Sökning: "B2B-branding"

Visar resultat 1 - 5 av 13 uppsatser innehållade ordet B2B-branding.

1. 1. 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

3. 2. Developing a Brand Image on the B2B Market: An case study on the SaaS company PinMeTo

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Alexander Pataki; Mihail Aittokallio; [2020]
   Nyckelord :SaaS; Brand Image; B2B branding; B2B; B2B Market; Business and Economics;

   Sammanfattning : Developing a Brand Image on the B2B Market: An explorative case study on brand image of SaaS company PinMeTo 2020 BUSN39 A case study on PinMeTo with 7 semi-structured interviews. The purpose of this study is to explore the most important brand image elements for SaaS companies in a B2B market from an internal perspective and determine how they develop a brand image. LÄS MER

4. 3. Under Pressure - Tensions in the acquiring firms' corporate brand identity

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Anna-Maria Ostermann; Emma Impeciati; [2020]
   Nyckelord :Corporate Brand Identity; Merger and Acquisition; Integration; B2B Branding; Tensions; Business and Economics;

   Sammanfattning : Thesis Purpose: The purpose is to explore post-acquisition tensions in a B2B firm's corporate brand identity to better understand why tensions emerge, what effect those tensions have, and lastly, how these tensions may be dealt with, if at all. Methodology: A qualitative multiple case study based on four companies with a constructionist and inductive approach has been executed in this thesis. LÄS MER

5. 4. Internationalization: A Look Into How Content Creation is Able to Create Brand Awareness When Entering New International Markets

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

   Författare :Elias Killander; Anton Ehn; Joshua Steinlechner; [2020]
   Nyckelord :B2B; Market Entry Strategy; Digital Content Marketing; International Companies; Relational Market Entry Strategy; Digital Market Entry Strategy; Brand Awareness;

   Sammanfattning : A large number of changes in the world of business has led to increased attention directed towards business-to-business (B2B) branding. Companies have gradually shifted their marketing efforts to the Internet and social media in order to create brand awareness when entering new international markets. LÄS MER

7. 5. Green Brand Equity in industrial B2B markets : A cross-sectional study of Sandvik Coromant’s customers

   Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

   Författare :Maria Beckman; [2019]
   Nyckelord :Green Brand Equity; B2B brand management; environmental management; sustainability; B2B branding; purchase decision making processes; B2B purchasing;

   Sammanfattning : The concept of Green Brand Equity is based on the assumption that customers will be more favorable towards a firm's brand when the firm provides products and services that satisfy the customers' environmental needs. While environmental and brand management have been researched thoroughly in business-to-consumer (B2C) markets, similar research inbusiness-to-business (B2B) contexts is still scarce. LÄS MER