<p>Background: In the XX Winter Olympics 2006 in Torino the Swedish Olympic Team succeeded by winning 14 medals. The best result that Sweden has ever made during a Winter Olympics. The happiness was shortly after mixed with disputes between the Swedish Olympic Committee and Swedish companies. There were companies who wrongly had used the trademark ‘OS’ in their marketing campaigns. The disputes happened because the use of the protected trademarks concerning the Olympic Games are reserved only to the Swedish Olympic Committee’s sponsors.</p><p>Title: Seeking Opinions Concerning… - the Swedish Olympic Committee and its Trademarks.</p><p>Problem: What attitudes do people hold towards the Swedish Olympic Committee after the XX Winter Olympics 2006?</p><p>Purpose: The study aims to get an understanding about if people’s attitudes towards the SOC and its trademarks have changed after what has been written and said in media after the XX Winter Games 2006. In order to reach this understanding I will look at people’s knowledge about the SOC’s trademark, their prior knowledge and thoughts and finally their prior knowledge about the ‘Olympic pizza’.</p><p>Theory: By going from an initial description of the factors that make up a good brand and the different meanings to the word ‘brand’, the reader is taken through different steps to finally in the end see how attitudes are created.</p><p>Method: The study was done with a quantitative method through questionnaires, looking at the problem from the perspective of the Committee who are the ones affected by the results of the study. The collection of data was done through a non-random convenience selection in the community of Storuman with a total number of 76 respondents. Further, the study has a positivistic view and a deductive approach.</p><p>Result: The results were that the respondents’ first thought about the Swedish Olympic Committee was mostly indifferent, it seems like they did not have an opinion. Digging deeper it seems like after what has happened in the media the respondents’ attitudes have changed. There was not a big difference however in the number of people who had had an attitude change after the ‘Olympic pizza’ story compared to those who had not. The ones who had experienced attitude changes had had them towards the negative side.</p>

<p><strong>Program Course: </strong><strong></strong></p><p>MIMA‐International  Marketing,  Master  Thesis  EF0705  </p><p><strong>Title  name:  </strong><strong></strong></p><p>Brand Positioning: <em>The case study of Castello Banfi in Hong Kong</em>  </p><p><strong>Authors:  </strong><strong></strong></p><p>Jacopo Nicolò Longhi (851016-T097)                                                                                                                                                                                                                         </p><p><strong>  </strong><strong></strong></p><p>Pham Thi Diep Linh  (851020-T141)</p><p><strong>Tutor:   </strong><strong></strong></p><p>Konstantin Lampou</p><p><strong>Problem:                      </strong><strong></strong></p><p>What should be a position for Castello Banfi brand in Hong Kong market?</p><p><strong>Purpose:  </strong><strong></strong></p><p>Theoretically, the main purpose of this paper is to study the approach to the positioning of a brand.</p><p>Practically, the case study of the Banfi brand in Hong Kong market will be studied. Attempts will be made throughout this work in order to identify which position Banfi brand has to achieve for its competitiveness in Hong Kong, and so, the result of the project will be of practical use to the company.</p><p><strong>Methodology </strong></p><p><strong>and Methods: </strong><strong></strong></p><p>The realist stance will be used to conduct the study. Concerning the data sources, various sources of data have been used. Questionnaire and interviews were used as primary data to collect information about Castello Banfi and its situation in Hong Kong market, as well as the customer needs in Hong Kong. Secondary data, such as online journal, company’s annual report, and websites are also used to collect information regarding the Italian wine industry, the company and its competitors. </p><p>Secondary sources like literature are also used for referencing theories and concepts. The main research model is adapted from Kapferer’s. Main concepts are Brand Positioning, Brand Identity.</p><p><strong>Conclusion:  </strong><strong></strong></p><p> The positioning of the brand is formed with the study of three main factors which are the competition environment, the target market, and the benefits the brand stands for.</p><p>Positioning a brand in a specific market is not only to strengthen the distinctive features that the company has to differentiate from the competitors, and also appealing to that market, but it also has to be aligned with the Brand Identity of that brand.</p><p>In Banfi’s case, it can be concluded that by strengthening the ‘high-class wine consumers’, ‘Tuscan experience’, and ‘value for money’ in the positioning of Banfi, the brand is promising to gain competitive advantage in the market.</p><p><strong>Key  words:  </strong></p><p>Castello Banfi, Hong Kong, brand positioning, brand identity, wine.</p>

<p>Background: Brand strategy tends to become an important management issue. It is therefore interesting to reach a greater understanding about how companies work to make their existing brands stronger. The purpose of a brand is to influence the customers’ view of the brand image. The literature is insufficient concerning how leaders handle the process of repositioning a brand, in order to change the brand image. </p><p>Purpose: The purpose of this thesis is to, from a management perspective; describe how the process of repositioning a brand continues. The aim is also to describe which aspects within the brand that are changing. Also, our aim is to identify the underlying causes of repositioning a brand. The main focus of the thesis is, however, the first two research questions. </p><p>Research method: We have conducted 16 personal interviews with representatives of Volvo, Indiska, Scan Foods, Bageri Skogaholm, Coop, Arla Foods, Carlsberg Sverige and Lindex. We also conducted interviews with the advertising agencies that the companies work with.</p><p>Results: Repositioning a brand is a time-consuming process that involves the whole company. The process constitutes a certain pattern, formed as different steps. The process contains changes in the brand identity and/or changes in the communication. Generally, the process characterizes recruitment of new competence to handle brand issues.</p>

<p>Westra Wermlands Sparbank är en fristående Sparbank som är verksam i västra Värmland med huvudkontor i Arvika. Bankens affärsidé bygger på att vara lokala, finnas nära till hands för sina kunder och verka för bygden.</p><p>För att kunna bedriva denna typ av enskild bankverksamhet behövs ändå en omfattande infrastruktur och produktsortiment. Att utveckla egna IT-system och exempelvis fonder är inte tänkbart då detta skulle bli alldeles för dyrt. Genom ett samarbete med storbanken Swedbank löses tidigare nämnda problem, men samarbetet genererar i ett annat problem, nämligen att Swedbank inverkar på Westra Wermlands Sparbanks varumärke och identitet.<strong></strong></p><p>Syftet med denna uppsats är därför att få en djupare förståelse för varumärkeshanteringen hos Westra Wermlands Sparbank och att undersöka de effekter som uppkommer internt och externt vid ett företagssamarbete, som exempelvis det med Swedbank.</p><p> </p><p>För att få förståelse och kunskap inom ämnet har vi fördjupat oss i teorier kring varumärkets funktioner, brand equity, brand identity – brand image samt kommunikation. Denna teori användes växelvis med metoden då ett abduktivt angreppssätt valdes. Studien är uppbyggd på kvalitativ data utifrån en personlig intervju och tre stycken fokusgrupper.</p><p>Kontentan i uppsatsen är att Westra Wermlands Sparbank huvudsakligen jobbar teoretiskt rätt internt med uppgiften att hantera sitt varumärke. Vi ifrågasätter dock den något knapphändiga hanteringen av feedback från kampanjer och kundrespons. Den uppfattning som konsumenterna har av varumärket skiljer sig markant från person till person, samtidigt finns det en synbar okunskap hos merparten av respondenterna om banken och dess verksamhet. Externa faktorer såsom samarbetet med Swedbank, referensgrupper m.m. har en betydande roll för den generella uppfattningen, men vi kan likväl inte utesluta att banken själv alltid agerar helt korrekt utåt i sin marknadsföring.</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>

<p>As globalization has contributed to the increased availability of foreign products across global markets, it is nowadays believed by some that a prerequisite for being able to compete on increased competitive levels is to adapt a global perspective. In this sense, marketing strategies aimed at promoting brands and products must be designed to function even on a global scale. Whereas it has in the past been useful to associate brands and products to specific nations in order to create an exotic appeal, it is questionable if such a marketing strategy would be of use today.</p><p> </p><p>With this in mind, this thesis aims to answer why associating a brand to a nation would be used as a marketing strategy and how such an association would be expressed in practice by having performed a single case-study of the company of Orrefors Kosta Boda and its two brands’ marketing activities.</p><p> </p><p>What this study concludes is that the main reason as to why Orrefors Kosta Boda’s two brands are associated to Swedish attributes, which are both positive and unique, is that there is a belief that this strategy allows the brands to be differentiated from other brands, and hence increases both brands’ equity. In addition, this study concludes that associations to Swedish attributes are developed by using a combination of two strategies, namely those of the country-of-origin strategy which serves to emphasize upon the products’ Swedish origin in terms of production and quality, and the culture-of-brand-origin strategy which is aimed at communicating culture-based symbolic attributes assigned to, amongst many, the brands’ heritages.</p>

Background: Literature regarding brand identity within the service industry is relatively under developed. As a result one theory is used for both the service and product brands, even though there is a significant difference between a product and a service. As a result of this, the brand identity within the service industry has consequences. Purpose: The purpose of this thesis is to contribute to the brand identity within the service industry. This is done by focusing on how and why this work is done. Accomplishment: Empirical data have been gathered through interviews with relevant people. Result: The fundamentals of a brand identity are the same within the service industry as the product industry. The foundation for both industries is to stipulate the identity by recognizing the values which makes the company unique and competitive. The employees within these companies are a major part of the brand identity as they are the ones to influence it the most. Up to this statement current theories are accurate but when it comes to the correspondence between brand identity and corporate culture there aren’t enough theoretical support to find. In order to come a step further integration of organization theory and marketing is required.

Background: Brand strategy tends to become an important management issue. It is therefore interesting to reach a greater understanding about how companies work to make their existing brands stronger. The purpose of a brand is to influence the customers’ view of the brand image. The literature is insufficient concerning how leaders handle the process of repositioning a brand, in order to change the brand image. Purpose: The purpose of this thesis is to, from a management perspective; describe how the process of repositioning a brand continues. The aim is also to describe which aspects within the brand that are changing. Also, our aim is to identify the underlying causes of repositioning a brand. The main focus of the thesis is, however, the first two research questions. Research method: We have conducted 16 personal interviews with representatives of Volvo, Indiska, Scan Foods, Bageri Skogaholm, Coop, Arla Foods, Carlsberg Sverige and Lindex. We also conducted interviews with the advertising agencies that the companies work with. Results: Repositioning a brand is a time-consuming process that involves the whole company. The process constitutes a certain pattern, formed as different steps. The process contains changes in the brand identity and/or changes in the communication. Generally, the process characterizes recruitment of new competence to handle brand issues.

Background: The Swedish pharmaceutical retailing market was re-regulated in February 2010, which enabled competition. Hence, it has now become important to stand out through having a strong brand. In order for a brand to be strong, the brand identity and the brand image need to be congruent. This study investigates brand awareness, brand identity and brand image in the biggest newly established pharmaceutical retailing company, Apotek Hjärtat. Since brand develops over time, the researchers believe that the newness of the company provides an interesting aspect. Purpose: The aim of this study is to explore if there is a gap between Apotek Hjärtat’s brand identity and brand image. Method: This study uses a mixed method approach. The qualitative method is used in forms of interviews, in order to obtain information concerning the brand identity of Apotek Hjärtat. The quantitative method refers to a survey conducted on the customers of Apotek Hjärtat, which generated information concerning the brand image. Conclusion: Apotek Hjärtat has a strong and coherently communicated brand identity. However, the brand image is not mirroring the brand identity, partly due to the fact that many customers have not yet made up their mind concerning Apotek Hjärtat.

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. 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. 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.