This thesis provides a thorough definition of corporate branding, including its benefits when used as a strategic marketing tool. There are many who believe that the logo of a corporation is its brand. However, the logo is only one interpretation of the brand. The brand is the corporation's ethos. It is the fundamental character or spirit of the corporation. It is an expression of who the corporation is. It is the essence that links the corporation's product or service with its consumer through loyalty and emotional attachments. Corporations use various processes and methodologies when they begin to create and enhance their corporate brand. Corporations must define their corporate personality, build recognition, standardize, and fulfill brand promises. There are also obstacles and challenges that corporations face in their endeavor to implement a branding guideline, and the chance of overcoming them without defined leadership is unrealistic. This study focuses specifically on existing literature about corporate branding and cites case study examples to show what makes the best brands successful and where failing brands could have been more successful. The study concludes by providing insight into the future for corporate branding and offering suggestions for technical communication professionals who find themselves a part of the brand building and defining process. There are various rules to branding and traits that are common to every top brand in the world. By instilling its brand with such traits, and following certain processes with focus, passion, and persistence, and most of all a long-term commitment to the brand, a corporation will find its brand among the most recognized brands in the world.

Made available in DSpace on 2015-03-05T18:40:07Z (GMT). No. of bitstreams: 0 Previous issue date: 30 / Nenhuma / Este trabalho tem como finalidade a busca de uma maior compreensão sobre o tema responsabilidade social corporativa e sua aplicação no contexto estratégico das empresas. Neste ambiente, foram analisadas as características da responsabilidade social corporativa e sua relação com valor de marca, imagem empresarial e performance financeira. Foram definidos três objetivos para este estudo: (a) identificar que atividades sociais os consumidores praticam e em que níveis se consideram socialmente responsáveis; (b) identificar qual o relacionamento entre as atividades de responsabilidade social corporativa praticadas pelas empresas e as percepções dos consumidores em relação a estas práticas; e (c) identificar as percepções dos consumidores em relação ao consumo socialmente responsável e suas implicações para a valorização da marca e da imagem das empresas. Estas inquietudes foram respondidas a partir de uma revisão da literatura e de uma pesquisa quantitativa realizada com consumidores da cidade de Porto Alegre, sen / The present study has the purpose of reaching a higher understanding over the subject corporative social responsibility and its practice in companies’ strategic context. In this environment the characteristics of corporative social responsibility were analyzed and its involvement with brand mark value, company image and financial performance. Three goals were defined for this study: (a) to identify how corporative social responsibility brings value and contributes to company’s image; (b) to identify the results obtained by the companies in the accomplishment of corporative social responsibility activities and what benefits they produce to the society; and (c) to identify the perceptions of the consumers regarding social responsibility and the consumption of socially responsible products. These questions were answered based on a review of existing literature and a quantitative research with customers from Porto Alegre, upon which analysis were conducted, correlating the research variables, offering theoretical

The aim of this master thesis is to is to present the company P&P Jewelry Ltd., it's activities and to describe the current way of building brand Lilien Czech Jewelry, as well as an analysis of key markets and on the basis of the results to draft a new strategy of brand building. The first theoretical chapter deals with the specifics of brand building in the offline and online environments. The next part contents presents the company P&P Jewelry Ltd., it's project Lilien Czech Jewelry and markets on which the jewelery is exported. The following chapter focuses on the analysis of the competitiveness of the brand on the most important markets for by using the PEST analysis and the Porter's five forces model. The fourth part analyzes contemporary brand building strategy of the brand Lilien Czech Jewelry. In conclusion of this thesis is analysis of research of customers perception of the brand.

The final work of master studies, 65 pages, 20 figures, 6 tables, 41 literature sources, 3 appendices, in Lithuanian. KEYWORDS: brand, brand name, brand mark, logo, brand equity, protection of the brand, brand equity management, brand equity management strategy, consumer. The object of research – closed joint stock companies “Galinta ir partneriai” and “Skanėja”. The subject of research – brand equity management strategy. The purpose of research – to recommend brand equity management strategies of friable products for closed joint stock companies “Galinta ir partneriai” and “Skanėja”. The task of research: 1. To survey the history of a brand development, branding goals and functions, principles of designing and legal protection of the brand. 2. To discuss theoretical fundamentals of the brand equity management. 3. To prepare methodic for research of the friable products brand equity influence on consumer behavior. 4. To conduct a sample survey and to analyze the GALINTA and SKANĖJA brands influence on consumer attitudes and behavior. 5. To recommend the brand equity management strategies for closed joint stock companies “Galinta ir partneriai” and “Skanėja”. The methods of research: rationale comparative analysis of scientific literature, sample survey, descriptive, data grouping and graphic representation. The brand equity management strategies recommended for closed joint stock companies “Galinta ir partneriai” and “Skanėja” are based on the historical survey of brand... [to full text]