Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2017-04-27T12:40:07Z No. of bitstreams: 1 Elaine Ribeiro de Oliveira.pdf: 1647816 bytes, checksum: 575ccdf56b501b2b3025c19c425b29ad (MD5) / Made available in DSpace on 2017-04-27T12:40:07Z (GMT). No. of bitstreams: 1 Elaine Ribeiro de Oliveira.pdf: 1647816 bytes, checksum: 575ccdf56b501b2b3025c19c425b29ad (MD5) Previous issue date: 2017-04-20 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / According to the current global economic scenario, marked by hypercompetitiveness, marketing managers have faced great challenges in building strong brands. Whereas, the permanence of trademarks depends on the use of effective and innovative strategies, which are inserted and based on relevant models. In order to do so, it’s also important to consider socioeconomic and cultural issues that have become relevant to brand managers, given their complexity among social actors and the multiplicity of value that further challenges marketing managers. In this premise, this thesis has as its main theme: " The challenge of brand building: Proposal of a model ", which inspires new perspectives for the management and marketing field, and aim to contribute to brand theory and management, in order to elucidate the gaps in the models presented by the authors Aaker and Joamchimstaler (2007) and Keller (2013). In this perspective, the study sought to explore and achieve the goal of proposing a brand building model, in which is presented a research based on a methodological approach, a qualitative study, having as empirical verification strategy the method of study of multiple cases, Through the analysis of Arezzo and Schutz brands. Thus, one can perceive the relevance of the proposed model, after analyzing the content used in the interpretation of the results of the research carried out in this thesis / Diante do atual cenário econômico global, marcado pela hipercompetitividade, os gestores de marketing têm enfrentado grandes desafios na construção de marcas fortes visto que, a perenidade das marcas depende do uso de estratégias eficazes e inovadoras, que estejam inseridas e pautadas em modelos relevantes. Para tanto, há que se considerar ainda as questões socioeconômicas e culturais, que se tornaram fundamentais para os gestores de marcas, dada toda sua complexidade entre os atores sociais, diante da multiplicidade de valor, tornando-se um desafio aos gestores de marketing. Nessa premissa, a presente tese tem como tema: “O desafio da construção das marcas: Proposta de um modelo”, que inspira novos olhares para o campo gerencial e do marketing, buscando contribuir com a teoria e a gestão de marca, no sentido de discutir as lacunas existentes nos modelos apresentados pelos autores Aaker e Joamchimsthaler (2007) e Keller (2013). Nessa perspectiva, o estudo buscou explorar e atingir o objetivo de propor um modelo de construção de marca, apresentando uma pesquisa fundamentada em uma abordagem metodológica de um estudo qualitativo, tendo como estratégia de verificação empírica o método de estudo de casos múltiplos, por meio da análise das marcas Arezzo e Schutz. Assim, pode-se perceber a relevância do modelo proposto, após a análise do conteúdo utilizado na interpretação dos resultados da pesquisa realizada nesta tese

Made available in DSpace on 2016-04-25T16:45:18Z (GMT). No. of bitstreams: 1 Renata Borovina Josko.pdf: 1320408 bytes, checksum: b7a008a9ef45034bcd6a440a089906ff (MD5) Previous issue date: 2009-06-04 / About fifteen years ago, a phenomenon of retail concentration, an important and already consolidated movement in some European countries, started to occur in the Brazilian market. As a consequence, manufacturer s structures and relationships with retailers suffered great alterations. In relation to structure, there has been an increasing number of Trade Marketing departments in the companies and, investment in point of sale actions is growing steadily and has a significantly larger share in the total amount of brands investments. The manufacturer-retail relationship has become a zone of greater conflict and there has been a shift of power from the hands of manufacturers to those of retailers. Every year the market absorbs more and more brands and their extensions. The consumer is impacted by several product messages sent by expensive media, transforming brand equity maintenance or building into a constant challenge for the manufacturers. In addition to this situation there is a growing pressure for short term results, at precisely the moment in which investment in brand building, usually related to Advertising, is migrating to point of sale activities or is related to Trade Marketing. The main objective of the research is to acquire knowledge on the impact of Trade Marketing actions on Brand Equity. In order to achieve this objective, the case study methodology was used for an important external sanitary napkin brand in the Brazilian market. As a result, it was verified that the increasing amounts invested in Trade Marketing actions as opposed to amounts invested in advertising, have not helped maintenance and differentiate brand awareness and its associations in two different periods of the study / Há cerca de quinze anos teve início no mercado brasileiro o fenômeno de concentração do varejo, movimento expressivo e consolidado em alguns países da Europa. Como decorrência, a estrutura dos fabricantes e o relacionamento com os varejistas sofreram grandes alterações. No que se refere à estrutura, o número de empresas com departamentos de Trade Marketing é cada vez maior e, o investimento voltado para ações no ponto de venda cresce e representa cada vez mais no valor de investimento das marcas. A relação varejo - fabricante tornou-se mais conflituosa e o poder inverteu-se para das mãos dos fabricantes para a do varejista. O mercado absorve a cada ano cada vez mais marcas e extensões das mesmas. O consumidor é impactado por inúmeras mensagens de produtos através das dispendiosas mídias existentes, tornando a manutenção ou construção do patrimônio de marca um desafio constante para os fabricantes. Soma-se a situação da pressão por resultados no curto prazo, momento em que muitas vezes os valores de investimentos na construção de marcas, geralmente relacionados à Propaganda, migram para atividades no ponto de venda ou relacionadas ao Trade Marketing. O objetivo central da pesquisa é conhecer o impacto das ações de Trade Marketing sobre o patrimômio ou Brand Equity das marcas. Para alcançar este objetivo, foi utilizada a metodologia de estudo de caso com uma marca de absorventes externos atuante no mercado brasileiro. Como resultado verificou-se que o incremento das ações de Trade Marketing em detrimento à propaganda, não auxiliou na manutenção e diferenciação das associações da marca entre dois períodos distintos

The uKhahlamba Drakensberg Park World Heritage Site has significant value including the natural and cultural value such as the production of water, the wilderness and eco-cultural tourism. Situated in the Province of KwaZulu-Natal, in South Africa, this 242 813 ha Park is a national and international asset. There are marketing activities carried out by Ezemvelo KwaZulu-Natal Wildlife (EKZNW); however they are not park specific. Ezemvelo KwaZulu- Natal Wildlife has a number of parks under their management and uKhahlamba Drakensberg Park World Heritage Site is one of these parks. The main aim of this study was to evaluate EKZNW’s current eco-cultural tourism marketing strategy for the uKhahlamba Drakensberg Park World Heritage Site. This was done by achieving the following objectives:- 1. determine the ideal generic marketing strategy for a Protected Area specifically a World Heritage Site; 2. establish the current status of Ezemvelo KwaZulu-Natal Wildlife marketing strategy for the uKhahlamba Drakensberg Park World Heritage Site; 3. conduct a comparative analysis between the ideal strategy and Ezemvelo KwaZulu-Natal Wildlife’s actual strategy for uKhahlamba Drakensberg Park World Heritage Site; 4. based on the comparative analysis, recommend marketing interventions to improve the eco-cultural tourism marketing strategy for uKhahlamba Drakensberg Park World Heritage Site. To fulfil these objectives the research methods used were qualitative in nature because of the type of investigation. Methods used to collect information included a literature review, structured and semi-structured face-to-face interviews, discussions, conducting a SWOT analysis and secondary data analysis. The SWOT analysis was formulated from the interviews but not as a workshop and it was part of the analysis. The results of the study show that the respondents have concerns regarding the marketing of the Site. Currently there is no written eco-cultural marketing strategy for uKhahlamba Drakensberg Park World Heritage Site. However marketing activities limited as they are, are being performed on an ad hoc basis. The Ezemvelo KwaZulu-Natal Wildlife marketing department is too small (three staff) to handle the marketing of all Ezemvelo KwaZulu-Natal Wildlife parks, resulting in uKhahlamba Drakensberg Park World Heritage Site not getting the marketing attention it deserves as an international icon. Scarce resources coupled with internal conflicts, lack of marketing skills, insufficient gathering of marketing information and no external or industry marketing alliances has resulted in minimum marketing exposure for the uKhahlamba Drakensberg Park World Heritage Site. The study concluded that marketing integration and collaboration with all relevant stakeholders is needed. Marketing objectives for the uKhahlamba Drakensberg Park World Heritage Site must be developed. Better profiling of current and potential visitors to maximise revenues is a priority for better future marketing decisions. The brand identity has to be maximised through collaboration with stakeholders and staff. This will lead to sustainable marketing of the Site which takes into consideration biodiversity conservation. This ensures that conservation objectives are not compromised. / Thesis (M.Env.Dev)-University of KwaZulu-Natal, Pietermaritzburg, 2011.

Increased competition for top students, reduced public funding, and comparative "shopping" by prospective students have resulted in universities taking a more market-oriented approach to improve student enrolment (Moore 2004). The outcomes of this market-oriented approach of universities are: First, students are increasingly seen as customers of knowledge by universities, and universities as suppliers of knowledge to these customers (Svensson & Wood ,2007). Second, students are being faced with an array of education choices and information (passively or actively gained). As with physical product consumption, the institution brand with its underlying appeals can function as a route map for students through this bewildering variety of choices/information. Despite the plethora of studies on education purchase, the impact of brands on students' choice of international tertiary education provider has not been fully explored. This is especially so within the context of brand image and brand trust. The purchase of an international tertiary education can be a risky (uncertain) venture because of the time and cost involved. Consumer's trust in a brand contributes to a reduction of uncertainty in consumer purchases (Garbarino & Mark 1999). However, the concept of brand trust is not explored in education. While the research on brand image within the context of education is not new, its definition and measurement varied or seldom explore in relation to country-of-origin, promotion channel and individual values in student's choice decisions. This thesis aims to address these research gaps. It explores the impact of two psychological associations with brand: brand image and brand trust (in relation to individual values, country of origin and promotion channel) on Chinese students' choice of international tertiary education provider, using the Bednall and Kanuk's (1997) decision-making model as the research's underlying framework. Since no existing measures or scales related to brand image and brand trust suitable for use in this thesis were identified from the literature, a two-stage research method to collect both qualitative (in-depth interviews) and quantitative data was used to develop measures for this thesis. The adopted research design is consistent with Anderson Churchill (1979) and Gerbing's (1988) guideline for scale development. Information gathered from 36 in-depth interviews, 416 pilot surveys in Singapore and Malaysia, and 287 surveys (post enrolment data) in New Zealand revealed that choice patterns for international tertiary education providers are focused on: i) A university's brand image, as reflected in the brand positioning messages of an institution competencies, course related issues, and brand identity (university values and missions statement); ii) Brand trust as reflected by the expressed opinion of friends and family members and students' positive experiences with university staff; iii) The social political image of a university's country of origin; iv) The perceived direct barriers to tertiary education (English language proficiency and course admission requirements); and v) High Context communications through education fairs, corporate sponsorships of scholarships/bursaries and international student exchange programs. In addition, a customer-centric approach to the student-university relationship helped improve the identity and brand image of a university. The presence of senior academic staff (professor level) at education fairs; good accessibility of academic staff on campus; having knowledgeable and culturally sensitive frontline staff (reception & marketing personnel); and small, customised tutorial classes would identify the university as customer-centric and contribute to a positive university life experience. These help projected an image that the university is concerned with their students' learning outcomes. Not only will positive university life experiences lead to improved learning outcomes for students, it helps strengthen future alumni-university relationships, resulting in alumni being willing to promote their alma mater to their children, friends and colleagues. This free publicity can help enhance the brand image and brand trust in a university, differentiating it from other universities. This thesis verified the findings of McMahon (1992) that superior economic development in the destination country is not an important 'pull' factor in student mobility. It complimented the findings of Gray, Fam and Llanes (2003) by showing the importance of customised strategy in international education offerings and illustrated the link between brand image and country image (socio-political) in the purchases of educational services, evidence that was absent in the study by Zhou, Lawley and Perry (2000). While pre-enrolment data from the in-depth interview and pilot survey indicated that Singapore and Malaysian Chinese students are value bound in their decision of New Zealand as their intended study destination, there is no evidence from the main survey (post-enrolment) that individual values had an influence on their choice decision. The in-depth interview indicated that Singapore and Malaysian Chinese students found New Zealand society appealing because of its low corruption and high level of honesty and fairness because these values help to reinforce group harmony, a prominent characteristic of Chinese society. Further research is recommended in this area. Overall, this thesis will contribute to the body of knowledge in students' decision-making and university branding.

Today's children are a multi-billion dollar consumer market that not only has the power to spend their own money but directly influences the spending for household consumer purchases. They present an extremely healthy and potentially long term wealthy consumer market for marketers to target and reap the benefits from their loyalty. However, the area of young children's consumer behaviour is significantly under researched. Very little is known about how young children develop preferences, make brand choices, and develop equity towards a brand. This study investigates the brand knowledge elements associated with brand preference and brand equity for young children. An experimental procedure was employed utilising personal interviews and collecting data from five Australian Day Care facilities and four Australian Community Pre-school Centres. The respondents were three and four year old children, who performed a game involving questions about fast food brands. The hypotheses explored various aspects of brand knowledge (e.g., brand awareness) and, their influence on the child's initial preference between fast food choices (brand preference), and their loyalty when tempted by a toy and their second choice (brand equity). The study's analysis was divided into two parts. The first part determined whether there were any significant differences evident between three and four year old children in relation to the effect of brand awareness, affect toward, and brand image in brand preference and brand equity using chi-square analyses. The second part of the analysis employed binary logistic regression analyses to determine which elements of brand knowledge influenced a child's brand preference and brand equity regarding fast foods. 2 The study found there were no major differences between a three year old and a four year old in relation to the influences of brand awareness, affect toward, and brand image in brand preference or brand equity. The binary logistic regression analysis found that brand images provided the greatest effect in explaining and predicting brand preference and provided a contributing influence in brand equity. Brand awareness was found to provide the second greatest effect on brand preference and the greatest effect on brand equity, and affect towards the brand or main menu item provided the least amount of effect in explaining and predicting brand preference and brand equity for 3 and 4 year old children. The research also comments on the use of a toy as a marketing tool to lure children to a brand and provides suggestions for future research. Marketing, managerial and public policy implications are also provided.

Thesis (Ph.D.)--Mississippi State University. Department of Marketing, Quantitative Analysis, and Business Law. / Title from title screen. Includes bibliographical references.

Submitted by Mario Divo Motter Junior (mariodivo@mariodivo.com.br) on 2016-05-25T14:12:53Z No. of bitstreams: 1 Mario Divo Motter Junior (FGV EBAPE) - TESE.pdf: 1644142 bytes, checksum: 0948bbf7cbf27676f7bcd1e48d52826e (MD5) / Approved for entry into archive by ÁUREA CORRÊA DA FONSECA CORRÊA DA FONSECA (aurea.fonseca@fgv.br) on 2016-05-25T15:34:42Z (GMT) No. of bitstreams: 1 Mario Divo Motter Junior (FGV EBAPE) - TESE.pdf: 1644142 bytes, checksum: 0948bbf7cbf27676f7bcd1e48d52826e (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2016-06-07T14:11:31Z (GMT) No. of bitstreams: 1 Mario Divo Motter Junior (FGV EBAPE) - TESE.pdf: 1644142 bytes, checksum: 0948bbf7cbf27676f7bcd1e48d52826e (MD5) / Made available in DSpace on 2016-06-07T14:11:49Z (GMT). No. of bitstreams: 1 Mario Divo Motter Junior (FGV EBAPE) - TESE.pdf: 1644142 bytes, checksum: 0948bbf7cbf27676f7bcd1e48d52826e (MD5) Previous issue date: 2016-02 / This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a 'step ahead' in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about the industry and country-of-origin effects (and their interactions) on the brand value and the firm market value. Finally, the thesis offers an interesting comparison about the practitioners’ perspectives on the dimensions of global brands, the brand equity and the brand value, branding and marketing, including highlights on the brand internationalization process. The thesis offers a general approach on the extant literature in the first chapter, and a specific literature review for each other chapter.

Da Gama Textiles, based in the Eastern Cape has seen its sales of Jacquard products being affected in recent years by cheaper imported products. A study was required to enable its senior management to develop a branding strategy for its Jacquard products. In addition, senior managers required information about how to take advantage of the 2010 World Cup. Data collection was conducted in July to September 2009, using two population groups. The first one was bed and breakfast managers in KwaZulu-Natal, with the second one being top ten Jacquard customers by volume in South Africa. Results showed that awareness levels for Da Gama’s Jacquard products are low, although more than half of respondents would be willing to receive literature from Da Gama in the future relating to Jacquard products. Among the top ten customers, loyalty levels were found to be high, however customers were not satisfied with Da Gama’s price levels and felt that designs and delivery lead times could be improved. A suggested branding strategy was drafted, targeting both population groups. A strategy to build brand awareness and brand loyalty levels was suggested for bed and breakfast managers, while a strategy to improve brand loyalty levels was suggested for the top ten customers. / Business Administration / M. Tech. (Business Administration)

This thesis is divided into theoretical and application part. The theoretical part includes an introduction to subject of country of origin and terminology. The application part implements the discovered findings in the context of the Czech Republic and chosen segment. The essential objective of this thesis is introducing the concept of Country of Origin as one of the key elements defining consumer behaviour. Another goal is to find an attractive segment for successful branding of the Czech Republic, while drawing benefits from the use of the country of origin by companies. This thesis also analyses the impact of country of origin on the marketing strategies of selected companies and the image of the Czech Republic as country of origin of products in chosen segment. The output of this theses are adjustments recommendations of communication of the Czech Republic, as the country of origin of the goods of the chosen segment.

Retailers, Wholesalers, Marketers, Alcohol distributors and Manufacturers continuously fight for volume growth and market-share gain within the total alcohol market. Most of the answers of how much each can gain over a period of time remain a mystery that can only be answered by the consumers. The consumers determine who will have more share of wallet or share of throat more than the other. This is also equally applicable to brands, packs and the various alcohol categories that exist in the market. Why is it important, you possibly wonder? It is important because the alcohol market is an integrated part of our society; it contributes immensely to the South African economy and its value chain is enormous in value. Consumption expenditure increased from R3 513 039 000 in 2004 to R8 558 232 000 by 2013 in the Eastern Cape alone. In the last 10 years there has been an increase of new products that are being introduced into the market across all categories ranging from traditional alcoholic brands to flavoured and ready to drink brands. This presents an opportunity to alcohol consumers, alcohol shoppers and sellers alike. This opportunity meant that the consumer is spoilt for choice and retailers / wholesalers have an opportunity to list more brands which could possibly result in increased margins. Further to the above, South African marketers face both market challenges as well as proposed legislation regarding advertising of alcohol products. Some of the challenges include marketing clutter, competition, diverse nature of the South African consumer, infrastructure issues, government legislations, social media and digital platforms. The liquor industry of the Eastern Cape contributes approximately R7,7 billion to the Gross Geographic Product of the economy of the Eastern Cape through direct and indirect impacts; Approximately 23 620 permanent jobs are supported by the Eastern Cape liquor industry annually; Tax revenue attributable to the liquor industry in the Eastern Cape is R3,9 billion; and the economic impact of the liquor industry on gross capital formation is in the region R3,4 billion per annum. The purpose of this research is to optimise the marketing mix to influence consumer purchasing decisions in liquor outlets within the Border district within the above context. The objective of this study is to identify the marketing mix that influences consumer purchasing decisions in liquor outlets. The study will be conducted within the Border district. The Border district consists of various geographies within the Eastern Cape, South Africa. The area of the study will focus on key municipalities namely; Buffalo city, Amathole, Chris Hani and Joe Gqabi municipalities. The target sample size for this study was 360 consumers. A survey questionnaire was used to measure respondents’ preferences, attitudes, motivations and perceptions. The respondents were instructed to highlight the answer that best described them and / or their preferences. Questions were asked and the respondents had to highlight to what extent they agreed or disagreed with the question. Key findings are that there is high level of agreement that price and promotions influence consumer-purchasing decision in liquor outlets. The highest percentage of respondents are in agreement that beer is a first choice of drink and a second is spirits. 69% of the respondents agree that they change from the usual drink to a different drink when they go out. This can be attributed to the notion that consumers like to badge and want to be seen drinking brands that will be deemed socially acceptable in public, or brands that are the latest trend. The key benefits from the study include improved ability for marketers to reposition brands, give clear recommendations for drinking occasions and better understanding on how to efficiently distribute alcohol portfolios, extend brands and introduce limited editions.