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Hittade 3 uppsatser som matchar ovanstående sökkriterier.

  1. 1. A Case Study Exploring the Most Important Factors in Firm Rebranding

    Master-uppsats, KTH/Industriell Management

    Författare :Gustav Kjellin; [2019]
    Nyckelord :Rebranding; Firm rebranding; Branding; Brand vision; Brand commitment; Rebranding; Firm rebranding; Branding; Brand vision; Brand commitment;

    Sammanfattning : A growing use of mergers and acquisitions as a growth strategy has led to what is often referred to as “brand accumulation”, describing a situation in which a parent firm finds itself having acquired firms to the extent that the number of brands under management exceeds the capability of the firm. This, coupled with a generational shift in the workforce that has increased the demands on brand equity amongst potential employees, has increased the need for successful firm rebrandings. LÄS MER

  3. 2. The Effects of Repositioning as a process of Rebranding in terms of Brand Equity, Corporate Identity, and Brand Image : A case study on Lidl

    Kandidat-uppsats,

    Författare :David Stensson; Alexandra Strömberg; Johan Alfredsson; [2015]
    Nyckelord :Rebranding; Repositioning; Brand Equity; Corporate Identity; Brand Image; Lidl;

    Sammanfattning : Background:                 Brands are associated with certain elements, including name, logo and slogan. Being understood as major parts of all brands, changing these would be considered as a vital event. LÄS MER

  4. 3. Corporate rebranding inom dynamiska marknader : En komparativ studie i telekombranschen

    Magister-uppsats, Företagsekonomi

    Författare :Henric Lars Andreasson; Andreas Sjöberg; [2012]
    Nyckelord :Brand management; corporate rebranding; rebranding; brand identity; brand equity; contingency theory; Brand management; corporate rebranding; rebranding; brand identity; brand equity; contingency theory;

    Sammanfattning : Bakgrund: Corporate rebranding är ett relativt nytt fenomen som innebär att ett företag väljer att omdefiniera sitt varumärke på grund av förändringar inom företaget eller omgivningen. Men det är fortfarande relativt ostuderat och ingen studie behandlar den eventuella kopplingen med en dynamisk marknad. LÄS MER