Building Strong Brands with Sponsorship: Case Battery Energy Drink

Tutkimuksen päätavoitteena oli ymmärtää vahvojen brändien ja brändipääoman rakentamisprosessia, painottaen erityisesti sponsoroinnin roolia tässä prosessissa. Tutkimus suoritettiin laadullisena tutkimuksena, jossa käytettiintapaustutkimusmenetelmää. Tutkimuksen aineisto kerättiin suurimmista online artikkelitietokannoista sekä kolmesta henkilökohtaisesta haastattelusta case-yrityksen edustajien kanssa. Tutkimuksen teoreettisen perustan muodosti brändipääoma-käsite ja sen osa-alueet, näiden liittyminen vahvoihin brändeihin ja brändien rakentamiseen, sekä sponsoroinnin strateginen käyttö brändien rakentamisessa. Lisäksi tutkimuksen empiirinen perusta arvio ja testasi näitä oletuksia ja aikaisemmin käsiteltyjä teorioita case-brändi Battery energiajuoman valossa. Tutkimus osoitti, että nykypäivänä kovan kilpailun markkinointiympäristössä, sponsorointi edustaa vaihtoehtoista tapaa rakentaa vahvoja, omalaatuisia ja suotuisia brändejä, joilla on korkea brändipääoma. Sponsoroinnista on tullut yhä tärkeämpi kommunikointiväline brändien rakentamisessa ja erityisesti siellä missä perinteiset menetelmät ovat muuttumassa tehottomiksi. Empiirisessä osassa selvisi, että sponsorointia on käytetty menestyksekkäästi strategisena keinona vahvan ja omalaatuisen Battery brändin ja sen korkean brändipääoman rakentamisessa.

Evolution and Stellar Content of AGN Host Galaxies

In this dissertation, Active Galactic Nuclei (AGN) and their host galaxies are discussed. Together with transitional events, such as supernovae and gamma-ray bursts, AGN are the most energetic phenomena in the Universe. The dominant fraction of their luminosity originates from the center of a galaxy, where accreting gas falls into a supermassive black hole, converting gravitational energy to radiation. AGN have a wide range of observed properties: e.g. in their emission lines, radio emission, and variability. Most likely, these properties depend significantly on their orientation to our line-of-sight, and to unify AGN into physical classes it is crucial to observe their orientation-independent properties, such as the host galaxies. Furthermore, host galaxy studies are essential to understand the formation and co-evolution of galactic bulges and supermassive black holes. In this thesis, the main focus is on observationally characterizing AGN host galaxies using optical and near-infrared imaging and spectroscopy. BL Lac objects are a class of AGN characterized by rapidly variable and polarized continuum emission across the electromagnetic spectrum, and coredominated radio emission. The near-infrared properties of intermediate redshift BL Lac host galaxies are studied in Paper I. They are found to be large elliptical galaxies that are more luminous than their low redshift counterparts suggesting a strong luminosity evolution, and a contribution from a recent star formation episode. To analyze the stellar content of galaxies in more detail multicolor data, especially observations at blue wavelengths, are essential. In Paper III, optical - near-infrared colors and color gradients are derived for low redshift BL Lac host galaxies. They show bluer colors and steeper color gradients than inactive ellipticals which, most likely, are caused by a relatively young stellar population indicating a different evolutionary stage between AGN hosts and inactive ellipticals. In Paper II, near-infrared imaging of intermediate redshift radio-quiet quasar hosts is used to study their luminosity evolution. The hosts are large elliptical galaxies, but they are systematically fainter than the hosts of radio-loud quasars at similar redshifts, suggesting a link between the luminosity of the host galaxies and the radio properties of AGN. In Paper IV, the characteristics of near-infrared stellar absorption features of low redshift radio galaxies are compared with those of inactive early-type galaxies. The comparison suggests that early-type galaxies with AGN are in a different evolutionary stage than their inactive counterparts. Moreover, radio galaxies are found to contain stellar populations containing both old and intermediate age components.

Strong magnetic field pulse generator

High magnetic fields and extremely low temperatures are essential in the study of new semiconductor materials for example in the field of spintronics. Typical phenomenons that arise in such conditions are: Hall Effect, Anomalous Hall effect and Shubnikov de-Haas effect. In this thesis a device capable for such conditions was described. A strong magnetic field pulse generator situated in the laboratory of physics and the Lappeenranta University of Technology was studied. The device is introduced in three parts. First one is the pulsed field magnetic generator, which is responsible for generating the high magnetic field. Next one is the measurement systems, which are responsible for monitoring the sample and the system itself. The last part describes the cryostat system, which allows the extremely cold temperatures in the system.

Numerical Studies of Dark Energy Models and Observations

The cosmological standard view is based on the assumptions of homogeneity, isotropy and general relativistic gravitational interaction. These alone are not sufficient for describing the current cosmological observations of accelerated expansion of space. Although general relativity is extremely accurately tested to describe the local gravitational phenomena, there is a strong demand for modifying either the energy content of the universe or the gravitational interaction itself to account for the accelerated expansion. By adding a non-luminous matter component and a constant energy component with negative pressure, the observations can be explained with general relativity. Gravitation, cosmological models and their observational phenomenology are discussed in this thesis. Several classes of dark energy models that are motivated by theories outside the standard formulation of physics were studied with emphasis on the observational interpretation. All the cosmological models that seek to explain the cosmological observations, must also conform to the local phenomena. This poses stringent conditions for the physically viable cosmological models. Predictions from a supergravity quintessence model was compared to Supernova 1a data and several metric gravity models were studied with local experimental results. Polytropic stellar configurations of solar, white dwarf and neutron stars were numerically studied with modified gravity models. The main interest was to study the spacetime around the stars. The results shed light on the viability of the studied cosmological models.

Personal branding on social media - The characteristics of strong personal brands in Finland

The purpose of the study is to define the characteristics of strong personal brands on social media in Finland. Personal branding as a phenomenon is no longer limited to celebrities and political leaders. The digital revolution and the change in online behavior have created the need for a deeper investigation of the characteristics of strong personal brands on social media. The work of different academics on personal branding are examined to gain a comprehensive understanding on this research topic that has gone through a revolution during the last decade. Early impression management theory is refined to include elements from more modern literature related to personal branding, brand identity management and social media to create a theoretical framework that simplifies the process of personal brand building on social media. The framework consisting of three phases clarifies the process of modern personal branding. The results of the study are presented in line with three research themes derived from the theoretical framework: the background of the brand, the brand identity management and the social media behavior and activities. Mixed methods are used in the research as means to broaden perception on the subject. The quantitative part of the study defines general characteristics concerning the most follower personal brands in Finland in three social media channels – Facebook, Instagram and Twitter. The other part of the research was conducted by single case study including two Finnish personal brands cases to provide a deeper understanding of personal branding practices of strong social media personal brands. The results of the study show that the most used social media channels differ in terms of the personal brand characteristics and personal branding activities. Due to the characteristics of the channels also the post activities of the personal brands differ quite significantly. It can be also inferred that there is a difference between brands with an existing offline awareness and the brands with no awareness before joining the social media. In order to reduce the gap between the ideal brand image and the current image, the brand should have a clear vision as well as a good understanding of the target group and the value it creates for its target audience. The brand identity needs to be managed by communicating with the target audience authentically in the right channels, with relevant content. The dedication, the target group’s behavior and the ability to create valuable and relevant content determines the right tactics for social media personal branding.