Essays about: "CORPORATE BRAND BUILDING"
Showing result 6 - 10 of 45 essays containing the words CORPORATE BRAND BUILDING.
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6. How corporations’ transition from product branding to corporate branding
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: This study explores and defines the transition from product branding to corporate branding by answering the following research questions: • Why are corporations transitioning from product branding to corporate branding? • How are corporations transitioning from product branding to corporate branding? • What does it mean for corporations to transition from product branding to corporate branding? Design/methodology/approach A qualitative research approach was suitable for this research since we studied a complex phenomenon. The primary data was collected through semi-structured interviews with the corporations Thule and Pantamera. READ MORE
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7. Building Brand Equity in B2B Service Industry : Examination of the Servbrand Framework in Logistics Industry
University essay from Karlstads universitet/Handelshögskolan (from 2013)Abstract : This study investigates a debatable subject of branding; building brand equity in industrial service markets, particularly within the logistics service industry. The extant literature provided many brand equity models, the brand resonance pyramid being the most predominant one. READ MORE
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8. The Nationalist Beauty Ideal
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: The purpose of this study is to explore how drawing upon nationalism and regionalism in the marketing of brands may lead to unintended consequences in greater society. This purpose has been reached by studying the Nationalist and Scandinavian discourses used in the marketing of eleven Scandinavian beauty brands. READ MORE
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9. Increasing OrganizationalEfficiency in a Cross-Brand, Cross-Cultural Project : A Case Study of a Swedish-German R&DCollaboration
University essay from KTH/Maskinkonstruktion (Inst.)Abstract : It is increasingly common that organizations enter different forms of collaborations to extend their capabilities in order to reach mutual goals and remain competitive on a rapidly changing market. Due to a gap in literature on cross-cultural collaborations, the purpose of this study is to explore how to increase organizational efficiency in a cross-brand, cross-cultural project. READ MORE
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10. Socially Sustainable Office Buildings - A better business for everyone
University essay from Uppsala universitet/Institutionen för geovetenskaperAbstract : Buildings account for 39 per cent of the global greenhouse gas emissions, therefore the way buildings are constructed and utilized plays an important role in the transition to a sustainable future. Environmental Certification Systems (ECS) functions as a catalysator for sustainable solutions within the building industry and is seen as a hygiene factor for property owners today. READ MORE