Essays about: "theoretical framework on brand name"
Showing result 1 - 5 of 8 essays containing the words theoretical framework on brand name.
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1. Exploring marketing activities to strengthen brand equity within an SME : a case study on the company PAUL och THOM
University essay from SLU/Dept. of EconomicsAbstract : Small and Medium sized Enterprises (SMEs) are often researched through the perspectives and theories created from studies of large organizations. This constitutes the basis of a theoretical problem when studying SMEs. READ MORE
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2. Online Spoof Illustrations in the Aftermath of a Reputational Brand Crisis: Defining the Phenomenon and Its Consequences for Brand Management
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: The purpose of this thesis is to explore the phenomenon of online spoof illustrations that are created in the aftermath of a reputational brand crisis. In a first step, characteristics of these illustrations are assessed and categorized. Subsequently, their impact on a brand’s reputation is investigated. READ MORE
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3. Success Drivers for Vertical Brand Extensions in the Luxury Sector
University essay from Sektionen för ekonomi och teknik (SET)Abstract : In today's competitive environment, the ability to successfully launch new products at reasonably costs is considered a key success factor for leading brand manufacturers, which is why vertically leveraging existing brands becomes more significant. This is particularly exhibited by the luxury sector, which is increasingly attempting to launch new accessible product lines under an existing brand name in order to reach a larger consumer base and consequently increase profits and sales. READ MORE
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4. Panos Emporio, Extending the Brand
University essay from Högskolan i Borås/Institutionen TextilhögskolanAbstract : Brands have for a long time been used to identify and distinguish organizations, companies and products, it can be compared to as the soul of a company. A brand extension is a clear channel for product innovation, which can be a powerful tool to hold a competitive advantage. READ MORE
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5. What’s in a Name? : A study on the success factors of brand naming in China
University essay from Internationella HandelshögskolanAbstract : Background China is highly relevant in today’s economic environment and will be even more important in the upcoming years, since the Chinese economy, including its domestic consumer market, will keep growing. The country has changed from a merely manufacturing nation to a fast growing consumer market that offers promising marketing opportunities for Western companies. READ MORE