Essays about: "brand differentiation strategy"
Showing result 1 - 5 of 22 essays containing the words brand differentiation strategy.
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1. The Role of Branding Strategy During Internationalization: Insights From A Multiple Case Study
University essay from Göteborgs universitet/Företagsekonomiska institutionenAbstract : Internationalization is a key growth strategy for companies, with branding playing a crucial role in differentiation and global recognition. Multiple studies have highlighted the importance of brand strategies in internationalization and their influence on consumer choice and behavior. READ MORE
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2. Green is the New Black: Identifying and exploring the drivers of eco-innovation and environmentally-sustainable product development in fashion companies in Sweden and Denmark
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Growing concerns and sentiment about the negative environmental effects of the fashion industry pressure fashion companies to adopt eco-innovation and pursue more environmentally-sustainable product development. This study explores and examines the drivers of eco-innovation and environmentally-sustainable product development in small- to medium-sized fashion firms in Sweden and Denmark, with the purpose of identifying and understanding the key factors that drive eco-innovation and sustainable product development in the fashion industry. READ MORE
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3. Brand Knowledge : An exploratory study on whether demographic factors affect consumer brand knowledge of a company which practices a standardized targeting strategy
University essay from Högskolan i Jönköping/IHH, FöretagsekonomiAbstract : Globalization is here to stay, and with an increasing number of brands deciding to test their fortune abroad, the importance of branding increases alike. The choice of globalizing a brand comes with potential financial benefits but it is not done without considerable effort. READ MORE
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4. It’s Time To Become Brave - The Phenomenon of Social Brand Activism
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose - Since the phenomenon of social brand activism is an emerging concept in literature and considered as a differentiation strategy for corporate brands, the purpose of this study is to evaluate the impact of social brand activism on the different brand personality dimensions. In addition, the study aims to examine if a high brand-cause fit enhances the effectiveness of social brand activism. READ MORE
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5. Country of Origin Branding: The Case of Air Canada
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: The purpose of this paper is to research how Air Canada uses their country-of-origin as part of their identity and branding strategy and to find out how a global customer base perceives it. Air Canada was chosen for the main focus of this research, as the airline is leveraging their Canadian country-of-origin as the primary factor in differentiating themselves in a highly competitive market. READ MORE