While global economy suffers depression, international luxury industry, which always aims at high-income customers, is hardly affected. The figure of sales of the luxury industry displayed an increase of profits and more young customers started purchasing luxury goods even when the Asian market was undergoing SARS's attack. In the 100 top global brands investigated by BusinessWeek in 2003, 8 luxury brands are included, showing astonishing brand value. Luxury good as a ¡§Universal Product¡¨ (Ohmae, 1989) earns its value from its brand image. How does a brand preserves its classic taste while follows the latest fashion trend? How do global strategies manage to organize the design and innovation of luxury goods, so that every detail is unified in a mechanical manner to please global taste and global customers? Since luxury good has unique characteristics and additional value besides the product itself, the management of luxury goods and the brand construction strategy may be very different from general consuming products. This study combines Aaker & Keller's ideas about constructing brand equity. Apart from analyzing secondary data, the study does thorough interviews with four internationally-famous luxury goods'brand managers to discuss international luxury goods'brand construction strategies in Taiwan. This study has reached several conclusions as follows: 1.International luxury goods' original country's image, their establishing time and heritage, and their brand history are helpful in constructing brand equity in Taiwan. International luxury goods' brand designer is the key source to the display and creation of unique brand position, brand personality and brand equity. 2.International luxury industry's entry model in Taiwan generally follows the route from Agency to Joint Venture and then to Wholly Owned Investment. 3.For the international luxury industry, retaining high-quality products around global market, creating classical product designs to extend the PLC, multiplying product lines under one brand name, and limiting the quantity of each design are product strategies to keep luxury goods' uniqueness and scarcity. 4.In price strategy, luxury industry maintains the high price and avoids discounts to build customer's perception of the brands' high value and high quality. 5.On the channeling strategies, in order to keep the independent brand image and identical selling quality, the international luxury industry controls the distributing lines with its direct owned or specially authorized stores. Following the global fashion trend, luxury industry opens or enlarges the flagship stores and concept stores in Taiwan. Adapting to the special consuming characteristics of Taiwan, luxury industry opens the stores in stores in department stores' luxury section. 6.AD Marketing and Event Marketing are the main promotion strategies for international luxury industry to increase brand awareness and to create unique brand association of brand and consumers. 7.International luxury industry's brand construction strategy is based on globally standardized positioning strategies, but it does few localized modifications.

In our daily life, we can receive the information about sales promotion usually, and it is confused that research in the past posited sales promotion may erode brand equity. In another aspect, when researching sales promotion, researcher used simple sentence instead of original colorful information, and asked participants imagine the advertisement. We may believe that will be harmful to the credibility. According to the reasons before, this research follow Vidal and Ballester(2005), posited that sales promotion can contribute to build brand equity. This research uses fictitious brand and designs the fictitious advertisement to avoid the effect of stereo type in consumers mind. The outcome of this research suggests that sales promotion actually can contribute to build consumer-based brand equity. If corporation wants to make the brand different from competitors to let consumer identify the brand, it needs to design unique sales promotion.

The brand-related theories had been valued in recent year. Brand position has been viewed as the core of brand identity, and at the meantime of establishing brands of Taiwan corporations who neglected the importance of brand position. This thesis focused on Taiwan¡¦s mobile service industry and tried to analyze and discuss the ways of establishing brand position of TransAsia Telecommunications Inc. This thesis made the conclusions as followed: (1) Discovering the variable could be differentiated at brand analysis. (2) Choosing and prompting the target-position, which could differentiate itself from other brands¡¦. (3) Communicating the consistent tone of the brand and drawing the attention through being the subject of a talk. (4) The strategic turn of brand position after been merged. Through the discoveries of this thesis, hope it could give some suggestions of building the brand position for practice. Keywords: Brand Position, Brand Identity, TransAsia Telecommunications Inc.

Thesis (Ph. D.)--University of Oregon, 2001. / Typescript. Includes vita and abstract. Includes bibliographical references (leaves 155-163). Also available for download via the World Wide Web; free to University of Oregon users.

The concept of university branding has received considerable attention over the past decade, with numerous studies being conducted on university image, reputation and identity. However, few research studies have focused exclusively on the brand personality construct in relation to universities. This study develops a theoretical framework for the measurement and evaluation of university brand personality. Forty American universities were evaluated based on a set of personality traits by 209 college students and alumni from the United States. Five dimensions of university brand personality were observed: Sincerity, Prestige, Excitement, Distinctiveness and Ruggedness. This framework serves as a research tool to investigate brand personality characteristics, and facilitates the comparison of different institutions on a uniform scale. Numerous applications exist in the areas of brand strategy, positioning and crisis management. / text

Background Keller (2009) states that brand equity and the crucial intangiblevalue a brand brings to organizations is perhaps one of the most important marketing topics discussed in recent years. As the competitive market and branding environment for companies are fierce, the sport industry has gradually become more competitive and professional in many aspects of their operations as well. Researchers have gone to the extent of claiming that a brand is the most important asset of a sports team and that the brand provides direction and meaning for sports associations as well as for their followers. Still, market studies have indicated that sport associations often lack appropriate branding strategies and particularly for teams below the professional level, research have been limited in these areas. Purpose The purpose of this thesis is to examine what strategies and actions lower level Swedish ice hockey teams use in order to create and strengthen their brand. Method A hermeneutic view and inductive approach have been applied for this thesis. The purpose and research questions of this thesis have been answered with the help of seven qualitative, semistructured in-depth interviews with lower level sport club managers. Frame of reference Theory is based on two approaches to how teams can build and leverage their brand. While a model by Richelieu (2003) illustrates a strategic construction of the sports brand, the Spectatorbased brand equity model by Ross (2006) is more concerned with how controllable and uncontrollable factors contributes to the two main components of spectator based brand equity, namely brand awareness and brand associations. Conclusions The conclusion withholds the answer to the four research questions and purpose designed for this thesis. The findings indicate that teams are starting to realize the importance of a strong brand, particular to meet increased customer expectations for the game experience are considered important to create positive brand associations. An important finding have been the lack of communication and interaction teams seem to have with their customers in order to establish a clear brand identity and position in the market. The findings also indicate some characteristics particular to the lower level setting e.g. the dependence on volunteer workers and how the lack of long-term financial responsibility have impacted the management and development of a strong brand.

Motivation: Various brand equity measures have been proposed in extant literature. Few researches have explored the theoretical similarities, differences and relationship between different brand equity measures. In the thesis, I will explore two types of brand equity measures, namely customer mind-set measures and product-market performance measures. In particular, I will look at: 1) the correlation between the two types of measures; 2) which measure reflects the underlying brand equity construct better; 3) the impacts of marketing mix elements on the two types measures respectively; and 4) the prediction relationship between customer mind-set measure and product-market performance measure. / Theoretical Framework: My main theoretical framework will be brand equity literature. I draw upon the Brand Value Chain framework (Keller & Lehmann, 2(03) to explore the conceptual differences between two types of brand equity measurements, namely customer mind-set and product-market performance measurements. Furthermore, I also use Keller's (1993) Customer-Based Brand Equity concept to explore how specific marketing activities impact the brand equity theoretically. / Data and Methodology: This thesis measures brand equity by two methods: customer mind-set (Keller, 1993) and revenue premium (Ailawadi, Lehmann, & Neslin, 2(03). I use two types of data in the empirical analyses. Survey data, procured from a consumer-packaged product company 1, is used to measure customer mind-set brand equity. This unique data consists of proprietary equity scan surveys on 11 brands from 2004 -- 2006 in the United States. The measurement model of brand equity is rooted in Keller's customer-based brand equity concept (1993). The measurements include brand awareness, brand performance, brand image, brand judgment, brand feelings and brand resonance (Keller, 2(01). The second data is from commercial sources, including IRI and TNS, for the specific brands and time periods corresponding to the survey data and includes revenue premium, price, sales, distribution, promotion, and advertising information. Various techniques are employed for analyses including descriptive and reliability analyses, correlation analyses, multiple-regression, and cross-validation. / Contribution: The contribution ofthis thesis is threefold. Firstly, it sheds light on the underlying theory and relationship between two types of brand equity measurements and provides empirical test of the theory. Secondly, it provides a systematic exploration of the impact of marketing mix elements on brand equity using real market data and two different measurements. Third, it offers very practical guidance for managers on how to choose a specific brand equity measures and how to track the brand equity measures over time for their brands. / 1Because a confidential agreement with this company, the company name, brands name as well as product category will be disguised in the thesis.

This research project is a study of the phenemenon of foreign branding and the extent of brand name localistion for brands conducting business in Hong Kong. It aims at exploring the effects of language on brand names for the purpose of supporting brand marketing. / Thesis (DBA(DBusinessAdministration))--University of South Australia, 2005.

Thesis (MStatistics)--University of South Australia, 2000

Thesis (M.Bus.)--University of South Australia, 1996.