Essays about: "corporate brand building"

Showing result 1 - 5 of 33 essays containing the words corporate brand building.

  1. 1. The unknown brand of the Swedish Armed Forces : a case study of how the SAF's brand image coheres to its brand identity and how it might influence its employer attractiveness

    University essay from Högskolan Kristianstad/Fakulteten för ekonomi; Högskolan Kristianstad/Fakulteten för ekonomi

    Author : Clara Henriksson; Karolina Kubiak; [2019]
    Keywords : Branding; corporate brand; brand image; brand identity; employer brand; employer attractiveness;

    Abstract : This study is based on the case of the Swedish Armed Forces (SAF) since the organization has struggled with its recruitment and brand building. The purpose of the study is to approach the coherence between brand image and brand identity through an employer branding perspective. READ MORE

  2. 2. Brand new knowledge : how knowledge-intensive startups use social media to build their corporate brand

    University essay from Högskolan Kristianstad/Fakulteten för ekonomi; Högskolan Kristianstad/Fakulteten för ekonomi

    Author : Gustaf Ergeer; Fredrik Sigfridsson; [2018]
    Keywords : Startups; Entrepreneurship; Branding; Social media; Knowledge-intensive firms; Social media marketing;

    Abstract : Building a corporate brand is as a crucial resource for the survival of companies. Social media as a tool for branding practices has been emphasized in research about startups. In such research, less focus is on certain groups of startups, such as Knowledge-intensive startups (KI Startups). READ MORE

  3. 3. Case Competitions as a Tool to Build Brands and Reputation

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Judith Armenteras; Iris Politiek; [2018]
    Keywords : Corporate Case Competitions; strategic brand management; case competitions; brand reputation; internal branding; employer branding.; Business and Economics;

    Abstract : Aim: We aim to broaden the view and the understanding of what a case competition is and how it can be used beyond its use as an educational method of teaching and learning. More specifically, the purpose is to explore the phenomenon of case competitions as a branding tool from a strategic brand management perspective. READ MORE

  4. 4. Why Purpose? A quantitative study on the impact of a communicated corporate purpose on consumers' and potential employees' brand reactions

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi; Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Author : Anna Berg; Annie Olsson; [2018]
    Keywords : Corporate Purpose; Brand Attitude; WOM Intention; Employer Attractiveness;

    Abstract : The purposes of organisations is an increasingly discussed topic and during recent years, more and more companies have started to communicate their corporate purpose to consumers. Consumers as well as employees increasingly desire meaning with their consumption and in their careers. READ MORE

  5. 5. The Challenges in Entrepreneurial Brand Building

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Daniel Mason; Parjanya Holtz; [2017]
    Keywords : ​entrepreneurial marketing; brand identity; brand image; branding; startups; Business and Economics;

    Abstract : Extant research within the entrepreneurial marketing field has typically focused on the migration away from traditional marketing concepts while mostly ignoring the inclusion of branding as a fundamental principle of marketing. This paper is specifically interested in the often overlooked element of a young firm’s ability (or lack thereof) to control its brand and brand identity as perceived by its brand interest group (Mühlbacher & Hemetsberger, 2008). READ MORE