Search for dissertations about: "the important of Brand management"

Showing result 1 - 5 of 21 swedish dissertations containing the words the important of Brand 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. 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

  5. 3. 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

  6. 4. Internal brand management in South African contact centers

    Author : Rose Du Preez; Terrence Brown; Michael Bendixen; Pejvak Oghazi; KTH; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Contact centers; internal brand management; brand citizenship behavior; brand commitment; outsourcing.; Kontaktcenter; intern varumärkesutveckling; varumärkesmedborgarskap; varumärkesengagemang; utkontraktering.; Business Studies; Företagsekonomi; Industriell ekonomi och organisation; Industrial Economics and Management;

    Abstract : Globally contact centers are ubiquitous in medium to large organizations operating in both B2B and B2C service industries. Frontline staff working in contact centers represent a major component of the way in which customers experience service organizations’ brands.There is a paucity of research on marketing in contact centers. READ MORE

  7. 5. Elusive intangibles : Exploring the experience of authenticity in product development

    Author : Per Kristav; Innovation; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Produkt och and varumärkesupplevelse; produkt och varumärkesvärde; produkt och varumärkesautenticitet; produkt och varumärkesbetydelse; abstrakta produktegenskaper.; Product experience; Brand experience; Product value; Brand value; Product Authenticity; Brand authenticity; Product meaning; Brand meaning; Product intangibles;

    Abstract : When consumers buy a new product, they have expectations about what that product will deliver. The consumer’s rational reasoning may try to ascertain whether the technical performance of the product will be fulfilled. Nevertheless, the final word is often subjective. READ MORE