Search for dissertations about: "corporate brand management"

Showing result 1 - 5 of 11 swedish dissertations containing the words corporate brand management.

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

   Author : Kaj-Dac Tam; Företagsekonomiska institutionen; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Perceptual alignment; retailing; corporate branding; retail brand image; brand equity; brand performance;

   Abstract : 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 from a corporate branding perspective because strong corporate brands express associations and sources of ideals that are attractive and appealing to the stakeholders related to the organisation. READ MORE

4. 2. The Mechanism of Market Driving with a Corporate Brand - The Case of a Global Retailer

   Author : Veronika Tarnovskaya; Företagsekonomiska institutionen; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Företagsledning; management; Management of enterprises; Stakeholder Value; Customer Values; Value Creation; Stakeholders; Core Values; Corporate Branding; Market Orientation; Market Driving;

   Abstract : The purpose of this thesis has been to analyse the mechanism of the market driving approach carried out by a global organisation with a corporate brand. Market driving is a new organisational approach to strategy that lacks a solid theoretical framework, but constitutes a reality of global firms such as IKEA, The Body Shop, Benetton, Dell, Hennes and Mauritz, Starbucks. READ MORE

5. 3. 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

   Author : Anna Blombäck; Jönköping University; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Business studies; 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

6. 4. Corporate Brand Positioning – Case Studies across Firm Levels and Over Time

   Author : Christian Koch; Företagsekonomiska institutionen; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand positioning; corporate branding; organizational change; strategy formation; process;

   Abstract : Positioning is a key concept in the fields of branding, marketing, and strategy. In brand management, positioning deals fundamentally with finding a balance between sameness and differentiation. Empirical research predominantly examines the effectiveness of certain 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