Essays about: "Strategic brand management"
Showing result 1 - 5 of 98 essays containing the words Strategic brand management.
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1. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. READ MORE
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2. The Authenticity Imperative - Towards Building Long-Term Relationships with Social Media Influencers in the Digital Age
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : Capturing how organizations build and maintain long-term and mutual beneficial relationships with influencers is an urgent quest by both, communication practitioners and scholars. In the ever-evolving context of digitalization, navigating influencer communication remains to be a major challenge, as the concept of an authentic partnership is constantly adapting in the fast-paced social media realm. READ MORE
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3. ESG Scores as Social Ethicality Motivators
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : 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
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4. What is strategic brand management in the gaming industry? A case study of Blizzard Entertainment
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: This study intends to explore how video games companies work with strategic brand management. Methodology: A qualitative literature review and case study of Blizzard Entertainment using Kapferer’s Brand Identity Prism. The data was collected from Blizzard as well as other secondary sources. READ MORE
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5. Corporate Involvement in Charitable Engagements : Exploring the Dynamics of Corporate-Charity Collaborators
University essay from KTH/Skolan för industriell teknik och management (ITM)Abstract : In today's business environment, organizations are expected to engage in Corporate Social Responsibility (CSR), which involves balancing their economic success with positive social and environmental impact. Collaborating with charitable organizations can be a way for companies to engage in socially responsible activities and given the increasing focus on CSR, there is a potential for an enhanced interaction between companies and charitable organizations. READ MORE