<p>ABSTRACT</p><p>Title: Teenagers and their perception of fashion brands (Ungdomar och deras uppfattningar om modevarumärken)</p><p>Number of pages: 42</p><p>Author: Louise Kindblom</p><p>Tutor: Göran Svensson</p><p>Course: Media and communication studies C</p><p>Period: Autumn term 2007</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala university</p><p>Purpose/Aim: To achieve a deeper level of knowledge and a better understanding of high school teenager`s perception of the three fashion brands Gucci. H&M and Canada Goose and too distinguish potential gender related differences in their perceptions.</p><p>Material/Method: A questionnaire about fashion brands delivered to three schools in the Stockholm area.</p><p>Main results: Teenagers perceptions of the three fashion brands Gucci, H&M and Canada Goose are more different than similar. This differences in teenagers perceptions are discernible in a comparison between the most usual and unusual associations that are related to each of the brands. Gucci is associated with success, wealth, excitement and uniqueness. H&M is for example seen as earth-bound and has in a comparison with the other brands reached the highest level of positive associations. Canada Goose is seen as dishonest, and has the highest level of negative associations. Gucci and H&M are the strongest brands. They are strong regarding different aspects. Canada Goose is the least strong fashion mark. There are differences in perceptions of gender but they are quite seldom very big even if there are exceptions from this rule. The differences are more subtle.</p><p>Keywords: fashion brands, teenagers, perceptions, strong brands, associations, image, Kellers pyramid</p>

Este estudo aborda um tema relevante para empresas brasileiras com interesse no mercado global, que é a decisão de associar-se ou não à \"Marca Brasil\" em processos de internacionalização de suas marcas. A economia brasileira vem ocupando uma posição de mais evidência no cenário econômico mundial, trazendo oportunidades para empresas brasileiras se inserirem no mercado global. Marcas fortes são um dos meios mais efetivos de construção de valor agregado. Estereótipos que compradores possuem a respeito do país de origem de um produto influenciam sua avaliação, além das características intrínsecas deste produto. Este é o chamado efeito país de origem. Ou seja, o país de origem também é uma \"marca\", fazendo-se necessário que as empresas brasileiras compreendam este fenômeno. Embora o número de pesquisas acadêmicas brasileiras sobre o tema venha aumentando, a sua relevância justifica seu aprofundamento. A contribuição desta tese foi compreender como as empresas estudadas tomam a decisão de associar-se ou não à \"Marca Brasil\", aspecto que ainda não tinha sido especificamente estudado em outros trabalhos. Depois de estudada a literatura sobre o tema, verificou-se como empresas brasileiras específicas compreendem os conceitos de \"efeito país de origem\" e \"marca país\". Finalmente, foi investigado como estas empresas tomam a decisão de associar-se ou não à Marca Brasil. O tipo de pesquisa escolhida foi exploratória, com o método do estudo de caso, o que permitiu aprofundar a questão. As empresas selecionadas foram a rede de fast food Giraffas e a Embraer, empresas em diferentes estágios de internacionalização e de setores distintos, permitindo análises sob diferentes perspectivas. A conclusão da pesquisa de campo é de que as empresas estudadas reconhecem a existência dos conceitos \"efeito país de origem\" e \"marca país\". No entanto, como este conhecimento ainda não está devidamente suportado pela teoria disponível, o processo decisório de associação ou não com a marca país carece de melhor embasamento. Ou seja, uma decisão de relevância para as marcas brasileiras em processo de internacionalização é tomada com mais intuição do que o necessário e o recomendável. / This study addresses an important issue for Brazilian companies with interest in the global market, which is the decision to join or not \"Brand Brazil\" in processes of internationalization of their brands. The Brazilian economy has been occupying a position of more evidence in the global economic scenario, bringing opportunities for Brazilian companies to fit into the global market. It is undeniable that strong brands are one of the most effective means of building added value. Buyers\' stereotypes about the country of origin of a product influence their evaluation, beyond the intrinsic characteristics of this product. This is called the country of origin effect. That is, the country of origin is also a \"brand\", which makes it necessary that Brazilian companies understand this phenomenon. Although the number of Brazilian academic research on the subject has been increasing, its relevance justifies its deepening. The contribution of this thesis was to understand how the studied companies make the decision to join or not \"Brand Brazil\", an aspect that had not been specifically studied in previous research. After studying the literature on the subject, we examined how specific Brazilian companies understand the concepts of \"country of origin effect\" and \"country brand\". Finally, it was investigated how these companies decide to join or not Brand Brazil. The type of research chosen was exploratory, with the case study method for data collection, which allowed to further examine the issue. The companies chosen were the fast-food chain Giraffas and Embraer, companies in different stages of internationalization and different sectors, allowing analysis from different perspectives. The completion of field research is that the studied companies recognize the existence of the concepts \"country of origin effect\" and \"country brand\". However, as this knowledge is not properly grounded in theory, the decision process of association or not with the country brand lacks foundation. That is, a decision of relevance to the Brazilian brands in the internationalization process is taken more intuitively than necessary and advisable.

<p>This study concerns retail brands in the food retail industry and focuses on premium products. The research is investigating how ICA can best use premium products to increase their profitability. The study is thus based on their brand ICA Selection and investigates three sub purposes concerning the customers’ perception of the products, their purchase behavior and their willingness to pay a price premium.</p><p> </p><p>To investigate, theory concerning brand resources was utilized, involving both brand equity and brand management. To measure brand equity, the authors adapted a customer mind set and utilized Aaker’s framework and the specific industry developments made by Anselmsson, Johansson and Persson. Accordingly, this theory is based on five brand equity attributes: perceived quality, brand associations, loyalty, awareness and uniqueness. These attributes were thereafter developed to explain food premium products. The brand management theory used was Kapferer’s brand management strategies, in order to assess ICA’s strategic advantages and disadvantages.</p><p> </p><p>The research was quantitative and the authors utilized a visit self completion questionnaire, in order to describe and investigate the purpose. The questionnaire was handed out according to a systematic sampling method, to customers at the 4 different concept ICA stores in Umeå.</p><p> </p><p>Based on the findings, the authors concluded that in order to increase the profitability of ICAs food premium products, the following strategies should be considered. First, the customer awareness of ICA Selection must be increased and the customers must be educated about the benefits of the product. Moreover, the premium brand should aim to provide value for money, high intrinsic product quality (i.e. taste, ingredients etc) and an improved store image. These factors will help defend the price premium.  Furthermore, to attract buyers, the brand has to have a high enough brand status and a sufficiently attractive and functional packaging. This research has therefore concluded how to efficiently allocate the resources and obtain an increased customer satisfaction. This may in turn increase the profitability of ICA Selection. However, it is of course important to also take into account the external environment, such as the recession and competition, when deciding on the brand strategy.</p>

This study concerns retail brands in the food retail industry and focuses on premium products. The research is investigating how ICA can best use premium products to increase their profitability. The study is thus based on their brand ICA Selection and investigates three sub purposes concerning the customers’ perception of the products, their purchase behavior and their willingness to pay a price premium.   To investigate, theory concerning brand resources was utilized, involving both brand equity and brand management. To measure brand equity, the authors adapted a customer mind set and utilized Aaker’s framework and the specific industry developments made by Anselmsson, Johansson and Persson. Accordingly, this theory is based on five brand equity attributes: perceived quality, brand associations, loyalty, awareness and uniqueness. These attributes were thereafter developed to explain food premium products. The brand management theory used was Kapferer’s brand management strategies, in order to assess ICA’s strategic advantages and disadvantages.   The research was quantitative and the authors utilized a visit self completion questionnaire, in order to describe and investigate the purpose. The questionnaire was handed out according to a systematic sampling method, to customers at the 4 different concept ICA stores in Umeå.   Based on the findings, the authors concluded that in order to increase the profitability of ICAs food premium products, the following strategies should be considered. First, the customer awareness of ICA Selection must be increased and the customers must be educated about the benefits of the product. Moreover, the premium brand should aim to provide value for money, high intrinsic product quality (i.e. taste, ingredients etc) and an improved store image. These factors will help defend the price premium.  Furthermore, to attract buyers, the brand has to have a high enough brand status and a sufficiently attractive and functional packaging. This research has therefore concluded how to efficiently allocate the resources and obtain an increased customer satisfaction. This may in turn increase the profitability of ICA Selection. However, it is of course important to also take into account the external environment, such as the recession and competition, when deciding on the brand strategy.

Date: May 30, 2011 Program: MIMA – International Marketing Course name: Master Thesis (EFO 705) Title: Consumer behavior towards private label brands: A study of  Thai undergraduate students' experience Method: Both quantitative and qualitative methods were used. Quantitative method was used to collect the primary data for this research. Moreover, qualitative method was also used to support the results from questionnaires. Conclusion: The research attempts to examine the different factors that influence consumers' purchasing intentions of private label brands among Thai undergraduate students. Five important factors were identified; there are collectivist culture, perceived risk, price, quality and store loyalty. Collectivist culture and perceived risk were found out to be important background factors which affect the other three factors. Furthermore, the result shows that price and quality of private label brands are highly related as most of the target consumers tend to associate expensiveness with high quality and vice-versa. However, the effect of store loyalty on consumers' (Thai undergraduate students)purchasing intention was found out to be insignificant.

ABSTRACT Title: Teenagers and their perception of fashion brands (Ungdomar och deras uppfattningar om modevarumärken) Number of pages: 42 Author: Louise Kindblom Tutor: Göran Svensson Course: Media and communication studies C Period: Autumn term 2007 University: Division of Media and Communication, Department of Information Science, Uppsala university Purpose/Aim: To achieve a deeper level of knowledge and a better understanding of high school teenager`s perception of the three fashion brands Gucci. H&amp;M and Canada Goose and too distinguish potential gender related differences in their perceptions. Material/Method: A questionnaire about fashion brands delivered to three schools in the Stockholm area. Main results: Teenagers perceptions of the three fashion brands Gucci, H&amp;M and Canada Goose are more different than similar. This differences in teenagers perceptions are discernible in a comparison between the most usual and unusual associations that are related to each of the brands. Gucci is associated with success, wealth, excitement and uniqueness. H&amp;M is for example seen as earth-bound and has in a comparison with the other brands reached the highest level of positive associations. Canada Goose is seen as dishonest, and has the highest level of negative associations. Gucci and H&amp;M are the strongest brands. They are strong regarding different aspects. Canada Goose is the least strong fashion mark. There are differences in perceptions of gender but they are quite seldom very big even if there are exceptions from this rule. The differences are more subtle. Keywords: fashion brands, teenagers, perceptions, strong brands, associations, image, Kellers pyramid

Purpose: The purpose of this paper is to study how important brand belonging can be for sport clubs. Method: The method for the empirical research is based on qualitative interviews. The data then gets compared and connected with relevant brand and marketing theories. Findings: The paper finds out the perks and disadvantages the researched clubs gain from the strong brand names they hold, and further discussion for development based on theory is being made. / Syfte: Syftet med uppsatsen är att studera hur betydelsefull tillhörigheten till ett starkt klubbvarumärke kan vara för idrottsföreningar. Metod – Metoden för den empiriska undersökningen består av kvalitativa intervjuer. Datan blir sedan jämförd och sammankopplad med relevanta teorier inom varumärkesutveckling och marknadsföring. Bidrag – Uppsatsen utreder fördelar och nackdelar de studerade idrottsföreningarna upplever med de starka varumärkesnamn de besitter. Vidare diskussion förs också kring utveckling av varumärkesanvändandet utifrån utvalda teorier.

In South Africa, Store brands are sold throughout retailers in the country and categories are widespread - from beverages (milk, coffee, water, etc); including most confectionary categories; most household and toiletry categories; and from premium brands, to the more cost effective. Compared to the U.S and Europe, the South African market for store brands is not well developed; however, there are still mega opportunities in the own brand category, as the market is far from being saturated. Even though South African retailers are utilizing own brands as a means of differentiation, some studies are also indicating the lack of well tuned major store brand strategies and own brands were not perceived as of value by consumers as well. Therefore, this study is undertaken to establish a greater insight into consumer perceptions toward The No Name Brand food items by investigating the influence of selected economic, psychosocial and demographic variables. Without a solid understanding of the consumer, the available growth opportunities in the store brand category are likely to be missed.For retailers to take advantage of the opportunities in the store brand category a greater understanding of consumer behaviour is required. For that purpose, relevant theories and concepts of consumer behaviour are included in the literature review for the study. / Thesis (MBA)- University of KwaZulu-Natal, 2004.

The purpose of this research is to examine how a ogranization can create Word-of-Mouth and how they can use this type of marketing to make their brand stronger. / Med denna studie har vi till syfte att undersöka hur ett företag skapar, främjar och använder Word-of-Mouth i sin marknadsföring och om detta kan bidra till att stärka ett varumärke. Undersökningen kommer även att ha till syfte att besvara hur denna typ av marknadsföring uppfattas ur både ett företags- och medlemsperspektiv.

During the past two decades something fundamental has happened to the relationship between manufacturers and distributor organisations in many European countries. Within a number of product markets, distributors have launched their own products, forcing manufacturing companies to compete with shelf space owners in addition to the "traditional" competition with other manufacturers. Theoretical and empirical findings regarding Distributor Own Brands (DOB’S) offer us a number of explanations of the differences between national markets and product categories in terms of DOB penetration. However, much of this literature is deterministic in its approach: DOB penetration is often seen as a direct consequence of different market conditions, rather than as the result of strategy processes involving a number of decision-makers and their perceptions of market-related and organisational factors.This study investigates how an array of organisational and market related factors are perceived by distributor organisations, and how this is expressed in the organisations’ own brand strategies. To investigate this research problem, a theoretical framework that explicitly takes distributor own brand strategy into consideration when examining proposed determinants of DOB penetration is presented. The empirical study is mainly based on interviews with decision-makers within the central organisations of the two largest distributors within Swedish fmcg distribution: the ICA federation and the consumer co-operation KF. / Diss. Stockholm : Handelshögsk.