Essays about: "branding"
Showing result 21 - 25 of 1066 essays containing the word branding.
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21. The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by the Management of a Retail Organization Through Rebranding
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Title: The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by Management of a Retail Organization Through Rebranding Date of the Seminar: 2nd of June 2023 Course: BUSN39 Degree Project in Global Marketing Authors: Henriette Grønlund Christensen and Julie Melchior Eide Supervisor: Veronika Tarnovskaya Keywords: Sustainability, corporate branding, corporate rebranding, internal corporate rebranding, strategy as practise, sustainable corporate brands Purpose: The purpose of this thesis is to understand how a sustainable corporate brand is implemented by management of a retail organization through rebranding. Therefore, the thesis relates corporate rebranding to sustainability with the aim to understand the process from going from a corporate brand to a sustainable corporate brand. READ MORE
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22. Gaining Social Power In a Time of Conflict : A case study on how the two superpowers China and the US are using security branding on Twitter to gain social power during an ongoing war.
University essay from Högskolan Väst/Institutionen för ekonomi och itAbstract : How are the two superpowers of the world using Twitter as a platform for gathering global support for their policies when tweeting about an ongoing international conflict? That is the question that is answered in this thesis through a small-N case study. A mixed-method content analysis, based on security branding and generic framing, was applied to the data to determine how security branding is used by the actors to acquire social power. READ MORE
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23. The role of customer-based brand equity in the direct-to-consumer business model
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : This paper aims to explore and analyze the intricate relationship between the direct-to-consumer (D2C) business model and customer-based brand equity. This study utilizes a qualitative approach to gather primary data, aiming to gain profound insights into customer perspectives regarding the impact of the D2C business model on trust, loyalty, and value perception. READ MORE
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24. “The Unveiling of Consumer Perceptions” A qualitative study on how consumers view racial representation by iconic brands
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : This thesis examines how consumers perceive race representation by iconic brands, aiming to bridge the knowledge gap in the areas of cultural branding, consumer culture, and ethics withi sustainability. Currently, there is limited research on the intersection of cultural branding and ethics within sustainability, particularly regarding racial representation. READ MORE
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25. Employer bradning pre- and post the COVID-19 pandemic : Attracting highly skilled talent in the technology industry
University essay from Jönköping University/Internationella HandelshögskolanAbstract : Background: Employer Branding is a relatively new concept stemming from concepts of HRM, however, the conceptualization has not yet been applied to current changes arising with the COVID-19 virus. Ambler and Barrow (1996) introduced their three-dimensional framework. READ MORE