Essays about: "Yu Dai"

Found 1 essay containing the words Yu Dai.

  1. 1. Branding for Start-ups: A case Study of Spotify

    University essay from KTH/Industriell ekonomi och organisation (Inst.)

    Author : Alberto Pietrobon; Yu Dai; [2012]
    Keywords : Start-ups; corporate branding; brand equity; brand awareness; brand image; brand association; co-branding strategy; Spotify;

    Abstract : Purpose - The purpose of this research is to explore if there is a viable way for a newly brand to speed up the process of creating and acquiring the brand equity. Since branding is a very broad area, we narrow the research down to brand alliance for startups. READ MORE