Sökning: "brand stretching"

Hittade 4 uppsatser innehållade orden brand stretching.

  1. 1. Under Pressure - Tensions in the acquiring firms' corporate brand identity

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Anna-Maria Ostermann; Emma Impeciati; [2020]
    Nyckelord :Corporate Brand Identity; Merger and Acquisition; Integration; B2B Branding; Tensions; Business and Economics;

    Sammanfattning : Thesis Purpose: The purpose is to explore post-acquisition tensions in a B2B firm's corporate brand identity to better understand why tensions emerge, what effect those tensions have, and lastly, how these tensions may be dealt with, if at all. Methodology: A qualitative multiple case study based on four companies with a constructionist and inductive approach has been executed in this thesis. LÄS MER

  3. 2. The Glocalization of Brand Myths: An Examination of Volvo Discourses from a Swedish and an American Consumer Perspective

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Emma Lanzky; Anna Lundahl; [2016-09-22]
    Nyckelord :;

    Sammanfattning : This article examines how global brand myths take on localized meanings in different localities. The global car brand Volvo is used as context to identify global brand myths and study the local variations in how Swedish and American consumers interpret these myths. LÄS MER

  4. 3. Brand Licensing : Once you pop you can’t stop: When brand licensing goes too far

    Kandidat-uppsats, IHH, Företagsekonomi

    Författare :Kirill Dementev; Yuliya Lukyanchenko; Cecilia Emilsson; [2011]
    Nyckelord :Brand licensing; brand extension; Pringles; brand equity; branding; brand associations; perceived quality; likelihood to buy; correlation analysis; quantitative; Jönköping University;

    Sammanfattning : Purpose: The purpose of this study is to investigate consumer’s attitude towards licensed products in relation to the parent brand, with respect to perceived quality, likelihood to buy and associations’ transferability. Background: Brand licensing has become one of an increasingly popular ways of stretching a brand into new product categories to reach more consumers in new markets. LÄS MER

  5. 4. Glid på en livsstil : en studie om branschglidningar

    Kandidat-uppsats, Högskolan i Borås/Institutionen Handels- och IT-högskolan

    Författare :KATARINA ASPLUND; [2011]
    Nyckelord :lifestyle; branschglidning; brand extension; brand stretching; brand territory; livsstil; horisontell utvidgning; varumärkesutvidgning;

    Sammanfattning : Varumärkesutvidgning är i dag en trend inom affärsutveckling, då metoden underlättaringången på nya marknader. Utvidgningar är dock ingen genväg till en garanteradpublikframgång. LÄS MER