Essays about: "aaker,"

Showing result 1 - 5 of 32 essays containing the word aaker,.

  1. 1. Blands – A not so bland new trend in branding? An exploratory study of the phenomenon blands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : James Brattström; Hugo Röken; Hanna Welander; [2021]
    Keywords : Blands; Brand Personality; Positioning; Me-too brand; Business and Economics;

    Abstract : Abstract Purpose: A new phenomenon has emerged in the world of branding which has not yet been researched in an academic setting. Brands that look the same, feel the same, offer similar business models towards consumers but still somehow feel modern and unique at a first glance. READ MORE

  2. 2. Business-to-signature-story-to-Business

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Erik Andrén; Therese Hermelin; Akankshya Mishra; [2021]
    Keywords : Explore; Signature stories; Business-to-Business brands; Storytelling; Intriguing; Authentic; Involving; Strategic Message.; Business and Economics;

    Abstract : Purpose: The purpose of this master paper is to explore if different Business-to-Business brands sit on signature stories using David Aaker ́s four criteria defining a signature story. Methodology: The study’s qualitative methodology consists of finding different Business-to- Business brands and analyzing these if they are sitting on a signature story. READ MORE

  3. 3. The Role of A Flexible Brand Identity in A Dynamic Market : A Multiple-Case Study on Swedish Coffee Brands

    University essay from Karlstads universitet/Handelshögskolan (from 2013); Karlstads universitet/Handelshögskolan (from 2013)

    Author : Louise Enoksson; Elin Larsson; [2020]
    Keywords : Brand Identity; Flexible Brand Identity; Brand Transformation; Brand Management; Moderately Dynamic Market; Adaptation; Consumers; Consumer behaviour; The Swedish Coffee Market; Communication;

    Abstract : Conducting successful business requires a clear and steady brand identity, which is a part of brand management (Aaker, 1996; Kapferer, 1992, de Chernatony, 1999). Sticking to the core values and the traditions of the brand is beneficial. READ MORE

  4. 4. Once upon a time there was a signature story

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Eileen Marlena Kersten; Felicia Do; Lieke Theadora Adriana Brinkhof; [2020]
    Keywords : Signature stories; Storytelling; Strategic message; Aaker’s criteria; Brands; Business and Economics;

    Abstract : Purpose – The term signature story was explored by David Aaker in his book published in 2018. The purpose of this paper is to further investigate, examine and build upon his concept. READ MORE

  5. 5. Towards Universal Brand Personality Dimensions : A descriptive study of the validity of a proposed universal brand personality scale in a Swedish context

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Yanghan Qian; Markus Fridstrom; Andreas Strömberg; [2020]
    Keywords : Brand personality; brand personality dimensions; cross-cultural validation; confirmatory factor analysis;

    Abstract : Background: Brand personality is based on the notion that brands possess personalities similar to that of human personalities. It is a common measure for describing consumers’ brand perceptions, and brands with loyal customers often have distinctive personalities. READ MORE