Sökning: "thesis in brand strategic management"

Visar resultat 1 - 5 av 43 uppsatser innehållade orden thesis in brand strategic management.

  1. 1. 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

  2. 2. 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

  3. 3. 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

  4. 4. Corporate Heritage Brands and Co-Creation - A Case Study on The Royal Danish Theatre

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Linnéa Mattsson; Julie Stidsholt; [2015]
    Nyckelord :arts and cultural branding; strategic brand management; co-creation; heritage brand; The Royal Danish Theatre; Business and Economics;

    Sammanfattning : Thesis Purpose: The purpose of this study is to contribute to a further understanding of how managers of heritage brands within the arts and cultural sector can embrace co-creation activities to engage with and attract a broader segment of the market. Methodology: The Royal Danish Theatre serves as a single-case study. LÄS MER

  5. 5. Uncovering the Corporate Brand Identity: A case study on Rovio Entertainment

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Gabriele Di Napoli; Thomas Koponen; [2014]
    Nyckelord :product brand identity; corporate brand; corporate brand identity; corporate brand building functions; SME growth; strategic brand management; Business and Economics;

    Sammanfattning : Thesis purpose: To identify and describe the corporate brand identity of a successful company from the mobile gaming industry, examining its corporate brand development at different growth stages. Methodology: This thesis assumes a constructionist ontological stance and interpretivist epistemological position. LÄS MER

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