abstract: It is important and with significant practical value to study how positioning may help enhance a company’s brand value and improve a company’s profitability. It is especially essential to find suitable solution to help Chinese enterprises appropriately position their brands, evaluate brand value, and adopt suitable positioning strategy. The purpose of this paper is to clarify the impact of positioning on brand value through several case studies and empirical research, and to establish the relationship between positioning and brand value. At the same time, through determination of research topics and conduction of field studies, the paper ultimately verified the relationship between the internal theoretical prediction and the business management outcomes. / Dissertation/Thesis / Doctoral Dissertation Business Administration 2016

This paper will cover the reasons as to why the current accounting standards have not been updated as necessary to account for the newly developed, intangible assets or “pho-assets” that companies are either generating or using for future economic benefit. This paper will cover a brief background on the current accounting standards for intangible asset valuation and identification and why they are not sufficient for the current accounting environment. Within this review of the accounting standards, this paper will highlight how the changing financial world has given rise to these new intangible assets, and why current regulations do not allow firms to recognize all the assets that it truly should have on its books, thereby not allowing firms to realize or gain precious valuation. Furthermore, I will provide evidence as to why the accounting standards have made it difficult for investors to properly gauge the risk of intangible investments due to the inconsistencies in valuation that the current standards produce.

O objetivo, neste estudo, foi verificar se eventos, enquanto ferramenta de comunicaÃÃo, transmite valores de marca. Os objetivos especÃficos buscaram verificar ainda, se eventos geram intenÃÃo de compra em relaÃÃo à marca. O estudo se caracterizou como exploratÃrio, uma vez que a problemÃtica necessitava obter informaÃÃes adicionais e foi realizado com o auxÃlio de tÃcnicas de pesquisa qualitativa e quantitativa. Para a concretizaÃÃo dos objetivos da pesquisa foi realizada revisÃo de literatura sobre os conceitos de marketing, comunicaÃÃo, eventos, marca e valor de marca. Para complementar a revisÃo teÃrica foi conduzido um estudo de caso da marca de telefonia Oi, atravÃs de pesquisa de campo junto ao pÃblico participante de um evento promovido pela marca. Os resultados deste estudo mostraram que: o planejamento do evento em estudo, que tinha fins promocionais, ocorreu de forma satisfatÃria e proporcionou lembranÃa de marca; o evento marcou positivamente o pÃblico que considerou propensÃo à compra de produtos da marca; os valores da marca, assim como seu posicionamento, foram percebidos pelo pÃblico. / The objective, in this study, was to verify if events, while communication tool, transmits brand value. The specific objectives had searched to still verify, if events generate intention of purchase in relation to the brand. The study if it characterized as exploratÃrio, a time that the problematic one needed to get information you add and was carried through with the aid of techniques of qualitative and quantitative research. For the concretion of the objectives of the research revision of literature on the marketing concepts was carried through, communication, events, brand and brand value. To complement the theoretical revision a study of case of the mark of Oi telephony was lead, through research of field next to the participant public of an event promoted for the brand. The results of this study had shown that: the planning of the event in study, that had promocionais ends, occurred of satisfactory form and provided brand souvenir; the event positively marked the public who considered propensity to the purchase of products of the brand; the values of the brand, as well as its positioning, had been perceived by the public.

Este estudo teve por objetivo verificar se os eventos de corrida de rua transmitem valores de marcas. Estudo quantitativo do tipo transversal, de carÃter exploratÃrio e descritivo, foi desenvolvido com indivÃduos praticantes de corrida na Avenida Beira Mar, localizada na cidade de Fortaleza, CearÃ. A amostra foi composta por 153 corredores. Os dados foram coletados por meio de formulÃrio durante os meses de maio a julho de 2009. A anÃlise dos dados deu-se com apoio do software SPSS 16.0. Verificou-se uma predominÃncia do sexo masculino, em sua maioria, solteiros, que trabalham em perÃodo integral e com nÃvel superior de escolaridade. Estes tinham em mÃdia 34 anos, e a metade deles ganhava mais de R$: 4.000 por mÃs. Dentre os eventos, a Maratona de Revezamento do PÃo de AÃÃcar foi a que teve mais adeptos entre os entrevistados. Encontrou-se como maior incentivo à participaÃÃo nos eventos de corrida de rua a participaÃÃo de outros amigos. Jà em relaÃÃo à representatividade dos eventos para os corredores, notou-se que mais da metade considera a participaÃÃo nessas corridas uma sensaÃÃo de bem-estar. Com relaÃÃo à propensÃo a compras de produtos das marcas patrocinadoras, apÃs participar desses eventos, constatou-se que metade da amostra possivelmente compraria tais produtos. Lembrando que pouco mais da metade dos entrevistados afirmaram prestar atenÃÃo Ãs marcas patrocinadoras dos eventos de que participaram. / This study had the objective to verify if the events of street race transmit values to brands. Quantitative study of the transversal type, exploratory and descriptive character, developed with practicing individuals of race in the Avenue Side Sea, located in the city of Fortaleza, CearÃ. The sample was composed for 153 corridors. The data had been collected by means of form during the may months the july of 2009. The analysis of the data if gave with support of software SPSS 16.0. A predominance of the masculine sex was gotten, in its majority, bachelors, working in integral period and with superior level of the school. These had 34 years on average, and the half of them gained R$4.000 to the month more than. Amongst the events, the Maratona de Revezamento PÃo de AÃucar was the one that had more adepts between the interviewed ones. The participation of other friends met as bigger incentive to the participation in the events of street race. Already in relation to the representation of the events for the running ones one notices that more than the half considers the participation in these races a welfare sensation. With regard to the propensity the purchases of products of the marks sponsors after to participate of these events, indicated that half of the sample would possibly buy such products. Remembering that little more than the half of the interviewed ones had related to give to attention to the brand sponsors of the events that had participated.

As Métricas de Marketing, como o valor da marca, têm sido consideradas um tópico prioritário de pesquisa, em um contexto onde gestores e acadêmicos de marketing estão sobre crescente pressão para demonstrarem que os investimentos nesta área são capazes de adicionar valor aos acionistas. O presente estudo objetivou comparar o desempenho, no mercado acionário brasileiro, do portfólio de empresas com reconhecido valor da marca – apontada pelos rankings de marcas mais valiosas brasileiras publicadas pela Interbrand – com portfólios de empresas com ações listadas na Bolsa de Valores do Estado de São Paulo. A comparação do desempenho desses portfólios no mercado acionário brasileiro ocorreu em termos de seu risco e retorno, calculados pela aplicação do modelo de três fatores de Fama e French (1993), tomando como base o estudo realizado por Madden, Fehle e Fournier (2006) no contexto internacional. Os resultados deste estudo permitem concluir que o Portfólio de Marcas Valiosas apresenta um menor risco no mercado acionário brasileiro frente aos demais portfólios estudados. A simples comparação do somatório dos valores da variável relativa ao excesso de retorno da carteira remete diretamente a percepção de maior retorno para o Portfólio de Marcas Valiosas. A possível associação de uma carteira de empresas possuidoras de marcas valiosas com a obtenção de menores riscos e, ao mesmo tempo, maiores retornos aos acionistas, permite fomentar ações e pesquisas voltadas para a gestão e desenvolvimento de marcas, bem como a uma maior valorização da área de Marketing na esfera acadêmica e empresarial. Além disso, este estudo permitiu uma aproximação entre as áreas de Marketing e Finanças, potencializando uma relação entre seus campos teóricos e entre suas atividades nas empresas. / Marketing Metrics, as brand value, have been a research priority topic, in a context where, Marketing practitioners and scholars are under intense pressure to show how marketing expenditure adds to shareholder value. This study aimed to compare the performance, in Brazilian stock market, of the portfolio of companies with recognized brand value - indicated by the rankings of most Brazilian valuable brands published by Interbrand - with other portfolios of companies listed on the Stock Exchange of São Paulo State. The comparison of the performance of such portfolios in the Brazilian stock market was in terms of their risk and return, calculated by applying the three-factor model of Fama and French (1993), built upon the study by Madden, Fehler and Fournier (2006) in the international context. The results show that the Portfolio of Valuable Brands presents a lower risk in Brazilian stock market compared to the other portfolios studied. The simple comparison of the sum of the variable values on the excess return of the portfolio, refers directly to the perception of greater return for the Portfolio of Valuable Brands. Thus, the possible relationship of companies possessing a portfolio of valuable brands with the acquisition of lower risk and, in the same time, higher returns to shareholders allows enhancing actions and encourage research aimed at the management and development of brands, as well as a greater appreciation of the Marketing field in academic and business spheres. Furthermore, this study permitted a rapprochement between the fields of Marketing and Finance, powering a theoretical relationship between these fields and between these areas in the companies.

This paper is divided into theoretical and methodological part. First part defines the concept of the company brand, its role as a non-tangible asset, its value and methods of measurement and the process of strategic management of the brand value. Second part discusses the history of the L'Oréal Group, explains the main steps of the research. It focuses on student's perception of the importance of job conditions and psychological traits in a company as well as evaluation of L'Oréal's performance on these aspects.

With the rising power of Internet and especially social media which includes different communities, blogs, portals(1) , etc., nowadays brand value, - its creation and control, is not in the hands of the companies anymore, but is shifted to the consumers. One aim of this paper is to investigate and try to prove the existence of social media influence on brand value. Another goal is to introduce a different vision of brand value in connection with Internet and the rise of social media's influence on consumer's minds. For the purpose of this research the terms brand value and brand equity would bear equal meanings. My theory, which I would like to introduce, was borrowed from biology and physics, namely from I.P. Pavlov's studies and his conditioned reflex theory(2) and the physics part is based on the dispersion of light theory which was first introduced, as we know, by Isaak Newton(3). I dare to say, that nowadays creation of brand value in consumer minds works the same way. When someone, man or woman, hears a brand name, a picture and a feeling, either positive or negative is immediately formed in the person's mind from personal experience with this brand. If not, then the brand is an unfamiliar one, thus we have to rely on a provided opinion, which was previously usually conveyed to us by family, relatives and close friends while recently, also by our growing virtual community. At the beginning of the thesis, I will present the theoretical background and data on World Wide Web and social media, followed by a concise description of some of the existing brand equity models, afterwards introducing my own vision on significant brand value components, elaborating on this theory with the help of relevant case studies and researches. Brand equity has generally been defined as "a brand's power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands"(4). Further on in the second chapter I will bring together more definitions on brand equity/value to be able to propose a modified one, components of which will be discussed thoroughly in the same chapter. The main goal of my Master Thesis is to analyze the existence of a dependency between social media and brand value. A second goal is to assess whether the impact is a positive or a negative one or is a mixture of both.

Esta investigación examina las diversas estrategias de branding online y su efecto en la construcción de valor o Brand equity en los jóvenes millenials de 20 a 30 años en Lima metropolitana, respecto a las aplicaciones móviles de servicios como Rappi y Glovo. Este tema se desarrolla a través de las diversas teorías y comentarios de autores que tienen especialidad en el desarrollo de imagen e identidad para las marcas, así como especialistas que entienden la manera en cómo el público se puede ver influenciado por este tipo de herramienta. Analizando el caso especifico de Rappi y Glovo en Perú, se ha logrado entender la influencia y repercusión de sus estrategias de branding online en el público objetivo definido. Este estudio explora los cinco niveles del brand equity (brand awareness, brand associations, valor percibido, imagen de marca y lealtad de marca) a través del modelo de WPP del Meaninfull Diferrent Framework (MDF) que nos permite entender la saliencia, diferencia y signficiancia de las marcas en un mercado de manera más simple y eficaz. También, apoyándonos en el modelo tradicional del Brand equity podemos entender el nivel en el cual se ubican en este modelo del valor de marca. El alcance de cada nivel de este modelo de análisis ha dependido del impacto y relevancia de los esfuerzos comunicacionales, respecto al branding, en fan pages, aplicaciones móviles de las marca, o las diversas estrategias aplicadas por las empresas para poder ser relevantes para el público. / This research examines the various online branding strategies and their effect on the construction of value or Brand equity in young millennials from 20 to 30 years old in metropolitan Lima, regarding mobile applications of services such as Rappi and Glovo. This theme is developed through the various theories and comments of authors who specialize in the development of image and identity for brands, as well as specialists who understand the way in which the public can be influenced by this type of tool. Analyzing the specific case of Rappi and Glovo in Peru, it has been possible to understand the influence and impact of their online branding strategies on the defined target audience. This study explores the five levels of brand equity (brand awareness, brand associations, perceived value, brand image and brand loyalty) through the WPP model of the Meaninfull Diferrent Framework (MDF) that allows us to understand the salience, difference and significance of brands in a market more simply and effectively. Also, based on the traditional Brand equity model, we can understand the level at which they are located in this brand value model. The scope of each level of this analysis model has depended on the impact and relevance of communication efforts, regarding branding, fan pages, mobile applications of the brand, or the various strategies applied by companies to be relevant to the public. / Trabajo de investigación

El propósito de esta investigación es determinar si el valor de marca en cigarrillos tiene relación con la lealtad de los consumidores de 18 a 25 años de edad, de nivel socioeconómico A y B de Lima Metropolitana. Se ha estudiado este tema, ya que existe un reto para los gerentes de las compañias más importantes de cigarrillos en el país, el cuál es que estas marcas no pueden publicitar o tienen espacios muy limitads. De esta manera con este estudio se busco encontrar de que manera logran generar valor y comprabar si tiene una relación directa con la lealtad. Luego de haber realizado este estudio mixto, se llegó a la conclusión que el valor de la marca está relacionado con la lealtad de la marca. Asimismo se comprobó que las variables: Conocimiento de marca, Actitud hacia la marca y Relación con la marca tienen una influencia positiva con la lealtad de marca. Los resultados de la investigación cualitativa fueron determinantes, ya que los entrevistados nos dieron información relevante sobre los momentos de consumo, cuales eran sus sensaciones con algunas marcas de cigarrillos y que tanto valoraban que estas generen un valor de marca. Por último, los resultados de la investigación cuantitativa nos permitió tener conclusiones propias a través de los cruzes de las variables mas importantes y logramos tener conclusiones hacia el tema. / The purpose of this investigation is to determine if the brand value in cigarettes is related to the loyalty of consumers 18 to 25 years of age, socioeconomic level A and B of Metropolitan Lima. This topic has been studied, since there is a challenge for the managers of the most important cigarette companies in the country, which is that these brands cannot advertise or have very limited spaces. In this way, this study sought to find out how they can generate value and buy if it has a direct relationship with loyalty. After having done this mixed study, it was concluded that the value of the brand is related to brand loyalty. It was also found that the variables: Brand awareness, Attitude towards the brand and Relationship with the brand have a positive influence with brand loyalty. The results of the qualitative research were decisive, since the interviewees gave us relevant information about the moments of consumption, what were their feelings with some brands of cigarettes and who valued them so much that they generate a brand value. Finally, the results of the quantitative research allowed us to have our own conclusions through the crossings of the most important variables and we managed to have conclusions on the subject. / Trabajo de investigación

Startups face a wide range of opportunities and challenges when it comes to building their brand value and by extension brand image, due to possessing both limited financial and human resources. Hence, developing a distinct and enduring brand is a critical competitive imperative for them. Evidence exists to suggest that co-creating brand value is an effective means of achieving this. This paper looks at how startups can co-create brand value, through the medium of social networks, that may lead to a favorable brand image. This thesis study adopts interpretivism as its main research philosophy. The thesis is based on inductive reasoning and qualitative research methods through multiple case study research, with a combined research design of explorative and descriptive. The study uses semi-structured interviews and a literature review to collect primary and secondary data. This study suggests that co-creation is a creative and innovative strategy. It is used by companies to co-create brand value through social networks, where factors such as trust, accessibility, flexibility, and commitment, play a substantial role for engagement and brand image building through co-creation.