Essays about: "Brand and Market Orientation"

Showing result 1 - 5 of 28 essays containing the words Brand and Market Orientation.

1. 1. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Felix Ellqvist; Niklas Kjellander; [2023]
   Keywords : Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

   Abstract : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. READ MORE

3. 2. Strategic Orientations and Brand Portfolio Management – A FMCG Case Study

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Julia Hüsam; Julia Herma Cornée Dorothée Bosveld; Linnéa Nordmark; [2022]
   Keywords : Strategic Orientation; Brand Orientation; Market Orientation; Brand Portfolio Management; Strategic Brand Management; FMCG; B2C; Business and Economics;

   Abstract : .... READ MORE

4. 3. Ambiguous environmental advertising : how brand advertising and consumers frame Rügenwalder Mühle’s products

   University essay from SLU/Dept. of Urban and Rural Development

   Author : Klara Pietsch; [2021]
   Keywords : environmental advertising; Rügenwalder Mühle; ambiguous advertising; sustainability framing; product framing; strategic ambiguity;

   Abstract : Along with current societal developments and trends, businesses which are not originally engaged in sustainability may be inclined to reorient themselves towards more environmental practices. It is crucial for corporations to understand how to integrate sustainability into a revenue-driven business, and how to communicate this to their customers. READ MORE

5. 4. Closing the loop: A study of Brand Activism in the Fashion Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Thi Hong Anh Tran; Maria Guadalupe Sayd; Sebastian Van Dijkman; [2021]
   Keywords : Brand Activism; Brand Image; Brand Vision; Brand and Market Orientation; Core value gap; Business and Economics;

   Abstract : Implications: The study provides practical implications for brand managers at fashion companies that wish to improve their branding and sustainable strategy while aligning with consumers’ value. The proposed framework recommends several strategies for handling image-vision gap... READ MORE

6. 5. Organization strategic orientation: Special focus on Community banks and Generation Z

   University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

   Author : Abdul Aziz Sukkar; Omar Hawasli; Sam Al-samman; [2020]
   Keywords : Strategic orientation; Brand orientation; Market orientation; Generation Z; Community bank;

   Abstract : Research Question: What is the strategic orientation that community banks in Sweden adopt? What are the Gen Z preferences concerning these strategic orientations? Purpose: By using two different methodological approaches, the objective of this study is to answer two questions concerning the organization’s strategic orientation. Essentially, the authors have conducted a qualitative study to explore the strategic orientation which community banks in Sweden adopt. READ MORE