Sökning: "brand"
Visar resultat 1 - 5 av 238 avhandlingar innehållade ordet brand.
1. Brand Trust : Corporate communications and consumer-brand relationships
Sammanfattning : In the wake of well-known instances of corporate misconduct – for example Enron in the U.S., and Skandia in Sweden – consumers ask for more transparent corporate brand practices to make corporate brands trustworthy. LÄS MER
2. Managing the brand-association base : exploring facets of strategic brand management from the imaginary organization perspective : based on a semiotic study on the ASSESS CD-ROM by American Skandia
Sammanfattning : The aim of the present thesis is twofold. The first goal is to contribute to the understanding of collaborative facets of Strategic Brand Management of a brand identity in relation to the partner base from the perspective of a coordinating leader brand in the imaginary organization. LÄS MER
3. Brand relationship management : den varumärkesbyggande processen
Sammanfattning : Syftet med avhandlingen är (1)att studera hur förändringar i konkurrens och samverkan på en marknad både påverkar användningen av varumärken och dialogen mellan varumärkesinnehavaren och konsumenten; (2)att diskutera hur dialogen mellan varumärkesinnehavaren och konsumenten kan utvecklas för att stärka relationen dem emellan.Den empiriska delen baseras på fem fallstudier. LÄS MER
4. Transfer of brand associations over time : the brand extension of Nivea
Sammanfattning : Brand extension has been the source of strategic growth for many firms during recent decades. Introducing new products under existing brand names is one way to use the image of a brand name to enter new markets. LÄS MER
5. Brand building in the business-to-business context : The brand equity perspective
Sammanfattning : The main purpose of this doctoral dissertation is to investigate factors affecting B2B brand building by applying the brand equity perspective in the professional services context. Three peer-reviewed and published articles and one book chapter examine different aspects related to the enhancement of brand equity and brand building in the B2B context. LÄS MER