Dissertations / Theses on the topic 'Brand name products – Planning'
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Fok, Gary S. "The role of brands in corporate strategies in Hong Kong /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1404027X.
Full textFok, Gary S., and 霍紹城. "The role of brands in corporate strategies in Hong Kong." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1995. http://hub.hku.hk/bib/B31266484.
Full textTomazel, Patricia Boaria. "A estratégia de marca única e sua interferência nas operações de serviço ao cliente : estudo de caso no grupo Tramontina." reponame:Repositório Institucional da UCS, 2015. https://repositorio.ucs.br/handle/11338/957.
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The only brand strategy is adopted by organizations to allow them to establish a strategic identity, recognition and greater visibility across the consumer market. However, the strategy of working with one brand or brand extension, the company requires a careful evaluation of the benefits and wear this strategic decision will trigger on the customer service operations, responsible for managing the services and the value delivered to the customer or consumer. Thus, this work owned as main objective to evaluate the effect that the single brand strategy Tramontina causes in customer service operations, strategic business units of the business group. To identify and analyze the interference was possible to measure the level of the internal operations of the different units of the group and consequently, the customers and consumers of the business group. Among the agents involved, the study field is composed by ten strategic business units of Tramontina’s group, using the brand extension in their products and services. The study was conducted as a case study with qualitative, descriptive exploratory, implemented through direct observation, document research, individual interviews, form submission with open questions, with 25 members of the Tramontina’s group and 10 guests from ten strategic business units of the business group. Content analysis was performed by means of categorization and interpretation of data. As a result, it was found that the only brand strategy facilitates the entry of new products to market, resulting in remembrance in memory of customers, both positive and negative. However, if the organization uses the brand extension does not have a structured customer service in the pre-transactional, transactional and post-transactional stages, with front line and rear set, brand value, loyalty and customer satisfaction and consumers will be affected. In the specific case of the group analyzed for this work, it was found that the front line in the post-transactional phase does not have a standard structure, and does not occur centrality regarding the services, just as occurs with the brand. Thus, this study can assist companies with only brand to plan their customer service operations as a competitive factor and understand the interference of this kind of brand strategy, on its operations.
Mugobo, Virimai. "Re-branding Zimbabwe : a transformative and challenging process." Thesis, Cape Peninsula University of Technology, 2013. http://hdl.handle.net/20.500.11838/2091.
Full textDuring the past few decades, nation branding has emerged as one of the key strategies for national economic development. Many nations across the world, both developed and developing, have embraced the concept as they compete against each other for export markets, foreign direct investment, tourists, scarce human resources and international leverage and influence. Nation branding has now become one of the critical drivers for country differentiation and the creation of sustainable competitive advantages for nations. This thesis explores the concept of nation branding and investigates its applicability to Zimbabwe, a country which has been riddled with various socio-economic and political challenges during the past two decades. The main purpose of the thesis was to develop a model that can be used to re-brand Zimbabwe. This research study adopted a mixed-methods approach through the amalgamation of both qualitative and quantitative research methodologies. A survey questionnaire was administered to respondents who included Zimbabweans as well as people who are not Zimbabwean citizens. The qualitative phase of the research study consisted of depth interviews with various branding practitioners, managers in both the private and public sectors and academics inside and outside of Zimbabwe. Four summarised case studies were also carried out in order to draw lessons from cases of successful and unsuccessful nation branding programmes in different parts of the world. According to the research findings, Zimbabwe has a negative image on the global map. The country needs to be re-branded and the majority of Zimbabweans are willing to be part of this process. However, for the re-branding initiative to be successful there should be a comprehensive transformation of the country's socio-political, economic and legal systems in order to create an enabling environment that is conducive for the effective application of nation branding strategies. The findings further reinforce the notion that re-branding should be part of a broader national economic development strategy for the country. The thesis concludes with the propagation of two models viz, the transformative process model for the re-branding of Zimbabwe and the re-branding as a transformative learning process model.
Kong, Wa-nam Wallace. "Brand image in China /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1404030X.
Full text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.
Full textScott-Kolarova, Elizabeth. "Brand portfolio strategy in the wood products industry : consideration of brand assocations in a co-branding environment /." Thesis, Connect to this title online; UW restricted, 2008. http://hdl.handle.net/1773/5500.
Full textLiu, Ziyu. "Celebrity endorsements of branded apparel and its role in printed advertising." Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/1178.
Full textWiding, Robert E. "Computer-assisted and static information provision formats : comparisons on reactions, time, and decision quality /." Connect to resource, 1986. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1262269327.
Full textKwan, Man Ching. "A self-based perspective for consumer-brand relationship : understanding the role of brand attachment in brand equity creation." HKBU Institutional Repository, 2011. http://repository.hkbu.edu.hk/etd_ra/1261.
Full textMartin, William Carroll. "Investigating the antecedents and consequences of perceived connectedness to brand users brand communities versus brand collectivities /." Diss., Mississippi State : Mississippi State University, 2009. http://library.msstate.edu/etd/show.asp?etd=etd-03262009-122935.
Full textBuddle, Richard. "The dyadic brand : a systematic enquiry to explore the confusion embedded in brand literature, and to inform the development of a simpler brand model that clarifies the roles of the consumer and custodian /." full text via ADT, 2007. http://erl.canberra.edu.au/public/adt-AUC20080829.120412/index.html.
Full textVarma, Tulika M. "Corporate branding on the Web : a content analysis of stakeholder communication by U.S. and Japanese global companies /." Ohio : Ohio University, 2005. http://www.ohiolink.edu/etd/view.cgi?ohiou----------.
Full textHarris, Fiona J. "Internal factors affecting brand performance." n.p, 2001. http://ethos.bl.uk/.
Full textSultan, Abdullah J. "The relationship between new brand information exposure and future purchase intention the moderating role of brand implicit image /." Pullman, Wash. : Washington State University, 2008. http://www.dissertations.wsu.edu/Dissertations/Fall2008/a_sultan_11609.pdf.
Full textWang, Hua. "The effects of marketing mix on brand equity /." View abstract or full-text, 2005. http://library.ust.hk/cgi/db/thesis.pl?MARK%202005%20WANG.
Full textMa, Yun. "The role of consumer knowledge in consumer evaluations of brand extension a thesis submitted to Auckland University of Technology in partial fulfilment of the degree of Master of Business, 2005." Full thesis. Abstract, 2005.
Find full textHuang, Rong 1973. "Exploration of brand equity measures : linking customer mind-set measure to product-market performance measure." Thesis, McGill University, 2008. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=115606.
Full textTheoretical Framework: My main theoretical framework will be brand equity literature. I draw upon the Brand Value Chain framework (Keller & Lehmann, 2(03) to explore the conceptual differences between two types of brand equity measurements, namely customer mind-set and product-market performance measurements. Furthermore, I also use Keller's (1993) Customer-Based Brand Equity concept to explore how specific marketing activities impact the brand equity theoretically.
Data and Methodology: This thesis measures brand equity by two methods: customer mind-set (Keller, 1993) and revenue premium (Ailawadi, Lehmann, & Neslin, 2(03). I use two types of data in the empirical analyses. Survey data, procured from a consumer-packaged product company 1, is used to measure customer mind-set brand equity. This unique data consists of proprietary equity scan surveys on 11 brands from 2004 -- 2006 in the United States. The measurement model of brand equity is rooted in Keller's customer-based brand equity concept (1993). The measurements include brand awareness, brand performance, brand image, brand judgment, brand feelings and brand resonance (Keller, 2(01). The second data is from commercial sources, including IRI and TNS, for the specific brands and time periods corresponding to the survey data and includes revenue premium, price, sales, distribution, promotion, and advertising information. Various techniques are employed for analyses including descriptive and reliability analyses, correlation analyses, multiple-regression, and cross-validation.
Contribution: The contribution ofthis thesis is threefold. Firstly, it sheds light on the underlying theory and relationship between two types of brand equity measurements and provides empirical test of the theory. Secondly, it provides a systematic exploration of the impact of marketing mix elements on brand equity using real market data and two different measurements. Third, it offers very practical guidance for managers on how to choose a specific brand equity measures and how to track the brand equity measures over time for their brands.
1Because a confidential agreement with this company, the company name, brands name as well as product category will be disguised in the thesis.
Kim, Woo Sung. "Product quality, image, and salient association levels as factors in brand extendibility /." view abstract or download file of text, 2001. http://wwwlib.umi.com/cr/uoregon/fullcit?p3024519.
Full textTypescript. Includes vita and abstract. Includes bibliographical references (leaves 155-163). Also available for download via the World Wide Web; free to University of Oregon users.
Bucker, Silke. "Assessing brand fit using conjoint analysis." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/4143.
Full textENGLISH ABSTRACT: Many studies have been conducted on the occurrence of brand image transfer, but very few of them have focused on one of the most important determinants of such transfer namely, brand fit. Brand image transfer is the transfer of brand associations, attributed to another entity, to the brand, while brand fit has been defined as a consumer learning process that seeks to match those brand associations held of the relevant brands involved. This study proposes to assess brand fit. Since a variety of brands were involved in this study, conjoint analysis was used as a method of assesing brand fit. In particular, choice-based conjoint analysis was singled out because of its capability to allow the relative advantage of brands considered jointly to be ascertained. Brands might not be able to be measured if taken one at a time. Both qualitative and quantitative research methods were employed in order to assess brand fit using conjoint analysis, which was the main reason for this study. Rugby sponsorships were chosen to asses brand fit, as this particular game is the second most-watched sport in South Africa, with the highest monetary value attached to its sponsorships at the time of this study. The qualitative research was accomplished by using focus groups to determine which brands were typically perceived to be associated with the Springbok rugby brand. The different industries and brands used in the focus groups were selected on the grounds of their being current, previous, and potential sponsors of the Springbok rugby brand. The quantitative research was conducted by means of an online questionnaire, sent via a link in an email to a chosen database on the social networking site, ‘Facebook’. A screening question served to ensure that only rugby supporters would be eligible to complete the survey. The information was captured in ‘real time’ in the conjoint analysis software, thereby determining which brands were perceived to best fit the Springbok rugby brand. The realised sample was composed of a younger, more male-dominated group. All respondents were also Springbok supporters who possessed sufficient knowledge on the Springbok brand and sponsors. There were six brands identified to fit the Springbok rugby brand, namely, Castle, Vodacom, SASOL, Canterbury, Nike, and Adidas. These identified brands proved that the study did indeed assess brand fit using conjoint analysis. Conclusions were drawn that brand fit could be established in a variety of ways. The most dominant ways were by leveraging the sponsorship, and also by sponsoring on a continuing basis. These two ways serve to inform consumers of the sponsorship, making them aware of the brands, and building the basis of brand fit in their minds. Brand fit was also achieved based on similar brand images of the two different brands. It was found that brand fit was absolutely essential for a successful brand image transfer. Before undertaking a sponsorship, it is important to establish if a perceived brand fit between the various brands will be perceived. If not, additional leveraging of the sponsorship, by means of a marketing campaign, should be used to teach consumers the basis of the brand fit between the various brands.
AFRIKAANSE OPSOMMING: Talle studies is reeds uitgevoer aangaande handelsmerk beeld oordrag, maar baie min van hierdie studies het gefokus op een van die belangrikste determinante van diesins, naamlik handelsmerk pas. Handelsmerk beeld oordrag is die oordrag van die handelsmerk assosiasies, toegeskryf aan ‘n spesifieke entiteit, na die betrokke handelsmerk, terwyl handelsmerk pas gedefinieër word as 'n verbruiker leerproses wat poog om die handelsmerk assosiasies van die betrokke handelsmerke te laat pas. Hierdie studie poog om handelsmerk pas te beoordeel. As gevolg van die verskeidenheid handelsmerke betrokke in hierdie studie is vereenigde analise gebruik as 'n metode om handelsmerk pas te beoordeel. Besluitneming-gebaseerde vereenigde analise is gekies aangesien dit die vermoë het om die relatiewe voordeel van handelsmerke wat as gesamentlik beskou word vas te stel. Handelsmerke sal nie akkuraat gemeet word op individuele basis nie. Kwalitatiewe en kwantitatiewe navorsing is gedoen om handelsmerk pas te beoordeel met behulp van vereenigde analise, en dit was die hoof doelwit van hierdie studie. Rugby borgskappe is gekies om handelsmerk pas te beoordeel aangesien dit die tweede grootste kykertal in Suid-Afrika het, asook die hoogste monetêre waarde geheg aan borgskappe gedurende die tyd van hierdie studie. Kwalitatiewe navorsing is gedoen, met behulp van fokusgroepe, om te bepaal watter handelsmerke geassosieër word met die Springbok rugby handelsmerk. Die verskillende industrieë en handelsmerke gebruik in die fokus groepe is geselekteer deur die navorser op grond van huidige, vorige en potensiële borgskap van die Springbok rugby handelsmerk. Kwantitatiewe navorsing is gedoen met behulp van 'n aanlyn vraelys wat gestuur is deur 'n skakel in 'n epos aan 'n gekose databasis op die sosiale netwerk, Facebook. 'n Siftings vraag het verseker dat net rugby ondersteuners die opname voltooi. Die inligting is, soos ingesleutel deur respondente, in die vereenigde analise sagteware opgeneem. Sodoende was handelsmerke waargeneem as die wat die beste pas het met die Springbok rugby handelsmerk, bepaal. Die steekproef het bestaan uit 'n jonger, manlike dominerende groep respondente. Al die respondente was inderdaad Springbok ondersteuners met voldoende kennis oor die Springbok handelsmerk, asook Springbok borge. Ses handelsmerke is geïdentifiseer om te pas by die Springbok rugby handelsmerk, naamlik Castle, Vodacom, SASOL, Canterbury, Nike en Adidas. Hierdie geïdentifiseerde handelsmerke bewys dat die studie inderdaad handelsmerk pas beoordeel het met behulp van vereenigde analise. Gevolgtrekkings is gemaak dat handelsmerk pas op ‘n verskeidenheid maniere kan ontstaan. Die mees dominante is advertering van die borgskap asook, om ‘n borgskap te onderhou op ‘n deurlopende basis. Dit lig die verbruikers in aangaande die borgskap, maak hulle bewus van die borgskap tussen die twee handelsmerke, en vorm ‘n basis waarop handelsmek pas by verbruikers kan plaasvind. Handelsmerk pas is ook bereik onder handelsmerke met soortgelyke handelsmerk beelde. Dit is gevind dat handelsmerk pas absoluut noodsaaklik is vir 'n suksesvolle handelsmerk beeld oordrag. Voordat enige borgskap onderneem word, is dit belangrik om vas te stel of verbruikers wel ‘n passing tussen die verskillende betrokke handelsmerke, waarneem. Indien nie, sal ekstra bemarking rondom die borgskap gedoen moet word deur middel van 'n bemarkingsveldtog, om die verbruikers in te lig, op grond van wat, handelsmerk pas tussen die verskeie handelsmerke gevorm kan word.
Round, David. "Exploration of consumer brand name equity for established products and services : using a global marketing induced change analysis approach." Thesis, University of Manchester, 2012. https://www.research.manchester.ac.uk/portal/en/theses/exploration-of-consumer-brand-name-equity-for-establishedproducts-and-services-using-a-global-marketing-inducedchange-analysis-approach(18ac86eb-6e67-418d-bcfb-2a3bad551d0b).html.
Full textBuddle, Richard, and n/a. "The Dyadic Brand A systematic enquiry to explore the confusion embedded in brand literature, and to inform the development of a simpler brand model that clarifies the roles of the consumer and custodian." University of Canberra. School of Professional Communication, 2007. http://erl.canberra.edu.au./public/adt-AUC20080829.120412.
Full textZhang, Yi. "Brand naming practices in China : an exploratory research into brand naming porcess of companies in Guanzhou and Shanghai." HKBU Institutional Repository, 1999. http://repository.hkbu.edu.hk/etd_ra/174.
Full textSchafer, Nina. "Brand equity : an approcah to value based brand management." Thesis, Stellenbosch : Stellenbosch University, 2005. http://hdl.handle.net/10019.1/50290.
Full textENGLISH ABSTRACT: Brands are getting more and more valuable. In this age of cross-border mergers and acquisitions. the value of brands is a key detenninant of a company value and stock market capitalization. For the consumer a brand also plays a significant role. It is seen as a sign of quality, helping them make their purchasing decisions. Yet brand loyalty and established customer relationships can no longer be taken for granted or assumed to last forever in an environment of increased competition. Brand loyalty is vitally dependent on how the relationship between the brand and the consumer is nurtured and specifically developed: A strong brand brings with it the opportunity to raise the proftle of a product and the company that sells it, setting them apart from rivals in the marketplace. A strong brand even allows companies to command a price premium for their products. In this way the value of a brand or brand equity becomes a company's most important asset. But the questions are: How much is the brand actually worth? And how can a brand's value be boosted? The term brand equity originated as a business-financial concept, and consists in "[the] net present value of all future net surpluses over his cash input that the owner of a brand can earn". Such financially oriented measurement of brand equity is a suitable approach for expressing it as a monetary value as required for purposes of financial statements, licensing agreements or acquisition decisions. There is a wide variety of brand valuation models available to detennine a monetary value on brand equity, but in some cases these models are controversial. and the value of their resu1ts as an objective statement may be limited. The consumer oriented perspective on brand equity sets itself apart from the financial approach by focusing on the judgments made by consumers, with a view to improving the effectiveness and efficiency of marketing measures and also brand management on a longterm basis. This behavioural approach endeavours to reach a qualitative explanation of the factors driving brand equity and to determine psychological constructs of brand strength by means of operational measurement. The underlying study project illustrates some of the most common brand valuation models, shows their respective advantages and disadvantages and explores the different approaches to brand equity. Methods to increase brand equity by putting it in the focus ofa Value Based Brand Management explain its drivers and individual brand processes. This approach to a successful brand management is fmally compared with the current brand management process of the FMCG brand NNEA. Recommendations on how this international brand could be managed more efficiently with respect to brand equity conclude this study project.
AFRIKAANSE OPSOMMING: Handelsmerke raak al hoe meer waardevol. In hierdie eeu van oorgrens-samesmeltings en oornames, is die waarde van 'n handelsmerk 'n sleutelfaktor om 'n maatskappy se waarde en aandelebeurs-kapitalisering te bepaal. Handelsmerke speel ook 'n belangrike rol in die lewe van verbruikers. Dit word beskou as 'n simbool van kwaliteit, 'n hulpmiddel om aankopebesluite te vergemaklik. Nietemin kan lojaliteit teenoor 'n handelsmerk en gevestigede klienteverhoudings nie as vanselfsprekend aanvaar word, of aanvaar word dat dit vir altyd sal aanhou, in 'n omgewing waar kompetisie toeneem nie. Lojaliteit teenoor 'n handelsmerk is in essensie afhanklik van hoe die verhouding tussen die handelsmerk en die verbruiker opgepas en spesifiek ontwikkel word: 'n gevestigde handelsmerk skep die geleentheid om die profiel van 'n produk, asook die relevante maatskappy se profiel, te verhoog - en derhalwe hulle te onderskei van mededingers in die mark. 'n Sterk handelsmerk bring selfs mee dat 'n prys-premie vir produkte gehef kan word. Op die manier word die handelsmerkwaarde of handelsmerk-ekwiteit 'n maatskappy se grootste bate. Maar die vraag is: hoeveel is 'n handelsmerk eintlik werd? Asook, hoe kan 'n handelsmerk se waarde vermeerder word? Die term handelsmerk-ekwiteit het sy oorsprong as 'n besigheidfinansiele konsep en is gewortel in "[die] netto huidige waarde van aIle toekomstige netto surplusse oor die kapitale-insette wat die eienaar van die handelsmerk kan verdien". Bogenoemde finansieel - georienteerde maatstaf van handelsmerk-ekwiteit, is 'n geskikte benadering om dit in monetere waarde uit te druk, soos benodig vir finansiele state, lisensiering-ooreenkomste of oorname besluite. Daar is 'n wye verskeidenheid handelsmerk waardasie modelle beskikbaar om die monetere waarde van handelsmerk-ekwiteit te bepaal, maar in sommige gevalle is die modelle kontroversieel, wat daartoe lei dat die waarde van hulle resultate, as 'n objektiewe waarneming, beperk kan wees. Die verbruiker- georienteerde benadering tot handelsmerk-ekwiteit onderskei homself van die finansiele benadering deur te fokus op die besluite wat gemaak word deur verbruikers, met die oog daarop om bemarkingsmaatstawwe, asook die bestuur van 'n handelsmerk, meer effektief en doeltreffend te maak op 'n langtermyn basis. Hierdie gedragswetenskaplike benadering poog om 'n kwalitatiewe verklaring te gee vir die faktore wat handelsmerkekwiteit dryf en om 'n psigologiese struktuur te gee aan die impak wat 'n handelsmerk het via 'n operasionele maatstaf. Die onderliggende projek iIIustreer die mees aanvaarde waardasie-modelle, asook hulle onderskeie voordele en nadele en ondersoek die verskillende benaderings tot handelsmerkekwiteit. Metodes om handelsmerk-ekwiteit te vermeerder deur dit te benader aan die hand van Waarde-gebaseerde Handelsmerk Bestuur (Value Based Brand Management) gee insig ten opsigte van sy drywers en individuele handelsmerkprosesse. Hierdie benadering tot suksesvolle handelsmerkbestuur word ten slotte vergelyk met die huidige handelsmerkbestuur-prosesse wat deur die FMCG handelsmerk NIVEA gevolg word. Aanbevelings aangaande meer effektiewe bestuur van hierdie internasionale handelsmerk aan die hand van handelsmerk-ekwiteit, sluit hierdie projek af.
Ormeño, Marcos O. "Managing corporate brands a new approach to corporate communication /." Wiesbaden Dt. Univ.-Verl, 2007. http://dx.doi.org/10.1007/978-3-8350-9599-1.
Full textKronlund, Antonia. "Remembering words and brand names after a perception of discrepancy /." Burnaby B.C. : Simon Fraser University, 2006. http://ir.lib.sfu.ca/handle/1892/2658.
Full textLee, Dongdae. "Effects of Perceived Quality, Product Category Similarity, and Brand Breadth on Consumers' Perceptions of Brand Extensions: Tests of Categorization Theory and Cognitive Response Theory." Thesis, University of North Texas, 1994. https://digital.library.unt.edu/ark:/67531/metadc279140/.
Full textRadighieri, Jeffrey P. "Feedback effects in ingredient branded offerings." Pullman, Wash. : Washington State University, 2010. http://www.dissertations.wsu.edu/Dissertations/Spring2010/j_radighieri_041410.pdf.
Full textLiu, Yang. "The relationships among extrinsic cues, perceived quality, perceived sacrifice and perceived value a cross national study : a thesis submitted to Auckland University of Technology in partial fulfilment of the degree of Master of Business, September 2005 /." Full thesis. Abstract, 2005. http://puka2.aut.ac.nz/ait/theses/LiuYang.pdf.
Full textWiding, Robert E. "Computer-assisted and static information provision formats : comparisons on reactions, time, and decision quality /." The Ohio State University, 1987. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487323583623045.
Full textLuk, Christine. "Hong Kong competitiveness : brand marketing in the garment industry /." Hong Kong : University of Hong Kong, 1997. http://sunzi.lib.hku.hk/hkuto/record.jsp?B18831138.
Full text陳肖珍 and Chiu-chun Peggy Chan. "Brand building into PRC: a case study of Intel." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1998. http://hub.hku.hk/bib/B31268511.
Full textChan, Chiu-chun Peggy. "Brand building into PRC : a case study of Intel." Hong Kong : University of Hong Kong, 1998. http://sunzi.lib.hku.hk/hkuto/record.jsp?B19874443.
Full textLi, Wei. "Consumption motivations underlying ownership effect in brand extensions." Click to view the E-thesis via HKUTO, 2007. http://sunzi.lib.hku.hk/hkuto/record/B38747236.
Full textYoon, Doyle. "The effect of web-based negative information on brand attitude /." free to MU campus, to others for purchase, 2003. http://wwwlib.umi.com/cr/mo/fullcit?p3091984.
Full textDew, Leah Kristin Kwon Wi-Suk. "College consumers' apparel brand knowledge an exploratory study of brand awareness and perceived brand category structures /." Auburn, Ala, 2008. http://repo.lib.auburn.edu/EtdRoot/2008/SUMMER/Consumer_Affairs/Thesis/Dew_Leah_7.pdf.
Full textRODRIGUES, CARLOS DELANO. "THE BRAND NAME AND ITS IMPORTANCE TO THE CONSTRUCTION OF COMPANIES AND PRODUCTS IDENTITIES." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2005. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=7324@1.
Full textEsta pesquisa considera que a forma como o nome de uma marca é concebido pode influenciar na construção da identidade de marcas de empresas ou produtos/serviços e consequentemente influir no processo criativo e na metodologia de trabalho do designer. Sendo assim, criou-se a hipótese de que soluções criativas e estratégicas para a construção de identidade de empresas e/ou produtos são influenciados pelo processo de Naming. Para isto foram feitas diversas entrevistas com profissionais autônomos e outros ligados a escritórios sediados nas cidades do Rio de Janeiro e de São Paulo, que atuam no segmento de Identidade Corporativa e Branding. A intenção foi verificar qual é a visão atual a respeito dos conceitos de marca e identidade de marca, e até que ponto o designer se envolve na concepção de nomes de marca. Após a análise dos resultados, verificou- se que existe um novo cenário em formação no mercado de design no Brasil, onde diversas empresas que antes eram especializadas apenas no fornecimento de projetos de design estão migrando gradualmente para o território do Branding, acompanhando as tendências historicamente verificadas no exterior. Os dados obtidos com esta pesquisa visam contribuir no entendimento da inserção destas novas atividades, o Naming e o Branding, no campo de atuação do designer, ao mesmo tempo em que ajuda a compreender o papel deste profissional na construção deste novo cenário.
This research takes into account the fact that the way in which a brand name is conceived can influence in the construction of the companies or products/services identities and consequently influence in the creative process and the designer´s method of work. This way, we created the hypothesis that creative and strategic solutions to the construction of companies and products identities are influenced by the Naming process. To this end, a lot of interviews have been made with autonomous professionals and others connected with offices with headquarters in the city of Rio de Janeiro and São Paulo and that work in the segment of Corporate Identity and Branding. The intension was verifying what the current vision of the concepts of brand and brand identity is, and until what point the designers involve themselves in the conception of brand names. After the analysis of the results, it was verified that there is a new scenario being formed in the design market in Brazil, where various companies that used to specialize in only supplying design projects are gradually migrating to Branding territory; following the tendencies historically verified abroad. The data obtained from the research aims to contribute to the understanding of the insertion of these new activities, Naming and Branding, in the designers work field, at the same time that they help to comprehend the role of this professional in the construction of this new scenario.
Gill, Tripat. "Composite products as conceptual combinations : issues of perception, categorization and brand evaluation." Thesis, McGill University, 2002. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=38486.
Full textThree experimental studies investigated the above research questions. These studies used 16 novel CPs that were created by combining two dissimilar concepts. Study 1 showed that subjects readily combined knowledge from two dissimilar domains, using property mapping or relation linking. In addition, the representation of these CPs varied along their modification centrality, even though the dissimilarity between the two combining domains was held constant. Study 2 showed that the categorization of CPs was contingent upon their similarity to the modifier and header categories. Study 3 showed that both modification centrality and the combinatorial process influenced the categorization and brand preferences in CPs. While CPs with non-central modifications (e.g., disposable cameras) were categorized as headers (i.e., cameras), and header-associated brands were preferred, those with central modifications (e.g., digital cameras) were categorized as both (i.e., digital product and camera), and the modifier brands (i.e., digital brands) gained equity.
Luk, Christine, and 陸智倩. "Hong Kong competitiveness: brand marketing inthe garment industry." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1997. http://hub.hku.hk/bib/B3025677X.
Full textJones, Scott A. "Whose cobrand is it anyway? : exploring consumer interpretations of a brand alliance /." view abstract or download file of text, 2004. http://wwwlib.umi.com/cr/uoregon/fullcit?p3136427.
Full textTypescript. Includes vita and abstract. Includes bibliographical references (leaves 157-165). Also available for download via the World Wide Web; free to University of Oregon users.
Tong, Xiao. "Creation of brand equity in the Chinese clothing market." Diss., Columbia, Mo. : University of Missouri-Columbia, 2006. http://hdl.handle.net/10355/4367.
Full textThe entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 9, 2007) Vita. Includes bibliographical references.
Pienaar, Hannelie. "An investigation into the impact of the Internet on brand building strategies in the physical and virtual world." Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/49690.
Full textENGLISH ABSTRACT: With the emergence of the Internet in the early 1990's, traditional principles of building brand equity, as they were applied in physical markets, were challenged. This happened because brands were traditionally built using passive media such as radio, television and print magazines and newspapers. The Internet introduced interactive media where the consumer is not only highly informed because of the exponential expansion of technology especially on the Internet, but also because the consumer could now choose to be a participant, or not, in marketing and brand building initiatives. Theoretically, it is possible to establish certain principles to build brands in virtual markets. The best solution is however to look at past studies of different companies that present various challenges that relate directly to the Internet and its brand building initiatives, and then combine this practical knowledge with a theoretical background. In the case studies, eight success drivers were identified as being crucial to build a brand firstly in a virtual market, but also secondly in physical markets. The success drivers that were implemented by companies that managed to build strong brands on the Internet include: using a multimedia mixture to differentiate and build the brand; focusing on supreme customer commitment: entering into distribution and content alliances; moving first, fast and keeping up the pace; developing intimate customer and market knowledge; building a reputation for excellence; delivering outstanding value and in respect of cross-over marketers, respecting core brand attributes, improving on the offline brand experience online and leveraging key offline assets in favour of the online brand. Brand building on the Internet, should be clear, consistent and reflecting leadership not only in the implementation of the above success drivers, but also in respect of the overall construction of the brand.
AFRIKAANSE OPSOMMING: Met die bekendstelling van die Internet in die vroeë negentiger jare, is die tradisionele beginsels van "brand building" soos toegepas in tradisionele markte bevraagteken. Dit het gebeur omrede "brands" tradisioneel gebou was deur passiewe media soos radio, televisie, tydskrifte en koerante te gebruik. Die Internet het nie net interaktiewe media bekend gestel waar die kliënt oor baie inligting beskik as gevolg van die eksponensiële uitbreiding van tegnologie op die Internet nie, maar ook het die kliënt nou die keuse om deel te neem of nie aan bemarkings en "brand building" insentiewe. Dit is moontlik om deur middel van 'n teoretiese studie sekere beginsels vas te stel ten opsigte van hoe "brands" gebou moet word op die Internet. Die beste oplossing is egter om na gevallestudies te kyk wat betrekking het op 'n paar maatskappye wat 'n verskeidenheid van uitdagings daarstel wat direk van toepassing is op "branding" insentiewe op die Internet. Die kennis verkry van die gevallestudies kan dan gekombineer word met die teoretiese kennis om 'n raamwerk daar te stel vir "branding" op die Internet. Die gevallestudies het agt sukses drywers geïdentifiseer wat krities is vir die ontwikkeling van "brand building" insentiewe in fisiese markte sowel as markte op die Internet. Die sukses drywers deur die maatskapye geïmplimenteer wat sterk "brands" of die Internet gebou het, sluit in: die gebruik van 'n multimedia mengsel om die "brand" te differensïeer en te bou; konsentrasie op uitstekende ktïente diens; sluit van verspreidings en inhouds vennootskappe, om eerste in die mark te wees en aan te hou beweeg; ontwikkel intieme klïente en mark kennis; bou 'n uitstekende reputasie; lewer uitstaande waarde en ten opsige van oorbruggings bemarkers, respekteer die basis van die "brand", verbeter die Internet "brand" se ervaring in vergelyking met die fisiese "brand" en gebruik die bates van die fisiese "brand" ten gunste van die Internet "brand". Die bou van 'n "brand" moet eenvouding, deursigtig en konstant wees sowel as leierseienskappe toon wat nie net betrekking het op die bogemelde sukses drywers nie, maar ook op die algehele "brand" projeksie en implimentasie.
Ndisengei, Charity. "An exploratory analysis of the global brand perceptions of SABMiller's global beer brands in Africa." Thesis, Stellenbosch : Stellenbosch University, 2015. http://hdl.handle.net/10019.1/97353.
Full textENGLISH ABSTRACT: David Ogilvy stated that ‘I have seen one advertisement actually sell not twice as much, not three times as much, but 19 ½ times as much as another. Both advertisements occupied the same space. Both were run in the same publication. Both had photographic illustrations. Both had carefully written copy. The difference was that one used the right appeal and the other used the wrong appeal’, Ogilvy (1983, 9) He then goes on to say that, the wrong advertising can actually reduce the sales of products. It is with this quote in mind that the researcher took to this research study. The objective of this study is to understand why the current advertising for SABMiller’s Global brands does not resonate with its intended target audience and based on these findings make recommendations that can be implemented by SABMiller. The design of this report is qualitative and exploratory. Participants of this study included a sample of fifteen individuals made up of SABMiller customers, and employees from Tanzanian brewery’s marketing and sales departments. The findings confirmed that Global brand advertising does not currently resonate with consumers in Tanzania. The perception generally is that these brand’s communication does not compel consumers to want to interact with them, let alone drive the propensity for purchase. Factors such as a mismatch in culture, language and relevance were identified as drivers to advertising relevance, all of which were lacking in Global brand advertising. The practical impact of this study is that SABMiller marketers can use this information to develop robust brand positioning strategies as well as communications strategies that will better resonate with their intended target audience and help to increase consumer’s propensity to purchase these brands.
Yung, Kar Frontane. "Marketing exclusive brands in Hong Kong : a strategic approach /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B14724108.
Full textGreybe, Frikkie. "The influence of endorsed professional surfers on consumer attitude towards surf brands." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/d1008470.
Full textCampbell, Richard M. Jr. "Measuring consumers' evaluations of the functional, symbolic, and experiential benefits of brands /." view abstract or download file of text, 2002. http://wwwlib.umi.com/cr/uoregon/fullcit?p3061937.
Full textVigneron, Franck. "Multiple-item scale for measuring prestige perceptions of brands." Thesis, The University of Sydney, 1998. https://hdl.handle.net/2123/27660.
Full textLi, Wei, and 李暐. "Consumption motivations underlying ownership effect in brand extensions." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2007. http://hub.hku.hk/bib/B38747236.
Full textCosta, Camilla Olga. "Leveraging knowledge for innovative brand development." Thesis, Stellenbosch : Stellenbosch University, 2006. http://hdl.handle.net/10019.1/17444.
Full textENGLISH ABSTRACT: It has become evident that the knowledge-driven, innovation economy supercedes the industrial era at the beginning of the 21st century. Within this environment characterized by innovation and the emphasis on brand owning companies, successful organizations will be those that transform information into valuecreating knowledge and dynamically leverage the knowledge to innovate and capture additional customer value. In contrast to an emphasis on traditional tangible assets to explain organizational success, recent strategic management literature focuses on intangible resources, viz. intellectual capital. Knowledgeempowered customers are driving many innovations in this environment, and consequently, value innovation shifts relatively from the supply chain to the demand chain in business value systems, with focus on brand equity development. The encompassing challenge that companies face in this new environment is how to identify and leverage all sources of value. These important assets include, among other factors, brands and the knowledge residing within the consumers’ mind. Due to the significant shift towards knowledge-networking and outsourcing of many organizational activities, it is increasingly incumbent to incorporate and integrate knowledge residing outside the borders of an organization. However, the potential value of brand building efforts will not be realized unless proper knowledge management practices, systems, approaches and tools are put into place within the organization to capitalize on the concept of knowledge-enhanced brand equity. Accordingly, firms require a framework or model to illustrate the leveraging of knowledge for innovative brand development and management. This study provides an in-depth overview and synthesis of knowledge and brand management literature concerned with the symbiotic relationship between the utilization of knowledge and innovative brand development. A preliminary conceptual model to demonstrate the relationship between brand equity and knowledge-based is proposed.
AFRIKAANSE OPSOMMING: Die industriële era van die 20ste eeu is deur ‘n kennisgedrewe, innoverende ekonomie verbreed vanaf die begin van die 21ste eeu. Binne sodanige omgewing, wat gekenmerk word deur produk (waarde) innovasie en die opkoms van handelsmerk-gedrewe ondernemings, sal suksesvolle organisasies diegene wees wat inligting transformeer tot waardeskeppende kennis, en dié kennis as dinamiese hefboom gebruik om addisionele rykdom te skep en te behou. In teenstelling met die beklemtoning van tradisionele tasbare bates om organisasiesukses te verklaar, fokus onlangse strategiese bestuursliteratuur meer op ontasbare hulpbronne, naamlik kennis en intellektuele kapitaal. Ingeligde kliënte dryf innovasie en gevolglik skuif waarde innovasie relatief vanaf die aanbodsketting na die vraagketting in besigheidswaardesisteme, met die fokus op handelsmerksontwikkeling. Die uitdaging wat maatskappye in die gesig staar in hierdie nuwe omgewing is hoe om alle bronne van waarde te identifiseer en nie net die bates wat op die tradisionele balansstaat verskyn nie. Hierdie belangrike bates sluit onder andere in faktore soos handelsmerke en verbruikerspersepsies. Die organisasies wat suksesvol hierdie ontasbare bates skep en voorsien, en die hefboomwerking gebruik in die skepping van nuwe besigheidsmodelle, is dié organisasies wat die meeste waarde vir hulle aandeelhouers skep. Dit is toenemend noodsaaklik om kennis van buite die organisasie te inkorporeer en te integreer. Ondernemings benodig ‘n raamwerk of model om die voordelige gebruik van kennis vir innoverende handelmerkontwikkeling en –bestuur te fasiliteer. Hierdie studie voorsien ‘n in-diepte ontleding van kennisbestuurliteratuur en handelsmerkbestuurliteratuur, en dui veral op die verband en samehang tussen kennisbenutting en inoverende handelsmerkontwikkeling en –bestuur. ‘n Voorlopige konseptuele model om die verband tussen die handelsmerk- en kennisbestuur te illustreer, word voorgestel.
Staisch, Ingrid. "A brand audit on the L'Oreal brand." Thesis, Stellenbosch : University of Stellenbosch, 2007. http://hdl.handle.net/10019.1/815.
Full textENGLISH ABSTRACT: The main question addressed in this research study is ‘How can L’Oréal improve upon their current brand image and subsequent brand positioning amongst Stellenbosch students as their target audience’. It was therefore considered necessary for the author of this research project to effectively be able to uncover the current health of the L’Oréal brand. A brand audit was therefore performed on the corporate L’Oréal brand. Brand audits are qualitative snapshots of the current position of the brand in terms of the current perceptions of the target audience and it is important to perform them on a regular basis as target audiences may evolve over time. Through performing a brand audit, the manufacturers / marketers of the brand in question will gain a better understanding of the current problems, desires and needs of the target audience in question. The information obtained from such an audit is valuable for the organization / brand as it allows them to determine whether a costly and time-consuming process such as a brand repositioning is necessary, as well as providing valuable market research which can lead to a viable and sustainable brand strategy. In order to uncover the health of the brand and determine the perceptions, attitudes and behaviour of the target audience, a deductive approach to this study was employed. A paperbased questionnaire regarding the corporate / product L’Oréal brand was designed by the author and distributed to 444 students located on central campus at the University of Stellenbosch. A statistical significance level of five percent (α = 0.05) was employed when the information collected from the questionnaires was subjected to a series of statistical tests. Six main brand characteristics were investigated during the analysis of the survey data. These include brand awareness, attitude towards the corporate brand, attitude towards the products, level of desire for the brand, behavioural tendencies, and the value proposition. The results from the survey indicated that an overwhelming majority of respondents were familiar with the brand, and also that a large percentage of them had also used L’Oréal products. Along similar lines, the perceptions / attitudes with regards to the corporate and product brand were very, or fairly favourable amongst the respondents. There was a consistent trend amongst ethnic groups, with the white ethnic group being the most familiar with the brand, having the most favourable attitude with regards to the brand and products, and displaying the most positive usage behaviour with regards to the products. The opposite trend was observed for the black ethnic group. It was also determined that as the attitude with regards to the corporate brand increases so too does that of the product brand. This is a favourable situation for L’Oréal as efforts to build corporate brand identity can translate into strong, favourable and unique product associations. In terms of the benefits being sought, the majority of respondents ranked functional and emotional benefits as most important when using personal care products. The author was able to extract from the survey the fact that the black ethnic group had the least awareness and least favourable attitude, perception and behaviour with regards to the corporate and product brand in question. If L’Oréal is able to enhance the brand imagery amongst this target audience, they will surely build a positive brand equity as well as an additional income stream. In addition to this, the author was also able to identify that the emotional bond to the L’Oréal brand was not as strong as it could be. The respondents indicated that their level of desire for the brand was not on par with their expected / anticipated needs and that a personal care brand should fulfil more of these needs.
AFRIKAANSE OPSOMMING: Die hoofonderwerp van hierdie stuk navorsing is: “Hoe kan L’Oréal hulle huidige beeld en dus ook hulle handelsmerk posisionering tussen Stellenbosch studente as hulle teikenmark verbeter?” Dit is dus as nodig beskou dat die navorser ondersoek moet instel na die huidige gesondheid van die L’Oréal handelsmerk. ‘n Handelsmerk-oudit is dus op die korporatiewe L’Oréal handelsmerk uitgevoer. Handelsmerk-ouditte is kwalitatiewe “foto’s” van die huidige posisie van die handelsmerk in terme van die huidige persepsies van die teikenmark en dit is belangrik dat hulle op ‘n gereelde basis uitgevoer moet word want teikenmarkte evalueer oor ‘n tydperk. ‘n Handelsmerk-oudit kan daartoe lei dat die bemarkers van die handelsmerk ‘n beter begrip sal hê van die probleme, begeertes en behoeftes van hulle teikenmark. Die inligting wat deur die oudit verkry word is vir die organisasie / handelsmerk waardevol want hulle kan daaruit vasstel of ‘n duur en tydrowende proses soos handelsmerk re-posisionering nodig is, en ook kan dien as marknavorsing wat kan lei tot ‘n lewensvatbare en volhoudbare handelsmerkstategie. Om die gesondheid van die handelsmerk asook die persepsies, houdings en gedrag van die teikenmerk vas te stel, is ‘n deduktiewe benadering tot hierdie studie gevolg. ‘n Vraelys oor die korporatiewe / produk L’Oréal handelsmerk is deur die navorser opgestel en onder 444 studente op die sentrale kampus van die Universiteit Stellenbosch versprei. ‘n Statisties sinvolle vlak van vyf persent (α = 0.05) is gebruik toe die versamelde inligting van die vraelyste aan ‘n reeks statistiese toetse onderwerp is. Ses hoof handelsteken kenmerke is tydens die ontleding van die opname-data ondersoek. Dit sluit in merkbewustheid, houding teenoor die korporatiewe handelsmerk, houding teenoor die produkte, begeerte vir die handelsmerk, gedragstendense, en die waarde-proposisie. Die opname het getoon dat die oorweldigende meerderheid van die respondente die handelsmerk geken het en ook dat ‘n groot persentasie van hulle al L’Oréal produkte gebruik het. Die persepsies / houdings tussen die respondente betreffende korporatiewe- en produk handelsmerke was baie of redelik gunstig. Daar was ‘n konsekwente neiging tussen etniese groepe; die wit etniese groep ken die handelsmerk beter, het ‘n meer gunstige houding teenoor die handelsmerk en produkte en toon meer positiewe gebruiksgedrag betreffende die produkte. Die teenoorgestelde geld vir die swart etniese groep. Daar is ook vasgestel dat soos die houding teenoor die korporatiewe handelsmerk verbeter, so ook dié teenoor die produk handelsmerk. Dit is ‘n gunstige situasie vir L’Oréal want pogings om korporatiewe handelsmerk identiteit te bou sal omsit in sterk, gunstige en unieke produk assosiasies. Die navorser het uit die opname geleer dat die swart etniese groep die minste bewustheid en die ongunstigste houding, persepsie en gedrag betreffende die korporatiewe en produk handelsmerk het. As L‘Oréal die handelsbeeld onder hierdie teikenmark kan verbeter, sal hulle ‘n positiewe handelsekwiteit asook ‘n bykomende inkomstestroom kan skep. Die navorser het ook vasgestel dat die emosionele band met die L’Oréal handelsmerk nie so sterk is wat dit kan wees nie. Die respondente het aangedui dat hulle begeerte vir die handelsmerk nie so sterk is as hulle verwagte behoeftes nie en dat ‘n persoonlike sorg handelsmerk in meer van hierdie behoeftes behoort te voorsien.