Sökning: "brand of being"

Visar resultat 1 - 5 av 46 avhandlingar innehållade orden brand of being.

1. 1. Managing the brand-association base : exploring facets of strategic brand management from the imaginary organization perspective : based on a semiotic study on the ASSESS CD-ROM by American Skandia

   Författare :Henrik Uggla; Sören Askegaard; Stockholms universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Imaginary organization perspective; Brand management; signifier; signified connotation; denotation; Brand identity; Brand identity system; Brand image; Brand equity; Brand association base; visibility; endogenous; exogenous; Business Administration; företagsekonomi;

   Sammanfattning : The aim of the present thesis is twofold. The first goal is to contribute to the understanding of collaborative facets of Strategic Brand Management of a brand identity in relation to the partner base from the perspective of a coordinating leader brand in the imaginary organization. LÄS MER

3. 2. Varumärkenas fält : Produktion av erkännande i Stockholms reklamvärld

   Författare :Raoul Galli; Johan Lindquist; Annika Rabo; Donald Broady; Mats Trondman; Stockholms universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; recognition; brand; field; communicative capital; classification; class; power; order; social being; brand of being; erkännande; varumärke; fält; kommunikativt kapital; klassifikation; klass; makt; ordning; socialt vara; varamärke; Social Anthropology; socialantropologi;

   Sammanfattning : I Varumärkenas fält ställs frågor som: Hur vinner man erkännande i Stockholms reklamvärld? Hur säljer reklamproducenter detta erkännande till sina uppdragsgivare? Vad för slags erkännande är statliga reklamköpare ute efter att vinna genom sitt samarbete med prisbelönta och erkända reklamproducenter? I kontrast till en spridd föreställning att reklamen ”speglar samhället” är grundantagandet i denna studie att reklamen i första hand speglar den värld som skapar den, dvs. reklamvärlden. LÄS MER

4. 3. Brand Architecture from Above : Understanding the Customer Disconnect

   Författare :Per Åsberg; Henrik Uggla; Mats Urde; KTH; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand portfolio; Brand architecture; perceptual alignment; consumer perception; Brand Concept Map; Brand Portfolio Star; Conceptual Integrated Multi-dimensional Architecture CIMA model; Industrial Economics and Management; Industriell ekonomi och organisation;

   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

5. 4. Through the Looking Glass : An Identity-Based View of Place Branding

   Författare :Carola Strandberg; Maria Ek Styvén; Åsa Wallström; Eric Braun; Luleå tekniska universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Place branding; identity-based place branding; place identity; place’s identity; places identity; places identities; place brand identity; place image; place brand image; self-congruity; self-congruence; place attachment; positive word-of-mouth; word-of-mouth; place advocacy; place ambassadorship; likelihood to stay; intention to stay; resident retention; stakeholders; residents; citizens; inhabitants; visitors; co-creators; co-creation; place brand; Industrial Marketing; Industriell marknadsföring;

   Sammanfattning : Places of today face intense global competition for crucial resources. Attracting visitors and retaining residents is vital especially for post-industrial cities and rural places facing a loss of traditional industrial jobs, and urbanization and centralization of the population and economy. LÄS MER

7. 5. Prediction-driven decision rules, RCT design and survival analysis

   Författare :Adam Brand; Karolinska Institutet; Karolinska Institutet; []
   Nyckelord :;

   Sammanfattning : Predictions are becoming more and more a part of our lives, and they are becoming increasingly useful in medical science as the science evolves. Increased understanding of disease and its treatments allows us to use predictions based on predictive biomarker signatures to optimize treatment outcomes for increasingly granular subject groups. LÄS MER