This study aimed to explore the model of building new brand image by integrating case study method, internal manager interview, and external dealer interview. The main objectives of this study are: (1) Probing into the progress and the development stages of SARAI, (2) Exploring the manner of SARAI on using traditional marketing, internet marketing, and community marketing to build brand image, (3) Exploring how SARAI to use ¡¥clicks and mortar¡¦ to build brand image, (4) Making suggestion about the brand image building model of SARAI. This study finds that the advantage of cost and quality is the major drive of the progress of SARAI. Secondly, the way that SARAI using owner as brand endorser, makes benefits of higher customer trust, more brand topics, lower endorsement risk, and higher cost/value effect. Hence, the endorsement model of SARAI becomes the main source and core concept of the brand image building tools about traditional marketing, internet marketing, and community marketing. Thirdly, propaganda artifact, lecture, dealer/store clerk education are the main tools which could make direct influence to the brand image SARAI. Resulting from the sort time period of on-line date, internet and community marketing tools could not make great contribution to brand image yet. Finally, as a result of the strategic and operational consideration and trade-off, building brand image is the main facet of the ¡¥clicks and mortar¡¦ of SARAI. Suggestions are discussed in accordance with findings.

In today’s knowledge-based economies, the global competition has become fiercer. In order to respond to competition and gain a competitive advantage or, in some cases, survive, company takes a variety of means to improve its competitiveness. Companies that do not acknowledge the effective ways to innovate its brands fail to gain more market share and there is also a risk of losing their occupied market share. It is important for companies to innovate its brand effectively.   The purpose of this thesis is to identify the challenges related to brand innovation in the context of two different types of brand portfolios (i.e. “the house of brands”, and “the branded house”).   In this thesis, I use a case study to analyze three cases in one company so as to realize the importance of brand innovation and its challenges. In order to gather the important information, I interview respondents of Haier which is a big home appliance company in China.   This study demonstrates that the companies need to know the challenges of brand innovation a company face depending on its brand portfolio strategy. In addition, it is better for companies to make the right strategies when they innovate their brands, and to learn how to overcome the challenges of brand innovation.

My thesis focused on the launch of new brand into commodity markets. Analysing the case study "Nestlé Coffee-mate launch into Czech and Slovak Republics" the thesis created the strategy of entering the market commonly valid for branded goods fighting the increasing power of the private labels. The main goal of the thesis was (not) to recommend Nestlé Česko, s.r.o. to enter Czech and Slovak markets. I made up particular marketing mix studying the commodity market of powdered coffee creamer category in connection with the consumer. Consequently I proposed communication strategy and communication mix. To verify the launch itself I used market test called minimarkets. Minimarkets actually took place at the end of 2008. The market test resulted into my recommendation not to launch Coffee-mate into Czech and Slovak Republic. Key indicators and expectations, so much important for the success of the launch iteself, have not been met during the testing. However, due to the methodologies selected within the thesis, the strategy how to enter the commodity market seems to be applicable onto different commodity categories. Therefore it may be used as a hint during a planning process for new competitive strategies of various brands defending themselves from the private labels.