Background: Strategic place branding has gained increased recognition lately, both scholarly and inpractice. Because of globalization, cities are today constantly competing with othercities all over the world. Therefore it is today important for a city to communicate animage that is distinguished from others. However, a city’s image is not communicatedby a single organization, but by a various number of stakeholders. A city consists ofmany different stakeholders, which can make it a complex process. Problem: Much of the existing research argues for the need to involve stakeholders in theprocess of branding cities. How to successfully do so is however still not clearlydefined. This is a complicated manner since every stakeholder is different and hasdifferent needs, priorities and perspectives. This means that stakeholders are also ableto contribute to a city and its brand in a unique way, which existing research lacks indefining. As of last year, Jönköping Municipality and Jönköping University officiallybecame partners in a project called Jönköping Science City. This is a strategiccollaboration between the two parties around a common future vision for Jönköping. Purpose: The purpose of this thesis is to investigate how the involvement of JönköpingUniversity, as a stakeholder, looks like in the process of branding Jönköping city.Meaning that this study will analyze the collaboration and the effects that theuniversity has as a major stakeholder and as an educational center in the city. Method:  Primary and secondary data have been used in order to fulfill the purpose of thisthesis. A case study, in-depth interviews and existing literature have provided atheoretical and empirical base to for the analysis and conclusion. Conclusion: Jönköping University is a unique stakeholder and has had considerable contributionfor the city and its brand. By an established cooperation with the university, Jönköpingcity are in turn able to utilize the positive / Bakgrund: Till följd av globaliseringen som idag är ett faktum finns numera en konstantkonkurrens städer emellan. Detta har lett till en allt större betydelse och intresse kringstrategisk platsmarknadsföring, både vetenskapligt och i praktiken. I praktiken betyderdetta att städer idag har ett behov av att kommunicera en unik varumärkesimage somskiljer sig från övriga städer. Däremot kommuniceras inte städers varumärkesimageenbart av en organisation, utan genom många olika aktörer aktiva i staden. Problem: En stor del av den befintliga forskningen betonar vikten av att involvera dessa aktöreri stadens marknadsföringsprocess. Det finns dock inget entydigt svar på hur detta skallgenomföras och oklarheter råder på området. Att involvera aktörer i en sådan processär ofta komplicerat då olika aktörer har skilda behov, prioriteringar och perspektiv. Nuvarande forskning saknar även fakta kring det faktum att olika aktörer kan bidra tillen stad på unika sätt. Detta har författarna valt att kolla vidare på genom att undersökadet nyligen startade samarbetet mellan Jönköpings kommun och Högskolan iJönköping, Jönköping Science City. Jönköping Science City är ett officiellt samarbetei syfte att skapa och jobba mot en gemensam framtidsvision parterna emellan. Syfte: Denna uppsats har till syfte att undersöka Högskolan i Jönköpings medverkan iJönköpings stads marknadsföringsprocess. Detta kommer att göras genom attanalysera samarbetet mellan de båda parterna och de bidragande effekter somsamarbetet medför. Metod: Både primär- och sekundär data har bildat grunden för denna uppsatts. Författarna haranvänt sig utav en fallstudie, djupintervjuer och befintlig litteratur. Slutsats: Högskolan i Jönköping är en unik aktör i sin roll som stadens lärosäte och har bidragittill en stor del av den utveckling som skett i staden. Genom ett samarbete meduniversitetet, har Jönköping stad bättre kunnat utnyttja den positiva

Det blir allt viktigare för företags utveckling och överlevnad att attrahera de mest lämpade medarbetarna. Ett allt vanligare verktyg för ändamålet är employer branding. Syftet med föreliggande studie var därför att undersöka ingenjörsstudenters upplevelse av en attraktiv arbetsgivare och relatera det till hur ett större industriföretag i Mellansverige arbetar med extern employer branding. En induktiv tematisk analys med intervjuer från Företagsrepresentanterna visade att Företaget lägger stora resurser på att attrahera ingenjörer. Genom att arbeta med ambassadörer, delta på arbetsmarknadsmässor och synas på sociala medier vill Företaget stärka sitt arbetsgivarvarumärke. En induktiv tematisk analys av intervjuer med ingenjörsstudenterna visade betydelsen av delade värderingar, ett företags rykte och ett gott första intryck. Det går i stor utsträckning att relatera Företagets employer branding- arbete till ingenjörsstudenters upplevelser av en attraktiv arbetsgivare. Studien bidrar med kunskap om vad ingenjörsstudenter vill ha hos en arbetsgivare och hur företag kan arbeta med employer branding för att sticka ut i den hårda konkurrensen. / It is becoming increasingly important for corporate development and survival to attract the most suitable employees. A more common tool for this purpose is employer branding. The purpose of the present study was therefore to study a group of engineering students' experience of an attractive employer and to relate to how a major industrial company in central Sweden works with external employer branding. An inductive thematic analysis with interviews from Corporate Representatives showed that the company puts great resources on attracting engineers. By working with ambassadors, attending labor market fairs and appearing on social media, the company wants to strengthen its employer brand. A inductive thematic analysis of interviews with engineering students showed the importance of shared values, a company's reputation and a good first impression. It is largely related to the company's employer branding work for engineering students' experiences of an attractive employer. The study contributes knowledge of what engineering students want from an employer and how companies can work with employer branding to stand out in the tough competition.

The importance of branding in the consumer market has been emphasised in many studies. In contrast, branding in the industrial markets is under researched. Even so, few researches on motor oil have been conducted. Motor oil is a good example of an important industrial brand due to its use in the production of other goods. Thus, by studying branded motor oil products in two distinct economies, Nigeria and the UK, the thesis aims to understand the nature and extent of branding industrial products, based on comparing and contrasting aspects of motor oil branding in the two contrasting economies. The choice of comparing the two economies is significant bearing in mind that global brands operate globally, hence the need for a more appropriate global strategic orientation. The dearth of studies in this area supports the rational for the use of grounded theory as research strategy. To fill this gap, the study employed a multi methods research approach by employing the use of exploratory qualitative approach. The thesis utilised a longitudinal archival study to gain insight of motor oil branding. Participant observations in the supply chain of the two countries allowed gaining understanding of motor oil branding. Interviews and documents contributed to knowledge to allow triangulation of the findings. The findings suggest that a collection of branding strategies are done by focusing on inter firm relationships, purchase behaviour, effective distribution and various supporting services in the aftermarket. The thesis reveals motor oil functions between the consumer and the business markets with several branding strategies to attract awareness and differentiation. Additionally, the thesis develops a model of the branding strategies of low involvement, branded motor oil products. The model shows various branding strategies through the middlemen to the two markets (i.e. garages (B2B) and retail (B2C)). This research contributes to the literature by identifying the branding behaviour of a hybrid brand from the supply chain perspectives, showing an inter link of branding in both markets. The research further extends understanding of market behaviour of low involvement, business brands. The study further contributes to literature by understanding the effect of foreign brands operating in developing economies like Nigeria. In practice, the findings offer improvement of branding strategy especially with global brands that cross borders to operate in different economies.

The paper is focused on brand identity and its implementation. The main target of the paper is to propose visual rules that could be used in companys communication including the logomanual and brand tonality represented by the communication manual. There is formed a theoretical summary and the issue of brand identity is discussed in a context of brand building in the first part of the paper. Then, in a practical part of the paper, is the paper focused on designing new brand for a small accommodation business. The new new brand name, logo, company colors, fonts are designed. The author had compiled the new logomanual and communication manual of the brand. There are few practical applications of the new identity proposed in conclusion of practical part.

Crítica del libro Brand New: the shape of things to come, de Wally Olins.

Branding and brand equity, both as theoretical constructs and as a critical part of applied marketing, have received considerable attention in the academic and practitioner literature. Brand equity, generally considered to be the differential in positive brand image and loyalty enjoyed by one brand as compared to that of a lesser known brand, is often attributed to the activities the firm undertakes to promote the brand and communicate its value or benefits. Branding activities, and the resulting brand equity, have been successfully employed by both consumer and industrial firms and those activities may range from those as conventional as television advertising to as esoteric as extreme sports sponsorships. However, brand equity among higher education providers, one of the nation’s largest and most impactful industries, has received far less attention than either consumer or industrial goods and services. Further, the branding activities in which higher education institutions engage, including those associated with business and economic development in their communities, has been neglected in the academic literature. Thus, this investigation seeks to determine the impact those economic development activities have on brand equity as it is perceived by selected stakeholders. Specifically, this research asks if economic development activities, such as incubators, faculty consulting, and entrepreneurial education influences the perceived brand equity of the institution, and if so, in what manner. Of specific interest are the brand equity dimensions of loyalty and image, and if the perceptions of these dimensions differ among types of university stakeholders. As with other brand equity research, brand image and loyalty may vary from segment to segment. This investigation is concerned with three types of stakeholders important to most, if not all, universities; economic development professionals, employers, and alumni. These segments are important in addressing the question of the influence economic development activities have on brand image in the higher education domain as each has the potential to have a profound impact on the success of the institution and its graduates. Employing a qualitative semi-structured interview methodology, to be followed by a two-round Delphi Study, the aim of this research is to address the gap in the literature regarding brand equity in the university domain. The interviews were conducted with sixteen participants representing the three segments. The participants were selected for their expertise in the relevant segment. The resulting interviews were transcribed and then coded to reveal relevant themes and to address the research questions. Subsequent to the interviews, a two-round Delphi study was conducted with the same participants with the aim of reaching expert consensus on the research issues. The research revealed that that four themes dominated the interviews. Functional themes are those that are tangible and applied; integration themes are those that cause the institution to become part of the community; presence themes suggest that simply by its presence in the community, absent of any overt or tangible activity, the university’s brand is impacted and finally, promotion themes suggest that the economic development activities under study have an influence on the brand equity on the institution. The study also discovered that there are differences between how the three segments perceived the activities in that, in most cases, each of the three tended to favor those activities that most closely align with their organizational and personal best interests. A somewhat surprising, and potentially important finding, was the role of students and faculty in the brand image of the university. Student internships were determined to be the most highly rated economic development activity with respect to perceived brand equity, and faculty participation in the community was also highly rated. In both cases, the value of these activities were perceived by the participants as being more important than other more expensive and complex activities such as incubators in the context of building brand equity. Given the lack of existing research in the relationships between business and economic development activities in which universities engage and the brand equity of the university, future research may benefit from continuing to explore this understudied domain in greater detail. As business schools become increasingly interested in experiential education, such as internships and corporate projects, both academic research and applied practice may benefit from a deeper understanding of how these practical and cost effective methods of building a university’s brand benefit the institution, its stakeholders and local communities.

Purpose    The aim of this study is to explore if there is a gap between brand identity and brand image in the city of Baku. Background Having a strong city brand based on the positive perceptions from both internal and external stakeholders’ point of view is very important in today’s world of globalization when cities have to constantly compete for the share of tourists, investors etc. Therefore, in terms of the thesis we aspire to investigate if Baku has been successful to build a strong brand identity and whether the brand image mirrors it from the Swedish people’s perception. Method The study constructed upon a mixed research method, which based simultaneously on inductive and deductive approach. Interviews representing the qualitative reasoning approach are utilized in order to reach the data related the city brand image and city brand identity. Conclusion The city has a firm and rationally established brand identity. The current research revealed the gap between brand image and brand identity in Baku. Thus, that the city’s brand image is not fully reflecting the real brand identity, in particular due to the internal facts.

As the reorganization of Higher Education has paralleled that of the welfare-state downsizing, Universities have been challenged by governments to handle to market engagement a key social value. Beyond teaching and research, the emergence of a third mission related to science outreach, cultural/educational tourism activities appeared as an opportunity for Universities to increase revenues. Tourism in university heritage sites became not only a tool for university marketing and enhancement of corporate branding, but also contributed to brand host cities as student destinations (Pawlowska & Roget 2009; Popescu 2012; García-Rodriguez & Mendoza Jiménez 2015). As a contribution to knowledge, this research aimed to enlarge the conclusions of previous studies conducted on the universities’ changing roles and their impacts on society, culture and space (Perry & Wiewel 2008; Goddard & Vallance 2014). Tourism was introduced, not only as a consequence of university internationalization but as a dimension present in organizational behaviour of universities, which produces new place perceptions in the host cities. Consequently, the issue of collaborative place branding amongst different stakeholders in a city emerges in the rational scope of resource dependence theory, as a public diplomacy strategy with planned, concerted actions, also affecting the universities relation to the host cities. Hence, the leading research aims of the thesis are: - To investigate the motives that lead universities to adopt discourses and actions conducing to tourism activities; - To explore collaborative university-city relations in destination branding. This investigation used cross-methods in case-study research and departed from an exploratory participant-observation of the phenomenon in four different universities and countries. The classical use of an ethnographical approach as first exploratory method originated the narrowing of the research into case-studies. As a complement, a scoping questionnaire was designed in order to provide further data for answering the first aim of research. The case-study research was conducted within a qualitative approach through semi-structured interviews and content analysis of university materials in their range of urban institutions communicating the city. The research results suggested that universities have a role in city branding and that tourism plays an informal part in this strategy but following different stages of implementation and approaches. The exploratory first phase of research revealed how universities have the ability to originate and plan tourism activities. The direct involvement of Higher Education Institutions with local governments and tourism stakeholders emerged as part of networking activities, events and direct involvement as tour organizers and owners of tourism interest assets and attractions. The questionnaires and interviews to respondents have indicated that the marketing and communication offices together with the international offices have gained a primary role as bridge organisms with the exterior at the formal level. Despite responding to top-down leadership, these offices have become critical connectors not only to municipalities but also to public and private destination marketing organizations (DMO´s).

Leadership branding is a relatively new construct in academic literature. It has been largely written about in popular press articles in order to describe the brand exhibited by the leadership of the organisation. The leadership brand influences the behaviour of the employees as well as the perception of the external stakeholders. The influence on the stakeholders’ are largely through the leadership’s interaction with the stakeholders as well as their involvement in establishing and managing the corporate brand of the organisation. A strong corporate brand has been proven to provided benefits to an organisation; the influence the leadership has on corporate brand creation and management thus directly affects the benefits. Considering there are no studies investigating the leadership brand relative to the corporate brand, a list of attributes by Ulrich and Smallwood (2009) was modified in order to fulfil the purpose of the study; to determine whether a leadership brand exists and whether it has any relationship to the corporate brand. Exploratory quantitative analysis was used in order to achieve the research objectives. The questionnaire was distributed to 140 employees of a large mining organisation in South Africa. It was found that a leadership brand is present within the organisation and that it relates well to that of the organisation’s corporate brand. The analysis of the results revealed that there are a distinct group of brand attributes displayed by the leadership of the organisation that culminate in the development of the organisation’s corporate brand. Further investigations regarding how the demographics of the respondents influenced their perception of the leadership brand yielded no conclusive evidence, thus indicating that that the leadership brand is achieved regardless of the composition of the organisation. The findings from the research have contributed to the current academic knowledge regarding the leadership brand. Furthermore, the research can assist organisations in constructing and managing the corporate brand of the organisation. Identifying the leadership brand and ensuring that the organisation’s communication is aligned with that of the leadership brand assists in creating brand consistent behaviour within the organisation and establishes credibility with external stakeholders. / Dissertation (MBA)--University of Pretoria, 2013. / ccgibs2014 / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted

No description available.