The concept of brand management has increased attention in recent years. Building andmaintaining a brand provides valuable growth and profitability for a company. To establish astrong brand, a company creates its brand identity for products and differentiates it from otherproducts. Brand identity and brand image are integrated with brand management, andcommunication is needed to convey brand image (or identity) to brand identity (or image).Brand identity is the internal view of a company, and the brand image is the external view byits customers. Between brand identity and brand image, factors are conveyed through media. This study explores the adaptation of brand management to a market; specifically, the adaptation of a brand in a foreign market. Ascertaining how Korean automobile companiesadapt brand management in the Swedish market is the primary objective. Kia Motors Sweden AB, a sales-oriented organization and a subsidiary of a Korean automobile manufacturer, KiaMotors Corporation, small and medium sized cars in the Swedish automobile industry, will be this study’s case company. In terms of methodology, a qualitative, single case study approach of Kia Motors Sweden AB was employed. An interview of a marketing manager from the company was analyzedand interpreted to figure out internal brand identity and external brand image. In this study, anintegrated framework that companies can use to justify brand identity and brand image is developed. The factors of brand identity and brand image are indicated and there are relevant factors which convey brand image to brand identity or vice versa. In addition, the factors of brand identity are imparted to brand image through different communication channels. The case study also reveals that apprehending brand identity and distinguishing it from brand image are vital to effective brand management. Moreover, using several communication channels and finding the effective channels also help to convey the desired image. Therefore, Kia Motors Sweden brand management has been identified in my framework.

The goal of this thesis is to map of the profit and cost of foreign direct investments (FDI) of car producers Hyundai Motor Company in the Czech Republic and KIA Motors Corporation in Slovakia in years 2004 -- 2013. The theoretical part of the work is directed to description and research of approach to foreign direct investment as a means of development, impact on home economy and possible negatives. Among the most significant positives this exercise are the know-how, increased work productivity and improvement of trade balance. Disadvantages on the contrary can be two-speed economy, crowding-out effect, inflation or unjustified state support. The work also compares European investment policy and policy of investment incentives in legislative Framework of the Czech and Slovak Republic. The last part deals with the foreign direct investment of the Hyundai Company at Nošovice and the KIA Corporation at Žilina and their effect on the national economy using statistical analysis (profit, state support, jobs created etc.).