Sökning: "B2C Brands"

Visar resultat 1 - 5 av 14 uppsatser innehållade orden B2C Brands.

  1. 1. Brand Management and Artificial Intelligence - A World of Man Plus Machine - A qualitative study exploring how Artificial Intelligence can contribute to Brand Management in the B2C sector

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Carolina Agersborg; Isabella Månsson; Emelie Roth; [2020-06-23]
    Nyckelord :Brand Management; B2C Brands; Artificial Intelligence; AI Applications;

    Sammanfattning : MSc in Marketing and Consumption.... LÄS MER

  2. 2. Once upon a time there was a signature story

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Eileen Marlena Kersten; Felicia Do; Lieke Theadora Adriana Brinkhof; [2020]
    Nyckelord :Signature stories; Storytelling; Strategic message; Aaker’s criteria; Brands; Business and Economics;

    Sammanfattning : Purpose – The term signature story was explored by David Aaker in his book published in 2018. The purpose of this paper is to further investigate, examine and build upon his concept. LÄS MER

  3. 3. Marketing managers in the age of AI : A multiple-case study of B2C firms

    Master-uppsats, Umeå universitet/Företagsekonomi

    Författare :Alex Mugrauer; Johannes Pers; [2019]
    Nyckelord :artificial intelligence; machine learning; decision-making; marketing; marketing manager; MarTech;

    Sammanfattning : The growing capacity of artificial intelligence (AI) has been compared to how electricity transformed our world and industries a hundred years ago. AI is changing the rules, roles and tools of marketing, as marketing is one of the most prosperous areas to implement AI in. LÄS MER

  4. 4. IT ALL STARTS FROM WITHIN : A multi-case study on internal branding

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

    Författare :Pauline Thurfjell; Johanna Bjärevall; [2018]
    Nyckelord :Internal Branding; Internal Communication; Living the Brand; Brand Commitment;

    Sammanfattning : Branding is a widely researched and discussed area, but the focus tends to be aimed towards business-to-consumer (B2C) companies rather than business-to-business settings (B2B). Brands per se used to be seen as the visuals belonging to an organization, but there has been a shift in meanings and it now includes perceptions and recognition of a brand - both internally and externally. LÄS MER

  5. 5. 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; 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