<p>Posmatrajući gradove kao nosioce kulturnih, društvenih i političkih<br />promjena, razumijevajući funkcije grada i osnovne elemente grada kao nosioce<br />tih funkcija, brend i brendiranje su koncepcije u službi prepoznavanja i<br />podsticanja privrednog razvoja. Rezultati istraživanja prikazani u ovoj<br />doktorskoj disertaciji su pokazali da izgradnjom modela grada zasnovanog na<br />procesnom pristupu se pruža mogućnost da upravljanje brendom grada<br />(upravljanje procesima - komponentama grada) se ostvare strateški ciljevi<br />grada. Efektivno i efiaksno upravljanje komponentama grada ima presudan<br />uticaj na privredni razvoj grada.</p> / <p>Observing cities as the holders of cultural, social and political changes and<br />understanding city functions and basic elements of any city as holders of the<br />aforementioned functions, a brand and branding are concepts for the purpose of<br />recognition and encouragement of economic development. The research results<br />presented in this PhD dissertation have shown that a creation of city model based on<br />the process approach enables the possibility to run the brand of the city. Effective<br />and efficient managing of city components has the crucial effect on the city<br />economic development.</p>

The Council for Geoscience (CGS) is one of the National Science Councils of South Africa and is the legal successor to the Geological Survey of South Africa. The total staff complements numbered 291 as of March 2006, consisting of four executive managers, 18 unit managers, 124 professionals, 84 technicians, 41 administrative personnel, 17 unskilled labourers 3 skilled workers. The strength of the CGS is manifested in its core of competent geoscience and technical staff. The primary business of the CGS is science; therefore scientists, apart from human resources, finance and procurement, are appointed to senior positions in the organisation. The criteria for scientists to qualify for managerial positions are either a masters or doctorate degree in science. Although a sound knowledge of science is needed for these positions, the necessary managerial and leadership characteristics have never played a significant role in the appointment of unit leaders. Therefore, it is the aim of this study to determine the leadership style of the scientists that were appointed as unit leaders. Theories on leadership provide for a variety of potential explanations regarding effective leadership, including personal attributes, contingencies, and the role of subordinates. By analysing managerial leadership, it becomes important to consider and recognise the complex interplay among the structure of organisational life, patterns of behaviour, varied beliefs, values, interests, and initiatives of the individuals who create and work within this structure. Research on organisational leadership has grown systematically with the advance of industrialisation. Large work organisations are associated with bureaucratic and technological complexity that affects the demand for managers and the need for coordination and leadership roles. Leadership theories have evolved over time, becoming more sophisticated and even more applicable for their “innovation”. Different perspectives have featured throughout history. Theories of leadership are primarily analytical, directed at better understanding of the leadership process and the variations among them. The most up- to- date concept within leadership is the theory of transformational and transactional leadership. Transformational leadership comprises five factors — (1) idealised influence: attributed; (2) idealised influence: behaviour; (3) inspirational motivation; (4) intellectual simulation; and (5) individualised consideration — of which the first two factors refer to the concern, power, personal morality, and sacrifice of the leader, as well as his or her ability to instil collective pride in the group’s mission. The third factor relates to motivating the group to accomplish missions through challenging goals and by indicating certainty in areas of uncertainty, which, in turn, arouse individual and team spirit. The fourth factor refers to the leaders’ ability to relate at an individual level to the follower and the fifth factor to intellectual stimulation. Transactional leadership display behaviours associated with constructive and corrective transactions, and comprises three factors— (1) contingent reward leadership; (2) management-by-exception: active; and (3) management-by-exception: passive — of which relates to leaders who involve themselves only when things go wrong, i.e. the constructive style. Their interventions are associated with failure and punishment. The corrective style is labelled management-by-expectation: active, which refers to the closer involvement in monitoring the subordinates’ actions. Contingent reward leadership relates to rewards for work performance. The Multifactor Leadership Questionnaire (MLQ) has become a standard instrument for assessing a variety of transformational, transactional and non-leadership scales and was used to assess the leadership style of scientists of the Council for Geoscience. The instrument measures a broad range of leadership types: passive leaders, leaders who give contingent rewards to subordinates and leaders who transform their subordinates into leaders themselves. The objectives of the study were to (1) determine the leadership style of scientists in positions of unit leaders; (2) how their supervisors, peers and subordinates perceive their leadership style; and (3) whether scientists as unit leaders, perceive their own leadership style differently than do their supervisors, peers and subordinates. The MLQ instrument contains 45 items that identify and measure key leadership and effectiveness behaviours. A five point rating scale (0: 1: 2: 3: 4) is used for rating the frequency of observed leader behaviour where 0=not at all, and 4=frequently, if not always. The average scores of the MLQ questionnaire for the Council for Geoscience ranged from 2 to 3 on the transformational leadership factors. Participants in general perceive scientists in unit leader positions more as transformational leaders as apposed to transactional leaders. The 2.5 rating on transformational leadership indicates that the unit leaders are often influential in the awareness of what is important. The ratings of scientists as unit leaders were similar to the ratings of their peers and 'others'. Supervisors and subordinates, however, rated them lower. Transactional leadership ratings for the majority of leaders were between 2.0–3.0 on CR, and MBEA and 1.0–2.0 on MBEP. The ratings obtained, indicate that unit leaders would be seen as people wwho prefer to monitor and take action before failures occur. Supervisors, peers and others rated the scientists as unit leaders higher on transactional leadership, except for subordinates who rated them lower. Leaders are rated 0–1 on laissez-faire leadership style. Supervisors, peers and subordinates rated scientists as unit leaders higher on laissez-faire leadership style than the rating they gave themselves (self-rating). The low rating on the laissez-faire leadership style confirms that leaders do get involved in important issues and have a need to be involved in the decision-making process. Scientists as unit leaders, however, perceive themselves to be more involved than do supervisors and subordinates. Attribution ratings (extra-effort, effectiveness and satisfaction) varied from 2.0–3.0. For attribution dimensions, supervisors and subordinates rated the scientists as unit leaders lower on extra-effort, effectiveness and satisfaction, whereas peers rated them higher. The satisfaction dimension indicates that unit leaders often work with others in a satisfactory way. For attribution dimensions, supervisors and subordinates rated the scientists as unit leaders lower on extra-effort, effectiveness and satisfaction, whereas peers rated them higher. Supervisors are less satisfied with the leaders than subordinates are. The results obtained from the MLQ questionnaire for the leadership style of scientists in the Council for Geoscience are slightly different from those of United States companies. The Council for Geoscience, compared with United States (US) companies, rated lower on both transformational leadership and attribution dimensions (extra-effort, effectiveness and satisfaction) and higher on both transactional and laissez-faire leadership styles. This seems to indicate that the Council for Geoscience tends to follow a less inspirational and influential leadership style with more objective setting and less satisfying methods of leadership, compared with US companies. Transformational leadership development is recommended for the scientists as unit leaders of the Council for Geoscience. It is important to note that false transformational leaders (seemingly transformational leaders with a self-absorbed tendency) should be distinguished from the genuine ones. Optimism and employee frustration can be used in future surveys by the Council for Geoscience to determine the progress of transformational leadership development in the organisation. The leadership of an organisation influences the organisational culture. Upper management is responsible for the implementation of the necessary changes to promote transformational leadership. The culture of an organisation is a reflection of upper management. If upper management does not realise the importance of transformational leadership, the chances for the rest of the organisation to promote a transformational leadership culture in the organisation are not good. One recommendation to consider is for the Council for Geoscience to employ people with adequate managerial skills in unit leader positions. These skills would include leadership traits, operational skills, financial skills, etc. A decision needs to be taken by the Council for Geoscience that when scientists are employed as unit leaders or as members of the upper management cadre, they must have adequate managerial and leadership skills, and all parties have to agree with the competency and be satisfied with the management styles. / Graduate School of Business Leadership / M.B.L.

The diploma thesis focuses on brand development of a chosen company in Olomouc, a sweet and coffee shop called Zmrzlinárium Café Centro, that specializes in fabrication and sale of ice cream. On theoretical bases this thesis analyses outside and inside environment of the coffee shop and evaluates its current situation. Analysing competitors, customers, suppliers and suplements, there is defined the brand positioning on the market of coffee shops and sweet shops in Olomouc and surrounding area. Analysing brand identity there are detected competitive and risk areas in the field of further development of the brand, which are then incorporated into proposals of solving the brand concept in order to support its competitiveness in future.

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.

Problemställning: Syftet med examensarbetet var att bekräfta en position och en tilltänkt målgrupp tilluppdragsgivaren MooreGames som är en ny spelsajt på den svenska spelmarknaden. Studien är även tillför att ta fram en varumärkesplattform som i sin tur sammanfattas i en varumärkesbok. Denna bokkommer internt och externt kommunicera varumärkets värden.Teori: För att kunna få reda på hur vi på ett lyckat sätt skulle identifiera positionen hos varumärketMooreGames studerade vi teorier inom varumärkesutveckling och retorik. Teorierna förvarumärkesutveckling är tagna ur brand managment-området som är en övergripande teori förvarumärkesutveckling. Delarna vi använt oss av inom brand managment-området äridentitetsstrukturen, image hantering, positionering och konsumentens perspektiv. Teorierna omretorik användes för att granska konkurrenternas retorik som sedan ledde till att vi kunde fastställakonkurrenternas positioner.Metod: De empiriska studierna bestod av en enkätundersökning på målgruppen, och en kvantitativinnehållsanalys som mätte konkurrenters användande av retoriska grepp. Den kvantitativainnehållsanalysen bestod av 11 spelsajter som utifrån retoriken analyserats medan enkätundersökningenhar fokuserat på MooreGames tilltänkta målgrupp (killar 18-25år).Resultat: De empiriska studierna visade att den tilltänkta positionen var tillgänglig på spelmarknaden.Denna position innebär att MooreGames skulle kunna ge mer än vinster, i form av pengar, för attkunna särskilja sig från deras konkurrenter. Under målgruppsanalysen såg vi att målgruppen borde ökasmed 5 år, då MooreGames annars kommer förlora en stor del av spelarna på grund av att spelaren ärmellan 23-28 år. Målgruppens intressen är resor, sport, familj och vänner, samt att de ärvinstfokuserade. Den position som föreslås för MooreGames kommer innebära att vinsterna som delasut kommer vara i form av resor och sportevenemang. / Presentation of the problem: The goal of the thesis was to find a position to our client MooreGames,which is a new game site on the Swedish gaming market. Our study will help us develop a brandplatform that will be summarized in a brand book. This book is going to communicate internal andexternal values of the brand.Theory: To learn about how we successfully could find a position to the brand MooreGames westudied the theories of branding and rhetoric. The theories of brand development are taken from theBrand Management area, which is a comprehensive theory of brand development. The parts we usedfrom the Brand Management area are Core Identity, Image Management, Positioning and Consumerbehaviour. The theories of rhetoric were used to examine competitors' rhetoric, which then led us todetermine the positions of the competitors.Method: The empirical studies consist of a survey on the target group and a quantitative contentanalysis that measures the competitors' use of rhetoric. The quantitative content analysis consists of 11gaming sites based on the rhetoric analyzed while the survey has focused on MooreGames intendedtarget group (boys 18-25year).Results: The empirical studies showed that there is a vacant position in the gaming market. Thisposition means that MooreGames could offer more profits in other forms then money to be able todistinguish themselves from their competitors. In the target group analysis, we saw that the targetgroup should be increased with 5 years, or else MooreGames will lose a large part of the playersbecause the average player is between 23-8 years old. Therefore a wider audience in the age 18-30 wasrecommended. The target group interests are travel, sports, party, and that they are profit-focused. Theposition suggested for Moore games will mean that the benefits awarded will be in the form of traveland sporting events. / Den producerade varumärkesboken bifogas som en bilaga

Background: During the last decade or so the century old bespoke tailors on Savile Row have become the epitome of luxury brands as far as menswear is concerned. At the same time, the different establishments on Savile Row have started to modernise themselves through various means to better fit into today’s fast paced retail-market. Aims of the research: The purpose of this research is to discover what factors have played part in keeping the founders of Savile Row, Henry Poole &amp; Co., modern and relevant throughout the years. Methods: This research was conducted as a qualitative single case, case study. The data was gathered through semi-structured interviews with upper management and other available published sources and then analysed with the help of former research in relevant areas. Results: It was found that the brand of Henry Poole &amp; Co. stayed true to their origins as a bespoke tailor and that modernising is something that has not been forced upon the company and brand but should more be seen as a continuous process where each new generation bring something new to the company. The company had adapted modern ways of communication such as social media and a responsive website and also incorporated step down line extensions, where they sell ready-to-wear and made-to-measure garments in China and Japan. This is a way to develop their brand into other segments but they still kept their original brand vision intact as being a pure bespoke tailor located on Savile Row and kept their different business operations on a distance. Contributions: This thesis has opened up doors to an area that has not had much interest from the academic world. It hopefully gives way for new research ideas, but it has also highlighted management tools and best practices that has contributed to the success of a more than two century old company.

Idrottssektorn är inte vad den en gång i tiden varit, kommersialiseringen och professionaliseringen har medfört ett ökat resurskrav på idrottssektorn. Idrottsföreningar och individuella idrottare måste idag arbeta för att bygga upp ett starkt varumärke för att införskaffa sig de resurser som krävs för att bedriva den önskade idrotten. Med hjälp av digitaliseringen har det öppnats upp nya möjligheter och utmaningar för att marknadsföra sig och sociala medier har blivit ett av de viktigaste verktygen inom marknadsföring.   Syftet med denna studie är att öka kunskapen om hur en individuell idrottare kan arbeta för att bygga upp ett personligt varumärke och på vilket sätt idrottaren i fråga kan använda sig av Instagram som verktyg. För att undersöka detta har vi genomfört åtta intervjuer med professionella individuella idrottare för att sedan analysera svaren mot befintlig teori.   Vår studie fokuserar på Instagram och det vi kan se men våran studie är att det finns tre nyckelfaktorer som individuella idrottare bör arbeta med för att bygga upp det personliga varumärket med hjälp av Instagram. De faktorerna är att skapa en stark identitet, vara en attraktiv samarbetspartner och skapa en relation till sina följare.   Bidraget studien har gett är en ökad kunskap för hur professionella individuella idrottare arbetar med sociala medier för att bygga upp det personliga varumärket på sociala medier för individuella idrottare. Avslutningsvis kan vi konstatera att det finns stora marknadsförings möjligheter genom Instagram. / The sport sector is not what it once was, commercialization and professionalism has resulted with higher economic demands on the sport sector. Today Athletic clubs and individual athletes have to work on a strong brand building to attract the needed resources for competitive performance. Digitalization and social media opened the new opportunities for the personal brand building.     The purpose with this study is to discuss an individual athlete personal brand building using Instagram as a tool. Eight interviews with professional individual athletes were conducted; the empirical material was thematically analyzed according to existing theories. As result, three key factors of athletes´ personal brand building were identified, such as: (1) a strong identity, (2) a good cooperative partner, and (3) a relationship with followers.   The study contributes to the knowledge on the personal brand building in social media, and in Instagram particular, as a platform with biggest marketing opportunities for professional individual athletes.

The diploma thesis is focused on utilization of development concepts of the brand of Air Bank for strengthening the competitiveness. Based on the theoretical knowledge and methodology according to Ko Floor, the current situation of the company is assessed. Subsequently, analyzes are made to determine the brand position on the market. Results of these analyzes set out proposals for solutions to support brand development.

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.