Dissertations / Theses on the topic 'Rebranding strategy'

Research Questions: How does the different aspects of administrative heritage influence the internal acceptance of a rebranding? What are the main determinants of administrative heritage for the internal acceptance of a rebranding?  Purpose: The purpose is to investigate how administrative heritage affects multinational corporations in order to leverage strengths and counterbalance limitations when striving for internal acceptance of a rebranding.  Method: This study applied a qualitative research with an abductive approach. A single case study was conducted and data was collected using semi-structured interviews from employees at different departments of an organization.  Conclusion: The result of this study has developed the concept of administrative heritage in relation to rebranding and have presented how and what aspects to leverage and counterbalance within strategy, structure and culture. The study has come to the conclusion that an MNC can leverage the strengths of strategy, structure and culture through communication which essentially creates inclusion, shared beliefs, brand champions, trust and headquarters culture. The aspect of strategy mostly affects rebranding on a general level whilst structure and culture have more direct influence on the internal acceptance of a rebranding.

Sammanfattning Bakgrund och Problem: Varumärkesarbete i företag har under senare år blivit av allt större vikt där insikter kring företags aktiviteter och omdöme har fått större utrymme och inflytande ut mot marknadens aktörer och deras val och interaktioner. Det händer ibland att ett företag helt byter varumärke, detta som fenomen kallas rebranding. Genom denna rebrandingprocess finns det flera kritiska moment vid implementeringen av det nya varumärket. Denna problematik har vi valt att studera med färgfackhandeln Happy Homes som studieobjekt och hur detta varumärkesarbete ut mot Växjö Färg & Tapet som franchisetagare fungerat. Syfte: Avsikten med uppsatsen är att redogöra för de steg och moment inom implementeringsarbetet vid rebranding som vidtas samt vilka olika påverkande aspekter som kan härledas till de aktiviteter som kan uppstå i processen. Vi har för uppsatsen ett syfte vilket ämnar att: ”Beskriva hur implementeringsarbetet vid en intern rebranding mellan ett företag och en ny franchisetagare kan ske på ett effektivare sätt.” Metod:Vi har arbetat genom en kvalitativ metod med en deduktiv ansats där vi gått från teori till empiri vilket vi sedan analyserat och dragit slutsatser ifrån. Vår interaktion med respondenterna har baserats på semistrukturerade intervjuer där frågorna i intervjuguiden operationaliserats fram ifrån teorin. Slutsatser: Resultatet av denna studie innefattar tillvägagångssätt av hur implementeringsarbetet vid intern rebranding mellan företag och franchisetagare kan effektiviseras och underlättas, samt vilka fallgropar som de inblandade parter bör ta i beaktning och undvika.
Abstract Brand management has in recent years become increasingly important where companies insights to the market and consumers reflects on their marketing activities. Sometimes companies during to an acquisition need to change their entire brand; this phenomenon is known as rebranding. Through this rebranding process there are several critical steps in the implementation of a new brand. This complex of problem is to be researched and the object of study is the company Happy Homes and its brand implementation to the franchisee Växjö Färg & Tapet.   The purpose of this study is to examine and describe the implementation process of rebranding, and how it measures from a management perspective. This will conduce to see what acts and efforts need to be handled in the contributing to a brand change due to rebranding. This study will also contribute to a deeper understanding of both opportunities and openings as to pitfalls which could occur in the process of rebranding.   This thesis has a qualitative research methodology with a deductive research strategy. This approach allows us to work from theory to collect empirical evidence and to analyze and conclude the specific situation. Our interviews with the respondents were based on semi-structured interviews in which the topics and question of the interview guide was operationalized from a theoretical ground.

The dissertation explores the causes of party relabeling by focusing on four party systems: South Korea, France, Taiwan and the United States. The existing literature on political parties considers one of their primary functions to be providing a brand name. As a result, party name change has been viewed as an anomaly caused by internal and external shocks that disturb the status quo equilibrium or a phenomenon symptomatic of unstable, weakly institutionalized party systems. However, party name changes are not as rare as assumed in the existing literature. Therefore, my dissertation addresses the following questions: When and why do parties change names? What are the characteristics of a party system that hamper the development of brand-name party labels? I theorize that the combination of the following three factors increases the likelihood of party relabeling: (1) prominence of personalistic party cues, (2) strong levels of political attention in the electorate, and (3) high degree of governmental centralization. These three factors encourage vote-, office-seeking motivations in the party so greatly that the party is willing to do whatever it takes to win including such a radical strategy as relabeling. In order to test the proposed theory, I closely examine South Korea and France, where parties commonly replace their labels, in comparison to Taiwan and the United States whose parties do not change labels, respectively. These four cases are chosen because they allows cross-case and within-case analysis that is crucial for a comparative case study to gain internal and external validity. I utilize various types of data – both qualitative and quantitative in investigating these cases. My dissertation will contribute to a broad range of literatures in party politics as well as in East Asian politics. By providing a new theoretical model on this understudied phenomenon, I contribute to a better understanding of the role of party labels and initiate more active discussion over party strategy and party branding. Furthermore, by examining Korean and Taiwanese parties in depth, my dissertation provides a systematic analysis on the studies of East Asian politics.

Магістерська дисертація складається зі вступу, трьох розділів, висновків, списку використаних джерел та додатків. Робота виконана на 100 сторінках, без врахування додатків, містить 13 рисунків та 50 таблиць. Метою даної магістерської роботи є Розроблення стратегії ребрендингу компанії на ринку освітніх послуг, на прикладі підприємства ТОВ «Robocode», яке здійсює діяльність стосовно надання освітніх послуг з робототехніки та програмування для підліткової аудиторії. Об’єктом дослідження є формування стратегії ребрендінгу. Предметом дослідження є теоретико-методологічні положення та практичні рекомендації щодо розроблення стратегії ребрендінгу на ринку освітніх послуг. Теоретико–методологічною основою дослідження є аналіз та синтез (вивчення наукових праць вчених у галузі маркетингу з метою систематизації визначень та підходів, а також вдосконалення визначень), інформаційно–логічний аналіз та кабінетні дослідження (вивчення факторів маркетингового середовища компанії, вивчення поведінки сучасного покоління та особливостей формування цифрового бренду), системний підхід до вивчення процесу формування бренду, емпіричні дослідження (анкетування та фокус-група з метою отримання даних про цільову аудиторію та її особливостей сприйняття бренду), метод аналізу та синтезу, карта стратегічних груп конкурентів, статистично-економічний та графічний методи, метод експертних оцінок. Новизна отриманих результатів. Набуло подальшого розвитку уточнення поняття «бренд», з точки зору комплексного підходу. Удосконалено підхід до формування складових бренду в умовах цифрового середовища; сформовано вперше подвійну воронку продажів для продуктів, де прямою цільовою аудиторією є діти, а непрямою батьки (особа, що приймає рішення про купівлю), і запропоновано інструменти для її реалізації.
The master's thesis consists of an introduction, three chapters, conclusions, a list of sources used and nine appendice. The work is performed on 100 pages, excluding appendices, contains 50 figures and 13 tables. The purpose of this master's thesis is to develop a strategy for rebranding the company in the market of educational services, on the example of the company "Robocode", which carries out activities related to the provision of educational services in robotics and programming for adolescents. The object of the study is the formation of a rebranding strategy for Robocode LLC in the market of extracurricular education services in Ukraine. The subject of the study is theoretical and methodological provisions and practical recommendations for developing a rebranding strategy in the market of educational services. The theoretical and methodological basis of the study is analysis and synthesis (study of scientific works of scientists in the field of marketing in order to systematize definitions and approaches, as well as improving definitions), information and logic analysis and office research (study of marketing environment, study of modern generation digital brand formation), systematic approach to studying the process of brand formation, empirical research (questionnaire and focus group to obtain data on the target audience and its features of brand perception), method of analysis and synthesis, map of strategic groups of competitors, statistical, economic and graphical methods, the method of expert assessments. Novelty of the obtained results. The clarification of the concept of "brand" has been further developed in terms of an integrated approach. The approach to formation of components of a brand in the conditions of the digital environment is improved; formed for the first time a double sales funnel for products where the direct target audience is children and indirect parents (the person who makes the purchase decision), and proposed tools for its implementation.

The Goodyear Tire & Rubber Company was founded in 1898 and ever since has been one of the most important players of this concentrated industry. However, since the economic crisis of 2008, this industry has suffered some changes. With a lower disposable income, many consumers started to shift their attention to brands and products with lower prices, often ignoring the important role of tires and its safety. With this trend in consumers’ behavior, budget brands started to gain a relevant stake in the market which began to worry the major players. Feeling that its value proposition and consequent communication standards were too aligned with the industry’s traditional patterns, Goodyear recognized it was time to change the strategy. To fight the worrying trend of customers choosing “price” over “value”, Goodyear had to show why it was worth choosing their products over the competitors’. Braking the tradition of advertising tire specs, the American brand proposed to start a relationship with customers by taken as given the reliability and safety of its products and giving the riders the possibility to enjoy the journey. The rebrand strategy headed by the new slogan “made to feel good” was planned and designed at a global scale, but it had to be implemented and adapted at local level. After giving a deeper understanding about what were the main reasons behind this rebranding strategy and the key registered changes, this dissertation strived to comprehend if the new proposed value was already perceived by the Portuguese consumers. It also collected important information about the key criteria for the decision of purchasing tires and its recent evolution.
A Goodyear Tire & Rubber Company foi fundada em 1898 e desde então tem sido uma das principais empresas desta indústria. No entanto, desde a crise económica de 2008, esta indústria sofreu algumas alterações. Com um menor rendimento disponível, a atenção de muitos consumidores começou a virar-se para marcas e produtos mais baratos, ignorando muitas vezes a importância dos pneus e do seu estado. Com esta tendência do comportamento dos consumidores, a marcas budget começaram a ganhar relevância no mercado o que começou a preocupar as principais marcas. Sentindo que a sua proposta de valor e consequentes padrões de comunicação estavam demasiados alinhados com os modelos tradicionais da indústria, a Goodyear reconheceu que estava na altura de alterar a estratégia. Para enfrentar a preocupante tendência dos consumidores escolherem “preço” em detrimento de “valor”, a Goodyear tinha de conseguir mostrar o que ganhava um consumidor ao escolher os seus produtos no lugar dos da concorrência. Quebrando a tradição de basear os anúncios nas características técnicas dos pneus, a marca Americana propunha começar uma relação com os consumidores, tomando como dada a fiabilidade e segurança dos seus produtos e oferecendo aos condutores a possibilidade de desfrutar da viagem. A estratégia de reposicionamento da marca encabeçada pelo novo slogan “Made to feel good” tinha sido planeada a nível global, mas tinha de ser implementada e adaptada às exigências locais. Depois de introduzir os principais motivos por detrás desta estratégia de reposicionamento e as alterações mais significativas, esta dissertação procura compreender se os consumidores portugueses já perceberam a nova proposta de valor da Goodyear. O estudo procura ainda perceber quais os factores que mais influenciam a decisão de compra dos consumidores portugueses.

Classificação: M10 - Business Administration General; M31- Marketing
Desde o ano 2006 que todos os consumidores portugueses podem escolher o seu fornecedor de energia elétrica. Nesta etapa, a concorrência adota uma estratégia agressiva em termos comerciais e promocionais no mercado nacional da energia, que até então era monopolizado pela EDP- Energias de Portugal. A inovação, diferenciação e comunicação tornaram-se fatores cruciais para competir neste mercado, juntamente com a criação de uma relação emocional entre a marca e os clientes, através do desenvolvimento de estratégias que otimizam a sua experiência, atraindo-os e fidelizando-os, de forma a superar a concorrência. Surgem também novas oportunidades para as marcas, nomeadamente na sua expansão para outras regiões (internacionalização). Para maximizar o valor de uma marca é necessário repensá-la e implementar um processo de gestão de marketing eficaz que acompanhe a sua evolução, adaptação ao mercado e crescentes necessidades dos seus clientes. Este caso de estudo disponibiliza um instrumento pedagógico aos professores/formadores, analisando as causas e consequências do rebranding EDP 2011, através de uma metodologia qualitativa. Ao permitir que os alunos/formandos experimentem tomadas de decisão no âmbito do rebranding, difunde-se o conhecimento desta temática, ilustrando-a com uma situação real de uma das maiores empresa portuguesas com atuação internacional.
Since 2006 all Portuguese consumers can choose their own electricity supplier. At this stage, competition adopts an aggressive commercial and promotional strategy in the national electricity market, which was monopolized by EDP-Energias de Portugal until then. Innovation, differentiation and communication became crucial factors in order to succeed in this market, along with the creation of an emotional relationship between brand and customers, through strategies that optimize their experience, attracting and retaining them, in order to overcome the competition. Also, new opportunities arise, particularly in expanding the brand to other places (internationalization). In order to maximize brand equity is necessary to rethink the brand and to implement an effective marketing management process to monitor company’s evolution, adaptation to market condition and increasing consumer needs. This case study provides a pedagogical tool for teachers/trainers, analyzing the causes and consequences of EDP 2011 Rebranding, through a qualitative methodology. When allowing students/trainees the opportunity to experience rebranding decisions in first hand, it will help spreading the knowledge about this subject matter, illustrating it with real life scenarios of one of the biggest Portuguese companies with international visibility.

碩士
逢甲大學
經營管理碩士在職專班
105
The Machinery industry is regarded as an indicator of the degree of industrialization of the country which is treated as "mother of industry" with reputation. Machine tools are for diverse machinery equipment and components as we call "the mother of the machinery industry". Machine tools are the key of foundation of national manufacturing. A high degree of international competitiveness country is with highly in house manufacturing capacity in the world. The reason is that they have the precision machinery manufacturing technology as the basis for manufacturing. As we can see the most powerful and prosperous country is according to a strong machine tools industry in the world. The C/P value of Taiwan machine tools is higher than others, and is extremely competitive because of there are so many advantages, such like short delivery、rapid responses and highly flexibility etc. Machine tools are one of the few important industries which own brand marketing in Taiwan. The old well know brand needs to be adjusted when market is changed so fast. Such as business model innovation、changes in consumer preferences、market competition increased、a new brad coming out and brand positioning overlap etc. If an old well know brand ignores the changes of market or unable to quickly respond, or just want to rely on the achievements in past to ensure the success of the future. Moreover lacks of brand acknowledge and awareness, it might lead to business declined or even meet crisis. It is so costly and under a high risk to establish a new brand. Therefore most enterprises decide to do rebranding on existed brand. This research is a case study of C Corporation of Taiwan machine tools. What we do is to carry out rebranding process, such as Brand repositioning、Product identity and touch points of brand identity when brand becomes older. To lead this 40 years brand refreshing in order to let employees and customers can feel the changes in the enterprise. When the company's internal cohesion is up; external competitiveness is increased and then we can foresee a great success on business in the future.

JEL Classification System: M31 – Marketing; M37 - Advertising
As marcas próprias evoluíram, deixaram de ser simples produtos, com imagem indiferenciada, apresentando como único beneficio o seu baixo preço. Atualmente são marcas trabalhadas por especialistas em marketing, os quais acrescentam e trabalham vetores de qualidade e imagem, capacitando-as de tal forma que hoje disputam lugares de liderança em alguns segmentos de mercado. Desta forma, as marcas de fabricante foram obrigadas a repensar as suas estratégias de abordagem ao mercado. Obrigadas a mergulhar em si próprias, procurando, redefinindo as suas vantagens competitivas e eixos de diferenciação por forma a manterem-se relevantes para o consumidor. Para compreender esta temática e a sua evolução, é necessário começar por fazer um enquadramento à situação económica do país. É perante este cenário negativo que as marcas de fabricante se deparam com as primeiras dificuldades, enquanto as outras encontram terreno fértil para proliferarem. De seguida será feita a caracterização do segmento de bebidas não-alcoólicas com especial incidência na categoria de sumos e néctares e por último a caracterização do consumidor face a toda esta transformação, no seu poder de compra e na alteração de paradigma dos seus hábitos de consumo. As marcas de distribuição são efetivamente o maior concorrente que as marcas de fabricante encontram nos seus mercados e esta luta será sempre desigual. Com estruturas de custos muito mais pesadas, competir através de esforço promocional e baixo preço poderá, a longo prazo, comprometer a rentabilidade das marcas de fabricante, para além da perda de brand equity junto dos consumidores. É esta temática que se pretende abordar neste caso pedagógico, demonstrando que é possível crescer e fortalecer as marcas mesmo em conjeturas difíceis, através de estratégias de diferenciação bem estruturadas, que permitam acrescentar valor às suas propostas e assim ganhar mais relevância junto dos consumidores, levando-os a preferir consumir marcas de fabricante mesmo que isso implique pagar mais.
Distribution Own Brands (DOB’s) evolved greatly, they’re no longer simple products, undifferentiated commodities having price as a sole benefit. Today, DOB’s are managed by marketing specialists who continuously work on quality and image vectors, offering DOB’s capabilities which enables them to seriously challenge leadership in some market segments. Knowing this, manufacturer’s brands were obliged to re-think and re-evaluate their strategies approaching the market. They were forced to dive into themselves, searching and redefining their competitive advantages and differentiation axes in a way they can maintain their relevance to the consumers. To understand this issue and its evolution it’s important to start by doing an evaluation of the economic situation of the country. It’s in this negative scenario that manufacturer’s brands met their first difficulties, while others strove on fertile ground. Next a non-alcoholic market segment characterization will be done with particular interest on the juices and nectars category. In the end the consumer characterization will be done having in consideration all the transformations occurred either in the consumer’s purchasing power or in consumer’s buying/consumption pattern paradigm. DOB’s are effectively the major competitors manufacturers brands will find on the battle ground, and the fight will always be uneven. With considerably more expensive price structures, competing through promotional pricing tactics or simply with a low price tactic will compromise the manufacturer’s brands profitability as well as manufacturer’s brands brand equity itself. This is the subject of this case study, to demonstrate that it’s possible to grow and build brand equity even in difficult times, through well-structured differentiation strategies adding value to the brand, making it more relevant to consumers, convincing them to buy manufacturer’s brands even if they have to pay more.

碩士
國立臺灣大學
國際企業管理組
105
In recent years, due to the environment changes in Taiwan market, many businesses which had lasted for over 100 years would often face the brand aging phenomenon, even the strong brand power companies, would also face the crisis of business transformation. Many Taiwanese centennial enterprises began to use different marketing strategy to do the brand rejuvenation and want to attract more young consumers. But it will take the investment with large number of marketing capital and labors to reshape the brand image into consumer’s mind in long-term. Also, the result was difficult to be counted. Therefore, each marketing budgets must be carefully considered before the investment and it could help the growth of the brand, rather than wasting the funds and cannot be recycled. The study of the "W company" is the centennial enterprise which is the well-known merchant in Kinmen County. Although W company has a strong brand power in customers’ mind, but due to the age growing by their customers, young people is not so interesting in Chinese herbal medicine products. Today, the information development is so rapidly that the consumers had more and more options to choice. Also, many competitors started get into this industry and divided the market. Those unfavorable factors let W company face a certain threat in the future, but W company never afraid. As a result, this paper will explore the centennial enterprise of W company which with the competitors surrounding issue. Discovering how it used their own ability to combine the new technology and marketing strategy, and overcome the difficulties. W company eventually standing out at any other competitors and being the top brand in Kinmen County.

Estratégia, identidade, confiança, marketing são palavras-chave associados ao conceito de rebranding de uma marca, onde as ações estratégicas de negócios reposicionam a marca no mercado e consequentemente a perceção geral do público-alvo. Neste relatório de estágio, foi discutido o processo de rebranding de um fornecedor de energia elétrica português, mais especificamente a E-REDES (antiga EDP Distribuição), através de uma abordagem de caso de estudo. O principal objetivo foi falar como a imposição legal à EDP Distribuição relativamente à separação dos seus serviços de distribuição elétrica do grupo, impactou não só a organização, mas também os seus clientes. Como tal, este relatório utilizou a seguinte metodologia: análise documental, observação participante, questionário e entrevista semiestruturada. A fonte de informação utilizada neste re- latório deriva de dados primários e secundários, sendo o último pertencente à revisão da literatura e o primeiro proveniente dos resultados da metodologia anteriormente referida. Em termos de resultados, foi possível avaliar que os clientes E-REDES estão a começar a familiarizar-se com a nova marca, ao reconhecer os valores e a qualidade dos produtos e serviços que já vinham da EDP Distribuição, bem como a manifestar sentimentos positivos para com a mudança. Por outro lado, os colaboradores da E-REDES também revelaram um resultado positivo dessa mudança e falaram sobre um futuro promissor para a marca.
Strategy, identity, trust, marketing are buzzwords associated with the concept of rebran- ding of a brand, where strategic business actions reposition the brand in the market and conse- quently the overall perception of the target audience. In this internship report, the rebranding process of a Portuguese electricity supplier, more specifically E-REDES (former EDP Distribuição), was discussed through a case study approach. The main objective was to talk about how the legal imposition on EDP Distribuição regarding the separation of its electrical distribution services from the group, impacted not only the organiza- tion, but also its customers. To achieve such endeavours, this report used the following methodology: document analysis, participant observation, questionnaire and semi-structured interview. The source of in- formation for this report derives from primary and secondary data, with the former belonging to the literature review and the latter coming from the results of the aforementioned methodology. In terms of results, it was possible to assess that E-EREDES customers are starting to get familiarized with the new brand, recognizing values and the quality of the products and services that already came from EDP Distribuição, as well as showing positive feelings about the change. On the other hand, the employees from E-REDES also revealed a positive outcome of this change and spoke about a promising future for the brand.

Relatório de estágio de mestrado em Negócios Internacionais
As empresas portuguesas, em particular as pequenas-médias empresas, têm tido cada vez mais a necessidade de crescimento e de expansão dados os rápidos avanços tecnológicos, uma elevada concorrência e grande procura por parte dos consumidores dos seus produtos e serviços. Para tal, as empresas recorrem à internacionalização dos seus serviços, sendo por vezes necessário repensar a estratégia das marcas para que estas se consigam adaptar aos mercados estrangeiros. Como tal, tornase pertinente a investigação do fenómeno da internacionalização, da identidade das empresas/marcas locais e da estratégia digital associada a ambos os conceitos para aceder a novos mercados. O relatório de estágio tem por base um estudo de caso, realizado numa agência de produto digital local portuguesa, e tem como principal objetivo perceber de que forma a decisão de internacionalização de uma agência local poderá ter influência na decisão de rebranding da marca, tendo como base o estudo de caso de uma agência que, para conseguir atingir o seu objetivo de se internacionalizar e adaptar aos mercados no estrangeiro, fez um rebranding completo da sua marca inicialmente estabelecida. O estudo tem como principais objetivos perceber como decorre o processo de internacionalização das empresas e de que forma a estratégia de internacionalização pode ter um papel relevante nas decisões de marca organizacional, especificamente no seu rebranding. Desta forma, exploro como os elementos fundamentais de uma marca mudam durante o processo de rebranding e tento perceber qual a influência do rebranding na construção de um plano digital de comunicação internacional. A recolha de dados partiu da minha observação direta enquanto estagiária da agência, de dados secundários obtidos através das agências parceiras no processo de rebranding e de entrevistas realizadas a um elemento-chave da agência nos processos de internacionalização e rebranding. Os dados recolhidos permitem-me concluir que a decisão de internacionalização e o respetivo processo tiveram uma forte influência na decisão de rebranding da agência deste estudo de caso em específico, que teve de se adaptar aquando da entrada em mercados internacionais.
Portuguese companies, in particular small-medium companies, have increasingly needed growth and expansion due to rapid technological advances, high competition and high consumer demand for their products and services. To this end, companies resort to the internationalization of their services, and it is sometimes necessary to rethink the strategy of brands so that they can adapt to foreign markets. As such, it is important to study the phenomenon of internationalization, the identity of local companies/brands and the digital strategy associated with both concepts to access new markets. This internship report is based on a case study, carried out in a Portuguese local digital product agency, and its main objective is to understand how the decision to internationalize a local agency may influence the decision to rebrand the brand. This case study is based on an agency that, to achieve its goal of internationalizing and adapting to foreign markets, carried out a complete rebranding of its initially established brand. The study's main objectives are to understand how the internationalization process of companies takes place and how the internationalization strategy can play a relevant role in organizational brand decisions, specifically in its rebranding. As such, I explore how the fundamental elements of a brand change during the rebranding process and try to understand the influence of rebranding in the construction of a digital plan for international communication. Data collection was based on my direct observation as an intern at the agency, secondary data obtained from partner agencies in the rebranding process and interviews carried out with a key element of the agency in the internationalization and rebranding processes. The data collected allowed me to conclude that the internationalization decision and the respective process had a strong influence on the agency's decision to rebrand in this case, which had to adapt when entering international markets.

Gucci is one of the most famous Italian luxury fashion brands, which in the last five years saw an exponential increase in its revenues because of the new rebranding. However, despite the rise in profitability, sales and interest for the brand have been slowing down during the last year. This Work Project aims to investigate if the present brand strategy could still sustain the brand in the middle term future. The research methodology focused on qualitative in-depth interviews with luxury consumers and luxury experts. Insights on future strategies for the brand are proposed at the end of the Thesis.

As markets become more saturated, many small businesses are looking for ways to both differentiate themselves and to communicate their messages more productively. Therefore, companies are utilizing integrated marketing communication plans to better achieve their communication objectives. The aim of this in-company project is to show how an integrated marketing communication plan can help Angel Nail Spa achieve a better positioning among its competitors. A literature review was conducted on the marketing communications concept, the development of an IMC plan, and the beauty market. Following this research, empirical evidence from observations, an in-depth interview, and a survey helped present an overview of the brand. Through these findings, it is clear that the salon has underperforming elements in its marketing mix which has resulted in the business having a poor positioning among its competitors; as the salon currently has higher prices, lower quality services. For Angel Nail Spa to achieve a new positioning, elements of the marketing mix need to be improved, from the logo to the salon's design, to reflect the brand’s new key message of offering "good value at affordable prices". This key selling idea will add value to the salon by showing higher-quality services and more affordable pricing. As a result, an integrated marketing communication plan was developed to help guide the salon's communication efforts and to help it achieve its new positioning.
Com os mercados a ficarem saturados, o pequeno comércio começa a procurar diferenciar-se e chegar ao consumidor de uma forma mais clara. Com isto, as lojas e empresas começaram a aplicar estratégias de comunicação com o consumidor para atingirem os seus objetivos. O objetivo deste projeto é mostrar como é que uma melhor estratégia de comunicação e marketing podem ajudar Angel Nail Spa a posicionar-se à frente da concorrência. Foi realizada uma revisão de literatura sobre o conceito de comunicação de marketing, o desenvolvimento de um plano de comunicação de marketing integrado, e o mercado da beleza. Após esta pesquisa, provas empíricas obtidas a partir de observações, uma entrevista em profundidade e um inquérito, ajudaram a apresentar uma visão geral da marca. Através destas descobertas, ficou claro que o salão tem elementos de fraco desempenho no seu marketing mix, o que resultou num mau posicionamento do negócio entre os seus concorrentes; uma vez que atualmente o salão tem preços mais altos e serviços de menor qualidade Para Angel Nail Spa atingir o seu objetivo de estar numa melhor posição no mercado local, os elementos de marketing e comunicação têm de ser melhorados, desde o logótipo ao design do próprio salão, para com isto passar a mensagem de "boa qualidade a um preço aceitável". A ideia é melhorar a qualidade dos serviços prestados e manter um preço competitivo no mercado local. Foi assim desenvolvido um plano de marketing e comunicação para ajudar o salão a chegar e mostrar-se melhor ao seu público alvo.

The economic recession and the armed conflicts are holding back the investment and consumption in the Mozambican economy. In that context, we explored how strategies of marketing planning can ensure an efficient expansion of a primary sector firm in Mozambique – The Farmers Home. The present study was developed in the Mozambican business reality, in the TECAP’s Group, particularly in Farmer’s Home subsidiary. The main goal was the restructuration of processes and procedures in an inefficient old company, with a good reputation, but which needs to integrate the new brand and expand geographically throughout the country, risking to lose the commitment with NGO’s investors which nowadays fullysupports the project. This case study of explanatory character was supported by a mix of quantitative and qualitative methods. The quantitative methods used were the research and analysis of historical data of sales as the inquiries made to final consumers and store customers. We used several qualitative data as observation, interviews made to the main customers, big producers and agro dealers, team meetings, company documents of USAID’s project and governmental documents analyses. Afterwards, the results were interpreted and strategies were defined to a marketing plan for the expansion project. Initially, an internal and external analysis of the company was carried out, and later, strategies were developed to mitigate the risk and increase the probability of creating a sustainable project. The geographical expansion project from 1 to 20 stores in 3 rural provinces in 5 years, to avoid the market’s saturation and to accomplish USAID’s goals of financial results, needed to be allied to a widening of the range of products and a rebranding. The main conclusionof this case study was the need to invest essentially in the attraction of customers, in customer loyalty and in the increase of the wallet-share of the current customers. This should be accomplished through a larger and specialised offer to in the agro-pecuary sector, the improvement of the relationship marketing strategy and rebranding.

This thesis presents a Case Study on a Danish home sharing platform for artists called Human Hotel. The company implemented a rebranding process in 2018to have a clear brand identity and a defined mission. However, with the advent of Covid19 virus, Human Hotel business was under threat. In order to tackle this adverse situation, the company considered the possibility of expanding into the segment of enterprises but keeping its newly refreshed identity and mission unchanged. The case outlines Human Hotel current brand identity and strategy, leading to the discussion on whether and how it should expand into the new segment.

Борисенко С. С. Стратегії ребрендингу політичних партій у сучасних соціально-політичних умовах України : кваліфікаційна робота магістра спеціальності 061 "Журналістика" / наук. керівник І. С. Бондаренко. Запоріжжя : ЗНУ, 2019. 77 с.
UA : Магістерська робота «Стратегії ребрендингу політичних партій у сучасних соціально-політичних умовах» – основний текст – 70 сторінок. Для виконання магістерської роботи опрацьовано 75 джерел. Об’єктом дослідження є діяльність партії «Європейська Солідарність» та Всеукраїнського об’єднання «Батьківщина» протягом передвиборчого періоду 2019 року. Предметом дослідження є використання стратегій ребрендингу партії «Європейська Солідарність» та Всеукраїнського об’єднання «Батьківщина» протягом передвиборчого періоду 2019 року. Мета дослідження: синтез теоретичних суджень щодо специфіки формування політичного бренда в системі соціальних комунікацій, простеження основних складових іміджу політичного лідера в системі PR, аналіз стратегій ребрендингу партії «Європейська Солідарність» та Всеукраїнського об’єднання «Батьківщина» протягом передвиборчого періоду 2019 року. Методи дослідження: аналізу та синтезу під час вироблення наукової концепції, метод систематизації – для обробки теоретичних положень науковців; типологічний та генетичний, що дозволили розглянути імідж політичного лідера; структурно-функціональний аналіз, що дає можливість висвітлити особливості організації та проведення ребрендингу політичних партій. Для реалізації поставленої мети необхідно виконати такі завдання: - синтезувати наукові судження щодо специфіки формування політичного бренда; - окреслити складові, етапи та стратегії ребрендингу політичних партій; - розглянути імідж політичного лідера в сучасних соціально-політичних умовах та системі PR; - проаналізувати стратегії ребрендингу партії «Європейська Солідарність» та Всеукраїнського об’єднання «Батьківщина». Методологічну і теоретичну основу дослідження складають наукові праці вітчизняних та зарубіжних дослідників з ребрендингу Л. Золотарьової, С. Махнуші, А. Машковцева, О. Овчиннікова, О. Тєлєтова; з іміджу політичного лідера О. Уднікова, М. Устінової, К. Тітової, М. Марка; з брендингу політичних партій М. Волошиної, В. Ляпорова, Є. Мамонтової, Є. Павлюка, П. Поветьєва, О. Русакової, Л. Хорішко; з політології та діяльності політичних партій М. Вебер, О. Гришина, К. Єгорової, Р. Харріса, О. Соловйова, Т. Шапкаріної, Ю. Шведи; з паблік рілейшинз В. Березенко, Ф. Джефкінса, В. Королька, Т. Лебедєвої, В. Музикант, Г. Почепцова, Є. Пашенцева. Наукова новизна одержаних результатів полягає у здійсненні аналізу стратегії ребрендингу партії «Європейська Солідарність» та Всеукраїнського об’єднання «Батьківщина», з’ясуванні специфіки іміджу політичних лідерів України в системі PR, дослідженні складових, етапів та функцій іміджу політичних лідерів в сучасних українських політичних умовах. Сфера застосування: матеріали дослідження можуть бути використані під час подальших наукових розробок, викладання спецкурсів з радіожурналістики, при написанні кваліфікаційних робіт студентами факультету журналістики.
EN : Borisenko S.S. Strategies for Rebranding Political Parties in Today's Socio-Political Context. Zaporizhzhya, 2019. 70 p. The relevance of the research topic is caused by changes in the political, social and economic system of Ukraine. Today, in political marketing, image science, PR, there is a large amount of research on the study of the technologies of forming the image of a political leader. These studies are characterized by great diversity, reflecting different concepts, so a comprehensive analysis of the structure of political image in a single model of social development is of particular relevance. An important aspect of the overall perception and appreciation of a politician is the impression he makes, that is, his image. In the conditions of formation of information society the value of image sharply increases. Today's branding and rebranding strategies give a positive impression of a political leader to a voter. They create certain social and psychological attitudes that determine a person's behavior towards a political subject. These properties allow a public relations specialist to use it as a tool to manipulate consciousness. However, the strategies of re-branding of Ukrainian political parties and the specificity of the image of politicians remain insufficiently studied, so we consider it expedient to examine them on the example of the European Solidarity Party and the All-Ukrainian Union Motherland. The paper synthesizes theoretical judgments about the specificity of political brand formation in the social communication system, traces the main components of the image of the political leader in the PR system, analysis of the European Solidarity Party rebranding strategies and the All-Ukrainian Association "Batkivshchyna" during the 2019 election period.

Бугайченко В. С. Маркетингові стратегії літературно-художніх журналів: український та зарубіжний досвід : кваліфікаційна робота магістра спеціальності 061 "Журналістика" / наук. керівник Н. В. Романюк. Запоріжжя : ЗНУ, 2020. 75 с.
UA : Магістерська робота «Маркетингові стратегії літературно-художніх журналів: український та зарубіжний досвід» – основний текст – 75 сторінок. Для виконання магістерської роботи опрацьовано 87 джерел. Об'єктом дослідження є випуски друкованих журналів та публікації на вебсайті і в соціальних мережах українських журналів «ТекстOver», «Проstory», «СТОС» та зарубіжних «Guts», «The White Review» та «GRANTA» за 2018-2019 рік. Предметом дослідження є особливості використання маркетингових стратегій редакціями літературно-художніх журналів протягом 2018-2019 років. Мета дослідження: виявлення особливостей ефективних маркетингових стратегій та їхніх складових у популяризації журнальних видань. Методи дослідження: з метою оцінки маркетингових стратегій та використаних засобів промоції літературно-художніх журналів в Україні та за її кордоном у межах дослідження використані такі методи: спостереження, опис, порівняння, узагальнення, систематизація, моделювання та контентаналіз. Для реалізації поставленої мети необхідно виконати такі завдання: 1) вивчити дефініції понять «маркетинг», «маркетингова стратегія» у межах медіакомунікацій; 2) виділити типи маркетингових стратегій та їхні складові; 3) проаналізувати контент та засоби просування українських літературно-художніх журналів «ТекстOver», «Проstory», «СТОС»; 4) виявити специфіку наповнення та популяризації закордонної літературно-художньої періодики: «GRANTA», «Guts», «The White Review»; 5 5) змоделювати ефективну маркетингову стратегію для тематичної періодики. Методологічну і теоретичну основу дослідження складають праці вітчизняних і зарубіжних дослідників, які досліджували маркетинг і маркетингові стратегії загалом та в межах медіакомунікації зокрема: І. Ансофф, Л. Антошкіна, Г. Багієв, О. Барзилович, Н. Бородкіна, В. Ворошилов, С. Гаркавенко, С. Гуревич, І. Гутиря, В. Димова, М. Дж. Доллінгер, Ф. Котлер, В. Косарчук, Є. Крикавський, Н. Куденко, Б. Кузнецов, Ю. Лью, М. Мак-Дональд, Т. Максимова, І. Мудра, О. Павлюк. Р. Пікард, А. Садеков, А. Санчез-Табернеро, В. Тарасевич, В. Теремко, Г. Тихонова, О. Торосян, І. Третьякова, Н. Фонштейн, Д. Форд. Наукова новизна одержаних результатів полягає у виявленні причин мінімізації кількості українських літературно-художніх журналів, світової тенденції до переходу їх у цифровий формат, а також у підтвердженні важливості синтезу журналістських і маркетингових знань для засновників видання визначеної тематики при виборі переліку успішних засобів маркетингової діяльності. Сфера застосування: матеріали проведеного дослідження можуть бути використані у професійній діяльності працівників редакцій і видавництв періодичної продукції, а також під час подальших наукових розробок із питань залучення ефективних маркетингових стратегій у діяльність журналів.
EN : Buhaichenko V. S. Marketing Strategies of Literature and Art Journals: Ukrainian and Foreign Practices. Zaporizhzhya, 2019. 76 p. Literary journals in developed countries are well-known and trusted, and the acceptances at one of them can make a huge difference in career for new authors. In Ukraine, however, we can notice different tendency – as a writer, you will stay at shadow of those magazines and ones who are their main and already well promoted names, and will be published for narrow audience. It is obvious, that such journals are a niche to make literature popular for many publishers, so that’s also recognized as a source of income and an element of attracting attention to their products. Due to disappearance of Ukrainian literature and art journals, it’s important to present them the most effective way using technically and ethically right marketing strategies. This work stresses out major points they need to consider in order to be well-presented to masses and experience of foreign popular literary and art journals, that can be useful due to the topic of the work. In order to highlight the most effective in Ukraine and abroad strategies for literature and art periodacals, we are going to examine journals of Ukrainian and European origin. Journals of any period established, that are publishing now online and in-print during the past 2 years are going to be the subject of research. We are going to look up how do the publishing houses and self-publishing of literature and art journals are selling their product and to who exactly they do so: to assemble a solid image of their customer. By that we will outline the main problem of demand offer market relations and name & recognize the marketing limitations that exist on Ukrainian publishing scene.

Num mundo cada vez mais apto e disponível a nível de oportunidades para ambos os géneros, ainda existem obstáculos profissionais para mulheres. Sem considerar, os seus historiais académicos ou profissionais, o facto de serem mulheres apresenta em si, um desafio para a concretização de metas profissionais e consequentemente pessoais. Esta foi a conclusão a que chegaram três mulheres portuguesas, empreendedoras e emigrantes em Inglaterra e na Bélgica, após terem sentido uma dificuldade acrescida no processo de transição de país. Yola Bastos, Ana Cristina Rosário e Vanessa Correia decidiram unir as suas áreas de atuação profissional e de perícia, de forma a poderem providenciar apoio na gestão financeira, de estratégia e promoção de empresas de mulheres empreendedoras. A empresa Women Flix, é a expressão máxima de tenacidade pela sua própria existência, ao conseguir providenciar serviços especializados a mulheres que, tal como as fundadoras desta empresa, também encontraram entraves à construção e estabelecimento da sua empresa, mas que não se conformaram com aparentes impedimentos. O presente estágio foi realizado na start-up Women Flix Ltd., de forma remota, por um período de 400 horas, ao longo de três meses, tendo tido início a 22 de fevereiro de 2021. O estágio teve como objetivo a análise e desenvolvimento de uma reestruturação da estratégia aplicada às redes sociais de uma das fundadoras da empresa. Os resultados do presente estágio destacam-se através do aumento de interação e de seguidores nas mesmas plataformas, demonstrando a eficácia da estratégia delineada.
In a world that is increasingly becoming more apt and available regarding fair opportunities for both genders, there are still professional obstacles for women. Without considering their academic or professional background, the fact that they are women presents itself as a challenge to achieve professional and consequently personal goals. This was the conclusion that three Portuguese entrepreneur women, emigrants in England and Belgium, got to after having felt an added difficulty in the country transition process. Yola Bastos, Ana Cristina Rosário and Vanessa Correia decided to unite their areas of professional activity and expertise, in order to provide support in financial management, strategy and promotion of women entrepreneurial companies. Women Flix is the ultimate expression of tenacity due to its very existence, as it manages to provide specialized services to women who, like the founders of this company, also encountered obstacles to the construction and establishment of their company, but who did not conform to the apparent impediments. This internship was held at the start-up Women Flix Ltd., remotely, for a period of 400 hours, over three months, starting on February 22, 2021. The goal of the internship was to analyze and develop a common restructuring strategy applied to the social networks of one of the company's founders. The results of this internship stand out through the increase in interaction and followers on such platforms, demonstrating the effectiveness of the outlined strategy.