This project is a simulation of the redesign of Växjö Lakers ice hockey club brand identity. A conversation about Co-branding and participatory design to include fans and people in general to take part in designing the brand identity of the club they support. My role as designer is to test, examine and analyse to come up with design methods and tools (Create your own logo website) that will enable fans and everyone to design their own version of the Växjö Lakers identity. In order to connect and create a bridge between club and fans that are willing to take part in such project, this will result of creating designs that would be more relevant to the image of the club that fans imagined.

The submitted diploma work combines available information resources from the area of general brand management with current challenges which the Brand Management faces within the power industry in the dynamically developing Czech market with significant globalization features. This creates a structure of secondary information resources, practical experience and drawn conclusions which have never been published and are primarily relevant to optimisation of the E.ON brand but important for the entire power industry sector due to its focus and they surpass their branch in the brand migration area

El propósito de este estudio es analizar la percepción de las madres de Lima Oeste entre 21 a 35 años frente a las características de la estrategia de co-branding y la imagen visual de las marcas Puma y Barbie. Por dicho motivo, se adoptó una metodología cualitativa y el estudio de caso seleccionado para realizar el estudio fue la campaña entre Puma y Barbie, especialmete la colección de ropa y zapatillas inspirada en los 60 años de la muñeca. A través de la técnica de muestreo de bola de nieve, fueron contactadas 20 madres de familia. Las entrevistas se analizaron mediante un análisis temático para identificar categorías y conceptos. En vista de los hallazgos, para las usuarias la unión de ambas marcas cumplen con la percepción y valores que tenían de cada una por separado. Al ser dos marcas con trayectoria, están más dispuestas a utilizar algo de la colección. Al mismo tiempo, esta nueva imagen visual de la campaña les revive o trae recuerdos sobre su niñez. Consideran que sí vestirían igual que sus hijas porque es algo que esta muy de moda y en un futuro les quedará como recuerdo a ambas. / The purpose of this study is to analyze the perception of West Lima mothers between 21 and 35 years of age regarding the characteristics of the co-branding strategy and the visual image of Puma and Barbie brands. For this reason, a qualitative methodology was adopted and the case of study selected to carry out the study was the campaign between Puma and Barbie, especially the collection of clothes and shoes inspired by the 60 years of the doll. Through the snowball sampling technique, 20 mothers were contacted. The interviews were analyzed using a thematic analysis to identify categories and concepts. In view of the findings, for the users, the union of both brands meets the perception and values they had of each one separately. Being two brands with a long history, they are more willing to use something from the collection. At the same time, this new visual image of the campaign brings them back to life or brings back memories of their childhood. They consider that they would dress the same as their daughters because it is something that is very fashionable and in the future it will remain as a memory to both. / Tesis

Existing co-branding and brand extension research generally coalesces around two important constructs: perceptual fit and attitude toward the brand. Studies in co-branding and brand extension to date have generally emphasized the transference of affective elements of attitude from parent brand to the extension. Researchers and practitioners clearly need to learn more about the transfer of belief, the cognitive elements of attitude. Too little is currently known about whether and how beliefs are actually transferred in co-branding and brand extension applications, particularly in terms of perceptual fit. This dissertation investigates belief transfer and the effect of perceptual fit on belief transfer in co-branding and brand extension scenarios and develops answers to the following research questions: 1.Are different categories of beliefs transferable from parent brand to theextension? 2.How do various sub-dimensions of perceptual fit affect belief transfers fromparent brands to the extension? 3.How do different categories of beliefs affect consumers’ intentions to purchasethe extension products? Categorization Theory was used as the fundamental theory to build the hypotheses. This dissertation involved qualitative studies, belief scale development, and experimental design studies. The results revealed that aesthetic and functional beliefs are positively transferred from parent brand to the extension. The transfer of aesthetic beliefs is affected by the level of brand fit while the transfer of functional beliefs is independent upon the level of any perceptual fit construct. Finally, cognitive structure based on the strength of extension beliefs is more predictive upon the purchase intention. Findings will extend the co-branding and brand extension literature, especially in terms of the pattern of belief transfers that unfold subject to the influence of various perceptual fit constructs. The results will also provide additional insights about the role that perceptual fit plays in influencing categories of consumer beliefs as those beliefs are also influenced by the specific perceptual fits that are presumably transferred to the extension.

Магистерская диссертация посвящена исследованию тенденций кобрендинга на рынке банковских услуг. Целью исследования является систематизация и выработка рекомендаций по повышению эффективности кобрендовых проектов Сбербанка. В результате проведенного исследования сделан вывод о том, что наличие кобрендинговых проектов является важной частью маркетинговой стратегии банка и способствует повышению конкурентоспособности и прибыли. / Master thesis investigates the tendencies of co-branded and offered in the market of banking services and analysis. The aim of the study is to systematize and develop recommendations to improve the efficiency of Sberbank's co-branded projects. As a result of the study, it is concluded that the presence of co-branded projects is an important part of the Bank's marketing strategy and contributes to competitiveness and profit.

This study sought to enrich the research in cross-border strategic brand alliance (SBA), an international business practice highly utilized today. In order to spread out the risk of competing in international markets, firms formed alliances with overseas counterparts. However, confusing positioning and inaccuracies in communication in cross-cultural settings reduced the success rate of these partnerships. The content analysis examined cross-border SBA advertisements to shed light on their communicational strategies. Taiwan and the US, representative of inherent cultural values in Eastern and Western countries, served as great research subjects for this comparative study. The findings suggested that cross-border SBA advertisements do not have significantly distinctive communication strategies except for the inherent difference in multi-national characteristics. However, cross-border SBA advertisements in both countries differ from generic advertisements documented in previous studies in terms of information cues, advertising appeals, and general communication strategies. The comparison between cross-border SBA advertisements was reflective of the cultural differences in these cultural contexts. In sum, cross-border SBA advertisements were embedded with stronger cultural distinctiveness and in need of special execution to integrate proper messages. / text

近年來，企業開始利用聯合品牌策略、以合作的方式有效提升自身的品牌權益；學術界亦有許多關於聯合品牌的研究，但多專注於產品導向品牌應用該策略的效益，少有以服務導向的聯合品牌為研究對象。本研究從消費者的觀點探討服務業進行聯合品牌策略時，其本身與合作夥伴不同層級的品牌權益組合與聯合品牌服務成效對於企業本身、合作夥伴以及聯合品牌品牌權益的影響。 　　本研究透過4 x 2準實驗設計的方式進行假說驗證。首先，透過前測篩選出消費者心中最熟悉且兩者之間適配度最高的雞排店與手搖飲料店做為研究情境的素材；進一步操弄四種品牌權益組合（高高、高低、低高與低低）以及聯合品牌的服務成效（成功與失敗），形成八種實驗問卷，共回收257份有效樣本；最後以配對樣本T檢定以及雙因子變異數分析做為研究方法進行資料分析，本研究的研究結果證實： 一、品牌權益組合對於聯合品牌的品牌權益具有顯著影響： 　　當二母品牌皆具高品牌權益時，該聯合品牌品牌權益將低於合作前二母品牌的品牌權益，反之，聯合品牌的品牌權益將比合作前二母品牌都高；當合作前兩母品牌的品牌權益為一高一低時，聯合品牌的品牌權益將介於二者之間。 二、品牌權益組合對於各母品牌有顯著影響： 　　當企業與具備較高品牌權益的夥伴合作時，該企業的品牌權益將於合作後提升，反之則下降；當兩企業皆具高品牌權益時，合作後二者品牌權益皆會下降，反之，合作後兩者的品牌權益皆會上升。 三、聯合品牌服務成效對於各母品牌與聯合品牌的品牌權益有顯著的正向效果。 四、品牌權益組合與聯合品牌服務成效之間不具備交互效果。 / Recently, the companies start utilizing the co-branding strategy to efficiently enhance their brand equity. This concept also appear on the academic paper, which focus on most product-intention brands but seldom service-intention ones. This research is to clarify the effects of brand equity mixes and service effects to the mother brands and the co-brand after the co-branding strategy in the aspect of consumers. This research examines the hyposises by 4 x 2 quasi-experiment design. First, after executing the pre-test, this research picked fried-chicken and soft drink stores as the matirials of experiment situation. Then, this research designed 8 versions of questionnaire to manipute 4 brand equity mixes and the service performance of the co-brand. The amount of efficient samples is 257 and the research methods are pair-T test and two-way ANOVA. The research results are: 1. Brand equity mixes have significant effects of the co-brand’s brand equity: When two mothers’ brand equity is both high, the co-brand will be lower than its mothers; in contrast, when they are both low, it will higher than them. When one mom is high and the other is low, the brand equity of the son will be between the two. 2. Brand equity mixes have significant effects of the mother brand’s brand equity: When the company co-operate with the one with higher brand equity, its brand equity will rise after co-operating. When both companies are high, they will drop after co-branding; in contrast, when both are low, they will rise. 3. Service performance of the co-brand has significant positive effects to all parties. 4. Brand equity mixes and the service performance of co-brand have no interaction.

品牌聯盟是市場上經常被運用的行銷策略，廠商藉由搭配另一個品牌共同推出產品，不僅增加原本產品的屬性，更讓消費者對於新產品產生更高的信心與正面的態度。消費者在對品牌聯盟產品形成態度的同時，也對原本單獨兩品牌產生了新的評價，使得消費者在品牌聯盟前後對於個別品牌的態度出現差異，造成品牌聯盟的外溢效果。本研究之目的在探討品牌聯盟類型中的組成份共品牌，是否會因為不同品牌知名度的組合，而影響消費者對品牌聯盟的態度。另外當品牌參與聯盟之後，消費者對品牌態度的改變，是否受其本身知名度以及在聯盟中擔任角色的影響。本研究設計一個2（主品牌知名度高/低）x2（成分品牌知名度高/低）x2（品牌聯盟成功/失敗）=8組的實驗，利用問卷瞭解消費者在各種組合下對品牌聯盟以及個別品牌的態度，再利用統計分析比較彼此的差異。 透過對214份有效問卷的分析，研究發現品牌知名度確實是影響消費者對品牌聯盟態度的因素。此外，消費者在品牌聯盟之後對個別品牌態度的變化幅度，會受品牌聯盟市場反應的好壞，品牌本身知名度，以及此品牌在聯盟中擔任角色的交互影響，而造成外溢效果的差異。品牌聯盟市場反應好壞不必然同時影響消費者對聯盟中兩個品牌的態度，消費者傾向於將品牌聯盟的成敗歸因於主品牌上，使主品牌的外溢效果大於成分品牌。另外品牌外溢效果同時會受品牌知名度與聯盟中主附品牌角色不同的影響。低知名度加上主品牌的組合最容易產生顯著的外溢效果。 / Brand alliance, also called co-branding, is a useful marketing strategy which helps an existing brand to leverage associations, strengthen its image and influence consumers’ attitudes by linking itself to other brands. A special case of brand association is ingredient branding, which highlights a product’s ingredient brand in order to signal the quality of co-branded products. While consumers perceive a co-brand and form attitudes to it, the attitudes toward each constituent brand are also influenced, causing the spillover effect. This study tries to find out if brand awareness is the key factor to impact consumers’ attitudes to a brand alliance. Further, it explains how spillover effect differs between a main brand and an ingredient brand when either positive or negative information about an ingredient branding product is presented to customers. Experiments are conducted to compare an array of consumer’s attitudes and spillover effects of ingredient branding products. Main brands and ingredient brands of different awareness levels are paired alternatively to design eight co-branding conditions. The study finds out brand awareness is a key factor that influences consumer’s attitudes toward a brand association. The combination of two high-awareness brands gains the more positive attitudes than other awareness combinations. However, the level of awareness has little to do with the strength of spillover effect. Attitudes to a brand alliance, positive or not, do not necessarily influence the attitudes to either allied brands. Spillover effect is not a symmetrical phenomenon, and therefore one brand usually gains more spillover effect than their counterpart. Generally the main brand in an ingredient branding has higher spillover effect than the ingredient brand.

在社群網路發展蓬勃的時代，各企業都要求行銷人員尋求在社群網路曝光最大化的方法。企業也渴望透過培養忠實顧客得到穩定的顧客關係;換句話說，企業無意識地在顧客參與度的方面進行著墨。除此之外，企業習慣於藉著整合(聯合)性行銷來增加企業曝光度以及減少行銷成本；但僅止於與利益關係夥伴的行銷而喪失了更進一步培養顧客關係的機會。在我們的研究中，我們發展了原創性的概念性架構去幫助企業完成三項目標：優化口碑行銷之可能性、發展顧客參與度、以及加強與合作夥伴整合性行銷的效益。本研究設計了顧客參與平台，提供企業以協助企業管理粉絲專頁、發展顧客參與度以及挑選適合的合作夥伴以進行整合性行銷。我們研究發現，內省意見領袖之顧客參與度與文章型態以及內容有顯著關係，他們較容易受到知識性文章內容所吸引；而一般Facebook使用者也容易因朋友分享文章而有更高度閱讀的意願。我們也藉由這些發現針對兩間企業進行聯合行銷的個案研討，成功提高其B2C2C在Facebook上的口碑行銷廣度和顧客參與深度。 / In view of the explosive growth of social network, businesses want their marketers to find ways to be more ad exposure. Furthermore, businesses desire to get loyal customer for sustainable customer relationship; in other words, businesses are interested in developing customer engagement, even if they do not realize that they are so. Besides, businesses used to increase their brand exposure and decrease marketing cost through integrated marketing, but merely cooperating with stakeholders lost opportunity to further cultivate customer relations. In this study, we develop an original conceptual framework to assist business to complete three objectives: locally optimizing eWOM likelihood, developing customer engagement, and enhancing effectiveness of integrated marketing with cooperation stakeholder. We design an engagement site to help businesses choose their cooperation stakeholders, manage their fan page and further engage their customers on their fan page through our services provided on engagement site. Our finding includes the insights of the significant engagement degree between the informative content article and introvert leaders, the introvert leader to arouse their friends’ interest by the article, the method to enhance B2C2C eWOM through the introvert leaders and the practices of cooperating campaign between two businesses on Facebook.