Search for dissertations about: "Brand Identity"

Showing result 1 - 5 of 12 swedish dissertations containing the words Brand Identity.

  1. 1. 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 : SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; 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

  2. 2. Identities and images in football : a case study of brands and the organisational settings in the development of Scandinavian women’s club football

    Author : Mattias Melkersson; Malmö högskola; []
    Keywords : Women s football; Gender; Scandinavia; Development; Identity; Brand Identity; Brand Image; Gender; Organisation; Viability; Visibility; Professional Sports;

    Abstract : Women’s football has developed significantly throughout recent years. Not only in regards to the increased amount of participants or on-field achievements, but furthermore in regards to recognition, professionalism and organisation. READ MORE

  3. 3. The Rise of Luxury Brands Online : A study of how a sense of luxury brand is created in an online environment

    Author : Anita Radón; Per Olof Berg; Miriam Salzer-Mörling; Micael Dahlén; Lars Strannegård; Stockholms universitet; []
    Keywords : SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Luxury; Luxury Brands; Brand Image; Brand Identity; Internet; Online Environment; Communities; Counterfeits.; Business studies; Företagsekonomi; Business Administration; företagsekonomi;

    Abstract : Luxury brands have only recently tapped into the online market in an attempt to increase revenues and expand their businesses. This leap onto the online world has resulted in several new challenges, including the luxury brand paradox. READ MORE

  4. 4. Disgraced : A study of narrative identity in organizations that suffer crises of confidence

    Author : Mathias Skrutkowski; Företagsekonomiska institutionen; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; disgrace; scandal; Corporate branding; identity; narrative theory;

    Abstract : This thesis investigates the interface between external impressions of an organization, often referred to as its brand and image, and internal expressions, its culture and the identity of its employees, in organizations that have suffered crises of confidence. More specifically, the thesis seeks to problematize the alignment ideal in the corporate branding perspective (de Chernatony, 2001; Harris and de Chernatony, 2001; Hatch and Schultz, 2001 and Balmer and Sonen, 1999), which suggests that organizations should actively seek to realign external and internal impressions, in cases where they have become misaligned. READ MORE

  5. 5. Internal corporate brand building : case studies of three Swedish service firms

    Author : Ted Karlsson; Luleå tekniska universitet; []
    Keywords : SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Industriell marknadsföring; Industrial Marketing;

    Abstract : The brand is often mentioned as the most valuable asset for a firm, and this is especially true for the brand that bears the company name, i.e., the corporate brand. READ MORE