Essays about: "the category of new brand"
Showing result 21 - 25 of 32 essays containing the words the category of new brand.
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21. Evaluating the Effect of Mobile Display Advertising - Guidelines on how to Advertise in the Mobile Channel
University essay from Lunds universitet/Ekonomihögskolan; Lunds universitet/Företagsekonomiska institutionenAbstract : Abstract Title Evaluating the Effect of Mobile Display Advertising - Guidelines on How to Advertise in the Mobile Channel Authors Anton Olivensjö Gustav Sundberg Supervisors Charlotta Johnsson, Associate Professor, Department of Automatic Control, Faculty of Engineering, Lund University Carl-Henric Nilsson, Associate Professor, Department of Business Administration, School of Economics and Management, Lund University Staffan Engström, Head of Mobile, Schibsted Sverige AB, Sales and Inventory, Stockholm Issue of Study The mobile is a fairly new advertising channel, in which the time spent by consumers has rapidly increased. Advertising spendings are however not aligned, as companies do not fully understand the channel. READ MORE
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22. The Influence of Brand Equity and Brand Identity on Brand Extension Strategies
University essay from Högskolan i Halmstad/Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL)Abstract : The times of following a ‘one brand – one product’ strategy have long past. Nowadays, firms are increasingly recognizing the true value of their brands and are starting to use these as a source of competitive advantage. READ MORE
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23. The Challenges of brand innovation in different brand portfolio strategies
University essay from Högskolan i Halmstad/Sektionen för ekonomi och teknik (SET)Abstract : In today’s knowledge-based economies, the global competition has become fiercer. In order to respond to competition and gain a competitive advantage or, in some cases, survive, company takes a variety of means to improve its competitiveness. READ MORE
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24. What is Relevant to the Consumer?
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : The ways consumer perceive and think about relevance in an advertising context are investigated through exploring research questions through a quantitative research method in an attempt to broaden the measurements of this variable. By using the work of Smith et al (2007) as a starting point this study adds to the current research by complementing previous findings. READ MORE
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25. Three wrongs make a right
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Although the increased importance of brand extensions in the marketplace have been followed by a proliferation of research on the subject, there is limited knowledge to guide companies who aim for several wide expansions into distant categories, to own a broad brand meaning and achieve strong salience. The purpose of this thesis is to assess whether a number of brand extensions incongruent to the original category can affect consumers' perception of future extensions of poor product fit and whether this is moderated by the firm's level of reputation. READ MORE
