The main subject of this study is about Taiwanese girls and ladies clothing brand called Scottish House, and to discuss the consumer whether or not be influenced by extrinsic cues such as image of the country of origin, brand image and prices when purchasing clothing, thereby affecting the perceived quality and purchase intention. The main conclusions of the study are as follows: 1. Image of COO and COD will indeed have a positive impact on perceived quality, indicating that female consumers of Scottish House think the image of COO and COD make them feel that the clothing has high quality. And the impact of image of COD on perceived quality is more than image of COO. 2. Brand image will also have a positive impact on perceived quality and the influence of brand image of the Scottish House on perceived quality is the strongest over image of COO and COD. 3. Perceived price will have a positive impact on perceived quality, and the female customer regards Scottish House as high price. However, the influence of perceived price on perceived quality is far lower than the image of COO and COD. 4. Perceived quality will have a positive impact on purchase intention, customers thinks Scottish House has high quality and thus increase their willingness to buy. The conclusions above are significant to the management in the following aspects. 1. COD is relatively important. 2. Brand image is a key extrinsic cue for judging product quality. 3. Price has a limitation to explain product quality. 4. High product quality leads to high purchase intention.

This thesis deals with the social enterprise and the social enterprising NPOs and the identification of societial marketing in Taiwan. The purpose of this study is to investigate the service innovation, brand image, and Societial Marketing identification, and their interrelationships within different social enterprise patterns in Taiwan. In addition, it's further to point out the differences among three types of social enterprises : public social charity, culture education, and culture art. Studies on the social enterprise and the social enterprising NPOs and the identification of societial marketing in Taiwan in Kaohsiung resident as a research objective. The purpose of this study is to investigate the four variables of service innovation, ie. new social welfare, new service concept, new client interface, and new service delivery system; the three variables of brand image, ie. types of brand association, favorability of brand associations, uniqueness of brand associations and societial marketing identification, and their interrelationships within different social enterprise patterns in Taiwan. With regard to sampling methods, use of non-random sample of convenience sampling, this study a total of 426 questionnaires were recovered, an effective sample of 393 copies. The results of the study were as follow: showed that service innovation, brand image and identity among social marketing does have a significant positive correlation, however, different patterns of social enterprise in the relationship between the various variables are showed some negative correlation. The results can be summarized under five main conclusions: ¡Ð When the social enterprises want to input the concept of service innovation in the organization, it should not ignore the social welfare and social entrepreneur of the specific conduct. Because the service innovation and brand image can simultaneously enhance the community identification. ¡Ð Social enterprise of public social charity: It should continue to construct indicators for sustainable management and for the evaluation of internal and external organization. ¡Ð Social enterprise of culture education: It should retain its own brand image, while aiming to enhance the new type of service and customer interface. ¡Ð Social enterprise of culture art: It Should construct new types of social welfare, and strengthen the brand values, to offer the community a better understanding of the realities of life of the art and aesthetics. ¡Ð This study also found that people generally give recognition and trust for non-profit organizations, which engaged in social enterprise with commercial or profit-making activities.

The purpose of this study is to investigate CSR’s effect on brand image in order to increase the understanding of CSR as a marketing tool, within the service industry. The research questions of the study are “How does a service-based company’s involvement in CSR as a marketing strategy affect the brand image? And how do the different CSR dimensions affect the brand image?” This study has a positive and deductive approach with a cross sectional design. The quantitative method chosen was a questionnaire, more precisely.  More specifically, a self-completion survey was conducted on a sample of 73 hotel guests living in a CSR friendly hotel in Malmo, Sweden.

Background:                 Brands are associated with certain elements, including name, logo and slogan. Being understood as major parts of all brands, changing these would be considered as a vital event. The term ‘rebranding’ is an umbrella term for describing the three following processes; changing name, changing the aesthetics of the brand, and/or repositioning. Although rebranding often results in success, the process of rebranding is challenging and risky, and it is important for firms to understand the main opportunities as well as the main barriers in order for the rebranding process to be as well-organised and effective as possible. With this in mind after a significant change, companies need to enforce the brand images previously perceived by consumers, in order to capture and transfer brand equity, as well as making sure that the rebranding process responds to the desired corporate identity of the firm. Purpose:                       The purpose of this thesis is to understand corporate rebranding, focusing on repositioning, and what consequences arise from it, in terms of brand equity, corporate identity, and brand image, by using the case of Lidl in order to illustrate this.   Method:                       A single-case study has been conducted illustrating Lidl in accordance with the purpose of this thesis. Primary data have been collected through a qualitative method, and secondary data has been gathered to further support purpose and gain understanding about Lidl. Theoretical insights have been collected through a literature review. Conclusion:                   Derived from the research the authors can conclude that repositioning, as a process of rebranding, is a difficult and long-term process. The research and findings show that repositioning although difficult is possible proven by examining positive effects from the rebranding process of Lidl on brand equity, corporate identity and brand image.

Reputation has been the subject of marketing research throughout recent years, and it was found to be an important measure of how organizations are perceived. The theory of co-creation, where organizations interact and deliver value through the involvement of customers, has also shown positive effects on performance. The main purpose of this thesis is to gain a deeper understanding of how reputation and co-creation are managed internally. Furthermore, this study aims to investigate the impact of brand image, satisfaction, perceived quality, and brand experience on co-creation and reputation by evaluating the external perceptions of members of a nonprofit membership organization, the Swedish-American Chamber of Commerce of Washington, D.C., Inc. (SACC-DC). For a nonprofit membership organization, both reputation and co-creation can be of importance, as they do not compete by financial means, but instead by how the members perceive the networking service that they provide. We could identify a research gap, since there is no study that examines co-creation in relation to reputation. Furthermore, there is a need to conduct more research on co-creation in the nonprofit context. We could also see that more in-depth studies need to be done on reputation in order to understand the underlying factors of the internal management of the reputation. In order to fulfill the purpose of the thesis, a mixed-method study has been conducted. In the qualitative study, we have conducted eight semi-structured interviews with board members and employees of SACC-DC. Through the interviews, we gained a deeper understanding of how the reputation is managed by exploring how the organization works with co-creation, identity, desired identity and perceived quality. From the interviews, four themes were derived to explain how the organization co-creates their reputation together with their members. The themes were brand identity, brand delivery, value, and mutual responsibility. Our qualitative findings resulted in a table, showing that the reputation could benefit from being co-created in nonprofit membership organizations. In order to advance an understanding of how members of SACC-DC perceive the reputation and co-creation, a quantitative study was conducted. We assessed the effects of brand image, brand experience, satisfaction and perceived quality on co-creation and reputation. Our regression analyses showed that brand image and brand experience had positive significant effects on both co-creation and reputation, and that perceived quality had a positive significant effect on reputation. We could also conclude that co-creation had a positive significant effect on reputation. From our qualitative interviews together with the results of our quantitative study, we could conclude that there are perceptional differences regarding the reputation between board members and members of SACC-DC. We can also conclude that the reputation of SACC-DC is indeed co-created by board members together with other members, which implies that both management and customers take part in the process of creating the best possible reputation. In addition to our theoretical contributions, we also made practical recommendations for both managers of nonprofit organizations in general and for SACC-DC in particular, on how to enhance the co-creation process of the reputation.

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Two different subjects that have been well researched over the last couple of decades are branding and startups. The intersection of these two subjects has however not been covered nearly as much. Some researchers go as far as claiming it to be an oxymoron. Built on this has this thesis been conducted in order to narrow this gap in research and shed light on the importance of branding efforts among startups. The objective of this study has been: To provide a deeper understanding of brand identity and brand image among startups  To fulfill this objective, two sub-objectives were established: To examine if there exists a gap between brand identity and brand image among startups To identify which key factors that influence brand identity and brand image among startups The study has been of an explorative and descriptive character with a deductive approach. For research strategy was embedded multi-cases chosen. Data collection has been collected by conducting semi-structured, qualitative interviews. This data has later been analyzed with the analyzation methods within-analysis and cross-case analysis. The finding of the study is that there exists a mismatch between the view of the management and the view of the customers. It can therefore be concluded that there is a gap between the brand identity and the brand image among the three startups investigated in this study. Communication and relationship have furthermore been found to be key aspects that affect the magnitude of the gap.  The practical implication to be taken from this study is the importance of branding in the early stages of a company. It can furthermore be important for practitioners, mainly managements of startups to be aware of the key aspects communication and relationship, and to work with branding even in the early years of a company. The theoretical contribution has been to investigate in an area where limited research has been made but more is needed. The need of research for entrepreneurs to rely on are desired.

The work deals with the perception of the Audi brand in the Czech market. The theoretical part describes the terminology related to the concepts of brand image and identity. The practical part includes an analysis of data obtained from my own research that seeks to uncover the match or inaccuracies in the perception of image and brand identity. It shows the actual image of Audi and also finds whether the prejudices about the brand Audi which circulate in the Czech Republic were refuted.

Sponsorship, and particularly sport sponsorship, continues to grow ahead of all other forms of marketing communication in stature and spend. As a result, there is a growing need for proper sponsorship management and accountability within organisations. The objective of the study was to evaluate how an organisation manages sponsorship to effectively enhance brand image, a long-term differentiator for brands. Focusing on the Energade brand, a qualitative case study method of research, using data from secondary sources and face-to-face interviews, was used to test the propositions developed through literature review. The study indicated that effective management of sponsorship entails setting of consistently aligned and prioritised objectives. In order for a sponsorship to enhance brand image, the sponsorship has to be leveraged at an optimal ratio; the sponsored property has to be congruent with the sponsoring brand at an intrinsic, positioning, and communication objective levels; and lastly, in order for sponsorship to effectively enhance shift brand image, its association with a sponsored property has to be long term. The Energade sponsorship fell short of enhancing the brand‟s Image. Whilst having some of the prescribed affective sponsorship management practices, a number of limitations were identified. Recommendations for managing sponsorship to enhance brand image, from planning, execution and evaluation were presented. Setting of objectives should be more rigorous, leverage activity and non-sponsorship messages should be complementary, sponsorship congruency should be beyond functional fit, and long-term sponsorship of a single property is more effective than sponsoring different properties over time. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

Globally, the market for green products and services is worth billions of dollars and is growing year on year at an increasing rate. The following study investigated the congruence between brand image and brand identity within the green marketing space, focusing specifically on Pick ‘n Pay’s Green Line of environmentally friendly household cleaning products.Through interviewing Pick ‘n Pay’s brand manager for their Green Line and one hundred shoppers at Pick ‘n Pay’s on Nicol store in Bryanston, Johannesburg, South Africa, the brand identity and brand image were both respectively characterised. Data was also gathered from the shoppers to allow the brand loyalty and brand equity generated to be determined.This research identified that for Pick ‘n Pay’s Green Line to generate positive brand loyalty and brand equity:<ul><li> A strong alignment between brand image and brand identity must be achieved;</li><li> There must be a strong believability of the green claims made; and</li><li> The credibility (trustworthiness) of the green claims must be sound.</il></ul>A model designed specifically to illustrate and summarise the findings of the research is later presented with the aim of providing brand managers who oversee products with green credentials a quick and simple guide to ensure all is being done to ensure that brand loyalty and brand equity for their products may be maximized. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted