Essays about: "umbrella brand"

Showing result 1 - 5 of 7 essays containing the words umbrella brand.

  1. 1. Caught in a Bad Romance - The Contradiction of Woke Brands in Consumers' Lives

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Ellinor Beckman; Miriam Dalsjö Åström; [2019]
    Keywords : CBR; Branding; Woke; Postmodernity; Business and Economics;

    Abstract : The purpose of this study is to discover the characteristics of consumer brand relationships between consumers and woke brands and thus contribute to the research field of consumer brand relations. This will be achieved by looking to the relationship in the context of postmodern consumers and specifically three purposively selected cases; Pepsi, Always and Gillette. READ MORE

  2. 2. The Effects of Repositioning as a process of Rebranding in terms of Brand Equity, Corporate Identity, and Brand Image : A case study on Lidl

    University essay from ; ;

    Author : David Stensson; Alexandra Strömberg; Johan Alfredsson; [2015]
    Keywords : Rebranding; Repositioning; Brand Equity; Corporate Identity; Brand Image; Lidl;

    Abstract : Background:                Brands are associated with certain elements, including name, logo and slogan. Being understood as major parts of all brands, changing these would be considered as a vital event. READ MORE

  3. 3. Branding at the Ice Cream Factory : A Case Study of the Branding Strategy at SIA Glass

    University essay from Uppsala universitet/Företagsekonomiska institutionen; Uppsala universitet/Företagsekonomiska institutionen

    Author : Frida Ejnar; Maria Sahlberg; [2013]
    Keywords : Branding; Brand management; Branding strategies; Umbrella branding; Brand extension; Value;

    Abstract : Branding is essential for a business success although it may be difficult to decide what branding strategy to use. The purpose of this paper is to investigate the concept of branding, and more explicitly the strategies of umbrella branding and brand extensions and how it relates to value, in practice. READ MORE

  4. 4. Regional Destination Branding : A Qualitative Study of the Branding Practices in Three Swedish Regions

    University essay from Linnéuniversitetet/Ekonomihögskolan, ELNU; Linnéuniversitetet/Ekonomihögskolan, ELNU

    Author : Josefin Pucher; Karin Ljungberg; [2012]
    Keywords : Destination Branding; Stakeholder Management; Partnerships; Brand Architecture;

    Abstract : During the last decades, the tourism industry has become one of the fastest growing economic sectors in the world. The growth has in turn led to traditional marketing techniques such as branding being applied to places and destinations. READ MORE

  5. 5. Applying lean philosophy to the redesign of service delivery process : A case study in the telecommunication industry

    University essay from KTH/Industriell ekonomi och organisation (Inst.)

    Author : yue zhu; [2012]
    Keywords : Lean; service process; value; waste; VSM; Optimization Focus Matrix;

    Abstract : Lean is an umbrella term for a powerful combination of techniques to maximize customer value by minimizing waste and achieving continuous flow through a sustainable culture of continuous improvement. The term ―lean is used in the U.S. for what was originally created as the "Toyota Production System" by the Japanese carmaker. READ MORE