Essays about: "Brand Portfolio Management"

Showing result 1 - 5 of 17 essays containing the words Brand Portfolio Management.

1. 1. The Connection between a Multitier Private Label Portfolio and Retailer Brand Image: Investigating Consumer Perceptions

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Helena Abrahamsson; Sarah Keppler; [2023]
   Keywords : private label; multitier private label portfolio; retailer brand image; consumer perceptions; Business and Economics;

   Abstract : Thesis Purpose: This thesis aims to understand how a multitier private label portfolio is linked to the retailer brand image from a consumer perspective by using a case study of the Swedish grocery retailer ICA. Furthermore, we aim to comprehend the connection of the contained private labels in a multitier private label to the retailer brand image. READ MORE

3. 2. Overstretching the Corporate Brand: How to Guide the Brand Image When Extending the Brand?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Nikolai Kozhevnikov; Sofia Rosin; Daniel Castro Jimenez; [2022]
   Keywords : Brand Extension Strategy; Brand Overstretching; Brand Portfolio Management; Brand Authenticity; Brand Image; Business and Economics;

   Abstract : Purpose: This paper aims to research how large corporations with diverse brand portfolios navigate their brand image and how they can avoid the brand overstretching issue. Design/methodology/approach: The methodology of this study implied qualitative case study analysis of three international brands imposed to the risk of brand overstretching, supported by the customer survey, as well as proposed theoretical framework based on the literature review secondary data. READ MORE

4. 3. Strategic Orientations and Brand Portfolio Management – A FMCG Case Study

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Julia Hüsam; Julia Herma Cornée Dorothée Bosveld; Linnéa Nordmark; [2022]
   Keywords : Strategic Orientation; Brand Orientation; Market Orientation; Brand Portfolio Management; Strategic Brand Management; FMCG; B2C; Business and Economics;

   Abstract : .... READ MORE

5. 4. Swedish food habits for higher nutritional value and lower climate impact : food retail portfolio management

   University essay from SLU/Department of Molecular Sciences

   Author : Rebecca Johansson; Linn Torstensson; [2021]
   Keywords : greenhouse gas emissions; private label brand; sustainable diets; sustainable food consumption; sustainable nutrition;

   Abstract : In order to tackle climate change and the increased prevalence of non-communicable diseases, a transformation of human diets is urgently needed. The food retailers can play an important role if integrating sustainability related aspects in their corporate portfolio decisions in order to influence the consumer to make more sustainable food choices. READ MORE

6. 5. A Guideline for Conducting Form Analysis of Branded Products : The Development of a Design Guideline Framework for Product-Producing Companies in a Brand Management Context

   University essay from Linköpings universitet/Maskinkonstruktion

   Author : Oskar Castillo Ellström; Tomas Andersson; [2019]
   Keywords : ;

   Abstract : This thesis presents the research and development of a framework for creating design guidelines, aimed towards product-producing companies as a part of a brand extension strategy. The thesis answers two research questions: RQ1: What strategies could be used to analyze visual form and product design as a part of a brand extension strategy for a product-producing company? RQ2: How can an existing visual brand identity be utilized during the product development process and redefined for new product categories? The thesis is divided into a literature review and a case application of the presented theories on a real-world product development process. READ MORE