68 uppsatser · sida 1 av 5
Intern varumärkesuppbyggnad på Nordiska Kompaniet
Purpose: The purpose of this study is to examine how a company with a single brand is perceived as uniform, as well as how they use internal brand building to reconcile various competing actors within one brand. Furthermore the aim is to examine how staff, through internal brand …
… comptences and to cover different segments. That has lead to an increased brand portfolio with different subbrands, which can be complicated to handle efficiently in the internal and external communication. If it is not clear what each brand stands for and what the groups vision …
The main objective of this thesis is to study the brand manager’s role within a global business to business (B2B) company. In order to meet the main objective we have chosen to study and analyse one global B2B company, Alfa Laval AB, Alfa Laval DK, Alfa Laval PL and its …
En kvalitativ studie om möjligheter och risker med etisk ingrediensvarumärkning
Branding is becoming increasingly important to companies within the B2B-sector and they put a lot of effort and capital to develop and strengthen their brands. One way of working with brands is through ingredient branding. An ingredient brand is an alliance between two brands …
En studie om värdeskapande och synergieffekter hos företag med två varumärken
… mellan dessa parter. Det värde som företaget skapar med varumärket benämns som brand equity, vilket kan ses ur ett kundvärdebaserat respektive finansiellt perspektiv. Det finns dock oklarheter i hur detta värdeskapande faktiskt sker. Uppsatsens syftar därför till att analysera …
The increased media clutter requires of brand managers to be innovative and creative in their choices of marketing communications in order for brands to be salient in the minds of consumers. Recent studies emphasize incongruent marketing as a means of "standing out" from this …
Title: Brand loyalty and switching behavior ? A case study of the Swedish ketchup market Authors: Marcus Andersson Mattias Hedblad Tutors: Björn Bergenståhl, (Professor) Department of Food Technology, Engineering and nutrition, Division of Food Technology, Lund University Frans …
En deskriptiv fallstudie av Örebro kommuns arbete med employer branding
Employer branding in public sector A descriptive case study on Örebro kommuns work with employer branding Problem: Previous literature on employer branding is normative and highlights what the work with employer branding should contain in order to succeed. Previous literature …
… managers? perceptions of underserved consumers in emerging markets provide for branding in these markets. Our study indicates that managers? perceptions are still lacking consumer insights within five elements (value, loyalty, purchasing power, consumers and consumption). Hence …
A Managerial Perspective on Strong B2B Brands
Kevin Roberts has extended the comprehension of strong consumer brands to a higher level where loyalty beyond reason is established. He calls this new status Lovemarks. As the concept of Lovemark has only been applied in B2C markets, this thesis is directed to find out the …
En kvalitativ studie av tre svenska kommuner
In this thesis we present a qualitative study of Employer Branding through a perspective of gender. We examine the awareness of Employer Branding as a tool to break gender patterns in female and male dominated administrations in three Swedish municipalities. Six recruiters …
betydelsen av hur ett varumärke förmedlas
… The study will also examine potential and existing customers' image of the brands and corporate brand awareness. Method: This study is based on a triangulation in which both quantitative and qualitative methods are treated in the form of personal interviews and a questionnaire …
En studie om hur TV4 arbetar med personliga profiler
… to broadcast throughout satellite and cable. As a company you need a strong brand in order to differentiate the company from the competitors. The brand of media companies are set by the content of the offer, which means that the program and the people connected to the television …
En studie om specialexponeringar och dess sidoeffekter med utgångspunkt i varumärkesstyrka
Store managers and brand owners have realized the benefits of sales promoting activities in-store, which thus have become a common sight for consumers when grocery shopping. Using in-store displays, a brand’s sales can increase by more than 1000 percent. We believe, however …
En fallstudie på Apoteket och Swedbank
… successful. Competitive advantages can be gained through a unified strong brand, standardised products and economies of scale. This normally calls for centralisation. On the contrary is decentralisation, which is said to improve work motivation and local market orientation …
