Sökning: "B2B brand management"

Visar resultat 11 - 15 av 27 uppsatser innehållade orden B2B brand management.

1. 11. The Power of B2B Brands : A case study of how B2B companies in the forest industry can communicate sustainability through their Brand

   Uppsats för yrkesexamina på grundnivå, Umeå universitet/Företagsekonomi

   Författare :Joakim Bålfors; Johan Ståhlspets; [2016]
   Nyckelord :marketing; brand management; sustainability; marketing communication; marknadsföring; varumärke; hållbarhet; marknadskommunikation;

   Sammanfattning : Today’s B2B companies operate in a global business world that is characterised by product homogenisation and intense competition. Finding sources for differentiation and consequently competitive advantage is a concern that no company with a long-term horizon can ignore. LÄS MER

3. 12. USING BRAND MANAGEMENT TO ESTABLISH NETWORK RELATIONS : How SMEs can work with brand management in order to establish and develop corporate reputation and legitimacy in network relations in a B2B context

   Master-uppsats, Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

   Författare :Julius Aasberg Pipirs; Christoffer Carlsson; [2015]
   Nyckelord :Brand management; SME; Legitimacy; Corporate reputation; Network relations;

   Sammanfattning : Title: Using Brand management to establish network relations: How SMEs can work with brand management in order to establish and develop corporate reputation and legitimacy in network relations in a B2B context Authors: Aasberg Pipirs Julius & Carlsson Christoffer Level: Master thesis, 30hp Keywords: Brand management, SME, Legitimacy, Corporate reputation, Network relations Background: Given the crucial role SMEs play in the modern society it is vital that knowledge is evolved that can be used to support and grow these businesses. Using brand management practices SMEs could establish and develop corporate reputation and legitimacy in network relations, which could result in higher chances of long-term survival in a B2B context. LÄS MER

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

   Master-uppsats, Linköpings universitet/Institutionen för ekonomisk och industriell utveckling; Linköpings 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

5. 14. Brandlink Business-to-Business E-commerce web Solution

   Master-uppsats, Göteborgs universitet/Institutionen för data- och informationsteknik

   Författare :Muhammad Arif; Muhammad Ali Nasir Janjua; [2014-02-19]
   Nyckelord :;

   Sammanfattning : Today, business is moving rapidly towards web technologies due to their portability, efficiency and multi-platform compatibility. Web technologies are impacting the way of businesses and their management. LÄS MER

7. 15. Branding of knowledge intensive business services

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Jessica Follin; Fanny Sandström; [2013]
   Nyckelord :Knowledge Intensive Business Services; Brand meaning; Brand creation; Brand function; Buying process ; Business and Economics;

   Sammanfattning : Aim The aim of the thesis is to explore the meaning of the brand within the Knowledge Intensive Business Service (KIBS) sector, through the brand’s construction and management, in order to contribute with insights into the interaction between branding theories and the sector. Theoretical perspective Theories collected and reviewed are focused on three main fields (I) characteristics of the KIBS sec‐ tor (II) traditional (B2B) and more sector specific branding theories (III) theories from the strategic management field to further the understanding of branding within the KIBS sector. LÄS MER