Merkebygging
Branding serves as a strategic tool for differentiating products and services in a competitive market and helps foster customer loyalty and trust. This anthology explores the ways in which strong brands are created and developed in various contexts – from branding in start-ups to destinations, flags...
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| Main Authors: | , , , , , , , , , , , , |
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| Format: | Online |
| Language: | Bokmål |
| Published: |
Cappelen Damm Akademisk/NOASP (Nordic Open Access Scholarly Publishing)
2025
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| Online Access: | https://library.oapen.org/handle/20.500.12657/103446 |
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| _version_ | 1869529375816286208 |
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| author | Lyons-Kokkin, Sarah Joy Elvekrok, Ingunn Agerup, Gry Berg, Arne Bolann, Elin Døving, Runar Albert Ellingsen, Kristen Mathisen, Line Johansson Nyvoll, Carina Rage, Øyvind Tobiassen, Anita E. Wedum, Gunhild Karlsen Åstrøm, Jonas |
| author_browse | Agerup, Gry Albert Ellingsen, Kristen Berg, Arne Bolann, Elin Døving, Runar Elvekrok, Ingunn Johansson Nyvoll, Carina Karlsen Åstrøm, Jonas Lyons-Kokkin, Sarah Joy Mathisen, Line Rage, Øyvind Tobiassen, Anita E. Wedum, Gunhild |
| author_facet | Lyons-Kokkin, Sarah Joy Elvekrok, Ingunn Agerup, Gry Berg, Arne Bolann, Elin Døving, Runar Albert Ellingsen, Kristen Mathisen, Line Johansson Nyvoll, Carina Rage, Øyvind Tobiassen, Anita E. Wedum, Gunhild Karlsen Åstrøm, Jonas |
| author_sort | Lyons-Kokkin, Sarah Joy |
| collection | Directory of Open Access Books |
| description | Branding serves as a strategic tool for differentiating products and services in a competitive market and helps foster customer loyalty and trust. This anthology explores the ways in which strong brands are created and developed in various contexts – from branding in start-ups to destinations, flagship stores and personal branding.
Key themes in the book are:
· Developing a strong brand identity
· Customer loyalty and how to build lasting relationships
· Co-creating value with customers and stakeholders
· Agile methods in market strategy development
· Innovation in brand-building
· The importance of analysis and evaluation in the branding process
The book contains both empirical and conceptual studies. The authors have backgrounds in marketing, innovation, sales, service design, tourism and the experience economy. With contributions from 13 authors, Branding: Development, Involvement and Strategies provides insight for academics, students and marketers who want to learn more about developing effective brand strategies. |
| format | Online |
| id | doab-20.500.12854ir-161267 |
| institution | Directory of Open Access Books |
| language | nob |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Cappelen Damm Akademisk/NOASP (Nordic Open Access Scholarly Publishing) |
| publisherStr | Cappelen Damm Akademisk/NOASP (Nordic Open Access Scholarly Publishing) |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1612672025-06-13T05:05:40Z Merkebygging Lyons-Kokkin, Sarah Joy Elvekrok, Ingunn Agerup, Gry Berg, Arne Bolann, Elin Døving, Runar Albert Ellingsen, Kristen Mathisen, Line Johansson Nyvoll, Carina Rage, Øyvind Tobiassen, Anita E. Wedum, Gunhild Karlsen Åstrøm, Jonas Lyons-Kokkin, Sarah Joy Elvekrok, Ingunn branding, brand identity, customer loyalty, marketing strategy development, co-creation, merkevarebygging, merkeidentitet, kundelojalitet, markedsstrategiutvikling, samskaping x thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing::KJSC Brands and branding thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJM Management and management techniques Branding serves as a strategic tool for differentiating products and services in a competitive market and helps foster customer loyalty and trust. This anthology explores the ways in which strong brands are created and developed in various contexts – from branding in start-ups to destinations, flagship stores and personal branding. Key themes in the book are: · Developing a strong brand identity · Customer loyalty and how to build lasting relationships · Co-creating value with customers and stakeholders · Agile methods in market strategy development · Innovation in brand-building · The importance of analysis and evaluation in the branding process The book contains both empirical and conceptual studies. The authors have backgrounds in marketing, innovation, sales, service design, tourism and the experience economy. With contributions from 13 authors, Branding: Development, Involvement and Strategies provides insight for academics, students and marketers who want to learn more about developing effective brand strategies. Merkebygging fungerer som et strategisk verktøy for å skille produkter og tjenester i et konkurransepreget marked, og bidrar til å fremme kundelojalitet og tillit. Merkebygging: Utvikling, involvering og strategier er en antologi som utforsker hvordan sterke merkevarer skapes og utvikles i ulike sammenhenger – fra merkevarebygging i oppstartsbedrifter til destinasjoner, flaggskipbutikker og personlig merkevarebygging. Sentrale temaer i boken er: · Utvikling av en sterk merkeidentitet · Kundelojalitet og hvordan bygge varige relasjoner · Samskaping av verdi med kunder og interessenter · Smidige metoder i markedsstrategiutvikling · Innovasjon i merkebygging · Betydningen av analyse og evaluering i merkevareprosessen Boken inneholder både empiriske og konseptuelle studier. Forfatterne har bakgrunn fra markedsføring, innovasjon, salg, tjenestedesign, reiseliv og opplevelsesøkonomi. Med bidrag fra 13 forfattere gir Merkebygging: Utvikling, involvering og strategier innsikt for både akademikere, studenter og markedsførere som ønsker å lære mer om utviklingen av effektive merkevarestrategier. 2025-06-13T05:05:39Z 2025-06-13T05:05:39Z 2025-06-12T09:23:49Z 2025 book https://library.oapen.org/handle/20.500.12657/103446 9788202877378 9788202886189 9788202886196 9788202886202 https://directory.doabooks.org/handle/20.500.12854/161267 nob open access image/jpeg Attribution 4.0 International https://library.oapen.org/bitstream/20.500.12657/103446/1/Merkebygging.pdf Cappelen Damm Akademisk/NOASP (Nordic Open Access Scholarly Publishing) 10.23865/cdf.254 10.23865/cdf.254 9266f8a8-a49e-4697-9bd1-69645f9037c2 84742c7b-a97e-4e05-9591-1776aaa275e4 e9a6e60b-9c90-492b-ba31-e9bae52ed41e 9788202877378 9788202886189 9788202886196 9788202886202 215 Oslo Høyskolen Kristiania Kristiania University College 10.13039/100031564 open access |
| spellingShingle | branding, brand identity, customer loyalty, marketing strategy development, co-creation, merkevarebygging, merkeidentitet, kundelojalitet, markedsstrategiutvikling, samskaping x thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing::KJSC Brands and branding thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJM Management and management techniques Lyons-Kokkin, Sarah Joy Elvekrok, Ingunn Agerup, Gry Berg, Arne Bolann, Elin Døving, Runar Albert Ellingsen, Kristen Mathisen, Line Johansson Nyvoll, Carina Rage, Øyvind Tobiassen, Anita E. Wedum, Gunhild Karlsen Åstrøm, Jonas Merkebygging |
| title | Merkebygging |
| title_full | Merkebygging |
| title_fullStr | Merkebygging |
| title_full_unstemmed | Merkebygging |
| title_short | Merkebygging |
| title_sort | merkebygging |
| topic | branding, brand identity, customer loyalty, marketing strategy development, co-creation, merkevarebygging, merkeidentitet, kundelojalitet, markedsstrategiutvikling, samskaping x thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing::KJSC Brands and branding thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJM Management and management techniques |
| topic_facet | branding, brand identity, customer loyalty, marketing strategy development, co-creation, merkevarebygging, merkeidentitet, kundelojalitet, markedsstrategiutvikling, samskaping x thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing::KJSC Brands and branding thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJM Management and management techniques |
| url | https://library.oapen.org/handle/20.500.12657/103446 |
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