Introduction: In recent years there has been a large increase in the number of microbreweries on the Swedish market. The development has been the opposite compared to what contemporary scientists and economic analysts predicted. The big breweries responded to the success of the microbreweries by offering their own specialty beer, however, without much success. To study the microbreweries from a marketing point of view are therefore of much interest. Purpose: This study intends to contribute to the literature on microbreweries by examining the increase of microbreweries from a marketing point of view. The study will focus on how the microbreweries have chosen to position themselves and identify how they communicate their brand. Theory: The theoretical framework underlying this study consists of an examination of how companies can enter the market and how they can distinguish themselves from competitors. Method: To fulfill the purpose of this study, a method triangulation has been applied. The empirical data were collected using two types of content analysis and through a multiple case study. The empirical data consisted of information from the communication channels used by the microbreweries as well as trend reports from the food industry. Conclusion: The results of the study show that the most common strategy for a company to position themselves on the market is through focus. The result is based on the importance of the place where the brewery was located in terms of how they communicated their brand and how their beer was distributed. By expressing their brand and values in terms of actions and transparency, it is considered to have contributed to the success of the microbreweries in establishing themselves on the market

Práce analyzuje marketingovou strategii značky Telka společnosti Opavia-LU. Teoretická část shrnuje poznatky o strategickém řízení, nástrojích marketingu a budování hodnoty značky. Aplikační část obsahuje analýzu vnitřního a vnějšího prostředí značky Telka, dále analýzu marketingové strategie do roku 2007 a důvody její neúčinnosti. Na základě výsledků spotřebitelského výzkumu je sestavena nová marketingová strategie značky, která je v roce 2007 implementována.

Main point of this work is to describe known aproaches to strategic brand management and to implement this aproaches on the real data from automotive industry. This whole topic is analyzed from media agency point of view.

The thesis deals with strategic brand management and brand launch. Specifically, the launch of antiseptic and disinfectant brand Dettol at Slovak market and supporting activities are being analyzed. Based on the outcomes of this analysis the strategic launch model for Dettol brand in the Czech Republic is proposed.

Brand is the part of economy. It is an expression of unrepeatibility. Distinguish product from commodity as well as from other competing products or services. At present marketing managers have to solve many problems that are in connection with decreasing importance of brand in the eyes of consumers. They think that all brands from various producers are similar, they have the same quality and don't make differences. It names as brand erosion. We have to provide consumers some added value, built competitive advantage and differ our brand from other brands to find specific place in the mind of consumers. Brand has to be unique and interesting. Czech detergents market consist of range offer of variouse detergents. We can find there various producers abroad and home. It features with high fragmentation and customer can buy there various products from various producers long time tradion, non branded products and private labels.

This diploma thesis aims at strategic strategic differentiation of two brands. The main goal of the thesis is to analyze the current marketing strategy of the brands that are competitive to each other in the category of white mold cheese. The brands have a common owner. They facing a continuous decline in market share. At the same time, the whole category of white mold cheese is growing. The thesis is divided into two parts.In the first part,there are described theoretical approaches of creating marketing strategy, brand management, brand differentiation and market segmentation. It contains various concepts of shaping marketing strategies and their realization. In the second part, there is an analysis of the brands, the market situation and the consumer behavior. In the final part, the author proposes recommendations of the future marketing strategy.

The aim is to evaluate the possibility of line extension of a new product range for a concrete mark, resp. develop appropriate strategies for an introduction of a specific extension product on the market. The theoretical part is focused on the strategic and tactic brand management, marketing mix and research. In the practical part, there is an evaluation of the situation on dishwashing market, its long-term development and a description of the major players. Subsequently work includes marketing strategy for the launch of a new product type which extends the existing range and strengthens the brand's position on the market. This strategy is based on consumer research where were investigated ways of washing dishes in the Czech Republic, who the ideal dishwashing liquid looks like and also what the brand awareness of current brands of dishwashing is.

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Yes / The objective of this research is to increase understanding about B2B company-led user engagement on social media content. Building on hierarchy-of-effects (HoE) theory, we explore how the world’s leading B2B companies use content objectives (why), strategies (how), and tactics (what) on Twitter. We first integrate B2B advertising and social media research on companies’ content objectives, strategies, and tactics. Then, using qualitative analyses, we examine the existence of objectives, strategies, and tactics in the most engaging tweets (N=365) of the worlds’ ten leading B2B brands, covering five industries, in 2017. Finally, we quantitatively examine how the use of diverse objectives and strategies differs between the most engaging tweets (N=318) and least engaging tweets (N=229) of the companies in 2018. The companies use objectives, strategies and tactics that relate to creating awareness, knowledge and trust, interest, and liking in the majority of their most and least engaging tweets, and express preference, conviction and purchase aspects much less. Differences exist in general, industry-wise, and company-wise. The study is a rare attempt to integrate the extant B2B advertising and social media research, and compare the most and least engaging B2B social media content.

Modeindustrins lyxvarumärken har, trots sina avantgardistiska och flamboyanta förknippningar, ett varaktigt rykte om att vara konservativt inställda till förändringar av sina väletablerade affärsmodeller. Den digitala disruptionen som internets framfart innebar för modedetaljhandeln omfamnades likaså inte av lyxsegmentet förrän långt efter att resten av modeindustrin redan insett näthandelns enorma affärsmöjligheter. Det är dock inte utan giltiga argument som lyxvarumärkena ställt sig skeptiska till att anamma den här "nymodigheten". Att förvalta den sociokulturella signifikansen av varumärkets identitet är instrumentellt för lyxvarumärkens fortsatta framgång, och att överföra ett flera decennier gammalt brick-and-mortar-koncept till världen online är inte riskfritt. Förändringen står dock inte längre för dörren, utan har oblygt gjort sig hemmastadd. Således syftar den här studien till att undersöka hur modeföretag inom lyxsegmentet använder marknadsföringsmedel (exempelvis bildspråk, narrativ, layout) i sin cultural branding online för att upprätthålla sin brand identity. För att kvalitativt studera fenomenet har en netnografiskt inspirerad metod tillämpats bestående av att observera ett urval hemsidor från lyxvarumärken av akademiker klassade som accessible core. Analytiskt intressant ansågs på förhand hemsidornas visuella identitet, bildspråk, narrativa stilgrepp och layout vara, med grund i tidigare forskning. Det här informerade således fokuset för insamlingen av materialet som sedan analyserades tematiskt. Resultatet visade att narrativa marknadsföringsstrategier är olika avsett vilken typ av varumärke och i vilken utsträckning narrativen kommuniceras. En introduktion av komponenterna i webbdesign presenteras som viktiga för att skapa en estetik som upprätthåller ett varumärkes identitet online. Resultaten indikerar vidare att narrativ och webbdesign görs kongruenta genom konsekvent användning av antingen en minimalistisk eller maximalistisk designfilosofi. Avslutningsvis diskuteras resultatets funna teman i kontrast mot tidigare forskning såväl som teoretiska och praktiska följder, samt rekommendationer för framtida forskning. / Despite over-the-top aesthetics and an outward image dressed in glitz and glamour the luxury fashion industry is deeply rooted in a culture of careful conservatism. For the individual au fait with this internal culture, the industry-wide resistance to the digitalisation of a centuries old business model was not unexpected. Yet, survival is to adapt. Today e-luxury within fashion is mainstream. However, becoming mainstream does not presuppose that the risks sceptics forewarned of regarding luxury fashion going online were invalid. The fear of once prestigious and culturally significant brands being watered down when translated into a more populist forum like the internet is not without warrant. In this netnographically inspired study, the authors employed the theory of cultural branding by Douglas Holt when analysing the websites of three luxury brands within the fashion industry to determine what marketing strategies are used by the industry to sustain one’s brand identity. Results indicate that narrative strategies are diverse concerning what kind of material and to what extent stories are communicated. Also, the components of web design most important in creating an aesthetic that enforces a brand’s identity online are presented. Results further indicate that narrative and web design are made congruent through the consistent use of either a minimalist or maximalist approach. To conclude, the authors of the study theorise on the academic as well as practical implications of our results, as well as providing recommendations for future research. This thesis is written in Swedish.