Search results for "brand"
showing 10 items of 513 documents
Country branding in export promotion : case Food From Finland
2017
Globalisaation myötä mielikuvat eri maista vaikuttavat kasvavassa määrin kuluttajien jokapäiväisiin valintoihin ympäri maailmaa. Edistääkseen positiivista mielikuvaa, useat maat tekevät maabrändityötä, joka ulottuu matkailumarkkinoinnista vienninedistämiseen ja ulkomaisten investointien houkuttelemiseen. Tämän tutkimuksen tavoitteina oli valottaa suomalaisten elintarvikeviejien suhdetta kotimaansa maabrändiin sekä tarkastella vientiyritysten ja vienninedistämistoimien roolia maabrändin kehittämistyössä. Tutkimuksen kohteena on Finpron elintarviketeollisuuden vienninedistämisohjelma Food From Finland ja tutkimuksen empiirinen aineisto koostuu kahdeksasta laadullisesta yrityshaastattelusta. T…
Branding a family business
2016
This master’s thesis main object was to understand better the very little researched topic: branding a family business. The main aim was to seek the values used behind family business that are the family values used in the brand and how the branding has been implemented in a family company. A qualitative method was chosen for this research for an interpretative analysis of the subject. Five family companies were chosen for the interviews. All these family companies are known Finnish companies which have a great brand and can be defined as true family businesses from their ownership and governance. Before the interview, all interviewees were given a questionnaire which was formulated based o…
Social Media Marketing Efforts of Luxury Brands on Instagram
2019
Social media offers marketers a broad set of instruments to connect to targeted customers in a personalized and interactive manner. Different social media platforms enable different innovative strategies for an organization’s social media presence. In this framework, Instagram has become a popular social media platform for luxury fashion brands. This paper explores the area of luxury fashion brands on Instagram by focusing on key practices that should be implemented in a social media marketing strategy. The main objectives of this study are: (1) the present the concept of luxury brands, (2) to examine the social media marketing of luxury brands aimed at driving consumer engagement, (3) to a…
Introduction to Mathematical Logic (Edition 2017)
2017
Hyper-textbook for students in mathematical logic, Edition 2017
The intimate relationship between food and place branding: a cultural semiotic approach
2022
Over the past ten years, food and places have been at the epicenter of sophisticated branding strategies. On the one hand, there has been enormous growth in the number and complexity of branding devices such as ‘geographical indications’ (GIs) that aim to establish cultural associations between local food products and places of origin. On the other hand, cities, regions, and states use cuisine, ingredients, and traditional dishes in destination marketing strategies to introduce food identity as a distinctive element in the brand image of a place. These processes have been extensively studied by place branding researchers, inasmuch as by social and human scientists at large, while highlighti…
Italian Consumers’ Preferences for Pasta and Consumption Trends: Tradition or Innovation?
2019
The aim of this study is to know Italian consumers’ preferences for Pasta and consumption habits. Food culture and concerns about food security and product innovation were investigated. A sample of Italian consumers was interviewed. Consumer’ profile, motivations and purchasing behavior were described. Relationships between observed variables and the latent constructs that explain the preferences were highlighted. There is asymmetric information between consumers and producers. Consumers believe Pasta is made with Italian grains, and therefore it is healthy and safe, although that’s not always the case. Intrinsic and extrinsic high quality, which derives from growing and production technolo…
Estética y diseño industrial: debates y controversias
2019
En el presente texto se argumenta la importancia de la dimensión estética en el ámbito del diseño industrial, al tiempo que se abordan desde la perspectiva de la reflexión estética algunos de los principales debates que han tenido lugar en la cultura del diseño. Estos debates se han articulado en torno a la idiosincrasia propia del diseñador y su actividad; la relación entre arte y diseño; la controversia en torno a la forma y la función; la importancia de las dimensiones simbólica y emotiva del producto; y la encrucijada del diseño entre los proyectos de emancipación social o a la difusión de una estética banal. This text argues the importance of the aesthetic dimension in the field of ind…
THE GLOCAL STRATEGY OF GLOBAL BRANDS
2010
A few years ago, globalization was the new paradigm in international business, however from a branding perspective it has lost its initial efficiency giving the fact that consumers do not seem to feel a connection anymore with the standardized products of global corporations, catered to them in mass marketing communication programs. With their centralized decision making, most companies simply stopped having a connection with the new global marketplace and neglected its emergence. Hence, the influence of local characteristics arose, and with that a new term that encapsulates the global and the local – glocal. “Glocalization” encourages companies to “think global, act local”, and they could …
Digitization of the communication and its implications for marketing
2014
Mining Customer Requirement from Helpful Online Reviews
2014
Today there are a huge quantity of online reviews available across different categories of products. The key question is how to select helpful online reviews and what can we learn from the abundant reviews. In this paper, we first conclude five categories of features to predict reviews' helpfulness from the perspective of a product designer and then present an approach based on conjoint analysis to measure customer requirement. The suggested approach are demonstrated using product data from a popular Chinese mobile phone market.