Essays about: "corporate brand building"

Showing result 11 - 15 of 45 essays containing the words corporate brand building.

1. 11. Varumärkesbyggnad genom hållbarhetsrapportering : en fallstudie av NCC:s hållbarhetsrapporter mellan 2013–2018

   University essay from SLU/Dept. of Economics

   Author : Rubab Chowdhury; Rasmus Nyqvist; Gustaf Linderoth; [2019]
   Keywords : varumärke; varumärkesbyggnad; hållbarhetsredovisning; hållbarhetsrapporter; legitimitet; identitet;

   Abstract : Varumärket har på senare tid blivit en viktig tillgång i ett företag. Med ett starkt varumärke kan företag särskilja sig från närstående konkurrenter och erhålla ett mervärde för intressenter som kan vara gynnande ur ett företagsekonomiskt perspektiv. READ MORE

3. 12. The Role of Online Brand Community and Social Networks in Corporate Brand Development: A focus on the machinery equipment industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Jiewen Cheng; Maria Contreras; Thuy Duong Nghiem; [2019]
   Keywords : B2B companies; Online brand community; Social networks; Relationship marketing; Corporate brand building; Business and Economics;

   Abstract : Purpose – This paper aims to explore online brand communities on social media platforms, built by B2B companies in the machinery equipment industry, and how these virtual spaces can contribute to relationship marketing and corporate brand building. Design/methodology/approach – The paper adopts both literature review and a multiple case study approach of two companies, Caterpillar and John Deere, in order to provide in-depth understanding and new insights. READ MORE

4. 13. 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

   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

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

   University essay from 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

6. 15. 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