Sökning: "Strategic Brand Management"

Visar resultat 11 - 15 av 155 uppsatser innehållade orden Strategic Brand Management.

1. 11. Customer Relationships and Physical Stores in Omnichannel Context: A Qualitative Study of Retail Brand and Store Manager Perspectives

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Song Thu Nguyen; Joo Won Lee; [2023]
   Nyckelord :Customer Relationships; Physical Stores; Omnichannel Context; Retailing; CRM; Relationship Marketing; Business and Economics;

   Sammanfattning : This research paper delves into the complex domain of customer relationships within the physical stores of an omnichannel context. The primary objective is to provide a comprehensive understanding of the strategic management of these relationships by retail brands and store managers. LÄS MER

3. 12. ”Maximum safety for you – minimum impact on nature” - En multimodal kritisk diskursanalys av Klättermusens hållbarhetskommunikation på Instagram

   Kandidat-uppsats, Umeå universitet/Institutionen för kultur- och medievetenskaper

   Författare :Agnes Bergquist; Lisa Olander; [2023]
   Nyckelord :ustainable communication; sustainability; Klättermusen; outdoor; Instagram; greenwashing; branding; reputation management; strategic communication; multimodal critical discourse analysis; Hållbarhetskommunikation; hållbarhet; Klättermusen; Instagram; greenwashing; strategisk kommunikation; marknadsföring; multimodal kritisk diskursanalys;

   Sammanfattning : The climate crisis and the consequences that follow have forced humanity to explore the collective actions that must be taken to curb global warming. As a way to reduce ones carbon footprint, many choose to consume with greater care for the environment, and the interest for sustainable clothing has therefore significantly increased. LÄS MER

4. 13. Strategic Orientations and Brand Portfolio Management – A FMCG Case Study

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Julia Hüsam; Julia Herma Cornée Dorothée Bosveld; Linnéa Nordmark; [2022]
   Nyckelord :Strategic Orientation; Brand Orientation; Market Orientation; Brand Portfolio Management; Strategic Brand Management; FMCG; B2C; Business and Economics;

   Sammanfattning : .... LÄS MER

5. 14. ”Catch flights, not feelings”: A Qualitative Content Analysis of the Marketing Communication and Brand Management of Ryanair on TikTok and Facebook

   Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Victoria Friman; Karin Forslund; [2022]
   Nyckelord :Strategic communication; brand management; brand attitude; brand awareness; brand equity; human to human marketing; marketing communication; social media; Ryanair; TikTok; Facebook; Social Sciences;

   Sammanfattning : Due to the fast paced digitalization, marketers are met with higher demands in order to adapt to new contexts for marketing communication and brand management. The social media platform of TikTok is relatively new and rapidly expanding, creating both opportunities and risks for brands. LÄS MER

7. 15. Konsten att skapa en stamgäst

   Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Sara Nilsson; Rebecka Kullenberg; [2022]
   Nyckelord :house of brands; hotel and service industry; brand communication; relationship building strategies; strategic communication; co-creation; varumärkeskommunikation; relationsbyggande strategier; strategisk kommunikation; samskapande; Social Sciences;

   Sammanfattning : Denna studie syftar till att undersöka house of brands-strategin för varumärken inom hotellbranschen, samt att förstå de relationsbyggande strategierna bakom uppbyggnaden och kommunikationen av varumärkena. För att uppnå syftet med studien genomfördes en fallstudie med sju semistrukturerade intervjuer inom hotellgruppen ESS Group. LÄS MER