Essays about: "Strategic brand management."

Showing result 1 - 5 of 60 essays containing the words Strategic brand management..

  1. 1. The Platform-Based Branding Cycle: Conceptualizing the Roles of the Platform-Based Brand Using the Case of Airbnb

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Camilla Jacobson; Friedrich Clemens Segebarth; [2019]
    Keywords : role of the brand; platform business model; strategic brand management; value creation; platform-based branding cycle; Business and Economics;

    Abstract : Thesis purpose: To explore the phenomenon of businesses utilizing a platform strategy to create value from a branding perspective. We examine how the role of the brand for a platform is different than for a traditional business in order to conceptualize the role of a platform-based brand. READ MORE

  2. 2. Exploring brand identity practice in video game start-ups : Industrial Marketing

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : Andreas Harding; [2019]
    Keywords : Brand Identity; Corporate brand; Corporate identity; Corporate brand identity; Company brand; Start-ups; Strategic brand management.;

    Abstract : The video game industry is a rapidly growing industry due to technology advancements andhas made video games to a mass phenomenon. The diffusion of today’s technologies has created and expanded the video game market, both demographical and geographical, which has attracted more customers and increased the intensity of the competition. READ MORE

  3. 3. Applying strategic design to stand out in the cargo bike market. : Development of a cargo bike for non-cargo bike people.

    University essay from KTH/Skolan för industriell teknik och management (ITM); KTH/Skolan för industriell teknik och management (ITM)

    Author : Anna Mikkelsen; Moa Wernberg; [2019]
    Keywords : Electric bike; Cargo bike; Longtail; Product development; Product design; User centered design; Strategic design; Strategic branding.; Elcykel; Lastcykel; Longtail; Produktutveckling; Produktdesign; Användarcentrerad design; Strategisk design; Strategiskt varumärkesbyggande.;

    Abstract : This report presents a master’s degree project in Integrated Product Design at KTH Royal Institute of Technology in Stockholm, on behalf of the company Rawbike. The purpose was tod evelop a design and construction proposal for a cargo bike from a strategic market perspective, that could broaden the audience of Rawbike to include more female users. READ MORE

  4. 4. Corporate Brand Recovery in the After Wake of a Crisis

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Dajana Pjatakova; Catharina Nilsson; [2019]
    Keywords : brand crisis recovery; post-crisis recovery; corporate brand; crisis management; crisis communications; corporate brand management; Business and Economics;

    Abstract : Aim: The overall aim of this study is to define post-crisis recovery as well as gain a deeper understanding of the strategies that corporate brands use in order to recover from a crisis. Theoretical Perspective: The research takes a strategic brand management perspective in order to define recovery as well as how corporate brands recover from a crisis. READ MORE

  5. 5. Activating A Brands Track Record Using Retro Branding

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Niklas Heed; Malte Bäck; [2019]
    Keywords : Retro Branding; Retro Brand; Brand Track Record; Strategic Brand Management; Social Sciences;

    Abstract : Title: Activating a Brands Track Record using Retro Branding; Looking to the Past to Shape the Future. Date of Seminar: 2019-06-03 Course: BUSN39 Degree Project in Global Marketing Authors: Malte Bäck & Niklas Heed Supervisor: Mats Urde Keywords: Retro Branding, Retro Brand, Brand Track Record, Strategic Brand Management Purpose: The purpose of this thesis is to explore the phenomenon of retro branding and how it can activate a corporate brands track record, from a strategic brand management perspective. READ MORE