Abstract Due to relaxed regulations and the active attitudes of Taiwan government¡¦s applying international organizations; Taiwanese firms are facing steeper competitions from international brands and transformation challenges. Although Taiwanese firms possess top-tier techniques in several aspects, brands managing are ignored for a long period. With international brands¡¦ experience in marketing, consumers are more likely to purchase foreigner brands instead of Taiwanese brands. For Taiwanese brands, consumers¡¦ attitude will be the prime supporter for branding. Thus, Taiwanese brands should consider on how to boost loyalty of high-brand-identity consumers and to induce low-brand-identity consumers to purchase. The utmost task for Taiwanese brand breeders is to understand the brand identity of Taiwanese consumers. Different alternatives should be planned to focus different consumer types. Consumers¡¦ feedbacks should also be considered for the sustainability of the brands. Due to branding efforts paid by firms and Taiwanese governments, this research served a psychological concept ¡V identity ¡V as a tool in explaining the concept of ¡§overall Taiwanese brands¡¨ and identity of Taiwanese consumers. This research serves ¡§firm side¡¨, ¡§government side¡¨, ¡§consumer side¡¨ and ¡§the latest satisfaction¡¨ as the dimensions in discussing their relation with ¡§Taiwanese brand identity¡¨. Researchers studied several aspects via serving a specific brand as an example. In ¬x¶¶¼y¡¦s research on Taiwanese brand competitiveness, he serves the study as a direction of Taiwanese firms which are intending to develop brands. Yet no previous papers have studied on the topic of brand identity, thus this research is an innovation. The outcomes indicate that consumers possess more positive attitudes toward 3C products than before. Three out of the four independent variables ¡V ¡§brand marketing¡¨, ¡§personal characteristics¡¨ and ¡§the latest satisfaction¡¨ ¡V have significant positive relation with Taiwanese brand identity. On the other hand, the results indicate that modifying effects exist only in (1) ¡§Gender¡¨ and ¡§the marketing popularity of enterprises which owns Taiwan brand¡¨ and ¡§Taiwanese brand identity¡¨, and (2) ¡§Average monthly income¡¨ and ¡§the marketing popularity of enterprises which owns Taiwan brand¡¨ and ¡§Taiwanese brand identity¡¨. The analysis of ¡§demographics¡¨ and ¡§Taiwanese brand identity¡¨ shows that the interviewees¡¦ Taiwanese brand identities possess insignificant differences on five demographic variables.

Interbrand consulting group started a co-investigation with Business Week since 2001. They announced a top 100 brand list which consists of brands possess greatest brand values. Brand has been an attention-grabbing issue for a decade. In 2003, Bureau of Foreign Trade applied this brand evaluation methodology, and invited Interbrand as the evaluator for Taiwanese brands. The results indicate that there are significant gaps between Taiwanese brands and worldwide top tier brands. However, it is not an easy task to bridge the gap via learning ¡V no generalized rules exist for firms to follow. Thus this thesis serves the results of Interbrand¡¦s reports and tried to discover the relation between firm inputs, operation performance and brand values of the top 100 brands for providing a reference to Taiwanese firms willing to run a global brand. This study utilized methodologies such as correlation analysis, regression and case study and drew three conclusions: 1. Balanced focus on R&D, operating income and cost of goods sold is necessary, 2. Differences in brand value drivers are not identical among market segments, which should be addressed, and 3. Firms should view brands as a basic element or crucial strategic resource in their value creation system.

Branding and consciously aiming for a certain brand identity has been practised for over four centuries. Irrespective of whether it is a business to consumer or business to business environment, marketing and branding are aimed at increasing volume, and therefore revenue, but is also about adding some additional measure of value to the products or services on offer. Brand management practices have existed for decades, but brand equity as a central business concept for many organizations has only really emerged in the past twenty years. Even though there is huge interest in branding with a definite predominance of branding in consumer or business to consumer (B2C) markets, literature indicates that branding, brand equity and brand value in business to business (B2B) environments are handled and experienced differently to the extent that it has received little attention from academics. Therefore the question is firstly to determine the differentiating factors/elements in B2C and B2B environments and; secondly what corresponding factors/elements are there in B2C and B2B environments. The practical application of branding in business to business environment is consequently investigated to assess to what extent businesses are able to create brand value and brand equity. Larger businesses increasingly exhibits trends in recognising the importance of branding and brand names, while small and medium-sized business fare poorest when it comes to harnessing the potential of branding. Yet in the face of a changing business landscape, brought about by the current economic recession sparked by the U.S. subprime crisis of 2007, these businesses are beginning to realise the importance of having a strong brand name in order to achieve not only a sustainable competitive advantage, but also in a quest to remain ahead of the competition. Even though the valuation of brand equity and brand value is discussed, the actual calculation of such valuations does not fall within the scope of this study. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2013.

Branding and consciously aiming for a certain brand identity has been practised for over four centuries. Irrespective of whether it is a business to consumer or business to business environment, marketing and branding are aimed at increasing volume, and therefore revenue, but is also about adding some additional measure of value to the products or services on offer. Brand management practices have existed for decades, but brand equity as a central business concept for many organizations has only really emerged in the past twenty years. Even though there is huge interest in branding with a definite predominance of branding in consumer or business to consumer (B2C) markets, literature indicates that branding, brand equity and brand value in business to business (B2B) environments are handled and experienced differently to the extent that it has received little attention from academics. Therefore the question is firstly to determine the differentiating factors/elements in B2C and B2B environments and; secondly what corresponding factors/elements are there in B2C and B2B environments. The practical application of branding in business to business environment is consequently investigated to assess to what extent businesses are able to create brand value and brand equity. Larger businesses increasingly exhibits trends in recognising the importance of branding and brand names, while small and medium-sized business fare poorest when it comes to harnessing the potential of branding. Yet in the face of a changing business landscape, brought about by the current economic recession sparked by the U.S. subprime crisis of 2007, these businesses are beginning to realise the importance of having a strong brand name in order to achieve not only a sustainable competitive advantage, but also in a quest to remain ahead of the competition. Even though the valuation of brand equity and brand value is discussed, the actual calculation of such valuations does not fall within the scope of this study. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2013.

Brand extension has been the source of strategic growth for many firms during recent decades. Introducing new products under existing brand names is one way to use the image of a brand name to enter new markets. Previous research has shown that the success of a brand extension depends on the transfer of the parent brand associations to the extended product. Although the transfer of brand associations from the parent brand to the extension is recognised as crucial for the success of brand extension, surprisingly little research has been conducted on how brand associations actually are transferred. In the present research, I argue for expanding the view on brand extension to include market communication of product introductions. Explanations are provided on how brand associations are transferred in multiple brand extension from an advertising perspective. The empirical data are based on a case study of the personal and skin care brand Nivea and include an advertising analysis that spans a time period of 72 years, interviews with executives, and a document analysis. The interpretation of the case is guided by a review of the literature on brand extension, brand associations, and brand personality. Insights into how brand associations are transferred in multiple brand extension are advanced in the conclusion, emphasising that brand associations are transferred not only from parent brand to extended product but also from one extension to another. The results also show that the brand associations change due to contextual changes as a consequence of the transfer to a new product. The context refers to the intended user or usage situation. Furthermore, the study suggests that corporate associations reinforce brand associations of extended products. Finally, I propose that future research should include the organisation as part of the brand extension process. The study is intended to contribute to an increased understanding of brand extension, facilitating the creation of new hypotheses, research designs, and methods in the research area.

No description available.

Aim: The aim of this study is to identify how a professional ice hockey club with fans nationwide can position its brand successfully and to discover if this is in line with what the consumers think is important in the branding of the club. Method: A mixed method has been used for this case study, in the forms of interviews and a questionnaire. The interviews have been written out in essay form for presentation and analysis of the qualitative data. The quantitative data has been collected and processed with a questionnaire using APSIS and analysed with Microsoft Excel. Results / conclusions: This research has identified a framework containing all factors that influence the perception of the brand by consumers. Evidence was found for all these factors in this research. Furthermore, the most important factors of the branding of a professional ice hockey club with fans nationwide have been highlighted. Consequently, this research shows that the marketers of such an ice hockey club can position their brand by developing clear points-of-difference that stand out from the competition. Suggestions future research: Research into the perception of the sports branding by the younger target group is suggested, as well from people outside Gävle. Furthermore, the research could be conducted in other (ice hockey) clubs. Finally, the research could be conducted again in a few years. Contribution of thesis: This research fills the gap in the literature about the development of a successful brand of a professional ice hockey club with fans nationwide. The main contribution for managers is that brands can only be used to maintain fans, not to attract them.

Celebrity endorsement has received academic attention since the 1970s and it has widely been used by companies in their marcom (marketing communications) activities as an effective strategic tool to promote their brands, companies, products and services. Instead of only being appointed as endorsers, this new phenomenon sees how celebrities have changed their roles as human brands and are now better known as celebrity brands. Celebrities, as they are known today, are progressively becoming brands in their own right (i.e. celebrity brand), have their own value, owning their own products and/or services and businesses/companies (i.e. corporate brand), and endorsing other corporate brands too. Companies use celebrity endorsements to position and communicate their individual/product brand image to consumers at large. However, due to the changing marketing environment (from traditional to digital marketing), companies are finding that their communication through celebrity endorsements have become costly and less efficient when trying to project a coherent corporate image and reputation across various audiences. Rather, the new trending phenomenon of celebrity chefs may achieve the desired effect. Unlike other human brands such as CEOs, athletes or artists, which roles limit to either personal or corporate roles, celebrity chefs are unique as they encompass both. Furthermore, they also endorse other brands and corporate brands simultaneously, enabling them to project their own personal and corporate brand as well as the brand they are endorsing. Hence, this study's novelty lies in the exploration and development of the celebrity chef concept at both the product and corporate brand level of their 'own' and 'endorsed' activities (termed as celebrity corporate brand or CCB in this study); and operationalises the CCB concept. The study aims to investigate whether a change in the celebrity brand roles by addressing both traits (human personality) and states (brand personality) and by associating it at the corporate brand level, given the best contextual setting, is one of the possible ways to strategically use celebrity brand beyond endorsement in marcom activities. The study has three objectives, which are: 1) to explore the concept of celebrity brand at a corporate brand level, known as Celebrity Corporate Brand - CCB; 2) to investigate the impact of CCB on attitudinal (identification, image and reputation) and behavioural (loyalty) outcomes (termed as corporate brand enhancement); and 3) to develop a holistic conceptual model to understand the consumers attitudinal and behavioural response and association impact of celebrity brand at corporate brand level named as Celebrity Corporate Brand Association Impact on Corporate Brand Enhancement Model. A mixed method approach was employed by using qualitative data (netnography - Study1; and in depths interviews - Study 2) as well as quantitative data (population-based survey experiments - Study 3). A qualitative approach is used to explore the concept and dimensions of CCB, which is later used to assist the items and measure development for Study 3. Data collection was done covering samples selection from the United Kingdom and Malaysia. Random sampling is used to select respondents that fulfilled the criteria required for the study. The study finds that CCB represents and carries his Personal Brand, Product/Service Brand and Corporate Brand. CCB Product Brand refers to the celebrity chefs own developed products and services which are their foods, cookbooks, kitchen utensils. CCB Corporate Brand refers to the celebrity chefs' businesses, corporations and companies such as their restaurants, colleges and programs. CCB is further conceptualised through the CCB's Authentic and Functional Quality, CCB's Cognition and CCB's Personal Quality. The CCB's Philosophy also projects the celebrity's own corporate brand and endorsed activities. CCB Personal Brand refers to the celebrity chefs' traits such as their interpersonal skills and quality, symbolic value and authenticity; and their and their personality states such as enterprising and technical quality. Theoretically, the research is novel in four different ways: 1) it offers a fresh insight to scholars and practitioners in celebrity endorsement, human or celebrity brand, into how to address the new phenomena of changing consumer and celebrity roles by going beyond the celebrity endorsement concept (i.e. via CCB); 2) it explores, develops, defines and provides measures for the newly developed CCB concept; and 3) it extends the nascent literature on celebrity brand, which explores mainly at product brand level, to corporate brand level (celebrity with personal brand also owning corporate brand), and 4) it test CCB empirically and further investigates its relationship in terms of both attitudinal and behavioural outcomes in an effort to enhance corporate brand (corporate brand enhancement process). Previously, studies on celebrity endorsement only look at the use of celebrity as an endorser and discussion in this area is made based on the Source Model which only discusses the personality traits of the celebrities. In addressing the changing roles of celebrities (having personal brands, product brands and corporate brands), this study defines CCB by including both the celebrity brand personality traits and states and researching its impact on corporate brand enhancement. Furthermore, this study looks at both the attitudinal and behavioural outcome of the CCB on multiple stakeholders (celebrities, consumers and endorsed corporate brands). Methodologically, the study contributes in three ways: (1) a new context (celebrity chefs) is chosen to add new insights to celebrity branding literature; (2) approaching the research with three different studies, namely Study 1- netnography; Study 2 - in depths interviews; and Study 3 - population-based survey experiments; and (3) the inclusion of multiple stakeholders as the samples. Practically, the study proposes marketers to select a new type of celebrity: one that has a personal brand of their own, own product and/or corporate brand to increase the promotional marketing campaign success. Thus, both parties need to work together to build upon their brand strategy to ensure that the consumer identifies closely with them, thereby enhancing their image and reputation and subsequently increasing brand loyalty to the advantage of both parties. Interestingly, once CCB has built upon reputation, this guides the business and marketers to carefully select them in the hope of enhancing its corporate brand. The study's findings also demonstrate that it is essential to address various audiences in this new era by designing an appropriate positioning and communication strategy. The results will assist businesses and organisations in the context of defining and developing strategy alongside celebrity chefs (as the CCB) with their businesses and the endorsed corporate brands.

<p>Abstract</p><p>Brand management will play a more significant role in future marketing competition, so research on the brand management is likely to become more meaningful and interesting.</p><p>This thesis focuses on brand management. The research question here is if brand management can add value to firms, as well as how to connect brand management with value. When researching this question, it is necessary to research further on the division of brand management which is internal and external brand management. Because a company’s add value is from cooperation - connection of internal and external brand management. Only when internal and external brand management work together, closely, may brand management add more value to a firm.</p><p>This study builds on the Aaker David (2000 p89)’s theory on brand management. In methodology, I use a qualitative research method, which is company interviews, in order to research IKEA’s internal/external brand management experience. This case study helps me to analyze how brand management is connected to a firm’s value.</p><p>Through IKEA’s case, it is illustrated that internal and external brand management must combine in order to add value to a firm. Brand management can really create value like increasing more adaptability, uniqueness, recognition etc... All in all, brand management is significant and can add value to firms.</p>

<p>China is regarded as a leading exporter of imitated goods to the world. In recent years, the product of imitation brand begins to emerge and become popular in the domestic market. However, what factors influence consumers’ buying behavior to the products of imitation brand? In this study, we explore eight factors that would influence a consumer’s decision towards the imitated product. The factors are appearance, price, brand similarity, innovation, function, advertisement, supporting native brand and exaggerate image. Meanwhile, statistical software, SPSS, has been adopted to test the correlation and frequencies among the eight factors and other sub-factors such as gender, age and income.</p>