Search for dissertations about: "brand portfolio management"

Found 5 swedish dissertations containing the words brand portfolio management.

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. 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

5. 3. 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

6. 4. 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

7. 5. Aesthetic Flexibility : In Industrial Design Practice

   Author : Torbjörn Andersson; Johan Ölvander; Renee Wever; Toni-Matti Karjalainen; Linköpings universitet; []
   Keywords : HUMANIORA; HUMANITIES; industrial design; product development; product modularity; product branding; and dual decision-making.;

   Abstract : Competition among companies that produce complex or large product portfolios has created a need to use modularity strategies not only to flexibly manage technical complexity in a cost-effective manner but also to produce visually appealing products. This research aims to understand how the visual appearance of products is affected by modular product development strategies and creates coherent product brands. READ MORE