The premise of this thesis is to conduct a research regarding the connection of brand image, brand identity, brand positioning with brand adapting management. The significant purpose of this thesis is for better understanding how a Chinese auto corporation can effectively manage and adapt an acquired foreign brand in Chinese market. In order to reach this purpose, a case study of Geely/Volvo’s acquisition has been carried out which entailed company visit (Volvo Brand Experience Center), interviews with Volvo brand specialists, Volvo dealer and Chinese market expert. The Theoretical Framework describes the general concepts of brand, brand management, company acquisition and three brand adapting concepts of brand image, brand identity and brand positioning. The Empirical Data Collection deals with the Volvo’s brand identity and value proposition, Chinese customers’ perceptions on Volvo brand image and Geely’s brand positioning strategy on Volvo. The Analysis related the theory framework with the empirical results. It discussed and analyzed how Geely can adapt Volvo in Chinese automotive market through dealing with Volvo’s core values, brand image and brand positioning. The Conclusion summarized the Chinese auto corporation needs to concern on three factors for adapting an acquired brand: value proposition of acquired brand, Chinese customers’ perceptions on acquired brand image and brand positioning strategy. Finally our recommendation presents the limitations of this study, suggestions for future research in this field, and managerial implications for the case company.

This study focus on Sinyi Realty Inc.. According to the other researches, the brand value content 5 decisive factors: 1.brand loyalty, 2.brand awareness, 3.perceived quality, 4.brand association, 5.other exclusive assets of the brand, and I research the brand value creation on these 5 factors. This study evaluates the brand value of Sinyi Realty Inc. by Brand Asset Valuator. The purpose is to discuss 1.What brand value did Sinyi Realty Inc. create sucessfully, 2.The influence on the Real Estate Agencies of their brand value, 3. The other advices for Sinyi Realty Inc., 4.The other advices for Real Estate Agencies to creat brand value. The main conclusion of the study divides the way how Sinyi Realty Inc. created the brand value into three periods: 1. Initial stage: Grasp the market mainstream, make the variety management, and create the corporate culture¡÷Provide high quality services 2. Middle stage: Advertising marketing ¡÷ brand image establishment¡÷ brand value creation 3. Recent stage: Influence the industry developments and lead the market trend There are the following suggestions on Sinyi Realty Inc. of this research: 1. Do customer relationship management system well. 2. Improve the marketing share. 3. Make the best of the advantage of the place. 4. Build the complete brand management system.

「品牌形象好的產品，其產品品質也會比較好」的想法，是許多消費者在購物時所依賴的經驗法則。然而，在現今的消費市場，品牌形象是否真能反映出品質的高低？本研究採用民國79年1月至民國94年6月份的「中國民國消費者報導」，探討在16年間，98個產品類別中，品牌形象與產品品質的相關性。 研究結果顯示，品牌形象不能做為產品品質的訊號，在98個產品項中，兩者的相關平均值為-0.14728，並且在各個產品項內，兩者相關性呈現大幅的差異。同時，在研究影響品牌形象與產品品質的中介變數後，本研究發現，在台灣消費市場，相較於開發中國家的產品，已開發國家的產品的品牌形象與產品品質相關性較高；而本研究的另外兩項中介變數：「耐久品/非耐久品」以及「搜尋品/經驗品」，並不能顯著地解釋品牌形象與產品品質相關性的差異。 根據本研究的分析，未來消費者在購買產品時，必須蒐集更多的產品相關資訊以促進購買決策的正確性，而不能單以品牌形象作為最終購買決策的依據。 / It seems that “better brand image implies higher quality” is the rule of thumb. However, is it true in the consumption market nowadays? This thesis uses 98 product category test results of the Chinese, Taipei Consumer Report from the period of January 1990 to June 2005 to examine the relationship between brand image and quality. The results of this thesis indicate that brand image is not a good signal of quality. The correlation coefficient is -0.14728 in average and greatly varying levels of correlation across 98 product category. At the same time, after investigating the variables, this thesis finds out that comparing to the product from developing countries, those from developed countries have higher brand image- quality correlation levels. Besides, other two variables, “durable/non-durable goods” and “search/experience goods”, do not significantly influence the correlation levels. According to the analysis, consumers need to collect more product-related information before final purchase decisions, instead of depending on brand image solely.

Customer loyalty as a concept is a critical strategic option in today’s competitive environment. It is no surprise therefore that managers and researchers have increased their study and understanding of the concept as a strategic marketing imperative over the past decades to capture market share and improve profitability. Indeed the theoretical perspective is that competitive pricing as well as company image and reputation contribute to customer satisfaction and that service quality along a number of pathways drives customer loyalty and profitability thus: service quality--> customer satisfaction--> customer loyalty --> market share --> profitability. A few empirical studies have found these linkages to be true. However these factors differ in importance based on the cultural setting. We investigate (1) whether these relationships exist and (2) which of these factor(s) is/are important in motivating consumer loyalty from the perspectives of retail banking customers in Ghana. The study draws on customer behaviour and attitude premised on the SERVQUAL and SERVPERF models originated by Parasuraman et al., (1988), Cronin and Taylor (1992), and Brady and Cronin (2001) respectively as well as other researches based on the literature on customer satisfaction and loyalty. We used both quantitative and qualitative research approaches in our study and have drawn from both primary and secondary sources of data. We made use of a 7 point likert scale to develop indexes for the main constructs measured in this study and applied correlation, chi square (χ2) and regression analyses to evaluate the hypothesised relationships. Further we qualitatively analysed aspects of the data hinging on explanatory aspects of our research. The results among other things reveal that whilst service quality (especially empathy and reliability) and bank image and reputation are important instigators of customer satisfaction and loyalty, competitive pricing showed a weak linear relationship with customer satisfaction and loyalty (r < 0.5). On the other hand, increased market share was found to influence banks’ profitability. Finally we discuss the management implications of the study in terms of customer retention and profitability strategies for the banks in Ghana. We emphasise that management strategies that are service quality conscious, use person-organisation fit approaches to recruitment and effectively communicate strategies could help institutionalise a culture that is customer relation centred, help banks survive the competition, retain their customers and in the long run increase their profitability.

Syftet är att undersöka hur en förpackningsförändring påverkar ett varumärkes image. Det varumärke som undersökts är Gille som genomförde förpackningsförändringar under 2012.  Detta är en fallstudie med ett kvalitativt tillvägagångssätt genom strukturerad samtalsintervju, kvalitativ textanalys och fokusgrupper.  I teorikapitlet presenteras de teoretiska utgångspunkter som ligger till grund för studiens problemområde; att kommunicera ett varumärke, att särskilja ett varumärke samt att kommuncera via förpackningen.  Studien visar att majoriteten av fokusgruppsdeltagarnas bilder av varumärket förbättrades i samband med förändringarna. Resultaten visade att den bild varumärket vill kommunicera och den bild deltagarna hade inte stämde överens, vilket indikerar på ett glapp mellan varumärkesidentiteten och imagen. Förpackningsförändringarna resulterade även i svagare varumärkesassociationer, då ingen av respondenterna kunde koppla de nya förpackningarna till varumärket. / The purpose with this study is to examine how a packaging redesign affects a brand´s image. The brand that has been investigated is Gille, who conducted a packaging redesign during 2012.  This is a case study with a qualitative approach through structured interview, qualitative textual analysis and focus groups.  This study has a theoretical frame of reference built by: to communicate a brand, to distinguish a brand and to communicate through the packaging. The study shows that the majority of the focus groups participant’s attitudes to the brand improved in relation to the changes. Results showed that the image the brand wanted to communicate and the image that the participants had were not consistent, indicating a gap between brand identity and image. Packaging redesign also resulted in weaker brand associations, when none of the respondents could connect the new packaging to the brand.

The purpose of this thesis is to find if the Swedish Generation Y is more brand loyal to cell phones compared to other consumerelectronic, and to find out if some set factors of loyalty affects Generation Y's loyalty more than other.  The conclusion of this thesis is that Generation Y is more loyal to their cell phone brand compared to other consumer electronics, and that the set factors presented are affecting their brand loyalty to different extent.

El present treball analitza el procés de construcció turística de la destinació Barcelona, assumint una perspectiva històrica, comparativa i compromesa en una anàlisi social i alhora simbòlica del fet turístic a Barcelona. L’anàlisi se centra en la intervenció efectuada pels agents de promoció municipals succeïts al llarg del temps, destacant quines han estat les figures capdavanteres del procés de construcció de la destinació i els objectius associats al foment turístic de la ciutat de Barcelona. La tesi proposa una mirada dialèctica entorn els usos i discursos sobre el turisme produïts per les institucions de promoció al llarg de més de deu dècades, destacant en quina mesura, i de quina manera, el turisme ha servit com a instrument polític i artefacte per a la creació de capital cultural i simbòlic de la ciutat, més enllà de ser plantejat com un element inductor de canvis físics i econòmics per a Barcelona. S’assumeix, seguint a autors com Chadefaud, que el foment del turisme projecta (a través dels seus arguments i imatges) una sèrie d’ideals i expectatives que responen a un plantejament genèric i model de societat. Es destaca, entre d’altres aspectes, com el procés d’institucionalització del turisme ha comportat la construcció d’una categoria hegemònica del fet turístic a Barcelona, al mateix temps que s’analitzen les raons i mecanismes que les institucions han desenvolupat per tal de legitimar socialment l’activitat turística, atorgant-li un valor econòmic i alhora sociocultural. La relació que els organismes de promoció mantenen amb la ideologia política i les classes econòmiques dominants ha estat una constant al llarg de les dècades; de fet, una mirada estructural a l’activitat turística i a les institucions de promoció constata l’existència d’una sèrie d’hàbits que són comuns al turisme, més enllà de cada marc històric i més enllà, també, dels diversos contextos polítics. Es tracta de patrons que es reprodueixen de forma gairebé invariable, i que en qualsevol cas demostren el caràcter social i polític de l’activitat turística. Per tot això, se sustenta la tesi que l’interès polític a favor del desenvolupament turístic de Barcelona manté, al llarg de les dècades, una constant voluntat d’estructuració de la ciutat, tant en el seu aspecte econòmic com en la seva dimensió social i cultural. La investigació analitza la vida i obra de les següents institucions: Comisión de Atracción de Forasteros y Turistas (1906-1909); Sociedad de Atracción de Forasteros (1908-1936); Federació de Turisme Catalano-Balear (1932); Oficina de Turisme de Catalunya (1932-1936); Patronat de Turisme de Catalunya (1933-1935); Comissió Municipal de Festes i Turisme (1934-1936); Touring Associació de Catalunya (1935-1936); Junta Provinvial del Turismo (1941-1960); Delegación de Asuntos Generales y Turismo (1951-197?); Centr de Iniciativas y Turismo de Barcelona (1964-?); Patronat Municipal de Turisme (1981-1993); Consorci Turisme de Barcelona (des de 2010). / The present study describes the process of the touristic construction of the destination of Barcelona from a historical and comparative perspective, though also committed to a social and symbolic analysis of the touristic fact in Barcelona. The analysis focuses on the intervention of the municipal promotion agents through the years, highlighting the pioneering figures in the construction process of the destination and the objectives associated with the promotion of tourism in the city. The thesis proposes a dialectical view in the frame of the uses and speeches about tourism produced by the institutions of promotion for over ten decades, highlighting to what extent and in what way tourism has served as a political instrument and device for the creation of cultural and symbolic capital of the city, beyond being considered as an instigating element of physical and economic changes for Barcelona. It is assumed, following authors like Chadefaud, that the promotion of tourism projects (through its arguments and images) a set of ideals and expectations that respond to a general approach and a model of society. It is highlighted, among other things, how the process of institutionalization of tourism has led to the construction of a hegemonic category of the touristic fact in Barcelona, and at the same time the arguments and mechanisms that the institutions have developed to socially legitimize tourist activity are analysed, giving at the same time an economic and cultural value. The relation between the organizations of promotion and both the political ideology and the dominant economic classes has been a constant throughout the decades; in fact, a structural look at tourism and at the institutions of promotion confirms the existence of some common habits in tourism, some patterns that are reproduced beyond each historical context and beyond the different political contexts as well. Therefore, the thesis defends the argument that over the decades the political interest for the development of tourism in Barcelona has kept a constant desire to structure the city, both in its economic aspect and in its social and cultural dimension.

The development of social media has increased the usage and prevalence of content marketing. This have enhanced the pressures on marketers to manage and leverage this tool. Also, consumers interaction with valuable content leads to a stronger relationship with the brand which further might enhance the brand image. Hence, this paper carries out a quantitative research with the purpose to explain if questionable content marketing on social media have a negative impact on brand image. The researchers used questionnaires as their method for collection of empirical data. The respondents were gathered based on a convenience sampling. The questionnaires were out sent out to 204 participants, were the aim was to investigate if the respondents view of a brand changes negatively, after being exposed to scenarios that were constituted by questionable content marketing. It was analyzed through an ANOVA test. The overall conclusions after gathering and analyzing the data, implicate that questionable content marketing have a negative effect on brand image. Therefore, it becomes important for managers to carefully evaluate their content marketing strategy on social media in order to avoid questionable content marketing.

Submitted by Sébastien Cabanes (sebastien.cabanes@hec.edu) on 2014-12-22T15:36:10Z No. of bitstreams: 1 MPGI Master thesis - Sebastien.pdf: 1592539 bytes, checksum: dfaef30d3e0eea8c1d4a1926864be41d (MD5) / Approved for entry into archive by Fabiana da Silva Segura (fabiana.segura@fgv.br) on 2014-12-22T16:41:34Z (GMT) No. of bitstreams: 1 MPGI Master thesis - Sebastien.pdf: 1592539 bytes, checksum: dfaef30d3e0eea8c1d4a1926864be41d (MD5) / Made available in DSpace on 2014-12-22T16:52:52Z (GMT). No. of bitstreams: 1 MPGI Master thesis - Sebastien.pdf: 1592539 bytes, checksum: dfaef30d3e0eea8c1d4a1926864be41d (MD5) Previous issue date: 2014 / The present study has the objective of understanding the influence of line extensions on the image of vodka brands. The research was performed by organizing various focus groups with vodka consumers in São Paulo. These focus groups allowed exploring and analyzing how the last line extensions of vodka brands have modified the image the consumers had of the brand. Three hypotheses were distinguished as an outcome of the research: (1) The influence of a line extension on brand image depends heavily on the initial image the consumers have of the brand. For a vodka brand with an average or bad image, launching a line extension with a perceived average or bad quality does not modify the brand image. On the contrary, for a vodka brand with a positive initial brand image, launching a line extension with perceived high quality led to a positive change in the brand image. (2) For vodka brands, a vertical line extension recognized as having high authenticity provokes a transfer of attributes from the extended product to the brand. (3) Among Keller’s (1993) dimensions of brand image, non-product related attributes and especially packaging are the one that are the most influenced by line extensions of vodka brands. / Este estudo tem o objetivo de entender a influência das extensões de linha sobre a imagem das marcas de vodca. A pesquisa foi baseada na organização de vários focus groups com consumidores de vodca em São Paulo. Estes focus groups possibilitaram explorar e analisar os efeitos que os últimos lançamentos de vodca provocavam sobre a imagem que os consumidores têm da marca. Três hipoteses foram identificadas como resultado da pesquisa. (1) A influência que uma extensão de linha tem sobre a imagem da marca esta fortemente relacionada à imagem inicial da marca para os consumidores. Para uma marca de vodca com imagem positiva, o lançamento de uma extensão de linha com alta qualidade percebida pelos consumidores trouxe uma mudança de percepção ainda mais positiva para a imagem da marca. No entanto, para marcas com uma imagem de média a ruim, o lançamento de uma extensão de linha cuja qualidade é percebida também como de média a ruim, não houve mudança para a imagem da marca (2) Para uma marca com imagem positiva, o lançamento da extensão de linha, dentro de um segmento Premium, transfere os atributos do novo produto para a marca. (3) Entre as dimensões da imagem de uma marca identificadas para Keller (1993), os atributos que não são atributos diretamente relacionados ao produto, especialmente embalagem, são os que estão mais influenciados por extensões de linha de marcas de vodca.

Made available in DSpace on 2016-08-03T12:29:59Z (GMT). No. of bitstreams: 1 Everaldo Pereira2.pdf: 2586439 bytes, checksum: a11e606fc3858e4efcb578ecb86dffa7 (MD5) Previous issue date: 2014-04-24 / This study aims to analyze how the communication processes of perceptual manifestations of postmodern consumers, based on interactions in virtual social networks contribute to the redefinition of the brand image. We analyze the communication process in the face of new economic and techno-social interactions, from a vision of consumption meanings and a displacement of the marketing needs for a marketing sense. We develop a single case study of the Lego brand, a literature review, qualitative surveys of interactions on websites, content analysis and qualitative analysis in blog forum for consumers of the brand. Thus, we conclude that market communication plays a unifying role in the symbolic constructions of branding in organizations and that economic and timeless easy to share events via the internet reframes the brand image on a paper of symbolic exchange on the online networks. / Este estudo tem como objetivo analisar como os processos comunicacionais de manifestações perceptivas dos consumidores pós-modernos, a partir das interações em redes sociais virtuais, contribuem para a ressignificação da imagem de marca. Reavaliamos o processo comunicacional ante as novas interações econômicas e tecno-sociais, partindo de uma visão de consumo de significados e um deslocamento do marketing das necessidades para um marketing de sentidos. Para tanto, desenvolvemos um estudo de caso único da marca Lego, a partir de levantamento bibliográfico, levantamentos qualitativos das interações em sites, análise de conteúdo de blog e análise qualitativa de fórum de consumidores da marca. Assim, concluímos que a comunicação de mercado assume um papel aglutinador nas construções simbólicas da imagem de marca nas organizações e que a facilidade econômica e atemporal em compartilhar manifestações por meio da internet ressignifica a imagem de marca em um papel de troca simbólica na bolsa de valores de imagens das redes on-line.