Sökning: "Brand Identity"
Visar resultat 1 - 5 av 28 avhandlingar innehållade orden Brand Identity.
1. 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
2. Through the Looking Glass : An Identity-Based View of Place Branding
Sammanfattning : Places of today face intense global competition for crucial resources. Attracting visitors and retaining residents is vital especially for post-industrial cities and rural places facing a loss of traditional industrial jobs, and urbanization and centralization of the population and economy. 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. 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
5. Märkesorientering - Utveckling av varumärken som strategiska resurser och skydd mot varumärkesdegeneration
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