A strong brand is a valuable asset for modern companies. Victoria’s Secret is an American lingerie company that has had a well established and successful brand for years. However, the company’s net sales and market share have been decreasing since 2016. The company has also received criticism for creating unattainable beauty standards and excluding women with different appearances. In recent years, the brand has made changes in their marketing. This might be an attempt to increase revenues again and to gain lost market shares back. However, the numbers have continued to decrease, which indicates that the new strategy has not been very successful. The questions that the study intends to answer are how Victoria's Secret’s marketing has changed between 2016 and 2022 and why the new marketing strategy does not seem to be successful. The purpose of the study is to increase the comprehension of possible challenges that can arise in the process of trying to change an already established brand. This is a qualitative, interpretive study that uses a method called semiotic content analysis. The semiotic content analysis was used to analyze how the brand’s advertising images have changed. The results from the semiotic studies were then analyzed through some theories and earlier studies on the subject, to find possible explanations to why the rebranding does not seem to have created the expected results. The study found that Victoria’s Secret’s marketing has become less sensual, aesthetic and fantasy-like. Instead it has become more inclusive and oriented towards comfort, relatability and self-esteem. The study further presents a couple of possible explanations to why the new branding concept does not seem to have become successful, according to a couple theories on the subject. The explanations that were found was that the company does not seem to have achieved a congruence between the brand’s new identity and the brand image, that the changes might not be perceived as authentic and that the brand can no longer capitalize on an idealized identity.

Modeindustrin har historiskt sett låtit människor uttrycka sin kreativitet och personlighet genom kläder, men den har också bidragit till överkonsumtion och negativa miljö- och sociala konsekvenser. För att skapa en mer hållbar modeindustri har cirkulära affärsmodeller utvecklats, där återanvändning och återvinning av kläder spelar en viktig roll. Second hand-försäljning möjliggör att kläder får ett nytt liv och minskar efterfrågan på nya produkter. Idag finns olika alternativ för second hand-försäljning, inklusive traditionella välgörenhetsorganisationer, second hand-butiker och digitala peer-to-peer plattformar. Studiens syfte är att fylla en viktig kunskapslucka genom att undersöka vilken varumärkesbyggande potential det finns med second hand-försäljning av sitt eget varumärke. I studien har både Aakers och Kellers varumärkesmodeller använts som en guide för den analysmodell som legat till grund för analys av resultatet. En tematisk analys har utförts för att analysera transkriberingen av de semistrukturerade intervjuerna som genomförts med både konsumenter samt medelstora svenska modeföretag. Resultatet av denna studie visar på att det finns betydande varumärkesbyggande potential med second hand-försäljning hos svenska modeföretag. Genom att fokusera på hållbarhet, kvalitet och bekvämlighet kan företagen skapa positiva varumärkesassociationer och attrahera olika kundsegment. Genom att involvera kunderna i cirkulära affärsmodeller kan företagen bygga och upprätthålla varumärkeslojalitet och skapa en stark gemenskap med sina kunder. / The fashion industry has historically allowed people to express their creativity and personality through clothing, but it has also contributed to overconsumption and negative environmental and social consequences. To create a more sustainable fashion industry, circular business models have emerged, where clothing reuse and recycling play a crucial role. Second hand sales give clothes a new life and reduce the demand for new products. Today, there are various options for second hand sales, including traditional charities, thrift stores, and digital peer-to-peer platforms. The purpose of the study is to fill a significant knowledge gap by investigating the brand building potential that could be achieved through second hand sales. Both Aaker's and Keller's brand models have been used as a guide for the analysis framework based on the thematic analysis of semi-structured interviews conducted with both consumers and medium-sized Swedish fashion companies. The results of this study demonstrate significant brand-building potential through second hand sales for Swedish fashion companies. By focusing on sustainability, quality, and convenience, companies can create positive brand associations and attract different customer segments. By involving customers in circular business models, companies can build and maintain brand loyalty and create a strong community with their customers.

This study focuses on the extent to which the various elements of corporate brand identity as identified in the literature are perceived to contribute to corporate brand image formation. In doing so, a theoretical perspective is adopted for this study that borrows from both marketing communication and corporate communication theories. Three data collection techniques – Q methodology, an online questionnaire and computer-assisted telephone interviews (CATI) – were used to determine to what extent these elements are perceived significant in corporate brand image formation among participants from 106 South African organisations across various business sectors. Four categories were identified to be perceived as significant for corporate brand image formation, namely transformational leadership and management, positioning and differentiation strategy, brand equity and employee orientation and mentorship. To date, a comprehensive measuring instrument that theoretically includes all the corporate brand identity elements perceived to be significant in corporate brand image formation has not been developed. Based on the research findings, the study aims to propose a theoretical framework for establishing a measuring instrument that includes all the corporate brand identity elements deemed significant in corporate brand image formation as perceived by South African organisations. The objective of providing a theoretical framework for establishing a measuring instrument is to enable organisations to assess the role of their corporate brand identity in corporate brand image formation among their stakeholder groups. The theoretical framework includes the four identified categories perceived as significant in corporate brand image formation. It indicates which of the corporate brand identity elements included in the four categories are perceived to be more significant in corporate brand image formation by South African organisations. In addition, it provides assumptions on how these corporate brand identity elements are perceived to work in synergy to enhance corporate brand image formation based on the research results. / Communication Science / D. Litt. et Phil. (Communication)

This study focuses on the extent to which the various elements of corporate brand identity as identified in the literature are perceived to contribute to corporate brand image formation. In doing so, a theoretical perspective is adopted for this study that borrows from both marketing communication and corporate communication theories. Three data collection techniques – Q methodology, an online questionnaire and computer-assisted telephone interviews (CATI) – were used to determine to what extent these elements are perceived significant in corporate brand image formation among participants from 106 South African organisations across various business sectors. Four categories were identified to be perceived as significant for corporate brand image formation, namely transformational leadership and management, positioning and differentiation strategy, brand equity and employee orientation and mentorship. To date, a comprehensive measuring instrument that theoretically includes all the corporate brand identity elements perceived to be significant in corporate brand image formation has not been developed. Based on the research findings, the study aims to propose a theoretical framework for establishing a measuring instrument that includes all the corporate brand identity elements deemed significant in corporate brand image formation as perceived by South African organisations. The objective of providing a theoretical framework for establishing a measuring instrument is to enable organisations to assess the role of their corporate brand identity in corporate brand image formation among their stakeholder groups. The theoretical framework includes the four identified categories perceived as significant in corporate brand image formation. It indicates which of the corporate brand identity elements included in the four categories are perceived to be more significant in corporate brand image formation by South African organisations. In addition, it provides assumptions on how these corporate brand identity elements are perceived to work in synergy to enhance corporate brand image formation based on the research results. / Communication Science / D. Litt. et Phil. (Communication)

近年來，由於網路科技與相關基礎建設的日趨成熟，讓網路廣被接受與使用，也對網路教學產生推波助瀾的效應，使網路教學成為全球一日千里，發展迅速的產業之一。 　　由於網路教學產業發展的前景可期，近年來許多大學院校及私人企業也都紛紛投入開發；但值得我們關心的是，傳統教育與新興的網路教育，到底有何差異？網路教學如何在提供教育的同時，也兼顧到顧客 （學習者）的滿意度呢？ 　　本研究藉由文獻回顧以及與相關人員的深入訪談中找出學員在網路學習上所注重的因素，其中包括網路教學品質（包括：資訊品質、系統品質、服務品質）、教學互動以及品牌形象；除了針對這五個構面的品質表現進行敘述分析，本研究並使用LISREL進行驗證性的研究，瞭解此五構面是否分別和顧客滿意與行為意向有著正向關係，以提供網路教育者設計出更符合顧客需求的課程。 　　未來，網際網路科技將更加地進步，透過網路的學習也勢必更廣為普及，因此如何提供更優質、更具效率的網路學習環境，來吸引顧客，並建立起長期關係，對網路教育提供者將是很值得研究的議題。 / In less than two decades, the expansion of internet technology and relevant infrastructure are getting ripe to yield many positive results, such as the varied way people communicate and the daily information convey by media has shifted from papers to electronic. Moreover, one of the most noticeable outcomes is the development of learning through internet, the so-called E-teaching, which is undoubtedly becoming a rising industry. E-teaching industry now has been mushrooming and there have been plenty of universities, colleges and individual enterprises joining this trend. Therefore, it is also the time to think about some elementary but crucial tasks of E-teaching. What’ the difference between traditional and such state-of-the-art style of learning, for example, and how to take care of customers' (or E-learners') satisfaction with E-service? By interview with relevant personnel and retrospect with historical references, the research attempts to indicate five important factors that E-learners concern most during their learning process, covering from the internet teaching quality (includes: information quality, system quality, service quality), teaching interaction and brand image. In order to provide E-teaching designers with more practical guiding principles, to build up better courses to meet customers' need, the research tries to figure out the relation between these five factors and customer satisfaction and the behavior intention through the narrative analysis and LISREL based on E-College of National ChenChi University case. In the near future, the internet technology will be more universal, while learning through internet will be accepted more extensively. Meanwhile, how to offer higher quality, better benefit, and attractive elements to catch customers’ eyes and keep long-term relationship with E-learners will be the topic worthy for an advanced study.

本研究以日本UMPC超級行動電腦品牌KJS為例，探討「消費者購買動機」、「品牌形象」與「顧客滿意度」、「顧客忠誠度」間之關係及影響因素，以期提供小型可攜式電腦產業及UMPC品牌業者行銷策略與品牌發展之參考。 本研究採問卷調查與深度訪談方式進行研究，問卷調查方面，共取得267份有效問卷，並運用敘述性統計、t檢定、單因子變異數分析（one-way ANOVA）、相關分析與迴歸分析，將資料進行統計分析及獲得假設驗證；深度訪談方面，共進行兩次的深度訪談，藉由訪談專業人士，探索個案品牌行銷策略與產品規劃。 研究結果得知，消費者對個案品牌產品之滿意度，受人口統計變項中之性別、年齡、教育程度及擁有可攜電腦數量等變項之影響；而消費者對個案品牌產品之忠誠度，不受人口統計變項的影響。此外，消費者對個案品牌產品之滿意度，受消費者購買動機及品牌形象部分變項的影響；而消費者對個案品牌產品之忠誠度，也受消費者購買動機及品牌形象部分變項的影響。整體而言，個案品牌產品顧客滿意度之高低，會影響顧客忠誠度之高低，且呈現正相關。 針對目前個案及市場現狀，在產品方面，建議個案可再加強宣傳觸控螢幕及產品娛樂功能的開發，品牌方面則是不論從問卷資料及訪談資料中，均顯示出KJS在台灣市場擁有很好的品牌形象，因此應以此為品牌核心價值，專注於原本的利基市場，雖然可以視市場狀況延伸產品系列，然不宜投入過多資源進入低價市場，與低價小筆電作正面廝殺，而應作適當區隔。 / This research aims at discussing the relationships among purchase motivation, brand image, customer satisfaction and customer loyalty, and the influence factors of the four dimensions through a case study of UMPC-KJS brand in order to provide reference of marketing strategies and brand development for netbook and UMPC industry. This research used a questionnaire survey and in-depth interview to study. With regard to questionnaire survey, 267 valid samples were obtained by stratifies sampling. Data were analyzed by descriptive statistics, t-test, one-way ANOVA, correlation and regression analysis. Besides, through in-depth interview with two professionals in this field to explore the marketing strategies and production planning of KJS brand. According to the results of this research, the customer satisfaction could be influenced by the demographics varieties from sex, age, education level and the number that one customer has, however, the customer loyalty could not be influenced by the demographics varieties. Besides, not only customer satisfaction but customer loyalty could be influenced by part factors of purchase motivation and brand image. Finally, customer loyalty gets higher if customers are satisfied. According to the present condition of the netbook market, there are some suggestions to KJS brand. First, KJS is proposed to focus on the development of touch-screen and entertainment features. Second, since KJS has a very good brand image in Taiwan, this should be the core values of the brand and KJS should focus on this original niche market. It’s necessary to make some market segmentation from other netbook brand.

Die Dissertation befasst sich mit den Folgen negativer kritischer Ereignisse und gibt Hinweise, was Manager vor und nach dem Ereignis tun könnten, um potentiell negative Effekte zu minimieren. Während sich die ersten zwei Aufsätze mit der Wirkung kritischer Ereignisse aus Sicht der Konsumenten befassen, widmen sich die Aufsätze 3 und 4 der Shareholder-Perspektive. Aufsatz 1 untersucht die Wahrnehmungsveränderungen in Folge verschiedener Ereignisse mit Hilfe des Konzepts der Markenpersönlichkeit. Die Ergebnisse des Online-Experimentes implizieren, dass die negative Wirkung von der Markenstärke, der Geschäftsbeziehung vor bzw. während des Vorfalls und der Art des Ereignisses abhängt. Aufsatz 2 analysiert, ob die Effekte auch mit Hilfe des Konzepts des kundenbasierten Markenwerts bestätigt und erweitert werden können. Zu diesem Zweck werden die Reaktionen nach Bekanntwerden derselben kritischen Ereignisse für die Markenwertdimension „Perceived quality“, „Perceived value“, „Brand personality“, „Organizational associations“, und „Loyalty“ quantifiziert. In Übereinstimmung mit den in Aufsatz 1 gewonnenen Erkenntnissen deuten die Ergebnisse darauf hin, dass sowohl ein hoher Markenwert und das anhaltende persönliche Produkterlebnis während eines kritischen Ereignisses den negativen Effekt mindert, als auch eine zwischen tatsächlichen und potentiellen Kunden differenzierende Kommunikationsstrategie im Nachgang sinnvoll sein könnte. Die Aufsätze 3 und 4 untersuchen auf Basis einer „Event study“ den Zusammenhang zwischen der Veröffentlichung von „Corporate Reputation-Rankings“ des Manager Magazins und dem Shareholder Value. Die gefundenen Ankündigungseffekte weisen darauf hin, dass, über die gezeigte Verbindung zwischen Reputation und Shareholder Value, die in Folge kritischer negativer Ereignisse resultierende Reputationsänderung durch Investoren berücksichtigt wird. / The doctoral dissertation analyzes effects of negative critical incidents and points out, what manager could do before and after an incident in order to minimize possible negative impacts. While the first two essays take a closer look at effects of critical incidents from the consumer’s point of view, the essays 3 and 4 deal with the shareholder perspective. Essay 1 examines perceptional changes in consequence of various incidents using the concept of brand personality. The results of the online experiment imply that the negative impact depends on brand strength, type of event and business relation before respectively during the incident. Essay 2 analyzes whether or not effects can be confirmed and extended using the concept of customer based brand equity. For this purpose, reactions of respondents are measured after getting exposed to the same critical incidents as in the previous essay. The reactions are quantified for brand equity dimensions such as perceived quality, perceived value, brand personality, organizational associations and loyalty. The results are in line with findings of Essay 1. They indicate, on the one hand, that high brand equity and persistent product experience during crisis reduce negative effects and, on the other hand, that a communication strategy which differs between actual and potential customers could be favorable after the incident. Using event study methodology, the Essays 3 and 4 examine the linkage between publications of corporate reputation rankings of the Manager Magazin and shareholder value. The existence of negative announcement effects indicates that investors consider a reputational loss in consequence of negative critical incidents via the observed linkage between reputation and share prices.

Background: All brands need to keep moving and to keep building their stories by bringing new and exciting products or experiences. During the last twenty years, companies have been more and more convinced that their brands are among their most valuable resources and today we see an increasing trend of brand extension attempts, however with a significant number of failures, as well.The strategies of how a brand extension should be done, have been published in several books during the last decades. Despite of this, some companies still do not see the link between brand extension and business development. There seem to be a certain lack of knowledge and understanding of the underlying factors that affect a brand extension. In this study, we would therefore like to examine and identify these different factors in order to create a greater understanding of branding strategies.Purpose: The purpose of this study is to research, describe and analyse the nature of horizontal brand extensions in order to create a theory regarding the essential key factors to take into consideration before considering an extension. Based on the theory, the hypothesis will be tested empirically in order to strengthen- or reject it.Methodology: This study is made with a deductive approach, where the theoretical framework, based on previous presented theories, has led to the conformation of our hypothesis, which has later on been applied to the findings from the empirical researches in order to confirm or discard our hypothesis.The empirical basis consists of qualitative interviews with respondents from two companies with experience from horizontal brand extension: Craft of Scandinavia and Peak Performance.Conclusion: Our conclusion from this research is that for a horizontal extension to be successful it must:‐ Be a part of a brand with a clear brand image and plan, for the brand ­‐ Fit the brand ‐ Live up to the original brand promise - Fit with the old associations and generate new, positive associations to the brand ­‐ Have high perceived quality and trust in the mind of the customer- Be a part of a risk evaluation in order to limit the risks and obtain a more realistic view of the extension. / Program: Textil produktutveckling med entreprenörs- och affärsinriktning

Title: Better products,   better world, better image: A study on the   interaction of corporate social responsibility, new product development and   brand image in the B2B sector Authors: Soraya Lima Silva & Noora Irina Miettinen Course: Marketing master programme final thesis, 30 ECTS, spring semester 2012,LinnaeusUniversity Keywords: Corporate social responsibility, sustainability, new product development, innovation, B2B brand image, B2B brand perception Purpose: Investigating how customer’s perception of brand image is affected by corporate social responsibility (CSR) and new product development (NPD) in the business-to-business (B2B) sector in the telecommunication and chemical industries. Method: Mixed methods research, cross-sectional research design Interviews with 4 supplier companies Qualitative content analysis on documents of 40 supplier companies Questionnaire to customer companies with 99 responses Findings: CSR and NPD were usually seen as separate and detached activities. Companies integrated CSR into their NPD process mainly for creating sustainable products helping their customers to minimize their impact on the environment without including the societal aspect of CSR. NPD affected the brand image perception in the telecommunication industry to a high degree by improving the perception of the quality of products, and   in the chemical industry to a low degree by motivating the companies to recommend their suppliers. The interaction of CSR and NPD had an effect on the brand image by creating reputation and competitive advantage. Companies that were seen as environmentally responsible were often also seen as technologically advanced. Being perceived as sustainable was very important to the chemical   companies, whereas being perceived as innovative was vital in the telecommunication industry. CSR affected the brand image perception in the chemical industry by enhancing customer satisfaction and reputation, but in the telecommunication industry the CSR of suppliers was important only when the demand for sustainability came from the customers’ own customers / Otsikko: Parempia tuotteita, parempi maailma, parempi imago: Tutkimus yritysten   yhteiskuntavastuun, tuotekehityksen ja brandi-imagon vuorovaikutuksesta   B2B-sektorilla Tekijät: Soraya Lima Silva & Noora Irina Miettinen Ohjaaja: Sarah Philipson Tarkastaja: Sarah Philipson Kurssi: Markkinoinnin maisteriohjelman päätöstyö, 30 opintopistettä, kevätlulukausi 2012, Linnaeus University Hakusanat: Yrityksen yhteiskuntavastuu, kestävä kehitys, tuotekehitys, innovaatio, B2B brandi-imago, B2B brandivaikutelma Tarkoitus: Tutkia miten yritysten yhteiskuntavastuu ja tuotekehitys vaikuttaa asiakkaiden kokemaan brandi-imagoon B2B-sektorilla telekommunikaatio- ja kemianteollisuudessa Metodi: Poikkileikkaava mixed methods -tutkimus 4 toimittajayrityksen haastattelua Laadullinen sisältöanalyysi 40 toimittajayrityksen dokumenteista Kysely asiakasyrityksille, jossa 99 vastausta Löydökset: Yritykset näkivät yhteiskuntavastuun ja tuotekehityksen erillisinä aktiviteetteina. Yritykset integroivat yhteiskuntavastuun osaksi tuotekehitysprosessia lähinnä luodakseen kestävää kehitystä tukevia tuotteita auttaakseen asiakkaita   minimoimaan ympäristöön kohdistuvaa vaikutusta, mutta eivät ottaneet   yhteiskunnallista aspektia huomioon. Tuotekehitys vaikutti suuressa määrin imagokäsitykseen telekommunikaatioalalla parantamalla käsitystä tuotteiden laadusta. Kemianteollisuudessa tuotekehitys vaikutti   vähäisessä määrin motivoimalla yrityksiä suosittelemaan toimittajia. Tuotekehityksen ja yhteiskuntavastuun suhde vaikutti imagoon lisäämällä mainetta ja  kilpailuetua. Yritykset, jotka nähtiin ympäristöystävällisinä, koettiin usein myös teknisesti kehittyneiksi. Kestävän kehityksen imagolla oli keskeinen merkitys kemianteollisuuden   yrityksissä, kun taas miellettävyys innovatiiviseksi oli oleellista   telekommunikaatioalalla. Yhteiskuntavastuu vaikutti imagokäsitykseen kemianteollisuudessa lisäämällä asiakastyytyväisyyttä ja parantamalla mainetta. Telekommunikaatioalan toimittajien yhteiskuntavastuu oli tärkeää vain, jos asiakkaat olivat kiinnostuneita siitä omien asiakkaidensa vaatimuksien motivoimana. / Titulo: Melhores produtos, melhor mundo, mellhor imagem: Um estudo sobre a interaçäo da responsabilidade social coperativa, desenvolvimento de novos produtos  e imagem de marca no setor de de negócios. Autores: Soraya Lima Silva & Noora Irina Miettinen Tutor: Sarah Philipson Examinador: Sarah Philipson Curso: Dissertaçäo final do programa de master em Marketing, 30 ECTS, semester da   primavera de 2012, Linnaeus University Palavras-chave: Responsabilidade social coperativa, desenvolvimento de novos produtos, innovaçäo, imagem de marca no setor de de negócios.  Objetivo: Investigar como a percepçäo de clients sobre a imagem de marca é afetada pela responsabilidade social coperativa (CSR) e o desenvolvimento de novos produtos (NPD), no setor de negócios (B2B). Métodos: Métodos de pesquisa misturados, design de pesquisa com setores interligados Entrevistas com 4 empresas fornecedoras Análise qualitative de documentos de 40 empresas fornecedoras Questionário com 99 clientes de empresas fornecedoras Resultados: CSR e NPD vistos como atividades separadas. Empresas integram CSR nos processos de NPD, especialmente para a criaçäo de produtos   sustentáveis, ajudando assim os clients a minimizarem seus impactos no meio   ambiente sem incluir aspectos sociais de CSR. NPD afeta muito a percepçäo da imagem de marca na indústria de telecomunicaçöes quando melhora a percepçào dequalidade. Na indústria química NPD afeta muito pouco a percepçäo de marca, ajudando somente recomendaçöes. A interaçäo de CSR e NPD afeta a percepçäo de marca criando efeitos   de reputaçäo e vantagem competitiva. Empresas vistas como responsáveis pelo meio ambiente, também säo vistas como tecnologicamente avançadas. Ser visto como sustentável é muito importante   entre empresas químicas, enquanto ser visto como inovador é vital na   indústria de telecomunicaçöes. CSR afeta a percepçäo da imagem de marca na indústria química, reinforçando satisfaçäo do consumidor e reputaçäo, mas em telecominicaçöes, CSR praticados por fornecedores somente é importante quando a demanda de sustenabilidade veem dos consumidores dos clientes.

此研究將探討台灣消費者的消費行為對於國外知名零售絣牌Abercrombie and Fitch Co. 本品牌建立位於美國以休閒服裝為主，。此研究會探討品牌知名度， 品牌形象， 購買意向對於這個品牌。 此研究採用便利抽樣調查以定量分析取出結果。本研究採取192個樣本中34.9%為男性，65.1%為女性。研究員採用階層回歸分析調查出本研究調查。調查結果指出消費者俱有高度認知對於品牌知名度和品牌形會有嚴重影響消費者的購買意向。同時，消費者俱有高度炫耀性消費和時尚觀念對於Abercrombie and Fitch Co. 品牌知名度和品牌形的認知會增加。Abercrombie and Fitch Co. 的資訊來源大多數以網路和朋友，因此也提升消費者的品牌知名度對於此品牌。 / In this study the researcher examined the influence of Taiwanese consumers behavior towards overseas retail fashion brand Abercrombie and Fitch Co. The brand was established in the United States of America that offers a range of products such casual sportswear apparel, outerwear, and accessories for men, women, and kids. This study investigated on Taiwanese consumers brand awareness, brand image and purchase intention for the brand. A quantitative analysis will be used for this research by using convenience sampling survey which were distributed online. A total of 192 samples were used for this study (34.9%) of the respondents were male and (65.1%) were female. The researcher used hierarchical multiple regression analysis to test for the results that were needed for this study. The findings indicated that purchase intention is heavily influenced by brand awareness and brand image; meanwhile, consumers with higher levels of conspicuous consumption and fashion conscious orientations have greater brand knowledge and better brand image about Abercrombie and Fitch Co. Getting fashion information from friends and internet led to greater brand awareness about Abercrombie and Fitch Co.