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Zetterberg, Martin, Pontus Davidsson i Mathias Johansson. "Brand Equity for Service Brands Online". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44567.
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Purpose: The purpose is to explain what factors affect brand equity for SBOs. Hypotheses: These hypotheses were derived from a literature review. H1 - Perceived Quality has a positive effect on SBO brand equity H2 - Brand Association has a positive effect on SBO brand equity H3 - Brand Awareness has a positive effect on SBO brand equity Method: The researcher conducted an quantitative research where the empirical data was collected through a questionnaire. Conclusion: This research show that perceived quality, brand association and brand awareness positively affects SBO brand equity.
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Almeida, Igor Pereira de. "Social brand equity". Master's thesis, FEUC, 2011. http://hdl.handle.net/10316/18058.
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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Coelho.Anteriormente as pessoas só podiam ligar à Internet através do computador, mas com a vinda de dos smartphones, agora podemos comunicar em todo o mundo através da Internet. Isto implica que podemos ler, ver e partilhar mensagens, vídeos e fotos onde e quando quisermos. E graças á mídia social como o Facebook, Twitter, LinkedIn é mais fácil do que nunca de comunicar com pessoas e marcas. A vantagem destas novas tecnologias implica que os consumidores podem participar na partilha de notícias. Os consumidores podem partilhar as suas opiniões através de blogs, e ainda partilhar vídeos e fotos, e é mais facil a entrar em contacto com as empresas. A partir da perspectiva de negócios, as empresas não podem mais recusar a mídia social. Muitas empresas estavam relutantes no passado por causa dos perigos que a mídia social podiam trazer, mas agora são forçados a atender a proucura dos consumidores. Uma estratégia de mídia social bem concebida tráz enormes vantagens para as empresas, porque as empresas, podem estar mais perto do consumidor e podem assim, ligar os consumidores à marca. Um consumidor que se sente ligado a uma companhia vai promover a marca positivamente, tanto online como offline. A passa palavra tornou-se um método comprovado. É uma técnica de marketing que ajuda a aumentar a conscientização sobre um determinado produto ou marca. A mídia social é um instrumento barato para as empresas e pode aumentar esta técnica efectiva de marketing. A mídia social também oferece uma forma de construir uma comunidade á volta da marca. Pessoas com atitudes positivos (ou negativos) sobre uma marca podem partilhar as suas ideias e experiências uns com os outros, mas também com a marca. É importante manter a informação de forma correta, porque podem e devem melhorar a qualidade do serviço ou produto. Hoje em dia as necessidades dos consumidores estão em função da procura. Com outras palavras, os consumidores decidem o que querem, e as empresas cumprem os desejos dos consumidores, ouvindo-os. O investigador David Aaker criou em 1991 um modelo para as empresas gerir o valor da marca. O resultado da investigaçao é que o valor da marca é influenciado por quatro dimensões, ou seja, qualidade percebida, lealdade à marca, associações da marca e reconhecimento da marca. Keller (1993), Keller e Machado (2006) e Kotler e Keller (2006) apresentaram um modelo conceitual para o valor da marca a partir da uma perspectiva do consumidor individual. O modelo conceitual é baseado em duas componentes: o conhecimento (consciência) e a imagem (imagem). Christodoulidis e De Chernatony (2009) afirmam que Aaker (1991) e Keller (1993), têm o valor da marca conceituada, mas nunca operacionalizou uma escala de medição. Yoo, Donthu e Lee (2000) expandiram o modelo de Aaker. Estes autores separaram o conceito de valor da marca colocando-a entre as "dimensões do valor da marca" e "valores gerados para os clientes e a empresa." Além disso, eles inseriram como antecedentes de dimensões valor da marca das atividades de marketing que em sua opinião, têm efeitos significativos sobre as dimensões do valor da marca. Nesta dissertação, adotamos o modelo de Yoo, Donthu e Lee. Nós criamos um modelo para medir o valor da marca social. Para a realização da pesquisa foram utilizados itens do estudo de Yoo, Donthu e Lee, e acrescentamos duas variáveis ao modelo, ou seja, onde as pessoas procuram informação (searching), e qual conteúdo específico os fans querem ver na pagina do Facebook (fanpage). Nós experimentamos este modelo para a marca de carros Mini.
3
Zheng, Xiaoshu, i Yuan Shi. "The case of Geely acquiring Volvo Car : A study on low brand equity acquiring high brand equity". Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202174.
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Much previous research has studied high brand equity acquiring high brand equity or high brand equity acquiring low brand equity. However, very little research has been conducted to understand how that low brand equity acquiring high brand equity changes the low brand equity especially in China. This paper is on the case of Geely Group acquiring Volvo Car which was a typical acquisition of a high brand equity company by a low brand equity company. The aim of the paper is to verify whether this type of acquisition could increase the acquirer’s brand equity evaluated by consumers. This paper selects two brand strategies, ‘the house of brands strategy’ and ‘the endorsed brand strategy’, as the study objects of post-acquisition brand integration, and attempts to find the differences on consumers’ expectations and what is better suited for the new joint company. Therefore, a survey research strategy was used in this paper. A conceptual framework which included brand loyalty and perceived quality was developed from a review of the existing literature. Samples of data collected from Chinese consumers have been analyzed for the changes of consumers’ evaluation on the brand equity of Geely after its successful acquisition. Our research result proved that, a low brand equity company could enhance its brand value through acquiring an internationally known brand. After the acquisition, no matter what brand strategy applied, consumers had a more positive attitude towards the brand. The conclusion reached was that firms should be careful to choose an acquisition strategy by considering its strengths. But when faced with a decision of acquisition, the most important thing is to focus on the final success of the acquisition, while the brand integration strategy might be adjusted flexibly.
4
Hinestroza, Evelin. "“Brand Equity – A Study on the relationship between brand equity and stock performance”". Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-141449.
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In today’s competitive market companies aim at increasing revenue to acquire a higher market share. Previous research indicates that this can be achieved with intangible assets. These assets are described as a firm’s dynamic capabilities, which can be attained through knowledge resources, organizational structure, employee skills, customer size, Research and Development (R&D), innovative capability, market share or a recognizable brand. Previous studies have associated intangible assets to be very significant for a company’s success and even associated them with creating GDP growth, specifically in Nordic countries. Studies indicate an increasing gap between a company’s market value and book value, which is related to the constant omission of intangible assets from the balance sheet. As a result, this gap, according to previous research, attests that markets are not fully efficient and stock prices do not reflect all available information. Internally generated brand equity is among the assets omitted from the balance sheet. Brand equity is one of the most powerful intangibles within a company. Therefore, it has been alleged of generating higher returns. Due to current accounting standards, IAS 38, internally generated brands are not disclosed on the balance sheet. Instead, the standard solely permits externally generated brand equity, which arises during business combinations, to be recognized. Consequently, researchers are questioning the value relevance of accounting because the omission of internally generated brands does not provide accurate information about a company’s true value. As a result, this may create information asymmetry between management and investors. Since investors are interested in a company’s value, the omission of intangibles may lead to poor economic decisions. Numerous studies have addressed the relationship between intangibles and stock returns. However, there is little research that explains brand equity’s relationship to stock performance. Only one study on Turkish brands, by Basgoze et al (2014), managed to address this relationship. However, the authors only concentrated on abnormal returns and not on significant performance ratios like MTBV, ROA, EPS, P/E and ROE. Considering that the study was based on Turkish brands, a research gap was found in addressing the relationship between brand equity and stock performance in Nordic countries. Seeing that these countries highly invest in intangible assets more than any other European country, it further increased curiosity on the relationship between brand equity and stock performance. To address the gap, a quantitative study in the form of Spearman correlations and a linear regression analysis was conducted. The research design of the study placed brands as an independent variable and stock performance variables as dependent variables. As studies have stated that the MTBV-gap disproves claims of markets being fully efficient, theories like EMH and AHM have been used to analyze the relationship between brand equity and stock performance. Other theories used in the analysis was about brand equity and its different sets, a self-constructed definition of stock performance which included MTBV, ROE, ROA, EPS, P/E and stock returns. The results of the study showed that brand equity had a positive relationship with three out of the six included variables in the study, meaning that there was a positive relation. Furthermore, the study also showed that the market is not fully efficient since the results indicated that, due to brand equity not being included on the balance sheet, not all available information is included in stock prices. Therefore, investors will adapt to the current conditions of the market, which is in accordance to the Adaptive Market Hypothesis.
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Higgins, Julie A. "Brand equity & college athletics investigating the effects of brand uncertainty situations on consumer-based brand equity /". Columbus, Ohio : Ohio State University, 2006. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1150144059.
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Rios, Rosa Elvira, i rosariosq@hotmail com. "Sources and antecedents of brand equity for online companies". RMIT University. Management, 2008. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20080721.120726.
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The area of Brand Equity has received considerable attention during the past twenty years. The importance of a brand emanates from the fact that brand recognition and positive associations with it create value for companies and consumers. This value is called Brand Equity and translates into monetary value. Until now, there is scant research on brand equity for online retailers to test whether theoretical frameworks developed for offline companies apply to online businesses. The study is an attempt to bridge this gap by developing and testing a comprehensive brand equity model with selected drivers (customer support and a mix of functionality and fulfilment marketing efforts) and sources (awareness, association of value and trust, and loyalty) of brand equity. Grounded in a traditional offline consumer-based brand equity framework, a research model (at the aggregate level) for assessing brand equity of online companies is developed and tested using structural equation modelling (SEM). Several key findings are reported: First, a measurement model based on dimensions of awareness, associations of value and trust, and attitudinal loyalty seem to fit the data well. Measures have adequate reliability, convergent and discriminant validity. Secondly, from the SEM application, only value association and loyalty are potent determinants of brand equity. Third, awareness, trust and value associations contribute indirectly to create brand equity. Fourth, the hierarchical hypothesized relationships between the sources of brand equity are confirmed. The final best-fitting (calibrating) model derived from the subjects that had bought from the online businesses under study was validated across a sample of subjects. Simultaneous model comparison using structural equation (by means of Chi square difference) confirms the tenability of the calibrating model. To test for the probability than an incorrect model will be rejected, power analysis was calculated. The results indicate that the likelihood of rejecting the hypothesis of exact and close fit equals 1.0. The second phase of the study involved brand analysis at the individual level. According to the calculations Amazon obtains slightly higher brand equity than eBay and puts it in first place, eBay is in second place, followed by Dell in third. CDNow is the worst performer and obtains consumer-based brand equity below average. The study offers contributions to both academia and business in several ways.
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Motter, Junior Mario Divo. "A prospective study on the dimensions of global brands, brand equity and brand value". reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/16578.
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This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a 'step ahead' in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about the industry and country-of-origin effects (and their interactions) on the brand value and the firm market value. Finally, the thesis offers an interesting comparison about the practitioners’ perspectives on the dimensions of global brands, the brand equity and the brand value, branding and marketing, including highlights on the brand internationalization process. The thesis offers a general approach on the extant literature in the first chapter, and a specific literature review for each other chapter.
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Storozheva, Yulia, i Stephen Young. "Building brand equity at Huskvarna Motorcycles". Thesis, Jönköping University, JIBS, Business Administration, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9533.
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Purpose
The purpose of the thesis is to analyze the current challenges facedby Husqvarna Motorcycles in their brand building process, and todescribe ways in which applying the brand equity principles will enablean increase of the value of their brand.
Background
In the complex world of organizations and companies where thecompetitive position plays an important role in successful achievementsof the company, managers seek after building a sustainablecompetitive advantage. Building brand equity is an important focusfor a large company' improvement, since it raises interest of existingand new customers. The process of building brand equity takestime but through this process a company will have a stronger marketposition which creates brand value.
Method
In order to answer the purpose, the qualitative method with implementation of semi-structured interviews for collecting data wasused. The data was interpreted and then structured and analyzedusing theoretical framework.
Conclusions
During the research performed it was found out that the managersare facing several challenges in respect to building brand equity.Therefore, five components of building brand equity were implementedto draw the conclusions of how the managers could strengthentheir brand.
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Zhu, JianJun. "Three essays on brand equity". Diss., University of Iowa, 2009. https://ir.uiowa.edu/etd/770.
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This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain.
My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning, brand strategy, and customer characteristics. I use revenue premium as the retail level measure of brand equity and decompose it into price and volume premiums. Then, I explore the effects of different brand equity drivers on these premiums. The study on the universe of grocery industry in the U.S. shows compelling evidences that volume premium prevails over price premium in driving revenue premium. Brand structure and positioning, brand strategy and customer characteristics contribute significantly to the changes of the brand market performance measured with price, volume and revenue premiums.
My second essay examines the association between consumer-based brand equity (IBBE) and brand market performance, and the moderators of this association. I explore a comprehensive set of market performance measures (penetration, loyalty, market share, price and revenue) of 216 major brands sold in the grocery channel in the U.S., in conjunction with EquiTrend© brand equity measure. The results show that customer based brand equity provides incremental explanatory power for brand market performance beyond the explanation by a wide array of performance determinants identified in the first essay. Furthermore, the equity-performance association is moderated by a set of product and category features, as well as the firm brand strategy.
My third essay studies whether firms benefit from having multiple brands across different areas. I model brand market performance as a function of different elements of the firm brand portfolio, including the size and performance of sibling brands and the inter-brand distance. The dataset includes 1,700 brands from over 350 firms in the grocery channel within the U.S. The results show that the brand portfolio information provides incremental explanatory power for brand market performance. Moreover, the size and the performance of sibling brands have significant impact on a focal brand's market performance, and these impacts are moderated by the inter-brand distance.
10
Alkhalil, Cindy, i Sophia Rehioui. "Brand Equity inom B2B startups : en kvalitativ studie om hur B2B startups arbetar med brand equity för att skapa konkurrensfördelar". Thesis, Södertörns högskola, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-34442.
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Over the past few decades, branding has become a priority for companies. A brand helps companies to differentiate themselves from their competitors, which creates competitive advantages. Most of the research on brands has primarily focused on consumer marketing. However, it has been found that the brand is just as important in business to business (B2B) companies, and that it also plays a big role when it comes to the survival av newly established company like for example startups. Startups differ from established companies through their innovative ideas and problem solving. However, they faces challenges because of lack of capital, time and resources. As the competition in the market grows, startups need to create competitive advantages by working hard with their brand strategies to achieve strong brand equity. This study aims to highlight how B2B startups work with brand equity in order to achieve competitive advantages. The study has used a qualitative research strategy where the primary data has been collected through semi-structured interviews with four different startups based in Stockholm. The study shows that startups need to first position themselves in the market and then work on brand building. The result also shows that B2B startups are aware of the brand's importance and that they in fact work with brand equity to achieve competitive advantages. However, the strategies with the steps in the CBBE model differs depending on the industry and type of corporate activity.
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Friberg, Max, i Victor Jakobsson. "Brand equity har betydelse i byggbranschen : En studie om köpbeslutsprocessen, brand equity och beslutspåverkande roller". Thesis, Umeå universitet, Företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-73457.
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I denna studie studeras brand equity och dess påverkan på köpbeslutsprocessen. Hur påverkar brand equity köpare? Vilka steg i köpbeslutsprocessen påverkas? Genom att studera detta kan säljande företag få en ökad förståelse för hur köpare resonerar vid inköp, vilket kan användas när de ska utforma effektivare säljstrategier. Dessutom kommer beslutspåverkande roller att studeras för att resultatet ska bli mer praktiskt applicerbart då det ofta är flera individer som är inblandande när företag ska genomföra inköp.Studien har en kvalitativ ansats med semistrukturerade intervjuer som grund för att studera vilken betydelse varumärken har under köpbeslutsprocessen i byggbranschen. Intervjuerna har genomförts med sju individer som är ansvarig eller haft en stor roll vid inköp av maskindrivna handverktyg på sina företag.Det resultat som studien kommer fram till påvisar att brand equity har betydelse. Ju starkare ett varumärkes brand equity är desto mer påverkan har det på köpbeslutsprocessen. Detta får till följd att varumärken med starkare brand equity blir favoriserade och effektiviserar köpbeslutsprocessen eftersom att köpare tenderar att sålla bort varumärken med svag brand equity. Köpare gör en mindre omfattande köpbeslutsprocess då de väljer att utvärdera färre varumärken. Med varumärken som har ett starkt brand equity upplever dessutom köpare att det finns mindre risk att göra felköp. Säljande företag bör på grund av studiens resultat arbeta aktivt med att förbättra brand equity för sina varumärken. Förutom det praktiska bidraget att studien kan användas för att förbättra säljstrategier kommer studien ge ökad förståelse för brand equity i B2B.
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Schafer, Nina. "Brand equity : an approcah to value based brand management". Thesis, Stellenbosch : Stellenbosch University, 2005. http://hdl.handle.net/10019.1/50290.
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Thesis (MBA)--Stellenbosch University, 2005.ENGLISH 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.
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Miesenberger, de Morais Daniel, i Annemarie Snellman. "Varumärken - Varför har företag problem med dem? : En studie i vilka problem varumärkesbyråer identifierar som vanliga hos kundföretag och varför". Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-173228.
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Varumärken är viktiga för företags vara eller icke vara. Ett företag vars varumärke är dåligt eller döende kan gå samma öde till mötes som varumärket. Därför är det förvånande att, enligt en undersökning gjord av en varumärkesbyrå publicerad i en branschtidning, marknads- och informationschefer i Stockholm har dålig koll på sitt varumärke. I vår studie undersöks vilka problem som kundföretag oftast har när de söker hjälp av en varumärkesbyrå. Vi försöker sedan att identifiera varför, och möjliga lösningar för att lösa eller förminska dessa problem. För att kunna göra detta har vi genomfört fyra intervjuer med varumärkesbyråer i Stockholm, varav vissa är erkänt bland de bästa i Sverige. Resultatet är att de vanligaste problemen som varumärkesbyråerna identifierat egentligen inte har med varumärkena i sig att göra, utan mest är av organisatorisk och kunskapsmässig art. Exempelvis gör företag för många undersökningar utan att veta vad dessa ska leda till, varumärkets och företagets värderingar är relativt okända inom företaget, företaget har ett kortsiktigt synsätt, och marknadsföringsavdelningar har för bristfälligt samarbete med ledning samt lite makt att kunna styra nödvändiga förändringar. Vi menar att dessa problem kan lösas genom högre utbildning av dem som har hand om varumärket, brand managers, en generell kunskapshöjning inom marknadsföringsavdelningen vad gäller marknadsföring, och en mer integrerad marknadsföringsavdelning som tar plats med ledning för ökat samspel.
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Hein, Katja, i Deike Bode. "The Influence of Brand Equity and Brand Identity on Brand Extension Strategies". Thesis, Högskolan i Halmstad, Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29048.
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The times of following a ‘one brand – one product’ strategy have long past. Nowadays, firms are increasingly recognizing the true value of their brands and are starting to use these as a source of competitive advantage. By introducing new products under an existing brand name, firms leverage the power of their brands and thus, aim at benefiting from the success of the parent brand. Brands are amongst the most valuable assets owned by a company, which encourages them to engage in brand extensions. The authors mainly distinguish between three brand extension strategy types: line extension, vertical line extension and category extension. Previous quantitative studies have identified that particularly brand equity and brand identity stand out as significantly influencing brand extension strategies. Therefore, this qualitative case study further explores how these two branding constructs affect firms’ brand extension decisions. While most past studies investigated the potential success of fictitious brands, this study performs qualitative interviews with brand and product managers of eight real case firms operating in the FMCG industry in Germany. The empirical data indicates that the pressure to innovate rises, as more and more new extension products are being introduced to the market in recent years. Nevertheless, the majority of firms opt for line extension strategies, while only few dare to enter a further distanced market segment. Hence, the condition of a “fit” between the parent brand and extension product is mostly accounted for. The study further suggests that a brand without strong brand equity will not be able to perform brand extensions at any level. However, even if brands do benefit from strong brand equity, firms may adopt divergent strategies, which is mainly dependent on the brand’s identity. The research results show that narrowly defined brands, predominantly distinguishable by concrete product features and physical facets, restrict the firms’ capability to extend a brand beyond its original product line. Contrarily, brands with a more abstract or value based identity provide more opportunities to stretch further from the parent brand. An emotional brand that succeeds in building a relationship to the customer, in representing a distinct personality or telling a story, is able to extend to a new product category. The study concludes that certain brands may be under-exploited, as they do not leverage their high equity and identity capabilities in terms of extending the brand to a further distanced market segment. As a result of the findings, two Brand Extension Strategy Matrices are constructed, setting the brand identity abstraction level (product or value based identity) into relation to (1) brand equity and (2) the identity “fit” of an extension product and the parent brand. Each of these two matrices explains the strategic consequences of a given set of brand equity and brand identity.
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Chaves, Eduardo de Paula e. Silva. "Brand Equity na perspectiva dos clientes: uma investigação empírica de suas dimensões e do mix de marketing entre usuários de marca de sapato esportivo". Universidade de São Paulo, 2010. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-17122010-150404/.
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Neste trabalho analisam-se os modelos conceituais e operacionais de brand equity baseado no cliente apresentados na literatura acadêmica. Sendo essa a alternativa para explorar o tema: documentar os modelos de brand equity, bem como as diferenças conceituais e empíricas entre os modelos de brand equity, pela ótica do cliente. Neste contexto, surge o seguinte problema de pesquisa: Os modelos existentes na literatura (teórico-práticos) de brand equity, baseado no cliente, podem compor um modelo de mensuração aplicável à realidade brasileira? Para isso faz-se uma pesquisa descritiva com o intuito de apresentar e enumerar os modelos de brand equity baseados no cliente, constantes entre os autores em ciências sociais aplicadas. Os resultados dessa parte do trabalho são tabelas resumo da literatura, apresentadas em capítulo específico, bem como as interpretações provenientes dessas análises. Elabora-se, então, uma pesquisa empírica para verificar a relação existente entre as dimensões que compõem o brand equity baseado no cliente e o mix de marketing organizacional. É desenvolvido análise da literatura, análise de confiabilidade, regressões, e modelagem de equações estruturais. Nessa pesquisa empírica encontra-se as análises de confiabilidade (Alpha de Cronbach´s), onde verificou-se que as dimensões propostas inicialmente por Aaker (1998) e Keller (1993) têm alta confiabilidade de escala. O patrimônio total da marca e a percepção dos preços, propostos por Yoo, Donthu e Lee (2000) também têm alto poder de confiabilidade na escala em português. Na análise das regressões completa, tradicional, e confiável do brand equity, baseado no cliente, houve uma semelhança de resultados. Apesar de algumas diferenças nos números e valores de R2 e de erro, esses foram muito próximos deixando as três equações propostas com mesma significância e valor de predição. Esse valor de predição para as três equações de regressão são moderados/baixos, demonstrando uma predição da variável dependente em grau leve pelas variáveis independentes, propostas nos modelos de regressão. Seguidos das análises de ajustes, verossimilhança, e significância da modelagem de equações estruturais m.e.e. Os objetivos do trabalho, propostos inicialmente, foram alcançados de forma clara e apresentados melhor no decorrer deste trabalho. Essa pesquisa empírica foi replicada para o Brasil, utilizando-se como base o trabalho de Yoo, Donthu e Lee (2000), sendo uma investigação agora desenvolvida nacionalmente. Tendo como alvo da pesquisa o setor de sapatos esportivos de uma grande marca mundial Adidas.In this paper examine the conceptual and operational models of based-client brand equity presented in the academic literature. This being the alternative to explore the theme: documenting models of brand equity, as well as differences between the conceptual and empirical models of brand equity, through the eyes of the customer. In this context, there arises the following research problem: The existing models in the literature (theoretical and practical) of based-client brand equity can make a measurement model applicable to the Brazilian reality? For this it is a descriptive research in order to present and list the models of basedclient brand equity, listed among the authors applied social sciences. The results of this study are part of the summary tables of literature, presented in separate chapter, as well as interpretations from these tests. It elaborates, then, empirical research to verify the relationship between the dimensions that comprise the client-based brand equity and organizational marketing mix. It is developed literature analysis, reliability analysis, regression, and structural equation modeling. In this empirical research is the analysis of reliability (Cronbach\'s Alpha), where it was found that the dimensions initially proposed by Aaker (1998) and Keller (1993) have high reliability scale. The total equity of the brand and the perception of prices, proposed by Yoo, Donthu and Lee (2000) also have high reliability in the power of scale in Portuguese. In the analysis of complete regressions, traditional and trusted brand equity, based on the client, there was a similarity of results. Despite some differences in the numbers and values of R2 and error, these were very close to leaving the three equations with the same significance and value prediction. This predictive value for the three regression equations are moderate / low, showing a prediction of the dependent variable in mild by the independent variables proposed in the regression models. Followed by analysis of settings, likelihood and significance of structural equation modeling s.e.m. The objectives of the work originally proposed, were reached in a clear and better presented in this all paper. This empirical research has been replicated in Brazil, using as basis the work of Yoo, Donthu and Lee (2000), an investigation now being developed nationally. Targeting the research sector of athletic shoes of a great global brand - Adidas.
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Sjöstedt, Anna, i Jeanette Bohman. "You are who you wear? : En kvantitativ studie om varumärkesidentitet och varumärkesimage". Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-29520.
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The purpose of the study was to find out how well companies succeed in trying to convey the identity of their trademarks to the consumers. The study was quantitative with a survey design. A sample of 109 respondents participated. Brand identity and brand image was the focus of the study and was measured in three companies; Odd Molly, Filippa K and Björn Borg. These three were selected partly because of their different profiles. One survey was sent to the companies and one survey was distributed to the consumers. The majority of the questions in the surveys were based on a model designed to measure brand identity and brand image and gap in between them. The study presents three central theories; Profile, Image and Identity, Brand Equity and The Corporate Personality Scale. The first two gives a background to the concept of the words. The Corporate Personality Scale was created and designed to assess image and identity and the gaps in between them. The results showed that there were gaps in between the brand identity and the brand image in all three of the selected companies. However there were also signs of coherence between them. The companies succeeded in some part, in their trying to convey the identity of their trademarks to the consumers. There were both clear gaps and clear coherence between Brand Identity and Brand Image. In some cases the image was graded higher than the identity and vice versa.
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Makarius, Heather M. "The Cooperative accounting for Brand Equity /". Connect to this title online, 2005. http://hdl.handle.net/1811/384.
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Thesis (Honors)--Ohio State University, 2005.Title from first page of PDF file. Document formattted into pages: contains, 27 p. Includes bibliographical references (p. 27). Available online via Ohio State University's Knowledge Bank.
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Carlson, Andreas, i Carl Johansson. "Category Extensions : Factors enhancing brand equity". Thesis, Linköping University, Department of Management and Economics, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-5766.
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In today’s world, where the consumer is constantly exposed to more and more brands in almost any kind of environment, the importance of exploiting those brands which have managed to reach the consumer’s mind and gained a strong position has increased. A majority of new product launches are extensions of existing brands. Brand extensions can be seen as a less expensive as well as less risky way to satisfy the consumer’s demands and needs within several segments by providing several products under the same brand rather than creating a new name for every new product. Even though the extension of brands has become a popular strategy, it can still be somewhat of a troublesome affaire to extend the brand without loosing its original value. A “very good” brand extension not only creates additional cash-flow but also enhances the brand name. Thus, the purpose of this thesis is to identify factors that enable enhanced brand equity through category brand extension. A category extensions is when an existing brand name is applied to a product category that is new to the firm.
The study is conducted based on exclusively written data whereas a presentation of textual analysis will appear. As the focus is on theoretical findings and not empirical, no entire chapter in this thesis will concern empirical findings. Elementary variables of brands are defined, explained and discussed as well as the concept of brand equity, identity and image. Further, we present a discussion concerning definitions and the research that has been conducted on the subject of extensions. A discussion on the potential benefits and difficulties that are involved in brand extension follows and the concept of extension fit as well as aspects of lifestyle are presented. The conclusions reach are seven factors, all benefiting from having a high level of abstraction. The factors enhancing brand equity through category extensions are: Brand Context Distance, Lifestyle, Brand Awareness, Fit, Guarantee Function, Personality and Relationship.
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Oliveira, Marta Olívia Rovedder de. "Modelo de estimação de Brand Equity". reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2013. http://hdl.handle.net/10183/78034.
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Embora haja um consenso sobre a importância do valor da marca, um modelo de estimação único e uniformemente aceito ainda não surgiu, nem na perspectiva baseada no cliente ou consumidor nem na perspectiva da firma ou financeira. Assim, os profissionais de marketing ainda são desafiados a estimar o valor da marca. Além disso, é importante para a construção de um modelo de estimativa de valor da marca detectar as percepções dos consumidores e também apresentar uma estimativa monetária do valor da marca, satisfazendo às exigências de financistas, contabilistas e acionistas empresariais. A maioria dos modelos de valor da marca baseado no consumidor existentes não oferece uma estimativa monetária do valor da marca e muitos modelos de valor da marca baseado na firma não observam as percepções dos consumidores. A maioria deles não avalia o desempenho das marcas em futuros períodos de tempo. Esta pesquisa desenvolveu um modelo que permite estimar o valor da marca observando as probabilidades de escolha (manutenção ou troca) de marca pelos consumidores, com a aplicação da Matriz de Troca Markov. A matriz de troca de marca foi estimada por um estudo transversal, utilizando um modelo de escolha logit, analisando todas as marcas competidoras no mercado. Esta pesquisa também investigou o valor monetário da marca, utilizando o mecanismo de fluxo de caixa descontado. O modelo permite o cálculo do valor da marca de um produto, em particular, bem como o cálculo do valor da marca da empresa. Além disso, o modelo possibilita o estabelecimento da relação entre o mindset do cliente e a avaliação do desempenho de marca no mercado, comparando a marca de seus concorrentes. A integração entre valor da marca baseado no consumidor e valor da marca baseado na firma permite estimar o retorno financeiro das ações de marketing, verificando a contribuição de cada um dos condutores (consciência de marca, qualidade percebida, lealdade à marca, valor percebido, personalidade da marca e associações organizacionais) ao valor marca.Although there is a consensus about brand equity importance, a single, uniformly accepted estimation model has not yet emerged, neither from consumer-based brand equity or firm or financial-based brand equity perspectives. Hence, marketing professionals are still challenged to estimate the value of the brand. Furthermore, it is important to build a brand equity estimation model, which detects the consumers’ perceptions and also presents a monetary estimation of brand equity, satisfying shareholders’ requirements. Most of the existent consumer-based brand equity models do not offer a monetary estimation of brand equity and many firm-based brand equity models do not observe consumers’ perceptions. Most of them do not evaluate the brands’ performance in future periods of time. This research developed a model that permits estimation of brand equity observing the consumers’ brand choices probabilities (purchase maintenance and brand-switching), by applying the Markov Matrix. The brand-switching matrix was estimated by a cross-sectional survey, using a logit choice model, analyzing all competing brand. This research also investigated the monetary value of the brand, using the discounted cash flow mechanism. Our model allows the calculation of the value of the brand of a product, in particular, as well as the calculation of the company's brand. Our model enables the establishment of the link between customer mindset and evaluating the performance of brand in market, comparing the brand to its competitors. The integration between consumer-based brand equity and firm or financial-based brand equity allows the estimation of the financial return of marketing actions, checking the contribution of each of the drivers (brand awareness, perceived quality, brand loyalty, perceived value, brand personality and organizational associations) in brand equity.
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Ferreira, Maria Célia da Costa Alves. "Brand equity: o valor da marca". reponame:Repositório Institucional do FGV, 1995. http://hdl.handle.net/10438/5626.
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Made available in DSpace on 2010-04-20T20:20:13Z (GMT). No. of bitstreams: 0
Previous issue date: 1995-09-05T00:00:00ZO trabalho desenvolvido objetiva identificar e descrever comportamentos e reações de consumidores face às percepções de marcas. A partir de suas percepções sobre as marcas estudadas, são identificados os principais traços que compõem suas personalidades e, diante disso, são estudadas as reações mercadológicas derivadas da relações emocionais existentes entre marca e consumidor. A conjunção de teorias propostas, sobretudo pela psicologia e pelas terias de administração de marcas, somadas ao pensamento implícito à teoria da estratégia de diferenciação de Michael Porter, representam a síntese da proposta para os trabalhos' aqui desenvolvidos. Para ilustrar e validar a metodologia proposta será apresentado um estudo de caráter qualitativo, representando elementos das decisões de adoção de marcas dentro do setor têxtil, focando- as estratégias de aquisição de licenças internacionais, conhecidas e consolidadas, objetivando o fortalecimento do share no mercado brasileiro. Como veremos a seguir, o uso apropriado de marcas já 'maduras' cria oportunidades de se destacar frente a mercados altamente competitivos e onde há poucas oportunidades de diferenciação de produtos, sendo portanto ideal para a sua aplicação no setor apresentado, o têxtil, por ser caracterizado por sua dificuldade em apresentar diferenciações dos produtos frente a concorrência, onde as coleções lançadas são muito semelhantes entre si, e onde os critérios objetivo tais como o de modelagem, matéria I prima, qualidade de acabamento, etc, passam a serem preteridos ao consumidor final frente a critérios subjetivos tais como a roupa da moda, a marca do momento
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Verster, Alet. "Building brand equity through brand identity in the architectural industry". Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/59798.
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The lack of differentiation between firms in the South African architectural industry has
led to the virtual commodification of architectural services. This commodification has
resulted in increased competition and decreased profitability in the industry (Allix, 2012).
The objective of this research is to explore the manner in which B2B architectural firms
in South Africa and the Netherlands use brand identity to build the foundation of brand
equity, in order to secure competitive advantage, by differentiating themselves. In
contrast to South African firms, Dutch architectural firms receive the highest
compensation and employees receive the third highest salaries in the industry in the
European Union. This research thus examines the differences between B2B
architectural firms in South Africa and the Netherlands, through the lens of the B2B
Service Brand Identity Network by Coleman, de Chernatony and Christodoulides (2011)
and the B2B Consumer-Based Brand Equity model (Kuhn, Nigel & Pope, 2008).
A qualitative study was conducted, involving in-depth interviews with eight South African
and five Dutch architectural firms. A deductive and subsequent inductive analysis was
conducted on the data, using the computer assisted qualitative data analysis software
Atlas.ti. The study found that Dutch firms concentrated more on resonance with their
communities, while South African firms focussed on building credibility through brand
judgement. Both countries showed a lack of formal resource allocation to branding and
a lack of formal incentives to employees. Two new themes were identified in relation to
brand identity in this industry. Consequently, the study proposes a new version of the
B2B Service Brand Identity Network. This proposal provides a brand identity network for
B2B service firms which produce tangible objects as a result.Mini Dissertation (MBA)--University of Pretoria, 2017.
ms2017
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted
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Das, Samar Kumar 1956. "A consumer-based theory of strong brands and its implications for brand equity and brand management". Diss., The University of Arizona, 1998. http://hdl.handle.net/10150/288858.
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The power of brands like Coke, Levi's and Nike defies conventional understanding. How do such strong brands get created? What are the sources of their phenomenal strength? The traditional thinking reflected in the brand literature traces the sources of brand strength to the consumer's cognitive knowledge of brand's functional and image attributes, and other associations linked to the brand. I draw upon past research in marketing and social psychology to propose a user-centered view of brand strength. I suggest that loyal consumers actively create 'brandspaces' based on personal, social and cultural factors. These brand knowledge structures may be more insular since they are self generated and anchored in the personal and social self of the user. In Essay 1 of this dissertation, I take the user-centered approach to propose a method for mapping and measuring consumer-based brand equity. I developed a structural model for the sneakers product category with five consumer-based sources of brand equity ('functional attributes','brand image','appeal', 'self-brand relationship', and 'perceived popularity') as independent variables, and study their impact on a four indicator measure of brand equity. In Essay 2, I investigate the role of self-brand relationship schema in promoting insularity of strong brands. I hypothesize that strong brand users, who have high self-brand relationship, suppress or discount negative brand information, as compared to strong users who have low self-brand relationship. Experimental results confirm this central hypothesis. This study clearly shows the centrality of self-brand relationship in promoting brand insularity and brand strength.
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Hasanspahic, Maida, Linn Sandström i Linnéa Eriksson. "Hur värdefullt är ett varumärke? : En studie om hur konsumentbaserad brand equity mäts". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35556.
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Abstrakt Syfte:Studiens syfte är att beskriva hur ett mätinstrument för att mätakonsumentbaserad brand equity ska utformas. Forskningsfråga:Vilka mätpunkter ska inkluderas vid mätning av konsumentbaserad brand equity? Metod:Då studien ämnar testa mätinstrumentet som skapats ur den befintliga litteraturen föllvalet på att genomföra en kvantitativ undersökning eftersom författarna avsågundersöka hur en stor mängd konsumenter uppfattar varumärken. För att samla in databad författarna 130 stycken respondenter delta i en enkätunderökning. Datananalyserades sedan i en faktoranalys. Slutsats:Efter genomförd faktoranalys kunde författarna behålla 9 stycken mätpunkter från detursprungliga 16 stycken mätpunkter. Utefter de nya mätpunkterna utformades ett nyttmätinstrument. Aakers fyra dimensioner var fortfarande utgångspunkt därmätpunkterna placerades in
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Rosa, Mariana Eugénia Parracho Lopes. "Brand equity da marca-lugar : o caso da Vila de Óbidos". Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11407.
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Mestrado em MarketingA medição do valor dos lugares enquanto marcas através da place brand equity tem vindo a ser desenvolvida tanto por investigadores como por empresários. Neste estudo é avaliada a brand equity da vila de Óbidos, numa perspetiva turística, e investiga-se a relação que as dimensões de brand equity (imagem, notoriedade, qualidade e lealdade) estabelecem com a intenção de visitar a vila de Óbidos e de a recomendar a amigos e familiares. Para além disso, estuda-se a influência que a visita aos eventos promovidos pela vila de Óbidos exerce sobre as diferentes dimensões de brand equity. Através de um questionário lançado online foi possível obter respostas a um conjunto diversificado de questões que procuravam responder a estas necessidades de investigação. Os resultados do estudo demonstraram que as dimensões imagem e lealdade exercem uma influência positiva sobre a intenção de visitar, sendo que a imagem influencia também a intenção de recomendar a visita à vila. Verificou-se que a visita a eventos da vila de Óbidos pode ser um impulsionador da lealdade face à vila por parte dos inquiridos. No caso particular do Mercado Medieval de Óbidos, observou-se que a presença neste evento exerce uma influência positiva sobre as avaliações dos inquiridos das dimensões imagem, qualidade e lealdade e sobre a sua intenção de visitar a vila.
The measurement of places' value through place brand equity has been developed both by researchers and by managers. In this study, the brand equity of the town of Óbidos, in a tourism perspective, is evaluated. It is also investigated the effect of brand equity's dimensions (image, awareness, quality and loyalty) on the intention of visiting Óbidos and recommending it to family and friends. Furthermore, it is studied the effect that visiting town sponsored events might have on the different dimensions of brand equity. Through the use of an online survey, it was possible to obtain answers to a set of questions that attempted to fulfil these investigation needs. The results of the investigation have shown that the image and the loyalty dimensions have a positive influence on visiting intention and that image also influences the intention to recommend the town. Amongst the respondents, the visit to Óbidos' events proved to be a potential boost of loyalty towards the town. In the particular case of Óbidos' Medieval Market, it was observed that this event has a positive influence on the image, quality and loyalty dimensions and also on the respondents' intentions of visiting Óbidos.
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Raggio, Randle David. "Three essays exploring consumers' relationships with brands and the implications for brand equity". Columbus, Ohio : Ohio State University, 2006. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1146066729.
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Sasivongpakdi, Kanin, i Yaolan Wang. "MEASURING AND EVALUATING BRAND EQUITY : A research on beverage brand AloeVera Drycken on Swedish market". Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-25631.
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Date: May 27th 2014 Level: EFO 704--Master thesis in marketing, 15 ECTS Institution: School of Sustainable development of society and technology, Mälardalen University Authors: Kanin, Sasivongpakdi, Yaolan Wang Title: Measuring and Evaluating Brand Equity Tutor: Gary Jordan Keywords: Brand equity, brand awareness, perceived quality, customer value, perceived marketing mix Research question: How does customer perceived marketing mix elements affect customer value of Aloe Vera Drycken through brand awareness and perceived quality for target group age from 15 to 30 on Swedish market? Purpose: The purposes of the research are 1) to investigate the relationship between perceived marketing mix elements towards brand equity of Aloe Vera Drycken; 2) to investigate the relationship between brand equity towards customer value of Aloe Vera Drycken; 3) to measure current perceived market mix elements and brand equity performance of Aloe Vera Drycken based on brand awareness and perceived quality; and 4) to provide recommendation to improve brand equity of Aloe Vera Drycken. Method: The study employed self-completion questionnaire to investigate brand equity performance of Aloe Vera Drycken. A survey with 281 respondents in Västerås, Eskilstuna, Uppsala, and Stockholm was conducted in order to collect the primary data and resulted in 247 qualified responses. In addition, SPSS software with multiple regression analysis is used for data analysis Conclusion: The study showed that in Aloe Vera Drycken’s case, distribution intensity is the only perceived marketing mix element that relates to brand awareness. Meanwhile, product and brand name are related to perceived quality. Both brand awareness and perceived quality are positively contributed to customer value for Aloe Vera Drycken’s existing customers.
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Klouman, Henrik, i Djavid Beljulji. "Branding in the lower level sport club setting : The case of Swedish division 1 ice hockey teams". Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18704.
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Background Keller (2009) states that brand equity and the crucial intangiblevalue a brand brings to organizations is perhaps one of the most important marketing topics discussed in recent years. As the competitive market and branding environment for companies are fierce, the sport industry has gradually become more competitive and professional in many aspects of their operations as well. Researchers have gone to the extent of claiming that a brand is the most important asset of a sports team and that the brand provides direction and meaning for sports associations as well as for their followers. Still, market studies have indicated that sport associations often lack appropriate branding strategies and particularly for teams below the professional level, research have been limited in these areas. Purpose The purpose of this thesis is to examine what strategies and actions lower level Swedish ice hockey teams use in order to create and strengthen their brand. Method A hermeneutic view and inductive approach have been applied for this thesis. The purpose and research questions of this thesis have been answered with the help of seven qualitative, semistructured in-depth interviews with lower level sport club managers. Frame of reference Theory is based on two approaches to how teams can build and leverage their brand. While a model by Richelieu (2003) illustrates a strategic construction of the sports brand, the Spectatorbased brand equity model by Ross (2006) is more concerned with how controllable and uncontrollable factors contributes to the two main components of spectator based brand equity, namely brand awareness and brand associations. Conclusions The conclusion withholds the answer to the four research questions and purpose designed for this thesis. The findings indicate that teams are starting to realize the importance of a strong brand, particular to meet increased customer expectations for the game experience are considered important to create positive brand associations. An important finding have been the lack of communication and interaction teams seem to have with their customers in order to establish a clear brand identity and position in the market. The findings also indicate some characteristics particular to the lower level setting e.g. the dependence on volunteer workers and how the lack of long-term financial responsibility have impacted the management and development of a strong brand.
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Henriksson, Linnea, i Eijk Sabina van. "Managing brand associations : The key to strong and successful brand equity". Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16944.
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Denna uppsats behandlar varumärkesassociationer samt dess påverkan på varumärkeskapital. Uppsatsen är genomförd som en fallstudie och undersöker hur det svenska telekommunikationsföretaget Tre tolkar konsumenters associationer till varumärket Tre. Detta jämförs sedan med de varumärkesassociationer som föreligger kring Tres varumärke på marknaden. Varumärkesassociationer formas primärt hos konsumenter och är således inte enbart en process som företag styr. Detta innebär dock inte att associationerna är opåverkbara från företagets sida. En central faktor som påverkar skapandet av varumärkesassociationer har i denna uppsats påvisats vara konsumenters kontakt med företaget, där framförallt den första kontakten tenderar att forma associationerna. Konsumenter behöver inte ha en personlig relation till varumärket för att forma sina associationer då word-of-mouth har visat sig ha en stor påverkan på skapandet och spridandet av varumärkesassociationer. Företags varumärkeskapital gynnas av många samt positivt betingade varumärkesassociationer. För det i uppsatsen studerade företaget tenderar dock en majoritet av de kartlagda associationerna att vara negativa, vilket i sin tur har tenderat att skada det totala varumärkeskapitalet. En annan intressant aspekt av detta är att många bärare av dessa negativa associationer inte själva har en personlig erfarenhet av företaget. Detta understryker kraften av word-of-mouth samtidigt som det betonar vikten av att som företag ha en välarbetad kundstrategi då den har en direkt påverkan på företagets varumärkeskapital. I många framträdande teorier beskrivs det att förmedling av varumärkesassociationer gynnas av att framhäva emotionella faktorer, då dessa sägs ha en djupare påverkan på människors värderingar än vad funktionella faktorer har. Vad uppsatsens empiri dock har kunnat påvisa är att detta är svårt i en teknikorienterad bransch då konsumenter värderar funktionella faktorer högre än emotionella. De funktionella faktorerna tenderar även att ha en stor betydelse för varumärkesassociationer. Uppsatsen presenterar avslutningsvis en nyskapad figur vilken sammanfattar strategiskt betydelsefulla områden som Tre fördelaktigt kan använda sig av för att skapa ett starkt varumärkeskapital.In this paper brand associations are examined, along with its impact on brand equity. The thesis is completed as a case study and examines what the Swedish telecommunication company Tre believes are the markets associations of their brand. This is later compared with the consumers actual associations with the brand Tre. Brand associations are primarily formed by consumers and are thus not only a process of corporate governance. This does not mean that the associations are impossible to influence by the company. The result of this study has shown that a key factor influencing the creation of brand associations is consumers’ contact with the company, where especially the first contact tends to form associations. Consumers do not need to have a personal relationship with the brand to form their associations as word-of-mouth has been shown to have a major impact on the creation and distribution of brand associations. Brand equity grows stronger by many and positively charged brand associations. However, for the company Tre, the majority of the identified associations are seen as negative, which in turn tend to harm the overall brand equity. Another interesting aspect of this is that many carriers of these negative associations do not have a personal experience with the company. This underlines the power of word-of-mouth, while emphasizing the importance to have a well-made customer strategy as it has a direct impact on the company's brand equity. Mediation of brand associations is in many prominent theories described favored by highlighting emotional factors as they are said to have a deeper impact on human values than functional factors. This has, by this study´s empirical thesis, shown to be difficult in a technology-oriented industry where consumers value the functional factors higher than the emotional factors. The functional factors also tend to have a important influence on brand associations. The conclusion of this paper presents a new figure that summarizes strategically important areas for the company Tre to create stronger brand equity.
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Karlsson, Jonathan, i Anders Andersson. "Brand Brazil : En studie om brand equity på en emerging market". Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-23175.
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Title: Brand Brazil – A study on brand equity in an emerging market Authors: Anders Andersson & Jonathan Karlsson Subject: Bachelor thesis in marketing, 15 credits Keywords: Brand equity, Emerging markets, Brand awareness, Brand associations, Perceived quality, Brand loyalty Purpose: The purpose of this thesis is to gain deeper understanding of how a company operating on an emerging market can work with brand equity, and what benefits it provides to the brand owner. Theoretical framework: The chapter begins with a description of brand equity to be further decomposed to its four dimensions; brand awareness, brand associations, perceived quality, brand loyalty Methodology: A qualitative research method with a deductive approach is conducted, where interviews with Brand/Marketing coordinators for the Brazilian subsidiaries of Volkswagen, Toyota and General Motors, are performed. Empirical framework: The chapter presents performed interviews that are supposed to describe our case studies’ work and benefits from brand equity. Conclusion: This study shows that companies operating on an emerging market are working actively with brand equity, often in accordance with theory. The companies also experience positive effects from increased brand equity.Titel: Brand Brazil – En studie om brand equity på en emerging market Författare: Anders Andersson & Jonathan Karlsson Ämne: Kandidatuppsats i marknadsföring, 15 hp Nyckelord: Brand equity, Emerging markets, Märkeskännedom, Märkesassociationer, Upplevd kvalitet, Märkeslojalitet Syfte: Syftet med uppsatsen är att få ökad förståelse för hur företag verksamma på en emerging market kan arbeta med brand equity, samt vilken nytta det ger varumärkesinnehavaren. Teoretisk referensram: Kapitlet inleds med en beskrivning av brand equity för att sedan brytas ner i de fyra dimensionerna; märkeskännedom, märkesassociationer, upplevd kvalitet och märkeslojalitet. Metod: En kvalitativ studie med deduktiv ansats där Brand/Marketing coordinators för de brasilianska dotterbolagen till Volkswagen, Toyota och General Motors är intervjuade. Empiri: I empirikapitlet presenteras genomförda intervjuer vilka är tänkta att beskriva respektive fallföretags arbete och nytta av brand equity. Slutsatser: I denna undersökning framgår att företag verksamma på en emerging market arbetar aktivt med brand equity, ofta i enlighet med teori. Dessutom upplever företagen positiva effekter av ökad brand equity.
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Bredberg, David, i Johan Holmquist. "Instigating involvement through consumer-based brand equity : an attitudinal study of consumer-based brand equity and consumer involvement". Thesis, Kristianstad University College, School of Health and Society, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-6616.
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Recent research on links between dimensions of consumer-based brand equity, as well as links to consumer involvement, has shown that it is a significant predictor of purchase behavior.
The purpose of this dissertation is to explore the affect brands have on consumer involvement. We attempt to investigate how consumer-based brand equity affects the level of consumer involvement.
Based on consumer behavior theory and previous research of these areas, gathered primary data (an empirical investigation of students’ attitudes) is analyzed to gain an understanding of how the aforementioned concepts relate to each other.
The findings indicate that there are correlations between consumer-based brand equity and consumer involvement, and that there is more to investigate in this area. Suggestions for further research include a similar study with more measured variables for each dimension, and analyzing them separately instead of creating indexes.
The results of this dissertation may be useful for marketers and manufacturers of the specific products investigated, as well as products of similar nature, in order to apply focus to the attributes which consumers value most.
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LAI, KUAN-CHU, i 賴冠竹. "Advertising、Brand Equity and Financial Performance:The Mediator Effect of Brand Equity". Thesis, 2008. http://ndltd.ncl.edu.tw/handle/2v4v89.
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碩士國立中山大學
財務管理學系研究所
96
Abstract In prior research has addressed relationship between advertising and financial performance, it is not consistent enough to draw a clear conclusion how advertising influences financial performance of the firm. This research develops a conceptual framework and tests whether brand equity mediates the relationship between advertising and financial performance (i.e., sales and market value). If advertising can play a key role in developing and maintaining brand equity and financial performance, it should be considered an investment rather than an expense. Advertising can contribute directly to brand equity and indirectly to financial performance and how much value advertising can deliver to brands and firms. The results show support for this framework. The findings of the research showed that advertising can not only work to improve market performance measures but also to develop and maintain brands. Firms that are viewed more favorably for their advertising enjoy higher financial performance, and a firm’s brand equity level mediates this influence of advertising on financial performance. Notably, this research finds the results of the mediator (brand equity) offering important implications for marketing theory and practice.
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Biela, Joanna, i Mustafa Siddiquian. "Internal Brand Equity : A study on the relationship between internal brand equity and external brand equity in B2B firms". Thesis, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45472.
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In the business-to-business sector, the brand owner´s employees are increasingly playing a key role in terms of representing the brand to existing and potential customer. The role of a well-established internal brand equity can give a business-to Business Company the edge it needs in the market today. Internal branding has recently emerged as an important issue in industrial market. This study aims to find out how internal brand equity and its determinants affect the external brand equity of business-to-business companies. This study is based on previous research of internal brand equity in business-to-business setting. In this study four hypothesis were tested. Surveys were conducted among manufacturing and promotional companies in Sweden and Latvia, which resulted in 94 complete and useful response with a response-rate of 28.3%. The findings offer evidence, that internal brand equity with determinants have a great impact on the external brand equity of a firm.
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Liu, Hsiu-ling, i 劉秀玲. "Brand Equity of Luxury Brand -- Louis Vuitton". Thesis, 2009. http://ndltd.ncl.edu.tw/handle/525yy7.
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碩士國立中山大學
企業管理學系研究所
97
When the global financial tsunami because of the economic downturn a recession, the technology industry into the economic doldrums, the global chemicals industry psychiatric segment due is still not affected, the luxury goods pertaining to the operation of the Group, its brand value far exceeds the practical value of the product itself , was not only both classic and brand pandemic. Products to how to design and creativity to engage in global strategic management, use of mechanization on the the way of a unified image of everything the world''s taste and style to attract the same consumers, quality fashion itself as a result of the special character and its products produced in other than value-added, resulting in fine fashion to build the business and brand strategy may be quite different from general consumer products.In recent years, power consumption of the Asian market as a result of the strong brands in many European goods more alcohol began to pay attention to this piece of the market in Asia. Mental Taiwan market competition and more heated, especially civilians legitimate luxury of the wind, the more worthy of our consideration.In this case study, Aaker and Keller comprehensive two scholars point to build brand equity through a case study of a method (case study), a French luxury products for the brand Louis Vuitton, come to the fore in the global competition in the market''s success to carry out in depth interviews, and through secondary data collection, to explore the market in Taiwan to build brand equity and action methods. The main purpose of this study found that roughly summarized as follows: 1. Brand of luxury products-of-origin image and brand to create the background and history will help build brand image. 2. Continuous research and development into products and overseas market expansion, brand equity is the focus of luxury boutique practices. 3. The success of cutting-edge designer brands younger image reconstruction is to create an important source of brand awareness. 4. A high-priced luxury products and non-discount customers to shape the brand perception of high-value brands to build brand image. 5. To maintain an independent quality brand image and sales, outlets and flagship stores in the form of the establishment of brand equity. 6. Direct attention to the choice point to repeat before the exposure of consumers and enhance the effectiveness of ads to raise brand awareness. 7. Led the strong access control capability, a blend of high-quality image of a luxury boutique. 8. Advertising and event marketing as a brand marketing communication, to increase brand awareness and create a unique brand image. 9. In Taiwan, to ensure that the global image of the induced to adopt global strategies to establish brand equity products.
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Rodrigues, Clarinda Adélia Martins Castro Sousa. "Brand sensuality and consumer-based brand equity". Doctoral thesis, 2014. https://repositorio-aberto.up.pt/handle/10216/76153.
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YUAN, WU SHUN, i 吳順元. "Delivery flexibility, brand commitment, and brand equity". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/12341784449297766798.
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碩士東海大學
管理碩士在職專班
100
This paper is to analyze the suppliers relativity among delivery flexibility (divided into time, quantity and location flexibility), brand commitment and bran equity. The study takes one FMCG company, 3rd party logistics company, and its most customers as research objective and adapts questionnaire method. There are 159 effective questionnaires collected and the study uses Linear Analysis Model to configure the relationship among 3 variances. The study finds: 1. The bigger the delivery time flexibility, the higher the Customer satisfaction. 2. The bigger delivery time flexibility, the higher brand commitment. 3. The higher customer satisfaction and brand commitment, the bigger brand equity. Through above finding, this study provides a real reference for supplier selection 3rd party logistics and 3rd party logistics company to increase its added value.
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Rodrigues, Clarinda Adélia Martins Castro Sousa. "Brand sensuality and consumer-based brand equity". Tese, 2014. https://repositorio-aberto.up.pt/handle/10216/76153.
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Huang, Ching-Po, i 黃清波. "The Effects of Brand Elements on Brand Equity". Thesis, 2001. http://ndltd.ncl.edu.tw/handle/65576927495437158889.
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碩士國立雲林科技大學
企業管理系碩士班
89
Brand elements are one of the important methods to build brand equity. However each brand element has certain strengths and weaknesses. Thus, marketers must combine brand elements by choosing different brand elements to achieve different objectives and make sure they can match brand each other. The purpose of this study firstly attempts to explore the impact of brand elements, including brand names, logos & symbols, characters, slogans, and packages, on brand equity. Second is to compare if there is any different impact on brand equity under the different combination of brand elements. And the third is to discuss under what kind of situation brand equity will be the maximum. For the purpose, this study uses a between subject design to test the hypotheses. The control factors of the hypotheses contain: 1.brand name (meaningful naming vs. meaningless naming), 2.shape (beautiful vs. normal), 3.character (with vs. without), 4.slogan (with vs. without), 5.logo & symbol (with vs. without). Above factors compose 2×2×2×2×2 experimental design. Undergraduate students are recruited as research subject via convenience sampling, result to 1025 effective samples. The results indicate that different brand elements have different impact on the constructions of brand equity. Brand names, characters, and logos & symbols can create a standard level of brand awareness; packages (shapes) increase the level of total brand equity. In addition, the appropriate mix of brand elements will have more contribution to brand equity than single brand element.
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Huang, YuChun, i 黃郁君. "The Impact of Brand Associations on Brand Equity". Thesis, 2002. http://ndltd.ncl.edu.tw/handle/24429287107047963660.
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碩士淡江大學
國際貿易學系
90
Due to the changes of the consumptive pattern and demand today, establish and manage brand equity are gradually concerned by the authorities. The establishment and management of brand equity depend on the results of valuing and measuring on brand associations more to give the directions to the enterprises on sales marketing. Until now, there are few researches on brand equity and the research of measuring variation which bases on brand associations are also sare. Therefore, this research mainly discusses the relations and influences between brand equity and brand associations. This research focuses on brand associations and bases on consumer’s perspective to measure the differences between high and low equity brands from number of associations、positive associations、uniqueness of associations、origin of associations、favorability of associations and strength of associations belong to brand respectively. Further, we integrate the reasons of the differences the research found and the superiority、inferiority of high、low brand to suggest to brand management. This research targets at college students. Thus, we choose some consumptive products which are much more used by students to discuss respectively, like: cell phone, canned beverage/coffee, western fast food chain store, chewing gum, credit card, shampoo, sports shoes and chocolate. The thesis concludes that number of associations、uniqueness of associations、direct use of association origin、favorability of associations and strength of associations are significant. That is consumers face high equity brands have more number of associations、unique associations、high rate of direct use、favorability of associations and strength of associations than low equity brands.
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Martins, Marta Cristiana Costa. "Brand Equity: A Probabilistic Approach on Brand Preference". Master's thesis, 2016. https://repositorio-aberto.up.pt/handle/10216/86945.
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Fang-Jou, Leu, i 呂芳洲. "The Effect of Brand Alliance on Brand Equity". Thesis, 1998. http://ndltd.ncl.edu.tw/handle/81632566473789886743.
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碩士國立雲林科技大學
企業管理研究所
86
Brand equity is getting more and more firms* concerns. Before firms usually use marketing mix 4p,(product price place and promotion) to improve brand equity. But these methods will come to increase in cost and marketing expense and it*s difficult to make difference from competitors. Therefore some firms use brand alliance strategy to make brand equity elevate. The purpose of this study is to give consumers different information in order to understand brand alliance type and difference of primary brand*s equity how to affect primary brand equity. If brand alliance failed secondaryject brand whether have diluting effect or not. The study takes between subject design to manipulate two variables(brand alliance type and primary brand equity level),have 6 experiment groups and 3 control groups. We take convenient sampling and there are 523 valid questionaires. The manipulation test of alliance is very successful. The result is that brand alliance can improve brand equity but cannot be influenced by type of alliance. To sum up ,the lower primary brand equity level is, the more the primary brand equity improve. When brand alliance failed , negative association from alliance failure information make secondary brand equity have diluting effect .
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Martins, Marta Cristiana Costa. "Brand Equity: A Probabilistic Approach on Brand Preference". Dissertação, 2016. https://repositorio-aberto.up.pt/handle/10216/86945.
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Baeva, Daniela Yasenova. "Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigator". Master's thesis, 2011. http://hdl.handle.net/10316/15384.
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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Matos Coelho.In a world of global competition that we are living nowadays, brands are each time more used by companies as a strategy to create value and differentiation and this way to be one step ahead of their rivals. A "brand" is the result of the recognition and the personal attachment that forms in the hearts and minds of the customers through their accumulated experience with that “brand”. These experiences contribute to increased consumer trust and loyalty and allow building strong relationships with the “brand”. By this way, “brands” promote the increase of shareholder value and establish a long-term advantage in the marketplace for organisations. Companies recognise that strong brands are and have been historically associated with accelerated revenue growth and improved returns to shareholders. That is why, each time more organisations focus their strategies on building powerful brands as they represent competitive advantage and they are a key success factor in creating value to the customer and at the same time value to the company. In this regard, this study intends to show how effective brand strategy and brand communication contribute to build brand equity and consequently create a strong brand. For this purpose, the case study of Navigator was chosen, being a good example to show how the brand has been managed to become a powerful brand in the premium office paper segment. Key words: Branding, Strong Brands, Brand Strategy, Brand Communication, Brand Equity, Navigator
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Navrátilová, Iveta. "Brand equity profesionálního sportovního klubu". Master's thesis, 2017. http://www.nusl.cz/ntk/nusl-353288.
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Title: Brand equity of professional sports club Objectives: The Diploma Thesis aims to make a survey of professional sports club brand. This thesis is complemented by specialist studies, interview and by the questionnaire survey. The main task is to determine how fans of football club perceive his brand called brand equity and how the club takes care of brand in relation to their fans. Also we discover any shortcomings at the stadium during a football match. Methods: The research of perception brand equity by fans of football club is made by using a questionnaire. Next method used is the interview, which will be with a marketing director of the club. Its goal is to discover the opinion of the club on the minds of their fans feel. After evaluation of these methods, we performed a confrontation. Results: The outcome of the thesis is to learn about brand equity professional sports club perceived by their fans. Submitted proposals for improving based on the perceived shortcomings of the fans and of the club of trying to achieve better access in relation to their neighborhood and their fans. Keywords: Brand, brand awareness, brand equity, image
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Hsieh, Tsung-Ying, i 謝宗穎. "Brand equity and business value". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/13696489444678159562.
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碩士嶺東科技大學
財務金融研究所
101
We study the role of brand value for business performances, firm valuation and stock prices in the publicly traded firms of Interbrand’s Top Taiwanese Brand during 2003-2011. We find that: 1. firms with high business performances have positive effect on brand value except the rate of sale growth and the turnover of working capital; 2. the effect of brand value in firm value and stock price is not immediately visible; 3. the sample firms need enhance their customer satisfactory and loyalty.
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Huang, Kuan-Chi, i 黃冠錡. "The Impact of Brand Awareness, Brand Image and Brand Extension on Brand Equity". Thesis, 2007. http://ndltd.ncl.edu.tw/handle/39056462778443132944.
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碩士國立體育學院
休閒產業經營學系碩士班
95
In today’s market, having a well thought through brand strategy is a main contribution to corporate success. The ability to commercialize new products successfully strikes at the heart of company competitiveness. There are many practical methods to develop the brand and product. Brand extensions have been the core of strategic growth for a variety of firms during the past decades. This research focuses on the impact of brand awareness and brand image through the brand extension strategy that included product-related extension and non-product-related extension. There are two main purposes in this study. This study confirms that do brand awareness and brand image influence brand equity in the first and does brand extension strategy actually make contribution to brand equity in the second. The research method of this study used an experiment design and there are 210 respondents during April, 2007. The results of this study are that both brand awareness and brand image have significant influence on brand equity in study 1. But study 2 shows that brand equity does not have significant influenced under the use of brand extension strategies. As this result, this study concludes that the brand awareness and image are important factors to brand equity. But they are not really extended to new products by extension strategy, especially in non-product-related categories.
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黃冠錡. "The Impact of Brand Awareness, Brand Image and Brand Extension on Brand Equity". Thesis, 2007. http://ndltd.ncl.edu.tw/handle/35505810994198301087.
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碩士國立體育大學
休閒產業經營學系碩士班
95
In today’s market, having a well thought through brand strategy is a main contribution to corporate success. The ability to commercialize new products successfully strikes at the heart of company competitiveness. There are many practical methods to develop the brand and product. Brand extensions have been the core of strategic growth for a variety of firms during the past decades. This research focuses on the impact of brand awareness and brand image through the brand extension strategy that included product-related extension and non-product-related extension. There are two main purposes in this study. This study confirms that do brand awareness and brand image influence brand equity in the first and does brand extension strategy actually make contribution to brand equity in the second. The research method of this study used an experiment design and there are 210 respondents during April, 2007. The results of this study are that both brand awareness and brand image have significant influence on brand equity in study 1. But study 2 shows that brand equity does not have significant influenced under the use of brand extension strategies. As this result, this study concludes that the brand awareness and image are important factors to brand equity. But they are not really extended to new products by extension strategy, especially in non-product-related categories.
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Liao, Wan-ting, i 廖婉婷. "The study of the brand equity of cellular phone’s brands". Thesis, 2007. http://ndltd.ncl.edu.tw/handle/69672886352042245372.
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碩士逢甲大學
企業管理所
95
The main purpose of this study was to understand the management way of the cellular phone’s brand to influence the brand equity, synthesis of the former correlation research about brand equity, focusing on the cellular phone industry , and also discussed the correlation of the management way of the cellular phone’s brand and brand equity .Hoping this study may bring useful value for the following researcher. Results of this research were as follows: the aspect of the cellular phone’s manufacturer brand influencing on the brand equity, the Sony Ericsson’s total brand equity is the highest and the feeling degree of perceived quality is the best, this also expressed this brand image as well as the service quality can let the consumer trust; In the aspect of the cellular phone’s manufacturer’s management way influencing on the brand equity, the brand equity of original equipment manufacturing obviously is higher than the brand equity of original brand manufacturing, therefore when the original equipment manufacturing’s manufacturer draws their marketing strategy , they should make a greater effort for their perceived quality . Because no matter in the aspect of “perceived quality ” and “brand association” and “brand awareness “, the brand equity of original equipment manufacturing is higher than the brand equity of original brand manufacturing .Moreover, the aspect of life-style and cellular phone’s brand influencing on the brand equity, speaking of the whole situation, four different life-style colony''s consumers and the cellular phone’s manufacturer brand influencing on the brand equity, its interactive effect are not significantly. Perhaps the sample mostly aims at the university student, and nowadays the popular rate of cellular phone is high, therefore young groups regarding the cellular phone’s manufacturer’s management way, although their life-style has difference, but limited their consuming ability, so response of the brand equity has no significant influences. Suggesting to the following research person, may expand the consuming grouping to do more deeply research. Finally, the relationships between the population statistic variables and the brand equity, results of this research were as follows: the cellular phone’s brand with consumers that have different background such as sex、marriage、age、the educational background、the monthly disposable income influencing on “perceived quality ” and “brand association” and “brand awareness”, its interactive effect are not significantly. It perhaps the sample mostly aims at the university student and the graduate student, so that the sample of study homogeneity is excessively high, its background are close, therefore this five variables are not significantly to the brand equity. On the other hand also know these young groups to“perceived quality ” and “brand association” and “brand awareness” these three brand equity’s aspects have the uniformity attitude, therefore, when manufacturer draws the marketing strategy, they may regard these young groups as the same consuming group.
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Rademeyer, Claire. "Social brands and social brand equity: definition, role and measurement". Thesis, 2015. http://hdl.handle.net/10539/17011.
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Thesis (M.M. (Strategic Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, Graduate School of Business Administration, 2014.Social marketing has a different objective to commercial marketing. Social marketing seeks to change behaviour for social good, whereas commercial marketing endeavours to maximise profit on the sale of goods and services. Within social marketing, the tool of a brand is often deployed but there is little understanding of the similarities and differences between brands in social marketing campaigns and brands in commercial marketing campaigns. The research explored this, and proposed a new term ‘social brand’ to specifically distinguish a brand used in a social marketing campaign. Further, the research sought to define a ‘social brand’ and outline its specific and nuanced role, and means of measurement. The research entailed conducting a literature review on both branding and social marketing, followed by in-depth discussions with expert participants. Following interrogation of the data, it was confirmed that social brands are indeed different from commercial brands in that their focus is on behaviour to achieve social good, and not to optimise profit. Following this finding, the role and measurement of social brands was explored, and it was found that social brands act as reminders of, and catalysts for, specific behaviours and that this can be useful in bringing the community together to create broad societal change. In addition, the measurement of social brands borrowed from commercial brand equity constructs, but it was determined that the context of social brands affected the application of these constructs. The research highlights that not all brands are the same, and this has led to the introduction of a new type of brand, the ‘social brand’. By further defining this type of brand, there is increased awareness in the specific objectives and role of the social brand, which will lead to improved development and application of the social brand.
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Le, Thu-Ha, i 黎秋河. "Customer-based Brand Equity of Washing-Powder Brands Case Study". Thesis, 2015. http://ndltd.ncl.edu.tw/handle/50810155721267102764.
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碩士國立高雄應用科技大學
製造與管理外國學生碩士專班
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This case study aims to explore the components of brand equity, build and test our measurement scales as well as build a theoretical model represented the relationship between the components brand equity. Based on the theory of brand and measure have already in the world and a qualitative exploring research in Vietnam, a theoretical model was given with the scale measuring the concept study in the model. A preliminary qualitative research with the sample size is 70 consumers to assess preliminary scale and a formal study with sample size 477 consumers is performed to test scale models and theoretical models. The results of the measurement model showed that after adding and adjusting, the scale is achieved reliability and value allowed. The results showed that four factors that constituted brand equity of washing-powder brands in Hanoi. That is brand awareness, desire to brand, perceived brand quality and brand loyalty. Theoretical models of this brand equity added contribution to the theoretical system of brand equity has on the world market. Based on the results of this research, the advertising and marketing companies can research to grasp the key component of brand equity and how to measure them. The test results show the relevance of theoretical models as well as the acceptance of the hypothesis proposed in this study. Specifically, there are two main factors creating brand loyalty is perceived brand quality and desire to brand. In addition, brand awareness component impact proportional to perceived brand quality component and desire to brand. The results contribute added a theory of brand equity in Vietnam. Moreover, it helps marketing managers to better understand the components of brand equity, from which to design and adjust the program to build and promote brand effectively.
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Paulo, Ana Catarina Alves de Almeida. "Medição do brand equity, no sector automóvel : estratégias para aumentar o brand equity da Cardan". Master's thesis, 2015. http://hdl.handle.net/10400.14/19311.
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O mercado do sector automóvel é bastante concorrencial e, por isso, a Cardan sentiu necessidade de sobressair da concorrência e aumentar a sua notoriedade junto do seu público-alvo, de forma a gerar novas oportunidades de negócio.
Assim, o presente relatório de estágio surgiu com o objectivo de medir o brand equity actual da Cardan e, consequentemente desenvolver estratégias que permitam aumentar o seu brand equity. Neste sentido, foram definidas as seguintes questões de investigação:
Qual o brand equity actual da Cardan?
Quais as estratégias que a Cardan deve adoptar para aumentar o seu brand equity?
Neste sentido, foi realizada uma revisão da literatura que resultou de uma pesquisa aprofundada sobre a temática do brand equity, mais especificamente, o consumer-based brand equity. Neste conceito, foi prestada especial atenção ao autor Aaker (1991) e às suas abordagens e dimensões, como a notoriedade da marca, as associações à marca, a lealdade à marca e a qualidade percebida.
Uma vez que a Cardan considera que o conhecimento que as empresas têm sobre a marca na mente dos consumidores é um dos activos mais valiosos de uma empresa, através da revisão da literatura, foram identificadas métricas que permitem medir esse conhecimento.
Neste sentido, foi realizado um estudo de mercado, tendo como base as métricas identificadas, com o objectivo de compreender qual o brand equity actual da Cardan. Depois da análise dos resultados do estudo, foram identificadas as dimensões com maior necessidade de serem trabalhadas.
A revisão da literatura permitiu também identificar várias estratégias de marketing para aumentar o brand equity das marcas, que serviram de base para o desenvolvimento de recomendações sugeridas à Cardan.Nowadays, cars market is very competitive and, therefore, Cardan felt the need to stand out from the competition and increase your reputation with your target audience in order to generate new business opportunities. Thus, this document is the report of the stage with the aim of measuring the current of the Cardan brand equity and, consequently, develop strategies to increase its brand equity. In this sense, the research questions were defined: • What is the current brand equity of Cardan? • What strategies Cardan should be taken to increase its brand equity? In this sense, a literature review that resulted from a thorough research on the subject of brand equity was held, more specifically, the consumer-based brand equity. In this concept, special attention was given to the author Aaker (1991) and its approaches and dimensions, such as brand awareness, brand associations, brand loyalty and perceived quality. Since Cardan considers that knowledge that companies have on the brand in the minds of consumers is one of the most valuable assets of a company. Through the literature review, metrics were identified for measuring this knowledge. Also through the literature review identified various marketing strategies to increase the brand equity of the brands, has been identified as the basis for the development of recommendations suggested to Cardan.