Dissertations / Theses on the topic 'Online branding'
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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.
Full textInternet 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?
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 de undersökta bankerna ser på framtiden inom varumärkeshanteringen. För att få en tydlig teoretisk grund har författarna valt att göra studien utifrån ett redan utformat teoretiskt ramverk kallat i-Branding.
Den metodologiska grunden för uppsatsen är kvalitativa djupintervjuer med representanter för utvalda banker. Vidare har studien en hermeneutisk ansats och har som syfte att vara tolkande.
Viktiga resultat som studien visar på är att samtliga av de undersökta bankerna ser den digitala varumärkeshanteringen och internet som viktig. De ser dock inte någon större skillnad i hur man traditionellt arbetar med varumärkeshantering jämfört med den digitala varumärkeshanteringen. Samtliga banker påpekar att det är kundmötet som är det viktiga, oavsett var det äger rum. Många av bankerna hade även funderingar på hur man skulle kunna ta tillvara på de möjligheter som internet ger, men den faktiska aktiviteten inom området var mindre. Angående framtiden var samtliga banker av samma åsikt om att internets betydelse kommer öka och att traditionella massmedier kommer få en mindre del av marknadskommunikationen. Två av bankerna framhöll även mobiltelefonen som nästa stora kanal för bankernas kommunikation.
The fact that internet affects our everyday lives cannot be argued. Our routines have changed and so have the routines for companies. The companies now have to communicate to their customers using new methods. One industry that early adopted the digital technology is the banking industry. But how do they meet their customers on the digital arena? How do they manage their brands from a digital perspective?
The aim of this study is to see how four of the Swedish banks are working with online branding and communication through digital channels. The study has two interesting viewpoints, to see the trends in online branding for banks and to see the future for brand management in the banking industry. As the theoretical foundation the writers has chosen to make the study through a theoretical framework called ”i-Branding”.
The method used in the study is qualitative interviews with key persons from the different banks. Furthermore the study has a hermeneutic viewpoint and the goal is to interpret the results and through this describe and explain the phenomena.
Key results that the study shows are that all of the banks see online branding and the internet as very important in their work with brand management. The banks however cannot separate online brand management from the traditional brand management. All the banks state that it is the meeting with the customer that has to be the central point, wherever it takes place. The banks also had a lot of thoughts on how the internet could be of better use in their brand management but it was a lack of actual activity from the banks. Regarding the future, all banks said that the impact of internet is going to increase and take shares from the traditional mass media. Two of the banks also said that they thought that the mobile phone is the next big channel for communication.
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.
Full textAMERKHANOVA, 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.
Full textProgram: Master Programme in Fashion Management
Witter, Jan-Moritz, and Thomas Sabathier. "Branding of two-sided online marketplaces : An integrative model to comprehend the reciprocity within vlaue creation and branding of two-sided online marketplaces." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35788.
Full textLarsson, Jenny, and Maria Törnqvist. "Online Brand Perception : Functionality and Representationality in the Printer Manufacturing Industry." Thesis, Jönköping University, Jönköping International Business School, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-217.
Full textBackground and problem: As Internet usage has become increasingly common and important in our society it is crucial for companies to acknowledge the impact of online branding. As differences between products are decreasing it is no longer sufficient to compete solely on price or quality. Thus the importance of brands and branding is increasing. Even though branding is a heavily research topic, almost all research has been performed with consumer markets in mind, more or less ignoring industrial markets. This is done in spite of most markets being predominated by industrial firms.
Purpose: The purpose of this thesis is to investigate how printer manufac-turers’ online brand messages can be perceived regarding functional benefits and representational satisfaction, and how this may affect the examined brands.
Method: To fulfil our purpose we chose to conduct a qualitative method, since this would provide us with in-depth answers. To structure our study we created a questionnaire to use as an analysical tool for our examination of the selected companies.
Conclusions: The conclusions drawn from this study are that printer manufacturers mainly emphasise the functional factors of their products to a large extent. Further, almost all brands of our sample can be perceived to be augmented ones. Of the few companies with highly developed brands, those with separate web sites for business and consumer buyers were in majority. Finally, since most printer manufacturers stress functionality the added-value of their brands is not as sustainable as it could be.
Weil, Ari. "Terrorist Celebrity: Online Personal Branding and Jihadist Recruitment and Planning." Scholarship @ Claremont, 2018. https://scholarship.claremont.edu/pomona_theses/206.
Full textGonne-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.
Full textKania-Lundholm, Magdalena. "Re-Branding A Nation Online : Discourses on Polish Nationalism and Patriotism." Doctoral thesis, Uppsala universitet, Sociologiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-180903.
Full textLi, Chiamin. "Current use of marketing communication in TECO’s and Sandvik’s online branding." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-10809.
Full textRais, Josef. "Systémové řešení brandingu v online prostředí." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-203889.
Full textStevens, Estée. "Facebook brand fan pages and their impact on online branding and marketing strategy." Master's thesis, NSBE - UNL, 2012. http://hdl.handle.net/10362/9621.
Full textThis study aims to explain the impact of Facebook online branding and marketing strategy in a practical manner, in form of an influence model, as to provide commercial users of Facebook with a clear, simple strategic framework for branding and marketing purposes. By surveying young students (N=206)1, whom are digital natives, a fair estimate of internal drivers and motivators to join and use Facebook brand fan pages can be established. By cross-checking the findings in a qualitative study concerning e-marketing tools for commercial purposes2, critical success drivers can be established allowing a more strategic and value-creating use of this medium.
Jedličková, Martina. "Online marketing značky L'Oréal Professionnel." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-264369.
Full textSokolowski, Anna, and Viktoria Sandström. "Online Brand Repositioning : A case study of Halens." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16559.
Full textBerglund, Kristine, Johanna Münter, and Kajsa Stävmo. "Kändisen som rabattkupong : En studie om kändisreklam på onlinekanaler." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-60045.
Full textMeuer, Rebecca. "Online Self-Presentation During Transition : Qualitative Study about Personal Branding and the Self in Transition." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik, konst och samhälle, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-86171.
Full textFram tills nu har det endast gjorts en begränsad mängd forskning inom online-självpresentation i kombination med unga vuxna som övergår från ett socialt till ett professionellt online-jag. Syftet med denna uppsats är att utöka den befintliga litteraturen och ta itu med kunskapsgapet genom att utforska hur studenter presenterar sig före, under och efter övergången från universitet till arbete. Studien byggdes på självpresentationsteorin av Erving Goffman (1959) i kombination med rollidentitetsteorin och karriärutvecklingsramen av Donald Super (1980). För att besvara forskningsfrågan och uppfylla syftet med denna studie valdes en explorativ forskningsmetod i kombination med en kvalitativ, induktiv forskningsstrategi. Tio halvstrukturerade djupintervjuer genomfördes med hjälp av McCrackens långa intervjuguide. Individer från Tyskland och Sverige i åldern 21 till 26 år intervjuades. De viktigaste resultaten visade att unga vuxna kategoriserar sociala medier i två kategorier: privata (sociala) och offentliga (professionella) användningsområden. Individer från etableringsfasen, som innebär fasen efter övergång till arbete, representerar ett mer professionellt jag i jämförelse med andra delar av jaget. Denna process sker över tid och representationen av ett professionellt jag ökade i betydelse och relevans. Individer i utforskningsfasen, vilket innebär fasen innan övergång till arbete, visar avsiktliga beteendeförändringar mot sitt sociala jag men inte mot det professionella jaget. Följaktligen, desto längre individer rör sig mot nästa livsfas, desto mer rör sig självpresentationen mot ett professionellt och avsiktligt framträdande online när de befinner sig på den publika scenen. När de befinner sig i bakgrunden kan det mer privata jaget delas för en noggrant utvald publik. Processen med självpresentation online på sociala medier är fortfarande en mer intuitiv process men övergången mellan olika typer av jag kan kopplas till en starkare identifiering med en ny livsroll.
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.
Full textXu, Ming. "Exploring emotional branding and online brand community by a case study of American Starbucks for Chinese." Thesis, University of Macau, 2011. http://umaclib3.umac.mo/record=b2569255.
Full textMir, Bernal Pedro. "Análisis de la reputación online aplicada al branding de empresa. Estudio comparativo sectorial en gran consumo." Doctoral thesis, Universitat Abat Oliba CEU, 2014. http://hdl.handle.net/10803/284358.
Full textLee, Jinwoo. "Cultural branding of young and emerging contemporary artists : the role of art fairs and online platforms." Thesis, University of Kent, 2018. https://kar.kent.ac.uk/67652/.
Full textGirard, François. "How companies communicate their brand identity online : A quantitative study on Swedish and French companies." Thesis, Högskolan Väst, Avd för företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hv:diva-12574.
Full textWei, Nana, and Xueying Yi. "How to brand oneself online : A case study about 10 top musicians on Facebook." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-12252.
Full textHuang, Yu-Chang. "Foufou : using multimedia to promote a new product and establish a brand identity online /." Online version of thesis, 2009. http://hdl.handle.net/1850/8873.
Full textAlvarsson, Sandra, Cheong Ha, and Sabrina Thams. "Student’s Website Usage : -Today’s students, tomorrows consumer." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entreprenörskap, Marknadsföring, Management), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-15020.
Full textBONIECKI, PAWEL. "Positioning of online betting services : A case study of finding the gap between companies’ view versus customers’ view." Thesis, KTH, Industriell marknadsföring, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-191227.
Full textDuring the last decade, IT had a big burst. The introduction of smartphones and tablets that are always connected to the Internet changed our way of “consuming” it. All that lead to digitalization of betting services and moving them to the Internet. In their early days online betting services had an easy job to do regarding positioning, they only needed to exist on the Internet and that attracted customers. But, times have changed and online betting services face new challenges. They must find a clear positioning and have a competitive advantage over their competitors, but that is not an easy task to do. Therefore, this study concentrated on the investigation of the positioning for these services. Case study approach was chosen for this thesis and the investigated company was Betsson Group, which is one of the bigger companies with many brands in their portfolio. However, the research was delimited to their three most popular brands: Betsson, Betsafe and NordicBet with exception to text mining where Bet365 (a competitor) were also analyzed. Empirical data gather during this study came from interviews at the case company, questionnaire with customers and through text mining of online betting services reviews. The study resulted in finding the gap, in positioning, between the company, the customers and the online reviewers. Customers view and reviewers view align quite well, however company view is completely unaligned. When choosing an online betting service, customers mostly care about best odds, bonuses and variety of bets, where on the other hand companies position themselves in a static way with targets group of folksy, nerdy and luxurious. Customers tend to not care about the brand positioning, and push companies into a price war, however, they need to know the brand in order to trust it with their money. The study contributes to understanding the customers view when they choose an online betting service and this aspect can be generalized for the online betting industry as a whole. Moreover, some of the theories can be applied to other online services where best price is searched for.
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.
Full textChan-Lenci, Diana. "Instagram como aliado del branding: beneficios en el valor de marca de tiendas de ropa femenina." Bachelor's thesis, Universidad de Lima, 2017. http://repositorio.ulima.edu.pe/handle/ulima/5250.
Full textTrabajo de investigación
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.
Full textTitle: Consumers emotions towards the personal brand – A qualitative study. Level: Student thesis, final assignment for Bachelor Degree in Business Administration. Author: Rebecca Enblom and Amanda Pettersson. Supervisor: Jonas Molin and Lars-Johan Åge. Date: 2019 – June. Aim: The aim of this study is to contribute to a deeper understanding of how written self-presentations affect the potential consumers’ emotions towards the personal brand. Method: The study is based on a qualitative research method with an inductive approach and a hermeneutic research tradition. In order to study the potential consumers’ emotions towards the personal brand, data has mainly been collected through ten semi-structured interviews. These have later been analyzed by using a thematic analysis. Result & Conclusions: Findings from this study show that short and well-structured self-presentations create a good first impression. The self-presentations should be formed in a way that creates curiosity among potential consumers. It is also important that the presentations bring out a feeling of commitment and trust. Contribution of the thesis: This research contributes knowledge about how real estate agents and other professionals can create a personal brand in form of a self-presentation. This with the purpose to generate positive emotions among potential consumers. As a result, the study fills the research gap we found on the subject of the personal brand. Suggestions for future research: Given that a qualitative research method has been used, the result is not possible to generalize. Therefore, we are requesting a similar study with a quantitative approach. It would also be interesting to study the correlation between emotions towards the personal brand and personality features. Finally, we propose a continued research about social media’s impact on consumers’ emotions towards the personal brand. Key words: Personal brand, branding, digital marketing, online marketing, self-presentation, emotions.
Marsh, Natalie. "Missanthrobot: Machines of Automated Sociality." Scholarship @ Claremont, 2019. https://scholarship.claremont.edu/scripps_theses/1262.
Full textSanikidze, Kakhi. "Blogging Eurovision: An Unconventional Online Space for Everyday Political Talk." Thesis, Uppsala universitet, Medier och kommunikation, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-325391.
Full textChang, Chia Yu. "Visualizing brand personality and personal branding : case analysis on Starbucks and Nike's brand value co-creation on Instagram." Thesis, University of Iowa, 2014. https://ir.uiowa.edu/etd/1304.
Full textFino, Inês Penas. "Uso das redes sociais – Linkedin – e a importância da marca pessoal no processo de recrutamento e seleção." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14478.
Full textO presente trabalho tem como objetivo compreender o Uso das Redes Sociais, nomeadamente do Linkedin e a Importância da Marca Pessoal nos Processos de Recrutamento e Seleção. O processo de recrutamento e seleção consiste na procura e na identificação de candidatos para determinada função. Quando este processo é executado corretamente, traduz-se na diferenciação e na vantagem competitiva das empresas no mercado de trabalho. Devido ao avanço tecnológico, as redes sociais tornaram-se uma estratégia rápida e eficaz para alcançar um maior número e diversificado de candidatos. Através da rede social Linkedin é possível integrar o mercado de trabalho, sendo importante para o candidato desenvolver a sua marca pessoal. O objetivo definido, foi alcançado e utilizou-se como metodologia a observação participante com base na pesquisa bibliográfica e na entrevista realizada a dois profissionais da área de recursos humanos. Conclui-se, que as redes socias são uma estratégia valiosa para muitas empresas no que se refere ao processo de recrutamento e seleção de candidatos. Este meio de comunicação para as empresas, torna o processo mais eficiente e eficaz e para os candidatos permite o acesso a oportunidades de emprego, sendo a sua marca pessoal a chave para o sucesso.
The present study aims to understand the use of social networks, namely LinkedIn, and the importance of personal branding in recruitment and selection processes. The recruitment and selection process consists of searching and identifying candidates for a particular role. When executed correctly this process translates into the differentiation and the competitive advantage of the companies in the market. Due to technological advancement, social networking has become a fast and effective strategy to reach a largest and more diverse number of candidates. Thus, through LinkedIn it is possible to integrate the labor market, which reveals the importance of developing a personal brand. In order to reach the proposed goals, it was used a participant observation methodology as a methodology, based on the bibliographical research and also the interviews conducted to two professionals in the area of human resources. To sum up, social networks are a valuable strategy for many companies in the process of recruiting and selecting candidates. This type of communication, for companies, makes the process more efficient and effective and, for candidates, allows access to employment opportunities, being the personal brand a key to success.
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Mangolothi, Brightness. "The use of social media for marketing and communication purpose in institutions of higher learning." Thesis, Nelson Mandela Metropolitan University, 2012. http://hdl.handle.net/10948/d1019698.
Full textNovotný, Ondřej. "Role sociálních médií v marketingové komunikaci." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-198456.
Full textRyan, Emily E. "Reflections on Using My MTSC Program and Internship Experiences with Online Marketing/Branding to Build Organizational Sustainability for Ohio's E & A Center." Miami University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=miami1431095257.
Full textCable, Courtney T. "The Akron Civic Theatre: A Digital Presence." University of Akron / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=akron1321465122.
Full textVinyals-Mirabent, Sara. "Building urban destination brands in Europe: re-conceptualizing the relationship between brand image and brand personality in website communication practices." Doctoral thesis, Universitat Pompeu Fabra, 2018. http://hdl.handle.net/10803/462852.
Full textLes destinacions han de projectar una imatge de marca robusta i diferenciada en un mercat competitiu. Així, els webs oficials s’han convertit en un instrument clau per transmetre la imatge desitjada, i en el lloc on els turistes esperen trobar tota la informació sobre la destinació. L’estudi analitza el lloc web oficial de les 12 destinacions urbanes més populars d’Europa amb un doble objectiu: descriure la imatge que projecten, i explorar la relació entre imatge i personalitat de marca en el discurs. Els resultats destaquen les activitats culturals, els paquets turístics i la gastronomia com els principals components de la oferta de les ciutats. També demostren que totes les destinacions projecten una personalitat forta en emoció, però són les altres dimensions de la personalitat aquelles que contribueixen a la diferenciació. Finalment, l’estudi identifica la propensió de determinades associacions relacionades amb el producte a transmetre trets de personalitat de marca específics.
Los destinos deben proyectar una imagen de marca robusta y diferenciada en un mercado competitivo. Así, los sitios web oficiales se han convertido en un instrumento clave para transmitir la imagen deseada, i en el sitio donde los turistas esperan encontrar toda la información sobre el destino. Este estudio analiza el sitio web oficial de los 12 destinos urbanos más populares de Europa con un doble objetivo: describir la imagen que proyectan, y explorar la relación entre imagen y personalidad de marca en el discurso. Los resultados destacan las actividades culturales, los paquetes turísticos y la gastronomía como los principales componentes de la oferta de las ciudades. También demuestran que todos los destinos proyectan una personalidad fuerte en emoción, pero son las otras dimensiones de personalidad aquellas que contribuyen a la diferenciación. Finalmente, el estudio identifica la propensión de determinadas asociaciones relacionadas con el producto a transmitir rasgos de personalidad de marca específicos.
Johansson, Evelina, and Frida Svensson. "The effect of influencer marketing in dense content on brands on Instagram." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37083.
Full textTinoco, López César Adair. "Podcasting the brand Sweden : How Radio Sweden International appropriates the logics of Nation Branding to present its information in a convergent, globalizing and networked society." Thesis, Uppsala universitet, Medier och kommunikation, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-225270.
Full textDaly, James. "Brand management vybrané značky." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-234354.
Full textKunene, Sibongile. "Determining the contribution of online corporate communication to brand reputation among Generation Y consumers in Vaal Region." Thesis, Vaal University of Technology, 2016. http://hdl.handle.net/10352/453.
Full textABSTRACT The internet has become one of the most powerful communication tools. Therefore, much has been written over the past few years about the rise and use of online communication, but there is still very limited research on the use of online communication by Generation Y members and corporations in an African context. Consequently, the internet has become one of the most powerful communication tool. This has led to the evolutions of the public relations discipline in keeping up with trends, embracing new opportunities and using diverse and effective communication mediums to engage with different stakeholders. This dissertation determines the contribution of online corporate communication to brand reputation amongst Generation Y members in the Vaal Region and the effect it can have on the perceived reputation of an organisation. This was done though ascertaining ways in which Generation Y in the Vaal Region (Evaton, Sebokeng and Vanderbijlpark) uses different online corporate communicate tools to engage with brands. This quantitative study used a cross-sectional descriptive research approach. Two hundred questionnaires that comprised of three sections namely: (1) demographics and sources of information, (2) online communication behaviour and (3) online reputation management were distributed amongst Generation Y members in the Vaal Region. The respondents were between the ages of 18-35, descriptive statistics such as frequencies, the mean, medium and the mode, factor analysis, t-tests and ANOVA were used to analyse the data obtained from the respondents. From the results it is evident that the growth of the internet and the development of smartphones, iPads and tablets have drastically changed the way people communicate, especially Generation Y members, thus leading brands to actively operate online. Social networking sites like Facebook, Instagram, Twitter and YouTube have taken over the technological aspect of two way interaction between customers and brands thereby influencing an organisation’s reputation. In as much as online communication has brought about change to the public relations discipline it has a detrimental impact on a company’s reputation if not managed properly. Therefore, companies that use online communication and those that do not use online communication should be aware of Generation Y’s online brand engagement, behaviour and expectation as this will have an effect on the organisations reputation when engaging with members from this group.
Köpmans, Anna. "Grafisk profil till ett företag som tillverkar handgjorda textilprodukter av naturmaterial : Hur kan en hemsida kommunicera ett varumärke?" Thesis, Högskolan Dalarna, Grafisk teknologi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:du-10656.
Full textThe purpose of this thesis was to create a graphic profile for the company Lyst Form AB. The company conducts an e-commerce and is selling handcrafted clothes made in natural material. A theoretic part in the thesis studies how a brand can communicate on the internet. It’s important that the corporate identity is reflected through the graphic profile. The corporate identity can be explained as the soul of the company and can be seen through all of the graphic material. The graphic profile is a kind of visual identity and it’s containing a logotype, typography and colors for example. Several studies were made to reach the aim with the thesis. The target group of the company was important throughout the whole process. A research began with the company and their competitors. A survey was made by the target group to get their opinion about the company and its design. This information gathering gave a good foundation and a guideline in the development of the graphic profile. During the design process the proposed logos was discussed using a focus group. The discussion was useful in the process. A last survey was made to see if the goal was achieved. The results showed that the newly developed graphic profile was a clear improvement compared to the current from the perspective of corporate identity. The goal of the thesis was achieved.
PELAT, Camille, and Madeleine CABOT. "Blogs as a new tool of communication and promotion of fashion brands : How do fashion companies make use of bloggers as a new tool of communication to promote their brands?" Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31668.
Full textPérez, 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.
Full textThis research examines the various online branding strategies and their effect on the construction of value or Brand equity in young millennials from 20 to 30 years old in metropolitan Lima, regarding mobile applications of services such as Rappi and Glovo. This theme is developed through the various theories and comments of authors who specialize in the development of image and identity for brands, as well as specialists who understand the way in which the public can be influenced by this type of tool. Analyzing the specific case of Rappi and Glovo in Peru, it has been possible to understand the influence and impact of their online branding strategies on the defined target audience. This study explores the five levels of brand equity (brand awareness, brand associations, perceived value, brand image and brand loyalty) through the WPP model of the Meaninfull Diferrent Framework (MDF) that allows us to understand the salience, difference and significance of brands in a market more simply and effectively. Also, based on the traditional Brand equity model, we can understand the level at which they are located in this brand value model. The scope of each level of this analysis model has depended on the impact and relevance of communication efforts, regarding branding, fan pages, mobile applications of the brand, or the various strategies applied by companies to be relevant to the public.
Trabajo de investigación
Meyer, San-Marie. "Social media and corporate brands : a study of how the top 10 corporate brands in South Africa utilise social media content to strengthen their brand." Thesis, Stellenbosch : Stellenbosch University, 2014. http://hdl.handle.net/10019.1/96219.
Full textSocial media has become one of the marketing tools corporate organisations cannot ignore anymore. Organisations are forced to adjust, and in certain cases replace, traditional marketing methods. The reason why this study was undertaken was to determine the type of content successful corporate brands use on social media platforms to attract new customers and retain their existing brand communities. The South African top ten most valuable brands of 2013, identified by Brand Finance, was the focus of the study and their social media activity was monitored over a pre-determined period on Facebook, Twitter and Youtube. The analysis results indicated that the majority of brands use promotional content to strengthen their brand, followed by competitions and informative and educational content. Interesting findings included that each brand, within a specific industry, followed a specific online strategy. Among other brands, four banks were analysed namely Standard Bank, Absa, Nedbank and FNB. It was clear that Standard Bank and FNB focused on promoting their products and services. The focus of Absa’s strategy was helping customers to save money effectively. Nedbank placed major emphasis on the community and corporate social responsibility.
Edlund, Alexander, and fredrik hansson. "Skapande av hög medvetenhet : En studie i hur ett företag med begränsade resurser kan skapa hög medvetenhet med kostnadseffektiva marknadsförings metoder." Thesis, Uppsala University, Department of Business Studies, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-8483.
Full textTitle: Creating high awareness – A study in how a company can create awareness with cost efficient marketing methods. (Skapande av hög medvetenhet – En studie i hur ett företag kan skapa medvetenhet med kostnadseffektiva marknadsförings metoder).
Authors: Alexander Edlund and Fredrik Hansson
Aim: Our aim is to reveal the pros and cons of cost efficient marketing and decide which cost efficient method works best in creating awareness. We also want to determine if the methods can be integrated in a successful way to achieve greater awareness.
Method/Material: We have made a qualitative approach by conducting three in depth interviews with the company Bluetooth SIG’s marketing director Anders Edlund. Our theoretical foundation is mainly built on theory from the databases and library supported by Uppsala University.
Main results: We discovered that co-branding and PR are the two most cost efficient methods in creating awareness for the company Bluetooth SIG. We also found the possibility of integrating the methods in a way that effectively strengthens and reinforces the awareness. We recommend future research in both areas to further examine our results.
Number of pages: 32 pages including abstract and references
Course: FEK C, Bachelors thesis
University: Department of Business Studies, Uppsala University
Period: 2007, Spring semester
Tutor: Olivia Kang
Keywords: Awareness, cost efficient marketing, integrating, Bluetooth, co-branding, PR, online-marketing, word-of-mouth/buzz marketing
Eriksson, Julia, and Ella Gustafsson. "Strategisk marknadsföring i sociala medier : hur ett B2B-företag kan stärka sitt varumärke med hjälp av sociala medier." Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-85539.
Full textSocial media is today described as a new marketing platform with a series of different communication channels. Something that is especially unique for this platform is the power that has been given to the consumers based on the fact that a great part of the communication takes place through them. This gives the companies who are going to market themselves a totally different role and a difficulty arises in how to adapt their brand after these new channels. The study therefore aims to provide guidelines for how a B2B company can market themselves and their brand in social media channels and how the choice of these channels affects the company’s brand. Marketing, B2B, branding and social media are the four main areas forming this essay, and together they create the theoretical foundation of the work. The study has been made with a qualitative approach with interviews that seeks to provide answers on how a B2B company should work with marketing in social media to strengthen its brand. The study has also used a company named Elanders as a case. Elanders is a B2B company that currently does not market itself in social media but has expressed a desire to do so. The empirical data in the study has been developed by interviews and has then been divided into two parts. One that only address the company Elanders and another one that focus on the opinions of experts regarding marketing, social media and branding. The empirical data has then been analyzed by looking at the theory and the models of the study. As a result we now have answers regarding how a B2B company can strengthen its brand by using social media, but also what kind of traps a company should be aware of regarding the use of this type of marketing. Furthermore, the study give specific advice on which channels to use and how many that are considered appropriate in order to maintain the channels in a successful way. We have in this study also been able to see the relevance of formatting a clear strategy that is consistent with a B2B company’s goals and marketing and the importance to give someone the main responsibility for the channels. It is also beneficial for a B2B company to learn more about search engine optimization, to be aware of potential competition and to have a clear picture of how the customers use social media.
Stenman, Erika. "Strong Employer Brands and Employee Advocacy in Social Media : exploring the Employee Perspective." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-19682.
Full textAyankoya, Kayode A. "A framework for the implementation of social media marketing strategies in political campaigning." Thesis, Nelson Mandela Metropolitan University, 2013. http://hdl.handle.net/10948/d1020118.
Full textOLSSON, LAILA. "Det lilla modevarumärkets möjligheter på internet- Ur ett brand management perspektiv." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20709.
Full textProgram: Textilekonomutbildningen
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.
Full textThis study aims to investigate the structure, communication activities, and use of media in the international promotion of tourism destinations. We implemented a methodological approach based on an online survey and qualitative interviews with destination brand managers, as well as the analysis of relevant documents. The current study confirms the fundamental role of national tourism offices abroad (NTOAs), which are the main coordination via of national tourism organizations’ (NTOs) to accomplish their objectives in the international market. The study also highlights the impact of digital technology on the activities of the NTOAs, which have widely adopted the online, social and mobile media in their promotional mix. This research has several practical applications for practitioners and academics. The present study provides new insights for destination brand managers to develop international communications strategies. Furthermore, this research contributes to the development of the field of destination branding and communications.