Sökning: "brand strategy"

Visar resultat 1 - 5 av 32 avhandlingar innehållade orden brand strategy.

  1. 1. Varumärket som strategiskt konkurrensmedel - Om konsten att bygga upp starka varumärken

    Författare :Frans Melin; Företagsekonomiska institutionen; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; resource based strategy.; positioning; core values; brand orientation; brand loyalty; brand identity; brand equity; Brand management; brand strategy; Management of enterprises; Företagsledning; management;

    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

  3. 2. Märkesorientering - Utveckling av varumärken som strategiska resurser och skydd mot varumärkesdegeneration

    Författare :Mats Urde; Företagsekonomiska institutionen; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; brand competence; resource-based strategy; trademark protection; genericness; trademark degeneration; brand identity; Brand strategy; brand orientation; management; Företagsledning; Management of enterprises;

    Sammanfattning : The aim of this study was to examine how an organisation’s approach to brands can, in the building up of a brand competence, prevent trademark degeneration and develop and protect brands as strategic resources. A line of argument is put forward for adopting a new corporate approach (mind-set) to brands. LÄS MER

  4. 3. Competitive Capabilities of a Technology Born Global

    Författare :Liliya Altshuler; Företagsekonomiska institutionen; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Born globals; international SMEs; international entrepreneurship; strategy; organizational capabilities; R D management; alliance management; brand management; managerial capabilities; organizational learning;

    Sammanfattning : Since the early 1980s, rapidly internationalizing start-ups have captured attention of the academia, media and institutions. These ’born global’ firms seem to disregard the traditionally established views of firm internationalization. LÄS MER

  5. 4. Corporate Brand Positioning – Case Studies across Firm Levels and Over Time

    Författare :Christian Koch; Företagsekonomiska institutionen; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand positioning; corporate branding; organizational change; strategy formation; process;

    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

  7. 5. Supplier brand image - a catalyst for choice : Expanding the B2B brand discourse by studying the role corporate brand image plays in the selection of subcontractors

    Författare :Anna Blombäck; Jönköping University; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Business studies; Företagsekonomi;

    Sammanfattning : This thesis discusses brands and branding in a B2B context by investigating the role corporate brand image plays during the selection of subcontractors and, furthermore, how subcontractors might pursue branding as an active communication strategy. The background for these questions can be found in the evolving topics of corporate communications and B2B branding. LÄS MER