Bakgrund: Corporate rebranding är ett relativt nytt fenomen som innebär att ett företag väljer att omdefiniera sitt varumärke på grund av förändringar inom företaget eller omgivningen. Men det är fortfarande relativt ostuderat och ingen studie behandlar den eventuella kopplingen med en dynamisk marknad. Syfte: Syftet med denna studie är att skapa en förståelse för hur fenomenet corporate rebranding fungerar inom en dynamisk marknad, där vi valt att utgå från telekombranschen som exempelmarknad. Metod: Studien har en hermeneutisk ansats med ett deduktivt angreppssätt för kopplingen mellan teori och empiri. Studien har vidare använt sig av en komparativ design med fallstudieinslag utifrån en kvalitativ strategi. Referensram: Referensramen består av teorier om dynamiska marknader som leder in till globalisering, lokalisering samt glokalisering. Därefter definieras varumärke med respektive underliggande teorier och avslutningsvis corporate rebranding. Slutsats: Den dynamiska marknaden har gett upphov till ett stort antal rebranding-processer inom branschen, där tre strategier för att hantera ett nytt globalt varumärke har identifierats. Slutligen har varumärkets roll inom branschen blivit av en mer dynamisk karaktär där syftet är att ha ett varumärke som är mest lämpat för de förändringar som skett inom såväl den interna som externa miljön. / Background: Corporate Rebranding is relatively new phenomenon where a firm decides to redefine their brand due to changes within the company or the environment. But the amount of literature on the subject is lacking, and so far no one has studied the potential connection to a high-velocity environment. Purpose: The purpose of the study is to create an understanding of how Corporate Rebranding interacts with a high-velocity market by using the telecommunications industry. Methodology: The study was a hermeneutic endeavour with a deductive approach in linking theory and empirical evidence. In addition, a comparative case study using qualitative methods was performed. Theory: This chapter consists of theories on dynamic markets as well as glocalization, localization and globalization. This is followed by a definition of branding and finally Corporate Rebranding. Conclusion: The high-velocity market has been the root of numerous cases of rebranding and we have identified three different strategies for handling the adaptation to a new global brand. Finally, the role of the brand within the market has taken on a more dynamic role, where the purpose is to create a brand better suited for the changes in the internal as well as the external environment.

Som en följd utav den växande efterfrågan för importerade livsmedel i Kina, finns det idag ett par svenska livsmedelsföretag som exporterar svenska livsmedel till Kina. Den ständigt växande ekonomin i Kina har skapat nya konsumentbehov och öppnat nya möjligheter för utländska företag att sälja sina inhemska produkter till landet med en enormt växande marknad. Enligt en färsk amerikansk rapport har den ekonomiska tillväxten i Kina bidragit till en växande medelsklass som efterfrågar säkrare och naturligare kvalitets produkter. I rapporten framgår att med en växande medelklass i landet har människor blivit mer måna om att köpa utländska livsmedel. Detta pga. ett antal tidigare livsmedelsskandaler, som orsakat förödande konsekvenser för befolkningen. Det finns således en omättad marknad i Kina, vilket utländska och i det här fallet svenska livsmedelsföretag kan tillgodose. Enligt färska siffror från Svenska Ambassaden i Peking går Sverige enskilt miste om minst 1,3 miljarder SEK i livsmedelsexport till Kina varje år. Sveriges exportförlust har dessutom konstant ökat de senaste åren, och vi ämnar ta reda på hur detta går att ändra på och vilka möjligheter som finns för att åtgärda detta problem. I samband med ett projekt där fyra svenska livsmedelsföretag fått möjligheten att marknadsföra sina produkter mot en gigantisk kinesisk detaljhandelskedja och möta dess 500 inköpare, har vi valt att belysa deras ingång på marknaden. Kina är i nuläget en svår marknad att komma in på, vilket också bidragit till blandade erfarenheter för de fyra svenska företagen. Som syfte med vår uppsats ämnar vi identifiera marknadsföringsstrategier som kan hjälpa till att överbrygga eventuella kommunikationsbarriärer för svenska livsmedelsföretag i Kina. Vi har kommit fram till att det finns olika värdehöjare som svenska företag kan utnyttja, samt även saker att undvika för att underlätta ingång på kinesiska marknaden. Slutligen har vi även kommit fram till faktorer som krävs för att gå från kontakt till relation. / As a result of the growing demand for imported foods in China, today there are some Swedish food companies who are exporting food to China. The growing economy in China has created new consumer needs and thus the opportunity for foreign companies to sell their domestic product to the country. According an American report, the current economic growth in China has contributed to a growing middle class, which demands for safer and more natural quality products. Chinese people have, in connection to this, become more eager to buy foreign food. This is due to a number of previous food scares, which have caused huge consequences among the population. Thus, there is an unsaturated market for foreign food companies to cover in China, which could also be a motive for Swedish food companies to enter this market. According to recent figures from the Swedish Embassy in Beijing, Sweden loses more than 1.3 billion in food exports to China every year. In connection to a project where four Swedish food companies were given the opportunity to launch their products at a large Chinese retailer, we have chosen to highlight their market entry in China. China is currently a difficult market to penetrate, which has also contributed to mixed experiences of the four Swedish companies. In this paper, we intend to identify marketing strategies that can overcome any communication barriers that Swedish food companies might face in China. In this paper we have identified different values, which we believe that Swedish companies can exploit. Other things we have found during our research are communication barriers to avoid when entering the market. At last, we have also found some factors which are required when going from contact to relation in a business process.

Although every organisation disposes of a corporate identity, it is not a given that the organisation will also have a corporate brand. Corporate brands refer not only to the visual corporate identity elements such as the name, the logo and the corporate colours but also reflect the associations that the internal and external interest groups attach to the organisation. The staff members of the organisation are regarded as the ambassadors of an organisation’s corporate brand which they should live and express in their work and actions. For that reason it is important that the corporate brand should be well established within the organisation itself. The North-West University (NWU) was established in 2004 as the result of a merger between the former Potchefstroom University for Christian Higher Education and the University of the North-West. The North-West University consists of four business units, viz. the Institutional Office, the Mafikeng Campus, the Potchefstroom Campus and the Vaal Triangle Campus. Because of the diversity of the erstwhile institutions, there were several serious implications for the North-West University. One of these was the development and the subsequent suitable management model, given the distance between campuses, and the other would the design and establishment of a corporate brand for the institution, given the culture and background of the former institutions. The result has been the use of a hybrid model with regard to the over-arching corporate brand of the North-West University to the extent that each campus has developed its own separate corporate brand. Although various studies have been done in the field about corporate brands, to date no study has been undertaken about the situation at the North-West University. Against this background it was possible to formulate the following general research question. What are staff members’ perceptions of, respectively, the corporate brand and corporate brand management of the North-West University and the Potchefstroom Campus? For the purposes of this study semi-structured interviews were conducted with management of the Institutional Office and the Potchefstroom Campus directly involved in the application of the corporate brand. A quantitative electronic questionnaire was also sent to all academic, administrative and support staff members of the Potchefstroom Campus. The study indicates that the management of the Institutional Office and of the Potchefstroom Campus in some instances hold differing views about the corporate brand of the North-West University and the Potchefstroom Campus. In contrast to this the study indicated that the staff members of the Potchefstroom Campus gave recognition to the fact that the Potchefstroom Campus had their own corporate brand, but that it is regarded as part of the over-arching corporate brand of the North-West University. The study also indicated that the North-West University and the Potchefstroom Campus corporate brands consisted of different components and that the management of corporate brand depended on the leadership of senior management, but that each staff member played a role in living and establishing the different corporate brands. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2015

The focus of marketing for modern companies who have a high profile and who are constantly in public view has shifted from traditional marketing to one of having and enhancing relationships with stakeholders, including their employees. As stakeholders’ perceptions of a company are important, it has become necessary for such a company to determine which factors influence the stakeholders’ relationship with the company and ultimately influences their perceptions. Companies are being held accountable by their stakeholders for all that is said and done and are expected to include responsibility to society and the environment as a core part of company strategy. Given that corporate branding plays such an important role in the formation of perceptions of employees, companies should present themselves in such a way that stakeholders (including employees) are able to understand the company values, involvement and direction. As such employees’ perceptions regarding the company’s CSR and corporate brand can largely influence their relationship with the company. The Solidarity Movement is a company with a rich history within the mine workers union and trade union sectors, operating in extremely diverse environments, with stakeholders having various expectations of the company. The company was recently restructured with various companies merging under the Solidarity Movement corporate brand. Solidarity Helping Hand forms part of the Solidarity Movement and fulfils the company’s CSR in the community. Diverse studies on CSR and corporate branding have been done. To date, no examples of research of the possible influence of CSR on corporate branding within the trade union sector could be traced. Against this background, the following research question is asked: What is the relationship between employees’ perceptions of the Solidarity Movement’s CSR project, Helping Hand, and their perceptions of the Solidarity Movement’s corporate brand? A quantitative questionnaire was applied as data collection method. The results confirmed that employees perceived the Solidarity Movement’s corporate brand and CSR in a positive light and felt that they could identify with the company’s CSR and that they contributed to the corporate brand of the company. With regard to the correlation between CSR and corporate branding, this study indicated a relationship between employee’s perceptions of the company’s CSR projects and their perceptions of the corporate brand. The fact that employees could identify with the company’s CSR and its focus, viewed Solidarity Helping Hand as aligned with the business strategy of the Solidarity Movement and felt that this resulted in them wanting to have a long-term relationship with the company impacted most on perceptions of the corporate brand. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2014

Although every organisation disposes of a corporate identity, it is not a given that the organisation will also have a corporate brand. Corporate brands refer not only to the visual corporate identity elements such as the name, the logo and the corporate colours but also reflect the associations that the internal and external interest groups attach to the organisation. The staff members of the organisation are regarded as the ambassadors of an organisation’s corporate brand which they should live and express in their work and actions. For that reason it is important that the corporate brand should be well established within the organisation itself. The North-West University (NWU) was established in 2004 as the result of a merger between the former Potchefstroom University for Christian Higher Education and the University of the North-West. The North-West University consists of four business units, viz. the Institutional Office, the Mafikeng Campus, the Potchefstroom Campus and the Vaal Triangle Campus. Because of the diversity of the erstwhile institutions, there were several serious implications for the North-West University. One of these was the development and the subsequent suitable management model, given the distance between campuses, and the other would the design and establishment of a corporate brand for the institution, given the culture and background of the former institutions. The result has been the use of a hybrid model with regard to the over-arching corporate brand of the North-West University to the extent that each campus has developed its own separate corporate brand. Although various studies have been done in the field about corporate brands, to date no study has been undertaken about the situation at the North-West University. Against this background it was possible to formulate the following general research question. What are staff members’ perceptions of, respectively, the corporate brand and corporate brand management of the North-West University and the Potchefstroom Campus? For the purposes of this study semi-structured interviews were conducted with management of the Institutional Office and the Potchefstroom Campus directly involved in the application of the corporate brand. A quantitative electronic questionnaire was also sent to all academic, administrative and support staff members of the Potchefstroom Campus. The study indicates that the management of the Institutional Office and of the Potchefstroom Campus in some instances hold differing views about the corporate brand of the North-West University and the Potchefstroom Campus. In contrast to this the study indicated that the staff members of the Potchefstroom Campus gave recognition to the fact that the Potchefstroom Campus had their own corporate brand, but that it is regarded as part of the over-arching corporate brand of the North-West University. The study also indicated that the North-West University and the Potchefstroom Campus corporate brands consisted of different components and that the management of corporate brand depended on the leadership of senior management, but that each staff member played a role in living and establishing the different corporate brands. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2015

The focus of marketing for modern companies who have a high profile and who are constantly in public view has shifted from traditional marketing to one of having and enhancing relationships with stakeholders, including their employees. As stakeholders’ perceptions of a company are important, it has become necessary for such a company to determine which factors influence the stakeholders’ relationship with the company and ultimately influences their perceptions. Companies are being held accountable by their stakeholders for all that is said and done and are expected to include responsibility to society and the environment as a core part of company strategy. Given that corporate branding plays such an important role in the formation of perceptions of employees, companies should present themselves in such a way that stakeholders (including employees) are able to understand the company values, involvement and direction. As such employees’ perceptions regarding the company’s CSR and corporate brand can largely influence their relationship with the company. The Solidarity Movement is a company with a rich history within the mine workers union and trade union sectors, operating in extremely diverse environments, with stakeholders having various expectations of the company. The company was recently restructured with various companies merging under the Solidarity Movement corporate brand. Solidarity Helping Hand forms part of the Solidarity Movement and fulfils the company’s CSR in the community. Diverse studies on CSR and corporate branding have been done. To date, no examples of research of the possible influence of CSR on corporate branding within the trade union sector could be traced. Against this background, the following research question is asked: What is the relationship between employees’ perceptions of the Solidarity Movement’s CSR project, Helping Hand, and their perceptions of the Solidarity Movement’s corporate brand? A quantitative questionnaire was applied as data collection method. The results confirmed that employees perceived the Solidarity Movement’s corporate brand and CSR in a positive light and felt that they could identify with the company’s CSR and that they contributed to the corporate brand of the company. With regard to the correlation between CSR and corporate branding, this study indicated a relationship between employee’s perceptions of the company’s CSR projects and their perceptions of the corporate brand. The fact that employees could identify with the company’s CSR and its focus, viewed Solidarity Helping Hand as aligned with the business strategy of the Solidarity Movement and felt that this resulted in them wanting to have a long-term relationship with the company impacted most on perceptions of the corporate brand. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2014

Research report presented to SBL, Unisa, Midrand. / The subject on the role of branding in delivering financial growth has been a debate for most marketers and financial managers. This is because the marketing subject by its nature is intangible and therefore difficult to measure. This misunderstanding has resulted in many authors calling for marketing to be accountable and focus on marketing investments that will deliver long term value for the shareholders. This study explores the role of branding in the South African FMCG industry and three main areas are explored namely whether marketing strategies are focused on increasing sales or future business growth. The second area is whether the inclusion of brand equity measures as part of the financial company reports, will give them the focus that they deserve. Thirdly it explores whether there is a link between brand building initiatives and financial measures. A qualitative research method was used as it gave the researcher an in depth understanding of the role of brand management within the FMCG industry and its impact on financial measures. A total of fifteen employees were interviewed using semi-structured interviews. The findings indicate that companies still focus on measures that drive short term gains instead of long term growth and that brand building activities are compromised by brand harming activities such as regular price cutting. Future research to evaluate the impact of marketing activities that drive short term sales on brand equity and subsequently shareholder value is recommended.

<p>As the title insinuate, this essay illustrate Event Marketing as a marketing instrument, and how it can be used as a tool to facilitate brandbuilding and improve relationships. We have come to the understanding that Event Marketing is in the course of constant development. It seems like Event Marketing as a marketing tool is starting to get its well-merited position in the marketing mix throughout the world, since companies and other organisations have realized that Event Marketing is a powerful tool for differentiation. We have also seen that Event Marketing in the business world lately has come to be more important for building and maintaining relationships, as well as carrying marketing messages.</p><p>In this essay we discuss Event Marketing in three sections; brand, relationships, and customer experience. Among these topics, inter alia Integrated Marketing Communications, Sensory Marketing, and Service-dominant Logic are presented. The three sections are ultimatley supposed to establish a part of the entirety of Event Marketing.</p><p>This essay is a commission from the building company Skanska in Sweden, with the purpose of throwing a new light on their customer-oriented event Skanskadagen in the south-east district of the Swedish market. We have performed eleven qualitative interviews; nine with management and personnel within Skanska, and two with event managers from two different bureaus in Sweden. As a complement to these interviews, we have studied literature, documents, and articles – with and without a scientific basis. The conclusions and recommendations are presented in chapter 8.</p><p> </p>

Research report presented to SBL, Unisa, Midrand. / The subject on the role of branding in delivering financial growth has been a debate for most marketers and financial managers. This is because the marketing subject by its nature is intangible and therefore difficult to measure. This misunderstanding has resulted in many authors calling for marketing to be accountable and focus on marketing investments that will deliver long term value for the shareholders. This study explores the role of branding in the South African FMCG industry and three main areas are explored namely whether marketing strategies are focused on increasing sales or future business growth. The second area is whether the inclusion of brand equity measures as part of the financial company reports, will give them the focus that they deserve. Thirdly it explores whether there is a link between brand building initiatives and financial measures. A qualitative research method was used as it gave the researcher an in depth understanding of the role of brand management within the FMCG industry and its impact on financial measures. A total of fifteen employees were interviewed using semi-structured interviews. The findings indicate that companies still focus on measures that drive short term gains instead of long term growth and that brand building activities are compromised by brand harming activities such as regular price cutting. Future research to evaluate the impact of marketing activities that drive short term sales on brand equity and subsequently shareholder value is recommended.

Title: Marketing management of sports brand Nike in the Czech Republic Objectives: The aim of thesis is to describe and evaluate the current marketing management of sports brand Nike in the Czech Republic based on made qualitative analysis. The next point is to detect strengths and weaknesses. Then in the consequence of obtainable knowledge suggest new procedures and implements in marketing which can be used to improve marketing management of the brand. Methods: In this theses there was used a qualitative analysis (descriptive case study), witch was based on document analysis and interview with an employee of marketing department of company. Results: The results showed that marketing management of sports brand Nike in the Czech Republic is on a high level. This fact is mainly a consequence of its global and stable position on a worldwide market. For the reason, that its daughter company Nike CZECH, s. r. o. has been presented on Czech market since 2011, there are many possibilities to improve its marketing management with respect to local specifics. It contains mainly expansion of official shops in the Czech Republic, extensions of brand series, improvements of a communication strategy, sponsorship, changes in an organisation structure and reviews of a brand success. Keywords: brand, marketing,...