Brand value co-creation is an essential theme in Marketing research. The research aims to investigate the degree to which brand relationship quality on social media influences Generation Z’s motivation to co-create by applying the Stimulus-Organism-Response framework. The study was based on many theories of brand relationship quality, consumer engagement, brand satisfaction, brand loyalty, and brand value co-creation. In this study, survey method was utilized to collect 316 insights from Vietnamese League of Legends communities. Gathered data was further embedded into Structural Equation Modelling to analyze causal relationships between variables. The findings show that consumer engagement in online e-sport communities, which is positively impacted by brand relationship quality, has a major influence on brand satisfaction and brand loyalty. Brand satisfaction acts as a mediator between consumer engagement and brand loyalty. Consequently, brand loyalty positively influences brand value co-creation. E-sport organizations can use these findings to actively implement strategies that involve the e-sport communities in co-creating brand value.

近年來，價值主張一詞在各大企業界掀起了一陣討論的熱潮。除了因為《獲利世代》這本書的強調之外，在《價值主張年代》更是將其視為成功商業模式的獲利核心。同時，隨著科技日新月異、進步與發展，民眾更加注重品質與生活風格的經營，價值的提升也因此變得越來越重要。「生活產業」在這樣的時空背景之下日趨蓬勃發展。「蘑菇」與「SOU‧SOU」兩間台日生活品牌，在不同面向擁有許多相似之處，然而蘑菇相較於SOU‧SOU，卻面臨了許多挑戰。 因此本研究希望透過學理角度去分析其差異的來源，分成兩階段探討：品牌如何進行價值主張的塑造，其價值主張塑造後又如何進行傳遞。透過實際在環境時空背景之下的觀察與體驗，找出對生活產業品牌價值主張的塑造與傳遞產生的影響是如何造成。同時比較日本與台灣生活產業品牌的現況，企圖描繪出台日生活產業品牌，進行價值主張塑造與傳遞過程中的差異，進而反思台灣生活產業可以向日本方面學習的又是什麼？ 本研究最終結論得出，生活產業品牌透過文化迴路五項賦予製品文化意義的活動，來塑造其價值主張，並透過體驗媒介將其價值主張傳遞出去。而從研究中的比較可以知道，台日品牌分別透過不同項目的接合方式，影響價值主張的塑造；其體驗媒介的使用方式，也對價值主張傳遞的力量有重要影響。 / In recent years, Value Proposition has become a popular term extensively discussed in the major business community. Not only is it emphasized in the book《Business Model Generation》, the book《Value Proposition Design》further regards it as the core of a successful business model. Meanwhile, with the rapid transition, progress and development of the technology, people have started to pay more attention to enhance the quality of daily life and thus start to establish their own lifestyle. Advancing value therefore become more and more important and the growth of the ”Lifestyle industry" goes vigorous under this background. The Taiwanese and Japanese lifestyle brands ”MOGU” and "SOU‧SOU" share plenty of similarities in different aspects; however, ”MOGU” compared to “SOU‧SOU” seems to be facing much more challenges . Aiming at analyzing the source of the differences from the perspective of knowledge, this study is divided into two phases: how to create the brand value proposition, and how to deliver the brand value proposition. By observing and experiencing in the real environment, this study is trying to figure out the element effecting the creation and delivery of the brand value proposition. Also, it compares the present situation of the Japanese and Taiwanese lifestyle brand, and eventually concludes the lessons learned from the comparison. The final conclusion of this study shows that, lifestyle brands create the brand value proposition by five elements of cultural circuit which added cultural value to the products. They subsequently convey the value proposition by experience providers. Besides, the creation of the two lifestyle brands are throughly influenced by different articulation of the cultural circuit elements. Last but not least, the way experience providers are utilized is tremendous influence to the value proposition delivery.

Made available in DSpace on 2016-04-25T16:44:24Z (GMT). No. of bitstreams: 1 Elaine Ribeiro de Oliveira.pdf: 3212601 bytes, checksum: 0d8bce13107f4e02fde572dfdbe62408 (MD5) Previous issue date: 2011-10-18 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The role of integrated marketing communication for the construction of brand value is the main theme of this paper. In a global market perspective, companies and organizations need to amplify and open up to new horizons and new informational technologies. It shows then that in the face of diversities derived from new paradigms enforced by the contingencies in social, economical, political and cultural spheres, integrated marketing communication came to be one of the pillars for enterprize strategy and for branding management. In this context, this study approached the proposition of striving the goal of identifying the determinant factors of the role of communication in the construction of the brand value. Due to the great challenges that constantly arise in organizations regarding the uncertatinties in the global market, it was perceived that there was a necessity of working on the issue. In this situation, branding managers are looking for alteratives and strategies to work on the brand construction and adding values. A case study was adopted, focusing on Bunge Fertilizantes, an European company that leads the ranking in the agricultural fetilizers sector in Brazililian‟s agribusiness. According to the survey which was carried out, the company‟s export is currently at its pinnacle in the aforementioned sector. In this perspective, the company‟s effort in working with the brand was effectively determined, through the links of the integrated marketing communication / Esta dissertação tem como tema, o papel da comunicação integrada de marketing para construção do valor da marca. Na perspectiva do mercado globalizado conseguir alcançar suas metas, diante de um cenário altamente competitivo, as empresas e organizações necessitam ampliar e buscar novos horizontes e novas tecnologias informacionais. Nessa premissa, verifica-se que, perante as diversidades advindas de novos paradigmas impostos pelas contingências das esferas sociais, econômicas, políticas e culturais, a comunicação integrada de marketing passou a ser um dos pilares para as estratégias organizacionais e aos gestores de marcas. Nesse contexto, o estudo buscou explorar dentro da proposta de atingir o objetivo de identificar os fatores determinantes do papel da comunicação na construção do valor da marca. Percebeu-se a necessidade de trabalhar este assunto, em razão dos grandes desafios que constantemente emergem nas organizações devido às incertezas no mercado globalizado. Nessa premissa, nota-se que os gestores de marca estão procurando alternativas e estratégias para trabalharem a construção de marca, como também agregar valor a ela. Adotou-se o método de estudo de caso e, como enfoque, foi escolhida a empresa Bunge Fertilizantes, empresa de origem européia que lidera o ranking no setor de fertilizantes agrícolas para o agronegócio brasileiro. De acordo com a pesquisa realizada, a empresa encontra-se no auge das exportações nos setor correspondente. Nessa perspectiva, constatou-se com sucesso a veracidade dos fatos o grande empenho da empresa em trabalhar a marca, através dos elos da comunicação integrada de marketing

Made available in DSpace on 2016-04-25T16:44:25Z (GMT). No. of bitstreams: 1 Aline Vilanova Germano.pdf: 2685357 bytes, checksum: 7405a33ba7d22d4b92a4bfe08d73c619 (MD5) Previous issue date: 2011-11-17 / Over the past decades, consumers and consumer goods suppliers have been more and more under the influence of the environment where the purchase decision takes place, the store. On the other hand, brands are considered, nowadays, one of the most important and valuable assets one institution can have. Through a solid and established brand, it is possible to attribute unique associations to products, reducing the focus on the price, in the shopping decision moment, as well as being a way to facilitate consumers choice. This work has the general objective of studying the influence of the marketing activities in the point of sales for building and positioning brands, discussing if managers work these activities focusing on maximizing the brand value, building and managing its brand equity. The study has been done through a exploratory research and empirical verification, which evaluation instruments were applied in a brand manager from the category studied and in consumers who shop in drugstores. The results obtained with the research showed that the point of sales has a function of impact in the brand management work. Even though its commercial aspect and short term, brand managers need to consider point of sales activities as a strategic element in the value generation and brand equity managing process of a brand. So, given its relevance, it is important managers ongoing evaluation about the point of sales activities their brands perform, in order to verify if they are in accordance to the brand positioning and relationship desired to be established with consumers / Nas últimas décadas, os consumidores e os fornecedores dos produtos de bens de consumo passaram a estar cada vez mais sob as influências do ambiente onde o processo decisório de compra é realizado, a loja. Por outro lado, as marcas são consideradas atualmente, um dos patrimônios mais importantes e valiosos que uma instituição pode ter. Por meio de uma marca sólida e estabelecida, é possível atribuir associações únicas à produtos, reduzindo o foco do preço no momento de decisão da compra, como também ser um meio de facilitar a escolha dos consumidores. Este trabalho tem por objetivo geral estudar a influência das ações de marketing no PDV para a construção e o posicionamento de marcas, discutindo se os gestores trabalham essas ações com o foco em maximizar o valor da marca, construindo e administrando o seu brand equity. O estudo foi realizado por meio de uma pesquisa exploratória e verificação empírica, cujos instrumentos de avaliação foram aplicados no gestor de uma marca da categoria estudada e em seus consumidores que realizam compras em lojas de farmácia. Os resultados obtidos com a pesquisa mostraram que o PDV tem uma função de impacto no trabalho de gestão de marcas. Apesar do aspecto comercial e de curto prazo, os gestores de marca precisam considerar as ações de PDV como um elemento estratégico no processo de geração de valor e administração do brand equity de uma marca. Portanto, dada a sua relevância, é importante a avaliação contínua dos gestores quanto aos trabalhos de PDV que suas marcas realizam, verificando se os mesmos estão de acordo com o posicionamento e o relacionamento que se pretende estabelecer com seus consumidores

The following research study attempts to identify the determinant factors, affecting the customer choice among alternative suppliers of mortgage products. The other objective of the study is to evaluate the role of bank brand in the customer choice of mortgage provider. The Analytic Hierarchy Process is employed as the research methodology. Research results suggest that cost-related factors (interest rate, borrowing limit and application costs), and one service-related factor (speed of decision) are determinant for the choice among alternative mortgage providers. However, brand-related factors, such as bank reputation and recommendations, are not found to have a significant effect on the customer choice. The method of brand value calculation, developed in the study requires further research to explain the role of brand in customer decision-making.

商業競爭日益激烈，企業間不再只是以房地產、機器、廠房設備等有形資產以及股票、定存等金融資產作為衡量企業價值的基礎；品牌、商標、專利、關鍵技術等無形資產，已轉化成企業的核心資源，成為企業競爭的利器。學者Aaker更進一步認為，未來行銷的戰爭是一場品牌的戰爭。而品牌究竟值多少錢？Interbrand與Business Week自2001年開始，每年都發表全球品牌價值排行，都受到媒體以及企業的高度重視。在台灣，為了得知台灣品牌在世界舞台的相對重要性，經濟部外貿協會從2003年開始透過與國際最具公信力的品牌價值顧問公司Interbrand的合作，進行台灣品牌的評估與調查，並公佈台灣十大國際品牌品牌價值與排行。 但有鑑於外貿協會花大錢與Interbrand合作，買到了鑑價結果，卻買不到核心know-how，而在台灣品牌鑑價還是一個相當模糊的概念，不如外國研究普及，缺乏類似Interbrand如此專門且具公信力得品牌顧問公司，可定期為企業衡量其品牌價值，亦尚未有一套專門且合理的鑑價標準或方式可供參考，故建構國內的品牌鑑價制度，發展一套完整且合理的鑑價機制來評估企業、以至於文化創意產業的品牌價值，確保企業或團體的品牌價值不會任意被鑑價或錯估，在台灣是有需要及迫切的，乃引發本研究進行深入探討的動機。 歷來有許多學者將衡量品牌價值的方式分為許多不同的作法，雖然學者們嘗試以各種角度切入來衡量品牌價值，但是衡量方式不但眾多且繁雜，亦不夠具有全面性。因此，本研究歸納分析並整理各學者及各國品牌鑑價模式，設法建構發展一套結合財務、會計、行銷、管理等綜合觀點的系統化且適合台灣國情之品牌價值評價模式。本研究先從文獻調查及現今各種品牌鑑價方法中整理出重要的品牌強度評鑑指標，並採用層級分析法（The Analytic Hierarchy Process,AHP），從行銷與品牌學者、專業經理人中，作專家調查，得出評鑑指標的權重值，發展成基礎品牌強度評鑑指標表。將此品牌強度評鑑指標做成品牌強度專家意見調查問卷，以便求出台灣知名品牌品牌強度換算出乘數，再依據品牌財務及行銷資料求出年度品牌貢獻度，與品牌強度乘數相乘後加上平均品牌授權金，再利用乘數權重估算所面臨的財務風險，以反映預估現金流量的風險程度進而取得折現率，最後利用現金流量折現法，計算累加未來十年內現金流量，而計算得出整體品牌價值。並將此品牌評價模式用以評價台灣十大品牌之品牌價值，再與Interbrand做出的結果做相似性比較，以驗證本研究品牌評價模式是否準確及合理可行。 本研究亦認為文化創意產業的品牌價值評價可能性與其他一般產業並無重大差異，故在本研究最後品牌評價實例執行中，舉一在台灣具有特別代表性的文化創意產業、表演藝術團體「雲門舞集」，做為本研究品牌評價模式實例說明，以驗證文化創意產業品牌價值評價的可能性，並提出文化創意產業品牌產業化建議。 / Brand valuation is still a very vague concept in Taiwan, and researches conducted are not as popular as other countries. So far, we are still lacking in professional and credible brand consulting companies such as Interbrand, which helps enterprises to conduct regular valuation of their brands, and we also lack in a professional and reasonable valuation standard or methods for reference. Therefore, it is very essential and urgent to establish a domestic brand valuation system, and to develop a complete and reasonable valuation mechanism for brand valuation of enterprises and even the entire cultural & creativity industry, which will ensure that the brand value of enterprises or groups will not be randomly or lowly valuated. This is what motivated this research, which is aimed at exploring this issue in depth. This research starts from formulating an important brand strength valuation index using literature survey and various present brand valuation methods. By applying the Analytic Hierarchy Process (AHP), the weight of valuation index is formed from professional surveys conducted among marketing and brand scholars and professional managers, thus a basic brand strength valuation index is developed. A brand strength expert opinion questionnaire is created from this brand strength valuation index to find out the strength of famous brands in Taiwan, and it is then converted into a multiplier, and with brand financial and marketing data, we have the annual brand contribution. The annual brand contribution is then multiplied by the brand strength multiplier, then added by the average brand licensing fee, and along with discount rate and discounted cash flow mode (DCF), we can work out the cash flow over the next ten years, the overall brand value. This brand valuation pattern is then used to valuate the brand value of Taiwan Top 10 Global Brands, and the results compared to Interbrand for similarities to verify the accuracy and practicability of the brand valuation pattern in this research. Key words：brand value, brand equity, brand valuation, cultural & creativity industry.

可口可樂的執行長曾說：「即使可口可樂公司在一夜之間被大火燒為灰燼，但它在第二天就能重新站起來，這就是品牌的力量，是大火燒不掉的財富。」這說明了可口可樂的品牌價值，為何能從2001年起連續11年在Interbrand的評比高居全球第一。這也說明了可口可樂，為何是股神巴菲特十大投資持股之首。二十一世紀是知識經濟的時代，也是「品牌決定一切」的時代。 台灣將於2013年正式採用國際會計準則(IFRS)編製財務報表，公平價值的時代即將來臨，取得品牌價值的公平市價是品牌評價的主要目標之一，而品牌授權的權利金可由品牌價值的公平市價決定，被授權者往往只需支付權利金，便可以使用高知名度的品牌於所生產的商品或提供的服務。 品牌的交易並無公開的活絡市場，品牌價值應該如何評價？探討各種品牌價值的評價模式有助於評價方法的選擇，辨識評價的風險與限制條件，基本上其評價模式可從財務面或非財務面(行銷面)進行。品牌價值評價可提供某一企業的品牌資產賣出或收益的資訊，協助企業了解品牌價值的構成要素及決定因素，並且協助行銷部門評估品牌策略執行的有效性。 本研究認為HEROSE評價模式採用企業過去財報數據，透明度高是其優點，但並未考慮品牌的未來經濟效益是其致命傷。如能於評價模式中增加企業的未來財務預測，並將未來市場占有率併入考慮，應可較客觀地評估品牌價值。

The following research study attempts to identify the determinant factors, affecting the customer choice among alternative suppliers of mortgage products. The other objective of the study is to evaluate the role of bank brand in the customer choice of mortgage provider. The Analytic Hierarchy Process is employed as the research methodology. Research results suggest that cost-related factors (interest rate, borrowing limit and application costs), and one service-related factor (speed of decision) are determinant for the choice among alternative mortgage providers. However, brand-related factors, such as bank reputation and recommendations, are not found to have a significant effect on the customer choice. The method of brand value calculation, developed in the study requires further research to explain the role of brand in customer decision-making.

[pt] Este trabalho procura verificar se as marcas de cerveja, que se associam ao Carnaval de Salvador por meio de patrocínio possuem um posicionamento diferenciado na percepção dos indivíduos desta Comunidade. Seu propósito é o de verificar se a afetividade da Comunidade em relação ao Carnaval se expande à relação da mesma Comunidade com as Marcas patrocinadoras, criando uma percepção de valor de marca superior. Para isso, foi realizado um estudo comparativo entre uma amostra da Comunidade - Grupo de Teste - e uma amostra de indivíduos estranhos à Comunidade - Grupo de Controle. Assim, será possível identificar as diferenças percebidas entre as marcas patrocinadoras e suas concorrentes na percepção da Comunidade. Do mesmo modo, será possível observar a diferença de posicionamento da Marca entre a percepção da Comunidade e a percepção do Grupo de Controle. / [en] This work tries to search if beer brands, that associate theirselves through sponsorship to Salvador Carnival, have a differentiated positioning at this Community perception. If the affectivity between Carnival and Community affect the relation between the same Community and sponsor brands, creating a superior brand value perception. In conclusion, this work will be done through a comparative study between a sample of the Community - Test Group - and a sample of strange people to the Community - Control Group. Thus, it will be possible identify differences perceived between sponsor brands and theirs competitors by Community perception and, either, Community perception and control group perception.

This diploma thesis focuses on regional brand PRÁCHEŇSKO regional product communication and its assessment. The aim of this thesis is to make suggestions to increase the efficiency of communication of the brand PRÁCHEŇSKO regional product through an analysis of this regional brand and a realization of marketing research. The theoretical part deals with the brand and its direction as well as with marketing communication. There is also a definition of terms region and regional brand included. The other part deals with an analysis of regional brand programmes, that are available on the Czech market as well as PRÁCHEŇSKO regional product. The region Prácheňsko and the system of granting a brand and the certification of products through this brand are presented. Finally, a critical analysis of the brand and its marketing communication as well as marketing research that focuses on discovering of the knowledge PRÁCHEŇSKO regional product are given. In the closing part of this thesis, suggestions that should not only lead to increase the efficiency of the brand and its marketing communication but also to increase the consumer awareness are given.