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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Brand management problems in SMEs : case study on GävleVandrarhem AB and Chailease international finance corporation-Shenzhen branch

Huang, Huakuai, Lai, Ying January 2011 (has links)
This study aims to examine how brand management is implemented in SMEs, and investigate the problems encountered by SMEs when managing their brands in order to build strong brands.
2

Corporate Brand Strategy and Management- A Case Study of Siemens

Chou, Chih-Sheng 24 July 2002 (has links)
Abstract Branding is so hot and popular that many companies, academics or even politician research it and try to be differentiated in order to show forth their brand value or equity, particularly after Taiwan joined WTO in the beginning of 2002. The thesis is a case study of Siemens brand strategy and management, to illustrate what are corporate brand strategies and how to do for brand management. It presents a workable and realistic result and suggestions to industries. The thesis concludes that 1. Brand strategy is a part of corporate management strategy, and can be framed by vision, mission statement, objectives, and target groups¡Ketc. 2. Brand strategy and management should not be stand-alone. Brand management is led by brand strategy and accomplishes it. 3. Character, logo, claim, typeface, color and design quality are Siemens¡¦ brand elements, which have to be harmonized and fulfilled in order to maximize the brand equity. 4. Brand image can be built up by brand elements, however brand strategy should also focus on quality, after service, or even company¡¦s essence of business strategy or management in the long run. Ensuring that brand is an asset, not debt, of a company.
3

Challenging consistency : effects of brand-incongruent communications /

Törn, Fredrik, January 2009 (has links)
Diss. Stockholm : Handelshögskolan, 2009.
4

Porovnání marketingové strategie značky Nespresso na francouzském a českém trhu / Comparison of marketing strategy of brand Nespresso on French and Czech market

Bouberlová, Jana January 2008 (has links)
Cílem diplomové práce na téma ?Porovnání marketingové strategie firmy Nespresso na francouzském a na českém trhu? je zejména analýza marketingové strategie a její použití na francouzském a českém trhu.. Analyzovány jsou specifika konceptu Nespresso, rozhodnutí brand managementu o značce a detailně je popsán historický vývoj značky. Práce rozebírá klíčové faktory úspěchu značky Nespresso na francouzském trhu a navrhuje určitá doporučení pro vývoj značky na českém trhu.
5

Trendsättarnas Varumärken - En studie om hur lokala modebutiker bygger upp sina varumärken

Krulj, Aleksandar, Mårtensson, Carl January 2007 (has links)
<p>Den här studien fokuserar på små lokala företag och deras varumärkesuppbyggnad. Vi har studerat företag som befinner sig i klädes- och modebranschen och deras strategier som de tillämpar för att bygga upp och stärka sina varumärken. I inledning så finns det en introduktion till vårt problem och syfte. Problemformulering som denna studie har som avsikt att besvara lyder enligt följande: Hur bygger små lokala företag upp sitt varumärke?</p><p>Utifrån insamlad teori presenterar vi vår egen teorimodell som ligger till grunden för den senare analysen. Modellen tar upp ett antal viktiga steg i varumärkesuppbyggnad som produktattribut, märkesidentitet, kärnvärde, positionering, marknadskommunikation och intern märkeslojalitet. Detta leder slutligen till varumärkeskapital.</p><p>Empirin presenteras utifrån våra intervjuer med respektive ansvariga på företagen och detta jämförs med teorin. De företag som undersöks i studien är Thomas, Lindahls/Carlanders och Soda. </p><p>Analysen baseras på stegen i modellen och där jämförs teorin med den insamlade data som vi fått under våra intervjuer. Här belyser studien företagens egna beslut och hur väl de stämmer överens med den teoretiska grunden. </p><p>I slutsatsen besvaras studiens problemformulering och där dras slutsatser som studien visar på under analysens gång. Här visar vi på att det finns skillnader i tankesättet och strategier hos de olika företagen och orsakerna till detta. Vi visar även på att Lindahls/Carlanders är ett företag med ett redan starkt varumärke och bygger inte upp längre, utan vi skulle mer kalla det att de vårdar sitt redan etablerade varumärke.</p>
6

Trendsättarnas Varumärken - En studie om hur lokala modebutiker bygger upp sina varumärken

Krulj, Aleksandar, Mårtensson, Carl January 2007 (has links)
Den här studien fokuserar på små lokala företag och deras varumärkesuppbyggnad. Vi har studerat företag som befinner sig i klädes- och modebranschen och deras strategier som de tillämpar för att bygga upp och stärka sina varumärken. I inledning så finns det en introduktion till vårt problem och syfte. Problemformulering som denna studie har som avsikt att besvara lyder enligt följande: Hur bygger små lokala företag upp sitt varumärke? Utifrån insamlad teori presenterar vi vår egen teorimodell som ligger till grunden för den senare analysen. Modellen tar upp ett antal viktiga steg i varumärkesuppbyggnad som produktattribut, märkesidentitet, kärnvärde, positionering, marknadskommunikation och intern märkeslojalitet. Detta leder slutligen till varumärkeskapital. Empirin presenteras utifrån våra intervjuer med respektive ansvariga på företagen och detta jämförs med teorin. De företag som undersöks i studien är Thomas, Lindahls/Carlanders och Soda. Analysen baseras på stegen i modellen och där jämförs teorin med den insamlade data som vi fått under våra intervjuer. Här belyser studien företagens egna beslut och hur väl de stämmer överens med den teoretiska grunden. I slutsatsen besvaras studiens problemformulering och där dras slutsatser som studien visar på under analysens gång. Här visar vi på att det finns skillnader i tankesättet och strategier hos de olika företagen och orsakerna till detta. Vi visar även på att Lindahls/Carlanders är ett företag med ett redan starkt varumärke och bygger inte upp längre, utan vi skulle mer kalla det att de vårdar sitt redan etablerade varumärke.
7

Brand management regionálních značek / Brand Management of Regional Brands

Šanderová, Petra January 2011 (has links)
This thesis is focused on regional brands and their strategic management. In the theoretical part there are explained the basic concepts: brand, brand management and region. The practical part describes the selected region and regional brand. That continues to marketing research that is focused on consumer awareness of regional brands. In the final part there are mentioned the promotion recommendations of the selected regional brand. The aim is to acquaint the reader with the programs of the regional marking and find out the opinion of the consumers towards the regional brands.
8

Understanding international branding: Defining the domain and reviewing the literature

Whitelock, Jeryl M., Fastoso, Fernando January 2007 (has links)
No / This paper's objectives are first to analyse the patterns of research on international brands and branding so far, secondly to provide a definition for international branding based on these previous studies in the field, and finally to suggest fruitful paths for future research in this area. Content analysis of academic papers published in major marketing, advertising and international business journals. The field of international branding is broad and has developed in the course of the last 30 years in different directions and with different understandings of what the term refers to. This paper gives an overview of these directions, of the different understandings of the term found in the literature, proposes a definition of international branding, and finally suggests paths for future research. As with all literature reviews, this paper is limited to analysing works in a selection of the top academic journals in the field. However, a careful choice of the most important journals has been made, providing a good reflection of the knowledge in the area.
9

Strategie brand managementu ve službách / Brand Management Strategy in Services

Novotný, Petr January 2011 (has links)
Modern approaches to the theory of service. Specifics of brand management in services. Selection of the subject and product portfolio analysis of services. Proposal of strategy for the spread of selected brand product line services.
10

Branding in the lower level sport club setting : The case of Swedish division 1 ice hockey teams

Klouman, Henrik, Beljulji, Djavid January 2012 (has links)
Background Keller (2009) states that brand equity and the crucial intangiblevalue a brand brings to organizations is perhaps one of the most important marketing topics discussed in recent years. As the competitive market and branding environment for companies are fierce, the sport industry has gradually become more competitive and professional in many aspects of their operations as well. Researchers have gone to the extent of claiming that a brand is the most important asset of a sports team and that the brand provides direction and meaning for sports associations as well as for their followers. Still, market studies have indicated that sport associations often lack appropriate branding strategies and particularly for teams below the professional level, research have been limited in these areas. Purpose The purpose of this thesis is to examine what strategies and actions lower level Swedish ice hockey teams use in order to create and strengthen their brand. Method A hermeneutic view and inductive approach have been applied for this thesis. The purpose and research questions of this thesis have been answered with the help of seven qualitative, semistructured in-depth interviews with lower level sport club managers. Frame of reference Theory is based on two approaches to how teams can build and leverage their brand. While a model by Richelieu (2003) illustrates a strategic construction of the sports brand, the Spectatorbased brand equity model by Ross (2006) is more concerned with how controllable and uncontrollable factors contributes to the two main components of spectator based brand equity, namely brand awareness and brand associations. Conclusions The conclusion withholds the answer to the four research questions and purpose designed for this thesis. The findings indicate that teams are starting to realize the importance of a strong brand, particular to meet increased customer expectations for the game experience are considered important to create positive brand associations. An important finding have been the lack of communication and interaction teams seem to have with their customers in order to establish a clear brand identity and position in the market. The findings also indicate some characteristics particular to the lower level setting e.g. the dependence on volunteer workers and how the lack of long-term financial responsibility have impacted the management and development of a strong brand.

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