Search for dissertations about: "Brand"
Showing result 1 - 5 of 207 swedish dissertations containing the word Brand.
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1. Brand Trust : Corporate communications and consumer-brand relationships
Abstract : In the wake of well-known instances of corporate misconduct – for example Enron in the U.S., and Skandia in Sweden – consumers ask for more transparent corporate brand practices to make corporate brands trustworthy. READ MORE
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2. 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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3. Transfer of brand associations over time : the brand extension of Nivea
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
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4. Brand building in the business-to-business context : The brand equity perspective
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
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5. Brand Architecture from Above : Understanding the Customer Disconnect
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