Essays about: "CORPORATE BRAND BUILDING"
Showing result 16 - 20 of 45 essays containing the words CORPORATE BRAND BUILDING.
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16. The Challenges in Entrepreneurial Brand Building
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Extant research within the entrepreneurial marketing field has typically focused on the migration away from traditional marketing concepts while mostly ignoring the inclusion of branding as a fundamental principle of marketing. This paper is specifically interested in the often overlooked element of a young firm’s ability (or lack thereof) to control its brand and brand identity as perceived by its brand interest group (Mühlbacher & Hemetsberger, 2008). READ MORE
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17. Why Purpose? A quantitative study on the impact of a communicated corporate purpose on consumers' and potential employees' brand reactions
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi; Handelshögskolan i Stockholm/Institutionen för företagande och ledningAbstract : The purposes of organisations is an increasingly discussed topic and during recent years, more and more companies have started to communicate their corporate purpose to consumers. Consumers as well as employees increasingly desire meaning with their consumption and in their careers. READ MORE
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18. The business of business is societal responsibility: A case study of drivers and goals of FMCGs’ corporate brand endorsement
University essay from Göteborgs universitet/Graduate SchoolAbstract : Within brand research there is a debate regarding if multinational companies will benefit most from emphasizing their product brand or their corporate brands. The past decade has also brought increased market awareness of sustainability. Against this background it is interesting that major FMCGs have recently engaged in corporate brand endorsement. READ MORE
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19. Appearence Matters - Investigating the Return on Putting Effort in the Design of Presentation Material
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : 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
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20. Paradiset: Sweden’s answer to whole foods : a netnographic case study of modern marketing techniques and how to build a business identity
University essay from SLU/Dept. of EconomicsAbstract : The practice of marketing has changed from a focus on promoting individual products to engaging with people’s identities and lifestyle choices (Belz & Peattie, 2009). A consumer focus and sustainability movement has triggered the marketing development further, where techniques such as green and social marketing are used to reach the more conscious customer. READ MORE
