Sökning: "Brand Identity"

Visar resultat 6 - 10 av 28 avhandlingar innehållade orden Brand Identity.

1. 6. Identities and images in football : a case study of brands and the organisational settings in the development of Scandinavian women’s club football

   Författare :Mattias Melkersson; Malmö högskola; []
   Nyckelord :Women s football; Gender; Scandinavia; Development; Identity; Brand Identity; Brand Image; Gender; Organisation; Viability; Visibility; Professional Sports;

   Sammanfattning : Women’s football has developed significantly throughout recent years. Not only in regards to the increased amount of participants or on-field achievements, but furthermore in regards to recognition, professionalism and organisation. LÄS MER

3. 7. The Rise of Luxury Brands Online : A study of how a sense of luxury brand is created in an online environment

   Författare :Anita Radón; Per Olof Berg; Miriam Salzer-Mörling; Micael Dahlén; Lars Strannegård; Stockholms universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Luxury; Luxury Brands; Brand Image; Brand Identity; Internet; Online Environment; Communities; Counterfeits.; Business studies; Företagsekonomi; företagsekonomi; Business Administration;

   Sammanfattning : Luxury brands have only recently tapped into the online market in an attempt to increase revenues and expand their businesses. This leap onto the online world has resulted in several new challenges, including the luxury brand paradox. LÄS MER

4. 8. Brand orientation in action : Towards a relational approach

   Författare :Johan Gromark; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand orientation; Brand co-creation; Market orientation; Transformational learning; Organisational narcissism; Brand orientation; Brand co-creation; Market orientation; Transformational learning; Organisational narcissism;

   Sammanfattning : Along with the ever-expanding interest in brands, the brand orientation concept has since its inception in the early 1990s steadily received more and more attention from scholars and practitioners alike. Brand orientation ultimately captures how organisations can develop sustainable competitive advantages in the form of brands. LÄS MER

5. 9. Disgraced : A study of narrative identity in organizations that suffer crises of confidence

   Författare :Mathias Skrutkowski; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; disgrace; scandal; Corporate branding; identity; narrative theory;

   Sammanfattning : This thesis investigates the interface between external impressions of an organization, often referred to as its brand and image, and internal expressions, its culture and the identity of its employees, in organizations that have suffered crises of confidence. More specifically, the thesis seeks to problematize the alignment ideal in the corporate branding perspective (de Chernatony, 2001; Harris and de Chernatony, 2001; Hatch and Schultz, 2001 and Balmer and Sonen, 1999), which suggests that organizations should actively seek to realign external and internal impressions, in cases where they have become misaligned. LÄS MER

7. 10. Internal corporate brand building : case studies of three Swedish service firms

   Författare :Ted Karlsson; Luleå tekniska universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Industriell marknadsföring; Industrial Marketing;

   Sammanfattning : The brand is often mentioned as the most valuable asset for a firm, and this is especially true for the brand that bears the company name, i.e., the corporate brand. LÄS MER