Essays about: "Brand]building"
Showing result 16 - 20 of 87 essays containing the word Brand]building.
-
16. Branding Public Transportation in Sweden
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: The purpose of this thesis it to investigate if and how branding in public transportation can influence sustainable consumer behaviour. It is of interest to analyse the influence of different branding concepts (green, love and technology) on attitude towards public transportation, the intention to use and recommend it. READ MORE
-
17. Varumärkesbyggnad genom hållbarhetsrapportering : en fallstudie av NCC:s hållbarhetsrapporter mellan 2013–2018
University essay from SLU/Dept. of EconomicsAbstract : Varumärket har på senare tid blivit en viktig tillgång i ett företag. Med ett starkt varumärke kan företag särskilja sig från närstående konkurrenter och erhålla ett mervärde för intressenter som kan vara gynnande ur ett företagsekonomiskt perspektiv. READ MORE
-
18. The Role of Online Brand Community and Social Networks in Corporate Brand Development: A focus on the machinery equipment industry
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose – This paper aims to explore online brand communities on social media platforms, built by B2B companies in the machinery equipment industry, and how these virtual spaces can contribute to relationship marketing and corporate brand building. Design/methodology/approach – The paper adopts both literature review and a multiple case study approach of two companies, Caterpillar and John Deere, in order to provide in-depth understanding and new insights. READ MORE
-
19. Marketing managers in the age of AI : A multiple-case study of B2C firms
University essay from Umeå universitet/FöretagsekonomiAbstract : The growing capacity of artificial intelligence (AI) has been compared to how electricity transformed our world and industries a hundred years ago. AI is changing the rules, roles and tools of marketing, as marketing is one of the most prosperous areas to implement AI in. READ MORE
-
20. The unknown brand of the Swedish Armed Forces : a case study of how the SAF's brand image coheres to its brand identity and how it might influence its employer attractiveness
University essay from Högskolan Kristianstad/Fakulteten för ekonomiAbstract : This study is based on the case of the Swedish Armed Forces (SAF) since the organization has struggled with its recruitment and brand building. The purpose of the study is to approach the coherence between brand image and brand identity through an employer branding perspective. READ MORE