Problemdiskussion: Studien ämnar till att undersöka butikernas roll för kosmetiskavarumärken inom premiumsegmentet i en tid där e-handeln övertar stora andelar av marknaden.Syfte: Studien syftar till att skapa förståelse kring butikens roll inom premiumsegmentet förkosmetiska varumärken.Metod: Studien har grundats på en kvalitativ forskningsmetod och forskningsansatsen har varitabduktiv. För att skapa förståelse kring butikernas positionerande uppgift har författarnagenomfört semistrukturerade intervjuer med personer inom branschen samt utfört observationeri butik.Slutsats: Resultatet av denna studie visar på att varumärkenas främsta fokus gällande butikensroll kommer i framtiden handla om att leverera en upplevelse till sina konsumenter.Varumärkena kommer behöva arbeta med att bygga upp en helhetsupplevelse i butikernagenom välutbildad personal i kombination med ett butiksuttryck som syftar till attkommunicera varumärkets Brand Image. Digitala verktyg används för att förhöja konsumentensupplevelse i butik, samt för att kunna skapa personliga erbjudanden och för att bygga enrelation mellan varumärke och konsument. Varumärkena använder sig även av digitalahjälpmedel för att stimulera konsumenternas sinnen på ett nytänkande och effektivare sätt.Butikspersonalen har en avgörande roll i kommunikationen av varumärkets Brand Image ibutik. Varumärkena kommer i framtiden behöva fortsätta sitt arbete kring utvecklandet avpersonal med högre expertis. Ett arbete som utvecklas med hjälp av digitala hjälpmedel ochutbildningar.Nyckelord: Butiksuttryck, butikskommunikation, kundupplevelse, Brand Image samt säljstöd.

The owner(s) of a brand decide the attributes of the brand, such as name, color, shape, logotype and values. They have the power and control on what they are communicating to the consumers.  However, consumers can freely interpret any information that is being communicated towards them and shape their own perception of the brand. Internet memes can be categorised as a type of satirical communication method that can be used by consumers. The purpose is to explore how satire through the medium of internet memes affect brand image. This research used a qualitative research approach with a cross sectional research design, in the form of semi-structured interviews. The sample consisted of people from the age 20-30 that had knowledge about memes to some degree. A total of 15 interviews were implemented and took approximately 30 minutes each to execute. The conducted research gave insight to how satirical memes can potentially affect consumers perception of brand image. What was discovered was that satirical memes had the potential to possibly affect certain aspects of both the cognitive and emotional components of brand image. When the participants had a neutral or negative pre-determined brand image it was possible to see a negative shift in their perception of this brand image through negative reinforcement. While on the other side, when participants had a strong and positive pre-determined brand image, the satirical memes affected them differently, as they did not make them negative towards the brand but became critical instead. These alterations showed that there was the potential to affect the participants purchase & usage situations and through the satirical memes effect on the different cognitive and emotional components, could possibly change the perception of a brand image as a whole.

Brands implement some strategies in choosing the right marketing activities and engaging in CSR activities in order to build up a positive brand image in the consumer's mind and to influence their perceptions. “CSR-brand fit” is the level of matching between a company's objective and  the implemented CSR activities. The purpose of this study is to explore how CSR implemented activities by a brand could positively influence brand image when those activities are in line with the business objectives of a brand. The study is done by the qualitative strategy with the abductive approach reasoning. Nine unstructured interviews were conducted in order to collect the data needed. Three cases were used presenting a “CSR-brand high fit” so the authors could explore how the “CSR-brand high fit” influences the brand image. The authors found that customers consider the high fit as something reasonable and makes common and logical sense.

This study aims to evaluate how Rögle BK:s work with CSR affects their sponsors relation to their sponsorship cooperation.  We do this via a quantitative and qualitative analysis of the club’s sponsors. Since Rögle BK have many sponsors, we put the limit to be included in this study at 90 000 SEK in sponsorship-money per year. Out of 158 possible survey respondents we received 73 answers. Out of the 73 respondents, 4 of them were selected to an interview. The selection for interview participants was chosen from the type of business they operated in, as we looked for variation of companies in the interviews.  We used the theory Brand Image Transfer in order to understand the reasons for companies to enter a sponsorship coorperation with Rögle BK and if Rögle BK:s work with CSR had any impact on this. The study found that Rögle BK:s work with CSR is appreciated by the sponsors but it is not the main reason for their decision to enter a sponsorship cooperation with the club. This could be because Rögle BK:s business network (which is available for all sponsors who have a sponsorship deal worth 90 000 SEK or more) is very appreciated and is believed to increase the business for the companies that are in the network. Another reason why Rögle BK:s work with CSR don’t seem to be the  one of the most important reasons for sponsorship cooperation could be the lack of communication related to it or that CSR in sport is a relative new phenomenon. However, Rögle BK:s work with CSR have had some impact, as most sponsors like the initiative and one sponsor would have left if it hadn’t happened and another sponsor joined because of it. Our assumption based on the accumulated knowledge from previous researches and this study is that Rögle BK:s work with CSR will be of a greater dignity later on, as more companies are getting more aware of the importance of sustainability.

A lo largo de los años, la publicidad se ha encargado de explotar estereotipos relacionados a la figura femenina mediante la difusión de ideales que plantean desde los comportamientos que debe tener hasta cómo debe lucir una mujer. De esta manera, la representación de la mujer en la publicidad se ha visto afectada por un modelo poco realista. Sin embargo, desde el año 2014, esta tendencia publicitaria ha intentado ser combatida con la aparición de una nueva estrategia llamada “femvertising”. El uso de esta pretende transmitir a los consumidores una representación más valiosa y empoderada de las mujeres, para que el mensaje publicitario se mantenga alejado de la imagen estereotipada que ha venido mostrada en las últimas décadas. En este marco, el objetivo general de este artículo es analizar la percepción de las mujeres limeñas de 18 a 25 años frente al uso de femvertising para la construcción de la imagen de marca de las empresas de indumentaria. Utilizaremos un enfoque cualitativo centrado en entrevistas personales y grupales a partir de guías de indagación semiestructuradas. / Over the years, advertising has been responsible for exploiting stereotypes related to the female figure through the dissemination of ideals that are told, like some kind of the behaviors they should have or how they might look like. Therefore, the representation of women in advertising has been affected by an unrealistic model. However, since 2014, this advertising trend has tried to be fought back with the emergence of a new strategy called “femvertising”. The use of this is intended to convey to consumers a more valuable and empowered representation of women, so that it’s message is kept away from the stereotyped image shown in recent decades. Within this framework, the general objective of this article is to analyze the perception of the Lima women between 18 and 25 years old, of the use of femvertising for the construction of the brand image of clothing companies. We will use a qualitative approach focused on personal and group interviews, based on semi-structured inquiry guides. / Trabajo de investigación

The culture within an organisation affects organisational performance in a myriad of ways, but the existing research was found by this paper to only examine organisational culture’s effect on profitability. This narrow view creates a gap between culture as a starting point for performance, and profitability as an ultimate endpoint. What about everything in between that culture has an effect on? Rather than examining organisational culture in terms of how it influences profitability, this study looks at how organisational culture influences an aspect organisational performance, specifically: its effect on brand image or on word-of-mouth referral. To do so, this paper unpacks a causal chain of influences in four chapters. The research here shows how that employees situated within the culture influences customers to promise to refer the organisation to their social connections. The literature shows that organisational culture is a context that influences most facets of business, and this context is used as a filter by employees to understand how they should behave and what they should value. This paper proposes that employees receive internal brand communications within the context of the culture. Then, they conduct their service actions according to what is expected of them within this context. Customers who interact with these employees are then coming into contact with the organisational by the proxy of customer-facing employees. These interactions between customers and employees are what causes the customer to enjoy the service experience or not. The theory shows that when a service experience is enjoyed, there is likelihood of positive word-of-mouth referral. This paper correlates that and proposes that when there is a strong degree of alignment in organisational culture, employees receive internal brand communications and conduct their service actions in strong alignment of what is expected of them. This leads to customers perceiving the organisation in a way that is favourable and causes a significant number of customers to promise to recommend the organisation.

På senare tid har det skett en förändring i hur marknadsförare använder känslor i reklamfilmer för att skapa band mellan konsumenter och företag, det som kallas för emotionell marknadsföring. Den här studien ämnar att undersöka hur emotionell marknadsföring har använts av två ledande elbilstillverkare i Sverige, Volvo och Kia, i företagens tv-reklam. Dessutom ville forskarna förstå vilka faktorer som är viktiga för att skapa känslomässiga band mellan konsumenter och företag. En semiotisk analys av reklamfilmerna samt fokusgruppsdiskussioner har gjorts för att förstå hur potentiella konsumenter reagerar på reklamfilmer. Resultatet av studien visade att den mentala bild som konsumenter hade av respektive varumärke (brand image) stämmer överens med hur Volvo ville kommunicera sitt varumärke (brand identity), men inte med hur Kia ville porträttera sig själva. Slutsatsen av studien mynnar ut i vikten av att kommunicera företagets kärnvärden i reklamfilmerna, och att uttrycka dem genom känslor.

The purpose of this study is to explain how supporters affect a team's brandmanagement. The theories and earlier research looked upon in this study areconnected to brand management, brand image, brand personality and theattachment theory. This study is interesting due to the fact that the sportsindustry is unique in comparison to other industries. In sports the customersare supporters that other industries do not have. A limited amount of researchabout supporters has been done, and they have not been clearly defined. Thisstudy used a qualitative research method and collected data from semistructured interviews with six different teams in the SHL. A thematic analysiswas performed to analyze and summarize the data. The summarized data wasthen compared and connected to our theoretical framework in order to try andanswer the purpose and research questions of the study. The managerialimplication of the study was that it showed that team managers in the SHLcommunicate through social media, events, and more, in order to have aconstant dialogue with supporters. The main theoretical contribution is thatsupporters can be connected to the attachment theory, and that brandmanagement in the sport industry might be defined along a B2S, “Business-toSupporter” perspective.

Raktiniai žodžiai: prekės ženklas, prekės ženklo įvaizdis, prekės ženklo įvaizdžio vertinimas. Darbo tikslas: įvertinti DAUGIRDAS GYM prekės ženklo įvaizdį. Darbo tyrimo objektas: DAUGIRDAS GYM prekės ženklo įvaizdis. Darbo uždaviniai: 1) atskleisti teorinius prekės ženklo įvaizdžio ir jo formavimo aspektus; 2) pagrįsti prekės ženklo DAUGIRDAS GYM įvaizdžio tyrimo būtinumą; 3) atlikti DAUGIRDAS GYM prekės ženklo įvaizdžio vertinimą vartotojų požiūriu. Darbo tyrimo metodai: mokslinės literatūros analizė, anketinė apklausa, statistinė analizė. Darbo apimtis – 53 puslapiai. Darbe panaudotos 3 formulės, 4 lentelės, 22 paveikslai, 2 priedai ir 36 literatūros šaltiniai. Išvados: 1) prekės ženklo įvaizdis – tai vartotojo sąmonėje susiformavęs prekės ženklo vertinimas, besiremiantis funkcinių ir emocinių vertybių pagrindu ir perteikiantis vartotojui prekės ženklo koncepciją. Prekės ženklo įvaizdis kuriamas vartotojo sąmonėje marketingo komunikacijos priemonėmis, o įvaizdžio formavimo proceso pagrindas yra prekės ženklo identitetas. Stiprus prekės ženklas turi turėti turtingą ir aiškų identitetą, atspindintį prekės ženklą kaip prekę, organizaciją, asmenybę, simbolį, ir kuris būtų adekvačiai perteikiamas tikslinei rinkai. Įvaizdis turi perteikti prekės ženklo koncepciją su realia patirtimi, atitinkančia prekės ženklo supratimą. Prekės ženklas atlieka daug funkcijų sukurdamas vertę tiek vartotojui, tiek įmonei (gamintojui); 2) viešosios... [toliau žr. visą tekstą] / Key words: brand, brand image, brand image evaluation. Objective of the project: evaluate DAUGYRDAS GYM brand image. Object of the project: image DAUGYRDAS GYM brand. Purpose of this project: 1. show theoretical brand image and its steps of formation; 2. Validate brand DAUGYRDAS GYM image analysis necessity; 3. Perform DAUGYRDAS GYM brand image evaluation from the perspective of consumers. Research methods of the project: literature analysis, questionnaire, quantitative analysis. Size of the project – 53 pages. There are 3 formulas, 4 tables, 22 pictures, 2 annexes and 36 references. Conclusions: 1) brand image – it is evaluation of brand image in the consumer’s consciousness, based upon functional and emotional values and gives consumer brand image conception. Brand image is created in consumers’ consciousness using communication marketing principles but process of image formation is brand identity. Strong brand image must have rich and clear identity, which reflects brand as an item, organization, personality, symbol and it has to be targeted to specific market. Image itself has to show concept of brand image together with real experience matching understanding of the brand. Brand image fulfills many functions creating values for consumer and for the company (manufacturer); 2) public’s institution “Daugirdas Gym” brand is DAUGYRDAS GYM. Public institution “Daugirdas Gym” is sport club. Sport club deals with huge competition among other clubs. Also it is young club, doesn’t... [to full text]

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