Under the impact of the financial tsunami, global economy was weaken, lots of luxury brands¡¦ profits decreased, but trendy brands rise at that time. There are many kinds of trendy brands appear in Taiwan since 2008, and become famous between young people immediately. Trendy brands emphasize with uniqueness¡Bself-expression, not only become the fashion tendency, they also play an important role in teenagers¡¦ sub culture. As trendy brands get popular, some companies want to attract more young people by cooperating with trendy brands. Crossover with trendy brands is the main topic for companies. There is a lack of research about trendy or crossover so far, so this study is based on co-branding theory, analysis the change of consumers¡¦ evaluations about Positive brand emotions, negative brand emotions, involvement, and brand identity after company crossovers with different kinds of trendy brand. Then the study adds fitness between company and trendy brand and self-construal types of consumer as mediators, trying to comprehend the influence. This study finds consumers¡¦ evaluations about positive brand emotions and negative brand emotions will be better if company crossover with trendy brand founded by famous people. But consumers¡¦ evaluations about brand identity will be better if company crossover with both trendy brand founded by famous people and ordinary people. However, fitness between company and trendy brand and consumer¡¦s self-construal types don¡¦t change evaluations after crossover.

The combination of brand and art provides people unlimited imagination. The idea of the fashion industry cooperating with artists started from the 19th century in Europe. The combination of luxury merchandise and art can enhance the personal sense of beauty seen within a product and the brand image ascends through the pursuit of aesthetic perfection as well. Taiwan cultural and creative brands produce high-value recognized products, bring the related art and culture into everyone¡¦s life and promote the further development of Taiwan¡¦s cultural and creative industries. Such is the value of culture by branding. Examples like Franz, Jimmy and Tittot, all introduce Taiwanese and Chinese culture to the world through the promotion of commodities to the international market. The various elements of branding, including: the establishment of the brand core value, brand strategy development and brand marketing strategy development, are all decisive factors of the brand advantage. This study combines Aaker, Keller and Urde¡¦s concept of branding. Through multiple cases, analyzing secondary data and interviewing with GP DEVA¡¦s brand managers of their branding strategy, the study has reached several conclusions and can be summarized as follows: (1) The founder plays an important role in the development of the artistic brand¡¦s core value. (2) The conception of artistic luxury derives itself from inherent cultural values. (3) The key elements of the brand are a result of original concepts and creation. (4) Successful marketing must connect to the spiritual and emotional beliefs held by customers. (5) To strengthen and leverage a product brand, brand associations are made using ideas associated with the art form and brand knowledge. (6) Franz's business model shifted from being product-oriented to brand-oriented.

Integrated marketing communication (IMC) that is gaining popularity in the U.S. and European markets in recent years has become a topic in the industrial and academic communities of marketing. While price slashing competition in Taiwan¡¦s retail trade gets sizzling hot, the tactic however does not necessarily translate into sales growth. Some businesses now start to look at other marketing strategies to replace the traditional price cutting technique. This study purports to tackle the following issues concerning the marketing strategies of department stores through case study of a specific department store. 1. Do Taiwan¡¦s department stores meet the criteria for adopting IMC? 2. To what degree do Taiwan¡¦s department stores implement IMC? 3. What are the issues encountered by Taiwan¡¦s department stores in the process of implementing IMC? This study employs the methodology of single case study by focusing on a specific department store. Through secondary data gathering and questionnaire survey, the study also finds suggestions to the department stores and that subsequent research on IMC.

With the development of globalization, countries with positive and good ¡§country images¡¨ take more advantages when competing for tourists, products and investments in the world. Country images are attitudes that people have towards country¡¦s people, organizations and institutions. Country images normally derive from history and environment events and will affect the evaluation of country¡¦s products. This research holds that ¡§Country branding¡¨ can build up positive country images, improve negative images and increase consumers¡¦ desire to cousume country¡¦s products. Three cases are discussed in this research: product images and destination images of Taiwan and destination images of New Zealand. Literature review and interviews are the main research methods. This research concludes that setting up a responsible organization, maintaining sufficient and stable fund and assigning a suitable leader are essential for the country branding strateies. Besides, when forming the country branding strategies, this research suggests that: 1) Differentiation is one of the most important concept. 2) Country branding should be based on country¡¦s reality and features. 3) Country branding should deliver ¡§integrated, consistent and sustainable¡¨ images to customers.

In the book Brand America, the author believes the US establishes and manages the country¡¦s image as a brand; in the long run, it imperceptibly boosts the national competitiveness of the US. In the meantime, the various phenomena in economy elicited by the cultural and creative industries and the general meaning of a ¡§National Image¡¨ at the conceptual level make people aware that the cultural creative industries have a great influence on a nation¡¦s competitiveness. The methodology of literature review is adopted. The researcher establishes indicators of cultural creative industries and indicators of the state branding, then makes assessments. The research purposively samples 45 countries in all from the three biggest economic areas (15 each), which are the European Union (EU), the Organization of American States (OAS) and the Asia-Pacific Economic Cooperation (APEC) and then makes comparisons. The result shows:¡]1¡^cultural creative industries are significantly correlated with the state branding.¡]2¡^cultural creative industries have the largest influence on one of the four main image aspects of the state branding: image of residential areas.¡]3¡^In the eleven cultural creative industries, music industry has the opportunity to advance the most in state branding.¡]4¡^The correlation of cultural creative industries and state branding will be influenced by the division of economic areas.¡]5¡^The best countries of state branding are Sweden, Australia and Canada.

The market that Taiwanese travel abroad is ripening gradually, especially after the rise of information science, technology and e-commerce. The information about travel products is transparent day by day, the ecology of travel agencies change too; though the number of people going abroad still grows up, but the profit of the travel agencies is dropping constantly. When the management of other industries have already entered ¡§the era of the meager profit¡¨, in fact the travel agencies have already entered the market of ¡§the slight profit ¡§, so the travel agencies are in a highly competitive environment invariably . However, how to evaluate the competitive environment and the essence of the competition effectively? To set up the unique and constant advantage and to start up the enterprise for a long time and lucrative growing up, will be the key for the enterprise to sustain in an unassailable position and to continue existing in the market, it¡¦s also the main purpose to conduct this study. The result of this study shows that under the external competition, if the travel agencies want to build up the competitive advantage from 6 dimensions among the same trade; Including products advantage dimension, brand advantage dimension, service advantage dimension, human resource advantage dimension, cost advantage dimension and price advantage dimension, the travel agencies must to analyze the resources and abilities they have internally; this paper takes a case study of Club Med in Taiwan and use the model and framework which was created by this study to explore the core competency, competitive strategy and competitive advantages of Club Med. Therefore, the main contribution of this study is to create ¡§The model of enterprise setting up the competitive advantage¡¨. Besides this key finding, there are some conclusions as following, which can be regarded as a reference by the travel agencies: 1. Travel agencies should enhance their core resources and abilities as valuable, rare, costly-to-imitate and non-substitutable capabilities, to create the sustainable competitive advantage. 2. Though the future development of the travel agencies will move towards the trend of the maximization or the minimization, but regardless the scale, the core competencies still the key success factors for a travel agent to sustain in the highly competitive environments. 3. Most of the travel agents in Taiwan belong to small and medium-sized enterprises, although they are not able to build up the advantage overall at brand, products, manpower, service, cost and price, but they must at least have one or two competitive advantages, such as products and service, if the travel agent own the unique products and differentiate service, even it¡¦s a small agent, still can compete with the competitors. 4. Even though the case company has the competitive advantage on brand image, case company still need to take the growth strategy to increase new market segments for growing up, and to take the differentiation strategy to develop the products and service which are suitable to the target audiences¡¦ need, to enhance the network with supplier's airline and distributor's travel agent, to strengthen the managerial ability of its holiday village continuously and to improve the service quality in order to obtain higher competition advantage .

Based on the theoretical insights from the newly arising concept of ¡§Employee Brand¡¨, this study seeks to explore the relationships between transformational leadership, human resource branding involvement, employee brand and employee brand behavior. Adapting the methodology of releasing 2-level survey to domestic hotels, this study aims to examine the impact of transformational leadership and HR branding involvement on employee brand and brand behavior. The 34 organizational-level questionnaires answered by the HR supervisors and the 326 individual-level questionnaires by the frontline employees were analyzed by descriptive statistics, exploratory factors, reliability, linear regression, and hierarchical linear models. The findings of the research indicates that transformational leadership influences the employee brand and therefore results in the brand behavior delivering brand values. In addition, employee brand behavior is also relevant to HR branding involvement. The contribution of this paper lies in the focus of how leadership and HR involvement affect employee¡¦s understanding and willingness of delivering brand values, which was not previously discussed in other relative documents.

<p>The story of private brands begins in Great Britain in 1928, when Marks & Spencer launched their private brand St Michael. In Sweden, the first private brand was developed during the 1920’s; a coffee named Prinsess Kaffe produced for ICA. Until 1980, private brands were just a cheap alternative to manufacturer owned brands. During the years, it gained more and more market shares. Because of the introduction of private brands, the retailers have gained an increased power over manufacturers and they now also have to handle the competition between manufacturer brands, private brands and customer’s demand.</p><p>In the Swedish every day commodity trade, private brands represent ap-proximately 15% of the total assortment. A problem that has arose concerning the competition during the latest years, is that the trade constantly increases in the direction of effort on private brands. Private brands are one way for the supermarket chains and the retailers to increase their power over the shelf space, marketing and price setting. Due to the increased competition concerning the shelf space in the stores, the authors found it interesting to investigate how private brands are dealt with. The authors made the research from the retailer’s perspective and their view of private brands and how they compete.</p><p>The purpose of this thesis is to investigate how private brands are regarded and dealt with, according to the retailer.</p><p>This study is accomplished with a qualitative method. The authors wanted to gain a deeper understanding for how the private brands influence and compete with manufacturer brands. The authors chose to do a descriptive study since it was in line with the qualitative approach that was used. Fur-ther on, the authors used the basic qualitative research which refers to that data is collected through interviews and observations. Eight retailers were interviewed from ICA, Axfood and Coop.</p><p>The result of this study gives an explanation of how private brands are dealt with. Private brands receive premium shelf space in the store, but in the end it is up to the customer to decide upon the future of private brands. Dem-onstrations are the most common way to promote the private brands in stores. In the future the retailers claim that private brands will be developed into both niche products as well as low price products.</p>

<p>Abstract</p><p>Background</p><p>Companies today are becoming more and more internationalized. In their home countries they have already established strong brand recognition and a strong image. This image is in turn visible in their advertising. As Swedish companies travel abroad some aspects have to be adapted to the new culture. A culture viewed as very different from the West is the Japanese culture. Swedish companies entering this culture must adapt in many ways in order to reach the Japanese consumers. Some companies with well established images might not be willing to make some of the adaptations.</p><p>Purpose</p><p>The purpose with this thesis is to establish if Swedish companies who have established themselves in Japan have to change their image through advertising in order to match the culture.</p><p>Method</p><p>This gathering of empirical data in this thesis was performed through a qualitative method. Six companies were contacted for phone interviews. Five of these companies were Swedish companies established in Japan and one of them was a Japanese company established in Sweden. All interviews were conducted with people in managerial positions. As a compari-son between Sweden and Japan, ads for each company were also used in order to make our conclusions.</p><p>Results</p><p>This thesis will show that most likely, Swedish companies must to some extent adjust their brand images to fit the Japanese culture. These adaptations are viewed mainly through their advertising efforts though also through their service and product improvements.</p>

<p>This is a bachelor thesis within marketing that aims at finding how branding strategies is affected by the market it operates and how it influences the possibilities to create a global brand. This will be carried out by looking at branding strategies, global branding and branding on the emerging markets with comparison to mature markets. The authors will do this by conducting a case study where two companies will be studied, one from an emerging market and one from a mature market.</p><p>The development of a case study came from the explanatory nature of the purpose and the decision was made to look into the lingerie industry since this is a market that is easily segmented and that uses branding. The authors used one company on each market that were in the lingerie industry and the companies that came to be investigated were Beijing Aimer Co Ltd. and Miss Mary of Sweden AB. The authors used theories of branding, empirical material from interviews as well as secondary information about the markets in order to conduct the study.</p><p>The authors concluded that there are a number of different strategies a company has to consider for their brand: What market(s) to cover, pricing strategies, name strategies and extension strategies. All are combined and need to fit each other to have a good branding strategy. Then there are different conditions for companies on mature and emerging markets. In the emerging markets, branding is a relatively new concept and differentiation with the help of branding has been missing. A mature market, on the other hand, is often saturated of brands which make it hard for companies to stand out in the clutter. This can make it easier for a company to target a niche in the market.</p><p>When globalising the brand, the companies also need to take other things into consideration. It is important to know the market the company wishes to reach and there can be images that stick from the country of origin of the brand, which also influences the globalisation of the brand and is different for mature and emerging markets.</p><p>What the authors found from the empirical findings was that the companies are not as the theories would suggest and the Chinese company seems to be very aware of their brands. What the authors also found that both the companies were failing in their branding strate-gies, but in very different ways. Aimer, who desperately wants to create an international brand, is failing due to country of origin effects, while Miss Mary is failing in their segmentations strategy which makes them less resident to competitors in a mature and cluttered marketplace.</p>