Essays about: "branding b2b"

Showing result 21 - 25 of 47 essays containing the words branding b2b.

  1. 21. Global brand image creation by Swedish born globals

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Zsuzsanna Keremi; Wendy Beute; [2017]
    Keywords : B2B; Born global; branding; brand image; internationalisation; Sweden; Business and Economics;

    Abstract : Introduction: Born globals are increasingly prevalent and very successful in doing business globally, which is quite remarkable when keeping in mind they operate with limited human and financial resources and international business experience. They have to utilise capabilities in a unique way in order to internationalise rapidly and successfully. READ MORE

  3. 22. Enhancing Brand Equity for B2B SME through Social Media : An exploratory descriptive research

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : Filip Martinelle; [2017]
    Keywords : Social media; Brand equity; customer-based brand equity; Small and medium-sized enterprises SME ;

    Abstract : Through our smartphones, the access to information is higher than ever before. Social media has revolutionized the communication landscape in how we share information and communicate to each other. READ MORE

  4. 23. Business-to-Business Brand Pathos - Exploring Brand Fellowship in B2B Communication

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sebastian Zierke; Chris Young; [2017]
    Keywords : Business-to-Business; rhetorical appeals; ethos; logos; pathos; CBBE; Brand Fellowship; B2B Brand Pathos; brand communication; JCB; Business and Economics;

    Abstract : Purpose: The purpose of this master thesis was to explore, define and characterise the phenomenon of Brand Fellowship within business-to-business (B2B) communication by using the rhetorical appeals of ethos, logos and pathos. Brand Fellowship was observed to be the emotional relationship between man and machine that influences how heavy-duty machine companies construct their brand. READ MORE

  5. 24. The Power of Behaviour on Client Perception of Corporate Brand : A Case Study of a Swedish Consultancy Firm within Public Procurement

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Andreas Eriksson; Juho Siren; Gabriella Hertzman-Ericson; [2016]
    Keywords : Branding; B2B; Consultans; Public sector; Relationship;

    Abstract : The aspect of relationships has been underlined to be of substantial significant within B2B contexts, particularly within consultancy, all alongside the importance of trust within the clientsupplier interaction. An element that has been claimed to derive directly from the client-supplier experience and voiced to be of key in order to reach success. READ MORE

  6. 25. Customer Value's Influence on International Market Entry Strategies in a B2B Context : Business and Market Opportunities in the Data Centre Segment in Northern Europe

    University essay from Umeå universitet/Företagsekonomi

    Author : Anna-Katharina Aardeck; Corinna Behling; [2016]
    Keywords : International market entry strategies; Ansoff; B2B customer value; marketing standardis ation; mass customisation; branding; culture; Hofstede;

    Abstract : nternational market entry strategies gained increasing importance due to globalisation. Companies became multinationals. Therefore, new challenges arose due to different market and customer requirements. One topic, which gained importance in B2B context, is customer value. READ MORE