Essays about: "corporate branding b2b"
Showing result 1 - 5 of 14 essays containing the words corporate branding b2b.
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1. Selling with Personality: The Role of Personal Branding in B2B Social Selling : An Exploratory Study of Personal Branding for B2B sales personnel.
University essay from Jönköping University/Internationella HandelshögskolanAbstract : This research aims to facilitate sales personnel and companies in understanding the interrelation of personal branding within sales and how it should be utilized effectively. Thus, the thesis explores how sales personnel develop and communicate their personal brand, and additionally how personal branding relates to social selling in a B2B context. READ MORE
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2. Taking Corporate Communications and Marketing Strategies to the Next LevelThrough LinkedIn : A Case Study on a Company’s Brand’s LinkedIn
University essay from Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)Abstract : This thesis explores how organisations communicate and perform marketing nowadays, with social media platforms at the core of their strategic plan. Due to its high relevancy in B2B, the research is focused on LinkedIn and the effect of its affordances which will help dig deeper into the possibilities of using this particular social media platform as a means to define, build and shape company image and brand identity. READ MORE
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3. Building Brand Equity in B2B Service Industry : Examination of the Servbrand Framework in Logistics Industry
University essay from Karlstads universitet/Handelshögskolan (from 2013)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
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4. Communication works for those who work at it – John Powell, An empirical study investigating the influence of corporate brand identity on brand performance
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : In recent years, corporate branding and its potential benefits on brand performance has become an increased area of interest for both researchers and communication professionals. This study aims to deepen and increase knowledge about the concept of corporate brand identity and its influence on brand performance in the communications sector and answer the research question; How do the dimensions of corporate brand identity influence brand performance within the communications sector? To achieve this, a quantitative approach was employed and the B2B service brand identity scale as well as the Brand performance scale was used to measure the influence through a digital survey in 14 Swedish agencies with a total of N=105 respondents. READ MORE
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5. Under Pressure - Tensions in the acquiring firms' corporate brand identity
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis Purpose: The purpose is to explore post-acquisition tensions in a B2B firm's corporate brand identity to better understand why tensions emerge, what effect those tensions have, and lastly, how these tensions may be dealt with, if at all. Methodology: A qualitative multiple case study based on four companies with a constructionist and inductive approach has been executed in this thesis. READ MORE
