Creating a Branding Process Model for Living Area Brands - Developing and managing a new living area brand

The objective of this thesis is to understand how to create and develop a successful place brand and how to manage it systematically. The thesis thoroughly explains the phenomenon of place brands and place branding and presents different sub-categories of place branding. The theoretical part of the thesis provides a wide overview on the prevailing literature of place branding, place brand development and place brand management, which form the basis of the thesis’ theoretical framework. The theoretical evidence is gathered from a case living area. The living area is developed by one construction company, which has a significant role in the construction industry in Finland. The empirical evidence is gathered through semi-structured in-depth interviews by interviewing the new living area’s carefully selected stakeholder groups. Afterwards the empirical data is analyzed and reflected to the theoretical findings. After examining the case living area, the thesis will present a new living area branding process model based on prevailing theories and empirical findings.

The role of brand identification in alumni support to their alma mater

Universities around the world are facing global competition and challenges to finance their main functions - research and education. This study focused on the role of graduates, alumni, in the success of a university. The purpose of this study was to examine the role of brand identification in alumni willingness to support their alma mater. The research concentrated on finding out what is the relationship between brand identification and it’s antecedents (prestige, satisfaction, interpretation of brand) to alumni willingness to promote university, participate in university activities and support financially by donating money to university’s research. The research method was quantitative and the data was collected via online survey from 569 alumni of a Finnish university. The findings suggest that there is a strong relationship between brand identification and alumni support. The stronger brand identification is, the more willing alumni were to promote university, participate in university activities and support financially. Based on the research, it is beneficial for universities to invest in brand development in order to get alumni to act as ambassadors of the university after their graduation.

Cytogenetic studies of Brazilian pediatric myelodysplastic syndrome cases: challenges and difficulties in a large and emerging country

Myelodysplastic syndromes (MDS) and juvenile myelomonocytic leukemia (JMML) are rare hematopoietic stem cell diseases affecting children. Cytogenetics plays an important role in the diagnosis of these diseases. We report here the experience of the Cytogenetic Subcommittee of the Brazilian Cooperative Group on Pediatric Myelodysplastic Syndromes (BCG-MDS-PED). We analyzed 168 cytogenetic studies performed in 23 different cytogenetic centers; 84 of these studies were performed in patients with confirmed MDS (primary MDS, secondary MDS, JMML, and acute myeloid leukemia/MDS+Down syndrome). Clonal abnormalities were found in 36.9% of the MDS cases and cytogenetic studies were important for the detection of constitutional diseases and for differential diagnosis with other myeloid neoplasms. These data show the importance of the Cooperative Group for continuing education in order to avoid a late or wrong diagnosis.

Brazilian scientific funding agency budgets have not matched the country's economic growth

The growth of the Brazilian economy in recent years has created an atmosphere of optimism in various segments of Brazilian society, with several important international repercussions. In this paper, we analyze in detail how this economic growth is reflected in investments in science and technology made by major academic funding agencies. As a result, we observed a discrepancy in the growth of funding input and the growth of the Brazilian gross domestic product. This fact associated with an increased academic output entails negative consequences for the system. This may be a symptom of an academic community not fully understood by society and vice versa. Finally, we believe that a long-lasting important change in investment policy in science is necessary in order to ensure financial security for the academic system as a whole.

Nasal CPAP in the delivery room for newborns with extremely low birth weight in a hospital in a developing country

The objective of this study was to determine the feasibility of the use of continuous positive airway pressure installed prophylactically in the delivery room (DR-CPAP), for infants with a birth weight between 500 and 1000 g in settings with limited resources. During 23 months, infants with a birth weight between 500 and 1000 g consecutively received DR-CPAP. A total of 33 infants with low birth weight were enrolled, 16 (48.5%) were females. Only 14 (42.4%) received antenatal corticosteroids and only 2 of those 14 (14.3%) infants weighing 500-750 g were not intubated in the delivery room, and apnea was given as the reason for intubation of these patients. Of the 19 infants in the 751-1000 g weight range, 9 (47.4%) were intubated in the delivery room, 6 due to apnea and 3 due to respiratory discomfort. For DR-CPAP to be successful, it is probably necessary for preterm babies to be more prepared at birth to withstand the respiratory effort without the need for intubation. Antenatal corticosteroids and better prenatal monitoring are fundamental for success of DR-CPAP.

Measuring Effectiveness of Marketing Message: The Role of Verbal, Visual and Brand Elements

The aim of this paper is to study the role of verbal, visual and brand elements while meas-uring effectiveness of marketing message. The thesis is written in the context of mobile gaming industry. The object of the study is marketing message. To achieve the aim, the main research question was formulated: How do the elements of marketing message, such as verbal, visual and brand, affect the consumer’s attitude toward the ad, emotional response and attention capture? The theory development chapter lays on three corner stones – analysis of previous litera-ture on marketing message and its elements, namely verbal, visual and brand; overview of literature on attitude formation and particularly attitude toward the ad. In addition, investiga-tion of key points of emotional response and attention capture literature finalizes the chap-ter. The empirical part consists of experiment, conducted with 27 participants. Experiment includes the self-report semantically anchored scale, measuring the attitude toward the ad, as well as autonomic measures – eye tracking (attention capture) and facial expressions (emotional response). The results of the experiment showed that the size of the brand element – the logo – has an effect on the attention capture and the overall attitude toward the ad. The bigger the logo, the more time people spend viewing it, and they realise the message is more educa-tional and factual. The measure related to the visual element – the visual complexity – in-creases the intensity of participant’s facial expression. While the measure of verbal ele-ment – the contrast between text and background colours – leads to a better attitude to-ward the ad. The higher the contrast between text and background, the more known the message appears to the viewer.

Brand Protection Perspectives

The main focus of this qualitative study is to explore and understand the boundaries of a brand protection program by assessing risks caused directly or indirectly by counterfeiting and finding remedies for treating those risks. 12 of 20 brand protection managers, anti-counterfeiting experts and marketing professors completed anonymously an internet-mediated questionnaire. During this study, a pattern of risk tolerance level within the sample was identified. The empirical results suggest that this pattern influences participants’ risk perception of and attitude towards counterfeiting; these also imply that, in risk treatment, this pattern influences decision- making as well as selection of countermeasures. Further, the results propose that brand equity and reputation are compared to other brand variables more vulnerable to the impact of counterfeiting. In addition, the results obtained in the question whether companies should employ public announcements of counterfeit seizures as an additional brand protection tool were contradictory. Companies were more apprehensive towards this solution than marketing professors. Thus, further investigation on this subject is recommended. This study concludes that as long as the impact of counterfeiting cannot be measured properly, the true damage on a brand or company and their reputation cannot be determined.

Why to invest more in women's football for your brand and your business?

The aim of this master’s thesis is to study the role of sponsorship in the business value of companies and clubs. In order to achieve this goal, the French women’s football context is studied. The main research question is formulated as follows: What is the business value in sport sponsorship? The literature and theory part consists of three chapters that clearly follow the theoretical framework: from the sport sponsorship to the sponsor brand, from the sponsor brand to the brand equity, from the brand equity to the business value. The empirical part of the master’s thesis is based on qualitative research method. Face-to-face interviews were conducted with 4 participants who are Sponsorship Manager or General Manager of French women’s football clubs or sponsors and thus considered as specialists of the study context. The results of the study show that the planning process, the objectives, the sponsor brand, the brand equity components such as the customer behaviour, the economic, financial and immaterial values have positive impacts on the business value in sport sponsorship in the French women’s football context.