This study aims to examine how brand management is implemented in SMEs, and investigate the problems encountered by SMEs when managing their brands in order to build strong brands.

Abstract Branding is so hot and popular that many companies, academics or even politician research it and try to be differentiated in order to show forth their brand value or equity, particularly after Taiwan joined WTO in the beginning of 2002. The thesis is a case study of Siemens brand strategy and management, to illustrate what are corporate brand strategies and how to do for brand management. It presents a workable and realistic result and suggestions to industries. The thesis concludes that 1. Brand strategy is a part of corporate management strategy, and can be framed by vision, mission statement, objectives, and target groups¡Ketc. 2. Brand strategy and management should not be stand-alone. Brand management is led by brand strategy and accomplishes it. 3. Character, logo, claim, typeface, color and design quality are Siemens¡¦ brand elements, which have to be harmonized and fulfilled in order to maximize the brand equity. 4. Brand image can be built up by brand elements, however brand strategy should also focus on quality, after service, or even company¡¦s essence of business strategy or management in the long run. Ensuring that brand is an asset, not debt, of a company.

Diss. Stockholm : Handelshögskolan, 2009.

Cílem diplomové práce na téma ?Porovnání marketingové strategie firmy Nespresso na francouzském a na českém trhu? je zejména analýza marketingové strategie a její použití na francouzském a českém trhu.. Analyzovány jsou specifika konceptu Nespresso, rozhodnutí brand managementu o značce a detailně je popsán historický vývoj značky. Práce rozebírá klíčové faktory úspěchu značky Nespresso na francouzském trhu a navrhuje určitá doporučení pro vývoj značky na českém trhu.

The thesis deals with the issue of brand management and brand value. Theory is applied to the example of the brand ZON, a company from Trebic producing lemonades. In the first part, the thesis is dealing with theoretical approaches to the brand management, especially the theory of David A. Aaker and Kevin Lane Keller. In the case study theory is applied to the example of lemonade company ZON. Present company identity and positioning is introduced and a current image of the brand is researched among its consumers. Finally the thesis evaluates present brand strategy and suggests changes to improve the brand value.

<p>Den här studien fokuserar på små lokala företag och deras varumärkesuppbyggnad. Vi har studerat företag som befinner sig i klädes- och modebranschen och deras strategier som de tillämpar för att bygga upp och stärka sina varumärken. I inledning så finns det en introduktion till vårt problem och syfte. Problemformulering som denna studie har som avsikt att besvara lyder enligt följande: Hur bygger små lokala företag upp sitt varumärke?</p><p>Utifrån insamlad teori presenterar vi vår egen teorimodell som ligger till grunden för den senare analysen. Modellen tar upp ett antal viktiga steg i varumärkesuppbyggnad som produktattribut, märkesidentitet, kärnvärde, positionering, marknadskommunikation och intern märkeslojalitet. Detta leder slutligen till varumärkeskapital.</p><p>Empirin presenteras utifrån våra intervjuer med respektive ansvariga på företagen och detta jämförs med teorin. De företag som undersöks i studien är Thomas, Lindahls/Carlanders och Soda. </p><p>Analysen baseras på stegen i modellen och där jämförs teorin med den insamlade data som vi fått under våra intervjuer. Här belyser studien företagens egna beslut och hur väl de stämmer överens med den teoretiska grunden. </p><p>I slutsatsen besvaras studiens problemformulering och där dras slutsatser som studien visar på under analysens gång. Här visar vi på att det finns skillnader i tankesättet och strategier hos de olika företagen och orsakerna till detta. Vi visar även på att Lindahls/Carlanders är ett företag med ett redan starkt varumärke och bygger inte upp längre, utan vi skulle mer kalla det att de vårdar sitt redan etablerade varumärke.</p>

Den här studien fokuserar på små lokala företag och deras varumärkesuppbyggnad. Vi har studerat företag som befinner sig i klädes- och modebranschen och deras strategier som de tillämpar för att bygga upp och stärka sina varumärken. I inledning så finns det en introduktion till vårt problem och syfte. Problemformulering som denna studie har som avsikt att besvara lyder enligt följande: Hur bygger små lokala företag upp sitt varumärke? Utifrån insamlad teori presenterar vi vår egen teorimodell som ligger till grunden för den senare analysen. Modellen tar upp ett antal viktiga steg i varumärkesuppbyggnad som produktattribut, märkesidentitet, kärnvärde, positionering, marknadskommunikation och intern märkeslojalitet. Detta leder slutligen till varumärkeskapital. Empirin presenteras utifrån våra intervjuer med respektive ansvariga på företagen och detta jämförs med teorin. De företag som undersöks i studien är Thomas, Lindahls/Carlanders och Soda. Analysen baseras på stegen i modellen och där jämförs teorin med den insamlade data som vi fått under våra intervjuer. Här belyser studien företagens egna beslut och hur väl de stämmer överens med den teoretiska grunden. I slutsatsen besvaras studiens problemformulering och där dras slutsatser som studien visar på under analysens gång. Här visar vi på att det finns skillnader i tankesättet och strategier hos de olika företagen och orsakerna till detta. Vi visar även på att Lindahls/Carlanders är ett företag med ett redan starkt varumärke och bygger inte upp längre, utan vi skulle mer kalla det att de vårdar sitt redan etablerade varumärke.

This thesis is focused on regional brands and their strategic management. In the theoretical part there are explained the basic concepts: brand, brand management and region. The practical part describes the selected region and regional brand. That continues to marketing research that is focused on consumer awareness of regional brands. In the final part there are mentioned the promotion recommendations of the selected regional brand. The aim is to acquaint the reader with the programs of the regional marking and find out the opinion of the consumers towards the regional brands.

Brand equity has been highlighted as one of the most valuable assets one company possesses. However, negative information related with brand extension, such as brand extension failures, can lead to negative perceptions, which may be difficult to reverse. Therefore, it is of critical interest to managers and academicians to have better understanding of the effect of brand extension on the parent brand, especially its negative effect. In this research, the focus is to investigate the feedback effect of negative information of brand extension on the parent brand. This dissertation focuses on how negative information of brand extension impacts the parent brand. It attempts to clarify the previously mixed findings on reciprocal effects of brand extension. More importantly, it endeavors to fill the research gap of examining the issue of how negative information of brand extension affects the parent brand and to improve the understanding of the process by which negative information of brand extensions causes parent brand dilution, i.e. decreases the consumers¡¯ favorable attitudes towards the parent brand.Therefore, the focus of this dissertation was to investigate the effects of brand extension¡¯s negative information on consumers¡¯ attitudinal evaluation of parent brand, over different levels of brand extension fit, information negativity, and association set size with parent brand. In general, the significant impact of negative information on parent brand evaluation has been enlightened by this research.

This qualitative study contributed to the growing body of research in luxury brand management by constructing a framework that can be utilized by luxury companies and conglomerates to develop their business strategies. The purpose was to examine: (a) how the chosen luxury firm is addressing the changing business environment of the luxury goods industry and the changing consumer environment targeted by that industry, (b) how the firm is managing growth trade-offs, and (c) how the firm is adapting its marketing orientations to become consumer-centric and experiential. Six research questions guided the study, and data collection and analysis took place in two parts. Methods for this study included and in-depth review of literature, an exploration of the business environment, and a case study. The study concluded with the formation of a strategic management framework specific to the luxury goods industry. Data analysis included an in-depth exploration of the evolution of the business environment of the luxury goods industry from the mid-1800s to the first decade of the 2000s, and a case study of the sample luxury goods company, Louis Vuitton. A historical review was conducted beginning with the company's inception in 1854 and continuing through the formation of the LVMH conglomerate in 1987. Exploration brand management successes and failures helped identify information relevant to variables in selected business categories (business environment, corporate environment, marketing strategy). Analysis of the case study resulted in the refinement of the four brand management variables: corporate, brand management, trade-off, and strategic planning. Environmental determinism and the zeitgeist were evidenced to be important factors that shaped the business strategies of LVMH and its brands. Strategic planning and strategic management response were identified as ongoing strategies that helped LVMH and its brands to effectively address and respond to environmental changes. Both environmental determinism and the zeitgeist and the use of strategic management response were incorporated into the luxury brand management framework as overarching themes for explaining the influences and responses for the four management indicators. / Ph. D.