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Showing result 1 - 5 of 9 essays matching the above criteria.
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1. How to build a brand : Evoking the right emotions in audience perception
University essay from Umeå universitet/Institutionen för tillämpad fysik och elektronikAbstract : In order to be competitive in the marketplace, all company’s need to have a well-established and thought-out brand. It is difficult to create a brand that conveys the right feeling and establishes a connection with its target group. The process consists of many steps and subjective opinions are difficult to measure. READ MORE
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2. The survival of start-ups relies on its employees : A qualitative study about how start-ups can attract employees
University essay from Jönköping University/IHH, FöretagsekonomiAbstract : Background: Start-ups foster economic development, create new jobs and generate economic value. However, most start-ups fail during the development phase. Generally, after five years 80% of the start-ups fail and need to shut down their business. A challenging task that start-ups need to overcome is the labour shortage within the industry. READ MORE
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3. Describing the brand identity of a start-up : A qualitative research
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : Background: Companies nowadays cannot differentiate efficiently enough through their products, therefore require strong brand identities. Especially start-up companies without fully developed products rely on the brand identity to communicate efficiently with its potential customers. READ MORE
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4. ‘Brand New Food’ - Brand Positioning of Entrepreneurial Innovation: A Multiple Case Study in the Food Industry
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : While entrepreneurial brand building has received growing interest over the past years, the particular brand positioning practice around an innovation is little understood so far. The purpose of this study is to link the separate but interrelated academic domains of brand positioning, entrepreneurship and innovation and thereby to contribute to new theory building on entrepreneurial brand positioning practice. READ MORE
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5. Brand Building in New Ventures. A subconscious process or an integrated activity?
University essay from Göteborgs universitet/Graduate SchoolAbstract : Purpose: The purpose of this research is to examine how new ventures use branding in their start-up development process. Since branding is a broad area, the research is narrowed down to branding processes for companies in the B2C industry. I aim to understand the processes of the companies whereas the research is of exploratory nature. READ MORE
