Sökning: "Ida Eckerström"

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  1. 1. Varumärkeskaraktären – den levande marknadsföringsstrategin

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Ida Eckerström Mörtsjö; Gustav van't Hooft; [2015]
    Nyckelord :Brand personification; Brand Character; Branding; Branding Strategy and Marketing strategy; Business and Economics;

    Sammanfattning : Purpose: The purpose of this study is to investigate what the process should look like when a company chooses a brand character to personify their brand. Furthermore the purpose is to recognize the challenges and risks that should be taken into consideration when managing this strategy. LÄS MER