Dissertations / Theses: 'Brand image'

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Weishaupt, Matthias. "Influence of customer brand image on the employer brand image." St. Gallen, 2008. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/02606820002/$FILE/02606820002.pdf.

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Busch, Friederike, and Rego Diego Planas. "Qualitative Brand Image Analysis for a Global Brand : An Intercultural Perception of the Brand Image through Brand Personality." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9781.

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The cultural differences in the consumers' perspectives are an important factor that affects the image of brands around the world. A brand's image may be affected even though the company gives the same message across different cultures. In order to analyze these effects, the authors have conducted a qualitative study, chosen the chocolate brand Kinder and studying how Kinder's brand image perception varies in four different cultures by conducting 16 in-depth interviews. The data was afterwards categorized, analyzed and compared to each other in order to find differences and similarities of the brand image in the interviewee's perspectives. This work’s focus is on the problem how the cultural differences can affect the perspective of individuals brand image even though this one can try to have a global standardized image.

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江華南 and Wa-nam Wallace Kong. "Brand image in China." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1995. http://hub.hku.hk/bib/B31266538.

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Kong, Wa-nam Wallace. "Brand image in China /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1404030X.

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Fernandes, Miguel Pinto Valente. "External brand extensions impact on Diesel's brand image." Master's thesis, NSBE - UNL, 2010. http://hdl.handle.net/10362/10329.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Diesel is a global urban brand that privileges individuality and irreverence. This project measures Diesel brand image within the different types of Portuguese consumers; the objective is to understand the main buying drivers and analyze the impact of brand licensing. It was concluded that Diesel global brand image is consensual among the consumers of each product category, but the purchasing drivers differ among them; Clothing and Time Frames consumers refer the brand itself as the main driver, while Shades and Fragrances consumers refer product attributes as the main driver. Additionally, Time Frames consumers reacted negatively when informed about the brand licensing, while Shades and Fragrances consumers tended to react positively.

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Baeza, Julia, and Caroline Ånmo. "Brand origin : how does it impact brand awareness and brand image." Thesis, Kristianstad University, School of Health and Society, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-6690.

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As globalization influences today’s world markets, many brands are becoming international and global. When a brand is in an international market it creates an opportunity for perceived brand origin to influence the consumers. Brand origin effect refers to the different ways that the perceived origin of a brand influences the consumers, for example, the consumer brand equity or purchase behaviour. The purpose of this dissertation is to investigate brand origins effect on brand image and brand awareness. There has been research on this in the past; however, only few of them have focused on emerging markets. Therefore, we will investigate the brand origin effect in emerging markets. The study is performed in Ecuador, and the data is collected through structured interviews within the target population. The dissertation was done in collaboration with the Swedish company Husqvarna. Therefore, it was the brand awareness and image of Husqvarna in particular that was studied. The results of this dissertation indicate that there are relationships between the variables brand origin, brand image and brand awareness. First of all, there were indications that consumers in emerging markets prefer brands from developed countries. The second relationship that the results indicate is that a more positive image of perceived brand origin means a more positive image of brand image. The last relationship is that a more positive image of perceived brand origin, leads to a higher sense of brand awareness. However, it is necessary to mention that none of these relationships could be proven to be significant through statistical testing. As a result of this, this dissertation provides a good foundation for future research where the relationships should be further studied.

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Todd, Louise A. "Festival images : brand image and stakeholders' brand relationship types at the Edinburgh Festival Fringe." Thesis, Edinburgh Napier University, 2011. http://researchrepository.napier.ac.uk/Output/4344.

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The Edinburgh Festival Fringe (The Fringe) is the largest arts festival in the world and it has inspired the creation of similar festivals world-wide. Since its conception in 1947, the Fringe has demonstrated significant growth in visitor numbers; ticket sales; and its economic contribution. Despite this, the sustainable future of Edinburgh's festivals is debated as Edinburgh, ‘the Festival City', faces threats from other festival destinations. Festivals position Edinburgh creatively in contrast to the city's traditionally perceived image as a cultural-historic centre. Despite this, little research has been undertaken into the creative and cultural significance of Edinburgh's festivals, including the Fringe. This interdisciplinary research grounded in marketing, tourism, and festival and event management; and underpinned by constructivism, presents an understanding of types of brand relationships that exist between the Fringe and its primary stakeholders. This is achieved through defining both the Fringe brand image and its primary stakeholders; and applying these definitions to the development of a typology of Fringe-stakeholders' brand relationships. The significance of this study is evident within its topic of inquiry and the research methods applied. In the little-considered arena of arts festivals and their stakeholders, this is the first in-depth study into the Fringe as a festival and festival brand. Within this, the definition of a Fringe brand image contributes to understanding the cultural and creative significance of the Fringe. Furthermore, this research contributes a unique understanding of the types of stakeholders that are engaged with the Fringe. The types of brand relationships that exist between these stakeholders and the Fringe are another significant contribution to knowledge and understanding. While specific to the present context, these findings may prove transferable to further festivals or events, and related areas and industries. The contribution made by this research to the methodological developments in festival and event studies is of additional significance. The application of visual research methods, including semiotic analysis and photo-elicitation within phenomenological interviews, has previously been applied in marketing, consumer, and tourism research, but not to the understanding of festival brands and stakeholders' brand relationship types. Findings of this research illustrate that existing marketing and consumer brand frameworks and stakeholder theories are applicable to festivals. Further, it is possible to define ‘a' Fringe brand image which is subjective and contradictory. The unique open-access and organic, operational model of the Fringe facilitates its many contributors, and consumers. Fringe stakeholders may be categorised according to their level of engagement with the Fringe (as primary or secondary) and their particular stakeholder role(s), which are varied and multiple. Fringe-stakeholder brand relationship types are overwhelmingly positive; and are based upon interpersonal relationship dimensions (including friendships, marriages, kinships and partnerships). Fringe-stakeholder brand relationship types can be classified therefore as having similar dimensions to those brand relationship types previously described for consumer products and brands.

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Gudjonsdottir, Elly, and Albina Jusubova. "CSR's effect on brand image." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-14997.

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The purpose of this study is to investigate CSR’s effect on brand image in order to increase the understanding of CSR as a marketing tool, within the service industry. The research questions of the study are “How does a service-based company’s involvement in CSR as a marketing strategy affect the brand image? And how do the different CSR dimensions affect the brand image?” This study has a positive and deductive approach with a cross sectional design. The quantitative method chosen was a questionnaire, more precisely. More specifically, a self-completion survey was conducted on a sample of 73 hotel guests living in a CSR friendly hotel in Malmo, Sweden.

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Lukavská, Klára. "Image a identita značky." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-205096.

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The main focus of this diploma thesis is brand image and brand identity. The objective of the thesis is to compare how consumers perceive the brand (brand image) with how the brand wants to be perceived itself (brand identity). First part is focused on the process of building and managing strong brands, as well as defining brand image and brand identity theoretically. The practical part presents the brand on which the research was conducted, Proenzi brand, its history on the Czech market, competition and its identity. In the final chapter there are presented results of the research which was conducted among the consumers of Proenzi brand and the comparison of brand image and brand identity. To conclude, there are presented suggestions for improvement and recommendations for future research extensions.

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Sjöstedt, Anna, and Jeanette Bohman. "You are who you wear? : En kvantitativ studie om varumärkesidentitet och varumärkesimage." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-29520.

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The purpose of the study was to find out how well companies succeed in trying to convey the identity of their trademarks to the consumers. The study was quantitative with a survey design. A sample of 109 respondents participated. Brand identity and brand image was the focus of the study and was measured in three companies; Odd Molly, Filippa K and Björn Borg. These three were selected partly because of their different profiles. One survey was sent to the companies and one survey was distributed to the consumers. The majority of the questions in the surveys were based on a model designed to measure brand identity and brand image and gap in between them. The study presents three central theories; Profile, Image and Identity, Brand Equity and The Corporate Personality Scale. The first two gives a background to the concept of the words. The Corporate Personality Scale was created and designed to assess image and identity and the gaps in between them. The results showed that there were gaps in between the brand identity and the brand image in all three of the selected companies. However there were also signs of coherence between them. The companies succeeded in some part, in their trying to convey the identity of their trademarks to the consumers. There were both clear gaps and clear coherence between Brand Identity and Brand Image. In some cases the image was graded higher than the identity and vice versa.

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Grundström, Moa, and Mathilda Gammelgård. "En alternativ image : Hur alternativa förpackningar utvecklar varumärkets image." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-161316.

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De globala miljöförändringarna kan inte längre förnekas, vilket skapat fler kritiska konsumenter, som ställer högre krav på företag att ta mer ansvar för sin produktion och förpackningar pekas ut som en stor miljöbov. Förpackningarnas fundamentala roll att skydda produkter under frakt har nu förändrats och förpackningar har gått till att vara återvunna, återanvändningsbara eller obefintliga. Paketeringen beskrivs inom marknadsföringsfältet som en viktig kommunikationskanal och många varumärken är inte villiga att ge upp denna fördel genom att totalt förändra dess utseende. Denna studie tar ansatsen att öka förståelsen för hur en ny typ av miljövänlig paketering; nakna produkter och återanvändningsbara förpackningar inom skönhetsindustrin, påverkar varumärkets image. Anledningen att detta område uppfattas som intressant utgår från att konsumenter får en positiv känsla av att agera miljövänligt men trots detta inte väljer de miljövänliga alternativen, vilket indikerar ett attityd- och beteendegap. Studiens syfte är därmed att öka förståelsen för hur företag inom skönhetsindustrin ska utforma alternativa förpackningslösningar på ett sätt som utvecklar varumärkets image. Denna studie har därför haft som avsikt att besvara problemformuleringen: Hur påverkar alternativa förpackningslösningar varumärkets image? Tidigare forskning visar att förpackningen är en bidragande faktor till den image, som varumärken uppfattas ha och att miljöarbete gynnar imagen positivt. Däremot så har få studier gjorts på hur miljövänliga förpackningar påverkar imagen. Tidigare forskning, som har genomförts inom matindustrin, konstaterade att minskningen av överpaketering är skadligt för varumärket men att liknande studier bör göras inom andra produktkategorier. Denna studie tar avstamp från tidigare studiers rekommendation om att undersöka andra produktkategorier. Skönhetsföretaget Lush har i dagsläget börjat introducera alternativa förpackningar och har därför använts som exempelföretag. Forskningsfältet om hur alternativa förpackningar påverkar varumärket uppfattas som bristfälligt och det krävs mer kunskap för hur de påverkar varandra. Studien har därför tagit en kvalitativ forskningsansats och både djupintervjuer och kartläggningsövningar har genomförts. Studiens genomförande har tagit etiska riktlinjer i beaktning. Studien bidrar till en förståelse för hur alternativa förpackningar påverkar varumärkesimagen, samt hur de kan användas för att utveckla varumärket. Fortsättningsvis så presenteras potentiella lösningar till de problem som alternativa förpackningar kan medföra. En väsentlig del av detta är associationer om att konsumenterna uppfattar alternativa förpackningslösningar som mer ohygieniska än traditionella. Denna hygienaspekt leder därmed till ett forskningsbidrag som till författarnas kännedom inte har återfunnits i tidigare studier. Slutligen har det forskningsgap som beskrivits täckts men behöver fortsatt forskning.

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Vemeová, Daniela. "Analýza image značky PiM`s." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-76000.

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PiM's is young brand on the market, that is interesting by its courageous modern strategy. Main aim of my master thesis is reveal perception of the brand PiM's by consumers and compare it with its identity. Thesis is devided to theoretical and practical part. In theoretical part I defined term brand and its basic characterictics. Also I defined PiM's history and brand identity. In methodological part I chose and defined methods suited for analysis of the image. In practical part I applied methods as analysis of secondary data and survey by on-line questionaire. On these basis, I enlisted important information about image of the brand PiM's. By comparison of identity and image I reach the whole analysis of the image and I gave recommendations, how to built image successfully in the future.

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Vinyals-Mirabent, Sara. "Building urban destination brands in Europe: re-conceptualizing the relationship between brand image and brand personality in website communication practices." Doctoral thesis, Universitat Pompeu Fabra, 2018. http://hdl.handle.net/10803/462852.

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Destinations must project a strong and differentiated brand image to position themselves in a competitive market. To this end, official websites have become a key instrument in the portrayal of the desired image and as the place where tourists expect to find everything about the destination. In this study, the official websites of the 12 most popular urban destinations in Europe are analyzed with a two-fold purpose: to describe their projected image, and to explore the relationship between brand image and brand personality in their discourse. The results highlight cultural activities, tourist packages, and food and drink associations as the three core components of the European cities’ offer. Similarly, while all destinations project highly exciting personalities, the traits related to the other personality dimensions are those that differentiate the destinations in the competitive context. Finally, the study shows that some product-related associations are more likely to transmit specific personality traits.
Les destinacions han de projectar una imatge de marca robusta i diferenciada en un mercat competitiu. Així, els webs oficials s’han convertit en un instrument clau per transmetre la imatge desitjada, i en el lloc on els turistes esperen trobar tota la informació sobre la destinació. L’estudi analitza el lloc web oficial de les 12 destinacions urbanes més populars d’Europa amb un doble objectiu: descriure la imatge que projecten, i explorar la relació entre imatge i personalitat de marca en el discurs. Els resultats destaquen les activitats culturals, els paquets turístics i la gastronomia com els principals components de la oferta de les ciutats. També demostren que totes les destinacions projecten una personalitat forta en emoció, però són les altres dimensions de la personalitat aquelles que contribueixen a la diferenciació. Finalment, l’estudi identifica la propensió de determinades associacions relacionades amb el producte a transmetre trets de personalitat de marca específics.
Los destinos deben proyectar una imagen de marca robusta y diferenciada en un mercado competitivo. Así, los sitios web oficiales se han convertido en un instrumento clave para transmitir la imagen deseada, i en el sitio donde los turistas esperan encontrar toda la información sobre el destino. Este estudio analiza el sitio web oficial de los 12 destinos urbanos más populares de Europa con un doble objetivo: describir la imagen que proyectan, y explorar la relación entre imagen y personalidad de marca en el discurso. Los resultados destacan las actividades culturales, los paquetes turísticos y la gastronomía como los principales componentes de la oferta de las ciudades. También demuestran que todos los destinos proyectan una personalidad fuerte en emoción, pero son las otras dimensiones de personalidad aquellas que contribuyen a la diferenciación. Finalmente, el estudio identifica la propensión de determinadas asociaciones relacionadas con el producto a transmitir rasgos de personalidad de marca específicos.

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Morris, Andrea Leigh. "Assessing brand image transfer in sponsorship." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/5347.

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Thesis (MComm (Business Management))--University of Stellenbosch, 2010.
ENGLISH ABSTRACT: Marketing literature has revealed that sponsorship is a key marketing communication tool used to break through promotional clutter. Sponsorship is a means by which marketing managers are able to transfer knowledge about organisational offerings to consumers and communicate how organisations are able to satisfy consumers‟ needs. Satisfying consumers‟ needs is a key philosophy of marketing, thus, it is an important objective for marketing managers to transfer knowledge to consumers about their need-satisfying capabilities. Research has shown that knowledge is transferred to consumers by first creating awareness of brands, then building consumers‟ knowledge of brands, and finally establishing and enhancing consumers‟ perceptions of brand image. According to marketing literature, the process of building brand awareness, brand knowledge and brand image ultimately contributes toward the enhancement of brand equity. Previous research has shown that establishing brand awareness is an initial and crucial objective of sponsorship endeavours. Little research, however, has been done on the importance of brand image objectives and strategies in sponsorship. Researchers agree that brand image can be transferred between a sponsor brand and sponsored event, thereby enhancing the brand image of the respective parties. The purpose of this study was therefore to assess brand image transfer in sponsorship. The research problem considered the question whether the brand image of sponsor brands is transferred to the brand image of sponsored events, and whether the brand image of sponsored events is transferred to the brand image of sponsor brands. Fictitious brands were designed to assess the transfer of brand image, namely FruityBliss (sponsor brand) and the ProFriz Frisbee Challenge (sponsored event). Four brand image attributes were selected to assess the brand image of the sponsor brand and the brand image of the sponsored event. These included physical product and price (sponsor brand) and status and size (sponsored event). The four brand image attributes were manipulated in sixteen experiments and the brand image scores of the sponsor brand and sponsored event were subsequently measured. Results of the study showed that brand image scores of the sponsor brand were significantly higher than the brand image scores of the sponsored event. It was therefore concluded that brand image transfer does occur from a sponsor brand to a sponsored event and vice versa. Furthermore, product and price appeared to have a greater influence on the brand image scores of the sponsor brand and the sponsored event, than did status and size of the sponsored event. It was thus concluded that although brand image transfer does occur from a sponsor brand to a sponsored event and vice versa, the sponsor brand is influenced more by the sponsorship than the sponsored event. In other words, a stronger brand image transfer takes place from a sponsored event to a sponsor brand than from a sponsor brand to a sponsored event. From the research results, a number of recommendations were made. It was emphasised that organisations should make use of sponsorship as a means to break through promotional clutter. Sponsorship is an effective technique in enhancing brand images, and ultimately enhancing the brand equity of organisations. Organisations should therefore take careful consideration in developing sponsorship strategies; sponsor products should be affiliated with sponsored events and vice versa.
AFRIKAANSE OPSOMMING: Bemarkingsliteratuur toon dat borgskap ‟n belangrike bemarkingskommunikasie-instrument is om te midde van ‟n warboel produkreklame ‟n impak te hê op die uitbou van handelsmerkbeeld. Borgskap is ‟n kommunikasiemetode waardeur bemarkingsbestuurders inligting oor bemarkingsaanbiedinge aan verbruikers oordra, oftewel aan verbruikers verduidelik hoe organisasies in hul behoeftes kan voorsien. Bevrediging van verbruikers se behoeftes is 'n belangrike filosofie van bemarking, dus, is dit 'n belangrike doelstelling vir bemarkingsbestuurders om kennis oor te dra aan verbruikers oor hulle behoefte-bevredigende vermoëns. Navorsing toon dat inligting eerstens aan verbruikers oorgedra word deur hulle bewus te maak van ‟n handelsmerk; daarná hul kennis van die handelsmerk op te bou, en uiteindelik hul opvattings van die beeld van daardie handelsmerk vas te lê en te verbeter. Volgens bemarkingsliteratuur dra die opbouproses van handelsmerkbewustheid, handelsmerkkennis en ‟n handelsmerkbeeld uiteindelik by tot die versterking van merkekwiteit. Vorige navorsing dui aan dat die vestiging van handelsmerkbewustheid ‟n aanvanklike en noodsaaklike doelwit van borgskap is. Tog is daar nog weinig navorsing gedoen oor die belang van handelsmerkbeelddoelwitte en –strategieë in borgskap. Navorsers is in eenstemming dat handelsmerkbeeld tussen ‟n borg en ‟n geleentheid oorgedra kan word, om só die handelsmerkbeeld van die onderskeie partye te versterk. Hierdie studie het ten doel gehad om sodanige handelsmerkbeeld-oordrag gedurende borgskap te beoordeel. Die navorsingsprobleem het besin oor die vraag of die handelsmerkbeeld van borghandelsmerke na die handelsmerkbeeld van geborgde geleenthede oorgedra word, asook of die handelsmerkbeeld van geborgde geleenthede na die handelsmerkbeeld van die borghandelsmerke oorgedra word. Fiktiewe handelsmerke, naamlik Fruitybliss (die borghandelsmerk) en die ProFriz Frisbee Challenge (die geborgde geleentheid), is ontwerp om handelsmerkbeeld-oordrag te bestudeer. Vier handelsmerkbeeld-eienskappe, naamlik fisiese produk en prys (borghandelsmerk) en status en grootte (geborgde geleentheid), is gekies om die handelsmerkbeeld van die borg en dié van die geleentheid te beoordeel. Die vier eienskappe is in sestien eksperimente gemanipuleer, waarna die handelsmerkbeeldtellings van die borghandelsmerk sowel as die geborgde geleentheid gemeet is. Die studieresultate toon dat die borghandelsmerk beduidend hoër handelsmerkbeeldtellings as die geborgde geleentheid behaal het. Daar was afgelei dat handelsmerkbeeld wél van ‟n borghandelsmerk na ‟n geborgde geleentheid oorgedra word, én omgekeerd. Voorts het produk en prys van die borghandelsmerk oënskynlik ‟n groter invloed op die handelsmerkbeeldtellings van die borghandelsmerk en die geborgde geleentheid gehad as die status en grootte van die geborgde geleentheid. Daaruit word afgelei dat, hoewel borgskap ‟n tweerigting-oordrag tussen borghandelsmerk en geborgde geleentheid impliseer, die borgskap tog ‟n groter invloed op die borghandelsmerk het as op die geborgde geleentheid. Handelsmerkbeeld-oordrag blyk dus om sterker te wees vanaf ‟n geborgde geleentheid na ‟n borghandelsmerk, as van ‟n borghandelsmerk na ‟n geborgde geleentheid. ‟n Aantal aanbevelings kan op grond van die studie gedoen word. Onder meer word beklemtoon dat organisasies borgskap moet aanwend om te midde van ‟n warboel produkreklame ‟n impak te hê op die uitbou van handelsmerkbeeld, om sodoende uiteindelik merkekwiteit te verbeter. Daarbenewens word voorgestel dat borgskap gebruik word om die handelsmerkbeeld van organisasies te bou en te versterk. Organisasies moet dus noukeurig oorweeg tydens die ontwikkeling van borgskap strategieë; borg produkte moet geaffilieer word met geborgde geleenthede én omgekeerd.

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Hildebrand, Peggy Shields. "Situational Self-Image: A Symbolic Interactionism Approach to Brand-Image/Self-Image Congruency." Thesis, North Texas State University, 1987. https://digital.library.unt.edu/ark:/67531/metadc330931/.

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The situational self-image, which recognizes the affect of situational influences, particularly social roles, was the specific topic of investigation of this study. It has generally been hypothesized in marketing literature that consumers will purchase the brand with the image most congruent with the consumers' self-image. Symbolic Interactionism, a field of study in sociology, provides the theoretical foundations for the construct situational self-image. Realization of the relationship between the situational self-consciousness and involvement was also investigated.

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Svensson, Henrik, and Pontus Möller. "The coherency between Fjällräven’s brandidentity and brand image : A mixed method case study of an outdoor brand and the coherency betweenits brand identity and brand image." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-43835.

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Background: It is important to have a coherent brand identity and brand image, as that facilitate the communication process for the brand. It specifically becomes an issue when consumers do not understand what the brand stands for.Purpose: The purpose of this thesis was to investigate to what extent the brand image of Fjällräven among Swedish consumers is coherent with its brand identity.Method: To fulfil the purpose of this study, the researcher applied a mixed method, indicating that both quantitative and qualitative methods were used. The collection of qualitative data investigating brand identity was retrieved from an interview, along with complementary information from Fjällräven’s official brand book. The quantitative data investigating brand image, was retrieved from Swedish consumers that were aware of the brand. In order to investigate the concepts of brand identity and brand image, an abductive research approach was used, generating a broad overview of the topic. To justify an appropriate target population, a non-probability judgmental sampling technique was used.Conclusion: By combining the results from brand identity along with brand image, the researchers have found that the two concepts are coherent to a medium-strong level. This means that consumers and the company share the same thought about Fjällräven as a brand.

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Rosengren, Alexandra, Andrea Standoft, and Ann Sundbrandt. "Brand Identity & Brand Image : A case study of Apotek Hjärtat." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12623.

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Background: The Swedish pharmaceutical retailing market was re-regulated in February 2010, which enabled competition. Hence, it has now become important to stand out through having a strong brand. In order for a brand to be strong, the brand identity and the brand image need to be congruent. This study investigates brand awareness, brand identity and brand image in the biggest newly established pharmaceutical retailing company, Apotek Hjärtat. Since brand develops over time, the researchers believe that the newness of the company provides an interesting aspect.

Purpose: The aim of this study is to explore if there is a gap between Apotek Hjärtat’s brand identity and brand image.

Method: This study uses a mixed method approach. The qualitative method is used in forms of interviews, in order to obtain information concerning the brand identity of Apotek Hjärtat. The quantitative method refers to a survey conducted on the customers of Apotek Hjärtat, which generated information concerning the brand image.

Conclusion: Apotek Hjärtat has a strong and coherently communicated brand identity. However, the brand image is not mirroring the brand identity, partly due to the fact that many customers have not yet made up their mind concerning Apotek Hjärtat.

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Khan, Muhammad Jawad, and Inam Ullah. "To investigate Brand Awareness & Brand Image of KFC in Sweden." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6255.

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Herstein, Ram. "An investigation of brand image and its role in brand development." Thesis, Middlesex University, 1998. http://eprints.mdx.ac.uk/10716/.

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The main objective of this research is to investigate the most vital issue in the realm of branding - what makes a brand powerful, from the perspective of brand image. This concept has yet to gain due recognition as relatively little recent original research has been published on brand image. The research was undertaken in the fragrances industry in the UK. This research explores the brand image concept as a determinant of brand success; therefore, first and foremost, this concept has to be defined in terms of the nature of image - conveyed approach versus received approach, the notion of components structure and in terms of the concept elements. The original definition proposed is described as the "Three Dimensions' Brand Image" model (functional needs, nonfunctional needs and brand personality) and has been built from the assumption of creating a practical facet, where the marketer will be able to identify the meaning of each dimension and reinforce every one of them in his attempt to create brand image strategy. Therefore, a number of hypotheses have been tested with regard to the model structure as follows: the importance of brand personality dimension and non-functional dimension in high and low brand image situations in comparison to other dimensions was explored in revealing the notion's component structure, and the importance of price and special feeling elements in comparison to other brand image elements was researched in revealing the concept's elements. Finally, the link between brand image concept and brand success phenomenon was explored to define this concept in terms of a managerial marketing concept. This research focuses on men's and women's fragrances product groups because apart from the tangible facet of brand in these product groups, there is a significant meaning to brand personality facet, which makes this very appropriate for this research into "image". The research method for data collection was firstly based on focus groups interviews, and then on a survey (personal interviews) which took place during the months of March and April 1997 in four department stores of Debenhams in which 320 respondents participated. The findings of the research show evidence of the proposed "Three Dimensions' Brand Image" model existence, where the concept brand image is described as an amalgamation of two schools of thought, one which emphasizes the dependence of brand image creation upon the individual psyche, and the other which sees the marketers as the image creators. In addition, the findings show that in high and low brand image situations the functional dimension is perceived as the most important one, the next one is the non-functional dimension and the least important is the brand personality dimension. The research's findings show evidence of existence between brand image and brand success where high brand image leads to high brand success and low brand image leads to low brand success. The most important contribution of the proposed model as a new definition of brand image is its ability to act as an applied marketing concept for creating and managing the image of a brand, and by doing so it ceases to be purely a theoretical concept.

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Li, Kaer, and Xinyi Wang. "HOW DOES CO-BRANDING INFLUENCE BRAND IMAGE : A qualitative research on Supreme’s brand image from consumers’ perspectives." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-387949.

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Purpose- The purpose of this paper is to explore the influence of co-branding on brand images from consumers’ perspectives and whether the result of co-branding is consistent with the companies’ expectations or not. Design/methodology/approach- A qualitative research approach is adopted to allow a deeper insight into the impacts of Supreme co-branding from consumers’ perspectives. We conducted in-depth exploratory interviews with 7 consumers of Supreme to analyze the effect of co-branding and explain our research questions. Findings- Branding negligence can cause losses in attracting customers. Co-branding strategy has more advantages than disadvantages. Co-branding partners will influence customers’ brand image. Research limitations- The paper only focuses on the fashion industry and the research object is limited to a single brand’s customers, Supreme fans, without exploring the opinions of consumers of other partner brands. In addition, the age and gender of sample subjects are not evenly distributed.

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Hultman, Emma, Sylvio Hardy Razafimandimbison, and Ramin Nazem. "Aligning Brand Identity with Brand Image : An evaluation of a proposed method." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26776.

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Branding and the management of brands has become a highly prioritized aspect for com-panies to maintain lasting competitive advantage and to provide meaning to consumption. Therefore companies have adopted an inside-out approach in order to manage their brand. The challenge with an inside-out approach is to align the internal brand identity,what brands communicate, with the external brand image, what consumers perceive. Therefore two questions are crucial to answer; how does the brand want to be perceived and how is the brand actually perceived? There is a risk that gaps occur in the communication of the brand, and these gaps are crucial to monitor and prevent for effective brand management. This paper proposes a method on how to measure and align brand identity and brand im-age, based on existing theories and models regarding brand management. The method is evaluated through a case study, where the difference between Happy Plugs’ brand identity and brand image is analyzed. The method was designed using Kapferer’s Brand Pyramid and Brand Identity Prism. Both qualitative and quantitative data is used to examine how wide the gap between Happy Plugs’ brand identity and brand image is. The Happy Plugs brand is solely used as a tool to apply the designed method and evaluate the validity of it. The findings show that a gap in brand identity and brand image does occur, at higher levels of the brand pyramid, or brand identity. The results from the case study indicate that the designed model is an effective tool in identifying and measuring possible gaps, and is a use-ful approach for companies who wish to align their brand identity with brand image.

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Petráčková, Jana. "Image a identita značky - vybrané problémy." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-10757.

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This thesis focuses on building strong brands through brand image and brand identity. Therefore, an analysis of various factors that influence both brand image and brand identity was carried out. The most important of these factors are brand value and related brand value models, corporate social responsibility, and new trends in brand management as for example digital marketing, viral marketing, event marketing and sponsorship. The aim of the performed research is to identify the image of two most valuable sports brands, Nike and Adidas. Based on the results the image of both brands is compared and furthermore, a comparison of the Nike's brand image with its identity is performed.

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Zakharkina, Polina, and Christine Jansson. "Balansgången mellan kommersiell framgång och exklusiv image : ‐ Att lyckas med varumärkesutvidgning nedåt av lyxvarumärken." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-151991.

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Many luxury companies within the fashion industry today choose to extend their brands downwards in order to reach new customer segments and hence increase their profitability. A brand extension strategy that leverages the core values of the luxury brand is a new possibility for luxury brands to position themselves towards a broader customer base. Meanwhile there is a risk that the extension dilutes the image of the luxury brand and has a negative effect on the company in the long term. Thus a tradeoff exists between becoming more accessible and maintaining the exclusivity of the luxury brand. The objective of this thesis is to investigate how luxury brands that perform downward brand extensions to reach new markets can succeed with this strategy without diluting the brand image. This is achieved by studying the perceptions of the new target segment towards the extension of luxury brands. The results of the study show that the risk of brand dilution is minimized when the core values of the luxury brand are transferred to the brand extension while the extension at the same time is successfully targeted towards the specific customer segment.
Många lyxföretag inom modebranchen idag väljer att använda sig av varumärkesutvidgning nedåt för att nå ut till nya kundsegment och därigenom öka sin lönsamhet. Varumärkesutvidgningsstrategin som drar nytta av lyxvarumärkets kärnvärden är ett nytt sätt för lyxvarumärken att positionera sig gentemot en bredare kundbas. Samtidigt finns dock risken att utvidgningen kan ge upphov till urvattning av lyxvarumärkets image samt skada varumärket och därigenom påverka företaget negativt på sikt. Det finns således en balansgång mellan tillgänglighet och exklusivitet för lyxvarumärken. Syftet med uppsatsen är att undersöka hur lyxvarumärken som utvidgar sig nedåt för att nå en ny marknad kan lyckas med denna strategi utan att samtidigt urvattna sitt varumärke. Detta genom att undersöka den nya målgruppens uppfattningar kring varumärkesutvidgning av lyxvarumärken. Studiens resultat visar att risken för varumärkesurvattning minimeras då lyxvarumärkets kärnvärden överförs till utvidgningen samtidigt som den nischas mot den specifika målgruppen.

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Papežová, Zuzana. "Image značky Orbit na českém trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-206979.

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Master thesis named Image of the Orbit brand within the Czech market environment analyses the perception of this chewing gum brand Orbit within end customer. This perception is examined on the basis of the analysis of the brand elements and brand communication and through the field research. The work contains one theoretically and three practically focused chapters. The first chapter provides the theoretical background necessary for understanding the importance of the brand and its image. The performance of the company Wrigley, the chewing gum market description and marketing communications of brand Orbit are the essence of the second chapter. The third chapter consists of the process of the questioning and provides its assessment. The final chapter summarizes the results by using the SWOT analysis and provides the evaluation of outcomes and includes recommendations.

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Arklöf, Rebecca. "Seeking Opinions Concerning... : - the Swedish Olympic Committee and its Trademarks." Thesis, Umeå University, Umeå School of Business, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1458.

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Background: In the XX Winter Olympics 2006 in Torino the Swedish Olympic Team succeeded by winning 14 medals. The best result that Sweden has ever made during a Winter Olympics. The happiness was shortly after mixed with disputes between the Swedish Olympic Committee and Swedish companies. There were companies who wrongly had used the trademark ‘OS’ in their marketing campaigns. The disputes happened because the use of the protected trademarks concerning the Olympic Games are reserved only to the Swedish Olympic Committee’s sponsors.

Title: Seeking Opinions Concerning… - the Swedish Olympic Committee and its Trademarks.

Problem: What attitudes do people hold towards the Swedish Olympic Committee after the XX Winter Olympics 2006?

Purpose: The study aims to get an understanding about if people’s attitudes towards the SOC and its trademarks have changed after what has been written and said in media after the XX Winter Games 2006. In order to reach this understanding I will look at people’s knowledge about the SOC’s trademark, their prior knowledge and thoughts and finally their prior knowledge about the ‘Olympic pizza’.

Theory: By going from an initial description of the factors that make up a good brand and the different meanings to the word ‘brand’, the reader is taken through different steps to finally in the end see how attitudes are created.

Method: The study was done with a quantitative method through questionnaires, looking at the problem from the perspective of the Committee who are the ones affected by the results of the study. The collection of data was done through a non-random convenience selection in the community of Storuman with a total number of 76 respondents. Further, the study has a positivistic view and a deductive approach.

Result: The results were that the respondents’ first thought about the Swedish Olympic Committee was mostly indifferent, it seems like they did not have an opinion. Digging deeper it seems like after what has happened in the media the respondents’ attitudes have changed. There was not a big difference however in the number of people who had had an attitude change after the ‘Olympic pizza’ story compared to those who had not. The ones who had experienced attitude changes had had them towards the negative side.

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Šimánková, Klára. "Image a identita značky adidas." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193699.

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The master thesis deals with brand image and identity, the difference between brand perception from the customer point of view and from the creator point of view. The thesis is divided into theoretical and practical part. In the frame of theoretical part there is a brand definition, its components, functions which are the most important part of brand building since it is necessary to see the advantages of brands. This master thesis looks in details on brand value and models for measuring brand value. The practical part deals with market research through questionnaire, which is a base for evaluating image of the adidas brand. On the basis of the survey results the recommendations are made at the very end of the thesis.

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LIU, YI-LING, and 劉羿伶. "Exploring the Parent Brand Image–Extended Brand Image Link in Vertical Brand Extension." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/22649344763506478154.

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碩士
東海大學
國際經營與貿易學系
104
Abstract This study was designed to examine how the parent brand and diffusion brand reciprocally affect their images each other in vertical brand extension. By investigating and analysizing the young people to understand the extent of brand image, brand trust and brand love from main observation items; and using perceived fit and diffusion’s satistifaction to be the moderators for examining whether the avantage can be maximined after it launched the diffusion brand. 　　This study posted questionnaire on internet and asked for the customer of two department stores, college students from Tunghai unniversity and in Taiwan, Taichung to do it, then used SPSS process to analyses for subsequent empirical analysis. Empirical results verify that strengthen the parent brand love and brand trust would enhance the parent brand image, and the parent brand image can positive affect diffusion brand’s image directly; and the diffusion brand image can positive influence parent brand’s image through the diffusion brand trust. This paper also highlights practical implications for fast-fashion managers and policy makers. Key words: Vrtical brand extension, brand image, brand trust, brand love, perceived fit, satisfaction

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Lee, Hsin-Ling, and 李欣陵. "The Study of Brand Story, Brand Personality, and Brand Image: Examples of Brands in Taiwan." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/44320356091069880222.

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碩士
國立中山大學
企業管理學系研究所
98
Taiwan development started from agriculture and gradually moves to manufacturing to finally transform the economy into a high-tech industry. The economic miracle was based on Taiwanese diligence, perseverance, and dependability; but the process does not finish there. Since we have come to a knowledge economy era, lots of enterprises in Taiwan have developed from OEM, ODM to OBM to speed up internationalization and upgrade competitive advantages. The best answer from companies is to response quickly and become more creative, vivid and diversified enhancing clients’ involvement. Consequently, the “Storytelling” era has begun. Enterprises nowadays use “Brand Story” to draw customers’ attention. Based on this perspective, the study examines how brand stories affect the brand image and brand personality. By using qualitative research, the managers of these four interviewed companies shared experiences of developing brand stories, allowing us to understand the brand spirit and brand position through the use of touching true stories that express the unique image and personality of the brand. The study shows how brand stories influence consumers, employees and other stakeholders bringing the benefits and increasing recognitions, brand image and word-of-mouth. The influencing power of brand stories is truly beyond imagination.

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"Brand image of major beer brands in Hong Kong." 1998. http://library.cuhk.edu.hk/record=b5889375.

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by Cheng Shu Yan, Sin Kim Nam.
Includes questionnaire.
Thesis (M.B.A.)--Chinese University of Hong Kong, 1998.
Includes bibliographical references (leaves 82-83).
ABSTRACT --- p.ii
TABLE OF CONTENTS --- p.iii
LIST OF ILLUSTRATIONS --- p.iv
LIST OF TABLES --- p.v
PREFACE --- p.vi
Chapter
Chapter I. --- INTRODUCTION --- p.1
Chapter II. --- OBJECTIVE --- p.5
Chapter III. --- METHODOLOGY --- p.6
Chapter IV. --- HONG KONG BEER MARKET --- p.9
Chapter V. --- PHENOMENA OF HONG KONG BEER MARKET --- p.26
Chapter VI. --- BRAND IMAGE AND BRAND IDENTITY: LITERATURE REVIEW --- p.30
Chapter VII. --- RESEARCH ON BRAND IMAGE AND PERSONALITY OF BEER BRANDS --- p.44
Chapter VIII. --- DISCUSSION --- p.57
Chapter IX. --- CONCLUSION --- p.62
APPENDIX --- p.66
BIBLIOGRAPHY --- p.82

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Lu, Zongyeh, and 呂宗曄. "Brand Extensions Strategy of the Parent Brand Image." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/91289331483087175444.

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碩士
中國文化大學
國際企業管理學系
101
Due to the high failure rates of new products lunching, many firms adopt a brand extension strategy to improve new product lunch performances. Authors believe that consumers tend to respond more favorably to extensions into product categories similar to the parent brand. Few researchers, however, ever investigated brand extension per-formance under the situation that parent brands launch extensions into distant product categories. Based on signaling theory, this study aims to understand the feedback effect of brand extension strategy on parent brand image when parent brands launch exten-sions into distant product categories. The results of this study provide supports for most of our hypotheses.

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何秀玉. "Brand image, advertising image of the brand purchase intention of the association studies." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/46126052189003650134.

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Huang, Kuan-Chi, and 黃冠錡. "The Impact of Brand Awareness, Brand Image and Brand Extension on Brand Equity." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/39056462778443132944.

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碩士
國立體育學院
休閒產業經營學系碩士班
95
In today’s market, having a well thought through brand strategy is a main contribution to corporate success. The ability to commercialize new products successfully strikes at the heart of company competitiveness. There are many practical methods to develop the brand and product. Brand extensions have been the core of strategic growth for a variety of firms during the past decades. This research focuses on the impact of brand awareness and brand image through the brand extension strategy that included product-related extension and non-product-related extension. There are two main purposes in this study. This study confirms that do brand awareness and brand image influence brand equity in the first and does brand extension strategy actually make contribution to brand equity in the second. The research method of this study used an experiment design and there are 210 respondents during April, 2007. The results of this study are that both brand awareness and brand image have significant influence on brand equity in study 1. But study 2 shows that brand equity does not have significant influenced under the use of brand extension strategies. As this result, this study concludes that the brand awareness and image are important factors to brand equity. But they are not really extended to new products by extension strategy, especially in non-product-related categories.

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黃冠錡. "The Impact of Brand Awareness, Brand Image and Brand Extension on Brand Equity." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/35505810994198301087.

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碩士
國立體育大學
休閒產業經營學系碩士班
95
In today’s market, having a well thought through brand strategy is a main contribution to corporate success. The ability to commercialize new products successfully strikes at the heart of company competitiveness. There are many practical methods to develop the brand and product. Brand extensions have been the core of strategic growth for a variety of firms during the past decades. This research focuses on the impact of brand awareness and brand image through the brand extension strategy that included product-related extension and non-product-related extension. There are two main purposes in this study. This study confirms that do brand awareness and brand image influence brand equity in the first and does brand extension strategy actually make contribution to brand equity in the second. The research method of this study used an experiment design and there are 210 respondents during April, 2007. The results of this study are that both brand awareness and brand image have significant influence on brand equity in study 1. But study 2 shows that brand equity does not have significant influenced under the use of brand extension strategies. As this result, this study concludes that the brand awareness and image are important factors to brand equity. But they are not really extended to new products by extension strategy, especially in non-product-related categories.

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Ying, Lin Tsui, and 林翠瑩. "The Relationships among Brand Image、Brand Relationship Quality and Brand Loyalty." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/79236692599823888111.

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碩士
南台科技大學
行銷與流通管理系
92
Brand is an important tool for business to communicate with consumer. Furthermore, it also a key point for customers to make purchase decision and judgment. The more brand image values the brand has, the more brand relationship quality would be established by consumers. In recent years, the retailer’s have more channel advantag and more aggressive to develop the private brands. In order to attract consumers to purchase products, firms develop their private brands enthusiastically. Nowadays, the consumers have known more about private brands. This research investigates two types of retailing operation in Tainan－convenience store and　mass merchandiser. The purpose is to find out the relationships among brand image、brand relationship quality and brand loyalty. The results of the analysis are as follows： 1.Functional image will influence brand loyalty positively, but abstract image and organize image will have different effects owing to type of operation. 2.Functional image and abstract image will influence brand relationship quality positively, and brand relationship quality will enhance brand loyalty. 3.Brand relationship quality is an important mediate variable between brand image and brand loyalty. 4.The convenience store has to take all brand images tactics to enhance consumer’s brand loyalty, but the mass merchandiser has to emphasis on functional image to develop their private brand.

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Lin, Pei-Chin, and 林佩津. "A Study of Relationships among Brand Story, Brand Image, Brand Identification and Brand Attachment." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/74541937278337704833.

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碩士
大葉大學
管理學院碩士在職專班
103
This study aimed to investigate the influence of corporation brand story on the brand attachment, including the effect of the brand story to the brand image, the brand identification and the brand attachment, the effect of brand image and the brand identification to the brand attachment. It is also to confirm the mediators of the brand image and the brand identification. The results showed that: 1.The ability of the brand story has positive effects on the brand image. 2. The empathy of the brand story has positive effects only on experiential brand image. 3 The brand image has positive effects on the brand identification. 4 .The brand identification has positive effects only on the brand prominence of brand attachment. 5. The brand identification is the mediators that the experiential brand image affects the brand attachment. 6. The brand identification is the mediators that the symbolic, functional brand image affects the brand prominence of the brand attachment. Finally, we put forward practical implications of the study and propose on future research. Keywords: brand story, brand image, brand identification, brand attachment

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Pei-Chi, Liang, and 梁佩琪. "The Effect of Brand Extension Strategy on Brand Image." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/65726271430370385887.

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碩士
中國文化大學
國際企業管理研究所
93
The Effect of Brand Extension Strategy on Brand Image Student：Liang Pei-Chi Advisor：Prof . Wayne S. Chow; Yang Tai-Ning Chinese Culture University ABSTRACT This research is mainly focusing on the makeup industry to find out the best way to introduce the brand to new customers or newer products to existing customers with positive image build up. The makup brand SK-II is used as a demonstration to give some sales strategies in the makeup industry. The main purpose of conducting this research is to see whether it is likely to succeed to introduce further products such as perfumes as an example in SK-II. This study uses the literature preview as a probe to find out: 1.The best way to introduce newer products such as perfumes. 2.Whether such products would meet the company's present image. 3.The standards of current customers set on the company's products. From the 303 questionaires done by consumers it shows that by introducing new products such as perfume may effect the image of the company. After an SEM (Structural Equation Model) analysis it shows that customers who held a affect towards the company's products would be more interested in our future products other than makeup products and likely to introduce the brand and products of family and friends. After analysing the research the conclusion is that the company should consider how to make the current customers favours the brand more, and both current and future producsts should be fashionable. All these points should be taken into consideration when a makeup brand wishes to introduce further products and buil up the company's image. Research was focaus on the brand extension strategy effect of brnad image. Key words: brand extension; brand image; brand; marketing strategy; SEM.

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Ku, Ting-Hua, and 古庭華. "Occupational Pellets Brand Image; Brand Attitude;Purchase Intention Study." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/17590325646921355647.

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碩士
中國文化大學
國際企業管理學系
101
In recent years, the national income and improve the implementation and two days off every week, so more and more people are willing to spend time and money on leisure sports, and occupation of the popular movement, and many people began to concern the occupation movement, in addition to watch programs are more and more people are willing to approach to watch and buy merchandise, but how a occu-pation pellet talent showing itself is an important topic.This study discusses occupa-tion pellet to establish brand image to enhance the target consumer group identity, to enhance consumer brand attitude and purchase intention. Objective: the purpose of this study was to explore the relationships between occupation sports team brand image, brand attitude, purchase intention, and to pro-vide the sports industry related units to formulate development policies. A question-naire survey method to collect data, questionnaire recovery after the application of SPSS for Windows 17 statistical software package, were conducted descriptive sta-tistical analysis, one-way ANOVA, analysis, validity of hierarchical regression anal-ysis. Results: (1) have positive influence relationship between brand image and pur-chase intention; (2) the brand image and brand attitude positively influences; (3) the brand image and brand attitude positively influences brand attitude; (4) has a medi-ating effect on brand image and purchase intention.Research. Conclusion: the occupation sport teams should to establish team brand image as the most important consideration, in order to improve the recognition of the pellet fans, fans of the team and enhance the brand attitude. Occupation sports team should pay attention to the fans brand attitude, as shown by fans of the brand attitude is an important asset occupation sports team; the brand image and the fans and the fans purchase intention depends on the occupation of pellets brand attitude, so the occupation sport teams from the brand image and brand attitude at strategies for improvement, and fans of the occupation pellet commodity purchase intention.

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Crespo, María De Las Nieves Rojas. "How booking.com's brand identity compares to its brand image." Master's thesis, 2020. http://hdl.handle.net/10362/106990.

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This paper studies Booking.com brand’s identity and how it compares to its brand image. Kapferer Brand Identity Prism (2008) is used to identify the main brand elements that build the identity. Once defined, the comparison with the customer’s opinion is done using a sample of 12Portuguese, men and women, collected conducting a qualitative research. The main brand attributes are not always equally perceived by the consumer. That is why it is concluded that in today’s constantly changing reality, some of thebrand identity facets aremore dynamic and should be adapted to meet the new customer desires that changes over time.

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Jeng, An-Sheng, and 鄭安盛. "A Study of Relationships among Brand Positioning, Brand Image and Brand Equity." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/10975512080254256440.

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碩士
國立屏東商業技術學院
行銷與流通管理系
93
This empirical study attempted to find the relationships among brand positioning, brand image and brand equity. The brand image was used as the interval variable for researching the influence effect between brand positioning and brand equity. This study selected consumers with private label brand purchase experiences from Costco’s or Carrefour for the empirical as the study sample. The sample contained 250 consumers. The final sample of 234 valid questionnaires was obtained. We use t-test, Pearson correlation, and regression statistics. This research reaches the following conclusions: 1. Different brand positioning should have different effects on brand image. Moreover, the medium-value strategy (medium-quality & medium-price) is better than the economy strategy (low-quality & low-price). 2. Different brand positioning should have different effects on brand equity. Moreover, the medium-value strategy (medium-quality & medium-price) is better than the economy strategy (low-quality & low-price). When constructing the surface to analysis in brand equity, only brand awareness is not influenced by brand positioning. 3. The brand image significantly influences brand equity. 4. The brand image is a flexible factor that interacts with the brand positioning. Ultimately, this interaction results in brand equity.

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Wang, He-Rong, and 王鶴蓉. "Meta-Analysis of Brand Image." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/6wu9at.

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碩士
銘傳大學
管理研究所
95
The research aims to support managers and researchers to improve their effectiveness. For this reason, the research conducts a mate-analysis that aggregates empirical findings from the brand image literatures. These literatures collect from ProQuest electric data bank and Business Source Premier-BSP electric data bank and use the keywords “brand image”. Then it follows the four principals to choose the appropriate research. At last 38 literatures are used to analyze and discuss. This research’s meta-analysis framework discusses brand image, brand awareness, perceived quality and community; moreover, this research further experiment the framework that how to affect customer’s performance and company’s performance. This research provides a quantitative summary of the findings regarding on the meta-analysis framework. This research also finds that the correlation of the perceived quality-company’s performance is strong. The correlation of brand awareness-customer’s performance and the community-customer’s performance are mezzo strong. The customer’s performance is the mediator between brand awareness and company’s performance. The contribution to management and further research of this research are stated in following. In order to improve company’s performance, they have to enhance customer’s perceived quality. Although Companies want to enhance their brand recognition; however, they spend more costs and resulting in a reduction of company’s performance. Further research can make a study of the antecedents of brand image. Other mediators to the meta-analysis framework can be studied and discussed.

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Fu, Ya-Ling, and 傅雅鈴. "The effects of brand story''s dimensions on brand image: How authenticity, narrator and plot affect perceived brand image." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/12127302124239277953.

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碩士
元智大學
企業管理學系
96
It has been discovered that many successful brand has well-known brand story and companies tend to tell their story to persuade consumers. Also, it can be derived that what a brand make sense to customers is based in part on the brand story. This study is trying to discuss the importance of brand story and explore the relationship between brand story’s dimensions and consumers’ perceived brand image. This study adopted 2×2×2 experiment design, among which are authenticity (high/low), narrator (first-person/non-first-person), and plot (clear/non-clear). We used SPSS to test our hypotheses and examined the effects of variables. In our findings, the results of analyses indicated that authenticity, narrator and plot truly impact consumers’ perceived brand image. Brand story with high authenticity, clear plot, and told by first-person narrator will induce more positive brand image than those perceived as lower authenticity, non clear plot and told by non-first-person narrator.

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Yang, I.-Jye, and 楊翌婕. "The relationships among Brand Image, Brand Equity and Brand Licensing-Brand Love as the Moderator." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/8yj6qx.

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碩士
國立臺北商業大學
商學研究所
103
Franchising industry has been developed in Taiwan for over 30 years. Brand is the most important link in franchising system. To build a good franchising brand is the first step to develop franchisees as well as one of the important considerations when franchisees select franchising systems. Brand building is non-overnight, but must be developed and maintained for a long term through the joint effort between headquarters and franchisees so as to create excellent franchisees brands. This study investigated the relationship among brand image, brand equity and brand licensing. This study distributed a total of 127 questionnaires through personal visits to heads of each franchisees store, collecting 120 effective samples, with effective sample recovery reaching (94.49%). The collected data applied SPSS 20.0 software as a model validation tool. The results show that (1) brand image has a positive impact on brand equity; (2) brand image has a positive impact on brand licensing; (3) brand licensing has a positive impact on brand equity; (4) brand love positively interferes with the effect of brand image on brand equity; (5) brand love positively interferes with the effect of brand image on brand licensing; (6) brand love positively interferes with the effect of brand licensing on brand equity. This study proposes the management implications and specific recommendations for practical operation in accordance with the above findings as the reference for the practical application and follow-up studies.

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LUO, YUAN-LONG, and 羅元隆. "The Relationships among Brand Image, Brand Loyalty and Customer Satisfaction: A Study on Tennis Racket Brands." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/upyxdt.

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碩士
大葉大學
企業管理學系碩士班
107
This study aims to explore relationships among brand image, customer satisfaction and brand loyalty by using Taiwanese tennis participants as the focus of the research. Questionnaire survey was conducted by means of convenient sampling. A total of 150 questionnaires were sent out, of which 142 were valid questionnaires. The data were analyzed by SPSS statistical Item analysis, Factor analysis, Reliability analysis, and the following conclusions were obtained: Taiwanese tennis participants Most of the males are mostly aged between 20 and 29 years old. The age of the ball is more than 5 years. The occupation is mostly students. The main tennis racket brand currently used is the Wilson. The following suggestions are made for this research result: The tennis racket player can lock a group to promote the brand and increase the market share of the brand. Second, the tennis player will try new products for mainstream brands, increase the awareness of tennis players on the new racket, and effectively improve the new products. Sales; Third, tennis shooters want to promote related games, increase product exposure or conduct trials to promote products. Key Word: Tennis racket；Brand image；Customer satisfaction；Brand

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Sun, Yu-Jhen, and 孫瑀蓁. "A Study on the Relationship among Brand Anthropomorphism, Brand Image, and Brand Trust." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/4sr26p.

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碩士
國立東華大學
企業管理學系
105
Whether the mascot that has human’s limb or the product that has anthropomorphic characteristics on it are both common ways for companies to market their brand. Through the anthropomorphic way to attract the attention of consumers and establish a good brand image on consumer’s memory, which can achieve the results that the company expected. According to the questionnaire, this study explored the four types of brand anthropomorphic form, and precisely defines the scope of brand anthropomorphism; and also discusses whether brand anthropomorphism will affect consumers' thinking about the brand. The findings are summarized as follows: 1. Brand anthropomorphism will positively affect the self-congruity between the consumer and the brand. 2. Brand anthropomorphism will improve the brand image that exists in the consumer’s memory. 3. When the degree of self-congruity between the consumer and the brand is higher, it will be considered that consumers tend to identify and like the brand. 4. When the brand image that exists in consumer’s memory is more positive, the consumer would tend to produce positive identification and like the brand. 5. When the degree of brand liking on consumer is higher, it shows that the consumer to identify the brand more easily. 6. Both of brand identity and brand liking will positively impact on brand trust. Keywords: brand anthropomorphism, self-congruity, brand identity, brand liking, brand trust

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CHANG, CHING-CHIA, and 張靖佳. "Exploring the Relationships among Experiential marketing、 Brand Attitude、Brand Image and Brand Equity." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/btnj6j.

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碩士
臺北市立大學
休閒運動管理學系碩士班
103
There’s a significant growth in popularity of road running in Taiwan, and many companies are holding or sponsoring road running events. The North Face (hereafter, TNF), a world famous outdoor sports brand, extends the scope of running beyond road running by introducing cross-country running to the Taiwanese runners. TNF not only organizes cross-country races but also holds designated training events – an application of experiential marketing to cultivate strong relationship with its potential consumers. As the number of sport participants increases, the need for sporting products and the value of sports industry grow simultaneously. Aiming to effectively communicate with consumers, sports brands adopt various marketing strategies, one of which is experiential marketing. Through experiential marketing, the brand offers unique and profound experiences to its customers and creates strong differentiation from its competitors, eventually allowing the brand to enjoy pricing and competitive advantage. This study intend to investigate whether TNF’s experiential marketing program influences participants’ brand attitude, perceived brand image and perceived brand equity of TNF. Questionnaires were distributed to the consumers of the ―TNF Go Out Club‖. 116 questionnaires were distributed and 101 questionnaires were recovered with a response rate of 87%. Data was analyzed by descriptive statistics, canonical analysis and path analysis. The key findings are as follows: (a) perception of experiential marketing, brand attitude, perceived brand image and perceived brand equity positively correlate with each other; (b) perception of experiential marketing increases perceived brand equity through enhanced brand attitude; (c) perception of experiential marketing also alters perceived brand image through strengthened brand attitude. The results suggest that TNF experiential marketing programs should focus on developing a holistic experience for the consumers. Such pleasant experiences could develop stronger brand preference and purchase intention. Furthermore, consumers who go through an enjoyable experiential marketing program also show higher willingness to buy afterwards.

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Lin, Wan-Ni, and 林宛妮. "The Relationships among Brand Image , Brand Loyalty and Brand Identity of News Websites." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/93030149612322422646.

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碩士
銘傳大學
傳播管理學系碩士班
99
In recent years, the gradual extension and expand of the brand on the media. In addition to major companies, media brand will be an important strategy of the marketing.Results of the current investigation, Udn.com have the most users of the news websites. The study will be among the top three news websites as research objects, rank order of Udn.com , Nextmedia.com and Chinatimes.com. According to the survey, the students were the heavier users of the internet in Taiwan. Therefore, the study samples for college of communication students in Taipei city. Using questionnaire survey and statistical analysis for SPSS12.0. The aim of the present study focuses on the relationships among brand image, brand identity and brand loyalty. The results of the study were that Udn.com was the highest level of understanding in brand image, brand identity and brand loyalty. Association between the variables showed positive correlations. Overall, based on the results, another aim was expect to given a feasible suggestions on the future of media brand development.

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LU, SZU-MING, and 盧思銘. "The Study of the Relationship between Brand Image, Brand Extension, and Brand Value." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/9jsd22.

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碩士
國立高雄科技大學
運籌管理系
107
In recent years, brand awareness plays an important role in consumers’ buying decision, and consequently various industries have invested lots of resources to raise their brand awareness to improve their brand value. It is hoped that brand awareness will help companies survive or expand as the environment becomes more competitive. However, no matter what brand or operational strategy companies utilize, they all need brand image to build customers confidence. Thus, the main purpose of this research is to explore the relations among brand image, brand extension and brand value. This research targets consumer groups having Nike, New Balance, and Adidas product experience. We then design a questionnaire and a sample of 341 observations were collected, followed by statistical analysis. The research results show that the relations among brand image, brand extension and brand value are significant. Brand image has a positive impact on brand extension; brand image and brand extension have positive impact on brand value; brand extension has partial mediation effect on brand image and brand value.

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Liang, Ray-Chieh, and 梁瑞杰. "The Study of Molding Luxury Brand Image From Brand Equity." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/12110230333925070891.

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碩士
輔仁大學
應用美術學系碩士班
98
This Research based on the Brand Equity from the four sub-dimensions to investigating the Brand Image of the two sub- dimensions, Furthermore, adding the consumer variables in the Taipei area; This Research purpose were discussed the 1.What’s effects in Luxury Goods brand Image of emotional and functional and consumer behavior; 2.Analysising the relation between Brand Equity and Brand Image in Taipei area;3.Giving Suggestion to SHIATZY-CHEN.The main findings of this study include:1.There was statistic significant influence for brand image of emotional;2.There was statistic significant influence for Perceived Quality more then brand image of emotional;3.The SHIATZY-CHEN can be to emphasize its classic design techniques, style of models, in order to strengthen the brand image of the minds pf consumers.

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Chen, Hui-Chieh, and 陳卉婕. "Explore the Higher Education Brand Image through Brand Concept Map." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/91717224320924251871.

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碩士
育達科技大學
企業管理所
103
Branding is an important strategic concept both for recruiting and retaining students, especially in the Higher Education industry. This research integrates the theoretical foundation of brand association and associative network memory mode of cognition psychology and for the first time applies it to the study of the school brand image. The research method of this study adopted the Brand Concept Model (BCM) developed by John et al. (2006), resulting two public brand concept diagrams for further examining the branding of Yu Da University of Science and Technology. Specifically, forty questionnaires were collected from the general public outside the school, producing thirty-eight valid questionnaires for the first diagram. In addition, forty questionnaires were collected from the students, producing thirty-seven valid questionnaires for the second diagram. Discussions of the findings and managerial implications were provided.

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50

Wu, Pei-Wen, and 吳佩玟. "Relationships among Brand Image, Fit and Evaluation of Brand Extension." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/05263370611628086744.

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碩士
靜宜大學
企業管理學系
103
The purpose of the present study aims to investigate factors that influence consumers’ evaluation of brand extension. After reviewing the literature, brand image and fit were taken as two major variables that influenced evaluation of brand extension. Four related facets of Fit included Needs satisfied, Usage situations, Manufacturing skills, Component parts. That was to examine how the consumers (iPhone users) respond to the latest similar iphone models iPhone 6 and iPhone 6 Plus by evaluating their responses to the brand extension evaluation, brand image, and fit. The present study grounded on related literature to construct the theory, research framework, and the basis of research instrument. The research design was using a survey, which focus on iPhone user in Taichung. Questionnaires were analyzed by SPSS statistical software for credibility, Pearson's product-moment correlation, multiple regression procedure, and related statistic analysis. The researcher distributed iPhone 6 and iPhone 6 Plus usage survey 100 questionnaires each and had 200 valid and completed surveys in total. The findings in this study were as follows:(1) Brand image has significant positive effect on the brand extension evaluation; (2)Fit has significant positive effect on the brand extension evaluation; (3) Brand image has significant positive effect on the Fit; (4) Brand image and brand extension evaluation through fit have mediation. Finally, the related suggestions will be provided by following researching result.

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Dissertations / Theses on the topic 'Brand image'

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