Essays about: "how branding works"
Showing result 1 - 5 of 10 essays containing the words how branding works.
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1. Brand Building for Startups : A brand building framework for startups to establish a coherent and long lasting brand
University essay from KTH/Skolan för industriell teknik och management (ITM)Abstract : The brand is something every company must deal with whether they like it or not, and as a company grows it develops and works as a way to build recognition, trust, customer loyalty and employee branding (Jones, 2022). In the fast-paced startup environment, the resources are limited, and focus has to be split between different tasks and the most urgent problems are the ones to be dealt with - leaving the rest to be, where the unmeasurable and intangible focus areas such as branding often get deprioritized. READ MORE
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2. Employer Branding – An ongoing Change and Translation - A qualitative article of how consultants translate their ideas of Employer Branding and act upon them in practice
University essay from Göteborgs universitet/Graduate SchoolAbstract : This article aims to analyse how an Employer Branding consultancy firm strategically works with identifying and implementing Employer Branding into other organisations. A case study was conducted using primarily 16 semi-structured interviews between Employer Branding Specialists, Senior Managers, and Partners, as well as document analysis, digital- and physical observations. READ MORE
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3. 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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4. Is the Invisible Really Invisible? : A qualitative study about how consumer’s attitudes are affected by ingredient branding
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : Background: Branding in the B2B sector can be conducted in a phenomenon called ingredient branding. Ingredient branding is an alliance between two brands where the ingredient brand is applied on a host brand and works as an ingredient on the product. An ingredient brand works as a guarantor for the host brand. READ MORE
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5. Varumärkesarbete vid intern konkurrens : en studie om hur intern konkurrens, organisationskultur och intern kommunikation påverkar Riksmäklarens varumärkesarbete
University essay from SLU/Dept. of EconomicsAbstract : Varumärkets betydelse har under de senaste årtiondena förändrats, från att enbart informera om en produkt eller tjänst till att också fylla ett känslomässigt behov hos kunder. I denna studie undersöks hur Riksmäklaren arbetar med sitt varumärke. READ MORE
