Essays about: "branding b2b"

Showing result 6 - 10 of 47 essays containing the words branding b2b.

1. 6. Building Brand Equity in B2B Service Industry : Examination of the Servbrand Framework in Logistics Industry

   University essay from Karlstads universitet/Handelshögskolan (from 2013)

   Author : Oğuzhan Bilgili; Dilara Fulya Egesoy; [2021]
   Keywords : brand equity; logistics branding; industrial branding; service branding;

   Abstract : This study investigates a debatable subject of branding; building brand equity in industrial service markets, particularly within the logistics service industry. The extant literature provided many brand equity models, the brand resonance pyramid being the most predominant one. READ MORE

3. 7. Developing a Brand Image on the B2B Market: An case study on the SaaS company PinMeTo

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Alexander Pataki; Mihail Aittokallio; [2020]
   Keywords : SaaS; Brand Image; B2B branding; B2B; B2B Market; Business and Economics;

   Abstract : Developing a Brand Image on the B2B Market: An explorative case study on brand image of SaaS company PinMeTo 2020 BUSN39 A case study on PinMeTo with 7 semi-structured interviews. The purpose of this study is to explore the most important brand image elements for SaaS companies in a B2B market from an internal perspective and determine how they develop a brand image. READ MORE

4. 8. The Utilization of Social Media Marketing in a B2B context- Marketing Decision-makers Point of View

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Ludwig Månsson; Sheriff Shahen; Sepehr Gharanfoli; [2020]
   Keywords : Social Media Marketing; Social Media; Social Media Perception; Digital Marketing; Industrial Marketing; Business-to-business; Marketing Communication;

   Abstract : To date, the rather new phenomena known as Social Media Marketing (SMM) has caught much attention from researchers and several studies have been conducted prior to resolving how this new phenomenon can be utilized by business-to-business (B2B) organizations. However, existing literature covering SMM has been mainly focused on the business-to-consumer (B2C) perspective, therefore, there is a lack of research in the utilization of SMM in a B2B context. READ MORE

5. 9. Communication works for those who work at it – John Powell, An empirical study investigating the influence of corporate brand identity on brand performance

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Vanja Johnsson; Adrienne Daudi; [2020]
   Keywords : Corporate brand identity; brand performance; corporate branding; brand management; Social Sciences;

   Abstract : In recent years, corporate branding and its potential benefits on brand performance has become an increased area of interest for both researchers and communication professionals. This study aims to deepen and increase knowledge about the concept of corporate brand identity and its influence on brand performance in the communications sector and answer the research question; How do the dimensions of corporate brand identity influence brand performance within the communications sector? To achieve this, a quantitative approach was employed and the B2B service brand identity scale as well as the Brand performance scale was used to measure the influence through a digital survey in 14 Swedish agencies with a total of N=105 respondents. READ MORE

6. 10. Exploring Branding During Exportation: AMulti-case Study of SMEs in the B2B Sector

   University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

   Author : Muhammad Zaigum Awan; Asoh Gwendoline Ngwa; [2020]
   Keywords : Branding; Business-to-business sector; Exportation; Small and medium sized enterprises.;

   Abstract : ABSTRACTPurpose: The purpose of this study is to assess and examine the nature and scope of brandingduring exportation within SMEs in the B2B context. The findings of this study will increaseknowledge of the relative challenges that SMEs are faced with when it comes to branding duringexportation and how it influences their export performance. READ MORE