[pt] As empresas definem suas estratégias de marca visando maximizar lucros, aumentar competitividade e, conseqüentemente, seu valor de mercado, que é composto por ativos tangíveis e intangíveis. É fato que, o poder competitivo de uma empresa reside cada vez menos nos ativos tangíveis - como estoques, edifícios, equipamentos e máquinas - se concentrando mais em esforços para geração de valor através de ativos intangíveis. Estudos contemporâneos apontam evidências de que os ativos intangíveis têm sido responsáveis pela geração de valor adicional para empresas, sendo a marca o ativo que tem o maior destaque . Apesar de inúmeras pesquisas em branding, é observável que, empresas interpretam de forma distinta quando a questão está na melhor estratégia da marca, daí emergindo diferentes formas de administração de portfólios de marcas, com denominações diversas, até entre empresas que atuam no mesmo mercado. Diante deste contexto, a presente pesquisa objetivou analisar o impacto da adoção de determinada estratégia de marca no valor intangível das empresas, através do modelo de regressão linear múltipla, proposto por Rao, Agarwal e Dahlholf, que utiliza o quociente de Tobin (q de Tobin) como variável dependente para medir os ativos intangíveis e um conjunto de variáveis independentes que interferem no seu valor. O estudo baseou-se em uma amostra de 83 empresas do mercado brasileiro que têm suas ações negociadas na Bolsa de Valores de São Paulo (BOVESPA), durante os anos de 2003, 2004 e 2005 e considerou a taxonomia de estratégias de marca adotada pelos citados autores, que inclui três categorias: Corporativa, Casa das Marcas e Mista. Os resultados obtidos indicam que o modelo se mostrou robusto, sinalizando que as estratégias de marca, assim como as variáveis de controle, têm impacto no valor intangível das empresas. Entretanto, os coeficientes apresentados para cada uma das variáveis independentes, bem como para as estratégias de marca diferem daqueles obtidos no estudo conduzido nos EUA. A estratégia Casa das Marcas apresentou um relacionamento positivo rejeitando a hipótese de que esta estratégia estaria relacionada a um coeficiente negativo. Em oposição a isto, o valor do coeficiente da estratégia Corporativa se mostrou positivo em linha com a hipótese sugerida, mas em amplitude inferior a da Casa das Marcas. Este fato não foi observado na pesquisa americana evidenciando a diferença de avaliação entre os dois mercados. O estudo indica, entre outros aspectos, que os investidores e consumidores avaliam de forma distinta tanto as estratégias de marca como as variáveis de controle utilizadas. / [en] Companies define their branding strategy in order to maximize profits, increase competitiveness and, as a result, their market value, which is, in its turn, composed by the company´s both tangible and intangible assets. The corporation s competitive edge is less and less based on its tangible assets - such as inventory, facilities, equipments and machinery - focusing on efforts to create value through intangible assets. Recent studies display evidence that intangible assets have been responsible for creating additional value for a company, the brand being the most relevant asset. In spite of numerous researches in branding, corporations have their own interpretation of the best branding strategy, hence the various ways to manage brand portfolios, with various denominations, even among companies operating in the same market. Regarding those aspects, this research aimed to analyze the impact caused by the deployment of a certain branding strategy in a company s intangible value, through a multiple linear regression model, developed by Rao, Agarwal and Dahlholf, which uses Tobin´s quotient (Tobin´s q) as a dependent variable to measure the intangible assets and an array of independent variables that interfere in their value. The present study was based on a sample of 83 companies operating in the Brazilian market and negotiated in São Paulo´s stock exchange (BOVESPA), between 2003 and 2005, and considered the branding strategy taxonomy used by the authors mentioned, which include three categories: Corporate, House of brands and Mixed. The results point that the model is robust, showing that branding strategies, and the control variables, cause impact in a company´s intangible value. However, the coefficients shown for each of the independent variables, and also for the branding strategies, differ from those found in the research developed in the USA. The House of Brands strategy turned out with a positive connection, rejecting the initial hypothesis that such strategy would be connected to a negative coefficient. On the other hand, the value associated with the Corporate strategy´s coefficient turned out positive, resonating with the suggested hypothesis, though in an inferior amplitude than House of Brands´. That particular point was not part of the North-American research, showing how the evaluations of the two markets differ from one another. The study indicates, among other aspects, that investors and consumers weight differently both branding strategies and the control variables used.

Colour is used as a form of communication which represent ideas, feelings, and emotions. The possibility to use colour as a symbol for interpretations is endless. Colour represents different things in different part of the world and hence understanding the colour psychology is important in product design. Taking a product from one part of the world to the other part of the world is a challenge in terms of acceptance for the product. In this product design project, we discuss how a foreign brand can introduce in Indian market with the help of colour choice. India is complex country in terms of belief , myths and traditions and its relation to colours. Understanding Indian market through colour preference is challenging and interesting. The focus lies on baby stroller where textile is used as a medium to study colours that bring the brand an identity. Through this thesis , a baby stroller from brand Thule will be redesigned to add colour combinations in textiles which, in future, gives the brand an identity to adapt to the Indian market. It also focuses on developing a colour palette for south Indian market (as phase one) which can be used when introducing a new product in India.

Da Gama Textiles, based in the Eastern Cape has seen its sales of Jacquard products being affected in recent years by cheaper imported products. A study was required to enable its senior management to develop a branding strategy for its Jacquard products. In addition, senior managers required information about how to take advantage of the 2010 World Cup. Data collection was conducted in July to September 2009, using two population groups. The first one was bed and breakfast managers in KwaZulu-Natal, with the second one being top ten Jacquard customers by volume in South Africa. Results showed that awareness levels for Da Gama’s Jacquard products are low, although more than half of respondents would be willing to receive literature from Da Gama in the future relating to Jacquard products. Among the top ten customers, loyalty levels were found to be high, however customers were not satisfied with Da Gama’s price levels and felt that designs and delivery lead times could be improved. A suggested branding strategy was drafted, targeting both population groups. A strategy to build brand awareness and brand loyalty levels was suggested for bed and breakfast managers, while a strategy to improve brand loyalty levels was suggested for the top ten customers. / Business Administration / M. Tech. (Business Administration)

Da Gama Textiles, based in the Eastern Cape has seen its sales of Jacquard products being affected in recent years by cheaper imported products. A study was required to enable its senior management to develop a branding strategy for its Jacquard products. In addition, senior managers required information about how to take advantage of the 2010 World Cup. Data collection was conducted in July to September 2009, using two population groups. The first one was bed and breakfast managers in KwaZulu-Natal, with the second one being top ten Jacquard customers by volume in South Africa. Results showed that awareness levels for Da Gama’s Jacquard products are low, although more than half of respondents would be willing to receive literature from Da Gama in the future relating to Jacquard products. Among the top ten customers, loyalty levels were found to be high, however customers were not satisfied with Da Gama’s price levels and felt that designs and delivery lead times could be improved. A suggested branding strategy was drafted, targeting both population groups. A strategy to build brand awareness and brand loyalty levels was suggested for bed and breakfast managers, while a strategy to improve brand loyalty levels was suggested for the top ten customers. / Business Administration / M. Tech. (Business Administration)

This thesis deals with the analysis of the Branding Strategy, Strategic Brand Management and Innovation opportunities of the company OP papírna, s.r.o., producing thinprint paper which is applied as patient information leaflet in pharmaceutical industry for both the Czech and foreign markets. Author of the thesis studies creation and success of the OP brands, current Branding Strategy, following technical service and awareness of the OP products in comparison with the competition. Author also analyzed current condition of the firm using MOST analysis, market development using PESTE analysis and innovative opportunities for the company and SWOT analysis. In that case he answered beforehand-asked questions.

Purpose - The purpose of this research is to explore if there is a viable way for a newly brand to speed up the process of creating and acquiring the brand equity. Since branding is a very broad area, we narrow the research down to brand alliance for startups. With this research, we aim to deep into the subject to understand how this has been done and could be done.   Research Question - How can a start-up make brand associations with other well-known brands, in order to leverage their equity and acquire its own?   Methodology - Qualitative research method is applied through an interview to the case study company. This research is conducted in inductive reasoning which conforms to the qualitative paradigm. In addition, the research approach is an interpretive that has a view of subjectivism ontology. By looking into our case company, the description of each of the co-branding partnerships performed with its partners is examined. The information is gathered via an interview to the case company as well as secondary sources.   Findings - This research indicates that the case company has greatly benefited from the large number of co-branding partnerships with other well-known brands. It has benefited both in terms of gaining brand awareness and brand image, as well as accessing the customer base of its partners. It is an indication that a new start-up can speed up the process of branding and customers acquisition by engaging in co-branding partnerships.

This study explores the profound impact of Generation Z (Gen Z) on the international branding strategies employed by small fashion brand startups. As digital natives born between the mid-1990s and early 2010s, Gen Z represents a dynamic force that challenges traditional marketing approaches. By delving into their distinct characteristics and preferences, this research aims to shed light on the ways in which Gen Z's unique mindset and behaviours shape the branding landscape. Drawing upon a qualitative research approach, this study employs in-depth one-on-one semi-structured interviews with small fashion brand owners. Thematic analysis is utilized to uncover patterns and themes, offering valuable insights into the strategies employed by small fashion brands to engage this influential consumer segment. Findings reveal insights and showcase that Gen Z's inclination towards authenticity, social responsibility, and individuality necessitates tailored branding strategies. Small fashion brand startups are compelled to harness the power of social media and immersive experiences to captivate Gen Z's attention. By comprehending the impact of Gen Z on international branding strategies, small fashion brand startups can adapt and thrive in an increasingly competitive market. The implications of this research concern the fashion industry, offering valuable insights for marketers and entrepreneurs seeking to engage with Gen Z within the fashion sector.

Předložená diplomová práce je zaměřená na použití konceptů a strategie značky sloužící k rozvoji značky Pojišťovny České Spořitelny a.s.., Vienna Insurance Group. Základem jsou teorie marketingových guru Ko Floora, Kapferera, Kellera a konceptů brand identity a brand prismu které jsou použity k analýze současného stavu branding značky. Současně jsou provedeny analýzy konkurentů a prostředí k určení pozice značky na trhu. Na základě výsledků provedených analýz jsou stanoveny návrhy řešení konceptu rozvoje značky.

本研究採消費者認知的角度，在「母品牌與延伸產品契合度」及「消費者產品知識」的調節作用下，比較「品牌延伸」、「品牌傘」及「新創品牌」等三種品牌策略，對新產品在「消費者信任度」與「市場接受度」的效果，同時探討品牌延伸策略及品牌傘策略對母品牌知覺品質的反饋效果。 本研究經由前測，選擇Nokia及Nike作為母品牌，根據契合度的高、中、低，Nokia的延伸產品依序為PDA、隨身聽、臉部保養品；Nike的延伸產品依序為牛仔褲、防曬乳液、牙膏。並以模擬的18張彩色平面廣告施測於1035位大學生，進行3 (品牌策略：品牌延伸、品牌傘、新創品牌) x 3 (契合度：高、中、低) x 2 (產品知識：高、低) 的實驗。 研究結果顯示：一、對品牌策略主效果而言，品牌傘策略在消費者信任度上優於新創品牌策略，品牌傘策略在市場接受度上優於品牌延伸策略。二、在契合度的調節作用下，若延伸到高契合的產品，採用品牌延伸策略的效果最佳；若延伸到中契合度的產品，則採品牌傘策略的效果最佳；若延伸到低契合度的產品，採新創品牌策略的效果最佳。三、在產品知識的調節作用下，當消費者為高產品知識者，採用品牌傘策略的效果優於品牌延伸策略及新創品牌策略；消費者為低產品知識者，採品牌延伸策略的消費者信任度優於新創品牌策略。四、在母品牌反饋效果方面，若母品牌的延伸產品契合度較低，採品牌延伸策略比品牌傘策略對母品牌知覺品質傷害較大；若延伸到中契合度的產品，採品牌延伸策略會降低母品牌知覺品質，但採品牌傘策略不會降低母品牌知覺品質；若延伸到高契合度的產品，則品牌延伸與品牌傘策略的母品牌知覺品質與原知覺品質無顯著差異。 整體而言，企業推出新產品時，採用品牌傘策略的效果較佳，是一個兼具品牌延伸及新創品牌兩策略優點的品牌策略，但在契合度與產品知識的調節作用之下，品牌傘策略的適用範圍有所限制，在延伸產品與母品牌為高契合度、低契合度時，以及當消費者為低產品知識者時，品牌傘策略並非最佳策略。行銷人員可視不同情境採用不同的品牌策略。 / The purpose of this study is to compare the effects of three kinds of branding strategies: brand extension strategy, umbrella branding strategy, and new brand strategy. Basing on the moderate effect of fitness and consumer’s product knowledge, the influence of these three strategies on the consumer reliability and the consumer acceptability will be evaluated. The feedback of the original brand’s perceived qualities brought by brand extension strategy and umbrella branding strategy are also taken into consideration. Nokia and Nike were selected as original brands. When dividing fitness into high, medium, and low level, PDAs, walkmans, and skincare products were selected as Nokia’s extended products by this order. Jeans, sun blocks, and toothpastes were also chosen as Nike’s extended products. A 3 (branding strategies: brand extension strategy, umbrella branding strategy, new brand strategy) x 3 (fitness: high, medium, low) x 2 (product knowledge: high, low) experimental design collected data from 1035 college students through 18 color printed advertisements. The main effect of brand strategy suggested that the umbrella branding strategy is prior to the new brand strategy in consumer reliability, and it is also prior to the brand extension strategy in consumer acceptability. Under the moderate effect of fitness, it is suggested to apply brand extension strategy while extending brands to the products with high fitness, to adopt the umbrella branding strategy as extending brands to those having medium fitness, and to utilize new brand strategy when the fitness is at low level. When moderate effect of product knowledge is discussed, it is suggested to apply umbrella branding strategy instead of brand extension strategy or new brand strategy whenever consumers’ product knowledge is at high level. Furthermore, if consumers’ product knowledge is low, utilizing brand extension strategy, instead of new brand strategy, will lead to high consumer reliability. As for the feedbacks to perceived quality of the original brands, when extending brands to the products with low fitness, adopting the extending brand strategy tends to damage more to the original brands than adopting the umbrella branding strategy. If extending brands to the products with medium fitness, utilizing the extending brand strategy would decrease the perceived quality of original brands, but applying the umbrella branding strategy would not affect it. When extending brand to the products with high fitness, both the brand extension strategy and the umbrella branding strategy do not have a significant difference. To sum up, adopting the umbrella branding strategy will lead to better results because of its integrating advantages both in the brand extension strategy and the new brand strategy. Under the moderate effect of fitness and product knowledge, the range of implementation for the umbrella branding strategy will be limited. It is not the best branding strategy when extended products are at high or low fitness, and when consumers have poor product knowledge. Consequently, marketers have to apply different brand strategies depending on different scenarios.

本研究從消費者的觀點出發，比較功能型或象徵型的母品牌，進行產品線向下延伸時，以母品牌直接推出或品牌傘兩種策略下，不同奢華態度消費者的購買意願是否有所差異。 本研究經由前測，選擇兩種產品類別進入正式實驗，並為兩產品類別進行品牌傘策略的產品線延伸，各創造一個副品牌，以及向下延伸的價格。數位相機類別中，以SONY為象徵型品牌，以Nikon為功能型品牌，並以Quanta為副品牌名稱，依7999元推出新款數位相機；手錶類別中，以Swatch為象徵型品牌，以Casio為功能型品牌，並以Axis為副品牌名稱，依899元推出新款手錶。本研究總共模擬8張彩色平面廣告，施測於320位政大學生，進行2 (產品線向下延伸策略：以母品推出、品牌傘策略) x 2 (品牌觀念：功能型、象徵型) x 2 (消費者奢華態度：高、低奢華態度群) 的實驗。 研究結果顯示：一、就品牌策略主效果而言，消費者對於以母品牌直接推出低價新產品的購買意願，高於品牌傘策略。二、在品牌觀念的調節作用下，象徵型品牌推出低價新產品時，以母品牌直接推出低價新產品的消費者購買意願，優於品牌傘策略的程度，大於功能型品牌。三、在高價品牌推出低價新產品時，高奢華態度的消費者，在以母品牌直接推出時的購買意願，優於品牌傘策略的幅度，大於低奢華態度的消費者。 當該品牌為功能品牌時，消費者在兩品牌策略下的購買意願間差距較小，此時企業可較為彈性運用此兩種策略推出低價新產品；而當品牌為象徵型品牌時，消費者對以母品牌推出的低價新產品之購買意願，較品牌傘策略下高出許多，因此企業以母品牌推出低價新產品，應能吸引較多的消費者。 該品牌的目標客群主要為低奢華態度群時，目標客群對兩品牌策略的購買意願間差距較小，企業可彈性使用兩種策略；當目標客群主要為高奢華態度群，兩品牌策略下的購買意願差距大，以母品牌推出低價新產品，能吸引較多的消費者。 / The purpose of this study is to compare the effects of two kinds of product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy. Based on the moderate effect of brand concept and consumer attitude toward luxury, the influence of these two strategies on the consumer purchase intention will be evaluated. Cameras and watches were selected as products for this study. When dividing brand concept into symbolic and functional concept, Sony and Nikon were selected as the camera brands by this order; Swatch and Casio were also chosen as the watch brands. A 2 (product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy) x 2 (brand concept: functional brand and symbolic brand) x 2 (consumer’s attitude toward luxury: positive and negative) experimental design collected data from 320 Cheng-chi university students through 8 color printed advertisements. The main effect of brand strategy suggested that the original branding strategy is prior to the umbrella branding strategy on consumer purchase intention. Under the moderate effect of brand concept, it is suggested that the gap between the original branding strategy prior to the umbrella branding strategy on the consumer purchase intention is wider for the symbolic brand than for the functional brand. Under the moderate effect of consumer’s attitude toward luxury, it is suggested that the gap between the original branding strategy prior to the umbrella branding strategy on the consumer purchase intention of consumers with positive attitude toward luxury is wider than consumers with negative attitude toward luxury. To sum up, firms must differentiate brand strategies between brand concepts of brand and attitudes toward luxury of consumers, when deciding which branding strategy to extend to low priced products.