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Dissertations / Theses on the topic 'Branding and image'

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Published: 4 June 2021

Last updated: 3 February 2022

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1

Khan, Muhammad Ghayour, and Omar Khan. "Corporate Identity, Corporate Branding and Brand Image." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-57516.

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This dissertation aims to address the research gap which was evident on the apparel industry. The authors identified that additional research is required on how corporate identity influences the designing of a brand image on apparel industry. In order to address the gap the authors first formed a research model based on literature review or secondary data. Later on, primary data was collected through qualitative research method from 14 garments companies in Pakistan. Moreover, the primary data and secondary data was synthesized in order to analyze and conclude the research.The finding shows th

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Moravec, Petr. "Branding a rebranding." Master's thesis, Česká zemědělská univerzita v Praze, 2017. http://www.nusl.cz/ntk/nusl-262753.

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The thesis focuses on brand image and its establishment on the Czech retail market. The aim of the thesis is to identify and propose ten opportunities for improvement of brand presentation to the brand's end users. The first part covers the empirical background and summarises issues of brand image creation in the context of brand building process in the retail environment. The practical part introduces the sports brand Under Armour and subsequently describes its position on the Czech sportswear market. Based on the questionnaire and observational research a draft of ten recommendations is com

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Gudmundsson, Oskar, and Joel Leteus. "Challenging coopetitive branding alliances : a study on how coopetitive branding affects consumers’ brand image." Thesis, Högskolan Kristianstad, Avdelningen för ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-18248.

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The increased competitive intensity in several global markets has encouraged firms which traditionally compete, to also collaborate with each other, that is coopetitive branding alliances. Coopetitive branding has, to the best of our knowledge, not been researched from a consumer perspective.Does this mean that consumers remain unaffected when two competitors all of a sudden also collaborate?The purpose of this thesis is to explore how consumers’ brand images can be affected by firms’coopetitive branding strategies. With support from existing alliance literature and an empirical studycomprised

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Mitchell, A'Shawn Lora. "Corporate Image Branding Strategies to Attract Engineering Talent." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/7561.

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Aerospace and defense leaders need corporate image branding strategies to improve their attraction of engineering talent to the industry. The purpose of this single case study was to explore corporate image branding strategies leaders use at an aerospace and defense company to attract talent and increase competitive advantage. The framework for this study was the recruitment equity model. The sample population consisted of 5 marketing leaders and 5 talent acquisition leaders of an aerospace and defense company in the eastern region of the United States. The study participants had a minimum of

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Camano, Javier. "Branding as a communication tool : creating a branding plan for Medicare y Mucho Mas in Puerto Rico /." Diss., CLICK HERE for online access, 2006. http://contentdm.lib.byu.edu/ETD/image/etd1346.pdf.

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Míchková, Lucie. "Employer branding v lokální pobočce globální společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359146.

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This master's thesis deals with the analysis of the image of the Employer brand of global company on the local market in the Czech Republic. As a theoretical basis focuses on defining brand as such, its value and its management. The basic concepts of Employer Branding: Employer Brand, EVP and some tools for building external employers' brands were also defined. The aim of the thesis is to map attitudes of university students to the employer's brand of selected local branch of chosen global company. I also investigated whether the study of selected university affect student perceptions of the b

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Amini, Vida. "Music Branding : Varumärkens kommunicerande toner." Thesis, Stockholms universitet, Institutionen för mediestudier, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-104629.

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Denna uppsats grundar sig i kommunikationens värld där det konstant byggs nya varianter av kommunikationsmedel. Music branding är ett kommunikationsmedel med musik som sitt verktyg. Med sin emotionella kraft används music branding av företag för att marknadsföra och bilda varumärken. Syftet med denna uppsats är att ta reda på vad music branding innebär, och hur musik kan bära budskap för varumärkesprofilering. För att ta reda på innebörden av musik som ett kommunikationsverktyg har musikartister blivit uppsatsens andra stora ämne, vilket flyter samman med music branding proce

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Li, Kaer, and Xinyi Wang. "HOW DOES CO-BRANDING INFLUENCE BRAND IMAGE : A qualitative research on Supreme’s brand image from consumers’ perspectives." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-387949.

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Purpose- The purpose of this paper is to explore the influence of co-branding on brand images from consumers’ perspectives and whether the result of co-branding is consistent with the companies’ expectations or not. Design/methodology/approach- A qualitative research approach is adopted to allow a deeper insight into the impacts of Supreme co-branding from consumers’ perspectives. We conducted in-depth exploratory interviews with 7 consumers of Supreme to analyze the effect of co-branding and explain our research questions. Findings- Branding negligence can cause losses in attracting customers

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Schäferová, Valerie. "Emloyer branding mezinárodní firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15460.

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Competition for talent is heating up and will probably intensify, since demographic trends make it increasingly difficult for companies to replace valued employees when they retire. In response, many companies are trying to sharpen the way they market themselves to recruits, by applying branding techniques to recruitment. For a company to exploit its brand effectively when it fishes for talent, it must think of recruits as customers, determine which corporate attributes matter most to specific types of recruits, and understand how best to reach them. This diploma thesis analyzes Belgian busine

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Stighäll, Emil. "EMPLOYER BRANDING : En analys av idealbilden inom Employer Branding." Thesis, Umeå universitet, Pedagogiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-163647.

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I en allt mer konkurrenskraftig vardag måste dagens arbetsgivare lägga större fokus på̊ att sticka ut. Endel gör det genom innovativa produkter och samarbeten, andra genom en aggressiv marknadsföringsstrategi. Humankapitalet har därför blivit ett betydelsefullt konkurrensmedel där efterfrågan på rätt kompetens har ökat. Därför har Employer Branding idag blivit ett av de hetaste ämnena inom organisatoriska kompetensförsörjning. Men hur tillämpar man Employer Branding mest effektivt enligt praktiker och teoretiker? Syftet med studien är därför att undersöka med hjälp av en diskursanalys hur Empl

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Göransson, Lisa, and Erika Jansson. "Hur uppfattar studenterna staden? : En studie om betydelsefulla faktorer för stadens image ur studentperspektiv." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-22175.

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Title: Which is the student´s perception of the city? Aim: The aim is to describe and analyze how students perceive a city's image and the factors that characterize the city's place brand. The subsidiary aim is to observe the impact of the city's image has to attract students for residence. The research questions are: 1. What factors do students perceive as characteristic for the city's image? 2. What impact has the factors on students' choice of residence? 3. How do the students’ perceptions differ? Method: Data for the study were collected through preliminary study, an interview with the cit

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Campos, Inês Guimas Fernandes. "Estudo sobre a imagem de Maputo." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12894.

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Mestrado em Marketing<br>A globalização tem vindo a aumentar a competitividade entre os lugares. A disputa para atrair investimentos, residentes e visitantes tem vindo a influenciar os destinos, países ou cidades a utilizarem estratégias de marketing para gerir as suas imagens. Para o desenvolvimento de uma estratégia de city branding de sucesso, torna-se imperativo, numa primeira fase, identificar o que torna o lugar único. A imagem do lugar não pode ser inventada, mas que deverá ser percebida através de uma estratégia global que tenha em conta todos os fatores que influenciam a marca da ci

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Mohammed, Serag Hannan. "Employer branding : En studie av “The Employer Brand Mix”." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19039.

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Abstract Titel: Employer Branding: En studie av “The Employer Brand Mix” Nivå: C-uppsats i ämnet företagsekonomi Författare: Hannan Mohammed Serag Handledare: Jens Eklinder Frick & Jonas Molin Datum: 2014 Bakgrund & syfte: Allt fler företag konkurrerar med varandra för att attrahera och behålla rätt personal. Det resulterar i att företag börja rikta sitt fokus på sina nuvarande och potentiella medarbetare. Ur denna bakgrund har begreppet Employer Branding trätt fram inom marknadsföring. Konceptet Employer Branding går ut på att stärka ett företags arbetsgivarvarumärke för att att

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Zedenius, Ida, Josefin Lindblom, and Johanna Bertilsson. "City Branding: A research on the collaboration between two organisations and their branding process of Jönköping." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-23874.

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Background City branding is an emerging practice that is executed by an increasing number of cities all around the world. The concept is used to transform a location into a destination by applying different strategies. Jönköping is a growing city in terms of size, revenue and population. Two organisations, Destination Jönköping and Jönköping City AB, are constantly working with city branding in Jönköping to improve its city image. Purpose The purpose of this study is to identify and investigate the collaboration between Destination Jönköping and Jönköping City AB and if a partnership exists.

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Nömm, Heidi Marie. "The Image of Sweden : Nation Branding and Public Diplomacy in Germany." Thesis, Uppsala University, Media and Communication, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-7765.

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<p>ABSTRACT</p><p>Title: The Image of Sweden - A study of the Swedish Embassy’s Nation Branding and Public Diplomacy in Germany</p><p>Number of pages: 46 (57 including enclosures)</p><p>Author: Heidi Marie Nömm</p><p>Tutor: Göran Svensson</p><p>Course: Media and Communication Studies C Level – Bachelor’s Thesis.</p><p>Period: Autumn term 2006/2007</p><p>University: Division of Media and Communication Department of Information Science Uppsala University</p><p>Purpose/Aim: The purpose of my research study is to examine how the press, culture and PR department at the Swedish Embassy in Berlin is

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Pires, Joana Carolina Teixeira. "Branding Literário: a imagem dos autores da Geração de Orpheu no século XXI." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2018. http://hdl.handle.net/10400.5/17038.

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Dissertação de Mestrado em Comunicação Social, na vertente de Jornalismo<br>A história da literatura portuguesa faz-se de autores, grupos, movimentos e obras que contribuíram para a afirmação da identidade do país no mundo. A edição da revista Orpheu, que representou um dos períodos de encontro entre a Língua e a Arte portuguesas, cumpriu o seu primeiro centenário em 2015. O branding dos autores desta geração, inicialmente trabalhado pelos próprios, é hoje planeado e desenvolvido pelas editoras que detêm os direitos das suas obras, que pretendem republicar esses títulos, ou publicar obras

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Osborne, David. "Images of a Hong Kong mall : a grounded theory investigation of consumer retail brand image development." Thesis, Coventry University, 2011. http://curve.coventry.ac.uk/open/items/6111d275-32a5-4e5f-b439-692481c90284/1.

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This study generated a substantive theory of retail mall brand image construction on the part of consumers for a retail mall in Hong Kong. The primary source of data was generated from face-to-face interviews, and analysed using a grounded theory methodology. From this analysis key categories emerged which provided the foundation for the substantive theory. The theory of retail mall brand image construction proposes that consumers associate the retail mall with a particular stratum of society, through a series of interpretive processes that attach personal and social meaning to the mall. The r

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Månsson, Thorsén Törnqvist Niclas Erik Mikael. "Employee Branding at a pharmaceutical company." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entreprenörskap, Marknadsföring, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-13376.

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This bachelor thesis in business administration investigates the employee branding process of Company X in order to gain an understanding of how the company works with and can utilize this as an efficient tool. Recent research shows that Swedish companies that focus on building their brands are more profitable than companies that do not. Furthermore, re- search show that relationship building is an increasingly important area of marketing, which means that employees have a key role in creating a brand through the relationships they build. As Company X to some extent relies on relationship buil

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Nestor, Anna, and Frida Ställborn. "Branding in pole position : En kvalitativ fallstudie av branding inom business-to-business på den svenska säkerhetsmarknaden." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-56367.

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Frågeställning: Hur bör ett företag i säkerhetsbranschen som verkar på en mogen businessto-business marknad agera för att skapa ett nytt starkt varumärke med hjälp av branding? Syfte: Syftet med rapporten är att analysera vikten av branding och betydelsen av att utformaett starkt varumärke inom business-to-business i säkerhetsbranschen. Rapporten syftar äventill att identifiera strategiska rekommendationer som G4S bör ha i åtanke vid skapandet av sitt nya varumärke. Metod: En fallstudie med induktiv ansats och kvalitativ forskningsmetod har använts vid undersökningen. Datainsamlingen har skett

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Mikaelian, Maria, and Kajsa Pamqvist. "Arbetsgivarimage: Skillnad i män och kvinnorsuppfattning? : Ingenjörsstuderandes uppfattning av ett industriföretags image." Thesis, Högskolan i Gävle, Avdelningen för socialt arbete och psykologi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-20010.

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Syftet med studien var att undersöka om det förelåg någon skillnad mellan kvinnliga och manliga ingenjörsstudenter gällande uppfattningen av den valda organisationens och den Ideala arbetsgivarens image. Syftet var även att undersöka om det förelåg någon skillnad i studenternas uppfattning av image hos den valda organisationen jämfört med den Ideala arbetsgivaren. Imagen mättes utifrån fem dimensioner med hjälp av Employer Attractiveness Scale. En enkätundersökning gjordes med totalt 102 ingenjörsstudenter som deltagare. Studiens resultat visade ingen skillnad mellan kvinnor och män gällande e

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Ogundipe, Samuel Johnson. "A proposed Model for Country Branding : an experimental Application on Nigeria." Thesis, Högskolan Dalarna, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:du-10397.

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In the era of globalization, countries compete with each other for attention, respect and trust of potential consumers, investors, tourists, media and governments of other nations. Branding is the most powerful tool that a nation can utilize for effective differentiation strategies and for creating competitive advantage over other nations. Unfortunately, not every nations or destination marketers have a broad understanding of the concept of branding and how a country can be successfully branded. Hence, this study has proposed a model that could be used as a valuable guide for country branding.

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Axelsson, Åsa, and Anna Granstig. "Employer Branding : Ett gränsöverskridande varumärkesarbete." Thesis, Linköping University, Department of Management and Economics, 2004. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-2407.

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<p>Bakgrund: Denna uppsats handlar om hur företag ska kunna attrahera framtida kompetens med en ny varumärkesstrategi. ”Employer Branding” är namnet på denna strategi och beskrivs av konsulter som ett medel för företag att via en genomtänkt varumärkesstrategi profilera företaget på kompetensmarknaden. Grunderna i en Employer Branding-strategi innefattar följande aspekter: att kunna attrahera och behålla den bästa kompetensen samt att ena företaget kring sin vision och kultur. Vi har i denna uppsats undersökt och definierat vad en Employer Branding-strategi innebär och hur begreppet kan ställas

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Alvarez, Martinez Oscar. "Branding Spain : analyzing the organizations behind the image of Spain in Sweden." Thesis, Gotland University, Institutionen för humaniora och samhällsvetenskap, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hgo:diva-501.

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<p>Globalization abates barriers and makes the world similar, but also leads countries to perform like companies seeking and competing for global capitals. In this competition the „nation brand‟ becomes a critical tool to stand out and attract any sort of foreign investments. In this research, the factors which affect the nation brand, presented in the Anholt´s hexagon model, will be tested through the combination of theory on nation branding and empirical data. The study analyzes how different organizations affect and promote the commercial image of Spain in Sweden. Up to seven entities susce

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Sangsue, Pisuda. "Destination brand confusion : an empirical examination of Thailand's destination image and branding." Thesis, University of Nottingham, 2013. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.596087.

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Fierce competition in the travel and tourism industry forces destinations to develop strong, unique and competitive destination image and branding. These play a vital role in a tourist's decision processes because it is impracticable to try the destination before a real visit. Moreover, the plethora of available information sources created by the existence of multiple communications channels, in combination with the employment of different interpretive strategies by tourists, creates the potential for brand confusion and highlights the potential importance of this issue for examination. The co

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Motoc, Adrian, and Andrei Mihai Gitman. "Family business branding in Romania: A matter of identity, image, and reputation." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-43824.

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Background: Family businesses are shaping the world’s economy through contributions to establishing jobs, creating wealth, and competitiveness, correspondingly being influenced by the quality of the business environment. Family business branding is useful to understand how to leverage their unique resources and create a competitive advantage, these being shaped by the context. The historical events and economic factors of Romania are influencing the decision of family firms to portray their family in their branding endeavours in order to become more competitive. Purpose: The purpose of this th

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Ehn-Notrica, Maria. "Brand work in the municipality of Stockholm – a case study of Micasa Fastigheter : MBA-thesis in marketing." Thesis, University of Gävle, Department of Business Administration and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-315.

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<p>The purpose of this study is to ascertain how present methods in branding, used in private sector companies, are or could be transferred to the public sector organizations.</p><p>It is done by means of a case study of Micasa Fastigheter done through participating observation. It also includes a survey of key decision makers included in the branding process, on different political and administrative levels.</p><p>Swedish municipalities’ and county councils spend over 50 percent of the Swedish gross national product, their operations affect most individuals just about every day and informatio

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Broman, Kristofer, and Emil Fransson. "Artisters identitet och image - ett varumärkesperspektiv." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-16875.

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Title: Artists’ identity and image – a brand perspective The purpose of this study has been to create an understanding of how artists in the music business can be seen as brands and to see what stands out when having this approach. During the study we have focused on the two terms identity and image. We find this issue interesting and relevant since branding has been widely discussed in business economy, but not enough when it comes to artists in the music business. To answer our research question we have targeted three aims for this essay, which is to clarify and analyze:  Identity and image

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Skoog, Hjertquist Pontus, Daniel Andersson, and Karin Hafstad. "Exploring the Relationship between Employee Branding and Brand Loyalty : a qualitative case study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26691.

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Background: Making customers loyal to the brand have become a key issue for marketers to achieve since it acts as a major contributor to competitive advantage. The brand image is argued to be the main source for brand loyalty and organizations continuously seeks for ways to achieve brand loyalty through enhancing their image. Employee branding makes it possible for organizations to consistently deliver a desired brand image to the customers, through its employees, and it could therefore be of importance to explore the relationship between employee branding and brand loyalty. Research questio

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Filipsson, Therese, and Rebecca Kviberg. "Fair Trade branding as a purchase criterion." Thesis, Jönköping University, Jönköping International Business School, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-882.

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<p>Background: In the 1970’s, the first concerns regarding manufacturing pollu-tion headed off in Sweden and an enormous demand was cre-ated. The result came to be an enhanced consumption of ingredi-ent branded products such as KRAV, Bra Miljöval and The Swan to mention a few. Fair Trade entered the Swedish shelves in 1996 which gave the consumers the possibility to buy products and contribute to better conditions for farmers and employees in de-veloping countries.</p><p>Problem: In 1995 a research was performed, which showed that 50 percent of the respondents did not buy products with for ins

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Gumpo, Sibonokuhle. "Branding a country : the case of Zimbabwe." University of South Africa, 2005. http://hdl.handle.net/10500/166.

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ABSTRACT “Almost all places are in trouble, but some are in more trouble than others" Kotler, Haider & Rein (1993) Kotler, Haider & Rein (1993) contend that all places are in trouble now, or will be in the near future. The onset of globalisation of the world's economy, country political dynamics and the accelerating pace of technological changes are some of the forces that require all places to learn how to compete on the world arena. Porter (1990) states that the framework for understanding a company’s sources of competitive advantage can be extended to the level of nations. It is basicall

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Drobná, Martina. "Nation branding Českej a Slovenskej republiky." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-206988.

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The diploma thesis focuses on the concept of nation branding in foreign policy in general but especially in the context of two Central European countries - the Czech and Slovak Republic. It addresses the question of whether this relatively young discipline is a part of their foreign policy efforts and whether their approach to this tool vary. The comparison is performed through a view on the previous steps and development of the agenda, on the institutional framework and analyses of their nation brands. Nation brand analyses are performed by applying the theoretical apparatus of the concept of

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Drgová, Adéla. "Teorie a praxe brandingu." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205537.

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This master's thesis discusses the topic of brands and branding. Firstly, it explores various authors' definitions of the term "brand", its functions and changing role in recent decades. The work further clarifies the difference between the terms "identity" and "image", which are often interchanged. Next topic presented is the concept of Corporate Identity that is mostly used by Czech marketing professionals. For reader's better understanding of the previous parts, Top 100 global brands report is introduced. The following topic defined is the topic of branding, which is subsequently applied on

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Visser, Ilze. "Impact of social media on the brand image of a higher education institution." Thesis, Nelson Mandela Metropolitan University, 2012. http://hdl.handle.net/10948/d1011274.

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Social media is an unexplored and new area, for both businesses and academia. Many institutions are not confident on how to improve their business through the use of social media, neither for internal or external purposes. Social media is nevertheless immense among private persons (Wikström & Wigmo 2010:1) and to ignore this would be a critical mistake by marketing communicators, regardless of the economic sector in which they operate. Therefore, this study intended to expand on the current limited knowledge and information available relating to the use of social media by Higher Education Inst

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Cuicchi, Federica. "Higher education branding: Nova School of Business and Economics and Bocconi University." Master's thesis, NSBE - UNL, 2014. http://hdl.handle.net/10362/11862.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics<br>In this thesis it is shown a comparison between two of the top thirty European Business School 2013 Ranking of the Financial Times: Nova School of Business and Economics and Bocconi University. The analysis is carried out focusing on the brands and the stakeholders perceptions by analyzing the findings of twenty-four in-depth interviews. These interviews were conducted to students and alumni from both universities in order to show the gaps

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Pohlar, Christopher. "The Water Tower: A New Image in the Urban Landscape." University of Cincinnati / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1317154827.

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Loo, Theresa Wai Yue. "Nation branding: how the national image of the United Kingdom affects its outputs." Thesis, University of Manchester, 2005. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.572508.

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Competition between nations increasingly takes place across all the outputs of a nation, including products, tourism, location for foreign direct investment and many more. A favourable national image for outputs to benefit from is a competitive advantage in the international arena because foreign publics tend to use a nation's image to infer the quality of its outputs. They are more receptive to outputs from certain countries and are willing to pay more for them, such as French perfume, Swiss timepieces, Italian design, et cetera. However, a nation's image is often steeped in stereotypes, whic

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Yamagishi, Kohichi. "Creating a branding image as an effective strategy to revitalize downtown commercial streets." Thesis, Massachusetts Institute of Technology, 2008. http://hdl.handle.net/1721.1/44351.

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Thesis (M.C.P.)--Massachusetts Institute of Technology, Dept. of Urban Studies and Planning, 2008.<br>Includes bibliographical references (leaves 105-107).<br>The branding image of commercial streets can be an important factor for inviting new shops and attracting customers and visitors to the area. It can also contribute to changing the image of declining downtown shopping streets and regain tenants and customers. The images of commercial streets affect people's decision-making process about where to shop and meet, which can reinforce the reality of the places, creating the momentum for the p

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Paliwal, Aishwarya. "Extending associative network theory: the role of affect in the bi-directional image transfer process." HKBU Institutional Repository, 2014. https://repository.hkbu.edu.hk/etd_oa/44.

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Marketers make extensive use of sponsorship as an instrument to build and enhance corporate image, with global sponsorship spending exceeding USD50 billion in 2012 (IEG, 2013). This growth in sponsorship spending has been paralleled by growth in sponsorship research. The various definitions of sponsorship are centred on the concept that the sponsor pays in return for the opportunity to be associated with the given event. The transfer of image from the event to the brand is therefore central to the productivity of any sponsorship arrangement. Hence, it is unsurprising that image transfer models

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Silva, Cristiana Isabel Oliveira da. "Nation branding como instrumento de soft power – o caso da Alemanha." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2017. http://hdl.handle.net/10400.5/13681.

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Dissertação de Mestrado em Relações Internacionais<br>Na era da informação, a sociedade civil global tem uma participação cada vez mais ativa nos processos de decisão em política externa. Consequentemente, os Estados tendem a privilegiar as estratégias de soft power, assentes em instrumentos de promoção da sua imagem, no sentido de influenciar as opiniões públicas estrangeiras e preservar a legitimidade política subjacente às ações empreendidas. Neste sentido, desenvolvem-se mecanismos inovadores de relações públicas, adaptados à sociedade da informação. O nation branding é um conceito recent

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Blomgren, Cecilia, and Julia Cranz. "Branding och Event Marketing : en studie om kunders imageuppfattning av svenska möbelproducenter." Thesis, Södertörn University College, School of Business Studies, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-814.

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<p>This essay describes the Swedish furniture business and its strong competition between domestic and foreign producers. As the demand on higher development speed grows stronger, alongside a fierce competition between the companies, long lasting and unique qualities such as customer relations and strong brand names become crucial. Nowadays many furniture producers chose to sell their products through retailers and they therefore miss out on invaluable direct contact with their customers. Consequently, this means that they lack the perquisite to build relations or more importantly, to communic

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Eitel, Meike. "Reputationskommunikation von Ländern : Instrumente und Erfolgsfaktoren - Theoretische Ansätze und Untersuchung der Kommunikationspraxis am Fallbeispiel Schweiz." Phd thesis, Universität Potsdam, 2013. http://opus.kobv.de/ubp/volltexte/2014/7013/.

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Die professionalisierte Kommunikation komplexer Gebilde wie Staaten und Nationen, die ihre Hinwendung politischer Fragestellungen in die Sphären von Image und Einfluss verlegt, kommt vor dem Hintergrund wachsenden Wettbewerbs an der Bedeutung der Reputation nicht vorbei. Denn neben ihrer ökonomischen Bedeutung legitimiert Reputation als mittel- oder langfristiges öffentliches Ansehen, das ihren Trägern Definitions- und Überzeugungsmacht verschafft, Macht- und Herrschaftspositionen. In einer mediatisierten Gesellschaft wächst die Bedeutung der Kommunikation mit der Öffentlichkeit sowohl für Erw

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Larsson, Julia, and Rebecca Steene. "Varumärkets påverkan på anställda : En studie om image och ryktets inverkan på en arbetstagare inom små tjänsteföretag." Thesis, Högskolan i Gävle, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-24350.

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Syfte: Syftet med vår studie är att få en ökad förståelse för hur ett varumärkes rykte och image kan påverka en arbetstagare vid valet av arbetsgivare i små företag inom tjänstesektorn. Metod: Då syftet med studien är att få ökad förståelse för hur image och rykte påverkar en arbetstagare i valet av arbetsgivare, har således studien genomförts med en kvalitativ forskningsansats. Semistrukturerade intervjuer har genomförts med 12 deltagare som är nyanställda inom respektive företag. Materialet har därefter analyserats manuellt med hjälp av ett datanalysprogram. Resultat &

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Helmy, Mona. "Urban branding strategies and the emerging Arab cityscape the image of the Gulf city /." [S.l. : s.n.], 2008. http://nbn-resolving.de/urn:nbn:de:bsz:93-opus-37282.

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Olausson, Emma, and Cecilia Sjöberg. "Industry Branding i IT-branschen : Industry Branding – en möjlighet för svenska IT-företag att marknadsföra och attrahera unga, kvinnliga medarbetare." Thesis, Luleå tekniska universitet, Industriell Ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79539.

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Purpose – The purpose of this study is to investigate how IT companies can apply Industry branding in their marketing strategy, with the aim to market the IT industry to influence young women to choose an IT education at a college or university. Method – The study has an explorative purpose to provide new insights on the topic of Industry branding. A deductive research approach has been applied. A literature study was first conducted to create a picture of current research. Secondly, a theoretical framework, which laid the foundation for the data collection that was used in a multiple case stu

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Bjur, Elin, and Dimitri Christo-Dionne. "Fortification of New Venture Branding through Brand Image and Brand Identity : An exploratory study to shed new light on branding for new venture entrepreneurs." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30628.

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Introduction Entrepreneurs embarking upon a new business venture have a vast amount of responsibilities to consider during the new venture phase, therefore strategically taking action to gain a competitive advantage in the marketplace is a necessity. While there exist many routes towards acquiring an edge over the competition, branding proves to be a highly effective and influential strategy. As entrepreneurs are left to their own business development devise, there is no one approach towards creating a brand. Brand image and brand identity are two components of the brand strategy that impact a

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Bendisch, Franziska. "Branding CEOs : How relationship between cheif executive officers, corporate brands and stakeholders image can influence perceived brand value." Thesis, University of Bradford, 2010. http://hdl.handle.net/10454/4892.

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Chief Executive Officers (CEOs) have become recognised as brands in the academic and popular domain, but little is known about the relationship between these senior manager ¿brands¿ and the corporate brand of the organisation they represent. Since stakeholders associate the CEO¿s reputation with that of the company, they may negatively or positively affect each other, and there is little research into this dynamic. Indeed there is only a limited understanding about the field of people branding in general and much less into CEO brands in particular. Consequently this doctoral thesis inve

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Pietrobon, Alberto, and Yu Dai. "Branding for Start-ups: A case Study of Spotify." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-98374.

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Purpose - The purpose of this research is to explore if there is a viable way for a newly brand to speed up the process of creating and acquiring the brand equity. Since branding is a very broad area, we narrow the research down to brand alliance for startups. With this research, we aim to deep into the subject to understand how this has been done and could be done. Research Question - How can a start-up make brand associations with other well-known brands, in order to leverage their equity and acquire its own? Methodology - Qualitative research method is applied through an interview to th

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Lukavská, Klára. "Image a identita značky." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-205096.

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The main focus of this diploma thesis is brand image and brand identity. The objective of the thesis is to compare how consumers perceive the brand (brand image) with how the brand wants to be perceived itself (brand identity). First part is focused on the process of building and managing strong brands, as well as defining brand image and brand identity theoretically. The practical part presents the brand on which the research was conducted, Proenzi brand, its history on the Czech market, competition and its identity. In the final chapter there are presented results of the research which was c

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Hagan, Christopher Patrick. "One world, one dream? : image building and brand China in the 2008 Beijing Olympics /." Connect to title online (Scholars' Bank), 2008. http://hdl.handle.net/1794/8713.

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Bendisch, Franziska. "Branding CEOs : how relationship between chief executive officers, corporate brands and stakeholders image can influence perceived brand value." Thesis, University of Bradford, 2010. http://hdl.handle.net/10454/4892.

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Chief Executive Officers (CEOs) have become recognised as brands in the academic and popular domain, but little is known about the relationship between these senior manager 'brands' and the corporate brand of the organisation they represent. Since stakeholders associate the CEO's reputation with that of the company, they may negatively or positively affect each other, and there is little research into this dynamic. Indeed there is only a limited understanding about the field of people branding in general and much less into CEO brands in particular. Consequently this doctoral thesis investigate

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