The study´s purpose is to identify how their communication affects their brand. The study will be made trough the perspective image, the values and associations which the target audience have about the County Council. The study has two question formulations: Which parts in the County Council's communication affect their brand? How does the residents in Värmland's image about County Council's look like? The study is based in Balmers 6C's of Corporate Marketing. There´s also some organizational communication added  to the study. The two methods has been used in the study, qantitative survey's and qualitative interviews. The survey was conducted using 100 respondents online and the interviews were conducted with three people who works with the County Council's communication. According to the survey, many where generally satisfied with the County Council. They have a positive image of the organization and have great confidence in it's healthcare. The criticism comes mainly directed in two directions, that the behaviour against patients is bad and that it is unnecessarily complicated to get in touch with various care centres within the County Council. The County Council uses management communication. To change the identified problems with their communication, they need to try to reach those employees who have contact with patients with how they want the organisations perception to look like. / Syfte: Undersökningens syfte är att identifiera hur Landstinget i Värmlands kommunikation  påverkar deras varumärke. Studien kommer att genomföras ur perspektivet image, vilka värderingar och associationer målgruppen har om och till Landstinget i Värmland för att kunna identifiera var vårdtagarna tycker att kommunikationen brister. Studien har två frågeställningar: Vilka delar i Landstinget i Värmlands kommunikation påverkar deras varumärke? Vilken bild av Landstinget i Värmland har vårdtagarna på vårdcentralerna i Värmland? Det teoretiska ramverket som har används i studien grundar sig i Balmers 6Cs of Corprate marketing och det vävs även in lite organisationskommunikation. Metoderna för undersökningen har gjorts av kvantitativ enkät och kvalitativa samtalsintervjuer. Enkäten gjordes med 100 respondenter i en webbenkät och intervjuerna gjordes med 3 personer från Landstinget i Värmlands informationsstab.   Enligt undersökningen är många generellt nöjda med Landstinget i Värmland. De har en positiv bild av organisationen och hyser stort förtroende för vården. Den kritik som kommer fram är främst riktad åt två håll; att bemötandet är dåligt och att det är onödigt krångligt att komma i kontakt med olika instanser inom landstinget. Slutsatsen som dras är att Landstinget i Värmland använder sig av chefskommunikation. För att förändra de identifierade kommunikationsproblemen måste de gå den vägen för att nå ut till de anställda som har kontakt med vårdtagarna om hur de vill att uppfattningen ska vara.

<p>Background: As Porter’s diamond (1990) suggested, the business environment highly influences firms’ strategies. Today, most of the companies have to decide their strategy depending from a worldwide business environment. Yet, strategy researches and the growing importance of marketing for business success also show that customer dimension must be taken into consideration. On some markets and in certain industries, the offer is much higher than the demand and then, companies need to attract customers. On the national level, companies multiply customer surveys in order to reach their expectations. On the global level, this is more complicated. Adaptation seeks to customise product offerings to be more tailored to a particular culture’s needs and tastes, and thus, can gather a greater market share than would be allowed by offering only a standardised product. In this thesis, we decide to look deeper at industry circumstances, corporation’s customisation strategies and competitive advantages of customisation in order to know whether companies can use customisation to be more profitable. We also want to investigate how the development situation of the industry and the function of customer orientation influence the company’s strategies; and how companies use their customer adaptation strategies to adapt their products and marketing to local markets. </p><p>Purpose: The purpose of our work is to develop companies’ awareness on the effects of customisation and of adapting their products to customer behaviours by developing customers’ point of view and by comparing it to companies’ strategies. </p><p>Results: According to the research results, Nestlé has adopted the customised strategies to adapt to French and Chinese dairy markets. Based on the Sheth’s model, we refined a new model by completing Sheth’s one with two dimensions - customer focus dimension and market type dimension. We characterised the customer orientation strategy and the standardisationstrategy, which are the two principal choices the companies need to do regarding the product design. Moreover, to add a new element in those well-known strategies, we introduced a nuance into the corporate strategies depending on the aiming market situation.</p>

Background: As Porter’s diamond (1990) suggested, the business environment highly influences firms’ strategies. Today, most of the companies have to decide their strategy depending from a worldwide business environment. Yet, strategy researches and the growing importance of marketing for business success also show that customer dimension must be taken into consideration. On some markets and in certain industries, the offer is much higher than the demand and then, companies need to attract customers. On the national level, companies multiply customer surveys in order to reach their expectations. On the global level, this is more complicated. Adaptation seeks to customise product offerings to be more tailored to a particular culture’s needs and tastes, and thus, can gather a greater market share than would be allowed by offering only a standardised product. In this thesis, we decide to look deeper at industry circumstances, corporation’s customisation strategies and competitive advantages of customisation in order to know whether companies can use customisation to be more profitable. We also want to investigate how the development situation of the industry and the function of customer orientation influence the company’s strategies; and how companies use their customer adaptation strategies to adapt their products and marketing to local markets. Purpose: The purpose of our work is to develop companies’ awareness on the effects of customisation and of adapting their products to customer behaviours by developing customers’ point of view and by comparing it to companies’ strategies. Results: According to the research results, Nestlé has adopted the customised strategies to adapt to French and Chinese dairy markets. Based on the Sheth’s model, we refined a new model by completing Sheth’s one with two dimensions - customer focus dimension and market type dimension. We characterised the customer orientation strategy and the standardisationstrategy, which are the two principal choices the companies need to do regarding the product design. Moreover, to add a new element in those well-known strategies, we introduced a nuance into the corporate strategies depending on the aiming market situation.

Corporate expenses for IT support of marketing are surging every year, and therefore the processes of marketing support, which contain all the technical aspects of marketing campaign execution and measurement, are attracting more attention than before. The diploma thesis introduces a basic overview of direct marketing and marketing support operations in corporations and presents a reference model to help optimize the marketing support processes. The thesis contains a research of theoretical fundamentals of process modelling and reference model building, a basic overview of corporate direct marketing, an analysis of direct marketing processes and the most relevant processes of marketing support. The reference model, which is based on the outputs from both theoretical parts, includes a detailed description of marketing support processes and outlines the process boundaries in the form of SLA. The model is then tested on two case studies, which emphasize the practical opportunities as well as the major benefits of using the model.

Cette recherche teste de manière empirique la valeur d'une marque de société pour ses actionnaires et les propriétés de la marque en réduisant les risques à un niveau corporatif. Ce processus s'opère indépendamment des récessions économiques. Les études précédentes, ayant établi une relation entre les activités de marketing et la création de la valeur pour les actionnaires, se concentrent principalement sur les marques des produits plutôt que la valeur d'une marque de société et négligent le contrôle des autres variables financières et de performance de marché. Cette recherche est fondée sur la théorie du positivisme. La théorie du positivisme postule que la seule connaissance authentique est celle basée sur l’expérience et la réalité. L’échantillonnage aléatoire des données a été choisi pour la partie quantitative de cette étude et pour la section qualitative de cette recherche, l’auteur a choisi l’échantillonnage et la technique principale de recueillir des données est l’observation.La contribution principale de cette étude à la littérature est précisément la marque commerciale, ses caractéristiques de mélange du risque et de la création de richesse pour les actionnaires, et l'utilisation des contrôles financiers et de marché, tout en vérifiant les relations entre contrôles financiers et contrôles de marché. En utilisant les données annuelles du sondage Interbrand entre 1994 et 2008, l’auteur trouve une preuve forte pour les entreprises qui possèdent une ou plusieurs marques globales très connues et la richesse pour les actionnaires. Ce résultat est cohérent avec la théorie actuelle de la marque qui postule que les efforts liés au développement d'une marque ajoutent de la valeur à l’entreprise et démontrent des caractéristiques12de variation du risque. Les résultats demeurent solides à la suite de l'analyse factorielle et de la régression multivariée. Dans la partie qualitative de la recherche, l’auteur présente des cas relativement notoires de marques corporatives – leur histoire et la raison expliquant leur succès ainsi que les différentes politiques de marque sont soulignées. Cette section peut être considérée la validation qualitative des résultats quantitatifs. Il s'agit donc d'une méthodologie de triangulation. Les cadres conceptuels et les modèles théoriques ont été monopolisés afin d’analyser davantage les cas qualitatifs de cette recherche. Cette perspective additionnelle a renforcé et mis en valeur nos résultats quantitatifs. / This research tests to analyze if solid corporate brands create wealth for shareholders; and have risk reducing properties. Previous studies that were relating marketing with the creation of shareholder value worked on product brands. This research is based on theory of positivism; positivism states that true knowledge is based on verification. Random sampling was chosen for the quantitative part of this study, and for the qualitative section of this research we chose purposive sampling. Observation is used as the main data collection technique.13The most important contribution of this research to the field of branding is precisely the focus on corporate brand, its risk reducing and creation of wealth for shareholders. Using data between 1994 and 2008, we find strong evidence that corporations that own superior corporate brands create wealth for stakeholders of companies. Later in the qualitative part of this research we went through some fairly known cases of corporate brands – their stories and how they managed to succeed were explained and some of their branding policies were highlighted. This part is seen as qualitative validation of quantitative results through triangulation method. Conceptual frameworks and theoretical models were implemented to further analyze the qualitative cases for this research; this added perspective reinforced and supported our quantitative findings.