Sökning: "Strategic Brand Management"

Visar resultat 21 - 25 av 155 uppsatser innehållade orden Strategic Brand Management.

1. 21. The rise of the FMCG flagship stores, a qualitative study exploring the phenomenon of FMCG flagship stores

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Olle Stenbäck; Albin Waldeck; [2021]
   Nyckelord :FMCG; Flagship stores; brand experience; consumer-brand relationship; customer-based brand equity; Business and Economics;

   Sammanfattning : Thesis Purpose: The purpose of this study is to explore and develop an understanding of the rather unexplored phenomenon of using flagship stores in the FMCG industry. We want to explore what an FMCG flagship store is to understand why it is used in the context of strategic brand management. LÄS MER

3. 22. Reaching for the Stars: An exploratory study to conceptualize product iconicity

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Jakob Ferenius; Maria Agustina Carbone; Roosmarijn Morgans; [2020]
   Nyckelord :Iconic products; Iconic brands; Iconicity; Strategic brand management; Cultural branding; Business and Economics;

   Sammanfattning : Background/Problematization: Iconic brands are the gold standard of branding and have established a central role in the consumers’ lives. Behind every iconic brand, we can find iconic products. Despite the importance of these products, iconic products are overlooked in academia. LÄS MER

4. 23. Restaurant industry's response to Covid-19

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Nikoleta Mircheva; Barbara Plompen; Milan Wynants; [2020]
   Nyckelord :Strategic Brand Management; Restaurant Industry; Brand Trust; Brand Reputation; Customer Relationship; CSR; Covid-19 Pandemic; International Dimensions; Business and Economics;

   Sammanfattning : Purpose – The key objective of this research is to discuss different restaurant strategies that emerged in Belgium, Bulgaria, Denmark and Sweden in response to the Covid-19 pandemic and relate the respective restaurant activities to brand trust and reputation. Therefore, the restaurant industry is analyzed with respect to the pandemic and findings are put into context by explaining the countries’ severity of lockdown. LÄS MER

5. 24. Strollers specifically designed for a circular economy : Why the future paradigm will pose new demands on products and how to fulfil them

   Master-uppsats, KTH/Skolan för industriell teknik och management (ITM)

   Författare :Simon Alin; Kevin Larsson; [2020]
   Nyckelord :;

   Sammanfattning : Today´s traditional linear production and consumption model fronted by cheap wear and tear products is problematic in terms of sustainability and has to make the transition to a more circular model. As evident from previous projects and pilots, simply taking the shortcut and solely changing the business model (often by leasing instead of selling the exact same products as before) is not sufficient enough in order to meet the demands that come as a consequence of the new business model. LÄS MER

7. 25. Act of kindness: A study on modern day crisis handling and its effect on brand identity

   L1-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Teodora Hertanu; Mette Holm Bertelsen; Mads Hüsig Jeppesen; [2020]
   Nyckelord :Crisis management; crisis handling; act of kindness; core values; product offerings; strategy approach; Business and Economics;

   Sammanfattning : Purpose: This paper aims to explore and examine how companies have reacted to suddenly occurring crises in the 21st century. The paper will investigate how companies have adapted – or stayed in hiding – during the COVID-19 pandemic, and how this has impacted their corporate brand identity and their core values. LÄS MER