Sökning: "corporate brand identity - brand image alignment"

Hittade 4 uppsatser innehållade orden corporate brand identity - brand image alignment.

  1. 1. Exploring Corporate Brand Orientation in a Retail Setting – A Qualitative Case Study in the Swedish Grocery Retail Industry

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Julia Hüsam; Linnéa Nordmark; [2023]
    Nyckelord :Retailing; Corporate Brand Orientation; Corporate Branding; Corporate Brand Identity; Internal Branding; Business and Economics;

    Sammanfattning : Thesis Purpose: The purpose of this thesis is to explore what may facilitate or inhibit a stronger corporate brand orientation in a retail organization. We explore the factors of internal corporate brand identity elements, internal corporate brand image and internal branding, while also considering retail-specific characteristics. LÄS MER

  3. 2. När PH blir PK: En kvalitativ fallstudie om socialt ansvarstagande för realityprogram

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Tilde Sinnerdal; [2023]
    Nyckelord :strategisk kommunikation; varumärkeshantering; varumärkesidentitet; realityprogram; Uses and Gratifications Theory; Corporate Social Responsibility; Vision-Culture-Image Alignment Model; semistrukturerade intervjuer; Paradise Hotel; Paradise; Social Sciences;

    Sammanfattning : Denna studie har syftat till att undersöka effekten av ökat socialt ansvar bland realityprogram på tittarnas attityder. För att undersöka syftet har vi genomfört en fallstudie som studerar realityprogrammet Paradise Hotel. Programmet har antagit ett mer socialt ansvarsfullt koncept i deras nya format Paradise. LÄS MER

  4. 3. Corporate brand identity – brand image alignment

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Slav Slavov; Miglena Zlatanova; [2018]
    Nyckelord :Corporate brand identity; brand image; corporate consistent communication; corporate brand identity - brand image alignment; Business and Economics;

    Sammanfattning : The purpose of this research paper is to explore, define and characterise the phenomenon of corporate brand identity - brand image alignment when the manufacturer is selling its product through online retailers. A qualitative single case study with a social constructionist and abductive approach has been executed. LÄS MER

  5. 4. SAAB versus internal marketing

    D-uppsats, Göteborgs universitet/Graduate Business School

    Författare :Marieke Rijksen; Susanne Gillemo; [2001]
    Nyckelord :Internal Marketing; Relationship Marketing; Brand Identity; Brand Image; Brand Strategy; Communication; Saab Automobile;

    Sammanfattning : The alignment of company goals and strategies throughout an organisation calls for well-developed internal marketing processes. Those processes often seem to lack or function unsatisfactorily, judging from the fact that many companies have trouble communicating corporate values and marketing ideas to the final customer. LÄS MER