branding dissertation pdf

‘Branding’ explained: Defining and measuring brand awareness and brand attitude

• Published: 29 December 2014
• Volume 21 , pages 533–540, ( 2014 )

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• John R Rossiter 1  

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Writing in the very first issue of this journal, the present author proposed a comprehensive model of ‘branding’, a managerial process that requires the marketer to establish, in the consumer’s mind, two essential communication effects: brand awareness and then brand attitude. In the present article, he expands this model from two to now three types of brand awareness (brand recognition, category-cued brand-name recall and brand recall-boosted recognition) and from three to now five levels of brand attitude (reject, unaware, acceptable if on special, one of my several preferred brands and my single preferred brand). Also, he shows how to most efficiently measure these two necessary components of branding.

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Aaker, D. (2014) Aaker on Branding. New York: Morgan James.

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Rossiter, J.R. and Percy, L. (1987) Advertising and Promotion Management. New York: McGraw-Hill.

Rossiter, J.R. and Percy, L. (1997) Advertising Communications & Promotion Management. New York: McGraw-Hill.

Rossiter, J.R., Percy, L. and Slowikowski, S. (forthcoming) Managing Advertising and Promotion.

Taute, H.A., Peterson, J. and Sierra, J.J. (2014) Perceived needs and emotional responses to brands: A dual-process view. Journal of Brand Management 21 (1): 23–42.

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Faculty of Business, University of Wollongong, NSW 2522, Australia

John R Rossiter

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Rossiter, J. ‘Branding’ explained: Defining and measuring brand awareness and brand attitude. J Brand Manag 21 , 533–540 (2014). https://doi.org/10.1057/bm.2014.33

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Received : 04 November 2014

Revised : 04 November 2014

Published : 29 December 2014

Issue Date : 01 November 2014

DOI : https://doi.org/10.1057/bm.2014.33

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Master's thesis: 'Corporate design strategy and branding: The role of design management in developing the corporate identity'

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Dissertations / Theses on the topic 'Brand/branding'

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Klemets, Emelie, Azra Blazevic, and Agevall Anna Svensson. "Internal Branding : Understanding Brand Values." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19242.

Mouton, Estelle. "The effect of internal brand management on brand commitment and brand trust." University of the Western Cape, 2018. http://hdl.handle.net/11394/6690.

Ojala, Aleksi, and Edward Taifa Defuro. "Private Entrepreneur Personal Branding : Brand Creation and Customer Brand Engagement." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-48471.

Rickardsson, Henrik, Henrik Stierna, and Fredrik Stark. "Invisible Branding : Creating brand value from invisibility." Thesis, Jönköping University, JIBS, Business Administration, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-312.

Problem: Branded products can be seen everywhere around us at all time, and is a way of communication for the buyer of the product But, what if one cannot build a brand based on visibility, an example is underwear, then how is it possible to create a brand and add value to it? Is it actually feasible to create a strong brand when not leveraging upon visibility? The organization Stargate Brand Group and its brand Frank Dandy Superwear have been used in order to obtain a deeper understanding around the topic.

Purpose: The purpose of this thesis is to research how to create brand value for an invisible brand within the fashion industry.

Method: To help fulfill the purpose a qualitative approach has been used. Personal interview with the CEO of Stargate Brand Group, telephone interviews with 20 fashion retailers combined with focus groups consisting of potential underwear buyers. The authors believe this approach helped to understand customer behaviour, branding techniques and how to create a brand value from an invisible branded product.

Result: The most important elements in order to create brand value for an invisible brand are quality and perceived quality. To become a successful underwear brand, since that is the invisible brand that the authors choose to focus upon, quality must be highly emphasized, and offering a high quality product is one way of creating brand value to customers.

The overall understanding of invisible products and brands is that they are bought primarily to fulfill the customer’s need of feeling comfortable and leverage upon people’s desire of well-being. An invisible brand cannot leverage upon its user to the same extent as other products, since it is not shown to the public.

Andreou, Philokypros T. "Brand relationships : a new appoach to branding." Thesis, University of Southampton, 1994. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.294989.

Khan, Muhammad Ghayour, and Omar Khan. "Corporate Identity, Corporate Branding and Brand Image." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-57516.

Afandiyeva, Jamila. "Place brand building in Baku : Place branding." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-37268.

Ejnar, Frida, and Maria Sahlberg. "Branding at the Ice Cream Factory : A Case Study of the Branding Strategy at SIA Glass." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202589.

Levitskaya, Daria. "International Branding Strategies : In Swedish and Russian Fashion Companies." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-31734.

Choi, Yong Chul. "Asian multinational Companies’ Co-Branding as Brand Strategies." Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2662.

Asian companies have turned to be multinationals. Many factors could be the reasons of this phenomenon, these days, cooperation strategies, especially, co-branding is an issue. Therefore, this study pursues to study which contexts Asian companies face and how Asian firms use co-branding. This study will study three cases: LG-PRADA, Sony-Ericsson, and Lenovo-IBM of co-branding. This research will analyze each case company’s portfolio with regional matrix and study how company use co-branding with co-branding typology. After reading this paper, readers can have an integrative view over Asian companies’ contexts and its co-branding strategy as its growth strategies.

Gudmundsson, Oskar, and Joel Leteus. "Challenging coopetitive branding alliances : a study on how coopetitive branding affects consumers’ brand image." Thesis, Högskolan Kristianstad, Avdelningen för ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-18248.

Eriksson, Gabriella, and Sofia Rudell. "Branding Sri Lanka : A case study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-28605.

Wattanasit, Tritarn, and Pimolbun Panglad. "Branding as a tool within internationalization." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-10102.

Nowadays global market is quite attractive for high competition environment.  First is to reduce risks and uncertainties of the business in their home countries. Second is to exploit the growing global market for goods and services which can lead to economies of scale and the increasing of market share. In order to be visible in global market, brands can be used to play an important role. From marketing point of view, brands are the means that consumers use to distinguish products and services based on essential and non-essential attributes and they are a source of business’s differential advantage. Furthermore, brands communicate tangible and intangible advantages and are attractive to a range of feeling. In order to make decisions for brand strategy, branding plays an important role. Critical advantage of branding is for product identification, and it is also the key element for marketers to differentiate a product from its rivals. However, branding provides many benefits apart from identification and differentiation of products

Ritz, Hayley Lynn. "CREATING SUSTAINABILITY THROUGH CORPORATE BRANDING." Master's thesis, University of Central Florida, 2007. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/2112.

Dahlin, Carl Johan, and Eleonor Andersson. "Co-­‐branding i modevärlden -­‐ En studie i hur co-­‐branding påverkar ett modeföretags brand equity." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17422.

Li, Kaer, and Xinyi Wang. "HOW DOES CO-BRANDING INFLUENCE BRAND IMAGE : A qualitative research on Supreme’s brand image from consumers’ perspectives." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-387949.

Serhanoglu, Suleyman, and Caroline Bozkurt. "Branding Technical Services : a case study on SWECO's brand." Thesis, Södertörn University College, School of Business Studies, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-969.

Den ekonomiska strukturen har under de sista decennierna genomgått en stor förändring. Service sektorn har vuxit till att bli en drivande kraft i de utvecklade länderna. Därför är konceptet med tjänstemarknadsföring relativt nytt. Fastän fler och fler tjänsteföretag är numera medvetna om hur viktigt det är att marknadsföra sitt företag och dess varumärke, finns det fortfarande många tekniska tjänsteföretag som inte har tillämpat konceptet. Det svenska konsultföretaget SWECO, som kommer att användas som fallstudie i uppsatsen, är en av dem.

Syftet med denna uppsats är att undersöka hur viktigt det är för tekniska tjänsteföretag att marknadsföra sitt varumärke och hur de kan förbättra sin image samt sitt varumärke.

Undersökningen har tillämpats med hjälp av elektroniska enkäter. Som ytterligare förstärkning, har tre teorier använts som analysverktyg.

Studien visar att SWECO är ett relativt okänt företag. Trots att företaget agerar på ett internationellt plan, så har det inte utvecklat en marknadsföringsstrategi. De slutsatser som kunde dras demonstrerar att ett starkt varumärke för tekniska tjänsteföretag är väldigt viktigt eftersom de 7 p:na för tjänster anses vara otillräckliga som marknadsföringsmedel. Den högt upplevda kvaliteten av företagets tjänster samt deras finansiella styrka ger företaget goda förutsättningar för att marknadsföra sitt varumärke internationellt.

The economical structure has faced a great change during the last decades; the service industry has grown into a dominant force in the developed countries. Therefore, the concept of services marketing is relatively new. Although more and more service companies are realizing the importance of marketing and branding, there are still technical service companies that has not adapted the concept. The consultancy firm SWECO, which will serve as a case study, is one of them.

The purpose with this essay is to examine the importance of branding for technical service firms and how they do to improve their image and brand. The research issue has been studied with the assistance of electronic surveys. As further assistance, three theoretical models has been used as instruments for the analysis.

The study shows that SWECO is a relatively unknown company. Although the company is operating in an international arena, it has not developed a marketing strategy. The conclusions attained demonstrate the importance of creating strong brands for technical service companies since the 7 P’s of services are insufficient as marketing tools. The highly perceived quality of the company’s services and their financial strength give the company good prerequisites for marketing their brand internationally.

Alsalam, Marisa. "Fashion Branding: Strategies for Individual and Collective Brand Engagement." Thesis, The University of Arizona, 2013. http://hdl.handle.net/10150/297491.

Mohammed, Serag Hannan. "Employer branding : En studie av “The Employer Brand Mix”." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19039.

Enman, Linda, and Stephanie Nielsen. "Employer branding : Vilka faktorer är avgörande vid val av arbetsgivare?" Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-19555.

Hoivanen, Heli. "Branding a Finnish apparel brand : An interview study of Finnish retail apparel brand managers." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12833.

Pietrobon, Alberto, and Yu Dai. "Branding for Start-ups: A case Study of Spotify." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-98374.

Suleymanov, Turan, and Akraphorn Rajapunsaen. "The Internal Corporate Brand Building Process of a Swedish University : Case Study: Linköping University." Thesis, Linköpings universitet, Företagsekonomi, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-60494.

Bjur, Elin, and Dimitri Christo-Dionne. "Fortification of New Venture Branding through Brand Image and Brand Identity : An exploratory study to shed new light on branding for new venture entrepreneurs." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30628.

Kwan, Man Ching. "A self-based perspective for consumer-brand relationship : understanding the role of brand attachment in brand equity creation." HKBU Institutional Repository, 2011. http://repository.hkbu.edu.hk/etd_ra/1261.

Mitsell, Maria, Annie Johansson, and Sanna Lindberg. "Branding : - A research measuring brand involvement and brand attitude and their effects on buying intention." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19086.

Mattsson, Sofie, and Karin Gustafsson. "Personal Branding : How to develop and sustain a strong personal brand." Thesis, Jönköping University, JIBS, Business Administration, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-291.

Branding of people is a relatively new concept within the branding area. This concept has grown rapidly and its importance is increasing. Our purpose of this thesis is to describe how a strong personal brand is developed and how it is sustained. We also want to highlight what factors that determine who will succeed to develop a strong personal brand and who will not and if the associations that other people have of you can be determined by the brand owner.

We have chosen to do a qualitative method by conducting interviews with five wellknown Swedish persons that we argue have or are beginning to develop strong personal brands within different areas.

The frame of reference consists of some concepts on traditional branding and models within the personal branding area. We found that the existing literature within personal branding was not sufficient to fulfil our purpose and therefore we have created a research model. The empirical findings are applied to the research model in the analysis.

We argue that the base to develop a strong personal brand is to truly know who you are and what you stand for. When you have a clear understanding about who you are, it is important to be consistent in the messages that you communicate in order to avoid confusion among other people. To have a strong personal brand, you also need to be well-known among more people than just your family and friends.

Personal branding is to a large extent about how other people perceive you and we argue that you can to some extent affect this image by being consistent and clear about who you are and what you stand for. People cannot see your thoughts, only your actions.

All people have a personal brand but we believe that the process to develop your personal brand depends on what goals you have with it and what you want to accomplish. All people do not gain anything by having a strong personal brand but we believe that all people can use some parts of the concept in order to know who you are and what you stand for.

Schoeman, Wilhelmus Hendrikus. "Antecedents and consequences of brand equity and brand value of business to business environments within the Gauteng province / Willie Schoeman." Thesis, North-West University, 2012. http://hdl.handle.net/10394/9831.

Aronowitsch, Daniel, Viktor Hogman, and Daniel Noresson. "Hur påverkas Acers brand equity av co-branding med Ferrari?" Thesis, Uppsala University, Department of Business Studies, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-8132.

Den senaste tiden har en mängd samarbeten, eller så kallade co-brandings, mellan olika företags varumärken vuxit fram. Avsikten är att förstärka sitt eller sina varumärken med hjälp av ett annat varumärke som är förknippat med någonting unikt. Hur bedömer man resultatet av denna co-branding? Har det egna varumärket förstärkts eller har det försvagats? För att klargöra detta resultat måste varumärkets Brand Equity mätas. Med brand equity menas det kapital som varumärket representerar. I denna kvantitativa studie består respondenterna av ett kvoturval om 50 studenter. Vi har skapat ett mätinstrument för denna fallstudie utifrån Aakers modell för brand equity och dess fyra dimensioner; brand awareness, perceived quality, differentiation samt brand loyalty. Genom att undersöka hur Acers brand equity påverkas av co-branding med Ferrari genomför vi ett första preliminärt test av vårt mätinstrument.

Resultatet av vår undersökning visar på ett tydligt samband mellan Acers brand equity och cobranding. Vårt resultat visar tydligt att alla fyra dimensioner inom Acers brand equity har påverkats i positiv riktning i och med co-branding med Ferrari. Avslutningsvis ger vi även förslag till intressanta framtida studier inom detta område.

Bergström, Karl, Jens Landgren, and Felix Müntzing. "Brand Management : A qualitative study on branding in a SME." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12376.

Purpose The purpose of this thesis is to investigate how branding is exercised in a SME and to develop a model for how SMEs can implement branding. This means that we will especially focus on aspects that are important for a SME when building and strengthening a brand.

Background When looking at the concept of brand management, the wide range of literature gives examples of corporations such as Nike, Coca-Cola, and Apple who have been successful in the field. It rarely talks about how SMEs deal with branding, if at all. Brand management in SMEs has been widely overlooked, despite that a vast majority of the companies are SMEs. There are as mentioned obstacles when working with brand management in SMEs, but the existing literature is mainly focusing on how larger organizations should implement brand management and the benefits of doing so. We argue that there is lack of existing literature on how SMEs should implement branding.

Method To fulfill the purpose, a qualitative method was chosen. The study was done within a SME, Triumf Glass, where eight people were interviewed in a semi-structured way. This was done to investigate how branding is excercised in a SME.

Conclusion The outcome of the study is a model that describes the process we believe to be necessary for a SME to go through when building and strengthening its brand. The model consists of the phases brand essence, brand reflection and brand strategy which result in brand equity.

Fahlén, Anna, and Maria Nilsson. "Co-branding - och dess påverkan på ett företags brand equity." Thesis, Linköping University, Department of Management and Economics, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-82.

Bakgrund: Många konkurrerande produkter liknar idag varandra och därför krävs ofta andra egenskaper än bra produkter för att övertala konsumenterna till köp. Ett sätt att förstärka associationskraften i ett varumärke kan vara att samarbeta med ytterligare ett varumärke. Detta kallas för co-branding och handlar om att man genom samarbete drar nytta av ett annat varumärke för att på så vis skapa fördelar som kan stärka det egna varumärket. Det tilläggsvärde som ett varumärke ger den märkta produkten betecknas av begreppet brand equity. Co- branding skulle kunna öka brand equity men det kan även innebära stora problem som skulle kunna minska brand equity.

Syfte: Syftet med denna uppsats är att definiera och beskriva begreppet ”co- branding” ur ett svenskt marknadsperspektiv. Vidare vill vi undersöka om och hur co-branding som varumärkesstrategi genom konsumenterna kan påverka ett företags brand equity.

Genomförande: Uppsatsen bygger på tre små n-studier av de co-brandade produkterna Daimglass, klädkollektionen ”Lagerfeld for H&M” och Vodafonemärkta Sony Ericssontelefoner. Primärdata har samlats in genom två stycken e- mailintervjuer med representanter på Sony Ericsson och H&M. Därtill har 90 stycken intervjuer gjorts med konsumenter.

Resultat: Vi har i vår uppsats kommit fram till en egen definition av begreppet co-branding. Vi kan även konstatera att brand equity kan påverkas på många olika sätt genom de fyra varumärkestillgångarna märkeskännedom, upplevd kvalitet, associationer till varumärket och märkeslojalitet. Slutligen har vi kunnat bidra med några goda råd riktade till de företag som står inför ett co- brandingsamarbete.

Čalić, Ena. "Nation Branding Communication : A Case Study of the Brand Singapore." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-40807.

Alamro, Ahmed Salameh. "Branding and brand preference in the mobile phone service industry." Thesis, Bangor University, 2010. https://research.bangor.ac.uk/portal/en/theses/branding-and-brand-preference-in-the-mobile-phone-service-industry(4b338b34-50cb-448a-87c5-d211d177d773).html.

Kim, Pielah. "A New Approach to Co-branding: Visual Artist and Fashion Retailer Ingredient Branding and Hedonic Brand Extension." The Ohio State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=osu1436882468.

Hasan, Md Kamrul, and Rabia Khan. "Building international brand through promotional Strategy: A case study of MEC: Active Engagement in Bangladesh." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-5334.

Roswinanto, Widyarso. "Belief Transfers in Co-branding and Brand Extension and the Roles of Perceptual Fit." Thesis, University of North Texas, 2015. https://digital.library.unt.edu/ark:/67531/metadc801896/.

Hasanspahic, Maida, Linn Sandström, and 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.

Míchková, Lucie. "Employer branding v lokální pobočce globální společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359146.

Moilanen, Teemu. "Network brand management : study of competencies of place branding ski destinations /." Helsinki : Helsinki School of Economics, 2008. http://www.gbv.de/dms/zbw/561191824.pdf.

bahaduri, shazia, and ronahi yesilgul. "Human branding within influencer marketing : isabella löwengrip as a human brand." Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-77851.

Dreyer, Adriana. "Tourist perceptions of the Klein Karoo National Arts Festival's corporate brand / A. Dreyer." Thesis, North-West University, 2010. http://hdl.handle.net/10394/4352.

Bilgili, Oğuzhan, and Dilara Fulya Egesoy. "Building Brand Equity in B2B Service Industry : Examination of the Servbrand Framework in Logistics Industry." Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-84540.

Krochta, Carrie Ann. "Layers of Branding: City and Arts Organization Branding in Columbus, Ohio." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1345471017.

He, Ping. "Chinese brands and branding strategies." Thesis, University of Hertfordshire, 2012. http://hdl.handle.net/2299/9040.

Scott-Kolarova, Elizabeth. "Brand portfolio strategy in the wood products industry : consideration of brand assocations in a co-branding environment /." Thesis, Connect to this title online; UW restricted, 2008. http://hdl.handle.net/1773/5500.

Larsson, Jenny, and Maria Törnqvist. "Online Brand Perception : Functionality and Representationality in the Printer Manufacturing Industry." Thesis, Jönköping University, Jönköping International Business School, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-217.

Background and problem: As Internet usage has become increasingly common and important in our society it is crucial for companies to acknowledge the impact of online branding. As differences between products are decreasing it is no longer sufficient to compete solely on price or quality. Thus the importance of brands and branding is increasing. Even though branding is a heavily research topic, almost all research has been performed with consumer markets in mind, more or less ignoring industrial markets. This is done in spite of most markets being predominated by industrial firms.

Purpose: The purpose of this thesis is to investigate how printer manufac-turers’ online brand messages can be perceived regarding functional benefits and representational satisfaction, and how this may affect the examined brands.

Method: To fulfil our purpose we chose to conduct a qualitative method, since this would provide us with in-depth answers. To structure our study we created a questionnaire to use as an analysical tool for our examination of the selected companies.

Conclusions: The conclusions drawn from this study are that printer manufacturers mainly emphasise the functional factors of their products to a large extent. Further, almost all brands of our sample can be perceived to be augmented ones. Of the few companies with highly developed brands, those with separate web sites for business and consumer buyers were in majority. Finally, since most printer manufacturers stress functionality the added-value of their brands is not as sustainable as it could be.

Berende, Bart, and Fabian Kredig. "What’s in a Name? : A study on the success factors of brand naming in China." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18264.

MEHTA, RUCHI J. "BRANDED ENVIRONMENTS: THE DESIGN APPROACHES." University of Cincinnati / OhioLINK, 2006. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1147968299.

Brizay, Stephany. "Creation of a Team Brand with Individual Athletes on Social Media: An Exploratory Case Study of the FAB_IV." Thesis, Université d'Ottawa / University of Ottawa, 2018. http://hdl.handle.net/10393/37704.

Buddle, Richard. "The dyadic brand : a systematic enquiry to explore the confusion embedded in brand literature, and to inform the development of a simpler brand model that clarifies the roles of the consumer and custodian /." full text via ADT, 2007. http://erl.canberra.edu.au/public/adt-AUC20080829.120412/index.html.