Sökning: "thesis in brand strategic management"

Visar resultat 1 - 5 av 45 uppsatser innehållade orden thesis in brand strategic management.

  1. 1. ”Palla spela en roll varje dag” - En kvalitativ studie om bloggares personliga varumärke ur ett socialpsykologiskt perspektiv

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Johanna Hulth; Frida Nilsson; [2017]
    Nyckelord :personal branding; brand communication; fragmented identity; role ex-pectation; self presentation; impression management; Social Sciences;

    Sammanfattning : “Why bother playing a role everyday” A qualitative study about bloggers’ personal brand from a social psychological perspective. Due to the growth of social media and the digitalization of society, personal branding has become an unavoidable action the last decade. LÄS MER

  2. 2. En röst från Danderyds sjukhus: Hur en offentlig organisation använder podcastmediet i sin varumärkeskommunikation

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Oskar Danielsson; Emma Jönsson; [2017]
    Nyckelord :branding; employer brand; public sector; podcast; New Public Management; storytelling; brand ambassadorship; identity building; relationship building; strategic communication; Social Sciences;

    Sammanfattning : In this bachelor’s thesis, the branding communication in Danderyd hospital’s podcast Akutsjukhuset is examined, aiming to generate knowledge regarding how a public organisation can use the podcast medium in its branding operations. Thus, the study intends to fill the knowledge gap regarding how public organisations use the podcast medium in their branding communication. LÄS MER

  3. 3. Online Spoof Illustrations in the Aftermath of a Reputational Brand Crisis: Defining the Phenomenon and Its Consequences for Brand Management

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Eric Eichinger; Jens Gudacker; [2016]
    Nyckelord :Spoof Illustrations; Brand Parody; Crisis Management; Stakeholder Online Reactions; Corporate Reputation; Strategic Brand Management; Business and Economics;

    Sammanfattning : Purpose: The purpose of this thesis is to explore the phenomenon of online spoof illustrations that are created in the aftermath of a reputational brand crisis. In a first step, characteristics of these illustrations are assessed and categorized. Subsequently, their impact on a brand’s reputation is investigated. LÄS MER

  4. 4. Automotive Fleet Sales Management

    M1-uppsats, Lunds universitet/Produktionsekonomi

    Författare :Jakob Olsson; Gustav Westling; [2016]
    Nyckelord :Fleet sales; fleet cars; company cars; management; internal best practices; organizational learnings; business sales strategy; NFA; LeaseCo; automotive industry; trend analysis; future best practices; digitalization connectivity; omni-channel; WLTP; customer and vehicle data; online sales; direct sales; B2B; B2C; dealerships; CRM; business model disruption; Technology and Engineering;

    Sammanfattning : Background The Master’s Thesis Case Study Company is a premium brand automotive OEM. In the Swedish fleet car (or company car) market, the company is lagging behind its main competitors in terms of market share a fact that is not true for several other European markets. LÄS MER

  5. 5. Developing an integrated cross-cultural marketing communication strategy for software developing B2B SMEs

    Master-uppsats, Linköpings universitet/Institutionen för ekonomisk och industriell utvecklingLinköpings universitet/Tekniska fakulteten; Linköpings universitet/Institutionen för ekonomisk och industriell utvecklingLinköpings universitet/Tekniska fakulteten

    Författare :Johan Elgh; Felix Nyberg-Åslund; [2015]
    Nyckelord :Brand management; B2B; IMC; Internationalisation; Marketing; SME;

    Sammanfattning : This thesis has been created as a response to the growing interest among small and medium-sized business-to-business software developers to internationalise in order to grow their businesses. The initial study of the problem lead to the insight that a strategic mix of communication channels is a key success factor for an internationalisation. LÄS MER

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