This master thesis focus on corporate social responsibility (CSR) and the relation to brand image. The topic was chosen because of the lack of research in this type of field. Previous research has suggested that there might be a bond between CSR and the brand image of a company, however, no confirmations has been done. The case study was done with in-depth interviews with Husqvarna’s CSR manager and marketing manager. The case study was also done with the help of Husqvarna’s sustainability report. Results from this study shows that brand image is affected positively by CSR. For Husqvarna, it is still a bit early to say if CSR will have a positive impact since they have not been engaged in CSR for a long time. However, it is their plan and ambition for CSR to have a positive impact on their brand image. The idea with CSR is not to set oneself side from the competition, instead it is a hygiene factor, something that is expected from companies. However, the way they set themselves apart is to take stakeholders’ expectations in consideration when planning their CSR actions. The consequence of this is that the brand image is positively affected. The process for improving brand image can be portrayed in the following steps: under the pressures derived from the stakeholders, the company have to make an effort to satisfy the stakeholders’ expectations with the help of CSR. The response derived from stakeholders will generate the assessment on the companies. These kinds of evaluations will influence the brand image.

Background: Associated with the change in the regulations in 2009 concerning how goodwill should be handled in the acquisitions, brand valuation is increasingly recognized. Goodwill will now be identified and the brand will therefore be separated to be individually evaluated. The valuation has a problem with a number of factors that will influence the choice of method, to obtain a reliable value  Aim: The purpose of this study is to examine the method used for brand valuation associated with the acquisition situations. In addition, it aims to gain a better understanding of brand valuation and its problems. Method: The study has a qualitative basis, where three key people of brand valuation have been interviewed. These work as valuation specialists at various accounting firms, this to get answers that could be compared. Working from an abductive approach has enabled that the study's purpose was achieved. Results: The result that we can demonstrate through this study is that brand valuation is not an exact science. Valuers will base the valuation on their own personal preferences and available data. However, we saw that all respondents in one way or another applied a method. The value of a brand that is calculated through the method is therefore considered more reliable than when using another method. From this study we observed that it takes a number of factors which will be different from valuer to valuer. Depending on each valuers views on these factors the choice of valuation method will be affected.

The underlying motivation of this paper is the investigation of the impact sport sponsorship has on a brand. As sport sponsorship is scholarly considered to be a powerful brand equity building method, this communication tool gains globally in importance by contributing essentially to business success. While the popularity increases, simultaneously the investments, necessary for an efficient realization, rise. Nonetheless even though sponsorship is frequently applied, the evaluation is mainly based on quantitative terms (e.g. media tracking), neglecting the qualitative impacts. In order to gain meaningful data, which allows generalization, the study is based on the sport sponsorship involvement of Löfbergs Lila AB at the hockey club Färjestad BK. A quantitative research strategy is applied by the conduction of a survey within the pre-defined target audience of hockey affine people. Three propositions from different perspectives are used to investigate the main research question and provide a broader picture of the topic. Therefore in order to answer the research question, Does sport sponsorship especially in terms of brand image and brand awareness in a particular target group affect the sponsor’s brand?, brand awareness, brand image and sponsor-fit are examined separately. The study has shown that brand knowledge (brand awareness, brand image) is directly influenced by sport sponsorship efforts. The findings state a positive impact and associations, whereby no direct effect in terms of customers’ brand loyalty can be observed. Nevertheless according to the in the paper developed conceptual model, an influence on brand loyalty building variables is not dependent on sponsorship efforts, rather on the brand’s underlying product attributes, satisfying customer needs and requirements. In general sport sponsorship is a meaningful tool, but requires integration in a diversified marketing communication-mix in order to tap the full potential.

The subjects of this study can be stated summarily as follows: 1. What＇s LUXGEN Brand niche market? 2. What＇s LUXGEN Brand differentiation strategy? It will include Branding Strategy, Branding Positioning, Advertising Strategy and Channel Strategy. 3. The most important is, how could LUXGEN Brand working team execute all strategies to make sure LUXGEN Brand will be success in Taiwan car industry? 4. Taiwan government is doing ¡§Branding Taiwan Plan＂. Should it combine with LUXGEN Brand to increase Taiwan Brand visibility? The conclusion of this research can be stated summarily as follows: 1. China car market is the number one market in the world. LUXGEN Brand should more focus on China market and utilize government policy to increase the market share as early as possible. 2. LUXGEN Brand Position is ¡§Intelligent Technical Car＂. It will be different experience to drive LUXGEN car especially for IT generation. 3. LUXGEN Brand working team is not only thinking but they execute all strategies to make sure the feasibility of the strategies. And they also know, Brand strategies should not money spent only. 4. Branding Taiwan Plan is global plan to increase Taiwan brand image and brand value. As a part of plan, LUXGEN Brand will focus on niche market to increase the brand visibility.

In resent years the development of the whole globe boosts the exploitation of the region economy and the brand benefit of the merchandise increases by means of the characters. After that the issue that whether the brand benefit of characters derived be a sustaining development and improved becomes the focus of many discussions. During the period that the economy of Taiwan is seriously influenced by SARS in 2003, the behavior of consumers buying the respirators became the most important exchanging activities. This paper investigates whether the respirator possessed characters attributes in the form of questionnaire and discussed whether there are notable differences resulted from the influence factors by means of statistic analysis soft SPSS and statistic method. The intention of this paper is to understand the issues that are formed during the development process of the character brand by means of the consumer behavior of the respirator. The demonstration of this paper focus on the citizens in TaiChung as the object of the discussion by means of the collection review of the literature. This paper intends to forward some proper suggestions for the strategy of the development of the upcoming common consuming merchandise and to promote the quality of management programming.

The Taiwan information industry by the high quality technical manpower and the superior investment environment attract international factories investment, released the high gross margin of labor order form, also enabled Taiwan become the international famous Original Equipment Manufacturing (OEM), but as a result of the industrial competition, the OEM customer greatly chopped the OEM product unit price, enabled the OEM merchant only obtain the meager profit. Moreover, mainland China, Eastern Europe, India and so on have the high comparative advantage country spring up, also causes the Taiwan information merchant lose many OEM order forms, some of the merchant continues to be engaged in the great quantity and low cost OEM service. Another part, like the empirical study merchant: BenQ, ASUS, Accton, Optoma, they continued in the OEM experience by the past, after accumulated own R&D and the manufacturing capacity, in order to obtain incompletely restrained from the OEM customer's controlling force in the produce market, they chose the Ordnance Bench Mark (OBM) strategy to strengthen the merchant homemade brand. The present thesis found that, when the industrial growth hastens, the technology slow tends to maturely, the low technical barrier phenomenon and so on, the OEM merchants in order to enhance the product competitive ability, they introduction advanced technology, emphatically to the new product technological innovation to take the competitive advantage. In order to continue the product technology superiority, grasps the new product design and development, invests the development emerging commodity and the new product technology, will positively develop the innate brand service in the new produce market domain. Merchant after the OEM times not only may obtain the OEM customer to provide the product specification design, the product quality stipulation, the system regulation standard as well as regarding the quality request, but also has help the merchant¡¦s change the resources ability. The merchant in order to conform to customer's requirement, the merchant must strengthen the original quality control concept, to promote the product manufacture quality. Also increases the buyer negotiations strength, becomes the international great merchant partner of the strategy alliance. Moreover, the OEM merchant also trades the OEM customer's product at the same time, enables the merchant have the ability to develop the market channel, in order to help reform to the Ordnance Bench Mark (OBM) merchant in the future. However, establishes the brand is the kind of processes which communicate with the consumer, therefore besides establishes the successful brand, and also must invest the high quota massive funds and the manpower. But the Taiwan OEM merchant core competitive ability is in the product manufacture productivity, not above product marketing ability. Even though, the present thesis merchant still chose the OBM service condition, the main difference came from the merchant¡¦s OBM strategic intent, even though present stage merchant in marketing ability insufficiency, but the merchant OBM high strategic intent, gradually increased the customer oriented activities and slowly accumulated resources variations from the process to enhance the brand management ability.

This research collects academic researches and intends to develop a framework of employer brand. We used a case study approach and interviewed five firms known for having a top employer-branding image of the industry in the investigate of mass media. Through in-depth interview, this paper intends to come up with a framework organizing the elements and marketing strategy of employer branding found in each firm. The result of this research suggested that all five firms have the following characteristic; taking care of employees, trustworthy, sincerity. The benefits provided by the firms are better salary in comparison with other firms of similar industry and coherence. And the values that these firms appreciate are innovation and hard-working. During the recruiting process, most firms emphasize ability-job-fit and the personality-culture- fit. Most firms interviewed have no intention to market their employer brand to the outside labor market. However, they intend to make such marketing move intrinsically with collaboration with human resource department implementing strategies such as tailor-made strategies and program that fits and satisfy employees＇ need, in order to promote the employer branding loyalty.

Abstract Surroundings are changing, ¡§Brand¡¨ has become an important topic of every companies. How to attract consumer¡¦s eyes? How to keep consumer¡¦s loyalty? ¡§Brand¡¨ is a key factor. Also, brand¡¦s power influences the bargain power. Many companies which started from the OEM or ODM have built their own brands or used the inner resources to enhance the brand value. ¡§Brand Equity¡¨ is a new opinion. It presents the value of brand value. It¡¦s also an important function which a company maintain competitive advantage and benefit. Topics about ¡§Beautiful¡¨ are caught a lot of attentions in recent years. Differentiate with the model which technology brings economical growth before, value about ¡§beautiful¡¨ may become next thrust of growth. Because of this, many companies are looking for adding design elements on 3C products and try to change traditional image of stony to be a fashionable thing. And design ability passes emotion and experience to let the standardized and scale produced system change. It try to take new life experiences into human¡¦s life. Is design ability can be plus to brand equity? This thesis, take BENQ for example, standing on the designer and consumer sides to discuss about the influence of design ability to brand equity. Concluding the factors that influence brand equity through documents and establishing the structure of design ability by interviewing design manager of BENQ. Making the questionary to consumers on the basis of these two variables and analyze the questionary . After above steps, I will give the conclusion and suggestions to BENQ. After all, what kind of role can the design ability play? Can design ability be the competitive advantage of a company? This research tries to find the relation. Key words: Brand equity, design ability

Abstract In recent years, the domestic market has suffered shrinking domestic demands resulting from the long term poor economy. In this year, this is particularly prominent that every segment of the retail industry has rather reserved or pessimistic expectations of the economic growth for the next few years. When the performance of business enterprises and channels can no longer grow with economic growth, only through the research and implementation of successful marketing activities and channel strategies can there be an opportunity for another performance peak. In addition to developing strong capabilities in marketing planning, information application, market development, market analysis and retail management, good channel relationship and research are the most important factors of success. This study investigates the relationships between the series of activities conducted by business enterprises and channel management, and their interrelationship. It aims to provide business enterprises some decision reference in marketing and management strategy. The results of the study indicate that brand image, product, promotion pricing and service strategy have significant and positive relationship with relation marketing of the channel.

This thesis will discuss the two popular issues recently, which are brand identity and experiential marketing. In addition, raising a strategic experiential model to examine if the case brand FU could effectively convey their brand identity. The purpose of this study were: (1) Figure out the brand identity of case brand FU. (2) Examining the five experiential modules within the all aspects of communication vehicles (3) Whether Case brand could actively deliver brand identity in the communication process. The research method of this research was held by in-depth interview with unstructured questionnaire to explore the incentives and attitudes of interviewees. According to the research findings, four propositions were shown: (1) Each brand identity element would convey through specific communication vehicles. (2) Experiential module mixes will be different in the following of all varied of conveyance medias. (3) Sense experiential module is the corner stone of the five experiential marketing modules. (4) To build firmly long-term brand-customer relationship, all the marketing medias should be integrated to convey the consistent message to the consumers. Future research should examine further the role of experiential marketing. In addition, the approach way from the brand image, on the counter part of the brand identity, should be continued in future studies.