Advanced search

Showing result 1 - 5 of 22 essays matching the above criteria.

1. 1. Should we do it ourselves or should we let somebody else do it?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Nicholas-Joel Kisling; Julia Herma Cornée Dorothée Bosveld; [2023]
   Keywords : In-House Agency; Make-or-Buy; Insourcing; Outsourcing; External Agencies; Marketing; Brand Management; Advertising; Business and Economics;

   Abstract : Title: Should we do it ourselves or should we let somebody else do it? An exploratory study of in-house agencies and external agencies in marketing and brand management Course: BUSN39 - Degree project in Global Marketing Authors: Nicholas-Joel Kisling & Julia Herma Cornée Dorothée Bosveld Keywords: In-House Agency, Make-or-Buy, Insourcing, Outsourcing, External Agencies, Marketing, Brand Management, Advertising Purpose: The purpose of this study is to explore the dynamics of make-or-buy decisions in the context of marketing and brand management. Specifically, the research investigates the role and scope of in-house agencies beyond advertising, and analyses the motivations that drive companies to either insource or outsource marketing and brand management functions. READ MORE

3. 2. Evaluating Brand Perception Regarding Sustainability through Digital Marketing

   University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Author : Amber Javed; [2022]
   Keywords : digital marketing; social media; sustainability; climate change; online media; marketing campaign; fashion brands; brand management; consumer behaviour; brand loyalty; brand image; carbon footprints;

   Abstract : This study evaluates the effect of sustainable business practices on brand perception. Digital marketing is a vital tool for any business, and sustainability is a significant element in brand management and marketing. READ MORE

4. 3. How weird elements in brand communication can strengthen brand intimacy.

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Yingting Zhang; Francesco Carlino; Undine Himmelsbach; [2021]
   Keywords : Brand Communication; Advertisement; Brand Identity; Brand Personality; Elements of Weirdness; Elements of Surprise; Brand Rejuvenation; Brand Positioning; Brand Intimacy; Brand Rhetoric.; Business and Economics;

   Abstract : Abstract Purpose: The purpose of this paper is to explore “weird elements” as part of brand communication in relation to brand intimacy. To define the purpose more precisely, this paper will focus on four specific research questions with reference to the selected case examples: 1. Which message is conveyed? 2. READ MORE

5. 4. How to be Perceived as a Sustainable Brand : Success Factors for Signaling Sustainability while Avoiding Greenwashing

   University essay from KTH/Skolan för industriell teknik och management (ITM)

   Author : Micaela Drugge; Emma Svensson; [2021]
   Keywords : Green Branding; Brand Strategy; Environmental Advertising; Sustainable Marketing Orientation; and Greenwashing;

   Abstract : Being perceived as a sustainable brand by customers is becoming increasingly more important for companies. This has resulted in that more companies are communicating what actions they take to be more sustainable. Companies also utilize symbol and labels to signal suitability on products and services. READ MORE

6. 5. Undersökning av digital marknadsföringsstrategi

   University essay from SLU/School for Forest Management

   Author : Viktor Svedlund; [2020]
   Keywords : digitalisering; digital marknadsföring; sociala medier;

   Abstract : Företag står under ständig utveckling och en drivkraft att öka sin omsättning och stärka sitt varumärke. För att nå ut med sin produkt, tjänst eller kännedom om varumärket så marknadsför sig företag. READ MORE