Thesis (Ph. D.)--University of Hawaii at Manoa, 2004. / Includes bibliographical references (leaves 159-185).

Thesis (M.Phil.)--Hong Kong University of Science and Technology, 2005. / Includes bibliographical references (leaves 32-34). Also available in electronic version.

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Sport, with the help of the media, plays a huge role in today’s society. Sport fans are following their favourite athlete and teams religiously as they compete locally and internationally. Over a century ago, the first professional athlete was endorsed. Since then companies are investing millions of dollars in athlete endorsement to promote brand awareness under consumers. The surfing industry is no different. With the Association of Professional Surfers (ASP) world tour, the big surf companies are jumping at the opportunity to sponsor pro surfers to market their products. Previous studies have shown athletes can evoke both positive and negative attitudes towards their endorsing brand thus effecting company’s sales. The aim of this study was to research the influence these endorsed pro surfers have on consumer behaviour towards their brand in a local market. A qualitative study was done on local surfers in Port Elizabeth, South Africa. Results showed that favourite surfers evoke a positive attitude towards their sponsoring brand. However this influence does not seem to be as significant as in other sports. Surf companies within the industry should be aware of the big influence age has on the consumers behaviour and that different age groups follow different surfers. Companies should choose to sponsor professional surfers that fit the image of the company and the products, not necessarily the professional surfer who performs the best. Using professional surfers in advertising of products does create better brand awareness, but endorsed professional surfers are not likely to change consumer’s perceptions of the endorsing brand’s products.

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Thesis (MBA)--Stellenbosch University, 2008. / ENGLISH ABSTRACT: Competition in food retailing has become a noticeable cosmopolitan phenomenon. Competitiveness filters down from retailers and their private-label brands to the suppliers and their manufacturer brands. Furthermore, the proliferation of food retailing has evolved into a double-edged sword for suppliers and manufacturers of both private-label and manufacturer/supplier-branded goods. Therefore, these suppliers, in comparison to those that solely manufacture national-brand goods, has to continuously maintain a favourable status quo on shelf with regard to brand performance, product quality and price of both retailer and supplier brands. Moreover, in store and on shelf, consumers of these brands are overloaded with choices between different packaging, prices and product statements. All relevant and eye catching, but do the supplier brands get the worst of the bargain? The objective of this study was to perform a qualitatively analysis on the supplier value of being a supplier of both privatelabel and manufacturer brands to the food-retail industry. The empirical study encompassed one-an-one and electronic interviews with key participants from specific food retailers to obtain answers validly, objectively and economically. The researcher employed a qualitative research approach together with a non-probability sampling strategy to explore the retail environment and interview participants. The three retailers that participated in the qualitative study were SPAR and Shoprite from South Africa and Morrisons from the United Kingdom. Interviews were scheduled with each participant that was available to participate and actively contribute to the outcome of this study. Interviews were conducted with a pre-set list of open-ended questions that was prepared in a discussion guide. Content analysis was then done on the interview feedback and this was used to formulate major findings and provide justification for the research objectives and propositions of this study. From the major findings in this study five themes were identified: growth, challenges, competitive environment, brand differentiation and supplier-retailer relationship. Findings indicated that retailers - regardless of their global location, consumer base and competitive environment - were mostly focused on growing their company and their respective private-label brand. Depending on the volatility of the supplier-retailer relationship, this growth focus could even come at the expense of a manufacturer's brand. The study also revealed that retailers are faced with a number of different challenges, which include deciding whether a product is fit to be sold under their private-label brand and if a supplier's strategy supports their own company strategy. The challenges encompass dependability of supply, quality of product and delivery reliability. Additionally, prime area for retailing is becoming more condensed in South Africa and as a result competition between the four major South African retailers is more vibrant. The study has noted that major retailers are also seeking expansion into emerging markets outside the metropolitan areas in South Africa, which will increase demand and create new customer expectations. Competitiveness and a point of difference would then be underpinned by innovation , creating a favourable shopping experience and service delivery, but with no compromise on quality and price. When considering brand differentiation, the study revealed that retailers were using this differentiation to increase private-label market share among the national brands whereas suppliers use it to create aspirational brands that attract and sustain consumer loyalty. It was concluded from this study that the growing availability and presence of private-label products in all categories on retailer shelves will become a serious threat for growing national brands that have not yet established themselves as market leaders. This threat will be further enhanced by the fact that retailers are using real estate and shelf space as leverage to negotiate. Regarding supplier-retailer relationship, this study showed that a retailer's focus will always be biased with the balance of power tilting in favour of the retailer, speCifically where a supplier is considered to be a supplier of both private-label and manufacturer brands. Although the latter is an industry norm, the power balance is complicated by the fact that no contract exists between supplier and retailer. As a result, a show of goodwill and a hand shake will seldom have the one-sided situation swing in favour of a supplier. Nonetheless, retailers' feedback indicated that they would rather develop relationships with suppliers that either have brands with smaller market share or only manufacture private-label products. / AFRIKAANSE OPSOMMING: Mededinging in die voedselkleinhandel het 'n merkbare kosmopolitaanse verskynsel geword. Mededingendheid syfer van kleinhandelaars en hul private handelsmerke na verskaffers en hul vervaardigershandelsmerke deur. Voorts het uitbreiding in die voedselkleinhandel in 'n tweesnydende swaard vir verskaffers en vervaardigers van goedere vir sowel private as vervaardigersIverskaffershandelsmerke ontwikkel. Daarom moet hierdie verskaffers, vergeleke met diegene wat slegs goedere vir nasionale handelsmerke vervaardig, voortdurend 'n gunstige status quo op die rak handhaaf ten opsigte van die handelsmerkprestasie, produkgehalte en prys van sowel private as verskaffershandelsmerke. Origens word verbruikers van hierdie handelsmerke, in die winkel en op die rak, oorlaai met keuses tussen verskillende verpakking, pryse en produkverklarings. Dit is alles tersaaklik en treffend, maar trek die verskaffershandelsmerke aan die kortste end? Die oogmerk van hierdie studie was om 'n kwalitatiewe ontleding te doen van die waarde vir die verskaffer om 'n verskaffer van sowel private as vervaardigershandelsmerke vir die voedselkleinhandel te wees. Die empiriese studie het persoonlike en elektroniese onderhoude met sleuteldeelnemers van spesifieke voedselkleinhandelaars behels om op geldige, objektiewe en ekonomiese wyse antwoorde te bekom. Die navorser het 'n kwalitatiewe navorsingsbenadering gevolg tesame met 'n niewaarskynlikheidsteekproefnemingstrategie om die kleinhandelomgewing te verken en onderhoude met deelnemers te voer. Die drie kleinhandelaars wat aan die kwalitatiewe studie deelgeneem het, was SPAR en Shoprite van Suid-Afrika en Morrisons van die Verenigde Koninkryk. Onderhoude is geskeduleer met elke deelnemer wat vir deelname beskikbaar was en aktief tot die uitkoms van die studie wou bydra. Onderhoude is gevoer met 'n voorafbepaalde lys oop vrae wat in 'n besprekingsgids saamgevat is. Inhoudsontleding is daarna gedoen ten opsigte van die terugvoering wat tydens die onderhoude ontvang is. Dit is gebruik om hoofbevindinge te formuleer en motivering vir die navorsingsoogmerke en stellings van die studie te bied. Op grond van die hoofbevindinge van die studie is vyf temas geïdentifiseer: groei, uitdagings, mededingende omgewing, handelsmerkdifferensiasie en verhouding tussen verskaffer en kleinhandelaar. Die bevindinge het getoon dat kleinhandelaars - ongeag waar hulle hul in die wêreld bevind, hul verbruikersbasis en mededingende omgewing - meestal op hul maatskappy en hul private handelsmerk se groei toegespits is. Na gelang van die wisselvalligheid van die verhouding tussen verskaffer en kleinhandelaar kan hierdie fokus op groei selfs ten koste van 'n vervaardigershandelsmerk plaasvind. Die studie het ook getoon dat kleinhandelaars voor verskeie uitdagings te staan kom, waaronder die besluit of 'n produk geskik is om onder hul private handelsmerk verkoop te word en of 'n verskaffer se strategie hul eie maatskappystrategie ondersteun. Die uitdagings sluit ook betroubaarheid ten opsigte van voorraad, produkgehalte en lewering in. Daarby word die eersteklasgebied vir klein handel in Suid-Afrika toenemend digter en as gevolg daarvan is mededinging tussen die vier vernaamste Suid-Afrikaanse kleinhandelaars lewendiger. Die studie het bevind dat vername kleinhandelaars ook na ontluikende markte buite die metropolitaanse gebiede in Suid-Afrika wil uitbrei, wat die vraag sal vergroot en nuwe verbruikersverwagtinge sal skep. Mededingendheid en 'n verskilpunt sal dan deur innovering, die skepping van 'n aangename inkopie-ervaring en dienslewering - sonder benadeling van gehalte en prys - ondersteun word. Ten opsigte van handelsmerkdifferensiasie het die studie getoon dat kleinhandelaars hierdie differensiasie gebruik om die markaandeel van private handelsmerke onder nasionale handelsmerke te verhoog, terwyl verskaffers dit gebruik om aspirasie-handelsmerke te skep wat verbruikerslojaliteit lok en behou. Daar is van die studie afgelei dat die toenemende beskikbaarheid en teenwoordigheid van produkte onder private handelsmerke in alle kategorieë op kleinhandelaars se rakke 'n ernstige bedreiging sal word vir groeiende nasionale handelsmerke wat hulle nog nie as markleiers gevestig het nie. Hierdie bedreiging sal versterk word deur die feit dat kleinhandelaars eiendom en rakruimte vir mag in onderhandeling sal gebruik. Ten opsigte van die verhouding tussen verskaffer en kleinhandelaar het hierdie studie getoon dat 'n kleinhandelaar se fokus altyd partydig sal wees, met die magsbalans ten gunste van die kleinhandelaar, veral indien 'n verskaffer as verskaffer van sowel private as vervaardigershandelsmerke beskou word. Alhoewel laasgenoemde 'n bedryfsnorm is, word die magsbalans bemoeilik deur die feit dat daar geen kontrak tussen die verskaffer en die kleinhandelaar bestaan nie. As gevolg daarvan sal 'n welwillendheidsgebaar en 'n handdruk selde daartoe lei dat die eensydige situasie ten gunste van die verskaffer sal draai. Kleinhandelaars se terugvoering het nietemin aangedui dat hulle eerder verhoudings met verskaffers sal ontwikkel wat of handelsmerke met 'n kleiner markaandeel het of produkte vir private handelsmerke vervaardig .

Thesis (MBA)--Stellenbosch University, 2001. / ENGLISH ABSTRACT: With the emergence of the Internet in the early 1990's, traditional principles of building brand equity, as they were applied in physical markets, were challenged. This happened because brands were traditionally built using passive media such as radio, television and print magazines and newspapers. The Internet introduced interactive media where the consumer is not only highly informed because of the exponential expansion of technology especially on the Internet, but also because the consumer could now choose to be a participant, or not, in marketing and brand building initiatives. Theoretically, it is possible to establish certain principles to build brands in virtual markets. The best solution is however to look at past studies of different companies that present various challenges that relate directly to the Internet and its brand building initiatives, and then combine this practical knowledge with a theoretical background. In the case studies, eight success drivers were identified as being crucial to build a brand firstly in a virtual market, but also secondly in physical markets. The success drivers that were implemented by companies that managed to build strong brands on the Internet include: using a multimedia mixture to differentiate and build the brand; focusing on supreme customer commitment: entering into distribution and content alliances; moving first, fast and keeping up the pace; developing intimate customer and market knowledge; building a reputation for excellence; delivering outstanding value and in respect of cross-over marketers, respecting core brand attributes, improving on the offline brand experience online and leveraging key offline assets in favour of the online brand. Brand building on the Internet, should be clear, consistent and reflecting leadership not only in the implementation of the above success drivers, but also in respect of the overall construction of the brand. / AFRIKAANSE OPSOMMING: Met die bekendstelling van die Internet in die vroeë negentiger jare, is die tradisionele beginsels van "brand building" soos toegepas in tradisionele markte bevraagteken. Dit het gebeur omrede "brands" tradisioneel gebou was deur passiewe media soos radio, televisie, tydskrifte en koerante te gebruik. Die Internet het nie net interaktiewe media bekend gestel waar die kliënt oor baie inligting beskik as gevolg van die eksponensiële uitbreiding van tegnologie op die Internet nie, maar ook het die kliënt nou die keuse om deel te neem of nie aan bemarkings en "brand building" insentiewe. Dit is moontlik om deur middel van 'n teoretiese studie sekere beginsels vas te stel ten opsigte van hoe "brands" gebou moet word op die Internet. Die beste oplossing is egter om na gevallestudies te kyk wat betrekking het op 'n paar maatskappye wat 'n verskeidenheid van uitdagings daarstel wat direk van toepassing is op "branding" insentiewe op die Internet. Die kennis verkry van die gevallestudies kan dan gekombineer word met die teoretiese kennis om 'n raamwerk daar te stel vir "branding" op die Internet. Die gevallestudies het agt sukses drywers geïdentifiseer wat krities is vir die ontwikkeling van "brand building" insentiewe in fisiese markte sowel as markte op die Internet. Die sukses drywers deur die maatskapye geïmplimenteer wat sterk "brands" of die Internet gebou het, sluit in: die gebruik van 'n multimedia mengsel om die "brand" te differensïeer en te bou; konsentrasie op uitstekende ktïente diens; sluit van verspreidings en inhouds vennootskappe, om eerste in die mark te wees en aan te hou beweeg; ontwikkel intieme klïente en mark kennis; bou 'n uitstekende reputasie; lewer uitstaande waarde en ten opsige van oorbruggings bemarkers, respekteer die basis van die "brand", verbeter die Internet "brand" se ervaring in vergelyking met die fisiese "brand" en gebruik die bates van die fisiese "brand" ten gunste van die Internet "brand". Die bou van 'n "brand" moet eenvouding, deursigtig en konstant wees sowel as leierseienskappe toon wat nie net betrekking het op die bogemelde sukses drywers nie, maar ook op die algehele "brand" projeksie en implimentasie.

Thesis (MBA)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: David Ogilvy stated that ‘I have seen one advertisement actually sell not twice as much, not three times as much, but 19 ½ times as much as another. Both advertisements occupied the same space. Both were run in the same publication. Both had photographic illustrations. Both had carefully written copy. The difference was that one used the right appeal and the other used the wrong appeal’, Ogilvy (1983, 9) He then goes on to say that, the wrong advertising can actually reduce the sales of products. It is with this quote in mind that the researcher took to this research study. The objective of this study is to understand why the current advertising for SABMiller’s Global brands does not resonate with its intended target audience and based on these findings make recommendations that can be implemented by SABMiller. The design of this report is qualitative and exploratory. Participants of this study included a sample of fifteen individuals made up of SABMiller customers, and employees from Tanzanian brewery’s marketing and sales departments. The findings confirmed that Global brand advertising does not currently resonate with consumers in Tanzania. The perception generally is that these brand’s communication does not compel consumers to want to interact with them, let alone drive the propensity for purchase. Factors such as a mismatch in culture, language and relevance were identified as drivers to advertising relevance, all of which were lacking in Global brand advertising. The practical impact of this study is that SABMiller marketers can use this information to develop robust brand positioning strategies as well as communications strategies that will better resonate with their intended target audience and help to increase consumer’s propensity to purchase these brands.

M.Com. (Business Management) / Branding has been used for many years to differentiate products and verify quality. Although the notion of branding has become more complicated over the centuries, the idea of ownership nevertheless continuous to lie at the heart of the brand. For far too long, banks seemed indifferent to building and maintaining a strong brand. But the stakes are getting higher to differentiate from the crowd and the success of some banks in building brand equity will transfer indistinct players to commodity status. The challenge for banks is to position themselves more strongly in the mirid of the consumer, in terms of awareness, relevance, quality and, most importantly, competitive differentiation. Banks need to establish brand strength by measuring and then managing these dimensions. The main purpose of the study is to provide a comprehensive and up-to-date overview on branding especially in the retail banking market. This study firstly examines the literature on branding in general and then focuses more specifically on branding in banking institutions. It then considers brand equity and the sources of brand equity comprising brand awareness, brand loyal, perceived quality and brand associations. The empirical study conducted centres around the awareness of the different brands in the retail banking market and what the consumer perceptions of these brands are. More specifically the research looks at commitment levels of users, including the potential for future growth and where such growth is likely to come from. The results showed that the South African banking industry has remained relatively consistent during 1998 and 1999. The only notable exception is ABSA, which has significantly improved its position and, along with Standard Bank, currently maintains the strongest position in the market...