Sökning: "B2B branding"

Visar resultat 41 - 45 av 59 uppsatser innehållade orden B2B branding.

1. 41. Corporate visual identity in foreign markets : An analysis of the relationship between firm- and market-level factors and CVI adjustments of multinational firms and their performance

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

   Författare :Bastian Raschke; Pascal Balonier; [2014]
   Nyckelord :Corporate visual identity; branding; standardization; adaptation; firm-level factors; market-level factors; company performance;

   Sammanfattning : Purpose: The purpose of this study is to analyze how major transnational firms adjust their corporate visual identity (CVI) when entering foreign markets and to determine whether there is a relationship between firmand market-level factors and CVI adjustments as well as an impact on a company’s performance. Methodology/approach: A deductive approach was applied utilizing triangulation with quantitative research through a content analysis of websites of transnational firms (n=329) and qualitative research through semi-structured interviews with six firms. LÄS MER

3. 42. A Brand Orientated Approach in Acquisitions

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Karl Pollinger; Mikael Omberg; [2014]
   Nyckelord :Corporate Brand Identity; Brand Acquisitions; Brand Orientation; and B2B; Business and Economics;

   Sammanfattning : The purpose of this paper is to explore corporate approaches to brands in the assessment of potential acquisitions in business-­to­‐business settings. The paper examines the corporate brands of three case companies -­ ALS Global, Göteborg Energi, and Trelleborg AB -­ in regards to their acquisition activities. LÄS MER

4. 43. Digital Marketing Strategy

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

   Författare :Andreas Bång; Cajsa Roos; [2014]
   Nyckelord :Digital marketing strategy; relationship; branding; profit performance; social media; social commerce; service quality; digital channels; the Internet; digital development; importance of digital channels;

   Sammanfattning : Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and profit/performance are three parts that are argued to be central in a marketing strategy. LÄS MER

5. 44. 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

7. 45. Employer Branding A case study of B2B and B2C

   Kandidat-uppsats, Göteborgs universitet/Företagsekonomiska institutionen

   Författare :Daniel Foogel; Elisa Stuart; [2012-07-03]
   Nyckelord :;

   Sammanfattning : .... LÄS MER