Essays about: "brand stretching"
Found 3 essays containing the words brand stretching.
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1. Under Pressure - Tensions in the acquiring firms' corporate brand identity
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis Purpose: The purpose is to explore post-acquisition tensions in a B2B firm's corporate brand identity to better understand why tensions emerge, what effect those tensions have, and lastly, how these tensions may be dealt with, if at all. Methodology: A qualitative multiple case study based on four companies with a constructionist and inductive approach has been executed in this thesis. READ MORE
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2. The Glocalization of Brand Myths: An Examination of Volvo Discourses from a Swedish and an American Consumer Perspective
University essay from Göteborgs universitet/Graduate SchoolAbstract : This article examines how global brand myths take on localized meanings in different localities. The global car brand Volvo is used as context to identify global brand myths and study the local variations in how Swedish and American consumers interpret these myths. READ MORE
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3. Brand Licensing : Once you pop you can’t stop: When brand licensing goes too far
University essay from IHH, FöretagsekonomiAbstract : Purpose: The purpose of this study is to investigate consumer’s attitude towards licensed products in relation to the parent brand, with respect to perceived quality, likelihood to buy and associations’ transferability. Background: Brand licensing has become one of an increasingly popular ways of stretching a brand into new product categories to reach more consumers in new markets. READ MORE
