Essays about: "Brand]building"

Showing result 11 - 15 of 87 essays containing the word Brand]building.

  1. 11. Emotional steps towards stronger brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Therese Mössler Färdig; Emilia Fisal; [2020]
    Keywords : Emotional Intelligence; Branding; Brand building process; Brand platform; Business and Economics;

    Abstract : Purpose: Emotional Intelligence (EI) has been widely discussed within business performance, but not as much in the context of branding. This paper argues that the use of EI permeates a successful brand building process towards increased brand equity and a stronger brand. READ MORE

  3. 12. Varumärkesbyggande säljstöd för virkesköpare i skogsbranschen : en fallstudie om Martinsons Skogshandbok

    University essay from SLU/Dept. of Forest Economics

    Author : Julia Algotsson; [2020]
    Keywords : försäljning; försäljningsstöd; marknadsföring; premium-differentiering; varumärke; varumärkesbyggnad; varumärkesidentitet; virkesköpare; branding; brand building; business-to-business; business-to-business sales support; forest industry; sales; sales management; sales support;

    Abstract : I takt mot ett fossilfritt samhälle blickar allt fler mot den förnybara skogsråvaran. Skogsindustrin går på högvarv och konkurrensen hårdnar. Aldrig förr har marknadsföring varit så aktuellt, och till den hör teorin om försäljning. READ MORE

  4. 13. Is It Too Bold to Portray the Old?

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

    Author : Elin Lindström; Paula Britsman; [2020]
    Keywords : Advertising effects; Age stereotypes; Generation Y; Generation Z; Signaling theory;

    Abstract : A recent stream of research has investigated the use of non-stereotypical portrayals in advertising and their effects. However, an area that has not gained much research attention is that of age stereotypes. READ MORE

  5. 14. Brand Equity within Skin Care : A Qualitative Study of Consumer Attitudes and Preferences towards Green Skin Care Brands

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Maria Lindgärde; Andrej Mionic; [2020]
    Keywords : Branding; Green Branding; Brand Equity; Customer-Based Brand Equity; Consumer Behavior; Skin Care;

    Abstract : The green trend has exploded on the skin care market, as it is the fastest growing sector in the world market compared to other green cosmetic products. However, previous literature has primarily focused on cosmetics rather than skin care, which is why this study uses an exploratory and qualitative approach to study the attitudes Swedish consumers have towards skin care brands. READ MORE

  6. 15. The effect of Brand Heritage on Luxury Value Perception “European vs. American Approach to Luxury”

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lusiyana Ivanova Dimitrova; Orkun Aydin; [2019]
    Keywords : Brand Heritage; Luxury Value Perception; Two Modes of Luxury; European Approach to Luxury; American Approach to Luxury; Business and Economics;

    Abstract : Title: The effect of Brand Heritage on Luxury Value Perception: “European vs. American Approach to Luxury’’ Course: BUSN39 Degree Project in Global Marketing Authors: Orkun Aydın and Lusiyana Dimitrova Examiner: Mats Urde Supervisor: Javier Cenamor Purpose: The purpose of this study is to examine how brand heritage influences the different dimensions of luxury value perception. READ MORE