This report examines the role of Latino consumers, specifically looking at Mexican-Americans and their first generation experiences. It looks at how these experiences influence their consumption patterns. While observing the idea that first generation Latinos are much like ‘adolescent consumers’, a concept stemming from the idea that much like teenagers Latino immigrants are in a sense coming of age in this country. They are under a whole different set of social norms, cultural expectations and values different from their country of origin. This report proposes a reconsideration of the heuristics that marketers hold for Latino consumer spending habits. It maintains the idea that Latino consumer behaviors should be attributed and conceptualized as a process of maturation, not just based on culture and class. Lastly it re-examines the Customer Based Brand Equity model and places it in the context of the Latino consumer while keeping in mind the above framework about Latinos as adolescent consumers. / text

Over the past few decades, branding has become a priority for companies. A brand helps companies to differentiate themselves from their competitors, which creates competitive advantages. Most of the research on brands has primarily focused on consumer marketing. However, it has been found that the brand is just as important in business to business (B2B) companies, and that it also plays a big role when it comes to the survival av newly established company like for example startups. Startups differ from established companies through their innovative ideas and problem solving. However, they faces challenges because of lack of capital, time and resources. As the competition in the market grows, startups need to create competitive advantages by working hard with their brand strategies to achieve strong brand equity. This study aims to highlight how B2B startups work with brand equity in order to achieve competitive advantages. The study has used a qualitative research strategy where the primary data has been collected through semi-structured interviews with four different startups based in Stockholm. The study shows that startups need to first position themselves in the market and then work on brand building. The result also shows that B2B startups are aware of the brand's importance and that they in fact work with brand equity to achieve competitive advantages. However, the strategies with the steps in the CBBE model differs depending on the industry and type of corporate activity.

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.