The thesis focuses on defining the strategic brand positioning, its long term building possibilities in a competitive market environment and assesment methods. The thesis includes case study on international cosmetic brand Dove and how the communication influences the brand.

The main aim of this thesis is to analyze the positioning of Flora brand on the czech market. For my analysis I will use the chosen marketing tools such as the competitor analysis, SWOT analysis so as the analysis of marketing mix. The key source of information will be the qualitative research. On the basis of that I will compare the ideal positioning with the real one and come with the appropriate suggestions which could help to improve the positioning strategy of Flora brand in the Czech republic.

The theoretical part of this paper (chapters 1 to 3) explained the main relevant terms such as marketing, marketing mix, segmentation, targeting, positioning, brand, brand value and brand management. The practical part in its fourth chapter described the charakteristics of wine market in the world and also in the conditions of Czech republic. It also describes the chilean wines market in Czech republic and the local market competition environment. The fifth chapter introduces Concha y Toro winemaking company and also Bacchus company which is importing the Concha y Toro product into Czech republic. Sixth chapter analyses the Concha y Toro product portfolio and introduces the product lines and their role in context of the whole portfolio. This chapter also explains the influence of price and wine specific origin on the product positioning. Chapter seven focuses on more detailed analysis of the offtrade brands. It describes differences in communication activities, product characteristics and distribution channels. It also includes survey on chilean wines offered in some of the chain stores which illustrates the position of Concha y Toro wines on the czech market. Proposal of strategy to increase the sales volume in offtrade is presented as well.

Stará Myslivecká is a traditional Czech brand occurring on the market since 1847. The label was one of the premium products during the period of socialism. However, there was a boom of new international brands on the market after 1989, which caused a downfall of Stará Myslivecká that lost its post. Diploma thesis contains an analysis of current brand position based on secondary and primary data obtained from online questionnaire. The aim of diploma thesis is to determine objectives that should be reached by the brand in next three years and to propose a marketing strategy based on the analysis of obtained data that would help to meet the objectives. To sum up, after reviewing all aspects is there the recommendation which one of the strategies is more preferable for the company.

The thesis introduces theory of marketing strategy of a brand in an international environment with focus on brand positioning. The theoretical knowledge is then applied on Grom -- brand of Italian company Gromart S.p.A., producer of Italian premium ice-cream. The main objective of the thesis is to create a draft of marketing strategy for the brand to enter Czech market.

Aim: The aim of this study is to identify how a professional ice hockey club with fans nationwide can position its brand successfully and to discover if this is in line with what the consumers think is important in the branding of the club. Method: A mixed method has been used for this case study, in the forms of interviews and a questionnaire. The interviews have been written out in essay form for presentation and analysis of the qualitative data. The quantitative data has been collected and processed with a questionnaire using APSIS and analysed with Microsoft Excel. Results / conclusions: This research has identified a framework containing all factors that influence the perception of the brand by consumers. Evidence was found for all these factors in this research. Furthermore, the most important factors of the branding of a professional ice hockey club with fans nationwide have been highlighted. Consequently, this research shows that the marketers of such an ice hockey club can position their brand by developing clear points-of-difference that stand out from the competition. Suggestions future research: Research into the perception of the sports branding by the younger target group is suggested, as well from people outside Gävle. Furthermore, the research could be conducted in other (ice hockey) clubs. Finally, the research could be conducted again in a few years. Contribution of thesis: This research fills the gap in the literature about the development of a successful brand of a professional ice hockey club with fans nationwide. The main contribution for managers is that brands can only be used to maintain fans, not to attract them.

The first chapter of the diploma thesis is a theoretical background for the following, practically oriented chapters. It discusses a brand and its importance in marketing, and also deals with brand identity, image, brand awareness, methods of determining brand value and positioning strategies. The other two parts of thesis are practical and focus directly at the brand Google. The second chapter introduces the company Google and subsequently analyzes brand attributes and its perception in the Czech Republic. It also focuses on brand awareness, its value and comprehensively evaluates a current communication strategy. The third and final chapter is devoted to an overall evaluation of the brand's position in the Czech Republic, problematic aspects and recommendations for future direction of the brand. It also includes a comparison of the brand's position abroad.

When globalization as accelerated, consumers worldwide can make their own decisions from a large number of brands, either foreign or domestic. This circumstance evokes the question of whether consumers from different nations would have different perceptions of brand experience. The answer can help marketers when determining if they should apply same brand strategies across nations. Thus, as brands in a multinational competitive market, marketers should first position their brands in those markets and clarify the cultural characteristics that would cause impacts to the brand. This study examines the discrepancies caused by cultural differences on consumers¡¦ brand experience, which contains sensory, affective, behavioral, and intellectual factors. Using responses from 180 Taiwan and 179 French consumers, this study found consumers within cultures low on power distance, collectivistic, and low uncertainty avoidance have more intensive relationship with brand experience. This research provides global brand management an insight to optimize brand positioning and improving brand experience across cultures.

Business Market is like battlefield. In order to occupy the market quickly, good merchandise with definite brand position and marketing strategy is essential. Brand managers must think how to obtain customers and keep customers, which also means that how to evaluate target, select target and obtain target from customers by using limited resources in the shortest time. The object of this research is a fashion brand represented by a Japanese company. The purpose is to discuss how a transnational fashion brand promotes its popular brand to other countries. How to utilize marketing strategies and customer relationship management to maintain brand position under keen competition in internationalized and liberalized Taiwan market is the research data. Analysing the consumption data to select target customers and analysing the transaction frequencies of customers are the research method. Customers are differentiated from ages respectively and the market strategy is driven based on Marketing 4P combination analysis. This method helps to develop brand management and brand development strategy, also expects to clarify brand position of each brand, keep target customer and know customer growth.

The purpose of this study was to investigate the brand management of a motor manufacturing company. The study set out to establish what the most important elements are that contribute towards a successful brand and to identify a potential model that can be used to measure the brand elements that are evident in the Toyota brand. By using this model, the Toyota brand was evaluated, bringing to the fore the key success factors that have made Toyota the number one motor manufacturing brand in South Africa. The qualitative research was conducted to evaluate Toyota's understanding of its brand and then questioning the usage of the brand through an individual interview with the custodian of the Toyota Brand in South Africa. The results of this qualitative research were used to identify the key values that the manufacturer sees as brand-building elements and to then evaluate how they are using these values to build and enhance the brand. These core brand values were then evaluated in the quantitative research that followed. The quantitative research was conducted through questionnaires where the retail network (General Managers, Sales Managers in the Toyota retail network) evaluated Toyota SA's implementation of its brand's core values through the dealer network. The sample size consisted of twenty nine (N=29) randomly selected Unitrans Toyota dealers in the country. An extension of the study compared these key success factors with the values that are delivered through the retail network to the customers. The brand expectations that the customer has in mind to the realisation of the brand promise at retail level were compared. This study gives insight into the workings of the Toyota brand and tests the communication of the brand blueprint through to the retail network. This study allows Toyota to review the way they communicates their brand to the direct customer, the retail network. The study also found that Toyota should use the opportunity to communicate the brand name to its direct customers, namely the retailers, and that, if needed, Toyota should revise the communication strategy. Other recommendations are that both Toyota and its retailers should take note of the fast-changing business environment, acknowledge the importance of managing the length of the product line, and that Toyota should embrace the retailers as partners rather than mere franchisees. The retail network, in turn, can get a better understanding of the role it has to play to ensure the sustainability of the Toyota brand. The study also allows the retail network to realize the importance of customer service in the whole Toyota brand set-up. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2010.