Sökning: "Strategic Brand Management"

Visar resultat 1 - 5 av 155 uppsatser innehållade orden Strategic Brand Management.

1. 1. Investeringar i namnrättigheter för arenor : En studie om hur företag motiverar och resonerar kring namnrättsinvesteringar

   Magister-uppsats, Linnéuniversitetet/Institutionen för management (MAN)

   Författare :Erik Cajnerud; Julius Forsberg; [2023]
   Nyckelord :Stadium naming rights; intangible investment; market investment; investment process; investment decision; stakeholder theory; Namnrättigheter; immateriella investeringar; marknadsinvesteringar; investeringsprocess; investeringsbeslut; intressentteori;

   Sammanfattning : Bakgrund: Investeringar i namnrättigheter för en arena eller idrottsanläggning kan definieras som en transaktion där pengar byter ägare för att säkra rätten att namnge en idrottsanläggning. Denna typ av investering har under de senaste decennierna ökat dramatiskt. LÄS MER

3. 2. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Felix Ellqvist; Niklas Kjellander; [2023]
   Nyckelord :Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

   Sammanfattning : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. LÄS MER

4. 3. The Authenticity Imperative - Towards Building Long-Term Relationships with Social Media Influencers in the Digital Age

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Alexandra Nuria Kunert; [2023]
   Nyckelord :social media influencer; influencer relations; authenticity; relationship management; strategic communication; Social Sciences;

   Sammanfattning : Capturing how organizations build and maintain long-term and mutual beneficial relationships with influencers is an urgent quest by both, communication practitioners and scholars. In the ever-evolving context of digitalization, navigating influencer communication remains to be a major challenge, as the concept of an authentic partnership is constantly adapting in the fast-paced social media realm. LÄS MER

5. 4. ESG Scores as Social Ethicality Motivators

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Annika Ebert; Isabella Larsson; [2023]
   Nyckelord :ESG Responsiveness; Russia-Ukraine War; Divestment Strategy; Brand Management; MNCs; Business and Economics;

   Sammanfattning : Relating to the ongoing discussion surrounding criticism and support for ESG scores, the purpose of this paper anchors itself in providing comprehensive, empirical evidence regarding the responsiveness of ESG scores to firm actions. The different strategic choices of multinational firms, resulting from political and stakeholder pressure, were to either fully withdraw, suspend or continue operations in Russia in light of the Russia-Ukraine war. LÄS MER

7. 5. What is strategic brand management in the gaming industry? A case study of Blizzard Entertainment

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Dimitra Papangeli; Ella Martell; Michaela Sorle; [2023]
   Nyckelord :Strategic Brand Management; Kapferer’s Brand Identity Prism; Brand; Gaming Industry; Blizzard Entertainment; Online Community; Online Brands; Online Game Brands.; Business and Economics;

   Sammanfattning : Purpose: This study intends to explore how video games companies work with strategic brand management. Methodology: A qualitative literature review and case study of Blizzard Entertainment using Kapferer’s Brand Identity Prism. The data was collected from Blizzard as well as other secondary sources. LÄS MER