Thesis (Ph.D.) - Simon Fraser University, 2006. / Theses (Dept. of Psychology) / Simon Fraser University. Also issued in digital format and available on the World Wide Web.

Thesis (Ph. D.)--University of Oregon, 2001. / Typescript. Includes vita and abstract. Includes bibliographical references (leaves 155-163). Also available for download via the World Wide Web; free to University of Oregon users.

Thesis (Ph. D.)--University of Missouri-Columbia, 2003. / Typescript. Vita. Includes bibliographical references (leaves 94-105). Also available on the Internet.

Thesis (Ph. D.)--University of Missouri-Columbia, 2003. / Typescript. Vita. Includes bibliographical references (leaves 94-105). Also available on the Internet.

Thesis (Ph. D.)--University of Oregon, 2002. / Typescript. Includes vita and abstract. Includes bibliographical references (leaves 106-111).

Motivation: Various brand equity measures have been proposed in extant literature. Few researches have explored the theoretical similarities, differences and relationship between different brand equity measures. In the thesis, I will explore two types of brand equity measures, namely customer mind-set measures and product-market performance measures. In particular, I will look at: 1) the correlation between the two types of measures; 2) which measure reflects the underlying brand equity construct better; 3) the impacts of marketing mix elements on the two types measures respectively; and 4) the prediction relationship between customer mind-set measure and product-market performance measure. / Theoretical Framework: My main theoretical framework will be brand equity literature. I draw upon the Brand Value Chain framework (Keller & Lehmann, 2(03) to explore the conceptual differences between two types of brand equity measurements, namely customer mind-set and product-market performance measurements. Furthermore, I also use Keller's (1993) Customer-Based Brand Equity concept to explore how specific marketing activities impact the brand equity theoretically. / Data and Methodology: This thesis measures brand equity by two methods: customer mind-set (Keller, 1993) and revenue premium (Ailawadi, Lehmann, & Neslin, 2(03). I use two types of data in the empirical analyses. Survey data, procured from a consumer-packaged product company 1, is used to measure customer mind-set brand equity. This unique data consists of proprietary equity scan surveys on 11 brands from 2004 -- 2006 in the United States. The measurement model of brand equity is rooted in Keller's customer-based brand equity concept (1993). The measurements include brand awareness, brand performance, brand image, brand judgment, brand feelings and brand resonance (Keller, 2(01). The second data is from commercial sources, including IRI and TNS, for the specific brands and time periods corresponding to the survey data and includes revenue premium, price, sales, distribution, promotion, and advertising information. Various techniques are employed for analyses including descriptive and reliability analyses, correlation analyses, multiple-regression, and cross-validation. / Contribution: The contribution ofthis thesis is threefold. Firstly, it sheds light on the underlying theory and relationship between two types of brand equity measurements and provides empirical test of the theory. Secondly, it provides a systematic exploration of the impact of marketing mix elements on brand equity using real market data and two different measurements. Third, it offers very practical guidance for managers on how to choose a specific brand equity measures and how to track the brand equity measures over time for their brands. / 1Because a confidential agreement with this company, the company name, brands name as well as product category will be disguised in the thesis.

The thesis focuses on the branding phenomenon in its relationship with territory. Owners of global brands seek to defend a set of positive associations that goes beyond the concept of trademark per se. In that undertaking, the territorial limitation of trademark rights is perceived as an impediment to a worldwide protection of the branded myth. / The thesis analyses the branding phenomenon and the territoriality principle of trademark law. It also depicts the methods currently employed by trademark owners to circumvent national legislations. The thesis supports alternative approaches, which successfully combine branding and territorial values. / Eventually, the conflict of applying domestic law to "universal" trademarks can be solved by an adequate use of the global branding notion and through the establishment or strengthening of relevant regional blocks.

No abstract available. / Thesis (MBA)-University of Natal, Durban, 2002.

The objectives of this study are to determine the presence and extent of brand-level and of price-based segmentation for private label and manufacture brands. / Thesis (MBusiness(Research))--University of South Australia, 2008.

The research reported in this thesis investigated the factors affecting effective brand alliances, in which two brands from different product categories were featured together for introducing a co-branded brand. Despite the increasing use of brand alliances, little research has been done to examine the factors that determine the effectiveness of co-branded brand in brand alliances, or to evaluate the brand attribute of co-branded brand in brand alliances. Based on a critical review of the literature on alliances and brand extension theory, the author developed a conceptual framework to understand how parent brands with association, similarity, and complementary fit can affect the result of brand alliances. The conceptual framework captures the different degrees of similarity, association and complementary fit between parent brands (where one is a header brand and the other is a modifier brand). The research used five different measuring scales: function, performance, perceived quality, perceived image, and premium price to measure the brand attributes of the co-branded brand after the brand alliance to prove that association, similarity, and complementary fit between the parents brands are important factors in determining the brand attributes of the co-branded brand. The findings of the study differ from the findings of previous research in three important ways, and the findings are opposite to those predicted by brand extension theory. Firstly, the study shows that higher “brand association” between parent brands dilutes the “brand attributes” of the co-branded brand. Secondly, the study shows that the “brand similarity” between parent brands does not enhance brand attributes of the co-branded brand. Thirdly, this study shows that “complementary fit” between parent brands does not enhance the brand attributes of the co-branded brand. The theories are tested using a qualitative research method with genuine brands in conditions of high consumer involvement. The results show an interesting pattern of interaction among factors. This interaction has important implications for managers in co-brand marketing. The results also provide researchers with promising avenues for further research in brand alliance. / Thesis (PhD)--University of South Australia, 2005