Essays about: "brand communication"

Showing result 16 - 20 of 565 essays containing the words brand communication.

  1. 16. To be or not to be…green, that is the question

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Zikang Chen; Anna Mellin; Ivelina Petkova; [2022]
    Keywords : Corporate branding; green brand culture; green brand image; green shared vision; green corporate branding; Business and Economics;

    Abstract : Purpose: To explore the roles of brand culture, brand image and brand vision in the context of “green” corporate brands, and identify pitfalls when these elements are not aligned. Methodology: Qualitative research method using primary data (interviews with former and current employees) and secondary data. READ MORE

  2. 17. Exploring Brand Equity through Digital Marketing : A multiple case study of B2B SMEs in the manufacturing and marketing consultant industry

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Luyao Wang; Jonas Lundquist; [2022]
    Keywords : Branding; B2B branding; marketing; digital marketing; B2B marketing; SMEs; SMEs branding; SMEs digital marketing; digital marketing funnel; digital marketing channels; B2B channels; SMEs channels; manufacturers; marketing and consulting agency;

    Abstract : The industrial marketing strategy in many industries has been largely influenced by the coming of digital marketing over the past decade. The trends are changing from the traditional to a digital era and companies are being forced by this digitalization shift. The manufacturing and marketing consultant industry is no exception. READ MORE

  3. 18. Communication of Sustainable Brands within Food and Beverages : A Qualitative Study of KRAV’s CSR Communication

    University essay from SLU/Dept. of People and Society

    Author : Oscar Abelin; [2022]
    Keywords : csr communication; stakeholders; business returns;

    Abstract : We are today living in a complex food system. A system interlinked by series of stakeholders who are affected by each other’s decisions. When you purchase a pack of coffee in the grocery store, your action impacts several other actors. READ MORE

  4. 19. Integrating and Communicating Sustainability Case Study: A global brand’s integration of sustainability in its corporate brand identity & external brand communication; a globalized & standardized vs. localized approach

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Louise Hägg; Louise Andersson; [2022]
    Keywords : global brand; IKEA; corporate brand identity; sustainability; external brand communication; standardized vs. localized; Business and Economics;

    Abstract : This thesis has the purpose to research how a global brand integrates sustainability as part of its corporate brand identity and how the brand communicates sustainability to the local market, using a standardized or localized communication approach. The theoretical perspective is to incorporate the Corporate Brand Identity Matrix & Integration for sustainability — implementation model to analyze a global brand’s approach to integrate and communicate sustainability to the local market. READ MORE

  5. 20. Development of an electric driveline model for multiscale road-cargo simulations

    University essay from KTH/Väg- och spårfordon samt konceptuell fordonsdesign

    Author : Runzhe Wu; [2022]
    Keywords : System Engineering; AnyLogic Traffic Simulation; Simulink Simulation; Driveline Model Building; C Program Execution; Systemteknik; AnyLogic Trafiksimulering; Simulink Simulering; Drivelinemodell; C Programexekvering;

    Abstract : Currently, the road cargo system with low or zero CO2 emission is under rapid development. Heavy-duty trucks with electrified driveline systems will be the workhorse of future freight. READ MORE