面臨現今資訊爆炸的年代，經常可以看到廠商透過報章雜誌、電視廣告、網路媒體與粉絲團發送廣告訊息，過去理論與研究發現，專注在品牌權益的公司能夠因為打造了一個強勢的品牌，帶給企業更多的附加價值，亦能夠確保消費者在消費相同產品時較穩定可靠的特色、利益及品質。 本研究以質化研究方法為主，透過深度訪談的方式與次級資料之應用蒐集個案公司相關資訊，並採用Keller(1993)提出的顧客為本品牌權益模型(CBBE)之打造強勢品牌四個步驟為主，以行銷方案執行分析為輔，進行品牌權益打造之分析，最後歸納出結論並給予建議。 研究發現個案公司在品牌覺察的廣度有待加強，在社群的經營上面也乏善可陳，這樣會使得消費者在現今網際網路的時代，因為網路上眾多的資訊，減少了消費者接觸產品資訊與廣告，使品牌共鳴的效果無法有效達成。 而本研究提供以下四點建議給予個案公司做為參考，以提高品牌共鳴： 1. 建構更高的品牌辨識：加強品牌覺察廣度，投入資源教育消費者，與教育機構合作以產生更高的共創價值。 2. 經營品牌社群：投入資源加強社群網站經營，讓粉絲能夠有互動的空間。 3. 共同品牌槓桿借用輔助聯想：與形象良好的品牌聯名推出新款油漆。 4. 贊助體育賽事、活動或是團隊：台灣體育活動風行，可以在體育賽事、團隊給予贊助，提高品牌知名度與建立良好形象。 / We are experiencing an explosive growth of information nowadays. Consumers are overwhelmed by a vast array of information and are more likely to switch away the brands they used. Theories and past studies have found out that companies focusing on brand equity building can bring more added values to both company and consumers. This research tries to use the CBBE (Customer Based Brand Equity) model by Keller (1993) and marketing strategy performance analysis to analyze the brand equity of Dulux Taiwan. The research was conducted by qualitative methods, in-depth interview and secondary data analysis. In the end, the research concluded practical advice to Dulux for reference. According to the result, Breadth of Dulux brand awareness and operation of social media needs to be strengthened. Excessive amount of information on the Internet leads to low-contact between product information and advertising with consumers. As a result, the brand resonance effects cannot be effectively reached. The following are four suggestions concluded by this research as reference to Dulux: 1. To Construct higher brand recognition: Strengthen breadth of Dulux brand awareness by investing resources to educate consumers and may consider co-creating with education institutions. 2. To manage on-line brand community: Enhance the interaction with consumers by increasing investment to operate the social media. 3. To leverage secondary brand associations—Co-branding: launch new products with high reputation companies. 4. To sponsor sports events, activities or team: Because of the enthusiasm for sports activities in Taiwan, sponsorship is a good way to increase brand awareness and establish a good image.

Den svenska telekommarknaden präglas av en oligopolsituation, där de fyra största företagen utgör 97,5 procent av marknaden, och den främsta konkurrensen sker om befintliga kunder. TeliaSonera är marknadens största företag och de saluför de två operatörerna Telia och Halebop, medan Tele2 är det näst största företaget och de saluför operatörerna Tele2 och Comviq. Inom den svenska telekombranschen har operatörerna förhållandevis liknande tjänsteerbjudanden och det är därför viktigt att skapa sig ett starkt varumärke som differentierar sig ur mängden samt bidrar till att skapa synergieffekter för företag som har två varumärken. Ett varumärke kan användas för att skapa värde för både konsumenten och företaget samt etablera en relation mellan dessa parter. Det värde som företaget skapar med varumärket benämns som brand equity, vilket kan ses ur ett kundvärdebaserat respektive finansiellt perspektiv. Det finns dock oklarheter i hur detta värdeskapande faktiskt sker. Uppsatsens syftar därför till att analysera hur TeliaSonera och Tele2 hanterar brand equity samt vilka synergieffekter som kan uppnås av att använda sig utav två varumärken. Vidare har empirin frambringats genom en metodtriangulering bestående av en kvantitativ webbenkät för privatpersoner med ett kvalitativt inslag som är baserad på viktiga variabler relaterade till brand equity, djupintervjuer med företagsrepresentanter för TeliaSonera och Tele2, samt intervju med en marknadskommunikatör. Uppsatsen visar att de studerade företagen använder sig av två varumärken på olika sätt, där TeliaSonera skiljer sina operatörer i syfte att nå olika kundsegment, medan Tele2 skiljer dessa genom att fördela dem mellan kontantkort och abonnemang. Överlag visade sig branschen svag på att förmedla budskap till kunderna, vilket kan ses som en brist då det är viktigt för att kunden ska kunna identifiera sig med varumärket. Då operatören Halebop konkurrerar med Tele2 och Comviq om priskänsliga kunder, samtidigt som Halebop har ett högre kundupplevt värde gällande flera centrala variabler är detta något som Tele2 och Comviq måste hantera strategiskt. Då de båda företagen har flertalet ansvariga inom olika avdelningar som arbetar med olika typer av brand equity bör de inrätta en roll för en brand equity manager som kan integrera dessa olika personer och avdelningar, vilket kan skapa en högre effektivitet och synergieffekter för företaget och dess varumärken. / The Swedish telecommunications market is characterized as an oligopoly, where the four largest firms represent 97.5 percent of the market, and the main competition takes place regarding existing customers. TeliaSonera is the market's largest company who promotes the two operators Telia and Halebop, while Tele2 is the second largest company who promotes Tele2 and Comviq. Due to the Swedish telecom operators have relatively similar offerings, it is important to create a strong brand which differentiates itself from the crowd and helps to create synergies for companies that have two brands. A brand can be used to create value for both consumer and companies, and establish a relationship between these parties. The value that the company creates with the brand is referred to as brand equity, which could be viewed from a customer based or financial perspective. However, there is ambiguity in how this value creation is actually occurring. Therefore this paper regard to analyze how these companies handle brand equity, and study the synergies that can emerge from using two brands. Furthermore the empirical data has been generated by method triangulation, consisting a quantitative online survey with a qualitative element for consumers, that is based on key factors related to brand equity, along with interviews with representatives of the companies TeliaSonera and Tele2, and also with a market communicator. The study shows that the two companies are using two kinds of brands in separated ways, where TeliaSonera distinguish their operators in order to meet different customer segments, while Tele2 distinguishes them by distributing them between prepaid cards and subscriptions. Overall the industry was weak in transmission messages to customers, which can be seen as a weakness because it is important for customers to identify themselves with the brand. The operator Halebop competes with Tele2 and Comviq to price-sensitive customers, and regarding to that Halebop has a higher customer perceived value regarding several key factors, this is something that Tele2 and Comviq have to manage strategically. The two companies have multiple people in different departments working with brand equity, and they should therefore establish a role for a brand equity manager who can integrate the assignments, which can create greater efficiency and synergies for the company and its brands.

Bakgrund: Den ökade användningen av sociala medier har lett till att de i allt större utsträckning används som varumärkesbyggande verktyg för företag och organisationer. Den ökade kommersialiseringen som skett inom elitidrott har lett till att även elitidrottsklubbar avser att stärka sina varumärken. Tidigare forskning visar att elitidrottsklubbar bör utnyttja sociala medier för att främja och stärka relationen med supportrar och kunder, eftersom det på lång sikt bidrar till ökade intäkter för klubben. I en svensk kontext är forskningen om elitidrottsklubbars varumärkesbyggande i sociala medier däremot ytterst begränsad. Med anledning av denna kunskapslucka krävs ytterligare studier om hur svenska idrottsklubbar använder sociala medier för att stärka sina varumärken. Syfte och frågeställningar: Studiens syfte är att undersöka hur och varför svenska elitidrottsklubbar använder sociala medier som varumärkesbyggande verktyg. Vilka syften har användningen av sociala medier för en svensk elitidrottsklubb och hur uppfylls dem? Vilka förtjänster och utmaningar medför användningen av sociala medier som varumärkesbyggande verktyg i kontexten av svensk elitidrott? Vad för innehåll publicerar en svensk elitidrottsklubb på sociala medier och hur påverkar det klubbens fans? Genomförande: Studien har kombinerat en kvantitativ och kvalitativ forskningsstrategi. Innehållsanalyser av en fallorganisations publicerade material på sociala medier, samt en kvalitativ semistrukturerad intervju har utförts för att fylla studiens syfte. Resultat: Sociala medier är viktiga verktyg för att bygga och fördjupa relationen, samt skapa lojalitet mellan klubben och dess fans och kunder. Sociala medier fyller också direkta ekonomiska syften. Studien har även påvisat tydliga utmaningar som klubbar ställs inför. Utmaningar som till stor del grundar sig i brist på enhetlig syn på hur och varför socialamedier ska användas. / Problem definition: The emergence of social media has resulted in that companies to a bigger extent uses them as brand management tools. The increased commercialization in professional team sports led to the fact that professional sports clubs aim to strengthen their brands. Previous research shows that professional sports clubs should take advantage of social media to promote and strengthen relationships with fans and customers, since it will result in increased revenues for the club in the long term. In a Swedish context, however, the research about professional sports clubs’ brand management in social media is extremely limited. Due to this research gap, further research studying Swedish professional sports club’s brand management in social media is eligible. Aim and research questions: The purpose of this study is to examine how and why Swedish professional sports club use social media as a brand management tool. What are the purposes of using social media as a brand management tool for a Swedish professional sports club and how are they fulfilled? What benefits and challenges entails he use of social media as brand management tool in the context of professional Swedish sports? What content is published by professional Swedish sports club on social media and how does it affect its fans? Methodology: This study has combined a quantitative and qualitative research strategy. Content analysis of a case organization's material published on social media, as well as qualitative semi-structured interviews have been conducted to fulfil the purpose of this study. Findings: Social media are important tools for building and deepening the relationship, as well as creating loyalty, between the club and its fans and customers. Social media also fills direct economic purposes. This study has also highlighted clear challenges that sports clubs face when using social media. These challenges are to a big extend due to lack of unanimous views on how and why social media should be used.

Digital healthcare is a relatively new market which brings along some challenges. The transfer from a traditional physical healthcare with its natural trustworthiness and reliability for the consumers to a digital space is a major challenge. Along with the fact that the new market comes with a lot of competition that forces the digital caregivers to distinguish themselves with their brands. Since the market for digital healthcare is relatively new there is a gap in the knowledge regarding how consumers perceive the brands of the digital caregivers, which is the basis of the purpose of this study.  The purpose of this study is to map how consumers perceive the brands in the market of digital healthcare. To answer the purpose the study uses a deductive approach including theories about customer-based brand equity, brand personality and brand attitude. Through a quantitative method with a cross-sectional design and a survey, data has been collected to be analyzed with the theories to answer the research questions and purpose of the study. The digital caregivers that are included in the study is Kry, Doktor.se, Min Doktor, Doktor24 and 1177 Vårdguiden.The conclusions that could be drawn based on the analysis was that the brands who succeeded the most in creating brand awareness were also the brands that were perceived in a more positive light by the consumers. The analysis also showed that some of the digital caregivers brands had not yet been able to build the brand awareness that can lead to a more positive perception and therefore was perceived in a neutral and negative manner. 1177 Vårdguiden differentiated itself in most aspects in relation to the private digital caregivers since they already had an established brand prior to the birth of the digital healthcare market. / Den digitala vårdmarknaden är relativt ny och för med sig en mängd utmaningar. Flytten från den traditionella fysiska vården innebär utmaningar med att bygga upp det förtroende och den tillit hos konsumenterna som funnits naturligt i det fysiska mötet, till det digitala. En konkurrensutsatt marknad tvingar också de digitala vårdgivarna att utmärka sig genom sitt varumärke och genom att marknaden för digitala vårdgivare är relativt ny, så finns det ett tomrum i kunskapen om hur konsumenter ser på och uppfattar de digitala vårdgivarnas varumärken och det är också grunden till studiens syfte. Syftet med studien var att kartlägga konsumenternas uppfattning om varumärken inom den digitala vårdmarknaden. För att svara på syftet har studien haft ett deduktivt angreppssätt med teorier om konsumentbaserat varumärkeskapital, varumärkespersonlighet och varumärkesattityd. Genom en kvantitativ metod med tvärsnittsdesign och en enkätstudie har data samlats in för att analyseras med hjälp av teorierna för att svara på syftet. De digitala vårdgivare som undersöks i denna studie var Kry, Doktor.se, Min Doktor, Doktor24 och 1177 Vårdguiden. De slutsatser som kunde dras baserat på analysen var att de varumärken som lyckats bäst med att skapa en varumärkeskännedom var också de varumärken som uppfattas mer positivt hos konsumenterna. Det kunde också utrönas att vissa digitala vårdgivares varumärken ännu inte lyckats bygga upp den varumärkeskännedom som kan leda till en mer positiv uppfattning och därför uppfattades både neutralt och negativt hos konsumenterna. 1177 Vårdguiden skiljde sig i de flesta aspekter gentemot de privata digitala vårdgivarna då de redan innan den digitala vårdmarknadens uppkomst har haft ett etablerat varumärke.

This study investigates the customer-based brand equity of the major cellphone network service providers (Vodacom, MTN and Cell C) amongst principal estate agents registered with the Estate Agency Affairs Board in Gauteng. Secondary research covered the marketing environment of the major service providers. An extensive study of literature on branding, brand management and brand equity measurement was undertaken. An empirical study was conducted. Telephone interviews were used for initial contact and screening. An invitation to participate in the survey, with a link to a questionnaire, was e-mailed to qualified respondents. Cell C users were excluded from the quantitative analysis. There were several significant findings: Vodacom and MTN users are alike in terms of personal and estate agency-related demographics. With the exception of age and gender, the sample fits the stated descriptors of individuals in the LSM seven to LSM ten groups. Cronbach‘s alpha coefficient confirmed a high level of reliability (0.870) for the summated measurement scale developed as an indicator variable of customer-based brand equity and Vodacom and MTN‘s rating on the summated scale did not differ at a statistically significant level. The service provider used proved to be an important driver of loyalty, but overall satisfaction with the cellphone service does not differ statistically significantly between Vodacom and MTN users. Vodacom has established a much more favourable positioning on the brand association statements evaluated. Factor analysis identified five brand association dimensions that should be considered for measurement of brand associations. Multiple regression analysis identified the brand as a product dimension as the best predictor of customer-based brand equity. Vodacom received more favourable brand performance ratings than MTN. Factor analysis identified six brand performance dimensions that should be considered for inclusion when measuring brand performance. Multiple regression analysis identified the easy to use and one-stop-service dimensions as the best predictors of customer-based brand equity. The customer-based brand equity of the user group is moderate (16 out of 25, or 64%). / Business Management / D. Com. (Business Management)

This study investigates the customer-based brand equity of the major cellphone network service providers (Vodacom, MTN and Cell C) amongst principal estate agents registered with the Estate Agency Affairs Board in Gauteng. Secondary research covered the marketing environment of the major service providers. An extensive study of literature on branding, brand management and brand equity measurement was undertaken. An empirical study was conducted. Telephone interviews were used for initial contact and screening. An invitation to participate in the survey, with a link to a questionnaire, was e-mailed to qualified respondents. Cell C users were excluded from the quantitative analysis. There were several significant findings: Vodacom and MTN users are alike in terms of personal and estate agency-related demographics. With the exception of age and gender, the sample fits the stated descriptors of individuals in the LSM seven to LSM ten groups. Cronbach‘s alpha coefficient confirmed a high level of reliability (0.870) for the summated measurement scale developed as an indicator variable of customer-based brand equity and Vodacom and MTN‘s rating on the summated scale did not differ at a statistically significant level. The service provider used proved to be an important driver of loyalty, but overall satisfaction with the cellphone service does not differ statistically significantly between Vodacom and MTN users. Vodacom has established a much more favourable positioning on the brand association statements evaluated. Factor analysis identified five brand association dimensions that should be considered for measurement of brand associations. Multiple regression analysis identified the brand as a product dimension as the best predictor of customer-based brand equity. Vodacom received more favourable brand performance ratings than MTN. Factor analysis identified six brand performance dimensions that should be considered for inclusion when measuring brand performance. Multiple regression analysis identified the easy to use and one-stop-service dimensions as the best predictors of customer-based brand equity. The customer-based brand equity of the user group is moderate (16 out of 25, or 64%). / Business Management / D. Com. (Business Management)