Sökning: "corporate brand identity matrix"

Visar resultat 11 - 15 av 19 uppsatser innehållade orden corporate brand identity matrix.

1. 11. Exploring brand identity practice in video game start-ups : Industrial Marketing

   Uppsats för yrkesexamina på avancerad nivå, Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

   Författare :Andreas Harding; [2019]
   Nyckelord :Brand Identity; Corporate brand; Corporate identity; Corporate brand identity; Company brand; Start-ups; Strategic brand management.;

   Sammanfattning : The video game industry is a rapidly growing industry due to technology advancements andhas made video games to a mass phenomenon. The diffusion of today’s technologies has created and expanded the video game market, both demographical and geographical, which has attracted more customers and increased the intensity of the competition. LÄS MER

3. 12. From a product-centric to a customer-centric brand identity through servitization: The case of FOSS, a Danish food safety, and quality solution provider

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Madalina Manole; Kathleen Bier; [2018]
   Nyckelord :servitization; brand identity; CBIM; customer-centricity; product-centricity; Business and Economics;

   Sammanfattning : The purpose of this thesis is to explore the effects on the elements of a company’s brand identity when a firm is moving towards a customer-centric orientation by engaging in the process of servitization. By utilizing a single case study, we aspire to examine how the servitization elements portray the servitization level, as well as which elements of the Corporate Brand Identity Matrix are affected by the elements of the servitization process. LÄS MER

4. 13. Stakeholder influence on brand identity co-creation in startups

   Kandidat-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi

   Författare :Maria Mijatovic; Jasna Zubic; [2018]
   Nyckelord :Brand identity; Co-creation; Stakeholders; Startups; Incubators;

   Sammanfattning : The purpose of this thesis was exploring stakeholder influence on brand identity co-creation in startups, by answering the research question: "How do stakeholders influence brand identity co-creation in startups?". To answer this question, a multiple case study was conducted, consisting of interviews with six B2C (business-to-customer) startups. LÄS MER

5. 14. Case Events as an Employer Branding Initiative

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Rueisen Huang; Meri Nordström; [2018]
   Nyckelord :Employer Branding; Corporate Branding; Corporate Brand Identity; Strategic Brand Management; Case Competition; Business and Economics;

   Sammanfattning : Purpose: To obtain an understanding of the phenomenon of case events in employer branding context. The emphasis is two-sided: to comprehend why companies organize and why students attend these events. Methodology: We executed a qualitative single case study with an abductive approach. LÄS MER

7. 15. The New Kids on the Block - Exploring the brand identity of disruptive innovators

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Jana Tigges; Bettina van der Stelt; Jessica Volk; [2018]
   Nyckelord :disruptive innovation; corporate brand identity; technological shifts; Business and Economics;

   Sammanfattning : Abstract Aim: The aim of this paper is to examine the corporate brand identity of disruptive innovators that have changed entire industries. Moreover, this paper strives to answer the question, whether a universal pattern of corporate brand identities for these “New kids on the block” can be identified and if so, what it looks like. LÄS MER