Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 11 of 11 for “"Brand strategy"”.
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Bond PR and Brand Strategy: An Exploration into the World of Web 2.0
… public relations and marketing firm, Bond PR and Brand Strategy. The paper delves into the execution and results of the campaign, as well as future aspects that the firm plans to implement.
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Exploring the Use of Digital Communication Channels as a Means of Employee Communication and Internal Brand Strategy Within South African Corporate Companies
… organization. These roles ranged from heads of brand, heads of group strategy, and heads of communication. Qualitative interviews were preferred for data gathering and a grounded theory and thematic analysis approaches were used to analyse the data. The full sample of six companies were found to …
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Brand associations in the tradeshow industry: An application of the service brand preference model
… be one of the most effective marketing tools and strategy mixes. There is no other medium that offers this multi-dimensional experience; Tradeshows have been the one of crown jewels of a company's marketing mix. There are well-known benefits of participating in tradeshows to do marketing and there …
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What defines a great CTO?
… become a part of company's DNA along with its brand strategy or culture. The study examines the role of the CTO, which has been relatively poorly characterized by research to date. This research characterizes how CTOs view their job description, notably how they balance internally-focused …
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Managerial perception of the impact of corporate social responsibility on corporate branding in Indian agribusiness firms
… regarding the influence of CSR on corporate branding in the Indian agribusiness context. This thesis relies on CSR theories and brand management models and follows a qualitative case methodology. The study contributes to existing knowledge by focusing on the motives of Indian agribusiness …
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The effect of negative user-generated content on consumer-based brand equity : comparing brand loyal versus non-loyal customers in the luxury wine market
… UGC could have disastrous consequences for brands: One single post could easily spread like a virus, might even go viral and brand managers have no power in limiting the damage. Negative UGC contributes towards an overall negative brand perception, which harms the process of building …
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The use of corporate reputation in the development of brand image strategy in the Taiwanese pharmaceutical industry
… of corporate reputation in the development of brand image strategy. A review of the uses of the concept of corporate reputation is discussed in detail in chapter 2. The review of the literature also identified a research gap by showing that scarce research has been conducted on how these three …
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A theoretical exploration and practical application of the principles of branding design for a non-profit organisation in South Africa
Being situated in the discourse of branding design theory, this study explores principles of branding design to aid the practical application of such principles in the redesign of an existing non-profit brand in South Africa. The value of this study lies in the amalgamation of existing theory on …
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The "Oprah Effect": A Content Analysis of Media Coverage of Toni Morrison and How the Coverage Changed Post-Oprah.
<p>The present study analyzes the way in which Toni Morrison, an established author, was covered by U.S. newspapers in the year before and year following her selection for Opraha's Book Club. The content analysis method was used in the research, and the results were used to test 6 hypotheses and 6 …
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B2B brand engagement in social media: The employee's perspective
Brand engagement, or the process of how customers and other stakeholders form emotional or rational attachments to brands has garnered considerable attention in the marketing literature in recent years. Brand engagement is important because it is a construct strongly related to brand equity, or in …
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El Branding como estrategia para posicionar el municipio de Istmina, Chocó, como una region ecoturística
… a partir del desarrollo de una estrategia de branding se puede posicionar el municipio de Istmina, Chocó como una región enoturística y a través de ello se contribuya a la disminución de la exclusión social. Para ello se tomará como ejemplo y caso de estudio a la empresa de vinos y bebidas de …