Search for dissertations about: "brand marketing"

Showing result 1 - 5 of 62 swedish dissertations containing the words brand marketing.

  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. 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

  5. 3. Public sector branding : an internal brand management perspective

    Author : Ulrika Leijerholt; Peter Hultén; Galina Biedenbach; Lars Erling Olsen; Umeå universitet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; public sector branding; internal brand management; internal branding; organizational branding; brand commitment; brand architecture; internal communication; organizational practices; public service motivation; företagsekonomi; Business Studies; marketing; marknadsföring;

    Abstract : The increased use of branding within the public sector signifies an important area for academic research that currently lacks theory and empirical evidence; public sector branding. Extant literature paints a scattered picture. On one hand, some branding principles appear to be equally relevant in the public sector as they are in the private sphere. READ MORE

  6. 4. Harmonising value in a car’s interior using sensory marketing as a lens

    Author : Andreas Eklund; Adele Berndt; Klaus-Peter Wiedmann; Linnéuniversitetet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; brand experience; brand image; sensory cues; sensory marketing; and service-dominant logic SDL ; Marketing; Marknadsföring;

    Abstract : The human senses have always influenced people’s perceptions of thesurrounding environment and objects. As a consequence of the evolvement ofthe experience economy, research on the human senses has increasedsubstantially and attracted scholars from various research domains, includingsensory marketing. READ MORE

  7. 5. 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