Essays about: "Brand creation"

Showing result 1 - 5 of 191 essays containing the words Brand creation.

  1. 1. Fan Community Activities That May Destroy Value

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Chandhni Jayakanth; Anesa Kuruzovic Subo; [2022]
    Keywords : Business and Economics;

    Abstract : Course: BUSN39 Degree Project in Global Marketing - Master Level Keywords: Brand Community, Branding, Brand Loyalty, Value Destruction, Fandom, Music Artists, EXO Purpose: The purpose of this study is to research brand communities and understand if certain brand community activities may contribute towards the destruction of value of the brand. Specifically, this thesis will focus on music artist brands, their fandom communities and how the fan activities and discourse may be destructive in nature for the value of the music artist’s brand. READ MORE

  2. 2. The perceived value of place brand ecosystems : An exploratory research on tourist preferences

    University essay from Luleå tekniska universitet/Industriell ekonomi

    Author : Martin Nordström; [2022]
    Keywords : Place branding; Place brand ecosystems; Tourist preferences; Tourist perceptions;

    Abstract : In the pursuit of attracting more tourists in a market where competition is growing on a global scale, place branding has become increasingly more common. An underexplored alternative within the place branding literature is place brand ecosystems, and how they can create value for both the place brand itself as well as the tourists that travel there. READ MORE

  3. 3. To engage or not to engage - brand co-creation with influencers

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Andrea Navarrete Lindez; Julia Örnhem; [2022]
    Keywords : Social media; influencer marketing; co-creation; brand management; Business and Economics;

    Abstract : .... READ MORE

  4. 4. 'Made in China'- To Buy or Not to Buy, That is the Question : A Qualitative Study of the International Branding Strategies Chinese Firms can Implement to Gain Credibility in the Swedish Market

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Nellie Karlsson; Lina Carlberg; [2022]
    Keywords : Chinese Internationalisation; Chinese Brands; International Branding Strategies; Brand Establishment; Acquisitions; Brand Positioning; Brand Awareness; Brand Image; Credibility; Swedish Market;

    Abstract : There are major challenges for Chinese firms that may jeopardise the creation of credibility when establishing in the Swedish market. It is therefore important for Chinese firms to implement efficient international branding strategies that contribute to the formation of credibility for Chinese companies. READ MORE

  5. 5. The (Mis)alignment between Offline and Online Brand Image

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sophie Johansson; Emma Källström; Madeleine Erikson; [2022]
    Keywords : Brand Image; Brand Image Alignment; Brand Associations; Retailing; Multichannel; Business and Economics;

    Abstract : Title: The (Mis)alignment between Offline and Online Brand Image: A Qualitative Study based on Customers’ Brand Associations of the Swedish Beauty Retailer Kicks. Purpose: The purpose is to explore the alignment or misalignment of a beauty retailer’s offline and online brand image based on customers’ brand associations. READ MORE