Essays about: "Co-branding"

Showing result 21 - 25 of 38 essays containing the word Co-branding.

  1. 21. The Effect of Co-Branding on the Fashion Luxury Consumer’s Brand Equity : Comparison between the Generations Y and X.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Cristina Fernández Hidalgo; Larry Mikano; Tom Vermeersch; [2016]
    Keywords : Co-branding; Luxury Fashion; Brand Equity; Consumer-based; Collaboration; Perceived Quality; Brand Image; Brand Loyalty; Generation Y; Generation X; London.;

    Abstract : The co-branding strategies are gaining attention from research due to the special difficulties of implementing a collaborative strategy. Hence, this paper evaluates the effect of the co-branding strategy between a luxury brand and a high-street retailer on the luxury consumers’ brand equity of the luxury brand post-co-branding. READ MORE

  3. 22. Växjö Lakers : Conversation About Co-branding & Brand Identity Redesign

    University essay from Linnéuniversitetet/Institutionen för design (DE)

    Author : Samer Houssein; [2016]
    Keywords : Co design; participatory design; Co branding; branding; brand identity; rebranding; redesign; graphic design; logotype; sport; facelift; how to design a logo; bygga varumärke; varumärke; logotyp;

    Abstract : This project is a simulation of the redesign of Växjö Lakers ice hockey club brand identity. A conversation about Co-branding and participatory design to include fans and people in general to take part in designing the brand identity of the club they support. READ MORE

  4. 23. Innovative Co-Branding. A case study of Swedish companies’ attitudes toward innovative marketing concepts

    University essay from Göteborgs universitet/Graduate School

    Author : Linda Odenman; [2015-07-13]
    Keywords : Innovation adoption; Service innovation; Entrepreneurial marketing; Branding; Co-branding;

    Abstract : This thesis addresses the difficulty to build a strong brand and capture the audience attention. In a noisy world, were consumers get bombarded by loud advertising and aggressive campaigns, companies are forced to adopt nontraditional, innovative brand strategies, including co-branding. READ MORE

  5. 24. Co-creating A Brand Personality : An empirical case study on how a firm personifies its own brand by collaborating with other enterprises at the market

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Louise Åberg; [2015]
    Keywords : Co-branding; service dominant logic;

    Abstract : Purpose - The objective of this paper is to investigate how a brand reinforces its own brand personality by collaborating with partnering brands.  Design/Methodology/approach - A qualitative single case study approach was undertaken on the Swedish grocery brand Coop by which data were collected through the use of both primary and secondary data. READ MORE

  6. 25. Avant-Garde for the Masses - A Study of Consumer Perception of Avant-Gardist Designer Brands after Collaborating with Mainstream Fashion

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

    Author : Andrea Boodh; Caroline Foerster; [2014]
    Keywords : Fashion; Co-branding; Avant-garde; Brand Alliances;

    Abstract : The use of intra-industrial co-branding within fashion has increased dramatically over the last decades, with a wide range of partner combinations including even avant-garde fashion designers. These brands are often licensing collaborations with mainstream mass-market brands, but with uncertain effects for their brands. READ MORE