The sports industry is massive, bolstered by its relationship with media. A recent development in the sport industry is the advent of social media, which offers the potential for two-way communication between sports organizations and their relevant stakeholders. Relationship management theory helps cultivate an understanding of social media as a vehicle for value creation for an organization and its stakeholders. This thesis is a content analysis of relationship communications strategies on Twitter using the accounts of five National Hockey League teams. This study builds upon existing literature by identifying stakeholder groups targeted on Twitter by NHL teams, defining subcategories in relationship management communications, and comparing the strategies and tactics used among five NHL teams. Results indicate that players are the most common internal stakeholder identified within this study, while sponsors are the most popular external stakeholder. Interactivity is not a major driver of social media content, but when teams do contribute to some form of interaction, they are most likely to place a mention of a stakeholder or stakeholder group within a tweet. Among relationship management communications strategies, NHL Twitter accounts most often provide announcements directly related to team performance. Engagement metrics show that team promotions receive the greatest number of replies and retweets. Four out of five NHL teams in this study are very similar with their use of relationship management communications strategies and identification of relevant stakeholders. In this sample, the San Jose Sharks account differs the most from the other teams in this study, emphasizing fan interaction and brand personification the most compared to the other teams in this study. Overall, this thesis contributes to knowledge about social media in the sports industry by providing an in-depth look at the stakeholders and communications strategies identified among NHL teams on Twitter.

Brand Building and Management in Social Media This present paper deals with brand activity in social media environment. Brand which has functional and also symbolic meanings serves as a link between product, service or business and (potential) customers. Brand's value is therefore influenced by a lot of factors. The text puts brand's movement into a wider theoretic context of the onset of new forms of communication (network communication many-to-many) and reveals how to manage the brand in this environment of social media which is so different from mass media world. Recommendations are made how to work with the community and content around the brand. Assuming quality monitoring social media can bring benefits also to the brand, not just consumers. Discussed are in particular following benefits: customer care, brand tracking, evaluating advertising campaigns, getting feedback and suggestions for improvements and alert system. The mixed research explores social media listening, it monitors the three brands of Czech mobile operators and then their representatives analyze the measured data. There are also presented the actual activities of these brands in the Czech social media environment.

Frågeställning: På vilket sätt kan existentiellt engagemang påverka konsumenters upplevelse av varumärkens värde? Syfte: Syftet med uppsatsen är att bygga vidare på tidigare forskning om konsumenters interaktioner med varumärken. Uppsatsen ämnar implementera existentiellt engagemang som en faktor i analysen av konsumentbeteede genom att kvantifiera och operationalisera grundläggande koncept av existentialism i syfte att ge bidrag till den teoretiska utvecklingen av konsumentbeteende. Slutligen är syftet med undersökningen att explorativt generera indikativa insikter av vilken påverkan existentiellt engagemang har på konsumenters upplevda värde av varumärken. Metod: Kandidatuppsatsen är explorativ och bygger på en deduktiv forskningsansats med kvantitativ forskningsstrategi. Empiriska data har insamlats med hjälp av webbenkät via Google formulär. Slutsats: Uppsatsen genererar ett bidrag till forskningen genom att explorativt kvantifiera och operationalisera grundläggande koncept av existentialism. Spiritualitet och autenticitet har i undersökningen använts för att mäta existentiellt engagemang och de operationaliserade påståendena har visat reliabilitet. Resultatet ger indikativa svar att existentiellt engagemang positivt påverkar målorienterat värde i störst utsträckning, följt av socialorienterat värde och sedan självorienterat värde.

Globalization has opened up new markets. Companies have now endless opportunities to expand their business reachwith sportsclubs being no exception. Internationalization in sports has its beginnings with foreign players joining a team and changed in 1995 with the Bosman ruling. After the Bosman ruling, the transfer of international players became easier. Not only can one notice the internationalization of sports teams by the transfer of players but also by the expansion of the sports itself. The NFL plays home games in London, the NBA in Mexico City and FC Bayern Munich has opened subsidiaries in the US and China. Yet, this all seems like the whole sports industry is expanding. However, the influences behind this drive are unclear. The purpose of this thesis is to gain an understanding of internationalization in the sports industry. As the current literature indicates several gaps regarding the internationalization of sports clubs such as the limited view on one sport at the time or the data usage of clubs in their internationalization process, this thesis focuses on offering a broaderpicture. Therefore, the research question formulated for this thesis is:What influences the internationalization in the sports industry?For answering the research questions and fulfill the purpose of this thesis, an inductive approach was selected with a qualitative exploratory research study. By mixing the pur-posive and self-selected sampling, six semi-structured interviews were conductedamong different sports clubs. The findings indicate that there are several different influences in the internationalization process of sports clubs. Leagues and their ambitions are one direct influence. Here, the leagues statutes seem to be guidelines forthe clubs and their perspec-tives on growing. Another influence are the market conditions, where one can distinguish between the home market and foreign market conditions. There are some markets that do not allow much for further grow, as another sport is dominating the industry. For that reason, expanding internationally becomes necessary. Yet, some clubs see more potential on the home market to expand their scope and are thus, not thinking of internationalizing soon. Also influencing the internationalization are partnerships. Partnerships, either new or existing ones, offer the benefit of having knowledge or a business network the club can potentially benefit from. This study contributes to the literature of sports teams’ internationalization by adding the underlying concept of influences in the process. Understanding the influences will not only support the eventual internationalization but also offers the opportunity to unite or-ganizations in their efforts.

El texto completo de este trabajo no está disponible en el Repositorio Académico UPC por restricciones de la casa editorial donde ha sido publicado. / Learning outcomes: Identify the types of innovation that Gastón Acurio’s proposal has created. Understand the key strategies developed to grown and consolidate Peruvian food as a category internationally and as part of Acurio’s business. Identify elements of the business model using the business model canvas. Explain how elements of a business model are related, reinforce each other and drive results. Evaluate strengths, opportunities, weaknesses and threats to a business model. Analyze changes to the model that can capitalize upon or mitigate these factors based on evidence. Case overview/synopsis: Gastón Acurio is a successful Peruvian chef and restauranteur who was key in shaping the country’s gastronomic industry. His innovative business model distinguished him from other Peruvian restauranteurs and allowed him to grow and take advantage of opportunities in Peru and internationally. His success and growth attracted US$52m in investment funding. However, his model’s challenges surfaced during a difficult restaurant launch exacerbated by a harsh review in the New York Times. Students must identify and analyze the key elements of Acurio’s business model to evaluate and propose changes to better take advantage of its strengths and opportunities, as well as to mitigate weaknesses and threats. Complexity academic level: Master’s or MBA. Supplementary materials: Teaching Notes are available for educators only. Subject code: CSS 12: Tourism and hospitality.

[pt] Nas últimas décadas, o ambiente de negócios vem passando por diversas transformações, influenciado pelas consequências da globalização, evolução dos meios digitais, impactos sobre o meio ambiente, entre outros aspectos. Esse cenário impõe desafios significativos para as companhias, como, por exemplo, a ascensão das chamadas Lifestyle Brands (LSB), marcas que constroem conexões profundas com seus usuários por meio de propósitos, valores e princípios, muitas vezes ligados a questões ESG (Environmental, Social and Governance). Como estratégia de crescimento e de defesa, diversas companhias de grande porte vêm adquirindo Lifestyle Brands em diferentes segmentos de produtos e serviços, o que gera desafios e oportunidades, do ponto de vista de gestão de marketing, para as empresas, assim como para as novas marcas. O presente estudo buscou identificar e explorar essas questões, bem como apontar contribuições gerenciais para as empresas e as marcas, a partir de entrevistas em profundidade com um painel de especialistas formado por profissionais de marketing que atuaram na gestão de Lifestyle Brands durante o período de transição das marcas para a nova companhia. Por meio das entrevistas, foi possível pontuar e analisar os principais desafios enfrentados, que passam, principalmente, pelos potenciais impactos na autenticidade da marca; pelos riscos associados às priorizações internas feitas pela nova empresa; pelas tensões geradas entre decisões de curto e longo prazo; e pelos possíveis diferentes modelos de negócio entre a marca e a companhia. Quanto às oportunidades, destacaram-se os potenciais aprendizados e influências das Lifestyle Brands sobre as demais marcas da companhia; e as sinergias e expansões que a nova empresa pode proporcionar para a Lifestyle Brand adquirida. / [en] In the last decades, the business environment has been undergoing several transformations, influenced by the consequences of globalization, the evolution of digital media, the impacts on the environment, among other aspects. This scenario imposes significant challenges for the companies, such as the rise of the so-called Lifestyle Brands, brands that build deep connections with their users through purposes, values and principles, often linked to ESG factors (Environmental, Social and Governance). As a growth and defense strategy, several large companies have been acquiring Lifestyle Brands in different segments of products and services, which creates challenges and opportunities, from a marketing management point of view, for companies, as well as for the new brands. The present study sought to identify and explore these issues, as well as pointing out managerial contributions to companies and brands, based on in-depth interviews with a panel of experts formed by marketing professionals who worked in the management of Lifestyle Brands during the transition period of the brands to the new company. Through the interviews, it was possible to point out and analyze the main challenges faced, which include, mainly, the potential impacts on the authenticity of the brand; the risks associated with the internal prioritizations made by the new company; the tensions generated between short-term and long-term decisions; and the possible different business models between the brand and the company. Regarding the opportunities, the highlights were the potential learning and influences of Lifestyle Brands on other company brands; and the synergies and expansions that the new company can provide for the acquired Lifestyle Brand.

Sammanfattning Bakgrund och Problem: Varumärkesarbete i företag har under senare år blivit av allt större vikt där insikter kring företags aktiviteter och omdöme har fått större utrymme och inflytande ut mot marknadens aktörer och deras val och interaktioner. Det händer ibland att ett företag helt byter varumärke, detta som fenomen kallas rebranding. Genom denna rebrandingprocess finns det flera kritiska moment vid implementeringen av det nya varumärket. Denna problematik har vi valt att studera med färgfackhandeln Happy Homes som studieobjekt och hur detta varumärkesarbete ut mot Växjö Färg & Tapet som franchisetagare fungerat. Syfte: Avsikten med uppsatsen är att redogöra för de steg och moment inom implementeringsarbetet vid rebranding som vidtas samt vilka olika påverkande aspekter som kan härledas till de aktiviteter som kan uppstå i processen. Vi har för uppsatsen ett syfte vilket ämnar att: ”Beskriva hur implementeringsarbetet vid en intern rebranding mellan ett företag och en ny franchisetagare kan ske på ett effektivare sätt.” Metod:Vi har arbetat genom en kvalitativ metod med en deduktiv ansats där vi gått från teori till empiri vilket vi sedan analyserat och dragit slutsatser ifrån. Vår interaktion med respondenterna har baserats på semistrukturerade intervjuer där frågorna i intervjuguiden operationaliserats fram ifrån teorin. Slutsatser: Resultatet av denna studie innefattar tillvägagångssätt av hur implementeringsarbetet vid intern rebranding mellan företag och franchisetagare kan effektiviseras och underlättas, samt vilka fallgropar som de inblandade parter bör ta i beaktning och undvika. / Abstract Brand management has in recent years become increasingly important where companies insights to the market and consumers reflects on their marketing activities. Sometimes companies during to an acquisition need to change their entire brand; this phenomenon is known as rebranding. Through this rebranding process there are several critical steps in the implementation of a new brand. This complex of problem is to be researched and the object of study is the company Happy Homes and its brand implementation to the franchisee Växjö Färg & Tapet.   The purpose of this study is to examine and describe the implementation process of rebranding, and how it measures from a management perspective. This will conduce to see what acts and efforts need to be handled in the contributing to a brand change due to rebranding. This study will also contribute to a deeper understanding of both opportunities and openings as to pitfalls which could occur in the process of rebranding.   This thesis has a qualitative research methodology with a deductive research strategy. This approach allows us to work from theory to collect empirical evidence and to analyze and conclude the specific situation. Our interviews with the respondents were based on semi-structured interviews in which the topics and question of the interview guide was operationalized from a theoretical ground.

This DBA thesis explores the development of a corporate brand in a transitional economy, a previously under-explored context. The work employs a qualitative exploratory case-study research strategy involving a leader in the FMCG industry in Albania. This helps to set a positive example for the rest of the industry in the context of a transitional economy. Agna Group, the case study in focus, is a FMCG company operating in a domestic market, thus contributing to further insights in the area of corporate brand development and management from a business context which has been under-explored to date, as main focus of corporate branding has been on MNCs. A conceptual framework of corporate brand building and management is initially introduced, and its relevance in the transitional economy of Albania is further explored. The research benefits from the privileged access of the researcher in the case study organization, and the triangulation of a variety of data collected through in-depth interviews, documentation, and observations. The research advances our knowledge and practice of corporate brand building and management by adding to empirical work in the area. It indicates the constructs and practicalities involved in corporate brand development and management in a transitional economy context. This is an important contribution as the literature to date has predominantly focused on developed countries, i.e North America and Western Europe. The research showcases the six main constructs involved in corporate brand development and management and the three main drivers behind them. Research indicates that corporate brand building and management is strongly impacted by culture, as well as market context influence.

This thesis is concerned with accounting for the brand management function. Two distinct perspectives are taken: the first derives from aspects of organisational and behavioural accounting research, and the second concerns organisational implications of brand valuation. Both perspectives were initially approached by means of exploratory interviews and a literature review. Hypotheses pertaining to the first perspective were analysed via survey data collected in nine strongly-branded, fast-moving consumer goods (FMCG) companies. Propositions concerned with the implications of brand valuation were developed and used as the basis for measuring attitudes to brand valuation. A questionnaire concerned with brand valuation attitudes was administered to senior-ranking officials in strongly-branded, FMCG companies. The final methodological phase, for both perspectives, involved a case study conducted in a strongly-branded, FMCG company. Significant findings arising from this study include: 1) Managers who see their company as being short-termist, hold more positive attitudes to brand valuation. 2) Marketing-orientated managers are more favourably disposed to brand valuation than accounting-orientated managers. 3) Organisational benefits arising from brand valuation are more strategically, than operationally, orientated. 4) Brand manager budget participation is significantly negatively-related to job-related tension, and positivelyrelated to trust in superior and attitude to reliance on accounting performance measures. 5) Budget participation is more effective in reducing jobrelated tension in situations of high, compared to low, task uncertainty situations. 6) Reliance on a brand manager's accounting performance is positively related to brand manager performance and motivation, and negatively associated with job-related tension.

Тема диссертации «Разработка маркетингового инструментария управления брендом». В главе 1 были изучены теоретические основы управления брендом, а именно: трактовки, сущность и характеристики бренда, коммуникационная деятельность в маркетинге. Разработан инструментарий управления брендом, учитывающий особенности жизненного цикла бренда и специфических цели и задачи, решаемые на каждом конкретном этапе жизненного цикла. Глава 2 содержит в себе анализ маркетинговой деятельности предприятия ООО «Гесс? СиАйЭс». В главе 2 были применены практические инструменты и методики анализа, такие как SWOT-анализ, анализ целей по технологии целеполагания SMART, анализ миссии компании по факторам, предложенным Ф. Котлером, многоугольник конкурентоспособности, лист оценки конкурентоспособности, отбор конкурентов с использованием методики И. В. Котляревской, сегментированием методом вложенной иерархии с выбором целевых сегментов и обоснованием отказа от нецелевых по критериям, предложенным И. В. Котляревской. Определена организационная структура, маркетинговая концепция, в которой находится предприятие ООО «Гесс? СиАйЭс». Диагностирована эффективность управления брендом методами относительной добавочной стоимости и оценкой атрибутов и силы бренда по Л. Де Чернатони. Глава 3 содержит в себе разработку проекта повышения эффективности управления брендом GUESS. Описана проблематика и замысел проекта, определены негативные эффекты существующего положения компания, на этом основании применен метод структурной декомпозиции и построено дерево проблем и дерево целей. Определены факторы внешнего и внутреннего окружения, которые способствуют и мешают выполнению проекта, составлено календарное планирование проекта по фазам проекта, построена диаграмма Ганта. Проведено управление рисками проекта, описаны рисковые события, источники возникновения рисков, вероятность наступления рискового события, а также мероприятия, способствующие снижению риска, проведена оценка эффективности проекта. / The topic of the dissertation is “Development of marketing tools for brand management”. In chapter 1, the theoretical foundations of brand management were studied, namely: the interpretation, essence and characteristics of the brand, communication activities in marketing. Brand management tools have been developed that take into account the peculiarities of the brand’s life cycle and specific goals and objectives that are solved at each specific stage of the life cycle. Chapter 2 contains an analysis of the marketing activities of the company “GUESS? CIS. ” In Chapter 2, practical analysis tools and techniques were applied, such as SWOT analysis, goal analysis using SMART goal-setting technology, analysis of the company's mission by factors proposed by F. Kotler, competitiveness polygon, competitiveness assessment sheet, selection of competitors using the method of I. V Kotlyarevskaya, by segmentation using the nested hierarchy method with the choice of target segments and the justification for rejecting non-target ones according to the criteria proposed by IV Kotlyarevskaya. The organizational structure, marketing concept, in which the company “GUESS? CIS. ” Diagnosed the effectiveness of brand management by the methods of relative added value and the assessment of the attributes and strength of the brand according to L. De Chernatoni. Chapter 3 contains the development of a GUESS brand management project. The problems and design of the project are described, the negative effects of the existing position of the company are determined, the structural decomposition method is applied on this basis, and the problem tree and the goal tree are built. The factors of external and internal environment that contribute to and impede the implementation of the project are determined, calendar planning of the project for the phases of the project is compiled, a Gantt chart is built. The project risk management has been carried out, risk events have been described, sources of risks, the probability of the occurrence of a risk event, as well as measures to reduce risk, an assessment of the effectiveness of the project has been carried out.