The purpose of this study was to investigate the consumers’ behaviours towards the distributors’ brands. The aim was to find out what were the most important criteria of the marketing mix for a consumer in his buying process that make him choose between a distributor’s brand and a leader’s brand. In order to achieve that, a theoretical framework has been established about the distributors’ brands, their different types, their management compared to the one of the leaders’ brands, then about the consumers, their relation towards the distributors’ brands, their personal implication in the brand, and their role, and also the theory of the marketing mix has been exposed. A quantitative research was applied. The questionnaire focused on every customer leaving, after purchases, from Carrefour and Casino in Montpellier. All economic and social status and lifestyles were interesting to study. 12 questions were asked to each customer, and 100 of them fully answered. The results of the study were that the price still is the most important criterion for the consumers in their buying decisions. The attractive price is the reason. But it was discovered that the quality became a real significant element for the consumers. The principal conclusion was that consumers still didn’t trust enough the products from the distributors’ brands, and that the price wasn’t anymore the only criterion to take into account. It was suggested that the distributors’ brands could reinforce their performances if they give more priority to the quality.

<p>The story of private brands begins in Great Britain in 1928, when Marks & Spencer launched their private brand St Michael. In Sweden, the first private brand was developed during the 1920’s; a coffee named Prinsess Kaffe produced for ICA. Until 1980, private brands were just a cheap alternative to manufacturer owned brands. During the years, it gained more and more market shares. Because of the introduction of private brands, the retailers have gained an increased power over manufacturers and they now also have to handle the competition between manufacturer brands, private brands and customer’s demand.</p><p>In the Swedish every day commodity trade, private brands represent ap-proximately 15% of the total assortment. A problem that has arose concerning the competition during the latest years, is that the trade constantly increases in the direction of effort on private brands. Private brands are one way for the supermarket chains and the retailers to increase their power over the shelf space, marketing and price setting. Due to the increased competition concerning the shelf space in the stores, the authors found it interesting to investigate how private brands are dealt with. The authors made the research from the retailer’s perspective and their view of private brands and how they compete.</p><p>The purpose of this thesis is to investigate how private brands are regarded and dealt with, according to the retailer.</p><p>This study is accomplished with a qualitative method. The authors wanted to gain a deeper understanding for how the private brands influence and compete with manufacturer brands. The authors chose to do a descriptive study since it was in line with the qualitative approach that was used. Fur-ther on, the authors used the basic qualitative research which refers to that data is collected through interviews and observations. Eight retailers were interviewed from ICA, Axfood and Coop.</p><p>The result of this study gives an explanation of how private brands are dealt with. Private brands receive premium shelf space in the store, but in the end it is up to the customer to decide upon the future of private brands. Dem-onstrations are the most common way to promote the private brands in stores. In the future the retailers claim that private brands will be developed into both niche products as well as low price products.</p>

<p>With the increasing professionalism in Swedish sport comes an increasing awareness of the importance of brands. Athletes have become tools in the organizations’ efforts to enhance their brand. Also, the athletes’ personal brands have had increasing attention and the interactions between the organization brand and the athlete as a symbol have become an interesting topic.</p><p>The thesis aims to examine the implications of having an athlete’s personal brand as a symbol of the sport organization brand.</p><p>With a qualitative method, we have studied one club from Allsvenskan and one from Elitserien. The empirical data were collected with personal interviews of marketing managers from Elfsborg and HV71 together with the football player Samuel Holmén and hockey player Johan Davidsson. An additional interview was made with the sport journalist Erik Niva. The empirical findings were then analyzed and defined with existing and relevant brand theories and models.</p><p>By identifying parts of the analysis crucial for answering our research questions, we have come to the following conclusions. The sport organizations actively manage the athlete in favor of enhancing the brand and understand the importance of having a player as a symbol. Furthermore, we have found that it is hard for the organization to implement the brand identity among player and that the organization, by choosing which type of player to sign, can direct the brand identity. We have concluded that the athlete understands the benefits of having a strong personal brand, but lack the strategies to achieve it. Even with this increased awareness of personal brands, we found no evidence that this leads to a conflict between the organization brand and the personal brand.</p> / <p>With the increasing professionalism in Swedish sport comes an increasing awareness of the importance of brands. Athletes have become tools in the organizations’ efforts to enhance their brand. Also, the athletes’ personal brands have had increasing attention and the interactions between the organization brand and the athlete as a symbol have become an interesting topic.</p><p>The thesis aims to examine the implications of having an athlete’s personal brand as a symbol of the sport organization brand.</p><p>With a qualitative method, we have studied one club from Allsvenskan and one from Elitserien. The empirical data were collected with personal interviews of marketing managers from Elfsborg and HV71 together with the football player Samuel Holmén and hockey player Johan Davidsson. An additional interview was made with the sport journalist Erik Niva. The empirical findings were then analyzed and defined with existing and relevant brand theories and models.</p><p>By identifying parts of the analysis crucial for answering our research questions, we have come to the following conclusions. The sport organizations actively manage the athlete in favor of enhancing the brand and understand the importance of having a player as a symbol. Furthermore, we have found that it is hard for the organization to implement the brand identity among player and that the organization, by choosing which type of player to sign, can direct the brand identity. We have concluded that the athlete understands the benefits of having a strong personal brand, but lack the strategies to achieve it. Even with this increased awareness of personal brands, we found no evidence that this leads to a conflict between the organization brand and the personal brand.</p>

No description available.

Diss. Lund : Lunds universitet, 2009.

No description available.

Diss. Stockholm : Handelshögsk., 2003.

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.

This study investigated the influence of brand incongruity on females’ perception of the properties of bi-national apparel products. A survey was conducted across Tshwane, a major urban area in South Africa, to provide empirical evidence of female consumers’ reliance on brands in the context of an emerging economy where global brands have become widely available and easily accessible in recent years. Data was collected by means of convenient sampling and through self completion of a structured questionnaire by 322 willing, working females. Data analysis involved descriptive statistics, factor analysis, ANOVAs and post hoc tests. This study confirmed the significance of brand names as a cue of the functional performance related properties of female apparel and concluded that the relevance of brands for status related purposes is secondary to females’ use of brands to infer the functional and performance attributes or to deduce the eco friendliness of apparel. This was true for all the age, income, and education levels or population categories. Although extant research confirms the importance of brands to convey status and to boost consumers’ self image, i.e. serving as an extension of an individual’s self, this study revealed that females do not primarily use brands for status purposes. Brands are mostly trusted to provide good fit, durability, comfort and good quality. Consumers do not necessarily seem familiar with the majority of apparel brands that are widely advertised. However, the majority of consumers preferred the country of manufacture (COM) and the country of origin (COO) of brands to match. Overall, they preferred brands originating from Western countries as the COM, and were more approving of locally manufactured goods than apparel manufactured in Eastern countries. As a simplifying strategy, consumers’ ignorance about the COM of global brands is probably addressed by opting for brands associated with Western COM. Brand incongruence may therefore have noticeable consequences for brand equity in a highly competitive global market and this should be addressed through clever marketing initiatives to prevent dismay and brand switching. / Dissertation (MConsumer Science)--University of Pretoria, 2013. / gm2014 / Consumer Science / unrestricted

Consumers' attitudes towards established brands were tested using implicit and explicit measures. In particular, late positive potential (LPP) effects were assessed as an implicit physiological measure of motivational significance. The implicit Association Test (IAT) was used as an implicit behavioural measure of valence-related aspects (affective content) of brand attitude. We constructed individualised stimulus lists of liked and disliked brand types from participants' subjective pre-assessment. Participants then re-rated these visually presented brands whilst brain potential changes were recorded via electroencephalography (EEG). First, self-report measures during the test confirmed pre-assessed attitudes underlining consistent explicit rating performance. Second, liked brands elicited significantly more positive going waveforms (LPPs) than disliked brands over right parietal cortical areas starting at about 800 ms post stimulus onset (reaching statistical significance at around 1000 ms) and lasting until the end of the recording epoch (2000 ms). In accordance to the literature this finding is interpreted as reflecting positive affect-related motivational aspects of liked brands. Finally, the IAT revealed that both liked and disliked brands indeed are associated with affect-related valence. The increased levels of motivation associated with liked brands is interpreted as potentially reflecting increased purchasing intention, but this is of course only speculation at this stage. (authors' abstract)