Denna uppsats kommer att handla om kändisars varumärke samt företagsvarumärke och hur detta används i reklam för att nå fram till publiken och skapa enmening med reklamfilmen. Syftet med uppsatsen är att förstå hur två varumärken kansamspela för att skapa en trovärdig reklam. Analysen är genomförd med hjälp avnärläsning och grundar sig på att förstå hur de olika varumärken kan stötta varandra föratt sälja en produkt. Resultatet som har kommit fram i denna uppsats är att bådeföretagets och kändisens varumärke representerar reklamfilmen och skapar en meninggenom att samspela med varandra.

Titel: Kändisen som rabattkupong Författare: Kristine Berglund, Johanna Münter och Kajsa Stävmo  Handledare: Leif V Rytting  Examinator: Leif Marcusson  Kurs: Kandidatuppsats 15hp. Företagsekonomi, Music and Event Management, Linnéuniversitetet, HT 2016  Exekutiv sammanfattning Vi kan idag konstatera att internettillgången har ökat avsevärt nationellt och globalt under det senaste årtiondet. I takt med att digitaliseringen har ökat är det inte längre en lyx att koppla upp sig online. Följaktligen har likaså medier online mångdubblats och enligt svensk e-handel har majoriteten av företag, tidskrifter och myndigheter onlinenärvaro. Parallellt konstaterar vi att antalet kändisar har ökat som en följd av globaliseringen såväl som digitaliseringen och det finns idag fler plattformar att synas på än någonsin. Företagen och deras varumärken nyttjar det växande nätet och dagens uppsjö av kändisar, vilket därmed har lett till att kändisars medverkan i reklam inte är ett ovanligt fenomen. Vi har därför applicerat kändisreklam på onlinemiljön och detta är uppsatsens övergripande ämne. Marknadsföringskampanjer kan uttrycka sig i många olika former och kanaler men syftet med den här studien har inriktats till enbart kändisars interaktion med reklam via internet. Det finns tidigare forskning kring kändisreklam men hur fenomenet reformeras när det tar form på nätet är ännu ett relativt outforskat ämne vilket vi genom denna uppsats ämnar klargöra.  Syfte och forskningsfrågor Syftet med uppsatsen är att klarlägga och analysera vad som präglar kändisreklam online. Med detta i åtanke har vi parallellt med syftet har vi tagit fram följande två forskningsfrågor:  Vilka styrkor och svagheter finns det med kändisreklam på internet för de inblandade aktörerna? Med vilken målsättning samarbetar företag och kändisar genom onlinereklam? Metod  Uppsatsen är utformad efter en kvalitativ forskningsmetod. Forskningsansatsen präglas av induktion med deduktiva inslag. Den empiriska datan är insamlad genom sju semistrukturerade intervjuer med mycket kunniga personer inom området. Slutsatser  Resultatet visar på ett antal egenskaper som onlinemarknadsföring medför och som inte kan uppnås inom den icke-digitala marknadsföringen. Kändisen som mediakanal, electronic word of mouth, kombinationen av parternas målgrupper och den pricksäkra segmenteringen exemplifieras. Dessa karaktärsdrag och fördelar är målsättningen till varför företag och kändisar samarbetar genom onlinereklam. I studien konstateras också riskerna med kändismarknadsföring online, vilka bland annat är överexponering och negativ påverkan av samarbetspartnerns rykte. Sammanfattningsvis kan vi se att det finns ett stort värde i att använda sig av kändisar i reklam. Vår studie tyder dock på att det finns faktorer som bör tas i åtanke för att kändisreklamen ska nå framgång online. Våra slutsatser kan sammanfattas enligt följande punkter: Krav på äkthet Internet har öppnat upp för en tvåvägsdialog och även möjligheten för konsumenter att granska innehåll vilket har lett till ökade krav på äkthet och transparens. Samarbetet mellan varumärket och kändisen måste kännas äkta och reklamen får inte uppfattas som köpt. Detta är väsentligt då det annars kan leda till ett misslyckat samarbete och skador på varumärkets image. Personifierad kommunikation Med hjälp av internet kan kändisarna använda sina egna kanaler för att nå ut med reklam. Utifrån vår studie går det att utläsa att denna typ av kommunikation upplevs som mer trovärdig och äkta av konsumenten och det är en påtaglig skillnad gentemot traditionell marknadsföring. Detta blir ett sätt att kringgå problemet med att fler och fler blir undvikande mot reklam. Därmed har kändisen fått mer inflytande när det kommer till reklamen då de har möjligheten att påverka dess innehåll vid publicering på deras egna kanaler. Identitetsmatchning Vår studie tyder på att varumärket och kändisen inte får stå för långt ifrån varandra gällande identiteten då detta kan leda till förvirring hos konsumenterna. Negativ publicitet och upplevelser har en tendens att överföras till den andre partnern vilket gör förarbetet viktigt. Detta i kombination med de spridningsmöjligheter som internet medför gör det ännu mer betydande med rätt matchning då negativ publicitet sprids mycket fort på internet.

Made available in DSpace on 2016-10-13T14:10:07Z (GMT). No. of bitstreams: 1 Rafaela Almeida Cordeiro.pdf: 2299174 bytes, checksum: 562a2ecb7d21f38f12cdd150da91fbcf (MD5) Previous issue date: 2013-12-18 / The co-branding strategy consists of an alliance between two brands for the development of a product that is labeled and identified simultaneously by both, in order to reinforce competitiveness and to offer more value for customers through brand associations. This study aims to identify whether consumers evaluate co-branded products differently depending on the brand s knowledge level, and if the evaluation varies among consumers from both higher and lower socioeconomic strata. The product s evaluation process can be understood from the perspective of the anchoring theory, which is the adoption of a framework that guides individual s choice. Previous studies investigated how consumers accumulate knowledge about brands and apply this information to evaluate the co-branded products. Results indicated that in a co-branding alliance a constituent stimulus (brand) should serve as an anchor and can affect the evaluation of the product as a whole. In this study, differently from previous work, the evaluated product (a laptop) is the result of a co-branding strategy with an ingredient brand (Intel) one that acts as a modifier of the host brand and adds value to it. To investigate these questions, three experiments were carried out with 865 undergraduate students from different higher education institutions located in São Paulo. The experimental projects were of within and between-subject designs, and the data collected were analyzed using t-tests for comparison of means and general linear models (GLM). The dependent variable was the product evaluation and the independent variables were brand (low and high brand awareness), co-branding (presence and absence) and socioeconomic strata (lower and higher). The laptops of both well-known brands and less-known brands were better evaluated when the co-branding alliance was present. No evidence was found to support the assumption that the difference in evaluation between products with and without co-branding is higher among respondents from lower socioeconomic stratum, compared to respondents of higher socioeconomic stratum. This study contributes to cover a gap in the literature on anchoring because it addresses non-numerical scenarios and compares the behaviors of consumers from different social classes. It was found that the theory of anchoring seems to be insufficient to explain the difference in the evaluation of a product when the co-branding strategy is adopted. Finally, opportunities for further research on the co-branding topic are proposed. / A estratégia de co-branding consiste na aliança entre duas marcas para desenvolver um produto, que é rotulado e identificado simultaneamente por ambas, com o fim de fortalecer a competitividade e oferecer mais valor aos clientes por meio das associações de marca. Este trabalho tem como objetivo identificar se a avaliação do produto em situação de co-branding é diferente quando a aliança é formada por marcas muito e pouco conhecidas, e se há diferença entre a avaliação de consumidores de estrato socioeconômico superior e inferior. Esse processo de avaliação do produto pode ser entendido sob a ótica da ancoragem, que consiste na adoção de um referencial que direciona a escolha dos indivíduos. Em estudos anteriores, verificou-se que consumidores acumulam conhecimento das marcas e utilizam essas informações na avaliação de produtos co-branded; os resultados indicam que, numa aliança de co-branding, um estímulo constituinte (marca) deve servir como âncora e pode afetar a avaliação do produto como um todo. Nesta dissertação, diferente dos trabalhos que serviram como base teórica, o produto avaliado (notebook) é resultado de uma co-branding com marca ingrediente (Intel) aquela que age como modificadora da marca de acolhimento e adiciona valor a ela. Para investigar tais questões, foram realizados três experimentos com 865 estudantes de graduação de diferentes instituições de ensino superior de São Paulo. Os projetos experimentais foram do tipo between e within-subject, e as análises foram conduzidas por meio de testes t de comparação de médias e de modelos lineares gerais (GLM). A variável dependente foi avaliação do produto e as variáveis independentes foram marca (muito e pouco conhecida), co-branding (presença e ausência) e estrato socioeconômico (superior e inferior). Verificou-se que notebooks, tanto de marcas muito conhecidas quanto de marcas menos conhecidas, são mais bem avaliados quando estão em aliança de co-branding. Não foram encontradas evidências para sustentar a ideia de que a diferença na avaliação obtida entre os produtos com e sem co-branding seja maior entre os respondentes de classe socioeconômica inferior, na comparação com respondentes de classe socioeconômica superior. Este estudo contribui para preencher uma lacuna na literatura em ancoragem, uma vez que aborda cenários não numéricos e compara os comportamentos de consumidores de diferentes classes sociais. Identificou-se que a teoria da ancoragem parece ser insuficiente para explicar as diferenças na avaliação de produtos com e sem co-branding. Por fim, são propostas oportunidades de novas pesquisas sobre o tema co-branding.

<p>This dissertation is a case study on the Co-branding between Prada and LG, ”The Prada phone by LG”. The purpose of the study is to broaden the understanding of Co-branding and the effects this type of collaboration can have on a company’s brand. The research questions are: “What effects can a Co-branding have on a company’s Brand Equity?” and “How can these effects be measured?”. The study has been made using questioners, which have been exposed in diagrams. The sampling frame used is the target group for “The Prada phone by LG”. We decided to construct the questioners by using the four parts of Aakers theory of how to measure Brand Equity. The parts that were relevant for the study were brand loyalty, brand knowledge, perceived quality and brand associations. Through this study we have developed a tool to measure Brand Equity and we have established a, for this study, relevant way to measure the effects of a Co-branding. The result of the study showed that the Co-branding ”The Prada phone by LG” has given positive effects on all four parts of Brand Equity on LG: s brand.</p> / <p>Denna uppsats är en fallstudie på Co-brandingen mellan Prada och LG, ”The Prada phone by LG”. Syftet med uppsatsen är att närma oss fenomenet Co-branding och de effekter ett sådant samarbete kan få på ett varumärke. Frågeställningarna är följande; ”Vilka effekter kan Co-branding ge på ett företags Brand Equity?” och ”Hur kan dessa effekter mätas?”. Data har insamlats via frågeformulär och redovisats i diagram. Urvalsramen är målgruppen för ”The Prada phone by LG”. Vid utformandet av frågeformulären har vi utgått ifrån Aakers teori om hur man mäter de fyra delarna av Brand Equity som är relevanta för studien, nämligen varumärkeslojalitet, varumärkeskännedom, kundupplevd kvalitet och varumärkesassociationer. Genom denna studie har vi utvecklat ett mätverktyg för att kunna mäta Brand Equity, dessutom har vi fastställt ett, för denna studie, relevant tillvägagångssätt att mäta effekterna av en Co-branding. Resultatet av undersökningen visar att Co-brandingen ”The Prada phone by LG” har gett positiva effekter på alla de fyra delarna av LGs Brand Equity.</p>

This dissertation is a case study on the Co-branding between Prada and LG, ”The Prada phone by LG”. The purpose of the study is to broaden the understanding of Co-branding and the effects this type of collaboration can have on a company’s brand. The research questions are: “What effects can a Co-branding have on a company’s Brand Equity?” and “How can these effects be measured?”. The study has been made using questioners, which have been exposed in diagrams. The sampling frame used is the target group for “The Prada phone by LG”. We decided to construct the questioners by using the four parts of Aakers theory of how to measure Brand Equity. The parts that were relevant for the study were brand loyalty, brand knowledge, perceived quality and brand associations. Through this study we have developed a tool to measure Brand Equity and we have established a, for this study, relevant way to measure the effects of a Co-branding. The result of the study showed that the Co-branding ”The Prada phone by LG” has given positive effects on all four parts of Brand Equity on LG: s brand. / Denna uppsats är en fallstudie på Co-brandingen mellan Prada och LG, ”The Prada phone by LG”. Syftet med uppsatsen är att närma oss fenomenet Co-branding och de effekter ett sådant samarbete kan få på ett varumärke. Frågeställningarna är följande; ”Vilka effekter kan Co-branding ge på ett företags Brand Equity?” och ”Hur kan dessa effekter mätas?”. Data har insamlats via frågeformulär och redovisats i diagram. Urvalsramen är målgruppen för ”The Prada phone by LG”. Vid utformandet av frågeformulären har vi utgått ifrån Aakers teori om hur man mäter de fyra delarna av Brand Equity som är relevanta för studien, nämligen varumärkeslojalitet, varumärkeskännedom, kundupplevd kvalitet och varumärkesassociationer. Genom denna studie har vi utvecklat ett mätverktyg för att kunna mäta Brand Equity, dessutom har vi fastställt ett, för denna studie, relevant tillvägagångssätt att mäta effekterna av en Co-branding. Resultatet av undersökningen visar att Co-brandingen ”The Prada phone by LG” har gett positiva effekter på alla de fyra delarna av LGs Brand Equity.

Title: Artists’ identity and image – a brand perspective The purpose of this study has been to create an understanding of how artists in the music business can be seen as brands and to see what stands out when having this approach. During the study we have focused on the two terms identity and image. We find this issue interesting and relevant since branding has been widely discussed in business economy, but not enough when it comes to artists in the music business. To answer our research question we have targeted three aims for this essay, which is to clarify and analyze:  Identity and image when people are viewed as brands  What specifically characterizes the image of the artists when they are seen as brands and what it might mean that artists are considered as brands  How artists identity and image can be highlighted, shaped, influenced and how it can change In this study we have used a qualitative approach to get the topic in depth and gain a greater understanding for the subject. The essay has been characterized by an abductive approach. The collected empirical material consisted of seven interviews with people who have good insight into the music business and/or brands. Six of these interviews were made face-to-face and one of them was implemented by email. The study has shown that it is more common today to consider artists as brands. It has also become more common to think “outside the box” when record sales are no longer the obvious source of income. It is important that artists find their unique basis that imbues everything they do to create a unified and strong brand.

Bakgrund: Sedan 2004 då H&amp;M samarbetade med Karl Lagerfeld har samarbeten inom modebranschen blivit ett välkänt fenomen som idag är en marknadsföringsstrategi för varumärken i olika segment. Samarbeten genererar ofta positiva aspekter för de inblandade parterna men det finns även risk för nackdelar om samarbetet inte utförs på rätt sätt. Därutöver har modebranschen utvecklats de senaste åren och effekterna av samarbeten inom modebranschen har påverkat denna utveckling i viss utsträckning. Syfte: Studiens syfte är att få en ökad förståelse för hur olika företags lågprisvarumärken och lyxvarumärken inom modebranschen påverkas av ett samarbete i form av en gemensam kollektion. Studien vill även skapa en uppdaterad förståelse för vilka synergieffekter som kan uppstå av dessa samarbeten, hur dessa samarbeten influeras av dagens modebransch, samt hur framtidsutsikten ser ut. Metod: Studien utgår ifrån en kvalitativ forskningsmetod där empiri har samlats genom semistrukturerade intervjuer med sju experter som har kunskaper inom de ämnesområden som berör studien. Empirin har analyserats med hjälp av tidigare studier för fylla de gap som existerar för samarbeten inom modebranschen. Slutsats: Studien konstaterar att samarbeten kan påverka både lågpris- och lyxvarumärkens brand equity och att de positiva effekterna överväger de negativa. Lågprisvarumärken tenderar dock att gynnas mest av ett samarbete. Influenser från bland annat populärkultur och nya typer av konsumenter har fått ett ökat inflytande på både modebranschen och samarbeten inom den. Framtiden bedöms som osäker av experterna. Dock framställs co-branding samtidigt som en lösning på den alltmer komplicerade modemarkanden. / Background: Since 2004 when H&amp;M collaborated with Karl Lagerfeld has co-branding become a well-known phenomenon that now serves as a marketing strategy for clothing brands in different segments. These collaborations often generate positive aspects for the partners who are involved. There are however risks if the collaborations are not executed properly. The fashion industry has evolved in the last years and the consequences of collaborations have affected it to some extent. Purpose: The purpose of this study is to research and create a developed understanding of the effects that may arise when a low-budget brand and a luxurious brand create a clothing collection together. The study also wants to examine potential synergies that a collaboration may generate, how these collaborations are influenced by todays fashion industry, as well as what the future might look like. Methodology: This study applies a qualitative research method where empirical data has been gathered through semi-structured interviews with seven experts who have knowledge about the subject areas that are relevant to the study. The empirical data has been analyzed with the help of previous studies in order to fill the knowledge gaps that exist for collaborations within the fashion industry. Conclusions: The study establishes that collaborations can indeed affect both the low-budget brand and the luxurious brand’s brand equity. It also found that the positive effects outweigh the negative. Low-budget brands however, tend to be more rewarded than luxurious brands in these collaborations. Influences from pop culture and new types of consumers have gained an increased power on both the fashion industry and the collaborations within it. The future is deemed uncertain by the experts but co-branding is however portrayed as a possible solution for the complicated fashion market that exists today.

Titel: Hur påverkas varumärkesassociation och varumärkesattityd vid en co-branding kris - en kvantitativ studie Nivå: Examensarbete på grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Caroline Holmberg och Katja Stellmo Handledare: Peter Ek Datum: 2024 – Maj Syfte: Syftet med studien är att studera förändringen i varumärkesassociation och varumärkesattityd vid en co-branding kris.  Metod: I studien har en kvantitativ forskningsmetod använts. Den kvantitativa delen av studien utgörs av en enkätundersökning. Enkätundersökningen var webbaserad och bestod av ett bekvämlighetsurval av konsumenter och genererade 122 svar. Data analyserades av parat t-test och redovisades i en tabell.  Resultat och slutsats: Resultatet i studien visar att negativ publicitet kring den kända personen i ett co-branding samarbete, påverkar varumärkesassociation och varumärkesattityd mot alla varumärken som samarbetet involverar. Det visade dock att förändringen av associationer och attityder gentemot den kända personen var störst. Examensarbetets bidrag: Denna studie bidrar med ökad förståelse kring risker med ett co-branding samarbete, vilket kan ge stöd åt företag för att vidareutveckla krishantering och policys.  Förslag till fortsatt forskning: Vidare studier bör göras för att få en djupare förståelse omkring hur positiva samt negativa händelser kan spilla över inom co-branding samarbeten. Ett ytterligare förslag för forskning vore att undersöka påverkan av flera variabler som till exempel köpintention, vilket kan bidra till den företagsekonomiska forskningsansatsen.  Nyckelord: Co-branding, Varumärkesassociation, Varumärkesattityd, Kändisanknytning (Celebrity endorsement), Negativ publicitet. / Title: How does brand association and brand attitude change during a co-branding crisis - a quantitative study  Level: Bachelor's thesis in Business Administration Author: Caroline Holmberg and Katja Stellmo Supervisor: Peter Ek Date: 2024 – May Aim: The purpose of the study is to examine the change in brand association and brand attitude during a co-branding crisis.  Method: The study utilized a quantitative research method. The quantitative aspect of the study consisted of a survey. The survey was web-based and conducted with a convenience sample of consumers, generating 122 responses. Data was analyzed using paired sample t-tests and presented in a table. Results and conclusions: The results of the study indicate that negative publicity surrounding the celebrity in a co-branding collaboration, affects brand associations and brand attitudes towards all brands involved in the collaboration. However, the change in associations and attitudes towards the celebrity was the most significant. Cotribution of the thesis: This study contributes to an increased understanding of the risks associated with co-branding collaborations, which can support companies in further developing crisis management and policies.  Suggestions for future research: Further studies should be conducted to gain a deeper understanding of how positive and negative events can spill over within co-branding collaborations. Another suggestion for future research would be to investigate the impact of multiple variables, such as purchase intention, which can contribute to the field of business economics research.  Key words: Co-branding, Brand association, Brand attitude, Celebrity endorsement, Negative publicity.

The purpose of this study was to establish whether co-branding could be adopted as a strategy for leveraging the favourable perceptions and attitudes of the strong constituent brand onto the co-brand, and, onto the weaker constituent brand. The study used a quantitative research methodology where the data is founded on the results from 369 surveys conducted in Johannesburg. The data was analysed using the independent t-test to accept or reject the proposed hypothesis. Using the Trust Based Commitment Model, the findings of this study show that customers’ commitment to the brand influences them to engage in more loyalty behaviours than those customers in mere functional or personal relationships with the brand. The implication of the results in this study is that the consumer’s commitment to the brand leads them to exhibit loyalty behaviours towards the brand, with the adoption of co-branded products being a possible outcome. As the study is limited to the impact of leveraging a strong sporting brand amongst the adult black male consumer segment in Johannesburg, the study cannot be used to make any inferences on the viability of adopting co-branding to leverage the strength of sporting brands amongst other consumer segments in South Africa.

The use of co-branding as a strategy has become increasingly important to managers due to saturation in mature markets and the search for growth in emerging nations (Chul, 2009; Helmig, Huber, & Leeflang, 2008; Uggla & Asberg, 2010). In this study, a co-branded joint venture strategy is seen as an enterprise or an organisation introducing a national brand into a foreign market using brands that are successful in that foreign market, thus creating a co-brand (Kuvykaite & Mascinskiene, 2010). Co-branded strategies do not necessarily last for an indefinite period of time and the companies involved may want to separate after some time, particularly when the multi-national firm wants to align subsidiaries under the same corporate identity and brands. This split leads to impacts on a number of different levels including internal stakeholders (e.g. employees), external stakeholders (suppliers, consumers etc.) and the reputation of the firms. It can be argued that employees are the most affected by co-branded ventures above all other stakeholders. Danone Southern Africa is a firm of French origin which entered the South African dairy market through a joint venture with Clover South Africa. The two companies formed the Joint venture, Danone-Clover in 1998 (Abratt & Motlana, 2002), to operate within the fresh dairy produce market (i.e. Yoghurt, Custard and Maas). Whilst the two organisations had formed a joint-venture, Clover South Africa continued to operate separately within the broader dairy and beverages market. Danone subsequently bought out Clover’s share in the joint-venture in 2010 (Danone, 2010), resulting in the two firms no longer having a joint venture operation and functioning as separate entities within the South African market. This study explored the effects of a co-branding joint-venture separation, on the brand commitment of employees of the separated organisation. The study explored the process of the separation from a case study perspective. One-to-one interviews were conducted, with the use of open-ended and semi-structured questions with the responses recorded. The population of the study were employees of Danone Southern Africa, based at the Roodepoort head office. There were two sets of respondents, the first being employees who were part of Danone-Clover and are now employees of Danone Southern Africa. The second were respondents that had only being under the employment of Danone Southern Africa, i.e. joining the organisation post the joint venture separation in 2010. The study made use of judgemental sampling where sample sizes are often determined on the basis of theoretical saturation, as a result 18 respondents were interviewed. The results of the study showed that a co-branding joint venture separation has a negative impact on brand commitment, in that brand commitment decreases after the dissolution of the joint venture. In this specific case study, Danone’s brand performance was not negatively impacted particularly in terms of market share, where Danone is the dominant player within its category. The corporate brand, however, was negatively impacted in terms of external brand recognition, as there is confusion between the Clover and Danone brands with consumers seeing Danone as part of Clover South Africa. The Danone brand, post dissolution, performed well in the marketplace due to the fact that there was high fit between the two organisations that had formed the joint venture, a restraint of trade agreement post the joint venture dissolution, Danone Southern Africa buying the dominant sub-brands from Clover, the inability of competitors to take advantage of the dissolution of the joint venture and manager performance in managing the brand post dissolution. Danone has however, been negatively impacted internally by the dissolution. The organisation has experienced high turnover across senior, middle and junior management, leading to a loss of institutional knowledge. The results also suggest that due to the high fit between the firms, brand promise and understanding of the brand were negated as issues, post dissolution, for Danone. The dominance of the sub-brands also made it somewhat easier for employees to continue to perform, as those brands were already well established within the organisation and the country. The Danone organisation also experienced a negative culture in the eyes of the internal stakeholder, which in part has been a large contributor to the higher turnover. The study also showed that employees who remained with the organisation post the co-branded joint venture separation had higher commitment than employees who joined post the joint venture separation. There were also informal processes for learning within the organisation post dissolution, it was recognised that a more formal and prioritised knowledge management process needed to be started by the organisation. This study has theoretical and managerial implications. Future research could include other geographic territories, industries and a consumer evaluation on the effects of the dissolution. Given that the two organisations will become competitors (from 2015 onwards), it offers an opportunity for a longitudinal study on the two organisations and how they interact (in the areas of brand standing, identity, employee perception, market share and brand interaction with consumers) over the coming years.