Sökning: "varumärkes rekonstruktion"

Hittade 1 uppsats innehållade orden varumärkes rekonstruktion.

  1. 1. Rebranding a century-old brand

    Kandidat-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Författare :Melissa Calisir; Anni Lehtinen; Frida Östberg; [2017]
    Nyckelord :branding; rebranding; brand communication; brand image; brand identity; heritage; märkesprofilering; varumärkes rekonstruktion; varumärkeskommunikation; varumärkesimage; varumärkes identitet; arv;

    Sammanfattning : As customer segments age and technologies advance, many brands realize that they have to do something in order to survive and appeal to younger consumers. Oscar Jacobson, a brand that has existed since 1903, had experienced decreasing sales due to an aging customer base. A rebranding process was started when ownership of the company was shifted. LÄS MER