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.
Results
Showing 1 to 20 of 55 for “"brand identity"”.
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"Can You Hail Me Now?": Brand, Identity, and Althusserian Ideological Interpellation
<p>A surge in the role of branding within marketing practices has influenced an</p> <p>industry transformation. A review of recent literature suggests that brand and the branding process have become integral in sustaining and amplifying organizations. This has been particularly influenced by …
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Service brand identity: definition, measurement, dimensionality and influence on brand performance
Creating and maintaining brand identity is regarded as a formative brand building step with the benefits contributing to the creation of valuable brands. Consequently, research that provides brand identity management insights has the potential to be of considerable academic and managerial interest. …
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The Role of Communication in Marketing Brand Identity Change: A Case Study of the UAE SMEs
… a dominating form of business. Most research in branding is related to big organizations and there is little research about brand change management in SMEs. Thus, brand change management has recently become a subject of interest in the UAE SMEs, due to the rapidly transforming business …
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What Makes Apple Consumers Brand Loyal? The Effects of Brand Personality, Reputation, and Brand Identity On Brand Loyalty
… to the large loyal following Apple has garnered. Brand loyalty is becoming more important because brands are introducing products with the same attributes and firms have to do more to differentiate themselves. This paper will investigate what Apple is doing that gives them such a large loyal …
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Three Essays on Brand Management in the Business-to-Business Context: Brand Identity, Brand Culture, and Brand Essence
… research question of how the suppliers’ brand management in the form of brand identity, brand culture, and brand essence influences buyer-seller relationships in three independent essays. In Essay 1, I address the structure, capabilities, and outcomes of brand identity from a supplier …
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Exploring brand management practices within UK media organisations: the role of brand co-creation and its influence on brand identity.
… economic, societal and cultural contribution. Branding is increasingly recognised as critical for the future success of UK media organisations to strengthen their position in a cluttered industry environment. Although receiving greater academic attention, media brands and branding is still …
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Global Branding for Fashion Entrepreneurs: How Womenswear SMEs Design Their Firms to Grow Internationally
… the resources and capabilities utilised for brand development and internationalisation of entrepreneurial womenswear designer fashion enterprises (DFEs). Tis thesis presents an original contribution to knowledge by using the concept of dynamic capabilities as a ‘lens’ to explore the creation …
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An exploration of the internal/external brand orientations of David Cameron’s Conservative Party
The majority of research in political branding has tended to adopt a measurable, singular, quantitative approach (French and Smith 2010; Schneider 2004). Furthermore research in this area deserves more attention (Peng and Hack 2009; Rawson 2007; Schneider 2004; Smith 2009; Van Ham 2001; White and …
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Brand Building in Three Public Libraries: Live Oak Public Libraries, Charlotte Mecklenburg Library, and Richland County Public Library
<p>This research examines the process of library brand building, with particular reference to the concept of brand-identity, as drawn and adapted from David Aaker's (1996) Brand Identity Planning Model. This study analyzes the process that was undertaken to build the brands of three public …
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Toward an understanding of an inside out perspective on city branding - a grounded theory study of Leeds and Istanbul
Adopting an inside out perspective to city branding, this doctoral thesis examines the significance of residents and their relationship towards cities in terms of association, identity and ownership of the physical environment, in the context of city branding. This is important because the growing …
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The Criterion of Quality: A Paratextual Analysis of the Criterion Collection in the Age of Digital Distribution
… And, more pertinently, how does Criterion, by rebranding their image to compete in the streaming market, hope to attract new users without alienating their established fan base or sacrificing their brand identity? This thesis examines the Criterion Collection’s brand identity, business model, and …
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Branding in the promotion of healthy movement behaviours
… and health resources or products with strong brands can augment interventions encouraging people to move more, sit less, and sleep better. This manuscript-based dissertation is composed of four studies that were designed with the purpose of enhancing our understanding of what makes a strong …
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The Protection of television formats: intellectual property and market based strategies.
… (production of culture perspective), marketing (brand identity, innovation and extensions) and media economics (distribution dynamics and scale of production). These propositions then are exposed to semi-structured interviews with format sellers at international television trade fairs, as well as …
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The Tao of South Park: Dissonant Visual Culture and the Future of Politics
… (and protects itself with) a lucrative brand identity and history of comedic or animated commentary, South Park is an example of how popular culture can interact not only with and react against dominant ideology, but also how such cultural productions are sanctioned and desired by a …
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Clovette : predicting preferences for flowers
… Furthermore, the project explores Clovette's brand identity and potential "good" business development through sustainability initiatives and supply chain optimization. Keywords: random forest, predictive modeling, flowers, gifting, sustainability.
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A contemporary brand China. An investigation into the development of brand China in the context of global socio-political and cultural influences in the 21st century
… application of the emerging theories of Nation Branding to envisage<br/>China as a brand and to investigate possibilities for the establishment of a competitive brand identity for China as a nation. Therefore, the research addresses the issue of how China can establish a contemporary nation …
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Graveyard Shifts: Unearthing Identity Myths and the Retro Rebrand
<p>This essay examines a trend in brand identity at the time of writing wherein icons of several decades past are resurrected to play to nostalgic feelings associated with a product or service. It begins with a case study of iconography for popular pizza chain logos through several decades …
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The significance of integrated marketing communication techniques in the 21st century marketplace
… techniques used to develop successful apparel brands. This author researched existing data and explored the IMC development of three successful brand apparel companies: Nike, Ralph Lauren Polo, and Tommy Hilfiger. The study included the process of building brand identity, including the tenets …
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Desarrollo de identidad de marca, diseño de producto y piezas comunicacionales para PIXMAP
This document consists on the development of brand identity, product design, and the creation of communication pieces for Pixmap, an application that uses computer vision to predict the areas of greatest attention to an image. This document also embodies the identification of distinctive concepts …
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