The focus of this study is the role and function of country of origin (COO) in the creation and communication of the brand identities of Scottish premium/luxury brands. It applies the identity concept which is well developed in the branding literature to the COO literature where the focus on the consumer perspective of country image has resulted in the area of origin management being underdeveloped. Recognising the paucity of COO literature which examines the mechanisms and processes used by luxury brands to communicate COO, these are also analysed. The study uses an innovative two stage sequential mixed methods research design. In the first stage, the macro perspective is gained from the analysis of a database of companies compiled specifically for the study covering six categories of Scottish premium/luxury brands. Additionally a postal survey and analysis of company web pages gather a mix of qualitative and quantitative data to examine the role of COO. The second stage gains strategic insights from semi structured interviews with business elites achieving in depth understanding of the decision making process regarding the strategic advantages of COO in brand identities. The value of the study lies in the contribution to knowledge from frameworks which identify: the characteristics which differentiate companies within and across luxury sectors and organisational structure models which reflect the dominant ownership structures in the Scottish food and beverage, textiles/cashmere and whisky sectors; the dimensions of Scottish premium/luxury brands across a range of product categories; the motivations and drivers for adopting a COO identity; the criteria which distinguish COO brands; the COO communication process. The importance of COO as a key differentiating device which conveys competitive advantage is developed using the metaphor of COO as the anchor which locates the brand in a place which evokes symbolic, emotional and psychological associations and provides the brand with protection and security.

Title: Impact of corporate identity activities on the image of ČEZ Basketball Nymburk Objectives: The goal of this thesis is to determine how Prague home games spectators perceive each corporate identity components of the club ČEZ Basketball Nymburk, subsequently to analyze overall club image in the eyes of the spectators and to determine problematic areas using questionnaire which is serving as a stimulus for suggestions and recommendations. Methods: In the thesis was used quantitative method of questionnaire survey to provide greater number of respondents. Respondents were questioned in writing and electronically. Important source of information were also interviews with the club management and spectators. For interpretation of gained data were used graphs and statistical functions arithmetic average, median, modus, skewness, kurtosis and standard deviation. Results: Marketing research has shown that spectators perceive image of the club ČEZ Basketball Nymburk rather positively. However, some problematic areas has crystalized in particular components of the corporate identity where the club management can implement changes to strengthen the identity and positive perception of the club. Keywords: marketing research, questionnaire, corporate identity, corporate image, basketball club

In my diploma thesis I'm dealing with questions of visual communication and corporate identity in connection with company's management. At first I briefly characterize termins connected with this topic such as communication, visual communication, corporate identity. In the second part of my thesis I made a set of advices and recommendations for management of small companies, which should help them to orient in the problematics of corporate identity and visual style. These recommendations are supported by practical example of graphical manual I made for that.

The aim of the Master's Thesis is to analyze communication strategy of the Czech passenger train operator, RegioJet. The theoretical part of the thesis focuses on marketing mix of the company operating in the sector of transport services and on marketing communication as one of the tools of marketing mix. Further theoretical chapters deal with six forms of communication mix and new trends of marketing communication with a focus on digital marketing. The first chapter of the practical part characterizes the passenger rail transport market in the Czech Republic and introduces the company, RegioJet. Based on the evaluation of information from primary and secondary sources, the communication mix of the company is analyzed and the comparison with communication activities of competitors is made. The last chapter provides an evaluation of communication strategy with emphasis on its strengths and weaknesses and the recommendations to the communication strategy are suggested.

<p>Since the beginning of 2007 Stockholm Resilience Centre has produced scientific</p><p>transdisciplinary research in the subjects of sustainability and resilience. There is a high</p><p>ambition to communicate the results of the research to key stakeholders. One of the target</p><p>groups is policy makers, because the mission identifies this group as important when reaching</p><p>for the main goal (vision) of the research institute. The media of choice is an e-newsletter</p><p>with the latest resilience research produced within Stockholm Resilience Centre. It is at the</p><p>same time an opportunity to bring forth the organisations objective connected with the vision.</p><p>The newsletter is studied in the light of marketing communication with the purpose to clarify</p><p>the needs of policy makers, examine the limits and possibilities of the media and the</p><p>organisational aspects with the intention to give guidelines concerning the development of the</p><p>newsletter. Through extensive litterature studies and qualitative interviews, conclusions are</p><p>made about the research institutes´ activities, it´s identity and message. The result is</p><p>interesting and useful for anyone who has tried to understand the complexity of organisational</p><p>communication.</p>

Design, Grafiskt program, Symbol, Hair

Purpose: This study aims to investigate the conditions that prevail when companies put their marketing in social media with the purpose of creating a perception of the risks and opportunities it brings to businesses and ultimately how it may affect the corporate image and identity. Theories: The basis of the problem area are presented through a theoretical framework with the purpose of highlighting the notions of social media, communi- cation, marketing communication, groundswell, corporate identity and image. Methodology: To investigate the research questions this study adopted a qualitative approach in which the authors study the properties of a phenomenon in order to seek a deeper understanding of the problems we have presented. There is an exploratory approach to knowledge and the authors have chosen to conduct qualitative research interviews based upon three themes: driving forces, challenges and impacts. Conclusion: The study revealed that traditional models of communication are no longer applicable in social media. Companies are up for a challenge and must clarify their sole purpose when establishing communication in the social landscape. The general motivation for marketing in social media is making profit, however, building relationships is not a natural motive for most companies. The risks companies expe- rience is the exposure caused by social media and the study also reveals that this fear is firmly attached to their lack of knowledge of these new channels of communicat- ion and their primary areas of use which indicates that skilled employees plays a vi- tal role with their use of social media in their communication process. The results of this study contribute to an important part of the media and communication science research as it highlights and compares the components of the communication pro- cess in social media over traditional marketing communication.

Syfte: Huvudsyftet med denna studie är att få en förståelse för vilken roll ett företags identitet och image har för valet av profilreklam. Metod: Studien är baserad på en kvalitativ undersökning där en fallstudie har gjorts av två stycken företag/organisationer som är köpare av profilreklam samt deras profilföretag. En tvärsnittsstudie har sedan gjorts av mottagaren av profilreklam. Resultat: Ett företags identitet och image har stor betydelse för valet av profilreklam, framförallt företagets strategi, kultur, design och marknadskommunikation. Begränsningar: Studien har endast undersökt två svenska företag/organisationer och deras profilföretag om hur de arbetar med att ta fram profilreklam. Praktiska implikationer: Resultatet i studien kan användas för att ta fram profilreklam som syftar till att stärka ett företags image som varumärke. Originalitet: Många forskare har undersökt företags identitet och image samtidigt som många har undersökt profilreklam i olika aspekter men få studier har kombinerat dessa två och sett vilken betydelse ett företags identitet och image har för valet av profilreklam. Nyckelord: Företagsvarumärke, företagsidentitet, företagsimage, presentreklam, profilreklam, give-aways. / Objective: The main purpose of this study is to get an understanding of what purpose a corporate identity and image has for the choice of promotional products. Method: The study is based on a qualitative research and a case study has been made of two companies/organizations as buyers of promotional products and their profile companies. A cross-sectional study has been made of the receivers of promotional products. Results: A corporate identity and image have a big impact on the choice of promotional products, especially the company’s strategy, culture, design and market communication. Limitations: The study have only researched two Swedish companies/organizations and their profile companies on how they choice promotional products. Practical implications: The result in this study can be used to choose promotional products for the purpose to strengthen a company’s brand. Originality: Many researchers have studied corporate identity and image and many have studied promotional products in different aspects, but few have studied the combination of the two and looked at the meaning corporate identity and image has for the choice of promotional products. Keywords: Corporate brand, corporate identity, corporate image, promotional products, give-aways.

The basic notion of this study is related with visual attributes of products which reflect the identity of the company as well as form and design consistency which is a factor forming corporate identity. The sub-notions of the topic are elaborated in the literature review. The efforts which aimed at finding out the distinguishing characteristics of products focused on certain sample products. Digital camera is selected for the field study. The objective of the study is to put evidence that firms can be distinguished from each other with the help of visual attributes of their products and to determine which factors are effective throughout this process.

Since the beginning of 2007 Stockholm Resilience Centre has produced scientific transdisciplinary research in the subjects of sustainability and resilience. There is a high ambition to communicate the results of the research to key stakeholders. One of the target groups is policy makers, because the mission identifies this group as important when reaching for the main goal (vision) of the research institute. The media of choice is an e-newsletter with the latest resilience research produced within Stockholm Resilience Centre. It is at the same time an opportunity to bring forth the organisations objective connected with the vision. The newsletter is studied in the light of marketing communication with the purpose to clarify the needs of policy makers, examine the limits and possibilities of the media and the organisational aspects with the intention to give guidelines concerning the development of the newsletter. Through extensive litterature studies and qualitative interviews, conclusions are made about the research institutes´ activities, it´s identity and message. The result is interesting and useful for anyone who has tried to understand the complexity of organisational communication.