Essays about: "brand dilution"

Showing result 1 - 5 of 9 essays containing the words brand dilution.

  1. 1. You can’t use confusion to dilute a famous brand : A comparative study of the approaches of the EU and South Africato dilution

    University essay from Uppsala universitet/Juridiska institutionen

    Author : Kabelo Mutubi; [2019]
    Keywords : Trademark law; European Union Trademark law; Dilution; Comparative law; freedom of expressions; South Africa; Varumärkesrätt; Europeiska unionen Varumärkesrätt; Utspädning; Jämförande lag; yttrandefrihet; Sydafrika;

    Abstract : The primary objective of the study as contained in this thesis is the discussion of the approaches to dilution taken by the legal systems of the European Union and South Africa. Although a comparative methodology is employed the discussion grounds the separate development of the anti-dilution provisions in both systems first before discussing comparisons and diverging approaches (should they exist). READ MORE

  3. 2. The stories they tell: An exploratory study on how luxury and premium fashion brands profile themselves online

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

    Author : Maiya Johnson; Wasita Thongdee; [2019]
    Keywords : Luxury fashion brands; Premium fashion brands; Brand dilution; Internet Dilemma; Websites;

    Abstract : What do premium and luxury brands communicate in a digital world? Despite a growing number of studies in the field of luxury within the past few years, confusion persists among scholars about what constitutes a luxury brand as opposed to a premium brand. The rise of the internet has further blurred any distinction between these two categories. READ MORE

  4. 3. Brand Identity: What Went Wrong

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Anupong Tumjanda; Najwa Ayouche; Elsa Subiñas; [2018]
    Keywords : brand; brand identity; brand dilution; losing brand identity; Business and Economics;

    Abstract : Purpose: The creation of brand and brand identity has been discussed widely among scholars. However, the literature about what causes a brand to lose its identity is rarely tackled. READ MORE

  5. 4. Nedåtgående vertikala produktlinjebreddningar : en litteraturstudie

    University essay from SLU/Dept. of Economics

    Author : Jonas Kibreab; Mattias Åkerblom; [2018]
    Keywords : marknadsföring; produktlinjebreddningar; varumärkeskoncept; vertikala; litteraturöversikt; marknadsandelar;

    Abstract : Nedåtgående vertikala produktlinjebreddningar (NVP) är ett sätt för företag att nå ut till konsumenter som inte har betalningsviljan för dess nuvarande produkter. NVP görs genom att minska kvaliteten på en produkt inom en viss produktlinje och sedan sälja den till ett lägre pris. READ MORE

  6. 5. Eldrimner Mathantverk : a collective brand for artisan produced food items

    University essay from SLU/Dept. of Economics

    Author : Karin Haglund; [2017]
    Keywords : artisan food production; artisan food producers; branding; certification system; collective asset; collective brand; coordination mechanisms; small-scale food producers; social capital; quality label;

    Abstract : Although mass production of undifferentiated commodities dominates the market for food products, a shift has turned consumers’ interests towards alternative food chains with a focus on quality attributes, origin and a stronger control and guarantee. But as the variety of food products expands, consumers require more information in their purchase situations. READ MORE