In October 2017, the Olympic Committee rendered official its decision to consider electronic sports (eSports) as sports. The global eSports market was valued at nearly 493 million U.S. dollars in 2016, with 80% of the revenues coming from sponsorship. Sponsorship has become an important matter for organizations, since it can be a powerful tool to establish or change a company’s brand image; indeed, more than 600 sponsorship agreements were signed in 2016 in the eSport industry. This paper aims at finding out how do sport and eSport enthusiasts differ in their perception of the brand image of a sponsoring brand. The study was conducted by using combined research methods. First, we used a qualitative approach with semi-structured interviews, in order to get a better understanding of the general context. Then a questionnaire was used to fully understand the differences and similarities between sport and eSport enthusiasts, and to identify the variables that impact the sponsorship response (measured by favour, interest, and use). The variables studied were event image, perceived fit, attitudes towards the brand as a sponsor, brand personality, brand associations, self-concepts and brand identification. The results show that sport enthusiasts are more impacted by factors such as brand identification and self-concepts, while brand associations matter for both groups.

The increased competitive intensity in several global markets has encouraged firms which traditionally compete, to also collaborate with each other, that is coopetitive branding alliances. Coopetitive branding has, to the best of our knowledge, not been researched from a consumer perspective.Does this mean that consumers remain unaffected when two competitors all of a sudden also collaborate?The purpose of this thesis is to explore how consumers’ brand images can be affected by firms’coopetitive branding strategies. With support from existing alliance literature and an empirical studycomprised of four focus groups, an abductive research approach is adopted.The findings indicate four distinct parameters, which can influence an alliance’s outcome, from theperspective of a consumer’s positive or negative brand image - which is a vital component in consumer-based brand equity. The contradictory nature of simultaneous competition and collaborationmakes coopetitive branding more or less desirable, from a consumer perspective, under differentcircumstances, which need to be acknowledged and managed by the partnering firms. A suggestionfor future research is to examine a wider consumer segment and not only students, to validate thetransferability of our findings.The results contribute to the strategic alliances theory, since existing research has not examinedthe consumer perspective and brand image in relation to coopetitive branding alliances. The resultscan also provide managerial guidelines for firms that wish to understand what elements of a coopetitive branding alliance creates value with consumers.

As customer segments age and technologies advance, many brands realize that they have to do something in order to survive and appeal to younger consumers. Oscar Jacobson, a brand that has existed since 1903, had experienced decreasing sales due to an aging customer base. A rebranding process was started when ownership of the company was shifted. The rebranding resulted in a renewed assortment, new concepts, ways of working with brand communication and adopting new communication tools. The purpose of this study is to examine what reasons underlie a company’s decision to rebrand, what strategies they use to do so, as well as further understanding how a new image from rebranding is communicated to customers. Research and analysis has been conducted on how internal values can be communicated externally, and how a brand can rebrand whilst keeping their heritage. The study focused on the case study company, in our case Oscar Jacobson, where facts and opinions regarding the rebranding process have been collected from the company’s management. To conclude the study, we found that when rebranding, brand elements that are weighing down the company need to be eliminated and focus should be shifted to modernizing these elements. For Oscar Jacobson, internal brand elements such as assortment needed to be evolved and changes need to mediate to the market through cohesiveness in all communication channels in order to transmit the right message to the customers. The design of the study is a case study, empirical material has been collected through qualitative semi-structured interviews with representatives within management positions of Oscar Jacobson. In the theoretical framework, different concepts regarding the subjects of branding, rebranding and brand communication have been discussed, in order to help us understand the concepts and to present and analyze the findings as accurate as possible. / I och med en åldrande kundgrupp och mer avancerade teknologier på marknaden, tvingades många varumärken ändra på delar av varumärket för att hålla märket vid liv och för att vara iögonfallande för en yngre målgrupp. Oscar Jacobson har existerat sedan 1903, men i början av 2000-talet minskade försäljningen på grund av en åldrande kundgrupp. En omstrukturering startade efter att företaget sålts till ett investmentbolag. Omstruktureringen har resulterat i nya koncept inom företaget samt nya sätt att arbeta med kommunikationen om varumärket, nya kanaler och att erbjuda nya och fler produkter i sortimentet. Syftet med studien är att undersöka vilka orsaker som ligger till grunden av att starta en omstrukturering och vilka strategier man använder för att tillämpa förändringarna. Detta kommer studeras utifrån ett företagsperspektiv med en fokusering på företag som vill omstruktureras men ändå behålla delar av sina arv. Forskning och analys har även gjorts på hur interna värden kommuniceras till omvärlden när omstruktureringen är genomförd. Studien har tillämpats på ett fallföretag, i vårt fall Oscar Jacobson, där fakta och åsikter om omstruktureringsprocessen samlats in ur företagets perspektiv. Som sammanfattning av resultaten har vi kommit fram till att när ett företag omstrukturerar sig är det viktigt att eliminera de gamla faktorer i varumärket som inte längre är till någon nytta och håller tillbaka varumärkets nya image. Istället ska fokus ligga på att utvecklas och röra sig framåt. Interna komponenter som t.ex. sortiment måste utvecklas och förändringar behövs förmedlas till marknaden genom en röd tråd i marknadsföringskanaler för att sända rätt budskap till kunderna. Studien är utförd som en fallstudie och kvalitativa semistrukturerade intervjuer har gjorts på representanter på chefspositioner inom Oscar Jacobson. I det teoretiska ramverket diskuteras olika begrepp inom märkesprofilering, varumärkes rekonstruktion och varumärkeskommunikation i syfte att ge en grund till oss och till läsaren. I detta avsnitt presenteras också olika teorier från tidigare forskning som diskuteras utifrån forskningsresultatet i analyskapitlet.

Magister Commercii - MCom / A brand extension strategy is one of the marketing tools that firms utilise to introduce new products in the market. One of the advantages of adopting this strategy is that firms are able to leverage on the positive image, reputation, and equity of a recognised and established brand,thereby reducing risk associated with launching new products.This study examines how consumers perceive the overall quality and similarity/fit of the brand extensions (Nike camera, Nike socks, and Nike golf balls) in relation to the original brand (Nike athletic shoes) and how these perceptions influence their attitudes towards the extensions. The researcher proposes that the perceived overall quality of the brand extensions will be congruent to that of the original brand and that the attitude towards the brand extensions will be favourable only when there is a perceived similarity/fit between the brand extensions and the original brand.In order to get these insights, the study surveyed 147 undergraduate and postgraduate students from the University of the Western Cape across all faculties. A non-probability convenience sampling method was used to access respondents. To collect data, qualitative and quantitative methods were employed using a questionnaire which consisted of open-ended and closed-ended questions in the form of free associations technique and 5-point Likert scales. The data gathered was analysed by means of descriptive statistics and Spearman correlation coefficient. The findings indicate two things.(1) respondents only perceived Nike socks’ overall quality to be congruent to the original brand, Nike athletic shoes. (2) respondents only perceived Nike socks to be strongly similar to the original brand, Nike athletic shoes. Despite this, respondents had a favourable attitude towards all the brand extensions irrespective of whether they perceived the overall quality of the extensions to be congruent to the original brand or not, and whether they perceived the extensions to be similar to the original brand or not. These factors did not influence respondents’ attitudes towards the extensions negatively.

This thesis focuses on building strong brands through brand image and brand identity. Therefore, an analysis of various factors that influence both brand image and brand identity was carried out. The most important of these factors are brand value and related brand value models, corporate social responsibility, and new trends in brand management as for example digital marketing, viral marketing, event marketing and sponsorship. The aim of the performed research is to identify the image of two most valuable sports brands, Nike and Adidas. Based on the results the image of both brands is compared and furthermore, a comparison of the Nike's brand image with its identity is performed.

I have focused on the problematic of L'Oréal Professionnel brand image, which is the brand of professional haircare cosmetics in B2B segment. B2B segment is the key source of income of this brand. In theoretical part I have explained terms like brand, brand image and brand identity, marketing mix, marketing strategy, consumer behaviour, brand knowledge etc. In practical part, I have focused on the development of L'Oréal Professionnel brand as well as the development of its marketing strategy and its present image. Moreover, I have researched what is the real L'Oréal Professionnel image like and whether it is the same as the brand identity. According to the fact, that in some parts there is a clash between these two, I have been recommending steps, which will help to improve the L'Oréal Professionnel image. I have been suggesting these steps also according to the present image of two main direct competitors of L'Oréal Professionnel, which are Wella and Schwarzkopf, which I have included into my research.

El objetivo de esta investigación es analizar como las reseñas en el social media afectan al valor de marca de los hoteles 5 estrellas en el distrito de Miraflores de la ciudad de Lima. El estudio inicia con la investigación en fuentes con la finalidad de definir los conceptos de: social media, reseñas online, turismo, conocimiento de marca, imagen de marca y lealtad de marca; además de conocer el contexto actual del sector hotelero. Después, se enmarca en una investigación que utiliza una metodología mixta (cualitativa y cuantitativa) con un alcance exploratorio y correlacionar. En la fase cualitativa, se realizan entrevistas a profundidad y estructuradas a expertos digitales del social media y branding. Asimismo, usuarios representantes del servicio hotelero. Finalmente, en la fase cuantitativa se aplica un cuestionario a una muestra de 282 personas hospedajes en los 9 hoteles de cinco estrellas de Miraflores. Se obtiene como resultado que efectivamente las reseñas positivas o negativas afectan al valor de marca de los hoteles. Por ello, a mayor experiencia del cliente con las plataformas donde el consumidor participa y crea contenido, esta influirá en sus actitudes hacia valor de marca de los hoteles. Además, influye tanto en su decisión de compra como selección del hotel, dependiendo de las calificaciones anteriores en dichas plataformas. Finalmente, se proponen acciones para los gerentes de los hoteles. / The objective of this research is to analyze how the reviews in the social media affect the brand value of the five stars hotels in the Miraflores district of the city of Lima. The study begins with research in sources with the purpose of defining the concepts of: social media, online reviews, tourism, brand awareness, brand image and brand loyalty; besides knowing the current context of the hotel sector. Later, it is part of a research that uses a mixed methodology (qualitative and quantitative) with an exploratory and correlational scope. In the qualitative phase, in-depth and structured interviews are conducted with digital experts of social media and branding. Also, users representing the hotel service. Finally, in the quantitative phase a questionnaire is applied to a sample of 282 people staying at the 9 five-star hotels in Miraflores. The result is that effectively positive or negative reviews affect the brand value of the hotels. Therefore, the greater the customer experience with the platforms where the consumer participates and creates content, this will influence their attitudes towards the brand value of the hotels. In addition, it influences both your purchase decision and hotel selection, depending on the previous ratings on those platforms. Finally, actions are proposed for hotel managers. / Trabajo de investigación

I Sverige har damidrotten ur ett historiskt perspektiv ständigt legat efter herrarna, både ekonomiskt och organisatoriskt. Inom damidrotten är det främst individuella idrottare som på senare tid har närmat sig herrarna på kommersiell och professionell nivå. Vad gäller lagidrotter så har utvecklingen hamnat efter och det här visar sig inte minst inom ishockeyn. Skillnaderna visar sig tydligt mellan herrar och damer och inte minst ekonomiskt där herrarna på högsta elitnivå kan försörja sig genom ishockeyn. Samtidigt så behöver genomsnittspelaren på motsvarande nivå bland damer ha ett arbete vid sidan av ishockeyn. Det här beror på flera faktorer däribland att intresset kring herrhockeyn är betydligt större vilket ger fler kommersiella möjligheter. För att damhockeyn ska närma sig den nivå som herrarna befinner sig, krävs en ökad kännedom, ett ökat intresse samt en kunskap omsupportrars uppfattning.I den här undersökningen har författarna i samarbete med Svenska Damhockeyligan studerat problemområdet med fokus på supportrarnas perspektiv och hur kunskap om dessa kan fungera som underlag till att stärka spelarnas varumärkesimage. En kvantitativ enkätundersökning genomfördes där supportrars kännedom om spelare och ligan generellt studeras samt vad supportrar värderar hos spelares egenskaper. Studien tar sin utgångspunkt i tidigare forskning som studerat damidrottens möjligheter för kommersiell utveckling. I undersökningen betraktas spelarna i SDHL som varumärken för att möjliggöra en koppling till varumärkesimage och aktiviteter som görs för att stärka en sådan. Med bakgrund av tidigare forskning och modeller lutar sig studien på tre centrala variabler; individuell kvalité, attraktivitet och image. Dessa tre var vägledande för insamlad empiri genom en webbenkät. Studiens insamlade data analyseras via deskriptiv statistik där diagram och tabeller redovisas. Slutligen diskuteras enkätresultat med koppling till de teorier och modeller som studien utgår ifrån. Diskussionen leder till flertalet förslag för hur SDHL kan använda sig av kunskap om supportrarnas kännedom och värdering av spelaregenskaper i syfte att stärka spelarnas varumärkesimage. / In Sweden, from a historical perspective, women's sports have constantly lagged behind men, both financially and organizationally. In women's sports, it is mainly individual athletes who have recently approached men on a commercial and professional level. As far as team sports are concerned, the development has lagged behind and this is evident not least in ice hockey. The differences are clear between men and women and not least financially where men at the highest elite level can support themselves through ice hockey. At the same time, the average player at the corresponding level among women needs to have a job alongside ice hockey. This is due to several factors, including that the interest in men's hockey is significantly greater, which provides more commercial opportunities. In order for women's hockey to approach the level that the men are at, an increased knowledge, an increased interest and a knowledge of supporters' opinion.In this study, the authors in collaboration with the Swedish Women's Hockey League have studied the problem area with a focus on the supporters 'perspective and how knowledge about these can serve as a basis for strengthening the players' brand image. A quantitative survey was conducted where supporters 'knowledge of players and the league is generally studied and what supporters value in players' characteristics. The study is based on previous research that has studied women's opportunities for commercial development. In the survey, the players in SDHL are regarded as brands to enable a connection to brand image and activities that are done to strengthen one. Based on previous research and models, the study is based on three key variables: individual quality, attractiveness and image. These three were indicative of empirical data collected through an online survey. The study's collected data are analyzed via descriptive statistics where diagrams and tables are reported. Finally, survey results are discussed in connection with the theories and models on which the study is based. The discussion leads to several suggestions for how SDHL can use knowledge about the supporters 'knowledge and evaluation of player characteristics in order to strengthen the players' brand image.

Las nuevas tecnologías han ocasionado grandes cambios en nuestro contexto. Las marcas las han implementado como herramientas útiles como el marketing de influenciadores, los cuales se clasifican por rubro o cantidad de seguidores. La presente investigación cualitativa tiene como objetivo analizar la influencia del storytelling de mamás blogueras, y a su vez micro influencers, de Instagram en la construcción de imagen de marca, en el caso de Specialized Perú. Se desarrollará un diseño fenomenológico, ya que este nos permite conocer el fenómeno desde el punto de vista del individuo, mediante la información que nos brinde. Para ello, la muestra estará conformada por un grupo de madres jóvenes, con cuentas activas de Instagram y seguidoras del rubro de influencers seleccionado. De ellas se espera conocer cómo se construye la imagen de una marca cuando esta es desarrollada por una influenciadora y ésta utiliza herramientas como el storytelling; asimismo, identificar qué elementos contienen de gran relevancia en esta construcción, entre otros temas. Para obtener dicha información se utilizará una técnica de entrevistas a profundidad, que nos permita recoger datos relevantes por parte de la participante. / New technologies have caused great changes in our context. Brands have implemented them as useful tools such as influencer marketing, which are classified by their category or number of followers. The present qualitative research aims to analyze the influence of storytelling by mommy bloggers, and in turn micro-influencers, of Instagram in the construction of brand image, in the case of Specialized Peru. A phenomenological model will be developed, since this allows us to know the phenomenon from the point of view of the individual, through the information that it provides us. For this, the sample will be made up of a group of young mothers, with active Instagram accounts and followers of the selected category of influencers. From them it is expected to know how the image of a brand is built when it is developed by an influencer and she uses storytelling as a tool; likewise, to identify which elements contain great relevance in this construction, among other topics. To obtain this information, an in-depth interview technique will be used, which allows us to collect relevant data from the participant. / Trabajo de investigación

This master’s thesis deals with clients' satisfaction and loyalty to the company Kooperativa Inc., Vienna Insurance Group and its product, investment life insurance Perspektiva. The theoretical part explains the basic concepts related to this topic, analytical part, introduces the company, the product and carried out research. Final part, based on modern methods of investigation, proposes the recommendations of steps which increase the level of customer satisfaction.