Sökning: "Brand licensing"

Visar resultat 1 - 5 av 8 uppsatser innehållade orden Brand licensing.

1. 1. FIFA - The Ugly Game : En kvantitativ innehållsanalys av FIFA:s kommunikation på Twitter under korruptionsskandalen 2015.

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för medier och journalistik (MJ)

   Författare :Timmy Annerbrink; Morgan Lidman; [2023]
   Nyckelord :FIFA; Twitter; gestaltning; reaktion; Twitteranvändare; varumärkeskapital;

   Sammanfattning : This study examines @FIFAmedia’s communication on Twitter, other users’ reactions to FIFA’s framing in their tweets, and on whether FIFA’s income from brand licensing was affected by the corruption scandal from 2015. By measuring FIFA’s framing and the reactions to it, a concrete comparison with FIFA's brand capital is enabled to provide further understanding of the impact the scandal had on the brand. LÄS MER

3. 2. The role of athlete's sponsorship on the marketing strategy of a sports brand : A qualitative study conducted at HEAD France

   Magister-uppsats, Umeå universitet/Företagsekonomi

   Författare :Matthieu BOUVIER; Marlène LESAULE; [2017]
   Nyckelord :Athlete; brand; brand awareness; communication; consumer; consumer behaviour; digital; distribution; marketing strategy; influence marketing; sales; social media; social network; sport; sponsorship;

   Sammanfattning : Athletes sponsorship has become an important part of the marketing communication mix for sports brands today. We know that athletes are major celebrities within the mass media in modern society and they can use their image and the power they have directly through their network to interact with customers. LÄS MER

4. 3. Avant-Garde for the Masses - A Study of Consumer Perception of Avant-Gardist Designer Brands after Collaborating with Mainstream Fashion

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Andrea Boodh; Caroline Foerster; [2014]
   Nyckelord :Fashion; Co-branding; Avant-garde; Brand Alliances;

   Sammanfattning : The use of intra-industrial co-branding within fashion has increased dramatically over the last decades, with a wide range of partner combinations including even avant-garde fashion designers. These brands are often licensing collaborations with mainstream mass-market brands, but with uncertain effects for their brands. LÄS MER

5. 4. Brand Licensing : Once you pop you can’t stop: When brand licensing goes too far

   Kandidat-uppsats, IHH, Företagsekonomi

   Författare :Kirill Dementev; Yuliya Lukyanchenko; Cecilia Emilsson; [2011]
   Nyckelord :Brand licensing; brand extension; Pringles; brand equity; branding; brand associations; perceived quality; likelihood to buy; correlation analysis; quantitative; Jönköping University;

   Sammanfattning : Purpose: The purpose of this study is to investigate consumer’s attitude towards licensed products in relation to the parent brand, with respect to perceived quality, likelihood to buy and associations’ transferability. Background: Brand licensing has become one of an increasingly popular ways of stretching a brand into new product categories to reach more consumers in new markets. LÄS MER

7. 5. Horizontal brand extensions : the key factors of success

   Kandidat-uppsats, Högskolan i Borås/Institutionen Textilhögskolan

   Författare :Ellinor Engström; Hanna Svedman; [2011]
   Nyckelord :brand extension; horizontal brand extension; luxury brand extension; brand associations; brand universe; brand equity; brand image; brand identity; brand promise; storytelling; brand extension strategies; licensing; range brand platforms; implementation errors; key factors for successful brand extensions; brand positioning; branding umbrella;

   Sammanfattning : Background: All brands need to keep moving and to keep building their stories by bringing new and exciting products or experiences. During the last twenty years, companies have been more and more convinced that their brands are among their most valuable resources and today we see an increasing trend of brand extension attempts, however with a significant number of failures, as well. LÄS MER