo’s Brand in the global panorama and to define the proper strategy in terms of Brand Management.
Este estudo de caso é baseado na Gallo, uma empresa Portuguesa de azeite, e está concentrado no processo de Internacionalização da marca. O caso passa-se em 2011 quando o CEO, o Dr. Pedro Cruz, teve que tomar a decisão de como entrar nos mercados estrangeiros previamente identificados como prioritários. Foram tidas em consideração duas hipóteses baseadas na dicotomia entre estandardização global e adaptação local. A resposta é o resultado de um estudo minucioso tanto no lado da empresa como no consumidor. A indústria global de azeite foi analisada para ser possível identificar como a é que situação atual e as tendências emergentes irão moldar a indústria nos próximos anos. Tendo isso em conta, foram usadas várias matrizes para estabelecer a posição da Marca Gallo no panorama global e definir a estratégia apropriada em termos de Gestão de Marca.
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46

Raditschev, Laura. "Is Lancôme perceived as a co-creating brand in Germany and how can the brand leverage on brand value co-creating to engage with consumers?"." Master's thesis, 2018. http://hdl.handle.net/10362/51784.

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The purpose of this Work Project was to explore whether the high-end beauty brand Lancôme is perceived as a co-creating brand in Germany and how it can leverage on brand value co-creation to engage with its consumers. Two studies based on qualitative in-depth interviews with highly interested beauty consumers and with Lancôme managers from Germany were conducted. The research demonstrates that consumers and managers have a different perception of co-creation and that Lancôme is not perceived as a co-creating brand by German consumers. Thus, the insights of this Work Project may assist Lancôme managers in understanding how to engage with consumers by using co-creation.
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Hsu, Ya-Chun, and 許雅君. "Creating a Brand Identity System for Taiwan Coffee." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/14626655004714729116.

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碩士
中原大學
商業設計研究所
101
During the past century, influence from the west has nurtured numerous coffee brands and thousands of coffer lovers in Taiwan. However, significant improvement can be made for. Taiwan coffee brands to be more unique. Research findings from this study showed that coffee brands in Taiwan are in need for consistency in brand building. Currently, neither graphic design, nor marketing communication of most brands have left any meaningful impression in the minds of the consumer. This study will therefore build a brand for Taiwan coffee with focus on graphic design. This project starts with analyzing worldwide coffee market, followed by analysis of Taiwan coffee market. Identifying key domestic players in the Taiwan market, and cross compare them with international brands in terms of brand background, naming, logo design, visual identity system. These information are then utilized as a basis for the new coffee brand design. Taiwan marketers have yet come to grips with the fact that esthetics is part of the marketing efforts. Through analyzing competitors and their logo designs and communications, it is apparent that how a brand communicates with its visual identity system to occupy a position in consumer's mind requires thorough considerations and studies. This project attempt to create a completely new brand for Taiwan coffee, differentiating itself from positioning to naming with all local brands. The objective is also to connect to consumer with consistency in visual communication, in order to elevate Taiwan coffee branding to a new level.
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Huang, Ren-Chieh, and 黃仁杰. "Personal Orientation towards Luxury-Brand Consumption." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/bua2y8.

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碩士
東吳大學
企業管理學系
96
According to the papers which discuss about the luxury brand consumption, most of these discuss the buying intention about “buying to impress others” .On the other hand, there are few papers to discuss the issue about the impact of personal orientation on luxury-brand consumption, especially not for Taiwanese sample. In this study, the sample is the Taiwanese who had the experience buying the luxury brand, and adopted the convenience sampling . In the process , we also use the SPSS 12.0 and LISREL 8.5 for statistic tool to analyze the confidence , Confirmatory Factory Analysis (CFA)and Structural Equation Model(SEM). This study discusses the relationship between independent self-construal and the five constructs include self-directed pleasure , self-gift giving , congruity with internal self, quality assurance and extended self . Further, this study discusses that If the five constructs affect the Personal oriented on luxury-brand consumption. In the end, this study prove that independent self-construal have relationship with the five construct .Besides, Self-gift giving , Quality assurance and extended self also effect the personal oriented on luxury-brand consumption.
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Cheng, Tung-Sang, and 鄭冬生. "Innovative Design, Creating Brand Value:MOMAX as a Case Study." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/f8urf8.

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碩士
國立清華大學
高階經營管理深圳境外碩士在職專班
106
Design is valuable. Enterprises create value through design, and design innovation can make brand new, full of vitality, can be in homogeneous competition in the same industry to maintain unique, with brand innovation marketing strategy, more can be in the changeable complex market in the sudden Ying, the innovative design for specific products or applications to convey to consumers, so as to create effective market value. This research is a case study method, for enterprises in the rapid changes in the market, if through insight into the trend of x potential, grasp the opportunity, bold and shabby, the use of design innovation, model innovation, and ultimately lead the team to become a consumer chasing stick love the most valuable brand enterprises. The study found that: in the era of global market, it is no longer the ability of European and American enterprises to create multinational brands. Asian enterprises, especially mainland China's brand enterprises through the opportunities of the Internet, by virtue of the great market demand, the advantages of product innovation and marketing creativity, can also build brand new, and to win global consumer recognition and love. This research thinks: design innovation is very important, the key is the vision and courage of the team leader, the design is full of love and perseverance, but also to show the courage and the spirit of adventure, but also need a strong implementation, so that will establish the unique brand and charm, and gradually in the minds of consumers to form the brand value, in order to create an extraordinary business results. Key words: Design innovation, brand value, Chinese brand, Hong Kong brand, internet marketing, case study.
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Avery and 陳晉興. "The Internet Entrepreneurial Strategy for Personal Brand." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/76903447957737072902.

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碩士
實踐大學
企業創新與創業管理研究所
98
Due to the popularity and versatility of the Internet, it has become a fundamental utility for everyday life, as well as an important platform for entrepreneurs. There are numerous examples of successful models for creating personal brands through instant access to this expansive marketplace. Despite many success stories reported in the media, there are few comprehensive studies of methods used. The aim of this study was to analyze the primary features of a successful e-business in terms of the internet marketing, e-commerce, and innovations. The investigation is based on literature review and case study research. The results suggest that instead of customer value proposition, the key to focus is to improve core capability and resource distribution while satisfying customers and increasing revenue. After analysis, the Personal Strategy Chart for Internet Entrepreneurial was developed. It includes capability, value creation, customer value, profit and operation for the five construct to assess Internet business opportunities. It was found that the differential value created by entrepreneurs and the creation of two different marketing methods added customer value. Real cases were combined into the Personal Strategy for Internet Entrepreneurial Evaluation Form to assist individuals in choosing entrepreneurial business models for implementation and continuous modification on the Internet.
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