No description available.

No description available.

No description available.

No description available.

The first chapter of the diploma thesis is a theoretical background for the following, practically oriented chapters. It discusses a brand and its importance in marketing, and also deals with brand identity, image, brand awareness, methods of determining brand value and positioning strategies. The other two parts of thesis are practical and focus directly at the brand Google. The second chapter introduces the company Google and subsequently analyzes brand attributes and its perception in the Czech Republic. It also focuses on brand awareness, its value and comprehensively evaluates a current communication strategy. The third and final chapter is devoted to an overall evaluation of the brand's position in the Czech Republic, problematic aspects and recommendations for future direction of the brand. It also includes a comparison of the brand's position abroad.

<p>The concept of positioning was first highlighted by Trout and Ries in an article published in 1971 and has since then been a well-studied subject. However, little study has been made regarding the way the positioning strategy changes depending on which country the company is about to enter. The purpose of this master dissertation is thus to investigate culture’s role as a driving force in international positioning. </p><p>The theoretical framework consists of the foundations of the positioning process and international marketing literature about cross-cultural theories. These theories are put together in an analytical model where a connection between the two theories is illustrated that will be used as a foundation in gathering and analysing the empirical data. </p><p>In a qualitative approach, the empirical data was gathered through semi-structured telephone interviews with the Marketing Directors or a corresponding title of five different Swedish international companies. These findings were also complemented with secondary data such as web pages and annual reports of the companies.</p><p>The findings of the study showed that cultural differences are considered to some extent and have resulted to an entirely new positioning strategy for one of the researched companies and to changes in the strategic tools made for consolidating the position in two additional companies. In the two remaining companies, culture has not been a driving force and the companies have thus not considered this in their positioning in international markets.</p>

The concept of positioning was first highlighted by Trout and Ries in an article published in 1971 and has since then been a well-studied subject. However, little study has been made regarding the way the positioning strategy changes depending on which country the company is about to enter. The purpose of this master dissertation is thus to investigate culture’s role as a driving force in international positioning. The theoretical framework consists of the foundations of the positioning process and international marketing literature about cross-cultural theories. These theories are put together in an analytical model where a connection between the two theories is illustrated that will be used as a foundation in gathering and analysing the empirical data. In a qualitative approach, the empirical data was gathered through semi-structured telephone interviews with the Marketing Directors or a corresponding title of five different Swedish international companies. These findings were also complemented with secondary data such as web pages and annual reports of the companies. The findings of the study showed that cultural differences are considered to some extent and have resulted to an entirely new positioning strategy for one of the researched companies and to changes in the strategic tools made for consolidating the position in two additional companies. In the two remaining companies, culture has not been a driving force and the companies have thus not considered this in their positioning in international markets.

Thesis (M.S.)--Ohio University, November, 1998. / Title from PDF t.p.

Thesis (M.S.)--Auburn University, 2008. / Abstract. Vita. Includes bibliographical references (p. 85-87).

Visible Light Positioning (VLP) uses modulated LED luminaries to help locate a receiver inside a building. Indoor positioning is becoming an increasingly important service, and visible light has many advantages over other technologies used in indoor positioning systems (IPS). However existing VLP approaches have major drawbacks in robustness that have hindered their ability to be commercially deployed. This work proposes and demonstrates a new way of using light signals in an indoor localization system, titled Angular Diversity Visible Light Positioning (AD-VLP). AD-VLP uses optics at the transmitter to create a structured overlapping light pattern that can be used for positioning. This method is shown to have several advantages over existing VLP approaches, including increased robustness over intensity based techniques while still using a single element receiver. This work also includes an experimental implementation of the proposed AD-VLP system using existing mobile device technology. The experiments prove that sub-meter accuracy is obtainable, even when the receiver is oriented away from the transmitter. / Thesis / Master of Applied Science (MASc)