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Dissertations / Theses on the topic 'Digital branding'

Author: Grafiati

Published: 4 June 2021

Last updated: 27 July 2025

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1

AMERKHANOVA, NATALYA, and ANASTASIA TOPALIDOU. "Online consumers' perspective on digital fashion branding magazines." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17535.

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The study is focused on investigating the effectiveness of digital fashion branding magazines through the perspective of various types of online fashion consumers. The classification of online fashion consumers is based on motives of shopping behavior. Factors of positive online shopping experience were employed in order to identify perceptions and preferences towards digital fashion branding magazines. The study is implemented by the means of digital fashion branding magazines’ analysis, focus group and individual interviews. The results of the research enable to identify various ways of pres

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BERALDO, DAVIDE. "CONTENTIOUS BRANDING. REASSEMBLING SOCIAL MOVEMENTS THROUGH DIGITAL MEDIATORS." Doctoral thesis, Università degli Studi di Milano, 2017. http://hdl.handle.net/2434/440685.

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This dissertation wishes to contribute to the sociological debate on protest movements by developing the notion of ‘contentious branding’ as a reflection emerging from the digital exploration of two empirical cases that challenge social movement theory: Occupy and Anonymous. The research was orientated by three interrelated questions operating at a methodological, empirical and theoretical level: How can digital research remediate the study of social movements? What sort of assemblages are articulated around the contentious brands Occupy and Anonymous? How does a branding perspective add to or

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Fonseca, Cesário Miguel Barros Lobo da. "Comunicação nas redes sociais de uma marca B2B : caso de estudo “Compasso”." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/20938.

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Mestrado em Ciências Empresariais<br>As redes sociais são um fenómeno presente nas nossas rotinas diárias. Após o surgimento destas plataformas as empresas identificaram as vantagens que estas apresentavam no contacto e interação com o cliente assim como divulgação de uma marca. No entanto essa postura foi mais aceite, estudada e adotada por negócios B2C. Em B2B já existe interesse por parte dos gestores em integrar redes sociais nos seus negócios, mas há ainda muito caminho por percorrer, seja no âmbito académico seja no empresarial. Assim decidimos realizar um caso de estudo da Compasso, u

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Duarte, Audrey Marques. "Branding em ambiente digital ; o reposicionamento da marca na internet." Universidade Católica de Santos, 2008. http://biblioteca.unisantos.br:8181/handle/tede/448.

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Made available in DSpace on 2015-02-04T21:38:39Z (GMT). No. of bitstreams: 1 Audrey Marques Duarte.pdf: 1390189 bytes, checksum: e5e991326a3f994ed705843fefbd9a93 (MD5) Previous issue date: 2008-05-15<br>Coordenação de Aperfeiçoamento de Pessoal de Nível Superior<br>A Internet tem sido cenário de estratégias empresariais onde delineiam-se oportunidades para que marcas atuem em um novo ambiente. Utilizada como um forte canal de relacionamento entre organizações e consumidores, a Internet demonstra notável avanço não somente em termos de audiência, mas também na presença de variados segmentos d

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Lidman, Evelina, and Annika Romell. "Understanding Self-Branding in the Digital Age: Insights for Swedes." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44081.

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Problem: A changing economy bears many implications; precarity within employment, the restructuring of concepts, management of activities and the employment of tools reinforcing security. As a measure to procure and preserve employment in the modern market self- branding has been proposed. The value a brand has today is multifaceted and has proven to aid not only businesses and corporations but individuals as well. However, as self-branding is contingent on the precariousness of the changing economy, previous literature has focused on strategies and implications for the self-employed and faile

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Gonçalves, Rita Maria Pinto do Souto Pinto. "Storytelling in corporate branding : application to a McDonald's Portugal Digital Platform." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/10202.

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Mestrado em Marketing<br>Esta tese é uma reflexão teórica e prática sobre a presença do storytelling na comunicação corporativa, numa perspectiva que compreende a semiótica e a narratologia num contexto de comunicação estratégica de marketing. Analisamos a junção entre os conceitos de storytelling corporativo, storytelling da marca, storytelling do consumidor e storytelling digital, uma vez que todos se reúnem num diálogo da marca, entre a empresa e o consumidor. O estudo exploratório assentou na nova plataforma da McDonald's "Histórias com M" e foi conduzido de forma a aferir a presença de um

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7

Sledzik, Christopher Steele. "PR and Online Branding Corporate Perceptions in a Digital Space: Branding Goodyear Engineered Products in the Automotive Aftermarket Online." Kent State University / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=kent1334608828.

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Samoylina, Ekaterina. "Personal Sports Branding in the Digital Age: The Case of Zlatan Ibrahimovic." Thesis, Uppsala universitet, Medier och kommunikation, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-263464.

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The rise of digital media has caused transformations and new phenomena in different fields. In the digital age such branches as personal sports branding and nation branding has acquired new opportunities for development. The research focuses on representation of the personal sports brand of Zlatan Ibrahimovic on digital media platforms and its connection to the nation brand of Sweden. Previous research deals with existing studies on personal branding, personal sports branding in digital media, and nation branding. Theoretical framework includes appropriate concepts and perspectives that guide

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Smith, Steve. "Understanding technology through a sociology of branding: The case of the digital camera." Thesis, University of Surrey, 2005. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.505155.

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In an age in which everything from technologies to whole countries seems to be branded, brands and branding have received relatively little attention in sociology.The aim of this thesis is to develop a sociological understanding of brands through an investigation of digital cameras. I take a constructivist approach which understands that what a technology is, what it will do, and what its effects are, are the consequences of specific interpretations of that technology. This thesis contributes to the literature on branding and consumer practices by undertaking three types of research. The first

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Stigson, Gustav, and Nore Torbiörnsson. "Online branding hos svenska banker : En kvalitativ studie av fyra svenska bankers arbete med online branding." Thesis, Jönköping University, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-7616.

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<p>Internet påverkar vår vardag i allra högsta grad. Våra rutiner har förändrats och därmed ställs det även krav på företagen att möta sina kunder där kunderna finns. En bransch som tagit stor hänsyn till detta är bankvärlden. Men hur möter de kunderna på den digitala arenan? Hur hanterar de sitt varumärke ur ett digitalt perspektiv? </p><p>Denna studie har som syfte att undersöka just detta och se på fyra av de svenska rikstäckande bankernas digitala varumärkeshantering och hur de arbetar med kommunikation i digitala kanaler. Det intressanta är att se de tendenser som finns idag men även hur

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Vallet, Saavedra Gemma. "eBranding. La creación de marca digital en la era de la conectividad." Doctoral thesis, Universitat Autònoma de Barcelona, 2006. http://hdl.handle.net/10803/4125.

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La presente tesis tiene como objeto explorar si las empresas desde sus estrategias de comunicación online y contenidos corporativos y de marcas en la red adaptan o no una clara estrategia de marca digital, si su puesta en escena en la red evoluciona hacia la era de la conectividad. Explora a su vez si las agencias de comunicación convencional o las empresas especializadas en comunicación digital o interactiva conocen las exigencias del nuevo mercado y en qué grado contemplan el eBranding en su metodología de trabajo.<br/>Asimismo, se realiza un breve recorrido por la historia de internet como

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Pino, Espinoza Ariana Daniela del. "e-Branding académico aplicado a la Educación Superior." Doctoral thesis, Universitat Politècnica de València, 2018. http://hdl.handle.net/10251/111832.

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Las nuevas tecnologías revolucionaron el concepto de aprender, difundir, compartir y educar. Es por ello, que este trabajo de investigación pretende realizar un modelo de Branding digital académico que permita a las instituciones de educación superior mejorar su nivel de visibilidad y usarlo como un recurso para crecer en los ambientes digitales y que sean recursos para la instituciones, profesores y alumnos, desde un espacio físico-digital y científico-práctico-digital. Internet ofrece grandes posibilidades tanto para aprender como para compartir, y estás herramientas son las que más hemos

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MONTAGNA, FEDERICO. "Digital marketing and personal branding: how do they affect job market and political elections." Doctoral thesis, Università degli studi di Pavia, 2021. http://hdl.handle.net/11571/1437974.

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Hanna, Maryna, and Nesia Coman. "Motion Graphics in Relation to Branding : An Exploratory Study." Thesis, Jönköping University, JTH, Industridesign, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53818.

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Nowadays, there are many trends and changes happening in the market industry, in order to cope with the rise of technologies. Brands are finding new, modern, and revolutionary ways in order to elevate their identities into new levels. Therefore, the adoption of motion graphics and videos yield remarkable improvements in marketing in general. The benefits of motion graphics and its impact on the field of design and marketing have attracted the attention of researchers and businesses around the world. This thesis focuses on the benefits of motion graphics in branding, and how it can add more val

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Bång, Andreas, and Cajsa Roos. "Digital Marketing Strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35282.

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Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and pr

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Ilic, Josefin, and Matilda Tranell. "What Influences Employees to Become Digital Advocates? : A Quantitative Study of the Relationship Between Employer Branding and Digital Employee Advocacy in Industrial Organisations." Thesis, KTH, Industriell Marknadsföring och Entreprenörskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-230625.

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Since the introduction of social media, the corporate communication landscape has changed significantly, and thus organisations need to find new innovative ways to communicate. One emerging strategy is digital employee advocacy, which ultimately means that employees voluntarily endorse their employers on social media platforms. As of now however, research on how organisations should operate in order to encourage such behaviour is rather unexplored and inadequate, and a stronger understanding of the motivation and underlying mechanisms is needed. One concept that is conceptually identified as a

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Nouis, Meagan. "Manufactured Authenticity: How Beauty Brands UseConsumers' Content to Communicate Branding Messages." Thesis, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-86683.

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While beauty brands are often known to set industry trends, the consumers pave the way forbranding communications on social media. Companies have adapted their marketing strategies tobuild interactivity into their branding outreach. Therefore, this study answers the question, “Howdo beauty brands utilize consumer posts to convey branding messages?” To answer this, acontent analysis was performed using two sets of data: brand posts (n=314) from July 2019 andJanuary 2020, and consumer posts (n=100) which tagged the beauty brands. Using consumerculture theory, the study examines several themes, i

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Cable, Courtney T. "The Akron Civic Theatre: A Digital Presence." University of Akron / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=akron1321465122.

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Trindade, Dina Maria Santos Teixeira. "Criação de uma submarca de impermeáveis utilizando a estamparia digital." Master's thesis, Universidade da Beira Interior, 2013. http://hdl.handle.net/10400.6/1738.

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Este projeto objetiva apresentar a criação de uma marca para a marca BLOBS AND DROPS, que consiste na apresentação de artigos impermeáveis com estampas divertidas, coloridas e criativas. É pretendido que o consumidor ganhe proximidade com a submarca, baseado em conceitos de Branding e Design de moda. Visto que se trata de uma marca de impermeáveis com estampados estudou-se a evolução das técnicas de estamparia desde os tempos antigos até as técnicas atualmente utilizadas, sendo a técnica com maior destaque para este projeto a de Estamparia Digital. A ideia da criação de uma marca de impermeá

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Wang, Jenny. "How do we look on Instagram? : A communication strategy for Swedish branding agencies." Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-55381.

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Marketing today is no longer mainly about using traditional medias to reach a desired public. As consumers are moving to the digital world for information search, social media has provided new possibilities for companies to market themselves online. Newly started branding agencies often have a limited budget for marketing, but the need to increase brand awareness is high. In this situation, social media will be a good solution, because it is easy to use, cost effective and has a great range of reach to the desired target group. Instagram is a photo-sharing based app where the communication is

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Espinosa, León Juan Pablo. "La relación entre el uso de redes sociales como acción de marketing digital y el Brand Awareness de músicos independientes en jóvenes de 18 a 24 años de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652212.

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Hoy en día, el uso de las redes sociales de manera profesional y las mismas reglas y restricciones que imponen estas plataformas al momento de ofrecer espacios publicitarios en sus webs, hace que el mundo sea competitivo para crecer y hacer un negocio conocido. Esto sucede con los músicos independientes en Lima dado que en su mayoría no cuenta con los recursos necesarios para crear una estrategia que impacte en redes sociales o simplemente no tiene un presupuesto de inversión. El tema investigado consiste en demostrar que el uso óptimo y eficiente de las redes sociales es una estrategia digita

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Pérez, Diaz Carla Noelia. "Influencia de las estrategias de online branding en la creación de brand equity para aplicaciones móviles de servicios en jóvenes millennials de 20 a 30 años de lima metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/651699.

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Esta investigación examina las diversas estrategias de branding online y su efecto en la construcción de valor o Brand equity en los jóvenes millenials de 20 a 30 años en Lima metropolitana, respecto a las aplicaciones móviles de servicios como Rappi y Glovo. Este tema se desarrolla a través de las diversas teorías y comentarios de autores que tienen especialidad en el desarrollo de imagen e identidad para las marcas, así como especialistas que entienden la manera en cómo el público se puede ver influenciado por este tipo de herramienta. Analizando el caso especifico de Rappi y Glovo en Perú,

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Nuñez, Michelle N. "Womenpreneurs in a Digital Environment: Utilizing Instagram to Build a Personal Brand." Scholar Commons, 2019. https://scholarcommons.usf.edu/etd/7874.

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Personal branding on social media is a growing and expanding field. The present research works to uncover the processes and practices of womenpreneurs and the ways in which they utilize social media, specifically Instagram, to build and maintain their personal brands. Grounded theory is used to underpin the research and provide a basis of which the study is conducted. The review of literature provides the context necessary to support the methods of a content analysis and semi-structured interviews. There is a gap in research as it pertains to the conceptualization of personal branding practice

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Biro, Angeliqa, Maria Pettersson, and Sanna Wettergren. "“Sense the band, Feel the artist” : En studie om differentiering av artister online med hjälp av sensory branding." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-40386.

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Syfte Uppsatsens syfte är att genom en analys av dagens digitala marknadsföring av artister i Sverige få fram olika strategier som kan leda till differentiering online, samt få vidare förståelse om hur artister aktivt kan arbeta med strategierna online för att förstärka helhetsupplevelsen av varumärket och hur fansen upplever det digitala arbetet. Metod Denna uppsats är genomförd utifrån en kombination av kvalitativ och kvantitativ metod och har en abduktiv ansats. Vi har samlat in det empiriska materialet via kvalitativa intervjuer med utvalda personer från olika delar av musikbranschen för a

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Mahyari, Parisa. "Luxury brand identity : the influence of mobile digital technology." Thesis, Queensland University of Technology, 2014.

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This thesis examined the influence of mobile digital technology on the brand identity of luxury brands. Specifically it focused on the use of mobile applications by automobile, hotel and beauty brands and compared the perceptions of marketing managers with consumers on how mobile applications influenced luxury brand identity and image. Outcomes of this research included a model to depict the ongoing process between mobile-mediated luxury brand identity and image, and a typology of luxury brand mobile applications listing key features of mobile-mediated luxemosphere. Overall findings suggest th

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Gonne-Victoria, Benjamin, Guillaume Lécuellé, and Nagisa Sasaki. "Students' perceptions of online personal branding on social media sites." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65789.

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This paper starts by an explanation of the context of personal branding and online personal branding and the problem identified by the authors. Thus, the purpose of the study is to investigate on the perception of students towards online personal branding through their own personal brand and with the perspective of matching employer’s expectations. A section reviewing online personal branding and related literature is provided in order to describe among others, the several components of the elaboration of an online personal brand and the different employers’ expectations towards this brand. Ne

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Martinsson, Sara, and Alexandra Struwe. "Platsbunden kommunikation& digital platsmarknadsföring -En fallstudie om Motala, Östergötlands sjöstad." Thesis, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-71916.

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This qualitative study aims to examine how Tillväxt Motala AB are working strategically to market Motala, a middle-sized city in Sweden. The study is implemented through qualitative semi-structured interviews with employees at Tillväxt Motala AB. The theories on which this study is built are strategic communication, place branding and marketing communication, and a few concepts regarding propaganda. The results show an integration of marketing and communication work roles at the organisation of interest. A deficiency concerning internal communication at Tillväxt Motala AB, due to lack of time,

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Elowsson, Erik, and Jessica Johansson. "Keep On Running : progressing customer experience through digital platforms: a case study of Nike+." Thesis, Stockholms universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-113690.

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Digital platforms have established new ways within marketing for consumers and brands to interact. This has called for a paradigm shift denoting a phenomenon of shifting consumer and company roles, creating opportunities for interaction and value creation. Nike – the worlds biggest sports apparel company – has succeeded in embracing these new conditions with their digital service application Nike+ and the related brand community. This case study of Nike+ sets out to investigate how these new structural conditions of digital platforms have affected the interactions between consumer and firm at

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Wahlstedt, Victoria, and Yolanda Vilén. ""Show, don't tell" : En studie om hur fastighetsmäklarföretag arbetar med digitala medier för att skapa långsiktiga relationer." Thesis, Södertörns högskola, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-31874.

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Fastighetsmäklarbranschen har börjat vända sig bort från den traditionella marknadskommunikationsmixen för att i allt större utsträckning marknadsföra sig på digitala kanaler. Samtidigt ökar konkurrensen på marknaden och många alternativa fastighetsbyråer har tillkommit. Bakgrunden belyser att om fastighetsmäklarföretag ska överleva på den rådande marknaden bör de applicera digitala strategier samtidigt som de arbetar med kundtillfredsställelse och relationsbyggande med potentiella konsumenter. Syftet med föreliggande uppsats är att studera vilka faktorer som är viktiga för fastighetsmäklarför

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Enblom, Rebecca, and Amanda Pettersson. "Konsumenters emotioner gentemot det personliga varumärket : En kvalitativ studie." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-30405.

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Titel: Konsumenters emotioner gentemot det personliga varumärket – En kvalitativ studie. Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi. Författare: Rebecca Enblom och Amanda Pettersson. Handledare: Jonas Molin och Lars-Johan Åge. Datum: 2019 – Juni. Syfte: Syftet med denna studie är att bidra till en djupare förståelse för hur skriftliga självpresentationer påverkar potentiella konsumenters emotioner gentemot det personliga varumärket. Metod: Studien utgår från en kvalitativ forskningsmetod med ett induktivt förhållningssätt samt hermeneutiken som forskningstr

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Vann, Portia L. ""Gateway to the sideline": Brand communication on social media at large-scale sporting events." Thesis, Queensland University of Technology, 2018. https://eprints.qut.edu.au/123653/1/Portia_Vann_Thesis.pdf.

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This thesis investigated how sport organisations use social media to communicate at international sporting events. Combining participant observation, interviews and Twitter data analysis, it examines two cases – the AFC Asian Cup and Netball World Cup – to document, analyse and compare the creation and implementation of social media strategy. This research uncovered that the development of social media strategy comprises six key pillars: volunteer selection and training, setting objectives, audience segmentation and targeting, platform-based approaches, content creation strategy and moderation

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Sepúlveda, Cardona Edwin Andrés. "Agencias de publicidad, e-branding y ecosistemas digitales. Análisis articulado de los metamedios de las agencias de publicidad de Argentina, Chile, Colombia, España, Estados Unidos, México y Perú." Doctoral thesis, Universitat Autònoma de Barcelona, 2020. http://hdl.handle.net/10803/671325.

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(I) La indústria publicitària convergeix sobre territoris disruptius i fluctuants que es transformen contínuament a partir dels canvis digitals de les plataformes, de les xarxes digitals, de les aplicacions, del maquinari i el programari. Tot això conforma un terreny fèrtil d’innovacions, de ràpida ebullició de novetats, d’eclosions tecnològiques il·limitades i en constants taxes d’expansió que, a vegades, sembla impossible mesurar. En conseqüència, les evolucions digitals indueixen noves oportunitats i amenaces per a les agències de publicitat en Internet, establint noves narratives publicità

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Buinac, Ena, and Jonatan Lundberg. "Instagram as a Marketing Tool : A Case Study about how Companies Communicate their Brands on Social Media." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-60072.

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Social media – over the last decade with the development of technology, this new worldwide phenomenon occurred on the horizon and changed the traditional marketing ways forever. Many companies therefore seek these new platforms in order to come closer to potential customers. One of the most important social media platforms for this is Instagram, where companies can approach their target groups by visual storytelling. Start-up companies have often limited marketing budgets, which makes Instagram a perfect marketing channel because it is cost effective. This thesis is a case study of how picture

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Wellman, Mariah. "Gold’s Gym as a “home”: exploring the tensions between traditional bodybuilders and fitness influencers in a commercially branded space." Thesis, University of Iowa, 2018. https://ir.uiowa.edu/etd/6336.

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Bodybuilding “mecca” Gold’s Gym Venice is a popular hotspot for athletes, celebrities, and their fans. Traditional and new media celebrities inhabit the space together and use it for a variety of purposes. Social media influencers often congregate within the walls of Gold’s Gym, using the commercial space to film, host meet-ups with fans, and socialize with other social media stars. Recently, Gold’s Gym Venice has placed restrictions on when, where, and how the influencers can film. This study explores fitness influencers in relation to their environment, the commercial space of Gold’s Gym Ven

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Vidal, Fernández Pablo. "Gestión de la comunicación digital en la universidad pública ecuatoriana." Doctoral thesis, Universitat Jaume I, 2020. http://hdl.handle.net/10803/670238.

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La gestión adecuada de la comunicación digital en las universidades supone un factor esencial en la elaboración de los planes estratégicos institucionales. Este trabajo analiza la gestión de la comunicación digital de las 30 universidades públicas de Ecuador en una investigación de tipo secuencial, donde en una primera etapa exploratoria se realiza un diagnóstico de las universidades; en la fase investigativa cada institución fue sometida a evaluaciones de usabilidad y accesibilidad, entre otros. Los resultados muestran como el modelo actual de comunicación digital de las universidades púb

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Ström, Freja, and Alexandra Zimmermann. "Utveckling av den personliga yrkesidentiteten för individer inom ett etablerat företag." Thesis, Södertörns högskola, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-33811.

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Varumärket, som fenomen, har utvecklats över tid och tagit olika former. Tidigare har varumärken främst varit förknippade med företag men det har nu förändrats. Utvecklingen av kommunikationskanaler, främst sociala medier, har medfört att varje individ och varje företag har en möjlighet att ständigt hålla sig synliga. Utvecklingen har bidragit till att varumärket tagit en ny form: det personliga varumärket. Många individer arbetar på ett företag med ett redan etablerat varumärke men likt en egenföretagare behöver individerna själva differentiera sig från både extern och intern konkurrens för a

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Dargent, Salas Nicole. "El rol del place branding en la publicidad digital en Facebook para generar identificación con una marca país en jóvenes peruanos de 18 a 24 años durante el 2020. Caso: Marca Perú." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653086.

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En un mundo tan globalizado como el de hoy no solo las marcas de productos o servicios buscan constantemente distinguirse dentro del mercado, el deseo de singularidad se extiende también a los territorios y de manera más específica a los países. Las administraciones de las distintas naciones desarrollan diferentes estrategias como parte de su gestión de imagen para lograr diferenciarse, fortalecer su identidad y a su vez atraer a nuevos individuos. Una de las herramientas más utilizadas para lograrlo es el place branding, con esta se busca la creación y el posicionamiento de una marca lugar. E

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Alsabt, Danah. "Global vs. Local – Marketing and Advertising Strategies to Promote ‘Brand’ Kuwait." OpenSIUC, 2021. https://opensiuc.lib.siu.edu/theses/2880.

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The purpose of this exploratory study is to examine the development and promotion of local brands in Kuwait, to understand the cultural practices used to create their branding, and how they compete with global brands within the competitive marketplace. Specifically, the study looks into the brands of Kuwait and the need to be self-reliant and self-sufficient to generate incomes within the country and achieve national competency. The Western brands influence the local brands and sometimes squashing them by transitioning from global to local brands. The Covid-19 has also sparked the need fo

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Hasan, Md Kamrul, and Rabia Khan. "Building international brand through promotional Strategy: A case study of MEC: Active Engagement in Bangladesh." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-5334.

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Background: The brand embodied a set of values and attributes which were appropriate, which stimulated consumer interest, which distinguished brand from others and created a unique piece of property for its owners. From marketing point of view, brands are the means that consumers use to distinguish products and services based on essential and non-essential attributes and they are a source of business’s differential advantage. Furthermore, brands communicate tangible and intangible advantages and are attractive to a range of feeling. In order to make decisions for brand strategy, branding plays

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Bulbeck, Emilia. "The Path to Persuasion: An investigation into how al-Shabab constructs their brand in their digital magazine Gaidi Mtaani." Thesis, Uppsala universitet, Informationssystem, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-330982.

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Branding strategies are becoming increasingly important for terrorist organisations who need to take a more purposeful approach at imbuing aspirational associations to their organisations in order secure recruits and funds in an increasingly competitive environment. The creation and implication of these individual brands are further amplified through the sophisticated harnessing of ICT and digital media, where the harnessing of novel tactics and digital trends feed into the increasing use of branding. It is a strategy being employed by numerous terrorist groups, and a burgeoning research field

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Hjärne, Jessika, and Elin Bergh. "Skapa ditt digitala skyltfönster : En studie om skapandet och betydelsen av dendigitala identiteten i mediebranschen." Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19407.

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Googling their employees and job seekers are becoming more common andin that we live our lives more and more on the internet it becomes moreimportant how we act and to think about what you publish on the internet.Each time you press a key, will leave a digital footprint behind and thereforeit’s important to know how to deal with this. The purpose was to describehow a person strategically can proceed to build an identity on the internet toget benefits in the job seeking process in the media industry and to describethe importance of the digital identity in the recruitment process in a smallertow

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Jarl, Mathilda. "WHAT ATTRACTS GEN Z? : A thesis about how companies strategically are attracting generation Z with IT/digital related competence through their Employer Branding." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37441.

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With a new generation entering the labour market, HR departments struggle to stay attractive. The talents are hard to attract and even harder to maintain. The importance of employer branding is therefore essential for both the employer and the seekers, in order to become a match. The generation Z desires to make a change and it is up to the employer to give them the opportunity to influence and make an impact.

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Gwatiringa, Tsitsi. "An analysis of the use of visual storytelling by South African brands to promote brand engagement on social networks." Thesis, Nelson Mandela Metropolitan University, 2015. http://hdl.handle.net/10948/7533.

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Stories have the ability to evoke feelings and emotions in humans and have since been used by brands as part of corporate communication, communicating their vision and values. However, the growing technological trends have not only shifted the platforms for communication but also changed the techniques of communication as audiences on social media expect two-way communication instead of the traditionally used one-way communication. This is exacerbated by the power of word-of-mouth on social media as well as the presence of digital natives who are increasingly visual in their nderstanding and a

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Lomax, Mark A. II. "The Black Composer: Identity, Invisibility, Relevance And The Making Of A Brand In The Digital Age." The Ohio State University, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=osu1386084020.

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Harrison, Lisa M. "What makes a micro-influencer? Converting the personal branding strategies of successful social media users into a professional development program." Thesis, Queensland University of Technology, 2022. https://eprints.qut.edu.au/233168/1/Lisa_Harrison_Thesis.pdf.

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This DCI thesis investigated the professional practices of micro-influencers in the Creative Industries: influential social media users emerging in engaged smaller online communities. Presented in two projects, the first project develops a theoretical model to define five dimensions of micro-influence identifying the skills, knowledge, and capabilities that shape communication practices in contemporary culture. Project two is a micro-course ‘The Introduction to Micro-Influence for Creative Professionals’ which translates the model into a teachable creative artefact that enables individuals to

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Surinyac, Carandell Nina. "Barcelona Ciutat Digital i Amsterdam Smart City. Estratègies i canals de comunicació i participació ciutadana: webs i Twitter." Doctoral thesis, Universitat Ramon Llull, 2022. http://hdl.handle.net/10803/673923.

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Diversos estudis confirmen que en els darrers anys les ciutats han viscut un augment constant de la població. Segons estimacions de l’estudi presentat per les Nacions Unides l’any 2014 “World Urbanitzation Prospect” (United Nations, 2014), les zones urbanes absorbiran el creixement demogràfic de les pròximes dècades. Es preveu que l’any 2050 el 66% de la població residirà en àrees urbanes. El rol de les ciutats serà decisiu per donar resposta a alguns dels grans reptes del segle XXI: el canvi climàtic, l’equitat social, la sostenibilitat i la demanda de major participació ciutadana. En aquest

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Jones, Kali N. "A Bite of the Poison: Apple's Idealized Escape From the Garden of Eden." Scholarship @ Claremont, 2016. http://scholarship.claremont.edu/scripps_theses/751.

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This thesis adds to the discussion surrounding how Apple Inc. has been able to to garner and maintain such a loyal brand following. With the help of background from theory on branding, it examines the uses of Michel Foucault’s heterotopia and religious allegory within Apple’s branding strategies. With the help of past discussions surrounding these topics, the presence of these uses in present day Apple branding is exemplified in the description and analysis of Apple’s 2014 “Your Verse Anthem” and the Apple Store as a branded space. Through this analysis, this thesis also makes an original argu

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frenander, Sabina. "Hur svenska lärosäten presenterar sig genom digital information : en kritisk diskursanalys av universitet och högskolors hemsidor." Thesis, Umeå universitet, Pedagogiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-185740.

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I en alltmer digital värld som ständigt utvecklas är det av central betydelse för arbetsplatser att presentera sig i form av digital information. De rätta värdena kan nämligen attrahera de så kallade rätta medarbetarna samtidigt som det kan leda till nöjdhet i arbetslivet och organisatoriskt engagemang. Digitaliseringen kan dock leda till en reproduktion av maktstrukturer och normupprätthållande praktiker trots att forskning visar att mångfald kan vara en tillgång. Denna studie hade därmed som syfte att med hjälp av kritisk diskursanalys undersöka hur svenska universitet och högskolor presente

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González, Santos Martina Beatriz. "Destinos turísticos, comunicación y estrategia digital: un estudio sobre el rol y las prácticas de las oficinas nacionales de turismo en el exterior (ONTE) en la captación de mercados internacinales." Doctoral thesis, Universitat Pompeu Fabra, 2017. http://hdl.handle.net/10803/458364.

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El presente estudio investiga la estructura, actividades y medios de comunicación que intervienen en la promoción internacional de los destinos turísticos. Para dar respuesta a los objetivos y preguntas de investigación, hemos implementado un diseño metodológico basado en la aplicación de una encuesta online y entrevistas cualitativas con gestores de marcas de destinos turísticos, así como en el análisis de documentos relevantes. Los resultados del estudio evidencian el rol central de las oficinas nacionales de turismo en el exterior (ONTE), como el principal instrumento a través del cual las

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Goetendía, Ruiz Sheila Luz. "Influencia de la comunicación de Branding digital de los bancos en su Posicionamiento de marca en hombres y mujeres de 24 a 30 años de NSE B." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2018. http://hdl.handle.net/10757/625190.

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El objetivo de esta investigación es demostrar que la comunicación de Branding digital de los bancos del mercado peruano influye en su posicionamiento de marca en el target elegido. El estudio inicia con la investigación en fuentes secundarias con la finalidad de definir los conceptos de: branding, branding digital y posicionamiento; además de conocer el contexto actual del sector bancario. Después, se enmarca en una investigación que utiliza una metodología mixta (cualitativa y cuantitativa) con un alcance exploratorio y correlacional. En la fase cualitativa, se realizan entrevistas a prof

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