Donald Trump's rhetoric of winners and losers has prompted dangerous division in the United States. It is well understood that Trump's divisive discourse appealed to white, blue-collar Americans who had become disillusioned with the political establishment. This study explores how Trump persuaded this audience by transitioning business communication principles, highlighted by his signature 'winners and losers' theme, into politics. Trump's use of the reality television show, The Apprentice, as a branding platform had the rhetorical effect that catapulted Trump's unique 'winning' brand back into the public's consciousness. While the principles of business rhetoric Trump used in The Apprentice were clearly transitioned to Twitter during Trump's 2016 presidential campaign, his tweets were unique in how they foregrounded the 'losers' he faced during the campaign. To illuminate Trump's branding strategy as both TV personality and political candidate, this analysis of Trump draws on Kenneth Burke's concept of consubstantiation and contemporary theories of business rhetoric, namely the idea of narrative-processing and its influence on consumers' connection with a brand. Because Trump constructs his brand with language that aims at restructuring America's social hierarchy, this study also uses critical discourse analysis (CDA) to understand the implications of power for both his audience and his opponents. This study concludes that while Trump's winning brand identity contributed to him winning the presidency, it also promotes male dominance and exacerbates political division in the United States.

Varumärkesaktivism är en strategi för marknadsföring som har blivit alltmer uppmärksammad på senare år. Det är en form av ställningstaganden där varumärken lyfter samhällsfrågor för att påverka konsumenterna genom marknadsföring som är skapad och upprätthållen av sociala och politiska värderingar. Detta är extra viktigt inom klädbranschen då företag på den marknaden idag lider av minskat förtroende från konsumenter, dels när det kommer till integritet och dels när det gäller produkternas ursprung och tillverkning. Varumärkesaktivism kan i vissa fall dock missgynna företagen om kunden inte anser att denna aktivism är autentisk, eller om kunden inte sympatiserar med budskapet företaget förmedlar. Däremot kan detta även skapa fördelar om denna varumärkesaktivism är autentisk och kunden sympatiserar med budskapet, vilket är en svår balansgång för företag idag. Syftet med denna studie var därför att undersöka varför och hur ett känt internationellt företag inom klädbranschen arbetar med varumärkesidentitet samt varumärkesaktivism. Syftet var även att se hur företaget arbetar för att förmedla detta på ett autentiskt sätt till sina kunder och hur deras kunder uppfattar denna aktivism. Detta studerades genom att tillämpa en kvalitativ strategi där empiri samlades in genom kvalitativa intervjuer med chefer inom det utvalda företaget som arbetar med varumärkesbyggande, kommunikation samt sociala medier. För att ta reda på hur kunderna uppfattar denna aktivism genomfördes även kvalitativa intervjuer med kunder hos företaget. Studiens resultat visade att företaget idag har en tydlig varumärkesidentitet som bygger på deras kärnvärden samt grundvärderingar vilket även stämmer överens med uppfattningen från deras kunder. Utifrån varumärkesidentiteten tar företaget sedan ställning i sociopolitiska frågor genom att kommunicera denna varumärkesaktivism på sitt instagramkonto samt hemsida. Resultatet visade även att företagets kunder anser att varumärkets åsikter inom sociopolitiska frågor stämmer överens med hur företaget agerar vilket har bidragit till en autentisk uppfattning av företagets varumärkesaktivism. Sammanfattningsvis är denna studiens slutsats att företaget idag har en tydlig koppling mellan sin varumärkesidentitet samt varumärkesaktivism, vilket har lett till att deras aktivism uppfattas som autentisk från deras kunder. / Brand activism is a marketing strategy that has received increased attention in recent years. It is a form of stance where brands raise societal issues to influence consumers through marketing that is created and maintained by social and political values. This is important in the clothing industry as companies in the market today suffer from reduced trust from consumers, partly when it comes to the origin and manufacture of the products. However, brand activism can in some cases be a disadvantage for companies, if the customer does not believe that this activism is authentic, or if the customer does not agree with the message that the company is communicating. But in other cases, it can create benefits if this brand activism is authentic and fits in with the customer, which is a difficult balancing act for companies today. The purpose of this study was therefore to investigate why and how a well-known international company in the clothing industry works with brand identity and brand activism and how the company communicates this in an authentic way to its customers and how the customers perceive this activism. This was studied by applying a qualitative strategy where empirical data has been collected through qualitative interviews with managers who work with brand building, communication and social media at the selected company. Qualitative interviews were also conducted with customers of the company to find out how the company's customers perceive this activism. The results of the study showed that the company today has a distinct brand identity based on their core values, which agrees with the perception from their customers as well. From the brand identity, the company takes a stand on sociopolitical issues by communicating this brand activism. Further, the results showed that the company's customers considered that the brand's views on socio-political issues are in line with how the company acts and thus contribute to an authentic perception of the company's brand activism. To summarize, this study showed that the company today has an evident link between its brand identity and brand activism, which has led to their activism being perceived as authentic by their customers.

This thesis provides a thorough definition of corporate branding, including its benefits when used as a strategic marketing tool. There are many who believe that the logo of a corporation is its brand. However, the logo is only one interpretation of the brand. The brand is the corporation's ethos. It is the fundamental character or spirit of the corporation. It is an expression of who the corporation is. It is the essence that links the corporation's product or service with its consumer through loyalty and emotional attachments. Corporations use various processes and methodologies when they begin to create and enhance their corporate brand. Corporations must define their corporate personality, build recognition, standardize, and fulfill brand promises. There are also obstacles and challenges that corporations face in their endeavor to implement a branding guideline, and the chance of overcoming them without defined leadership is unrealistic. This study focuses specifically on existing literature about corporate branding and cites case study examples to show what makes the best brands successful and where failing brands could have been more successful. The study concludes by providing insight into the future for corporate branding and offering suggestions for technical communication professionals who find themselves a part of the brand building and defining process. There are various rules to branding and traits that are common to every top brand in the world. By instilling its brand with such traits, and following certain processes with focus, passion, and persistence, and most of all a long-term commitment to the brand, a corporation will find its brand among the most recognized brands in the world.

Den globala modeindustrin är idag en av de mest konkurrenskraftiga branscherna i världen där särskilt premiumsegmentet har haft stor tillväxt på senare tid. I takt med att det regelbundet tillkommer nya företag på marknaden är det svårt för företag att särskilja sig från sina konkurrenter. Premiumvarumärken inkluderar exklusivitet men grundar sig desto mer i ett känslomässigt engagemang från kunderna. Med detta i beaktning är premiumvarumärken i särskilt behov av att lyfta fram sina betydande egenskaper och bygga starka varumärken. Modevarumärken inom premiumsegmentet är mindre beforskat i jämförelse med de andra segment, vilket belyser relevansen av denna studie. Således var syftet med denna studie att identifiera hur modeföretag inom premiumsegmentet på den skandinaviska modemarknaden arbetar med varumärkesbyggande, avseende varumärkesidentitet och produktmix. Studiens teoretiska ramverk utgår från två huvudområden: varumärkesidentitet och produktmix och nyttjades för att få en grundläggande förståelse för studiens forskningsområde. För att kunna besvara studiens syfte och dess frågeställningar nyttjades en kvalitativ forskningsmetod med utgångspunkt i fem stycken intervjuer med skandinaviska modevarumärken. Intervjuerna var av strukturerad och semistrukturerad karaktär och genomfördes genom onlinemöten och mail. Resultatet visar att varumärkesidentitet är särskilt centralt för modevarumärken inom premiumsegmentet med hänsyn till att den bör genomsyra alla delar i varumärket såsom produkter, pris, distribution och service. Produkten verkar vara särskilt betydelsefull för hur identiteten ska kommuniceras. Likväl är produkten extra viktig för modevarumärken inom premiumsegmentet med hänsyn till att de har ett högre pris och därmed större förväntningar på dess värde. I studien framgår det även att distribution är särskilt utmärkande då många var överens om att det fanns en strävan efter att befinna sig tillsammans med andra lyxiga varumärken. Slutligen visar resultatet att varumärkesidentiteten och produktmixen bör vara tydlig och konsekvent för modevarumärken inom premiumsegmentet. / The fashion industry is today one of the most competitive industries in the world where especially the premium segment have had a significant growth recently. As new companies regularly enter the market, it is difficult for companies to separate themselves from their competitors. Premium brands include exclusivity and are based on an emotional interest from customers. With this in mind, premium brands are in particular need to highlight their significant attributes and build strong brands. Fashion brands within the premium segment are less researched in comparison to the other segments, which highlights the relevance of this study. Accordingly the purpose of this study was to identify how fashion companies within the premium segment of the Scandinavian fashion market work with branding, regarding brand identity and product mix. The theoretical framework of this study is based on two main areas: brand identity and product mix and was used to gain a fundamental understanding of the research area. In order to be able to answer the purpose of the study, a qualitative research method was used based on five interviews with Scandinavian fashion brands. The interviews were of a structured and semi-structured quality and were conducted through online meetings and email. The result shows that brand identity is particularly central for fashion brands in the premium segment, considering that it should permeate all parts of the brand such as products, price, distribution and service. The product seems to be particularly important for how the identity is communicated. Nevertheless, the product is especially important for fashion brands in the premium segment, considering that they have a higher price and therefore bigger expectations of its value. In the study, it also appears that distribution is particularly distinctive as many agreed that there was an aspiration to be together with other luxury brands. Finally, the result shows that the brand identity and product mix should be clear and consistent for fashion brands in the premium segment.

Purpose - The purpose of the study is to explore how sustainability activities are perceived as a part of a company’s brand equity and brand reputation in a B2B context within the transport sector. This is studied from the perspectives of the supplier as well as of its customers. Methodology - The research purpose was of an exploratory nature and had an qualitative approach, where data was collected through in-depth, semi-structured interviews. The research strategy is in the form of a case study based on a Swedish truck company, more specifically tanker trucks. The respondents consisted of current customers and employees at the forwarding company.   Results - The findings of the study showed that transport companies in the specific industry do not have a direct need to conduct marketing communication or focus as much on the brand reputation as the theory says. However, in terms of sustainability, marketing is still relevant, but not for creation of brand equity. Sustainability activities are therefore not a requirement for brand equity in the transport industry. Customers who do not have sustainability activities as a requirement for suppliers see sustainability as an add-on service, and since sustainability is not an expressed need for these customers, satisfaction is positively affected, although satisfaction does not say anything about the customer’s degree of fulfillment of sustainability. Implications - This study helps to fill the gap in the research area of sustainability activities and brand equity, both by studying the subject in the transport sector but also by providing a holistic view of the impact of sustainability on brand equity and brand reputation. The findings of the study also contribute to practitioners, by giving forwarding companies in a B2B market insights to prioritize their marketing efforts through obtained findings in terms of sustainability, brand equity, and brand reputation. Further findings show that B2B customers have a hard time fulfilling the emotional route in customer-based brand equity, instead, they fulfill the rational route. Sustainability is thus a complement to strengthening brand equity. However, it is not enough as an individual aspect when it comes to creating brand equity in the transport industry. The thesis shows that customers have the greatest interest in the environmental sustainability dimensions in terms of responsibility in the transport sector. Communicating sustainability and its value creation further in the value chain to customers can result in interest and commitment to sustainability.

Studien undersöker communityskapande verksamhet inom kreativa näringar. Genom att applicera en modell som behandlar varumärkesidentitet, the Corporate Brand Identity Matrix, på en exempelorganisation kunde dennas nyckelfunktioner för communityskapande identifieras. Modellens idéer kring identitetsskapande kunde även prövas på en organisation som verkar på ideella grunder där community och kollektivt värde står i fokus framför vinstdrivande intressen. Resultaten baseras på material insamlade från en kvalitativ fallstudie utförd på den Malmöbaserade organisationen Media Evolution, där verksamhetens uppbyggnad kring element valda från modellen stod i fokus. Organisationens arbetssätt kopplat till elementen kunderbjudande, relationer, kultur och uttryck undersöktes genom observationer och intervjuer med representanter från olika delar av communityt. Resultaten visade hur verksamheten i praktiken arbetar på ett mer organiskt sätt än vad modellens design indikerar, varpå det blir problematiskt att tydligt kategorisera Media Evolutions funktioner under CBIMs element. Media Evolutions främsta nyckelfaktorer visade sig ha stor grund i att man har översatt digitala idéer till en fysisk gestaltning kring vilket communityt byggs upp i alla led. Således kunde en utvecklad modell skapas där organisationens communityskapande verksamhet bättre kan förstås. Resultatet visade hur organisationens nyckelfaktorer är lokal anpassning för verksamheten, praktiserat tillika kommunicerat fokus på engagemang och medskapande kultur, hierarkisk utplattning samt relationsbaserade arbetssätt. / This study looks at the phenomenon of community building in creative industries. By looking at an example organization through a brand identity perspective, using elements from the Corporate Brand Identity Matrix model, key functions could be identified. The ideas borrowed from a corporate business perspective regarding identity could also be tested on a community built on non-profit interests. The results rely on data gathered from a qualitative case study of Media Evolution in Malmö. Through observations and interviews with representatives from different parts of the community, Media Evolution’s way of working regarding value, proposition, culture, expression and relationship was studied. Findings showed that a conflict appears between the CBIM and the way this kind of community is built up. Since Media Evolution’s organization is managed more organic and relationship based than the model implies, it tended to be difficult to categorize their functions under the specific elements used in the study. Therefor a new model could be designed to better explain the organizations community building. Findings also showed that Media Evolution’s key functions all are born out of digital ideas translated into physical formation. Key functions of the organization showed to be local adaption, community diversity, practical and rhetorical focus on engagement, hierarchal flattening and a relationship based approach.

[pt] Este estudo investiga o posicionamento de marca de uma clínica de saúde privada especializada em medicina celular situada na zona sul da cidade do Rio de Janeiro. Utilizando o método de estudo de caso, o posicionamento da marca foi investigado sob a perspectiva da semiótica francesa de Semprini (2010), com o propósito de identificar a eficiência da marca em transmitir sua identidade para seu público e propor melhorias para amplificar a atuação da empresa perante seus concorrentes no Brasil. A pesquisa foi realizada por meio de entrevista com pacientes, médicos parceiros e funcionários. Como resultado desta pesquisa foi desenvolvido o Projeto de Marca da Medcel Medicina Celular e sugestões de melhorias, entre elas a necessidade de investimento na contratação de empresa especializada em marketing, principalmente digital, aplicando, em especial, a ferramenta storytelling, como estratégia eficaz de comunicação na área de saúde. / [en] This study investigates the brand positioning of a private healthcare clinic specializing in cellular medicine located in the southern area of the city of Rio de Janeiro. Using the case study method, the brand positioning was investigated from the perspective of French semiotics by Semprini (2010), with the purpose of identifying the effectiveness of the brand in conveying its identity to its audience and proposing improvements to enhance the company s performance against its competitors in Brazil. The research was conducted through interviews with patients, partner physicians, and employees. As a result of this research, the Medcel Cellular Medicine Brand Project was developed, along with suggestions for improvements, including the need for investment in hiring a specialized marketing company, especially in digital marketing, applying storytelling as an effective communication strategy in the healthcare sector.

Abstract This present study aims to investigate how The Body Shop and CAIA Cosmetics use storytelling to create a strong brand identity and engage their audience on social media. We ask ourselves the questions: "How do brands utilize storytelling in their content on social media platforms to communicate their values, products, and brand identity?" and "How do different brands storytelling strategies differ on social media platforms? What similarities and differences can be found by comparing them?". By using a multimodal critical discourse analysis, the brands’ website and Instagram have been analysed, along with a video and an image for each brand. Furthermore, an analysis of brand building and brand identity with cultural theory and convergence culture as a starting point has been applied. The study has been conducted through six theoretical starting points: brand identity and branding, cultural theory, transmedia storytelling, digital storytelling, digital storytelling in social media and seven elements for digital storytelling. The results show that brands have several effective tools to use in the digital era. Social media has proven to be particularly effective platforms for creating engaging stories. The study shows that both The Body Shop and CAIA Cosmetics diligently use storytelling to engage their audience and strengthen their brand identity on social media platforms. While the approaches sometimes differ, brands’ have a common aspiration of using stories to communicate both their products and values. / Sammanfattning Föreliggande studie ämnar undersöka hur The Body Shop och CAIA Cosmetics använder storytelling för att skapa en stark varumärkesidentitet och engagera sin publik på sociala medier. Vi ställer oss frågorna ”Hur utnyttjar varumärken storytelling i sitt innehåll på sociala medieplattformar för att kommunicera sina värderingar, produkter och varumärkesidentitet?” och ”Hur skiljer sig olika varumärkens storytelling-strategier åt på sociala medieplattformar? Vilka likheter och skillnader kan påträffas genom att jämföra dem?”. Med en multimodal kritisk diskursanalys har varumärkenas webbplats och Instagram analyserats, samt en video och en bild från varje varumärke. Vidare har en analys av varumärkesbyggande och varumärkesidentitet med kulturteori och konvergenskultur som utgångspunkt tillämpats. Studien har genomförts genom sex teoretiska utgångspunkter: varumärkesidentitet och varumärkesbyggande, kulturteori, transmedial storytelling, digital storytelling, digital storytelling i sociala medier samt sju element för digital storytelling. Resultatet visar på att varumärken har en rad effektiva verktyg att använda sig av i den digitala eran. Sociala medier har visat sig vara särskilt effektiva plattformar för att skapa engagerande berättelser. Studien visar att både The Body Shop och CAIA Cosmetics idogt använder storytelling för att engagera sin publik och stärka sin varumärkesidentitet på sociala medieplattformar. Även om tillvägagångsätten ibland skiljer sig åt, har varumärkena en gemensam strävan av att använda berättelser för att kommunicera både sina produkter och värderingar.

This study focuses on the extent to which the various elements of corporate brand identity as identified in the literature are perceived to contribute to corporate brand image formation. In doing so, a theoretical perspective is adopted for this study that borrows from both marketing communication and corporate communication theories. Three data collection techniques – Q methodology, an online questionnaire and computer-assisted telephone interviews (CATI) – were used to determine to what extent these elements are perceived significant in corporate brand image formation among participants from 106 South African organisations across various business sectors. Four categories were identified to be perceived as significant for corporate brand image formation, namely transformational leadership and management, positioning and differentiation strategy, brand equity and employee orientation and mentorship. To date, a comprehensive measuring instrument that theoretically includes all the corporate brand identity elements perceived to be significant in corporate brand image formation has not been developed. Based on the research findings, the study aims to propose a theoretical framework for establishing a measuring instrument that includes all the corporate brand identity elements deemed significant in corporate brand image formation as perceived by South African organisations. The objective of providing a theoretical framework for establishing a measuring instrument is to enable organisations to assess the role of their corporate brand identity in corporate brand image formation among their stakeholder groups. The theoretical framework includes the four identified categories perceived as significant in corporate brand image formation. It indicates which of the corporate brand identity elements included in the four categories are perceived to be more significant in corporate brand image formation by South African organisations. In addition, it provides assumptions on how these corporate brand identity elements are perceived to work in synergy to enhance corporate brand image formation based on the research results. / Communication Science / D. Litt. et Phil. (Communication)

This study focuses on the extent to which the various elements of corporate brand identity as identified in the literature are perceived to contribute to corporate brand image formation. In doing so, a theoretical perspective is adopted for this study that borrows from both marketing communication and corporate communication theories. Three data collection techniques – Q methodology, an online questionnaire and computer-assisted telephone interviews (CATI) – were used to determine to what extent these elements are perceived significant in corporate brand image formation among participants from 106 South African organisations across various business sectors. Four categories were identified to be perceived as significant for corporate brand image formation, namely transformational leadership and management, positioning and differentiation strategy, brand equity and employee orientation and mentorship. To date, a comprehensive measuring instrument that theoretically includes all the corporate brand identity elements perceived to be significant in corporate brand image formation has not been developed. Based on the research findings, the study aims to propose a theoretical framework for establishing a measuring instrument that includes all the corporate brand identity elements deemed significant in corporate brand image formation as perceived by South African organisations. The objective of providing a theoretical framework for establishing a measuring instrument is to enable organisations to assess the role of their corporate brand identity in corporate brand image formation among their stakeholder groups. The theoretical framework includes the four identified categories perceived as significant in corporate brand image formation. It indicates which of the corporate brand identity elements included in the four categories are perceived to be more significant in corporate brand image formation by South African organisations. In addition, it provides assumptions on how these corporate brand identity elements are perceived to work in synergy to enhance corporate brand image formation based on the research results. / Communication Science / D. Litt. et Phil. (Communication)