Essays about: "Kata Bordas"

Found 1 essay containing the words Kata Bordas.

  1. 1. You get what you pay for : Improved brand equity through rebranding

    University essay from Företagsekonomiska institutionen

    Author : Kata Bordas; Linda Fägersten; [2012]
    Keywords : brand; brand equity; rebranding; private label brand; PLB; ICA; Euroshopper; ICA Basic;

    Abstract : The purpose was to investigate how the retailer ICA could transfer its brand equity when rebranding its low price private label product Euroshopper. The study also had the intention to look at the outcome of the rebranding process through examining how customers’ brand perception and their behavior was influenced by the rebranding. READ MORE