Raising brand awareness of Radii Footwear in order to increase customer responsiveness in the Netherlands.

SharePeople is a partly subsidized organization in Utrecht which connects social entrepreneurs in developing countries with experts from companies in Europe. The organization is in need of a new branding strategy in order to increase sales and therefore the research question for this thesis is; "What …

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 …

Private Labels have transformed from value purchases into powerful brands. This paper develops a framework based on the four strategic dimensions of brand breadth, positioning, segmentation, and relationship with the store brand that retailers can uniquely draw upon to organise their brand portfolios. …

Purpose - The purpose of this paper is to propose a fundamentally new extension of the marketing paradigm. This is theoretically and practically necessary since in the authors' view there is an insufficient balance between customer and brand thinking. Design/methodology/approach - While the marketing …