Essays about: "Market orientation as a branding strategy"

Showing result 1 - 5 of 6 essays containing the words Market orientation as a branding strategy.

  1. 1. Closing the loop: A study of Brand Activism in the Fashion Industry

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Thi Hong Anh Tran; Maria Guadalupe Sayd; Sebastian Van Dijkman; [2021]
    Keywords : Brand Activism; Brand Image; Brand Vision; Brand and Market Orientation; Core value gap; Business and Economics;

    Abstract : Implications: The study provides practical implications for brand managers at fashion companies that wish to improve their branding and sustainable strategy while aligning with consumers’ value. The proposed framework recommends several strategies for handling image-vision gap... READ MORE

  3. 2. An Exploration of Google's Acquisition through Integrating Strategic Brand Management and Network Theory

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Rita Rakauskaite; Carlotta Zorzi; [2014]
    Keywords : Google; acquisitions; strategic brand management; network theory; corporate strategy; corporate brand strategy; corporate brand identity; reputation; Business and Economics;

    Abstract : The purpose or the study is to explore Google’s network expansion through acquisitions by integrating two different perspectives - Strategic Brand Management and Network Theory - in order to fill the gap in the existing branding literature in relation to network theory. In addition to Strategic Brand Management and Network Theory, the study also explores literature that is related to interrelatedness of networks and their impact on corporate brand identity and reputation as well as corporate and business strategy in relation to brand and market orientation. READ MORE

  4. 3. Investigating Brand Building in SMEs: A study on how brand building can enable the internationalisation of Swedish SMEs

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

    Author : Victoria Senkpiel; Janine Woithe; [2011]
    Keywords : Brand Building; SME; Entrepreneurial Marketing; Internal Capabilities; Internationalisation;

    Abstract : There appears to be a wide recognition domestically in Sweden that small companies need to grow for the Swedish economy to be sustainable in the long term. Supplying products and services that the market wants no longer entails taking a purely domestic perspective; in fact it requires an international outlook from the outset. READ MORE

  5. 4. Brand Launching and Sustainingin a developing country : The case study of Honda on Vietnam Motorcycle Market

    University essay from Akademin för hållbar samhälls- och teknikutveckling

    Author : Thi Bich Ngoc Nguyen; Thi Xuan Thu Nguyen; [2009]
    Keywords : Brand Management; Brand Creating; Brand Sustaining; Developing Countries; Honda Motorcycle; Vietnam Market;

    Abstract :   Abstract Date May 29th, 2009 Course Master Thesis EFO705, International Marketing Tutor Daniel Tolstoy Authors Thi Bich Ngoc Nguyen Thi Xuan Thu Nguyen Title Brand Launching and Sustaining in a Developing CountryPurpose The project is to investigate the Brand Launching and Sustaining in a The Case Study of Honda on Vietnam Motorcycle Market developing country through the study on how Honda has successfully launched and sustained its Brand on the Motorcycle Market of Vietnam. Problems Honda's Brand Launching campaign and the company's strategies and initiatives to Sustain its Brand on the Motorcycle Market of Vietnam. READ MORE

  6. 5. Market Orientation as a Branding Strategy

    University essay from Företagsekonomiska institutionen

    Author : Charina Montemar Hägglund; [2008]
    Keywords : market orientation; advertising; branding; fashion journalism; media;

    Abstract : .... READ MORE