Essays about: "Brand]building"

Showing result 21 - 25 of 87 essays containing the word Brand]building.

  1. 21. Brand new knowledge : how knowledge-intensive startups use social media to build their corporate brand

    University essay from Högskolan Kristianstad/Fakulteten för ekonomi

    Author : Gustaf Ergeer; Fredrik Sigfridsson; [2018]
    Keywords : Startups; Entrepreneurship; Branding; Social media; Knowledge-intensive firms; Social media marketing;

    Abstract : Building a corporate brand is as a crucial resource for the survival of companies. Social media as a tool for branding practices has been emphasized in research about startups. In such research, less focus is on certain groups of startups, such as Knowledge-intensive startups (KI Startups). READ MORE

  3. 22. Exploring marketing activities to strengthen brand equity within an SME : a case study on the company PAUL och THOM

    University essay from SLU/Dept. of Economics

    Author : Kim Meyer; [2018]
    Keywords : branding; brand building; brand equity; brand management; marketing;

    Abstract : Small and Medium sized Enterprises (SMEs) are often researched through the perspectives and theories created from studies of large organizations. This constitutes the basis of a theoretical problem when studying SMEs. READ MORE

  4. 23. Case Competitions as a Tool to Build Brands and Reputation

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Judith Armenteras; Iris Politiek; [2018]
    Keywords : Corporate Case Competitions; strategic brand management; case competitions; brand reputation; internal branding; employer branding.; Business and Economics;

    Abstract : Aim: We aim to broaden the view and the understanding of what a case competition is and how it can be used beyond its use as an educational method of teaching and learning. More specifically, the purpose is to explore the phenomenon of case competitions as a branding tool from a strategic brand management perspective. READ MORE

  5. 24. No Brand No Party

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Davide La Rocca; Tove Nylén; Ebba Zethzon; [2018]
    Keywords : brand equity; involvement; trust; loyalty; heritage; politics; SD; brand image; Business and Economics;

    Abstract : Purpose: Analyzing the outcomes of the Swedish Elections held in September 2018, in order to understand the brand building process in the political context and to find those factors able to shape the success of a party. Methodology: Literature review, case study, questionnaire Findings: The respondents display a high level of trust for their favorite political parties, but lower levels of involvement and especially loyalty. READ MORE

  6. 25. Influencer marketing’s effect on brand perceptions – A consumer involvement perspective

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Victor Ekstam; Livia Bjurling; [2018]
    Keywords : Influencer marketing; consumer involvement; brand attitude; brand personality; social media marketing; Business and Economics;

    Abstract : Purpose: The purpose of this study is to enhance the understanding of how different groups of consumers perceive a brand depending on whether they are exposed to influencer marketing or paid social media marketing. Methodology: A descriptive quantitative study with a between-subjects design was conducted using a digital survey. READ MORE