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In diesem Open-Access-Buch schlägt Matthias Albisser eine Konzeptualisierung von Brand Content als Botschaften der Unternehmenskommunikation vor, die gleichberechtigt eine Unternehmensperspektive (Imageaufbau) und eine Userperspektive (Mehrwert für User) einnehmen. Anhand einer experimentellen Umfrage wird der Einfluss von informativem (Tipps und Tricks) und unterhaltendem (Memes) Brand Content auf das funktionale und das emotionale Markenimage analysiert.

Media studies --- Branding --- Brand Content --- Content Marketing --- Brand Image --- Markenimage --- Digitale Markenkommunikation --- Open Access

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For more than twenty years now, cities have been developing and aiming to attract new residents, tourists but also investors. Competition between cities exists, and many are therefore trying to stand out from the rest by using various tools. Among these ones, we find city branding, a marketing tool allowing the promotion of cities. 
Over the past thirty years, events have also multiplied and have found their importance in everyday life. 
The goal of this thesis is to identify if conducting events, and particularly a cultural event, here a Christmas Village, can have an impact on a perceived destination brand image. 
First, in order to answer to this question, a theorical analysis is conducted to define the main theoretical aspects. Then, questionnaires for visitors are created and distributed. Questionnaires are also made for the exhibitors of the Christmas Village, and in-depth interviews are conducted. 
The results show that many aspects have to be taken into account when city branders and marketers want to improve a city image. 
In response to the initial question, we can say that events have an influence on cities’ perceived image.

city branding, brand image, place branding, cultural events, Christmas Village, Liège --- Sciences économiques & de gestion > Marketing

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In the current economic and social context, there is a global change in which different actors are evolving and playing a different role. In this sense, even the territories over the years have achieved an important centrality. In fact, the discipline of place branding is born, divided into three levels: national, regional and city.
The objective is to develop an identity that is different from the various competitors in order to attract potential financial and human resources. Through this thesis, we have tried to understand how the role of city branding can be used in an Italian city: Treviso which is located in the Veneto region. To give the city its own unique and inimitable identity, the author has explored the role of local products, especially the wine sector in order to understand if it is one of the possible ways to brand the city.
To be able to answer this question, first an analysis of the managerial literature was conducted, which saw its focus in the concept of city branding, local products and the wine sector. Subsequently, through a qualitative analysis, a series of professionals working in the wine sector were interviewed; with the aim of having a more complete and in-depth overview of what the wine sector actually is. Furthermore, the author has tried to understand if there are the prerequisites for implementing this strategy, identifying the objectives and the various stakeholders to be involved in the branding project.
This study made it possible to understand that the branding process requires time, effort and financial resources but that if implemented correctly it can lead to great results. Elements such as family, passion, art, culture, history, flavors, simplicity and union are characteristics that make the local wine sector unique and inimitable and must be emphasized in the branding process. Furthermore, the presence of multiple small and medium-sized enterprises is an element of great value and makes the product different from that of the competition. It is synonymous with high quality and excellence.
In light of above, in response to the initial question of the thesis we can say that the concept of city branding and the wine sector can be the perfect combination to develop a territorial identity and bring great benefits to the city and to all its stakeholders.

City branding --- brand image --- territorial identity --- local products --- wine sector --- objectives and stakeholders --- Sciences économiques & de gestion > Marketing

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Given the booming of counterfeit market and the rise of counterfeit luxury items in fashion accessories, luxury brands are currently facing the negative effects of counterfeit products. This phenomenon, which has always been present, has a significant economic and social impact on brands and consumers. This thesis involves research to understand how counterfeiting impacts Belgian consumer attitudes and perceptions, specifically by focusing on counterfeit luxury bags. The latter is a category that has not yet been addressed in Belgium to our knowledge. To carry out this study, in-depth interviews were conducted with the help of an interview guide developed on the basis of determinants of attitudes and perceptions from previous papers. Overall, 10 people were probed, including 5 who owned a counterfeit bag and 5 with a genuine bag. The analysis of the results revealed that Belgian consumers perceived quality and price of counterfeit bags as lower and cheaper than authentic and brings them fun. They also believe counterfeit bags are illegal and unethical. Moreover, counterfeit bags affect the consumers’ image negatively; however, it does not devalue their social status. Finally, they do not perceive counterfeit bags as the damage of the brand image but more as a source of advertising for the brand. These findings provide managerial and theoretical implications accordingly as well as directions for future research.

Luxury brands --- Luxury --- Counterfeit products --- Counterfeiting --- Consumer attitudes --- Consumer perceptions --- bags --- Brand image --- Sciences économiques & de gestion > Marketing

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The use of social networks has exploded in recent years and has only been increasing from year to year for a large majority of the world's population: the digital age. These social media platforms have had a significant impact on traditional marketing methods, and have above all enabled small businesses to increase their visibility at a minimal cost. Hairdressing professionals have quickly used these tools for professional purposes, in order to maintain a relationship with their clients, increase their visibility and maintain their own online image.
In this paper, we will discover how small businesses in the hairdressing sector use social networks to convey a positive image online. The first part of this research will be devoted to a literature, on different topics such as, for example, the marketing communication media channels used by small businesses, the emergence of social networks, and the elements from social networks that influence brand image. In the second part of this work, we will present a qualitative study that was carried out with ten hair salons in Liège, as well as a quantitative study carried out with 321 Internet users present on social networks.
All the research questions were answered through the literature’s analysis and the results obtained. This work proposes managerial solutions for future hair salon managers who would like to convey a positive image on social networks. L’utilisation des réseaux sociaux a explosé ces dernières années et n’a fait que croître d’année en année pour une grande majorité de la population mondiale : l’ère du digital. Ces médias sociaux ont fortement impacté les méthodes de marketing traditionnelles, et ont surtout permis aux petites entreprises d’augmenter leur visibilité à un cout minimal. Les professionnels de la coiffure ont rapidement utilisé ces outils à des fins professionnelles, dans le but de maintenir une relation avec leurs clients, accroître leur visibilité et entretenir une image en ligne qui leur est propre.
Dans cette étude, nous allons découvrir comment les petites entreprises dans le secteur de la coiffure utilisent les réseaux sociaux pour véhiculer une image positive en ligne. La première partie de cette recherche sera consacrée à la revue de la littérature, sur différents sujets comme par exemple, les moyens de communication marketing utilisés par les petites entreprises, l’émergence des réseaux sociaux, les éléments issus des réseaux sociaux qui influencent l’image de marque. Dans la deuxième partie de ce travail, nous présenterons une étude qualitative qui a été effectuée auprès de dix salons de coiffure liégeois, ainsi qu’une étude quantitative réalisée auprès de 321 internautes présents sur les réseaux sociaux.
L’ensemble des questions de recherche ont obtenu réponse via l’analyse de la littérature et des résultats obtenus. Ce travail propose des solutions managériales pour les futurs gérants des salons de coiffure qui souhaiteraient véhiculer une image positive sur les réseaux sociaux.

brand image --- hair salon --- social networks --- social media marketing --- SMEs --- image de marque --- salon de coiffure --- réseaux sociaux --- marketing des médias sociaux --- PME --- Sciences économiques & de gestion > Marketing