Essays about: "Celina Burian"

Found 1 essay containing the words Celina Burian.

  1. 1. How corporations’ transition from product branding to corporate branding

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sofia Lilliehorn; Celina Burian; Johanna Schönberg; [2021]
    Keywords : Strategic Brand Management; Product Branding; Corporate Branding; Brand Transition; Business and Economics;

    Abstract : 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