Kofola shows a perfect example of a successful brand revival and its further development. It prooves, that brand's history and knowledge are just one of many factors contributing to bilding a strong brand. The most important is the whole process of effective and strategic brand management. This diploma thesis analyzes the strategic brand management of Kofola. Its goal is to reveal the main keys to success standing behind both the brand's and the company's results. At the same time, several imperfections and unused opportunities are uncovered and on their basis recommendations for improvement are made. Part of the thesis deals with an own marketing research, based on a questionnaire method. The questionnaire focuses mainly on perception of Kofola's image and the way of presenting it in the last summer campaign. Based on the questionnaire results there is a hypothesis examined that people perceive Kofola's "retro" image positively and that this way of communication is the right way also for the future.

In the theoretical part of thesis: "Trademark as an intangible asset of a company", the theoretical aspects of brand management and methods of valuation of brands as intangible assets are explained. In the practical part of thesis a company analysis is undertaken and brand value is calculated by using adequate methods. Final suggestion and recommendation for trademark registration in the Register of Trade Marks are mentioned in the conclusion of thesis.

O estudo sobre organização de marketing e estruturas organizacionais de marketing é crucial para a implementação dos esforços de marketing, principalmente em um cenário competitivo em que as empresas precisam modificar constantemente suas estratégias e suas estruturas para atender às novas exigências do mercado. Apesar de histórico, esse debate é atualmente relegado a segundo plano por pesquisadores e executivos de marketing, sendo a proposta desta tese reavivar essa discussão. Assim, o objetivo central deste trabalho é realizar uma análise formal e descritiva da influência de fatores condicionantes da estrutura organizacional na execução das atividades de marketing. Para tanto, consideram-se critérios de departamentalização e suas formas, centralização de áreas de apoio, localização de assessorias, amplitude de controle e número de níveis hierárquicos, descentralização da autoridade, sistemas de comunicação e nível de formalização nas áreas de marketing e sua influência em atividades como busca e levantamento de informações de mercado, planejamento de marketing, desenvolvimento de estratégias de segmentação, diferenciação e posicionamento, desenvolvimento de metas e objetivos, decisões sobre o composto de marketing (produto, preço, distribuição e promoção), desenvolvimento e manutenção do relacionamento com o consumidor e programas de responsabilidade social e ética, contemplando assim o relacionamento entre os corpos teóricos de marketing e da teoria das organizações. A realização desta tese deu-se por meio de um estudo exploratório, descritivo e qualitativo, composto por pesquisas complementares. Após pesquisa exploratória para a formulação do referencial teórico, realizou-se um estudo de campo multicasos exploratório e qualitativo nas áreas de marketing de duas empresas de bens de consumo, a Whirlpool do Brasil e a PepsiCo do Brasil - Unidade de Bebidas. Dentre os principais resultados encontrados, ressaltam-se: a forte influência da descentralização da autoridade como aspecto crucial para a execução das atividades de marketing; a não-preocupação com a definição formal das atividades; a utilização de uma forma de departamentalização hierarquizada como funcional - marca/produto - funcional; e, principalmente, uma nova forma de estruturação organizacional para a gestão de produtos e marcas que contempla a separação funcional das atividades de planejamento e de gestão dos planos, alocando a decisão sobre linhas de produtos, inovação e novos produtos no que se pode considerar uma área de apoio estratégica e centralizada. / The study on marketing organization and its organizational structures are crucial for the implementation of marketing efforts, mainly in a competitive scenario where companies need to constantly change their strategies and their structures to meet new demands of the market. Despite historical, this debate has been relegated to the second role by marketing researchers and executives and the proposal of this thesis is to revive that discussion. Thus, the central purpose of this study is to conduct a formal and descriptive analysis of the influence of conditioning factors of organizational structure in the implementation of marketing activities. Therefore some criteria are considered: departmentalization and its forms, centralization of areas of support, location of assessments, control extension and number of hierarchical levels, decentralization of authority, communication systems and level of formalization in the areas of marketing as well as its influence in activities such as sourcing and researching of market information, marketing planning, development of target strategies, positioning and differentiation, goal setting, marketing decisions (product, price, distribution and promotion), development and maintenance of customer relationship, social responsibility and ethics programs contemplating the relationship between the theoretical marketing and theory of organizations. The completion of this thesis was made through an exploratory, descriptive and qualitative study, composed for complementary research. After an exploratory research for the formulation of the theoretical reference a survey study was done of multicase exploratory and qualitatively in the marketing areas of two consumer goods companies: Whirlpool do Brasil e PepsiCo do Brasil Unidade de Bebidas. Amongst the main results it\'s been noticed the strong influence of decentralization of authority as crucial for the implementation of marketing activities, the unconcern about a formal definition of the activities, the use of a hierarchical form of departmentalization as functional - brand / product - functional and, above all, a new form of organizational structure for products and brand management that contemplates the functional separation of the activities of coordination and planning management, allocating the decision about product lines, innovation and new products that can be considered a strategic area of support and centralized.

Purpose: To examine whether there is an interest in a public showroom for Swedish consumers and fashion e-retailers and how it could benefit them. Design/methodology/approach: Qualitative interviews with two Swedish fashion e-retailers were conducted in order to understand if there was an interest in a public showroom amongst the chosen companies. A survey with 200 participants was carried out with students from the Swedish School of Textiles, to get an understanding of their e-shopping behavior. Findings: It was found that there is an interest in implementing a public showroom. According to the survey results, a majority were in favor of trying on a product before purchasing it. The fashion e-retailers that were interviewed thought that it would be of interest if it would function more as a temporary pop-up solution. Practical implications: The findings are of relevance for fashion e-retailers that are potentially interested in an additional marketing and communication channel for their internal brands. Originality/value: As there was no research regarding Swedish fashion e-retailers attitude towards a public showroom, this thesis contributes with new findings to the academics. Furthermore, it can be used as a guideline to fashion e-retailers in the event of opening of a public showroom. / Program: Master Programme in Fashion Management

The master's thesis focuses on distribution in a selected company. The company has been going through many changes which affect the whole logistic chain. The company is pushed by the current market situation to change processes in the central warehouse and in the costumer distribution. The author analyses all these changes and compares them to the theory. The author also proposes some improvements for efficiency increase in single parts of the logistic chain. There is not only theory used for these proposals. The proposed solutions are based on his own work experience and inspiration from different companies.

[pt] Face ao movimento de globalização e, portanto, à crescente competição interna e externa, diversas empresas brasileiras vêm buscando não apenas iniciar ou aumentar a comercialização de seus produtos em mercados estrangeiros, como também tornar suas marcas conhecidas internacionalmente. O objetivo principal deste estudo é analisar as estratégias de marketing empregadas por estas empresas no esforço de internacionalização de suas marcas. Para alcançar este fim, realizou-se uma pesquisa descritiva, através do método survey, com empresas exportadoras dos segmentos de revestimentos cerâmicos, de confecções, moveleiro, calçadista, joalheiro e cosmético. Os resultados do levantamento revelaram uma visão geral das estratégias de marketing internacional, com ênfase principalmente na dimensão de marca, desenvolvidas nos setores de atividade citados anteriormente, bem como indicaram importantes particularidades setoriais. / [en] Due to the globalization movement and therefore the increasing internal and external competitive environment, several Brazilian companies are pursuing not only to initiate or to leverage their product sales to foreign markets, but also to make their brands internationally known. The primary objective of this study is to analyze the marketing strategies employed by these companies in their brand internationalization efforts. In order to achieve this aim, a descriptive research was done through a survey with exporting firms from the ceramic tiles, textile, furniture, footwear, jewelry and cosmetic segments. The outcomes revealed an overview of the international marketing strategies, focusing specially the brand dimension, undertaken by these economic sectors, as pointed out important particular sector issues.

<p><em>Aim:</em> This study deals with Brand Management after acquisitions. Since this subject is still quite unexplored, a case study backed the theoretical review in order to answer the two research questions. Furthermore, the work educes a model which shows the ascendancies that are involved in the field of Brand Management after acquisitions. It is the aim to reveal the necessity of strong branding for acquired companies and the importance of the continuity of their presenting brand values. I hope this paper adds new knowledge in the Brand Management sector in connection with acquisitions and gives the reader a proper understanding about the issue._<em></em></p><p>_{<em>Method:</em> The study occupies a theoretical and an empirical study. The theory}part presents a selection of theories and models developed by scholars in the field of business administration. While the first research question concerning brand equity after acquisitions is addressed in the theoretical review in chapter 3, the second question regarding brand image is mainly discussed during the empirical part. The data for the latter was primarily obtained by a case study which is a qualitative method and occupies interviews and discussions.</p><p><em>Result:</em> Brand Management has become a key issue for companies and is a sensitive subject in the context of Merger and Acquisition. Hence, it is a challenge for the acquirer and the acquired company to manage control and adapt to the new situation. Brand equity as a key asset of Brand Management is the amount of loyalty a customer has towards a brand and it is certainly influenced by such transactions as M&A. In the real-life comparison of the specific case it proved to be successful for the acquirer to maintain the autonomy of the acquired brand and continue the meaning of the brand. In addition, the loyalty of the customers is of great importance to assure a smooth process of the business operations.</p><p><em>Suggestions for future research: </em>Due to the current situation and constant changes it would be interesting to repeat the study some time in the future for a final conclusion. Furthermore, since the findings for the empirical part of this study are based on a strong acquired brand, it would be interesting to investigate the case of another company of weaker nature, and maybe of a different branch. The high profile of the target firm and its strong brand values had a remarkable influence on the revelations of this study.</p><p><em>Contribution of the thesis: </em>The result of this study helps companies to maintain their brand values during an acquisition. The research adds new knowledge in the brand management sector in connection with acquisitions, and it is useful for companies which are involved in M&A activities.</p><p> </p>

<p><strong>Syfte: </strong>Syftet med denna uppsats är att analysera varumärkeshanteringen i olika ideella organisationer i Sverige. </p><p><strong>Metod:</strong> I denna uppsats har författarna använts sig av kvalitativa metoder samt utgått från en abduktiv ansats. De primära data är fem intervjuer med fem ideella organisationer i Sverige som arbetar för olika ändamål. Dessa intervjuer har valts utifrån ett bekvämlighetsurval.<strong> </strong></p><p><strong>Resultat och slutsatser: </strong>Av resultatet framgår det att de ideella organisationerna arbetar med sitt varumärke beroende på vilka resurser de har, vilken storlek organisationen har och vilka ändamål de arbetar för. Författarna av studien anser att varumärkeshantering inte är ett högt prioriterat område för samtliga ideella organisationer eftersom de behöver lägga sina resurser på rätt företeelse, vilket är deras ändamål. Om organisationerna skulle lägga mycket tid på varumärkeshantering och marknadsföring skulle detta leda till att allmänheten blir skeptiska och börja undra om organisationerna använder pengarna på rätt sätt. Eftersom det saknas modeller för ideella organisationers varumärkeshantering har uppsatsförfattarna med hjälp av Melin och Aakers modeller, skapat en egen modell som är anpassad för ideella organisationer.</p> / <p><strong>Aim:</strong> The aim of this thesis is to analyze brand management in the different non-profit organizations in Sweden. </p><p><strong>Method:</strong> In this thesis, the authors used qualitative methods and an abductive approach. The primary data consists of five interviews with five non-profit organizations in Sweden that work for different purposes. The choice of non-profit organizations is based on convenience sample. </p><p><strong>Results and conclusions:</strong> The results showed that the non-profit organizations are working on its brand depending on what resources they have, what size the organization is and what purposes they are working for. The authors of the study, think that brand management is not a high priority for all non-profit organizations because they need to put their resources in the right property, which is their purpose. If non-profit organizations would spend a lot of time on brand management and marketing, it would result in the public being skeptical and start wondering if the organizations use the money properly. Since there are no models for brand management in non-profit organizations, the authors of the study has created a model adjusted for non-profit organizations with the help of the models by Melin and Aaker.</p>

<p>Purpose/Aim: To describe likenesses and differences between the personal identity of the common Kalmar nation member and the collective identity of the organization Kalmar nation as described by said members.</p><p>Material/Method: Collecting data through a quantitative survey, where the members answer questions about themselves and Kalmar nation, and subsequent analysis of said data by means of theories about personal, collective, and brand identity.</p><p>Main results: After analyzing the data from the survey I conclude that there exists both likenesses and differences between the organization and its members. Some likenesses are more pronounced than others, and the same can be said for the differences. However, within the three areas of study (specific identity traits, politics and music) politics and music showed more similarity between the members and the nation than the specific identity traits did. The most interesting aspect of the analysis show that the members have quite a common view of the organization despite their own widely different descriptions of themselves.</p>

Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2009.