Essays about: "brand image and touchpoints"

Found 2 essays containing the words brand image and touchpoints.

  1. 1. How can B2B companies improve their customer experience- : By using sensory marketing in a digital context

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Caroline Hallgren; Paula Mamusha; [2021]
    Keywords : B2B company; sensory marketing; digital marketing; customer experience; brand image and touchpoints;

    Abstract : Sensory marketing is a broad concept that can be used as a marketing tool. The sensory marketing can be used in different ways and in different environments. The most common use for sensory marketing in a B2C environment where the customer can interact with their senses more. READ MORE

  2. 2. Managing Brand Equity in an Integrated Marketing Communication Strategy : - A Case Study in the FMCG industry of the effectiveness and synergies of digital marketing channels.

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Paola Rashid; [2014]
    Keywords : Digital marketing communication; Digital Touchpoints; Touchpoints; Integrated Marketing Communication; Awareness; Associations; Sales; FMCG;

    Abstract : Purpose: The purpose of this thesis is to add empirical findings of IMC strategies utilizing digital- and traditional marketing communication channels to build and maintain brand equity in the FMCG industry. More specifically awareness, associations/image and sales that are said to be critically affected by communication are the focus of the study. READ MORE