Essays about: "Brand licensing"

Showing result 1 - 5 of 7 essays containing the words Brand licensing.

  1. 1. The role of athlete's sponsorship on the marketing strategy of a sports brand : A qualitative study conducted at HEAD France

    University essay from Umeå universitet/Företagsekonomi

    Author : Matthieu BOUVIER; Marlène LESAULE; [2017]
    Keywords : Athlete; brand; brand awareness; communication; consumer; consumer behaviour; digital; distribution; marketing strategy; influence marketing; sales; social media; social network; sport; sponsorship;

    Abstract : Athletes sponsorship has become an important part of the marketing communication mix for sports brands today. We know that athletes are major celebrities within the mass media in modern society and they can use their image and the power they have directly through their network to interact with customers. READ MORE

  3. 2. Avant-Garde for the Masses - A Study of Consumer Perception of Avant-Gardist Designer Brands after Collaborating with Mainstream Fashion

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Andrea Boodh; Caroline Foerster; [2014]
    Keywords : Fashion; Co-branding; Avant-garde; Brand Alliances;

    Abstract : The use of intra-industrial co-branding within fashion has increased dramatically over the last decades, with a wide range of partner combinations including even avant-garde fashion designers. These brands are often licensing collaborations with mainstream mass-market brands, but with uncertain effects for their brands. READ MORE

  4. 3. Brand Licensing : Once you pop you can’t stop: When brand licensing goes too far

    University essay from IHH, Företagsekonomi

    Author : Kirill Dementev; Yuliya Lukyanchenko; Cecilia Emilsson; [2011]
    Keywords : Brand licensing; brand extension; Pringles; brand equity; branding; brand associations; perceived quality; likelihood to buy; correlation analysis; quantitative; Jönköping University;

    Abstract : Purpose: The purpose of this study is to investigate consumer’s attitude towards licensed products in relation to the parent brand, with respect to perceived quality, likelihood to buy and associations’ transferability. Background: Brand licensing has become one of an increasingly popular ways of stretching a brand into new product categories to reach more consumers in new markets. READ MORE

  5. 4. Horizontal brand extensions : the key factors of success

    University essay from Högskolan i Borås/Institutionen Textilhögskolan

    Author : Ellinor Engström; Hanna Svedman; [2011]
    Keywords : brand extension; horizontal brand extension; luxury brand extension; brand associations; brand universe; brand equity; brand image; brand identity; brand promise; storytelling; brand extension strategies; licensing; range brand platforms; implementation errors; key factors for successful brand extensions; brand positioning; branding umbrella;

    Abstract : Background: All brands need to keep moving and to keep building their stories by bringing new and exciting products or experiences. During the last twenty years, companies have been more and more convinced that their brands are among their most valuable resources and today we see an increasing trend of brand extension attempts, however with a significant number of failures, as well. READ MORE

  6. 5. Emerging Markets : a Case Study on Foreign Market Entry in Laos; MBA-thesis in marketing

    University essay from Institutionen för ekonomi

    Author : Petter Lindh; [2009]
    Keywords : Market entry; foreign market entry; FME; market entry mode; entry mode; emerging market; developing country; Laos; Laotian; Lao; Lao PDR; sociocultural difference; forestry; forestry power equipment; chainsaw; commercial tree plantation; CTP; natural forest;

    Abstract : Background This thesis is conducted for Husqvarna AB with the aim to map the Laotian market for them in terms of market potential for forestry power equipment. In order to provide decision material for further action I was asked to give a description of the Laotian forestry sector; research potential harvesting volumes; analyze the competitive situation; describe the general business conditions in Laos; and provide some insight as to how Husqvarna can enter the Laotian market. READ MORE