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Found 5 swedish dissertations matching the above criteria.

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

    Author : Kaisa Lund; Helén Anderson; Tomas Müllern; Mats Urde; Linnéuniversitetet; []
    Keywords : 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

  4. 2. 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

  5. 3. Tensions of extensions : adverse effects of brand extension within consumer relationships

    Author : Henrik Sjödin; Handelshögskolan i Stockholm; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

    Abstract : Imagine how you would react if you learned that your favorite singer was recording new music in a style far from that which you have come to love. Perhaps you would disapprove. Then you might react like many Porsche consumers did when they learned that “their” brand would start producing sports utility vehicles. They are not without peers. READ MORE

  6. 4. 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 : HUMANIORA; HUMANITIES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; 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

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

    Author : Ulla A. Saari; Finland Tampere Tampere University of Technology; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; TEKNIK OCH TEKNOLOGIER; ENGINEERING AND 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