Sökning: "Frans Melin"
Hittade 2 avhandlingar innehållade orden Frans Melin.
1. Varumärket som strategiskt konkurrensmedel - Om konsten att bygga upp starka varumärken
Sammanfattning : In recent years the importance of strong brands has come very much into focus both among theoreticians and practitioners. In order to gain a better understanding of the nature of brand strength, I have chosen to analyse the branding process. LÄS MER
2. In-Between Brands : Exploring the Essence of Brand Portfolio Management
Sammanfattning : During the past two decades research has shown that brands are among a company’s most valuable assets. However, in today’s competitive landscape, it is not enough to just create strong brands. The focus lies rather in managing a range of brand lever-age strategies within complex brand portfolios. LÄS MER
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