Sökning: "desired brand image"

Visar resultat 1 - 5 av 18 uppsatser innehållade orden desired brand image.

1. 1. The value of brand values

   Master-uppsats, IT-universitetet i Göteborg/Tillämpad informationsteknologi

   Författare :Caroline Therése Lanetoft; [2012-11-26]
   Nyckelord :Brand values; brand equity; consumers’ interpretation of brand values; consumer behaviour; brand management; engagement; brand sensitivity; brand knowledge; brand association; added value; brand loyalty; brand image;

   Sammanfattning : As the society is changing due to technology, the markets are emerging into becoming morehomogeneous. The consumer behaviour is changing, and with that, the value of brands. This thesis aims to investigate how consumers interpret brand values and how brands can generate value for the consumers’. LÄS MER

3. 2. The use of brand identity in public procurement in the defense market

   Magister-uppsats, Högskolan i Gävle/Avdelningen för ekonomi

   Författare :Fredrik Jansson; [2012]
   Nyckelord :B2G; Business-to-Government; branding; brand identity; defense industry; public procurement; public authorities; government;

   Sammanfattning : This study investigates if a company’s brand identity can be used to influence public authorities in public procurement by possible discretions in the procurement rules, and the importance of this meaning increased business opportunity. The subject of the work, branding in public procurement, is unexplored and may be of interest to a larger market. LÄS MER

4. 3. Employee Rebranding : The case of Vivacom

   Magister-uppsats, Högskolan i Jönköping/IHH, Marketing and Logistics; Högskolan i Jönköping/IHH, Marketing and Logistics

   Författare :Denitsa Velikova; Georgina Todorova; [2012]
   Nyckelord :Corporate branding; corporate rebranding; employee branding; employee resistance; internal communication; internal marketing; psychological contract; service branding;

   Sammanfattning : Problem: Rebranding in the services is a recent trend, which brings focus to the impor-tance of the employees in this process. Their attitudes, perceptions and views need to be considered by the management when creating the internal communication strategy related to the rebranding in order to direct the employees to the desired brand image. LÄS MER

5. 4. Sport sponsorship : A multiple case study in Sweden

   Kandidat-uppsats, Linnéuniversitetet/Ekonomihögskolan, ELNU; Linnéuniversitetet/Ekonomihögskolan, ELNU; Linnéuniversitetet/Ekonomihögskolan, ELNU

   Författare :Niclas Åkerström; Roger Blomqvist; Simon Markusson; [2012]
   Nyckelord :Sport sponsorship; Brand objectives; Brand strategy; Idrottsponsring; varumärkesmål; varumärkesstrategi;

   Sammanfattning : The last decades sport sponsorship has grown into a massive industry. This has given marketers unique opportunities and challenges to develop their brand strategy in order to stay competitive. Although the increasing research made within sport sponsorship, marketing researchers is just in the beginning of understanding the full effects of it. LÄS MER

7. 5. Det är ingen rocket science : En varumärkesundersökning av Metro i Karlstad

   Kandidat-uppsats, Karlstads universitet/Avdelningen för medie- och kommunikationsvetenskap; Karlstads universitet/Avdelningen för medie- och kommunikationsvetenskap

   Författare :Anton Dyberg; Totte Taflin; [2012]
   Nyckelord :Metro; free newspaper; brand survey; brand identity; brand associations; brand; customer perceived value; brand positioning; brand equity; brand awareness; Metro; gratistidning; varumärkesundersökning; profil; image; varumärke; customer perceived value; positionering; brand equity; varumärkeskännedom;

   Sammanfattning : Purpose: The purpose of this study is to do a brand survey of Metro in Karlstad. The study will originate from the terms ”brand identity” and ”brand associations”, where the brand identity is the organization’s desired view of the brand, and the brand associations define the associations held by the consumers. LÄS MER