Program Course: MIMA‐International  Marketing,  Master  Thesis  EF0705   Title  name:   Brand Positioning: The case study of Castello Banfi in Hong Kong   Authors:   Jacopo Nicolò Longhi (851016-T097)                                                                                                                                                                                                                             Pham Thi Diep Linh  (851020-T141) Tutor:    Konstantin Lampou Problem:                      What should be a position for Castello Banfi brand in Hong Kong market? Purpose:   Theoretically, the main purpose of this paper is to study the approach to the positioning of a brand. Practically, the case study of the Banfi brand in Hong Kong market will be studied. Attempts will be made throughout this work in order to identify which position Banfi brand has to achieve for its competitiveness in Hong Kong, and so, the result of the project will be of practical use to the company. Methodology and Methods:  The realist stance will be used to conduct the study. Concerning the data sources, various sources of data have been used. Questionnaire and interviews were used as primary data to collect information about Castello Banfi and its situation in Hong Kong market, as well as the customer needs in Hong Kong. Secondary data, such as online journal, company’s annual report, and websites are also used to collect information regarding the Italian wine industry, the company and its competitors.  Secondary sources like literature are also used for referencing theories and concepts. The main research model is adapted from Kapferer’s. Main concepts are Brand Positioning, Brand Identity. Conclusion:    The positioning of the brand is formed with the study of three main factors which are the competition environment, the target market, and the benefits the brand stands for. Positioning a brand in a specific market is not only to strengthen the distinctive features that the company has to differentiate from the competitors, and also appealing to that market, but it also has to be aligned with the Brand Identity of that brand. In Banfi’s case, it can be concluded that by strengthening the ‘high-class wine consumers’, ‘Tuscan experience’, and ‘value for money’ in the positioning of Banfi, the brand is promising to gain competitive advantage in the market. Key  words:   Castello Banfi, Hong Kong, brand positioning, brand identity, wine.

The idea of developing cultural and creative industries has been putting forward by the government in recent years. As the result of regarding virtual channel and fashion flea market as a place to test market and well conditions to start an enterprise, there are more and more designers build their own manufacture's brand in the cultural and creative field. However, there are just a few brands can stand out from the crowd. This study was carried by case study and regarded 5 small-and-medium-sized enterprises in cultural and creative industries branding successfully as its sample. Use different dimensions to probe into the stage from case company¡¦s brand building, brand positioning to brand¡¦s marketing strategies drafting. Through the categorization and contextualization analysis establish a theoretical framework. According to this study, the power of self-actualization and dissatisfaction of industry conditions push designers to build a brand as a medium of living, creating and self-expression. To the small-and-medium-sized brands that own mostly 1 or 2 designers, the look of a brand is the style the designers have. Brand¡¦s designers use their prior knowledge and experiences to form the brand¡¦s spirit with their frame of mind. The process of brand position is the pattern or works added company¡¦s competitive advantages, launched differential products and consumed by customers. On the other hand, brand owners hook up with consumers by exhibition, blog or each channel to pass product concept and brand spirit to. Consumers will combine and assimilate the perception of the brand while they buying and the meaning of the brand they realize while interacting with brand owners, then feedback to the brand owners. Such a feedback mechanism can help brand owners adjust the way they do to meet their ideal brand position with consumers¡¦ perception. Furthermore, case companies set a niche market position into market. In the virtuous circle, brand community management lead companies and brand close to their customers and build an inseparable relationship.

Problem: How do Barilla position and communicate its brand in the Swedish market and how do Swedish consumers recognize the Company’s positioning? Do they perceive the Brand in line with the intended positioning? Purpose: Investigating in which way and to which extents Barilla achieves and communicates a suitable positioning in the Swedish market. On the other hand, assessing how consumers and potential customers perceive the brand Barilla, evaluating if they perceive it in line with its intended positioning. Method: The research is mainly based on primary data: the Company´s perspective through a personal interview with Barilla´s brand manager; the consumers´ perspectives through 300 questionnaires distributed outside ICA Maxi in Hälla (Västerås). Theories: Brand equity; Brand positioning; Promotional mix. Conclusions: Barilla pursues a suitable positioning in Sweden, positioning itself on attributes which are valuable, and sought by customers. Consumers´ perception of the intended positioning is generally correct, since the main aspects which the Company focused on are commonly identified and considered familiar by the public

Brands have grown to become a bigger part in our daily life, brands can be seen wherever we go. Due to growing competition in markets brands have become more keen to find new ways to compete. Purpose marketing is one tool to tackle the growing competition. Purpose marketing have grown to become an effective tool to differentiate in competitive markets. This essay intends to study how companies use purpose marketing in the process of building a brand. The research methodology has semi-structured intervievs with a qualitative approach. All of the respondents work in Swedish companies within the marketing or communication section. The theoretical framework consist of theories about branding, brand positioning and purpose marketing. The result showed a glimpse of similarities in terms of how companies use purpose marketing though no major conclusions could be drawn from the results. / Varumärken har blivit en del av vår vardag, det växande intresset för varumärken visar på hur marknader blivit allt mer konkurrensutsatta där fler aktörer erbjuder likartade varor och tjänster. Ett sätt att differentiera sig på marknaden är att bygga ett varumärke för att ha ett till sätt att konkurrera med. Ett tydligt varumärke kan underlätta för konsumenten i de val som blir allt fler. För att bygga ett starkt varumärke krävs en tydlig strategi och riktning för organisationen. I takt med ett minskat intresse för reklam har syftesdriven marknadsföring blivit vanligare. Allt fler konsumenter väljer varumärken som delar deras värderingar, att skapa en emotionell koppling till kunden blir allt viktigare. Syftesdriven marknadsföring innebär att organisationen använder sig av positiva effekter företaget har på samhället för att marknadsföra sig. I takt med att sociala medier växt till att bli en del av vardagen blir det svårare för företag att förmedla ett budskap och sedan inte leva efter det. Att lyfta företags positiva effekter på samhället är en central del i syftesdriven marknadsföring vilket kan bidra till ökad lojalitet hos kunder samt motivation hos anställda. I denna kvalitativa studie undersöks hur företag använder sig av syftesdriven marknadsföring vid uppbyggnad av varumärket. Syftesdriven marknadsföring som har blivit allt vanligare bland företag att använda sig av men som det inte finns mycket forskning inom. Uppsatsen har för avsikt att försöka bidra med en djupare förståelse kring hur syftesdriven marknadsföring används av företag vid uppbyggnad av varumärket. En kvalitativ forskningsdesign i form av en komparativ studie har tillämpats för att undersöka hur olika företag skiljer sig åt men även om det finns några likheter mellan företag inom olika branscher som använder sig av syftesdriven marknadsföring. Studien omfattar fyra svenska företag med en respondent med beslutsfattande position inom marknadsföring från varje företag. Teorierna som valts är varumärkespositionering, varumärkesbyggande, CSR och syftesdriven marknadsföring som anses vara relevanta för studien. Analys av den empiriska data mot uppsatsens teorier har visat på hur respondenterna använder sig av syftesdriven marknadsföring till vis del men inte bidragit med några generella slutsatser kring hur företag använder sig av syftesdriven marknadsföring. De olika företagen har alla använt sig av syftesdriven marknadsföring på sitt egna vis, däremot har det visat på likheter i grundtankar kring syftesdriven marknadsföring.

O objetivo desta pesquisa foi estudar a tensão entre manter um posicionamento de marcas ou atualizá-lo de acordo com as possíveis alterações no âmbito do contexto social. Na administração de marketing é prática manter certo posicionamento na comunicação com o intuito de mostrar consistência nas mensagens publicitárias. Entretanto, observa-se que as rápidas e constantes mudanças nos valores da sociedade vêm desafiando o gestor da marca a buscar compreender a dinâmica dos significados que circula entre os indivíduos, e como ela influencia na imagem da marca. O método utilizado para verificar uma dinâmica no posicionamento de marcas na comunicação, foi a análise semiótica das campanhas publicitárias do EcoSport, desde o seu lançamento até a sua última modificação em 2007. A escolha de um automóvel como objeto para verificar a dinâmica do posicionamento de marca se deu pela complexidade de sua comunicação, bem como pelos atuais conflitos ambientais que essa mercadoria vem sendo alvo. Os resultados obtidos confirmam uma necessidade de atualização dos conceitos fundamentais do posicionamento de marca, porém sugerem alguns limites nessas mudanças, levando em consideração os quatros quadrante de valorização de consumo de Jean-Marie Floch. No processo de elaboração desta pesquisa, mais uma vez, verificou-se a contribuição valiosa da semiótica como ferramenta indispensável para o administrador da marca. / This paper have had as main objective understand the tension between to keep or to move the brand positioning according to the probable changes in the social context. In the marketing administration world is current to keep the main concept in the positioning in order to show consistency in all marketing messages. However, is possible to see that constantly and fast changes have been challenging the brand manager to understand the meanings dynamism that act in the market, and how can it influence the brand image. The methodology used to verify the dynamics of the brand positioning in the communication process was the semiotic analysis of the EcoSport advertising campaign, since its launch till its last face-lift in 2007. The reason to choose an automobile as the object to verify the brand positioning dynamics was due the communication complexity as well as to the environmental conflicts that this merchandise has been suffering lately. The results confirm the necessity that brand positioning main concepts has to be up-dated frequently, following the changes in the social context. However, these changes have some limits. The changes are limited by the boundaries of the Jean-Marie Floch consumption valorized square. During this research, once more, could be demonstrated the semiotic contribution for the brand manager.

Globální kosmetický trh každoročně dosahuje silného růstu v absolutním i relativním vyjádření. Předpovědi jeho dalšího vývoje jsou velmi pozitivní, hovořící o možném pokoření hranice $300 mld. v roce 2011, což by představovalo 16% růst za pětileté období. Pro oblast rychloobrátkového spotřebního zboží jsou to vysoké hodnoty, které jsou mimo jiné faktory odrazem rostoucího světového bohatství a stále zvětšujícího se důrazu spotřebitelů na svůj vzhled. Tato diplomová práce analyzuje kosmetický trh a jeho sekci, trh dekorativní kosmetiky z hlediska faktorů makroekonomických, demografických a spotřebních, přispívajících k modelování tohoto sektoru. Zároveň nastiňuje nové trendy v této oblasti s odkazy na nejmodernější příklady v praxi, a to jak globálně, tak se zaměřením na Českou republiku. Jejím hlavním výstupem je analýza positioningu značek, která čerpá z pozorování a dotazování českých spotřebitelek na základě vlastního výzkumu.

The main focus of this diploma thesis is brand image and brand identity. The objective of the thesis is to compare how consumers perceive the brand (brand image) with how the brand wants to be perceived itself (brand identity). First part is focused on the process of building and managing strong brands, as well as defining brand image and brand identity theoretically. The practical part presents the brand on which the research was conducted, Proenzi brand, its history on the Czech market, competition and its identity. In the final chapter there are presented results of the research which was conducted among the consumers of Proenzi brand and the comparison of brand image and brand identity. To conclude, there are presented suggestions for improvement and recommendations for future research extensions.

This master's thesis focuses on analysis of marketing tools used by launch of a new brand of sonic electronic toothbrushes Philips Sonicare to the market in Czech Republic. The analysis lies in evaluation of specific usage of marketing tools and whole communication mix in a multinational company. The analysis is followed by suggested corrective measures for each part of marketing plan, which take in account especially marketing activities for next year.

La comunicación de marcas sigue proyectando a la mujer como un objeto de deseo, que tiene como fin la venta de un producto, definido autores como marketing de belleza. Sin embargo, existe un tendencia internacional llamada “Real Beauty”, Belleza Real en español, el cual demuestra que la belleza no es única y estándar, es diferente y especial por persona. Asimismo, debido a la facilidad de acceso a la información, por la evolución de medios, los consumidores se tornan más exigentes frente a las marcas. De tal manera, es que el objetivo de la investigación es identificar qué variables de las acciones de promoción digital, siendo el uso de videos y uso de influencers, presenta mayor relación frente al posicionamiento basado en imagen de marca, enfocado al Real Beauty en el sector de moda femenina. Para ello, se realizará el análisis cualitativo, realizando entrevistas a profundidad, siendo 19 preguntas divididas en 3 bloques al target y 17 preguntas divididas en 2 bloques a cada experto, y el cuantitativo, realizando una encuesta, basada en 22 anunciados, dirigida a una muestra de la población. La muestra evidenció importantes hallazgos frente al estudio cualitativo, porque efectivamente, consideran que el concepto Real Beauty debería ser mejor implementado en las marcas del sector investigado, generando un vínculo más allá de lo transaccional, buscando un vínculo emocional. Por lo cual, consideran importante y efectivo el uso de diferentes estrategias para ello, como el uso de videos o influencers, generando un buena imagen y posicionamiento en la mente del consumidor. Teniendo en cuenta que en los hallazgos cuantitativos, por medio la regresión lineal múltiple, se pudo aterrizar los resultados cualitativos, indicando que el modelo indicado de analizar comprende ambas variables, es decir, que las estrategias de promoción analizadas tienen relación frente a la imagen de marca, sin embargo, una es más relevante e influyente. Debido a ello, es que la presente investigación tiene una utilidad práctica para la industria de la moda femenina. Asimismo, resulta funcional frente a la toma de decisiones en relación a la implementación estrategias de promoción digital. / Brand communication continues to project women as an object of desire, whose purpose is to sell a product, defined by authors as beauty marketing. However, there is an international trend called "Real Beauty", which shows that beauty is not unique and standard, it’s different and special per person. Also, due to the ease of access to information, due to the evolution of media, consumers are becoming more demanding towards brands. Therefore, the objective of the research is to identify which variables of the digital promotion actions, being the use of videos and the use of influencers, have a greater relationship with the positioning based on brand image, focused on Real Beauty in the women's fashion sector. For this, the qualitative analysis will be carried out, making in-depth interviews, being 19 questions divided in 3 blocks to the target and 17 questions divided in 2 blocks to each expert, and the quantitative analysis, making a survey, based on 22 announced, directed to a sample of the population. The sample showed important findings compared to the qualitative study, because indeed, they consider that the Real Beauty concept should be better implemented in the brands of the investigated sector, generating a link beyond the transactional, looking for an emotional link. Therefore, they consider important and effective the use of different strategies for this, such as the use of videos or influencers, generating a good image and positioning in the mind of the consumer. Taking into account that in the quantitative findings, by means of the multiple linear regression, it was possible to land the qualitative results, indicating that the indicated model to analyze includes both variables, that is to say, that the analyzed promotion strategies have relation in front of the brand image, nevertheless, one is more relevant and influential. Because of this, the present research has a practical utility for the women's fashion industry. Likewise, it is functional in relation to decision making in relation to the implementation of digital promotion strategies. / Tesis

En este trabajo de investigación se estudia la variación de precios y su relación con la preferencia de las marcas de las aerolíneas ubicadas en una guerra de precios. Se utiliza la herramienta estadística SPSS y Análisis Conjunto para dar respuesta a tres distintas hipótesis. En las tres hipótesis se ha buscado relacionar la sensibilidad al precio y la preferencia del público objetivo. Para las cuales, se utilizó el modelo de Análisis conjunto llamado ACBC debido a su exactitud para estudiar escenarios de precios. En lo que respecta a los hallazgos han permitido sacar a la luz la sensibilidad al precio de las cuatro marcas participantes del mercado y conocer el comportamiento del público objetivo ante cada una de las marcas. Esto último, ha permitido realizar oportunas recomendaciones a las gerencias de marca y precio. / In this research work, price variation and its relationship with the preference of the brands that are into a price war is studied. The statistical tool SPSS and Conjoint Analysis is used to answer three different hypotheses. In all three hypotheses, an attempt was made to relate price sensitivity and target audience preference. For which, the Conjoint Analysis model called ACBC was used due to its accuracy to study price scenarios. Regarding the findings, they have highlighted the price sensitivity of the four brands that make up this research and known the behavior of the target audience for each of the brands. Because of this have been allowed to recommend to brand and price managers on a best possible way. / Trabajo de investigación