Sökning: "CBIM Framework"

Hittade 3 uppsatser innehållade orden CBIM Framework.

1. 1. The Challenges in Entrepreneurial Brand Building

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Daniel Mason; Parjanya Holtz; [2017]
   Nyckelord :​entrepreneurial marketing; brand identity; brand image; branding; startups; Business and Economics;

   Sammanfattning : Extant research within the entrepreneurial marketing field has typically focused on the migration away from traditional marketing concepts while mostly ignoring the inclusion of branding as a fundamental principle of marketing. This paper is specifically interested in the often overlooked element of a young firm’s ability (or lack thereof) to control its brand and brand identity as perceived by its brand interest group (Mühlbacher & Hemetsberger, 2008). LÄS MER

3. 2. The Startup of a Strong Brand - An investigation of brand identity evolution in early-stage startups operating in Sweden

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Amanda Åkesson; Natyra Dajakaj; [2016]
   Nyckelord :Brand identity; evolvement; CBIM; startup; entrepreneurs; Business and Economics;

   Sammanfattning : The purpose of this dissertation was to study the brand identity evolvement in a startup context. The CBIM framework by Urde (2013) was implemented in the research, in order to understand different elements affecting the process in the creation of a brand identity. The framework includes both an internal –and external perspective. LÄS MER

4. 3. A TYPOLOGY OF BRAND ORIENTATION - A CASE STUDY OF CORPORATE BRAND MANAGEMENT

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Gustaf Holmblad; Christina Ericsson; [2013]
   Nyckelord :Brand Orientation; CBIM Framework; Strategic Orientation; Market Orientation; Strategic Brand Management; Social Sciences;

   Sammanfattning : ABSTRACT Title: A Typology of Brand Orientation Case Study of Corporate Brand Management Seminar date: 27/05/13 Course: Degree project in International Marketing and Brand management, Master Level, BUSN 39, 15 University Credit Points (15 ECTS). Authors: Christina Ericsson & Gustaf Holmblad Supervisor: Mats Urde Key words: Brand Orientation, CBIM Framework, Strategic Orientation, Market Orientation, Strategic Brand Management Thesis purpose: The purpose and the main focus of this study is to give empirical examples as well as to contribute to a typology showing ways in which organizations can be brand oriented. LÄS MER