Essays about: "brands goodwill"
Found 2 essays containing the words brands goodwill.
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1. Exploring Fast Fashion renting and its influence on Brand Equity - A comparative study between Sweden and Russia
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Abstract Keywords: Fast fashion, Sustainable consumption, Collaborative consumption, Renting, Brand Equity. Purpose of the thesis: This thesis aims to discover changes in Millennials' Brand perceptions towards renting in Fast fashion, having a cultural comparison perspective between Russia and Sweden. READ MORE
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2. Brand-napping -goodwill protection for well-known trademarks
University essay from Göteborgs universitet/Graduate SchoolAbstract : What characterizes well-known trademarks is that they carry a certain power of attraction, image and prestige and cannot only be looked upon as symbols of origin for goods and services. As such, these brands are particularly exposed to brand-napping, which could be described as a one-way and free value transfer of the vital parts of a brand concept. READ MORE