As social media platforms are increasingly becoming more popular and a part of everyday life, Business-to-Business (B2B) marketers from different industries are realizing social media’s potential for achieving marketing purposes. However, scientific literature regarding social media usage in B2B contexts is still filled with gaps in knowledge; especially when compared to literature about social media usage in Business-to-Customer (B2C) contexts. One of these research gaps is the lack of niched information about each effect of using social media. This paper aims at contributing to filling this research gap by presenting an extensive literature review about social media marketing in B2B; followed by an analysis of empirical data gathered from 11 different cases of B2B companies engaged in social media marketing. Moreover, this is to answer the research questions; how are B2B companies using social media to increase brand awareness? Which types of content inspire the most customer engagement? And how can B2B companies amplify their chances of succeeding in increasing brand awareness through social media? This paper will further contribute to this research topic, by identifying further research gaps and present suggestions for future research.

As digitalization has evolved over the years, the need for automating procedures for faster results has become stronger. Marketing automation is a software that automates an organization’s marketing activities. Its purpose is to deliver a firm’s personalized messages to the existing and potential customers. Consequently, marketing automation is closely related to content marketing which’s main attribute is to raise brand awareness, and having a higher brand awareness can ultimately affect the buying decision. It has been discovered that there is a lack of research in the existing literature about marketing automation and more specifically in how marketing automation can affect the buying decision by raising brand awareness. Therefore, this thesis aims to examine how marketing automation affects the buying decision through brand awareness and external branding. The theory was outlined by six concepts which were marketing automation, external branding, brand communication, brand awareness, and buying decisions. These concepts led the authors to create six different hypotheses in order to find a link between them.  The data were collected through a self-completion questionnaire, therefore a quantitative study with an exploratory purpose was conducted. The results from the 118 respondents of the questionnaire suggest that marketing automation influences the organizational buying decision by enhancing brand awareness. Moreover, marketing automation has a positive impact on external branding which also has a positive effect on the buying decision. Concludingly, this suggests that marketing automation does positively affect the B2B buying decision through brand awareness and external branding.

The aim of this thesis is to do strategic analysis for the company Heineken Česká republika, a.s. with marketing communication analysis and research on brand awareness. Marketing communication is focused on advertising. The research on brand awareness is done through a questionnaire survey. The first part focuses on theoretical basis, which contains strategic analysis, marketing communication and research. The second part describes company Heineken Česká republika, a.s. Strategic analysis contains macroeconomic and microeconomic analysis, analysis of internal resources and ability of the company, financial analysis and SWOT analysis. Analysis of marketing communication is devoted to marketing and communication mix of the company with focus on advertising. In conclusion of this thesis is analysis of research on brand awareness.

<p>Purpose: The purpose of this thesis is to analyze and evaluate essential</p><p>prerequisites for companies and corporations aiming at marketing</p><p>global brands in a restricted market.</p><p>Method:</p><p>The investigation strategy used for this essay was to perform a case</p><p>study on the Islamic Republic of Iran. Both primary data – such as a</p><p>survey, interviews and participating observation – and secondary</p><p>data – found in books, scientific articles and the internet – have been</p><p>used to achieve the results. The gathering of empirical data was</p><p>performed inside the Islamic Republic of Iran during two weeks in</p><p>November 2007 in three different cities: Tehran, Ispahân and Bâbol.</p><p>This was carried out by considering several theories: global</p><p>branding strategies, brand equity, involvement theory and</p><p>communication models.</p><p>Results: The outcome of this essay show several factors that should be taken</p><p>in consideration in relation to marketing global brands in Iran. Many</p><p>companies have chosen adaptation as their promotion– and product</p><p>strategy because of countless rules and restrictions hindering global</p><p>marketing. These strategies affect consumer involvement: low</p><p>involvement global brands become high involvement global brands</p><p>once in the Iranian market. The authors have taken Brand</p><p>Awareness as a primary factor for spreading and promoting global</p><p>brands. The empirical material also shows how global brand</p><p>knowledge is mostly spread through prohibited new media (Satellite</p><p>TV and Internet) as well as with the Word-of-Mouth practice in</p><p>Iran. Furthermore, global brand knowledge amongst Iranian</p><p>consumers is widely extended. As a result, consumers prefer</p><p>standardized global brands before adapted global brands or local</p><p>brands. What the authors also found out was that the enormous</p><p>demand of standardized global brands has already been fulfilled by</p><p>the use of new solutions for distribution and promotion in the</p><p>Iranian market: most global brands enter the Iranian market via</p><p>other countries (Dubai and Turkey).</p><p>From gathering all the empirical findings by using methods of</p><p>triangulation, the authors have concluded that it is impossible to</p><p>hinder knowledge and accessibility of global brands, even in a</p><p>restricted market such as the Islamic republic of Iran.</p> / <p>Syfte: Syftet med denna uppsats är att analysera och utvärdera</p><p>förutsättningar som är relevanta för företagens</p><p>marknadsföringsstrategier av globala varumärken i en sluten</p><p>ekonomi.</p><p>Metod:</p><p>Uppsatsens forskningsstrategi har varit att göra en fallstudie på Iran.</p><p>Vidare kombinerar studien kvalitativ– och kvantitativ angreppssätt i</p><p>form av litteratur såsom böcker, artiklar och Internet, samt en</p><p>enkätundersökning, intervjuer, och deltagande observation.</p><p>Empirisk datainsamling skedde i Iran under två veckor i November</p><p>2007 på tre olika städer: Tehran, Ispahân och Bâbol.</p><p>Detta utfördes med hjälp av följande teorier som bakgrund: global</p><p>marknadsföringsstrategier, Brand Equity, involveringsteorier och</p><p>kommunikationsmodeller.</p><p>Resultat: Ett flertal faktorer bör beaktas i samband med marknadsföring av</p><p>globala varumärken i Iran.</p><p>De flesta företagen har valt anpassning som produkt– och</p><p>kommunikationsstrategi på grund av en mängd regler och</p><p>restriktioner som hindrar global marknadsföring. Dessa strategier</p><p>påverkar konsumenternas engagemang: låg involverade köp</p><p>omvandlas till hög involverade i den Iranska marknaden.</p><p>Uppsatsförfattarna har valt märkeskännedom som den viktigaste</p><p>faktorn för att kommunicera och marknadsföra globala varumärken.</p><p>Det empiriska materialet visar hur global märkeskännedom sprids</p><p>framförallt genom de förbjudna nya medierna (Satellit TV och</p><p>Internet) samt genom Word-of-Mouth metoden i Iran. Dessutom är</p><p>global märkeskännedom redan utbrett bland Iranska konsumenter.</p><p>Utifrån det, föredras standardiserade globala varumärken framför</p><p>anpassade eller lokala varumärken. Uppsatsförfattarna har även</p><p>konstaterat att den stora globala varumärkesefterfrågan har redan</p><p>besvarats med hjälp av nya distribution– och</p><p>kommunikationsslösningar för den Iranska marknaden: de flesta</p><p>globala varumärken marknadsförs via andra länder (Dubai och</p><p>Turkiet).</p><p>Utifrån all uppsamlad empiri, har uppsatsförfattarna genom</p><p>metodtriangulering dragit slutsatsen att det går inte att hindra</p><p>tillgången och kännedom av globala varumärken, även i en sluten</p><p>ekonomi såsom den Islamiska Republiken av Iran.</p>

Authors: Alexander Falck, 86-05-24, Economic program Rasmus Bergqvist, 84-11-08, Marketing program Course: International Marketing Strategy, 4FE02E (AF) and 4FE00E (RB) Tutor: Anders PehrssonExaminer: Anders PehrssonTitle: Is There More to Merchandise Than Making Money? A comparative study of Scandinavian football clubs describing how they build Brand Equity through merchandise. Background and problem discussion: Merchandise is one part of the product that a football club offers. Kapferer‟s (2008) Brand Identity Prism should be useful to map the relationship between product and Brand Equity. Merchandise attractiveness can affect consumers‟ perception regarding the product quality of the whole club. As little have been written regarding how Scandinavian football clubs use their products to build their Brand Equity we saw a relevance of further searching in to this subject. Research question: How do Scandinavian football clubs use merchandise to build the club Brand Equity? Purpose: The purpose is to identify what differences and similarities Scandinavian football clubs have in their development of fan merchandise and presenting successful methods to build Brand Equity, in terms of the percental contribution to the club‟s total turnover and the merchandise turnover contribution from each attending supporter. Methodology: To study the subject thoroughly the study used in this thesis is qualitative. We have chosen to conduct a multiple case study with semi-structured interviews and content analysis of the physical artefacts, merchandise. Five Scandinavian football clubs took part in this research. Findings: The Brand Equity component that the clubs are trying to affect the most through merchandise is brand association. Perceived quality and brand awareness are secondary focuses for the clubs to affect while brand loyalty couldn‟t be seen in this thesis. Keywords: Brand, Brand Association, Brand Awareness, Brand Equity, Brand Identity Prism, Culture, Merchandise, Perceived Quality, Personality, Physique, Relationship

Purpose: The purpose of this thesis is to analyze and evaluate essential prerequisites for companies and corporations aiming at marketing global brands in a restricted market. Method: The investigation strategy used for this essay was to perform a case study on the Islamic Republic of Iran. Both primary data – such as a survey, interviews and participating observation – and secondary data – found in books, scientific articles and the internet – have been used to achieve the results. The gathering of empirical data was performed inside the Islamic Republic of Iran during two weeks in November 2007 in three different cities: Tehran, Ispahân and Bâbol. This was carried out by considering several theories: global branding strategies, brand equity, involvement theory and communication models. Results: The outcome of this essay show several factors that should be taken in consideration in relation to marketing global brands in Iran. Many companies have chosen adaptation as their promotion– and product strategy because of countless rules and restrictions hindering global marketing. These strategies affect consumer involvement: low involvement global brands become high involvement global brands once in the Iranian market. The authors have taken Brand Awareness as a primary factor for spreading and promoting global brands. The empirical material also shows how global brand knowledge is mostly spread through prohibited new media (Satellite TV and Internet) as well as with the Word-of-Mouth practice in Iran. Furthermore, global brand knowledge amongst Iranian consumers is widely extended. As a result, consumers prefer standardized global brands before adapted global brands or local brands. What the authors also found out was that the enormous demand of standardized global brands has already been fulfilled by the use of new solutions for distribution and promotion in the Iranian market: most global brands enter the Iranian market via other countries (Dubai and Turkey). From gathering all the empirical findings by using methods of triangulation, the authors have concluded that it is impossible to hinder knowledge and accessibility of global brands, even in a restricted market such as the Islamic republic of Iran. / Syfte: Syftet med denna uppsats är att analysera och utvärdera förutsättningar som är relevanta för företagens marknadsföringsstrategier av globala varumärken i en sluten ekonomi. Metod: Uppsatsens forskningsstrategi har varit att göra en fallstudie på Iran. Vidare kombinerar studien kvalitativ– och kvantitativ angreppssätt i form av litteratur såsom böcker, artiklar och Internet, samt en enkätundersökning, intervjuer, och deltagande observation. Empirisk datainsamling skedde i Iran under två veckor i November 2007 på tre olika städer: Tehran, Ispahân och Bâbol. Detta utfördes med hjälp av följande teorier som bakgrund: global marknadsföringsstrategier, Brand Equity, involveringsteorier och kommunikationsmodeller. Resultat: Ett flertal faktorer bör beaktas i samband med marknadsföring av globala varumärken i Iran. De flesta företagen har valt anpassning som produkt– och kommunikationsstrategi på grund av en mängd regler och restriktioner som hindrar global marknadsföring. Dessa strategier påverkar konsumenternas engagemang: låg involverade köp omvandlas till hög involverade i den Iranska marknaden. Uppsatsförfattarna har valt märkeskännedom som den viktigaste faktorn för att kommunicera och marknadsföra globala varumärken. Det empiriska materialet visar hur global märkeskännedom sprids framförallt genom de förbjudna nya medierna (Satellit TV och Internet) samt genom Word-of-Mouth metoden i Iran. Dessutom är global märkeskännedom redan utbrett bland Iranska konsumenter. Utifrån det, föredras standardiserade globala varumärken framför anpassade eller lokala varumärken. Uppsatsförfattarna har även konstaterat att den stora globala varumärkesefterfrågan har redan besvarats med hjälp av nya distribution– och kommunikationsslösningar för den Iranska marknaden: de flesta globala varumärken marknadsförs via andra länder (Dubai och Turkiet). Utifrån all uppsamlad empiri, har uppsatsförfattarna genom metodtriangulering dragit slutsatsen att det går inte att hindra tillgången och kännedom av globala varumärken, även i en sluten ekonomi såsom den Islamiska Republiken av Iran.

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.

Purpose: The purpose is to explain what factors affect brand equity for SBOs. Hypotheses: These hypotheses were derived from a literature review. H1 - Perceived Quality has a positive effect on SBO brand equity H2 - Brand Association has a positive effect on SBO brand equity H3 - Brand Awareness has a positive effect on SBO brand equity Method: The researcher conducted an quantitative research where the empirical data was collected through a questionnaire. Conclusion: This research show that perceived quality, brand association and brand awareness positively affects SBO brand equity.

Title: Brand loyalty in the Swedish beer market: A consumer study about the relations between brand loyalty, perceived quality, brand awareness and brand associations. Authors: Emmelie Gustafsson and Camilla Sjödahl-Essén Supervisor: Ossi Pesämaa Department: School of Management, Blekinge Institute of Technology Course: Bachelor’s thesis in Business Administration, 15 credits Purpose: This study aims to study how brand loyalty of three Swedish beer brands is affected by brand associations, brand awareness and perceived quality. The study contributes to explain the differences between the three brands to highlight their strength and weaknesses as well as comparing with each other with the result of this study. Method: Three surveys accounted for the empirical data, which furthermore was statistically analyzed with SPSS and Excel. Results: The result of the three brands show that perceived quality is a closer influencing factor to brand loyalty than brand associations and brand awareness. The three brands also differed where Norrlands Guld proved to be the strongest brand with high brand awareness and brand loyalty.

Sammandrag: Företag strävar kontinuerligt efter att bygga ett välkänt och framgångsrikt varumärke. De strävar efter att tillfredsställa konsumenters behov för att öka varumärkets värde, brand equity. Genom att försöka avgöra konsumenters inställning till ett visst varumärke och deras förhållning till ett utökat sortiment i en ny produktkategori syftar denna uppsats till att diskutera och utforska förändringen av varumärkets brand equity. Vid denna undersökning har H&amp;Ms varumärke och deras nya sportkollektion använts som exempel. Teorin behandlar varumärkets värde, brand equity, utifrån ett konsumentperspektiv samt utvidgning av produktutbud hos varumärken. Konsumenter styr ett varumärkes värde och då studien undersöks från ett konsumentperspektiv, var det av intresse att fokusera på Consumer Based Brand Equitys, CBBEs, fyra olika dimensioner: lojalitet, medvetenhet, upplevd kvalitet och associationer. Genom en kvantitativ enkätundersökning fick respondenterna bland annat svara på i vilken utsträckning de förknippade olika faktorer med H&amp;Ms varumärke och därefter i vilken utsträckning de förknippade samma faktorer med den nya sportkollektionen. Några faktorer som användes var kvalitet, modeinriktat, pris, exklusivitet, känt m.fl. Med det teoretiska ramverket tolkades de empiriska resultaten för att kunna besvara uppsatsens syfte. Resultaten visade, till viss mån, en positiv förändring av värdet för varumärket på grund av den nya sportkollektionen, samt att det finns tendenser till fortsatt överensstämmelse mellan H&amp;Ms varumärke och en sportfokuserad produktkontext.