Social networking sites are a major networking tool for consumer interactions as they provide a platform for communication, socialization, and learning activity. Subsequently, social media has become an important marketing tool for advertising companies’ messages. As a result, fashion brands such as H&M and Victoria’s Secret started to show more brand ads on Facebook. Facebook is one of the most powerful social networking sties due to its ability to reach to broad consumer groups through a brand page. However, research regarding this topic is limited as the social networking sites is relatively a new phenomenon. Therefore, the purpose of this research is to examine the effect of the brand’s comments in attenuating (enhancing) negative (positive) influence of other consumer’s postings on brand trust and purchase intention of other consumer’s postings on social media. Findings from this study revealed that there is no moderating effect of brand comments of the relationship between other consumer’s postings and brand trust, while positive other consumer’s postings has a significant effect on consumers’ brand trust. Also, there were no significant differences among other consumer’s postings, brand comments and purchase intention relationships. These findings add to the previous literature explains that brand should interact with consumers frequently in order to induce positive other consumer’s postings to develop brand trust. By using the consumer socialization theory to investigate Facebook marketing, this study provides insights and information on consumer attitudes and behaviors related to Facebook brand page.

Title: Brand equity of professional sports club Objectives: The Diploma Thesis aims to make a survey of professional sports club brand. This thesis is complemented by specialist studies, interview and by the questionnaire survey. The main task is to determine how fans of football club perceive his brand called brand equity and how the club takes care of brand in relation to their fans. Also we discover any shortcomings at the stadium during a football match. Methods: The research of perception brand equity by fans of football club is made by using a questionnaire. Next method used is the interview, which will be with a marketing director of the club. Its goal is to discover the opinion of the club on the minds of their fans feel. After evaluation of these methods, we performed a confrontation. Results: The outcome of the thesis is to learn about brand equity professional sports club perceived by their fans. Submitted proposals for improving based on the perceived shortcomings of the fans and of the club of trying to achieve better access in relation to their neighborhood and their fans. Keywords: Brand, brand awareness, brand equity, image

Background: Internet has brought radical changes in the recruitment industry where individuals are increasingly turning to the Internet when seeking jobs. The increased use of e-recruitment is partly because it is considered to be the most effective way to reach the target group of applicants, and partly because of the cost savings and competitive pressure in the market. Therefore, is the brand a crucial factor for online companies such as e-recruitment websites thus having a strong brand can lead to competitive advantage in the market. The role of branding in e-marketing is increasingly getting more important. Previous research has used intention to purchase as an outcome of brand equity. However, this research studies brand equity towards intention to use as most e-recruitment websites offer free services. Purpose: To describe the determinants of brand equity of e-recruitment websites and how they affect individuals’ intention to use such websites. Methodology: A quantitative research was chosen to collect the data using an online questionnaire to be able to describe the variables relationship in this research. Conclusion: The findings of this research suggests that brand equity as a whole increases individuals’ intention to use an e-recruitment website. The determinant of brand equity; brand awareness, perceived quality and brand loyalty gave a positive and significant relationship towards individuals’ intention to use. The findings involving the moderator were found to be significant when using brand equity as whole, while being rejected when involving the determinants of brand equity.

This thesis reports on brand repositioning, i.e. changing a position of a brand. The theoretical approaches are described in the first part, the second one focuses on an analysis of the Scholl brand repositioning. This brand offers shoes of a supreme quality and design. The main goal of this paper is to evaluate the continous results of the repositioning activities accomplished since 2009, compare them with the specified goals for this mission, and based on the findings, formulate recommendations for Scholl, how to proceed in order to achive those goals.

Given the growing number of socially conscious and ethical consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into the brand's core value proposition in order to remain relevant in the marketplace and drive brand equity. Extant research on CSR has investigated its effect on various consumer behavior outcomes. However, from a brand-building perspective, there is still a lack of understanding on how to effectively leverage CSR, and not enough directions on how to overcome its challenges in order to build brand equity. Therefore, through three essays, the objective of this dissertation is to provide a deep understanding of the effect that CSR has on brand equity while revealing brand-building strategies that can be implemented to effectively leverage CSR, specifically within the (1) global, (2) luxury, and (3) co-creation contexts.

This study is based on the case of the Swedish Armed Forces (SAF) since the organization has struggled with its recruitment and brand building. The purpose of the study is to approach the coherence between brand image and brand identity through an employer branding perspective. More specifically, it aims to explore how this interplay might influence the employer attractiveness of an organization. The research is based on a qualitative case study. Furthermore, previous research regarding brand identity, brand image and employer branding constitutes the basis of the developed conceptual model. The empirical material was gathered through semi-structured interviews with current SAF employees and semi-structured focus groups with potential employees. Findings indicate the brand image did not cohere with the brand identity and that the potential employees had a more negative perception of the employer. However, the potential employees’ who had relatives who work for the SAF had a positive attitude towards the organization and perceived the workplace as more attractive. This study has contributed with an additional perspective on employer branding since there is little research within the field.

Thesis (Ph.D.)--University of the Witwatersrand, Faculty of Commerce, 2002. / This thesis presents a new approach to the measurement of consumer brand equity outcomes. The approach links financial performance with consumer behaviour to acknowledge the true source of a brand's strength. The methodology developed can be used to value brands for a variety of purposes ranging from corporate accounting, to taxation, to trademark protection and to capital market analysis. Its most significant application might well become the re-positioning of marketing as the leader of a company-wide activity that contributes to and protects shareholder wealth. The study concludes that the function of marketing has become too introspective and is in danger of allowing its essential role of building and maintaining brands to be taken over by the company as a whole. Brands today are becoming the responsibility of the board and marketing is increasingly seen as a function that deals with certain extemal agencies and buys their services. The author has studied the extant valuation methodologies and has found that they avoid incorporating consumer perceptions of brands: the main reason why brands exist and thrive. The explanation for this is to avoid what the financial community call the "soft issues". And yet it is these so called "soft issues" that determine the value of the brand. Brand equity is defined as the value a brand adds to a non-branded, or commodity, version. This value is invested in the brand by its users and to ignore this in a valuation methodology is to omit a key variable. The methodology presented in this thesis deals with this fundamental requirement and departs from the conventional approaches in four substantive ways: • It uses the Capital Asset Pricing Model to estimate the cost of capital which acts as a proxy for the commodity or non-branded version. • An adapted Delphi approach iteration survey isolates the super profits attributable to the brand from the other profit generating resources. • By analysing the category in which the brand sells according to four defining variables - longevity, leadership, barriers to entry, and vulnerability - time markers are set for notional category dominant and marginal brands. • Survey based consumer data provides quantitative statistics that are reduced to Brand Knowledge Structure (BKS) scores. These are substituted for the dominant and marginal brand markers to establish the Brand Expected Life. The brand value, captured by this approach, is the capitalised present value of the future cash flows. In developing a valuation approach that incorporates consumer behaviour a metric has been developed that links marketing activities directly with shareholder value; which raises the status of the marketing function and which provides the company with a tool to measure return on marketing investment and monitor the value of what in many cases is the firm's most important asset.

Neste trabalho analisam-se os modelos conceituais e operacionais de brand equity baseado no cliente apresentados na literatura acadêmica. Sendo essa a alternativa para explorar o tema: documentar os modelos de brand equity, bem como as diferenças conceituais e empíricas entre os modelos de brand equity, pela ótica do cliente. Neste contexto, surge o seguinte problema de pesquisa: Os modelos existentes na literatura (teórico-práticos) de brand equity, baseado no cliente, podem compor um modelo de mensuração aplicável à realidade brasileira? Para isso faz-se uma pesquisa descritiva com o intuito de apresentar e enumerar os modelos de brand equity baseados no cliente, constantes entre os autores em ciências sociais aplicadas. Os resultados dessa parte do trabalho são tabelas resumo da literatura, apresentadas em capítulo específico, bem como as interpretações provenientes dessas análises. Elabora-se, então, uma pesquisa empírica para verificar a relação existente entre as dimensões que compõem o brand equity baseado no cliente e o mix de marketing organizacional. É desenvolvido análise da literatura, análise de confiabilidade, regressões, e modelagem de equações estruturais. Nessa pesquisa empírica encontra-se as análises de confiabilidade (Alpha de Cronbach´s), onde verificou-se que as dimensões propostas inicialmente por Aaker (1998) e Keller (1993) têm alta confiabilidade de escala. O patrimônio total da marca e a percepção dos preços, propostos por Yoo, Donthu e Lee (2000) também têm alto poder de confiabilidade na escala em português. Na análise das regressões completa, tradicional, e confiável do brand equity, baseado no cliente, houve uma semelhança de resultados. Apesar de algumas diferenças nos números e valores de R2 e de erro, esses foram muito próximos deixando as três equações propostas com mesma significância e valor de predição. Esse valor de predição para as três equações de regressão são moderados/baixos, demonstrando uma predição da variável dependente em grau leve pelas variáveis independentes, propostas nos modelos de regressão. Seguidos das análises de ajustes, verossimilhança, e significância da modelagem de equações estruturais m.e.e. Os objetivos do trabalho, propostos inicialmente, foram alcançados de forma clara e apresentados melhor no decorrer deste trabalho. Essa pesquisa empírica foi replicada para o Brasil, utilizando-se como base o trabalho de Yoo, Donthu e Lee (2000), sendo uma investigação agora desenvolvida nacionalmente. Tendo como alvo da pesquisa o setor de sapatos esportivos de uma grande marca mundial Adidas. / In this paper examine the conceptual and operational models of based-client brand equity presented in the academic literature. This being the alternative to explore the theme: documenting models of brand equity, as well as differences between the conceptual and empirical models of brand equity, through the eyes of the customer. In this context, there arises the following research problem: The existing models in the literature (theoretical and practical) of based-client brand equity can make a measurement model applicable to the Brazilian reality? For this it is a descriptive research in order to present and list the models of basedclient brand equity, listed among the authors applied social sciences. The results of this study are part of the summary tables of literature, presented in separate chapter, as well as interpretations from these tests. It elaborates, then, empirical research to verify the relationship between the dimensions that comprise the client-based brand equity and organizational marketing mix. It is developed literature analysis, reliability analysis, regression, and structural equation modeling. In this empirical research is the analysis of reliability (Cronbach\'s Alpha), where it was found that the dimensions initially proposed by Aaker (1998) and Keller (1993) have high reliability scale. The total equity of the brand and the perception of prices, proposed by Yoo, Donthu and Lee (2000) also have high reliability in the power of scale in Portuguese. In the analysis of complete regressions, traditional and trusted brand equity, based on the client, there was a similarity of results. Despite some differences in the numbers and values of R2 and error, these were very close to leaving the three equations with the same significance and value prediction. This predictive value for the three regression equations are moderate / low, showing a prediction of the dependent variable in mild by the independent variables proposed in the regression models. Followed by analysis of settings, likelihood and significance of structural equation modeling s.e.m. The objectives of the work originally proposed, were reached in a clear and better presented in this all paper. This empirical research has been replicated in Brazil, using as basis the work of Yoo, Donthu and Lee (2000), an investigation now being developed nationally. Targeting the research sector of athletic shoes of a great global brand - Adidas.

A marca é um importante ativo intangível para as empresas, que pode contribuir para aumentar o valor e o sucesso no mercado. O bom gerenciamento da marca exige um sistema para entender e medir como o valor da marca é criado. Tratado, na maioria das vezes, como brand equity, existem diversas perspectivas nas quais ele é abordado. Alguns modelos abordam perspectivas exclusivamente financeiras. Outros, exclusivamente relacionadas ao consumidor. Outros ainda, convergem ambas perspectivas. O presente estudo defende a convergência perspectivas e buscou modelos integrados para analisar junto ao campo escolhido: o mercado do futebol. Que foi selecionado devido à representatividade no Brasil, às discussões para profissionalização e o envolvimento de um consumidor particular, o torcedor, movido pela paixão pelo clube. Como objetivo principal, busca-se entender a integração dos modelos de brand equity, sob a perspectiva financeira e do consumidor, no mercado do futebol. Foi desenvolvido um estudo exploratório, com entrevistas em profundidade, análise documental e registros em arquivos. As entrevistas realizaram-se com importantes stakeholders do mercado do futebol. Os dados obtidos foram triangulados, buscando encontrar padrões para a análise dos resultados, que será feita por meio da análise de conteúdo. Foi possível: analisar os modelos teóricos de brand equity e verificar aplicação das variáveis no mercado do futebol; analisar modelos práticos utilizados no mercado do futebol; verificar a integração financeira e do consumidor do brand equity no mercado do futebol; e avaliar a importância e as implicações gerencias e de marketing do brand equity no mercado do futebol. A contribuição teórica para o marketing está, principalmente, na ampliação do escopo dos modelos teóricos de brand equity integrado, tratando um consumidor particular, movido pela paixão. Além da proposição de um guideline, para o brand equity dos clubes de futebol brasileiros. / Brand is an important intangible asset for companies, which can help to increase the market value success. Brand management requires a system to understand and measure how to create brand equity. There are a number of perspectives in which brand equity is broached. Some of them address financial perspectives. Others, the consumer approach. Still others converge both perspectives. This article advocates for convergence and sought for integrated models to analyze within soccer market. Soccer was selected because its representativeness in Brazil, its professionalization discussions and supporters involvement, a particular consumer driven by his passion for the team. The main objective is to understand brand equity models integration, under financial and consumer perspectives, in soccer market. A exploratory study was developed, based on interviews, documentation and archival records. Interviews were held with key soccer market stakeholders. Data were triangulated to search for patterns to results analyzes. Results were obtained by content analysis. It was possible to analyze theoretical brand equity models and to verify its variables application in the soccer market. I addition, practical soccer market brand equity models were analyzed. Soccer market brand equity models were examined in terms of financial and consumer perspectives integration. Soccer market brand equity importance, managerial and marketing implications were evaluated. In terms of marketing contribution, it was possible to expand theoretical integrated brand equity models scope, based on a particular consumer. In addition, it was possible to propose a guideline for Brazilian soccer clubs brand equity.

Som en följd av globaliseringen, har antalet aktörer inom den textila sektorn ökat drastiskt. På så vis har konkurrensen mellan företag hårdnat och varumärket har utvecklats till ett viktigt konkurrensmedel. Nyetablerade företag har numera svårt att skapa en långvarig position på marknaden. Med detta som grund utvecklades uppsatsens syfte att studera hur nyetablerade företag arbetar för att bygga ett starkt varumärke och en varumärkesidentitet. Studien har utgått från en kvalitativ metod där två fallföretag studerats. För att utvinna relevant information har semistrukturerade intervjuer genomförts.I den teoretiska referensramen beskrivs varumärkesplattformen av Frans Melin samt David Aakers modell för varumärkesidentitetens byggstenar. Dessutom behandlas Aakers fyra uppställda identitetsfällor. Våra fallföretag, Sail Racing och Cheap Monday, är båda nyetablerade på marknaden, därav lämpar de sig bra för vår studie. Intervjuer med fallföretagen har sammanställts i det empiriska kapitlet, för att tillsammans med teorin ligga till grund för analysen.I analysen jämförs företagens arbetssätt med teorins lagar och samband utvinns, det visade sig att Sail Racing följer många av våra behandlade teorier till punkt och pricka. Cheap Monday, däremot, går emot teorierna och bygger sitt varumärke fritt från lagar. Avslutningsvis mynnar uppsatsen ut i ett antal slutsatser som grundats i uppsatta frågeställningar. Sammantaget skiljer sig företagens syn på varumärket åt, då Sail Racing arbetar aktivt med sin identitet medan Cheap Monday har en mindre fokuserad syn på sina marknadsaktiviteter. / Program: Textilekonomutbildningen