128 uppsatser · sida 6 av 9
En fallstudie på H&M:s Lagerfeldkollektion
… companies exert themselves to find new ways of achieving market dominance and stronger brands, the phenomenon co-branding has become increasingly popular. By cooperation between two different firms the combined effects can result in synergies not only on the balance sheet, but …
En jämförelse mellan gerillareklam och traditionell reklam
… buying intentions were far greater when guerrilla advertising was used. The strongest contributing factors were creativity, entertainment, interestingness and surprise. Worth noticing is that guerrilla advertising, even though it is more effective, also was perceived as more …
Om hur konsumentgenererad reklam påverkar varumärken
… generated ads differ from traditional advertising. The findings show that strong brands may benefit from these activities if handled the right way and the brand owner adapts it’s reaction to the content of the ad. This can create brand interest. The key implication shows that …
… have a more negative attitude to the company. In Gothenburg the customer has a stronger relationship to the trademark than the Stockholm respondents.Filippa K wants through its trademark provide timeless clothing of high quality to a commercial price to the customers. All the …
En medveten variabel i företagets varumärkesstrategi? En jämförande studie av två svenska företag.
… its brand, is gaining importance as a differentiating factor. Building a strong brand and the emphasis on strategic brand management is something that before was given less attention in firms but today we can see a general increase in awareness and relative emphasis in the …
Hemtex ompositioneringsprocess samt studie av konsumenternas uppfattning
… invest a great amount of time and recourses to establish and preserve a strong brand. Repositioning is a process that today is necessary for virtually all brands at some point during its lifetime and is about to change a customer's perception of a brand name, by changing its …
… paper contributes to the literature of crisis management and eWOM and provides strong support that a corporation, by acknowledging eWOM, can recover negative effects on brand associations and sometimes even enhance positive associations.
Risker och Möjligheter med Co-Branding
… This descriptive analysis is made by highlighting the partnership between two strong brands in the Swedish market, Åbro & AIK, and how internal and external associations related to their impact on brand equity. The study has led to the conclusion that the sponsorship should be …
… KappAhl makes popular kids wear as they run, like their other collections strongly.Polarn O. Pyret has a completely different context in which they are only focused on children's fashion. It started as a company only focused on kids wear and has not suggested any other …
… although the marketing effects is unexplored in academic research. The paper strongly supports that employees are seen as more trustworthy senders than brands. When communicating through the employees the brand message is perceived as a personal recommendation, which results in …
… The results are fairly clear: using the right sound in the right setting have strong positive effects including more positive brand attitudes as well as increases in sales.
… luxury products. An example of this is perfume. A product that has grown strong in the international arena, a product that is directly associated with luxury. Perfume is a beauty product that is consumed at home and most commonly kept in the bathroom. Therefore, it is a product …
… level of congruence between staff clothing and the brand is found to have a strong positive effect on various customer responses. The results also show that the well known brands simply seem to afford to cut down to a medium level of congruence between the staff's attire and the …
En studie om SATS användning av Word-of-Mouth marknadsföring. Kan det stärka ett varumärke?
… Word-of-Mouth and how they can use this type of marketing to make their brand stronger.
… What can systematic branding work result in, in a government agency, besides a strong brand in itself? Can it contribute to the democratic mission that government agencies have? Based on background information on government agencies, their mission in terms of communication …
