Search for dissertations about: "Brand positioning"
Showing result 1 - 5 of 11 swedish dissertations containing the words Brand positioning.
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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
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
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2. Corporate Brand Positioning – Case Studies across Firm Levels and Over Time
Abstract : Positioning is a key concept in the fields of branding, marketing, and strategy. In brand management, positioning deals fundamentally with finding a balance between sameness and differentiation. Empirical research predominantly examines the effectiveness of certain strategies. READ MORE
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3. Political Marketing: Understanding and Managing Stance and Brand Positioning
Abstract : This thesis investigates the strategic stance of a political brand and the factors that affect its positioning. The question related to the positioning of a political brand is complex. Nowadays, political leaders should be able to define the characteristics of their political brand. READ MORE
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4. Towards a methodological design for evaluating online brand positioning
Abstract : Several studies have pointed to the fact that continued progress in content analysis research requires researchers to confront several challenges to developing reliable and valid analyses of World Wide Web based content. In line with the above, the core objective of this thesis is to develop and illustrate a relatively simple but powerful tool to examine the intended online brand personality positioning of organisational websites. READ MORE
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5. Electronic consumer communication, word of mouth and brand image : insights from computer-aided content analysis
Abstract : Social media has changed how organizations and their brands interact with their customers and how business gets done. Not only can organizations reach their customers online and interact with them but they can even become part of their customers’ conversations. READ MORE