Essays about: "corporate brand identity - brand image alignment"

Found 2 essays containing the words corporate brand identity - brand image alignment.

1. 1. Exploring Corporate Brand Orientation in a Retail Setting – A Qualitative Case Study in the Swedish Grocery Retail Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Julia Hüsam; Linnéa Nordmark; [2023]
   Keywords : Retailing; Corporate Brand Orientation; Corporate Branding; Corporate Brand Identity; Internal Branding; Business and Economics;

   Abstract : Thesis Purpose: The purpose of this thesis is to explore what may facilitate or inhibit a stronger corporate brand orientation in a retail organization. We explore the factors of internal corporate brand identity elements, internal corporate brand image and internal branding, while also considering retail-specific characteristics. READ MORE

3. 2. Corporate brand identity – brand image alignment

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Slav Slavov; Miglena Zlatanova; [2018]
   Keywords : Corporate brand identity; brand image; corporate consistent communication; corporate brand identity - brand image alignment; Business and Economics;

   Abstract : The purpose of this research paper is to explore, define and characterise the phenomenon of corporate brand identity - brand image alignment when the manufacturer is selling its product through online retailers. A qualitative single case study with a social constructionist and abductive approach has been executed. READ MORE