This master's thesis discusses the topic of brands and branding. Firstly, it explores various authors' definitions of the term "brand", its functions and changing role in recent decades. The work further clarifies the difference between the terms "identity" and "image", which are often interchanged. Next topic presented is the concept of Corporate Identity that is mostly used by Czech marketing professionals. For reader's better understanding of the previous parts, Top 100 global brands report is introduced. The following topic defined is the topic of branding, which is subsequently applied on Local Artists SE company, the stores of which are specialised on offering Czech souvenirs and gifts to tourists. The author was working on designing the whole branding concept of the company, which was later used in the project of opening new brand store located in the 5-star InterContinental Hotel in Prague. This master's thesis describes and presents the results of her work.

The diploma thesis addresses the problem of destination marketing on multinational level - the existence of "destination Europe" in particular. It is divided in to parts concerning destination marketing management, branding, activities of the EU and the ETC in the area of destination marketing and the perception of Europe as a brand by foreign visitors. The last chapters sum up the current state and draft a way these institutions should be heading for higher effect. The main used methods are SWOT, PEST and SEO analysis and a survey amongst foreign visitors. The most important findings include a fact that these visitors in certain cases do perceive Europe as a single destination regardless the low efficiency and impact of ETC's activities.

The growth of consumerism has meant that individuals are increasingly using possessions as a means of developing their personal identities and forming social connections. Specifically, the consumer culture has seen the increase of brands and branded goods as marketers attach emotional attributes to them. Thus, brands have become communicative symbols which display, amongst other things, the owner's values, beliefs and social status. As a result, consumers are attempting to form their identities, social connections and self-worth by consuming (often branded) possessions which they feel are representative of their self or ideal self and will increase their chances of social acceptance. However, psychological studies in consumer behaviour suggest that the increasing propensity to seek inner happiness and social bonds through external means (consumption), has led consumers to be less satisfied with their lives and hence decreases psychological well-being; the focus on external rewards has reduced the importance that individuals place on personal development and intrapsychic developments.This study investigates the relationship between the consumption culture, branding and British adolescents, with a comparison between high and low-income teenagers. Adolescents are particularly prone to assuming consumer orientations (and hence the consequences thereof) due to their stage in identity development, their need for social acceptance and the fact that they are a very profitable market segment. As a result, teenagers are encouraged to turn to consumption for developing their personal and social identities, as opposed to more traditional means such as personal skill development. Although limited studies have investigated adolescent consumption, little attention has been paid to low-income adolescents who are prone to reduced self-worth but have a restricted consumption scope and thus cannot consume their self-worth in the same 'normal' ways as their peers. In light of previous studies, it was necessary to first develop a new measure of self-esteem which included the vital role of possessions (and specifically brands) in feelings of self-worth amongst adolescents. The scale-development process revealed the functional importance of self-esteem as a marker of social inclusion and hence shed light on the reason for the importance that adolescents place on specific brands; they are a promise of fitting-in. A valid and reliable 23-item, self-report measure of self-esteem is presented. Subsequent to developing the new scale, the research provided empirical support for a model of the psychological characteristics of adolescent consumption (including self-esteem). The result is a 'Vicious Cycle' model of consumption which suggests that there is a relationship between the factors which contribute to a consumer orientation and the likely effects of having such an orientation. For example, the model suggests that reduced self-esteem may contribute to consumerism and a consumption orientation may contribute to a reduction in self-esteem. Furthermore, the comparison between high and low-income teenagers showed that low-income teenagers were significantly more materialistic than their high-income counterparts thus supporting the suggestion that low-income teenagers are more prone to consumerism than their high-income counterparts. With reference to the detailed links presented in the Vicious Cycle model, the author proceeds to explore the efficacy of extant consumerist-curbing strategies and highlight the need for more effective methods if we wish future generations to develop in to more than simply shoppers.

This diploma thesis aims to monitor a process of rebranding on an example of the company EFKO-karton, s.r.o. At the beginning of the theoretical part, the basic terms of the issue are defined - brand, branding and rebranding, afterwards a general rebranding campaign framework is introduced along with it's attributes. Unsuccessful campaigns are briefly introduced. In a practical section of the thesis, the evaluation criteria are defined followed by detailed analysis of company's EFKO-karton, s.r.o. rebranding process with focus on the brand Igracek. To validate the success of the campaign from the consumer's point of view, a research has been processed in order to analyze target's group satisfaction with done changes.

Denna studie behandlar Employer Branding, det vill säga den organisationens arbetsgivarvarumärke och vilka åtgärder och aktiviteter som arbetet med att bygga ett detta innebär. Employer Branding avser den bild som nuvarande och potentiella medarbetare har av organisationen. Huvudsyftet är att hitta likheter som finns mellan organisationer trots skillnader i bransch och storlek. Studien belyser valda teoretiska perspektiv inom fältet och hur dessa kan kopplas till empiriska data. Studien har genomförts med kvalitativ sociologisk metod och empiriska data har samlats in i sex semistrukturerade intervjuer. Intervjupersonerna representerar olika organisationer med variation i storlek och branschtillhörighet. Slutsatsen av denna studie är att det finns flertalet likheter mellan organisationernas arbete, som även till stor del överensstämmer med den tidigare forskningen som gjorts inom fältet. Den huvudsakliga anledningen till att en organisation väljer att arbeta med Employer Branding är för att säkerställa kompetensförsörjningen. De största utmaningarna med arbetet är att försöka hitta en röd tråd i arbetet för att skapa ett attraktivt och konkret erbjudande, vilket försvåras i komplexa organisationer. Denna studie bidrar till en fördjupad förståelse för hur Employer Branding fungerar genom att applicera distinktionen mellan socialt kapital och humankapital på organisationers arbete. Dessutom ämnar studien att ge en inblick i hur användningen av sociala medier hänger ihop med Employer Branding för att bidra till ökad förståelse för vilka utmaningar organisationer och framförallt HR står inför. Förslag på vidare forskning ges med ingång i teorier om matchning och ett makroperspektiv på arbetsmarknaden.

Companies in the learning industry are in the business-to-business marketplace and the companies focus on providing services to their customers. In service businesses delivering on the brand promise is aligned with the services employees deliver to customers. The learning industry was used to research whether a commitment to internal brand training impacts business performance. Two of the initial hypotheses were supported; a learning orientation increases commitment to internal brand training and internal brand training increases employee commitment to the brand. The third hypothesis, employee brand commitment improves business performance, was not supported. A re-specified model found. * Learning orientation directly affects Brand Training and Employee Brand Commitment * Brand Training directly affects Employee Brand Commitment and Business Performance * Employee Brand Commitment directly affects Business Performance The largest direct effect on improved business performance is employee brand training, yet it is the area with the least number of hours of training in the organizations, which provides an opportunity for practitioners.

Att lyckas behålla anställda har blivit en alltmer vanlig fråga för arbetsgivare i och med en förändrad arbetsmarknad med hög konkurrens, och en för hög omsättning av personal kan få stora konsekvenser för ett företag. En bransch som länge präglats av hög personalomsättning är revisionsbranschen, och trots att tidigare studier har gjorts för att hitta anledningar till detta är det fortfarande ett omtalat problem, och revisionsbyråerna arbetar ständigt med att få sina anställda att stanna kvar på företagen, inte minst Big Four företagen. Employer branding, och främst intern employer branding, har visat sig ha en påverkan på personalomsättning eftersom det kan leda till att anställda väljer att stanna kvar på företagen. Revisionsföretagen har fortfarande problem med hög personalomsättningen och ännu har inte intern employer branding undersökts i revisionsbranschen. Syftet med studien är att skapa förståelse för vad Big Four företagen kan förbättra i sitt arbete med intern employer branding för att minska personalomsättningen. Studien är en fenomenologisk flerfallstudie av kvalitativ karaktär där empirin har samlats in genom semistrukturerade intervjuer med nuvarande och tidigare anställda från de fyra största revisionsföretagen, Big Four. Den abduktiva ansatsen har möjliggjort en djupare förståelse av fenomenet då empirin och teorin under studiens gång har utvecklats och bearbetats för att nå fram till tydliga resultat. Studiens resultat redogör för vad som kan förbättras inom Big Four företagens interna employer branding arbete för att minska personalomsättningen. Dessa förbättringar är bland annat; skapa ett unik employer brand, ta hänsyn till individuell utveckling och att arbetsuppgifter ska vara intressanta över tid. Flera exempel på förbättringsmöjligheter är mer detaljerad feedback, att anställda ska bli mer bekanta med företagspolicys och att anställda ska få ökad förståelse för hur de bidrar till företagens organisatoriska mål. / Success in retaining employees has become an increasingly common issue for employers as a result of a changing labor market with high competition, and too high a turnover of employees can have major consequences for a company. An industry that has long been characterized by high employee turnover is the audit industry, and although previous studies have been done to find reasons for this it is still a stated problem, and the accounting firms are constantly working to get their employees to stay at the companies, not least the Big Four companies. Employer branding, and in particular internal employer branding, has been shown to have an impact on employee turnover, as it can lead to employees choosing to stay with the companies. The audit firms still have problems with high employee turnover and internal employer branding has not yet been investigated in the audit industry. The study aims to create an understanding of what the Big Four companies can improve in their work with internal employer branding to reduce employee turnover. The study is a phenomenological multi-case study of a qualitative nature where the empirical data were collected through semi-structured interviews with employees and former employees of the four largest audit firms, the Big Four. The abductive approach has allowed a deeper understanding of the phenomenon as the theory and the empirical data has been developed and processed throughout the study to achieve clear results. The result of the study describe what can be improved within the Big Four companies' work with internal employer branding to reduce employee turnover. These improvements include; create a unique employer brand, take individual development into account and make work tasks interesting over time. Further examples of opportunities for improvement are more detailed feedback, that employees should become more familiar with company policies and that employees should gain a greater understanding of how they contribute to corporate organizational goals.

The main aim of thesis is to design a viable branding strategy for a company. The theoretical part consists of interpretation of branding and strategic brand management. The analytical part examines brand building strategy and position of the company in the market as well as its competitors and potential clients. Based on analysis, a branding strategy proposal is suggested in order to create a competitive and successful brand of the company.

A brand is one of the most important assets that an organization has. It is a complex collectionof experiences and images that belongs to the surrounding world and it can have a huge impacton the organization. Today, brands are used in various ways and in different areas. One of theseareas is employer brand. In order to strengthen the employer brand, organizations can workwith employer branding, which is a long-term strategy that can be applied both internally andexternally. By working with employer branding from the internal perspective, organization canreduce their employee turnover. This is especially important for organizations today, since theunemployment in Sweden is relatively low and the labour market belongs to the workers. Thisprovides a challenge for the future success of organizations, since it is the human capital inthese organizations that possess knowledge. In Sweden, one of the characteristics of thetelecom industry is that the customer consultants have a high percent of employee turnover.The purpose of this study is therefore to investigate how organizations within the telecomindustry can reduce employee turnover with the help of internal employer branding.To gain a deeper understanding of the purpose, this study was conducted as a qualitative, singleand imbedded case study where the empirical material was collected through semi structuredinterviews. The results of the study showed that the investigated organization did not have asustainable and distinct strategy regarding internal employer branding. This was demonstratedby the fact that the leadership did not have an homogenous direction and the employees andprevious employees did not share the organizations experience regarding their work to retainemployees, therefore the efforts did not get the desired effect. This can affect the employerbrand in a negative way and therefore it is crucial that organizations understand the importanceof internal employer branding and the components that affects the employer brand. There areno shortcuts in building an employer brand and retain employees, the organization has to beattentive to what the employees truly desire. / Ett varumärke är en av de viktigaste tillgångarna ett företag har. Det är en komplex samling avupplevelser och bilder som omvärlden besitter och kan påverkar ett företag i hög grad.Varumärken återfinns inom breda områden och ett område som blivit allt mer aktuellt är ettföretags employer brand, även kallat arbetsgivarvarumärke. Arbetet för att stärka ett företagsemployer brand är en långsiktig strategi och kallas för employer branding. Denna strategi kanha två infallsvinklar, internt och externt. För att reducera personalomsättning används internemployer branding vilket är viktigt i dagens samhälle då arbetslösheten i Sverige är relativt lågoch arbetsmarknaden tillhör arbetstagarna. Det är även en utmaning för organisationersframgång att behålla kompetens inom organisationen. Telekombranschen i Sverige präglas avhög personalomsättning av kundtjänstmedarbetare och därför syftar denna studie till attundersöka hur dessa företag kan reducera personalomsättning med hjälp av intern employerbranding.För att få en djupare förståelse för studiens syfte genomfördes en kvalitativ, enkel fallstudiemed inbäddade analysenheter där semistrukturerade intervjuer användes för att samla in detempiriska materialet. Studiens resultat påvisade att den undersökta organisationen saknade entydlig strategi gällande intern employer branding vilket visade sig i att ledarskapet inte hade enenhetlig inriktning. De anställdas och tidigare anställdas upplevelser skiljer sig även frånorganisationens upplevelse gällande arbetet med att bibehålla personal och de åtgärder somorganisationen genomförde tappade då effekt. Detta kan innebära att organisationens employerbrand påverkas negativt och det är därför viktigt att organisationer idag förstår vikten av internemployer branding och dess beståndsdelar då det påverkar organisationens employer brand.För att bygga ett starkt employer brand och behålla humankapitalet inom organisationen finnsinga genvägar, du måste vara lyhörd till personalen.

The purpose of this study is to gain a better understanding of how students create a personal brand and what factors that tend to be more important than others. Do students choose education as a strategic choice to prepare for the labor market and can work experience and social media influence the personal brand? This study uses the qualitative method because of the need of in-depth answers to answer the purpose of this study. The empirical data has been collected through interviews with eight students who are currently studying in higher education.  To answer the purpose of this study Bourdiue’s theories have been used to analyze the results which is the theory of habitus, field theory and the theory of capital where symbolic capital and social capital were considered the most important ones.  The results of this study suggest that the personal background has minimal effect, while education and work experience make up a significant part of the students’ personal brand. An more unexpected finding was that a students’ social network, personality and characteristics were considered important resources of a personal brand. These factors can help you advance on the labor market to gain experience, make you an appealing person to work with and be rewarded with good references. Regarding social media, the study finds that the participants understand what kind of effect it may have, but they want it to be as minimal as possible. For example, they see LinkedIn as an labor market appropriate network while Instagram and Facebook should be kept as private networks away from an employer. Finally, the results suggest that the students of this study make choices, even though they are unconscious, to provide better conditions to create a personal brand appealing to the labor market.