Background  China is highly relevant in today’s economic environment and will be even more important in the upcoming years, since the Chinese economy, including its domestic consumer market, will keep growing. The country has changed from a merely manufacturing nation to a fast growing consumer market that offers promising marketing opportunities for Western companies. However, successful branding in China remains a challenge. In order to operate successfully, global companies need to position themselves strategically and adjust their marketing strategies to address this very diverse target market. This includes the branding of products. Since consumers’ cultural backgrounds shape their perception of brands, applying brand names to the Chinese market becomes a challenging task for multinational companies. Purpose  The purpose of this thesis is to explore different factors that are crucial for brand naming in China. The findings derived from a thorough literature review will be evaluated in front of empirical research and tested of their applicability to the practice of brand naming in China. Method  A qualitative research approach has been chosen in which the findings of a profound theoretical study are crosschecked via semi- structured in-depth interviews with multiple experts that are currently working in the field of branding in China. Conclusuion  This thesis concludes with stating different factors that have been confirmed and elaborated throughout the research. These factors are categorized in four different perspectives that have been established in the theoretical framework of this thesis: marketing, sociocultural, linguistics and legal. Moreover, the authors conclude that the four different perspectives cannot be seen independently and emphasize their interrelation. Thus, a model is provided that incorporates the crucial factors for brand naming in China and illustrates their interrelation. The authors emphasize that the results cannot be seen as conclusive, however, they provide valuable insights and a sound foundation for further research.

Purpose/Aim: To identify which channels of communication are most effective in conveying consumer brands to students. The main areas of research are social media, brochures , employees, and face-to-face interaction as with job fairs, study visits and lectures. Material/Method: Group interviews, literature, electronic sources, Internet sources. Main results: The results of the study show that employees are seen as the most trustworthy source since they are thought of as the most honest. Social media are seen as the communication channel with the broadest range of information but with the possibility of appearing unproffesional. Brochures were considered to be the least effective communication channel as these are rarely read and when they are, often seem contrived and give an overly rigid impression of the company. Face-to-face communication was considered to be the most effective way to gain a professional connection but was as viewed upon with certain skepsis due to the companies tendencies to at times present a false projection of themselves at events such as job fairs. The desire to aquire trustworthy and authentic information was constant throughout the results, something which the different channels of communication could offer to varying extents

Uppsatsens syfte är att beskriva tre stora företags arbete med externt employer branding utifrån företagens perspektiv. Uppsatsen inleder med att förklara innebörden av uttrycket, som syftar på att potentiella arbetstagare i dagens samhälle ser efter företags varumärke som arbetsgivare och vad det förmedlar. Vidare påvisas faktorer som bidragit till att employer branding blivit så viktigt. I nästa avsnitt behandlas tidigare forskning kring strategiskt varumärksuppbyggnad samt kring emplyer branding. Utifrån behandlad forskning och uppsatsens syfte konstrueras en analysmodell som påvisar de faser och processer som företag går igenom i sitt arbete med det externa employer brandet. Genom intervjuer med tre företag inhämtas empirisk data som jämförs mot behandlad teori samt mot analysverktyget. I analysavsnittet bekräftas att de empiriska data som inhämtats är teoretiskt grundat och att modellen är applicerbar. Resultatet blir att employer branding är mer dynamiskt och mer beroende av dialog mellan företaget och potentiella arbetstagare.

The global financial tsunami between 2008 and 2009 was the result due to the affection of the subprime mortgage Storm in 2007. Already well-established companies, products with good marketing position, luxury goods and Mega-Mansions are still be able to raise the price of goods, while others need to discount prices to keep businesses afloat. The northern part of Taiwan has the benefit of a denser population than the south and along with better and more solid marketing strategies and the ability to support the various kinds of events, prices of the real estate market up north stands in better health -This is what the south needs to learn. This thesis analyzes the real estate market based on the 2008-2009 research in rebranding and marketing strategy making. It is based on Kotler¡¦s ¡uCCDVTP¡vmodel proposed in 2006 which discusses how construction companies in south build up successful brands and marketing strategy. This case study in King Town¡¦s construction company is supported by qualitative method through in-depth interviews and secondary data analysis. Refer to case study for the conclusion and use as reference as desired.

This thesis focuses on how to elevate the Taiwanese motorcycle industry through a strategy based on successful branding. One of the items discussed is how most Taiwanese manufacturers produce mainly small sized motorcycles that are facing increasing competition and slower sales due to a saturated domestic market. Using the SWOT analysis and taking advantage of Taiwan¡¦s capabilities in R&D and production, entering the ATV/UTV niche market is the best path to long term profitability. ¡]1¡^A thorough analysis of the world¡¦s ATV/UTV market, sales volume by country, brand and model, is the path that should be taken by all the Taiwanese manufacturers. ¡]2¡^A successful branding strategy requires the following: 1¡DOne of the key factors is to start with clear product positioning and have differentiating and innovative products. 2¡DSuccessful sales channel development 3¡DCommunicate the brand value with the consumer-the customer is always right. A branding company is not in the business of just selling products (where the performance, features, and quality must be right), but price and after service also play an equally important role. A brand will not be fully accepted by the consumer until the brand has achieved full customer satisfaction by taking care of all the items above. 4¡DAn analysis on Taiwan¡¦s branded companies and interviews with the professionals who have helped create such brands are the key validation processes.

Thesis (M.A.)--Ohio State University, 2008. / Title from first page of PDF file. Includes bibliographical references (p. 70-75).

Thesis (Ph.D.)--Kent State University, 2008. / Title from PDF t.p. (viewed Sept. 21, 2009). Advisor: Michael Hu. Keywords: brand alliance, consumer ethnocentrism, integrated congruence, partner brands Includes bibliographical references (p. 98-110).

In this current day and age, developing brands is increasingly important. Universities have started to realise the potential benefits that exists from having a strong brand and have therefore started to invest resources in branding. Even though research within this field is present, not much have been conducted on the Swedish market. Comparing to research that is out there, the Swedish Higher Education industry differs, as most Universities and Business Schools in Sweden are public authorities.   This research aims to contribute with additional insights for Swedish Business Schools by studying brand equity and understanding how the brand is perceived both from the perspective of the University and that of the students. In order to reach the purpose stated, we developed our own figure based on previous acknowledged theories. The components that we chose to include were brand awareness, brand image, points of parity (POP), points of difference (POD), reputation and self-image. We interviewed 12 students currently enrolled at Umeå School of Business and Economics as well as one representative of the Business School. After thoroughly analysing the results we could conclude that brand awareness currently creates less value to the brand, in comparison to brand image. Looking at the differences in the perception of the Business School brand some components differed more than others. The Business School and the students perceived the overall position of the Business School as well as the general reputation the same. The brand image, as well as POP and POD, was perceived differently between the two. This research also found some managerial implications. Since brand image currently creates more value than brand awareness, Business Schools have a possibility to differentiate by focusing more on brand awareness. We also found that benefits of the Business School, specifically experiential benefits should be marketed towards prospective students.

Trots att Sverige är ett av världens mest jämställda länder råder en segregering på arbetsmarknaden där könsfördelningen är skev både hierarkiskt och sektoriellt. Tidigare forskning visar att en förklaring kan vara att kvinnor och män attraheras av arbetsgivare på olika sätt. Syftet med detta arbete är att studera hur Tele2 Sverige AB arbetar med jobbannonsering och employer branding för att jämna ut könsfördelningen bland de anställda.Genom att kombinera analyser av styrdokument för employer branding och tidigare använda jobbannonser med intervjuer med personal som arbetar med detta material har studien gett ett mångsidigt perspektiv på hur företagets arbete fortlöper. Studien visar att Tele2 Sverige AB har en jämnare könsfördelning än branschen generellt, framförallt på chefspositioner som ligger i fokus i företagets arbete. Detta har uppnåtts genom ett aktivt jämställdhetsarbete och ett riktat employer branding- och rekryteringsarbete. De har dock inte nått målet, vilket är att spegla Sveriges demografi, och arbetet kan alltid förbättras.

The concept of student as customer and marrying the concept of treating the student as a customer whilst delivering tertiary education which is both effective and rigorous is an issue which is currently being strongly debated.The objective of this thesis is to consider the student as a principle customer in the delivery of a particular brand of knowledge product, and the level of customer satisfaction they receive relative to the knowledge brand of their choice. Brand refers to the name and reputation of the knowledge provider, Auckland University of Technology, and the level and type of qualification achieved, the MBA degree.The marketing function promotes the brand. The day-to-day management of the process of learning is performed through operations. Thus, in providing tertiary education, how is the brand and the desired objectives of customer satisfaction promoted with the brand, balanced with organisational competencies when applied to the AUT MBA learning process.A triangulation approach has been applied in conducting both qualitative and quantitative research involving MBA students, lecturers and management staff at AUT in order to ascertain whether marketing promises were met. Key findings were that the perception of the quality of the MBA programme showed a statistically significant difference between satisfaction levels of graduate MBA students and undergraduate MBA students in the areas of flexibility, student orientation and support provided with applications and enrolment. Furthermore, the collective responses for both groups of students for all questions showed that although both groups of students appeared to demonstrate a general level of satisfaction with the MBA course, there was a general movement away from strong agreement for graduate students towards strong disagreement for undergraduate students. The results were analysed and recommendations made to enhance the marketing, management, delivery and assessment of the AUT MBA programme.