Sökning: "brand"

Visar resultat 1 - 5 av 166 avhandlingar innehållade ordet brand.

  1. 1. Brand Trust : Corporate communications and consumer-brand relationships

    Detta är en avhandling från Stockholm : Företagsekonomiska institutionen

    Författare :Clara Gustafsson; Stockholms universitet.; [2008]
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SOCIAL SCIENCES Business and economics Business studies; SAMHÄLLSVETENSKAP Ekonomi Företagsekonomi; företagsekonomi; Business Administration; Brand; Trust; Consumer; Corporate Brand; Relationship; Communication; Asymmetrical Reciprocity; Faithful Shielding; Faithful Shielding.;

    Sammanfattning : In the wake of well-known instances of corporate misconduct – for example Enron in the U.S., and Skandia in Sweden – consumers ask for more transparent corporate brand practices to make corporate brands trustworthy. LÄS MER

  2. 2. 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

    Detta är en avhandling från Stockholm : School of Business, Stockholm University

    Författare :Henrik Uggla; Stockholms universitet.; [2000]
    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. 3. Brand building in the business-to-business context The brand equity perspective

    Detta är en avhandling från Umeå : Umeå Universitet

    Författare :Galina Biedenbach; Umeå universitet.; [2012]
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand building; brand equity; brand management; business-to-business; customer experience; organizational buying behavior; professional services; rapport; role behavior; företagsekonomi; Business Studies;

    Sammanfattning : The main purpose of this doctoral dissertation is to investigate factors affecting B2B brand building by applying the brand equity perspective in the professional services context. Three peer-reviewed and published articles and one book chapter examine different aspects related to the enhancement of brand equity and brand building in the B2B context. LÄS MER

  4. 4. Transfer of brand associations over time the brand extension of Nivea

    Detta är en avhandling från Växjö, Kalmar : Linnaeus University Press

    Författare :Kaisa Lund; Linnéuniversitetet.; [2012]
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand extension; Brand associations; Brand personality; Marketing; Marknadsföring;

    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

  5. 5. 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