Sweden has a long tradition of strict alcohol policies and market regulations have been used in order to keep down the consumption among the population. The state has controlled the market through monopolies and high alcohol taxes. When Sweden entered the European Union four of the five monopolies were abandoned. At the same time entrepreneurial micro-breweries started to enter the market.
Entrepreneurial activity under market regulations: A qualitative study about entrepreneurship in the Swedish brewery industry
There has been written thousands of dissertations and theses within the field of branding. Therefore a legitimate question would be: why branding is of such an interest? A simple answer is that the brand differentiates the product or service from competing products. Problem: Branded products can be seen everywhere around us at all time, and [...]
The use of celebrity endorsement strategy is nowadays more frequently used by marketers in order to increase their sales and thereby extend their market shares. Many celebrities are used in various marketing campaigns and in most cases; the use of celebrities as endorsers is seen from mainly positive aspects. Purpose: The purpose of this thesis [...]
Title: A STUDY TO INDICATE THE IMPORTANCE OF CONSUMER BASED-BRAND EQUITY ON CONSUMER PERCEPTION OF BRAND Strong brand equity has become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their [...]