Essays about: "branding decision making"

Showing result 1 - 5 of 31 essays containing the words branding decision making.

1. 1. To what extent is sustainability valued when choosing a workplace?

   University essay from Göteborgs universitet/Företagsekonomiska institutionen

   Author : Emma Kristoffersson; Isabella Millings; [2023-09-22]
   Keywords : sustainability; corporate sustainability; corporate social responsibility; sustainable employer branding; organizational attractiveness; sustainable human resource management; behavioral finance;

   Abstract : In the current competitive business environment, organizations face a formidable challenge in attracting and retaining talented employees (Das & Baruah, 2013). Offering competitive salaries, comprehensive benefits, and nurturing a supportive work environment are recognized as essential factors that job seekers increasingly emphasize in organizations, whose work culture aligns with their values (App et al. READ MORE

3. 2. Beyond the logo: the role of branding in B2B services : A case study on the perceptions of the influence of branding in the purchase of recruitment services

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Simone Johansson; Alva Thiel; Jennie Wallin; [2023]
   Keywords : B2B buying behaviour; Branding; Service industry; Service branding;

   Abstract : Background: In the last decade, digitalisation and globalisation have intensified competition and customer power, making price and quality minimum requirements rather than differentiators. As a result, branding has become crucial in the B2B context for creating competitive advantage and customer loyalty. READ MORE

4. 3. Brand Archeology - Identifying Pivotal Moments Shaping the Brand Today

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Herman Vähäkangas; Kevin Blomkvist; [2023]
   Keywords : Brand archaeology; pivotal moments; brand identity; corporate branding; excavation; artifacts.; Business and Economics;

   Abstract : Title: Brand Archaeology - Identifying Pivotal Moments Shaping the Brand Today Date of Submission: 2023-05-31 Course: BUSN39 Degree Project in Global Marketing Authors: Herman Vähäkangas & Kevin Blomkvist Supervisor: Mats Urde Keywords: Brand archaeology, pivotal moments, brand identity, corporate branding, excavation, artifacts. Purpose: The purpose of this study is to discover pivotal moments influencing brand identity through the concept deemed as brand archeology. READ MORE

5. 4. The struggle of staying young: How heritage brands can utilize cobranding as a way to rejuvenate.

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Veronika Lindner; Lovisa Idberg; Oskar Hoff; Guillaume Decombe; [2021]
   Keywords : Brand Heritage; Heritage Brands; Rejuvenation; Co-branding; Brand Stewardship; Novelty Brands; Business and Economics;

   Abstract : Purpose: The purpose of this paper is to investigate how co-branding can be utilized by heritage brands to rejuvenate. The aim is to develop the current understanding of how heritage brands engage in co-branding and the motives for rejuvenating the brand. READ MORE

6. 5. Swedish university brand personality and student choice : How does the university brand personality influence international students when selecting a higher education institution? Case study: Jönköping University

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Thi Thu Huyen Do; Veselin Ralev; [2021]
   Keywords : University branding; Brand personality; Higher education; University choice; International students choice; Decision-making process of students;

   Abstract : Background: There has been an increasing trend of more Swedish higher education institutions competing for international students in response to international student mobility trends, self-management and budget securement, and government-backed recruitment campaigns. An emerging stream of higher education research is brand personality, and it may represent a robust basis for differentiation between many universities competing for student recruitment. READ MORE