Essays about: "Jessica Follin"

Found 1 essay containing the words Jessica Follin.

  1. 1. Branding of knowledge intensive business services

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jessica Follin; Fanny Sandström; [2013]
    Keywords : Knowledge Intensive Business Services; Brand meaning; Brand creation; Brand function; Buying process ; Business and Economics;

    Abstract : Aim The aim of the thesis is to explore the meaning of the brand within the Knowledge Intensive Business Service (KIBS) sector, through the brand’s construction and management, in order to contribute with insights into the interaction between branding theories and the sector. Theoretical perspective Theories collected and reviewed are focused on three main fields (I) characteristics of the KIBS sec‐ tor (II) traditional (B2B) and more sector specific branding theories (III) theories from the strategic management field to further the understanding of branding within the KIBS sector. READ MORE