Sökning: "Corporate branding in practice"
Hittade 4 avhandlingar innehållade orden Corporate branding in practice.
1. Corporate Brand Positioning – Case Studies across Firm Levels and Over Time
Sammanfattning : Positioning is a key concept in the fields of branding, marketing, and strategy. In brand management, positioning deals fundamentally with finding a balance between sameness and differentiation. Empirical research predominantly examines the effectiveness of certain strategies. LÄS MER
2. Disgraced : A study of narrative identity in organizations that suffer crises of confidence
Sammanfattning : This thesis investigates the interface between external impressions of an organization, often referred to as its brand and image, and internal expressions, its culture and the identity of its employees, in organizations that have suffered crises of confidence. More specifically, the thesis seeks to problematize the alignment ideal in the corporate branding perspective (de Chernatony, 2001; Harris and de Chernatony, 2001; Hatch and Schultz, 2001 and Balmer and Sonen, 1999), which suggests that organizations should actively seek to realign external and internal impressions, in cases where they have become misaligned. LÄS MER
3. Sustainable Supply Chain Management in Food Retailing : Insights into corporate practice of managing supplier relationships
Sammanfattning : Addressing sustainability concerns in supply chain operations can be a matter of long-term business survival for food retailers. However, regardless of whether it is perceived as a risk or market opportunity, acting across the value chain to address unsustainable production and consumption practices has been a constant challenge. LÄS MER
4. Consumers and Mixed-Brands: On the Polysemy of Brand Meaning
Sammanfattning : Brands have become one of the most discussed phenomena of marketing research in recent years. They are ubiquitous in the marketplace and virtually impossible for consumers to avoid. LÄS MER
