The authors study the effects of Brand salience on how consumers form Brand attitudes and how consumers value the importance of various Brand attributes. The study was conducted through two separate tests, the one focusing on the link between Brand salience and Brand attitudes and the other focusing on the link between Brand salience and evaluations of attribute importance. Both tests measured Brand salience as the ease with which Brands are recalled by respondents who have been cued with a specific product category. The results show that Brand salience has direct effects on both Brand attitudes and the evaluation of attribute importance. As Brands are recalled, high Brand salience for a Brand creates a more positive attitude towards that Brand in the mind of the consumer.

The concept of Brand equity emerged inthe eightiesto justify the long term value of marketing investments. Brand equity signify the value that a Brand adds to a product and is the result of the marketing of a Brand. One of the most widely used strategies to enhance Brand equity is to do a Brand extension, which means that a firm uses an established Brand to introduce a new product to the market. At worst, a failed Brand extension can damage the Brand equity, which Vinjamuri (2008) claims that the Brand Axe is currently in danger of doing. This January Axe launched an extention including products for both men and women for the first time and Vinjamuri claims that this can disappoint Axe´s former target group (men between 14 and 27 years old) (Newman, 2012). In this thesis Axe´s Brand equity among the extensions target group (men and women, age 14 to 27) in Sweden is studied to find out if the Brand extension is likely to affect the Brand equity in the target group.

This thesis examines the possible beneficial effects of a temporary cooperation between a national Brand and a private Brand. The main hypothesis suggests that if a national Brand wants to make a category extension to a remote product category, it should be able to decrease its risk by affiliating itself with a private Brand. The national Brand should through such a Brand alliance be able to borrow some of the flexible characteristics that a private Brand possesses to increase its associations with the new category. The survey consisted of 800 questionnaires with different cooperations between a private Brand (ICA) and two national Brands (Tropicana and Bravo). These were handed out to students in the universities of Stockholm.

This dissertation is a case study on the Co-Branding between Prada and LG, ?The Prada phone by LG?. The purpose of the study is to broaden the understanding of Co-Branding and the effects this type of collaboration can have on a company?s Brand. The research questions are: ?What effects can a Co-Branding have on a company?s Brand Equity?? and ?How can these effects be measured??.

This paper examines the relationship between the experienced quality in the offering of a Brand, emotional attachment and consumer commitment. The study aim to explore several dimensions of the experienced quality in the offering of a Brand. Further we examine two conceptualizations of emotional attachment - Brand Attachment and Brand Love - and intend to declare the two of being two separate phenomena. We then conduct a relationship-based analysis wherein the mediating ability of Brand Attachment and Brand Love, between the experienced quality in the offering of a Brand and consumer commitment, is examined. Therefore we conduct a focused quantitative study, wherein 171 customers of the fashion retailer H&M have responded to a comprehensive survey both online and in-store, to examine this fun-damental relationship and its components.

The purpose of this thesis was to illuminate how festivals are building their Brand. We aimed to investigate how festivals build their Brand equity and how they use their web site as a Brand-building tool. In order to understand the Brand-building process within festivals, a case study was conducted based on interviews with three respondents from three different festivals. The study has shown that festivals are aware that the Brand constitutes an important competitive advantage. They use both online and offline marketing tools in their Brand building process.

The purpose of this investigation is to come across the associations of consumers who are being exposed to a Brand extension from a different product category. Moreover, our aim is to contribute to the knowledge of how consumers respond to these extended products, by investigating the influence of the parent Brand. To fulfill our purpose, this study was conducted through qualitative interviews with consumers. In order to carry out our investigation and analyze our findings the following theoretical framework has been used: Customer-based equity, Parent Brand affect and Perceived fit. Our data was collected through ten semi-structured interviews including consumers of Fiat and Marlboro Brand extensions.

 This thesis aims to through certain parts of the Brand equity investigate the trust of consumers for a Brand that recently experienced a product-harm crisis. It also wants to investigate why this trust exist, if it does. Structured interviews were carried out at 60 respondents in Uppsala. The results show that the respondents have positive associations with ICA, they think that ICA maintains a high quality on their products and services and that 50% more often choose to do their grocery shopping at ICA. The conclusion of the study is that ICA has a strong Brand equity resulting in Brand trust from consumers, which is founded in the Brand reliability and Brand intentions of the company. .

The purpose of the study is to explain whether the introduction of a new and different Brand by means of a Brand extension affects consumers? perceptions of the product category that the Brand is launched in. An experiment was carried out to study the following aspects: associations and constellations of associations to the product category, interest, perceived variation, and the perceived similarity with the category from which the Brands were extended. In the study, Brand breadth in the original product category was used as moderating variable. Aspects found to be affected by the Brand extensions were associations to the product category, the constellations of these associations and the perceived similarity with the category from which the Brands were extended.

The main objective of this thesis is to study the Brand manager?s role within a global business to business (B2B) company. In order to meet the main objective we have chosen to study and analyse one global B2B company, Alfa Laval AB, Alfa Laval DK, Alfa Laval PL and its co-partners such as an advertising agency. We have also studied three global business to customer (B2C) companies, Mars, Unilever and Nestlé, to get a picture of Brand managers? role and responsibilities within the B2C environment which is already quite far ahead in the development of the Brand management thinking..

The purpose of this thesis was to illuminate how companies work with their Brand identity and particularly how it is applied in their positioning. The empirical data has been collected through interviews with two companies in Sweden working with Brand identity as a stated strategy. The study shows that companies discover, develop and build their Brand identity based on their core identity and core values. The core value can be strengthened through customer satisfaction surveys. In order to develop the Brand identity in companies, management has to be aware of their Brand person- ality, as an essentiality for survival.

 This thesis aims to through certain parts of the Brand equity investigate the trust of consumers for a Brand that recently experienced a product-harm crisis. It also wants to investigate why this trust exist, if it does. Structured interviews were carried out at 60 respondents in Uppsala. The results show that the respondents have positive associations with ICA, they think that ICA maintains a high quality on their products and services and that 50% more often choose to do their grocery shopping at ICA. The conclusion of the study is that ICA has a strong Brand equity resulting in Brand trust from consumers, which is founded in the Brand reliability and Brand intentions of the company. .

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..

 This thesis aims to through certain parts of the Brand equity investigate the trust of consumers for a Brand that recently experienced a product-harm crisis. It also wants to investigate why this trust exist, if it does. Structured interviews were carried out at 60 respondents in Uppsala. The results show that the respondents have positive associations with ICA, they think that ICA maintains a high quality on their products and services and that 50% more often choose to do their grocery shopping at ICA. The conclusion of the study is that ICA has a strong Brand equity resulting in Brand trust from consumers, which is founded in the Brand reliability and Brand intentions of the company. .

Companies spend huge amounts on communicating their Brand through marketing. Many of these contact areas where the consumer comes in contact with the Brand is con-trolled by the company. The Brand image is also affected from outside the company. It can be from users, media, blogs etc.Burberry is an example of a company that got in trouble with their Brand image after hooligans where associated with their products. If a company with a Brand with a strong image is associated whith consumers that are not compatible with the target group the company wants, there is a risk of a negative affect on the Brand image.Our purpose is to investigate and describe the phenomenom when a company Brandimage is affected by being associated whith consumers not compatable whith, by the company, intended target group.We have chosen a qualitative research where we use a multiple case study.