This study is to discuss how the Taiwan corporations (Uni-Prisident, Giant, Les Enphants, NB) build the successful brand equity in China Market. The theory base is according to the Brand Equity that proposed by David A. Aaker. There are five dimensions: brand loyalty, brand awareness, brand association, perceivable quality, and other brand assets. The conclusions of this study are presented as follows: 1. The Activity of Brand Equity As to the brand equity, this study considers that the brand awareness and association come from the channel development and the media application. The corporations do their best to create the consumption experience beyond the expectation and establish the trust relationship between each other. In this way, the brand loyalty and perceivable quality could be accumulated. 2. The Control Force of the Terminal Channel In the brand equity development procedure, the control force of the terminal channel plays a critical role. There are two reasons. One is there is still no a developed channel partner in China market. One is the partners or co-workers whose business ethics, management skills are more suspected in China. So, to control the development of terminal channel will execute the truly brand sprits and values certainly. 3. The Brand Equity Activity is duplicable or not The brand loyalty, awareness and perceivable quality are more duplicable than brand association and other brand assets. 4. The Process of the Brand Establishment In the process, this study concludes that the main brand activities in the business stages (preparation, establishment, expansion and experienced) of the four cases are consistent and there is a logical procedure in the execution of the brand equity dimensions.

Abstract In prior research has addressed relationship between advertising and financial performance, it is not consistent enough to draw a clear conclusion how advertising influences financial performance of the firm. This research develops a conceptual framework and tests whether brand equity mediates the relationship between advertising and financial performance (i.e., sales and market value). If advertising can play a key role in developing and maintaining brand equity and financial performance, it should be considered an investment rather than an expense. Advertising can contribute directly to brand equity and indirectly to financial performance and how much value advertising can deliver to brands and firms. The results show support for this framework. The findings of the research showed that advertising can not only work to improve market performance measures but also to develop and maintain brands. Firms that are viewed more favorably for their advertising enjoy higher financial performance, and a firm¡¦s brand equity level mediates this influence of advertising on financial performance. Notably, this research finds the results of the mediator (brand equity) offering important implications for marketing theory and practice.

<p>Då TV-reklam idag är ett frekvent inslag i de kommersiella TV-kanalerna ville vi ta reda på vilken typ av reklamfilm som uppfattades som mest lämpad vid varumärkesbyggande. För att ta reda på detta valde vi att genomföra kvalitativa djupintervjuer med sex personer, tre kvinnor och tre män, i åldrarna 18 - 65 år. Vi valde att avgränsa oss till de tre genrerna humorreklam, känsloreklam och kändisreklam, och valde ut två reklamfilmer inom varje genre som vi ansåg representativa för respektive genre. Vi valde att använda oss av semiotik och brand equity som teoretisk ansats då vi ansåg att de passade väl in i vår studie.</p><p>Under intervjuerna visade vi reklamfilmerna för intervjupersonerna och ställde därefter frågor utifrån två förutbestämda frågeområden; varumärke och reklamfilmsgenre. Majoriteten av intervjupersonerna ansåg att humor var den genre som var mest lämpad vid varumärkesbyggande, men när det gällde personligt tyckande visade det sig att humor och känsloreklam var lika mycket uppskattade. Flertalet av intervjupersonerna var överens om att val av reklamfilmsgenre var sammanlänkat med den typ av produkt som marknadsfördes. Vi kunde även urskilja att ett antal intervjupersoner ansåg att reklamfilmer till en viss grad bidrar till att intervjupersonerna skulle välja den marknadsförda produkten framför en likartad. En tendens vi fann inom kändisreklam var att om intervjupersonerna själva har en negativ uppfattning om kändisen i reklamfilmen från början så är inte det en faktor som påverkar varumärket och företaget på ett negativt sätt. En övergripande tendens vi kunde urskilja var att varumärket måste utstråla positiva associationer för att skapa värde hos TV-tittaren.</p>

Då TV-reklam idag är ett frekvent inslag i de kommersiella TV-kanalerna ville vi ta reda på vilken typ av reklamfilm som uppfattades som mest lämpad vid varumärkesbyggande. För att ta reda på detta valde vi att genomföra kvalitativa djupintervjuer med sex personer, tre kvinnor och tre män, i åldrarna 18 - 65 år. Vi valde att avgränsa oss till de tre genrerna humorreklam, känsloreklam och kändisreklam, och valde ut två reklamfilmer inom varje genre som vi ansåg representativa för respektive genre. Vi valde att använda oss av semiotik och brand equity som teoretisk ansats då vi ansåg att de passade väl in i vår studie. Under intervjuerna visade vi reklamfilmerna för intervjupersonerna och ställde därefter frågor utifrån två förutbestämda frågeområden; varumärke och reklamfilmsgenre. Majoriteten av intervjupersonerna ansåg att humor var den genre som var mest lämpad vid varumärkesbyggande, men när det gällde personligt tyckande visade det sig att humor och känsloreklam var lika mycket uppskattade. Flertalet av intervjupersonerna var överens om att val av reklamfilmsgenre var sammanlänkat med den typ av produkt som marknadsfördes. Vi kunde även urskilja att ett antal intervjupersoner ansåg att reklamfilmer till en viss grad bidrar till att intervjupersonerna skulle välja den marknadsförda produkten framför en likartad. En tendens vi fann inom kändisreklam var att om intervjupersonerna själva har en negativ uppfattning om kändisen i reklamfilmen från början så är inte det en faktor som påverkar varumärket och företaget på ett negativt sätt. En övergripande tendens vi kunde urskilja var att varumärket måste utstråla positiva associationer för att skapa värde hos TV-tittaren.

Background Keller (2009) states that brand equity and the crucial intangiblevalue a brand brings to organizations is perhaps one of the most important marketing topics discussed in recent years. As the competitive market and branding environment for companies are fierce, the sport industry has gradually become more competitive and professional in many aspects of their operations as well. Researchers have gone to the extent of claiming that a brand is the most important asset of a sports team and that the brand provides direction and meaning for sports associations as well as for their followers. Still, market studies have indicated that sport associations often lack appropriate branding strategies and particularly for teams below the professional level, research have been limited in these areas. Purpose The purpose of this thesis is to examine what strategies and actions lower level Swedish ice hockey teams use in order to create and strengthen their brand. Method A hermeneutic view and inductive approach have been applied for this thesis. The purpose and research questions of this thesis have been answered with the help of seven qualitative, semistructured in-depth interviews with lower level sport club managers. Frame of reference Theory is based on two approaches to how teams can build and leverage their brand. While a model by Richelieu (2003) illustrates a strategic construction of the sports brand, the Spectatorbased brand equity model by Ross (2006) is more concerned with how controllable and uncontrollable factors contributes to the two main components of spectator based brand equity, namely brand awareness and brand associations. Conclusions The conclusion withholds the answer to the four research questions and purpose designed for this thesis. The findings indicate that teams are starting to realize the importance of a strong brand, particular to meet increased customer expectations for the game experience are considered important to create positive brand associations. An important finding have been the lack of communication and interaction teams seem to have with their customers in order to establish a clear brand identity and position in the market. The findings also indicate some characteristics particular to the lower level setting e.g. the dependence on volunteer workers and how the lack of long-term financial responsibility have impacted the management and development of a strong brand.

Branding and consciously aiming for a certain brand identity has been practised for over four centuries. Irrespective of whether it is a business to consumer or business to business environment, marketing and branding are aimed at increasing volume, and therefore revenue, but is also about adding some additional measure of value to the products or services on offer. Brand management practices have existed for decades, but brand equity as a central business concept for many organizations has only really emerged in the past twenty years. Even though there is huge interest in branding with a definite predominance of branding in consumer or business to consumer (B2C) markets, literature indicates that branding, brand equity and brand value in business to business (B2B) environments are handled and experienced differently to the extent that it has received little attention from academics. Therefore the question is firstly to determine the differentiating factors/elements in B2C and B2B environments and; secondly what corresponding factors/elements are there in B2C and B2B environments. The practical application of branding in business to business environment is consequently investigated to assess to what extent businesses are able to create brand value and brand equity. Larger businesses increasingly exhibits trends in recognising the importance of branding and brand names, while small and medium-sized business fare poorest when it comes to harnessing the potential of branding. Yet in the face of a changing business landscape, brought about by the current economic recession sparked by the U.S. subprime crisis of 2007, these businesses are beginning to realise the importance of having a strong brand name in order to achieve not only a sustainable competitive advantage, but also in a quest to remain ahead of the competition. Even though the valuation of brand equity and brand value is discussed, the actual calculation of such valuations does not fall within the scope of this study. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2013.

Branding and consciously aiming for a certain brand identity has been practised for over four centuries. Irrespective of whether it is a business to consumer or business to business environment, marketing and branding are aimed at increasing volume, and therefore revenue, but is also about adding some additional measure of value to the products or services on offer. Brand management practices have existed for decades, but brand equity as a central business concept for many organizations has only really emerged in the past twenty years. Even though there is huge interest in branding with a definite predominance of branding in consumer or business to consumer (B2C) markets, literature indicates that branding, brand equity and brand value in business to business (B2B) environments are handled and experienced differently to the extent that it has received little attention from academics. Therefore the question is firstly to determine the differentiating factors/elements in B2C and B2B environments and; secondly what corresponding factors/elements are there in B2C and B2B environments. The practical application of branding in business to business environment is consequently investigated to assess to what extent businesses are able to create brand value and brand equity. Larger businesses increasingly exhibits trends in recognising the importance of branding and brand names, while small and medium-sized business fare poorest when it comes to harnessing the potential of branding. Yet in the face of a changing business landscape, brought about by the current economic recession sparked by the U.S. subprime crisis of 2007, these businesses are beginning to realise the importance of having a strong brand name in order to achieve not only a sustainable competitive advantage, but also in a quest to remain ahead of the competition. Even though the valuation of brand equity and brand value is discussed, the actual calculation of such valuations does not fall within the scope of this study. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2013.

Seminario para optar al título de ingeniero comercial, Mención Administración / El propósito de este trabajo es ser un compilado no solo de los principales métodos de valuación de marca tanto de financiera como desde la perspectiva del consumidor. También busca plasmar estas teorías en un modelo matemático aplicable y conocer precisamente de lo que ocurre con estas posibles aplicaciones, bien sea donde estos conocimientos se puedan aplicar y sean relevantes así como conocer cómo es que efectivamente se están aplicando en el mundo de la empresa. La manera en la que los contenidos serán presentados: Por cada tópico y sub-tópico, elegiremos una investigación relevante en torno a él. Presentando lo que vendría a ser un resumen tanto de la investigación como de las conclusiones obtenidas a partir de ella Finalmente mis propias conclusiones en torno al tema serán presentadas.

Background: Customer-based brand equity (CBBE) is the differential effect that brand knowledge has on consumers’ response to that brand’s marketing. This research seeks to apply CBBE to action sports sponsorship in a South African context. CBBE was used to investigate the following; • The impact of sponsorship intervention on CBBE<br> • How multiple CBBE objectives can be achieved through sponsorship<br> • The differential effect of sponsorship leveraging activities on CBBE<br> • The influence of interest and involvement in an event on CBBE <br> Results: A quasi experiment, using interrupted time series analysis, found that only brand awareness was raised owing to sponsorship intervention. Sponsors were not very successful at achieving multiple objectives, while some did manage to achieve their primary objective. It was found that the impact of leveraging activities, according to type of brand, had a differential impact on CBBE. Very little association was found between the level of interest and involvement and CBBE. Conclusion: A framework for sponsors to manage CBBE objectives, sponsorship activities and evaluation was presented. New marketing and leveraging techniques are continuously needed to maintain and raise CBBE perceptions. These techniques should leverage interest and involvement in the event to create goodwill and brand loyalty. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

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