Internets framkomst medför nya utmaningar för företags kommunikation ochvarumärkesbyggande på grund av den höga informationstillgängligheten. Transparensen påinternet innebär att företag inte har i samma kontroll av sin kommunikation, utankonsumenterna har större makt och således påverkar hur ett företags varumärke uppfattas avkonsumenter. Digitaliseringen medför dock även möjligheter för små modevarumärken medbegränsade resurser att aktivt arbeta med sin marknadskommunikation och att bygga sinavarumärken genom sina hemsidor och facebook. Studien syftar till att ge förståelse för hurunga och små modevarumärken använder sig av internet för att bygga upp sitt varumärke ochvilka möjligheter internet förser för företagen i sitt varumärkesbyggande. Studien har enkvalitativ approach där en semistrukturerad observationsstudie genomförts på tremodeföretag, därtill har två semistrukturerade intervjuer gjorts med 2 av företagen. Denteoretiska referensramen består av teorier kring den varumärkesbyggande processen urmärkesinnehavarens perspektiv samt forskning kring online branding.Studiens resultat bekräftar att modevarumärken inte arbetar efter tydliga mål eller strategierkring sitt varumärkesbyggande, vilket beror på begränsade resurser vad gäller tid, personaloch ekonomi. Varumärkenas användning av internet har möjliggjort för varumärkena att fåstörre varumärkeskännedom globalt, vilket även öppnat nya möjligheter för företagen. Deverktyg som används på internet är företagens hemsidor, facebook och bloggar. De olikaverktygen bidrar till att sprida och bygga varumärkena. Företagens hemsidor avspeglarvarumärken genom att kommunicera dess värden och identitet med hjälp av text, bilder ochvideoklipp. Samarbeten med inlyftelserika modebloggar, särskilt internationellamodebloggare, möjliggör för varumärken att få en högre varumärkeskännedom samt attvarumärkesbudskapet sprids till potentiella kunder. Samarbetet resulterar i att modebloggarnablir aktiva varumärkesambassadörer. Användningen av facebook gör det möjligt för företagenatt kommunicera med sina kunder i realtid och bygga relationer med dem. Dessutom kanfacebook vara ett bra verktyg för företagen att kunna förstå sin kund bättre, då företagen hartillgång till sina anhängares profiler.The rise of the Internet results in new challenges and possibilities for companies’ marketingand brand building activities as a result of the high availability of information. Thetransparency on the Internet means that companies no longer have the same control of theirbrand communication, instead the power has shifted towards the consumers. This means thatconsumers play a role in the forming of a brand and how it is perceived. For small fashioncompanies with limited resources the Internet provide suitable tools, like facebook, web pagesand blogs, to spread their brand. The high visibility and the spread of information on theInternet can benefit small brands to achieve higher brand knowledge on a global scale.This study has an qualitative approach and aims to create an understanding of how smallfashion companies are using the Internet as a branding tool as well as mapping thepossibilities with the tools used. Three semi structured observation studies were conducted onthe companies’ websites and facebook. In addition, two semi-structured interviews werecarried out at two of the companies. The theoretical framework consists of traditional theorieson brand building and brands, as well as recent research about online branding.The result implies that the companies do not have a clear and defined plan of their brandbuilding activities on the Internet, which presumably depend upon the lack of recourses interms of staff, economy and time. The brands’ usage of the Internet enables a higher visibilityof the brands on a global level. The tools used on the Internet are company websites,facebook and collaboration with fashion bloggers. The different tools contribute in spreadingand building the fashion brands. The company websites mirror the fashion brands bycommunicating its values and identity through images, text and short videos. Collaborationwith influential fashion bloggers, especially with international ones, makes it possible for thebrand to get a higher brand knowledge as well as the brand’s message is being spread topotential consumers. As a result of the collaboration, the fashion bloggers becomesambassadors of the brand. The use of facebook makes it possible for the brands tocommunicate in real time with consumers and to build relationships with them. Facebook alsomakes it possible for the brands to understand their consumers better by being able to viewtheir “followers” profiles. / Program: Textilekonomutbildningen

Submitted by Joana Azevedo (joanad@id.uff.br) on 2017-09-11T13:56:09Z No. of bitstreams: 1 Dissert Leandro Domingues Tavares.pdf: 1640183 bytes, checksum: 7a65c5817c31153bc4f6d01213c151e5 (MD5) / Approved for entry into archive by Biblioteca da Escola de Engenharia (bee@ndc.uff.br) on 2017-09-18T14:05:40Z (GMT) No. of bitstreams: 1 Dissert Leandro Domingues Tavares.pdf: 1640183 bytes, checksum: 7a65c5817c31153bc4f6d01213c151e5 (MD5) / Made available in DSpace on 2017-09-18T14:05:40Z (GMT). No. of bitstreams: 1 Dissert Leandro Domingues Tavares.pdf: 1640183 bytes, checksum: 7a65c5817c31153bc4f6d01213c151e5 (MD5) Previous issue date: 2016-05-21 / As marcas têm se tornado ativos intangíveis mais valiosos que os ativos tangíveis em grandes e pequenas empresas, porém há ainda incertezas quando às diretrizes para gestão de marcas em diversos setores. Este trabalho identifica na literatura científica os requisitos e fundamentos específicos para gestão de marcas. Após consolidados os requisitos em 22 diretrizes, foi investigado, através de uma pesquisa survey aplicada a 134 especialistas em gestão de marca no Brasil, o nível de importância de cada diretriz e as variações de acordo com o setor de atuação. O resultado aponta um conjunto de seis diretrizes gerais para gestão tridimensional de marcas: quanto à profundidade, realizar pesquisa; quanto à extensão, gerir a marca internamente, realizar inovação e usar o rebranding para evitar envelhecimento; e quanto ao alcance, posicionar marca com honestidade e coerente com a cultura da empresa. Além disso, por meio de Teste Qui-Quadrado e Teste Exato de Fisher, foi investigada uma possível dependência entre diretrizes e as áreas de atuação das empresas (B2B, B2C ou governo e terceiro setor). Ao adotar um nível de significância de 5%, os resultados apontam que empresas B2B e B2C devem coordenar todos os pontos de contato da marca com o cliente e que o terceiro setor deve vincular a marca com seu país de origem. / Brands have become intangible assets that are more valuable than tangible ones in either small or large businesses, but there are still uncertainties on which are the ideal guidelines for brand management in various industries. This work identified in the scientific literature the specific requirements and grounds for brand management. The requirements were consolidated into 22 guidelines, and a survey was applied to 134 experts in brand management in Brazil to investigate the level of importance given by them to each guideline and the possible variations according to the market sector. The analysis of the results showed a set of six general guidelines for a three-dimensional brand management: conducting research to manage brand depth; brand positioning with honesty and brand consistency with the culture of the company to manage brand width; internal brand management, conducting innovation and using the rebranding to prevent brand aging to manage brand length. It is also recommended that B2B and B2C brands coordinate all their contact points with the consumer and that the government and nonprofit sector link their brands with the country of origin.

Positioning is an important tool of marketing planning and brand building on the market. Positionig is a streategy that helps marketers to differentiate the brand from those of competition and creaete unique brand perception in minds of target consumers. In a proces of positioning development four core elements must be defined and analyzed -- target consumer, unique consumer benefit which brand offeres to the target consumer, brand and its brand equity and competitors from whom we want to differentiate the brand. In my dissertation I address both, theoretical attitudes toward positioning and its definition, as well as practical application of theoretical conclusions in case study from corporate practice

<p>Osnovni cilj istraživanja jeste da se izgradi brend koji će organski proizvod pojedinog proizvođača da razlikuje od proizvoda drugih proizvođača, stavljajući akcenat na njegovu prepoznatljivost, diferenciranost i lak&scaron;u identifikaciju kao i na učvr&scaron;ćivanje veza i razvijanje partnerskih odnosa sa potro&scaron;ačima. Brend je postao izuzetno značajan deo marketinga uz pomoć kojeg se kreira vrednost za potro&scaron;ače na trži&scaron;tu i otuda i potreba da se njime upravlja. Pored navedenog, cilj istraživanja jeste da istraži stavove i mi&scaron;ljenja ispitanika o organskim poljoprivredno-prehrambenim proizvodima i njihovim brendovima. Za dobijanje podataka o stavovima i mi&scaron;ljenjima ispitanika primenjen je metod ispitivanja pomoću anketnog upitnika. Trži&scaron;te organskih poljoprivredno-prehrambenih proizvoda je u ekspanziji u svetu i potro&scaron;ači pokazuju značajnu rastuću lojalnost. Sa razvojem trži&scaron;ta ovih proizvoda i u cilju boljeg nastupa na trži&scaron;tu proizvođačima nameće se potreba kreiranja i razvoja brenda koji će omogućiti lojalnost potro&scaron;ača, sigurniji i bolji plasman i veći profit. Organska poljoprivredno-prehrambena proizvodnja ima trend rasta i sve značajniju ulogu u razvoju sektora poljoprivredne i prehrambene industrije u Republici Srbiji. Organska poljoprivreda jeste delatnost kroz koju Srbija može i treba da stvori svoj proizvod, odnosno kasnije brend koji će biti konkurentan i prepoznatljiv na svetskom trži&scaron;tu sa pozitivnim imidžom kod potro&scaron;ača. Potrebno je da proizvođači razvijaju brend kako bi uspe&scaron;no nastupili kako na domaćem tako i na međunarodnom trži&scaron;tu. Prilikom brendiranja organskih poljoprivredno-prehrambenih proizvoda i njihovom plasiranju na trži&scaron;tu neophodno je poznavati potro&scaron;ače, njihove specifičnosti, navike i pona&scaron;anje kako bi se ostvario trži&scaron;ni uspeh.&nbsp; Organski poljoprivredno-prehrambeni proizvodi ne ispunjavaju samo svoju funkcionalnu vrednost odnosno za ishranu, oni govore o njihovim proizvođačima ali i potro<br />&scaron;ačima, njihovom načinu života, kulturnim karakteristikama, verovanjima i vrednostima. Potro&scaron;ači postaju ekolo&scaron;ki svesniji,vi&scaron;e je izražena briga za zdravlje. U Republici Srbiji povećava se interesovanje za organske poljoprivredno-prehrambene proizvode. Briga za zdravlje u velikoj meri determini&scaron;e odluku o izdvajanju vi&scaron;e sredstava za kupovinu i konzumiranje organske hrane. Cena i visina dohotka ispitanika predstavljaju osnovne limitirajuće činioce tražnje organskih poljoprivrednoprehrambenih proizvoda. Niska kupovna moć stanovni&scaron;tva otežava potro&scaron;ačima da ionako visoke izdatke za ishranu uvećaju kupovinom skupljih organskih proizvoda. Koncept brenda sve vi&scaron;e dobija na značaju zbog prednosti koje donosi, kako za organskog proizvođača kojima omogućava sigurniji plasman i veće premijske cene, tako i potro&scaron;ačima kojima olak&scaron;ava izbor, skraćuje vreme kupovine i pruža veću sigurnost u kvalitet organskih proizvoda. Proizvođači organske hrane treba da marketin&scaron;kim aktivnostima od robne marke naprave brend čime će imati konkurentsku prednost na trži&scaron;tu. Na taj način stvara se lojalnost potro&scaron;ača i povećava prodaja a samim tim ostvaruju se i bolji finansijski rezultati. Vrednost brenda organskih poljoprivredno-prehrambenih proizvoda usko je povezana sa lojalno&scaron;ću potro&scaron;ača organskih proizvoda. Lojalnost potro&scaron;ača pretpostavka je stabilnog nivoa proizvodnje i prodaje organskih poljoprivredno-prehrambenih proizvoda. Brendiranje u užem smislu uključuje odluke povezane sa izborom elemenata identiteta tj. stvaranje imena, logoa, dizajna. U &scaron;irem smislu obuhvata čitav niz strategija i postupaka kojima se defini&scaron;u zajednički i specifični elementi i njihovo uklapanje u postojeći portfolio organskog proizvoda sa ciljem da se brend izdvoji ne samo vizuelno već i u svesti potro&scaron;ača. Snaga brenda zasniva se na imidžu brenda i locirana je u svesti potro&scaron;ača. Imidž brenda organskih poljoprivredno-prehrambenih proizvoda je način na koji je brend percipiran od strane potro&scaron;ača. Postojanje jakih, povoljno ocenjenih asocijacija koje su jedinstvene za brend i impliciranje superiornosti preko brenda su kritične a često puta i odlučujuće za uspeh brenda. Kreiranjem pozitivnog imidža brendova organskih proizvoda proizvođači stvaraju pozitivnu sliku ili percepciju kod potro&scaron;ača &scaron;to vodi njihovom favorizovanju u procesu kupovine i potro&scaron;nje.</p> / <p>The main objective of this study is to build a brand that will differentiate organic products of an individual producer from products of other producers, with an emphasis on their recognizability, differentiation and easy identification, as well as on establishing and maintaining strong relations and partnership with consumers. Brand has become an extremely significant segment of marketing which contributes to creating value for consumers in the market; hence the need to be managed. Besides this, research goal is to explore the respondents&prime; attitudes and opinions about organic agricultural-foodstuff products and their brands. The research method used to obtain the data on the respondents&prime;attitudes and opinions was a questionnaire. The market for organic agricultural products is expanding worldwide and the consumers of organic products are showing significant increasing loyalty. With the development of the market for organic products and in order to improve performance on the market by producers of organic&nbsp; agricultural products, there arises the need to create and develop a brand that will enable consumer loyalty, a safer and better placement, as well as bigger profits.&nbsp; The organic agricultural-food production is on the rise and is getting a more significant role in the development of agricultural and food industry in the Republic of Serbia. Organic farming is the activity through which Serbia can and should create its own product, i.e. brand that will be competitive and recognizable in the world market, having a positive image among consumers. It is necessary for producers to develop the brand in order to have a successful appearance both on the domestic and international market. When branding and marketing organic agricultural-food products, it is<br />necessary to be familiar with consumers, their specific characteristics, habits and behavior, all in order to achieve success in the market. Not only do organic agricultural-food products have their functional, i.e. nutritional value, they also say much about their producers, but also about their consumers, their lifestyle, cultural characteristics, beliefs and values. Consumers are becoming more and more environmentally aware, whereas health concerns are more expressed. Interest in organic agricultural-foodstuff products in the Republic of Serbia is increasing. The decision on the allocation of more funds for purchase and consumption of organic food is largely determined by health concerns. The price of organic food and the respondents&prime; level of income are the main limiting factors affecting the demand for organic agricultural-foodstuff products. Due to low purchasing power of the population, it is difficult for consumers to increase already high food expenditures by purchasing organic products, which are even more expensive. The concept of brand is gaining importance because of the benefits it brings, both for organic farmers whom it provides secure product marketing and higher premium rates, and for consumers whom it provides easier selection, shortens the purchase time and secures greater confidence in the quality of organic products. Organic farmers should use marketing activities to transform their trademark into a brand, which will provide them with a competitive advantage in the market. In this way, consumer loyalty is created and sales increase, leading to better financial results. The brand equity of organic agricultural products is closely linked to loyalty of the consumers of organic agricultural products. Consumer loyalty is essential for he stable level of production and sale of organic agricultural products. In narrow sense, branding includes decisions related to the selection of identity elements, i.e. creating the name, logo, design. In a broader sense, it includes a whole range of policies and procedures used to define common and specific components and their integration into the existing portfolio of an organic product in order to make the brand distinctive, not only visually, but also in the consumers&rsquo; minds. The strength of a brand lies in its image and resides in the consumers&prime; consciousness. The image enjoyed by a brand of organic food products is the manner in which the brand is perceived by consumers. Having powerful, favourably evaluated associations uniquely identifiable with the brand and subtle implications of its superiority are of the essence and very often decisive for the brand&prime;s success. The creation of a positive image for a brand of organic food products instils a positive impression or perception in consumers resulting in preference for these products, both for the purpose of purchasing and consumption.</p>

The diploma thesis deals with an area of rebranding and brand management in a chosen company. The theory section describes the characteristics of the brand concept and its related terms. The practical part focuses on analysis of the current situation of marketing communications and brand management within the company. Based on this analysis, the recommendations are proposed to help resolve the current issues in the analysed organisation.

This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain. My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning, brand strategy, and customer characteristics. I use revenue premium as the retail level measure of brand equity and decompose it into price and volume premiums. Then, I explore the effects of different brand equity drivers on these premiums. The study on the universe of grocery industry in the U.S. shows compelling evidences that volume premium prevails over price premium in driving revenue premium. Brand structure and positioning, brand strategy and customer characteristics contribute significantly to the changes of the brand market performance measured with price, volume and revenue premiums. My second essay examines the association between consumer-based brand equity (IBBE) and brand market performance, and the moderators of this association. I explore a comprehensive set of market performance measures (penetration, loyalty, market share, price and revenue) of 216 major brands sold in the grocery channel in the U.S., in conjunction with EquiTrend© brand equity measure. The results show that customer based brand equity provides incremental explanatory power for brand market performance beyond the explanation by a wide array of performance determinants identified in the first essay. Furthermore, the equity-performance association is moderated by a set of product and category features, as well as the firm brand strategy. My third essay studies whether firms benefit from having multiple brands across different areas. I model brand market performance as a function of different elements of the firm brand portfolio, including the size and performance of sibling brands and the inter-brand distance. The dataset includes 1,700 brands from over 350 firms in the grocery channel within the U.S. The results show that the brand portfolio information provides incremental explanatory power for brand market performance. Moreover, the size and the performance of sibling brands have significant impact on a focal brand's market performance, and these impacts are moderated by the inter-brand distance.

本研究個案，乃處於電腦週邊產業環境巨變影響，持續成長失去動力，以及個案公司幾年前策略錯誤使成長停滯，陷入營運瓶頸，而個案公司在此環境前提下，如何運用豐富的資源要素，整合公司組織、能力、流程、資源以品牌及代工分進合擊，並在原個案公司獲利模式的組織架構下，研擬出七字訣的創新模式之成長策略，顧、能、組、流、通、資、利。 依環境條件目標前提下，資源發展應需要有創新模式： 1.對顧客的價值︰ 品牌經營(OBM)以顧客需求為價值流程的主軸及起始，結合客戶市場訊 息，規劃做法以Push及Pull雙向意見提供品牌產品滿足通路需求，以鞏 固市佔率，隨時掌握市場訊息以動態調整市場策略。 代工業務(OEM)，整合品牌及代工研發及產品資源，探索顧客需求承接委 託代工訂單，提供滿足客戶的價值主張。 2.自我核心能力︰ 檢視企業內部原已具備的核心能力，擴大發展相近產品線，使原有核心 能力藉由內部發展深耕技術，有利於個案公司持續成長。如未具備的核 心能力則以策略合作或合資方式取得，使核心技術由點的深耕形成面的 廣度擴大，才能在技術上居市場領先地位。 3.企業組織結構︰ 配合環境、條件、目標前提下，滿足客戶需求建構的企業組織。 4.企業核心流程︰ 強化原有自有品牌OBM核心流程，高度關聯性產品自行建構，委託代工 則以客戶及技術層面為策略成長方向。 5.通路調整管理︰ 品牌通路管理強化經銷商的關係服務並設立產品經理管理及回饋當地營 運訊息，委託代工則以建立客戶關係管理，以服務客戶需求為首要。 6.關鍵資源種類︰ 善用公司有形無形資源並擬定成熟及專業產品策略，採取散彈及集中策略 以提昇市佔率鞏固現有客戶，以符合快速成長目標。 7.獲利公式組合︰ 區分品牌及委託代工二種獲利模式，品牌以創新開發新產品以鞏固現有客 戶並有效管理確保利潤，委託代工則以生產品質、成本管控、建立客戶關 係管理，以人工效率為主要獲利來源。 關鍵字：品牌經營，核心能力，企業核心流程。 / This case study is in that computer peripherals industry is subjected to huge environmental changes to lose growth momentum, and the case company a few years ago of tactical errors, economic stagnation, into operational bottlenecks, and the case company in this environment under the premise of how to use the rich resources of elements, integration organization of the company, capacity, processes, resources, brand and OEM coordinated attack, and the organizational structure of the company's revenue model of the original case, to develop the seven innovative model of growth strategy: customer, core value, organization, process, channel, critical resource, profit formula. According to the target under the premise of environmental conditions, resource development should be the need for innovative models: 1.Value to the customer: Brand management (OBM) to customer demand for the spindle and the start of the value process, combined with market information, planning practice to provide two-way views of brand products to meet the pathway needs to consolidate market share, and keep abreast of market information to dynamically adjust the marketing strategy. OEM business, the integration of brand, ODM and product resources to explore customer needs to undertake commissioned OEM orders to meet customer value proposition. 2.Core competencies: View within the enterprise already have the core competencies to expand the development of similar product lines, so that the original core competencies through internal development of roots in technology, and is conducive to the case company continues to grow. If not have core competencies while strategic partnerships or joint ventures to acquire, the formation of the breadth of the surface to expand the core technology from the point of deep plowing, to be technically the market leader. 3.Organizational structure of enterprises: With the environment, conditions, and target under the premise of the construction business organizations to meet customer needs. 4.Core processes: OBM core processes to strengthen the existing own-brand products of high correlation self-constructed, commissioned a foundry while customer and technical aspects for the strategic direction of growth. 5.Product channel adjustment: Brand channel management to strengthen dealer relationships and the establishment of the management of the product manager and returned to the local operating messages, commissioned by the foundry while building customer relationship management, customer service needs paramount. 6.Types of critical resources: Use of tangible and intangible resources and the development of a mature and professional product strategy, decentralized and centralized strategy to enhance market share to consolidate existing customers to meet the rapid growth objectives. 7.Portfolio of profit formula: Distinguish between two kinds of the brand and contract manufacturing revenue model, the brand consolidate existing customers and effectively manage the development of innovative new products to ensure profits, commissioned by the foundry are produced quality, cost control, customer relationship management and labor efficiency as the main received profit source. Keywords: brand management, core competencies, core processes.

<p>Syftet med studien var att beskriva överensstämmelsen mellan elevernas uppfattning och Carlforsska gymnasiets menade budskap med ”The Carlforsska experience”. Eleverna i detta fall var elever som gick i årskurs åtta på Skiljeboskolan i Västerås. För att beskriva överensstämmelsen gjordes en fallstudie där empiri insamlades genom intervjuer, där det togs reda på om vilka skillnader och likheter som fanns mellan elevernas uppfattning och den varumärkesidentitet som Carlforsska gymnasiet ville förmedla med ”The Carlforsska experience”. Studien visade att reklamfilmen ”The Carlforsska experience” på många punkter uppfattades av mottagarna på det vis som Carlforsska gymnasiet ämnade.</p><p>Studien är avsedd för uppdragsgivaren Carlforsska gymnasiet i Västerås, men även för reklambyrån NPP som fick uppdraget att skapa reklamfilmen <em>”The Carlforsska experience”</em>. Studien är också menad för Mälardalens högskola samt de som har intresse för ämnet marknadsföring.</p>

<p>Bakgrund: Denna uppsats handlar om hur företag ska kunna attrahera framtida kompetens med en ny varumärkesstrategi. ”Employer Branding” är namnet på denna strategi och beskrivs av konsulter som ett medel för företag att via en genomtänkt varumärkesstrategi profilera företaget på kompetensmarknaden. Grunderna i en Employer Branding-strategi innefattar följande aspekter: att kunna attrahera och behålla den bästa kompetensen samt att ena företaget kring sin vision och kultur. Vi har i denna uppsats undersökt och definierat vad en Employer Branding-strategi innebär och hur begreppet kan ställas i relation till existerande teorier. Vidare har vi genom intervjuer på Ericsson, VolvoCars och SAS utrett vilka krav en Employer Brandingstrategi ställer på företaget och dess varumärkeshantering. </p><p>Syfte: Att definiera och teoretiskt relatera Employer Branding till varumärkesforskning, samt analysera vilka krav Employer Branding ställerpå företags varumärkeshantering. </p><p>Genomförande: Vi har valt att genomföra en empirisk studie där erhållna kunskaper grundats på information från intervjuer i och observationer av verkligheten. I vår förstudie sökte vi information i syfte att definiera vad Employer Branding är (del 1, kap 1-5). Studien har till stor del varit ur ett marknadsperspektiv och av explorativ art då "fenomenet" är relativt okänt. Vi valde att först intervjua konsulter som var kunniga inom Employer Branding, för att kunna göra en empirisk begreppsbildning. Utifrån denna nya kunskap samlade vi in befintliga teorier som vi ansåg kunna sättas i relation till Employer Branding. För att förstå vilka krav som Employer Branding ställer på varumärkeshanteringen på företag har vi valt att intervjua tre stora svenska arbetsgivare utifrån två perspektiv på företagen, utifrån Human Resource- och utifrån varumärkes/marknadsföringsperspektiv. Uppsatsen har därmed två empiriska målsättningar. Till begreppsbildningen, del 1 var huvudsyftet att definiera vad Employer Branding är och i uppsatsens andra del (kapitel 6-8) att undersöka vilka krav Employer Branding ställer på företags varumärkeshantering. </p><p>Resultat: Employer Branding är en marknadsföringsstrategi som beskriver hur företaget kan profileras som arbetsgivare mot arbetsmarknaden, för att skapa en tydlig arbetsgivarimage. Detta i syfte att skapa konkurrensfördelar som arbetsgivare. Målsättningen är att attrahera och behålla rätt kompetens samt att internt förena företaget i en vision kring varumärket, ett Employer Brand. Det nya med begreppet Employer Branding är inte dess beståndsdelar utan hur strategin frammanar en ny kombination av teorier, tankesätt och arbetssätt för att skapa ett helhetsperspektiv och intern konsensus gällande varumärket, och att skapa en trovärdig arbetsgivarimage gentemot arbetsmarknaden. Strategin syftar därmed till att skapa ett långsiktigt relationsbyggande med arbetsmarknaden och företaget får ett affärsmål och en vision kring hur det ska nå ut med sitt rekryteringsbudskap till arbetsmarknaden och sina anställda över konjunkturer.</p>

The main purpose of this doctoral dissertation is to investigate factors affecting B2B brand building by applying the brand equity perspective in the professional services context. Three peer-reviewed and published articles and one book chapter examine different aspects related to the enhancement of brand equity and brand building in the B2B context. The first paper entitled “Brand equity in the business-to-business context: Examining the structural composition” (Biedenbach 2012) investigates the structural composition of brand equity and the interrelationships between the dimensions of brand equity in the B2B context. By specifying the multidimensional model, which can be utilized for measuring and managing B2B brand equity, the paper provides initial knowledge on how the companies can build a strong B2B brand across four dimensions of brand equity. The second paper entitled “B2B brand equity: Investigating the impact of contextual factors” (Biedenbach 2010) examines the impact of contextual factors in the organizational decision making process on the formation of B2B brand equity. The book chapter expands knowledge on B2B brand building by portraying how such characteristics of customers as relative size of their company and its industry sector can affect B2B brand building. The third paper entitled “The impact of customer experience on brand equity in a business-to-business services setting” (Biedenbach and Marell 2010) investigates the impact of customer experience on brand equity in the professional services setting. The study clarifies how customer experience can be utilized for building a strong B2B brand. The fourth paper entitled “Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer-employee rapport” (Biedenbach, Bengtsson, and Wincent 2011) examines whether factors related to customers’ perception of employees’ role behavior in terms of customer perceived role ambiguity, role overload, and customer-employee rapport influence the development of brand equity in the professional service context. The paper advances knowledge on B2B brand building by considering the potential role of the company employees and consequences that their behavior can lead to in this process. To conclude, the doctoral dissertation demonstrates that the brand equity perspective can serve as a valuable foundation for theoretically understanding and practically managing B2B brand building.