Sökning: "strategic brand management"

Visar resultat 16 - 20 av 155 uppsatser innehållade orden strategic brand management.

1. 16. Från anonym till androgyn: En kvalitativ studie om varumärkesgenus och androgynitet i varumärkeskommunikation

   Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Jenny Stjernström; Fanny Klingvall; [2021]
   Nyckelord :androgynitet; modevarumärke; multimodal analys; socialsemiotik; symbolisk varumärkeskommunikation; varumärkesgenus; varumärkespersonlighet; androgyny; brand gender; brand personality; fashion brand; multimodal analysis; social semiotics; symbolic brand communication; Social Sciences;

   Sammanfattning : Traditional binary gender stereotypes are increasingly being challenged by gender fluid expressions in an ongoing global societal shift that is particularly noticeable in Sweden. Parallel with this societal change, previous research on how brands communicate gender expressions is also being challenged, which enables an increased number of brand gender positions. LÄS MER

3. 17. How weird elements in brand communication can strengthen brand intimacy.

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Yingting Zhang; Francesco Carlino; Undine Himmelsbach; [2021]
   Nyckelord :Brand Communication; Advertisement; Brand Identity; Brand Personality; Elements of Weirdness; Elements of Surprise; Brand Rejuvenation; Brand Positioning; Brand Intimacy; Brand Rhetoric.; Business and Economics;

   Sammanfattning : Abstract Purpose: The purpose of this paper is to explore “weird elements” as part of brand communication in relation to brand intimacy. To define the purpose more precisely, this paper will focus on four specific research questions with reference to the selected case examples: 1. Which message is conveyed? 2. LÄS MER

4. 18. Examination of Strategic Management Accounting Techniques among SMEs (Perception of the Usefulness, Adoption, and Outcomes) : A multiple Case Study of SMEs in the Food Processing Industry in Nigeria

   Master-uppsats, Linnéuniversitetet/Institutionen för ekonomistyrning och logistik (ELO)

   Författare :Muhammad Naveed Akhtar; Kayode Olumide Eniodunmo; [2021]
   Nyckelord :Strategic Management Accounting Techniques; Small and Medium Scale Enterprises; Food Processing Industry of Nigeria;

   Sammanfattning : Purpose: This thesis examines the perception of the usefulness of SMAT, its adoption, and expected outcomes among SMEs in the food processing industry of Nigeria. Research Questions: Three research questions have been addressed in this thesis; (1)What is the perception of the usefulness of SMAT among SMEs in the food processing industry in Nigeria? (2) What leads to SMEs adoption of SMAT (antecedents) among SMEs in the food processing industry in Nigeria? and (3) What outcomes (consequences) are believed to result from using SMAT among SMEs in the food processing industry in Nigeria?  Methodology: Qualitative studies are employed to handle empirical data gathering by semi structural interviews from four SMEs in the food processing industry in Nigeria. LÄS MER

5. 19. How corporations’ transition from product branding to corporate branding

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Sofia Lilliehorn; Celina Burian; Johanna Schönberg; [2021]
   Nyckelord :Strategic Brand Management; Product Branding; Corporate Branding; Brand Transition; Business and Economics;

   Sammanfattning : Purpose: This study explores and defines the transition from product branding to corporate branding by answering the following research questions: • Why are corporations transitioning from product branding to corporate branding? • How are corporations transitioning from product branding to corporate branding? • What does it mean for corporations to transition from product branding to corporate branding? Design/methodology/approach A qualitative research approach was suitable for this research since we studied a complex phenomenon. The primary data was collected through semi-structured interviews with the corporations Thule and Pantamera. LÄS MER

7. 20. Factors for Reshoring Decision: A Supply Chain Perspective

   Magister-uppsats, Högskolan i Gävle/Företagsekonomi

   Författare :Sharif Ahmed; Md.Tawhidul Islam; [2021]
   Nyckelord :reshoring; supply chain; resource; reconfiguration; proximity;

   Sammanfattning : Purpose: The study aims to explore the supply chain factors that impacts reshoring decisions.Methods: The study followed a qualitative research method based on exploratory research. In order to attain the context of situation-based interpretation, semi-structured interviews were conducted based on two Swedish firms engaged in reshoring initiatives. LÄS MER