Sökning: "umbrella brand"

Visar resultat 1 - 5 av 9 uppsatser innehållade orden umbrella brand.

  1. 1. Caught in a Bad Romance - The Contradiction of Woke Brands in Consumers' Lives

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Ellinor Beckman; Miriam Dalsjö Åström; [2019]
    Nyckelord :CBR; Branding; Woke; Postmodernity; Business and Economics;

    Sammanfattning : The purpose of this study is to discover the characteristics of consumer brand relationships between consumers and woke brands and thus contribute to the research field of consumer brand relations. This will be achieved by looking to the relationship in the context of postmodern consumers and specifically three purposively selected cases; Pepsi, Always and Gillette. LÄS MER

  3. 2. Placebranding inom regioner - utifrån ett intressentperspektiv

    Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Elias Borgelius; Camilla Sandberg; [2018]
    Nyckelord :placebranding; regionbranding; destinationbranding; Business and Economics;

    Sammanfattning : Syftet med arbetet är att förstå hur svenska regioner samordnar och involverar dess intressenter för att skapa ett platsvarumärke och hur dessa intressenter påverkar regionens varumärkesarbete. En fallstudie har genomförts med utgångspunkt i kvalitativ studie. Studien har en ansats av deduktiv karaktär med inslag av induktiv ansats. LÄS MER

  4. 3. The Effects of Repositioning as a process of Rebranding in terms of Brand Equity, Corporate Identity, and Brand Image : A case study on Lidl

    Kandidat-uppsats,

    Författare :David Stensson; Alexandra Strömberg; Johan Alfredsson; [2015]
    Nyckelord :Rebranding; Repositioning; Brand Equity; Corporate Identity; Brand Image; Lidl;

    Sammanfattning : Background:                 Brands are associated with certain elements, including name, logo and slogan. Being understood as major parts of all brands, changing these would be considered as a vital event. LÄS MER

  5. 4. Branding at the Ice Cream Factory : A Case Study of the Branding Strategy at SIA Glass

    Master-uppsats, Företagsekonomiska institutionen

    Författare :Frida Ejnar; Maria Sahlberg; [2013]
    Nyckelord :Branding; Brand management; Branding strategies; Umbrella branding; Brand extension; Value;

    Sammanfattning : Branding is essential for a business success although it may be difficult to decide what branding strategy to use. The purpose of this paper is to investigate the concept of branding, and more explicitly the strategies of umbrella branding and brand extensions and how it relates to value, in practice. LÄS MER

  7. 5. Regional Destination Branding : A Qualitative Study of the Branding Practices in Three Swedish Regions

    Kandidat-uppsats, Ekonomihögskolan, ELNU

    Författare :Josefin Pucher; Karin Ljungberg; [2012]
    Nyckelord :Destination Branding; Stakeholder Management; Partnerships; Brand Architecture;

    Sammanfattning : During the last decades, the tourism industry has become one of the fastest growing economic sectors in the world. The growth has in turn led to traditional marketing techniques such as branding being applied to places and destinations. LÄS MER