Essays about: "how can brand equity"

Showing result 1 - 5 of 97 essays containing the words how can brand equity.

  1. 1. Reputation Management in a Digital Age : How start-ups control their online reputation

    University essay from Karlstads universitet/Handelshögskolan (from 2013)

    Author : Fanny Jacobsson; Lo Meh Paw; [2024]
    Keywords : Online Reputation Management; Brand Equity; Startups; Image;

    Abstract : Background: With digitalization, the increased use of the World Wide Web and social media combined with the aware and engaged costumer, the conditions of reputation management are also evolving (Beal & Strauss, 2008; Jones et al., 2009). READ MORE

  3. 2. Collaborative Couture: Decoding Relative Pricing Strategies and its Impact on Brand Equity

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lucas Holmqvist Adolfsson; Gustaf Johnsson Wallin; Erik Bergtoft; [2023]
    Keywords : Co-Branding; Brand Equity; Brand Awareness; Brand Loyalty; Brand Associations; Perceived Quality; Relative Pricing; Luxury Fashion; Case Study; H M; Balmain; Adidas; Gucci; Fendi; Versace; Business and Economics;

    Abstract : Purpose: This paper aims to analyze the relative pricing of co-branding collaborations in the fashion industry to gain a deeper understanding of the effects on their respective brand equity. Design/method: This paper adopts a qualitative approach involving case studies on several co-branding collaborations in the fashion industry (H&M x Balmain, Adidas x Gucci, Fendi x Versace). READ MORE

  4. 3. The WOW-effect. A qualitative content analysis of communication strategies used by the Swedish music festival Way out West

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Elin Fredlund; Savannah Gillblad; [2023]
    Keywords : strategic communication; event marketing; sustainability communication; CSR; brand community; symbolic branding strategies; Social Sciences;

    Abstract : I dagens samhälle finns en allt större press på varumärken att stå ut ur mediebruset samt att kommunicera kring hållbarhet och CSR. Detta gör brandingstrategier högst nödvändiga, trots detta är det ännu ett relativt outforskat område inom marknadsföring av evenemang. READ MORE

  5. 4. Birds of a Feather Flock Together: Does Similarity Between Sponsor and Sponsee Predict a Successful Sponsorship? : A Study Based on External Congruence and Women’s Sports

    University essay from

    Author : Antonio Crnoja; Jesper Grandell; [2023]
    Keywords : congruence; sponsorship; sponsor; similarity; consumer behavior; women’s sports; ice hockey; ESCS; niche sports; external congruence; brand equity; brand awareness; brand image; perceived brand quality;

    Abstract : Sponsorship is an essential part of marketing communications within sports (Biscaia et al., 2014). Congruence, or the degree to which a sponsor and an event mesh, is one of the main factors influencing sponsorship memory accuracy (Evans, 2019). READ MORE

  6. 5. Are Influencers the Next Brand-Building Tool? : A Qualitative Study on How Influencer Marketing Affects Customer-Based Brand Equity

    University essay from Umeå universitet/Företagsekonomi

    Author : Klara Brännström; Sandra Elstig; [2023]
    Keywords : Influencer Marketing; Customer-Based Brand Equity;

    Abstract : Given the rise of social media and the growing importance of influencers on consumer behavior, gaining an understanding of how influencers and the practice of influencer marketing impact the brand from the consumer's perspective is crucial. Additionally, a significant amount of companies compete for consumers' attention in today's market. READ MORE