Search for dissertations about: "brand equity"

Showing result 1 - 5 of 18 swedish dissertations containing the words brand equity.

  2. 1. Brand building in the business-to-business context : The brand equity perspective

    Author : Galina Biedenbach; Maria Bengtsson; Peter Hultén; Joakim Wincent; George Christodoulides; Umeå universitet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand building; brand equity; brand management; business-to-business; customer experience; organizational buying behavior; professional services; rapport; role behavior; företagsekonomi; Business Studies;

    Abstract : The main purpose of this doctoral dissertation is to investigate factors affecting B2B brand building by applying the brand equity perspective in the professional services context. Three peer-reviewed and published articles and one book chapter examine different aspects related to the enhancement of brand equity and brand building in the B2B context. READ MORE

  4. 2. Brand equity : an empirical study in the business-to-business context

    Author : Galina Ossipenko; Maria Bengtsson; Maria Holmlund-Rytkönen; Umeå universitet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Business studies; Företagsekonomi; företagsekonomi; Business Studies;

    Abstract : .... READ MORE

  5. 3. Managing the brand-association base : exploring facets of strategic brand management from the imaginary organization perspective : based on a semiotic study on the ASSESS CD-ROM by American Skandia

    Author : Henrik Uggla; Sören Askegaard; Stockholms universitet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Imaginary organization perspective; Brand management; signifier; signified connotation; denotation; Brand identity; Brand identity system; Brand image; Brand equity; Brand association base; visibility; endogenous; exogenous; Business Administration; företagsekonomi;

    Abstract : The aim of the present thesis is twofold. The first goal is to contribute to the understanding of collaborative facets of Strategic Brand Management of a brand identity in relation to the partner base from the perspective of a coordinating leader brand in the imaginary organization. READ MORE

  6. 4. Tracing the drivers of B2B brand strength and value

    Author : Niklas Bondesson; Företagsekonomiska institutionen; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; industrial branding; Brand equity; business-to-business; consumer behaviour; brand image; brand strength; customer loyalty.; brand value;

    Abstract : By building a strong brand that is favourably perceived by target customers, a firm can establish a competitive advantage that enables greater revenues and profitability. This is at least what the branding literature always has assumed, and something few marketing and brand managers seem to disagree with. READ MORE

  7. 5. Brand Architecture from Above : Understanding the Customer Disconnect

    Author : Per Åsberg; Henrik Uggla; Mats Urde; KTH; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand portfolio; Brand architecture; perceptual alignment; consumer perception; Brand Concept Map; Brand Portfolio Star; Conceptual Integrated Multi-dimensional Architecture CIMA model; Industrial Economics and Management; Industriell ekonomi och organisation;

    Abstract : Global business is transforming. Information technology in general, and the Internet specifically, has globalized business and empowered the consumer with more information and choice than ever before. Consequently, academic research into brand portfolios and brand architecture is faced with new challenges to reflect this changing reality. READ MORE