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

  2. 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 : MSc in Marketing and Consumption.... LÄS MER

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

    Kandidat-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/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

  4. 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