Essays about: "Business-to-Business Brand Building"

Showing result 1 - 5 of 11 essays containing the words Business-to-Business Brand Building.

1. 1. 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 hållbarhet

   Author : Aamna Minhas; Sanna Emilsson; [2022]
   Keywords : E-commerce; business-to-business B2B ; business-to-consumer B2C ; Fragrance; Entry mode strategy; Internationalization.;

   Abstract : 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

3. 2. Exploration of customer-based brand equity in the field of accounting

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Mikko Komulainen; [2021]
   Keywords : Customer-based brand equity; brand value; brand uniqueness; brand quality; corporate credibility; brand loyalty intention;

   Abstract : Background: The study explores the impact of brand equity on brand loyalty intention within the accounting services sector in Finland. The study uses four dimensions of brand equity, which include perceived brand quality, perceived brand value, perceived brand uniqueness and perceived corporate credibility. READ MORE

4. 3. Varumärkesbyggande säljstöd för virkesköpare i skogsbranschen : en fallstudie om Martinsons Skogshandbok

   University essay from SLU/Dept. of Forest Economics

   Author : Julia Algotsson; [2020]
   Keywords : försäljning; försäljningsstöd; marknadsföring; premium-differentiering; varumärke; varumärkesbyggnad; varumärkesidentitet; virkesköpare; branding; brand building; business-to-business; business-to-business sales support; forest industry; sales; sales management; sales support;

   Abstract : I takt mot ett fossilfritt samhälle blickar allt fler mot den förnybara skogsråvaran. Skogsindustrin går på högvarv och konkurrensen hårdnar. Aldrig förr har marknadsföring varit så aktuellt, och till den hör teorin om försäljning. READ MORE

5. 4. Business-to-Business Brand Pathos - Exploring Brand Fellowship in B2B Communication

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sebastian Zierke; Chris Young; [2017]
   Keywords : Business-to-Business; rhetorical appeals; ethos; logos; pathos; CBBE; Brand Fellowship; B2B Brand Pathos; brand communication; JCB; Business and Economics;

   Abstract : Purpose: The purpose of this master thesis was to explore, define and characterise the phenomenon of Brand Fellowship within business-to-business (B2B) communication by using the rhetorical appeals of ethos, logos and pathos. Brand Fellowship was observed to be the emotional relationship between man and machine that influences how heavy-duty machine companies construct their brand. READ MORE

6. 5. Appearence Matters - Investigating the Return on Putting Effort in the Design of Presentation Material

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

   Author : Matilda Söderlund; Josefine Runius; [2016]
   Keywords : signaling effects; effort; brand ability; employer attractiveness;

   Abstract : Should business-to-business (B2B) firms care about the design of their presentation material? Previous research within business-to-consumer (B2C) marketing has shown that putting more effort, in terms of e.g. creativity or expense, in advertising can be beneficial for the transmitting firm. READ MORE