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En komparativ studie i vinstdrivande företag och ideella organisationers varuma?rkesarbete pa? sociala medier
… change - A comparative study of profit companies and nonprofit organizations' brand management through social media Author: Agnes Nobel & Matilda Vallgren Tutor: Daniel Lövgren Purpose: The purpose of this thesis was to study profit companies and nonprofit organizations? …
En fallstudie som undersöker ett företags möjligheter att använda sig av sociala medier i marknadsföringssyfte
… communication, what is said and how is it presented?How well is Mouli’s brand with its core values presented in their communication?What kind of expectations is there and what significance does the communication in the social media have for the company? The thesis is based on …
En kvantitativ undersökning kring hur varumärket Hollister jobbar med kommunikation för att stärka sitt varumärke.
The purpose of the case study is to research whether the brand Hollister can establish themselves to their target audience working with communication. To achieve the goal with the study, the following theories has been applied: brand building, visual communication, two-way …
Intern kommunikation av varumärket inom hotellsektorn
The purpose of this paper is to examine the correlation between hotels, their brands and the frontline staff within the industry. A competitive, international environment characterizes today´s hotel industry where brands are one of the strongest sources for a successful position …
varumärkesparodiers effekter på det avsändande varumärket
… marketplace. Recently, a new approach to attract attention has been observed - brands communicating their products by making fun of other brands. This way of parodying a competitor, or even an unrelated brand, is a risky but potentially effective way to increase attention. Brand …
Brand alliance bidrar till brand confusion i bankbranschen
… to thisproblem, and measures that can counteract. We refer to this problem as brand confusion andmainly have our focus on factors derived from brand alliance, but also from the companyitself and the banking industry. We use a qualitative method where we collect empirical …
… different levels of congruence between individuals in their marketing, and the brand they are representing, can affect customers. To avoid any wrong focus in marketing it is key to understand the knowledge gap on the potential impact the personnel in the store have on its …
PURPOSE: To investigate to what extent product brand positioning models can be used to analyze corporate brand positioning; METHODOLOGY: The phenomenon is observed from a positivist epistemological position within a primarily inductive research design. The research strategy is …
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 …
… processen urmärkesinnehavarens perspektiv samt forskning kring online branding.Studiens resultat bekräftar att modevarumärken inte arbetar efter tydliga mål eller strategierkring sitt varumärkesbyggande, vilket beror på begränsade resurser vad gäller tid, personaloch ekonomi …
En kvalitativ studie av tilla?mpningen av kriskommunikationsteorier för att skydda anseendet
… is increasing today as consumers and citizens become more aware of brands. If a crisis hits an organization, there is now more to lose than before concerning reputation. Therefore the organization’s communication strategies must be developed to sustain the organization’s …
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 …
… of themselves as future employers. The creative advertising influences the brands perceived creativity. It also increases the perceived social, development- and reputational value as well as the future intentions with the brand. By being more creative the brand is also viewed as …
The aim of this Master's thesis is to study the public library identity from a brand perspective, how the public library brand identitity is communicated through blogs and what is communicated in them. The authors analyse the public library identity through selected concepts and …
<em>en observations- och intervjustudie </em>
… is increasing today as consumers and citizens become more aware of brands. If a crisis hits an organization, there is now more to lose than before concerning reputation. Therefore the organization’s communication strategies must be developed to sustain the organization’s …
