Essays about: "Annika Reh"

Found 1 essay containing the words Annika Reh.

  1. 1. The slogan as part of the corporate visual identity (CVI) of multinational firms : Associations between industry, market and country of brand in terms of the slogan usage and adjustments in foreign markets

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Lukas Eberle; Annika Reh; [2014]
    Keywords : Slogan; Corporate visual identity; branding; market entry; brand strategies; COO; BO;

    Abstract : Purpose: This paper aims to examine the association between two market environment factors (industry and nature of market) during the usage of the slogan as part of the corporate visual identity (CVI) of a multinational firm in the domestic market and adjustments of the slogan when firms enter a foreign market. Moreover, this thesis tries to broaden the knowledge about the slogan as an extrinsic brand of origin (BO) cue (in terms of the language). READ MORE