Sökning: "Brand Strategy"

Visar resultat 11 - 15 av 1018 uppsatser innehållade orden Brand Strategy.

1. 11. The complexity of cancel culture: : Unveiling the personal and social drivers that influences the decision to cancel

   Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi

   Författare :Najda Gvozden; Lovisa Zetterlind; [2023]
   Nyckelord :cancel culture; social media; canceled influencers; influencer marketing; social norms; moral transgression; social justice; social identity theory; theory of planned behavior;

   Sammanfattning : The rise of social media has emerged the social phenomena called cancel culture, where individuals hold influencers and endorsed brands accountable for perceived immoral actions. Cancel culture originates from a desire for social justice, where the consequences of those cancelled could be temporary and long-lasting reputational damage. LÄS MER

3. 12. Building Personal Brand Heritage

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Emma Barfus; Giorgia Gaetaniello; Sara Safaee; [2023]
   Nyckelord :brand heritage; heritage brands; history; brand identity; brand trust; brand loyalty; Business and Economics;

   Sammanfattning : The importance of brand history in brand heritage has often been stressed in research. However, it has not been researched how brands can create a brand heritage without making their personal history a focal point of their brand strategy. This paper examines if there is more than one way to conceive brand heritage.. LÄS MER

4. 13. Internt varumärkesarbete : En kvalitativ studie av ledningens varumärkesarbete i ett franchisebolag

   Kandidat-uppsats, Högskolan i Skövde/Institutionen för handel och företagande; Högskolan i Skövde/Institutionen för datavetenskap

   Författare :Sophie Eliasson; Nellie Hermansson; [2023]
   Nyckelord :Corporate brand; internal brand; internal branding; franchise; Företagsvarumärke; internt varumärke; internt varumärkesarbete; franchise;

   Sammanfattning : Bakgrund: För att bygga ett starkt varumärke krävs det att det interna varumärket genomsyrar hela organisationen. För att lyckas med detta måste företagen arbeta med sitt interna varumärke vilket innebär att de skall behandla sina medarbetare som sina interna kunder. LÄS MER

5. 14. The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by the Management of a Retail Organization Through Rebranding

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Julie Melchior Eide; Henriette Grønlund Christensen; [2023]
   Nyckelord :Sustainability; corporate branding; corporate rebranding; internal corporate rebranding; strategy as practise; sustainable corporate brands; Business and Economics;

   Sammanfattning : Title: The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by Management of a Retail Organization Through Rebranding Date of the Seminar: 2nd of June 2023 Course: BUSN39 Degree Project in Global Marketing Authors: Henriette Grønlund Christensen and Julie Melchior Eide Supervisor: Veronika Tarnovskaya Keywords: Sustainability, corporate branding, corporate rebranding, internal corporate rebranding, strategy as practise, sustainable corporate brands Purpose: The purpose of this thesis is to understand how a sustainable corporate brand is implemented by management of a retail organization through rebranding. Therefore, the thesis relates corporate rebranding to sustainability with the aim to understand the process from going from a corporate brand to a sustainable corporate brand. LÄS MER

7. 15. Damned if you do, damned if you don't.

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Felix Ellqvist; Nicholas-Joel Kisling; Katharina Nadine Junge; [2023]
   Nyckelord :H M; sustainability; case; brand image; brand reputation; vocal; brand management; strategy; Business and Economics;

   Sammanfattning : “(Un)sustainable fashion: H&M breaks promise.” “H&M sued for greenwashing claims, again.” “H&M under fire!” Helena Holgersson is sitting in her office on the top floor of H&M’s Stockholm Headquarters staring at the headlines flickering on her computer screen. LÄS MER