Essays about: "Brand alliance"
Showing result 1 - 5 of 16 essays containing the words Brand alliance.
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1. Strategic Synergies in the Skies : The Role of Resource Sharing in Aviation Alliances
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : This thesis investigates strategic alliances in the aviation industry, focusing on resource sharing, using Scandinavian Airlines (SAS) within Star Alliance and SkyTeam as case studies. It examines the operational and competitive benefits of these collaborations through qualitative research, including interviews with executives and experts. READ MORE
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2. From cheap to chic: a quantitative study on using comparative transparency as a tool for brand attribute upgrading
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledningAbstract : This thesis constitutes the first attempt to investigate the concept of comparative transparency, a novel type of brand alliance, inspired by comparative advertising and enabled by the growing trend of business transparency in the apparel industry. Broadly, the present study is designed to investigate whether a weak brand can capitalize on the positive attributes of a strong brand merely by being presented as having common manufacturers in an online retailing context. READ MORE
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3. Increasing Brand Accessibility Without Compromising Brand Identity
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : This paper aims to investigate methods deployed by brands to increase accessibility while maintaining brand identity, particularly in premium and luxury brands. A literature review will provide a basis for a deeper understanding of brand identity, accessibility, and rejuvenation. READ MORE
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4. How can an organization with B2B experience enter a new market utilizing an B2C e-commerce strategy instead? : A case study of a fragrance company
University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhetAbstract : Globalization and the rapid growth of online-transaction through e-commerce platforms is increasing at a fast pace, not to mention the acceleration during and after the pandemic of Covid-19. The purpose with this qualitative case study of a company operating in the fragrance industry is to give a better understanding of how a company successfully succeeded in internationalizing by utilizing a B2B e-commerce strategy, and how the same company can change strategy to utilize B2C e-commerce to enter a new market which in this case are Sweden. READ MORE
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5. Cause-brand alliances in the fashion industry : The challenging road after the alliance is over. A case study on Gina Tricot’s CBA with UNICEF
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : Purpose: The purpose of this study is to identify, define and describe the challenges of sustaining positive brand equity gained as an outcome of Cause-brand alliances. Therefore, this study is conducted from the perspective of companies engaging in Cause-brand alliances, with the aim to provide academic and managerial implications of managing brand equity over time following a Cause-brand alliance. READ MORE