The latest data reveals, in 2008, the total market value of tea beverage in Taiwan exceeded 20 billion NT dollars. Because the tea beverage market is extremely large, there are dozens of brands in the market. When a customer wants to choose a product from kinds of choices, what factors does he/she consider? According to former research, we know that the factors include price, brand, package design, sales promotion and advertisement. However, we still didn¡¦t know how they affect consumers buying tea beverage. Consequently, this study researched that if both package design and brand image have notable influences on consumers¡¦ purchase intention for packaged tea by regression analysis. The major results for the research are as follows: 1.Approximate 90% of respondents usually buy packaged tea in convenient stores. Half of them indicate that their motivations of buying packaged tea are thirst-quenching. More than half of respondents buy Uni-president most frequently, and then is Vitalon. 2.This study uses two tea brands as subjects to test the hypothesis repeatedly. The results revealed that package design have notable influence on purchase intention. So, manufacturers should change the package design irregularly and try to analyze the merits and drawbacks to improve the package. 3.The results also revealed that brand image have notable influence on purchase intention. It represents that brand image play a significant role in a consumer¡¦s purchasing process. Manufacturers should pass through the basic threshold, or their products would not be acceptant by consumers.

The main subject of this study is about Taiwanese girls and ladies clothing brand called Scottish House, and to discuss the consumer whether or not be influenced by extrinsic cues such as image of the country of origin, brand image and prices when purchasing clothing, thereby affecting the perceived quality and purchase intention. The main conclusions of the study are as follows: 1. Image of COO and COD will indeed have a positive impact on perceived quality, indicating that female consumers of Scottish House think the image of COO and COD make them feel that the clothing has high quality. And the impact of image of COD on perceived quality is more than image of COO. 2. Brand image will also have a positive impact on perceived quality and the influence of brand image of the Scottish House on perceived quality is the strongest over image of COO and COD. 3. Perceived price will have a positive impact on perceived quality, and the female customer regards Scottish House as high price. However, the influence of perceived price on perceived quality is far lower than the image of COO and COD. 4. Perceived quality will have a positive impact on purchase intention, customers thinks Scottish House has high quality and thus increase their willingness to buy. The conclusions above are significant to the management in the following aspects. 1. COD is relatively important. 2. Brand image is a key extrinsic cue for judging product quality. 3. Price has a limitation to explain product quality. 4. High product quality leads to high purchase intention.

This thesis deals with the social enterprise and the social enterprising NPOs and the identification of societial marketing in Taiwan. The purpose of this study is to investigate the service innovation, brand image, and Societial Marketing identification, and their interrelationships within different social enterprise patterns in Taiwan. In addition, it's further to point out the differences among three types of social enterprises : public social charity, culture education, and culture art. Studies on the social enterprise and the social enterprising NPOs and the identification of societial marketing in Taiwan in Kaohsiung resident as a research objective. The purpose of this study is to investigate the four variables of service innovation, ie. new social welfare, new service concept, new client interface, and new service delivery system; the three variables of brand image, ie. types of brand association, favorability of brand associations, uniqueness of brand associations and societial marketing identification, and their interrelationships within different social enterprise patterns in Taiwan. With regard to sampling methods, use of non-random sample of convenience sampling, this study a total of 426 questionnaires were recovered, an effective sample of 393 copies. The results of the study were as follow: showed that service innovation, brand image and identity among social marketing does have a significant positive correlation, however, different patterns of social enterprise in the relationship between the various variables are showed some negative correlation. The results can be summarized under five main conclusions: ¡Ð When the social enterprises want to input the concept of service innovation in the organization, it should not ignore the social welfare and social entrepreneur of the specific conduct. Because the service innovation and brand image can simultaneously enhance the community identification. ¡Ð Social enterprise of public social charity: It should continue to construct indicators for sustainable management and for the evaluation of internal and external organization. ¡Ð Social enterprise of culture education: It should retain its own brand image, while aiming to enhance the new type of service and customer interface. ¡Ð Social enterprise of culture art: It Should construct new types of social welfare, and strengthen the brand values, to offer the community a better understanding of the realities of life of the art and aesthetics. ¡Ð This study also found that people generally give recognition and trust for non-profit organizations, which engaged in social enterprise with commercial or profit-making activities.

The purpose of this study is to investigate CSR’s effect on brand image in order to increase the understanding of CSR as a marketing tool, within the service industry. The research questions of the study are “How does a service-based company’s involvement in CSR as a marketing strategy affect the brand image? And how do the different CSR dimensions affect the brand image?” This study has a positive and deductive approach with a cross sectional design. The quantitative method chosen was a questionnaire, more precisely.  More specifically, a self-completion survey was conducted on a sample of 73 hotel guests living in a CSR friendly hotel in Malmo, Sweden.

Background:                 Brands are associated with certain elements, including name, logo and slogan. Being understood as major parts of all brands, changing these would be considered as a vital event. The term ‘rebranding’ is an umbrella term for describing the three following processes; changing name, changing the aesthetics of the brand, and/or repositioning. Although rebranding often results in success, the process of rebranding is challenging and risky, and it is important for firms to understand the main opportunities as well as the main barriers in order for the rebranding process to be as well-organised and effective as possible. With this in mind after a significant change, companies need to enforce the brand images previously perceived by consumers, in order to capture and transfer brand equity, as well as making sure that the rebranding process responds to the desired corporate identity of the firm. Purpose:                       The purpose of this thesis is to understand corporate rebranding, focusing on repositioning, and what consequences arise from it, in terms of brand equity, corporate identity, and brand image, by using the case of Lidl in order to illustrate this.   Method:                       A single-case study has been conducted illustrating Lidl in accordance with the purpose of this thesis. Primary data have been collected through a qualitative method, and secondary data has been gathered to further support purpose and gain understanding about Lidl. Theoretical insights have been collected through a literature review. Conclusion:                   Derived from the research the authors can conclude that repositioning, as a process of rebranding, is a difficult and long-term process. The research and findings show that repositioning although difficult is possible proven by examining positive effects from the rebranding process of Lidl on brand equity, corporate identity and brand image.

During the past five years the Red Cross has been involved in two different internal crises. All of them can be related to trustworthiness and brand image. Why would someone keep donating money to an organization that has been involved in fraud and suspicion of corruption? The purpose of this dissertation is to explore how non-governmental (NGO) and non-profit (NPO) organizations rebuild their brand image and trustworthiness after a crisis. We will look at the problem from both the organization’s and the public’s point of view. The dissertation is based on theories about brand image, trustworthiness and crisis management. For the theoretical framework a model was created from these different theories. This study is conducted as a qualitative case study with a realistic philosophy. The findings and analysis shows that the Red Cross has an elaborated crisis management with a good base that can be adapted to suit each situation. However, there are some miscommunications between the organization and the public. Therefore, we suggest three improvements that can be made: communicate directly to the public, investigate immediately when suspicions occur, communicate the internal functions to the public. The first conclusion is that their form of reactive crisis management is that they have a weak pre-emptive crisis management, which consists of diffuse guidelines. After the crisis, these guidelines are adapted to the crisis. The second conclusion is that the organizations brand image and trustworthiness was affected negatively directly after the crisis occurred. However, today both the brand image and the trustworthiness have become stronger than before the crisis. Recommendation for future research is that it can be conducted in another area and include the behavior aspects of the respondents. In addition, the crisis communication team could be investigated.

Reputation has been the subject of marketing research throughout recent years, and it was found to be an important measure of how organizations are perceived. The theory of co-creation, where organizations interact and deliver value through the involvement of customers, has also shown positive effects on performance. The main purpose of this thesis is to gain a deeper understanding of how reputation and co-creation are managed internally. Furthermore, this study aims to investigate the impact of brand image, satisfaction, perceived quality, and brand experience on co-creation and reputation by evaluating the external perceptions of members of a nonprofit membership organization, the Swedish-American Chamber of Commerce of Washington, D.C., Inc. (SACC-DC). For a nonprofit membership organization, both reputation and co-creation can be of importance, as they do not compete by financial means, but instead by how the members perceive the networking service that they provide. We could identify a research gap, since there is no study that examines co-creation in relation to reputation. Furthermore, there is a need to conduct more research on co-creation in the nonprofit context. We could also see that more in-depth studies need to be done on reputation in order to understand the underlying factors of the internal management of the reputation. In order to fulfill the purpose of the thesis, a mixed-method study has been conducted. In the qualitative study, we have conducted eight semi-structured interviews with board members and employees of SACC-DC. Through the interviews, we gained a deeper understanding of how the reputation is managed by exploring how the organization works with co-creation, identity, desired identity and perceived quality. From the interviews, four themes were derived to explain how the organization co-creates their reputation together with their members. The themes were brand identity, brand delivery, value, and mutual responsibility. Our qualitative findings resulted in a table, showing that the reputation could benefit from being co-created in nonprofit membership organizations. In order to advance an understanding of how members of SACC-DC perceive the reputation and co-creation, a quantitative study was conducted. We assessed the effects of brand image, brand experience, satisfaction and perceived quality on co-creation and reputation. Our regression analyses showed that brand image and brand experience had positive significant effects on both co-creation and reputation, and that perceived quality had a positive significant effect on reputation. We could also conclude that co-creation had a positive significant effect on reputation. From our qualitative interviews together with the results of our quantitative study, we could conclude that there are perceptional differences regarding the reputation between board members and members of SACC-DC. We can also conclude that the reputation of SACC-DC is indeed co-created by board members together with other members, which implies that both management and customers take part in the process of creating the best possible reputation. In addition to our theoretical contributions, we also made practical recommendations for both managers of nonprofit organizations in general and for SACC-DC in particular, on how to enhance the co-creation process of the reputation.

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Two different subjects that have been well researched over the last couple of decades are branding and startups. The intersection of these two subjects has however not been covered nearly as much. Some researchers go as far as claiming it to be an oxymoron. Built on this has this thesis been conducted in order to narrow this gap in research and shed light on the importance of branding efforts among startups. The objective of this study has been: To provide a deeper understanding of brand identity and brand image among startups  To fulfill this objective, two sub-objectives were established: To examine if there exists a gap between brand identity and brand image among startups To identify which key factors that influence brand identity and brand image among startups The study has been of an explorative and descriptive character with a deductive approach. For research strategy was embedded multi-cases chosen. Data collection has been collected by conducting semi-structured, qualitative interviews. This data has later been analyzed with the analyzation methods within-analysis and cross-case analysis. The finding of the study is that there exists a mismatch between the view of the management and the view of the customers. It can therefore be concluded that there is a gap between the brand identity and the brand image among the three startups investigated in this study. Communication and relationship have furthermore been found to be key aspects that affect the magnitude of the gap.  The practical implication to be taken from this study is the importance of branding in the early stages of a company. It can furthermore be important for practitioners, mainly managements of startups to be aware of the key aspects communication and relationship, and to work with branding even in the early years of a company. The theoretical contribution has been to investigate in an area where limited research has been made but more is needed. The need of research for entrepreneurs to rely on are desired.

I takt med Internets och e-handelns utveckling har även handelns landskap förändrats. Tidigare har handeln dominerats av fysiska butiker. Nu har istället e-handeln vuxit fram i snabb takt och allt fler konsumenter föredrar att utföra sina inköp online. Speciellt modebranschen har gynnats av e-handeln. E-handelns framväxt har inneburit att konsumenterna kan röra sig i ett flertal säljkanaler inför ett köp. Detta innebär både möjligheter och svårigheter för företagen; samtidigt som studier visar att konsumenter tenderar att spendera mer om de har gjort efterforskningar genom flera kanaler innebär detta även högre komplexitet. Denna komplexitet är speciellt en utmaning för små företag eftersom e-handel har inneburit lägre priser och därmed även lägre marginaler. Handeln har därmed koncentrerats till färre och större aktörer. Genom att vara unik och bygga en stark brand image kan e-handeln däremot gynna små företag, eftersom stora företag tenderar att upplevas som likartade och opersonliga. Denna studie syftar till att skapa en djupare förståelse för om och hur små företag inom klädbranschen arbetar med brand image i olika säljkanaler. För att kunna göra detta har vi utgått från teorier och tidigare litteratur inom ämnena säljkanaler och brand image. Genom en kvalitativ forskningsmetod, där vi intervjuade sex småföretag, har vi kommit fram till våra resultat. En slutsats vår studie har kommit fram till är att små företag ser personlig kontakt som det bästa sättet att kommunicera ut sitt varumärke på. Fysiska butiker har därmed inte förlorat sin betydelse för små företags brand image. Istället har den fysiska butiken fått en annan roll; butiken anses nu vara en marknadsföringskanal snarare än säljkanal. Företagens webbsidor betraktas nu som företagens huvudsakliga säljkanal. En annan slutsats är att de intervjuade företagen anser att säljkanalerna ska integreras med varandra.