Search for dissertations about: "between the brands"

Showing result 1 - 5 of 50 swedish dissertations containing the words between the brands.

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

    Author : Daniel Filipsson; Sten Söderman; Henrik Uggla; Frans Melin; Stockholms universitet; []
    Keywords : 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

  4. 2. The Limits of the New Public Diplomacy : Strategic communication and evaluation at the U.S. State Department, Foreign & Commonwealth Office, British Council, Swedish Foreign Ministry and Swedish Institute

    Author : James Pamment; Kari Anden-Papadopoulos; Christian Christensen; Stockholms universitet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Public Diplomacy; Strategic Communication; International Political Communication; Evaluation; Influence; Soft Power; Nation Brands; Media and communication studies; Medie- och kommunikationsvetenskap; medie- och kommunikationsvetenskap; Communication Studies; Media and Communication Studies;

    Abstract : The new public diplomacy is a major paradigm shift in international political communication. Globalisation and a new media landscape challenge traditional foreign ministry ‘gatekeeper’ structures, and foreign ministries can no longer lay claim to being sole or dominant actors in communicating foreign policy. READ MORE

  5. 3. 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 : 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

  6. 4. Brand Architecture from Above : Understanding the Customer Disconnect

    Author : Per Åsberg; Henrik Uggla; Mats Urde; KTH; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand portfolio; Brand architecture; perceptual alignment; consumer perception; Brand Concept Map; Brand Portfolio Star; Conceptual Integrated Multi-dimensional Architecture CIMA model; Industrial Economics and Management; Industriell ekonomi och organisation;

    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

  7. 5. Car distribution organization : strategic issues in four configurations

    Author : Anders Parment; Björn Axelsson; Linköpings universitet; []
    Keywords : car industry; distribution; competition; brands; coordination; strategic issues; distribution chains; lean distribution; retail geography; market knowledge; bilmarknaden; distribution; personbilar; marknadsföring; köpbeteende; varumärke; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP;

    Abstract : This study is concerned with car distribution organization, a context characterized by overcapacity, intense competition, and manufacturers heavily focusing on brands. In the study, different distribution solutions are investigated through applying a framework of four strategic issues. READ MORE