<p>Till följd av en ständigt ökad konkurrens blir det allt svårare att som ny aktör att ta sig in på olika marknader. Vad som däremot kan underlätta etableringsprocessen för nya företag och varumärken är att associeras och förknippas med redan etablerade och välkända varumärken. Företaget gooh! är ett nytt måltidskoncept som funnits i drygt två år och är ett samarbete mellan Lantmännen och Operakällaren. Det intressanta här är att företaget gooh! har två kända varumärken som medverkar och står bakom konceptet.</p><p>I den här uppsatsen kommer vi att undersöka hur Marketing mix modellens faktorer påverkar en konsuments första köp av en gooh! produkt, med syfte att se om någon av dessa faktorer är mer viktig än någon annan samt att se hur dessa samverkar med varandra. Vi vill också i denna uppsats se hur konsumentens första köp påverkas av att två starka varumärken står bakom konceptet gooh!.</p><p>Undersökningen baseras på en kvantitativ undersökning där vi slumpmässigt frågat 50 konsumenter som alla handlat i en och samma gooh! butik.</p><p>Resultaten vi kommit fram till i denna undersökning tyder på att den valda ”platsen” av butik, dvs. lättillgängligheten till butiken är den faktor som påverkar konsumentens första köp mest, men även de andra faktorerna i Marketing mix modellen är av stor betydelse. Vidare visar även våra resultat på att Lantmännens och Operakällarens samverkan, har en positiv inverkan på konsumentens köpbeteende. I vår slutsats kommer vi bl.a. fram till att dessa två aktörers medverkan bidrar till en kvalitetsstärkning av gooh! produkterna och skapar ett mervärde hos konsumenten.</p>

<p>Technology is becoming easy to imitate day by day thus the companies involved in technology need to invest on the soft points like branding. This will give a competitive advantage over the competitors which is not possible to imitate. Thus the overall purpose of this thesis is to investigate that how a company evolved b2b selling can establish corporate brand. So three research questions were addressed:</p><ol><li>What are the major components of corporate brand building process?</li><li>How to establish corporate brand image with the customer? </li><li>How effective corporate communication can enhance the corporate brand?</li></ol><p>To reach the solution, Norden machinery as a case company was also studied. A theoretical framework was synthesized, based upon the different models and theories regarding the corporate brand building. The framework guided the authors through the entire research process.</p><p>Our empirical findings shows a quest in Norden to develop a corporate brand and during the analysis we found that the  in some areas case company is following the components of brand building process that were described in the theoretical framework but there are some areas where the Norden has to improve as well.</p><p>Thus based upon the analysis it is concluded that a company can establish a corporate brand by following the brand building components vision, culture, brand objectives, brand personality, brand essence, creating brand image and corporate communication.</p>

啤酒是當今世界上最流行的飲料之一，也與人們的生活息息相關，但隨著世界市場的開放，使得啤酒市場也興起了一股新的競爭力量。 品牌在食品市場中所扮演的角色非常重要，尤其是在流通方面。譬如：知名品牌擁有較多的優待，如與製造者、銷售員、通路商之間有較大的彈性、議價空間和產品陳列位置等好處，所以企業或是投資者會將品牌視為公司最有價值的財產，強勢品牌更可以為企業帶來無窮的利益。 希望可以透過本研究的了解海尼根啤酒品牌形象對於顧客忠誠度和顧客滿意度的影響，並且探討海尼根啤酒品牌權益對顧客忠誠度和顧客滿意度的影響，進而以人口統計變數來區分出消費者和海尼根啤酒的市場區隔。 / Beer now is one of most popular drinks in the world. It also closely linked with people's life. Along with the world market opening, the beer market starts new competition situation. Brand plays an extremely important role in food market, especially in logistics aspect. For example, the well-known brand has many special treatments with manufactures, sellers and wholesalers, such as flexibility, discount and space. Therefore, the enterprise or the investor regard “brand” as the company most valuable asset. Strong brand can bring the infinite benefits to the enterprise. This research is trying to understand the influence of Heineken beer brand image to the customer loyalty and the customer satisfaction. It also discusses the influence of Heineken beer brand equity to the customer loyalty and the customer satisfaction. Moreover, try to use population variables to distinguish consumers and the Heineken beer markets.

An important question in today’s research on marketing is in what way a company can influence how customers perceive their brand and in what way they can facilitate customer retention. The aim with this paper is to research the impact the corporate brand image has on customer satisfaction and customer loyalty within the travel industry to further the understanding of how branding activities influence customer preferences. By using a survey with an experimental design, where corporate brand image is manipulated through a PR-article, the results indicate that a company can influence the loyalty a customer feels toward their brand by trying to influence the corporate brand image. The results also support the idea that corporate brand image does have its own effect on customer loyalty and is not merely indirectly influencing it through customer satisfaction. Furthermore, these results are of interest to the travel industry since it indicates that PR campaigns can aid the travel agency in differentiating itself from its competitors. In an industry with intangible and homogeneous services and a highly competitive market differentiating the brand is likely to have a positive competitive effect.

Denna studie syftar till att ge en överblick och förståelse kring hur modeföretag arbetar med varumärkesbyggande via event. Studien syftar också till att undersöka och tillföra en djupare förståelse om varumärken och event som fenomen. Varumärken används ofta av människor för att visa en tillhörighet och ekonomisk status, inte minst inom modebranschen. Den påverkan event har på varumärken har tidigare studerats i förhållande till sportevent, medan forskningen kring modebranschen är begränsad. Detta trots att event ofta förekommer inom modebranschen. Därmed skrivs denna uppsats för att tillföra mer kunskap inom denna forskningslucka. En studie genomfördes baserat på intervjuer med flera modeföretag och varumärkesexperter i Sverige och USA. Svaren från intervjuerna analyserades sedan i förhållande till de valda teorierna som rör både event och varumärken. Teorierna som använts är eventmarknadsföring, varumärkesupplevelse, organisationsidentitet, konsumentbaserat varumärkesvärde och översättningsteori. De resultat som framkom av studien presenteras i en modell med de nyckelfaktorer som framkommit vara viktiga för ett lyckat event. För att besvara frågeställningen är slutsatsen som presenteras att event kan påverka varumärkesbyggande, men vilket sätt det förstärks på är svårt och resurskrävande att mäta. Vid slutet av denna uppsats kommer läsaren att ha en starkare kunskap och förståelse om varumärken och event, samt en övergripande bild kring hur dessa två fenomen är anslutna. / This study aims to give an overview and understanding of how the fashion companies are working with brand building through events. The study also aims to examine and provide a deeper understanding of brands and events as phenomenon. Brands are often used by people to show belonging and economic status, not least in the fashion industry. The impact event has on brands has previously been studied in relation to sporting events, while research in the fashion industry is limited. This despite the fact that the events often occur in the fashion industry. Thereby this paper is written to provide more knowledge in this research gap. A study was conducted based on interviews with several fashion companies and brand experts in Sweden and the USA. The responses from the interviews were later analysed in relation to the chosen theories concerning both the events and brands. The theories that have been used are event marketing, brand value, organizational identity, consumer based brand equity and translation theory. The findings from the study are presented in a model with the key factors emerged as important for a successful event. To answer this paper’s question, the conclusion is presented that events can affect brand building, but how it is strengthen is difficult and resource-demanding to measure. By the end of this paper, the reader will have a greater knowledge and understanding of brands and events, as well as an overview of how these two phenomena are connected.

The market for luxury brands has outpaced other consumption categories through its growth, and has been found in continuous development. As there is an increasing amount of luxury categories, the consumption of luxury fashion brands account for the largest proportion of luxury profits, and the marketing costs for such brands has shown to surpass those of other fashion categories. Consumer researchers have throughout decades emphasized how individuals participate in consumption behavior to form their self-concept in relation to brands. However, previous research has disregarded the multidimensional perspective regarding the theory of self-concept when examining the consumption of brands. Hence, the current research paper aims to strengthen the existing self-concept theory by exploring the role in which luxury fashion brands have by focusing on how the consumption of such brands relate, and contribute, to the consumer’s self-concept. By applying a qualitative method to investigate such purpose, and involving the existing theory of self-concept, brand image, and brand personality, it appeared that luxury fashion brands has a function to operate as a confidence booster for young consumers’ perception of their self-concept. In terms of the theoretical contribution of this paper, this research further illustrates how the theoretical explanation of brand image and brand personality relates to two different dimensions of the consumer’s self-concept. The consumption of luxury fashion brands has shown a significant role in individuals’ consumption behavior by emphasizing a striving, and motivating, part in the self-concept of young consumers.

Title: Image and awareness of brand Snowbear in Hradec Králové Summary: The main purpose of this thesis is to identify image and brand awareness of Snowbear in Hradec Kralove. Research brand provides services in the field of winter outdoor activities. It also run a shop specialized in sporting equipment, rental, repair plus ski and snowboard school. Methods: Marketing research has been done by written inquiries and information needed to create a brand profile was obtained through a personal interview with the owner of the Snowbear. The concept of a questionnaire created for the analysis of Snowbear brand was inspired by brand identity system according to David Aaker. For this thesis will also be applied standardized method of brand personality by authors Geuense, Weijterse and de Wulf (2009). Results: The research showed that the brand is well known among sport active population in Hradec Králové. Respondents have experienced the brand and think about them, they are good quality, affordable, price matches the quality and are offered in a friendly environment. Snowbear is the most associated with the ski and snowboard school as well as weekend courses for children. Based on the analysis of individual personality characteristics of the brand, Snowbear is considered as an active, responsible,...

Title: Brand building of sport club Objectives: The main objective of this Master's thesis is determine, how the Czech ice hockey clubs are focused on creation of the brand and how they use the potential of the brand. The next objective of this thesis is an analysis of a selected ice hockey club. Methods: Interview, Case studies, Comparative method, SWOT analysis Results: The current conditions in the Czech sports environment are not positive for the development of the brand. Sports clubs must overcome many obstructions and there are just few teams that could use its name and logo for a brand strategy without any modification. However, this is a challenge for the future, how to improve the overall perception of the sport in the Czech Republic. Keywords: brand, brand awareness, brand image, benefits

The purpose of my thesis is to characterize the issue of brand image, and in particular the Alpine Pro brand, producer of sportswear. Furthermore, the thesis wants to determine whether the image of the Alpine Pro brand has changed after London 2012 Olympic Games. The research sample has been selected from broad public Internet users, potential sportswear market customers. The results of the research will provide a basis for possible solutions to improving the brand image.

Title: Brand equity of professional sports club Objectives: The Diploma Thesis aims to make a survey of professional sports club brand. This thesis is complemented by specialist studies, interview and by the questionnaire survey. The main task is to determine how fans of football club perceive his brand called brand equity and how the club takes care of brand in relation to their fans. Also we discover any shortcomings at the stadium during a football match. Methods: The research of perception brand equity by fans of football club is made by using a questionnaire. Next method used is the interview, which will be with a marketing director of the club. Its goal is to discover the opinion of the club on the minds of their fans feel. After evaluation of these methods, we performed a confrontation. Results: The outcome of the thesis is to learn about brand equity professional sports club perceived by their fans. Submitted proposals for improving based on the perceived shortcomings of the fans and of the club of trying to achieve better access in relation to their neighborhood and their fans. Keywords: Brand, brand awareness, brand equity, image