Research on own brand strategy has been extensively conducted in Western countries; especially in the UK, which represents the most advanced own brand market. However, there is a paucity of studies in this arena in developing markets, including the huge market of China. More research in these countries is encouraged. Competitive Advantage theories provide a framework for analyses of own brand development. Own brand research work and the UK own brand model present the guidance for comparing and contrasting the Chinese own label model. The existing research work provides an explanation for how and why the UK own brand model can excel in the Western markets. However, it has not fully explored whether these theories, coupled with the UK own brand model, can also be applied and adapted in the non-Western markets and, specifically, in China. This thesis presents a study, which was conducted in Shanghai. It provides insight into the development of Chinese own label marketing. The investigation has been conducted using the case study and triangulation approaches. The study has focused on the following three questions: What is the definition of Chinese own brand? What are the factors related to Chinese own label emergence and existence? What is a preferred Chinese own label model? The terms of ‘own label’ over ‘own brand’ have been defined in the context of China’s market. Eight key external and internal factors leading to the Chinese own label developments are identified. A preferred Chinese own label model has been developed on the basis of the Shanghai case study. The findings have provided some simple but relevant results with analyses for the further study of developing own brand theories and models in the non-Western market. The findings have also offered some basic guidance in the arena of own label research in China. The work suggests the directions for future studies.

The aim of this thesis is to introduce the brand Axe, to describe it`s characteristics and marketing communication. The thesis is divided into 4 parts - 2 theoretic and 2 practical.

The globalization become a current tendency, and China as one of the biggest parts in the international market, plays the important role. Considering the SMEs in China occupy the main amount, Chinese SMEs are the key factors in Chinese economy. At the same time, they are also faced with fierce competition from global company that compared with other developed countries’ SMEs, Chinese SMEs are not competitive enough. One of the reasons is that their brands are lack of competitiveness. It is known to all, brand is a key strategic asset to long-term performance and it should be managed. Therefore this study is focused on how Chinese SMEs perceive brand as crucial factor for establishing competitiveness. This study is based on qualitative research, and case study research design is chosen. The semi-structured interview is conducted in the Chinese SME called CSC, and two managers and three employees were interviewed. In conclusion, it can be found that the CSC pays attention to the brand, but their brand still need to be improved to be more powerful, unique and positiveness then to reach the loyalty of consumers, and the media channels should be paid more attention

Abstract Through various marketing activities to building brand image is the key to exist for auto firms. The goal of this study is to analyze the influences of demographic variables both on the consumer condition of brand marketing activities and consumers¡¦ buying behaviors. The influence of brand marketing activities on consumers¡¦ buying behaviors is also discussed. It has been found that different demographic variables indeed produce cognitive attitude for the ¡§advertisement notice¡¨, ¡¨brand meaning¡¨, and ¡§brand repute¡¨. Two factors, i.e., ¡§present design¡¨ and ¡§brand meaning¡¨ have positive and significant influences on autos¡¦ core value and economic value. However, ¡§advertisement notice¡¨ has negative influences on autos¡¦ core value and economic value. Finally, some suggestions for auto firms are proposed to future developments. Keywords: Brand marketing, Consumer behavior, EKB Model, Demographic variables

In a highly dynamic and complex environment, brand marketing is arduous but crucial to any enterprise which seeks to succeed in the global market place. How does a brand overcome numerous challenges to become rooted in the minds of the target audiences, and how is strong brand equity built? A new marketing concept, Integrated Marketing Communications (IMC), emerged in the 1990s to answer this question. The theory highlights ¡§integration¡¨ by harmonizing various marketing messages to create ¡§synergy¡¨ for a brand and is based on an outside-in database to build relationships with target audiences to advance brand value. This study applies IMC to brand marketing, using BenQ as a case study. In a comprehensive probe into BenQ¡¦s brand marketing, most of IMC¡¦s important concepts are incorporated in the analytical framework of this research. The first element is that IMC depends on cross-functional design with support from the top and senior managers. The second element, outside-in databases are at the center of IMC and act as an engine for the sequential various marketing communication activities. A company should establish its integrated database and statistically analyze the database regularly to determine market trends. Following on an understanding of target audiences, obtained from the database, multiple marketing communication tools (the third element) should support brand marketing in a coherent and synergistic way. Messages and activities must follow principles of consistency, integration, clarity, systematization, economics, and concentration. The fourth element shows that IMC¡¦s target audiences are not confined just to customers, prospects or end customers but include all selected target audience groups. Differences among these target audiences must be considered. The fifth element emphasizes that a successful brand is nothing more than a special relationship underpinned by two-way communications. These five elements of IMC must be considered interactively, without focusing on an individual factor in isolation. A successful integrated marketing communications program is a circular system. Results in this study indicate that BenQ reflects IMC concepts on brand marketing. BenQ¡¦s Marcom team is a cross-functional design with support from the top and senior managers to undertake brand marketing. With clear outside-in thought, BenQ integrates various marketing communication tools to solicit actively target audiences¡¦ data for inclusion in a database, and to mold a brand image consistent with the brand mission. Efforts made to understand comprehensive target audiences through distinct channels lead to mutual relationships between BenQ and target audiences. Some disadvantages as follows arise when IMC is applied to brand marketing. Many data concerning target audiences are dispersed in various databases of BenQ without an integrated linkage. BenQ does not regularly analyze or utilize a database for brand marketing, but sometimes relies on purchasing data from external sources. In addition, marketing communication tools are not typically derived from a database and the data in the database are not very detailed. Also, the tracking of post-purchase results and responses could be reinforced. The evaluation of performances can be more tightly connected to BenQ¡¦s core mission in brand marketing. Removing these gaps between what BenQ has done, and the ideal IMC framework, will yield great brand equity.

Due to the two wheelers business in domestic market are turning to be competitiveness and saturation, how to maintain their original market shares would be the top priority topics of marketing from two wheelers manufacturer. Two wheelers product has many features such as mobility, rapidity, convenience, economy, and easy parking¡Ketc, it¡¦s good for short distance commuter. That¡¦s why motorcycle/ Scooter products become very popular and general as personal commuting vehicle among the adolescent consumers. In order to be appealed by them, two wheelers manufacturer will build their Brand Marketing Strategies which are the key to influence the adolescent consumers and their consuming behaviors. Therefore, it becomes very important issue to find out the influential factors of consuming behavior among the adolescent consumers when two wheelers manufacturer try to build their own Brand Marketing Strategies. This study intends to take advantage of motorcycle industry as an example, aims at the perception of the adolescent consumers on Brand Marketing Strategies to find out the influential factors of consuming behavior among the adolescent consumers. The survey respondent on this study must be qualified between the ages over 16 and below 24 with identity of school student as studying target. The main purpose of this study would be as follows: (1)Take a full scope on development of current motorcycle industry. (2)Realize the perception among the adolescent consumers on brand marketing of motorcycle. (3)According to the perception of motorcycle brand marketing among the adolescent consumers, what is their influential issue when they decide to purchase a motorcycle? The conclusions of this study would be as follows: (1)The brand marketing strategies from two wheelers manufacturer will influence their purchasing decision of motorcycle among the adolescent consumers. (2)Consumer Behavior won¡¦t be affected by different demographic variables. (3)Strategy of brand marketing will be affected by different demographic variables.

The purpose of this study is to gain an insight into Chinese brands and branding strategies, with a particular focus on the manufacturing sector. This study will explore the value of existing brand management theory as related to Chinese brand building. In order to gain answers to the research questions, analyses of the secondary data and in-depth interviews with top Chinese banding consultants are conducted. The data is then analyzed using constant comparative and coding methods. This study comprehensively analyzes all the possible factors which directly or indirectly influence Chinese brand building. The research findings show that Chinese companeis, especially manufacturing companies, lack a clear brandoriented culture and sustainable investment in branding. Chinese companies’ brand builing lacks a systematic theoretical system, as well as lack professional brand knowledge, experience and skills-set. Moreover, external factors in terms of industry structure, government policy/regulations, and the market environement also have further specific impacts on Chinese companies’ brand building. This research highlights that currently the most important aims for Chinese companies are to remove their production-orientated mind-set, and to change the poor image of ‘Made in China’ in terms of poor quality, weak R&D and a poor level of marketing skills. In addition to such self-discipline, the government should strengthen relevant legislation in order to promote a better brand-building environment and to encourage independent innovation. Furthermore, this research suggests that Chinese companies should not be too hasty to enter foreign markets unless they are fully prepared. The domestic market provides a good opportunity for Chinese companies to learn to grow gradually by developing their ability to build brands. This study generates a better understanding of the current situation of Chinese brands and branding, which could result in positive improvements for those Chinese companies and policy makers, in that they will be able to undertake more effective action and employ greater sophistication in future brand creation. The research findings have also complemented the previous literature, and lay the foundation for future research focusing on Chinese band building. Meanwhile, the research findings support existing theories of brand management. This study addresses the importance of the application of brand management theory in Chinese branding practices. The existing brand management theories provide a comprehensive systematic guideline for Chinese companies, and they are fundamental to Chinese companies’ brand building.

The primary goal of this diploma thesis is to specify the term "luxury" and "luxury brand", define the difference between marketing in FMCG and luxury goods segment and predict its future development not only theoretically, but also by using real-life examples of luxury brands. Such examples particularly focus on brands Louis Vuitton, Rolex and Porsche and analyse their marketing strategies, including the current status on global market, based on current market data. The secondary goal of this diploma thesis is to analyse how are luxury brands perceived by young generation, particularly by university students and fresh graduants, who represent potential target group for luxury brands. Outcomes of this analysis are to be compared with current market situation of luxury brands.

The idea of developing cultural and creative industries has been putting forward by the government in recent years. As the result of regarding virtual channel and fashion flea market as a place to test market and well conditions to start an enterprise, there are more and more designers build their own manufacture's brand in the cultural and creative field. However, there are just a few brands can stand out from the crowd. This study was carried by case study and regarded 5 small-and-medium-sized enterprises in cultural and creative industries branding successfully as its sample. Use different dimensions to probe into the stage from case company¡¦s brand building, brand positioning to brand¡¦s marketing strategies drafting. Through the categorization and contextualization analysis establish a theoretical framework. According to this study, the power of self-actualization and dissatisfaction of industry conditions push designers to build a brand as a medium of living, creating and self-expression. To the small-and-medium-sized brands that own mostly 1 or 2 designers, the look of a brand is the style the designers have. Brand¡¦s designers use their prior knowledge and experiences to form the brand¡¦s spirit with their frame of mind. The process of brand position is the pattern or works added company¡¦s competitive advantages, launched differential products and consumed by customers. On the other hand, brand owners hook up with consumers by exhibition, blog or each channel to pass product concept and brand spirit to. Consumers will combine and assimilate the perception of the brand while they buying and the meaning of the brand they realize while interacting with brand owners, then feedback to the brand owners. Such a feedback mechanism can help brand owners adjust the way they do to meet their ideal brand position with consumers¡¦ perception. Furthermore, case companies set a niche market position into market. In the virtuous circle, brand community management lead companies and brand close to their customers and build an inseparable relationship.

Topic: Brand building of the football club in the Czech Republic Objectives: Master's thesis aims to propose a strategy of branding for the football club FK Dukla Praha for the years 2018-2023. The solution is based on the analysis of branding in three foreign sports clubs, one European league competitions and case study of rebranding. This part is followed by evaluation of branding in Czech football league. The results of these case studies are used to develop the branding strategy of the football club FK Dukla Praha, which will focus on developing brand loyalty of fans, club events and brand positioning against the competition. Methods: The thesis is based on the theoretical knowledge related to the given topic. For the detection and analysis of branding abroad, case studies, publicly available data and observation method were used. An analysis of the Czech environment in terms of branding was carried out on the basis of monitoring research. A method of expert interview with the club's frontman was used to create SWOT analysis and build the potential of the FK Dukla Prague football club. Results: The thesis brings a theoretical overview and assessment of branding in the Czech football environment and points to directions and projects that have potential for the future. Using a comparative method...