Sökning: "Brand Identity Prism with a sense of community"

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  1. 1. Alignment - Managing Brand Identity in Online Communities

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Julia Gralberg; Oliver Olsson; Jacob Winther Johansen; [2010]
    Nyckelord :Brand Alignment; Brand management; Brand Identity; Brand Loyalty; Online Brand Community; Social Media; Net Promoter Score; Brand Identity Prism with a sense of community; Management of enterprises; Företagsledning; management; Business and Economics;

    Sammanfattning : Purpose: The purpose of this study is to explore how brand managers align their brand identity within online brand communities where the communication is shared in order to create a reinforcing point of contact instead of a source of mixed messages. Problem: With the increasing usage of the internet, brand managers are today forced and challenged to align and re-enforce a brand’s identity online within its brand community, while also promoting user generated content and customer engagement. LÄS MER