Esta investigación analizará el uso de los arquetipos que perciben las mujeres en los mensajes publicitarios que construyen la identidad de marca y empoderamiento de la mujer. La publicidad representaba una imagen sesgada de la mujer la cual fomentaba prejuicios y estereotipos. Sin embargo, este pensamiento cambió con los años llegando presentar a una mujer que puede ser ama de casa, profesional y hermosa sin maquillaje como se representa en las campañas de Dove. Este cambio es por el uso de los arquetipos que representan los pensamientos del inconsciente colectivo que construyen la identidad de marca para darles un valor único y fomenten el empoderamiento de la mujer. El objetivo general es analizar la relación de la percepción de los arquetipos en la publicidad de Dove con el empoderamiento de mujer y la identidad de marca. La metodología es cualitativa, la investigación es exploratoria y las técnicas usadas son focus group y entrevistas personales. Por último, el público objetivo son mujeres de 20 a 25 años de NSE A y B que viven en Lima Metropolitana. Palabras clave: Arquetipo, identidad de marca, empoderamiento de la mujer, imagen femenina en la publicidad, Dove. / This research will analyze the use of the archetypes that women perceive in the advertising messages that build the brand identity and empowerment of women. The publicity represented a biased image of women which fostered prejudices and stereotypes. However, this thought changed with the years coming to present a woman who can be housewife, professional and beautiful without makeup as represented in Dove campaigns. This change is due to the use of the archetypes that represent the thoughts of the collective unconscious that build the brand identity to give them a unique value and promote the empowerment of women. The general objective is to analyze the relationship of the perception of the archetypes in Dove advertising with the empowerment of women and brand identity. The methodology is qualitative, the research is exploratory and the techniques used are focus group and personal interviews. Finally, the target audience is women from 20 to 25 years of NSE A y B who live in Metropolitan Lima. / Trabajo de investigación

Adopting an inside out perspective to city branding, this doctoral thesis examines the significance of residents and their relationship towards cities in terms of association, identity and ownership of the physical environment, in the context of city branding. This is important because the growing interest towards city branding not only challenged the traditional understanding of branding concepts but also forced academics and practitioners to seek ways to mould and shape existing concepts to the context of city branding. This qualitative study was undertaken within a constructivist grounded theory methodology and uses Leeds, UK and Istanbul, Turkey as deliberately contrasting case studies. In accordance with grounded theory, the literature was only used to inform rather than direct the research design. The sampling design involved initial and theoretical sampling and in total of 22 residents interviewed from both cities. The emergent place brand identity mosaic comprises of four main categories of social process (SP), place attachment (PA), sense of place (SoP) and built environment (BE), and the most significant feature of the place identity mosaic is that it is processual, dynamic, and time and context specific. In terms of contribution to knowledge, the present study bridges the gap in between the subject fields of branding (brand management) and urban studies by proposing an inside out approach to branding cities. The findings indicate that the place brand identity mosaic elements provide a platform to explain how residents make sense of where they live and to begin to understand the concept of the city brand identity. Moreover, in regards to practice, it brings a new perspective to the existing city managements by highlighting a focal point of “keeping the existing customers happy” through investigating and understanding the role and significance of residents, their attachment to where they live and how this insight can be cooperated into creating and developing a sustainable city brand.

Background: Due to the growth of green markets, the phenomenon of greenwashing arises. This leads to consumers experiencing feelings of betrayal and having trust problems with the brand using this misleading tactic. Nevertheless, there is also literature indicating that some customers ignore this and do not alter their purchasing behavior by continuing to buy from these misbehaving brands. This can be explained by moral decoupling, which allows customers to separate their judgements of morality from their judgements of the company's performance. In addition to this, three further variables were analyzed, to comprehend this concept better. Purpose: This study's goal was to retest relationships established in previous research, concretely moral decoupling linked with brand identity fusion, purchase intention and the regulatory focus theory in the context of a greenwashing infraction. By retesting and further proving these, this study’s contribution would have been to propose the expansion of the moral decoupling model with the mentioned variables. Also, this study would expand the existing literature on causes of customer behavioral responses and bring light and study further the detrimental practice of greenwashing.  Method: The foundation of this study was previous literature, which helped construct three hypotheses that were tested via an online questionnaire that has 122 usable responses. In summary, this study follows a deductive approach using quantitative methods to fulfill the purpose of this explanatory, positivist research.  Conclusion: There was not enough evidence to support hypotheses 1 and 2. These stated that regulatory focus influences moral decoupling in a greenwashing context, promotion focus negatively and prevention positively, and that brand identity fusion influences moral decoupling positively in a greenwashing context. The third hypothesis stating that moral decoupling positively influences purchase intention was only proven in the English survey. The overall results contradict the findings of the literature this study is based on, meaning that future research is needed to reconcile these differences.

No description available.

This essay explores how a brand’s image affects consumers’ self-image through acase study of the lingerie brand Victoria’s Secret in order to reflect over the role ofgraphic designers as visual communicators in society. The study conducts a semioticanalysis of the brand and a qualitative research consisting of interviews and a focusgroup of a selection of women within the brand’s target audience. The conclusion isthat Victoria’s Secret, through its models, contributes to an unrealistic feminineideal that the study participants’ self-image was perceptibly affected by. Whileperception is personal and signs are context reliant, semiotics is not only useful foranalyzing visual communication but also as a tool that graphic designers can use forcreating ads with the consumer’s needs in mind.

Yes / In the field of business-to-business marketing, corporate ethical identity and corporate brand identity are crucial subjects for discussion. Business organizations function under social norms, and to establish an ethical identity, they must show corporate ethical responsibility, embrace ethical standards, and maintain open communication with suppliers. While an organization's reputation is impacted by the absence of an ethical identity, its financial success is unaffected. Extant literature has not thrown a spotlight on social and environmental performance which indicates that less focus has been given by academics than by practitioners. To fill the lacuna in the existing literature, this study examines the relationships between corporate ethical identity, corporate brand identity, social and environmental performance. The study uses a deductive research approach and develops hypotheses which are further tested using variance based structural equation modeling. The study offers a distinctive contribution to ethics theory and stakeholder theory by showing that developing an ethical identity requires more than just adhering to moral guidelines and upholding open communication. Companies must show that they are ethically responsible towards society. The study provides evidence of the influence corporate brand identity has on environmental and social performance. The findings can be useful in developing business-to-business marketing strategies.

Background: Social media platforms, particularly through user-generated content (UGC), have been recognized as impactful channels to build communities and spread messages through content sharing. TikTok differentiates itself from other platforms by their short video format and personalized algorithm, making it an effective channel for brand-related strategic marketing activities, aimed at understanding customers engagement and brand message. Purpose: That said, this study aims to help brands effectively communicate their brand image and leverage on TikTok using UGC, by understanding what attributes of TikTok-based UGC that influences brand image. Method: To serve the purpose of this study, the research employs a quantitative approach, utilizing a survey instrument distributed to a sample of TikTok users aged 18-35. The data collected was analyzed using descriptive statistics and Pearson correlation analysis to determine the relationship between various TikTok-based UGC attributes and their influence on brand image. Conclusion: Empirical analysis reveals that attributes such as personalized content on TikTok, consumers engagement with UGC on TikTok, and positive UGC reviews were found to have a direct correlation to consumer perceptions of brand image. This underscores the potential benefits for brands that strategically incorporate these attributes into their marketing strategies through UGC on TikTok to effectively control their brand image.

The study aims to understand how consumers perceive and react to changes in logo and packaging design due to a rebranding of visual brand identity. The research also investigates how these reactions shape consumers attitudes toward the brand. The study seeks to provide insights into how visual brand identity, specifically logo and packaging design, influence consumer behavior and brand attitude.  A deductive approach and qualitative empirical study are used to explore consumers reactions to changes in visual brand identity. Data were collected through three focus groups consisting of consumers from southern Sweden and was analyzed thematically. Previous research emphasized brand recognition, consistency, the factors behind a rebranding, and consumer attitudes. Furthermore, the empirical findings underscored the importance of a clear and well-communicated purpose for consumers reception of the visual rebranding. The results indicate that consumers attitudes toward a brand after a rebranding are influenced by their perception of the purpose and process behind the change, as well as the recognition and aesthetics of the product. This can result in either a positive or negative change in consumer brand attitude.

Introduction: Museums have always struggled with the economic aspects of their operations and Swedish museums today are no exception. Today the market economy has a considerable impact on these non-profit institutions and many museums feel the need to apply marketing strategies to their operations to stay viable. This is a contested subject since marketing strategies traditionally are focused on making profit, which has long been considered incompatible with the museums traditional, non-profit approach to their mission of spreading knowledge. My interest in this field lies in answering the question of how Swedish museums handle this issue. Aim: The purpose of this master thesis is to investigate how Swedish museums use marketing and brand identity in their organizations. The research questions aim not only to establish how they go about these challenges but also to shed light on the attitudes towards the marketing perspective and its implementation in museum organizations. I have studied both art museums and regional museums to establish if there are any differences in their approach to this subject. Method: In my research I have conducted interviews with informants at two art museums and two regional museums in Sweden. The interviews have been combined with observations of the chosen museums. Results: The results show that marketing and branding methods are established concepts in Swedish museums today. Limited economic resources and conflicting attitudes and opinions are nevertheless part of the daily challenges when it comes to applying marketing strategies in practice. Branding has been found to be a more controversial subject and the informants have had difficulties describing the museum in terms of brand identity and equity. Certain differences have been detected between the different types of museums, where regional museums struggle with the scope of their operations which is much wider than that of the art museums. Overall, this study has found that there are specific types of challenges and opportunities depending on the type of museum to be marketed, more so than the number of visitors which has shown to be of less importance. This is a two-year master’s thesis in Museum and Cultural Heritage Studies.

Skapandet av en destinations image och varumärke är idag en effektiv positioneringsstrategi. Destinationer lägger fokus på att skapa en attraktiv destination och därmed leverera ett värde till besökaren. Det finns däremot färre empiriska studier om hur samarbetet på en destinationer och hur ett multi-aktörsperspektiv spelar in i att skapa en attraktiv destination och därmed ett starkt varumärke. Det leder studien in på dess forskningsfråga: Hur samarbeten på en destination kan främja destinationsvarumärket? som också kommer besvaras med underfrågor: Hur Destination Management Organisations och aktörer skapar en dynamik och samverkan för att de ska samarbeta gentemot destinationens brand identity? och Hur aktörer förhåller sig till att arbeta gentemot destinationers gemensamma mål samtidigt som de beaktar egna intressen? Syftet med studien är att undersöka hur aktörer i Kalmar samverkar för att skapa en attraktiv destination och stärka dess varumärke, samt att skapa en större förståelse för hur samarbetet fungerar för att stärka varumärket. För att besvara studiens forskningsfråga har en kvalitativ metod använts med en deduktiv ansats. Studien bygger på intervjuer med sju respondenter från områden som anses relevanta för att besvara forskningsfrågan och uppnå syftet. En tematisk analys har genomförts för att se mönster i respondenternas svar. Dessa har sedan tolkats tillsammans med teorier som leder fram till vissa slutsatser. Slutsatser som kunnat dras i studien är att samarbetet på en destination kräver en organisation, möjligen en Destination Management Organisation, som kan samordna aktörerna och främja destinationsvarumärket. Studien har även visat på aktörernas egna vinning och att de fortfarande kan ta egna intressen i beaktning och ändå arbeta för destinationens mål och enhetliga varumärke. / The creation of a destination image and brand is an effective positioning strategy. Destinations focuses on creating an attractive destination and thereby delivering a value to the visitor. There are, fewer empirical studies on how the collaboration on a destination and how a multi-actor perspective plays into creating an attractive destination and thus a strong brand. This leads the thesis into its research question: How collaboration at a destination can promote the destination brand? Which will also be answered with these questions: How does Destination Management Organizations and actors create a dynamic collaboration in order for them to cooperate towards the destination brand identity? and: How actors relate to working towards destinations´ common goals while considering their own interests? The purpose of the thesis is to investigate how actors in Kalmar work together to create an attractive destination and strengthen its brand, and to create an increased understanding of how the collaboration works to strengthen the brand.