The thesis is looking into the rebranding process of the non-profit organization. The work describes the project according to its particular stages, which are common in the commercial world and the examples given are showing the differences when developing similar project in the non-profit organization People Management Forum. The author is using his work experience as a marketing specialist, who handles the company's communication, maintains corporate identity, mini-project of creating presentations on the web and the analysis and the draft of the new structural diabase fulfilling the need fot objektive informations of transformation part sof newly propřed organizational structure. The main aim is to show the importance of setting partial goals in order to fulfill the vision that the company outlined before the whole process. First, the author explains the relationship of the non-profit organization with its key stakeholders in the micro and macro environment. Lately he explains how this relationship influences the company's communication and public relations. In the fourth chapter, he describes rebranding as a process and clarifies the importance and key factors of its particular stages. In the fifth and sixth chapter, the author outlines the relationship of the organization People Management Forum and its daughter company HR Forum, s.r.o., which is crucial for the practical part of the work. He shows the main activities of People Management Forum and the way how the organization presents them among its target groups. The chapter seven is finally the principal part of the work and the practical demonstration of the rebranding project. According to the theory mentioned in the beginning, he is explaining the key success factors of this kind of project and making recommendations to the stages, which he demonstrates with practical examples how it was applied in the organization People Management Forum. In the eight chapter, the author gives a detailed description of his mini-project of the draft and the implementation of the new website and structural database, including the way how were metrics for the success measurement set and were they evaluated. He recommends how the strategy could be more effective and how the project will adapt to the new trend in that particular area.

Destinationer attraherar konsumenter och besökare på olika sätt. En strategi för att skapa unicitet och stå ut i mängden av destinationer en resenär har att välja mellan är att skapa ett destinationsvarumärke. Detta varumärke hjälper destinationen i dess arbete att skapa en relation till tidigare och nya besökare. Likväl som att varumärket är viktigt för lokala aktörer genom att det skapar en känsla av platsen och ökar värdet av lokala produkter. Men för att nå ut till gästen behöver destinationen genomföra något som kallas branding, vilket innebär att marknadsföra vad destinationen har att erbjuda i form av aktiviteter och upplevelser. En viktig faktor är att skapa en känsla och koppling mellan besökaren och destinationen. För att följa en destinations utveckling samt trender i världen behövs ibland en rebranding genomföras för platser, destinationer och regioner. Detta för att behålla eller skapa en konkurrenskraft mot konkurrerande destinationer. Det övergripande syftet med denna studie är att öka kunskapen om hur de lokala intressenterna spelar roll i framgången för ett nytt destinationsvarumärke. Ett annat syfte är att undersöka vad som uppstår för besöksnäringen när en destination väljer att byta samt förlänga dess destinationsvarumärke. För att uppnå syftet ska en fallstudie genomföras som undersöker hur besöksnäringen använder sig av Östersunds destinationsvarumärke och deras känsla kring rebrandingen som skett. Studien syftar också på att skapa en förståelse för hur besöksnäringen ställer sig mot detta och vad deras uppfattningar är gällande bytet. Samt vad besöksnäringen anser om det nya destinationsvarumärket och hur de har varit delaktiga i framtagandet. Genom ett strategiskt urval har intervjuer med besöksnäring och människor involverade i framtagandet av det nya destinationsvarumärket genomförts. Resultatet tyder på att besöksnäring och lokalbefolkning spelar en viktig roll i framgångarna för ett destinationsvarumärke. / <p>2020-06-08</p>

This project is a simulation of the redesign of Växjö Lakers ice hockey club brand identity. A conversation about Co-branding and participatory design to include fans and people in general to take part in designing the brand identity of the club they support. My role as designer is to test, examine and analyse to come up with design methods and tools (Create your own logo website) that will enable fans and everyone to design their own version of the Växjö Lakers identity. In order to connect and create a bridge between club and fans that are willing to take part in such project, this will result of creating designs that would be more relevant to the image of the club that fans imagined.

Baigiamojo darbo tikslas. Išanalizavus UAB „Omnitel“ prekės ženklo kaitą, pasiūlyti korporatyvinio prekės ženklo keitimo bei komunikacijos modelius Pagrindinių darbo dalių trumpas turinys. Teorinėje darbo dalyje analizuojamas vizualinis identitetas bei korporatyvinis prekės ženklas, jo samprata, skirstymas, pateikti valdymo modeliai bei keitimo priežastys. Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami tyrimo rezultatai apie „Omnitel“ korporatyvinio prekės ženklo keitimą, tyrimo metu buvo atlikta dokumentų analizė ir anketinė apklausa. Projektinėje darbo dalyje suformuluoti tokie sprendimai: • Pateikti pasiūlymai, kaip kompanija „Omnitel“ galėtų pagerinti savo korporatyvinio prekės ženklo pokyčių pristatymą; • Pateiktas korporatyvinio prekės ženklo keitimo modelis; • Pasiūlytas modelis apibūdinantis kaip turėtų būti vykdoma korporatyvinio prekės ženklo pokyčių komunikacija. / Aim of the job. To analyze, how was performed changes of „Omnitel“ corporate brand and suggest corporate rebranding and corporate rebranding communication models. Content of the main parts of the job. In theoretical part of this job is analyzed visual identity and corporate brand, it‘s conception, models of management and reasons of corporate brand changes. In analytical part are analyzed and represented research results about „Omnitel“ corporate brand rebranding. Analysis of documents and questionnaire were used in this research In designed part were formulated such decisions: • Were given proposals how „Omnitel“ could present better it‘s corporate rebranding; • Proposed model of corporate rebranding; • Proposed model how should be done communication of corporate rebranding.

The submitted diploma work combines available information resources from the area of general brand management with current challenges which the Brand Management faces within the power industry in the dynamically developing Czech market with significant globalization features. This creates a structure of secondary information resources, practical experience and drawn conclusions which have never been published and are primarily relevant to optimisation of the E.ON brand but important for the entire power industry sector due to its focus and they surpass their branch in the brand migration area

Brand portfolios of multinational firm are a complex organism which is managed by headquarter of organization, in particular by the brands architecture and rebranding. The distributors create a direct feedback relationship from the market and they significantly influence any success of brands. The specific work of marketing personnel with brands is thus influenced by many stakeholders on the market and, in consequence, the specific work becomes a complex marketing activity. This master thesis is concerned with the architecture of the specific portfolio of 3M and the work with its brands. The aim is (i) to map architecture of the specific portfolio of 3M House of Brands and (ii) to assess rebranding form 2015 and (iii) to analyze the work with 3M brands and to formulate recommendation for improvements of the work with 3M. The first part is considers the architecture of brands from a theoretical viewpoint which provides a basis for the mapping of 3M House of Brands. There is also specified marketing research methodology which is applied in the practical part of the thesis concerned with specific secondary data, questionnaire survey and deep interviews. In the practical part of the master thesis there is analyzed 3M Case Study, in which there is described and assessed the empirical research of 3M brands. The research consists of two parts: (1) questionnaire survey orientated on B2B distributors, and (2) deep interviews carried out with 3M marketing and special personnel. The comparison and synthesis of more qualitative data appears that the most important result. The 3M perspectives of the marketing personnel and the distributors on the selection of brand activities differ in spite the fact that their aims are similar. The key recommendation of this thesis is, therefore, to give more importance to preferences of the market and create upon this empirical basis more effective branding activities.

No description available.

The project that is presented in this report is the result of a master thesis for the Industrial Design Engineering programme at Luleå University of Technology. The project was conducted towards and together with the company Leosol during the fall of 2020.  For the past couple of years, Leosol has invested time and money into online advertisement. Their advertisement generates a greater visit flow onto their website; however, it rarely produces any bookings of their services. Leosol wants to increase the number of bookings done through their website. This master thesis is conducted to contribute towards Leosol’s goal regarding the online bookings. Therefore, the focus of this project has been to strengthen Leosol’s brand by exploring options for a new graphic profile and a visual brand language. These brand tools were be implemented in a new website.  To achieve this, an altered version of IDEO’s Human-Centered Design process was implemented. By working close to the user, in this case, Leosol’s clients, the current issues and solutions was clarified. Throughout the process, the graphic profile and the wireframe was developed separately. In the last phase of the project, the two was combined into the final concept.  The project resulted in a repositioning of Leosol’s brand, creating a new, more professional tone. The graphic profile was summarized through a poster, describing the new logotype, colours, fonts, imagery and a short description of how to apply them.  This new graphic profile was applied onto the new wireframe, creating the final website. The layout of the website was developed so that the user can quickly identify Leosol’s identity and mission. By implementing a website that truly represents Leosol, there is a bigger chance that the number of bookings increase. / Projektet som presenteras i den här rapporten är resultatet av ett examensarbete för Civilingenjörslinjen Teknisk Design vid Luleå Tekniska Universitet. Projektet har drivits mot och i samarbete med energiföretaget Leosol under hösten 2020. Leosol har investerat både pengar och tid i annonsering online. Detta har genererat ett större besöksflöde, dock har det inte lett till en ökning av bokningar av deras tjänster. Leosol vill öka antalet bokningar som sker via deras hemsida. Detta examensarbete har utförts för att bidra till detta mål. Projektet har därför kretsat kring att förstärka Leosols varumärke genom att utforska olika alternativ till en ny grafisk profil och ett nytt visuellt varumärke. Dessa nya varumärkesverktyg kommer sedan att implementeras i en helt ny hemsida.  En variant av IDEO’s Human-Centered Designprocess har använts under projektet för att uppnå detta. Genom att arbeta nära och tillsammans med användaren, i detta fall Leosols kunder, har de nuvarande problemen samt olika lösningar förtydligats och identifierats. Under processen har den grafiska profilen och wireframen för hemsidan skapats separat. I sista fasen i projektet kombinerades dessa till det slutgiltiga konceptet. Projektet har resulterat i en ompositionering av Leosols varumärke genom att skapa en mer professionell ton. Den grafiska profilen har sammanfattats i form av en poster. Denna beskriver den nya logotypen, färger, typsnitt, bildspråk samt en kort instruktion som förklarar hur dessa bör appliceras.  Den nya grafiska profilen applicerades sedan på wireframen, för att skapa den slutgiltiga hemsidan. Hemsidans layout är skapad för att användaren ska snabbt kunna identifiera Leosol’s identitet samt deras tjänster. Genom att implementera en hemsida som verkligen representerar Leosol ökar chanserna för att antalet bokningar på deras hemsida stiger.

A strong brand is a valuable asset for modern companies. Victoria’s Secret is an American lingerie company that has had a well established and successful brand for years. However, the company’s net sales and market share have been decreasing since 2016. The company has also received criticism for creating unattainable beauty standards and excluding women with different appearances. In recent years, the brand has made changes in their marketing. This might be an attempt to increase revenues again and to gain lost market shares back. However, the numbers have continued to decrease, which indicates that the new strategy has not been very successful. The questions that the study intends to answer are how Victoria's Secret’s marketing has changed between 2016 and 2022 and why the new marketing strategy does not seem to be successful. The purpose of the study is to increase the comprehension of possible challenges that can arise in the process of trying to change an already established brand. This is a qualitative, interpretive study that uses a method called semiotic content analysis. The semiotic content analysis was used to analyze how the brand’s advertising images have changed. The results from the semiotic studies were then analyzed through some theories and earlier studies on the subject, to find possible explanations to why the rebranding does not seem to have created the expected results. The study found that Victoria’s Secret’s marketing has become less sensual, aesthetic and fantasy-like. Instead it has become more inclusive and oriented towards comfort, relatability and self-esteem. The study further presents a couple of possible explanations to why the new branding concept does not seem to have become successful, according to a couple theories on the subject. The explanations that were found was that the company does not seem to have achieved a congruence between the brand’s new identity and the brand image, that the changes might not be perceived as authentic and that the brand can no longer capitalize on an idealized identity.