Review of the book Brand New by Wally Olins.

Devido à grande adoção por parte das empresas da estratégia de extensão de marca como base para crescimento, e também à falta de estudos específicos no Brasil sobre as variáveis que podem influenciar o desempenho das extensões de marca realizadas, este estudo se propõe a identificar os fatores críticos para a extensão de marca e suas implicações no sucesso da extensão. Para atingir este objetivo proposto, buscou-se um referencial teórico sobre diferentes temas relacionados à extensão de marca, e conduziu-se uma pesquisa exploratória, qualitativa e com uso do recurso de estudo de caso. A empresa selecionada para o estudo de caso único foi a Castelo Alimentos, onde os dados obtidos nas entrevistas foram analisados a partir de um modelo conceitual proposto sobre os fatores críticos para o sucesso da extensão de marca, formulado com base na pesquisa bibliográfica e agrupado em três tipos: fatores relacionados à empresa, fatores relacionados à marca mãe e fatores relacionados à extensão de marca. Os resultados sugerem que o grau de influência de cada fator varia conforme o tipo de extensão de marca realizada (extensão de linha, extensão de categoria similar, extensão de categoria dissimilar). Ainda, o fator considerado como mais importante para o sucesso da extensão foi o de adequação entre a extensão e a marca mãe; quanto mais similar e consistente a extensão for em relação à marca mãe, maiores chances de sucesso ela terá. Constatou-se também que o valor simbólico da marca e a sequência de realização das extensões são pouco significativos para o sucesso das extensões. Em contrapartida, o suporte para a extensão de marca foi considerado como um fator importante para seu sucesso para todas as extensões de marca analisadas. A partir das conclusões discutidas e levando-se em consideração as limitações do método de pesquisa escolhido, são propostas algumas recomendações às empresas brasileiras que buscam realizar extensões de marca. / Due to the wide adoption by business of the brand extension strategy as the basis for growth, and also to the lack of specific studies in Brazil on the variables that can influence the performance of brand extensions undertaken, this study aims to identify the critical factors for brand extension and its implications for the success of the extension. To achieve this proposed objective, a theoretical basis was sought on different topics related to brand extension, and after, an exploratory and qualitative study was conducted, using the case study method. The company selected for the one case study was Alimentos Castelo, where the data obtained in the interviews was analyzed using a proposed conceptual model on the critical factors for successful brand extension, designed based on the literature and grouped in three types: factors related to the company, factors related to the original brand and factors related to brand extension. The results suggest that the degree of influence of each factor varies depending on the type of brand extension made (line extension, extension to similar category, extension to dissimilar category). Moreover, the factor considered as the most important to the success of the brand extension was the fit between the extension and parent brand - the more similar and consistent the extension is to the parent brand, the greater the chance of success. It was also found that the symbolic value of the brand and the sequence of the extension implementation are not very significant for the success of the extensions. In contrast, support for the brand extension was considered an important factor for the success of all brand extensions analyzed. From the findings discussed and taking into account the limitations of the research method chosen, some recommendations are proposed to Brazilian companies seeking to use brand extensions.

A marca, em nossos dias, se tornou imprescindível ferramenta de marketing, ao permitir à empresa obter uma vantagem competitiva sustentável por um período de tempo relativamente longo. Soma-se a isso o fato de que, uma marca bem construída, constitui-se, em alguns casos, no maior patrimônio da empresa, apresentando valores superiores aos dos demais ativos (máquinas, instalações, terrenos e outros). Nesse sentido, em um cenário cada vez mais competitivo, o aprofundamento em questões que envolvam a evolução do conhecimento estabelecido acerca de sua avaliação e da relação existente entre ela e os consumidores ganha importância dentro do marketing contemporâneo. Além disso, a crescente força dos serviços na economia mundial justifica um direcionamento da pesquisa para o setor. Esta tese, diante do exposto, aborda a avaliação de marca e seus modelos, focando-se naqueles baseados no consumidor (de marketing) e no setor de serviços. Sua proposta fundamentou-se em dois objetivos: propor um modelo integrativo de avaliação de marca de serviços baseado no consumidor (de marketing) e verificar sua aceitabilidade por um grupo de executivos de marketing de empresas de serviços. Uma extensa revisão bibliográfica possibilitou conhecer um pouco mais sobre esse assunto ainda pouco explorado no meio acadêmico (quando comparado a outros em marketing). O levantamento teórico abordou temas como modelos, marcas, e serviços. Ênfase especial foi dada ao quesito brand equity e suas variantes (consumidor, econômica e de empresas), com foco no consumidor procedeu-se uma comparação entre os modelos de marketing. Partindo-se das informações coletadas uma proposta de modelo integrativo de avaliação de marcas baseado no consumidor foi apresentada, neste modelo procurou-se apresentar elementos voltados para serviços. A esse modelo batizou-se de Modelo Alvo. Por fim foi conduzida uma pesquisa de cunho exploratório, com um grupo de executivos de empresas do setor de serviços que ocupavam cargos de diretoria e gerência em marketing, buscando verificar a aceitabilidade do modelo integrativo proposto. Essa pesquisa, estritamente qualitativa e sem uso de testes estatísticos, comprovou a não só a aceitabilidade do modelo como também uma possível aderência à prática mercadológica dos executivos entrevistados. / At the present day, brand has become as irreplaceable marketing tool, as it allows enterprises to gain a competitive advantage, which may be sustainable for a relatively extensive period. In addition to that, a well-built brand may rapidly become the enterprise’s main asset, as it bears grater value than the other assets (machinery, plans, real state and so on). In this sense, it is plainly understandable that in a state of the affairs characterized as one of increasing competition, the examination in depth of questions concerning both the furtherance of its acknowledge evaluation, and the actual relationship it keeps up with regular consumers its more and more relevant to contemporary marketing. Besides, the growing importance of services as far as world economy is concerned is a good reason for (re-) directing research procedures to be carried out in this domain. This Doctoral Thesis will focus on an appraisal of brand and its models, mostly by taking into account consumer based brand equity models as well as the service sector. The Thesis aims then at attaining two purposes. The first develop an integrative model for consumer based brand equity and in the second we carried out a thorough investigation of its favorable reception on a group of marketing executives working in the service sector. A far-reaching reappraisal of the existing bibliography made it possible to reach a greater range of information on a poorly explored academic subject (if compared with others marketing studies). The theoretical survey made here bears upon models, brands and services. In addition, we lay a stress on brand equity and on its varying kinds (the one meant for consumers, the economic one and the enterprises variety). Much in the same way, we make a thorough comparison between existing marketing models mostly by focusing on the above-mentioned consumer oriented model. Based on the information gathered we propose a consumer oriented integrative model of brand evaluation, by paying greater attention to elements peculiar to the service sector. We call it Target Model. Lastly, in order to add further strength to the point made we conducted an exploratory research by interviewing a group of Executives in Office of the service sector enterprises, chiefly those who were responsible for Marketing Management. Such research was conducted on a strictly qualitative basis (no statistical results taken into account) as we tried to prove not only that proposed model is entirely acceptable, but also that suits the marketing doings of all those executives we had interviewed.

The purpose of this study is to investigate and analyze the marketing in Swedish politics. To clarify and compare the Swedish politics to traditional and commercial marketing strategies is not always simple but at the same time we must understand that the practical work political institutes practice, fuse with many theories and marketing is one such theory. To understand this, I chose to investigate which marketing areas and how within service management, brands, segmentation, positioning/image and marketing channels, affect the politics in Sweden? This study is based on qualitative method in which I had five interviews with politicians. The conclusions can be found in the chapter five.

Sammanfattning Titel: Ge ditt varumärke ett lyft! – en studie om hur företag bygger och stärker sina varumärken i sociala medier. Författare: Emilia Sjögren och Sofie Tellram. Handledare: Navid Ghannad. Nivå: Kandidatuppsats, marknadsföring (15hp), VT 2012. Nyckelord: Sociala medier, Varumärke, Kommunikation, Sociala nätverk, Bloggar. Syfte: Syftet med uppsatsen är att beskriva hur företag kommunicerar i sociala medier samt vad som är syftet med att kommunicera. Genom detta vill vi få ökad kunskap och förståelse för hur företag kan bygga upp och stärka sina varumärken genom sociala medier. Metod: Uppsatsen har en kvalitativ metod med en deduktiv ansats i vilken tre fallföretag intervjuats. Företagen är kunniga inom sociala medier och arbetar aktivt med dessa. Teoretiskreferensram: Detta avsnitt inleds med traditionella kommunikationsteorier följt av kommunikation i sociala medier. Teoriavsnittet avslutas med övergripande teori om varumärken. Empirisk studie: I denna del presenteras de intervjuer som genomförts med tre fallföretag. Slutsats: Uppsatsens slutsats är att företag bygger och stärker sina varumärken i sociala medier genom olika aktiviteter och utifrån vad som är företagets syfte med kommunikationen väljer de socialt media. / Abstract Title: Give your brand a lift! – a study of how companies build and strengthen their brands in social media. Authors: Emilia Sjögren and Sofie Tellram. Adviser: Navid Ghannad. Level: Bachelor thesis in marketing (15 Swedish credits), Spring 2012. Keywords: Social media, Brands, Communication, Social networks, Blogs. Purpose: Our purpose is to describe how companies communicate in social media to build and strengthen their brands and to describe the purpose of the communication in social media. Our purpose is also to increase our knowledge and understanding of how companies build and strengthen their brands through social media. Method: This thesis has a qualitative method with a deductive approach in which three case studies are studied. The companies have high knowledge in the given topic and work active with social media. Theoreticalframework: This part of the thesis begins with traditional communicationtheories followed by communication in social media. The part ends with a comprehensive theory about brands with leads to a model which summarizes our theoretical framework. Empiricalframework: In this part the results of the interviews with the three Case studies are presented. Conclusion: The study shows that companies build and strengthen their brands in social media through different activities. Depending on the companies purpose it chooses a social media to communicate in.

The motivations underlying consumers¡¦ purchase of luxury brands are valued in the industry and in the research field. On the other hand, consumers not only could buy luxury brands from luxury brands¡¦ store, but could buy them from second-hand store or just rent them. They even could buy counterfeit luxury brands which almost have the same performance with luxury brands. There are also many extant literatures about these consumers¡¦ behavior. But it still lacks the discussion about the differences between consumers who have different consumption behaviors. The motivation of this research is to fill up this research gap and to discuss the differences between consumers who have different consumption behaviors for luxury brands. Perceived risk theory is adopted in this research. The purpose of this research is to explore the differences in performance risk, financial risk, psychological risk, social risk and time risk between consumers who have different consumption behaviors for luxury brands. This research is verified through the survey study. Collectively, the results support that: the consumers who have different consumption behaviors for luxury brands have different combinations of perceived risk.

Despite of global economic depression, the luxury-goods industry has been thriving in the recent years. Luxury brands build brand images such as fashion, classy, and elegance. In this mature market, especially under the domination of 4 major luxury products groups , it is very difficult for a new luxury brand to survive as a late entry. In this paper, based on First-Mover Advantage Theories(Schnaars, 1986; Lieberman and Montgomery, 1988¡Ketc) and the New Business Model(Hamel, 2000), we develop a structural model to discuss how could a new luxury brand succeed competing with existing brands and go international. Shawnyï, a new French-Taiwanese luxury brand, is taken as our study case. Several important findings are as following: 1. No first-mover advantage is found in luxury-goods industry. What make a successful luxury brand should be business activities such as creative concept of designer and efforts on managing brands. 2. First-movers in luxury-goods industry benefit from their long-history brand images, their new designers also bring their brands new images from time to time to lead the fashion. 3. Fashion industry moves from Europe, through America, into Asia, in the meanwhile melts new concepts and creativity. 4. New luxury brands could reach global market by merging with luxury products groups.

Background Keller (2009) states that brand equity and the crucial intangiblevalue a brand brings to organizations is perhaps one of the most important marketing topics discussed in recent years. As the competitive market and branding environment for companies are fierce, the sport industry has gradually become more competitive and professional in many aspects of their operations as well. Researchers have gone to the extent of claiming that a brand is the most important asset of a sports team and that the brand provides direction and meaning for sports associations as well as for their followers. Still, market studies have indicated that sport associations often lack appropriate branding strategies and particularly for teams below the professional level, research have been limited in these areas. Purpose The purpose of this thesis is to examine what strategies and actions lower level Swedish ice hockey teams use in order to create and strengthen their brand. Method A hermeneutic view and inductive approach have been applied for this thesis. The purpose and research questions of this thesis have been answered with the help of seven qualitative, semistructured in-depth interviews with lower level sport club managers. Frame of reference Theory is based on two approaches to how teams can build and leverage their brand. While a model by Richelieu (2003) illustrates a strategic construction of the sports brand, the Spectatorbased brand equity model by Ross (2006) is more concerned with how controllable and uncontrollable factors contributes to the two main components of spectator based brand equity, namely brand awareness and brand associations. Conclusions The conclusion withholds the answer to the four research questions and purpose designed for this thesis. The findings indicate that teams are starting to realize the importance of a strong brand, particular to meet increased customer expectations for the game experience are considered important to create positive brand associations. An important finding have been the lack of communication and interaction teams seem to have with their customers in order to establish a clear brand identity and position in the market. The findings also indicate some characteristics particular to the lower level setting e.g. the dependence on volunteer workers and how the lack of long-term financial responsibility have impacted the management and development of a strong brand.

This thesis aims to explore the rise in the consumption of bottled water and the dominant narratives of normalization that seek to explain it. Commonly understood as the cumulative result of the power of marketing and misinformation, or the gullibility of ‘irrational’ consumers, the pervasive phenomenon of drinking bottled water is explained as another instance of the commodification of everything. However, these narratives contain a rather surprising omission: while it may seem obvious to state that bottled water is about bottles and water, the role of the bottles themselves in enabling the consumption of water ‘on the go’ to become such a ‘normal’ aspect of daily life is noticeably absent. I argue, by drawing upon work in consumer culture studies, sociologies of the brand, and material culture, that we need to reconsider the role of bottled water as both a brand and material object. Following the trajectories of two major brands of bottled water – Perrier and Dasani – through a content analysis of marketing and associated materials, I illustrate some of the diverse ways in which bottles, water, marketing and consumption are interrelated in the divergent and convergent trajectories of ongoing processes of normalization. In conclusion, I consider how such theoretical and empirical observations pose difficult questions and new challenges for those seeking to alter practices of consumption. / Thesis (Master, Sociology) -- Queen's University, 2007-09-20 16:58:51.16

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