Sökning: "Corporate Brand Identity Matrix"

Visar resultat 1 - 5 av 19 uppsatser innehållade orden Corporate Brand Identity Matrix.

1. 1. The Brand Creation of an International Football Club

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Alexander Kokko; Johan Otterhed Bolin; Antoni Kaso; [2023]
   Nyckelord :Brand Creation; Football Club; Club Ownership; Sports Branding; Brand Identity; Corporate Brand Identity Matrix; Business and Economics;

   Sammanfattning : Purpose - The purpose of this paper is to investigate and analyze the brand creation process employed by international football clubs in relation to their brand identity. Methodology - The methodology for this paper utilizes a qualitative research approach with a multiple case study of four different football clubs, in support of a literature review, and with a proposed theoretical brand identity framework applied to the cases. LÄS MER

3. 2. A Storytelling and Brand Identity Connection

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Erik Andrén; Therese Hermelin; [2022]
   Nyckelord :Corporate Brand Management; Corporate Brand Identity; Storytelling; Connection; Scandinavian Airlines; Bona; Volvo Cars; Business and Economics;

   Sammanfattning : Title: A Storytelling and Brand Identity Connection - A multiple case study on companies communicating through storytelling and how it can connect to their brand identity. Date of Seminar: June 2, 2022. Course: BUSN39, Degree Project in Global Marketing. Authors: Erik Andrén and Therese Hermelin. LÄS MER

4. 3. Integrating and Communicating Sustainability Case Study: A global brand’s integration of sustainability in its corporate brand identity & external brand communication; a globalized & standardized vs. localized approach

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Louise Hägg; Louise Andersson; [2022]
   Nyckelord :global brand; IKEA; corporate brand identity; sustainability; external brand communication; standardized vs. localized; Business and Economics;

   Sammanfattning : This thesis has the purpose to research how a global brand integrates sustainability as part of its corporate brand identity and how the brand communicates sustainability to the local market, using a standardized or localized communication approach. The theoretical perspective is to incorporate the Corporate Brand Identity Matrix & Integration for sustainability — implementation model to analyze a global brand’s approach to integrate and communicate sustainability to the local market. LÄS MER

5. 4. Absolut Pressure: The Challenge of Mixing Relevance, Performance and Sustainability One Shot at Time

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Thiago Costa; Alaa Eldin Helal; Hany Wulandari; [2022]
   Nyckelord :Brand Management; Iconic Brands; Absolut; Sustainability; Corporate Brand Identity; Identity Matrix; Relevance; Business and Economics;

   Sammanfattning : .... LÄS MER

7. 5. The challenges and opportunities of sustaining a brand through repositioning: The Jägermeister Case

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Rebecka Kullenberg; Felix Ellqvist; Nicholas-Joel Kisling; [2022]
   Nyckelord :Repositioning; corporate brand identity matrix; brand identity; brand image; Jägermeister; Business and Economics;

   Sammanfattning : Purpose: The purpose of this research paper is to examine the challenges of repositioning both in aligning the brand image with the brand identity and in sustaining the brand equity through creating consistency. This research is examined through the case of Jägermeister. Methodology: A qualitative research method was conducted. LÄS MER