Search for dissertations about: "Corporate branding"

Showing result 1 - 5 of 11 swedish dissertations containing the words Corporate branding.

  2. 1. Perceptual Alignment of Retail Brand Image in Corporate Branding: A study of employee perceived stakeholder alignment and effects on brand equity

    Author : Kaj-Dac Tam; Företagsekonomiska institutionen; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Perceptual alignment; retailing; corporate branding; retail brand image; brand equity; brand performance;

    Abstract : The term perceptual alignment is used in various research fields to describe the extent to which individuals share the same perceptions about an object or idea. Perceptual alignment is important from a corporate branding perspective because strong corporate brands express associations and sources of ideals that are attractive and appealing to the stakeholders related to the organisation. READ MORE

  4. 2. Corporate Brand Positioning – Case Studies across Firm Levels and Over Time

    Author : Christian Koch; Företagsekonomiska institutionen; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand positioning; corporate branding; organizational change; strategy formation; process;

    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

  5. 3. The Mechanism of Market Driving with a Corporate Brand - The Case of a Global Retailer

    Author : Veronika Tarnovskaya; Företagsekonomiska institutionen; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Företagsledning; management; Management of enterprises; Stakeholder Value; Customer Values; Value Creation; Stakeholders; Core Values; Corporate Branding; Market Orientation; Market Driving;

    Abstract : The purpose of this thesis has been to analyse the mechanism of the market driving approach carried out by a global organisation with a corporate brand. Market driving is a new organisational approach to strategy that lacks a solid theoretical framework, but constitutes a reality of global firms such as IKEA, The Body Shop, Benetton, Dell, Hennes and Mauritz, Starbucks. READ MORE

  6. 4. International Branding and Rebranding in Cross-Border Acquisitions

    Author : Manoella Antonieta Ramos; Svante Andersson; Ulf Aagerup; Mikael Hilmersson; Högskolan i Halmstad; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; international Branding; B2B; Rebranding; Life Science Industry.;

    Abstract : Businesses worldwide are confronting a more internationalized market. With this trend, companies frequently turn to international branding and rebranding initiatives through the acquisition of companies to grow. During this process, businesses are updating their brand identity and/or strategy, while also dealing with various challenges. READ MORE

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

    Author : Mathias Skrutkowski; Företagsekonomiska institutionen; []
    Keywords : 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