Essays about: "aaker,"

Showing result 16 - 20 of 37 essays containing the word aaker,.

  1. 16. The Challenges in Entrepreneurial Brand Building

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Daniel Mason; Parjanya Holtz; [2017]
    Keywords : ​entrepreneurial marketing; brand identity; brand image; branding; startups; Business and Economics;

    Abstract : Extant research within the entrepreneurial marketing field has typically focused on the migration away from traditional marketing concepts while mostly ignoring the inclusion of branding as a fundamental principle of marketing. This paper is specifically interested in the often overlooked element of a young firm’s ability (or lack thereof) to control its brand and brand identity as perceived by its brand interest group (Mühlbacher & Hemetsberger, 2008). READ MORE

  3. 17. Which is the lesser evil? A quantitative study on reputational crises' impact on consumer based brand equity

    University essay from Umeå universitet/Företagsekonomi

    Author : Johan Palmqvist; [2017]
    Keywords : Consumer based brand equity; Corporate ability; CSR; reputational crisis; quantitative;

    Abstract : A brand reputation is constantly in danger of being tarnished whether it is by their owninability to meet consumers’ standard when it comes to product quality, their disregardfor ethical business, or being unlucky with the force of nature. But one crisis is seldomlike another, and neither are their effects. READ MORE

  4. 18. Laws of attraction: Personality, trust and affect in corporate images

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Elias Lindskog; Ralph Segervik; [2014]
    Keywords : corporate identity; brand personality; brand trust; brand affect; employer branding;

    Abstract : With steadily increasing competition on the talent acquisition market and a contemporary normative surge of management control in organizations, still recruitment practices are based on easily measurable methods of selection. In the light of this background, attitudes to future employers based on communicated corporate identities are examined. READ MORE

  5. 19. The Relationship Between The Brand Strategy And Business Strategy

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

    Author : Ahmed Karaömer; [2013]
    Keywords : Brand architecture; Porters generic strategies; Market Segmentation;

    Abstract : In this study the relationship between three companies brand strategies and business strategies were investigated based on Aaker’s view on brand architecture. The concept and its strategies are characterized by the driving roles brands possess. READ MORE

  6. 20. ‘The case Allsvenskan’ - Brand building within smaller teams (Malmö FF, Helsingborgs IF, AIK & Kalmar FF)

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Rami Al-Salih; Gustav Hartman; [2013]
    Keywords : Brand equity; Sports; Football; Smaller teams; Communication tools; Sponsorship; Event; Stadium; Buying players; Aaker; Sweden; Business and Economics;

    Abstract : The purpose of this study is to investigate how smaller teams build their brand through, Sponsorship, Event, Stadium and Buying players and how these communication tools are perceived by existing fans and smaller teams, also how these tools are connected to Aaker’s (2010) Brand equity factors (Awareness, Associations, Perceived quality and Loyalty).. READ MORE