Sökning: "Corporate branding"

Visar resultat 1 - 5 av 15 avhandlingar innehållade orden Corporate branding.

1. 1. Uppförandekoder som etisk varumärkning? : Ansvar i företag med globala värdekedjor

   Författare :Johanna Fernholm; Hans Rämö; Per-Olof Berg; Susse Georg; Stockholms universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Corporate social responsibility; globalization; ethical codes of conduct; sweatshops; ethical consumption; CSR communication; ethical branding; staging of responsibility; legitimacy; value chain; companies; NGOs; företagsekonomi; Business Administration;

   Sammanfattning : Since the late 1990s, the presence of ethical codes of conduct in companies has increased dramatically, especially in companies with strong brands, as well as in industries where companies outsource business to suppliers in low-income countries. The demands on, and renewed interest in, companies taking social responsibility, as often summarized in the concept of corporate social responsibility (CSR), for problems in their value chains, seems thus intertwined with the processes of globalization. LÄS MER

3. 2. Perceptual Alignment of Retail Brand Image in Corporate Branding: A study of employee perceived stakeholder alignment and effects on brand equity

   Författare :Kaj-Dac Tam; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Perceptual alignment; retailing; corporate branding; retail brand image; brand equity; brand performance;

   Sammanfattning : The term perceptual alignment is used in various research fields to describe the extent to which individuals share the same perceptions about an object or idea. Perceptual alignment is important from a corporate branding perspective because strong corporate brands express associations and sources of ideals that are attractive and appealing to the stakeholders related to the organisation. LÄS MER

4. 3. Corporate Brand Positioning – Case Studies across Firm Levels and Over Time

   Författare :Christian Koch; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand positioning; corporate branding; organizational change; strategy formation; process;

   Sammanfattning : Positioning is a key concept in the fields of branding, marketing, and strategy. In brand management, positioning deals fundamentally with finding a balance between sameness and differentiation. Empirical research predominantly examines the effectiveness of certain strategies. LÄS MER

5. 4. The Mechanism of Market Driving with a Corporate Brand - The Case of a Global Retailer

   Författare :Veronika Tarnovskaya; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Företagsledning; management; Management of enterprises; Stakeholder Value; Customer Values; Value Creation; Stakeholders; Core Values; Corporate Branding; Market Orientation; Market Driving;

   Sammanfattning : The purpose of this thesis has been to analyse the mechanism of the market driving approach carried out by a global organisation with a corporate brand. Market driving is a new organisational approach to strategy that lacks a solid theoretical framework, but constitutes a reality of global firms such as IKEA, The Body Shop, Benetton, Dell, Hennes and Mauritz, Starbucks. LÄS MER

7. 5. International Branding and Rebranding in Cross-Border Acquisitions

   Författare :Manoella Antonieta Ramos; Svante Andersson; Ulf Aagerup; Mikael Hilmersson; Högskolan i Halmstad; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; international Branding; B2B; Rebranding; Life Science Industry.;

   Sammanfattning : Businesses worldwide are confronting a more internationalized market. With this trend, companies frequently turn to international branding and rebranding initiatives through the acquisition of companies to grow. During this process, businesses are updating their brand identity and/or strategy, while also dealing with various challenges. LÄS MER