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1. 1. Concretizing and legitimizing brand equity as a strategic investment : A qualitative study in the Swedish retail industry

   Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi

   Författare :Emil Arljung; Axel Eklund; [2020]
   Nyckelord :brand equity; shareholder value; retail;

   Sammanfattning : The retail industry has seen an immense increase in competition. Brands are becoming more similar, which makes it essential for firms to differentiate themselves against their competitors. The brand is considered the company's biggest intangible asset, possessing an array of different values for the company. LÄS MER