Essays about: "Aleksandra Srdic"

Found 1 essay containing the words Aleksandra Srdic.

  1. 1. This ad's for you... and you: Brand management for multiple stakeholders

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Madison Rex; Aleksandra Srdic; [2017]
    Keywords : Brand equity; Brand identity; Identification; Marketing communication; Stakeholders;

    Abstract : Background: In the competitive market for modern retailing, brand management is concerned with attracting and retaining both external and internal stakeholders. While brand building and marketing efforts have traditionally focused on building customer-based brand equity, another stream has emerged - internal branding that focuses on human capital and employee-based equity. READ MORE