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1. 1. USING BRAND MANAGEMENT TO ESTABLISH NETWORK RELATIONS : How SMEs can work with brand management in order to establish and develop corporate reputation and legitimacy in network relations in a B2B context

   Master-uppsats, Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

   Författare :Julius Aasberg Pipirs; Christoffer Carlsson; [2015]
   Nyckelord :Brand management; SME; Legitimacy; Corporate reputation; Network relations;

   Sammanfattning : Title: Using Brand management to establish network relations: How SMEs can work with brand management in order to establish and develop corporate reputation and legitimacy in network relations in a B2B context Authors: Aasberg Pipirs Julius & Carlsson Christoffer Level: Master thesis, 30hp Keywords: Brand management, SME, Legitimacy, Corporate reputation, Network relations Background: Given the crucial role SMEs play in the modern society it is vital that knowledge is evolved that can be used to support and grow these businesses. Using brand management practices SMEs could establish and develop corporate reputation and legitimacy in network relations, which could result in higher chances of long-term survival in a B2B context. LÄS MER