Sökning: "Mats Urde"
Hittade 3 avhandlingar innehållade orden Mats Urde.
1. 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
2. Transfer of brand associations over time : the brand extension of Nivea
Sammanfattning : Brand extension has been the source of strategic growth for many firms during recent decades. Introducing new products under existing brand names is one way to use the image of a brand name to enter new markets. LÄS MER
3. Brand Architecture from Above : Understanding the Customer Disconnect
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