Search for dissertations about: "co-branding"

Found 2 swedish dissertations containing the word co-branding.

  2. 1. Consumers and Mixed-Brands: On the Polysemy of Brand Meaning

    Author : Anders Bengtsson; Företagsekonomiska institutionen; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Food; Co-branding; Mixed-brands; Brand Relationships; Symbolic Consumption; Meaning; Brands; Consumers; Commercial and industrial economics; Industriell ekonomi;

    Abstract : Brands have become one of the most discussed phenomena of marketing research in recent years. They are ubiquitous in the marketplace and virtually impossible for consumers to avoid. 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