Brands have grown to become a bigger part in our daily life, brands can be seen wherever we go. Due to growing competition in markets brands have become more keen to find new ways to compete. Purpose marketing is one tool to tackle the growing competition. Purpose marketing have grown to become an effective tool to differentiate in competitive markets. This essay intends to study how companies use purpose marketing in the process of building a brand. The research methodology has semi-structured intervievs with a qualitative approach. All of the respondents work in Swedish companies within the marketing or communication section. The theoretical framework consist of theories about branding, brand positioning and purpose marketing. The result showed a glimpse of similarities in terms of how companies use purpose marketing though no major conclusions could be drawn from the results. / Varumärken har blivit en del av vår vardag, det växande intresset för varumärken visar på hur marknader blivit allt mer konkurrensutsatta där fler aktörer erbjuder likartade varor och tjänster. Ett sätt att differentiera sig på marknaden är att bygga ett varumärke för att ha ett till sätt att konkurrera med. Ett tydligt varumärke kan underlätta för konsumenten i de val som blir allt fler. För att bygga ett starkt varumärke krävs en tydlig strategi och riktning för organisationen. I takt med ett minskat intresse för reklam har syftesdriven marknadsföring blivit vanligare. Allt fler konsumenter väljer varumärken som delar deras värderingar, att skapa en emotionell koppling till kunden blir allt viktigare. Syftesdriven marknadsföring innebär att organisationen använder sig av positiva effekter företaget har på samhället för att marknadsföra sig. I takt med att sociala medier växt till att bli en del av vardagen blir det svårare för företag att förmedla ett budskap och sedan inte leva efter det. Att lyfta företags positiva effekter på samhället är en central del i syftesdriven marknadsföring vilket kan bidra till ökad lojalitet hos kunder samt motivation hos anställda. I denna kvalitativa studie undersöks hur företag använder sig av syftesdriven marknadsföring vid uppbyggnad av varumärket. Syftesdriven marknadsföring som har blivit allt vanligare bland företag att använda sig av men som det inte finns mycket forskning inom. Uppsatsen har för avsikt att försöka bidra med en djupare förståelse kring hur syftesdriven marknadsföring används av företag vid uppbyggnad av varumärket. En kvalitativ forskningsdesign i form av en komparativ studie har tillämpats för att undersöka hur olika företag skiljer sig åt men även om det finns några likheter mellan företag inom olika branscher som använder sig av syftesdriven marknadsföring. Studien omfattar fyra svenska företag med en respondent med beslutsfattande position inom marknadsföring från varje företag. Teorierna som valts är varumärkespositionering, varumärkesbyggande, CSR och syftesdriven marknadsföring som anses vara relevanta för studien. Analys av den empiriska data mot uppsatsens teorier har visat på hur respondenterna använder sig av syftesdriven marknadsföring till vis del men inte bidragit med några generella slutsatser kring hur företag använder sig av syftesdriven marknadsföring. De olika företagen har alla använt sig av syftesdriven marknadsföring på sitt egna vis, däremot har det visat på likheter i grundtankar kring syftesdriven marknadsföring.

O objetivo desta pesquisa foi estudar a tensão entre manter um posicionamento de marcas ou atualizá-lo de acordo com as possíveis alterações no âmbito do contexto social. Na administração de marketing é prática manter certo posicionamento na comunicação com o intuito de mostrar consistência nas mensagens publicitárias. Entretanto, observa-se que as rápidas e constantes mudanças nos valores da sociedade vêm desafiando o gestor da marca a buscar compreender a dinâmica dos significados que circula entre os indivíduos, e como ela influencia na imagem da marca. O método utilizado para verificar uma dinâmica no posicionamento de marcas na comunicação, foi a análise semiótica das campanhas publicitárias do EcoSport, desde o seu lançamento até a sua última modificação em 2007. A escolha de um automóvel como objeto para verificar a dinâmica do posicionamento de marca se deu pela complexidade de sua comunicação, bem como pelos atuais conflitos ambientais que essa mercadoria vem sendo alvo. Os resultados obtidos confirmam uma necessidade de atualização dos conceitos fundamentais do posicionamento de marca, porém sugerem alguns limites nessas mudanças, levando em consideração os quatros quadrante de valorização de consumo de Jean-Marie Floch. No processo de elaboração desta pesquisa, mais uma vez, verificou-se a contribuição valiosa da semiótica como ferramenta indispensável para o administrador da marca. / This paper have had as main objective understand the tension between to keep or to move the brand positioning according to the probable changes in the social context. In the marketing administration world is current to keep the main concept in the positioning in order to show consistency in all marketing messages. However, is possible to see that constantly and fast changes have been challenging the brand manager to understand the meanings dynamism that act in the market, and how can it influence the brand image. The methodology used to verify the dynamics of the brand positioning in the communication process was the semiotic analysis of the EcoSport advertising campaign, since its launch till its last face-lift in 2007. The reason to choose an automobile as the object to verify the brand positioning dynamics was due the communication complexity as well as to the environmental conflicts that this merchandise has been suffering lately. The results confirm the necessity that brand positioning main concepts has to be up-dated frequently, following the changes in the social context. However, these changes have some limits. The changes are limited by the boundaries of the Jean-Marie Floch consumption valorized square. During this research, once more, could be demonstrated the semiotic contribution for the brand manager.

Globální kosmetický trh každoročně dosahuje silného růstu v absolutním i relativním vyjádření. Předpovědi jeho dalšího vývoje jsou velmi pozitivní, hovořící o možném pokoření hranice $300 mld. v roce 2011, což by představovalo 16% růst za pětileté období. Pro oblast rychloobrátkového spotřebního zboží jsou to vysoké hodnoty, které jsou mimo jiné faktory odrazem rostoucího světového bohatství a stále zvětšujícího se důrazu spotřebitelů na svůj vzhled. Tato diplomová práce analyzuje kosmetický trh a jeho sekci, trh dekorativní kosmetiky z hlediska faktorů makroekonomických, demografických a spotřebních, přispívajících k modelování tohoto sektoru. Zároveň nastiňuje nové trendy v této oblasti s odkazy na nejmodernější příklady v praxi, a to jak globálně, tak se zaměřením na Českou republiku. Jejím hlavním výstupem je analýza positioningu značek, která čerpá z pozorování a dotazování českých spotřebitelek na základě vlastního výzkumu.

The main focus of this diploma thesis is brand image and brand identity. The objective of the thesis is to compare how consumers perceive the brand (brand image) with how the brand wants to be perceived itself (brand identity). First part is focused on the process of building and managing strong brands, as well as defining brand image and brand identity theoretically. The practical part presents the brand on which the research was conducted, Proenzi brand, its history on the Czech market, competition and its identity. In the final chapter there are presented results of the research which was conducted among the consumers of Proenzi brand and the comparison of brand image and brand identity. To conclude, there are presented suggestions for improvement and recommendations for future research extensions.

This master's thesis focuses on analysis of marketing tools used by launch of a new brand of sonic electronic toothbrushes Philips Sonicare to the market in Czech Republic. The analysis lies in evaluation of specific usage of marketing tools and whole communication mix in a multinational company. The analysis is followed by suggested corrective measures for each part of marketing plan, which take in account especially marketing activities for next year.

La comunicación de marcas sigue proyectando a la mujer como un objeto de deseo, que tiene como fin la venta de un producto, definido autores como marketing de belleza. Sin embargo, existe un tendencia internacional llamada “Real Beauty”, Belleza Real en español, el cual demuestra que la belleza no es única y estándar, es diferente y especial por persona. Asimismo, debido a la facilidad de acceso a la información, por la evolución de medios, los consumidores se tornan más exigentes frente a las marcas. De tal manera, es que el objetivo de la investigación es identificar qué variables de las acciones de promoción digital, siendo el uso de videos y uso de influencers, presenta mayor relación frente al posicionamiento basado en imagen de marca, enfocado al Real Beauty en el sector de moda femenina. Para ello, se realizará el análisis cualitativo, realizando entrevistas a profundidad, siendo 19 preguntas divididas en 3 bloques al target y 17 preguntas divididas en 2 bloques a cada experto, y el cuantitativo, realizando una encuesta, basada en 22 anunciados, dirigida a una muestra de la población. La muestra evidenció importantes hallazgos frente al estudio cualitativo, porque efectivamente, consideran que el concepto Real Beauty debería ser mejor implementado en las marcas del sector investigado, generando un vínculo más allá de lo transaccional, buscando un vínculo emocional. Por lo cual, consideran importante y efectivo el uso de diferentes estrategias para ello, como el uso de videos o influencers, generando un buena imagen y posicionamiento en la mente del consumidor. Teniendo en cuenta que en los hallazgos cuantitativos, por medio la regresión lineal múltiple, se pudo aterrizar los resultados cualitativos, indicando que el modelo indicado de analizar comprende ambas variables, es decir, que las estrategias de promoción analizadas tienen relación frente a la imagen de marca, sin embargo, una es más relevante e influyente. Debido a ello, es que la presente investigación tiene una utilidad práctica para la industria de la moda femenina. Asimismo, resulta funcional frente a la toma de decisiones en relación a la implementación estrategias de promoción digital. / Brand communication continues to project women as an object of desire, whose purpose is to sell a product, defined by authors as beauty marketing. However, there is an international trend called "Real Beauty", which shows that beauty is not unique and standard, it’s different and special per person. Also, due to the ease of access to information, due to the evolution of media, consumers are becoming more demanding towards brands. Therefore, the objective of the research is to identify which variables of the digital promotion actions, being the use of videos and the use of influencers, have a greater relationship with the positioning based on brand image, focused on Real Beauty in the women's fashion sector. For this, the qualitative analysis will be carried out, making in-depth interviews, being 19 questions divided in 3 blocks to the target and 17 questions divided in 2 blocks to each expert, and the quantitative analysis, making a survey, based on 22 announced, directed to a sample of the population. The sample showed important findings compared to the qualitative study, because indeed, they consider that the Real Beauty concept should be better implemented in the brands of the investigated sector, generating a link beyond the transactional, looking for an emotional link. Therefore, they consider important and effective the use of different strategies for this, such as the use of videos or influencers, generating a good image and positioning in the mind of the consumer. Taking into account that in the quantitative findings, by means of the multiple linear regression, it was possible to land the qualitative results, indicating that the indicated model to analyze includes both variables, that is to say, that the analyzed promotion strategies have relation in front of the brand image, nevertheless, one is more relevant and influential. Because of this, the present research has a practical utility for the women's fashion industry. Likewise, it is functional in relation to decision making in relation to the implementation of digital promotion strategies. / Tesis

En este trabajo de investigación se estudia la variación de precios y su relación con la preferencia de las marcas de las aerolíneas ubicadas en una guerra de precios. Se utiliza la herramienta estadística SPSS y Análisis Conjunto para dar respuesta a tres distintas hipótesis. En las tres hipótesis se ha buscado relacionar la sensibilidad al precio y la preferencia del público objetivo. Para las cuales, se utilizó el modelo de Análisis conjunto llamado ACBC debido a su exactitud para estudiar escenarios de precios. En lo que respecta a los hallazgos han permitido sacar a la luz la sensibilidad al precio de las cuatro marcas participantes del mercado y conocer el comportamiento del público objetivo ante cada una de las marcas. Esto último, ha permitido realizar oportunas recomendaciones a las gerencias de marca y precio. / In this research work, price variation and its relationship with the preference of the brands that are into a price war is studied. The statistical tool SPSS and Conjoint Analysis is used to answer three different hypotheses. In all three hypotheses, an attempt was made to relate price sensitivity and target audience preference. For which, the Conjoint Analysis model called ACBC was used due to its accuracy to study price scenarios. Regarding the findings, they have highlighted the price sensitivity of the four brands that make up this research and known the behavior of the target audience for each of the brands. Because of this have been allowed to recommend to brand and price managers on a best possible way. / Trabajo de investigación

This paper explores the marketing strategies used within Stockholm's performing arts sector, with a focus on attracting and retaining audiences aged 16-29 through the utilization of social media marketing. The study employs a mixed-method approach, incorporating both quantitative and qualitative analyses. The quantitative aspect involves a survey conducted among youths aged 16-29, aimed at understanding their interests, preferences, and behaviors regarding performing arts consumption and social media engagement. Meanwhile, the qualitative component consists of interviews with key stakeholders from the largest performing arts venues in Stockholm, providing insights into current marketing practices, challenges, and potential strategies for audience engagement. The findings contribute with development strategies in the performing arts sector, particularly in the context of the growing digital environment and adapting to changing consumer preferences. The findings indicate that the barriers derived from other literature match what is experienced by the participants surveyed, and the perceived impact does match what the interviews tell us. By combining key themes and findings of the paper, advice is given to offer recommendations for performing arts organizations in Stockholm to enhance their marketing efforts and create a stronger connection with the younger demographic.

This diploma thesis deals with an analysis of the marketing activities of the company "Österreich Werbung". This company is mainly concerned with marketing communication, whose single elements it uses to promote campaigns of their Austrian partners or its own brand "Holiday in Austria". The analysis is preceded by an analytical and methodological section, which provides important theoretical starting points for the evaluation of the analysis and for recommendations for the future. In the second section the single elements of communication mix with regard to the target group are analysed by means of examples of concrete campaigns in 2010. Due to the analysis carried out, the communication mix of the company is evaluated and recommendations are proposed to optimise the mix.

It has been showed that COO of product has an effect on consumers purchase decisions. Companies are trying to find ways to differentiate their brands from those of their competitors. In many cases the use of COO is considered difficult and is not understood to the level where it would add to the brand value of those companies. Academic areas such as nation branding, COO (country of origin), brand positioning and brand communications work as a base for the investigation of our research problem. The study uses Finland as a study objective to investigate how companies aiming for international markets can use their COO in smart ways when creating and developing their brand identities. The knowledge in these areas is deepened through semi structured interviews with six experts from different fields. The previous academic areas acknowledge that the communication needs to be directed for the right consumers, in a way that suits the recipient. Since consumers in international markets often share multiple/different perceptions and associations, when communicating the origin of a brand, a customer centric approach in the communications is vital. The study finds that country of origin, when used in corporate branding often needs to be explained through storytelling, that emphasizes why the origin adds value. This is done by translating aspects about the COO in to a form which consumers are able to understand and appreciate. An additional finding the study makes is the symbiosis between the companies and their country of origin. The companies have the ability to shape the nation brand of their origin, and hence, aid their own branding capabilities. Marketers need to understand the value of their COO and see the possibilities it may offer. This realization creates a symbiance between the brand and its origin which will create long term positive implications.