Cada día, las marcas buscan aumentar el Brand Awareness, o conocimiento de marca, en la mente del consumidor utilizando estrategias de comunicación en base a sus colores corporativos. En ese contexto, la presente investigación tiene como objetivo conocer cuál es la percepción sobre el uso del color en la comunicación publicitaria de las marcas Sprite y 7up y su relación con el Brand Awareness de jóvenes de 18 a 25 años de Lima Metropolitana, 2020, usando una metodología de enfoque cualitativo, de estudio de caso, mediante entrevistas semiestructuradas. Los resultados demuestran que la descripción de los colores corporativos tiene un significado particular para cada individuo, dependiendo del contexto, sus experiencias y elementos socioculturales, lo que influye en la percepción que se tiene sobre la identidad de marca. Se pudo concluir que existe una estrecha relación entre la percepción sobre el uso del color en la comunicación publicitaria de las marcas Sprite y 7up y el Brand Awareness, dado que se encuentran presentes en la mente de los entrevistados, pero a distinto nivel. / Every day, brands seek to increase their Brand Awareness on consumer’s mind using communication strategies based on their corporative colors. In that context, the objective of the present investigation is to know what is the perception of the use of color in the advertising communication of the Sprite and 7up brands and its relationship with the Brand Awareness of young people from Metropolitan Lima between the ages of 18 and 25 in 2020, using a methodology of a qualitative approach, the study of a case through semi-structured interviews. The results show that the description of corporative colors has a particular meaning for each individual, depending on the context, their experiences and sociocultural elements, which influences the perception of the brand identity. It was possible to conclude that there is a close relationship between the perception of the use of color in the advertising communication of the Sprite and 7up brands and Brand Awareness, since they are present in the minds of the interviewees, but at different levels. / Tesis

El propósito principal de este estudio es analizar la relación del Brand awareness, Perceived quality, Brand loyalty y Overall brand equity en los productos Fast Moving Consumer Goods (FMCG) en Lima Metropolitana. Para realizar este estudio se tomaron papers relacionados con las dimensiones que explican el brand equity basado en el consumidor y precisan la importancia de cada dimensión en la evaluación del overall brand equity. El modelo aplicado por Aaker y Yoo y Donthu son especialmente significativos para este estudio. Asimismo, se busca conocer el impacto de estas variables basadas en el consumidor en la categoría FMCG, por lo cual se aplicará un estudio cuantitativo que abarcara 400 encuestas. / The main purpose of this study is to analyze the relationship of Brand awareness, Perceived quality, Brand loyalty and Overall brand equity in Fast Moving Consumer Goods (FMCG) products in Metropolitan Lima. In order to develop this study, papers related to the dimensions that explain consumer based Brand equity were collected, these papers specify the corresponding importance of each dimension in the evaluation of overall brand equity. The models applied by Aaker, Yoo and Donthu are especially significant for this study. Likewise, it seeks to know the impact of these variables based on the consumer in the FMCG category, for which a quantitative study will be applied that will include 400 surveys. / Trabajo de investigación

M. Tech. (Department of Marketing Management, Faculty of Management Sciences), Vaal University of Technology. / The evolution of social media has seen people around the world connect with one another, communicate and share information without boundaries and time limitation. Social media is no myth, neither is it just a trend but a powerful communication medium which presents a fundamental shift in communication that cuts across all cultures, be it social, business, politics, sports, news and more. Social media adoption over the years, has seen billions of people participating on social networking sites and the interaction thereof has considerably influenced marketing related correspondence, public relations as well as modern day business communication. In the connected world, social media interaction is the current word-of-mouth, often referred to as electronic word of mouth and in the connected world, everyone is a content generator. In this social media era, information travels faster, reaching millions of consumers and affecting their perception towards certain products and brands based on the information shared and received. Therefore, social media interaction has proved to be an important contributing factor in consumer’s purchase decision process. However, this evolution in communication introduces unprecedented challenges as well as opportunities for organisations as buying decisions are affected significantly by social media interaction, and thus warranties a study of this nature to be carried out. The aim of this study was to examine the influence of social media on brand awareness as well as the relationships between brand awareness, perceived quality, brand loyalty and purchase intention. To attain the empirical objectives of the study, a quantitative research design was adopted and the respondents were selected using a non-probability convenience sampling technique. For data collection, the researcher used a structured self-administered questionnaire survey. Of the 320 distributed questionnaires, the researcher utilised 304 usable questionnaires for data analysis. The Statistical Package for Social Sciences (SPSS) version 25.0 was used to compute both descriptive and inferential statistics (which includes correlation and regression analysis). In addition, the reliability and validity analysis were carried out in relation to the measuring instrument. Results from the correlation and regression analysis revealed positive significant relationship between social media and brand awareness, brand awareness and perceived quality, brand loyalty and purchase intention, perceived quality with brand loyalty and purchase intention as well as brand loyalty and purchase intention. Based on the results of the study, recommendations emanating from the study include the integration of social media marketing in the organisation’s overall marketing strategy, creating and maintaining online brand communities to engage with current and potential customers as well as making use of social media platforms for advertising and promotions. The limitations of the study and the proposed opportunities for further research were also highlighted.

Purpose: This research aims to test the application of a customer-based brand equity model, based on Aaker´s well-known conceptual framework of brand equity in the context of streamers.  Design/Methodology- This research has used multiple linear regression to test the relationship between brand equity and brand loyalty, brand awareness, brand associations as well as perceived quality. The data was collected through a self-completion questionnaire that was distributed via Facebook groups of desired target audience. Following, the data has been processed through the statistics software IBM SPSS. The outputs have been interpreted to later lead to the conclusions.  Findings: This research has found that Aaker´s conceptual framework of brand equity is applicable in the streamers context.  Research limitations: The limitations of this study were regarding sampling methods that lead to the study to not be generalizable.  Originality/Value: This study contributed to the body of knowledge as streamers as influencers is not a widely researched topic.

Although a metric for marketing is of great importance to B2B SMEs, there is no clear metric to start from on LinkedIn. The purpose of this study is to investigate how brand awareness can be measured on the social media platform LinkedIn. The study was conducted in collaboration with the B2B company Croisette Real Estate Partner where the approach was to distribute a survey via the company's company page on LinkedIn, where the aim was to compare the degree to which a respondent could retell of two posts from Croisette's LinkedIn page and how they had interacted with the posts. Four qualitative interviews were also conducted where marketers in both the B2B and B2C sectors were asked how they measure brand awareness today. The study's findings regarding the survey concluded that most respondents were able to retell what the posts were about without having interacted with the posts. The interviews concluded that brand awareness is measured in different ways and mostly outside of social media platforms like LinkedIn. Conclusions drawn are that marketers should not limit themselves to only one metric, but that metrics such as likes, comments and shares are not the focus for measuring brand awareness effectively.

This study examines students in Sweden between the ages of 20-30 and examines their purchasing behaviour regarding choice of laptops. This paper will study the effects of brand loyalty and reference group and how it affects the consumers choice of brand. This study uses a qualitative method to gather information. Nine interviews were conducted with various questions regarding brand loyalty and reference groups. This paper came to the conclusion that to some degree six people were brand loyal. Very few respondents acted in a brand loyal fashion when it came to word of mouth, where almost no consumer shared their positive experience with others despite the fact that they were happy with their purchases. Regarding the effect of reference groups on the respondents, the study found that family and friends had some influence on the consumer's choice of a brand of laptop as the respondents had the same brand as their family or friends but did not gain any information about the brands from their family or friends. Instead, it was found that the respondents turned to opinion leaders to gather information about potential laptop purchases where the consumers gained positive word of mouth which had an effect on the respondent. Negative word of mouth had an effect on consumers as they avoided certain brands because of it and was also slightly stronger than physical positive word of mouth. / Denna studie undersöker studenter i Sverige mellan 20–30 år och undersöker deras köpbeteende kring val av bärbara datorer. Denna artikel har studerat effekterna av varumärkeslojalitet och referensgruppen och hur det påverkar konsumenternas val av varumärke. Denna studie använder en kvalitativ metod för att samla in information. Nio intervjuer genomfördes med olika frågor om varumärkeslojalitet och referensgrupper. Denna artikel kommer till slutsatsen att till en viss grad var sex personer varumärkeslojala. Väldigt få respondenter agerade varumärkeslojalt, när det kommer till word of mouth, där nästan ingen respondent delade sin positiva upplevelse med andra trots att de var nöjda med sina köp. När det gäller effekten av referensgrupper på respondenterna fann studien att familj och vänner hade något inflytande på konsumentens val av laptopvarumärke då respondenterna hade samma varumärke som sina vänner eller familjer trots att de inte fick information om varumärket från sina vänner och familjer. Istället visade det sig att respondenterna vände sig till opinionsledare för att samla information om potentiella köp av bärbara datorer där konsumenterna fick positiv word of mouth vilket hade en påverkan hos respondenterna. Negativt word of mouth hade en effekt på konsumenterna eftersom de undvek vissa varumärken och var också någorlunda starkare än fysisk positiv word of mouth.

Relationship marketing is a marketing theory that has gathered much focus in the marketing research area lately. The core idea of relationship marketing is to retain the existing customers of a company by establishing long-time relationships with them. The theory of brand equity is a well-known theory on brand development that deals with issues such as customer’s perceptions and the brand meaning. The main purpose of this thesis is to gain deeper understanding of what kind of role the front-line employees in terms of part-time marketers, have on the enhancing of Liseberg´s brand equity. Liseberg holds a special position for the citizens of Gothenburg, and as the biggest amusement park in the Nordic are with 3.1 million visitors in 2014, we argue that theories like relationship marketing and brand equity could be of importance for Liseberg to maintain their position in the minds of their customers. We have also been able to identify a research gap. We discovered that research about the role of part-time marketers in relation to brand equity is relatively scarce. Even more specifically, we have not been able to find studies regarding the role of part-time marketers in the enhancing of the brand equity of an amusement park. We have conducted a qualitative study in order to accomplish the purpose of our thesis. In our study, we conducted nine semi-structured interviews with managers, front-line employees and customers of Liseberg. The interviews helped us gain a deeper understanding on how the role of the front-line employees as part-time marketers was perceived both internally and externally in Liseberg. Data from different customer reports were also provided to us from Liseberg. From our qualitative studies as well as from the data provided by Liseberg, we can conclude that the role of the part-time marketers was perceived differently from the customer’s point of view, compared to what managers and front-line employees thought. Nevertheless according to our findings, we can conclude that part-time marketers have a very important role in the enhancing of Liseberg´s brand equity. Finally we have also made practical recommendations for the management of Liseberg regarding on how to work with the part-time marketer’s concept in mind to improve Liseberg´s brand equity.

This diploma thesis shows regional branding, especially regional brands associated in the Association of Regional Brands (ARZ), which is given to products. The marked products guarantee their extraordinary quality, tradition, specificity, proportion of manual work and respect for the environment. The author chose one of all brands in ARZ - i. e. Kraj blanických rytířů - regionální produkt(registered mark). In the theoretical part, there are issue of regional branding and key words connected with regional branding explained. The practical part deals with marketing research, in particular a qualitative and a quantitative method such as structured interviews and questionnaire survey. These methods will assure conduct of research essential for the objectives of the thesis. As for the main aim of the thesis, it is to find out consumers´ brand awareness and their attitude to the regional brand Kraj blanických rytířů - regionální produkt(registered mark). Findings of producers´ views on current system of the regional branding and regional co-ordinator´s activities are other aims of the thesis. This part also contains all results of the research including an assessment of established hypotheses. In conclusion, the proposals to the improvement of consumers´ brand awareness come.

Esport har under de senaste åren vuxit enormt snabbt och kommit att bli ett globalt fenomen. Samtidigt visar de framtida prognoserna att marknaden för esport kommer växa ytterligare, vilket har gjort det attraktivt för varumärken att sponsra lag, event och organisationer. Trots detta kommer det rapporter som menar på att sponsorer fortfarande är tveksamma till att investera inom esporten då det råder en osäkerhet kring hur effektivt det faktiskt är. Syftet med denna studie är att undersöka hur effektivt sponsorskap är inom esport. Studien har ämnat att undersöka detta från ett konsumentperspektiv i syfte att ge större verktyg till företagen för att hjälpa dem att göra medvetna val vid sponsring inom esport. Utifrån syftet har huvudfrågeställningen fastställts:  Är sponsring inom esport en effektiv marknadsföringsstrategi när sponsorer vill öka sitt varumärkeskapital? Metoden har utgått från en kvantitativ forskningsdesign där empirin består av fyra olika enkätundersökningar, två nollmätningar och två eftermätningar. Totalt ingick 442 respondenter varav 192 var svenska och 250 var internationella. Respondenterna var avgränsade till att endast inkludera esportkonsumenter som hade för avsikt att titta på och/eller tittade på Dreamhack Open Winter 2018, ett evenemang inom esport som hålls varje år i Jönköping, Sverige. Utifrån resultatet har studien tagit fram slutsatser som är kopplade till frågeställningarna som utformats. Eftermätningen visade att samtliga sponsorers varumärkeskapital ökade efter eventet, vilken visar på att esport kan vara en effektiv marknadsföringsstrategi för varumärken som vill öka sitt varumärkeskapital genom sponsring. Dock har det identifierats att olika varumärken, av olika storlekar sponsrar för olika syften. Fortsättningsvis visar studien att köpintentioner endast ökade för de sponsorer som hade en hög grad av upplevd kvalité samt lojalitet, det finns således ett samband mellan dem. Avslutningsvis visar studien att det fanns en skillnad mellan svenska och internationella esportkonsumenter i deras uppfattningar av sponsorer och att detta kan bero på att svenska respondenter håller starkare och mer gynnsamma associationer gentemot en svensk arrangör som Dreamhack. / Esports have grown rapidly over the last couple of years and have now become a global phenomenon. At the same time forecasts show that the market for esports will continue to grow, which in turn has made it attractive for brands to sponsor teams, events and organizations. Despite all of this there are concerns from several reports which suggest that there are still sponsors who are hesitant to invest in esports because there is an underlying uncertainty regarding how effective it really is. The purpose of the study is to examine how effective sponsorship within esports is. The study has intended to examine this from a consumer perspective for the purpose of providing more tools for companies to help them make conscious choices when sponsoring esports. Based on the purpose of the study, the main issue was established.  Are sponsorships within esports an effective marketing strategy when sponsors want to increase their brand equity? The method was based on a quantitative research design where the empirical data consists of four different surveys, two benchmark measurements and two measurements after the event. A total of 442 respondents participated in the study, 192 of them were Swedish and 250 of them were international. The respondents were limited to only include esports consumers who were either going to watch and/or watched Dreamhack Open Winter 2018, an event within esports that is held every year in Jönköping, Sweden. Based on the results, the study developed a set of empirical findings which were then connected to the issue that had been established. The measures after the event showed that the brand equity of all of the sponsors had increased. This indicates that esports can be an effective marketing strategy for brands that want to increase their brand equity through sponsorships. However, the results showed that brands of different sizes sponsor for different purposes. Further, the study found that purchase intentions only increased for the brands that had a high degree of perceived quality and loyalty, therefore it was concluded that there is a connection between them. In conclusion the study showed that there was a difference between Swedish and international esports consumers in their perception of sponsors. This could depend on the fact that Swedish respondents hold stronger and more favorable associations towards Swedish organizers such as Dreamhack.

Purpose: The purpose of this study is to do a brand survey of Metro in Karlstad. The study will originate from the terms ”brand identity” and ”brand associations”, where the brand identity is the organization’s desired view of the brand, and the brand associations define the associations held by the consumers. Issues: What is Metro’s brand identity? What are the brand associsations of Metro in Karlstad? How well do the brand identity and the brand associations correspond? Theoretical framework: The study is done from the perspective of media and communication studies, where the theoretical terms are defined from literature regarding brands. Method: The study is carried out using a qualitative document analysis, interviews, and a quantitative survey. The document analysis was made on Metro’s own documents regarding values and target audience. The interviews were carried out with three interviewees from the organization of Metro. The survey was made as a group survey with 200 respondents where eight were removed as they did not qualify for the target audience. Results: The qualitative studies showed that the brand identity towards Metro’s readers is simple. Metro’s desire is that the the newspaper is seen as free, accessible, and that it summarizes the news. The survey showed that the readers of Metro in Karlstad choose Metro because it is free and accessible. They also gave Metro a good grade regarding summarizing of news. Conclusions: Metro keeps their brand identity towards readers simple, as the brand awareness is high and thereby don’t need a complex brand identity. The readers choose Metro because it’s free and accessible, and also think that Metro summarizes the news well. This is exactly what Metro wants to accomplish, and do so by keeping the brand identity simple. The correspondence between brand identity and brand associations is strong, and thereby contributes to a strong brand for Metro. Keywords: Metro, free newspaper, brand survey, brand identity, brand associations, brand, customer perceived value, brand positioning, brand equity, brand awareness. / Syfte: Syftet med denna uppsats är att göra en varumärkesundersökning på gratistidningen Metro i Karlstad. Undersökningen sker utifrån profil och image, där profilen är ledningens syn på hur varumärket ska se ut och imagen hur publiken uppfattar varumärket. Frågeställningar: Hur ser profilen ut för Metro? Hur ser imagen ut för Metro i Karlstad? Hur väl stämmer profil och image överens? Teoretiskt ramverk: Undersökningen genomförs ur ett medie- och kommunikationsvetenskapligt perspektiv, där begreppen profil och image definieras utifrån litteratur om varumärken. Metod: Undersökningen har genomförts genom en kvalitativ dokumentanalys, samtalsintervjuer samt en kvantitativ enkätundersökning. Dokumentanalysen gjordes på Metros egna dokument rörande värderingar och målgrupp. Intervjuerna skedde med tre respondenter från Metros organisation. Enkätundersökningen genomfördes som en typ av gruppenkät med 200 respondenter där åtta plockades bort på grund av att de inte tillhörde målgruppen. Resultat: De kvalitativa undersökningarna visade att Metro har en enkel profil mot sina läsare. De vill att tidningen ska ses som gratis, lättillgänglig och nyhetssammanfattande. Enkätundersökningen visade att Metros läsare i Karlstad väljer tidningen för att den är gratis och lättillgänglig. Läsarna gav också ett bra betyg gällande nyhetssammanfattandet. Slutsatser: Metro håller profilen mot läsare enkel, då de har en hög varumärkeskännedom och inte behöver någon komplex profil. Läsarna väljer Metro för att den är just gratis och lättillgänglig och tycker även att tidningen sammanfattar nyheter bra. Detta är just det Metro vill åstadkomma och gör det genom att hålla profilen enkel. Överensstämmelsen mellan profil och image är därför stark och bidrar till ett starkt varumärke för Metro. Nyckelord: Metro, gratistidning, varumärkesundersökning, profil, image, varumärke, customer perceived value, positionering, brand equity, varumärkeskännedom.