When the corporations in Taiwan technology industry precept that building a brand is truly the way of gaining profit in the long time, there are some of the biggest OEM firms stepped out from their OEM field, and started to create their own brand names. After a while, they extend their brand name into other product lines and product categories. Therefore, how to know customer¡¦s demand and satisfy it or even launch new product leading customer¡¦s demand has become the important issue for Taiwan original technology brand corporations. The existing literature of this researching field most focus on the producer¡¦s point of view and prefer to use many kinds of product to compare the extend evaluation. Therefore this study is arranged to inspect brand extension from customers¡¦ subjective cognition. Also add in innovation factor to probe into its interfere effect. This study selects one big Taiwan original technology brand ASUS to analysis its brand extension strategy. This study consults many references, and use two dimensions related to customers¡¦ subjective cognition: brand association and fit. In addition, add innovation interfere factor to confer how brand association, fit and innovation factor how to effect customers¡¦ purchase intention. This study contains some important findings: ASUS is functional-oriented in customer¡¦s mind, the fit of cell-phone and LCD TV between ASUS brand is both high. However, customers think that high innovation of cell-phone result in higher purchase intension compared to LCD TV. Especially innovation of cell-phone¡¦s appearance is a significant factor of purchasing cell-phone. On the other hand, the main customers of ASUS are young and have medium purchasing power, high-income customers has less low purchase intention instead. Besides, graduated educational degree evaluated ASUS compared with college (and lower) educational degree. This study concludes that other Taiwan original technology brand similar to ASUS should realize they may tend to be functional-oriented. When they carry out brand extension strategy, they should deeply interpret consumers¡¦ demand. The function completion could not satisfy current customers any more. Ever more, the brand are suggested to enforce reputation-oriented brand association to increase customers¡¦ purchase intension.

This essay is based on a mission from Anna Schibli, Director of Tourism at Solliden Palace. The thesis aims to investigate the image that Solliden Palace has, and the picture that local and regional tourist offices have of the Sollidens Castle brand and what position Solliden include in these markets. A total of six in-depth interviews with tourist offices, at local and regional level, has been carried out and an initial in-depth interview with Anna Schibli of Solliden Palace. The responses of the respondents have since been interpreted and processed based on an inductive approach, in order to interpret the image that Solliden Palace has. Scientific papers have been studied and analyzed in order to generate an explanation and understanding of the research area. The collected empirical data has mainly consisted of a total of six interviews with tourist offices, and represents the image as it appears that Solliden has. The results of the thesis showed that Sollidens castle's image is relatively weak, when it emerged that few tourists know the whole Sollidens brand / concept. This may be due that a sufficiently effective marketing is not conducted by Solliden Palace. The results showed that Sollidens position in the market is seen as unique by tourists because of the royal family, but because of the weak marketing and knowledge of all parts of Sollidens castle, we identified that it is not a strong market position. However does Solliden Palace sees as a special and unique place, so with the right marketing, it can mean a major boost for Solliden.

Given its ever-increasing popularity, marketers are keen on exploring the benefits of using Twitter to create branded relationships with consumers. Central to the idea of consumer-brand relationships is the concept of commitment, which requires investment of direct resources, such as time, on the part of the consumer. The present research examines the relationship between time spent per login on Twitter and consumer-brand relationships through the constructs of brand relationship quality and brand attachment. Brand relationship quality is considered using four measures: enrichment, satisfaction, harmony, and trustworthiness. The concept of brand attachment is divided into measures of brand-self connection and brand prominence. Despite marketers’ efforts to keep consumers on Twitter for longer periods of time, results from this study were inconclusive, showing signs of little to no correlation between time and the tested variables. However, due to the limitations of this study, future research is necessary to improve the statistical quality of the findings. / text

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The importance of consumers’ active engagement in a firm’s online brand community in social network sites has received increasing attention from both academia and industry. The study applied a Netnography of the official Popchips Facebook community to provide a baseline understanding of the consumer-firm relationship in this type of environment. Unlike more traditional studies that focus on brand communities for niche or luxury brands, this study dealt with a convenience product called Popchips. It is also one of the brands that utilized a strong social media strategy to communicate to its consumers. Findings suggested four classifications of a fan signifying their relationships with the company: ‘pending relationship status’, ‘it’s complicated’, ‘in a relationship’ and ‘married’. This study provides useful managerial implications for marketers who want to tap into this new marketing communication tool and medium, for the purpose of building stronger relationships with their consumers.

Given highly competitive markets where numerous quality equivalent brands exist in the sport industry, a well-established brand personality of sport brands can help sport brand managers or practitioners differentiate their brands from competitors beyond utilitarian or functional characteristics. In addition, brand personality enables marketers to effectively communicate with their consumers about the brands as well as build a strong relationship. Given the importance of brand personality as a marketing tool, sport brand managers and marketers could benefit from a sport brand personality scale in order to measure their brands’ personality. Therefore, the purpose of this study was therefore to develop a valid and reliable instrument for measuring brand personality in sport based on the rigorous definition of sport brand personality that excludes non-human personality traits, focusing on understanding the symbolic meanings of sport brands within a specific category (professional sport leagues in the U.S.). I identified five factors (i.e., Agreeableness, Emotionality/Extraversion, Openness, Conscientiousness, and Honesty) and developed a valid and reliable five-dimensional instrument in order to measure sport brand personality. The confirmatory factor analysis confirmed that the five-factor model has a satisfactory fit. This study contributes to the literature by (a) recognizing that defining the brand personality construct thoroughly can be a fundamental step in the process of developing a sport brand personality instrument; (b) developing a reliable and valid instrument that has five dimensional factors based on the rigorous brand personality definition; and (c) providing crucial information for brand managers or marketers to initiate effective positioning and advertising strategies.

Temos aktualumas. Visame pasaulyje šalys siekia panaudoti savo privalumus – gamtinius išteklius, kultūrinį paveldą, kraštovaizdį, geografinę padėtį, kompetentingus žmones ir kt., kad sukurtų šalies gyventojams socialinę, ekonominę gerovę. Ilgą laiką ekonominė plėtra buvo laikoma šalių vystymo prioritetu ir tik per paskutinius dešimtmečius pradėtos taikyti kompleksinės marketingo strategijos, padedančios kurti šalies konkurencinį pranašumą išryškinant šalies identitetus bei potencialą, tai būtiną norint pritraukti aukštos kvalifikacijos rezidentus bei užsienio investuotojus, plėtoti turizmą, padidinti eksportą, stiprinti šalies verslumą ir gerinti šalies gyventojų gyvenimo kokybę. Tam pasiekti šalies valdžios atstovai taiko įvairias marketingo priemones bei šalies prekės ženklo kūrimo techniką, siekdami padidinti šalies žinomumą ir teigiamą įvaizdį. Viena iš marketingo priemonių kuriant šalies prekės ženklą yra marketingo komunikacijos. Problema atsiranda tuomet, kai sprendžiama kaip efektyviau taikyti marketingo komunikacijas, kad būtų pasiektas norimas rezultatas. Problemos ištyrimo lygis. Šalies prekės ženklo kūrimas ir taikomos marketingo priemonės tam, kad būtų padidintas šalies žinomumas ir sukurtas teigiamas įvaizdis analizuojami plačiai visame pasaulyje. Šiuo klausimu prirašyta daug mokslinių straipsnių, bei atlikta įvairių socialinių, marketingo tyrimų. Dauguma šalių jau turi savo šalies prekės ženklus ir juos sėkmingai naudoja visame pasaulyje. Mokslinėje... [toliau žr. visą tekstą] / All over the world countries are trying to use their advantages – natural resources, cultural heritage, landscape, geographical location, competent people and etc., with the reason to create social and economical welfare for local people. To create this the representatives of government are applying different marketing tools and country brand creation techniques in order to increase the notoriety and positive image of the country. Marketing communication is one of the marketing tools for creating country brand. The main object of this paper is marketing communications of Lithuania, Latvia and Estonia. The theoretical studies showed that the place where the country brand is formed is very important, because only appropriate chosen and used tools of communications could help to form desirable country brand. The spread of information through communications helps to know about oneness and possible benefit for objective markets. The empirical research showed that Estonia from all Baltic countries has the best country image both inside and outside the country. This country is considered as the most perspective and suitable for investments due to innovative solutions and capability to spread information internationally. The duration of made research presented in this paper is 30 days. This paper also contains 76 pages, 28 pictures and 6 tables.

Branding is becoming increasingly important to companies within the B2B-sector and they put a lot of effort and capital to develop and strengthen their brands. One way of working with brands is through ingredient branding. An ingredient brand is an alliance between two brands where the ingredient brand is applied on a host brand and works as an ingredient on the product. The purpose of ingredient branding is to create competiveness, differentiation and to create quality associations. Ingredient brands can be divided into emotional and functional categories. The functional fills a function for the customer while the emotional increases the value in an emotional aspect. Ethical brands works as emotional ingredient brands and the concept of ethical brands has become more commonly used as a market solution. Marketing managers have become ethically more sensitive, and they are largely convinced that customers and the public expect them to act in a morally acceptable way. The purpose of this study was to create knowledge about the most important aspects a company should take into consideration when establishing an ethical ingredient brand. And the research questions were:  Which are the biggest risks when establishing an ethical ingredient brand? What are the possibilities when establishing an ethical ingredient brand? This research used a qualitative approach, using in-depth interviews with brand managers on Swedish ethical organizations to gain data. In the literature review six concepts could be identified: impact, risks, expectations, reason to cooperate, ingredient brand and finally marketing and InBranding. Based on these concepts the empirical data was presented. When the empirical material had been analyzed it could be concluded that for ingredient brands the main focus is to spread their message, not necessarily to gain profit margins. The ingredient brand then can use the host brands as a marketing tool. Furthermore a big risk for the ethical ingredient brand is to lose credibility due to unfulfilled criteria’s by the host brand.

Purpose: The purpose of this study is to investigate why Linas Matkasse has greater success in terms of market share than Middagsfrid despite the similarities of their concepts. The study will also examine potential and existing customers' image of the brands and corporate brand awareness. Method: This study is based on a triangulation in which both quantitative and qualitative methods are treated in the form of personal interviews and a questionnaire survey. Theoretical perspectives: Four theories are addressed in this study and they treat the brand from different aspects. The theories process how to create value, personality dimensions, how companies should act and strategies around brand. Empiricism: The empirical material consists of five interviews, one of which was with the brand manager at Middagsfrid. Then two interviews were conducted with consumers of Linas Matkasse and two interviews with consumers of Middagsfrid. A questionnaire survey has also been conducted. In addition to this secondary data was gathered from the Internet and corporate websites to see how the companies promote themselves. Conclusion: The study shows that the brand is of more importance than the product when comparing the brands Linas Matkasse and Middagsfrid.

Vartotojų elgsenos aktualumas verslo praktikoje ir teorijoje neabejotinas – vartotojų elgsenos, ypač pirkimo sprendimo priėmimo stimulų, kylančių iš vartotojų asmenybės bei aplinkoje esančių ir skatinančių pirkti stimulų išskyrimas. Impulsyvaus pirkimo fenomenas mokslinėje marketingo literatūroje analizuojamas jau daugiau kaip penkias dešimtis. Todėl stimulai, sąlygojantys impulsyvaus pirkimo sprendimą ypač svarbūs – tokių stimulų sukūrimas skatintų vartotojus priimti pirkimo sprendimą per sąlyginai trumpą laiko tarpą, o pastaroji tendencija generuotų pelną organizacijai. Dar vienas itin plačiai mokslinėje literatūroje analizuojamas konceptas – prekės ženklo vertė. Prekės ženklo vertė pagrįsta vartotojo sąmonėje susiformavusiomis teigiamos asociacijos su prekės ženklu, prekės ženklo vertės vartotojui sukūrimu bei vartotojų lojalumu prekės ženklui. Visi pastarieji veiksniai mokslinėje literatūroje traktuojami, kaip skatinantys vartotojo sprendimo pirkti priėmimą. Prekės ženklas įvardijamas, kaip vienas iš impulsyvaus pirkimo stimulų. Darbo objektas – impulsyvaus pirkimo stimulai ir prekės ženklo vertė. Darbo tikslas – teoriškai pagrįsti ir empiriškai patikrinti impulsyvaus pirkimo ir prekės ženklo vertės sąsajas „Nivea“ prekės ženklo pavyzdžiu. Darbo struktūra. Magistro darbą sudaro trys dalys. Pirmojoje darbo dalyje pateikta ir nagrinėta impulsyvaus pirkimo koncepcija, vidiniai ir išoriniai impulsyvaus pirkimo stimulai. Taip pat analizuojami prekės ženklo vertę kuriantys... [toliau žr. visą tekstą] / The aim of this master work – theoretically support and empirically examine the relationship between impulsive buying and brand equity. The structure of thesis. The Master work thesis consists of three parts. The first part of thesis represents and examines the conception of impulsive buying, its internal and external impulsive buying stimulus. It also analyzes the creating factors of the brand value. The analysis of impulsive buying models is also presented. The second part of the thesis represents the structural interface pattern of impulsive buying and the brand equity. The research methodology, aims and tasks are also given. A previous analysis of impulsive buying research results is done. The third part of Master work thesis does the empirical research of the relationship between impulsive buying and the brand equity; the results are generalized. Empirically checked structural model relationshiop between impulsive buying and the brand equity by the example of Nivea brand is done. At the end of the Master work the conclusions are made and suggestions are given. In order to make it more transparent, the work contains of 14 pictures and 17 tables. The theoretical analysis has been prepared using 117 English and Lithuanian literature sources.