Search for dissertations about: "brand image"

Showing result 1 - 5 of 20 swedish dissertations containing the words brand image.

  1. 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

    University dissertation from Stockholm : School of Business, Stockholm University

    Author : Henrik Uggla; Stockholms universitet.; [2000]
    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

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

    University dissertation from Växjö, Kalmar : Linnaeus University Press

    Author : Kaisa Lund; Linnéuniversitetet.; [2012]
    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

  3. 3. Tracing the drivers of B2B brand strength and value

    University dissertation from Lund Business Press

    Author : Niklas Bondesson; Lunds universitet.; Lund University.; [2010]
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; industrial branding; Brand equity; business-to-business; consumer behaviour; brand image; brand strength; customer loyalty.; brand value;

    Abstract : Popular Abstract in Swedish By building a strong brand that is favourably perceived by target customers, a firm can establish a competitive advantage that enables greater revenues and profitability. This is at least what the branding literature always has assumed, and something few marketing and brand managers seem to disagree with. READ MORE

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

    University dissertation from Lund Business Press

    Author : Kaj-Dac Tam; Lunds universitet.; Lund University.; [2016]
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Perceptual alignment; retailing; corporate branding; retail brand image; brand equity; brand performance;

    Abstract : Popular Abstract in English 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 since strong corporate brands express associations and ideals that are attractive and appealing to stakeholders. READ MORE

  5. 5. Supplier brand image - a catalyst for choice Expanding the B2B brand discourse by studying the role corporate brand image plays in the selection of subcontractors

    University dissertation from Jönköping : Internationella Handelshögskolan

    Author : Anna Blombäck; Högskolan i Jönköping.; [2005]
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SOCIAL SCIENCES Business and economics Business studies; SAMHÄLLSVETENSKAP Ekonomi Företagsekonomi;

    Abstract : This thesis discusses brands and branding in a B2B context by investigating the role corporate brand image plays during the selection of subcontractors and, furthermore, how subcontractors might pursue branding as an active communication strategy. The background for these questions can be found in the evolving topics of corporate communications and B2B branding. READ MORE