Essays about: "image branding"

Showing result 16 - 20 of 235 essays containing the words image branding.

  1. 16. Industry Brands and Enchantment: How Disenchantment of the Mental Health App Industry Brand Influences Companies Within the Industry

    University essay from Göteborgs universitet/Graduate School

    Author : Olivia Hagman; Ellen Håkman; [2022-08-04]
    Keywords : Industry Brands; Mental Health Apps; Enchantment; Disenchantment; Consumer Perceptions; Industry Image; Industry Aura; Stigma;

    Abstract : Enchantment is at the heart of most marketing and branding operations, therefore, there is reason to believe it is part of the broader picture of the more unexplored concept of industry brands. To study how enchantment discourses of industry brands influence companies, we employ the rich context of an industry brand that has received mixed reviews in terms of its ability to appeal to consumers, namely mental health apps. READ MORE

  3. 17. Evaluating Brand Perception Regarding Sustainability through Digital Marketing

    University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Author : Amber Javed; [2022]
    Keywords : digital marketing; social media; sustainability; climate change; online media; marketing campaign; fashion brands; brand management; consumer behaviour; brand loyalty; brand image; carbon footprints;

    Abstract : This study evaluates the effect of sustainable business practices on brand perception. Digital marketing is a vital tool for any business, and sustainability is a significant element in brand management and marketing. READ MORE

  4. 18. The perceived value of place brand ecosystems : An exploratory research on tourist preferences

    University essay from Luleå tekniska universitet/Industriell ekonomi

    Author : Martin Nordström; [2022]
    Keywords : Place branding; Place brand ecosystems; Tourist preferences; Tourist perceptions;

    Abstract : In the pursuit of attracting more tourists in a market where competition is growing on a global scale, place branding has become increasingly more common. An underexplored alternative within the place branding literature is place brand ecosystems, and how they can create value for both the place brand itself as well as the tourists that travel there. READ MORE

  5. 19. 'Made in China'- To Buy or Not to Buy, That is the Question : A Qualitative Study of the International Branding Strategies Chinese Firms can Implement to Gain Credibility in the Swedish Market

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Nellie Karlsson; Lina Carlberg; [2022]
    Keywords : Chinese Internationalisation; Chinese Brands; International Branding Strategies; Brand Establishment; Acquisitions; Brand Positioning; Brand Awareness; Brand Image; Credibility; Swedish Market;

    Abstract : There are major challenges for Chinese firms that may jeopardise the creation of credibility when establishing in the Swedish market. It is therefore important for Chinese firms to implement efficient international branding strategies that contribute to the formation of credibility for Chinese companies. READ MORE

  6. 20. To be or not to be…green, that is the question

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Zikang Chen; Anna Mellin; Ivelina Petkova; [2022]
    Keywords : Corporate branding; green brand culture; green brand image; green shared vision; green corporate branding; Business and Economics;

    Abstract : Purpose: To explore the roles of brand culture, brand image and brand vision in the context of “green” corporate brands, and identify pitfalls when these elements are not aligned. Methodology: Qualitative research method using primary data (interviews with former and current employees) and secondary data. READ MORE