I dagens samhälle finns reklam överallt och de flesta innehar en attityd gentemot både reklam och de varumärken som florerar i den, vare sig den är omedveten eller medveten. En målgrupp som ses som lättpåverkad, men ändå har en stark medvetenhet om olika varumärken är ungdomar. Som ung gäller det att passa in men ändå stå ut, att hitta sig själv trots grupptryck och påtryckningar från omvärlden. En inte obetydlig del av detta inflytande kommer från olika sorters marknadsföring som alla utsätts för varje dag. Denna studie ämnar undersöka ungdomars attityd till olika varumärken och hur attityden till enskilda varumärken kan påverka samarbete i form av co-branding, men även hur den upplevda passningen kan påverka resultatet. Respondenterna är elever på Skärgårdsgymnasiet i Åkersberga och med snöbollsmetoden som urval har 24 semistrukturerade intervjuer genomförts. De medverkande har fått ge sin åsikt om fyra olika varumärken, två företag och två personer. Därefter har de fått se en reklamfilm där ett företag och en person har ingått i ett samarbete och slutligen har respondenterna återgett sin attityd igen angående varumärken, samarbete och hur väl de anser att varumärkena passar ihop. Studiens resultat visar hur faktorer som en positiv eller negativ attityd drastiskt kan förändras av att de varumärken som ingår i alliansen inte passar ihop i respondenternas ögon. Positiv attityd överförs i viss grad, men även fall där de två delarna sågs som negativa kunde efter avslöjandet om samarbete ge respondenterna en positiv attityd. Tillsammans med tidigare forskning inom området co-branding kan uppsatsen tillföra ytterligare kunskap i denna forskning om konsumenters attityd gentemot varumärken.

<p>Bakgrund: De flesta personer känner väl till namn som Madonna, Britney Spears eller Michael Jordan. Deras offentliga yrkesutövning och det faktum att de ofta syns i media, gör att dessa personer många gånger betraktas som kommersiella produkter. De är personer vars namn marknadsförs intensivt. De har skapat sig ett personligt varumärke. Denna förekomst förenat med varumärkesstrategi, föder tanken om varumärkesuppbyggnad i ett annat sammanhang, där vi istället för produkter pratar om individer. En individ som utgör ett varumärke kan tänkas befinna sig i en annan situation än en produkt som består av dött materia. Det faktum att en individ har förmågan att kommunicera, kanske är något som skulle kunna innebära andra förutsättningarna för ett personligt varumärke jämfört med en produkt. </p><p>Syfte: Syftet med denna uppsats är att skapa förståelse för hur ett personligt varumärke byggs upp i ett kommersiellt syfte. Vi har gjort detta med hjälp av varumärkesteorier. </p><p>Genomförande: Vi har genomfört en kvalitativ studie. Den empiriska studien är baserad på personliga intervjuer med experter inom varumärkesuppbyggnad och med erfarenhet av att bygga upp kommersiella personliga varumärken. </p><p>Resultat: Vi har funnit att de faktorer som krävs för att bygga upp ett personligt varumärke, är äkthet, kvalitet och kontinuitet. För att ett kommersiellt personligt varumärke ska var unikt så är det viktigt att utgå från individen, men varumärket måste dock ha en målgruppför att överleva. Ett personligt varumärkes största tillgång är att individenbakom varumärket har förmågan att kommunicera.</p>

The purpose of this study is to gain an insight into Chinese brands and branding strategies, with a particular focus on the manufacturing sector. This study will explore the value of existing brand management theory as related to Chinese brand building. In order to gain answers to the research questions, analyses of the secondary data and in-depth interviews with top Chinese banding consultants are conducted. The data is then analyzed using constant comparative and coding methods. This study comprehensively analyzes all the possible factors which directly or indirectly influence Chinese brand building. The research findings show that Chinese companeis, especially manufacturing companies, lack a clear brandoriented culture and sustainable investment in branding. Chinese companies’ brand builing lacks a systematic theoretical system, as well as lack professional brand knowledge, experience and skills-set. Moreover, external factors in terms of industry structure, government policy/regulations, and the market environement also have further specific impacts on Chinese companies’ brand building. This research highlights that currently the most important aims for Chinese companies are to remove their production-orientated mind-set, and to change the poor image of ‘Made in China’ in terms of poor quality, weak R&D and a poor level of marketing skills. In addition to such self-discipline, the government should strengthen relevant legislation in order to promote a better brand-building environment and to encourage independent innovation. Furthermore, this research suggests that Chinese companies should not be too hasty to enter foreign markets unless they are fully prepared. The domestic market provides a good opportunity for Chinese companies to learn to grow gradually by developing their ability to build brands. This study generates a better understanding of the current situation of Chinese brands and branding, which could result in positive improvements for those Chinese companies and policy makers, in that they will be able to undertake more effective action and employ greater sophistication in future brand creation. The research findings have also complemented the previous literature, and lay the foundation for future research focusing on Chinese band building. Meanwhile, the research findings support existing theories of brand management. This study addresses the importance of the application of brand management theory in Chinese branding practices. The existing brand management theories provide a comprehensive systematic guideline for Chinese companies, and they are fundamental to Chinese companies’ brand building.

Aim: Nation Branding has become an important phenomenon during the last couple of years. The concept talks about how to promote a product by using the features of a nation to gain profit. Among the years many countries has established a strong Nation Brand abroad. In the long run many companies have chosen to use these benefits in an efficient way by promoting their own country brand, especially in their internationalization process. The aim of this study is to see what factors that influence companies in the Swedish food industry while using the fact that they are Swedish when they enter foreign markets.   Method: Data was collected through interviews with export managers and sales managers at 6 Swedish companies exporting products within the food industry. The study was also based on secondary data with the purpose to give a complete image how Sweden is represented abroad. The chosen literature is based on a couple of the biggest researchers among the fields of Nation Branding and cultural dimensions.   Result &amp; Conclusions: One result that was obtained after our study was that brands or products with characteristics consistent with the image that the consumers had about the country before, can gain its value by highlighting its origin. Further, it was being proved that a company’s use of Nation Branding in some way could be affected by the countries cultural distance, or in what stage of the internationalization process the company is.   Contribution of the thesis: The contribution of this thesis is to give more knowledge about which qualities a country like Sweden can generate with its products. A country being perceived with its values like reliability, trustworthiness, uniqueness and quality can create an image and a successful strategy to establish on new markets and to gain profit from that.

This dissertation analyzes what a corporate brand is and what motivates it. Using qualitative methods the corporate brand of IBM is investigated from the viewpoint of many of its stakeholders. It is discovered that IBM’s corporate brand is outside the control of IBM, and is a social construction of IBM and its stakeholders. It is a special type of story – a saga – to which not only the company contributes to the storyline, but also its stakeholders. As such, the corporate brand is a dynamic process driven along by IBM’s attempt to be authentic. That is, as IBM shapes its identity in response to the expectations of its stakeholders, and tries to be true to its identity, it is constantly changing. From this process the corporate brand emerges and is propelled and motivated by the force of authenticity. These findings contribute to the marketing literature by providing a revised view of the corporate brand. Not only does this have theoretical implications, but it also significantly changes how managers deal with and try to manage their corporate brands as they now recognize that they are only one of the contributors to the ongoing saga. / Thesis (Ph.D, Management) -- Queen's University, 2012-06-20 14:10:19.316

This thesis aims to address the issues of corporate re-branding in the context of marketing strategy and general strategic management. The research for the thesis was conducted in Pietermaritzburg and the surrounding areas where the Amalgamated Beverage Industries (ABI) depot distributes the Coca-Cola brands and other alternative beverages. ABI distributes non-alcoholic beverages that are produced under the trademark of Coca-Cola to the wholesalers and retailers in the Pietermaritzburg Central Business District (CBD) and the surrounding townships and settlements. ABI embarked on a re-branding campaign that resulted in the redesigning of the company logo. From a strategic management point of view, new business strategies that are formulated aim at finding ways that will keep a company trading profitably for a long time. The re-branding process of ABI has resulted in a change of attitudes of both employees and management towards its customers. The overall aim of the thesis was to investigate the impact of re-branding on the profitability of the company ABI. The results of the thesis reveal that other variables play a role in promoting the profitability of a company. The investigation, through a comprehensive field and secondary survey, used both qualitative and qantitative methods in its data collection. Finally, the thesis has examined the implications of re-branding on the purchasing trends of ABI' s customers after having been exposed to the new ABI image and new culture of conducting business. It has been established after analysing both the primary and secondary data that it is not demonstrably obvious that when a company re-brands its logo or image, that customers will purchase more products, hence increasing the financial value of the company. It is the final conclusion and recommendation of this thesis that before engaging in a costly re-branding exercise, senior management should conduct proper market research as to whether the exercise will add financial value to the company. / Thesis (DBA)-University of KwaZulu-Natal, Westville, 2006.

Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2010.

Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2010.

Studien behandlar intern employer branding, företags interna arbete i syfte att skapa ett attraktivt arbetsgivarvarumärke. Intern employer branding innebär hur företagets ledning genom kommunikation förmedlar innehållet i arbetsgivarvarumärket till de anställda för att utveckla en arbetsstyrka som är trogen organisationens värderingar och målsättningar. Syftet med studien var att bidra till en ökad kunskap för hur medarbetares förståelse av den egna organisationens varumärke formas inom ramen för organisationens interna kommunikation.  Resultatet samlades in genom en kvalitativ metod med sex intervjuer av medarbetare från två organisationer. Vidare tolkades resultatet utifrån ett analytiskt ramverk och behandlades bland annat utefter en teoretisk utgångspunkt som berör kommunikativt lärande. Studiens resultat visade att företagen kommunicerar arbetsgivarvarumärket till medarbetarna via olika kommunikationskanaler på ett flerdimensionellt och tydligt sätt. En betydelsefull komponent för medarbetares möjlighet att skapa förståelse för ett arbetsgivarvarumärke är att arbetsgivarvarumärket genomsyrar företaget. På så vis kan medarbetarna koppla metaforer till de abstrakta innehåll som arbetsgivarvarumärket består av samt finna utrymme för reflektion kring arbetsgivarvarumärkets associationer.

As identidades que por tanto tempo estabilizaram o mundo social estão em declínio, fragmentando o indivíduo tido como um sujeito unificado. Essa crise é parte de um processo maior de mudança. Fomos envolvidos por estratégias que nos fazem buscar nossas próprias identidades individuais e coletivas nas possibilidades de oferta que o mercado dispõe constantemente, seja de objetos, produtos, serviços, emoções, adjetivos etc. Da cultura material passamos à cultura do imaterial. Podemos escolher transitar entre diversas culturas e transformar nosso eu de acordo com o contexto e nossos desejos. É nesse contexto fluido que o branding se torna uma proposta inovadora de identidade de marca com o estabelecimento de imagens, percepções e associações pelas quais diversos públicos que influenciam uma organização irão se relacionar com ela. Esta pesquisa faz uma análise da identidade através da constituição do sujeito em nossa sociedade e através da construção de marca e de identidades institucionais. A empresa brasileira de cosméticos Natura é utilizada como ilustração para entender o branding e reposicionar o design na contemporaneidade. / The identities that stabilized the social world for so long are declining, fragmenting the individual had as a unified subject. That crisis is part of a larger process of change. We were involved in strategies that make us get our own identities individual and collective in possibilities the market has consistently offered as objects, products, services, emotions, adjectives etc. We went from culture material to immaterial culture. We can choose between different cultures and transform our self according to context and our desires. Its in this fluid context that branding becomes an innovative proposal of brand identity with the establishment of images, perceptions and associations in which various publics that influence an organization will relate to it. This research makes an analysis of identity through the constitution of the subject in our society and through the construction of brands and institutional identities. The Brazilian cosmetics company Natura is used as a case to understand branding and reposition design in nowadays.