This qualitative study contributed to the growing body of research in luxury brand management by constructing a framework that can be utilized by luxury companies and conglomerates to develop their business strategies. The purpose was to examine: (a) how the chosen luxury firm is addressing the changing business environment of the luxury goods industry and the changing consumer environment targeted by that industry, (b) how the firm is managing growth trade-offs, and (c) how the firm is adapting its marketing orientations to become consumer-centric and experiential. Six research questions guided the study, and data collection and analysis took place in two parts. Methods for this study included and in-depth review of literature, an exploration of the business environment, and a case study. The study concluded with the formation of a strategic management framework specific to the luxury goods industry. Data analysis included an in-depth exploration of the evolution of the business environment of the luxury goods industry from the mid-1800s to the first decade of the 2000s, and a case study of the sample luxury goods company, Louis Vuitton. A historical review was conducted beginning with the company's inception in 1854 and continuing through the formation of the LVMH conglomerate in 1987. Exploration brand management successes and failures helped identify information relevant to variables in selected business categories (business environment, corporate environment, marketing strategy). Analysis of the case study resulted in the refinement of the four brand management variables: corporate, brand management, trade-off, and strategic planning. Environmental determinism and the zeitgeist were evidenced to be important factors that shaped the business strategies of LVMH and its brands. Strategic planning and strategic management response were identified as ongoing strategies that helped LVMH and its brands to effectively address and respond to environmental changes. Both environmental determinism and the zeitgeist and the use of strategic management response were incorporated into the luxury brand management framework as overarching themes for explaining the influences and responses for the four management indicators. / Ph. D.

Modern approaches to the theory of service. Specifics of brand management in services. Selection of the subject and product portfolio analysis of services. Proposal of strategy for the spread of selected brand product line services.

<p>H&M has been in China for three years. The consumers in China are still enthusiastic with this brand when the first store in the capital city, Beijing. In this paper, we use the concept of brand identity and brand image and outline a conceptual model for understanding and studying the customer experience of H&M in China. Case study illustrates how this model works in the design and management of the branding in H&M.</p>

Purpose The purpose of this thesis is to investigate how branding is exercised in a SME and to develop a model for how SMEs can implement branding. This means that we will especially focus on aspects that are important for a SME when building and strengthening a brand.   Background When looking at the concept of brand management, the wide range of literature gives examples of corporations such as Nike, Coca-Cola, and Apple who have been successful in the field. It rarely talks about how SMEs deal with branding, if at all. Brand management in SMEs has been widely overlooked, despite that a vast majority of the companies are SMEs. There are as mentioned obstacles when working with brand management in SMEs, but the existing literature is mainly focusing on how larger organizations should implement brand management and the benefits of doing so. We argue that there is lack of existing literature on how SMEs should implement branding.   Method To fulfill the purpose, a qualitative method was chosen. The study was done within a SME, Triumf Glass, where eight people were interviewed in a semi-structured way. This was done to investigate how branding is excercised in a SME. Conclusion The outcome of the study is a model that describes the process we believe to be necessary for a SME to go through when building and strengthening its brand. The model consists of the phases brand essence, brand reflection and brand strategy which result in brand equity.

H&amp;M has been in China for three years. The consumers in China are still enthusiastic with this brand when the first store in the capital city, Beijing. In this paper, we use the concept of brand identity and brand image and outline a conceptual model for understanding and studying the customer experience of H&amp;M in China. Case study illustrates how this model works in the design and management of the branding in H&amp;M.

<p><strong>Purpose </strong>The purpose of this thesis is to investigate how branding is exercised in a SME and to develop a model for how SMEs can implement branding. This means that we will especially focus on aspects that are important for a SME when building and strengthening a brand.</p><p> </p><p><strong>Background </strong>When looking at the concept of brand management, the wide range of literature gives examples of corporations such as Nike, Coca-Cola, and Apple who have been successful in the field. It rarely talks about how SMEs deal with branding, if at all. Brand management in SMEs has been widely overlooked, despite that a vast majority of the companies are SMEs.<strong> </strong>There are as mentioned obstacles when working with brand management in SMEs, but the existing literature is mainly focusing on how larger organizations should implement brand management and the benefits of doing so. We argue that there is lack of existing literature on how SMEs should implement branding.</p><p> </p><p><strong>Method </strong>To fulfill the purpose, a qualitative method was chosen. The study was done within a SME, Triumf Glass, where eight people were interviewed in a semi-structured way. This was done to investigate how branding is excercised in a SME.</p><p><strong> </strong></p><p><strong>Conclusion </strong>The outcome of the study is a model that describes the process we believe to be necessary for a SME to go through when building and strengthening its brand. The model consists of the phases brand essence, brand reflection and brand strategy which result in brand equity.</p><p><strong> </strong></p>

Background Keller (2009) states that brand equity and the crucial intangiblevalue a brand brings to organizations is perhaps one of the most important marketing topics discussed in recent years. As the competitive market and branding environment for companies are fierce, the sport industry has gradually become more competitive and professional in many aspects of their operations as well. Researchers have gone to the extent of claiming that a brand is the most important asset of a sports team and that the brand provides direction and meaning for sports associations as well as for their followers. Still, market studies have indicated that sport associations often lack appropriate branding strategies and particularly for teams below the professional level, research have been limited in these areas. Purpose The purpose of this thesis is to examine what strategies and actions lower level Swedish ice hockey teams use in order to create and strengthen their brand. Method A hermeneutic view and inductive approach have been applied for this thesis. The purpose and research questions of this thesis have been answered with the help of seven qualitative, semistructured in-depth interviews with lower level sport club managers. Frame of reference Theory is based on two approaches to how teams can build and leverage their brand. While a model by Richelieu (2003) illustrates a strategic construction of the sports brand, the Spectatorbased brand equity model by Ross (2006) is more concerned with how controllable and uncontrollable factors contributes to the two main components of spectator based brand equity, namely brand awareness and brand associations. Conclusions The conclusion withholds the answer to the four research questions and purpose designed for this thesis. The findings indicate that teams are starting to realize the importance of a strong brand, particular to meet increased customer expectations for the game experience are considered important to create positive brand associations. An important finding have been the lack of communication and interaction teams seem to have with their customers in order to establish a clear brand identity and position in the market. The findings also indicate some characteristics particular to the lower level setting e.g. the dependence on volunteer workers and how the lack of long-term financial responsibility have impacted the management and development of a strong brand.

The thesis is primarily focused on an evaluation of the communication of the Klasa quality brand. In the theoretical part there are definitions of terms like brand, brand management, region, regional brand and other terms connected with the topic of the thesis. The practical part is concerned with an evaluation of brand management of the studied brand, its awareness and trust. The thesis also brings a view of decision-making processes of customers in the connection with Klasa brand. The results of the marketing research show perception of the brand by customers from the point of view of value added. The conclusion of the thesis brings recommendation for changes in the communication and brand management of the Klasa brand in the meaning of improvement in brand awareness and trust. There are also proposals how to motivate retailers to ask for products with the Klasa brand.

No description available.

Esta Dissertação de mestrado tem como objetivo identificar e analisar junto ao varejo como é feita a gestão da sua marca corporativa. Tanto a gestão de marcas, quanto sua aplicação no varejo, são temas novos e em evolução, que não apresentam um modelo único e consolidado. Muitos autores se complementam e ampliam o conceito de marca. Para essa dissertação foi considerada a gestão da marca em um nível estratégico que possa até orientar as decisões corporativas. Foi realizado um estudo de caso com o varejista Magazine Luiza que tem um reconhecido trabalho em marca. O estudo mostrou que o conjunto de elementos, e o enfoque que podem ser atribuidos à gestão de marcas na empresa se equiparam as variáveis do estudo. Assim, mesmo a marca sendo tratada em alguns momentos no nível tático/operacional e em outros no estratégico, pode-se dizer que houve uma afinidade muito grande entre a prática e a teoria. Existiu concordância em muitos fatos e o caso efetivamente trouxe contribuições e confirmações. / This work has as objective to identify and to analyze to the retail as the corporate brand management is made. As much the brand management, how much its application in the retail, is new subjects and in evolution, that does not present only consolidated model. Many authors is complement and extend the brand concept. For this dissertation the brand management in a strategic level was considered that has guided the corporate decisions. A study of case with the Magazine Luiza who has a recognized brand work. The study it showed that the set of elements, and the approach that can be attributed to the brand management in the company if equalize the variable of the study. Thus, exactly the treated brand being at some moments in operational the tactical level and others in the strategical one, can be said that it had a very great affinity between the practical one and the theory. Agreement in many facts existed and the case effectively brought contributions and confirmations.