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Employer Branding : Ett gränsöverskridande varumärkesarbete / Employer Branding : A crossthinking strategy in BrandingAxelsson, Åsa, Granstig, Anna January 2004 (has links)
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 i relation till existerande teorier. Vidare har vi genom intervjuer på Ericsson, VolvoCars och SAS utrett vilka krav en Employer Brandingstrategi ställer på företaget och dess varumärkeshantering. Syfte: Att definiera och teoretiskt relatera Employer Branding till varumärkesforskning, samt analysera vilka krav Employer Branding ställerpå företags varumärkeshantering. Genomförande: Vi har valt att genomföra en empirisk studie där erhållna kunskaper grundats på information från intervjuer i och observationer av verkligheten. I vår förstudie sökte vi information i syfte att definiera vad Employer Branding är (del 1, kap 1-5). Studien har till stor del varit ur ett marknadsperspektiv och av explorativ art då "fenomenet" är relativt okänt. Vi valde att först intervjua konsulter som var kunniga inom Employer Branding, för att kunna göra en empirisk begreppsbildning. Utifrån denna nya kunskap samlade vi in befintliga teorier som vi ansåg kunna sättas i relation till Employer Branding. För att förstå vilka krav som Employer Branding ställer på varumärkeshanteringen på företag har vi valt att intervjua tre stora svenska arbetsgivare utifrån två perspektiv på företagen, utifrån Human Resource- och utifrån varumärkes/marknadsföringsperspektiv. Uppsatsen har därmed två empiriska målsättningar. Till begreppsbildningen, del 1 var huvudsyftet att definiera vad Employer Branding är och i uppsatsens andra del (kapitel 6-8) att undersöka vilka krav Employer Branding ställer på företags varumärkeshantering. Resultat: Employer Branding är en marknadsföringsstrategi som beskriver hur företaget kan profileras som arbetsgivare mot arbetsmarknaden, för att skapa en tydlig arbetsgivarimage. Detta i syfte att skapa konkurrensfördelar som arbetsgivare. Målsättningen är att attrahera och behålla rätt kompetens samt att internt förena företaget i en vision kring varumärket, ett Employer Brand. Det nya med begreppet Employer Branding är inte dess beståndsdelar utan hur strategin frammanar en ny kombination av teorier, tankesätt och arbetssätt för att skapa ett helhetsperspektiv och intern konsensus gällande varumärket, och att skapa en trovärdig arbetsgivarimage gentemot arbetsmarknaden. Strategin syftar därmed till att skapa ett långsiktigt relationsbyggande med arbetsmarknaden och företaget får ett affärsmål och en vision kring hur det ska nå ut med sitt rekryteringsbudskap till arbetsmarknaden och sina anställda över konjunkturer.
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The Carlforsska Experience : - uppfyller reklamfilmen sitt syfte?Lindstedt, Alexandra, Tilstam, Christoffer, Toster, Annie January 2010 (has links)
Syftet med studien var att beskriva överensstämmelsen mellan elevernas uppfattning och Carlforsska gymnasiets menade budskap med ”The Carlforsska experience”. Eleverna i detta fall var elever som gick i årskurs åtta på Skiljeboskolan i Västerås. För att beskriva överensstämmelsen gjordes en fallstudie där empiri insamlades genom intervjuer, där det togs reda på om vilka skillnader och likheter som fanns mellan elevernas uppfattning och den varumärkesidentitet som Carlforsska gymnasiet ville förmedla med ”The Carlforsska experience”. Studien visade att reklamfilmen ”The Carlforsska experience” på många punkter uppfattades av mottagarna på det vis som Carlforsska gymnasiet ämnade. Studien är avsedd för uppdragsgivaren Carlforsska gymnasiet i Västerås, men även för reklambyrån NPP som fick uppdraget att skapa reklamfilmen ”The Carlforsska experience”. Studien är också menad för Mälardalens högskola samt de som har intresse för ämnet marknadsföring.
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A Comparative Study of Traditional Marketing and Doing More with Less : The Case of Four Swedish FirmsEinarsson, Per, Ahlberg, Kristin January 2008 (has links)
<p>Background</p><p>Marketing spending has grown dramatically over the last decade but the traditional market-ing strategies such as advertising in TV, on billboards and posters might not be as effective as they used to be. The phenomena, how to work with marketing with the use of limited capital, has attracted attention in different contexts lately. It may sound hopeless to reach all the way through by the use of limited capital but it although exist examples of compa-nies that have succeeded with this; they are doing more with less.</p><p>Purpose</p><p>The main purpose of this thesis is to examine how firms, by the use of no or limited finan-cial resources, could market themselves successfully and how such a marketing process look like. The other purpose is to identify or map out the difference among traditional marketing and doing more with less.</p><p>Method</p><p>With a more inductive research approach and a qualitative research method the data was collected for this thesis. Four companies were carefully selected and interviewed over the phone. The chosen respondents are; Tomas Gustafsson representing Brämhults, Per Holk-nekt at Odd Molly, Jan Gustafsson at Saltå Kvarn and Hanna Lundgren at WeSC.</p><p>Conclusion</p><p>We have concluded that many strategies can be successful in doing more with less. The strategies found in this study are; Public Relations, Brand Management, Packaging, Product Placement, Event Marketing and Unique Selling Propositions. A coherent pattern or proc-ess could not be identified but it exist similarities in the way that companies make use of marketing strategies concerning doing more with less. Moreover we came up with the con-clusion that the difference between traditional marketing and the strategies identified as do-ing more with less, besides the obvious cost aspect, is the connection that they are often presented in a way which is not as easy for the potential consumer to perceive as commer-cial.</p>
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A Comparative Study of Traditional Marketing and Doing More with Less : The Case of Four Swedish FirmsEinarsson, Per, Ahlberg, Kristin January 2008 (has links)
Background Marketing spending has grown dramatically over the last decade but the traditional market-ing strategies such as advertising in TV, on billboards and posters might not be as effective as they used to be. The phenomena, how to work with marketing with the use of limited capital, has attracted attention in different contexts lately. It may sound hopeless to reach all the way through by the use of limited capital but it although exist examples of compa-nies that have succeeded with this; they are doing more with less. Purpose The main purpose of this thesis is to examine how firms, by the use of no or limited finan-cial resources, could market themselves successfully and how such a marketing process look like. The other purpose is to identify or map out the difference among traditional marketing and doing more with less. Method With a more inductive research approach and a qualitative research method the data was collected for this thesis. Four companies were carefully selected and interviewed over the phone. The chosen respondents are; Tomas Gustafsson representing Brämhults, Per Holk-nekt at Odd Molly, Jan Gustafsson at Saltå Kvarn and Hanna Lundgren at WeSC. Conclusion We have concluded that many strategies can be successful in doing more with less. The strategies found in this study are; Public Relations, Brand Management, Packaging, Product Placement, Event Marketing and Unique Selling Propositions. A coherent pattern or proc-ess could not be identified but it exist similarities in the way that companies make use of marketing strategies concerning doing more with less. Moreover we came up with the con-clusion that the difference between traditional marketing and the strategies identified as do-ing more with less, besides the obvious cost aspect, is the connection that they are often presented in a way which is not as easy for the potential consumer to perceive as commer-cial.
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Valuing and managing brands : an internal accounting perspective : an empirical investigation of attitudes to internal brand valuation and organisational and behavioural implications associated with the way that the internal brand management accounting system is operatedGuilding, Christopher J. January 1991 (has links)
This thesis is concerned with accounting for the brand management function. Two distinct perspectives are taken: the first derives from aspects of organisational and behavioural accounting research, and the second concerns organisational implications of brand valuation. Both perspectives were initially approached by means of exploratory interviews and a literature review. Hypotheses pertaining to the first perspective were analysed via survey data collected in nine strongly-branded, fast-moving consumer goods (FMCG) companies. Propositions concerned with the implications of brand valuation were developed and used as the basis for measuring attitudes to brand valuation. A questionnaire concerned with brand valuation attitudes was administered to senior-ranking officials in strongly-branded, FMCG companies. The final methodological phase, for both perspectives, involved a case study conducted in a strongly-branded, FMCG company. Significant findings arising from this study include: 1) Managers who see their company as being short-termist, hold more positive attitudes to brand valuation. 2) Marketing-orientated managers are more favourably disposed to brand valuation than accounting-orientated managers. 3) Organisational benefits arising from brand valuation are more strategically, than operationally, orientated. 4) Brand manager budget participation is significantly negatively-related to job-related tension, and positivelyrelated to trust in superior and attitude to reliance on accounting performance measures. 5) Budget participation is more effective in reducing jobrelated tension in situations of high, compared to low, task uncertainty situations. 6) Reliance on a brand manager's accounting performance is positively related to brand manager performance and motivation, and negatively associated with job-related tension.
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Strategie uvedení obchodní značky na trh / Strategy introduction trademark on the marketŠŤASTNÁ, Tereza January 2015 (has links)
The aim of thesis was to design a strategy for putting the trademark on the market and appropriate measures to strengthen the brand in the growth phase. I have conducted marketing research that helped me find out how the brand is perceived its current and potential customers and how the company managed to spread brand awareness. I also considered what the brand has a vision and the main objectives and I examined what are its strengths and weaknesses. Following the analysis of the information obtained I propose enterprise strategy in the form of marketing plan that includes specific tactical steps including their monetary value.
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Vnímání značky / Brand perceptionZAPLETALOVÁ, Nikola January 2014 (has links)
The goal of this thesis on the theme: "Brand perception" is, based upon the analyzation and comparison of chosen brand from the point of view of the public and the company, to create suggestions of the changes in comunication of this brand.
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Vnímání značky / Brand perceptionPAVLÁSEK, Milan January 2017 (has links)
The aim of this thesis is to analyze the brand perception. The practical part of this thesis consists of the applicaton of the theoretical knowledge to the Budweiser Budvar brand with the respect to its values and communication campaign. The main part of this thesis consists of the questionnaire. The summary of this thesis is made of the results of questionnares and proposal of improvements to this brand in the Czech Republic.
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Privátní značky / Private LabelsVASTL, Martin January 2008 (has links)
Private label products encompass all merchandise sold under a retailer{\crq}s brand. That brand can be the retailer{\crq}s own name or a name created exclusively by that retailer. In some cases, a retailer may belong to a wholesale group that owns the brands that are available to only the members of the group. For the consumer, private label represents the opportunity to purchase quality food and non-food products at savings compared to manufacturer brands. Private label items consist of the same or even better ingredients than the manufacturer brands, and because the retailer{\crq}s name or symbol is on the package, the consumer is assured that the product meets the retailer{\crq}s quality standards. Private labels can be divided in three categories: economic, standard and exclusive. Manufacturers of private labels can be divided also in three categories: Large manufacturers who produce both their own brands and private label products; small and medium size manufacturers that specialise in particular products lines and concentrate on producing private label almost exclusively; and retailers and wholesalers that operate their own manufacturing plants and provide private label products from their own stores. The most developed private label region is in Europe. The countries with the highest private labels shares are Switzerland, Great Britain, Belgium, Germany and Spain. The Czech Republic is one of the fastest growing private label regions in Europe. The private label share has increased by 20 % since 2005.
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Hantering av sociala medier. : En studie om hur kommuner väljer att hantera sociala medier.Hrgic, Dejan January 2011 (has links)
Befattningshavare av både stora och små organisationer har kommit till en punkt där det är viktigt att förstå vikten av sociala medier och ställa frågan, hur? och inte om? de ska möta sina kunder på denna nya arena. Sociala medier är fortfarande något väldigt nytt för många, och har förhållandevis få regler och rutiner för hur organisationer ska hantera det på bästa sätt. Syftet med denna studie är att undersöka hur de undersökta kommunerna arbetar med och väljer att hantera sociala medier som ett kommunikationsverktyg för att stärka relationen till sina medborgare. Frågeställningen som har använts för att besvara syftet är: Hur ser de undersökta kommunerna på sociala medier? Vad är syftet med användningen av sociala medier inom dessa kommuner? Hur väljer dessa kommuner att hantera användningen av sociala medier inom organisationen? Jag har valt att genomföra en kvalitativ undersökning som består av intervjuer och en dokumentundersökning av kommunernas riktlinjer och policys. Intervjuerna har genomförts med vad anser vara högkvalitativa källor, det vill säga chefsinformatören på Ljungby kommun och kommunikationschefen på Växjö kommun. De har kunnat förse mig med korrekta och tillförlitliga uppgifter som har bidragit till studiens giltighet. Studien har avgränsats till två kommuner i Kronobergslän, denna avgränsning har varit viktig att göra för att kunna fördjupa studien och garantera en bredare förståelse av ämnet. Den insamlade empirin har sedan analyserats utifrån lämplig teori och resultaten har därefter redovisats under passande rubriker som bygger på dels den teoretiska referensramen och dels studiens frågeställningar. Resultatet av studien visar att de undersökta kommunerna har en positiv syn på sociala medier. De vill använda kommunikationskanalen för att bedriva en dialog med sina medborgare samt för att informera om viktiga händelser och kommunicera kommunens samhällsnyttiga uppdrag / Officials of both large and small organizations have reached a point where it is important to understand the significance of social media and ask the question, how? and not if? They should meet their customers in this new arena. Social media is still something very new for many, and has relatively few rules and regulations for how organizations should handle it in the best way. The purpose of this study is to examine how local authorities are working with, and choose to manage social media as a communication tool to strengthen the relationship with its citizens. The questions that have been used to answer the purpose of this study are: How do local authorities perceive social media? What is the purpose of social media within the municipality? How do local authorities choose to manage the use of social media within the organization? I have chosen to conduct a qualitative study consisting of interviews and a document examination of local guidelines and policies. The interviews were conducted with what I consider to be high-quality sources, namely the Chief Information Officer of Ljungby municipality and the communications manager at Växjö municipality. They have been able to provide me with accurate and reliable information which has contributed to the study's validity. The study has been limited to two municipalities in Kronoberg County, this distinction has been important to deepen the study and ensure a broader understanding of the subject. The collected empirical data has then been analyzed based upon appropriate theory and the results have then been presented under appropriate headings, which are based both on the theoretical framework and also study issues. The results of this study show that the surveyed municipalities have a positive view of social media. They want to use the communication channel to engage in a dialogue with their citizens and to provide information on important events and communicate the municipality's public benefit mission.
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