Sökning: "brand values"

Visar resultat 1 - 5 av 18 avhandlingar innehållade orden brand values.

  1. 1. Varumärket som strategiskt konkurrensmedel - Om konsten att bygga upp starka varumärken

    Detta är en avhandling från Frans Melin, Stora Tomegatan 28, 223 51 LUND, tel/fax +46+46-127487

    Författare :Frans Melin; [1997]
    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

  2. 2. Public sector branding an internal brand management perspective

    Detta är en avhandling från Umeå : Umeå universitet

    Författare :Ulrika Leijerholt; Umeå universitet.; [2019]
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; public sector branding; internal brand management; internal branding; organizational branding; brand commitment; brand architecture; internal communication; organizational practices; public service motivation; företagsekonomi; Business Studies; marketing; marknadsföring;

    Sammanfattning : The increased use of branding within the public sector signifies an important area for academic research that currently lacks theory and empirical evidence; public sector branding. Extant literature paints a scattered picture. On one hand, some branding principles appear to be equally relevant in the public sector as they are in the private sphere. LÄS MER

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

    Detta är en avhandling från Mats Urde, Möllegatan 7, 263 32 Höganäs, Sweden (Fax: +46-42 34 34 13)

    Författare :Mats Urde; [1997]
    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. 4. The Mechanism of Market Driving with a Corporate Brand - The Case of a Global Retailer

    Detta är en avhandling från Lund Business Press

    Författare :Veronika Tarnovskaya; [2007]
    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

  5. 5. Through the Mirror : Perspectives of Brand Heritage

    Detta är en avhandling från Stockholm : KTH

    Författare :Sven Bergvall; KTH.; [2009]
    Nyckelord :TEKNIK OCH TEKNOLOGIER; ENGINEERING AND TECHNOLOGY; TECHNOLOGY Industrial engineering and economy; TEKNIKVETENSKAP Industriell teknik och ekonomi;

    Sammanfattning : The role of brands in contemporary society has in a fundamental way shifted the earlier balance of power in terms of consumers’ identity, in a sense creating a society where we are what we consume. This change has not only created enormous values centered around everyday brands, but also made brands into cultural objects interacting in a space earlier exclusive to such high-brow areas such as religion, science and the fine arts. LÄS MER