Essays about: "international brand positioning."

Showing result 1 - 5 of 15 essays containing the words international brand positioning..

  1. 1. '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

  3. 2. CLEARING THE AIR: Philip Morris International's Smoke-Free Future

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Peter Moane; Stefan Pelev; Alessandro Solmi; [2021]
    Keywords : Philip Morris International; IQOS; brand positioning; stakeholder management; brand impact; Business and Economics;

    Abstract : .... READ MORE

  4. 3. Branding Our Roots : A study about the use of country of origin in international business

    University essay from Umeå universitet/Företagsekonomi

    Author : Roope Kyttälä; Ekku Leivonen; [2019]
    Keywords : branding; COO; country of origin; marketing; marketing communication; nation branding; nation brand; brand positioning; business development;

    Abstract : It has been showed that COO of product has an effect on consumers purchase decisions. Companies are trying to find ways to differentiate their brands from those of their competitors. In many cases the use of COO is considered difficult and is not understood to the level where it would add to the brand value of those companies. READ MORE

  5. 4. Is fat the new skinny? : A study on weight and perception of models in green marketing

    University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Author : Oskar Wagrelius; Sara Eriksson; [2018]
    Keywords : Green marketing; brand positioning; brand personality traits; green products; attractiveness; sales; purchase propensity; warmth; competence; weight; model; thin; overweight; obesity; ecological; environmentally friendly; Grön marknadsföring; varumärke; positionering; varumärkespersonlighet; gröna produkter; attraktivitet; köpbenägenhet; konsumentbeteende; värme; kompetens; modell; vikt; övervikt; smal; ekologiskt; miljövänlig;

    Abstract : Title: Is fat the new skinny? A study on weight and perception of models in green marketing. Date: 2018-05-22 Level: Bachelor Thesis in International Marketing Author: Oskar Wagrelius & Sara Eriksson Supervisor: Ulf Aagerup Problem formulation: How does the perceived weight and warmth/competence of a model in green marketing affect sales through perceived greenness and attractiveness? Purpose: The purpose of this study is to increase the knowledge, for brands being green, about how the choice of models in their advertisement will impact the brand's perception and affect greenness, attractiveness, and sales. READ MORE

  6. 5. Consumerism feeds the dragon : A multi-case study of how Swedish firms can increase consumption of products in China

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Cecilia Jedenberg; Vincent Tollesson; [2016]
    Keywords : Consumerism; global brand strategy; consumer behavior; competition; consumer driven economy; China; International Business;

    Abstract : Title: Consumerism feeds the dragon Authors: Cecilia Jedenberg and Vincent Tollesson Supervisor: Clarinda Rodrigues Examiner: Soniya Billore Course: Bachelor thesis with specialization in International business, Linnaeus University, Kalmar, VT2016, 2FE51E. Thesis name: Consumerism feeds the dragon - A multi-case study of how Swedish firms can increase consumption of products in China. READ MORE