Sökning: "Brand building"

Visar resultat 1 - 5 av 54 avhandlingar innehållade orden Brand building.

1. 1. Brand relationship management : den varumärkesbyggande processen

   Författare :Tony Apéria; Ingmar Tufvesson; Stockholms universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand relationship management; Varumärkesbyggande; Category management; ECR; Varumärkets personlighet; Relationsmarknadsföring; Brand identity prism; Projektiva tekniker; Retailer branding; Kapitalisering; Konsumentdialog; Varumärkesrelationer.; Business Administration; företagsekonomi;

   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

3. 2. Brand building in the business-to-business context : The brand equity perspective

   Författare :Galina Biedenbach; Maria Bengtsson; Peter Hultén; Joakim Wincent; George Christodoulides; Umeå universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand building; brand equity; brand management; business-to-business; customer experience; organizational buying behavior; professional services; rapport; role behavior; företagsekonomi; Business Studies;

   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

4. 3. 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

5. 4. Online brand relationship building : Asia pacific perspectives

   Författare :Peter Steyn; Victoria L. Crittenden; Luleå tekniska universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Online Brand Communications; Consumer Empowerment; Information Technology; Online Brand Relationship Building; Consumer Generated Content; Internet; Bloggers; Industriell marknadsföring; Industrial Marketing;

   Sammanfattning : Information technology is empowering consumers through the availability of information, interactivity of online communication tools, and the connectivity with others. The newly empowered consumer is a co-creator of brand communications and is rapidly developing a sense of co-ownership in brands. LÄS MER

7. 5. Tracing the drivers of B2B brand strength and value

   Författare :Niklas Bondesson; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; industrial branding; Brand equity; business-to-business; consumer behaviour; brand image; brand strength; customer loyalty.; brand value;

   Sammanfattning : By building a strong brand that is favourably perceived by target customers, a firm can establish a competitive advantage that enables greater revenues and profitability. This is at least what the branding literature always has assumed, and something few marketing and brand managers seem to disagree with. LÄS MER