Sökning: "international branding strategy"

Visar resultat 6 - 10 av 48 uppsatser innehållade orden international branding strategy.

  1. 6. Internationalisation of Swedish SMEs : A Multiple-Case Study on How Swedish SMEs Can Expand to International Markets

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

    Författare :Peter Nilsson; [2020]
    Nyckelord :Internationalisation; SME; Market Selection; Entry Modes; Customer Acquisition; Branding; Employer Branding;

    Sammanfattning : The need for Swedish SMEs to expand beyond their limited domestic market grows, spurred on by fading barriers to international trade. Often consisting mainly of engineers without marketing experience, the SMEs cannot afford to recruit expertise in internationalisation. LÄS MER

  3. 7. Internationalization: A Look Into How Content Creation is Able to Create Brand Awareness When Entering New International Markets

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Elias Killander; Anton Ehn; Joshua Steinlechner; [2020]
    Nyckelord :B2B; Market Entry Strategy; Digital Content Marketing; International Companies; Relational Market Entry Strategy; Digital Market Entry Strategy; Brand Awareness;

    Sammanfattning : A large number of changes in the world of business has led to increased attention directed towards business-to-business (B2B) branding. Companies have gradually shifted their marketing efforts to the Internet and social media in order to create brand awareness when entering new international markets. LÄS MER

  4. 8. Att sälja ett land genom historia: En narrativanalys av Spaniens nation branding-projekt España Globals historiebruk på hemsidan This is the Real Spain

    Kandidat-uppsats, Lunds universitet/Europastudier

    Författare :Alice Widerberg; [2020]
    Nyckelord :Spain; nation branding; España Global; narrative analysis; history; European Studies; Cultural Sciences;

    Sammanfattning : This paper examines the use of history on the website This is the Real Spain run by the Spanish nation branding project España Global. With the use of narrative analysis, articles about the history of the country are studied in order to bring clarity to how history is used to legitimize Spain and strengthen its economy. LÄS MER

  5. 9. The Platform-Based Branding Cycle: Conceptualizing the Roles of the Platform-Based Brand Using the Case of Airbnb

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Camilla Jacobson; Friedrich Clemens Segebarth; [2019]
    Nyckelord :role of the brand; platform business model; strategic brand management; value creation; platform-based branding cycle; Business and Economics;

    Sammanfattning : Thesis purpose: To explore the phenomenon of businesses utilizing a platform strategy to create value from a branding perspective. We examine how the role of the brand for a platform is different than for a traditional business in order to conceptualize the role of a platform-based brand. LÄS MER

  7. 10. Brand Knowledge : An exploratory study on whether demographic factors affect consumer brand knowledge of a company which practices a standardized targeting strategy

    Kandidat-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

    Författare :Magdalena Kaminskaite; Simon Johansson; [2019]
    Nyckelord :: Brand Equity; Brand Knowledge; Gaming Equipment Industry; Razer Inc.; Standardized Marketing;

    Sammanfattning : Globalization is here to stay, and with an increasing number of brands deciding to test their fortune abroad, the importance of branding increases alike. The choice of globalizing a brand comes with potential financial benefits but it is not done without considerable effort. LÄS MER