In the current postmodern society we live in (a society where social ties are formed around market mediated offerings), brands play very powerful and influential roles over consumers. Since people are likely to use a brand they like as a status symbol or value system to determine and show their self-worth …

In this study the impact of athlete endorsements on the attitude and buying behaviour of consumers was investigated. Many times, endorsers are seen as having a positive impact on a brand and are used to endorse sport products as well as non-sport products. Sometimes an athlete is endorsing different …

‘The name attached to a brand can become a burden to the brand’s development, e.g. when wanting to access new activities, international markets, or simply when wanting to rejuvenate a brand’. (Kapferer, J., 2008, p. 417). Changing a company’s name, is not to be taken lightly, and could cause some serious …

Victoria's Secret is the leading specialty retailer of lingerie and beauty products. This brand is dominating the world with body fashion, fragrances and cosmetics. In addition, Victoria’s Secret is also globally recognized for their supermodels and world-famous fashion shows. There are more than 1,000 …

The theme of this graduation assignment is destination branding. The main goal of destination branding is to emphasize the unique image of a destination, which then differentiates it from competitors (Hanzaee & Saeedi, 2011, p.13). The Bratislava Tourist Board – largest in campaigning the city brand …

This research leads you through the process of creating an effective communication strategy to introduce the concept Allyousee.nl into the advertising and online shopping markets. It is a promotional platform for international artists and lifestyle products. The first version of allyousee.nl was released …

Currently, only 22 percent of Dutch households consume a dairy dessert on a daily basis. FrieslandCampina, market leader in the Dutch dairy category, set a goal for 2013 to increase this to 23 percent. Mona, one of their brands, is set to be one of the driving forces in the category's growth.The brand …

Stocker Centrale Verwarming was founded in 1978. It is an established heating company in the region of Zevenaar; a city that lies on the border with Germany and the Netherlands. High quality and fast service are the vocal points of the organization. Because of changes in the industry, new competitors …

Charities on the islands of Aruba, Bonaire and Curacao operate in an environment that is considered to be a Statist Regime. They are generally small, less organized, and receive little support from the government, causing them to rely on other sources for funding. Their relatively small size means that …

Nokia is a large mobile phone company that is struggling to keep up with other players in the emerging smartphone market. The market is very competitive and the products have a short life cycle. Furthermore, a high level of innovativeness is required. In this report the Finnish mobile phone company has …