Sökning: "Umbrella brand strategy"

Hittade 4 uppsatser innehållade orden Umbrella brand strategy.

  1. 1. Caught in a Bad Romance - The Contradiction of Woke Brands in Consumers' Lives

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Ellinor Beckman; Miriam Dalsjö Åström; [2019]
    Nyckelord :CBR; Branding; Woke; Postmodernity; Business and Economics;

    Sammanfattning : The purpose of this study is to discover the characteristics of consumer brand relationships between consumers and woke brands and thus contribute to the research field of consumer brand relations. This will be achieved by looking to the relationship in the context of postmodern consumers and specifically three purposively selected cases; Pepsi, Always and Gillette. LÄS MER

  3. 2. Branding at the Ice Cream Factory : A Case Study of the Branding Strategy at SIA Glass

    Master-uppsats, Företagsekonomiska institutionen

    Författare :Frida Ejnar; Maria Sahlberg; [2013]
    Nyckelord :Branding; Brand management; Branding strategies; Umbrella branding; Brand extension; Value;

    Sammanfattning : Branding is essential for a business success although it may be difficult to decide what branding strategy to use. The purpose of this paper is to investigate the concept of branding, and more explicitly the strategies of umbrella branding and brand extensions and how it relates to value, in practice. LÄS MER

  4. 3. Building international brand through promotional Strategy: A case study of MEC: Active Engagement in Bangladesh.

    Magister-uppsats, Institutionen för teknik och samhälle

    Författare :Md. Kamrul Hasan; Rabia Khan; [2011]
    Nyckelord :Brand; Branding; Brand equity; Brand identity; international branding; Brand building tools; promotion; advertising; digital media; corporate brand; umbrella brand;

    Sammanfattning : Background: The brand embodied a set of values and attributes which were appropriate, which stimulated consumer interest, which distinguished brand from others and created a unique piece of property for its owners. From marketing point of view, brands are the means that consumers use to distinguish products and services based on essential and non-essential attributes and they are a source of business’s differential advantage. LÄS MER

  5. 4. Lojala kunder och paraplyvarumärkesstrategier

    Magister-uppsats, Ekonomiska institutionen

    Författare :Maria Ericsson; Jacqueline Pettersson; [2004]
    Nyckelord :Business and economics; Paraplyvarumärkesstrategi; lojalitet; Axfood; drivkrafter; upplevd kvalitet; tillfredsställelse; starka varumärken; Umbrella brand strategy; loyalty; Axfood; driving force; perceived quality; satisfaction; strong brands; Ekonomi;

    Sammanfattning : Den övergripande problematiken vi identifierat är relationen mellan starka varumärkenoch kundlojalitet i företag med flera olika produktvarumärken. Syftet med denna uppsats är att förstå om och hur företag med paraplyvarumärkesstrategier kan skapa och bibehålla lojala kunder. LÄS MER