Essays about: "Charlotta Storckenfeldt"

Found 1 essay containing the words Charlotta Storckenfeldt.

  1. 1. Incongruent brand extensions

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

    Author : Caroline Perman; Charlotta Storckenfeldt; [2012]
    Keywords : Incongruity; Customer commitment; Brand extensions; Social media; Signal effects;

    Abstract : Mature brands risk to be regarded as predictable and disinteresting. Brand extensions has previously been a conventional strategy to leverage on a strong brand. Consumers keep increasing their expectations on brands, and therefore brands need to meet and exceed those expectations in order to keep customers and attract new ones. READ MORE