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381 Uppsatser om Brands - Sida 3 av 26

Balansgången ?mellan ?kommersiell? framgång? och? exklusiv? image : ? ?Att? lyckas ?med ?varumärkesutvidgning ?nedåt ?av ?lyxvarumärken

Many? luxury? companies? within? the? fashion? industry? today? choose? to? extend? their? Brands downwards? in? order? to? reach? new? customer? segments? and? hence? increase? their? profitability.? A? brand? extension? strategy? that? leverages? the? core? values? of? the? luxury? brand? is? a ?new ?possibility ?for ?luxury ?Brands ?to ?position ?themselves ?towards ?a ?broader ?customer ?base.?? Meanwhile? there? is? a? risk? that? the? extension? dilutes? the? image? of? the? luxury? brand? and? has? a? negative? effect? on? the? company? in? the? long? term.? Thus? a? tradeoff? exists? between? becoming? more? accessible? and? maintaining? the? exclusivity? of? the? luxury? brand.? The? objective? of? this? thesis ?is ?to ?investigate ?how ?luxury ?Brands ?that ?perform? downward ?brand ?extensions ?to? reach? new? markets? can? succeed? with? this? strategy? without? diluting? the? brand? image.? This? is? achieved? by? studying? the? perceptions? of? the? new? target? segment? towards? the? extension? of? luxury? Brands.? The? results? of? the? study? show? that? the? risk? of? brand? dilution? is? minimized when? the? core? values? of? the? luxury? brand? are? transferred? to? the? brand? extension? while? the extension ?at ?the ?same ?time ?is ?successfully ?targeted ?towards ?the ?specific ?customer? segment..

Tweens' uppfattade värde av ett varumärke : - en studie av konsumenter 10-14 år och hur de relaterar sig till ett varumärke

Background:The value a consumer connect with a certain brand and its design differ from person to person. This value ought to be investigated. Why does people buy expensive things when there are cheaper alternatives? Is it brand equity and/or the perception of a brand?s value that make a difference? People strive to show themselves and to perform through products, which makes it interesting to see to the perceived value of design.Tweens is a group of consumers that are easily influenced to consume products by their surrounding. To choose clothes, shoes and other products after what your surrounding?s demand, is a way of adapting yourself to society.

Marknadsföring av Globala varumärken i en Sluten ekonomi : En Fallstudie på Iran

Purpose: The purpose of this thesis is to analyze and evaluate essentialprerequisites for companies and corporations aiming at marketingglobal Brands in a restricted market.Method:The investigation strategy used for this essay was to perform a casestudy on the Islamic Republic of Iran. Both primary data ? such as asurvey, interviews and participating observation ? and secondarydata ? found in books, scientific articles and the internet ? have beenused to achieve the results. The gathering of empirical data wasperformed inside the Islamic Republic of Iran during two weeks inNovember 2007 in three different cities: Tehran, Ispahân and Bâbol.This was carried out by considering several theories: globalbranding strategies, brand equity, involvement theory andcommunication models.Results: The outcome of this essay show several factors that should be takenin consideration in relation to marketing global Brands in Iran. Manycompanies have chosen adaptation as their promotion? and productstrategy because of countless rules and restrictions hindering globalmarketing.

Kraften hos Word-of-Mouth : En studie om SATS användning av Word-of-Mouth marknadsföring. Kan det stärka ett varumärke?

The purpose of this research is to examine how a ogranization can create Word-of-Mouth and how they can use this type of marketing to make their brand stronger..

Definierade varumärken : En bildanalytisk studie av Norrlands Guld och Mariestads reklamfilmer

As a consumer often chooses product or service to satisfy the specific needs or desires. However, there is more often than not several Brands that manufacture the same product, which means we also have to choose between these Brands before we can calm our needs. This choice is usually an active decision. We choose a brand that we are familiar with, or a brand whose identity appeals to us. The brand thus has a major impact on both consumers' decision-making in connection with the purchase, but also for business success.

Musikens påverkan på varumärket i TV-reklam

The purpose of this thesis was to examine the relationship between Brands and music in TV-commercials. We investigated why companies use music in TV-commercials to affect their Brands and how music affects the brand?s image. We also investigated how companies choose music genres for their TV- commercials. A case study based on interviews was conducted with four informants from SAAB, Lowe Brindfors, Riviera and Catt & Co.

Egna varumärken inom kött- och charkuteribranschen :

Many grocery stores have products marked whit there private Brands. The information about these Brands is poor. We wanted to find out what the stores own Brands stand for and what the manager of purchase thinks it stands for. We choose to concentrate on meat and cured meat and limit our study to ICA, Axfood and Coop because they are the three main actors in the Swedish branch of grocery. The supplier has traditionally manufactured products and made there own Brands. These products have been distributed and sold to the consumer thru stores.

Att smöra för EMV kan smälta kategorin

Private labels have been increasing a lot during the last 30 years. The reason is great margins and it also works as an aid to build a store's brand. The problem is that private labels take market shares from national Brands. Retailers need to have a good mix between these products and adopting category management without being influenced by opportunism, which can lower the profitability of a category. The purpose of this study is to examine and describe how private labels are prioritized in the category edible fat.

Vem får ligga när man bäddar?: En studie om specialexponeringar och dess sidoeffekter med utgångspunkt i varumärkesstyrka

Store managers and brand owners have realized the benefits of sales promoting activities in-store, which thus have become a common sight for consumers when grocery shopping. Using in-store displays, a brand?s sales can increase by more than 1000 percent. We believe, however, that displays can give rise to additional effects to those previous studies have shown. The purpose of our study was therefore to map possible side effects that a display can generate depending on the strength of the exposed brand.

Ensam eller tillsammans? ? Om samspel mellan varumärken i ett gemensamt showroom

Studien syftar till att undersöka och analysera flera olika varumärkens möjligheter att samsas i en stor koncern, samt hur man på bästa sätt exponerar dessa varumärken i ett gemensamt showroom.The purpose of the study is to explore and analyze a variety of Brands ability to combine in a large group and how to expose these Brands the best in a combined showroom..

Våga Vara Annorlunda?: En uppsats om hur produktengagemang och motivation påverkar inkongruent marknadskommunikation

To be seen is essential. Presently, the marketing of different well-known Brands within the same product category is done with little variation. To marketing professionals, this creates an opportunity to market products in an unexpected way. The use of incongruent market communication and by creating a discrepancy between a well-known brand?s advertisement and brand scheme, which is already established in customers? minds, is one way to be different.

Skandinavisk modernism i USA

The Swedish retail business has been characterized by a small number of ruling distributors. These distributors have been affected negatively by the internationalization which has made it possible for international distributors to establish their stores in the Swedish market. These international distributors are focused on low price stores. Their establishment on the Swedish market has led to a decrease in market shares for the Swedish distributors, which has damaged their profitability. Another change that has affected the Swedish distributors is that the behavior and needs of the customers has changed.

Varumärkesidentitet vs. Varumärkesimage : En studie av Löfbergs Lila, ZOÉGAS och Classic

AbstractTitle: Brand identity vs. Brand image ? a study of Löfbergs Lila, ZOÉGAS and Classic.Number of pages: 38Author: Jessika Löwling HelmerskogTutor: Peder Hård af SegerstadCourse: Media and communication sciencePeriod: Spring semester 2010University: Informatics and media, media and communication science, Uppsala University.Aim: The aim is to study the brand identity as well as the brand image for each of the Brands:Löfbergs Lila, ZOÉGAS and Classic. Furthermore the aim is to determine whether the Brandsidentity comport with the Brands image. Ultimately the study will establish whether or not theBrands can be considered as strong Brands.Method/Material: This thesis will first and foremost explain a number of theories related tothe subject which will give a deeper understanding in the subject as well as providing thereader with necessary knowledge to fully understand the study.To create a broad and correct picture of each brand interviews have been made with both thepeople behind the brand as well as with the consumers.The interviews with the brand makers have been made by a questionnaire with questionsabout the brand and its identity.The interviews with the consumers have been made through focus group interviews; twogroups with four people in each group.

Prissättning Ekologiska livsmedel

The Swedish retail business has been characterized by a small number of ruling distributors. These distributors have been affected negatively by the internationalization which has made it possible for international distributors to establish their stores in the Swedish market. These international distributors are focused on low price stores. Their establishment on the Swedish market has led to a decrease in market shares for the Swedish distributors, which has damaged their profitability. Another change that has affected the Swedish distributors is that the behavior and needs of the customers has changed.

Lyxvarumärkens överlevnad vid lågkonjunktur : Hur resonerar svenska lyxföretag, och vilka strategier är lämpliga att använda sig av?

 The luxury market has steadily grown from the industrial revolution and onwards. Changes in society, trends and the increased living standards has enabled more people to consume luxury goods.The world is going through a major economic crisis at the moment. Studies shows that companies that have focused on added value rather than lowering prices has survived past financial crisis. It is also obvious that companies act very different during times of crisis. Adding to the problem is trends that point to a more careful consumption and environmental awareness.

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