The master´s thesis is focused on strengthening the competitiveness of the bank through the development of its brands. The current situation of the company is analyzed according to the theoretical knowledge and methodology Ko Floor. Subsequently, the company compared to selected competitors. Based on the comparison and further analysis for the firm set of measures involving their own proposals to support brand development.

Le contenu de marque désigne des contenus éditoriaux qui sont produits par les marques. Ce format de communication va à l’encontre des codes habituels : le produit n’est pas mis en avant et la marque se montre désintéressée pour mieux séduire son audience. Notre recherche vise à comprendre la nature de la pratique (ses motivations, ses effets, ses acteurs), le processus de formation de la stratégie et les logiques animant ses parties prenantes. Vingt entretiens individuels (annonceurs et publicitaires) et deux études de cas (voyage-sncf.com et Louis Vuitton) ont été menés. Nous proposons une conceptualisation du contenu de marque, ainsi qu’une typologie des pratiques existantes. Nous expliquons le caractère hybride de la stratégie ainsi que sa formation. Nous montrons qu’il existe des stratégies de contenu de marque planifiées (ou délibérées) et des stratégies émergeant d’initiatives non planifiées (émergentes). Nous relevons les tensions survenues au cours de la formation de la stratégie et nous expliquons leur résolution. Nous contribuons ainsi à la fois aux travaux relatifs à la marque et à son management, ainsi qu’au champ de la strategy as practice. / Brand content refers to editorial contents that are produced by the brand itself. This form of communication appears to be disruptive compared to traditional advertising as it does never mention the product and thus does not appear to intend to sell anything to the consumer. The objective is more to seduce the audience with an interesting and entertaining content. Our research aims at understanding brand content strategies, as well as its actors and logics.Twenty individual interviews with communication experts and two brand case studies have been implemented.We propose a conceptualization of brand content, as well as a typology of existing practices. We explain the formation of the strategy and the logics of actors participating to the formation. We illustrate the fact that strategy can be formalized (deliberate) or that it can also arise from non-planned initiatives. We finally present the tensions emerging from the strategy formation.Our research contributes to both brand management and strategy as practice literatures.

Every organisation has to build their brand on specific associations that they want to be related to. These associations can be divided into two categories: points of parity and points of difference. Traditionally brands have been concentrating on the company’s points of difference in their positioning strategies. It is more complex to take the position of a point of parity than it of a point of difference. Positioning involves finding a distinct place in the customer’s memory for the right reasons the company wants to convey and in that way maximize the profit potential for the company. To be able to achieve this, the company need to define its target group, its competition, and in what way the brand are alike the competition and in what way they differ from their competition. Existing brands positioning derives from the brand’s identity. The problem question is how can an organisation gain the position of a point of parity? Food Safety is relevant to use as an example given that it is impossible to compromise with, since it could lead to bankruptcy if not properly handled. The aim is to dissolve the complexity of the situation by using well known theory about marketing strategies, brand building, positioning, brand identity, brand equity and communication. The solution consists of three phases that forms a model of a strategy. In the first phase the organisation need to set up their marketing and brand strategies, their frame of reference and decide on their identity, what point of parities and point of differences they want to be associated with. The second phase involves elaboration of the identity into brand equity. For a point of parity it is a longer process than for a point of difference. The last phase is the communication of the brands message and identity. Communication is the key to linking the identity to the customer. The steps are combined in the strategy set up in this research. Since markets are dynamic it is important to resubmit and keep working with all steps of the strategy.

Made available in DSpace on 2016-04-26T18:11:16Z (GMT). No. of bitstreams: 1 Luciane Adario Biscolla Robic.pdf: 3354196 bytes, checksum: 261dda093f70f8d5741347b22d5fe11f (MD5) Previous issue date: 2011-10-31 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / Stimulus for the consumption of products takes place mainly through the experiences they promote. Today, flowing is more important than owning, thus the power of differentiation to become an exclusive and unique brand in a competitive market depends increasingly on its immaterial constitution, since access to the brand's intangible assets leads its audience to an emotional connection. Brands that consistently plan and communicate the elements of their intangible assets are more likely to get more exclusive and lasting affective bonds with their audiences, as the construction of emotional benefits occurs when the brand is perceived beyond its functional aspects and their products' physical characteristics, in a process called personification. This point is the beginning of the construction of a brand's imagery, which is called brand intangible assets. Although identifying several studies on brands and intangible assets, this research has not found any works unifying those two fields in an organized, synergic way. The aim of this work was to organize and analyze the elements that constitute the communication of brand intangible assets. To this end, we focused on media and image theories interfacing with brand theories. From this theoretical review, the intangible assets subject (André Gorz, Jeremy Rifkin) was organized making connections with image composition (Dietmar Kamper, Norval Baitello Jr., Hans Belting, Vilém Flusser) and with different brand approaches (David Aaker, Bernd Schmitt, Andrea Semprini and Marc Gobé). The end result was a script to perform the analysis of the brands' intangible elements,which was tested in the analysis of the communication of a fashion brand. Fashion was chosen because it is an industry in which consumption has a strong symbolic representation, and Osklen was sellected for being internationally recognized as a major Brazilian fashion brand. Among the various forms of communication utilized by the brand, collection catalogues were chosen for the analysis because they reflect more directly the subjects and themes of their creators. The representations and symbolic meanings of the Osklen intangible assets were analyzed, and as a result, we obtained an almost complete adhesion to the studied theories. It was concluded that the brand develops an imagery creation process with a high level of emotional skills, presenting it consistently in its communication processes in accordance to what is professed by the theories on intangible assets, image composition and brands. It is hoped with this work to increase the knowledge about brand communication and to contribute to the development of studies in the areas of Communication, Semiotics and Brand Management, integrating and demonstrating the synergy between them / O estímulo para o consumo de produtos dá-se principalmente pelas experiências que eles promovem. Hoje, fluir é mais importante do que possuir, e, dessa forma, o poder de diferenciação para se tornar uma marca exclusiva e única num mercado competitivo passa cada vez mais pela sua composição imaterial, pois o acesso à imaterialidade da marca conduz seu público a uma conexão emocional. Marcas que planejam e comunicam com consistência os elementos de sua imaterialidade têm maior probabilidade de conseguir vínculos afetivos exclusivos e duradouros com seus públicos, pois a construção dos benefícios emocionais ocorre quando a marca passa a ser percebida além dos seus aspectos funcionais e das características físicas dos seus produtos, num processo denominado personificação. Nesse ponto começa a construção de seu imaginário, o qual é nominado de imaterial da marca. Apesar de identificados diversos estudos sobre o imaterial e sobre marcas, não se registraram trabalhos que unissem essas duas áreas de forma sinérgica e organizada. Assim, o objetivo deste estudo foi organizar e analisar os elementos que compõem a comunicação do imaterial da marca e, para tanto, o foco centrou-se nas teorias da mídia e da imagem em interação com as teorias das marcas. A partir da revisão teórica, organizou-se o tema imaterial (André Gorz, Jeremy Rifkin) relacionando-o com a composição da imagem (Dietmar Kamper, Norval Baitello Júnior, Hans Belting, Vilém Flusser) e com as diferentes abordagens da marca (David Aaker, Bernd Schmitt, Andrea Semprini e Marc Gobé). O resultado foi um roteiro para analisar o elemento imaterial nas marcas, que foi testado na comunicação de uma marca de moda. Escolheu-se a moda por ser um setor em que o consumo apresenta forte representação simbólica, e a Osklen por ser reconhecida internacionalmente como uma das principais marcas brasileiras de moda. Dentre as diversas formas de comunicação que a marca realiza, foram escolhidos para análise os catálogos de suas coleções, por refletirem de forma mais direta os temas e os imaginários do seu criador. Foram analisadas as representações e significados simbólicos do conteúdo imaterial da Osklen, e, como resultado, obteve-se uma aderência praticamente completa às teorias estudadas. Concluiu-se que a marca desenvolve um processo de criação de seu imaginário com alto nível de qualificação emocional, apresentando-o de maneira consistente em seus processos comunicativos, de acordo com o que preconizam as teorias sobre o imaterial, a composição da imagem e as marcas. Espera-se com este trabalho ampliar o conhecimento acerca da comunicação de marcas e contribuir para o desenvolvimento dos estudos nas áreas de Comunicação, Semiótica e Gestão de Marcas, assim, integrando e demonstrando a sinergia entre elas

Syftet med denna studie är att ta reda på hur de privata och offentliga vårdcentralerna i Hallands län hanterar sina varumärken. Genom denna studie kan vi se hur vårdcentralerna utmärker sig från varandra i vårdmarknaden samt vilka likheter och skillnader som finns mellan de två olika verksamhetsformernas, de privata och de offentliga, hantering av varumärke.Studien är baserad på en kvalitativ metod och det empiriska materialet har inhämtats genom semistrukturerade intervjuer. Sex vårdcentraler, varav tre offentliga och tre privata, från Hallands län har deltagit i undersökningen. Resultatet har sedan analyserats med hjälp av tidigare forskning och relevanta begrepp inom områdena varumärkesuppbyggnad och varumärkeskommunikation.Resultatet visar att varumärkesarbete är något som både de offentliga och de privata vårdcentralerna, medvetet och omedvetet, arbetar med. Vissa vårdcentraler anser att varumärkesarbete är något som är viktigt för deras verksamhet medan andra vårdcentraler ser det som mindre viktigt. Det som dock framkommer tydligt är att samtliga undersökta vårdcentraler vill associeras med värdeorden gott bemötande, hög kvalitet och god tillgänglighet.

Les marques suscitent un engouement particulier qui témoigne de la place qu’elles prennent désormais dans la vie d’un grand nombre de personnes, notamment dans la construction de leur identité sociale. Ce phénomène est encore plus accentué pour les fans de marques. Elles deviennent ainsi des symboles sociaux qui servent de supports de communication pour l’expression de leur identité sociale. C’est en effet à travers la communication que se développe cette construction identitaire. Or, depuis quelques années, les réseaux sociaux numériques sont devenus d’importants espaces de communication pour les marques mais également pour leurs fans, nécessitant dés lors de repenser les relations entre la communication des marques et ce type particulier de public. Le principal objectif de cette thèse est de mieux comprendre les internautes des réseaux sociaux numériques quand ils sont face aux actions de communications des marques dont ils sont fans, leurs perceptions de cette communication ainsi que d’étudier les processus identitaires qui s’opèrent dans le cadre de cette communication. Dans une perspective communicationnelle pluridisciplinaire, nous avons donc notamment mobilisé des concepts issus de la recherche en marketing et de la psychologie sociale parmi lesquels les concepts de fans, d’identité individuelle, sociale et numérique pour étudier ce phénomène. / The spread of the Internet and the simultaneous development of Web 2.0 have led to the emergence of a digital presence for internet users which is an extension of the identities of the Internet users. In the Internet, identity is characterized by various highly patterns of self-expression on the social networks websites and on Facebook in particular. Simultaneously, the emancipation of the individual from traditional social frameworks leads that individual to construct and re-shape his or her identity which is now seen as a process of identity construction based on a search for benchmarks and relationships. The results show that in the context of brand - fan interactions, social networks websites allow new spaces for individual and collective expression that are implementing unprecedented social groups and coconstruction process. By relating distant fans, the multiplication of such links creates a social identity that can be described as "digital" and a particular form of digital capital. Through their interactions, the fans contribute to the maintenance of this capital. Fan pages and become a shared social territory, a space for co-building and their identity but also a place of confrontation identity for the fans. Depending on the brand they are fans, individuals have tendencies to intra- groupal or intergroupal comparisons.

The goal of this master's thesis is to analyse current communication of Huawei on social media and to compare it with its competitor Samsung. Subsequently, the communication strategy will be created, which might be used as a guideline for Huawei's social media communication. The thesis is divided into two main parts - theoretical and practical. The importance of Internet marketing and social media marketing are described in the theoretical part as well as characteristics of selected social media. The practical part contains the analysis itself, comparison with Samsung and the recommended communication strategy to improve the current state of Huawei's social media presence.

Visuell kommunikation är en stark marknadsföringsstrategi för att exponera ett varumärkes identitet därav är sociala medier är därför en väsentlig marknadsföringsplattform för att förstärka varumärkets distinkta idé om deras identitet. Den visuella interaktionen från varumärket genererar skapandet av tankar, kopplingar och minnesvärda upplevelser för konsumenterna som kommer påverka deras relation till varumärket. Studien granskar därför inledningsvis hur tre modeföretag belyser sina varumärkesidentitet genom sin marknadsföring på Instagram genom en semiotisk analys som studerar tecken av bakomliggande meningar och betydelser. Varumärken som marknadsför sig på sociala medier når en publik som sträcker sig globalt och därför är det essentiellt att distribuera en relevant varumärkeskultur som ska anpassa sig efter varje lands kultur vilket visar sig vara ett område som är en utmaning för varumärken. Därför granskar studien dessutom hur modeföretagens identitet uppfattas av konsumenter utifrån interaktioner och reaktioner via kommentarsfältet. Studiens resultat kopplas samman med Kapferer´s brand identity prism tillsammans med resterande begrepp från teoretiska referensramen. / This research reviews three fashion companies and how they shed light on their brandidentity through their marketing on Instagram. This will be done through a semiotic analysis thatstudies signs of underlying meanings and the study is based on a theoretical frame of reference withKapferer identity prism. The results of the study are linked to Kapferer's brand identity prism togetherwith the remaining concepts from the theoretical frame of reference. The brands are analyzed separately.

Předložená diplomová práce je zaměřena na aplikaci konceptů značky sloužící k rozvoji konkurenceschopnosti produktu instituce vysokoškolského vzdělávání, konkrétně studijního oboru “Entrepreneurship and Small Business Development”. Na základě teoretických poznatků, metodiky dle Ko Floora a konceptu Brand Prismu je zhodnocena stávající situace studijního oboru. Zároveň jsou provedeny analýzy konkurentů a požadavků zákazníků, společně s analýzou odvětví k určení pozice značky studijního oboru na trhu. Na základě výsledků ze všech provedených analýz jsou následně stanoveny návrhy řešení konceptu značky na podporu rozvoje konkurenceschopnosti studijního oboru.

Předložená diplomová práce je zaměřená na použití konceptů a strategie značky sloužící k rozvoji značky Pojišťovny České Spořitelny a.s.., Vienna Insurance Group. Základem jsou teorie marketingových guru Ko Floora, Kapferera, Kellera a konceptů brand identity a brand prismu které jsou použity k analýze současného stavu branding značky. Současně jsou provedeny analýzy konkurentů a prostředí k určení pozice značky na trhu. Na základě výsledků provedených analýz jsou stanoveny návrhy řešení konceptu rozvoje značky.