Sökning: "B2B branding"

Visar resultat 26 - 30 av 59 uppsatser innehållade orden B2B branding.

  1. 26. Brand Equity inom B2B startups : en kvalitativ studie om hur B2B startups arbetar med brand equity för att skapa konkurrensfördelar

    Kandidat-uppsats, Södertörns högskola/Företagsekonomi

    Författare :Cindy Alkhalil; Sophia Rehioui; [2017]
    Nyckelord :B2B Startup; Keller s Customer Based Brand Equity Model; Brand Equity; Brands; Strategies; Brand Building;

    Sammanfattning : Over the past few decades, branding has become a priority for companies. A brand helps companies to differentiate themselves from their competitors, which creates competitive advantages. Most of the research on brands has primarily focused on consumer marketing. LÄS MER

  3. 27. Business-to-Business Brand Pathos - Exploring Brand Fellowship in B2B Communication

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Sebastian Zierke; Chris Young; [2017]
    Nyckelord :Business-to-Business; rhetorical appeals; ethos; logos; pathos; CBBE; Brand Fellowship; B2B Brand Pathos; brand communication; JCB; Business and Economics;

    Sammanfattning : Purpose: The purpose of this master thesis was to explore, define and characterise the phenomenon of Brand Fellowship within business-to-business (B2B) communication by using the rhetorical appeals of ethos, logos and pathos. Brand Fellowship was observed to be the emotional relationship between man and machine that influences how heavy-duty machine companies construct their brand. LÄS MER

  4. 28. The Power of Behaviour on Client Perception of Corporate Brand : A Case Study of a Swedish Consultancy Firm within Public Procurement

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

    Författare :Andreas Eriksson; Juho Siren; Gabriella Hertzman-Ericson; [2016]
    Nyckelord :Branding; B2B; Consultans; Public sector; Relationship;

    Sammanfattning : The aspect of relationships has been underlined to be of substantial significant within B2B contexts, particularly within consultancy, all alongside the importance of trust within the clientsupplier interaction. An element that has been claimed to derive directly from the client-supplier experience and voiced to be of key in order to reach success. LÄS MER

  5. 29. Customer Value's Influence on International Market Entry Strategies in a B2B Context : Business and Market Opportunities in the Data Centre Segment in Northern Europe

    Master-uppsats, Umeå universitet/Företagsekonomi

    Författare :Anna-Katharina Aardeck; Corinna Behling; [2016]
    Nyckelord :International market entry strategies; Ansoff; B2B customer value; marketing standardis ation; mass customisation; branding; culture; Hofstede;

    Sammanfattning : nternational market entry strategies gained increasing importance due to globalisation. Companies became multinationals. Therefore, new challenges arose due to different market and customer requirements. One topic, which gained importance in B2B context, is customer value. LÄS MER

  7. 30. 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