Sökning: "thesis in brand strategic management"

Visar resultat 1 - 5 av 54 uppsatser innehållade orden thesis in brand strategic management.

  1. 1. 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

  2. 2. Activating A Brands Track Record Using Retro Branding

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Niklas Heed; Malte Bäck; [2019]
    Nyckelord :Retro Branding; Retro Brand; Brand Track Record; Strategic Brand Management; Social Sciences;

    Sammanfattning : Title: Activating a Brands Track Record using Retro Branding; Looking to the Past to Shape the Future. Date of Seminar: 2019-06-03 Course: BUSN39 Degree Project in Global Marketing Authors: Malte Bäck & Niklas Heed Supervisor: Mats Urde Keywords: Retro Branding, Retro Brand, Brand Track Record, Strategic Brand Management Purpose: The purpose of this thesis is to explore the phenomenon of retro branding and how it can activate a corporate brands track record, from a strategic brand management perspective. LÄS MER

  3. 3. Exploring marketing activities to strengthen brand equity within an SME : a case study on the company PAUL och THOM

    Master-uppsats, SLU/Dept. of Economics

    Författare :Kim Meyer; [2018]
    Nyckelord :branding; brand building; brand equity; brand management; marketing;

    Sammanfattning : Small and Medium sized Enterprises (SMEs) are often researched through the perspectives and theories created from studies of large organizations. This constitutes the basis of a theoretical problem when studying SMEs. LÄS MER

  4. 4. Case Competitions as a Tool to Build Brands and Reputation

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Judith Armenteras; Iris Politiek; [2018]
    Nyckelord :Corporate Case Competitions; strategic brand management; case competitions; brand reputation; internal branding; employer branding.; Business and Economics;

    Sammanfattning : Aim: We aim to broaden the view and the understanding of what a case competition is and how it can be used beyond its use as an educational method of teaching and learning. More specifically, the purpose is to explore the phenomenon of case competitions as a branding tool from a strategic brand management perspective. LÄS MER

  5. 5. 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