Sökning: "international marketing and brand management"

Visar resultat 1 - 5 av 42 uppsatser innehållade orden international marketing and brand management.

  1. 1. Hållbara investeringar - Hur tolkas och används de i varumärkesbyggande syfte?

    Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Linnea Björck; Mathias Löfkvist; Molly Dieden Bengtsson; [2018]
    Nyckelord :Hållbara investeringar; ESG; Varumärkesbyggande; Fondförvaltare; Banker; Business and Economics;

    Sammanfattning : Title: Sustainable investments. How are they interpreted and used as a part of branding? Seminar date: 2018-06-01 Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC) or (ECTS-cr) Authors: Linnea Björck, Mathias Löfkvist, Molly Dieden Bengtsson Advisor: Veronika Tarnovskaya Key words: Sustainable investments, ESG, branding, fund managers, banks Purpose: How fund management companies interpret sustainable investments and how they use sustainable investments in their branding Methodology: The essay has a qualitative research method and uses an abductive research method. LÄS MER

  3. 2. The Differentiation of a Nation : The Swedish Nation Brand Management

    Kandidat-uppsats, Uppsala universitet/Statsvetenskapliga institutionen

    Författare :Adam Kinnwall; [2017]
    Nyckelord :International Relations; Communication; Marketing; Sweden; Public Diplomacy; Nation Branding; Corporate Branding; Nation Brand; Competitive Identity; Brand; Reputation; Brand Management; Swedish Institute;

    Sammanfattning : This paper aims to highlight how the recent developments in international relations has created a environment with increased competition between countries for attention and assets and how these changes has promoted the increased use of public diplomacy  to reach out to new actors. The study will focus on the public diplomacy sub-discipline of nation branding. LÄS MER

  4. 3. This ad's for you... and you: Brand management for multiple stakeholders

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Madison Rex; Aleksandra Srdic; [2017]
    Nyckelord :Brand equity; Brand identity; Identification; Marketing communication; Stakeholders;

    Sammanfattning : Background: In the competitive market for modern retailing, brand management is concerned with attracting and retaining both external and internal stakeholders. While brand building and marketing efforts have traditionally focused on building customer-based brand equity, another stream has emerged - internal branding that focuses on human capital and employee-based equity. LÄS MER

  5. 4. How do Swedish football fans perceive the Bundesliga? : A quantitative study examining the Brand Equity and the Brand Interest of the Bundesliga in Sweden.

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

    Författare :Torben Rudnick; Dasaret Vllasalija; [2017]
    Nyckelord :Brand Equity; Brand Interest; Bundesliga; Sports Marketing; Football; Brand Equity of a Football League; Football Marketing.;

    Sammanfattning : Background: Nowadays, football is much more than just a sport. In fact, football is a global industry contributing to many countries’ economic and social wealth. Football leagues are deeply involved in globalization processes and follow international marketing strategies while aiming for growth in foreign markets. LÄS MER

  7. 5. Automotive Fleet Sales Management

    M1-uppsats, Lunds universitet/Produktionsekonomi

    Författare :Jakob Olsson; Gustav Westling; [2016]
    Nyckelord :Fleet sales; fleet cars; company cars; management; internal best practices; organizational learnings; business sales strategy; NFA; LeaseCo; automotive industry; trend analysis; future best practices; digitalization connectivity; omni-channel; WLTP; customer and vehicle data; online sales; direct sales; B2B; B2C; dealerships; CRM; business model disruption; Technology and Engineering;

    Sammanfattning : Background The Master’s Thesis Case Study Company is a premium brand automotive OEM. In the Swedish fleet car (or company car) market, the company is lagging behind its main competitors in terms of market share a fact that is not true for several other European markets. LÄS MER