Search for dissertations about: "Brand extension"

Found 4 swedish dissertations containing the words Brand extension.

  1. 1. Transfer of brand associations over time : the brand extension of Nivea

    Author : Kaisa Lund; Helén Anderson; Tomas Müllern; Mats Urde; Linnéuniversitetet; []
    Keywords : SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand extension; Brand associations; Brand personality; Marketing; Marknadsföring;

    Abstract : Brand extension has been the source of strategic growth for many firms during recent decades. Introducing new products under existing brand names is one way to use the image of a brand name to enter new markets. READ MORE

  2. 2. In-Between Brands : Exploring the Essence of Brand Portfolio Management

    Author : Daniel Filipsson; Sten Söderman; Henrik Uggla; Frans Melin; Stockholms universitet; []
    Keywords : SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; brand portfolio management; brand leverage; brand extension; co-branding; ingredient branding; in-between brands; migration and iteration.; Business studies; Företagsekonomi; Business Administration; företagsekonomi;

    Abstract : During the past two decades research has shown that brands are among a company’s most valuable assets. However, in today’s competitive landscape, it is not enough to just create strong brands. The focus lies rather in managing a range of brand lever-age strategies within complex brand portfolios. READ MORE

  3. 3. Aesthetic Flexibility : Modularity of Visual Form in Product Portfolios and Branded Products

    Author : Torbjörn Andersson; Johan Ölvander; Anders Warell; Stefan Holmlid; Monika Hestad; Linköpings universitet; []
    Keywords : HUMANITIES; HUMANIORA; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; HUMANIORA; HUMANITIES; Aesthetic flexibility; industrial design; product modularity; brand extension; product portfolio development; carry-over; face-lift;

    Abstract : The increase in competition amongst companies that produce complex or large product portfolios has created a need to utilise modularity strategies not only to flexibly manage technical complexity in a costeffective manner but also for visual appearance. This research aims to understand how the visual appearance of products is affected by modular product development strategies. READ MORE

  4. 4. Eco-friendliness in the brand experience of high-tech products

    Author : Ulla A. Saari; Finland Tampere Tampere University of Technology; []

    Abstract : The focus in this research is to develop a brand measurement scale for measuring how consumers experience eco-friendliness when reflecting on global high-tech brands. The aim is to examine can the eco-friendliness dimension in the brand experience of a high- tech brand be measured with a brand experience measurement scale by extending the research of Brakus et al. READ MORE