The role of internal processes in brand alignment

The role of internal processes in brand alignment

This thesis investigates the role of internal processes in brand alignment, through a case company, more specifically one of their product family brands. The research focuses on two Market Areas which cover the entire Americas: North, Central and South America. The study investigates the research pr...

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Bibliographic Details
Main Author: Harjunpää, Jasmiina
Other Authors: School of Business and Economics, Kauppakorkeakoulu, Business and Economics, Taloustieteet, University of Jyväskylä, Jyväskylän yliopisto
Format: Master's thesis
Language:eng
Published: 2024
Subjects:
brand alignment
brand image
brand identity
internal processes
Marketing
Markkinointi
20423
brändäys
yritysmarkkinointi
markkinointi
branding
business-to-business marketing
marketing
Online Access: https://jyx.jyu.fi/handle/123456789/93350

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