Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro de Comunicação e Expressão, Programa de Pós-Graduação em Design e Expressão Gráfica, Florianópolis, 2016. / Made available in DSpace on 2016-12-20T03:12:47Z (GMT). No. of bitstreams: 1 343048.pdf: 20021098 bytes, checksum: aa2403b06f169cf18ad3c0e6b1ecd960 (MD5) Previous issue date: 2016 / Durante todo a evolução no universo da comunicação e do design, sempre houve uma tendência em buscar a diferenciação de produtos através de seus marcas, o que antes eram apenas produtos em uma gôndola hoje já são tratados como elos entre cliente e marca. No universo das marcas de moda este cenário não é diferente. Esta evolução e interdisciplinaridade levaram a elaboração de diversas metodologias, entre elas o TXM Branding que foi desenvolvido pelo LOGO ? UFSC e é fonte principal deste estudo. Este projeto tem o objetivo de identificar se é possível a percepção do DNA de uma marca de moda por seus consumidores por meio de uma campanha publicitária. Este objetivo não tem função de servir como conteúdo absoluto, mas sim de abrir uma discussão sobre o assunto, deixando assim margens para maiores investigações sobre o assunto. Ao final desta investigação pode-se observar que por meio de uma campanha publicitário de uma marca de moda, quando bem elaborada, pode se colocar o consumidor em contato com a essência da marca, gerando assim um maior poder de diferenciação e interação do público com o estilo de vida ofertado por uma marca.<br> / Abstract : Throughout the developments in communication and design universe, there was always a tendency to seek product differentiation through its brands, which were previously only products in a gondola today are already treated as links between customer and brand. In the world of fashion brands this scenario is no different. This evolution and interdisciplinary led the development of several methods, including the TXM Branding which was developed by LOGO - UFSC and is the main source of this study. This project aims to identify the perception of the DNA of a fashion brand is possible for its customers through an advertising campaign. This objective has no function to serve as an absolute content but rather to open a discussion on the subject, leaving margins for further investigation on the matter. At the end of this research it can be seen that by means of an advertising campaign of a fashion brand, if well designed, can put the consumer in touch with the essence of the brand, thus generating a greater power of differentiation and interaction of the public with lifestyle offered by a mark.

Made available in DSpace on 2016-11-30T14:51:42Z (GMT). No. of bitstreams: 2 111931_Ana_Karina.pdf: 3748975 bytes, checksum: feaf1791a32b53defb9d1fd8e21dd351 (MD5) license.txt: 214 bytes, checksum: a5b8d016460874115603ed481bad9c47 (MD5) Previous issue date: 2015 / A identidade de marca é um dos componentes centrais do processo de gestão de marcas (branding) das organizações e as estratégias de marketing sensorial podem contribuir para a construção da identidade de marca, seja por meio do uso de estímulos sensoriais na comunicação da marca, no ponto de venda e no relacionamento com o cliente. Assim, o presente estudo analisa como estratégias de marketing sensorial contribuem para a construção da identidade de marca segundo o modelo teórico de Aaker (2007) em uma organização do setor de móveis planejados. Para tanto, o estudo envolveu a aplicação de pesquisa exploratória, de abordagem qualitativa e na forma de estudo de caso. A coleta de dados foi realizada por meio de levantamento documental, entrevista em profundidade (semi-estruturada) e observação direta com gestores da empresa, lojistas e clientes. Os dados coletados foram analisados pelo método análise de conteúdo com abordagem qualitativa e categorização temática de dados. Os resultados do estudo apontam que a empresa utiliza os cinco sentidos humanos como estratégia de marketing, principalmente estímulos sensoriais de natureza visual (decoração, seleção de cores e ambientação de lojas), olfativa (essência desenvolvida especialmente para a marca) e tátil (texturas diferentes em brindes e produtos); que as estratégias sensoriais são percebidas como relevante pelos gestores na construção da identidade da marca e que os benefícios mais apontados são satisfação de clientes, lealdade à marca e indicação de novos clientes / The brand identity is one of the central components of the brand management process (branding) of organizations and sensory marketing strategies can contribute to building the brand identity, either through the use of sensory stimuli in brand communication in point of sale and customer relationships. Thus, this study analyzes how sensory marketing strategies contribute to building the brand identity according to the theoretical model of Aaker (2007) in an organization's customized furniture industry. Therefore, the study involved the application of exploratory research, qualitative approach and in the form of case study. Data collection was performed through documentary survey, in-depth interviews (semi-structured) and direct observation with company managers, shopkeepers and customers. Data were analyzed by using content analysis with qualitative approach and thematic categorization of data. The study results indicate that the company uses the five human senses as a marketing strategy, especially sensory stimuli visual nature (decor, color selection and ambiance stores), olfactory (essence developed especially for the brand) and tactile (different textures in gifts and products); that sensory strategies are perceived as important by managers in building brand identity and the most mentioned benefits are customer satisfaction, brand loyalty and appointment of new customers

Thesis submitted in fulfilment of the requirements for the degree Master of Technology: Public Relations Management in the Faculty of Informatics and design at the Cape Peninsula University of Technology 2014 / This study examined KAPPAHL and IKEA’s Corporate Social Responsibility activities and the effect it has on building consumer brand loyalty. The conceptual framework of the study is built on two theories, stakeholder theory and triple bottom line theory, which are relevant to the objectives of this study. The methodology of the present study is qualitative approach, undertaken for the study through analysis of the CSR activities practiced in the two selected organisations. The CSR objectives, plan, implementation strategies and role of various stakeholders have been analysed. The research concludes that there are several factors that help create brand value and consumer brand loyalty and CSR can be one of those factors. The main role of CSR in the process of branding is to assist the brand to “keep its promise” to the consumers. One way to achieve this is through clear and consistent CSR communication. The research suggests that a key point in an organisation’s CSR communication strategy is to always take action before communicating. By offering total transparency with the organisation’s CSR work and efficiently conveying its possible impact, CSR can serve as an effective tool in educating and engaging the consumer about the brand. In a more emotional and personal economy, CSR helps to create a more genuine and deeper relationship with consumers wherein bold and unrealistic advertising campaigns without any social commitment may fail to attract consumers. While advertising mostly seeks to assert what a brand wishes to be, this study implies that CSR takes the proposition of what the brand actually has done and what it has achieved. In a period when organisations seek to build relationships between the consumer and the brand, a value based and honest approach towards CSR helps in creating a more genuine and loyal relationship which certainly enhances the value of the brand

Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2010 / A total of R4.8 billion was spent on sports sponsorship in South Africa in 2008, while a remarkable increase in sports sponsorship indicates that research, which deals with studying effectiveness of sports sponsorship, is essential. Moreover, brand extension was considered as a means to assist brand revitalisation and revival; however, in order to render brand extension implementation successful proved another important aspect of this research. Therefore, this research answers the question: can marathon sponsorships help sponsors to achieve effective and successful brand extensions? This study applied quantitative methodology as its research design. A self-administered questionnaire was designed for the survey and quota sampling was implemented in the research. A sample of 122 athletes who ran the full marathon at the Weskus Marathon was collected at the venue where athletes collected their running numbers on 5th of March 2010 for the following day’s race. This process continued until the researcher had asked 122 athletes for their cooperation to complete the questionnaires. The responses indicated that marathon athletes agreed that: first, a qualified marathon enhances the sponsor's brand image; second, the sponsor's brand was visible at the previous event; third, I can recall the sponsor’s brand of the most recent marathon in which I participated (excluding current marathon); fourth, sponsoring the marathon enhanced my awareness of the sponsor's brand/product; and last, it is good to have the same sponsor sponsoring a marathon continuously. Conversely, the responses also illustrated that the marathon athletes were neutral towards the following research statements: firstly, participating in marathons that have high media coverage; then, I will buy a new product in addition to the brand, which sponsored the marathon; and finally, my experience of the marathon will influence my decision to buy a new product in addition to the brand, which sponsored the marathon. Hence, the research explored the hypothesis that marathon sponsorship can be utilized as an effective way to achieve brand extension. Furthermore, regarding brand extensions and marathon sponsorships, male athletes of the Afrikaner or English culture who use English as their home language, think that marathon sponsorships will be effective for brand extensions. Such athletes are normally around 41 to 50 years old, are professional, managerial and are involved in other work such as administrative, marketing, skilled craft, self employed and so on, and have a higher education – postgraduate diploma/degree, while their running years range from 3 to 5 years.

Thesis (MTech (Tourism and Hospitality Management))--Cape Peninsula University of Technology, 2014. / The success of any hotel depends entirely upon the satisfaction of its consumers. In order to get this right, hotels have to know the buying behaviour of their customers, hence the saying that “the Customer is King, therefore the Customer is always right!” The Botswana hospitality and tourism market has experienced remarkable changes of late. The well-known hotel brands seem to have increased their market share in the existing market, which used to be dominated by local brands. A brand is a powerful tool that attracts more consumers to buying particular products and services. Some companies may even regard it as equity, as it can add value to the products with which it is associated. It is in this regard that branded properties are important in the hospitality industry. “Brands play an intangible role in the operational effectiveness of any organisation” (Bruce & Harvey, 2008:6). “Brands are increasingly important to tourist destinations and are used by all consumers in the process of buying situations” (Kotler, Bowen & Makens, 2006:315). This study focused on exploring the research problem, which stated: What will the effect of branding be on consumer buying behaviour in the hospitality industry of Gaborone? and the sub-problem, which stated: Will there be an increase in the buying behaviour of consumers due to branding in the hospitality industry of Gaborone? Semi-structured interviews were conducted with the sales managers of the three participating hotels, and two questionnaires were distributed – one for guests and one for staff. The analysis of the questionnaires and the interview results indicated that the guests and employees of the hotels were aware of the brands that were available to them in the hospitality industry of Gaborone, Botswana. This was shown by the results that revealed that 52.99% guests stated that the hotel brand had a very important effect in their decision making on which hotel to choose, and 76.06% of the employees thought that the hotel brand had a very important effect in the decision making of customers on which hotel to choose.

D.Comm. (Sport Management) / The primary objective of the study was to establish what brand leverage strategies could be implemented in sport mega-event branding based on the case study of the 2010 FIFA World Cup South Africa. The secondary objectives focused on discovering the dimensions of sport mega-event branding, investigating the areas of sport mega-event impacts and leverage, identifying sport mega-event brand leverage activation tools and understanding the role of mega-event brand leverage activation tools in the context of their potential influence on the development of small and medium enterprises in the host country. Deriving from the research questions and objectives, a theoretical framework of sport mega-event brand leverage was created. It provided a blueprint for seven hypotheses, formulated in this study. A quantitative descriptive design was employed by the researcher. A self-administered web based questionnaire was uploaded at the Statkon website at the University of Johannesburg. The researcher utilised a purposive judgement sampling technique which targeted small and medium enterprises (SMEs) from the Gauteng and Western Cape provinces in South Africa. The companies were registered on four major online databases in South Africa – The Box, BizConnect, BizNetwork and online Yellow Pages. The main study was preceded by a two-phase pilot where five individuals representing conveniently chosen SMEs located in the city of Johannesburg filled out a hard copy of the questionnaire in each phase. Once the researcher refined the questions following the second pilot, the main research took place. The total of 8 902 emails, containing the website link, were sent out with 239 returned questionnaires accepted as valid to be included in the statistical analysis (2,95% response rate). The questionnaire was available online for five months between July and November 2011. The researcher made use of factor analysis and the Structural Equation Modelling (SEM) in the process of data analysis. The exploratory factor analysis enabled a reduction in the total number of latent variables (factors). It was followed by the confirmatory factor analysis, which also computed the goodness-of-fit indices allowing for establishing how well the model explained the data. Once the number of factors were reduced, the EQuationS (EQS) software was used to investigate mutual relationships between different variables and testing the hypotheses. The summary statistics, such as mean, median and standard deviation also helped in the interpretation of the findings. The main finding of the research was that the destination brand (South Africa) was a significant predictor of co-branding and an integral element of the sport mega-event branding (2010 FIFA World Cup South Africa). Co-branding was identified as the main brand leverage strategy – although there were various ancillary events supporting the World Cup. Ultimately the leverage opportunities lay in South Africa co-building the strong 2010 FIFA World Cup brand. In that, South Africa was one of the two dimensions of the mega-event branding which involved event and destination brands. The impact of social and political areas was identified as the most relevant to consider when staging a sport mega-event. In consequence they should be considered by destination brand managers and sport mega-event governing bodies when planning for leverage. Further analysis revealed that national identity and international prestige were found to have been considered as the most valuable areas of mega-event brand leverage in 2010. Close associations between national identity and prestige suggested that achieving one would have an influence on the other. Respondents thought that the aspects related to national identity should be included in marketing communications associated with the mega-event, such as advertising, public relations, sponsorship and licensing. Meanwhile, strengthening of a country’s international prestige should be anticipated when establishing the public relations strategy. In addition, sponsorship and relationship marketing were viewed as potentially having a significant influence on the development of local SMEs while licensing was seen as a solution with the power to boost SMEs growth in the short-term. This suggested that sponsors and other stakeholders should be involved in planning for positive event outcomes from a point of view of a local SME. This research had four main limitations which could not make the findings relevant to the broader population. Those limitations were: the low response rate, specific characteristics of hosting nation South Africa, as well as the fact that the World Cup is the most popular sporting event in the world. In addition, the sample population was limited to South African SMEs located in the Gauteng and Western Cape provinces which had an email and were registered on the four chosen online databases. That decision was driven by the fact that these two provinces are the two major business hubs in the country and were also involved the most in hosting of the World Cup matches in 2010. SMEs’ online presence enabled the researcher to conducts the study in an efficient and cost-effective way. More research is required in the future which would test the framework in different settings, with a different sample and also within an alternative time focus, mainly pre-and post-event.

M.A. (Marketing Communication) / In this study it is argued that the consumer has evolved and grown into a force that is no longer passive, taking the actions of its brands for granted. They ask questions, challenge and are inherently active, a state of being that is accelerated, facilitated and aided by the Internet and social media. This active stakeholder concept is operationally defined as the pressure exerted by informed consumers to hold brands and organisations responsible and accountable for the well-being of society and the environment, beyond the maximisation of profit, and to expect such entities to be responsive to and in dialogue with consumers as stakeholders of brands and organisations. It is questioned, at the same time, to what extent South African brand leaders have stayed current and informed with regard to this new breed of active consumer stakeholder, and whether Corporate Social Responsibility practices are not often used as a smokescreen to ‘greenwash’ actions. The study aimed to address the research problem by linking the key concepts of corporate social responsibility, stakeholder theory, normative stakeholder theory, corporate social responsiveness, stakeholder activism, stakeholder communication and accountability in an attempt to ascertain to what extent the active consumer stakeholder concept has taken root in strategic communication activities of 50 brand leaders in the country, and to develop a measuring instrument for brands to evaluate to what extent they are attuned to the active consumer stakeholder concept. The research methodology made use of reliability tests and cluster analyses, themes were established based on an extensive literature review. Ultimately, the tool was comprised of a series of Likert-type questions, a ranking question and three open-ended questions which added depth to the other elements of the tool. The findings indicate a lack of congruence, within the sphere of South African brand leaders, with regards to the notion of the active consumer stakeholder. However, they also suggest an assimilation, and move to congruence, through a connection between the nuances that exist at both ends of the stakeholder continuum i.e. shareholder theory and stakeholder theory. Doing good will ultimately be equated with making money.

Doing business "the French way" in a Francophone market niche may be somehow different from doing it "the English way" in an Anglophone market niche. Since both the employees’ and the customers’ knowledge of an organisation underpins the organisation’s performance in complex business world environments, Multinational Organisations (MNOs) need to find a manner in which they can achieve coherence between their strategic vision, organisational culture and corporate image across the different linguistic and socio-economic markets they interact with through the various marketing tools they use to stimulate recognition. As a result this can support the integrity and sustainability of their corporate brand across markets and across different linguistics landscapes while interacting with their existing and new foreign markets. This study concentrates particularly on the rhetoric figures and visual cues employed in the selected French and English advertising/promotional messages from different types of advertisements and different product packages of multinational organisation subsidiaries. The study looks at how both the rhetoric figures and visual cues in the selected advertising/promotional messages support the integrity and maintain the sustainability of the corporate brand of the selected companies. The latter is examined across different linguistic and socio-economic markets. The study explores and examines how the possible linguistic properties are used in the selected French and English advertising/promotional messages from different types of advertisements, including those on different product packages. It also looks at how the linguistic properties in selected advertising/promotional messages belonging to different types of advertisements are used in creating and maintaining a positive corporate image of the MNOs and that of their parent companies. In addition, this study analyzes the potential impacts and challenges on moral, cultural and life-style values that multinational subsidiaries inflict on customers through the advertising/promotional messages from different types of advertisements in the promotion and branding of their products and how this affects their corporate image and that of their parent organisations. This is a content analytical study of language features evident in the selected advertising/promotional messages from different types of advertisements and different product packages at the lexical, syntactic and discourse levels and their role and impact on selected multinational parent organisations and their subsidiaries’ corporate images together with those of their selected products. In order to conduct a data-driven study, the author built a data corpus based on 29 advertising messages from different types of advertisements and advertising messages printed on different product packages. The types of advertisements include the photographs and scanned images of billboards, mural billboards, outdoor advertising billboards and leaflets advertising/promoting specific services or products. The product packages include photographs and scanned images of product covers/wraps, primary packages of products, product containers’ stickers with messages printed on them, and primary boxes. The sample comes from six selected multinational subsidiary organisations from two different countries, the Democratic Republic of Congo, a Francophone and multilingual country, and the Republic of South Africa, an Anglophone and multilingual country. Through a detailed content analysis of the advertising/promotional messages from a diversity of sources used as a means of communication, with a focus on rhetoric figures ,visual cues and language features, their roles and potential impact on MNO’s, corporate images in foreign markets will be summarized. In the end, possible conclusions are drawn in the light of the role and impact that they have on the selected companies’ corporate image across different linguistic and socio-economic markets.

Every nation exists as a brand with either positive or negative attributes and any other nation and individual that interact with it either will positively or negatively contribute to its nation image. A nation’s brand image may have evolved over many years, shaped by wars, religion, diplomacy or the lack of it, international sporting triumph or disasters, and by the brand itself. Zimbabwe as a nation is suffering from a negative image gained during 2000-2008 that has been characterised by inter alia the fast track land reform programme, political instability, corruption, hyperinflation, and so forth. The country has experienced a major transformation in its political environment that has had a positive effect on all sectors of national development. The new inclusive government, thriving on national unity has seen the people of Zimbabwe combining effort to work together to sustain the development of the country. The aim of this study was to investigate how nation branding for Zimbabwe can help the country to brand itself as a safe destination for tourists, investors, and visitors. The major question therefore, pertains to how all sectors in the economy of Zimbabwe can combine their efforts to brand Zimbabwe and make it compete more efficiently at all levels. Empirical findings revealed that tourist attractions have a positive relationship with nation branding. The empirical results also indicated that entertainment events have a positive relationship with nation branding. It can be recommended that Zimbabwe needs to identify tourist attractions and entertainment events to increase its nation branding. The empirical results of the study also indicated that nation branding has a positive relationship with nation building in Zimbabwe. It was also shown that nation branding has a positive relationship with good governance in Zimbabwe. These results indicate that it would be easier to build the Zimbabwean nation when its brand is strong. Good governance, on the other hand, will increase if the nation’s branding improves.

M.A. / Shopping centres in South Africa, regional ones in particular, find themselves existing in an increasingly competitive marketplace, where despite a move towards creating better marketing communications around centres, consumers are overwhelmed by such communications messages and by the abundance of centres from which to choose. This has created a problem of brand parity, where there is very little differentiation between centres, yet development shows no signs of slowing down. This causes further confusion by giving the consumer more choice, leading to brand switching. The problem is exacerbated by consumers who have become much more knowledgeable and far more demanding in terms of what they expect from products and services (Evers, 2005; trendwatching.com, 2007), including shopping centres. Additionally, shopping centre marketers have to deal with developers, owners, management companies and leasing agents, as well as tenants, who neither understand the process of branding nor believe in it, while also having to deal with their own lack of skills in the area of branding regional shopping centres. In light of this, there is a need to strategically conduct trend analysis, to see where the shopping centre industry is headed, so as to help centres create a sustainable competitive advantage in terms of branding (Gossen & Gresham, 2002) by being aware of trends, so that they can better meet the needs of the potential markets that they serve. Specifically, this requires a look at future mega trends that are affecting regional shopping centres based on what is termed the 3Es of branding, which are experiential branding, emotional branding and electronic branding. To this end, an ethnography was conducted, based on the trend analysis technique known as Trend Unit (Evers, 2005: trendwatching.com), which comprised a 14-year immersion study and encompassed the collection of data using participant observation, informal unstructured personal interviews and the review of media artefacts. The trend analysis revealed three new trends that are coined based on the 3Es of branding.