Search for dissertations about: "personal brand"
Showing result 1 - 5 of 9 swedish dissertations containing the words personal brand.
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1. Transfer of brand associations over time : the brand extension of Nivea
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
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2. Internal corporate brand building : case studies of three Swedish service firms
Abstract : The brand is often mentioned as the most valuable asset for a firm, and this is especially true for the brand that bears the company name, i.e., the corporate brand. READ MORE
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3. Through the Looking Glass : An Identity-Based View of Place Branding
Abstract : Places of today face intense global competition for crucial resources. Attracting visitors and retaining residents is vital especially for post-industrial cities and rural places facing a loss of traditional industrial jobs, and urbanization and centralization of the population and economy. READ MORE
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4. “Woke” Authenticity in Brand Culture : A Patchwork Ethnography
Abstract : Authenticity is often considered the holy grail in marketing. Prior research has focused on authenticity in consumption and marketing communications based on countercultural images of personal freedom, including mythologies based on resistant rebels and social outlaws. READ MORE
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5. Unpacking Employer Branding in the Information Technology Industry
Abstract : Attracting and retaining the best talent is a concern, particularly for knowledge-based firms in high-turnover industries, which rely on a limited supply of highly qualified individuals (Ewing, Pitt, De Bussy, & Berthon, 2002). In 2014, 36% of global employers criticized talent shortages, and in a 2015 study, 73% of CEOs reported being concerned about the availability of workers with key skills (Mosley, 2015). READ MORE