In the literature on product branding, significant attention has been paid to brand equity in the consumer context, but relatively little attention has been paid to the application of the concept of brand equity to the business-to-business context. Even less research has been conducted on the role of brand equity in the retailing context. Retailers are assumed to be irrelevant to the source of brand value for manufacturers, with the result that manufacturers do not target retailers to help them build strong brands. Therefore, there is potential for some channel conflict to occur between manufacturers and retailers. On the one hand, retailers may tend to focus on building their own, private brands to differentiate themselves from other retail competitors and to increase their power in relation to manufacturer brands. On the other hand, retailers also need to create a good image in the consumer marketplace by selling famous, manufacturer-branded products. In other words, retailers often have to sell famous brands even if they would prefer to sell other brands, or their own. Manufacturers therefore tend to focus on building strong brand associations in consumers’ minds, in order to control retailers’ power.There is an argument that traditional ways of thinking about brands, i.e. only from the consumer perspective, has produced ‘both an incomplete analysis of branding from an academic perspective and incomplete management of the brand from a company perspective’ (Webster 2000). The relationship between manufacturers and retailers should be viewed as a partnership instead of competition for consumer loyalty (Narus & Anderson 1986). Powerful consumer brands not only provide value to manufacturers and consumers, but they also offer many obvious benefits to retailers. These benefits include an established consumer demand; favourable consumer attitudes towards the branded product found in their store; a commitment from manufacturers to promote their products; and the credibility and image of the brand itself as an enhancement of the retailer’s own credibility and image(Webster 2000). Brand equity, therefore, needs to be investigated from the retailers’ perspective, in order to provide a more complete understanding of the role of branding in marketing strategies. This research attempts to bridge this gap by exploring the customer-based brand equity concept from the retailers’ perspective. It aims to explore how consumer-based brand equity theory translates to the retailer context, incorporating the key constructs of brand association, brand trust, brand loyalty, manufacturer support and the performance of the brand.The study was conducted in the context of the Vietnamese independent retail grocery sector. This context was chosen on the basis that there has been limited research conducted on branding in the Vietnamese context and due to the prominence of the independent grocery sector in the retail industry of Viet Nam. A survey questionnaire was developed based on the review of the relevant branding and retail literature and was administered to a sample of 400 independent grocery retailers in Ho Chi Minh City. This sample was drawn from a commercial mailing list of independent retailers. Selected retailers were contacted by phone and invited to participate in the research by completing the questionnaire during a face-to-face interview at their premises. They were asked to respond to the survey in relation to a major brand of soft drink sold within their product range. The soft drink product category was selected for this study due to it being one of the most common types of products sold by the independent retail sector in Viet Nam, which would ensure that all participants could easily share their opinions of the value of brands.Following a pilot study testing the survey instrument, the main data collection phase resulted in 355 completed and useable surveys being available for analysis. Structural equation modeling was used to explore the relationships between the branding constructs of interest. The findings show that the theoretical model has fit with the data. Nine out of twelve hypotheses are supported to answers four research question.The finding indicates that brand equity plays an important role in the retailing context, and it is comprised of three dimensions - brand association, brand trust and brand loyalty. Brand association is reflected in the positive image of a brand in the retailer’s perception, related to their needs and wants. This leads to a positive feeling towards that brand, which is the trust a retailer holds in a manufacturer’s brand. As the result of a strong brand, retailers commit to a long-term business relationship with the brand’s manufacturer. Two of these three dimensions of retailer-based brand equity, (brand association and brand loyalty) are positively and significantly related to the brand’s performance at the retail outlet. Manufacturer support, including advertising, sales promotion and trade promotions has been confirmed by this study to be an antecedent of retailer-based brand equity. Moreover, this study indicated that there is a difference between the retailer-based brand equity model for local brands compared to international brands, in that brand association is the most important factor in retailer-based brand equity in the international brands model while brand loyalty is the most important factor in the local brands model.

Topic: Brand building of the football club in the Czech Republic Objectives: Master's thesis aims to propose a strategy of branding for the football club FK Dukla Praha for the years 2018-2023. The solution is based on the analysis of branding in three foreign sports clubs, one European league competitions and case study of rebranding. This part is followed by evaluation of branding in Czech football league. The results of these case studies are used to develop the branding strategy of the football club FK Dukla Praha, which will focus on developing brand loyalty of fans, club events and brand positioning against the competition. Methods: The thesis is based on the theoretical knowledge related to the given topic. For the detection and analysis of branding abroad, case studies, publicly available data and observation method were used. An analysis of the Czech environment in terms of branding was carried out on the basis of monitoring research. A method of expert interview with the club's frontman was used to create SWOT analysis and build the potential of the FK Dukla Prague football club. Results: The thesis brings a theoretical overview and assessment of branding in the Czech football environment and points to directions and projects that have potential for the future. Using a comparative method...

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2017-01-26T19:01:17Z No. of bitstreams: 1 Paula Yumi Yamamoto.pdf: 1386753 bytes, checksum: df1ba23a24cefa449a87df64c8798d1f (MD5) / Made available in DSpace on 2017-01-26T19:01:17Z (GMT). No. of bitstreams: 1 Paula Yumi Yamamoto.pdf: 1386753 bytes, checksum: df1ba23a24cefa449a87df64c8798d1f (MD5) Previous issue date: 2016-10-11 / The decision to sponsor an event involves the expectation of exchange gains, among which the increase of sponsor’s brand equity. Considering the current scenario, as Brazil is hosting some of the most viewed sporting events in the world, the importance of the sports to connect brand and consumer increases by providing a meeting in an environment surrounded by unique and memorable moments. In an attempt to understand how the value of a brand is influenced by a sport sponsorship decision, this paper suggests the impact of three factors: brand experience, sport event quality and spectator satisfaction. Thus, the study conducts to a reflection about the sports environment elements that can be molded in order to provide better return to sponsor investment, while it helps sports managers to convince new sponsors. The basis of this research is structured on the assumption that the sport event quality influences sponsor’s brand equity, and introduces the spectators’ experience with the sponsoring brand and their satisfaction with the event as mediators variables. This is a quantitative research based on structured questionnaire answered by beach volleyball spectators on the 8th Circuito Brasileiro Banco do Brasil de Vôlei de Praia. For data analysis, it is used the technique of structural equation modeling. As a result, it is confirmed that the quality of the event influences the sponsors’ brand equity and that the main points of management are the peripheral elements, such as seat comfort, crowd experience, facility access, game atmosphere, frontline employees, etc. The main elements such as player performance and the final score are beyond managers’ control. In conclusion, a high-quality event generates higher levels of satisfaction, which confirms increases in sponsors’ brand equity. In addition, the spectators’ experience with the sponsoring brand also confirms the positive impact on sponsors’ brand equity. Thus, a sports sponsor should interact with the spectators, exploring strategies and actions for each of brand experience dimensions (sensory, affective, intellectual, behavioral and relational). The quality of the event, the spectators’ satisfaction with the event and their sponsor's brand experience are elements that, if well managed and explored, contribute positively to sponsors’ brand equity. These strategies should be aimed both by sports managers, as a way to attract and retain sponsors, and by sponsors’ brand managers, as a way to get return on investment. For this purpose, the sporting managers and sponsors should undertake a planning together to offer a high-quality event enabling an environment that provides spectators’ satisfaction and a positive experience with the sponsor brand. / A decisão de patrocinar um evento envolve a expectativa de ganhos em troca, dentre os quais o aumento do valor da marca patrocinadora junto ao público alvo desse evento. Considerando o cenário atual, com o Brasil sendo sede de importantes eventos esportivos mundiais, cresce a importância do papel do esporte como meio de interação entre marca e consumidor por proporcionar que o encontro ocorra em um ambiente que envolve momentos únicos e memoráveis. Na busca por entender melhor de que forma o valor de uma marca que patrocina eventos esportivos é afetado, propõe-se a influência de três fatores: experiência de marca, qualidade do evento esportivo e satisfação do espectador com o evento. Desta forma, o estudo apresenta uma reflexão sobre elementos do ambiente esportivo que podem ser moldados com o intuito de proporcionar maior retorno ao investimento do patrocinador, ao mesmo tempo em que auxilia gestores esportivos na construção de argumentos para atrair novos patrocinadores. O eixo da pesquisa se estrutura na hipótese de que a qualidade do evento esportivo exerce influência no Brand Equity do patrocinador, tendo como elementos mediadores dessa relação a experiência do espectador com a marca patrocinadora e sua satisfação com o evento. Trata-se de uma pesquisa quantitativa que utilizou como instrumento de coleta questionário fechado e estruturado para entrevistar espectadores dos jogos de vôlei de praia da oitava etapa do Circuito Banco do Brasil de Vôlei de Praia do ano de 2016. Para o tratamento de dados utilizou-se a técnica de modelagem de equações estruturais. Como resultado, é confirmado que a qualidade do evento influencia o Brand Equity do patrocinador de forma que o gestor esportivo deve intervir nos elementos periféricos da qualidade, como conforto dos assentos, facilidade de locomoção, sinalização, astral, etc., já que os elementos principais, como desempenho dos jogadores e resultado final, estão fora do alcance do gestor. Como consequência, um evento de alta qualidade gera níveis mais elevados de satisfação do espectador, o que corrobora para o incremento no Brand Equity do patrocinador. Adicionalmente, a experiência que o espectador tem com a marca patrocinadora durante o evento também se mostra uma variável que afeta de forma significativa o valor que o espectador atribui à marca, de forma que uma experiência positiva tende a influenciar positivamente o Brand Equity do patrocinador. Desta forma, um patrocinador esportivo deve explorar a interação com o espectador, traçando estratégias e ações para que cada uma das dimensões da experiência de marca (sensorial, emocional, cognitiva, comportamental e relacional) estejam presentes durante o evento. A qualidade do evento, a satisfação do espectador com o evento e a experiência que ele tem com a marca do patrocinador são elementos que, se bem gerenciados e explorados, contribuem positivamente para o aumento do Brand Equity do patrocinador. Esses elementos devem ser explorados tanto pelos gestores esportivos, como forma de atrair e fidelizar patrocinadores, quanto pelos patrocinadores, como forma de obter retorno dos investimentos. Para tanto, os gestores esportivos e os patrocinadores devem realizar um planejamento em conjunto, com o objetivo de oferecer um evento de alta qualidade com ambiente propício para que o espectador sinta-se satisfeito com o evento, ao mesmo tempo em que vivencia uma experiência positiva com a marca do patrocinador.

A marca é um importante ativo intangível para as empresas, que pode contribuir para aumentar o valor e o sucesso no mercado. O bom gerenciamento da marca exige um sistema para entender e medir como o valor da marca é criado. Tratado, na maioria das vezes, como brand equity, existem diversas perspectivas nas quais ele é abordado. Alguns modelos abordam perspectivas exclusivamente financeiras. Outros, exclusivamente relacionadas ao consumidor. Outros ainda, convergem ambas perspectivas. O presente estudo defende a convergência perspectivas e buscou modelos integrados para analisar junto ao campo escolhido: o mercado do futebol. Que foi selecionado devido à representatividade no Brasil, às discussões para profissionalização e o envolvimento de um consumidor particular, o torcedor, movido pela paixão pelo clube. Como objetivo principal, busca-se entender a integração dos modelos de brand equity, sob a perspectiva financeira e do consumidor, no mercado do futebol. Foi desenvolvido um estudo exploratório, com entrevistas em profundidade, análise documental e registros em arquivos. As entrevistas realizaram-se com importantes stakeholders do mercado do futebol. Os dados obtidos foram triangulados, buscando encontrar padrões para a análise dos resultados, que será feita por meio da análise de conteúdo. Foi possível: analisar os modelos teóricos de brand equity e verificar aplicação das variáveis no mercado do futebol; analisar modelos práticos utilizados no mercado do futebol; verificar a integração financeira e do consumidor do brand equity no mercado do futebol; e avaliar a importância e as implicações gerencias e de marketing do brand equity no mercado do futebol. A contribuição teórica para o marketing está, principalmente, na ampliação do escopo dos modelos teóricos de brand equity integrado, tratando um consumidor particular, movido pela paixão. Além da proposição de um guideline, para o brand equity dos clubes de futebol brasileiros. / Brand is an important intangible asset for companies, which can help to increase the market value success. Brand management requires a system to understand and measure how to create brand equity. There are a number of perspectives in which brand equity is broached. Some of them address financial perspectives. Others, the consumer approach. Still others converge both perspectives. This article advocates for convergence and sought for integrated models to analyze within soccer market. Soccer was selected because its representativeness in Brazil, its professionalization discussions and supporters involvement, a particular consumer driven by his passion for the team. The main objective is to understand brand equity models integration, under financial and consumer perspectives, in soccer market. A exploratory study was developed, based on interviews, documentation and archival records. Interviews were held with key soccer market stakeholders. Data were triangulated to search for patterns to results analyzes. Results were obtained by content analysis. It was possible to analyze theoretical brand equity models and to verify its variables application in the soccer market. I addition, practical soccer market brand equity models were analyzed. Soccer market brand equity models were examined in terms of financial and consumer perspectives integration. Soccer market brand equity importance, managerial and marketing implications were evaluated. In terms of marketing contribution, it was possible to expand theoretical integrated brand equity models scope, based on a particular consumer. In addition, it was possible to propose a guideline for Brazilian soccer clubs brand equity.

Konkurrensen bland företag har blivit allt hårdare och det har således blivit svårare för företag att utmärka sig gentemot konkurrenter. Företag måste därför differentiera sig för att bli ihåg komna av konsumenterna, och de företag som erbjuder identiska produkter och tjänster måste arbeta än mer intensivt för att utmärka sig. Ett sätt för företag att differentiera sig är genom varumärkesdifferentiering. Av den anledningen har syftet med denna studie varit att få förståelse för i vilken utsträckning konsumenter kan urskilja företag som agerar på homogena marknader. Denna studie använde sig av teorier som har fokuserat på varumärkesdifferentiering. Brand Equity och Customer-based Brand Equity är teorier som främst ser till konsumenters varumärkesmedvetenhet, deras associationer, hur de uppfattar kvaliteten och lojaliteten de känner gentemot ett varumärke. Baserat på teorierna som användes, tillämpades huvudsakligen en kvalitativ metod. Detta då det ansågs mest lämpligt för att få en sådan djup förståelse som möjligt för fenomenet, vilket genomfördes via fokusgrupper. Däremot har även kvantitativa inslag använts genom en enkätundersökning, vilket bidrog med en övergripande insikt och hittade områden som belystes mer ingående i fokusgrupperna. Studien visade initialt att konsumenterna trodde att de kunde urskilja företag som agerar på homogena marknader och de uttryckte starka åsikter och tankar gentemot dem. Vad s omdäremot framkom i denna studie var motsatsen till detta. Slutsatser som kan dras från denna studie var att konsumenterna i själva verket var ovetande om vilket företag de faktiskt besökte och kunde därav inte urskilja dem. Vilket tyder på att konsumenter inte är kapabla till att urskilja företag som agerar på homogena marknader. Funderingar väcktes därav kring hur viktig varumärkesdifferentiering verkligen är på homogen marknader.

In today’s competitive business environment, banks operate in a severe rivalry due to various factors, including globalisation, fast technological developments and homogeneous nature of banks services. For this reason, building valuable brands is crucial in differentiating banks and adding value to the banking services. The research problem that emerged was: investigating the major bank marketing communication tools to examine their impact on building bank brand equity. The researcher went about in achieving this purpose by: identifying the major marketing communication tools used by banks that help build bank brand equity via the customer-based brand equity (CBBE) dimensions from customers’ perspective; and testing and analysing the hypotheses in order to develop the final research model. In order for this purpose to be attained, two research questions were answered: what are the major bank marketing communication tools that help build bank brand equity? Which hypotheses regarding the impact of the major bank marketing communication tools on building bank brand equity via the CBBE dimensions are supported in this study? This research was carried out in the Egyptian banking sector from the customer perspective. Mixed-method research was used. The first phase was the qualitative research approach, which consists of conducting and analysing semi-structured interviews. These interviews were carried out with fifteen bank customers based on judgmental sampling technique. The purpose of these interviews were to identify the major bank marketing communication tools that help build bank brand equity via the CBBE dimensions; to help develop a proposed conceptual framework; to help develop the research hypotheses; and to help develop the intended questionnaire survey. According to the findings, advertising, personal selling and direct marketing were the most popular marketing communication tools in the Egyptian society for banks. Once the needed insights were emerged, the second phase, the quantitative phase, was conducted. The researcher distributed and collected large-scale questionnaire survey. These questionnaires were carried out with 465 bank customers based on a quota sampling technique. These questionnaires were then analysed by using Structural Equation Modelling (SEM) to test and analyse the research hypotheses; and to help develop the final research model. Findings showed that the major bank marketing communication tools consist of personal selling, direct marketing and advertising respectively according to their importance on building bank brand equity. Given the fact that all CBBE dimensions are interrelated, not all of them directly impact bank brand equity. Only brand loyalty and brand perceived quality were found to have a significant positive direct effect on bank brand equity. When conducting this study, the researcher faced several limitations. The data were collected only in Cairo and Alexandria; only the major controllable marketing communication tools were assessed, and non-probability sampling was used.

Due to the dramatical change in society coming from digitization, marketing changed from a traditional approach to a digital scene. A phenomenon that appeared as a result of this is marketing through influencers, also seen as opinion leaders in online communities. As a growing industry where both companies and influencers could earn large sums on campaigns influencers risk being exploited. New aspirants on becoming influencers with fewer followers are appearing as an alternative to the rather expensive more established influencers. This category, nanoinfluencers, appeared as a potential marketing channel for companies seeking a cost efficient alternative to influencers. Despite this, businesses choosing this way of marketing are choosing a rather new, unexplored path with no previous research made on how this might affect their Brand Equity. Thus, the aim of this study is to, from a business perspective, identify which effects collaborations with nanoinfluencers have on companies/businesses Brand Equity. Through a qualitative cross sectional study, based on a deductive approach, four semi structured interviews were conducted with marketeers from companies using Influencer Marketing as part of their marketing strategy. The results were compared using a theoretical frame of reference based on communication theories, Brand Equity and trust theories. Results indicated that using marketing through nanoinfluencers could lead to several benefits in terms of trustworthiness and engagement for companies (seeking alternatives to larger influencers). However, the results also showed that collaborations with nanoinfluencers are more difficult to control because it does not contain any monetary compensation or precise instructions as to the content creation. However, the companies in the study opine that their strong brand awareness protected their brand from this potential negative impact. / I och med digitaliseringen har samhället skådat en drastisk utveckling vilket inneburit att marknadsföringen har gått från en traditionell form till digital. Som ett resultat av digitaliseringen har marknadsföring genom influencers, även kallade opinionsledare online, blivit allt vanligare. Industrin växer lavinartat och både företag och influencers kan tjäna stora pengar på kampanjer online men med risk att överexploatera sina varumärken. Följaktligen har en ny aspirerande kategori influencers med färre antal följare vuxit fram som ett potentiellt kostnadseffektivt alternativ till de kostsamma, etablerade influencers på sociala medier. Denna kategori influencers är så kallade nanoinfluencers. Då det inte finns tidigare forskning som studerat huruvida denna form av samarbeten påverkar företags Brand Equity kan detta vara ett riskfyllt sätt att marknadsföra sig via. Därför är syftet med denna studie att, från ett företagsperspektiv, kartlägga vilka effekter samarbeten med nanoinfluencers får på företags Brand Equity. Genom en kvalitativ tvärsnittsstudie baserad på en deduktiv forskningsansats har fyra semi-strukturerade intervjuer genomförts med marknadsförare från företag som tillämpar influencers i sin marknadsföringsstrategi. Empirin jämfördes genom att utgå från en teoretisk referensram bestående av kommunikationsteori, Brand Equity och förtroendeteori. Resultatet indikerade att marknadsföring via nanoinfluencers kan leda till flera fördelar i form av ökad trovärdighet och ökat engagemang. Vidare visade resultaten dock att samarbeten med nanoinfluencers är svårare att kontrollera eftersom de ofta inte erhåller någon ekonomisk ersättning och heller inte får specifika instruktioner i sitt innehållsskapande. Slutligen påvisar studiens resultat att en stark varumärkeskännedom kan förebygga en eventuell negativ effekt på företags Brand Equity.

När syftesdriven marknadsföring går i linje med varumärkets egna hjärtefrågor kan detta leda till konkurrensfördelar på marknaden. Vid motsatt situation, då marknadsföringen inte har tillräckligt stöd i varumärkets kärnvärden kan det istället uppstå kritik. Ett varumärke som säger en sak men gör något annat, genom att använda sig av samhällsproblematik för egen vinning, kan istället uppfattas som greenwashing. Uppsatsen syftar att besvara hur företag använder syftesdriven marknadsföring för att stärka sitt varumärkesvärde. För att undersöka frågeställningen har Keller’s modell, Customer-Based Brand Equity Model (1993), satts i relation till det empiriska resultatet. Empirin har framställts genom intervjuer med Voi Technology AB, som är en av de första och största aktörerna på den svenska marknaden för elsparkcyklar. Resultatet visar bland annat på att konsumenter kräver att allt fler företag arbetar med högre syfte och transparens. Det avspeglas i hur företag, såsom Voi, väljer att bygga upp sitt varumärke genom syftesdriven marknadsföring.

The green trend has exploded on the skin care market, as it is the fastest growing sector in the world market compared to other green cosmetic products. However, previous literature has primarily focused on cosmetics rather than skin care, which is why this study uses an exploratory and qualitative approach to study the attitudes Swedish consumers have towards skin care brands. The study aims to test the applicability of Keller’s (2001) Customer-Based Brand Equity (CBBE) model pyramid in a growing brand segment, to understand which aspects of green skin care brands consumers find to be important. Furthermore, this study provides managerial implications to help brands develop marketing strategies on how to strengthen the consumer-brand relationship. The findings indicate that there are opportunities for green skin care brands to increase their brand equity with the help of Keller’s brand building blocks. However, the findings suggest that green skin care brands need to focus on strengthening how consumers perceive the price and performance of green skin care products in order to establish a strong brand. Ultimately, the study presents a revised CBBE model that highlights the established subdimensions of green skin care brands and those that are in need of improvement.

Customer-based brand equity (CBBE) has been extensively applied to examine a variety of travelers' behavioral intentions and tourism destination choices. However, from the perspective of competition among destinations, the use of the overall destination brand equity (ODBE) dimension is still in its experimental stage. The objective of this research is to determine the impact of destination brand awareness (DBA), image (DBI), quality (DBQ), and value (DBV) on ODBE. Specifically, this study focuses on the case of Japan tourism from the view of American travelers. Moreover, this study aims to incorporate tourism xenophilia (TXI), which is an emerging concept in tourism study and indicates people's attraction toward the perceived foreignness of destinations. This study investigates the group difference in the CBBE model between low- and high-TXI groups. Throughout an online self-administrative survey on Prolific, 408 questionnaires were gathered for data analysis. Exploratory factor analysis (EFA) was employed to determine the final measurement items. A series of multiple regression analyses tested the impacts of CBBE dimensions on ODBE and the differences of tourism xenophilic (low TXI vs. high TXI) groups on those relationships. The results of the EFA confirmed five key dimensions in CBEE (DBA, DBI, DBQ, DBV, and ODBE) as expected, except one measurement item (DBA6) excluded from DBA. The results confirm the positive impact of DBA, DBI, and DBV on OBDE, except the impact of DBQ on ODBE. The high TXI group had a stronger impact on the relationship between DBA and ODBE and between DBV and ODBE than the low TXI group, while the impact of DBI on ODBE was stronger with the low TXI group than the high TXI group. Theoretically, this study extended a research framework of CBBE by incorporating ODBE and TXI. It deepens the understanding of TXI and its role in tourists' brand equity evaluation process. Practically, it helps Japanese destination managers design and implement effective international marketing strategies, especially for their primary target market of Americans. Marketing strategies that enhance their social/self-image and the value of travel can be more effective in gaining attention from target markets and persuading travel to Japan rather than appealing to the quality of attractions overall. Furthermore, highlighting cost effectiveness first and gaining awareness second could be one effective way to target high-TXI travelers, while another could be enhancing destination image for low-TXI travelers.