Sökning: "Brand Image Alignment"

Visar resultat 11 - 13 av 13 uppsatser innehållade orden Brand Image Alignment.

  1. 11. Brand Internationalization through Brand Identity and Alignment : The case of Swedish Outdoor SMEs

    Master-uppsats, Företagsekonomi

    Författare :Maria Göppel; Ruth Omonigho Mrabure; [2013]
    Nyckelord :Brand identity; Brand Image; Brand management; Employer branding; Entrepreneurial Orientation; Internationalization; SME branding; Outdoor;

    Sammanfattning : A brand is more than a product and small-medium-enterprises (SMEs) have the possibility to exploit the full potentials of branding. Even when currently still underestimated, branding provides benefits for SMEs. LÄS MER

  3. 12. 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

  4. 13. SAAB versus internal marketing

    D-uppsats, Göteborgs universitet/Graduate Business School

    Författare :Marieke Rijksen; Susanne Gillemo; [2001]
    Nyckelord :Internal Marketing; Relationship Marketing; Brand Identity; Brand Image; Brand Strategy; Communication; Saab Automobile;

    Sammanfattning : The alignment of company goals and strategies throughout an organisation calls for well-developed internal marketing processes. Those processes often seem to lack or function unsatisfactorily, judging from the fact that many companies have trouble communicating corporate values and marketing ideas to the final customer. LÄS MER