Sökning: "Brand Concept Map"

Hittade 2 avhandlingar innehållade orden Brand Concept Map.

  1. 1. Brand Architecture from Above : Understanding the Customer Disconnect

    Författare :Per Åsberg; Henrik Uggla; Mats Urde; KTH; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand portfolio; Brand architecture; perceptual alignment; consumer perception; Brand Concept Map; Brand Portfolio Star; Conceptual Integrated Multi-dimensional Architecture CIMA model; Industrial Economics and Management; Industriell ekonomi och organisation;

    Sammanfattning : Global business is transforming. Information technology in general, and the Internet specifically, has globalized business and empowered the consumer with more information and choice than ever before. Consequently, academic research into brand portfolios and brand architecture is faced with new challenges to reflect this changing reality. LÄS MER

  3. 2. Transmedia experiences in the Magic Kingdom theme park : Branding, space, and (un)sustainability at Disney

    Författare :Ana Carolina Almeida Souza; Renira R. Gambarato; Geane Carvalho Alzamora; Jönköping University; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; transmedial experience; branding; space; sustainability; Magic Kingdom; Disney; transmedial upplevelse; varumärke; plats; hållbarhet; Magic Kingdom; Disney;

    Sammanfattning : Beyond being just a medium that supports other media, the contemporary theme park is a complex space that brings together material and symbolic features of different user-producer relationships. Although robust, the theme park is scarcely investigated, especially as an autonomous and potentially adaptable media for the maintenance of transmedia dynamics. LÄS MER