Sökning: "Charlotta Storckenfeldt"

Hittade 2 uppsatser innehållade orden Charlotta Storckenfeldt.

1. 1. Incongruent brand extensions

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

   Författare :Caroline Perman; Charlotta Storckenfeldt; [2012]
   Nyckelord :Incongruity; Customer commitment; Brand extensions; Social media; Signal effects;

   Sammanfattning : Mature brands risk to be regarded as predictable and disinteresting. Brand extensions has previously been a conventional strategy to leverage on a strong brand. Consumers keep increasing their expectations on brands, and therefore brands need to meet and exceed those expectations in order to keep customers and attract new ones. LÄS MER

3. 2. PRODUKTINKONGRUENS: Vad som händer när en produkt i en produktkategori med negativ klang ges ett positivt attribut

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

   Författare :Indra Andersson; Charlotta Storckenfeldt; [2010]
   Nyckelord :Incongruence; brand extension; Product Development; Organic Products;

   Sammanfattning : Product development is essential for all companies that want to survive in competitive markets regardless of the characteristics of the product that the company sells. Companies that sell products within product categories which can be seen as bad, also need to develop their products in order to remain competitive. LÄS MER