Academic literature on the topic 'Famous Brands'

Research studies and the review of academic literature has found that strategic leadership had a direct impact on organisational climate, and that climate in turn accounted for nearly one third of the financial results of organisations (Goleman, 2000). The conclusion from research conducted across 13 industries established that over a 20 year period, leadership accounted for more variations in performance than any other variable (Northouse, 2006). This thesis confines its research to a case study on Famous Brands. Famous Brands is currently one of Africa’s leading Quick Service Restaurant and Casual Dining franchisors and is also represented in the United Kingdom. The Group also has a manufacturing arm and supplies its franchisees, the retail trade and the broader hospitality industry with a wide range of meat, sauce, bakery, ice cream, fruit juice and mineral water products. At the time when the company’s name changed from Steers Holdings to Famous Brand in 2004, Kevin Hedderwick was appointed as Chief Operating Officer. The research examines how Kevin Hedderwick has exercised strategic leadership and thereby influenced Famous Brands’ performance. Hedderwick displays qualities, attributes and behaviours that are characterized by the phenomenon of “strategic leadership”. A quantitative analysis of Famous Brands financial performance (between 2005 and 2009) was undertaken. Further qualitative descriptions were used to further give meaning to the financial results. The success experienced by Famous Brands since Hedderwick’s appointment, seem to suggest that strategic choices and initiatives have been met with great success. The research is presented in the form of a case study that can be developed into a teaching case to be used in the classroom to illustrate the exercise of strategic leadership. The researcher explored a qualitative research framework by collecting and assimilating data from available documentation, and from a formal interview that was conducted with Mr Hedderwick. Information was also obtained from interviews that were conducted with other senior executives and influential personnel. This research concludes that the success of organisations is dependent on the interventions of a strategic leader who displays a specialist set of skills and behaviours. These strategic leaders have the ability to successfully influence their employees, thereby creating an enabling environment for the implementation of their strategic choices.

The primary objective of the study as contained in this thesis is the discussion of the approaches to dilution taken by the legal systems of the European Union and South Africa. Although a comparative methodology is employed the discussion grounds the separate development of the anti-dilution provisions in both systems first before discussing comparisons and diverging approaches (should they exist). As a result of the South African anti-dilution provisions being relatively new, there exists a lot of overlap between the approaches in the United Kingdom, European Union and South Africa. Dilution both as a concept and a reality remains controversial as both the courts and commentators grapple with how it fits within greater Trade Mark law. The relationship between traditional infringement and dilution is equally contentious as questions continue to be asked about the relevance of the anti-dilution provisions when traditional infringement already exists and is effective. A question that is constantly asked is: can there be infringement without confusion? Equally contentious is the issue of whether a parody exception should be introduced in Trade Mark law even though there is minimal litigation around the issue of parody and dilution.

碩士<br>國立雲林科技大學<br>企業管理系碩士班<br>95<br>The phenomenon of imitation of trademark has been globally extravagant in recent years. Such imitation acts often take place especially in Asian region for the purpose of enabling new brands to rapidly appeal to consumers; thus, the purpose of this study is going to explore following issues (1) whether imitation leads to negative impact on famous brands? (2) Generally speaking, consumers easily approach brand names and slogans via advertisement and commercial encounters; whether imitations on brand names and slogans result in different effects on new and famous brands? (3) Whether the effect of brand dilution appears in famous brands when new brands mimic famous brand names? (4) What benefits new brand obtains from imitation? (5) Whether positive effect will be caused on both of new and famous brands when the former adopts commercial slogan similar to the latter? and (6) whether the level of similarity of products of new brands and famous brands influence the effects of imitation? This study creates situation of imitations of brand names and slogans; and develop questionnaire to investigate the relationship between new brands and famous brands. This study uses between-subjects factor experimental design, and research variables incorporate imitation of trademark and similarity of product. The imitation of trademark consists of similarity of slogan, reverse brand name spelling, and similarity of brand name. Further, Trustme and Lexus were selected in this study owing to the result of pre-test. Participants were divided into two groups. One was engaged in test of similarity of slogan; the other involved in imitation of brand name. Use questionnaire to test beliefs, attitudes, purchase intention, and reaction time. The sample includes college students and graduate students, and the research adopts convenience sampling. The valid number of sample was 470 approached from internet questionnaire. The findings of this study suggest that when similarity of products is low, the imitation of slogan has a stronger effect on both of new and famous brands; moreover, the effect of low similarity of product is superior to that of high similarity of product for new brands. Reverse brand name spelling leads to stronger effect on new brands, especially under situation of high similarity of products, but it also leads to brand dilution to famous brands. Similarity of brand name generates positive effect on new brands; besides, in such situation the effect high similarity of products is greater than that of low similarity of products; there is no effect on famous brands. For new brands, the adoption of reverse brand name spelling is superior to that of similarity of brand name. Furthermore, the adoption of reverse brand name spelling leads to greater brand dilution to famous brands than the adoption of similarity brand name does.

碩士<br>中國文化大學<br>國際企業管理研究所<br>98<br>World Customs Organization estimates that counterfeit products for 5%-7% of global merchandise trade. Equivalent to the brand loss of 512 billion dollars. And the counterfeit products of global merchandise trade income increased year by year. Counterfeits make serious economic problems. Counterfeits harm legal firm and bring huge economic benefits, relatively low risk and crime. It came with the drug, arms and people trafficking. It can only reduce consumer purchase intentions for counterfeit goods to prevent counterfeiting. This study is based on the theory of planned behavior to explore consumer attitudes toward counterfeit goods, thereby affecting purchase intentions, and interactions between the variables produced results. The samples of this research were collected from the normal consumers. 360 research questionnaires were spread out, and the valid samples are 347 (96%). Results of the study showed that normative susceptibility, information susceptibility, personal gratification, brand consciousness, brand reputation and consumer attitude towards counterfeit goods among the negative relationship. value consciousness and consumer attitudes toward counterfeit goods is a positive relationship. The study found that counterfeit goods consumer attitudes between purchase intentions and the variables have mediating effect. In conclusion, this research provides several suggestions for management and academic research.

碩士<br>大葉大學<br>國際企業管理學系碩士班<br>99<br>In the study, our main object is to discuss (1) the effect of initial parent brand equity on consumer’s brand extension attitude, (2) the effect of category fit on consumer’s brand extension attitude, (3) the effect of image fit on consumer’s brand extension attitude, and (4) the effect of consumer’s brand extension attitude on initial parent brand equity. This study could help the dealer in sport industry to understand how to increase consumer’s purchase intention. This study adopts Structural Equation Modeling (SEM) to examine our model, in order to explore whether there is a correlation between each variables or not, we aimed at the consumers who lives in Taiwan and China (they have the experiences to purchase the well-known brand sports shoes) to survey. We total send 240 questionnaires out. The results of study indicated that there is a positive relationship between initial parent brand equity and consumer’s brand extension attitude, there is a positive relationship between category fit and consumer’s brand extension attitude, there is a positive relationship between image fit and consumer’s brand extension attitude, and consumer’s brand extension attitude provides a positive influence on initial parent brand equity. Key Words: category fit、image fit、initial parent brand equity、consumer’s attitude toward brand extensions 、final parent brand equity

碩士<br>中原大學<br>商業設計研究所<br>101<br>Logos not only have the main power to launch all the all the visual design elements of CIS but also are the core of them.When designing a proper logo, it is necessary to make it easily identified and become a symbol of the company or brand. Industry attributes should be concerned and showed through shapes and colors. In order to precisely acquire the influence of industry attributes on logo design, a questionnaire survey was conducted in this study to obtain data on how a particular industry attribute reflects its particular brand personality through a brand logo.The purposes of this research are as follows:（1）to understand college students’ perception of brand personalities and industry attributes of world-famous brands’ logos;（2）to explore how a particular industry attribute reflects its particular brand personality through a brand logo; and（3）to analyze how a brand logo uses shapes and colors to express its particular industry attribute. The results of this research are as follows: 1. Regarding brand personality, logos of electronics brands chiefly show “competence”, while those of FMCG brands chiefly show “sincerity”, those of automotive brands chiefly show “competence” and “sophistication”, and those of financial services brands chiefly show “competence”. Logos of automotive brands get high degree of recognition in all the five dimensions of brand personality. 2. Regarding the perception of industry attributes, logos of electronics brands are also considered suitable for internet services, computer software, business services, etc. Logos of FMCG brands are also considered suitable for beverages, restaurants, home furnishings, etc. Logos of automotive brands are also considered suitable for business services, luxury, transportation, etc. Logos of financial services brands are also considered suitable for business services, internet services, media, etc. 3. Regarding the shapes of logos, most of world-famous brands design their logos with letters and keep them simple. 4. Regarding the colors of logos, there are some differences in the brand personalities that the logos performance among different industry attributes. Strong colors are mostly chosen as logos’ standard colors, which less than to two colors, so as to to make a deeper impression on the consumers.

碩士<br>中國文化大學<br>新聞研究所<br>95<br>In Taiwan, there are more and more international brand high-quality goods agencies established, subsequently observes the present brand handbag's stream by Taiwan feminine consumers, and that is this research taking it as starting point. And then, by proposing some questions attempts to figure out what is the motive and demand that the feminine consumers use the brand handbag's ? And from their deeply thoughts to understand what the explanatory relation among them and logos. As well as how do they operate the logo marks in the social life ? Whether they want to transmit some kind of messages because of the social meanings of brand logos? Finally, from understanding the thoughts of the feminine consumers about the popular stream and the consumptive appearance to discuss the interaction relations between these people and the high-quality goods logo marks, and how is the interpretation from their deeply mind practiced into the social activities. In the theories part, the research takes Peirce’s semiotic triangle interaction relations argument understood that the interpretation among the feminine consumers and the things and brand logos how to interact and what was the cause of the relations. And the symbolic consumption concept which proposed by Baudrillard in “the System of Objects” to discover the structural relation between the consumers and the objects, including the paradox. For figuring out the psychology and the motive of feminine consumers by unifying the feminine psychological special characteristic argument and the popular cultural correlation theories to carry on the analysis. The research adopts the in-depth interview of the Qualitative Research and the quasi-structure questionnaire to gather the materials. The respondents of the research divides into married, the unmarried female and female students, from the three kind of tribal groups to find the differences of their interpretations and the interaction with logos. Results of the research demonstrate the unmarried feminine office worker is situated between the married feminine office worker and between the female student in many viewpoints, on the one hand they care about brand logoss to bring the value added in the work place and the important social occasion for oneself. On the other hand they care about using brand handbags whether could bring some benefits added for external image of oneself. However, narrower diacritical space and the stream of brand tends to popular, the feminine consumers are also feeling the unprecedented concealed worries, therefore, a new interpretation and distinction viewpoint is occurring, the traditional brand value also carries on horizontal transformation in the present consumption society, but no longer the difference of vertical social stratum. Key words: feminine consumer, symbolic consumption, symbolic interpretation, brand logo, brand handbags

碩士<br>龍華科技大學<br>企業管理系碩士班<br>106<br>The purpose of this study was to investigate whether customized services, brand image, and perceived value influence consumers’ purchase intentions and whether brand image and perceived value act as mediators between customized services and consumers’ purchase intentions. This study was conducted using the online questionnaire from March 11, 2007 to April 15, 2007, targeting at the people who used NIKE sports shoes. A total of 336 copies of the questionnaire were collected and analyzed by SPSS 18.0 statistical package software, including descriptive statistical analysis, reliability and validity analysis, correlation analysis, regression analysis, and variance analysis. Results show that (1) Customized services have a significant positive impact on brand image; (2) Customized services have a significant positive impact on perceived value; (3) Brand image has a significant positive effect on consumers' purchase intention. (4) Perceived value has a significant positive effect on consumers' purchase intention; (5) Brand image has a complete mediating effect between customized services and consumers' purchase intention; (6) There is a complete mediating effect between customized services and consumers' purchase intentions.

碩士<br>國立雲林科技大學<br>企業管理系<br>103<br>National economy has been developing rapidly since Chinese economic reform in 1979. In recent years, Taiwanese enterprises successively invest in Mainland China. Among them, some succeeded and some failed. HeySong, an old and famous brand in Taiwan, turned to China. However, its investment did not go well. Why HeySong succeeded in Taiwan but failed in China? Is there any problem in the process of decision making? What is HeySong’s next step? The above questions are what the study is going to discuss. At first, the study clarifies the beverage marketing environment in China. After that, the study discusses what problems and difficulties HeySong may encounter when entering Chinese market in order to find the solutions and provide suggestions. The study hopes to achieve the following purposes: 1. Analyze the beverage market in China, and understand the current development tendency in Chinese market. 2. From HeySong’s point of view, discuss the strategies of entering Chinese market in order to understand the current situations of HeySong in Chinese market. 3. Find out the problems and the solutions when HeySong entering Chinese market in order to help other enterprises which are willing to enter Chinese market. The study uses case analysis, in-depth interview and field observation to collect the information needed. After analyzing, the study finds that if HeySong wants to make a breakthrough in Chinese market, it should change its strategy and entry mode. The study also thinks HeySong could use joint venture, strategic alliance, authorization or encircling the cities from the rural areas to continue investing in Chinese market. In these ways, HeySong could reverse the disadvantage situation.

This diploma thesis deals with trade marks with reputation materia as a subgroup of trade marks connected with greater protection. First parts of this thesis are dedicated to an introduction to the trade mark law, in particular the inclusion of trade mark law in the legal system, principles governing this branch of law description and especially familiarization with the Czech trade mark law sources through an enumeration of the individual regulations, along with their significance. Parts three and four then are focused on the concept of trade mark with reputation and the specifics analysed also by comparison with the famous trade mark, because these two concepts are united in their development, which is also described. In the fifth part, the concept of luxury brands is described for the purposes of this thesis, where importance of reputation for luxury brands is covered through luxury brands characteristics analysis, and expanded in the context of individual court decisions, not only the European institutions. The final part of this thesis presents selected decisions relating to non-traditional trade marks as they constitute a higher level of protection, even though at different level, and thus they are related to the concept of reputation, especially in the context of trade mark law trends that will be...