Essays about: "Key words: brand"

Showing result 1 - 5 of 36 essays containing the words Key words: brand.

1. 1. ESG Scores as Social Ethicality Motivators

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Annika Ebert; Isabella Larsson; [2023]
   Keywords : ESG Responsiveness; Russia-Ukraine War; Divestment Strategy; Brand Management; MNCs; Business and Economics;

   Abstract : Relating to the ongoing discussion surrounding criticism and support for ESG scores, the purpose of this paper anchors itself in providing comprehensive, empirical evidence regarding the responsiveness of ESG scores to firm actions. The different strategic choices of multinational firms, resulting from political and stakeholder pressure, were to either fully withdraw, suspend or continue operations in Russia in light of the Russia-Ukraine war. READ MORE

3. 2. The Underdog Brand Position

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Diogo de Lima; Darragh Moorhouse; Can Üner; [2023]
   Keywords : Underdog; Underdog Brand; Underdog Brand Positioning; Brand Positioning; Brand Strategy; Branding; Rhetoric; Brand Identity; Brand Image; Communication; Top Dog; Business and Economics;

   Abstract : Title: The Underdog Brand Position Date of Seminar: 31-05-2023 Course: BUSN39 Degree Project in Global Marketing Authors: Diogo de Lima, Darragh Moorhouse & Can Üner Advisor: Mats Urde Key words: Underdog, Underdog Positioning, Branding, Rhetoric, Identity, Communication, Image, Top Dog. Purpose: The purpose of this paper is to explore the Underdog Brand Position (and its link to Rhetoric) to understand What is an Underdog Brand Position, How are Underdog Brand Positions Used and Why and When is an Underdog Brand Position a viable strategy. READ MORE

4. 3. The Absence of Internal Sustainability Communication in Sustainable Organizations

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Veronika Ringblom; Lucy Wang; Janisse Magnusson; [2023]
   Keywords : Sustainability; Sustainable Organizations; Internal Branding; Internal Communication; Value Alignment; Business and Economics;

   Abstract : Title: The Absence of Internal Sustainability Communication in Sustainable Organizations Seminar date: 2023-06-02 Course: FEKH49, Degree Project Undergraduate level, Business Administration, 15 University Credits Points or ECTS‐cr Authors: Janisse Magnusson, Veronika Ringblom, Lucy Wang Supervisor: Emilie Hesselbo Key words: Sustainability, Sustainable Organizations, Internal Branding, Internal Communication, Value Alignment Research question: How do sustainable organizations view the role of sustainability in their internal branding effort? Purpose: The study aims to explore how sustainable organizations conduct internal branding with regard to sustainability, as well as to theoretically refine and challenge existing theories on internal branding, internal communication, and the utilization of sustainability within these strategies. Methodology: To achieve the purpose of the study, a qualitative approach was adopted, specifically an abductive approach. READ MORE

5. 4. A Storytelling and Brand Identity Connection

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Erik Andrén; Therese Hermelin; [2022]
   Keywords : Corporate Brand Management; Corporate Brand Identity; Storytelling; Connection; Scandinavian Airlines; Bona; Volvo Cars; Business and Economics;

   Abstract : Title: A Storytelling and Brand Identity Connection - A multiple case study on companies communicating through storytelling and how it can connect to their brand identity. Date of Seminar: June 2, 2022. Course: BUSN39, Degree Project in Global Marketing. Authors: Erik Andrén and Therese Hermelin. READ MORE

6. 5. Permission-based Email Marketing for Customer Engagement : A qualitative study on how email marketing and relational factors influence consumers' non-purchase behaviors

   University essay from Umeå universitet/Företagsekonomi

   Author : Anna Mannelqvist; Isak Mårtensson; [2022]
   Keywords : Relationship Marketing; Online Relationship Marketing; Email Marketing; Permission-based Email Marketing; Personalized Email Marketing; Customer Engagement; Non-Purchase Behaviors;

   Abstract : Email marketing is not a new concept within marketing, it has been used by companies as a cost-effective way to incentives purchases for decades. However, during the past few years, there was a shift in the way email can be used. READ MORE