<p>This master’s thesis was carried out at SuperMap.SuparMap is a Chinese company supplying the Geographic Information System (GIS)software and service. It is leading the way in GIS research. The product of SuperMapis called SuperMap GIS applied by lots of government agencies, schools, andorganizations. SuperMap actively gets involved in the market of Japan, Korea,Singapore, Vietnam, India, Kazakhstan, and South Africa. However, in 2008, it hasentered the Sweden market and tries to involve in the whole European market.In European market, the GIS technology is relatively mature and the most marketshares have been taken by ESRI the top GIS software company. SuperMap has toimprove the strategy to make the customers turn to it from the ESRI. According to the4Ps, 4Cs and Brand management theory, SuperMap adopt a series of measures onmarketing.In this article we will analyze those measures referring to the 4Ps, 4Cs and brandmanagement theory. At the end of our thesis, we summarized our suggestions basedon our thesis analyzing.</p>

<p>Sportindustrin blir alltmer marknadsdriven. För att kunna bedriva effektiv marknadsföring blir det allt vanligare att strategiskt arbeta med att utveckla varumärken, brand management, som man använder sig av för att genom olika kommunikationskanaler attrahera konsumenter. Många av Sveriges specialförbund arbetar idag konkret med sport brand management. Svenska Ridsportförbundet (SvRF) har inte tidigare arbetat med sport brand management varav syftet med denna uppsats därför är att påbörja en varumärkesutveckling genom att identifiera och beskriva SvRF:s varumärke från ett internt perspektiv samt undersöka hur förbundet genom sport brand management kan utveckla verksamheten.  Uppsatsen bygger på en fallstudie med en kvalitativ innehållsanalys som inkluderar semistrukturerade intervjuer med anställda på förbundet. I empirin presenteras SvRF:s erbjudande, varumärke och verksamhetsmål samt några av de viktigaste faktorer som påverkar ridsportens utveckling. Den empiriska sammanställningen visar att trots det faktum att SvRF idag inte bedriver något konkret brand management har varumärket ”svensk ridsport” ändå en stark identitet och många unika värden. Vidare visar slutsatsen att SvRF genom mer fokus på varumärket och brand management kan utveckla verksamheten ytterligare.</p>

Nowadays global market is quite attractive for high competition environment.  First is to reduce risks and uncertainties of the business in their home countries. Second is to exploit the growing global market for goods and services which can lead to economies of scale and the increasing of market share. In order to be visible in global market, brands can be used to play an important role. From marketing point of view, brands are the means that consumers use to distinguish products and services based on essential and non-essential attributes and they are a source of business’s differential advantage. Furthermore, brands communicate tangible and intangible advantages and are attractive to a range of feeling. In order to make decisions for brand strategy, branding plays an important role. Critical advantage of branding is for product identification, and it is also the key element for marketers to differentiate a product from its rivals. However, branding provides many benefits apart from identification and differentiation of products

This master’s thesis was carried out at SuperMap.SuparMap is a Chinese company supplying the Geographic Information System (GIS)software and service. It is leading the way in GIS research. The product of SuperMapis called SuperMap GIS applied by lots of government agencies, schools, andorganizations. SuperMap actively gets involved in the market of Japan, Korea,Singapore, Vietnam, India, Kazakhstan, and South Africa. However, in 2008, it hasentered the Sweden market and tries to involve in the whole European market.In European market, the GIS technology is relatively mature and the most marketshares have been taken by ESRI the top GIS software company. SuperMap has toimprove the strategy to make the customers turn to it from the ESRI. According to the4Ps, 4Cs and Brand management theory, SuperMap adopt a series of measures onmarketing.In this article we will analyze those measures referring to the 4Ps, 4Cs and brandmanagement theory. At the end of our thesis, we summarized our suggestions basedon our thesis analyzing.

Sportindustrin blir alltmer marknadsdriven. För att kunna bedriva effektiv marknadsföring blir det allt vanligare att strategiskt arbeta med att utveckla varumärken, brand management, som man använder sig av för att genom olika kommunikationskanaler attrahera konsumenter. Många av Sveriges specialförbund arbetar idag konkret med sport brand management. Svenska Ridsportförbundet (SvRF) har inte tidigare arbetat med sport brand management varav syftet med denna uppsats därför är att påbörja en varumärkesutveckling genom att identifiera och beskriva SvRF:s varumärke från ett internt perspektiv samt undersöka hur förbundet genom sport brand management kan utveckla verksamheten.  Uppsatsen bygger på en fallstudie med en kvalitativ innehållsanalys som inkluderar semistrukturerade intervjuer med anställda på förbundet. I empirin presenteras SvRF:s erbjudande, varumärke och verksamhetsmål samt några av de viktigaste faktorer som påverkar ridsportens utveckling. Den empiriska sammanställningen visar att trots det faktum att SvRF idag inte bedriver något konkret brand management har varumärket ”svensk ridsport” ändå en stark identitet och många unika värden. Vidare visar slutsatsen att SvRF genom mer fokus på varumärket och brand management kan utveckla verksamheten ytterligare.

Branding is essential for a business success although it may be difficult to decide what branding strategy to use. The purpose of this paper is to investigate the concept of branding, and more explicitly the strategies of umbrella branding and brand extensions and how it relates to value, in practice. A case study of an ice cream company, SIA Glass, was conducted to answer the research question of how SIA Glass’ branding strategy affect its’ brands. The method used was based on a deductive approach with semi-structured interviews. The findings indicate that SIA Glass’ decision to offer a more diverse brand portfolio created problems in its’ internal communication and the focus was lost on brands less prioritized. Instead of focusing on the SIA Glass brand, the company wanted to connect SIA Glass to its’ corporate heritage and the Bertegruppen group, and offer products in new segments with less connection to the SIA Glass brand. Conclusions from the study imply that it is difficult for a company with limited resources to have an extended brand portfolio. In addition, as brand value is co-created with consumers and customers it demand more emphasis in practice, as well as in branding research.

This study aims to explore the implementation of marketing strategies on companies during the financial crisis, and to identify those strategies that can help a company to remain successful during a period of economic downturn.

Sweden is a country that has a rising fashion significance; with Stockholm as one of the most acknowledge fashion capitals. ‘Branding strategies’ of fashion brands, especially in the multi-billion Dollar luxury industry are gaining academic significance. Brands can be divided into ‘traditional-luxury’, ‘new-luxury’ and ‘non-luxury’ categories, and experts have found that branding strategies of ‘traditional-luxury’ brands differ from ‘non-luxury’ brands. Where ‘new-luxury’ brands are positioned has not been clearly defined yet. The lack of theoretical research in the field of ‘new-luxury’ branding strategies justifies our choice of research.

The aims of this research investigate and discuss the possibility of how a local government can construct city image by organizing local festivals with its marketing campaign. In generally, most of festivals and events can inject economic revenues and build up the city images upon branding marketing. Basically, the local government remains the main authority to coordinate the festival promotion and marketing, but festival branding and marketing even meet many challenges and struggles. Significantly, many of phenomena in Taiwan tourism markets presented those current festivals facing many potential problems and unpredictable impacts with respect to festival management and sustainability. However, these problems and dilemma including local government please tourists, lack of culture protection, demolishing local specialty and lack of innovation as well as the purposes of this festival. Wan-Nien Festival was chosen as the case study of this research since Wan-Nien Festival has exhibited for more than ten years to be the most popular and historical event of Taiwan official festivals as a result of its amazing campaign and diverse contents. Due to its entirely empirical characteristics and comparing with other short-lifecycle festivals in Taiwan tourism market, Wan-Nien Festival has been already authorized by Taiwan Tourism Bureau to call for the 2010 main folk festival t. On the contrary, a number of festival managements might face the end situation due to the limitation of budgets even though those festivals have already experienced and accumulated high popularity and reputation such as Yilan International Children¡¦s Folklore ¡® Folkgame Festival. Similarly, Wan-Nien Festival might face the same challenge and difficulty for its sustainability without money injection. In contrast, many famous festivals and events are still in the process and development, such as Edinburgh International Festival which has been held for more than sixty years (from 1947). However, these famous festivals still attract many tourists all over the world as a result of their marvellous activities and they also turn into highly-acceptations festivals by the branding marketing. According to the argument of above description, the purpose of this research intends to discuss the possibility of Wan-Nien Festival branding-building and branding management. The methodology of this research can be divided into three perspectives. First of all, Three outstanding international festival, Edingburgh International Festival, Qingdao International Beer Festival, and Yilan International Children¡¦s Folklore and Folkgame Festival will beanalysed, induced, and compared the significant key factors and impacts to result in the success of these festivals. Secondly, referring to the branding management, research strategy adopt semi-construct interview to ask eleven relative stakeholders such as governors involved in holding festival, representative from Wan-Nien Festival local committee, village wardens, scholars specialize in festival marketing and tourism and business representatives. This research method tries to build up complete theory in the base of grounded theory and utilize the Atlas.ti 5.6.3 software to integrate and collect these interview data. The main research process is to record all correspondents interview conversations by the step to open coding, family coding, illustrating network diagram and finally constructing research theory. Due to the deep interviews with 11 relative stakeholders who might directly or indirectly participate in Wan-Nien Festival marketing and branding, this dissertation illustrated several significant discoveries and valuable information. These results demonstrate that there are numbers of key factors of a success festival such as well-using of the local resource, festival organizing and support with more assistance from a local government, and integrating local community agreement. The research results also recapitulate that local participators involvement seem main power to drive the local feature and shape the festival organization. In addition, the main attraction to identify the difference of marketing branding and marketing position is to plan the local stories.

SyfteSyftet med uppsatsen är att undersöka styrning och hantering av butikskedjan som helhet, varumärketoch servicens roll, parallellt med företagskulturens och visionens funktion. Vidare vill vi kartlägga hurdessa delar bidrar till en enhetlig image.ForskningsfrågaPå vilket sätt kan butikskedjor styras för att upprätthålla en enhetlig bild av butikskedjansvarumärke?MetodVi har valt att utgå från en kvalitativ forskningsmetod då syftet med denna uppsats är att få endjupare förståelse av undersökningsproblemet. Vi har i denna undersökning använt oss av ettinduktivt tillvägagångssätt med vissa inslag av deduktion. Undersökningen tar sinutgångspunkt i verkligheten, då arbetet grundar sig i en observation av butikskedjor ochempiriskt material i form av intervjuer med experter på området.SlutsatserVi har identifierat ett flertal karaktäriska egenskaper för ledningen i arbetet med attupprätthålla en enhetlig bild av butikskedjan. Studiens resultat har belyst betydelsen förbutikskedjor att ha en tydlig vision. Vidare står det klart att en tydlig och snabb kommunikation inom butikskedjor är en viktig aspekt. Det framgår även av studien att entydlig linje bör hållas för att skapa en enhetlig varumärkesbild ut mot kund.