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Found 4 essays matching the above criteria.

  1. 1. Weight Watchers: Dieting is out, Healthy is in

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sofia Lilliehorn; Lisalot Marina Ineke Krans; Johanna Schönberg; [2022]
    Keywords : WeightWatchers; Rebranding; Implementation Plan; Corporate Branding; Business and Economics;

    Abstract : .... READ MORE

  3. 2. Levels of corporate branding - A multiple case study to identify and define levels of corporate branding

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sofia Lilliehorn; Johanna Schönberg; [2022]
    Keywords : Corporate Branding; Levels of Corporate Branding; Corporate Branding Spectrum; Corporate Branding Assessment Matrix; Business and Economics;

    Abstract : Title: Levels of Corporate Branding Date of the Seminar: June 2nd, 2022 Authors: Sofia Lilliehorn & Johanna Schönberg Advisors: Mats Urde Keywords: Corporate Branding, Levels of Corporate Branding, Corporate Branding Spectrum, Corporate Branding Assessment Matrix Thesis purpose: To identify and define levels of corporate branding by exploring what sets corporate branding apart internally and externally. Methodology: A qualitative multiple case study with an abductive approach. READ MORE

  4. 3. Amazon: Unwelcome Giant?! : a case study on competitive dynamics developed from Amazon's entry into the Swedish market

    University essay from Högskolan Kristianstad/Fakulteten för ekonomi

    Author : Sarah Gunnarsson; Sofia Lilliehorn; [2021]
    Keywords : Competitive Dynamics; Actor; Reactor; E-commerce; Value Co-creation; Value Appropriation;

    Abstract : For the last months, the Swedish e-commerce market has experienced impacted competitive dynamics followed by the entrance of the US giant, Amazon. This thesis investigated the competitive dynamics that developed after the entrance of Amazon on the Swedish e-commerce market. READ MORE

  5. 4. How corporations’ transition from product branding to corporate branding

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sofia Lilliehorn; Celina Burian; Johanna Schönberg; [2021]
    Keywords : Strategic Brand Management; Product Branding; Corporate Branding; Brand Transition; Business and Economics;

    Abstract : Purpose: This study explores and defines the transition from product branding to corporate branding by answering the following research questions: • Why are corporations transitioning from product branding to corporate branding? • How are corporations transitioning from product branding to corporate branding? • What does it mean for corporations to transition from product branding to corporate branding? Design/methodology/approach A qualitative research approach was suitable for this research since we studied a complex phenomenon. The primary data was collected through semi-structured interviews with the corporations Thule and Pantamera. READ MORE