Essays about: "Rebranding"

Showing result 21 - 25 of 42 essays containing the word Rebranding.

1. 21. Disrupting Heritage: A Qualitative Study of how Luxury Fashion Heritage Brands are Perceived by Brand Public Members During a Rebranding

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Johanna Orheim; Saga Bluhme; [2019]
   Keywords : Heritage Brands; Brand Publics; Evolutionary and Revolutionary Rebranding; Burberry; Gucci; Business and Economics;

   Abstract : The aim of this study was to determine in what manner a luxury fashion heritage brand can rebrand from the perspective of brand public members. In line with the relativist and social constructivist stance taken in this study, a netnography of posts and belonging comments on the Instagram accounts of this study’s two example companies, Burberry and Gucci, was conducted. READ MORE

3. 22. A Case Study Exploring the Most Important Factors in Firm Rebranding

   University essay from KTH/Industriell Management

   Author : Gustav Kjellin; [2019]
   Keywords : Rebranding; Firm rebranding; Branding; Brand vision; Brand commitment; Rebranding; Firm rebranding; Branding; Brand vision; Brand commitment;

   Abstract : A growing use of mergers and acquisitions as a growth strategy has led to what is often referred to as “brand accumulation”, describing a situation in which a parent firm finds itself having acquired firms to the extent that the number of brands under management exceeds the capability of the firm. This, coupled with a generational shift in the workforce that has increased the demands on brand equity amongst potential employees, has increased the need for successful firm rebrandings. READ MORE

4. 23. The Startup Studio: New Phenomenon or Rebranding of Existing Support?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Maximilian Carl Robert Haffen Lamm; Jack Richard Peters; [2019]
   Keywords : startup studio; accelerator; start-up support organisation; entrepreneurial method; Business and Economics;

   Abstract : Research Problem - Considering the increasing trend towards startup studios in the business world, the literature does not provide much information regarding these start-up support organisations. In recent years, researchers have put their attention on accelerators, creating a broad understanding of this concept. READ MORE

5. 24. Rebranding - A Possibility without Risk? : A Case Study of Circle K

   University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

   Author : Lejla Isanovic; Olivia Rotkirch; [2018]
   Keywords : Branding; Acquisition; Rebranding; Customer mindset; Customer loyalty; Brand equity; Customer satisfaction;

   Abstract : Background: The number of acquisitions is continuously increasing andthey are often an important source for competitive advantage. Meanwhile, acquisitions can be a hazardous investment and many do not succeed in creating the expected value. When seeking value creation, corporations can occasionally rebrand in the company. READ MORE

6. 25. Changing the game - The effects of a radical logo rebranding strategy on the consumer-brand relationship in football

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lisa Lobensommer; Maximilian Hochsteiner; [2017]
   Keywords : Football; Rebranding; Logo Rebranding; Consumer-Brand Relationship; Brand Relationship Quality; Consumer Culture; Juventus F.C.; Business and Economics;

   Abstract : Purpose: The purpose of this thesis is to provide an understanding of how consumer-brand relationships are affected by a radical rebranding strategy of a football club’s logo. This further leads the paper to contribute to the literature of consumer-brand relationships in the special context of football. READ MORE