Essays about: "corporate brand building"

Showing result 6 - 10 of 45 essays containing the words corporate brand building.

1. 6. How corporations’ transition from product branding to corporate branding

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sofia Lilliehorn; Celina Burian; Johanna Schönberg; [2021]
   Keywords : Strategic Brand Management; Product Branding; Corporate Branding; Brand Transition; Business and Economics;

   Abstract : Purpose: This study explores and defines the transition from product branding to corporate branding by answering the following research questions: • Why are corporations transitioning from product branding to corporate branding? • How are corporations transitioning from product branding to corporate branding? • What does it mean for corporations to transition from product branding to corporate branding? Design/methodology/approach A qualitative research approach was suitable for this research since we studied a complex phenomenon. The primary data was collected through semi-structured interviews with the corporations Thule and Pantamera. READ MORE

3. 7. 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

4. 8. The Nationalist Beauty Ideal

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Elin Fransson; Asta Nordlund; [2021]
   Keywords : Regional Identity; National Identity; Banal Nationalism; Critical Discourse Analysis; Marketing Communication; Cultural Heritage; Corporate Visual Identity System; Country of Origin; Scandinavia; Scandinavian Beauty; Business and Economics;

   Abstract : Purpose: The purpose of this study is to explore how drawing upon nationalism and regionalism in the marketing of brands may lead to unintended consequences in greater society. This purpose has been reached by studying the Nationalist and Scandinavian discourses used in the marketing of eleven Scandinavian beauty brands. READ MORE

5. 9. Increasing OrganizationalEfficiency in a Cross-Brand, Cross-Cultural Project : A Case Study of a Swedish-German R&DCollaboration

   University essay from KTH/Maskinkonstruktion (Inst.)

   Author : Elly Pensjö; [2020]
   Keywords : Cross-culture; cross-brand; Swedish-German collaboration; organizational efficiency .; Tvärkulturellt samarbete; tysk-svenskt samarbete; organisatorisk effektivitet;

   Abstract : It is increasingly common that organizations enter different forms of collaborations to extend their capabilities in order to reach mutual goals and remain competitive on a rapidly changing market. Due to a gap in literature on cross-cultural collaborations, the purpose of this study is to explore how to increase organizational efficiency in a cross-brand, cross-cultural project. READ MORE

6. 10. Socially Sustainable Office Buildings - A better business for everyone

   University essay from Uppsala universitet/Institutionen för geovetenskaper

   Author : Dunja Kantola; [2020]
   Keywords : Certification; Green Building; Social Sustainability; WELL Building Standard; Employer Branding; Risk Society;

   Abstract : Buildings account for 39 per cent of the global greenhouse gas emissions, therefore the way buildings are constructed and utilized plays an important role in the transition to a sustainable future. Environmental Certification Systems (ECS) functions as a catalysator for sustainable solutions within the building industry and is seen as a hygiene factor for property owners today. READ MORE