Sökning: "CBIM"
Hittade 5 uppsatser innehållade ordet CBIM.
1. From a product-centric to a customer-centric brand identity through servitization: The case of FOSS, a Danish food safety, and quality solution provider
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : The purpose of this thesis is to explore the effects on the elements of a company’s brand identity when a firm is moving towards a customer-centric orientation by engaging in the process of servitization. By utilizing a single case study, we aspire to examine how the servitization elements portray the servitization level, as well as which elements of the Corporate Brand Identity Matrix are affected by the elements of the servitization process. LÄS MER
2. The Challenges in Entrepreneurial Brand Building
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : 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. Get together, do whatever! - En kvalitativ fallstudie på Media Evolutions communityskapande verksamhet
Kandidat-uppsats, Malmö högskola/Fakulteten för teknik och samhälle (TS)Sammanfattning : Studien undersöker communityskapande verksamhet inom kreativa näringar. Genom att applicera en modell som behandlar varumärkesidentitet, the Corporate Brand Identity Matrix, på en exempelorganisation kunde dennas nyckelfunktioner för communityskapande identifieras. LÄS MER
4. The Startup of a Strong Brand - An investigation of brand identity evolution in early-stage startups operating in Sweden
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : 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
5. A TYPOLOGY OF BRAND ORIENTATION - A CASE STUDY OF CORPORATE BRAND MANAGEMENT
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : 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
