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Dissertations / Theses on the topic 'Strategic Brand Management'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Hanna, S. A. "Strategic place brand management." Thesis, Bangor University, 2011. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.568782.

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The aim of the present study is to contribute to the theory and practice of place branding by gathering insights into place branding processes and developing a model based on those insights. The primary theoretical background and concepts for this study consist of place branding theory, brand theory, stakeholder theory, and place regeneration. Using earlier research into place branding theory and models of place branding processes the study builds a multi-level conceptual model of strategic place brand management. Existing place branding models take different perspectives on the branding proce

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2

Nováková, Tereza. "Pilsner Urquell Strategic Management and Brand Building." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16625.

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The thesis is divided into nine chapters. The first three chapters deal with theoretical background, which forms the basis for the following six chapters of the practical part. The first chapter is devoted to definitions of basic concepts such as brand, product and brand relationship, it also describes the basic elements of the brand. The second chapter deals with two key concepts of strategic brand management - brand identity and value concept. The third chapter focuses on the process of strategic management and benefits of a strong brand for both businesses and consumers. Chapter ends with a

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M'zungu, Simon David Munyaradzi. "SME Brand Management: Strategic and Operational Perspectives." Thesis, Griffith University, 2013. http://hdl.handle.net/10072/367331.

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Corporate brands are widely accepted as valuable intangible assets of organisations, which require competent management to create and safeguard their equity. There is a large body of corporate branding literature, which is fragmented along several disciplinary domains and biased towards large organisations. While the economic contribution of the small-to-medium enterprise (SME) sector in both emerging and developed economies is recognised, corporate branding research has neglected this sector. SME corporate brand management research could enhance the economic efficiency of the sector. However,

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4

Natorina, A. O. "Brand management cognition." Thesis, Tkachov O.O, 2016. http://essuir.sumdu.edu.ua/handle/123456789/47016.

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Today, the commodity marketplace is flooded with various brands. The requirement of the seller’s brand to stand out among other parallel brands is crucial. Hence, there is a fierce competition among the sellers to make their products or services stand out in the market, thereby winning new consumers and retaining the existing ones. At times, it even leads to diverting the consumers following other brands to the seller’s brand. To remain competitive in the marketplace, strong brand management is required.

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Sedláková, Zuzana. "Strategické řízení značky AXE." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-9121.

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The thesis analyses marketing strategy of Axe brand which belongs to portfolio of brands of Unilever. Theoretic part contains basic information about issues connected to brand such as it's importance, basic concepts and building brand's value. Particular sections include the questions of marketing management and marketing mix. The aplicational part introduces the market od deodorants and basic trends on this market. This part describes the strategy of Axe in Czech Republic and the market where the brand is struggling it's position for. Attention is given to marketing activities in 2006 - 2007

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Håkansson, Per. "Beyond private label : the strategic view on distributor own brands." Doctoral thesis, Handelshögskolan i Stockholm, Centrum för Konsumentmarknadsföring (CCM), 2000. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-627.

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During the past two decades something fundamental has happened to the relationship between manufacturers and distributor organisations in many European countries. Within a number of product markets, distributors have launched their own products, forcing manufacturing companies to compete with shelf space owners in addition to the "traditional" competition with other manufacturers. Theoretical and empirical findings regarding Distributor Own Brands (DOB’S) offer us a number of explanations of the differences between national markets and product categories in terms of DOB penetration. However, m

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

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

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Steenekamp, Hendrik Stephanus. "Strategic brand management in a growing and innovative specialty chemical industry / by H.S. Steenekamp." Thesis, North-West University, 2008. http://hdl.handle.net/10394/2317.

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Davari, Arezoo Sadat. "Goodbye Seems to be the Hardest Word: Investigating Why, When, and How to Delete Brands." Thesis, University of North Texas, 2016. https://digital.library.unt.edu/ark:/67531/metadc862876/.

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Branding dates back to centuries ago when traders were trying to distinguish their products from others in order to promise a higher quality to their consumers. Today, brands are considered as intangible resources that can have a significant contribution to the firm performance. Based on the Resource-Based Theory (RBT), valuable, rare, inimitable, and non-substitutable brands are strategic resources that create superior value and play a key role in achieving a sustainable competitive advantage over rivals. In the process of developing and maintaining strong brands, brand managers constantly

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Gerlach, Anna, and Joana Witt. "Sustainability in the Context of Strategic Brand Management : A Multiple Case Study on the Automobile Industry." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-19007.

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During the last decades the importance of sustainability has steadily increased and nowadays, sustainability is not only a governmental responsibility any more. Besides the concept of sus- tainability, the field of brand management has gained more relevance in the last decades as well. Today, companies invest large amounts of money in the development of their brands. Considering the increasing importance of both concepts, the question for a combination of these two concepts arises. As the potential of sustainability in the brand management research field is not exploited to date and the focus

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11

Pfrang, Dominique C. [Verfasser], and Karl-Werner [Akademischer Betreuer] Schulte. "Property brand management - applying causal analysis to develop a strategic management tool for office property brands / Dominique C. Pfrang. Betreuer: Karl-Werner Schulte." Regensburg : Universitätsbibliothek Regensburg, 2015. http://d-nb.info/1074285921/34.

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Pyper, Keith. "Investigating the impact of strategic brand management on export performance in the B2B context." Thesis, University of Strathclyde, 2018. http://digitool.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=29530.

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Janečková, Barbora. "Corporate identity a corporate image značky PRIM." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11719.

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The master thesis named "Corporate identity and corporate image of PRIM" analyses the current position of brand PRIM on the watch market in the Czech Republic whereas the main focus is on the description of its corporate identity elements and the brand management strategy. The thesis consists of two main parts - theoretical and practical. The theoretical part defines the concept of corporate identity, corporate image, as well as strategic planning and strategic brand management. The practical part comprises of the ELTON firm's presentation and analysis of the Czech watch market including the d

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Šenková, Kateřina. "Rozvoj strategického řízení značky za účelem posílení loajality zákazníků." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443012.

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The diploma thesis deals with strategic brand management. Analyzes the brand of both internal and external pesrpectives and presents a comprehensive analysis of the company’s brand. Factors influencing the customer loyalty and their importance in terms of the actual client perception, that serve as starting points for the proposal part, are identified. Main intention of these part is to create proposals for the development of a brand in accordance with the strengthening of a customer loyalty and with the recommended procedure of action for the future.

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Čeřovský, Michal. "Řízení značky." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16821.

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The Thesis shows theoretical approaches of brand management and compares it with best practices used in international and czech companies. There is a picture of brand management impact of brand management into consumption behaviour of university students in Czech republic documented by own desk research.

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Lhotáková, Markéta. "Positioning as a Strategic Marketing Planning Tool." Doctoral thesis, Vysoká škola ekonomická v Praze, 2001. http://www.nusl.cz/ntk/nusl-77135.

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Positioning is an important tool of marketing planning and brand building on the market. Positionig is a streategy that helps marketers to differentiate the brand from those of competition and creaete unique brand perception in minds of target consumers. In a proces of positioning development four core elements must be defined and analyzed -- target consumer, unique consumer benefit which brand offeres to the target consumer, brand and its brand equity and competitors from whom we want to differentiate the brand. In my dissertation I address both, theoretical attitudes toward positioning and i

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Kakeesh, Dana. "The impact of strategic airlines alliances on brand management practices : the case of Royal Jordanian Airlines in Oneworld Alliance." Thesis, University of York, 2016. http://etheses.whiterose.ac.uk/13050/.

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The trend over several decades towards the creation of global brand alliances in the highly competitive airline industry is likely to persist. However, few academic studies consider how such horizontal brand alliances have been achieved and even fewer analyse their creation and maintenance from an individual company’s perspective. Furthermore, current studies are largely derived from a western management perspective: little work has been done in the Arab world or the Arabian airlines apart from recent studies of Gulf carriers. This thesis adds to this small body of work by examining Royal Jord

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Erkander, Malin, and Astrid Sjunnesson. "Employer Branding : A faddish way of labeling operations or a valuable contribution to HRM?" Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-199514.

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Employer branding has become an increasingly popular subject among practitioners. In order to gain competitive advantage it is claimed that companies should hold the best employees. However, in this thesis it is argued that the purposes of employer branding and HRM are strikingly alike, since they both aim to attract and retain employees. Earlier research lacks to explain how companies work with employer branding. Therefore, it is reasonable to wonder how employer branding is practiced and whether employer branding contributes something of value to the company, especially to HRM. Thus, the pur

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Edwards, Remi A. "How Organizations and Their Brands Leverage Marketing Partnerships to Enhance Their Success: The Guidelines to Navigating Both Reaffirming and Repositioning Strategic Partnerships." Scholarship @ Claremont, 2019. https://scholarship.claremont.edu/cmc_theses/2042.

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Understanding the different factors, influencers, and outcomes that form a successful brand partnership allow for marketers to make informed decisions that benefit their company. This paper provides a comprehensive review of the literature regarding partnership marketing and issues a set of guidelines for marketers to strategically market their brand by way of collaboration. With two distinct strategic frameworks, reaffirming partnerships and repositioning partnerships, this paper seeks illustrate the efficacy of brand collaboration and how to achieve success based on varying brand goals.

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Harding, Andreas. "Exploring brand identity practice in video game start-ups : Industrial Marketing." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74485.

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The video game industry is a rapidly growing industry due to technology advancements andhas made video games to a mass phenomenon. The diffusion of today’s technologies has created and expanded the video game market, both demographical and geographical, which has attracted more customers and increased the intensity of the competition. Companies in the industry have to professionalize their marketing processes and business strategies in a moreflexible and quickly fashion than before to be able to stay competitive. An overcrowded market with thousands of products released every year creates prob

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Klepáčová, Veronika. "Vnímání značky Palmex na trhu pracích prostředků v ČR." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11002.

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Brand is the part of economy. It is an expression of unrepeatibility. Distinguish product from commodity as well as from other competing products or services. At present marketing managers have to solve many problems that are in connection with decreasing importance of brand in the eyes of consumers. They think that all brands from various producers are similar, they have the same quality and don't make differences. It names as brand erosion. We have to provide consumers some added value, built competitive advantage and differ our brand from other brands to find specific place in the mind of c

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Öhman, Beatrice, and Emma Gustafsson. "Kompetensförsörjning till tjänster som kräver spetskompetens : Fokus på kommunal verksamhet belägen på landsbygden." Thesis, Högskolan i Skövde, Institutionen för handel och företagande, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-18570.

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Syfte: Syftet med uppsatsen är att öka förståelsen för hur en kommunal verksamhet på landsbygden, belägen nära en större stad, kan attrahera och behålla individer med spetskompetens. Detta då det råder kompetensbrist och demografiska förändringar. Vidare avser uppsatsen att undersöka vilka faktorer som kan påverka kompetensförsörjningen samt hur möjliga och befintliga arbetstagare uppfattar dessa. Med faktorer menas exempelvis belöningar, förmåner eller verksamhetens kommunikation med omvärlden. Teoretisk referensram: Den teoretiska referensramen bottnar i begreppen spetskompetens och kompeten

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Tavares, Leandro Domingos. "Diretrizes para gestão de marca (“branding”) em organizações brasileiras: resultado de pesquisa de opinião com especialistas." Universidade Federal Fluminense, 2016. https://app.uff.br/riuff/handle/1/4514.

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Submitted by Joana Azevedo (joanad@id.uff.br) on 2017-09-11T13:56:09Z No. of bitstreams: 1 Dissert Leandro Domingues Tavares.pdf: 1640183 bytes, checksum: 7a65c5817c31153bc4f6d01213c151e5 (MD5)<br>Approved for entry into archive by Biblioteca da Escola de Engenharia (bee@ndc.uff.br) on 2017-09-18T14:05:40Z (GMT) No. of bitstreams: 1 Dissert Leandro Domingues Tavares.pdf: 1640183 bytes, checksum: 7a65c5817c31153bc4f6d01213c151e5 (MD5)<br>Made available in DSpace on 2017-09-18T14:05:40Z (GMT). No. of bitstreams: 1 Dissert Leandro Domingues Tavares.pdf: 1640183 bytes, checksum: 7a65c5817c31153bc4

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

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

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Miggou, Olga. "A strategic enquiry into the holistic nature of corporate identity to enable its systematic control." Thesis, De Montfort University, 2012. http://hdl.handle.net/2086/7669.

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This is an unconventional study, which addresses the thematic field and the esoteric nature and essence of Corporate Identity. The thesis concentrates in the understanding of Corporate Identity aiming towards an holistic explanation of the concept appropriate for practical multidisciplinary use. It proposes a systematic methodology and establishes a design practitioner perspective, which aims at reliable co-ordination and control of Corporate Identity operations. The methodology to structure the literature A Strategic methodology of questions was developed to operate as a research methodology,

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Liu, Tan-Ya. "International Brand Management of Taiwanese Companies." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-10802.

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Nowadays business environment becomes more and more competitive; companies are forced to enhance their position through strengthening of their marketing strategies and brand management. To build a brand and to develop brand management is a huge challenge for Taiwanese original design manufacturers (ODMs) or original equipment manufacturers (OEMs) as they focus more on contract manufacturing. The thesis identifies main strength and weakness of Taiwanese original design manufacturers (ODMs) or original equipment manufacturers (OEMs). Moreover, the study focus on the path and development of Taiwa

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Novotný, Petr. "Strategie brand managementu ve službách." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113348.

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Modern approaches to the theory of service. Specifics of brand management in services. Selection of the subject and product portfolio analysis of services. Proposal of strategy for the spread of selected brand product line services.

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Holasová, Kristýna. "Strategie brand managementu ve službách." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193761.

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This thesis deals with the brand programmes functioning in the Czech Republic. The first part contains basic theoretical brand management grounds, marketing research and its plan creation. Furthermore there are analysed particular brand programmes on the European, national and regional level in the thesis. The following part is marketing research which is concerned with the respondents' consumable behaviour, European brand programmes knowledge and popularity of the Poutnik brewery. The final section presents recommendations whether to seek gaining the brand and proposals for disseminating prot

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Csiriková, Kateřina. "Brand management vybrané značky." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-136222.

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Thesis deals with identity and brand management of the brand Garnier, which belongs to the company's portfolio of L'Oréal. The aim is to show options, how to improve the loyalty of customers to this brand. In practical part is analysed the Garnier brand by the determination of its identity, marketing mix and SWOT analysis, which is afterwards used as a background for the primary research. The primary research has the goal to find out the image of the brand and the rate of customer's loyalty. In conclusion there are suggested the changes in Garnier's brand management.

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Vacovský, Josef. "Strategický brand management z pohledu mediální agentury." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-9428.

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Main point of this work is to describe known aproaches to strategic brand management and to implement this aproaches on the real data from automotive industry. This whole topic is analyzed from media agency point of view.

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Daly, James. "Brand management vybrané značky." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-234354.

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Cilem teto diplomove prace je zamerit se na predmet ktery se tyka rizeni znacky (branding). Primarnim cilem je shrnout problematiku rizeni znacky a nasledne aplikovat dosazene poznatky o vybrane znacce pusobici na ceskem trhu v prumyslu onlinovych hudebnich prehravacu. To znamena vyhodnoceni analyticke casti, ktera popisuje stavajici strategii rizene znacky a jeji soucasnou situaci na trhu. Zminene vyhodnoceni znacky vychazelo z prehledu teoretickych ramcu a jejich strategickych moznosti obsazenych v teoreticke casti. Nasledne jsou navrzeny pripadna doporuceni, ktera nabizi strategicke moznost

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Titlbachová, Klára. "Analýza marketingové strategie značky Telka." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-2585.

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Práce analyzuje marketingovou strategii značky Telka společnosti Opavia-LU. Teoretická část shrnuje poznatky o strategickém řízení, nástrojích marketingu a budování hodnoty značky. Aplikační část obsahuje analýzu vnitřního a vnějšího prostředí značky Telka, dále analýzu marketingové strategie do roku 2007 a důvody její neúčinnosti. Na základě výsledků spotřebitelského výzkumu je sestavena nová marketingová strategie značky, která je v roce 2007 implementována.

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Paturel, Marie-Hélène. "Les mutations stratégiques du sport professionnel : managament des clubs marques et nomadisation des carrières : les exemples du football et du rugby en France." Thesis, Aix-Marseille, 2012. http://www.theses.fr/2012AIXM1121/document.

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L'objectif de cette thèse est de mettre en relation deux éléments caractéristiques des sports collectifs professionnels : la nomadisation croissante des carrières et la stratégie marketing des clubs qui tendent de plus en plus à devenir des marques. D'un point de vue théorique, cette recherche s'appuie, d'une part, sur la stratégie classique de marque et d'image qui, appliquée au club sportif professionnel, permet de définir le concept de « club marque » et, d'autre part, sur le courant des carrières nomades. Grâce au croisement de ces deux dimensions, émerge la question de l'influence de la s

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

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

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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 c

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Bernold, Jakub. "Strategie diferenciace značek Král Sýrů a Sedlčanský." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-197234.

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This diploma thesis aims at strategic strategic differentiation of two brands. The main goal of the thesis is to analyze the current marketing strategy of the brands that are competitive to each other in the category of white mold cheese. The brands have a common owner. They facing a continuous decline in market share. At the same time, the whole category of white mold cheese is growing. The thesis is divided into two parts.In the first part,there are described theoretical approaches of creating marketing strategy, brand management, brand differentiation and market segmentation. It contains va

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Bicego, Federica <1987&gt. "Luxury Brand Management e Storytelling. Da complemento a leva strategica." Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/9432.

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L’elaborato approfondisce l’evoluzione del ruolo dello storytelling come parte integrante delle strategie di branding andando ad esaminare le sue crescenti applicazioni nell’operato quotidiano del Brand Manager e come esso sia diventato fattore strategico per la creazione di valore e il raggiungimento di vantaggio competitivo all’interno del mercato. Dopo un’analisi di tipo teorico che verte sulle più recenti frontiere di marketing narrativo, sulle tecniche di storytelling e le implicazioni e conseguenze che l’approccio narrativo ha sul consumatore obiettivo, questa tesi prende in esame il mer

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Pereira, Clara Patrícia Silva Marques. "Branding de cidades : o caso de Santiago de Compostela." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/6458.

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Mestrado em Marketing<br>Embora sendo uma disciplina recente, o branding de lugares tem despertado um interesse significativo, acompanhado pelo crescente número de publicações e artigos científicos sobre o tema. No entanto, continua a ser difícil desenhar e implementar eficazmente uma estratégia de marketing aplicada aos lugares, devido à sua complexidade enquanto produtos. Esta tese aborda o tema utilizando um modelo integrado de branding de lugares proposto por Kavaratzis, analisando a estratégia e implementação das actividades de marketing de Santiago de Compostela. Os resultados revelam qu

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Bouberlová, Jana. "Porovnání marketingové strategie značky Nespresso na francouzském a českém trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-3379.

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Cílem diplomové práce na téma ?Porovnání marketingové strategie firmy Nespresso na francouzském a na českém trhu? je zejména analýza marketingové strategie a její použití na francouzském a českém trhu.. Analyzovány jsou specifika konceptu Nespresso, rozhodnutí brand managementu o značce a detailně je popsán historický vývoj značky. Práce rozebírá klíčové faktory úspěchu značky Nespresso na francouzském trhu a navrhuje určitá doporučení pro vývoj značky na českém trhu.

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Hein, Katja, and Deike Bode. "The Influence of Brand Equity and Brand Identity on Brand Extension Strategies." Thesis, Högskolan i Halmstad, Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29048.

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The times of following a ‘one brand – one product’ strategy have long past. Nowadays, firms are increasingly recognizing the true value of their brands and are starting to use these as a source of competitive advantage. By introducing new products under an existing brand name, firms leverage the power of their brands and thus, aim at benefiting from the success of the parent brand. Brands are amongst the most valuable assets owned by a company, which encourages them to engage in brand extensions. The authors mainly distinguish between three brand extension strategy types: line extension, verti

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Mugobo, Virimai. "Re-branding Zimbabwe : a transformative and challenging process." Thesis, Cape Peninsula University of Technology, 2013. http://hdl.handle.net/20.500.11838/2091.

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Thesis (DTech (Marketing))--Cape Peninsula University of Technology, 2013.<br>During the past few decades, nation branding has emerged as one of the key strategies for national economic development. Many nations across the world, both developed and developing, have embraced the concept as they compete against each other for export markets, foreign direct investment, tourists, scarce human resources and international leverage and influence. Nation branding has now become one of the critical drivers for country differentiation and the creation of sustainable competitive advantages for natio

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

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

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Hnyková, Petra. "Marketingová strategie firmy GROUPE SEB." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11093.

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This thesis analyses marketing strategy of international company Groupe SEB that operates on the market of small domestic appliances and cookware. The company strategically manages portfolio of several international and regional brands. In my work I speak about the theoretical background of the international marketing principles and focus on the analysis of the marketing strategy of each brand with concrete examples and comparison.

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Mensah, Albert Kobby. "Political brand management : forms and strategies in modern party politics." Thesis, University of Sheffield, 2012. http://etheses.whiterose.ac.uk/2276/.

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The concept of branding is known within the commercial world as the marketing tool that enables customers to make product and service choices using functional and emotional attributes which they find satisfactory. These functional and emotional attributes are what is conceptualized by producers as brands. Hence, the traditional notion of the brand as an identifier and differentiator is passed on to the political market, according to the literature on political branding. However, many years into the inquest of political branding as an essential part of our electoral processes, agreement on poli

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Wu, Meixian. "Brand management in SMEs in Sweden." Thesis, KTH, Skolan för industriell teknik och management (ITM), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-231253.

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SMEs have been developing rapidly in Sweden since the last decade; many of them have developed a strong brand and went global. Brands can be utilized as a tool for people involved in the ecosystem to consistently communicate with the stakeholders. On the customers’ side, decisions on purchasing certain products are often made by symbolic attributes. According to studies, brand management can benefit an organization’s performance. Brand management is critical for the substantiality of SMEs. Many studies have been done on brand management in larger organizations. Only some research has been done

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Levitskaya, Daria. "International Branding Strategies : In Swedish and Russian Fashion Companies." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-31734.

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There are a lot of different business strategies for any company. However, in the fashion industry, the best way to become successful is to develop the brand using special branding strategies. Hence, a brand is the main weapon for fashion companies, which helps to launch international market and to create loyal customers around the world. Nowadays, due to the difficult current political situations and the collapse of oil and the dollar a lot of companies in different industries have to change their business strategies. It is especially true for fashion companies, because they depend on consume

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Morsi, Atef Habashi. "Saudi Market Strategies for Transforming Local Brands into Global Brands." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4872.

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Market-driven changes have led managers in Middle Eastern countries to globalize their local consumer brands to enhance and diversify their business opportunities. The purpose of this multiple case study was to explore strategies used to globalize local brands to global brands. The criteria for participation included 15 executive directors and division heads from 3 companies in the consumer goods industry in Saudi Arabia used to globalize their brands. Data collection included semistructured face-to-face interviews with executive leaders, because each person possessed specialized knowledge of

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Ejnar, Frida, and Maria Sahlberg. "Branding at the Ice Cream Factory : A Case Study of the Branding Strategy at SIA Glass." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202589.

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Branding is essential for a business success although it may be difficult to decide what branding strategy to use. The purpose of this paper is to investigate the concept of branding, and more explicitly the strategies of umbrella branding and brand extensions and how it relates to value, in practice. A case study of an ice cream company, SIA Glass, was conducted to answer the research question of how SIA Glass’ branding strategy affect its’ brands. The method used was based on a deductive approach with semi-structured interviews. The findings indicate that SIA Glass’ decision to offer a more

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Brands, Christian [Verfasser], Torsten [Akademischer Betreuer] Wulf, and Stephan [Akademischer Betreuer] Stubner. "Scenario-based strategic planning and strategic management in family firms / Christian Brands. Gutachter: Torsten Wulf ; Stephan Stubner. Betreuer: Torsten Wulf." Dresden : Saechsische Landesbibliothek- Staats- und Universitaetsbibliothek Dresden, 2013. http://d-nb.info/1056877421/34.

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Zirke, Irina, and Bentalhoda Atashi. "Branding strategies of Swedish 'new-luxury' fashion brands." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-17796.

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Sweden is a country that has a rising fashion significance; with Stockholm as one of the most acknowledge fashion capitals. ‘Branding strategies’ of fashion brands, especially in the multi-billion Dollar luxury industry are gaining academic significance. Brands can be divided into ‘traditional-luxury’, ‘new-luxury’ and ‘non-luxury’ categories, and experts have found that branding strategies of ‘traditional-luxury’ brands differ from ‘non-luxury’ brands. Where ‘new-luxury’ brands are positioned has not been clearly defined yet. The lack of theoretical research in the field of ‘new-luxury’ brand

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