The aims of this research investigate and discuss the possibility of how a local government can construct city image by organizing local festivals with its marketing campaign. In generally, most of festivals and events can inject economic revenues and build up the city images upon branding marketing. Basically, the local government remains the main authority to coordinate the festival promotion and marketing, but festival branding and marketing even meet many challenges and struggles. Significantly, many of phenomena in Taiwan tourism markets presented those current festivals facing many potential problems and unpredictable impacts with respect to festival management and sustainability. However, these problems and dilemma including local government please tourists, lack of culture protection, demolishing local specialty and lack of innovation as well as the purposes of this festival. Wan-Nien Festival was chosen as the case study of this research since Wan-Nien Festival has exhibited for more than ten years to be the most popular and historical event of Taiwan official festivals as a result of its amazing campaign and diverse contents. Due to its entirely empirical characteristics and comparing with other short-lifecycle festivals in Taiwan tourism market, Wan-Nien Festival has been already authorized by Taiwan Tourism Bureau to call for the 2010 main folk festival t. On the contrary, a number of festival managements might face the end situation due to the limitation of budgets even though those festivals have already experienced and accumulated high popularity and reputation such as Yilan International Children¡¦s Folklore ¡® Folkgame Festival. Similarly, Wan-Nien Festival might face the same challenge and difficulty for its sustainability without money injection. In contrast, many famous festivals and events are still in the process and development, such as Edinburgh International Festival which has been held for more than sixty years (from 1947). However, these famous festivals still attract many tourists all over the world as a result of their marvellous activities and they also turn into highly-acceptations festivals by the branding marketing. According to the argument of above description, the purpose of this research intends to discuss the possibility of Wan-Nien Festival branding-building and branding management. The methodology of this research can be divided into three perspectives. First of all, Three outstanding international festival, Edingburgh International Festival, Qingdao International Beer Festival, and Yilan International Children¡¦s Folklore and Folkgame Festival will beanalysed, induced, and compared the significant key factors and impacts to result in the success of these festivals. Secondly, referring to the branding management, research strategy adopt semi-construct interview to ask eleven relative stakeholders such as governors involved in holding festival, representative from Wan-Nien Festival local committee, village wardens, scholars specialize in festival marketing and tourism and business representatives. This research method tries to build up complete theory in the base of grounded theory and utilize the Atlas.ti 5.6.3 software to integrate and collect these interview data. The main research process is to record all correspondents interview conversations by the step to open coding, family coding, illustrating network diagram and finally constructing research theory. Due to the deep interviews with 11 relative stakeholders who might directly or indirectly participate in Wan-Nien Festival marketing and branding, this dissertation illustrated several significant discoveries and valuable information. These results demonstrate that there are numbers of key factors of a success festival such as well-using of the local resource, festival organizing and support with more assistance from a local government, and integrating local community agreement. The research results also recapitulate that local participators involvement seem main power to drive the local feature and shape the festival organization. In addition, the main attraction to identify the difference of marketing branding and marketing position is to plan the local stories.

AIM This report studies the Swedish vintage store company Myrorna from a branding perspective. METHOD The study has applied the qualitative method where four personal interviews have taken a fundamental ground. The four respondents are taken from different professionals and from different positions by the reason that the brand would be based on a fair assessment. The study is obtaining data that further was collected from the library of University of Gävle, the articles from Emerladinsight.com and remaining pictures- and text materials is taken from the organization Myrorna. The theoretical material have been adapted on the brand Myrorna and then been used to analyze the empirical part. From the general impression that portrays the brand the researcher leads the discussion. RESULT AND CONCLUSION The result shows that the brand Myrorna in some extent do not fulfill the image the brand in the media mediate, between the illusion and the reality there is an empty space according to the research. The brand has created a personal branding identity, the remaining problem is the commercial positioning which appears as not as accurate for the brand. Myrorna should be meeting the consumer streams according to the product and also by the branding values than today’s propensity. SUGGESTIONS FOR FUTURE RESEARCH For future research within branding towards the brand Myrorna I suggest a more profound analyze of the brands consumer streams, the qualitative method will then be complemented by a quantitative research method. The consumer analysis marks a foundation for the organizations future strategically planning. A continuing research can enable an increasing of respondents for a more reliable and profound branding analysis. CONTRIBUTION OF THE THESIS The study has contributed with a general impression of the brand Myrorna, the branding identity and the importance of external factors has characterized the brand value. The study reflects a result and new knowledge that is to consider as the organization Myrorna's biggest interest to take notice in. This is a personal and objective portrays of the brand, it is a study that concentrates on the positive and the negative elements that creates today’s image of the brand Myrorna. / SYFTE Denna uppsats studerar det svenska secondhand företaget Myrorna ur ett varumärkesperspektiv. METOD Studien har applicerat den kvalitativa forskningsmetoden där fyra personliga intervjuer intagit studiens fundamentala grund. De fyra respondenterna är hämtade ifrån olika branscher och befattningar för att ge varumärket en rättvis bedömning. Det övriga datamaterialet är inhämtat från Högskolan Gävles bibliotek, artiklar från Emeraldinsight.com och övrigt bild- och textmaterial från organisationen Myrorna. Det teoretiska forskningsmaterialet har sedan adapterats på varumärket Myrorna genom praktiserad metod och sedan analyserats mot den empiriska studien. Av helheten som skildras för varumärket leder sedan forskaren sin diskussion. RESULTAT & SLUTSATS Studiens resultat påvisar att varumärket Myrorna till i viss omfattning inte uppfyller den bilden som varumärket massmedialt förmedlar, mellan illusion och verklighet uppstår ett tomrum enligt studien. Varumärket har skapat sig en personlig varumärkesidentitet och kvarstår gör problematiken över den kommersiella positioneringen som inte anses som tillbörlig, varumärket Myrorna bör möta andra konsumtionsströmmar som överrensstämmer med produkt och varumärkesvärderingar än dagens benägenhet. FÖRSLAG TILL FORTSATT FORSKNING För vidare forskning inom området branding mot varumärket Myrorna föreslår jag en mer djupgående analys av varumärkets konsumtionsströmmar där den kvalitativa metoden får bistå en kvantitativ undersökning. Konsumentanalysen är ett underlag som organisationen kan utgå ifrån vid framtida strategiska planeringar. Studiens begränsningar kan med en fortsatt forskning möjliggöra en utökning av respondenter för en mer tillförlitlig och djupgående varumärkesanalys. UPPSATSENS BIDRAG Studien har bidragit med en helhetsförklaring av varumärket Myrorna, där varumärkesidentiteten och betydelsen av externa faktorer karaktäriserat varumärkets värde. Studiens speglar ett resultat och ny kunskap som anses ligga i organisationen Myrorna största intresse att ta del av. Det är en personlig som objektiv skildring av varumärket samt en studie som frambringar de positiva som negativa beståndsdelarna som skapar dagens helhetsintryck av varumärket Myrorna.

SyfteSyftet med uppsatsen är att undersöka styrning och hantering av butikskedjan som helhet, varumärketoch servicens roll, parallellt med företagskulturens och visionens funktion. Vidare vill vi kartlägga hurdessa delar bidrar till en enhetlig image.ForskningsfrågaPå vilket sätt kan butikskedjor styras för att upprätthålla en enhetlig bild av butikskedjansvarumärke?MetodVi har valt att utgå från en kvalitativ forskningsmetod då syftet med denna uppsats är att få endjupare förståelse av undersökningsproblemet. Vi har i denna undersökning använt oss av ettinduktivt tillvägagångssätt med vissa inslag av deduktion. Undersökningen tar sinutgångspunkt i verkligheten, då arbetet grundar sig i en observation av butikskedjor ochempiriskt material i form av intervjuer med experter på området.SlutsatserVi har identifierat ett flertal karaktäriska egenskaper för ledningen i arbetet med attupprätthålla en enhetlig bild av butikskedjan. Studiens resultat har belyst betydelsen förbutikskedjor att ha en tydlig vision. Vidare står det klart att en tydlig och snabb kommunikation inom butikskedjor är en viktig aspekt. Det framgår även av studien att entydlig linje bör hållas för att skapa en enhetlig varumärkesbild ut mot kund.

This thesis has been created as a response to the growing interest among small and medium-sized business-to-business software developers to internationalise in order to grow their businesses. The initial study of the problem lead to the insight that a strategic mix of communication channels is a key success factor for an internationalisation. The purpose of this thesis was therefore determined to be to explore what and how different factors influence the effectiveness and efficiency of a business-to-business marketing communication mix strategy that leverages the brand, in the context of internationalisation of software developing small and medium-sized enterprises. Academic literature within three areas, related to the purpose of the thesis, was identified and discussed and presented in a frame of references. The first area concerned the development process of a strategic business-to-business marketing communication mix. Following this, the culture factor, including how communication is affected by cultural differences, was considered as a relevant area to study and add to the frame of references. Finally, the internationalisation process of business-to-business small and medium-sized enterprises was studied. Based on the study of academic theory, an analytical model was constructed and targeted issues for each area identified for the subsequent empirical study. An explorative case study approach was found to be suitable for the purpose of the thesis. It was performed by conducting qualitative interviews with representatives of the studied case company as well as a selection of its customers. Additional secondary data was withdrawn to triangulate with the primary data for the analysis of culture. By applying the analytical model to analyse the empirical evidence, using the academic theories and models from the frame of references, insights were generated and conclusions could be drawn. The analysis found that a key success factor is to build credibility in the eyes of prospects, regardless of where they are on the journey from being unaware of the company to becoming loyal customers. This is due to the risk avert nature of business-to-business decision makers. The most important factor for establishing credibility is to be able to show strong customer references, which makes nurturing present customer relationships a critical activity for success. Further, it was firmly established that the particularly long sell cycle that characterises the software industry in which the studied case company operates in, requires the communication channels to be integrated in order to be effective for the whole customer journey. Channels through which the communication can be adapted to suit a specific audience should be prioritised. Also, cultural differences and similarities should be considered, especially when it comes to views on power and the level of social restraint in the country to which the internationalisation is directed. The digitalisation of communication is a trend that evidently has a significant impact on the effectiveness of a marketing communication strategy. Digital communication channels are becoming increasingly relevant and suitable for communicating customer references, demonstrating product features and conveying corporate brand messages. By developing a business-to-business digital marketing communication strategy that is culturally adapted, the preconditions for the internationalisation of small and medium-sized enterprises are improved. On a final note, this Master’s thesis has identified a number of factors that influence the effectiveness and efficiency of a business-to-business marketing communication mix strategy that leverages the brand, in the context of internationalisation of software developing small and medium-sized enterprises. While this has contributed to academic theory, the findings concerning how these factors influence the effectiveness and efficiency provide practitioners with actionable insights. It is therefore the belief of the authors of this Master’s thesis that the content of this report can help managers of internationalising software developing small and medium-sized enterprises in their communication strategy development process.

Introduction: In recent years there has been a large increase in the number of microbreweries on the Swedish market. The development has been the opposite compared to what contemporary scientists and economic analysts predicted. The big breweries responded to the success of the microbreweries by offering their own specialty beer, however, without much success. To study the microbreweries from a marketing point of view are therefore of much interest. Purpose: This study intends to contribute to the literature on microbreweries by examining the increase of microbreweries from a marketing point of view. The study will focus on how the microbreweries have chosen to position themselves and identify how they communicate their brand. Theory: The theoretical framework underlying this study consists of an examination of how companies can enter the market and how they can distinguish themselves from competitors. Method: To fulfill the purpose of this study, a method triangulation has been applied. The empirical data were collected using two types of content analysis and through a multiple case study. The empirical data consisted of information from the communication channels used by the microbreweries as well as trend reports from the food industry. Conclusion: The results of the study show that the most common strategy for a company to position themselves on the market is through focus. The result is based on the importance of the place where the brewery was located in terms of how they communicated their brand and how their beer was distributed. By expressing their brand and values in terms of actions and transparency, it is considered to have contributed to the success of the microbreweries in establishing themselves on the market

The aim of the thesis is to introduce and evaluate regional branding occurring in the Czech republic, other countries of the European Union and the EU as a whole. On the basis of the information, the strategies of individual brand programs in the Czech Republic are evaluated and possibilities for improvement are presented. The basic methods of qualitative research used in the practical part of the thesis are the analysis of secondary data and field research. Using identified facts, own regional product is designed to meet the required criteria of the selected territory. In the form of a case study that is created as a manual, its communication activities are designed and the most appropriate branding program, including an explanation of the certification process, has been chosen.

Práce analyzuje marketingovou strategii značky Telka společnosti Opavia-LU. Teoretická část shrnuje poznatky o strategickém řízení, nástrojích marketingu a budování hodnoty značky. Aplikační část obsahuje analýzu vnitřního a vnějšího prostředí značky Telka, dále analýzu marketingové strategie do roku 2007 a důvody její neúčinnosti. Na základě výsledků spotřebitelského výzkumu je sestavena nová marketingová strategie značky, která je v roce 2007 implementována.

Main point of this work is to describe known aproaches to strategic brand management and to implement this aproaches on the real data from automotive industry. This whole topic is analyzed from media agency point of view.

The thesis deals with strategic brand management and brand launch. Specifically, the launch of antiseptic and disinfectant brand Dettol at Slovak market and supporting activities are being analyzed. Based on the outcomes of this analysis the strategic launch model for Dettol brand in the Czech Republic is proposed.

Brand is the part of economy. It is an expression of unrepeatibility. Distinguish product from commodity as well as from other competing products or services. At present marketing managers have to solve many problems that are in connection with decreasing importance of brand in the eyes of consumers. They think that all brands from various producers are similar, they have the same quality and don't make differences. It names as brand erosion. We have to provide consumers some added value, built competitive advantage and differ our brand from other brands to find specific place in the mind of consumers. Brand has to be unique and interesting. Czech detergents market consist of range offer of variouse detergents. We can find there various producers abroad and home. It features with high fragmentation and customer can buy there various products from various producers long time tradion, non branded products and private labels.