In recent years, the product placement industry has seen a significant boom. The growth of product placement continues as media seeks funding and branded products vie for increased audience attention. Because of the increased product placement, there are many studies that examine the attitudes towards product placement, the experiences and interpretations of brands post-product placement, the effects of product placement, and memory of product placement. However, while product placement is a popular trend, there are occasions when branded products are altered in movies and television (this thesis refers to the altered products as “brand-modified products”). Little, if any, research has been done on the effects, perceptions, or reactions toward brand-modified products. The brand modifications are made for various reasons, including branded product's lack of desired affiliation with the message of the media and/or casting a product in defamatory light. This study, through a test of unaided recall and aided recognition of four brand-modified products, demonstrates the immediate associations that were made between brand-modified products and authentic products when the four brand-modified products made appearances in various movie clips. The results of a survey of 211 undergraduate students' unaided recall and aided recognition of brand-modified products are reported in this study. It is demonstrated that the participants recalled and recognized authentic brands rather than the actual brand-modified products that appeared in the shown movie clips. Schema theory suggests that the brand-modified products were assimilated into preexisting knowledge structures, and that the recall and recognition of the products was due to prior exposure of the authentic brands. In terms of brand-modifications, this study demonstrates that associations are made to authentic products more often than to the brand-modified products that appeared in the movies.

Problematisering och Syfte: Tidigare studier visar att det essentiella i att skapa ett starkt varumärke är att utveckla strategier inom områdena destinationsvarumärke, destinationsmarknadsföring och brand personality, för att i slutändan nå ut med ett budskap om att vara en attraktiv destination. Detta innebär att det är av stor vikt för Söderhamn att hitta vad som är unikt med destinationen och skapa en varumärkespersonlighet, för att sedan kommunicera ut detta för att på så sätt öka attraktiviteten, och således skapa ett starkt varumärke så att dem kan vara konkurrenskraftiga sett till andra konkurrerande turistdestinationer. Syftet med studien är att analysera Söderhamn utifrån ett brand personality perspektiv. Metod: Studien utgår från en kvalitativ forskningsmetod där den teoretiska referensramen bygger på tidigare studier. Studiens empiri är utförd genom semistrukturerade intervjuer. Studien antar en deduktiv ansats. Resultat och Slutsats: Empirin visar vilken varumärkespersonlighet destinationsvarumärket Söderhamn har utifrån Aaker´s (1997) modell Brand Personality Traits. Slutsatsen som jag kan dra är att modellen kan appliceras på ett destinationsvarumärke och inte endast på varumärken med produkter och tjänster. Studiens bidrag: Ur ett teoretiskt perspektiv har studien bidragit med ett sätt att tydliggöra ett destinationsvarumärkes varumärke genom en utarbetning av en varumärkespersonlighet. Det praktiska bidraget studien ger är tillvägagångssätt för praktiker att utarbeta en varumärkespersonlighet. / Problematization and Purpose: Previous studies shows that the essential in creating a strong brand, is to develop strategies within the area destination brand, destination marketing and brand personality, to ultimately reach out with the message of being an attractive destination. That means it is of great importance for Söderhamn to find out what is unique with the destination and create a brand personality. Then communicate this to increase attractiveness and through this build a strong brand that creates competitive advantages compared to other destinations. The purpose with this study is to analyze Söderhamn from a brand personality perspective. Method: This study is based on a qualitative research method in which the theoretical frame of references is based on previous studies while the empiricism is carried out through semi-structured interviews. The study assumes a deductive approach.  Result and Conclusion: The study shows the brand personality of Söderhamn based on Aaker´s (1997) model Brand personality Traits. The conclusion is that the model can be applied on a destination brand and not only on brands with products or services. Contribution of the study: The study addresses a way of clarifying what a destination brand stands for through developing a brand personality. The practical contribution the study makes is courses of action for practitioners to develop a brands  -brand personality.

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Yes / Purpose – The purpose of this study was to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken in order to illuminate the links between the brand name element and the brand entity and to provide a theoretical framework for looking at changes in value of the brand name element to consumers over time. Design/methodology/approach – A conjoint analysis experimental approach was employed. This involved consumers making trade-off decisions between changes in brand name and changes in price for established brands, where they were active purchasers. This approach enabled isolation of the brand name element and obtained the relative value of the brand name element for each participant. Findings – The mean value obtained for the importance of the brand name element for established products appeared to show substantial importance to consumers. However, further analysis identified a position where the majority of participants placed little value on the brand name element and a smaller but material group perceived its value as of overwhelming importance. Originality/value – This paper advances branding theory through clarification of the relationship between the brand name element and the brand entity. It provides theoretical argument and empirical data for the value of the brand name element, to the consumer, differing between established and new brands.

Syfte: Denna studies syfte är att öka förståelsen för vilka personlighetsdrag konsumenter tillskriver varumärken beroende på logotypens färg. Metod: Eftersom studiens syfte har varit att öka förståelsen för ämnet har en kvalitativ metod använts och färgerna blå, grön, gul, röd och svart har legat till grund för undersökningen. För att samla in empiriskt material har semistrukturerade intervjuer utförts med tolv deltagare. Materialet har analyserats med hjälp av Aakers (1997) Brand Personality Scale samt tematisering. Resultat & slutsats: Studiens resultat visar att den blå logotypen associeras med kompetens, den gröna med uppriktighet och den gula med spänning. Den röda logotypen har även den associerats med kompetens och den svarta med robusthet, i Aakers (1997) Brand Personality Scale. Reaktionerna för den blå och den gröna logotypen har visat sig vara enklast för deltagarna att placera samt visat sig överensstämma med tidigare forskningsresultat. Den gula, röda och svarta logotypen har upplevts svårare och resultaten har avvikit mer från tidigare forskning. Förslag till fortsatt forskning: Våra förslag för framtida forskning är att istället för att studera färger, studera vilken påverkan logotypens utformning har på varumärkets personlighet. Vidare kan framtidens forskning studera flerfärgade logotyper. Vår studie studerar endast en speciell subgrupp och framtida forskning kan därför studera en annan subgrupp för jämförelse. Uppsatsens bidrag: Som bidrag till framtida forskning ser vi att denna studie beskriver samband mellan färgerna blå, grön, gul, röd och svart och dimensionerna som återfinns i Aakers (1997) Brand Personality Scale. Detta tillägg ser vi skulle fungera som ett utvecklande ramverk och därför bidra till det teoretiska perspektivet i framtida studier utförda i Sverige. Som rekommendation kan företag rent praktiskt använda sig av dessa resultat när de ska välja färg för sin logotyp. / Aim: In this study we aim to increase understanding of the personality traits consumers ascribe to brands depending on the color of the logo. Method: Due to the aim of the study, which was to increase understanding of the topic, a qualitative method has been used. To collect empirical data semi-structured interviews were conducted with twelve participants. The material was analyzed using Aaker’s (1997) Brand Personality Scale and thematisation. Result & Conclusions: Results show that the blue logo is associated with competence, green with sincerity and yellow with excitement. The red logo has also been associated with competence and the black with ruggedness, in Aaker’s (1997) Brand Personality Scale. The reactions of the blue and green logo has proven to be the easiest for the participants to place and shown to be consistent with previous research. The yellow, red and black logo has been perceived more difficult and the results have deviated more from previous research. Suggestions for future research: Our suggestions for future research is that instead of examining colors, examine the impact of the logo design in brand personality. Furthermore, future research could investigate multi-color logos. Our study examines only a specific subgroup and future research can explore a different subgroup for comparison. Contribution of the thesis: As a contribution to future research, this study describes the relationship between the colors blue, green, yellow, red and black and the dimensions found in Aakers (1997) Brand Personality Scale. This addition would serve as a developed framework and thus contribute to the theoretical perspective in future studies carried out in Sweden. As a recommendation, companies can practically use these results when they are designing their logo.

The aim of the research was to show best practice of the development process of a visual identity for a new, luxury lingerie brand. A part of the research was also to learn about luxury brand values and visual identity by studying other luxury lingerie brands and use that as input for the development of the new brand. The study started with a literature review, investigating the areas of brand identity, brand visual identity elements and visual identity development process. The performed empirical development of a new, luxury lingerie brand’s visual identity brought learning about the preferred procedure. The general principles for the development, with four main process phases of planning, brand platform development, concept development and implementation that was collected from literature was useful because it gave an overall structure to the project. The concept phase of the development started with idea generation and a consumer evaluation of the concepts. A design theme was then chosen for the selected concept, and the detailed design of the visual elements was developed. A conclusion from the project is that the design theme should have been developed for each concept proposal before evaluation, so that the consumers could have got a feeling for the complete design style and have given more correct feedback.

<p><p>Abstract</p><p>Date: September 1, 2008</p><p>Course: EFO705 Master Thesis International Marketing</p><p>Tutor: Peter Dalin</p><p>Authors: Muhammad Rizwan mrn07003@student.mdh.se</p><p>Qin Xian xqn07001@student.mdh.se</p><p>Title: Study of Brand Awareness and Brand Image of Starbucks</p><p>Problem: To investigate to what extent the Swedish youths have brand awareness</p><p>about the brand of Starbucks and what kind of brand perception of</p><p>Starbucks as reflected by the brand association held in target customers’</p><p>memories (brand image).</p><p>Purpose: Carrying with the conception of brand awareness and brand image</p><p>packaged into the case of Starbucks brand, the authors aim to investigate</p><p>the degree of Starbucks’ brand awareness among the Swedish youths’</p><p>minds (brand awareness) and the perceptions of Starbucks brand as</p><p>reflected by the brand association held in target customers’ memories</p><p>(brand image).</p><p>Method: Primary data is collected through qualitative interviews with Swedish</p><p>students of Mälardalen University in vasteras. Secondary data is collected</p><p>from articles and literatures in journals and through internet.</p><p>Conceptual Model: A model of keller about Brand Image and Brand Awareness is</p><p>used as the conceptual framework of whole thesis. The relevant</p><p>theories and definitions are used during the research process.</p><p>Conclusions: After the investigation we can come to the conclusion that the focal</p><p>respondents’ acquaintance to Starbucks brand stay on the basic</p><p>level—they are able to recognize the focal brand and retrieve it when</p><p>given some type of probe as a cue. Although the general spirit</p><p>embedded into Starbucks is consistent with what the customers</p><p>comprehend, still some commitments and symbol involved into</p><p>Starbucks are ignored or misunderstood by focal respondents. The</p><p>concrete explanation is concluded underneath:</p></p>

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Research on own brand strategy has been extensively conducted in Western countries; especially in the UK, which represents the most advanced own brand market. However, there is a paucity of studies in this arena in developing markets, including the huge market of China. More research in these countries is encouraged. Competitive Advantage theories provide a framework for analyses of own brand development. Own brand research work and the UK own brand model present the guidance for comparing and contrasting the Chinese own label model. The existing research work provides an explanation for how and why the UK own brand model can excel in the Western markets. However, it has not fully explored whether these theories, coupled with the UK own brand model, can also be applied and adapted in the non-Western markets and, specifically, in China. This thesis presents a study, which was conducted in Shanghai. It provides insight into the development of Chinese own label marketing. The investigation has been conducted using the case study and triangulation approaches. The study has focused on the following three questions: What is the definition of Chinese own brand? What are the factors related to Chinese own label emergence and existence? What is a preferred Chinese own label model? The terms of ‘own label’ over ‘own brand’ have been defined in the context of China’s market. Eight key external and internal factors leading to the Chinese own label developments are identified. A preferred Chinese own label model has been developed on the basis of the Shanghai case study. The findings have provided some simple but relevant results with analyses for the further study of developing own brand theories and models in the non-Western market. The findings have also offered some basic guidance in the arena of own label research in China. The work suggests the directions for future studies.