Sökning: "brand competence"

Visar resultat 1 - 5 av 6 avhandlingar innehållade orden brand competence.

  1. 1. 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

  3. 2. Märkesorientering - Utveckling av varumärken som strategiska resurser och skydd mot varumärkesdegeneration

    Författare :Mats Urde; Företagsekonomiska institutionen; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; brand competence; resource-based strategy; trademark protection; genericness; trademark degeneration; brand identity; Brand strategy; brand orientation; management; Företagsledning; Management of enterprises;

    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

  4. 3. Towards a methodological design for evaluating online brand positioning

    Författare :Robert Opoku; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Industrial Marketing; Industriell marknadsföring;

    Sammanfattning : Several studies have pointed to the fact that continued progress in content analysis research requires researchers to confront several challenges to developing reliable and valid analyses of World Wide Web based content. In line with the above, the core objective of this thesis is to develop and illustrate a relatively simple but powerful tool to examine the intended online brand personality positioning of organisational websites. LÄS MER

  5. 4. Design-led organisations : A multiple-case study of the interplay between design and marketing

    Författare :Ingela Lindahl; Fredrik Nordin; Staffan Brege; Lisbeth Svengren Holm; Linköpings universitet; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Design; marketing; design-led;

    Sammanfattning : The overall purpose of this thesis is to contribute to the knowledge base concerning the interplay between design and marketing. Based on the findings from the empirical studies, the aim of this thesis is to describe and analyze how marketing and design interplay in companies and the main reasons for such interplay. LÄS MER

  7. 5. Product introduction within extended enterprises : description and conditions

    Författare :Kerstin Johansen; Linköpings universitet; []
    Nyckelord :TECHNOLOGY; TEKNIKVETENSKAP;

    Sammanfattning : The trend of outsourcing within the electronic industry has contributed to the creation of new types of extended enterprises. These extended enterprises must be able to manage a challenging situation with shorter product life cycles, increased co-operation between companies during product development, more individualized products, etc. LÄS MER