Browsing by Subject "Branding"
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Item Restricted Brand loyalty in dynamic and stable business environments : a comparative analysis of the McDonald's and Apple cases(2020) Aydemir, Ilkem; Lieb, Manfred G; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied Sciences"The brand has a huge and important meaning for businesses. To make a well-known brand is the dream of every company. When the companies build the brand in a perfect way, they can have the ability to gain loyalty for their brands. For making loyalty, companies should not focus on profit or money, they should focus on their consumers and their expectations. Firstly, firms should know their type of business environment to fulfill the expectations of consumers. Then, the focal point should be the necessities of those business environments that are separated into two categories in this research such as a stable business environment and dynamic business environment. Therefore, the firms can know how to satisfy their customers related to their business environment."Item Metadata only Branding for startups : building brand identity with fewer resources(2018) Kang, Long; Lieb, Manfred G; Faculty of Business Administration; Berlin International University of Applied Sciences"This research considers the concept of brand management in order to build a strong brand identity in general and especially for startups. However, startups have to balance between the high costs of advertising and low revenue. The author tries to study lean startup method in combination with six brand identity facets and Storytelling as a solution for startups, the solution is to build a sustainable and healthy startup with strong brand identity, to benefit from a good brand with fewer resources. The research is based on two approaches which are connected. Firstly, secondary data is collected from the literature concerning lean startups, branding, brand identity, and storytelling. Then, interviews are collected as primary data. The main theory approach for the research connects the secondary and primary data by making a persistent association between the findings. The findings are in three dimensions, based on Kiron Open Higher Education gGmbh, an educational platform for refugees as a case study and from eight interviewees with different backgrounds and experiences. In fact, the Lean Startup and combination with storytelling present a solution for startups, especially in their early age."Item Restricted Customers' Needs in the Dutch Sports Nutrition Market(2022) Lisa Tran; Artinger, Florian; Villegas, Erick Behar; Faculty of Business Administration; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: Abstract: This research paper focuses on identifying customer needs in the Dutch sports nutrition market and exploring the factors that influence customer purchasing decisions. It also examines how brands satisfy customer wants and needs by using a customer journey. The study centers around NXT Level Sports Nutrition, a Dutch sports nutrition brand, as an example of how brands can fulfill customer wants and needs. The research begins with a company and market overview, followed by a literature review on branding concepts, customer wants and needs, and the customer decision-making process. The marketing mix (4Ps) and customer journey are utilized to analyze the results and provide future recommendations for NXT Level Sports Nutrition. The research methodology includes desk research through literature reviews, internal and external analyses, and field research conducted in the form of interviews. The findings indicate that (potential) customers require educational content about sports nutrition before considering a purchase. The results also highlight the impact of branding on (potential) customers, particularly during the consideration phase. The ultimate purchasing decision is significantly influenced by product, price, place, and promotion. Understanding customers' wants and needs enables brands to personalize marketing strategies and cater to specific target audiences. Keywords: customer needs, sports nutrition market, customer purchasing decisions, branding, customer journey, NXT Level Sports Nutrition, marketing mix, 4Ps, target audiences, literature review, customer decision-making process, desk research, field research, interviewsItem Restricted How to create a successful luxury brand image through digital marketing?(2017) Darakci, Antonja; Lieb, Manfred G; Wagner, Evamaria; Faculty of Business Administration; Berlin International University of Applied Sciences"The present study is primarily investigating the question on how to create a successful luxury fashion brand image through digital marketing. The guiding question involves two factors -- ho to create a successful luxury fashion brand image and to what extent digital marketing is prospectively appreciable. Thereby, the research focus is on the long-term development of a digital marketing strategy for luxury fashion brands as well as on the cross medial communication tools such as social media platforms. The key aim of the paper is to show how to create a successful brand image through digital marketing on the basis of cognitions from literature as well as the application examples from the practice. In order to answer the question as comprehensively as possible, the paper is structured as follows: The beginning of the main part starts with an introduction to the world of fashion. The value of the fashion industry and the creation of a brand image and brand identity are going to be shown here. In order to reach the customer, luxury fashion companies communicate through their brands. For this reason, the focus in the third chapter is on three different forms of marketing: 'Old-marketing' (traditional marketing), 'New-marketing' (digital marketing) and fashion marketing. The last chapter of the paper focuses on a case study, in which the results that are obtained from the previous chapters are going to be examined and confirmed with the aid of the luxury fashion brand 'Burberry'."Item Restricted International business in the era of COVID-19 on the example of the Nike brand(2021) Gojdź, Kamil; Mantel, Peter; Poljsak-Rosinski, Petra; bachelor thesis in Business Administration - International Management and MarketingItem Restricted The case of vegan cosmetics : market entry, communication and branding, new specialized products, ethical consumerism(2019) Dilber, Ebru Hatice; Lieb, Manfred G; Schroeder, Süheyla; Faculty of Business Administration; Berlin International University of Applied SciencesThe central purpose of this paper and its study is to deliver a theoretical and practical contribution in the case of Vegan cosmetics its International Marketing strategies. The subject concentration in this report limits its analysis in the theme of branding and communication and the market entry as well as new specialized products and broad ethical insights. Additionally, the authors effort to provide a thorough understanding of the influence of online communication on new niche brands. Along with the products that are offered through a variety of branding and the quality that provides to vegan consumersItem Metadata only The creation of a brand : La Rue(2018) Krull, Manuel J; Lieb, Manfred G; Faculty of Business Administration; Berlin International University of Applied Sciences"La Rue is an independent fashion label started by Manuel Krull in Berlin, Germany. La Rue focuses on capturing the life in the city of Berlin, inspiring local as well as foreign customers and artists to enjoy each others company. In addition to offering stylish and unique clothing pieces at an affordable price point, La Rue hosts events to establish a sense of community, online and offline, allowing customers to interact with one another. Additionally to giving local artists an opportunity and platform to be heard, La Rue inspires its customers to try new things and explore alternative outlets. In the past, Manuel Krull a had multiple experiences working at and hosting events through out Berlin. La Rue will be hosting a 48 hour pop up shop in Berlin inspired by the topic of refugees in Berlin. The pop up shop will serve as an event, highlighting the launch of La Rue, as well as giving a Syrian refugee the opportunity to display his artwork and conduct a live art show. La Rue is aimed at targeting middle class customers ages fifteen to thirty, with a general level of fashion awareness and interest in trends as well as seeking some knowledge in political matters. La Rue's customer base will buy products and visit events based on a communal factor which La Rue offers. Our customers are inclined to help others by supporting organizations which are set out to help those in need or actively participating. The paper allows the reader to fully understand the concept of La Rue and the mentioned pop up shop, describing the company in-depth. The main focus of the paper is research conducted in the importance of branding as a main marketing tool as well as giving the read the requirements La Rue's needs to take into consideration in order to run profitably."Item Restricted The importance of pursuing a strong branding strategy in today's business world : a case study(2019) Lieb, Manfred G; Schroeder, Süheyla; Faculty of Business Administration; Berlin International University of Applied Sciences"This study analyzes branding strategy in today's era by exploring specifically a popular topic among marketers, the luxury branding - where a case study is presented by taking as an example a German label 'Jil Sander'. Moreover, as a critical component to positioning brands and lead to competitive advantage the changing world of Integrated Marketing Communications are presented along the study to show the impact that these have on brand equity. And as a third point, the strategical role of brand experience is presented and how this affects the consumer behavior towards brands. Keywords: branding, brand equity, brand identity, brand personality, integrated marketing communications, IMC, positioning, differentiation, luxury, fashion industry, customer relationships, customer-based brand equity, brand awareness, advertising, promotion, brand experience."Item Restricted The Use of Motion Graphics on Brands' Visibility : a Focus on Cultural Institutions(2023) Marco Mancini; Amann, Denise; Catak, Güven; Faculty of Architecture and Design; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: The omnipresence of digital screens and the ceaseless evolution of technology have propelled brands towards innovative identity reinvention, with motion graphics emerging as a pivotal tool in this journey. Unlike animation, motion graphics breathe life into static graphic elements to convey information succinctly, making it an attractive tool for branding, especially in the context of cultural institutions. This thesis delves into the synergy between motion graphics and branding, with a spotlight on three cultural institutions in Tuscany, Italy: Teatro della Toscana, Palp, and Museo Piaggio. By weaving together literature review, interviews, and observational research, this work explores how motion graphics can enhance brand visibility and audience engagement in the cultural sector. The focal point is a design project aimed at amplifying the brand identity of Teatro della Toscana through motion graphics, aligning the visuals with the institution's core values. Despite certain limitations, like the absence of in-house graphic designers in some institutions and geographical constraints, this research underscores the potential of motion graphics as a robust tool for branding in the digital age, especially within the cultural domain where creating a compelling, accessible narrative is paramount. Keywords: Motion Graphics, Branding, Digitalisation, Cultural Institutions, Teatro della Toscana, Palp, Museo Piaggio, Brand Identity, Audience Engagement, Technology EvolutionItem Restricted Title Sequence Design in the TV Streaming Era(2022) Anastasiia Filippenko; Tibus, Alexander Christian; Wittner, Benjamin; Faculty of Architecture and Design; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: This thesis explores the evolution and impact of title sequence design in the context of television series. With the rise of streaming platforms and changes in viewer behavior, the relevance and function of opening credits have been affected. The research aims to understand how technological progress and viewer behavior have transformed title sequence design and to determine modern and innovative approaches to enhance the viewing experience and branding of a show. The methodology includes primary research through qualitative interviews with users of TV streaming platforms and a production team representative, as well as secondary research through literature review and examination of case studies. The thesis is structured into chapters that cover the historical background and functionality of title sequence design, the technological impact on user behavior, the production process, and examples of current title sequence designs in the TV streaming era. Keywords: title sequence design, television series, streaming platforms, viewer behavior, branding, production process