Essays about: "brand extension strategy"
Showing result 1 - 5 of 27 essays containing the words brand extension strategy.
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1. Overstretching the Corporate Brand: How to Guide the Brand Image When Extending the Brand?
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: This paper aims to research how large corporations with diverse brand portfolios navigate their brand image and how they can avoid the brand overstretching issue. Design/methodology/approach: The methodology of this study implied qualitative case study analysis of three international brands imposed to the risk of brand overstretching, supported by the customer survey, as well as proposed theoretical framework based on the literature review secondary data. READ MORE
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2. Co-creation of Brand Value In Startups
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : Startups face a wide range of opportunities and challenges when it comes to building their brand value and by extension brand image, due to possessing both limited financial and human resources. Hence, developing a distinct and enduring brand is a critical competitive imperative for them. READ MORE
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3. Trust Builder Bitcoin : Cryptocurrencies as Marketing Tools beyond Functionality in the Exemplary Application Sector Online Sex Shops
University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälleAbstract : Up until now, Bitcoin as a marketing tool to leverage the brand image of an e-retailer has only been researched scarcely. This paper contributes to filling this gap by looking at Bitcoin’s suitability as primarily a cognition-based trust-building tool in the context of online sex shops. READ MORE
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4. Incumbent Brand on Purchase Intention of Disruptive Innovations: A Study on the Effects of Brand Image and Sub-Brand Strategy for Electric Motorcycles
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : The purpose of this study is to investigate the relationship between the brand image of an incumbent manufacturer and the purchase intention for a brand extension characterized by a disruptive innovation, and to assess the effects of a sub-brand strategy. This study involves inferential survey research with a conclusive and descriptive nature. READ MORE
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5. A Guideline for Conducting Form Analysis of Branded Products : The Development of a Design Guideline Framework for Product-Producing Companies in a Brand Management Context
University essay from Linköpings universitet/MaskinkonstruktionAbstract : This thesis presents the research and development of a framework for creating design guidelines, aimed towards product-producing companies as a part of a brand extension strategy. The thesis answers two research questions: RQ1: What strategies could be used to analyze visual form and product design as a part of a brand extension strategy for a product-producing company? RQ2: How can an existing visual brand identity be utilized during the product development process and redefined for new product categories? The thesis is divided into a literature review and a case application of the presented theories on a real-world product development process. READ MORE
