Sökning: "B2B Branding"

Visar resultat 1 - 5 av 59 uppsatser innehållade orden B2B Branding.

1. 1. Selling with Personality: The Role of Personal Branding in B2B Social Selling : An Exploratory Study of Personal Branding for B2B sales personnel.

   Kandidat-uppsats, Jönköping University/Internationella Handelshögskolan

   Författare :Linnea Mundorf; Ebba Friberg; Selina Johansson; [2023]
   Nyckelord :Personal Branding; Social Selling; Business-to-Business; B2B; Sales Personnel; LinkedIn; Corporate Branding;

   Sammanfattning : This research aims to facilitate sales personnel and companies in understanding the interrelation of personal branding within sales and how it should be utilized effectively. Thus, the thesis explores how sales personnel develop and communicate their personal brand, and additionally how personal branding relates to social selling in a B2B context. LÄS MER

3. 2. Den externa marknadsförarens perspektiv på strategiskt varumärkesbyggande : En fallstudie om värdeskapande i en B2B kontext

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

   Författare :Elin Friberg; Emma Kjellgren; [2023]
   Nyckelord :B2B; Marketers; Marketing agency; Branding; Value co-destruction; Value co-creation.; B2B; Marknadsförare; Marknadsföringsbyrå; Varumärkesbyggande; Värdesamförstörelse; Värdesamskapande;

   Sammanfattning : Bakgrund: Den ökade globaliseringen har ökat konkurrensen på B2B marknaden markant. Detta har bidragit till att det blir allt mer aktuellt att se till interaktionen som sker mellan olika företag och till det värde som uppstår i samspelet mellan olika aktörer för att kunna differentiera sitt värdeerbjudande från konkurrenterna. LÄS MER

4. 3. Taking Corporate Communications and Marketing Strategies to the Next LevelThrough LinkedIn : A Case Study on a Company’s Brand’s LinkedIn

   Master-uppsats, Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

   Författare :Araitz Claramunt Oregi; [2023]
   Nyckelord :LinkedIn; Social Media Affordances; Social Media Marketing; Corporate Identity; Corporate Brand Identity; Brand Identity; Brand Image; Brand Position; B2B;

   Sammanfattning : This thesis explores how organisations communicate and perform marketing nowadays, with social media platforms at the core of their strategic plan. Due to its high relevancy in B2B, the research is focused on LinkedIn and the effect of its affordances which will help dig deeper into the possibilities of using this particular social media platform as a means to define, build and shape company image and brand identity. LÄS MER

5. 4. Beyond the logo: the role of branding in B2B services : A case study on the perceptions of the influence of branding in the purchase of recruitment services

   Kandidat-uppsats, Jönköping University/Internationella Handelshögskolan

   Författare :Simone Johansson; Alva Thiel; Jennie Wallin; [2023]
   Nyckelord :B2B buying behaviour; Branding; Service industry; Service branding;

   Sammanfattning : Background: In the last decade, digitalisation and globalisation have intensified competition and customer power, making price and quality minimum requirements rather than differentiators. As a result, branding has become crucial in the B2B context for creating competitive advantage and customer loyalty. LÄS MER

7. 5. Exploring Brand Equity through Digital Marketing : A multiple case study of B2B SMEs in the manufacturing and marketing consultant industry

   Master-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Luyao Wang; Jonas Lundquist; [2022]
   Nyckelord :Branding; B2B branding; marketing; digital marketing; B2B marketing; SMEs; SMEs branding; SMEs digital marketing; digital marketing funnel; digital marketing channels; B2B channels; SMEs channels; manufacturers; marketing and consulting agency;

   Sammanfattning : The industrial marketing strategy in many industries has been largely influenced by the coming of digital marketing over the past decade. The trends are changing from the traditional to a digital era and companies are being forced by this digitalization shift. The manufacturing and marketing consultant industry is no exception. LÄS MER