Sökning: "Hunky Dory AB"

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  1. 1. Standardize or Adapt? Building a Successful Brand in the Fashion Industry : A Case Study of the Swedish Fashion Company Hunky Dory AB

    Kandidat-uppsats, Företagsekonomiska institutionen

    Författare :Camilla Molin; Karin Fredrikson; [2011]
    Nyckelord :brand building; standardization; adaptation; contingency perspective; Hunky Dory AB;

    Sammanfattning : The brand building process is investigated by looking at the strategy of a small to medium-sized fashion company, Hunky Dory AB. According to the model presented in this thesis, the brand building process consists of five stages; product attributes, brand identity, positioning, marketing communication, and distribution. LÄS MER