Essays about: "International Branding Strategies"

Showing result 16 - 20 of 36 essays containing the words International Branding Strategies.

  1. 16. How Brand Relationship Affects Brand Forgiveness : A Qualitative Study within the Retail Industry in a Swedish Cultural Setting

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Amanda Ledin; Linn Norell; Johanna Thorell; [2016]
    Keywords : Brand Forgiveness; Brand Relationship; Consumer Forgiveness; Service Failures; Negative Publicity; Service Recovery; Forgiveness Strategies; Branding; Brand Management;

    Abstract : Purpose - Existing research of forgiveness has received substantial notice in the field of psychology. Nevertheless, less is known about forgiveness within a business context. READ MORE

  3. 17. Developing and Implementing Dual Branding Strategy in Emerging Markets. A case study of Volvo CE and SDLG in Brazil

    University essay from Göteborgs universitet/Graduate School

    Author : Martina Karlsson; Qiao Hua; [2015-07-10]
    Keywords : emerging market; value segment; M A; multiple branding;

    Abstract : Abstract Megatrends of globalization and urbanization is constantly changing the international business environment, and emerging markets are rapidly industrializing, followed by growing populations with increasing incomes. This in addition to comparatively weaker domestic competition, have created attractive business opportunities for western MNEs to expand business in these markets. READ MORE

  4. 18. Brand Expansion of Swedish SMEs : A study on how Swedish SMEs exercise branding to expand in the European market

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Erica Salonius; Erica Rhönnstad; Amanda Hedlund; [2015]
    Keywords : branding; brand strategy; brand equity; brand identity; internationalization; SMEs; Swedish; European market;

    Abstract : Introduction  Globalization has opened up for opportunities, as well as challenges, for small- and medium-sized enterprises (SMEs) to distinguish themselves in a competitive environment. A branding strategy that aims to develop a strong reputation and recognition can be an attempt for Swedish SMEs to create awareness and differentiate themselves in the European market. READ MORE

  5. 19. Branding Strategies within International Hotel Chains : A case study of Lithuanian Market

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Kamile Maseviciute; Nicole Gueorguieva; Petar Georgiev; [2015]
    Keywords : Branding; Brand Identity; Business Tourism; Hospitality Industry; Hotel Industry; Lithuanian market; Standartization and Customization; Radisson Blu; Comfort Hotels; Holiday Inn;

    Abstract : Background: The hospitality industry, especially the hotel business, is a relatively new, and rapidly growing industry in Lithuania. The last two decades resulted in a significant expansion of the local hotel market, as well as of operations of international hotel chains. READ MORE

  6. 20. How are control mechanisms of the parent firm used to protect an international brand in the subsidiary´s local market?

    University essay from Göteborgs universitet/Företagsekonomiska institutionen

    Author : Jenny Eriksson; [2014-01-13]
    Keywords : International Business; Branding in the Service Sector; Communication Strategies; Control Mechanisms; Management Localization; Local Market and Soft Services;

    Abstract : .... READ MORE